Post on 23-Jan-2018
More Bang for Your
Buck: 8 Ways To Use
Analytics for EcommerceJACOB 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, and growth opportunities for Hanapin's clients.
JACOB FAIRCLOUGHSenior 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 CHOSr. Product Marketing Manager, Kissmetrics
@kearacho
@NEILPATEL #KissWebinar @Kissmetrics
#KissWebinar
@RealSecretJake
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
User Location MattersUnderstand your Key Areas
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 SearchBing 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
UTILIZING THE ECOMMERCE REPORTS
Transaction Report
UTILIZING THE ECOMMERCE REPORTS
Sessions to Purchase
Page Speed ReportEnsuring 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 TrackingPurchases 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
AttributionChannels 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 TargetingUsers 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
DEMOGRAPHIC CONT.
Performance By Age
DEMOGRAPHIC CONT.
Performance By Gender
Page PerformanceHow do users interact with the page?
USER INTERACTIONS
Performance By Gender
TOOLS TO HELP
JACOB FAIRCLOUGHSenior Account Analyst, Hanapin Marketing
@RealSecretJake
Questions?
KEARA CHOSr. Product Marketing Manager, Kissmetrics
@kearacho