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Using Google Analytics Enhanced Ecommerce to Optimize Your Checkout Funnel

Jonathan Meck Technical Marketing Manager

LunaMetrics Google Analytics Certified Partner

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Measurement?

Reporting? Absolutely

Sure!

Why do we use Analytics?

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ANALYTICS HELP

US MAKE

BUSINESS DECISIONS.

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External Questions

• How much Traffic did we get?

• How much Traffic did we get from Social Media?

• Which Social Channel generated the most revenue?

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Internal Questions

• What did people do on our site?

• What did people do that led to a conversion?

• What pain points caused people to drop off?

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Answers a lot of these questions

Who came to your site?

How did they get there?

What did they do on your site?

Did they convert?

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Standard Ecommerce Reports

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Enhanced Ecommerce Reports

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Enhanced Ecommerce Reports

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New Funnel Graphs!

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New Funnel Graphs!

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• All Sessions • Sessions with Product Views • Sessions with Add to Cart • Sessions with Check-Out • Sessions with Transactions

Shopping Behavior Analysis

• Completely Customizable • Up to 8 Steps!

Checkout Behavior Analysis

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But Wait,

There’s More! Internal Promotions

Coupons – Item or Order

Product List Performance

Nested Categories

Refund Support

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Remarketing!!

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But Wait,

There’s More!

COME BACK!

YOU FORGOT

TO CHECK

OUT!

SEND MORE DATA

MAKE BETTER

DECISIONS

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Transaction Details

Product Impressions

Product Clicks

Add To Cart

Remove From Cart

Product List Impressions

Product List Clicks

Internal Promotion Impressions

Internal Promotion Clicks

Checkout Funnel Steps

Get Deeper Insights WHY?

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Optimize Your Site

Close The Loop

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ONLINE ECOMMERCE IS CONTINUING TO

RISE.

DON’T GET IN THE WAY OF YOUR CUSTOMERS.

TAKEAWAYS

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• Start Small - Start Upgrading

• Universal Analytics Only

• Track As Much As You Can

• Balance Internal & External Efforts