eGenie ecommerce analytics

© eGenie www.egenie.biz
Welcome

better prospects

Agenda
 Introductions
 Analytics: Why, What, How
 Reports: How people find you
• Channels
• Campaigns
• …
 Reports: What they do when they get there
• Search
• Funnels
• …
 Conversion Rate Optimisation (CRO)

Who are eGenie?
Deliver analytics to a number of large organisations:
eGenie – “3 wishes – more customers, more sales, more profit”
 Working with local SMEs
 Bing & Google certified
 Delivering increased profit

Introduce yourself
 Name
 Company
 Do you do sell online?
 What are you looking for today?

Analytics
 Why?
 What?
 How?
 Actions…

Your web / social media sites are critical to
the success of your business
Why? What? How? Goals
All agree?

What should I measure?
 Website - Visitors?
 Twitter - Followers?
 Facebook – Fans?
 YouTube – Views?
 Instagram – Followers / Photo Likes?

From my Twitter feed:

What do you know about your website’s visitors?
Who are they? How are they
getting to your
site?
What are they
doing once they
get there?
When are they
visiting?

Who are your visitors?
Find out how many visitors you're getting and where
they're located, so that you know where to focus your
marketing budget.

How are your visitors finding you?
Learn which search engines, blogs, or social networks drive most
of your website’s traffic, and and increase your marketing efforts
on those channels.

What are visitors doing on your site?
Discover how long people stay on your site and which pages
aren't being viewed as much. Increase visitor engagement
by featuring your best content on your most popular
pages.

When are most visitors coming to your site?
Identify activity patterns, and be ready for corresponding
increases in visitors.
Consider posting special offers on days that your website
receives the most visits.

Measure progress towards your marketing
objectives
Set goals in Google Analytics to understand if your website is
helping you achieve your online objectives.
Use different goal types to measure different types of
conversions, like online purchases, time spent on your website,
or total pages visited.

Exercise
What do we want to measure?

Measurement Plan
 Business Objectives
 Strategies & Tactics
 Key Performance Indicators (KPIs)
 Targets
 Segmentation

Business Objectives
 Doable
 Understandable
 Manageable
 Beneficial

Strategies / Tactics
 Link to objectives
 Provide clarity
 Cover everything!

Key Performance Indicators (KPIs)

Targets

Segmentation

Another example (in a different format)

How does Google Analytics
work?

Put “tracking code” on the website

or use “Google Tag Manager”

With some customisation you can track almost anything

Who are your Visitors?

Service Provider

Demographics

Interests

New or Returning…
 Is their behaviour different?

Do you need a special mobile site?
Conversions vs bounce rate?

How are your visitors finding
you?

Which channels work best?
 Search vs Social

Referrers

Referrers
Hidden gems can exist in the data!

Campaigns

Campaigns – need to add campaign codes to all links

Attribution – What is it?
 Who gets the credit for the sale?

Attribution can be simple:

Attribution for Assisted Conversions

Types of Attribution
 “Last Interaction” is the default

Attribution
 Lots of Types:

Attribution
 Model
Comparison

What are visitors doing on
your site?

Pages Report – more than just Views…

Not just which Pages, but which areas of the site…

Queries
 Have they found everything you expect them to?

Landing Pages
 Do you grab them when they first arrive?

What do they search for onsite?

When are most visitors
coming to your site?

Build a Custom Report…

Segmentation Case Study

Analytics
Not quantitative – how many visitors
 More about qualitative – how they behaved

We segmented by who saw what

Goal Conversions good, but wide variance

Can we improve site average?

Highest Conversion from those that read
reviews:

Adding reviews to the Home Page:

Segmentation Re-cap
 Allows us to divide and analyse subsets
 Draw insight from these subsets
 Apply real improvements

Shopper Behaviour
Enhanced eCommerce

Intro
 Merchandising Analysis
 Shopper Behaviour
 Checkout Analysis

Product Analysis: Compare time periods

Product Analysis: Compare Products

Product Analysis: What is going wrong?

Merchandising Analysis: which promotions
work?

Merchandising Analysis: which products are
being viewed?

Merchandising Analysis: which work?

Merchandising Analysis: which don’t?

Shopper behaviour:

How often are products seen?

Where do people drop out of the funnel?

Checkout Analysis

Abandonment

Drill into different segments to find causes

Funnel

Drop off’s

Re-cap
 Identify opportunities with Product Analysis
 Use Merchandising Analysis to promote
underperformers
 Identify sales flow weakness with Shopper Analysis
 Identify sales funnel weakness with Checkout
Analysis

Identifying Problems

Types of problems

Clues

Causes
 Poor Web-design
 Lack of “convincers”
 Unengaging content
 Unexpected costs
 Technical errors

Case Study

Where was the problem?
 Confusing
payment

Where was the problem?
 Couldn’t find the button

Re-cap
 Many reasons for sales funnel failures
 Identify pages where there are problems
 Use a sales funnel & behaviour flow to identify drop
offs

Resources
 Google Analytics
• www.google.com/analytics/
 Google Tag Manager
• www.google.co.uk/tagmanager/
 Google Webmaster Tools
• www.google.com/webmasters/tools/
 eGenie Campaign Tracking Tool
• www.egenie.biz/campaign-tracking-made-easy-with-egenie-tool/
 eGenie “Bitesize Seminars”
• www.eventbrite.co.uk/o/egenie-7504543639
eGenie blog article on filtering out unwanted Visitors
• www.egenie.biz/russian-spam-traffic-from-darodar-com-co-lumb/

Any questions?

Thank you

eGenie ecommerce analytics

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