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Krasjinnføring i Enhanced Ecommerce
eHandelsdagen - 2014
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Kundereisen i en nettbutikk
#ehd14
Alle besøk Kjøpstrakt Kjøp
?Fjernet fra handlekurv
Annonser
Rabatter
Feilmeldinger
Produktsammenligning
Affiliate
Kupongkoder
Sett produkter
Lagt i handlekurv
Sett handlekurv
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Kundereisen
NettstedClose the loop
Kundereisen
Kundereisen
#ehd14
•Hvor langt kommer kundene i kjøpsprosessen?•Hvor faller de fra?
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Produkter
ProdukterClose the loop
Kundereisen
Produktoptimalisering
#ehd14
•Hvilke produkter…•… blir sett?•… blir lagt i handlekurv? •… blir fjernet fra handlekurv?•… konverterer bra og dårlig?
• Importér utfyllende produktdata
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Produkter
NettstedNettsted
Kundereisen
Optimalisering av nettsted
#ehd14
•Hvor godt fungerer…•… relaterte produkter?•… produktmoduler?•… oppsalg?
•Optimalisering av interne markedsføringsaktiviter
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Produkter
NettstedClose the loop
Close the loop
Close the loop
#ehd14
• Refusjon • Remarketing
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Rapporter og analyser
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Rapporter og analyser
#ehd14
• Markedsføring• Intern markedsføring• Bestillingskupong• Produktkupong• Kode for
samarbeidspartner
• Oversikt• E-handelsanalyse
• Handleadferd• Betalingsadferd
(kjøpsprosess)
• Produktresultat• Salgsresultater• Produktlisteresultat
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Oversikt
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Handleadferd - Kundereisen
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Betalingsadferd (kjøpsprosess)
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?
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Goal Funnel
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3
6
4 5
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Produktrapporter
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Produktrapporter
• Produktvisning• Lagt i handlekurv• Merke• Variant• Pris
• Rabatt
• Kategori• Produktlister• Annet?
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26 09.04.2023
Produktrapporter - Summary
Product Refund Amount
Cart-to-Detail Rate
Buy-to-Detail Rate
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27 09.04.2023
Produktrapporter - Summary
Product Brand
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Produktrapporter - Varianter
#ehd14
Product Variant
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29 09.04.2023
Produktrapporter – Shopping Behavior
Product List Views
Product Detail Views
Product Adds to Cart
Product Removes From Cart
Product Checkouts
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Produktrapporter - Produktkategorier
#ehd14
Inntil 5 nivåer
Product Category Product Category Level 2
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Produktlister
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Produktlister
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33 09.04.2023
Product List Name
Product List Views
Product List Clicks
Product List CTR
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Internmarkedsføring
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Internmarkedsføring
• Bannere• Plassering• Budskap• Design
• Produktlister
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36 09.04.2023
Internal Promotion Name
Internal Promotion Views
Internal Promotion Clicks
Internal Promotion CTR
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Kupongkoder
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Kupongkoder
#ehd14
Order Coupon Code
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Segmentering og Remarketing
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Segmentering
#ehd14
Checkout_Abandonment
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Segmentering og Remarketing
#ehd14
Remarket
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Remarketing
#ehd14
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Dynamisk Remarketing
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Dynamisk Remarketing
#ehd14
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Oppsummering
#ehd14
• Optimalisering av hele kundereisen• Gir detaljkunnskap ned på produktnivå• Import av eksterne data for utvidet innsikt• Remarketing og Dynamisk Remarketing• Planlegging og samarbeid
![Page 47: Google Analytics Enhanced Ecommerce - eHandelsdagen 2014](https://reader034.vdocument.in/reader034/viewer/2022042513/5477f092b4af9f0b498b45a0/html5/thumbnails/47.jpg)
Eivind Savio @EivindNOR