Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google
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This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Vinoaj Vijeyakumaar's session covers a case study from Amari Hotels about using GA funnel visualization reports to increase site conversions.
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Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google
- 1. Shaping the Funnel Increasing Online Reservations for Amari Vinoaj Vijeyakumaar Customer Solutions Engineer, Google Southeast Asia http://twitter.com/vinoaj Google Confidential and Proprietary 1
- 2. How much hard work do you put in to deliver visitors to your checkout flow only for them to leave ? Google Analytics Master Class 2010 #gamc 2
- 3. Google Analytics Master Class 2010 #gamc 3
- 4. The Funnel Google Analytics Master Class 2010 #gamc 4
- 5. Google Analytics Funnels Google Analytics Master Class 2010 #gamc 5
- 6. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 6
- 7. • 11 Branded and 7 Managed Properties in Thailand • Highly reliant on website to be a driver of ecommerce revenue • Early-adopter of Google Analytics • Reliant on Google Analytics to identify profitable revenue channels and opportunities to increase sales • Focus on user experience Google Analytics Master Class 2010 #gamc 7
- 8. The Questions Google Analytics Master Class 2010 #gamc 8
- 9. What can give us the answers? Google Analytics + Web Analyst (part detective, part creative thinker) = Actionable Insights Google Analytics Master Class 2010 #gamc 9
- 10. Funnel Conversion Rate Some time in the past, during an undisclosed time period • 42,000 visitors researched, evaluated, now ready to purchase • Only 3.76% purchased • 96% abandonment rate • Potential to do better! Google Analytics Master Class 2010 #gamc 10
- 11. Funnel Analysis Google Analytics Master Class 2010 #gamc 11
- 12. Detect and Minimise Errors Google Analytics Master Class 2010 #gamc 12
- 13. Can flexible rates be pre-loaded? Google Analytics Master Class 2010 #gamc 13
- 14. Reduce Paralysis By Analysis Google Analytics Master Class 2010 #gamc 14
- 15. Review Page Google Analytics Master Class 2010 #gamc 15
- 16. Review Page Google Analytics Master Class 2010 #gamc 16
- 17. Guest Details Google Analytics Master Class 2010 #gamc 17
- 18. Guest Details Google Analytics Master Class 2010 #gamc 18
- 19. Credit Card Details • Hard work has been done: you’ve brought the visitor to the payment page • Now to ensure that they make the payment! Google Analytics Master Class 2010 #gamc 19
- 20. Google Analytics Master Class 2010 #gamc 20
- 21. Payment Page Optimisation Google Analytics Master Class 2010 #gamc 21
- 22. Booking Confirmed The goal has been met, but don’t rest yet! Google Analytics Master Class 2010 #gamc 22
- 23. Google Analytics Master Class 2010 #gamc 23
- 24. Fast Forward a Few Weeks In the space of a few weeks: • 6 additional paying visitors per 1000 visitors • Average of an additional $3000 per 1000 visitors • Potential new loyal customers Google Analytics Master Class 2010 #gamc 24
- 25. Influencing New Site Design Apply data-driven learnings to infuence new site design Google Analytics Master Class 2010 #gamc 25
- 26. Shaping the Funnel Google Analytics Master Class 2010 #gamc 26
- 27. In an Ideal World Leaking No Lost Visitors Visitors Google Analytics Master Class 2010 #gamc 27
- 28. Thank You! http://www.amari.com/ http://twitter.com/vinoaj Google Confidential and Proprietary 28