How Online Retailers Can Benefit from Enhanced Ecommerce?

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A GACP and GTMCP company

FREE Webinar bySept 9th, 2014

How Online Retailers Can Benefit from EnhancedEcommerce?

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Our speakers

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Ravi Pathak

Cofounder @Tatvic

Mike Kwong

Software Engineer at Google

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Snehal Thakkar

Software Engineer at Google

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Outline of this webinar

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What is Enhanced E-commerce in Google Analytics

Best Practices of Enhanced E-commerce

Overview of Reports of Enhanced E-commerce

Questions & Answers

Analysis that Makes Profit for You - GUARANTEED

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Payment/

Transaction

Existing Ecommerce

RefundAdd To Cart CheckoutProduct

Details

Related

Products

Remarketing

Ads

Best Sellers

Merchandising

Browse

Internal

Search

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Full Customer Journey for Ecommerce

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A GACP and GTMCP companyKey Benefits of Enhanced E-Com

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• Gain Deeper Insights– Detailed tracking of entire shopping funnel– Upload rich product meta-data– Create Rich User segments for further analysis

• Optimize your site– Create product lists for onsite merchandising rules– Analyze how internal promotions impact sales

• Close the loop– With refund support, Google Analytics now covers the entire shopping

lifecycle.– Import user segments, based on ecommerce activity, for targeting in

your remarketing campaigns.

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A GACP and GTMCP companyInformation Architecture

Two kinds of analysis of web analytics data in e-commerce

– Shopping cycle Metadata (users’ properties, actions)

• How many transactions happened in this period?

• How many sessions began check out?

• How many sessions added products to cart?

– Product’s Metdata (Properties of products)

• Is this product getting enough visibility on my site (impressions)

• Is particular category of products driving enough revenue?

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A GACP and GTMCP companyProduct Metadata and Action

• Product– SKU– Name– Brand– Category– Variant– Custom Dimensions/Metrics

• Product Actions– click, detail, add, remove, checkout, purchase, refund

• Multiple products can be sent as a collection in a single hit (e.g. products purchased)

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A GACP and GTMCP companyProduct Impressions

• A page of an ecommerce site may contain– Popular Products

– Recommended Products

– Top Products by Category

– ……

• Product, clicks, CTR

• Multiple lists of product impressions can be sent

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Questions & Answers


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A GACP and GTMCP companyBest Practices

• Plan– Enhanced Ecommerce allows varying levels of implementations

– Figure out what answers do you want• Shopping funnel insights?

• Internal campaign analysis?

• Refunds

• Profit analysis?

– How much data do you want to send vs import• Product data

• Refund data

• Custom data at different levels

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A GACP and GTMCP companyLevels of Implementation (1/4)

• Basic

– Instrument shopping cart and checkout pages

– Advantage: Biggest bang for your implementation efforts

– Possible Analysis

• Shopping funnel analysis to see drop off at important stages

• Transactions and revenue analysis

– Missing analysis

• Internal campaigns and promotions

• Product level visibility analysis

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• Intermediate– Instrument shopping cart and checkout pages

– Instrument product detail views

– Instrument checkout options

– Advantage: Full shopping funnel analysis

– Possible Analysis• Full Shopping funnel analysis to see drop off


• Partial product visibility analysis (detailed pages only no impressions)

– Missing analysis• Internal campaigns and promotions

• Product impression analysis

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• Expert

– Instrument shopping cart and checkout pages

– Instrument product detail views

– Instrument checkout options

– Instrument product impressions and internal promotions

– Advantage: Full power of Ecommerce analytics


• Full Shopping funnel analysis to see drop off


• Internal campaigns and promotions

• Product impression analysis

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• Expert + Data Import

– Import product metadata

– Import refund data

– Import margins/profit data

– Advantage: Makes your reports more user friendly


• Segment users that generate the most revenue/profit using rich GA data

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Questions & Answers


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A GACP and GTMCP companyEnhanced E-com Reports

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A GACP and GTMCP companyProduct Performance Report

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A GACP and GTMCP companyShopping Behavior Report

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A GACP and GTMCP companyBrand Performance Report

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A GACP and GTMCP companyCustom Reports

• Which customer buys more after looking at product?

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A GACP and GTMCP companyAdvance Segments Example

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Actions :

• Stop Showing recommendations after one user views 10 products• The users who sees more than 7 products is very much ready to buy –

Throw Free shipping or discount at that Moment ONLY

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A GACP and GTMCP companySample Analysis

• Create Demand Index comprising of various user actions for products

• Plot ‘Demand Index’ vs. ‘% Revenue contribution’ to find opportunities for different products that needs exposure

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Factors for Demand Index for Products

• Cart to Detail Rate

• Buy to Detail Rate

• Ratio of Pageviews to Unique PVs for products

• Time on Product Page as % of total time in session

• Entrances Bounce rate

• Add to Wish list count for products

• Cart Removal for product(-ve indicator)

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A GACP and GTMCP companyDemand Index Factors

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Demand Index

Pageviews to Unique

PVs

Buy to Detail Rate

Add to Wishlistcount

Cart Removal for product(-

veindicator)

Cart to Detail

Rate

Time on Product

Page as % of total time in session

EntrancesBounce

rate

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Actions :• More Exposure to these products

• Free Shipping for these products

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0%

1%

2%

3%

4%

5%

6%

7%

8%

0 0.2 0.4 0.6 0.8 1

% R

eve

nu

e C

on

trib

uti

on

Demand Index

Demand Index vs. % Revenue Contribution

Profit %

8% of revenue

Demand Index vs. % Revenue Contribution

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Questions & Answers


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A GACP and GTMCP companyProduct review score analysis

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1

3

4

6 6

0

1

2

3

4

5

6

7

1 2 3 4 5

Bu

y to

Det

ail (

in %

)

Avg.Product Review Score

Relationship between BuyToDetail and Avg. Product Review Score

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R = 0.72

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0

5

10

15

20

25

30

35

0 1 2 3 4 5 6

Pro

fit_

Mar

gin

%

Avg. Review Score

Review Score Analysis

Review Score Analysis

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Product_a

Product_b

Product_c

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Increase in Product B’s Review score Increase in Product B’s BuytoDetail Increase in margin

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A GACP and GTMCP companyWorkflow

Purchase

Review request email-1

Review request email-2

Review request email-3-20%

Off

Customer writes Review

ReviewScore

improves

Higher Revenue

from product

Better Margin

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Inspiration : Influence by Robert Cialdini

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A GACP and GTMCP companyProfit & Loss Calculation

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P & L summary for review score improvement project based on Enhance E-commerce

Work flow items Head Units per month

# of products for scope for identification 1200

# of transactions 800

Avg. Profitability of products in scope 42%

# of emails sent per customer 3

Cost of sending an automated emails/customer $0.10

Total cost of emails $72

Probability of Customer's writing review 30%

# of reviews written 216

Avg. Basket Size $130

Discount on total value 20%

Cost of Discount Coupon $26

total cost of discount $5,616

Avg. % improvement in review score/Review 7%

resultant Improvement in Product BTD % 0.08%

Additional Revenue from increase in CR $35,768

Net Income from increased revenue $15,023

Net Benefit Net Benefit Derived Per MONTH $9,335

Email Cost

Discount Coupon Cost

Value of Benefit

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A GACP and GTMCP companyAdditional Resources

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• Enhanced Ecommerce Resources - http://bit.ly/16RUhU8

• Watch Full Enhanced Ecommerce Webinar

http://bit.ly/16RUhU8

http://www.tatvic.com/webinar/enhanced-ecommerce/?utm_source=ee_webinar&utm_medium=link&utm_campaign=slideshare

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A GACP and GTMCP companyNext Webinar

Webinar: Understanding the Impact of TVAdvertisements on Your Website Traffic

You will learn:• Impact of TV Advertisement on Your Website

Traffic• Which Time Frame & TV Ad-spot gets most traffic• How Long a user engages with your website once

the Advertisement is aired

When: Oct 8th 11:00 AM PDT

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Watch Now

Guest Speaker

Siegfried Stepke(Founder E-dialog)

http://www.tatvic.com/webinar/impact-tv-advertisement-website-traffic/?utm_source=ee_webinar&utm_medium=link&utm_campaign=slideshare

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Ravi PathakTwitter: @ravipathak

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Thank You!

Data & Analytics

How Online Retailers Can Benefit from Enhanced Ecommerce?