How Google Analytics reports can help you grow your business. Business questions that you may not have known web analytics platforms can answer for you. Google Analytics Enhanced Ecommerce showcase with examples as to how you can easily make more money from your website by finding where to make it better for users.

1. Cracking the Data
Understand how website data
can give you profitable insights
Anna Lewis
Digital Hampshire
April 2017

2. Anna Lewis
• Founder of Polka Dot Data
• Helped over 100 businesses use data wisely
• 9 years analytics experience
• Total Google Analytics geek
• Background in SEO and PPC
• Agency, client side and freelance experience
© Koozai Ltd

3. Cracking the data
What’s your
business plan?
Growth, hiring,
investments, sales,
targets, details etc
What’s your website
plan? It has to look
really good!

4. Cracking the data
What’s your
business plan?
Growth, hiring,
investments, sales,
targets, details etc
What’s your website
plan? It has to look
really good!
Consider business KPIs when planning websites

5. What does web analytics tell you?
• Sessions
• Bounce Rate
• Pages
• Conversion Rate
• Traffic sources
Our survey said!

6. What CAN web analytics tell you?
• Products / bookings sold
• Groups of content viewed
• Conversion rates of marketing channels
• Which mobile phone models were used
• Browser versions, IP locations, Networks
The less known
answers are!

7. What CAN web analytics tell you?
• Sessions / Days to sale
• Top performing entry pages
• Which groups of content perform best
• What content you should write for your KPIs
• Which version of a page generates more sales
The less known
answers are!

8. What CAN web analytics tell you?
• Products returned
• Products added to cart
• Products removed from carts
• Payment and delivery methods used
• Drop out rates for payment and delivery
The less known
answers are!

9. What CAN web analytics tell you?
• Traffic with low value
• Customers with intent to buy
• High value returning customers activity on site
• Which FAQ pages & information help sales
• Products added to cart but not purchased
The less known
answers are!

10. What CAN web analytics tell you?
We aim to reduce the drop out from delivery
from 25% to 22%.
This will generate 100 more sales per month.
With an AOV of £50, this is £5k extra / month.
That’s a £60,000 per year revenue increase.
The investment to improve delivery will cost £10k,
meaning a profit of £50k in the first year.

11. What CAN web analytics tell you?
We aim to reduce the drop out from delivery
from 25% to 22%.
This will generate 100 more sales per month.
With an AOV of £50, this is £5k extra / month.
That’s a £60,000 per year revenue increase.
The investment to improve delivery will cost £10k,
meaning a profit of £50k in the first year.

12. What CAN web analytics tell you?
We aim to reduce the drop out from delivery
from 25% to 22%.
This will generate 100 more sales per month.
With an AOV of £50, this is £5k extra / month.
That’s a £60,000 per year revenue increase.
The investment to improve delivery will cost £10k,
meaning a profit of £50k in the first year.

13. What CAN web analytics tell you?
We aim to reduce the drop out from delivery
from 25% to 22%.
This will generate 100 more sales per month.
With an AOV of £50, this is £5k extra / month.
That’s a £60,000 per year revenue increase.
The investment to improve delivery will cost £10k,
meaning a profit of £50k in the first year.

14. What CAN web analytics tell you?
We aim to reduce the drop out from delivery
from 25% to 22%.
This will generate 100 more sales per month.
With an AOV of £50, this is £5k extra / month.
That’s a £60,000 per year revenue increase.
The investment to improve delivery will cost £10k,
meaning a profit of £50k in the first year.

15. Enhanced
Ecommerce
Showcase

16. Shopping Behaviour

17. Shopping Behaviour
Apply segments
Create segments
Improve journey
Uplift Conv. Rate
Improve return

18. Shopping Behaviour
Viewed page
Read 50%
Read 100%
Viewed more
Converted
https://www.simoahava.com/analytics/
track-content-enhanced-ecommerce/

19. Checkout Behaviour

20. Checkout Behaviour
Apply segments
Create segments
Improve journey
Uplift Conv. Rate
Improve return

21. Checkout Behaviour
Pinpoint issues
Monitor change
Easily report
Extra Detail
Remarketing

22. Product Performance

23. Product Performance

24. Product Performance
• Buy to Detail Rate
• What % of product views resulted in a purchase
• Which products are not selling themselves well enough on site?
• Which products may not have a competitive enough offering?
• Are certain brands / categories easier purchases than others?
• Do some products need to be marketed better / better copy / cheaper?
• Cart to Detail Rate
• What % of product views resulted in add to cart
• Monitor drop outs
• Where do you need to remarket?
• Why do people add to cart but not purchase ?
• Are people window shopping or have intent to buy certain categories?

25. Product Performance - Category

26. Product Performance - Category
Find profitable categories
Monitor promoted areas
Identify high return rates

27. Prod. Performance - Shopping Behaviour

28. Prod. Performance - Shopping Behaviour
So much detail!

29. Prod. Performance - Shopping Behaviour
Visibility Actual sales
Click throughs
Changed minds
Intent Product CR

30. Product List Performance

31. Product List Performance
Which lists are
more successful?

32. Product List Position

33. Best
Practices

34. Write a
Measurement
Plan
Good Web Analytics Foundations
Ensure
high quality
set up
Learn
how to
use the
data
Find
what
works for
you
Set KPIs,
benchmarks
and good/bad
thresholds

35. Identify KPIs
for business
Measurement
Plan
Accurate set
up & code
Reports &
Dashboards
Find actionable
insights
Make updates
& AB test
Measure
success
Make updates
& AB test
Measure
success
Check &
update set up
Make updates
& AB test
Measure
success
Make updates
& AB test
Measure
success
Make updates
& AB test
Recommended Analytics Process

36. Analytics
Training
Insights
Dashboards
Reports
Get stuck in to your data!
Anna Lewis
polkadotdata.com
anna@polkadotdata.com
Set up &
Auditing