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Finding Hidden E-Commerce Profit in Google Analytics
- 1. Analytics for Fun and Profit
- 2. Hi, I’m Kurt 1997 : WebShopper 1999 : Hooked on Phonics 2005 : The Body Shop 2008 : Facebook Marketplace Dad, Husband, Cyclist
- 3. – H. James Harrington, Author of Business Process Improvement “If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”
- 4. Let’s Talk Data! • Setting Up Google Analytics • Making Money with Data • Bonus Round (Tips & Tricks) • Q&A
- 5. Part 1: Setting Up Google Analytics
- 13. “Out of the Box” Integrations (eBay conspicuous in its absence, eh? Check out Ki Googlytics)
- 14. Doing it the Hard Way
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- 21. Additional “Hard Way” Considerations • Capturing E-Commerce Checkout • Test, Test, Test • Test Again
- 24. Part 2: Making Money with Data • Turn Visitors into Shoppers • Keep Shoppers Engaged • Convert Shoppers into Buyers • Maximize Search Revenue
- 25. Goal: Turn Visitors into Shoppers
- 26. Let’s Start with the Top of the Funnel Where do your Customers Start?
- 33. • Put on your Customers’ Eyes • Content, Prices, Images, Reviews? • A/B Test Layout Action Items
- 34. Goal: Keep Shoppers Engaged
- 35. The Leaky Funnel Why do your Customers Leave?
- 39. Action Items • Same as Landing Pages? • Test Cross-Sell • Capture an Email / Lead
- 40. Goal: Convert Shoppers to Buyers
- 56. 46% abandoned cart rate* * 806 exits / 1,752 entrances
- 57. Action Items • A/B Test Checkout CTA • Promotion on Exit Intent? • Capture an Email / Lead?
- 58. Goal: Maximize Search Revenue
- 59. How do Shoppers Find You a.k.a. I really dislike “(not set)”
- 65. Sigh…
- 82. ?
- 83. Questions • Does Intent Match Result? • Full Content, Prices, Images, Reviews? • Are They Exiting or Sticking Around?
- 84. Action Items • Check out the Competition • A/B Test Layout of Landing Page • Test “Elasticity of Demand”
- 85. Part 3: Bonus Round
- 86. Bonus Round: Find Hidden Revenue
- 87. On the Desk or On the Go Does the Shopping Experience Work?
- 93. Desktop Mobile Bounce Rate 47.8% 56.1% +9.3 pts Conversion Rate 0.61% 0.40% -0.21 pts
- 95. Bonus Round: Magically Increase Conversion
- 97. Where Are Your Customers? Measure Only Them
- 114. 1.03% to 2.11%
- 115. Caution! • Create a New View! • Filters Can Destroy Historical Data
- 116. Round Up • Analytics - More than Charts and Graphs • Actionable Insights (if you know where to look) • Data (and a little elbow grease) Drive Profit
- 118. Q&A