Post on 16-Jul-2015
GOOGLE ANALYTICS FOR MIVA MERCHANTS
MORGAN JONESECOMIQ
Agenda
1st Hour:
• Introduction to Google Analytics
• Key Google Analytics metrics and definitions
• Reporting overview – key reports for merchants
• Introduction To Enhanced Ecommerce
2nd Hour:
• Using Google Analytics to drive your business
• Reporting strategy
• Campaign tagging strategy
• Profitability reporting
• Google Tag Manager and Universal Analytics
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eComIQ
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• Digital Advertising Agency
– Paid Search & Shopping Campaigns
– Conversion optimization
– Digital Advertising Strategy
• Google Analytics Consulting Company
– Custom and Complex Integrations
– Google Tag Manager
– Data Import
– Using Google Analytics Data To Increase Sales
• Consultant For Over 250 Miva Merchant Companies
PPC
Miva Merchant PPC Agency
• 10% of ad spend ($500/month minimum billing)
• Dedicated account manager with direct access (phone and email)
• Includes Analytics setup and support
• Includes monthly report with focus metrics reported vs. established goals
• Focus on Ecommerce sites and Shopping campaigns
• Includes additional consulting at no additional charge– Conversion optimization– Value proposition development– Competitive analysis
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My Babies
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• Largest Greek imports retailer on the web
• Online since 2004
• Miva Merchant since 2004
• Launched in 2006
• Google Analytics certified partner since 2008
• AdWords and Bing Certified Partner
• Launched in 2011
• The “Miva Central” to-be of Google Analytics apps
• Launched in 2009
Why Do You
Need Analytics?
Website Analytics enables monitoring of visitor behavior
• How they reached the site
• Where they went when they landed on the site
• Whether or not they were successful in completing a goal on the site (purchase, lead, etc.)
Website analytics identifies opportunities for improving conversion rates so you make more $$$
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Key Metrics
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*Session resets when:
• More than 30 minutes have elapsed between pageviews for a single session.
• At the end of a day.
• When any traffic source value for the user changes. Traffic source information includes: utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.
Sessions = Total sessions* in the timeframe selected
Users = Number of unique sessions in the timeframe selected
Pageviews = Number of pages viewed
Pages/Session = Average pageviews per session
Avg. Session Duration = Average time a session spent on the site
Bounce Rate = % of sessions that only visited one page
% New Sessions = % of sessions that had not visited the site ever before
Key Metrics
Goal - Definition
A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a purchase, registration or download. Can also be an amount of time on site, number of pageviews or an event.
Also known as a “Conversion”
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Location Reporting
Identify best performing countries, states, and cities.
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Location Reporting
Sort by any column
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Mobile Reporting
Identify mobile impact
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Traffic Sources
Identify which sources of traffic are driving the most business
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Keywords
Identify which keywords drive revenue
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Top Pages
Identify which pages get the most pageviews and their engagement
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Page Load Times
Identify slow loading pages that may cause abandonment
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Site Search
Identify what visitors are searching for
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Ecommerce
Ecommerce Conversion Rate = Transactions/Visits
Average Order Value = Total Revenue/Transactions
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Ecommerce –
Product Performance
Identify which products are generating the most revenue
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Real-Time (Demo)
Cool!
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Additional Reporting
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Dashboards
• Configure and save for quick reference
• Focus on most important metrics
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Shortcuts
Great when needing advanced segments or filters applied
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Intelligence
Nice try!
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Intelligence – Custom Alerts
Great for identifying “broken glass” issues
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Intelligence – Custom Alerts
Concierge – try it for free! www.PowerMyAnalytics.com
Will monitor and alert:- Visits- Bounce Rate- Revenue- Internal referrals- Other metrics
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Report Features
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Advanced Segments
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Advanced Segments
Built-in Segments = already provided by GA
Custom Segments = you make your own
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Custom Advanced
Segments
View reports for one particular segment, such as purchasers
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Custom Reports
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Custom Reports
Create reports “just the way you want them”
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Export Reports
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Export Reports
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Premium Only
Add To Dashboard,
Shortcut
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Goals & Funnels
Great report for identifying opportunities with checkout issues:
• Shipping options• Shipping pricing• Payment options• Upsell• Navigation
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Creating Goal Funnels
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• New Enhanced Ecommerce Suite introduced by Google Analytics in 2014
• Miva is rolling Enhanced Ecommerce into the platform
• No charge if installed by store owner
• Must be on Miva 9 to use Miva’s solution
• Contact us if not on Miva 9 and will not for some time
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Enhanced Ecommerce
Product Lists represent a logical grouping of products on your site, based on your tagging. You can use them to represent:
• Catalog pages
• Cross-sell blocks
• Up-sell blocks
• Related-products blocks
• Search results pages
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Enhanced Ecommerce
Product List Reporting Example
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Enhanced Ecommerce
Viewing The Products In the Product List
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Enhanced Ecommerce
• Enhanced Ecommerce suite– Product List Engagement: Ecommerce Impact
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Enhanced Ecommerce
• Enhanced Ecommerce suite– Shopping Funnel – from Product Views To Transactions
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Universal Analytics
• Enhanced Ecommerce suite– Checkout Funnel
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Universal Analytics
• Enhanced Ecommerce suite– Coupon code usage
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Universal Analytics
• Enhanced Ecommerce suite– Balancing the books between GA and your back-end sales database: You
could push transactions that did not make it into GA (due to offline conversions or missed JS pushes) to get GA to align with your actual online sales
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Universal Analytics
• Enhanced Ecommerce suite– Internal Promotion Reporting:
• Internal promotions include things like banners that you display on one section of your site to advertise another section of your site.
• The Internal Promotion report lets you see how your internal promotions performed relative to others
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Universal Analytics
Vs.
Questions?
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Using Google Analytics To Grow Revenue
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Cash Flow Is King
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Category Total Sales
Gross Profit
Margin Gross Profit
Cost
Yahoo
Cost
MSN
Cost Total Net Profit
Profit Margin
After
Advertisement
Olives $133.7 48% 64.06$ $8.48 $1.26 $0.15 $9.89 54.17$ 40.5%
Olive Oil $251.9 48% 120.70$ $15.43 $3.25 $1.63 $20.31 100.39$ 39.9%
Pickled Products $124.2 48% 59.51$ $0.00 $0.00 $0.00 $0.00 59.51$ 47.9%
Specialty Snacks $47.6 48% 22.81$ $0.00 $0.00 $0.00 $0.00 22.81$ 47.9%
Candy & Specialty Sweets $413.1 48% 197.92$ $21.86 $0.82 $2.26 $24.94 172.98$ 41.9%
Pasta Products $152.9 48% 73.24$ $38.13 $0.00 $4.76 $42.89 30.35$ 19.9%
Wafers, Cookies, Pastry & Rusks $48.1 48% 23.02$ $0.00 $0.00 $0.00 $0.00 23.02$ 47.9%
Dressings & Vinegars-Fish Items $115.8 48% 55.46$ $0.00 $0.00 $0.00 $0.00 55.46$ 47.9%
Coffee And Tea $541.8 48% 259.61$ $84.64 $2.37 $3.92 $90.93 168.68$ 31.1%
Spices & Herbs $440.7 48% 211.17$ $44.40 $0.00 $0.91 $45.31 165.86$ 37.6%
Greek Seasoning And Marinates $90.4 48% 43.29$ $92.59 $0.00 $0.00 $92.59 (49.30)$ -54.6%
Party Food Items $343.2 48% 164.43$ $106.14 $26.98 $10.45 $143.57 20.86$ 6.1%
Fruit Preserves And Marmelades $35.8 48% 17.15$ $0.00 $0.00 $0.00 $0.00 17.15$ 47.9%
Where To Get Data? GA You Formula GA GA GA Formula Formula Formula
Cash Flow Is King
Steps to report profitability by category:
1) Identify how many categories you need to report, based on:– Different product margins– How granular you would like to report
2) Create Paid Search strategy (Campaigns & Ad Groups) that aligns with reporting strategy
3) Identify Gross Profit Margins per category4) Report5) Take action!
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Category Total Sales
Gross Profit
Margin Gross Profit
Cost
Olives $133.7 48% 64.06$ $8.34
Olive Oil $251.9 48% 120.70$ $15.35
Cash Flow Is King
What to consider if you are not profitable:
• Loss leader?
• Lifetime value
• Ramping up the business
• Attribution – may be “Assisting” but not “Closing”
Actions to take to become profitable:
• Adjust paid search cpc’s lower
• Identify bad search queries or placements that should be negative keywords or negative placements
• Pause poor performing Campaigns, Ad Groups or Keywords
• Adjust pricing higher
• Optimize landing pages or other pages in path-to-purchase
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ROI By Sales Channel
• Compare Google, Bing, Facebook, Amazon, etc. side-by-side
• Enables re-allocation of advertising budget to best performing channels to optimize profit
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Site Optimization
High abandonment drove action!
- Higher abandonment for Checkout By Amazon than our online credit card payment option
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Site Optimization
A/B test site changes to grow revenue
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Site Optimization
Created “BASK1” page w/out Checkout By Amazon link
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Site Optimization
Original Page – “BASK”
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Site Optimization
New Page without Checkout By Amazon link – “BASK1”
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Site Optimization
Experiment setup58
Site Optimization
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Keyword & Product
Discovery
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Campaign Tracking
- Bing PPC - Google Shopping, etc.
- Email newsletters - Banners on other sites
- Facebook PPC - Facebook links
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Not needed
for Google
AdWords
“Autotagged”
accounts
Campaign Tracking
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Campaign Tracking
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Event Tracking
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Used to identify actions that take place “within a page”• Downloads• “Add to cart”• Used shipping calculator prior to checkout
Event Tracking
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Track errors
Event Tracking
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Identify which errors are causing abandonment and improve messaging
Event Tracking
OPAY Page JS
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<script type="text/javascript">
try{ var lookups={
"-3" : "Please retry pressing the continue button at the bottom of the page.",
"10001": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10527": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10507": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10544": "Please check your credit card details below and click the continue button at the bottom of the page.", "10762": "Please check your credit card CVV code and try again.",
"15004": "Please check your credit card CVV code and try again.",
"15005": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15006": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15007": "The transaction was declined by your credit card company because your card is expired. Please contact your credit card company or try another credit card.",
"Default": "Please contact us at 800-755-8067 to assist you with your order. We are available M-F from 9-5 EST. If after hours, please <a href=\"http://www.greekinternetmarket.com/contactus.php\">Contact Us</a>."
};
var hasError = false;
var message = jQuery("#paypalerror b").html();
if(message.length > 10){ hasError = true; }
if(hasError){ var event_m= message.replace(/\<br\>/i,'');
_gaq.push(['_trackEvent', 'PayPalError', event_m]); var patt=new RegExp(/\(([\w\s-]*)\)/); var code = message.match(patt)[1];
if(lookups[code]!=undefined){ jQuery("#paypalerror b").html(message + lookups[code] + '<br>');
}else{ jQuery("#paypalerror b").html(message + lookups['Default'] + '<br>'); } }}catch(err){}
</script>
Event Tracking
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Provide better messaging to guide the shopper through errors in checkout
Attribution
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• Identify sources of traffic that “Assist” in sales, but do not get credit for the “last click” purchase
• Improve ROI measurement for paid search, display and social media
Phone Order Tracking
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• Uses “Visitor ID” instead of dynamic phone numbers
• Report revenue from phone orders in Google Analytics
• Increase ROI from paid search and other campaigns
• Free 30-day trial – contact morgan.jones@powermyanalytics.com
http://www.powermyanalytics.com
Summary
• Ensure Google Analytics is implemented and reporting correctly– Advanced implementation (cost import, site search, AdWords
linking, goal funnels, etc.)• Tag your campaigns for clarity in reporting• Establish reporting framework to report cash flow and by product or
category• Perform search query analysis – identify both good and bad queries
– Also ad placement analysis for contextual/display networks• Focus on largest sources of revenue to grow the business• A/B test to improve conversions• Monitor attribution and include in ROI calculations• Push as much revenue into Google Analytics as possible and down to the
details (phone tracking)
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Universal Analytics and Google Tag Manager
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Universal Analytics
• The future in advanced GA reporting and features– New Ecommerce reporting coming soon
– Offline transaction reporting (phone orders, amazon.com, eBay, etc.)
– Track users across multiple devices (Desktop, Tablet, Mobile)
– Process returns
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Google Tag Manager
• Consolidate all your tracking codes into Tag Manager and enhance Miva reporting capabilities – Faster turnaround time in updating/adding tags
– Ability to outsource GA implementation (vendor can add tags without website access)
– Version control and rollback capability
– Faster page load times
• Miva benefits:– Enhanced reporting!
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Conversion Rates By Product Added To Cart
• Identify products that do not convert well after adding to cart– Optimize shipping rates to grow overall sales
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Product SKU Qty Added To Cart Qty Sold Conversion Rate
1050-03003 203 0 0%
2691-15001 47 47 100%
1101-04001 24 1 4%
2069-02073 22 0 0%
1002-02003 16 2 13%
1450-06001 16 8 50%
0859-04003 14 1 7%
1977-01001 14 7 50%
0483-05011 13 0 0%
1442-06009 12 2 17%
0483-05001 11 1 9%
2442-03001 11 10 91%
1950-03022 10 0 0%
Add To Cart Conversion Rate By SKU
Identify How High Shipping Rates
Impact Conversion Rates
• Optimize product and shipping pricing to drive the most revenue and profit– Raise product prices and lower shipping prices
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Questions?
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