What about enhanced e-commerce?
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The document discusses enhanced ecommerce and its implementation using Google Tag Manager (GTM) and Universal Analytics. It outlines the benefits of enhanced ecommerce tracking, offers case studies on factors influencing shopping behavior, and emphasizes the importance of product interactions in conversion optimization. The challenges of implementing enhanced ecommerce tracking and the need for specific plugins are also highlighted.
What about enhanced e-commerce?
- 1. Enhanced Ecommerce #HumixSession @humixBE @Nihiel
- 3. Standard vs Enhanced Standard Ecommerce Enhanced Ecommerce 2014 #HUMIXSESSION © Humix, all rights reserved 3
- 4. User browses to webshop 2014 #HUMIXSESSION © Humix, all rights reserved 4
- 5. Users sees productlist 2014 #HUMIXSESSION © Humix, all rights reserved 5
- 6. Users visits product detail 2014 #HUMIXSESSION © Humix, all rights reserved 6
- 7. Users adds product to cart 2014 #HUMIXSESSION © Humix, all rights reserved 7
- 8. Users starts checkout 2014 #HUMIXSESSION © Humix, all rights reserved 8
- 9. Users starts payment 2014 #HUMIXSESSION © Humix, all rights reserved 9
- 10. Users completes transaction 2014 #HUMIXSESSION © Humix, all rights reserved 10
- 11. Users returns product 2014 #HUMIXSESSION © Humix, all rights reserved 11
- 12. Product Life Cycle Source: Optimizesmart.com 2014 #HUMIXSESSION © Humix, all rights reserved 12
- 13. Standard Ecommerce Pageview Ecommerce Event Goal Funnel Event 2014 #HUMIXSESSION © Humix, all rights reserved 13
- 14. Enhanced Ecommerce Ecommerce 2014 #HUMIXSESSION © Humix, all rights reserved 14
- 15. New Reports
- 16. Ecommerce Overview 2014 #HUMIXSESSION © Humix, all rights reserved 16
- 17. Shopping Behavior 2014 #HUMIXSESSION © Humix, all rights reserved 17
- 18. Checkout Behavior 2014 #HUMIXSESSION © Humix, all rights reserved 18
- 19. Segmentation & Remarketing 2014 #HUMIXSESSION © Humix, all rights reserved 19
- 20. Product Performance 2014 #HUMIXSESSION © Humix, all rights reserved 20
- 21. Product Performance 2014 #HUMIXSESSION © Humix, all rights reserved 21
- 22. Product List Performance 2014 #HUMIXSESSION © Humix, all rights reserved 22
- 23. Product List Performance 2014 #HUMIXSESSION © Humix, all rights reserved 23
- 24. Marketing 2014 #HUMIXSESSION © Humix, all rights reserved 24
- 25. How to get started?
- 26. Measurement Model Source: Optimizesmart.com 2014 #HUMIXSESSION © Humix, all rights reserved 26
- 27. Challenging implementation • Universal Analytics is needed • Enhanced ecommerce tracking is not provided in the default library. Instead it is provided as a plugin module (ec.js). • Make all actions from the Measurement Model measurable. 2014 #HUMIXSESSION © Humix, all rights reserved 27
- 28. GTM to the rescue
- 29. What does GTM do? 2014 #HUMIXSESSION © Humix, all rights reserved 29
- 30. Building Blocks of GTM Tags Triggers Variables URL Product ID File Name Data Layer 2014 #HUMIXSESSION © Humix, all rights reserved 30
- 31. GTM & Enhanced Ecommerce • Upgrade to Universal Analytics • Implementation of EC.js • Inserting page elements and actions in datalayer 2014 #HUMIXSESSION © Humix, all rights reserved 31
- 32. Benefits of GTM • Perfect integration with Google tools – Also lot of non-Google tools included 2014 #HUMIXSESSION © Humix, all rights reserved 32
- 33. Benefits of GTM • Increase speed of tag implementation • Easy debugging before publication • User friendly (= marketing people friendly) • API 2014 #HUMIXSESSION © Humix, all rights reserved 33
- 34. The sky is the limit
- 35. Usecase: Online Retailer • Does delivery time influence shopping behavior? Days to Delivery Product Detail Views Product Adds to Cart Unique Purchases Cart-to-detail Rate Buy-to-Detail Rate 2.097 268 147 16,04% 4,09% 1 789 107 64 13,56% 8,11% 2 563 64 39 11,37% 6,93% 3 465 55 36 11,83% 7,74% 4 201 19 6 9,45% 2,99% 5 70 20 2 28,57% 2,86% 6 8 3 0 37,50% 0,00% 7 1 0 0 0,00% 0,00% 2014 #HUMIXSESSION © Humix, all rights reserved 35
- 36. Usecase: On- & Offline Retailer • Does the distance to a store impact shopping behavior? Distance to store Sessions Quantity Average Order Value Shipping Ecommerce Conversion Rate 5.703 439 330 725 7,21% < 2 KM 500 23 62 0 4,60% 2-5 KM 634 32 58 15 5,05% 5-10 KM 750 48 56 50 6,40% 10-15 KM 793 59 49 90 7,44% 15-20 KM 807 68 43 125 8,43% 20-25 KM 870 75 35 175 8,62% >25 KM 1349 134 27 270 9,93% 2014 #HUMIXSESSION © Humix, all rights reserved 36
- 37. Usecase: Weather influence • Does the weather impact shopping behavior? Distance to store Sessions Transactions Average Order Value Ecommerce Conversion Rate 5.703 439 330,00 € 6,19% Cloudy 500 37 62,00 € 7,40% Rain 634 42 58,00 € 6,62% Storm 578 39 56,00 € 6,75% Sunny 300 12 49,00 € 4,00% 2014 #HUMIXSESSION © Humix, all rights reserved 37
- 38. Recap • Focus is on product interactions • Challenge yourself and start conversion optimization testing • Facilitate setup trough Google Tag Manager • The combination of Universal Analytics & Enhanced Ecommerce gives you a very advanced analytics package 2014 #HUMIXSESSION © Humix, all rights reserved 38
- 39. Questions? Info at humix dot be @humixBE @Nihiel
Editor's Notes
- #2: Introductie + grote lijnen presentatie: We gaan het hebben over, het deze zomer gelanceerde, Enhanced Ecommerce Doel van deze presentatie is om jullie een idee te geven van wat er allemaal mogelijk is dankzij enhanced ecommerce Geen te technische uitleg