enhanced ecommerce & cro with google analytics - dara fitzgerald
TRANSCRIPT
Eliminating the guesswork
Dara Fitzgerald@darafitzgerald
Analytics Director@measurelab
Enhanced Ecommerce & CRO with Google Analytics
What we will cover.
#1. End-to-end shopping journeys with Enhanced Ecommerce
#2. Product level reporting and Optimisation
#3. Improve performance with Segmentation & Remarketing
#4. Recommended Metrics for optimisation
Eliminating the guesswork
#1. Without Enhanced Ecommerce
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1. Page Tracking
2. Event Tracking 3. Ecomm. Tracking
4. Goal Funnel Tracking
#1. Enhanced Ecommerce
https://support.google.com/analytics/answer/6014841?hl=en-GB
Eliminating the guesswork
Shopping Behaviour Analysis
Plenty of leaks to plug!
#1. Enhanced Ecommerce
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Shopping Behaviour Analysis
Makes it easy to spot issues with specific dimensions
#1. Enhanced Ecommerce
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Checkout Behaviour Analysis
Monitor &Optimise Checkout
Pages
#3. Segmentation & Remarketing
Access EE Dims/Mets & combine with Custom Dims/Mets for advanced segmentation
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#3. Segmentation & Remarketing
Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports
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#3. Segmentation & Remarketing
Click #2 Choose this segment for a remarketing list
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#3. Segmentation & Remarketing
Click #4 Choose AdWords account
Click #5 Save!
Click #3 Name the remarketing list
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#4. Metrics for Optimisation
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CR% can decline (even despite increased orders!) with large traffic increases
Sess
ions
/ O
rders
#4. Metrics for Optimisation
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CR% and absolute Transactions can drop even if AOV increases considerably
#4. Metrics for Optimisation
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Even if CR% increases, revenue could be dropping heavily!
#4. Metrics for Optimisation
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Product Specific• Product list CTR• View to Cart %• View to Checkout %• View to Buy %
Funnel• Session to Cart %*• Cart to Checkout %• Checkout to Order %• Step CR% through funnel, e.g. Delivery >> Payment
Business• AOV• Revenue• CPA **• Gross Profit **• Customer LTV **• Orders per Customer
* Use order-focused sessions only, i.e. exclude bounces and other purpose sessions, e.g. job seekers, etc.
** These metrics would rely on using other features of GA, namely Data Import and Custom Dimensions
Summary
#1. Migrate to Enhanced Ecommerce for easy shopping journey analysis and comprehensive product reporting
#2. Create Abandonment Segments for Remarketing directly within the Enhanced Ecommerce reports
#3. Consider using new/other Metrics for optimisation, rather than CR% only
#4. Enhanced Ecommerce can be used for non-Ecomm sites. There are no rules - be creative!
Eliminating the guesswork