ANALYTICS FOR E-COMMERCE - uAfrica.com · Shopping Behaviour Reports: Conversion Tips Identify User...

Twitter: @GillianMeier

ANALYTICS FOR E-COMMERCEMAYSON ATTERBURY - SEPTEMBER 2014

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Standard Analytics

Sources

Interaction

Conversions

Exits

Standard Analytics

Traffic Sources:• Where does your traffic come from?

Page Interaction / Navigation:• Interaction with Site and Content

Measuring Conversions: • Activities of Value to your Business

Fall-off and Exits:• How / Where People Leave your Website


E-commerce Analytics

Source

Shopping Behaviour

Sales / Checkout Analysis

Shopping Cart Abandonment

The Most Amazing-est

E-commerceTraffic Sources:

• E-commerce Traffic Sources

Shopping Behaviour• Interaction with Site and Content

Sales and Checkout: • Activities of Value to your Business

Shopping Cart Abandonment:• How / Where People Leave your Website


Behavioural Analytics: Diagnosing your Shop

Why E-commerce

Behaviour Analysis?

Where do my Audiences

Convert?

Where do my Audiences

NOT Convert?


E-commerce Behavioural Trifecta

The Behavioural Trio…

“a Trio of Reports aimed at Understanding E-commerce User Behaviour.

Use these reports to make adjustments that drive more sales”

1. Multi-Channel Funnel Reports• Which Sources of Traffic Turn into Sales?

• Which Combinations of Traffic Turn into Sales?

2. Shopping Behaviour Analysis• Where do users Abandon the Shopping Cart Sales Process?

• Why do they Abandon?

3. Product Performance Reports• What is Generating Income?

• Where do I need more Advertising?

• Where does my profit come from?


1. Multi Channel Funnels

Which Channels do your Converted Buyers

Interact with most?


1st Channel

2nd

ChannelSale

• Invest more in these channels to grow your customer base.• Investments can be in terms of Optimisation, Advertising or

the Creation of Content.

1. Multi Channel Funnels: Conversion Tips

Using the Multi-Channel Reports:

• Identify Last Channels before Conversion

• Best Channel Combinations:

• Identify First Channels to Conversion

• Invest more in these channels to influence your sales figures.

1st Channel

2nd

ChannelSale

• Ensure that both channels are prominent in your strategy to drive both Traffic and Sales.

1st Channel

2nd

ChannelSale

What to do?


2. Shopping Behaviour Reports

To use the Shopping

Behaviour Report:

1. Enhanced E-commerce

Tracking is required

2. You need to tag your

pages

• Product Pages

• Shopping Cart

• The Check-out Process

• Completed E-commerce

Tracking

Depiction Courtesy of blastam.com

How do users interact with your Shopping Cart?


2. Shopping Behaviour Reports: Conversion Tips

Identify User Problems in

the Shopping Process:

• PRODUCT VIEWED BUT NOT

ADDED PRODUCTS TO CART:

Potential Problem Areas:

• ADDED PRODUCTS TO

SHOPPING CART BUT

DIDN’T PURCHASE:

• SESSIONS THAT CHECK

OUT VS. SESSIONS THAT

ABANDON CHECKOUT

• SESSIONS WITH NO

SHOPPING ACTIVITY:

- Users can’t find your

Shopping Cart

- Content to Product Linking

- Digital Participation Curve

- ROPO

- Shopping Cart Visibility

- Products too expensive.

- Delivery / Returns policies

- ROPO

- Policies: Returns, Privacy.

- Lacks Different Payment

Options

- Terms of Delivery

- Trust Issues / Design

- High Total Costs.

- The addition of Taxes after

Purchase.

- High Shipping Costs are a

deterrent.


3. Product Performance Reports

When do Customers buy your products?

What does your

Product Performance

say about your user

behaviour?


3. Product Performance Reports: Conversion Tips

Gather User

Information that

Helps you

Improve your

Deals:

Performance Insights

• Product Quantity • Product Revenue • Average Price • Average Purchase Quantity

- Ensure stock of all your best

sellers.

- Boost the marketing of your

best sellers.

- Boost the marketing of the

Product Categories with most

interest.

- Use Cost of Sales to calculate

your ROI for your best products.

- Boost the advertising of your

Top ROI Products.

- Remove products that are not

creating profits.

- Remarket on weak sellers.

- Weaker sellers: are they too

expensive to create sales?

- See the Average Prices in your

Product Categories:

• Do prices outside the

average impact sales?

- Companies try to strive for

Higher Average Sales per

Person.

- This helps to minimise your

Cost per Sale.

- Promotions, Free Shipping,

Specials helps boost your QTY.


Remarketing That Beats “Non-Shopping”

1. Users Arrive on your

site and you give them

Cookies… Nom nom

nom

2.They view specific

Product Pages and

Interact with your

Content

3. Users Abandon your

Shopping Cart

Co

okie

sA

ban

do

nIn

tera

ct

4. Display Ads follow users with Targeted Offers.

Co

me

Ba

ck

Bu

y M

e

5. Remarketing points

users back to your site

to buy your products.


Remarketing: Target Based on User Behaviour

Use Behavioural Analytics to Best Target your Remarketing:

Situation: Message / What to Remarket

All Site Visitors who did not

convert

(Catch All) Use targeted Display Ads that promote specific products on your website.

Last Interaction Visits who

did not Convert

Focus your Remarketing on Users who came to your site via your Top Converting Traffic

Sources. Be sure to target people who didn’t converted.

Viewed Products but did not

convert

Retarget people who showed interest in specific products but didn’t buy anything. Target

your message to be specific to the product they viewed.

Added Products to Cart but

didn’t complete purchase /

abandoned checkout.

Retarget people who have shown a definite interest in specific products on your site.

Lure them back to your site with special offers and promotions to help boost your

conversions.

Retarget Products that

Underperform

Identify Products in your Product Performance Report that perform poorly. Retarget

audiences with specific ads aimed at promoting those products.

Retarget Popular Products. Identify the Product Categories that users have shown the most interest in. Remarket to

them with targeted ads back to those products to further drive sales.


Thank you...

Request this presentation from Blue Magnet to start implementing these E-commerce Analytics!

Mail: [email protected]

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ANALYTICS FOR E-COMMERCE - uAfrica.com · Shopping Behaviour Reports: Conversion Tips Identify User...

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