Eliminating the guesswork

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Enhanced Ecommerce & CRO with Google Analytics

What we will cover.

#1. End-to-end shopping journeys with Enhanced Ecommerce

#2. Product level reporting and Optimisation

#3. Improve performance with Segmentation & Remarketing

#4. Recommended Metrics for optimisation

Eliminating the guesswork

#1. Without Enhanced Ecommerce

Eliminating the guesswork

User visits your site

#1. Without Enhanced Ecommerce

Eliminating the guesswork

Views product list page

#1. Without Enhanced Ecommerce

Eliminating the guesswork

Views product detail page

#1. Without Enhanced Ecommerce

Eliminating the guesswork

#1. Without Enhanced Ecommerce

Eliminating the guesswork

#1. Without Enhanced Ecommerce

Eliminating the guesswork

#1. Without Enhanced Ecommerce

Eliminating the guesswork

#1. Without Enhanced Ecommerce

Eliminating the guesswork

1. Page Tracking

2. Event Tracking 3. Ecomm. Tracking

4. Goal Funnel Tracking

#1. Without Enhanced Ecommerce

Eliminating the guesswork

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2

3

4

#1. Enhanced Ecommerce

https://support.google.com/analytics/answer/6014841?hl=en-GB

Eliminating the guesswork

Shopping Behaviour Analysis

Plenty of leaks to plug!

#1. Enhanced Ecommerce

Eliminating the guesswork

Shopping Behaviour Analysis

Makes it easy to spot issues with specific dimensions

#1. Enhanced Ecommerce

Eliminating the guesswork

Checkout Behaviour Analysis

Monitor &Optimise Checkout

Pages

#2. Product ReportingNew product metrics to optimise!

Eliminating the guesswork

#3. Segmentation & Remarketing

Access EE Dims/Mets & combine with Custom Dims/Mets for advanced segmentation

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #1 Create checkout abandonment segment straight from the new Enhanced Ecommerce reports

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #2 Choose this segment for a remarketing list

Eliminating the guesswork

#3. Segmentation & Remarketing

Click #4 Choose AdWords account

Click #5 Save!

Click #3 Name the remarketing list

Eliminating the guesswork

#4. Metrics for Optimisation

Eliminating the guesswork

CR% can decline (even despite increased orders!) with large traffic increases

Sess

ions

/ O

rders

#4. Metrics for Optimisation

Eliminating the guesswork

CR% and absolute Transactions can drop even if AOV increases considerably

#4. Metrics for Optimisation

Eliminating the guesswork

Even if CR% increases, revenue could be dropping heavily!

#4. Metrics for Optimisation

Eliminating the guesswork

Product Specific• Product list CTR• View to Cart %• View to Checkout %• View to Buy %

Funnel• Session to Cart %*• Cart to Checkout %• Checkout to Order %• Step CR% through funnel, e.g. Delivery >> Payment

Business• AOV• Revenue• CPA **• Gross Profit **• Customer LTV **• Orders per Customer

* Use order-focused sessions only, i.e. exclude bounces and other purpose sessions, e.g. job seekers, etc.

** These metrics would rely on using other features of GA, namely Data Import and Custom Dimensions

Summary

#1. Migrate to Enhanced Ecommerce for easy shopping journey analysis and comprehensive product reporting

#2. Create Abandonment Segments for Remarketing directly within the Enhanced Ecommerce reports

#3. Consider using new/other Metrics for optimisation, rather than CR% only

#4. Enhanced Ecommerce can be used for non-Ecomm sites. There are no rules - be creative!

Eliminating the guesswork

THANK YOU!

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Eliminating the guesswork