How to optimise your sales and conversions in Magento using Google Analytics

1. Using analytics to
improve sales &
conversions
By Roger Willcocks

2. About Screen Pages
‣ Full service e-commerce agency
‣ 300+ e-commerce websites since 1997
‣ 100 years+ e-commerce website experience
‣ roger@screenpages.com
‣ @screenpages
‣ +44 (0)1932 359 160

3. Screen Pages Magento experience
‣Magento since 2009
‣22 staff (10 certified developers)
‣70+ Magento websites built
‣50+ active (running 100+ stores)
‣New builds, support (migrations) & upgrades

4. Agenda
Metric
Sources of traffic
Landing pages
Engagement
Search
Checkout
Conversion
Benchmark
Influencing
factors

5. Quick questionnaire
‣ What do you measure?
‣
‣
‣
‣
Daily visits
Traffic by source
Where traffic lands
Conversion by marketing/source
‣ How often?

6. The big picture – back to front
Forwards lived be must it but: backwards understood be only can life.
Soren Kierkegaard
“You manage what you measure”

7. •
•
•
•
•
•
10m retail site visitors (Jan-Sept 2013)
£25m revenue (500,000+ transactions)
15-20 B2C retailers
Niche brands (mostly own brand)
£500k-£10m online sales
£91 average order value
Source: Google Analytics

9. The basics
Pages per visit
Bounce rate
Conversion rate
High
12
60%
9.07%
Kid’s stuff
Low
4
20%
0.72%

10. Where does your traffic come from?

11. It’s getting harder to tell

12. Generic searches 14%
Brand searches 14%
Referrals 11%
Email 19%
Paid search
21%
what do you
manage?

13. Summary of traffic & its performance
Source
Brand related searches
Generic search
Paid search
Email marketing
Referrals
Average
Traffic
14.5%
14.1%
19.9%
20.6%
10.5%
Conversion
6.3%
1.5%
3.4%
4.9%
2.4%
3.9%
£ per visit
£4.45
£0.55
£2.74
£2.73
£2.64

14. Summary in new Channels Report

15. The funny thing about conversion

16. 21%
Opportunity?
15%

17. 2.85%
4.69%
1.27%

18. How to calculate mobile ROI
‣ Capture monthly number of mobile visits
‣ Multiply by mobile conversion rate * 50% (being typical uplift for mobile websites)
‣ Multiply by AOV (showing monthly revenue uplift)
‣
‣
‣
‣
10,000 mobile visitors per month (the average in our sample)
1.27 conversion rate
£60 AOV
£3.8k monthly uplift potential
 Or it’s “strategic”

19. The enigma that is email marketing
‣ Those that do it well, benefit extremely well
‣ It can performs at 4-7 times regular traffic
‣ Emails are increasingly opened on mobiles
‣ Guidance:
1. Design your transactional emails
2. Manage & update their content
3. Tag them for Google Analytics
http://www.screenpages.com/about/articles/magento-emails

20. The enigma that is SEO
‣ 8-20% of traffic
‣ Converts at 40% of average traffic (or 50p per visit versus £2.64)
‣ Huge time & money effort to be effective
‣ Long term asset or bottomless pit?

21. The enigma that is social
‣ In our sample, Facebook “likes” range from 1,000 to 20,000
‣ 1% of traffic
‣ 1% conversion ratio
‣ At best

22. Where do they all land?
Where do people land?

23. 37%
32% come to the home page
and 23% of these leave.

24. Where do visitors land?
Landing page
% landings
bounce %
Home page
32%
23%
Category page
25%
33%
Product page
22%
55%
i.e.. not on the home page

25. 68% people arrive on other
pages.
Nearly 4 in 10 of these leave.

26. Follow visitors through your site
?

28. How to engage customers
‣ Consider where visitors come from and their intent
‣
‣
‣
‣
Promotions (regular & varied)
Content (lots of it) & photography (lifestyle)
Landing pages (category & product pages)
Navigation
‣ Get the categorisation right
‣ Merchandising as well as products
‣ Dropdowns (esp. multi-layered)
‣ Filters (price, colour etc – but caveat)

29. Special case: category pages
• 25-50% of all entrances
• 40-50% of all page views
• Three roles:
Landing pages
Routing pages
Conversion pages (with add to basket)

33. 0.83%
0.37%
0.15%
0.30%
5%
5%

34. Search
Used by 5.4% of visitors.
Converts at 3x average.
Committed shoppers.

35. How does it convert?
Checkout

36. Which checkout performs better?
1.

37. 2.

38. 3.

39. 4.

40. Basket and checkout funnel

41. Checkout abandonment
Basket/checkout views
Basket page exits
Checkout success
Quartile 1
0.92%
7.93%
39.7%
Quartile 3
3.42%
11.83%
49.4%
These are all Magento standard checkouts – except one.

44. What makes a good checkout?
‣
‣
‣
‣
‣
‣
‣
No technical glitches
Clarity and simplicity in the purchase
Delivery charges (free shipping)
Clear and safe returns policy
Tone and messaging
Gentle reassurance
Obvious security
‣ Time-limited offers
‣ Bonus tip: remove the header

45. How to track abandonment in Magento
Set up basket goal

46. How to track abandonment in Magento
Set up start the checkout goal

47. How to track abandonment in Magento
Set up checkout funnel

48. Magento tracking code challenges
‣ Checkout tracking weak (one step checkout)
‣ Not all events recorded (changes, reloads, errors)
‣ Add to basket not recorded
‣ Cross- and up- sells not recorded

49. How do we measure it?
Measurement

50. Make a custom dashboard

51. Data versus information
Trends
‣ Some numbers are never 100% accurate
‣ Trends reveal whether things are getting better or worse
‣ Use percentages and averages not numbers
Look at what matters
‣
‣
‣
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Metrics must reflect activities
Agree important metrics with your business
Choose a few numbers but pay attention to them
Record them over time in a dashboard spreadsheet

52. Other tools: usability studies and surveys

53. The ingredients of an online plan
‣Increase sales. How?
‣Increase visitors. How?
‣ Work the opportunities
‣ Plan list of specific improvements with metric targets
‣Increase conversions. How?
‣ Tackle the problems
‣ Plan list of specific improvements with metric targets
‣Increase average order values. How?
‣ Plan list of specific improvements with metric targets
‣Measure.
‣Refine.

54. In conclusion

55. What makes a good proposition?
‣
‣
‣
‣
‣
‣
Desirable products
Well presented
Attractively priced
Securely paid for
Beautifully (or appropriately) packaged
Quickly delivered
‣ This needs to be communicated on every page
Meet your competition

56. What most influences conversion?
‣ Happy customers who want to buy your products

57. End
‣ If you would like a complementary benchmark report –
‣ roger@screenpages.com
‣ @screenpages
‣ +44 (0)1932 359 160