shaping mobile commerce with data-driven insights

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  1. 1. 1 SHAPING MOBILE COMMERCE WITH DATA- DRIVEN INSIGHTS MOOVWEB AND WPROMOTE PRESENT
  2. 2. 2 TABLE OF CONTENTS 01 02 03 04 05 06 Introduction Event Tracking Device and Browser Onsite User Experience Checkout Analysis Q&A
  3. 3. 3 In late 2016, Mobile internet usage surpassed Desktop usage.
  4. 4. 4 Investment in Mobile Advertising is 137% Larger than Desktop
  5. 5. 5 But Conversions on Mobile Devices still fall far behind those on Desktop Devices.
  6. 6. 6 EVENT TRACKING
  7. 7. 7 Events are discrete pieces of data designed to track user behavior within an Analytics platform. EVENTS OVERVIEW
  8. 8. 8 IKEA Store Visit EVENTS OVERVIEW: SIMONS TRIP TO IKEA Completed Desk
  9. 9. 9 IKEA Store Visit EVENTS OVERVIEW: SIMONS TRIP TO IKEA Find a Desk Checkout Load Up Car Completed Desk Build Desk Read Directions Drive Home
  10. 10. 10 EVENTS CAN TRACK ANYTHING! Intent UX Conversions
  11. 11. 11 SCROLL DEPTH UX EVENTS How far do users scroll on a given page? NAVIGATION How do users use your navigation?
  12. 12. 12 CONVERSION EVENTS OUTBOUND CLICKS Where are users clicking away from your site? CATEGORY FILTERS What categories did users filter for?
  13. 13. 13 INTENT EVENTS FORM TRACKING Capture User Input Fields for Contextual Insight FORM COMPLETIONS Compare Completions by Dimension
  14. 14. 14 All Events Can Be Compared Across A Variety Of Dimensions, Including By Device. EVENTS BY DEVICE
  15. 15. 15 USER TECHNOLOGY
  16. 16. 16 WATCH DEVICE TRENDS DEVICES VISITS CONVERSION RATE AVG. ORDER VALUE REVENUE Period 1 Period 2 % change Period 1 Period 2 % change Period 1 Period 2 % change Period 1 Period 2 % change Desktop 14M 12M -12% 2.54% 2.84% 12% $297 $282 -5% $107M $99M -7% Mobile 7M 8M 15% 0.74% 0.97% 30% $228 $259 14% $12M $20M 70%
  17. 17. 17 DIFFERENCES BY DEVICE TYPE 2016 Moov Corporation. All Rights Reserved. Confidential. Why are users exiting here on mobile more than on desktop? PDP exit rate on Desktop22% PDP exit rate on Mobile39%
  18. 18. 18 MOBILE BROWSER AND OS OPERATING SYSTEM Traffic distribution and conversion rates by OS BROWSER Traffic distribution and conversion rates by browser type
  19. 19. 19 DRILL DOWN DEEPER INTO SPECIFIC VERSIONS
  20. 20. 20 ONSITE USER EXPERIENCE
  21. 21. 21 Launched In Late 2013, Content Groupings In Google Analytics Lets You Group And Compare Content And Product Type Performance CONTENT GROUPING
  22. 22. 22 Product List Reports Provide Insights Regarding Product Position on Page & Users Preferred Methods For Accessing Products. PRODUCT GROUPING
  23. 23. 23 By Combining Scroll Depth Events with Content Groupings at the Device Level, were able to detect relative differences in user behavior. EXPLORING DIMENSIONS BY GROUP
  24. 24. 24 CHECKOUT ANALYSIS
  25. 25. 25 In Google Analytics, these are configured as goals, typically using page urls. If your checkout does not contain distinct urls, you will have to code in virtual pageviews. Each step of your checkout should be a funnel step Note: GA funnels will not show data retroactively, so funnels should be set up as early as possible INITIAL CHECKOUT FUNNEL SETUP CREATE CHECKOUT FUNNELS FOR YOUR WEBSITE
  26. 26. 26 Where are you seeing the biggest dropoffs? Are any of these expected? The dropoff from Payment to Review is large, but might not truly be the biggest pain-point. Note the review page dropoff. Why are users dropping off after theyve made it this far? HOW TO READ DROPOFFS DIG INTO THE NUMBERS
  27. 27. 27 HOW TO ADDRESS DROPOFFS CONSIDER HOW TO ADDRESS EACH DROP-OFF If checkout start (login page) has a large dropoff, explore what users are doing on that page: Make guest checkout more prominent Reduce distractions Test skipping this page altogether and default to guest checkout
  28. 28. 28 HOW TO ADDRESS DROPOFFS Reduced drop-off by 22%
  29. 29. 29 TRACK KEY CHECKOUT EVENTS KEY EVENTS ON THE CHECKOUT PAGES guest vs login forgot password apply promo code alternative payments (PayPal, ApplePay, gift cards, etc) change shipping method back button edit buttons errors loading spinners >5 seconds support calls interactions with header elements billing same as shipping checkbox
  30. 30. 30 Interaction (%users who interact with this field) Conversion rate (of users who interact with this field) Exit rate for this page PROMO FIELD TREATMENT KEY METRICS FOR PROMO FIELD UPDATE: Prominent promo code field Subtle promo code field VS
  31. 31. THANK YOU go@moovweb.com CONTACT