Shaping Mobile Commerce with Data-Driven Insights
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1 SHAPING MOBILE COMMERCE WITH DATA- DRIVEN INSIGHTS MOOVWEB AND WPROMOTE PRESENT
Transcript of Shaping Mobile Commerce with Data-Driven Insights
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SHAPING MOBILE COMMERCE WITH DATA-DRIVEN INSIGHTS
MOOVWEB AND WPROMOTE PRESENT
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TABLE OF CONTENTS
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Introduction
Event Tracking
Device and Browser
Onsite User Experience
Checkout Analysis
Q&A
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In late 2016,
Mobile internet
usage surpassed
Desktop usage.
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Investment in Mobile
Advertising is 137%
Larger than Desktop
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… But Conversions
on Mobile Devices
still fall far behind
those on Desktop
Devices.
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EVENT TRACKING
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Events are discrete pieces of data designed to track user behavior within an Analytics platform.
EVENTS OVERVIEW
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IKEA Store Visit
EVENTS OVERVIEW: SIMON’S TRIP TO IKEA
Completed Desk
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IKEA Store Visit
EVENTS OVERVIEW: SIMON’S TRIP TO IKEA
Find a Desk Checkout Load Up Car
Completed Desk Build Desk Read Directions Drive Home
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EVENTS CAN TRACK ANYTHING!
Intent UX Conversions
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SCROLL DEPTH
UX EVENTS
How far do users scroll on a given page?
NAVIGATION
How do users use your navigation?
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CONVERSION EVENTS
OUTBOUND CLICKS
Where are users clicking away from your site?
CATEGORY FILTERS
What categories did users filter for?
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INTENT EVENTS
FORM TRACKING
Capture User Input Fields for Contextual Insight
FORM COMPLETIONS
Compare Completions by Dimension
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All Events Can
Be Compared
Across A Variety
Of Dimensions,
Including By Device.
EVENTS BY DEVICE
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USER TECHNOLOGY
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WATCH DEVICE TRENDS
DEVICES VISITS CONVERSION RATE AVG. ORDER VALUE REVENUE
Period 1 Period 2 % change Period 1 Period 2 % change Period 1 Period 2 % change Period 1 Period 2 % change
Desktop 14M 12M -12% 2.54% 2.84% 12% $297 $282 -5% $107M $99M -7%
Mobile 7M 8M 15% 0.74% 0.97% 30% $228 $259 14% $12M $20M 70%
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DIFFERENCES BY
DEVICE TYPE
© 2016 Moov Corporation. All Rights Reserved. Confidential.
Why are users exiting here on
mobile more than on
desktop?
PDP exit rate on Desktop22%
PDP exit rate on Mobile39%
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MOBILE BROWSER AND OS
OPERATING SYSTEM
Traffic distribution and
conversion rates by OS
BROWSER
Traffic distribution and
conversion rates by
browser type
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DRILL DOWN DEEPER INTO SPECIFIC
VERSIONS
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ONSITE USER EXPERIENCE
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Launched In Late 2013,
Content Groupings In
Google Analytics Lets You
Group And Compare
Content And Product Type
Performance
CONTENT GROUPING
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Product List Reports Provide Insights Regarding
Product Position on Page & User’s Preferred Methods
For Accessing Products.
PRODUCT GROUPING
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By Combining Scroll
Depth Events with
Content Groupings at
the Device Level, we’re
able to detect relative
differences in
user behavior.
EXPLORING DIMENSIONS BY GROUP
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CHECKOUT ANALYSIS
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In Google Analytics, these are configured as goals, typically using page urls. If your checkout does not contain distinct urls, you will have to code in virtual pageviews.
Each step of your checkout should be a funnel step
Note: GA funnels will not show data retroactively, so funnels should be set up as early as possible
INITIAL CHECKOUT
FUNNEL SETUP
CREATE CHECKOUT FUNNELS
FOR YOUR WEBSITE
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Where are you seeing the biggest dropoffs?
Are any of these expected?
The dropoff from Payment to Review is large, but might not truly be the biggest pain-point.
Note the review page dropoff. Why are users dropping off after they’ve made it this far?
HOW TO READ
DROPOFFS
DIG INTO THE NUMBERS
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HOW TO ADDRESS
DROPOFFS
CONSIDER HOW TO ADDRESS
EACH DROP-OFF
If checkout start (login page) has a large dropoff, explore what users are doing on that page:
• Make guest checkout more prominent
• Reduce distractions
• Test skipping this page altogether and default to guest checkout
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HOW TO ADDRESS DROPOFFS
Reduced drop-off by
22%
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TRACK KEY CHECKOUT
EVENTS
KEY EVENTS ON THE CHECKOUT PAGES
• guest vs login
• forgot password
• apply promo code
• alternative payments (PayPal, ApplePay, gift cards, etc)
• change shipping method
• back button
• edit buttons
• errors
• loading spinners >5 seconds
• support calls
• interactions with header elements
• billing same as shipping checkbox
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• Interaction (%users who interact with this field)
• Conversion rate (of users who interact with this field)
• Exit rate for this page
PROMO FIELD TREATMENT
KEY METRICS FOR PROMO FIELD UPDATE:
Prominent promo code field Subtle promo code field
VS
