CrossView's "Working Together to Drive Optimization: Google's Universal Analytics & Optimizely" Webinar
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Enhanced eCommerce from Google brought a whole suite of new reports and data visualizations to help retailers better analyze how easily visitors find, view and purchase products on their sales. But great data leads to a very important question - what do you do with all this information? This webinar took a deep dive into Enhanced eCommerce from Google Analytics. Throughout this presentation, you will learn not just how to uncover opportunities, but also how to use this data to drive site optimization through an A/B testing tool like Optimizely. If you have any questions, visit http://goo.gl/kCOEfH
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Semelhante a CrossView's "Working Together to Drive Optimization: Google's Universal Analytics & Optimizely" Webinar
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CrossView's "Working Together to Drive Optimization: Google's Universal Analytics & Optimizely" Webinar
- 1. www.crossview.com 1 January 2015 CrossView Confidential | CrossView Intellectual Property WORKING TOGETHER TO DRIVE OPTIMIZATION: GOOGLE’S UNIVERSAL ANALYTICS & OPTIMIZELY Jenny Elliott Senior Manager, Digital Analytics jelliott@crossview.com Hudson Arnold Strategic Optimization Consultant hudson.arnold@optimizely.com
- 2. www.crossview.com 2 CONNECTING THE DOTS Enhanced Ecommerce Optimizely Analytics Team UX Team Technical Execution Creative Execution
- 3. www.crossview.com 3 REDUCE LEAPS OF FAITH
- 4. www.crossview.com 4 ENHANCED ECOMMERCE OVERVIEW
- 5. www.crossview.com 5 COMPLETING THE PUZZLE
- 6. www.crossview.com 6 ENHANCED FEATURE SET Tracks the following activities: • Product impressions • Product clicks • Viewing product details • Adding a product to a shopping cart • Initiating the checkout process • Transactions • Refunds Also supports measurement for internal promotions • Impressions and clicks on content spots on the site for example
- 7. www.crossview.com 7 IMPROVED ECOMMERCE EFFICIENCY Old way New way • Custom tags • Manual downloads and formulas • Segments mean more downloads = • Out of the box tags • Pre-configured reports and calculations • Segmentation built-in to view
- 8. www.crossview.com 8 ENHANCED ECOMMERCE IMPLEMENTATION
- 9. www.crossview.com 9 IMPLEMENTATION OVERVIEW 1 2 3 4 5 Upgrade to Google Tag Manager if you haven’t already Prioritize the Enhanced Ecommerce features and customizations Developers deploy page code to add Enhanced Ecommerce “hooks” Business builds and deploys tags in Google Tag Manager Enable the Enhanced Ecommerce features in the report suite
- 10. www.crossview.com 10 PRODUCT DETAIL VIEW
- 11. www.crossview.com 11 PRODUCT ADD TO CART
- 15. www.crossview.com 15 ANALYTICS & OPTIMIZATION Enhanced = More Efficient = More Time For Action Add Tracking Data Collection Manual Data Parsing Data Analysis Action Add Tracking Data Collection Data Analysis Action Classic Google Analytics With Enhanced Ecommerce
- 16. www.crossview.com 16 BETTER DATA & INSIGHTS, NOW WHAT?
- 17. www.crossview.com 17 ENHANCED ECOMMERCE & A/B TESTING Learning from Product Page Categorization Peanut Butter Cups 3.3% Kisses 2.8% Bars 3.1% Gift Box 0.7% Conversion Rate by Product Type
- 18. www.crossview.com 18 ENHANCED ECOMMERCE & A/B TESTING Turning Data Into Action: Apply Expertise to Turn Metrics to Insights What differences can we identify about this product category compared to others? • Is this product category subject to more intense competition? • Is it a more complex product category? • Is it a higher price point? • Is this product category little differentiated from others? • Does this product work less well in our e-commerce template than others? • Has there been a specific media campaign driving to this product category vs. others
- 19. www.crossview.com 19 ENHANCED ECOMMERCE & A/B TESTING Turning Data Into Action: Insight-Driven Testing Insight: Conversion Rate is lower for Gift Tins product category because it’s a relatively complex product at a higher price point; the template may therefore work less well for this category. What should we do about it? Generate Hypotheses Smartly Prioritize Develop and Test
- 20. www.crossview.com 20 ENHANCED ECOMMERCE & A/B TESTING Turning Data Into Action: Generate Hypotheses & Prioritize Insight: Conversion Rate is lower for Gift Tins product category because it’s a relatively complex product at a higher price point; the template may therefore work less well for this category. • That the higher price point of the Gift Tin category can be countered with framing of different price points in the PLP environment • That additional, and/or larger, images will better represent the additional complexity and depth of value of the Gift Tin product category • That bolding and making the ‘Tin Contains’ bullet points higher in the description will better communicate the quality and value of the Gift Tin • That adding ‘saving’ messaging can communicate the value of buying in bulk vs. individual products • That emphasizing the free, deluxe shipping options this product qualifies for in a different way might reduce the incremental barrier of purchasing a more expensive product • That an interactive animation will better showcase the value of the Gift Tin through rich imagery Hypotheses:
- 21. www.crossview.com 21 DEMO: PRODUCT DETAIL PAGES
- 22. www.crossview.com 22 ADVANCED: PERSONALIZATION Why Personalization?
- 23. www.crossview.com 23 ADVANCED: PERSONALIZATION What are examples of segments can we use to target in personalization?
- 24. www.crossview.com 24 ADVANCED: PERSONALIZATION Building a Personalization Practice Apply segmentation in your Google Analytics and Optimizely Results Test to identify the best experience per audience. Deliver optimized experiences to key audiences to drive greater value. 1. Discover 2. Validate 3. Deliver
- 25. www.crossview.com 25 DEMO: TARGETING AUDIENCES
- 27. www.crossview.com 27 Q&A IN PROGRESS About CrossView • Integrating Commerce. 17 years of experience integrating platforms and technology. • Optimizing Commerce. Business and technology to maximize results, achieve peak performance and optimize your investment in commerce technology. • Managing Commerce. Removing the stress and reducing the cost of managing your site. Ensuring fast, access to the right resources – people, processes, tools. • Omni-Commerce Enablement. Leveraging the power of CrossView Connect, we will transform your ecommerce platform into an order entry and order management hub across your enterprise.
- 28. www.crossview.com 28 Jenny Elliott Senior Manager, Digital Analytics jelliott@crossview.com Hudson Arnold Strategic Optimization Consultant hudson.arnold@optimizely.com
Notas do Editor
- Taken piecemeal, today we’re going to talk about Enhanced Ecommerce from Google, and we’ll talk through A/B testing with Optimizely, but the real message today is to connect the dots. Connect the dots between systems, such as between Optmizely and Google Analytics, between teams, analytics and UX, and between strategies. Successful companies are connecting the what (analytics) with the why (UX) and actually making changes on the site. Far too often the analytics team is pulling loads of data, and the UX team is running some qualitative tests, but they don’t work together as often as they should. We are absolutely going to be talking about features and implementation specifics when it comes to EE, as well as how Optmizely functions and feeds valuable data back into Google, but the goal, the focus is showing you the whole strategy of taking all this information, and driving business change. Technical vs creative execution Tools – GA is good at XYZ vs Optmizely is good at PDQ Customer and Agency – good at understanding their goals vs good at understanding how to turn opportunities into results While the analytics piece is focused on Google Analytics, the use cases we’ll walk through of using data to identify an opportunity, hypothesize a reason qhy and then act on it via A/B testing is something that absolutely is applicable to any team, regardless of whether GA was the source of your data or if you used Coremetrics or Omniture.
- Image of a cliff with a bunch of great ideas thrown over into the valley. A/B testing helps us build that bridge to carry great ideas over to
- Enhanced Ecommerce is Exciting, Engaging, (not without Effort) The missing link – other analytics tools had this data out of the box, but we had to hack at it to get something similar. EE completes the view of the visitor experience. Understanding how visitors find and interact with an eCommerce retailers greatest assets Hack view vs new and improved – repurpose the timeline for optimization Value in looking at both high-level (vital checks) vs deep dive
- Looking at metrics more in line with how you view your business – merchandiser’s view.
- Old way – URLs, Events, custom vars/dimensions, vlookups, pivot tables being refreshed New way – preformatted reports Add Custom Event for Prod Views and Prod Add to Cart -> Export data to Excel -> Create calculation on your own
- Can be done via Google Tag Manager or hard coded. Recommend using Google Tag Manager. Anytime you need to invest development resources into Google and you’re NOT already on GTM, you should take this opportunity to do so Prioritize Product View, Add, Buy
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- Font: Helvetica 12pt for body copy
- Details on Customizations such as product finding method, margin
- Font: Helvetica 12pt for body copy
- Font: Helvetica 12pt for body copy
- Fewer steps = more time for action
- Let’s say EE showed us low add to cart rate for a certain product category. When I’ve collected this data, the questions that come to mind initially are 1) is there information missing from this page that could help someone click the add to cart button and/or 2) is there some usability issue with button placement/color that is confusing the visitor? Efficiency
- Let’s say EE showed us low add to cart rate for a certain product category. When I’ve collected this data, the questions that come to mind initially are 1) is there information missing from this page that could help someone click the add to cart button and/or 2) is there some usability issue with button placement/color that is confusing the visitor?