Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Maximise your return in search
Mark Lilley19.10.2017
© groundswellgrowth.com @GroundswellGro
Hello
Mark Lilley
Co-‐Founder & DirectorGroundswellgroundswellgrowth.com@GroundswellGro
Head of Ecommerce Chain Reaction Cycles – 5 years
© groundswellgrowth.com @GroundswellGro
Who are Groundswell?
© groundswellgrowth.com @GroundswellGro
Ecommerce Experts
Experienced and Growth focused
• Ecommerce Consultancy & Strategy• Insight & Measurement• Digital Marketing – Paid Search, Display & Social• Conversion Optimisation
© groundswellgrowth.com @GroundswellGro
Agenda
What are we going to talk about?
1. Focus on the complete customer journey
2. Insight – the what and the why
3. Action – maximise your return
© groundswellgrowth.com @GroundswellGro
1. Focus on the complete customer journey
© groundswellgrowth.com @GroundswellGro
https://www.kaushik.net/avinash/@avinash
© groundswellgrowth.com @GroundswellGro
https://www.kaushik.net/avinash/@avinash
CRO / UX
SEO PPC
Insight
SEO PPC
CRO / UX
© groundswellgrowth.com @GroundswellGro
How to fix leaks!
Focus on what matters
• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!
© groundswellgrowth.com @GroundswellGro
How to fix leaks!
Focus on what matters
• Generate Insights• Triangulate & Prioritise• Execute• Measure• Learn• Go again!
Insight
Prioritise
ExecuteMeasure
Learn
© groundswellgrowth.com @GroundswellGro
Eat your own dog food!
Experience your own experience
© groundswellgrowth.com @GroundswellGro
2. Insight – the what and the why
Insight
Segmentation
SurveysSales and Call
Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics Search
analytics Voice of Customer
Market research
A/B and MVT testing
Big & unstructured
data
Google analytics
Competitor evalsCustomer
service
Insight
Segmentation
SurveysSales and Call
Centre
Session Replay
Social analytics
Customer contact
Eye tracking
Usability testing
Forms analytics Search
analytics Voice of Customer
Market research
A/B and MVT testing
Big & unstructured
data
Google analytics
Competitor evalsCustomer
service
© groundswellgrowth.com @GroundswellGro
1. Google Analytics Heath Check
2. Measurement Planning & Framework
3. Implementation Plan
Google Tag Manager
DataLayer
Goal Configuration
Event Tracking
Content Grouping
UTM Tracking
4. Data Collection & Insight
Channel Analysis
Device Analysis
Full Site Journey
Checkout Journey
Buyer Profile
Standard and Advanced Reports
© groundswellgrowth.com @GroundswellGro
© groundswellgrowth.com @GroundswellGro
Valuable Reports
Create Horizontal View
• Custom Report: All sessions, PDP Views, Add to Basket, Checkout Starts, Checkout Completions
• Segment by device
• Insight: High level view of customer onsite journey and drop off points
Note: can be via enhanced ecommerce or manual
© groundswellgrowth.com @GroundswellGro
Valuable Reports
CR by Browser Type & Device
• Custom Report: Browser, Browser Version, Users, CR, Transactions and Revenue
• Segment by device
• Insight: Identify any technical or UX issues for specific browsers and devices
© groundswellgrowth.com @GroundswellGro
Valuable Reports
Site Speed
• Speed and perception of speed play a vital role in how a customer rates their experience on site
• Standard Report: Behaviour > Site Speed > Page Timings
• Select DOM Timings & click the Data View
• Insight: Create ranking system using page views * doc interactive time. Shows most important pages to address speed issues
© groundswellgrowth.com @GroundswellGro
Valuable Reports
Site Search
• Customers who use search will convert higher than those that don’t!
• Custom Report: Search Term, Refined Keyword, Start Page, Exit Page and Unique Searches
• Insight:• Identify top pages, Identify top pages users initiate search
• Are they exiting from search and therefore not finding results
• What are they refining to?
© groundswellgrowth.com @GroundswellGro
Content Grouping
How to:
• Create the content group in GA
• Create the required variables in GTM
• Pass variables in your GA Tag in GTM
Insight:
• View KPIs by site templates / groups
• Create funnels using navigation summary
• High traffic low conversion, High traffic high bounce / exit
© groundswellgrowth.com @GroundswellGro
Event Tracking
How to:• Create event tags in GTM and define criteria
Insight:• Add to Basket & Start Checkout Goals• Zero Search Results: add aliases, re-‐directs, fix misspellings etc.
• Feature use: identify most used mega menu links etc.
© groundswellgrowth.com @GroundswellGro
Voice of Customer
How to:
• Meet regularly with customer service / call centre / store
• NPS
• Exit feedback on Confirmation Page
• “What nearly stopped you buying today?”
• Exit feedback throughout site
• “Please tell us what you like about our site and what we can do to improve it?”
© groundswellgrowth.com @GroundswellGro
User Testing
How to:
• Moderated -‐ Get anyone not familiar with your site, new starts, in-‐store, friends and family
• Depending on budget -‐ use professionals
• Unmoderated -‐ usertesting.com, whatusersdo.com, usabilityhub.com, peek.usertesting.com
• Give them an example scenario and run short test
• Make the test as natural as possible
• Any testing is better than no testing!
© groundswellgrowth.com @GroundswellGro
3. Action – maximise your return!
© groundswellgrowth.com @GroundswellGro
Action
• Prioritisation – triangulate and base on effort and potential return
3 streams of Action
• Direct -‐ i.e. update / improve product data and content, source new products, respond to customers, fix bugs etc.
• Roadmap – Get broken things fixed, feature addition or change (following user centred design process)
• Conversion Optimisation – UX improvements, urgency, scarcity, clarity
© groundswellgrowth.com @GroundswellGro
Website
EcommerceRoadmap
UCD / UX
ConversionOptimisation
CRO / Testing
ImprovementProcesses
© groundswellgrowth.com @GroundswellGro
1. Insight
2. DevelopHypothesis
Google AnalyticsNPS, SurveysExit FeedbackHeuristic Review
PrioritisationScheduling
3. DesignConcepts
SketchingWireframingLook & Feel
4. ConfigureTesting
SegmentationNumber of VariationsGoals & Metrics
5. AnalyseResults
Link up all analysis toolsInvestigate all relevant metrics
6. IdentifyLearnings
Why?Document all tests
and resultsCommunicate
CROPROCESS
Scarcity: RPV uplift 8%Urgency: CR uplift 3.1%Highlight Price: CR uplift 3.53%Trust: RPV uplift 5%
© groundswellgrowth.com @GroundswellGro
Summary
• Focus on the complete customer journey
• Dedicate time and resource to insight & measurement
• Heath check and maximise Google Analytics
• Listen to your customers
• Prioritise based on effort and potential return
• Action and go again!
© groundswellgrowth.com @GroundswellGro
Thank You
Mark Lilley [email protected]
@GroundswellGro@markrlilley
uk.linkedin.com/in/markrlilley