gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google
DESCRIPTION
This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Vinoaj Vijeyakumaar's session covers a case study from Amari Hotels about using GA funnel visualization reports to increase site conversions.TRANSCRIPT
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Google Confidential and Proprietary 1
Shaping the Funnel Increasing Online Reservations for Amari
Vinoaj Vijeyakumaar Customer Solutions Engineer, Google Southeast Asia http://twitter.com/vinoaj
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Google Analytics Master Class 2010 #gamc
How much hard work do you put in to deliver visitors to your checkout flow only for them to leave ?
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Google Analytics Master Class 2010 #gamc 3
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Google Analytics Master Class 2010 #gamc
The Funnel
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Google Analytics Master Class 2010 #gamc
Google Analytics Funnels
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Google Analytics Master Class 2010 #gamc
In an Ideal World
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Leaking
Visitors No Lost
Visitors
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Google Analytics Master Class 2010 #gamc 7
• 11 Branded and 7 Managed Properties in Thailand
• Highly reliant on website to be a driver of ecommerce revenue
• Early-adopter of Google Analytics
• Reliant on Google Analytics to identify profitable revenue channels and opportunities to increase sales
• Focus on user experience
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Google Analytics Master Class 2010 #gamc
The Questions
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Google Analytics Master Class 2010 #gamc
What can give us the answers?
Google Analytics
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+
Web Analyst (part detective, part creative thinker)
Actionable Insights
=
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Google Analytics Master Class 2010 #gamc
Funnel Conversion Rate
• 42,000 visitors researched, evaluated, now ready to purchase
• Only 3.76% purchased
• 96% abandonment rate
• Potential to do better!
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Some time in the past, during an undisclosed time period
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Google Analytics Master Class 2010 #gamc
Funnel Analysis
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Google Analytics Master Class 2010 #gamc
Detect and Minimise Errors
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Google Analytics Master Class 2010 #gamc
Can flexible rates be pre-loaded?
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Google Analytics Master Class 2010 #gamc
Reduce Paralysis By Analysis
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Google Analytics Master Class 2010 #gamc
Review Page
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Google Analytics Master Class 2010 #gamc
Review Page
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Google Analytics Master Class 2010 #gamc
Guest Details
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Google Analytics Master Class 2010 #gamc
Guest Details
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Google Analytics Master Class 2010 #gamc
Credit Card Details
• Hard work has been done: you’ve brought the visitor to the payment page
• Now to ensure that they make the payment!
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Google Analytics Master Class 2010 #gamc 20
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Google Analytics Master Class 2010 #gamc
Payment Page Optimisation
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Google Analytics Master Class 2010 #gamc
Booking Confirmed
The goal has been met, but don’t rest yet!
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Google Analytics Master Class 2010 #gamc 23
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Google Analytics Master Class 2010 #gamc
Fast Forward a Few Weeks
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In the space of a few weeks:
• 6 additional paying visitors per 1000 visitors
• Average of an additional $3000 per 1000 visitors
• Potential new loyal customers
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Google Analytics Master Class 2010 #gamc
Influencing New Site Design
Apply data-driven learnings to infuence new site design 25
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Google Analytics Master Class 2010 #gamc
Shaping the Funnel
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Google Analytics Master Class 2010 #gamc
In an Ideal World
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Leaking
Visitors No Lost
Visitors
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Google Confidential and Proprietary
Thank You!
http://www.amari.com/ http://twitter.com/vinoaj
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