Web  Congress  Miami  Nov  8th,  2013  

Bilal Saleh Principal Partner

Leveraging  Web  Analy/cs  for        E-­‐Commerce  Op/miza/on  

•  Digital Analytics & Marketing Optimization Consulting

•  Established in 2003

•  Silicon Valley, LA, NYC, Dallas, Tampa, Brussels

•  Google Analytics Premium Authorized Reseller •  DAA Premier Corporate Member

Company  Background  

Topics  Covered  Today  

• Web  Analy/cs  Overview    

u  Metrics  and  KPIs  

u  Case  Study  

• E-­‐Commerce  Tracking  

u  Key  Metrics  

u  Key  Reports  

u  Segmenta/on    

Digital  Marke/ng:  Acquisi/on  vs.  Conversion  

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SEO,  Social,  Blog,  Viral,  PPC,  Etc.  

Online  PR,  NewslePer,  RSS,  Webcast,  Affiliate,  Banner,  Etc.  

•  Is  genera/ng  traffic  enough  •  How  about  Insights

Traffic!  Leads!  

 

 

Analy/cs  –  The  Big  Picture  

Measurements  

Analysis  Op/miza/on  

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Content  Consump/on  -­‐  What  can  we  measure?  

• Events – User Interactions

• Videos

• Downloads

• Outbound Links

Digital  Analy/cs  

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Measuring  the  digital  experience    for  the  sake  of  improving  it  

•  A  “Marketers”  tool  •  Detailed  sta8s8cs  about  traffic  &  

traffic  sources  •  Measures  conversions  and  sales    

Digital  Analy/cs  

Without  it,  you  can  NOT    determine    the  effec8veness  of  your…  

 •  Customer  online  experience:    

bounces,  repeat,  behavior,  conversion,  etc.  •  SEO  marke/ng  •  Social  Buzz  •  Lead  Genera/on    

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Digital  Analy/cs  and  ROI  

Collec/ng,  measuring,  and  analyzing  relevant  data  to  improve  ROI  (rev  –  cost)  /  cost  

 •  Do  more  of  what  works  •  Do  less  of  what  does  not  work  

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Digital  Analy/cs  Measurements  Examples  

• Daily  Visitors  (new,  returning)  • Bounce  rate  (page  s/ckiness)  • Conversion  Rate  • Top-­‐visited  pages  • Visitor  behavior    

u  Time  on  site,  return  frequency,  etc.  

• Referral  source/channel  (organic/paid)  • Geography,  language,  technology  • E-­‐Commerce:  revenue,  best  selling  products,  average  order  value  

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Dashboard  in  Google  Analy/cs  

Ques/ons  Digital  Analy/cs  Can  Answer  

• Source  of  conver/ng  visitors  • Most  valuable  content  pages  

• Internal  site  search  conversion  impact  

• Average  visits  to  conversion  • User  engagement  effec/veness  (user  behavior)  

• Campaign  effec/veness:  visitors  bouncing/s/cking  

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Objec/ves,  Metrics,  and  KPIs  •  Objective: A high level business direction and strategy

u  Measured to assess overall business success

•  Metric: A count or a ratio of some sort: u  Count: page views, unique visitors, average order value u  Ratio: bounce rate, conversion rate

•  KPI: Metrics that track & measure objective performance u  Should lead to action u  At least one KPI per objective

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Digital  Analy/cs  Goals  •  Goals  help  define  success    •  Think  conversion    •  Specific,  measureable,  and  engaging  ac8ons  

u  Fill  out  applica/on  form  (School)  u  Sell  a  product  (e-­‐Commerce)  u  Download  a  PDF  u  Watch  a  video  u  Donate    u  Subscribe  to  newslePer  u  Love  buPon  clicks  

•  Goal  conversion  is  a  metric  •  Determine  site  performance  

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Key  Performance  Indicators  (KPI)  

Organiza/on-­‐specific  factors    that  measure  its  success  

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•  Analy/cs  provides  data  that  help  build  KPIs  •  KPIs  are  used  to  take  ac8ons    

Key  Performance  Indicators  (KPI)  Example  

KPI:  Revenue  generated  from  a  paid  (PPC)  campaign  Observa/on:  $2,000  in  cost  and  $500  in  revenue!!    Ac/on:  Stop  and  inves/gate!  

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Case  Studies  

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Case  Study  –  Reducing  Cost-­‐Per-­‐Transac/on  

Business  Category:    • Retail  • B2C  e-­‐Commerce  Website    • Selling  outdoor  games  

 Marke>ng  Issue  to  address:  High  cost-­‐per-­‐transac/on    

Approach  &  Results   Approach:  

•  Iden/fied  Key  Metric  (cost  per  transac/on)  •  Tracked  and  Segmented  Marke/ng  Channels  +  Traffic  Sources  •  Iden/fied  and  Improved  targe/ng  of  under-­‐performing  channels    

Results:  •  5-­‐fold  improvement  in  cost  per  transac/on    

•  (from  $250+  down  to  under  $50)  

$0

$50

$100

$150

$200

$250

$300

Aug Sep Oct Nov Dec

 Google  Display    Google  Paid  Search    Yahoo  Paid  Search    Partner  Channel  1    Partner  Channel  2    

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Cost-­‐Per-­‐Transac/on  Improvement    (by  Channel)  

Case  Study  –  Reducing  Cost-­‐Per-­‐Lead  

Business  Category:    • Regional  Phone  Company  • Selling  DSL  Services  to  Businesses  • B2B  Lead  Genera/on  Website    Marke>ng  Issue  to  address:  High  cost-­‐per-­‐lead  

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Case  Study  –  Reducing  Cost-­‐Per-­‐Lead  

Approach:  •  Iden/fied  campaign  goals  and  key  metrics  (cost  per  lead)  •  Iden/fied  under-­‐performing  campaigns  •  Improved  targe/ng  of  paid  search  marke/ng  campaigns  •  Re-­‐designed  landing  page  

Results:

•  3 fold improvement in number of leads for less marketing spend •  Significantly reducing the cost per lead

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Conversion  Rate  Improvements  From  1.96%  to  6.40%  

So…How  Do  We  Do  It?  

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Digital  Marke/ng  Op/miza/on  

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Op/mizing  E-­‐Commerce  

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E-­‐Commerce  Tracking  Track key metrics that matter to your success

Products: which products, what quantity, and how much revenue Transactions: Revenue, taxes, shipping, & quantities Time to Purchase: Days/visits to complete a transaction

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E-­‐Commerce  Basic  Metrics  

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Transac/on  

Definition: A purchase order (One or more product items)

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Conversion  Rate  

Definition: Percentage of visits that completed a transaction (purchase) Total number of transactions / total number of visits ) * 100

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Average  Order  Value  

Definition: Average value of transactions Total revenue / total transactions

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Unique  Purchase  

Definition: Number of product items purchased in one transaction

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Visits  to  Purchase  

Definition: The average number of visits it takes for a user to convert.

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Is  Aggrega/on  Insighqul?  

$100K -- starting salary of geography students

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Insights  come  from  segmenta>on  

Segment  Your  Data  

•  Paid Search •  New Visitors •  Traffic From US •  Conversion from Fall Campaign

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•  Non-Paid Search (SEO) •  Returning Visitors •  Traffic From Canada •  Conversion From Last Campaign

Know  Your  User  Segments  

•  Example u  Educational Institute segments visitors as “Graduate” and “Undergraduate” and

reports on sales per segment •  Observation:

u  Graduate visits = 19% of total visits u  Graduate revenue = 30% of total revenue

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Segment  by  Channel  

https://www.e-nor.com/blog/web-analytics/tracking-online-and-offline-marketing-campaigns-with-google-analytics

Key  Metrics  You  Should  Be  Tracking  

 

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Product  Category  

•  Segment by product category u  Which categories are driving more revenue than others u  Which categories are under performing

•  Segment one level deeper by traffic source u  Traffics Channels, Campaigns, Keywords, etc..

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Product  Comparison    

•  Use Google Analytics “event” •  Track products that are getting compared •  Track product purchases relevant to what was compared – any correlation? •  Find out which products you want to push but are not getting compared

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Live  Chat  Tracking  

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• Live chat could boost AOV by 25-30% • Track how many visitors use live chat to determine:

u  Conversion Rate u  Average Order Value u  Overall Revenue

• Segment by category u  Observe: correlation between high ticket item purchases & live

chat interactions u  Action: Hire more staff and extend hours?

Shopping  Cart  Removes  

• Observe: Companion Products Removal

u  (Trampoline + Safety Net) • Action: Offer a Combo Discount or Free Shipping

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Key  Reports  You  Should  Focus  On  

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Segment  By  Traffic  Channel  

•  Assess each channel in terms of u  Traffic Generation, Conversion Rate, AOV

•  Observations: u  “Email” vs. Social” vs. “Affiliate” vs. “Referral”

•  Conclusion: Aggregate conversion rate of .062% does not tell the whole story

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Segment  By  Day  of  Week  

•  Observation: u  Thursday vs. Sunday

•  Anomalies: u  Did you blast your email specials on Thursday? u  Visitors place order before hitting the weekend?

•  Action: u  Segment by traffic channel to see where visitors are coming from u  Segment by hour of day (Peak traffic is between 1pm an 2pm)

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Funnel  Segment  

•  Reports on one basic funnel from “Add-to-Cart” à to “Checkout” does not tell the whole story

•  Zooming into the entire checkout process reveals some true gems u  Completion percentage of every step in the funnel by traffic channel

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Other  Funnel  Segments  to  Consider  • Add-to-cart conversions (micro conversion):

u  Channels/campaigns persuading visitors to add a product to the cart

• Repeat buyers vs. first time buyers u  Create a funnel for each type of buyers u  Track conversion rate, AOV, overall shopping behavior u  Compare and benchmark u  Observe trend and find ways to improve upon

• Location of add-to-cart: u  Track “add-to-cart” from main product page, promotion page, home

page banner, etc u  Knowing all the sources gives you more opportunities to optimize

• Guest vs. registered users: u  Two paths to shopping cart: login/no-login u  Asses the impact of the sign up process on conversion

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Qualify  Your  Leads  

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Unqualified  Leads:  86%!!  

The  “One  Data  Source”  Challenge    

Reporting System

Web Analytics

Search

Social

Mobile Offline

CRM

Qualitative

Cost Data

360  View?  Mul/ple  Data  Sources  

Accountability  <==>  Success  

Recap  

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E-­‐Commerce  Analy/cs    • Business Objective

u  Establish Online Market Presence in a New Product Category • Goals

u  Sales u  Exposure

• KPI u  Revenue u  Unique Transactions

• Targets u  $3M over six months

• Segments u  Acquisition:

•  Organic,  Affiliate,  Referral,  Email  u  Product Category

•  %  of  new  product  sale  to  total  revenue  u  Behavior:

•  Visits  to  Conversion  www.e-­‐nor.com   53  

Google  Analy/cs  Training  Coming  To  Miami  • When: March 25-28 • Where: Hilton Garden Inn Miami Airport West •  Instructor: Eric Fettman, Developer of googleanalyticstest.com • Fees:

u  1 or 2 days $499/day u  3 or 4 days $449/day

• WebCongress Attendees Discounts: u  10% -- code: GA10 u  Combined with 10% early-bird and 10% 3 or 4 days discount

• Additional discounts u  Educational institutions u  Government agencies

http://www.e-nor.com/google-analytics-training-course/miami/

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Thank  You!  bilal@e-­‐nor.com