crossview's "working together to drive optimization: google's universal analytics...
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www.crossview.com 1January 2015 CrossView Confidential | CrossView Intellectual Property
WORKING TOGETHER TO DRIVE OPTIMIZATION: GOOGLE’S UNIVERSAL ANALYTICS & OPTIMIZELYJenny ElliottSenior Manager, Digital [email protected]
Hudson ArnoldStrategic Optimization [email protected]
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CONNECTING THE DOTS
Enhanced Ecommerce
Optimizely
Analytics Team
UX Team
Technical Execution
CreativeExecution
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REDUCE LEAPS OF FAITH
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ENHANCED ECOMMERCE OVERVIEW
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COMPLETING THE PUZZLE
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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
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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
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ENHANCED ECOMMERCE IMPLEMENTATION
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IMPLEMENTATION OVERVIEW
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2
3
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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
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PRODUCT DETAIL VIEW
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PRODUCT ADD TO CART
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PRODUCT PURCHASED
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ADMIN UPDATES
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RESOURCES https://ga-dev-tools.appspot.com/enhanced-ecommerce/
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ANALYTICS & OPTIMIZATIONEnhanced = 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
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BETTER DATA & INSIGHTS, NOW WHAT?
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ENHANCED ECOMMERCE & A/B TESTINGLearning from Product Page Categorization
Peanut Butter Cups 3.3%
Kisses 2.8%
Bars 3.1%
Gift Box 0.7%
Conversion Rate by Product Type
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ENHANCED ECOMMERCE & A/B TESTINGTurning 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
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ENHANCED ECOMMERCE & A/B TESTINGTurning 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
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ENHANCED ECOMMERCE & A/B TESTINGTurning 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:
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DEMO: PRODUCT DETAIL PAGES
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ADVANCED: PERSONALIZATIONWhy Personalization?
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ADVANCED: PERSONALIZATIONWhat are examples of segments can we use to target in personalization?
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ADVANCED: PERSONALIZATIONBuilding 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
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DEMO: TARGETING AUDIENCES
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WRAPPING UP
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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.
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THANK YOU
Jenny ElliottSenior Manager, Digital [email protected]
Hudson ArnoldStrategic Optimization [email protected]