Tapping the power of Google Analytics

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1 Tapping the power of Google Analytics Nathan Huppatz ic1.mobi or #pesa12

2 Who am I? 13 years in ecommerce ebay Top Rated Seller (250,000+ transactions) Multichannel Retailer (ebay, Web, Comparison, Amazon) Experienced in Analytics/Adwords Magento/eBay Consulting Owner of (integrates ebay/magento with eparcel) Author of 'Making Money on ebay for Dummies: Australian Edition' (buy it with free shipping from Loves a good steak!

3 What will we cover? What is Analytics? What are 4 main metrics that I look at daily? Goals/Action tracking Measuring channel profitability Advanced Segments Goal Funnels Custom Reports Some more tools

4 What is Analytics? Google's traffic analytics tool Free to use, easy to set up Track customers & interactions (goals/actions) & much much more...

5 Setting it Up Set up Google Account Get tracking code, place on website Most websites allow you to enter your Analytics ID in admin area (eg Magento), or upload the Analytics tracking script.

6 What you MUST do There are 3 things to do 1. Add the tracking script to all pages 2. Add ecommerce tracking to your 'success page' (Admin -> Profiles -> Profile Settings) 3. Set up Goals (and Goal Funnels) (Admin -> Profiles -> Goals) ecommerce tracking and goal funnels are VERY important to your data.

7 And this is what you should get

8 4 Key Metrics These are: Cost Per Acquisition Conversion Rate Bounce Rate Checkout Abandonment Rate I also look at Visitor Flow, Adwords campaigns, Site Speed and Site Search metrics.

9 1. Cost Per Acquisition What does it cost to obtain a sale? This is your #1 KEY metric! Source: kaushik.net

10 Use the 'Traffic Sources' menu Look at sources of traffic, and value (cost is elsewhere!) Start with per visit value. What do you pay for those visits? What is your profit per sale?

11 Calculating CPA So in the previous example, myshopping.com. au generated $1.47 per visit. Cost is, say, 35c per click 35/147 is 23.8% our average margin is : Average Sale $ Product Cost $50.00 Bank/Card Fees $1.00 Freight $9.50 Packaging $1.50 Net $ %

12 Next Steps? Look at the product mix those shoppers buy (use Advanced Segments) Optimise the GOOD channels Consider ditching the bad Consider other benefits of sales: Branding Customer retention Increased sales Volume = increased buying leverage

13 2. Conversion Rate Ultimately, all of your efforts with Analytics, including Landing Page/Checkout/Channel optimisation should increase: CONVERSION RATE

14 It's not that simple! Macro vs Micro Macro OK for starters As multi-channel marketing starts, need to filter and segment Not just for $$$ Sales! signups ebook/instruction book downloads Events/Actions can be a goal too! What metrics/goals do you need to track?

15 Conversion Rate thoughts Think about: Trends over time Seasonality Size of data set Use Notes function!

16 3. Bounce Rate (& Avg Page Views) Your mantra should be: "Increase average pages, decrease bounce" Some channels harder to control than others, Adwords bounce rate much easier to improve! What is a good bounce rate? Most ecom sites I see are 40-50% Less than 40% is good % is very good. Visitors Overview screen

17 Landing Page Bounces Some pages convert better! Analyse why? Content? or traffic? Use Content -> Landing Pages Tips: Use the search box to filter product/blog etc Export to CSV/Excel For busy landing pages, where does traffic come from?

18 Bounce improvement OK, some tips: Look at bounce by ad channel (CPC, Organic - Advanced Segments) What can be improved on the page? Popular items first Pricing competitiveness? Do customers immediately 'get' your site? Try different landing pages for campaigns (deep link)

19 More deflation Tips for 'off page' bounce reduction: Adwords Split out ad terms into phrase/exact, mobile/web adgroups Ideally one ad per term! Content network doesn't work as well Use NEGATIVES! (used, old, second hand etc) Comparison shopping feeds Analyse clicks by category (on CPC site) Filter by price (only feed items > $50 value?) Refine titles, description Add more attributes to data (gender, brand, UPC etc)

20 4. Checkout Abandonment Critical that you set up goals, and a goal funnel for your cart/checkout process! This helps us to work out: Where we lose customers in the funnel Where those customers go to Funnel conversion rate Analytics gives some great data in the Funnel Visualisation tab

21

22

23 What to change? Even small changes can make a difference: Clear indications of Privacy Policy, Shipping, Returns Security/SSL Logo Reduced number of fields Single page, or multi step?? Shipping estimator at Cart Guest vs Register only? Then, measure change with Funnel Visualisation

24 Top tips for Conversion Analysis Identify your best channels - and improve/grow traffic Work on your weak ones, or remove Look at customer conversion assists with 'Multi Channel Funnels' Are there changes in conversion per day? at certain times?

25 Advanced Segments View only traffic per 'Source':

26 Ideas for Segments Customers who visit product pages Customers who visit cart page Visitors of 4 pages or more All Paid (or Organic) traffic only New/Returning Visitors Mobile/tablet traffic only Non bounce visits Be careful not to get 'analysis paralysis' though...

27 Custom Reports Allow you to create your own reports. For example:

28 Custom Report Config

29 Cool Tools Google Analytics is just the start. kissmetrics.com (LTV) paditrack.com (funnels) clickheat.com,crazyegg.com, clicktale.com (heatmaps)

30 Roundup Start Macro, drill down as you grow. Look at: Cost Per Acquisition (measure your channels) Conversion Rate (by channel) Bounce Rate (segment by traffic sources) Checkout Abandonment Rate (once your sales volume is growing, this can really add to bottom line) Good luck!

31 Thank (Don't forget the #pesa12 tag!)

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