Understanding Ecommerce Visitor Behavior

1. Understanding & Monetizing
Visitor Behavior with Analytics
March 19, 2013

2. Agenda
Introductions
– What You Currently Do?
– Experience with Internet Marketing
– Current Issues/Questions
Roundtable Discussion
– Current Issues
– Open Table
Topics of Interested
Random “Stuff”

3. Background
10+ Years Internet Marketing Experience
– Started with Email Marketing
– Built a Boston based Internet Consulting Agency
• From $180k to $2 Million in 2 Years
• Managed $35 Million in Client Revenues
– For 6 Years Ran Own Internet Business
• Operate Several Ecommerce & Content Websites
• Small Consulting Practice for Select Clients
– Director eCommerce - Inc. 500 Company
• $0 - $17 Million in 4.5 Yrs
I started this group to share and learn with others

4. Background
Areas of Expertise
– eCommerce
– Search Engine Optimization
– Media Buys / Advertising
– Social Media
– Conversion Optimization

5. Background
Michelle Schmidt
• Internet Marketing Since 1999
• Currently Operates IceLinkDesign.net

6. Introduction
30 Seconds - Introduction
–What You Currently Do?
–Experience with Internet Marketing
–Current Issues/Questions

7. Topic
Understanding & Monetizing
Visitor Behavior

8. Things to Consider
10+ Page Templates
80 Categories
2,200 Products
150 Videos
4 Product Types….
Where to Start?

9. Shopping Path
Homepage
Categories
Products
Cart
Checkout

10. Shopping Path
Issue: Path Not Linear

11. Shopping Path
Objective: Analyze & Optimize
Usability
•
Major Page Templates
•
Engagement
• Product Categories
Home, Category, Product
• Products
•
Product Page Types
•
Workflow Modifications (eg. forced cart) • Content
•
Cart / Checkout
•
Home, Category, Product

12. Shopping Path
Category Pages
Problem: Indistinguishable from other pages
Solution: Grabs page name from URL and prepends it with /category/category-name.html
• CustomVariables
• PageView Tracking
Yields Both Usability & Engagement Data

13. Shopping Path
Product Pages
Problem: Indistinguishable from other pages
Solution: Grabs page name from URL and prepends it with /product/type/productname.html
• CustomVariables
• PageView Tracking
Yields Both Usability & Engagement Data

14. Shopping Path
Add to Cart with Event Tracking
• Category Pages
• Category Page Quick View
• Product Pages

15. Shopping Path
Checkout
• Billing Steps with Pageview Tracking
For us logged in & paypal users messes
everything up…

16. Shopping Path
Default Magento
Custom Magento

17. Shopping Path
Questions?