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Google - Shaping the Funnel
- 1. Google Confidential and Proprietary 1 Shaping the Funnel Increasing Online Reservations for Amari Vinoaj Vijeyakumaar Customer Solutions Engineer, Google Southeast Asia http://twitter.com/vinoaj
- 2. Google Analytics Master Class 2010 #gamc How much hard work do you put in to deliver visitors to your checkout flow only for them to leave ? 2
- 3. Google Analytics Master Class 2010 #gamc 3
- 4. Google Analytics Master Class 2010 #gamc The Funnel 4
- 5. Google Analytics Master Class 2010 #gamc Google Analytics Funnels 5
- 6. Google Analytics Master Class 2010 #gamc In an Ideal World 6 Leaking Visitors No Lost Visitors
- 7. Google Analytics Master Class 2010 #gamc 7 • 11 Branded and 7 Managed Properties in Thailand • Highly reliant on website to be a driver of ecommerce revenue • Early-adopter of Google Analytics • Reliant on Google Analytics to identify profitable revenue channels and opportunities to increase sales • Focus on user experience
- 8. Google Analytics Master Class 2010 #gamc The Questions 8
- 9. Google Analytics Master Class 2010 #gamc What can give us the answers? Google Analytics 9 + Web Analyst (part detective, part creative thinker) Actionable Insights =
- 10. Google Analytics Master Class 2010 #gamc Funnel Conversion Rate • 42,000 visitors researched, evaluated, now ready to purchase • Only 3.76% purchased • 96% abandonment rate • Potential to do better! 10 Some time in the past, during an undisclosed time period
- 11. Google Analytics Master Class 2010 #gamc Funnel Analysis 11
- 12. Google Analytics Master Class 2010 #gamc Detect and Minimise Errors 12
- 13. Google Analytics Master Class 2010 #gamc Can flexible rates be pre-loaded? 13
- 14. Google Analytics Master Class 2010 #gamc Reduce Paralysis By Analysis 14
- 15. Google Analytics Master Class 2010 #gamc Review Page 15
- 16. Google Analytics Master Class 2010 #gamc Review Page 16
- 17. Google Analytics Master Class 2010 #gamc Guest Details 17
- 18. Google Analytics Master Class 2010 #gamc Guest Details 18
- 19. Google Analytics Master Class 2010 #gamc Credit Card Details • Hard work has been done: you’ve brought the visitor to the payment page • Now to ensure that they make the payment! 19
- 20. Google Analytics Master Class 2010 #gamc 20
- 21. Google Analytics Master Class 2010 #gamc Payment Page Optimisation 21
- 22. Google Analytics Master Class 2010 #gamc Booking Confirmed The goal has been met, but don’t rest yet! 22
- 23. Google Analytics Master Class 2010 #gamc 23
- 24. Google Analytics Master Class 2010 #gamc Fast Forward a Few Weeks 24 In the space of a few weeks: • 6 additional paying visitors per 1000 visitors • Average of an additional $3000 per 1000 visitors • Potential new loyal customers
- 25. Google Analytics Master Class 2010 #gamc Influencing New Site Design Apply data-driven learnings to infuence new site design 25
- 26. Google Analytics Master Class 2010 #gamc Shaping the Funnel 26
- 27. Google Analytics Master Class 2010 #gamc In an Ideal World 27 Leaking Visitors No Lost Visitors
- 28. Google Confidential and Proprietary Thank You! http://www.amari.com/ http://twitter.com/vinoaj 28