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More Bang for Your
Buck: 8 Ways To Use
Analytics for Ecommerce
JACOB FAIRCLOUGH
@NEILPATEL @Kissmetrics
#KissWebinar
@kearacho
Jake is a regular writer on PPC Hero. Along with
running a team of account analysts who focus on
technical issues, audits,...
@NEILPATEL #KissWebinar @Kissmetrics
#KissWebinar
@RealSecretJake
1 Introduction
Geographic Reports
Internal Site Search
Product Reports
Page Speed Reports
Event & Goal Tracking
Conversion...
User Location Matters
Understand your Key Areas
GEOGRAPHIC REPORTS
Performance varies wildly by location. Are you leaving money on the
table?
There are more factors than ...
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 refin...
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 break...
UTILIZING THE ECOMMERCE REPORTS CONT.
Product Performance
UTILIZING THE ECOMMERCE REPORTS
Transaction Report
UTILIZING THE ECOMMERCE REPORTS
Sessions to Purchase
Page Speed Report
Ensuring a Smooth Visit
PAGE SPEED REPORTS
Poor page load speeds kill conversion rates
PAGE SPEED REPORTS CONT.
https://blog.kissmetrics.com/loading-time/
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...
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 measureme...
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 you...
NEW VS. RETURNING USERS
DEMOGRAPHIC CONT.
Affinity Audiences - Predefined Groups
DEMOGRAPHIC CONT.
Performance By Age
DEMOGRAPHIC CONT.
Performance By Gender
Page Performance
How do users interact with the page?
USER INTERACTIONS
Performance By Gender
TOOLS TO HELP
JACOB FAIRCLOUGH
Senior Account Analyst, Hanapin Marketing
@RealSecretJake
Questions?
KEARA CHO
Sr. Product Marketing Mana...
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More Bang For Your Buck: 8 Ways To Use Analytics for Ecommerce

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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
Transaction Report
Sessions to Purchase
Page Speed Report Ensuring a Smooth Visit
PAGE SPEED REPORTS Poor page load speeds kill conversion rates
CONT. https://blog.kissmetrics.com/loading-time/
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

Publié dans : Marketing

More Bang For Your Buck: 8 Ways To Use Analytics for Ecommerce

  1. 1. More Bang for Your Buck: 8 Ways To Use Analytics for Ecommerce JACOB FAIRCLOUGH
  2. 2. @NEILPATEL @Kissmetrics #KissWebinar @kearacho
  3. 3. Jake is a regular writer on PPC Hero. Along with running a team of account analysts who focus on technical issues, audits, and growth opportunities for Hanapin's clients. JACOB FAIRCLOUGH Senior Account Analyst, Hanapin Marketing @RealSecretJake Keara is responsible for telling impactful stories for the Kissmetrics brand and its’ products. Prior to Kissmetrics, she worked at Salesforce, Bizo, and Chase. When she’s not telling stories or running campaigns, you can find this bay area native watching a Warriors game with family and friends. KEARA CHO Sr. Product Marketing Manager, Kissmetrics @kearacho
  4. 4. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @RealSecretJake
  5. 5. 1 Introduction Geographic Reports Internal Site Search Product Reports Page Speed Reports Event & Goal Tracking Conversion Attribution Demographic Targeting Page Performance Analysis 2 Understanding Performance TABLE OF CONTENTS
  6. 6. User Location Matters Understand your Key Areas
  7. 7. 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!
  8. 8. GEOGRAPHIC CONT. Per Session Value by State
  9. 9. Internal Site Search Bing and Google aren’t the only searches to monitor
  10. 10. 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?
  11. 11. THE VALUE OF SITE SEARCH Page Report for Site Search – What Pages do Users Search On?
  12. 12. THE VALUE OF SITE SEARCH Search Term Report – What Do Users Search For?
  13. 13. Utilizing the Product Report Understand your Online Sales
  14. 14. 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?
  15. 15. UTILIZING THE ECOMMERCE REPORTS CONT. Product Performance
  16. 16. UTILIZING THE ECOMMERCE REPORTS Transaction Report
  17. 17. UTILIZING THE ECOMMERCE REPORTS Sessions to Purchase
  18. 18. Page Speed Report Ensuring a Smooth Visit
  19. 19. PAGE SPEED REPORTS Poor page load speeds kill conversion rates
  20. 20. PAGE SPEED REPORTS CONT. https://blog.kissmetrics.com/loading-time/
  21. 21. Event & Goal Tracking Purchases aren’t the only valuable actions
  22. 22. 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
  23. 23. INTRODUCING SMART GOALS Smart Goals use machine learning to identify purchasing behaviors
  24. 24. Attribution Channels work together
  25. 25. 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?
  26. 26. ATTRIBUTION MODELS Compare multiple attribution models.
  27. 27. CONVERSION PATH ANALYSIS Dig Into the Conversion Path
  28. 28. Demographic Targeting Users are very different so treat them differently
  29. 29. 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.
  30. 30. NEW VS. RETURNING USERS
  31. 31. DEMOGRAPHIC CONT. Affinity Audiences - Predefined Groups
  32. 32. DEMOGRAPHIC CONT. Performance By Age
  33. 33. DEMOGRAPHIC CONT. Performance By Gender
  34. 34. Page Performance How do users interact with the page?
  35. 35. USER INTERACTIONS Performance By Gender
  36. 36. TOOLS TO HELP
  37. 37. JACOB FAIRCLOUGH Senior Account Analyst, Hanapin Marketing @RealSecretJake Questions? KEARA CHO Sr. Product Marketing Manager, Kissmetrics @kearacho

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