GEOGRAPHIC REPORTS Performance varies wildly by location. Are you leaving money on the table? There are more factors than just buying habits, • Storefronts • Per Capita Income • Weather Use segments to your advantage!
GEOGRAPHIC CONT. Per Session Value by State
Internal Site Search Bing and Google aren’t the only searches to monitor
THE VALUE OF SITE SEARCH Site search data is extremely valuable! Examine how users use your site. This allows you to refine navigation, landing pages, special offers, etc. • Are they having trouble finding a product? • Are they simply refining their search? • What types of searches lead to conversions?
THE VALUE OF SITE SEARCH Page Report for Site Search – What Pages do Users Search On?
THE VALUE OF SITE SEARCH Search Term Report – What Do Users Search For?
Utilizing the Product Report Understand your Online Sales
UTILIZING ECOMMERCE REPORTS Analytics is loaded with useful but underused reports. Product Performance – Performance breakdown by product Transactions – What happens in each order? Time to purchase – Do users buy right away? Do they look around and come back?
UTILIZING THE ECOMMERCE REPORTS CONT. Product Performance
Sessions to Purchase
Page Speed Report Ensuring a Smooth Visit
PAGE SPEED REPORTS Poor page load speeds kill conversion rates
Event & Goal Tracking Purchases aren’t the only valuable actions
EVENT TRACKING & GOALS Look beyond “purchase” or “non-purchase.” Don’t undervalue your traffic! You’ve spent a lot of time creating content, designing, and building your site, see how it pays off. • Track Video Plays • E-mail Sign-ups • White Paper Downloads
INTRODUCING SMART GOALS Smart Goals use machine learning to identify purchasing behaviors
Attribution Channels work together
ATTRIBUTION MATTERS The most common measurement, last click, undervalues most of your advertising. Use different measurements for different goals. • How valuable are first clicks? • Are middle of the funnel ads driving further searches? • Do social ads promote engagement and sharing?
ATTRIBUTION MODELS Compare multiple attribution models.
CONVERSION PATH ANALYSIS Dig Into the Conversion Path
Demographic Targeting Users are very different so treat them differently
DEMOGRAPHIC KEY POINTS Never forget your demographic data. Your customers aren’t always who you think they are. Adjust your strategy to the data not your instinct.
NEW VS. RETURNING USERS
DEMOGRAPHIC CONT. Affinity Audiences - Predefined Groups
Performance By Age
Performance By Gender
Page Performance How do users interact with the page?
USER INTERACTIONS Performance By Gender
TOOLS TO HELP