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.

Business Technologie

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

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

Google Analytics Master Class 2010 #gamc 3

The Funnel

Google Analytics Master Class 2010 #gamc 4

Google Analytics Funnels

Google Analytics Master Class 2010 #gamc 5

In an Ideal World

Leaking No Lost
Visitors Visitors

Google Analytics Master Class 2010 #gamc 6

•  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

The Questions

Google Analytics Master Class 2010 #gamc 8

What can give us the answers?

Google Analytics
+
Web Analyst
(part detective, part creative thinker)

=
Actionable Insights

Google Analytics Master Class 2010 #gamc 9

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

Funnel Analysis

Google Analytics Master Class 2010 #gamc 11

Detect and Minimise Errors

Google Analytics Master Class 2010 #gamc 12

Can flexible rates be pre-loaded?

Google Analytics Master Class 2010 #gamc 13

Reduce Paralysis By Analysis

Google Analytics Master Class 2010 #gamc 14

Review Page

Google Analytics Master Class 2010 #gamc 15

Review Page

Google Analytics Master Class 2010 #gamc 16

Guest Details

Google Analytics Master Class 2010 #gamc 17

Guest
Details

Google Analytics Master Class 2010 #gamc 18

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

Google Analytics Master Class 2010 #gamc 20

Payment Page Optimisation

Google Analytics Master Class 2010 #gamc 21

Booking Confirmed

The goal has been met, but don’t rest yet!

Google Analytics Master Class 2010 #gamc 22

Google Analytics Master Class 2010 #gamc 23

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

Influencing New Site Design

Apply data-driven learnings to infuence new site design
Google Analytics Master Class 2010 #gamc 25

Shaping the Funnel

Google Analytics Master Class 2010 #gamc 26

In an Ideal World

Leaking No Lost
Visitors Visitors

Google Analytics Master Class 2010 #gamc 27

Thank You!
http://www.amari.com/
http://twitter.com/vinoaj

Google Confidential and Proprietary 28

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