groundswell - mark lilley - maximise your return in search...
TRANSCRIPT
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Maximise your return in search
Mark Lilley19.10.2017
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© groundswellgrowth.com @GroundswellGro
Hello
Mark Lilley
Co-‐Founder & DirectorGroundswellgroundswellgrowth.com@GroundswellGro
Head of Ecommerce Chain Reaction Cycles – 5 years
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© groundswellgrowth.com @GroundswellGro
Who are Groundswell?
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© groundswellgrowth.com @GroundswellGro
Ecommerce Experts
Experienced and Growth focused
• Ecommerce Consultancy & Strategy• Insight & Measurement• Digital Marketing – Paid Search, Display & Social• Conversion Optimisation
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Agenda
What are we going to talk about?
1. Focus on the complete customer journey
2. Insight – the what and the why
3. Action – maximise your return
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© groundswellgrowth.com @GroundswellGro
1. Focus on the complete customer journey
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© groundswellgrowth.com @GroundswellGro
https://www.kaushik.net/avinash/@avinash
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© groundswellgrowth.com @GroundswellGro
https://www.kaushik.net/avinash/@avinash
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CRO / UX
SEO PPC
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Insight
SEO PPC
CRO / UX
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© groundswellgrowth.com @GroundswellGro
How to fix leaks!
Focus on what matters
• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!
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© groundswellgrowth.com @GroundswellGro
How to fix leaks!
Focus on what matters
• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!
Insight
Prioritise
ExecuteMeasure
Learn
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© groundswellgrowth.com @GroundswellGro
Eat your own dog food!
Experience your own experience
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2. Insight – the what and the why
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Insight
Segmentation
SurveysSales and Call
Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics Search
analytics Voice of Customer
Market research
A/B and MVT testing
Big & unstructured
data
Google analytics
Competitor evalsCustomer
service
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Insight
Segmentation
SurveysSales and Call
Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics Search
analytics Voice of Customer
Market research
A/B and MVT testing
Big & unstructured
data
Google analytics
Competitor evalsCustomer
service
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© groundswellgrowth.com @GroundswellGro
1. Google Analytics Heath Check
2. Measurement Planning & Framework
3. Implementation Plan
Google Tag Manager
DataLayer
Goal Configuration
Event Tracking
Content Grouping
UTM Tracking
4. Data Collection & Insight
Channel Analysis
Device Analysis
Full Site Journey
Checkout Journey
Buyer Profile
Standard and Advanced Reports
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© groundswellgrowth.com @GroundswellGro
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© groundswellgrowth.com @GroundswellGro
Valuable Reports
Create Horizontal View
• Custom Report: All sessions, PDP Views, Add to Basket, Checkout Starts, Checkout Completions
• Segment by device
• Insight: High level view of customer onsite journey and drop off points
Note: can be via enhanced ecommerce or manual
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© groundswellgrowth.com @GroundswellGro
Valuable Reports
CR by Browser Type & Device
• Custom Report: Browser, Browser Version, Users, CR, Transactions and Revenue
• Segment by device
• Insight: Identify any technical or UX issues for specific browsers and devices
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© groundswellgrowth.com @GroundswellGro
Valuable Reports
Site Speed
• Speed and perception of speed play a vital role in how a customer rates their experience on site
• Standard Report: Behaviour > Site Speed > Page Timings
• Select DOM Timings & click the Data View
• Insight: Create ranking system using page views * doc interactive time. Shows most important pages to address speed issues
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© groundswellgrowth.com @GroundswellGro
Valuable Reports
Site Search
• Customers who use search will convert higher than those that don’t!
• Custom Report: Search Term, Refined Keyword, Start Page, Exit Page and Unique Searches
• Insight:• Identify top pages, Identify top pages users initiate search
• Are they exiting from search and therefore not finding results
• What are they refining to?
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Content Grouping
How to:
• Create the content group in GA
• Create the required variables in GTM
• Pass variables in your GA Tag in GTM
Insight:
• View KPIs by site templates / groups
• Create funnels using navigation summary
• High traffic low conversion, High traffic high bounce / exit
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Event Tracking
How to:• Create event tags in GTM and define criteria
Insight:• Add to Basket & Start Checkout Goals• Zero Search Results: add aliases, re-‐directs, fix misspellings etc.
• Feature use: identify most used mega menu links etc.
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© groundswellgrowth.com @GroundswellGro
Voice of Customer
How to:
• Meet regularly with customer service / call centre / store
• NPS
• Exit feedback on Confirmation Page
• “What nearly stopped you buying today?”
• Exit feedback throughout site
• “Please tell us what you like about our site and what we can do to improve it?”
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User Testing
How to:
• Moderated -‐ Get anyone not familiar with your site, new starts, in-‐store, friends and family
• Depending on budget -‐ use professionals
• Unmoderated -‐ usertesting.com, whatusersdo.com, usabilityhub.com, peek.usertesting.com
• Give them an example scenario and run short test
• Make the test as natural as possible
• Any testing is better than no testing!
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3. Action – maximise your return!
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Action
• Prioritisation – triangulate and base on effort and potential return
3 streams of Action
• Direct -‐ i.e. update / improve product data and content, source new products, respond to customers, fix bugs etc.
• Roadmap – Get broken things fixed, feature addition or change (following user centred design process)
• Conversion Optimisation – UX improvements, urgency, scarcity, clarity
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Website
EcommerceRoadmap
UCD / UX
ConversionOptimisation
CRO / Testing
ImprovementProcesses
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1. Insight
2. DevelopHypothesis
Google AnalyticsNPS, SurveysExit FeedbackHeuristic Review
PrioritisationScheduling
3. DesignConcepts
SketchingWireframingLook & Feel
4. ConfigureTesting
SegmentationNumber of VariationsGoals & Metrics
5. AnalyseResults
Link up all analysis toolsInvestigate all relevant metrics
6. IdentifyLearnings
Why?Document all tests
and resultsCommunicate
CROPROCESS
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Scarcity: RPV uplift 8%Urgency: CR uplift 3.1%Highlight Price: CR uplift 3.53%Trust: RPV uplift 5%
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Summary
• Focus on the complete customer journey
• Dedicate time and resource to insight & measurement
• Heath check and maximise Google Analytics
• Listen to your customers
• Prioritise based on effort and potential return
• Action and go again!
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Thank You
Mark Lilley [email protected]
@GroundswellGro@markrlilley
uk.linkedin.com/in/markrlilley