You See Data…

We See Insights

Shaping E-Commerce Experiences for Revenue Outcomes Using Analytical FrameworksPhil Kemelor

11/13/2017

@philkemelor

• Name?

• Company?

• What do you do?

• Why are you here?

2

Share your story

@philkemelor 3

What we’re talking about today

@philkemelor

Let’s play metrics bingo…start here!!

4

@philkemelor

• First tell us the number of metrics you’re using right now to measure e-commerce (Approximate is ok)

• Name 3 of those metrics

• No one can repeat metrics that are being used by someone else even if you’re using the same ones

Resources:

• https://support.google.com/analytics/answer/6014872?hl=en

• https://www.shopify.com/blog/7365564-32-key-performance-indicators-kpis-for-ecommerce

• Search: Top e-commerce metrics

Rules of the game

5

@philkemelor 6

• Why do people exit where they exit?

• How do we get more people to complete the process?

• How do we get people to purchase more?

• How do we get people to advocate to others to buy?

How do we get below the surface?

Getting to the root of the problem

7

@philkemelor

Customer Journey

Voice of Customer

Social Media

User Experience

Integrated Customer Experience Analytics Strategy

8

@philkemelor 9

• Negative behavior• Exits from pages, fields and

click events• Bounces• Multiple pages viewed prior to

exit• Exits from search

• Positive behavior• Shares• Multiple pages viewed prior to

continuation• Form submissions• Search result click throughs

• Contextual• Time on page• Visit frequency

Customer Journey

Google Analytics, Adobe Analytics

Locate the problem

@philkemelor

Customer journey reporting

10

@philkemelor 11

• Navigation efficiency

• Link click intent

• Content interest

• Scrolling

• Use cases

User Experience

Crazy Egg, Clicktale, TryMyUI

https://dynomapper.com/blog/19-ux/271-usability-testing-tools

More tools at:

Troubleshoot at the page or event level

@philkemelor

User experience insights

12

@philkemelor 13

• Ask specific questions about the issue, UI, functionality

• Targeted surveys within the funnel, at exit or post visit

Voice of Customer

Qualaroo

Informizely

Qualtrics

KnowClick

Find out “why”

@philkemelor

Feedback surveys

14

@philkemelor 15

• Social listening on earned channels

• Comments on owned channels

• Identifying influencers and assessing content and breadth

Risk

Sysomos

Crimson Hexagon

Salesforce Social Studio

Hootsuite

Assess brand risk

Social media text and sentiment analysis

16

A tag cloud for an unnamed airline – Photo credit: Brian Solis

Analyze this

17

@philkemelor

Increase adds to cart

18

@philkemelor

The customer journey

19

@philkemelor

• Which analytics method do you use? Why? When?• Customer journey – clickstream

• User experience – mouse tracking/heat maps

• Voice of customer – surveys

• Risk – social media listening

• What metrics from Google Analytics data will help you?

• What will heat maps tell you?

• What questions would you ask in a survey?

• Would you give more weight or less weight to social media commentary than the survey? Why, why not?

Rules of the game

20

More mileage with metrics

21

@philkemelor 22

• Identify use cases• New customer acquisition to initial sale

• Repeat customer to repeat sale

• Item return

• Customer service support

• Assess customer interactions at page or event level• Search

• Content

• Comparisons

• Cart

• Check out

Focus on user experience at page and task level

@philkemelor 23

• Relationship of content and support pages to cart additions

• Ratio of content pages viewed to cart additions

• Ratio of search pages viewed to cart additions

• Ratio or percentage of exits and completes based on total number of customer support events

• Ratio of clicks on product comparison pages to exits and next steps

• Product categories exits, next steps

• Relationship of # and order of fields on form completion

• Percentage of field completions to exits

• Target completion time

Assess task completion

@philkemelor

Goal Increase cart additions by

25%

Objective Increase clicks from

comparison pages by 15%

Metric Comparison engine page

views

Objective Increase clicks from

product info pages by 30%Metric

Product info page views

Align metrics to goals and objectives

24

@philkemelor

Create metrics that forecast issues contributing to exits/increase cart adds

25

@philkemelor

Define metrics that provide insights for decreasing exits/increasing add to cart

Goal Increase cart additions by

25%

Objective Metric

Objective Metric

Rules of the game

26

Segmentation leads to personalization

27

@philkemelor

Link audience behavior to metrics to understand differences contributing to exits and adds

28

@philkemelor

What do you learn from behavioral segments?

29

@philkemelor

Audience/Use Case

Visitor Visit Segment

+ =

1. Determine a target audience or use case2. Define where the visitor comes from3. Define activities the visitor engages in such as content viewed or

tasks completed4. Name the segment

Rules of the game

30

Customer engagement

31

@philkemelor 32

• Arbitrary targets that can be adjusted based on results…or starting with targets based on data analysis to adjust to results

• Target # of product page views/session leading to sale

• Target # of tasks per session leading to sale (comparison, product selection widget)

• Target # of internal searches per session leading to sale

• Arbitrary targets that can be adjusted based on results…or starting with targets based on data analysis to adjust to results

• Target # of product page views/session leading to sale

• Target # of tasks per session leading to sale (comparison, product selection widget)

• Target # of internal searches per session leading to sale

Engagement models

@philkemelor

What engagement metrics would help you set targets for customer experience?

33

Wrap Up

34

@philkemelor

1. Troubleshoot at the page level

2. Incorporate clickstream, user experience, voice of customer, social media to get the whole picture

3. Behavioral segmentation

4. Customer experience metrics

5 analytics need to haves for e-commerce improvement

35

1880 JFK Blvd. Suite 201Philadelphia, PA 19103

p: (215) 545-1515 | f: (215) 220-2674maassmedia.com

Phil Kemelor | VP Client Servicespkemelor@maassmedia.com

36