One of my London MeasureCamp talks on 14th March 2015. Details two excellent charts I use when working with ecommerce clients, plus what makes a good chart.

1. 2 Invaluable Charts for
Ecommerce Websites
1
MeasureCamp, London. 14th March 2015

2. @edbrocklebank
What makes a good chart?
2
You know what action to take
immediately after the chart is
seen.

3. @edbrocklebank
What makes a good chart?
3
It helps you prioritise what order
to take action in (what will achieve
your business objectives faster).

4. @edbrocklebank
What makes a good chart?
4
Charts often better than tabular
data because it’s easier to spot
patterns and gaps

5. @edbrocklebank
Let’s move away from this…
5
• Boring
• Vanity metric
• Doesn’t hint at action

6. @edbrocklebank
What landing pages should we prioritise?
6
SUPERSTARSWANNABES
DROPOUTS HOPEFULS
CRO/Quality
control
Promotion

7. @edbrocklebank
What makes a good chart?
7
•Wannabes
SEO or targeting with paid ad campaigns
•Hopefuls
optimisation (review copy, images, layout, call-to-action etc.)

8. @edbrocklebank
Context is everything. This page was in fact a competition, so a high bounce rate was acceptable.
An example
8
• Page with no traffic.
• Marketing activity is done to promote
the page and push it to the right.
• Marketing activity begins to show
results as the page now has traffic.
• However, the page is now in the
dropout zone, with a high bounce rate.
• Marketing activity is ramped up again
and the page crosses into the hopefuls
zone.
• The next step should be to alter the
page in some way to reduce bounces,
or rethink the traffic acquisition
strategy.

9. @edbrocklebank
What products should I promote?
9
Dotted lines indicate site
averages.
What attributes do
products in the same
quadrant share?
Dogs
Hidden
gems
Rock stars
Pigeons
Reference: Web Analytics Action Hero

10. @edbrocklebank
Strategies for each quadrant
10
!
Hidden Gems
Promote on-site and externally.
Understand which segments
these appeal to.
⋆
Rock Stars
Focus attention here. Look for
ways to expose to more people,
or enhanced. Add more
products that have similar
attributes.
#
Pigeons
Ask people why they are not
buying. Get qualitative
feedback.
$
Dogs
Consider removing, or stop
promoting. Who IS buying
them?
Product detail views
Cart to detail ratio

11. @edbrocklebank
Report Presentation Framework
11
Analysis
Data Campaign A has a CTR of 3.0% and ROAS of 0.4.
Insight
CTR is below average, and needs to be brought in line with better performing campaigns, especially as the campaign is already
showing promise with a positive ROAS.
Recommendation Review campaign keywords and remove/alter any with a low CTR.
Business Impact A CTR improvement of 0.5% would result in an incremental 167k visits and £117k revenue.