Upload
others
View
18
Download
0
Embed Size (px)
Citation preview
1
Using Google Analytics Enhanced Ecommerce to Optimize Your Checkout Funnel
Jonathan Meck Technical Marketing Manager
LunaMetrics Google Analytics Certified Partner
2
Measurement?
Reporting? Absolutely
Sure!
Why do we use Analytics?
3
ANALYTICS HELP
US MAKE
BUSINESS DECISIONS.
4
External Questions
• How much Traffic did we get?
• How much Traffic did we get from Social Media?
• Which Social Channel generated the most revenue?
5
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?
6
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?
7
Standard Ecommerce Reports
8
Enhanced Ecommerce Reports
9
Enhanced Ecommerce Reports
10
New Funnel Graphs!
11
New Funnel Graphs!
12
• 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
13
But Wait,
There’s More! Internal Promotions
Coupons – Item or Order
Product List Performance
Nested Categories
Refund Support
14
Remarketing!!
15
But Wait,
There’s More!
COME BACK!
YOU FORGOT
TO CHECK
OUT!
SEND MORE DATA
MAKE BETTER
DECISIONS
16
17
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?
18
Optimize Your Site
Close The Loop
19
ONLINE ECOMMERCE IS CONTINUING TO
RISE.
DON’T GET IN THE WAY OF YOUR CUSTOMERS.
TAKEAWAYS
20
• Start Small - Start Upgrading
• Universal Analytics Only
• Track As Much As You Can
• Balance Internal & External Efforts