ecommerce analytics for non-ecommerce websites · table of contents 1. why ecommerce analytics? 2....

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ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES Lukáš Kakalejčík Marketing Specialist, RoomAssistant PhD. candidate, Technical University of Košice

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Page 1: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

ECOMMERCE ANALYTICSFOR NON-ECOMMERCE

WEBSITES

Lukáš Kakalejčík

Marketing Specialist, RoomAssistant

PhD. candidate, Technical University of Košice

Page 2: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Table of Contents

1. Why ecommerce analytics?

2. Benefits of analysis

3. How would you track your own website?

Page 3: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

WHY ECOMMERCE ANALYTICS?

Page 4: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?
Page 5: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

What data can be tracked with ecommerceanalytics?

• Product impressions

• Product actions (click, detail, add/remove to/from cart, checkout, purchase, refund...)

• Promotion impressions

• Promotion clicks

Page 6: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Wait... What did he said aboutproducts? I don’t have the e-shop!

Page 7: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Let’s fake your product (e-shop)!

Page 8: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

„Fake“ product examples

Mercedes-Benz

• Engine

• Packages

• Colors and rims

• Interior

• Equipment

National Tourist System

• Points of Interest

• Events

• Stores

• Special offers

Page 9: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Let’s treat your goals as transactions!

Page 10: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Neither of these websites sell directly

Mercedes-Benz

Request for quotation

National Tourist System

Trip itinerary

Page 11: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

BENEFITS OF ANALYSIS

Page 12: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Shopping/Checkout Behaviour

Page 13: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?
Page 14: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Mercedes-Benz funnels example

1. All sessions > Sessions with car views > Sessions with configurator > Request for proposal

2. Engine > Packages > Colors and rims > Interior > Equipment > Your new car

NTS funnel example1. All sessions > Sessions with POI viewed > Sessions with add to itinerary >

Completed itinerary

Page 15: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Insights & Answers

1. Where do visitors struggle during the process?

2. Where should I start in terms of website optimization?

3. What stage of See-Think-Do-Care process should I work on harder?

Useful benefits• Create segments with ease (to understand visitors, to create more targeted

advertising)

Page 16: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Product and product list performance

1. What is the CTR of my listings?

2. Which products are added/removed to/from the cart?

3. Cart-to-detail rate (which products are interesting?)

4. Buy-to-detail rate (which products are desired?)

5. Which category of products is the most attractive/demanded?

Page 17: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Mercedes-Benz’s questions answered

1. What are the most wanted engines/interior equipments?

2. Which accessories are removed from the configurator (follow with ‘WHY’)?

3. What are ‘MUST HAVES’ for our visitors? Should we include them in the standard equipment?

4. Could we reduce choices to maximize the goal completion?

5. Is our pricing favorable?

6. What do our high-value clients demand?

Page 18: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

NTS’ questions answered

1. Which events/points of interest are the most engaging ones?

2. Is the description of the points of interest attractive enough to make our visitors add them to their itinerary?

3. Which points of interest are not attractive enough so people remove them from their itinerary?

Page 19: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Possible additional options

1. Set more precise price although you don’t sell anything via website

2. Implement internal promotion tracking

3. Implement affiliate code tracking

Page 20: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

Can you treat your goal as a transaction?

YES

Can you create a fake product/s for your website?

YES

NO

NO

START A DISCUSSION! Thank you for staying, anyway!

What now?

Page 21: ECOMMERCE ANALYTICS FOR NON-ECOMMERCE WEBSITES · Table of Contents 1. Why ecommerce analytics? 2. Benefits of analysis 3. How would you track your own website?

THANKYOU FORYOURATTENTION

Lukáš Kakalejčík

[email protected]

https://sk.linkedin.com/in/kakalejcik