GEOGRAPHIC REPORTS Performance varies wildly by location. Are you leaving money on the table? There are more factors than just buying habits, • Storefronts • Per Capita Income • Weather Use segments to your advantage! GEOGRAPHIC CONT. Per Session Value by State Internal Site Search Bing and Google aren’t the only searches to monitor THE VALUE OF SITE SEARCH Site search data is extremely valuable! Examine how users use your site. This allows you to refine navigation, landing pages, special offers, etc. • Are they having trouble finding a product? • Are they simply refining their search? • What types of searches lead to conversions? THE VALUE OF SITE SEARCH Page Report for Site Search – What Pages do Users Search On? THE VALUE OF SITE SEARCH Search Term Report – What Do Users Search For? Utilizing the Product Report Understand your Online Sales UTILIZING ECOMMERCE REPORTS Analytics is loaded with useful but underused reports. Product Performance – Performance breakdown by product Transactions – What happens in each order? Time to purchase – Do users buy right away? Do they look around and come back? UTILIZING THE ECOMMERCE REPORTS CONT. Product Performance Transaction Report Sessions to Purchase Page Speed Report Ensuring a Smooth Visit PAGE SPEED REPORTS Poor page load speeds kill conversion rates CONT. https://blog.kissmetrics.com/loading-time/ Event & Goal Tracking Purchases aren’t the only valuable actions EVENT TRACKING & GOALS Look beyond “purchase” or “non-purchase.” Don’t undervalue your traffic! You’ve spent a lot of time creating content, designing, and building your site, see how it pays off. • Track Video Plays • E-mail Sign-ups • White Paper Downloads INTRODUCING SMART GOALS Smart Goals use machine learning to identify purchasing behaviors Attribution Channels work together ATTRIBUTION MATTERS The most common measurement, last click, undervalues most of your advertising. Use different measurements for different goals. • How valuable are first clicks? • Are middle of the funnel ads driving further searches? • Do social ads promote engagement and sharing? ATTRIBUTION MODELS Compare multiple attribution models. CONVERSION PATH ANALYSIS Dig Into the Conversion Path Demographic Targeting Users are very different so treat them differently DEMOGRAPHIC KEY POINTS Never forget your demographic data. Your customers aren’t always who you think they are. Adjust your strategy to the data not your instinct. NEW VS. RETURNING USERS DEMOGRAPHIC CONT. Affinity Audiences - Predefined Groups Performance By Age Performance By Gender Page Performance How do users interact with the page? USER INTERACTIONS Performance By Gender TOOLS TO HELP

1. More Bang for Your
Buck: 8 Ways To Use
Analytics for Ecommerce
JACOB FAIRCLOUGH

2. @NEILPATEL @Kissmetrics
#KissWebinar
@kearacho

3. Jake is a regular writer on PPC Hero. Along with
running a team of account analysts who focus on
technical issues, audits, and growth opportunities for
Hanapin's clients.
JACOB FAIRCLOUGH
Senior Account Analyst, Hanapin Marketing
@RealSecretJake
Keara is responsible for telling impactful stories for the
Kissmetrics brand and its’ products. Prior to Kissmetrics,
she worked at Salesforce, Bizo, and Chase. When she’s
not telling stories or running campaigns, you can find this
bay area native watching a Warriors game with family and
friends.
KEARA CHO
Sr. Product Marketing Manager, Kissmetrics
@kearacho

4. @NEILPATEL #KissWebinar @Kissmetrics
#KissWebinar
@RealSecretJake

5. 1 Introduction
Geographic Reports
Internal Site Search
Product Reports
Page Speed Reports
Event & Goal Tracking
Conversion Attribution
Demographic Targeting
Page Performance Analysis
2 Understanding Performance
TABLE OF CONTENTS

6. User Location Matters
Understand your Key Areas

7. GEOGRAPHIC REPORTS
Performance varies wildly by location. Are you leaving money on the
table?
There are more factors than just buying habits,
• Storefronts
• Per Capita Income
• Weather
Use segments to your advantage!

8. GEOGRAPHIC CONT.
Per Session Value by State

9. Internal Site Search
Bing and Google aren’t the only searches to monitor

10. THE VALUE OF SITE SEARCH
Site search data is extremely valuable!
Examine how users use your site. This allows you to refine navigation,
landing pages, special offers, etc.
• Are they having trouble finding a product?
• Are they simply refining their search?
• What types of searches lead to conversions?

11. THE VALUE OF SITE SEARCH
Page Report for Site Search – What Pages do Users Search On?

12. THE VALUE OF SITE SEARCH
Search Term Report – What Do Users Search For?

13. Utilizing the Product
Report
Understand your Online Sales

14. UTILIZING ECOMMERCE REPORTS
Analytics is loaded with useful but underused reports.
Product Performance – Performance breakdown by product
Transactions – What happens in each order?
Time to purchase – Do users buy right away? Do they look around
and come back?

15. UTILIZING THE ECOMMERCE REPORTS CONT.
Product Performance

16. UTILIZING THE ECOMMERCE REPORTS
Transaction Report

17. UTILIZING THE ECOMMERCE REPORTS
Sessions to Purchase

18. Page Speed Report
Ensuring a Smooth Visit

19. PAGE SPEED REPORTS
Poor page load speeds kill conversion rates

20. PAGE SPEED REPORTS CONT.
https://blog.kissmetrics.com/loading-time/

21. Event & Goal Tracking
Purchases aren’t the only valuable actions

22. EVENT TRACKING & GOALS
Look beyond “purchase” or “non-purchase.” Don’t undervalue your
traffic!
You’ve spent a lot of time creating content, designing, and building your
site, see how it pays off.
• Track Video Plays
• E-mail Sign-ups
• White Paper Downloads

23. INTRODUCING SMART GOALS
Smart Goals use machine learning to identify purchasing behaviors

24. Attribution
Channels work together

25. ATTRIBUTION MATTERS
The most common measurement, last click, undervalues most of your
advertising.
Use different measurements for different goals.
• How valuable are first clicks?
• Are middle of the funnel ads driving further searches?
• Do social ads promote engagement and sharing?

26. ATTRIBUTION MODELS
Compare multiple attribution models.

27. CONVERSION PATH ANALYSIS
Dig Into the Conversion Path

28. Demographic Targeting
Users are very different so treat them differently

29. DEMOGRAPHIC KEY POINTS
Never forget your demographic data.
Your customers aren’t always who you think they are.
Adjust your strategy to the data not your instinct.

30. NEW VS. RETURNING USERS

31. DEMOGRAPHIC CONT.
Affinity Audiences - Predefined Groups

32. DEMOGRAPHIC CONT.
Performance By Age

33. DEMOGRAPHIC CONT.
Performance By Gender

34. Page Performance
How do users interact with the page?

35. USER INTERACTIONS
Performance By Gender

36. TOOLS TO HELP

37. JACOB FAIRCLOUGH
Senior Account Analyst, Hanapin Marketing
@RealSecretJake
Questions?
KEARA CHO
Sr. Product Marketing Manager, Kissmetrics
@kearacho