Posts Tagged ‘ecommerce’

Aug 11
2014

ABC's of Google Analytics

Creative solutions are built from knowing the basics to the bone. Every so often, we like to go back to basics for our beginner readers and remind everyone else. Here’s a quick review and infographic of the “ABCs of Google Analytics”.

In the Google Analytics interface, on the left side there is the Google Analytics reporting menu. You’ll realize they’ve done a great job of organizing things based on intuitive marketing strategies.

A is for Acquisition: What brought visitors to your site?

These items in GA essentially show you what’s driving traffic to your digital properties, website, mobile site, mobile app, etc, telling you where your visitors coming from. Some examples of what kind of traffic you are getting are paid, referral, organic, and direct traffic. Also, the technological world we live in may have visitors coming to your site from multiple touch points several times before converting. Universal Analytics helps you tie all of these things together (including even offline data if you want).

google_analytics_acquisition

B is for Behavior: What did the visitors do once they got there?

Once visitors get to your website or mobile app, what are they doing? The “behavior” area tells you what your visitors are engaging with on your digital properties. At a higher level, they might be visiting and interacting with the home page or other landing pages, traversing the site, visiting several pages (or bouncing!). Also, if set up correctly, Behavior not only includes what pages they visited, but specifics of how they interacted with your pages and site(s). For example, Events you’ve set up to be triggered by playing videos, clicking links, using the slider button and reading through content, would all be found here, so you can see the details of exactly what’s happening.

google_analytics_behaviorpng

C is for Conversion: Did they do what you wanted them to do?

This is what it all comes down to! By setting up Google Analytics goals and enhanced eCommerce, you’ll be able to tell if your online marketing efforts are truly working. After all, who needs a bunch of visitors engaging with your site if they’re not contributing to your bottom line, like becoming leads by submitting forms or buying products. Here is where you can see all your goal conversions, like downloading material, form submissions, add-to-carts, completed checkouts, etc.

google_analytics_conversion

For your reference and visual pleasure, below is an infographic to demonstrate these basic concepts and flow in Google Analytics.

ABC of Google Analytics Infographic

Jan 22
2014

Click here to download the ebook!

Tips! Getting customers through your website’s metaphorical doors is a tough mission! But keeping those visitors engaged once they’re on your site is an even tougher challenge. How do you leap these hurdles and create a site that customers both enjoy visiting and want to keep coming back to? This is a question all marketers and web analysts would LOVE to know the answer to. Unfortunately, it isn’t something that is easily determined with a one-size-fits-all answer.

So how do you measure your visitors’ engagement?

Ready for blast off?

Download our new eBook “Tracking Product Journey from Carting to Purchasing – 15 Secrets To Perfecting Your Online Store!” to learn about:

  • The top engagement metrics for each step of the purchasing cycle:
    • Viewing to Carting
    • Carting to Buying
    • Buying to Buying More
  • How to architect and implement a measurement solution using Google Analytics as a measurement platform.
  • How to analyze the data collected for the different users’ segments.
  • This eBook also can be used as an unofficial guide to a best practice implementation of Google’s Universal Analytics.

Don’t forget to read through to the end — I’ve included few take home action items :)

I hope you will enjoy this book as much I did putting it together. Alright my fellow data ninjas, let’s have some fun!

Nov 26
2013

feras-alhlou-thumbFeras has been busy sharing his thoughts on Practical eCommerce –we only allow him to share his realy great analytics thoughts and tips for marketers and ecommerce site owners on this blog :) . The following are summaries of the articles he has published on the Practical eCommerce blog. To get their full goodness, be sure to check out the articles as well!  Also, read to the bottom to find out how you can get a free copy of Practical Ecommerce’s EBook, 50 Great Ecommerce Ideas.


Holiday Analytics: 13 Tips to Prepare your Ecommerce Site

Click here to read the full article…

Holidays fast approaching? No worries! Feras lays out 13 analytics tips to highlight benefits by focusing on specific markers for the vacation translating into more sales and higher conversion rates. He breaks down the tips into three categories: Technology, People and Processes.

In technology, Feras shows you where you should tie the loose ends to have quality and reliable data, making sure the analytics tags are implemented and tested, to include remarketing and other important marketing tags while leveraging tag management solutions especially for mobile apps tracking. In processes, he makes a key point that holds true for the entire article, which is “the five Ps. Previous planning prevents poor performance.” Finally in People, he points out people make a difference. There is no way around it, organizations must commit resources and keep the resources up to speed on the analytics tools they depend on. And as Feras says, “An analytics plan is only as good as the people who implement it.”


3 Google Analytics Reports that Hinder Analysis

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There is a bunch of analytics data for ecommerce businesses. Finding insights though can be a little tricky, but is totally worth it. In this article, Feras describes three standard Google Analytics reports that actually are misleading without some probing. 1. Click-through Rates and Costs per Click – A campaign may have awesome click-through-rates and cost-per-click, but what if it’s not converting? Bottom-line is conversion, don’t get hung up on the CTR and CPC; 2. Conversions from Paid Ads – Your paid ads may not be converting, but you don’t know the affect it has on the awareness of your product. It could take several touches for your audience to convert, paid ads could be at the top of the funnel, so don’t turn them off just yet!; 3. Multi-channel Conversion Funnels – You don’t see some of your channels in your multi-channel conversion reports. What if your social visitor called you? You wouldn’t see that in Google Analytics as a conversion. Don’t treat your offline and online channels separately.


3 Key Google Analytics Reports for Ecommerce Merchants

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If you listen to Feras’ talks or read his articles, you think the guy is obsessed with something called “segmentation”. Well, in our business, ninjas know this truth: segment or die. The first point is segmentation by traffic channel (yes, this is still a major issue for many organizations); this consists of tracking how people are coming to your site and recognizing which channels are the money makers. By keeping track of those converting, you can assess what certain behaviors are likely to lead to better results. The second nifty tip is to segment the data by the day of the week. Segmenting by the days of the week, you will be able to see how conversion rates vary depending on the day and hours and then use those results to boost sales. Finally, the article points out that funnels are typically underutilized by many marketers, and Feras shares tips on gathering insights across the entire checkout funnel as well as creative funnel ideas such as: Add-to-Cart conversions, repeat buyers funnels and placements of add-to-carts.


Ecommerce Analytics for Multiple Devices, Channels

Click here to read the full article…

In this article, Feras provides clear reasoning for the use of tracking visitors across multiple devices and channels allowing for harnessing a level of complexity that traditional analytics approach do not capture. He compares data from desktop users versus mobile traffic of those consumers. He also shows how creating a primary key for each visitor is critically important in today’s analytics (and get ready for Google’s Universal Analytics). This primary key will allow for stitching data across channels and devices to better assess consumer behaviors and in the future develop models for more effective messaging and targeting.


5 Ecommerce Metrics You Should Be Tracking

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Feras shares smart analytics techniques for tracking five user interactions that aren’t usually given attention to. The first is Product Categories; most people miss out on the aggregate view (e.g. men category, women category, etc.) and just report on top products. Next is tracking Product Comparison interactions, which allows customers to compare products as they would like, and thus allowing for tracking of which products were compared and which are getting no interest. Next, is Live Chat Tracking, to potentially identify correlation between visitors’ interests and products they end up buying. Fourth metric that is discussed is Shopping Cart Removes, (not just Adds), maybe it’s pricing, maybe it’s shipping cost, if you are not tracking Cart Removes; you won’t fully understand your funnel bottlenecks and drop-offs. And the final section has to be on, you guessed it, Segmentation! Know Your User segments and please don’t report and do analysis on aggregates.


Practical Ecommerce: 50 Great Ecommerce Ideas


Now that we’ve covered some super useful practical tips for ecommerce marketing managers, we will leave you off with another resource, here are awesome ecommerce ideas and tips from experts, sign up for the PEC newsletter here and receive a free copy of the eBook 50 Great Ecommerce Ideas!

Sep 23
2013

cart-analytics

You are a marketing manager and your online sales have never been better. Your greedy CEO calls you into the office. “We hit our quota this quarter, but next quarter, we want to blow the numbers out of the water! I need to buy a new yacht!”

How are you going to increase online sales when the numbers are already decent? You’re going to really need to dig deep and find ways to cut the data so you can uncover hidden “gems” of insights allowing you to further optimize.

Too many times we see business owners looking at aggregates. What do we care about most in eCommerce? Dollar Dollar bills. The metrics usually measured are things like “conversion rates” and “number of transactions”. This is important obviously, but you’re potentially missing ways of slicing the data that can show you more money.

For Practical Ecommerce, I wrote an article called “5 Ecommerce Metrics You Should Be Tracking“. I thought it would be cool to make a video series based on this.

Here is the first in our 5 part series:

Here’s Google’s developer topic on segmenting by category: Tracking Code: Ecommerce.