Understanding & MonetizingVisitor Behavior with AnalyticsMarch 19, 2013

Agenda

Introductions– What You Currently Do?– Experience with Internet Marketing– Current Issues/Questions

Roundtable Discussion– Current Issues– Open Table

Topics of Interested

Random “Stuff”

Background

10+ Years Internet Marketing Experience– Started with Email Marketing

– Built a Boston based Internet Consulting Agency• From $180k to $2 Million in 2 Years• Managed $35 Million in Client Revenues

– For 6 Years Ran Own Internet Business• Operate Several Ecommerce & Content Websites• Small Consulting Practice for Select Clients

– Director eCommerce - Inc. 500 Company • $0 - $17 Million in 4.5 Yrs

I started this group to share and learn with others

Background

Areas of Expertise

– eCommerce

– Search Engine Optimization

– Media Buys / Advertising

– Social Media

– Conversion Optimization

Background

Michelle Schmidt• Internet Marketing Since 1999• Currently Operates IceLinkDesign.net

Introduction

30 Seconds - Introduction –What You Currently Do?

–Experience with Internet Marketing

–Current Issues/Questions

Topic

Understanding & Monetizing Visitor Behavior

Things to Consider

10+ Page Templates

80 Categories

2,200 Products

150 Videos

4 Product Types….

Where to Start?

Shopping Path

Categories

Products

Homepage

Cart

Checkout

Shopping Path

Issue: Path Not Linear

Shopping Path

Objective: Analyze & Optimize

Usability Engagement

• Major Page Templates• Home, Category, Product

• Product Page Types

• Workflow Modifications (eg. forced cart)

• Cart / Checkout

• Product Categories

• Products

• Content• Home, Category, Product

Shopping Path

Category Pages

• CustomVariables

• PageView Tracking

Yields Both Usability & Engagement Data

Problem: Indistinguishable from other pages

Solution: Grabs page name from URL and prepends it with /category/category-name.html

Shopping Path

Product Pages

• CustomVariables

• PageView Tracking

Yields Both Usability & Engagement Data

Problem: Indistinguishable from other pages

Solution: Grabs page name from URL and prepends it with /product/type/product-name.html

Shopping Path

Add to Cart with Event Tracking• Category Pages

• Category Page Quick View

• Product Pages

Shopping Path

Checkout• Billing Steps with Pageview Tracking

For us logged in & paypal users messes everything up…

Shopping Path

Default Magento Custom Magento

Shopping Path

Questions?