eanalytics for ecommerce - the essentials

Twitter: @GillianMeier

ANALYTICS FOR E-COMMERCEMAYSON ATTERBURY - SEPTEMBER 2014

© Copyright of Blue Magnet Digital 2Twitter: @GillianMeier

Standard Analytics

Sources

Interaction

Conversions

Fall-offsStandard Analytics

Traffic Sources:• Where does your traffic come from?

Page Interaction / Navigation:• Interaction with Site and Content

Measuring Conversions: • Activities of Value to your Business

Fall-off and Exits:• How / Where People Leave your Website


E-commerce Analytics

Source

Shopping Behaviour

Sales / Checkout Analysis

Shopping Cart Abandonment

The Most Amazing-est E-commerce

Traffic Sources:• E-commerce Traffic Sources

Shopping Behaviour• Interaction with Site and Content

Sales and Checkout: • Activities of Value to your Business

Shopping Cart Abandonment:• How / Where People Leave your Website


What Tracks What?

Origin of Page Traffic Origins of

Sales Traffic

Page Interaction Shopping Cart

Interaction

ConversionsSales /

Checkout

Site Exits Shopping Cart Abandonment

Traffic Sources

Interaction

Tracking Value

Drop-off / Exits

E-Commerce

E-Commerce

E-Commerce

E-Commerce

Standard

Analytics

Standard

Analytics

Standard

Analytics

Standard

Analytics

Standard vs. E-com


Behavioural Analytics: Diagnosing your Shop

Why E-commerce Behaviour Analysis?

Where do my Audiences Convert?

Where do my Audiences NOT Convert?


Where do you

Convert?

Multi Channel Funnels

Checkout Analysis

Shopping Behaviour Analysis

E-commerce Behavioural Trifecta

The Behavioural Trio…

“a Trio of Reports aimed at Understanding E-commerce User Behaviour. Use these reports to make adjustments that drive more sales”

1. Multi-Channel Funnel Reports• Which Sources of Traffic Turn into Sales?• Which Combinations of Traffic Turn into Sales?

2. Shopping Behaviour Analysis• Where do users Abandon the Shopping Cart Sales Process?• Why do they Abandon?

3. Product Performance Reports• What is Generating Income?• Where do I need more Advertising?• Where does my profit come from?


1. Multi Channel Funnels

Which Channels do your Converted Buyers Interact with most?


1st Channel

2nd Channel Sale

• Invest more in these channels to grow your customer base.• Investments can be in terms of Optimisation, Advertising or

the Creation of Content.

1. Multi Channel Funnels: Conversion Tips

Using the Multi-Channel Reports:

• Identify Last Channels before Conversion

• Best Channel Combinations:

• Identify First Channels to Conversion

• Invest more in these channels to influence your sales figures.

1st Channel

2nd Channel Sale

• Ensure that both channels are prominent in your strategy to drive both Traffic and Sales.

1st Channel

2nd Channel Sale

What to do?


2. Shopping Behaviour Reports

To use the Shopping Behaviour Report:

1. E-commerce Tracking needs to be setup

2. Typical E-commerce Requires:

• Product Pages• Shopping Cart Functionality• A Check Out / Payment

Function• E-commerce Analytics that

tracks sales.

Depiction Courtesy of blastam.com

How do users interact with your Shopping Cart?


2. Shopping Behaviour Reports: Conversion Tips

Identify User Problems in the Shopping Process:

• PRODUCT VIEWED BUT NOT ADDED PRODUCTS TO CART:

Potential Problem Areas:

• ADDED PRODUCTS TO SHOPPING CART BUT DIDN’T PURCHASE:

• SESSIONS THAT CHECK OUT VS. SESSIONS THAT ABANDON CHECKOUT

• SESSIONS WITH NO SHOPPING ACTIVITY

- Users can’t find your Shopping Cart

- Users don’t know it to be a Shopping Site

- Content to Product Linking- Digital Participation Curve- ROPO

- Shopping Cart Visibility- Lack of Information- Pricing.- Delivery / Returns policies- ROPO

- Policies: Returns, Privacy.- Available Payment Methods- Terms of Delivery- Trust Issues > Design.- Difficulties in the Process

- Total Purchase Prices.- The addition of Taxes after

Purchase.- Shipping Costs are a

deterrent.


3. Product Performance Reports

When do Customers buy your products?

What does your Product Performance say about your user

behaviour?


3. Product Performance Reports: Conversion Tips

Gather User Information that

Helps you Improve your

Deals:

Performance Insights

• Product Quantity • Product Revenue • Average Price • Average Purchase Quantity

- Ensure that you have stock of all your best sellers.

- Can you identify the profitable markets in your Product inventory?

- Which product categories are buyers more interested in?

- Calculate your ROI to identify your Biggest Profit Products

- Invest more in your profitable products to boost your sales

- Remove products that are not creating profits.

- Remarket on weak sellers.

- Analyse your weaker sellers: are they too expensive to create sales?

- Can you identify average prices in Categories? Do prices outside the average impact sales?

- Companies try to strive for Higher Quantities of Products in a Sale.

- Higher Average QTY Decreases Cost per Sale.

- Try Promotions, Free Shipping, Specials.


Remarketing That Beats “Non-Shopping”

1. Users Arrive on your site and you give them Cookies… Nom nom

nom

2.They view specific Product Pages and Interact with your

Content

3. Users Abandon your Shopping Cart

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4. Display Ads follow users with Targeted Offers.

Co

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Ba

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Bu

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5. Remarketing points users back to your site to buy your products.


Remarketing: Target Based on User Behaviour

Use Behavioural Analytics to Best Target your Remarketing:

Situation: Message / What to Remarket

All Site Visitors who did not convert

(Catch All) Use targeted Display Ads that promote specific products on your website.

Last Interaction Visits who did not Convert

Focus your Remarketing on Users who came to your site via your Top Converting Traffic Sources. Be sure to target people who didn’t converted.

Viewed Products but did not convert

Retarget people who showed interest in specific products but didn’t buy anything. Target your message to be specific to the product they viewed.

Added Products to Cart but didn’t complete purchase / abandoned checkout.

Retarget people who have shown a definite interest in specific products on your site. Lure them back to your site with special offers and promotions to help boost your conversions.

Retarget Products that Underperform

Identify Products in your Product Performance Report that perform poorly. Retarget audiences with specific ads aimed at promoting those products.

Retarget Popular Products. Identify the Product Categories that users have shown the most interest in. Remarket to them with targeted ads back to those products to further drive sales.


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eanalytics for ecommerce - the essentials

Technology

shopping cart sales

shopping behaviour analysis

shopping behaviour reportsto

shopping cart visibility

multichannel reports

sources of traffic turn

product categories arebuyers

multichannel funnel