Date post: | 21-Jan-2018 |
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Career |
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You See Data…
We See Insights
Shaping E-Commerce Experiences for Revenue Outcomes Using Analytical FrameworksPhil Kemelor
11/13/2017
@philkemelor
• First tell us the number of metrics you’re using right now to measure e-commerce (Approximate is ok)
• Name 3 of those metrics
• No one can repeat metrics that are being used by someone else even if you’re using the same ones
Resources:
• https://support.google.com/analytics/answer/6014872?hl=en
• https://www.shopify.com/blog/7365564-32-key-performance-indicators-kpis-for-ecommerce
• Search: Top e-commerce metrics
Rules of the game
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• Why do people exit where they exit?
• How do we get more people to complete the process?
• How do we get people to purchase more?
• How do we get people to advocate to others to buy?
How do we get below the surface?
@philkemelor
Customer Journey
Voice of Customer
Social Media
User Experience
Integrated Customer Experience Analytics Strategy
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• Negative behavior• Exits from pages, fields and
click events• Bounces• Multiple pages viewed prior to
exit• Exits from search
• Positive behavior• Shares• Multiple pages viewed prior to
continuation• Form submissions• Search result click throughs
• Contextual• Time on page• Visit frequency
Customer Journey
Google Analytics, Adobe Analytics
Locate the problem
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• Navigation efficiency
• Link click intent
• Content interest
• Scrolling
• Use cases
User Experience
Crazy Egg, Clicktale, TryMyUI
https://dynomapper.com/blog/19-ux/271-usability-testing-tools
More tools at:
Troubleshoot at the page or event level
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• Ask specific questions about the issue, UI, functionality
• Targeted surveys within the funnel, at exit or post visit
Voice of Customer
Qualaroo
Informizely
Qualtrics
KnowClick
Find out “why”
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• Social listening on earned channels
• Comments on owned channels
• Identifying influencers and assessing content and breadth
Risk
Sysomos
Crimson Hexagon
Salesforce Social Studio
Hootsuite
Assess brand risk
Social media text and sentiment analysis
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A tag cloud for an unnamed airline – Photo credit: Brian Solis
@philkemelor
• Which analytics method do you use? Why? When?• Customer journey – clickstream
• User experience – mouse tracking/heat maps
• Voice of customer – surveys
• Risk – social media listening
• What metrics from Google Analytics data will help you?
• What will heat maps tell you?
• What questions would you ask in a survey?
• Would you give more weight or less weight to social media commentary than the survey? Why, why not?
Rules of the game
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@philkemelor 22
• Identify use cases• New customer acquisition to initial sale
• Repeat customer to repeat sale
• Item return
• Customer service support
• Assess customer interactions at page or event level• Search
• Content
• Comparisons
• Cart
• Check out
Focus on user experience at page and task level
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• Relationship of content and support pages to cart additions
• Ratio of content pages viewed to cart additions
• Ratio of search pages viewed to cart additions
• Ratio or percentage of exits and completes based on total number of customer support events
• Ratio of clicks on product comparison pages to exits and next steps
• Product categories exits, next steps
• Relationship of # and order of fields on form completion
• Percentage of field completions to exits
• Target completion time
Assess task completion
@philkemelor
Goal Increase cart additions by
25%
Objective Increase clicks from
comparison pages by 15%
Metric Comparison engine page
views
Objective Increase clicks from
product info pages by 30%Metric
Product info page views
Align metrics to goals and objectives
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@philkemelor
Define metrics that provide insights for decreasing exits/increasing add to cart
Goal Increase cart additions by
25%
Objective Metric
Objective Metric
Rules of the game
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@philkemelor
Link audience behavior to metrics to understand differences contributing to exits and adds
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@philkemelor
Audience/Use Case
Visitor Visit Segment
+ =
1. Determine a target audience or use case2. Define where the visitor comes from3. Define activities the visitor engages in such as content viewed or
tasks completed4. Name the segment
Rules of the game
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• Arbitrary targets that can be adjusted based on results…or starting with targets based on data analysis to adjust to results
• Target # of product page views/session leading to sale
• Target # of tasks per session leading to sale (comparison, product selection widget)
• Target # of internal searches per session leading to sale
• Arbitrary targets that can be adjusted based on results…or starting with targets based on data analysis to adjust to results
• Target # of product page views/session leading to sale
• Target # of tasks per session leading to sale (comparison, product selection widget)
• Target # of internal searches per session leading to sale
Engagement models
@philkemelor
1. Troubleshoot at the page level
2. Incorporate clickstream, user experience, voice of customer, social media to get the whole picture
3. Behavioral segmentation
4. Customer experience metrics
5 analytics need to haves for e-commerce improvement
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1880 JFK Blvd. Suite 201Philadelphia, PA 19103
p: (215) 545-1515 | f: (215) 220-2674maassmedia.com
Phil Kemelor | VP Client [email protected]
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