Using analytics to

improve sales &

conversions

By Roger Willcocks

‣ Full service e-commerce agency

‣ 300+ e-commerce websites since 1997

‣ 100 years+ e-commerce website experience

‣ roger@screenpages.com

‣ @screenpages

‣ +44 (0)1932 359 160

About Screen Pages

‣Magento since 2009

‣22 staff (10 certified developers)

‣70+ Magento websites built

‣50+ active (running 100+ stores)

‣New builds, support (migrations) & upgrades

Screen Pages Magento experience

Agenda

Metric Benchmark Influencing factors

Sources of traffic

Landing pages

Engagement

Search

Checkout

Conversion

‣ What do you measure?

‣ Daily visits

‣ Traffic by source

‣ Where traffic lands

‣ Conversion by marketing/source

‣ How often?

Quick questionnaire

‣ Those that do it well, benefit extremely well

‣ It can performs at 4-7 times regular traffic

‣ Emails are increasingly opened on mobiles

‣ Guidance:

1. Design your transactional emails

2. Manage & update their content

3. Tag them for Google Analytics

The enigma that is email marketing

http://www.screenpages.com/about/articles/magento-emails

The big picture – back to front

Forwards lived be must it but: backwards understood be only can life.

Soren Kierkegaard

“You manage what you measure”

• 10m retail site visitors (Jan-Sept 2013)

• £25m revenue (500,000+ transactions)

• 15-20 B2C retailers

• Niche brands (mostly own brand)

• £500k-£10m online sales

• £91 average order value

Source: Google Analytics

The basics

High Low

Pages per visit 12 4

Bounce rate 60% 20%

Conversion rate 9.07% 0.72%

Kid’s stuff

Where does your traffic come from?

It’s getting harder to tell

Generic searches 14%

Brand searches 14%

Referrals 11%

Email 19%

Paid search 21%

what do you manage?

Source Traffic Conversion £ per visit

Brand related searches 14.5% 6.3% £4.45

Generic search 14.1% 1.5% £0.55

Paid search 19.9% 3.4% £2.74

Email marketing 20.6% 4.9% £2.73

Referrals 10.5% 2.4% -

Average 3.9% £2.64

Summary of traffic & its performance

Summary in new Channels Report

The funny thing about conversion

21%

15% Opportunity?

2.85%

1.27%

4.69%

‣ Capture monthly number of mobile visits

‣ Multiply by mobile conversion rate * 50% (being typical uplift for mobile websites)

‣ Multiply by AOV (showing monthly revenue uplift)

‣ 10,000 mobile visitors per month (the average in our sample)

‣ 1.27 conversion rate

‣ £60 AOV

‣ £3.8k monthly uplift potential

How to calculate mobile ROI

Or it’s “strategic”

‣ 8-20% of traffic

‣ Converts at 40% of average traffic (or 50p per visit versus £2.64)

‣ Huge time & money effort to be effective

‣ Long term asset or bottomless pit?

The enigma that is SEO

‣ In our sample, Facebook “likes” range from 1,000 to 20,000

‣ 1% of traffic

‣ 1% conversion ratio

‣ At best

The enigma that is social

Where do they all land? Where do people land?

37% 32% come to the home page and 23% of these leave.

Landing page % landings bounce %

Home page 32% 23%

Category page 25% 33%

Product page 22% 55%

Where do visitors land?

i.e.. not on the home page

68% people arrive on other pages. Nearly 4 in 10 of these leave.

Follow visitors through your site

?

‣ Consider where visitors come from and their intent

‣ Promotions (regular & varied)

‣ Content (lots of it) & photography (lifestyle)

‣ Landing pages (category & product pages)

‣ Navigation

‣ Get the categorisation right

‣ Merchandising as well as products

‣ Dropdowns (esp. multi-layered)

‣ Filters (price, colour etc – but caveat)

How to engage customers

Special case: category pages

• 25-50% of all entrances

• 40-50% of all page views

• Three roles:

Landing pages

Routing pages

Conversion pages (with add to basket)

0.83%

0.37%

0.15%

0.30%

5%

5%

Search

Used by 5.4% of visitors. Converts at 3x average. Committed shoppers.

How does it convert? Checkout

Which checkout performs better?

1.

2.

3.

4.

Basket and checkout funnel

Quartile 1 Quartile 3

Basket/checkout views 0.92% 3.42%

Basket page exits 7.93% 11.83%

Checkout success 39.7% 49.4%

Checkout abandonment

These are all Magento standard checkouts – except one.

‣ No technical glitches

‣ Clarity and simplicity in the purchase

‣ Delivery charges (free shipping)

‣ Clear and safe returns policy

‣ Tone and messaging

‣ Gentle reassurance

‣ Obvious security

‣ Time-limited offers

‣ Bonus tip: remove the header

What makes a good checkout?

How to track abandonment in Magento

Set up basket goal

How to track abandonment in Magento

Set up start the checkout goal

How to track abandonment in Magento

Set up checkout funnel

‣Checkout tracking weak (one step checkout)

‣Not all events recorded (changes, reloads, errors)

‣Add to basket not recorded

‣Cross- and up- sells not recorded

Magento tracking code challenges

How do we measure it? Measurement

Make a custom dashboard

‣ Some numbers are never 100% accurate

‣ Trends reveal whether things are getting better or worse

‣ Use percentages and averages not numbers

Data versus information

Trends

Look at what matters

‣ Metrics must reflect activities

‣ Agree important metrics with your business

‣ Choose a few numbers but pay attention to them

‣ Record them over time in a dashboard spreadsheet

Other tools: usability studies and surveys

‣Increase sales. How?

‣Increase visitors. How? ‣Work the opportunities

‣Plan list of specific improvements with metric targets

‣Increase conversions. How? ‣Tackle the problems

‣Plan list of specific improvements with metric targets

‣Increase average order values. How? ‣Plan list of specific improvements with metric targets

‣Measure.

‣Refine.

The ingredients of an online plan

In conclusion

‣ Desirable products

‣ Well presented

‣ Attractively priced

‣ Securely paid for

‣ Beautifully (or appropriately) packaged

‣ Quickly delivered

‣ This needs to be communicated on every page

What makes a good proposition?

Meet your competition

‣ Happy customers who want to buy your products

What most influences conversion?

‣ If you would like a complementary benchmark report –

End

‣ roger@screenpages.com

‣ @screenpages

‣ +44 (0)1932 359 160