MivaCon 2014 Breakout Session: Google Analytics for Miva Merchants Presented by Morgan Jones

1. 1
Google Analytics for Miva Merchants
Morgan Jones
eComIQ
3/7/14

2. Agenda
1st Hour:
• Introduction to Google Analytics
• Key Google Analytics metrics and definitions
• Reporting overview – key reports for merchants
2nd Hour:
• Using Google Analytics to drive your business
• Reporting strategy
• Campaign tagging strategy
• Profitability reporting
• Google Tag Manager and Universal Analytics
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3. eComIQ
3
• Full-Service Digital Agency
– SEO (Natural/Organic Search)
– SEM (Pay-Per-Click)
– Conversion optimization
– Web Design
– Social Media
• Analytics Consulting Company
– Focus is Google Analytics
– Customized Analytics Integration Consultant
– Consultant for Driving Action from Data
• Consultant For Over 250 Miva Merchant Companies

4. PPC
Miva Merchant PPC agency
• 10% of ad spend ($500/month minimum billing)
• Dedicated account manager with direct access (phone and email)
• Includes Analytics setup and support
• Includes monthly report with focus metrics reported vs. established
goals
• Includes additional consulting at no additional charge
– Conversion optimization
– Value proposition development
– Competitive analysis
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5. My Babies
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• Largest Greek imports retailer on
the web
• Online since 2004
• Miva Merchant since 2004
• Launched in 2006
• Google Analytics certified partner
since 2008
• AdWords and Bing Certified Partner
• Launched in 2011
• The “Miva Central” to-be of Google
Analytics apps
• Launched in 2009

6. Why Do You
Need Analytics?
Website Analytics enables monitoring of visitor behavior
• How they reached the site
• Where they went when they landed on the site
• Whether or not they were successful in completing a goal on the site
(purchase, lead, etc.)
Website analytics identifies opportunities for improving conversion rates so
you make more $$$
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7. Key Metrics
Visits = Total visit sessions* in the
timeframe selected
Unique Visitors = Number of unique
visitors in the timeframe selected
Pageviews = Number of pages viewed
Pages/Visit = Average pageviews per
visit
Avg. Visit Duration = Average time a
visitor spent on the site
Bounce Rate = % of visitors that only
visited one page
% New Visits = % of visitors that had
not visited the site ever before
7
*Session resets when:
• More than 30 minutes have elapsed between pageviews for a single visitor.
• At the end of a day.
• When any traffic source value for the user changes. Traffic source information includes:
utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.

8. Key Metrics
Goal - Definition
A goal is a website page which a visitor reaches once they have made a
purchase or completed another desired action, such as a purchase, registration
or download. Can also be an amount of time on site, number of pageviews or
an event.
Also known as a “Conversion”
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9. Location Reporting
Identify best performing countries, states, and cities.
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10. Location Reporting
Sort by any column
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11. Mobile Reporting
Identify mobile impact
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12. Traffic Sources
Identify which sources of traffic are driving the most business
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13. Keywords
Identify which keywords drive revenue
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14. Top Pages
Identify which pages get the most pageviews and their engagement
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15. Page Load Times
Identify slow loading pages that may cause abandonment
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16. Site Search
Identify what visitors are searching for
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17. Ecommerce
Ecommerce Conversion Rate = Transactions/Visits
Average Value = Total Revenue/Transactions
Unique Purchases = Useless metric!
Quantity = Total items purchased 17

18. Ecommerce –
Product Performance
Identify which products are generating the most revenue
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19. Real-Time (Demo)
Cool!
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20. Additional Reporting
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21. Dashboards
• Configure and save for quick reference
• Focus on most important metrics 21

22. Shortcuts
Great when needing advanced segments or filters applied
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23. Intelligence
Nice try!
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24. Intelligence – Custom Alerts
Great for identifying “broken glass” issues
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25. Intelligence – Custom Alerts
Concierge – try it for free!
www.PowerMyAnalytics.com
Will monitor and alert:
- Visits
- Bounce Rate
- Revenue
- Internal referrals
- Other metrics
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26. Report Features
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27. Advanced Segments
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28. Advanced Segments
Built-in Segments = already provided by GA
Custom Segments = you make your own
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29. Custom Advanced
Segments
View reports for one particular segment, such as purchasers
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30. Sampling
Slide the right to improve precision
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31. Custom Reports
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32. Custom Reports
Create reports “just the way you want them”
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33. Email Reports
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34. Email Reports
Receive reports via email at a set frequency
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35. Export Reports
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36. Export Reports
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Premium Only

37. Add To Dashboard,
Shortcut
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38. Goals & Funnels
Great report for
identifying
opportunities with
checkout issues:
• Shipping options
• Shipping pricing
• Payment options
• Upsell
• Navigation
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39. Creating Goal Funnels
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40. Questions?
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41. Using Google Analytics To Grow Revenue
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42. Cash Flow Is King
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Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Yahoo
Cost
MSN
Cost Total Net Profit
Profit Margin
After
Advertisement
Olives $133.7 48% 64.06$ $8.48 $1.26 $0.15 $9.89 54.17$ 40.5%
Olive Oil $251.9 48% 120.70$ $15.43 $3.25 $1.63 $20.31 100.39$ 39.9%
Pickled Products $124.2 48% 59.51$ $0.00 $0.00 $0.00 $0.00 59.51$ 47.9%
Specialty Snacks $47.6 48% 22.81$ $0.00 $0.00 $0.00 $0.00 22.81$ 47.9%
Candy & Specialty Sweets $413.1 48% 197.92$ $21.86 $0.82 $2.26 $24.94 172.98$ 41.9%
Pasta Products $152.9 48% 73.24$ $38.13 $0.00 $4.76 $42.89 30.35$ 19.9%
Wafers, Cookies, Pastry & Rusks $48.1 48% 23.02$ $0.00 $0.00 $0.00 $0.00 23.02$ 47.9%
Dressings & Vinegars-Fish Items $115.8 48% 55.46$ $0.00 $0.00 $0.00 $0.00 55.46$ 47.9%
Coffee And Tea $541.8 48% 259.61$ $84.64 $2.37 $3.92 $90.93 168.68$ 31.1%
Spices & Herbs $440.7 48% 211.17$ $44.40 $0.00 $0.91 $45.31 165.86$ 37.6%
Greek Seasoning And Marinates $90.4 48% 43.29$ $92.59 $0.00 $0.00 $92.59 (49.30)$ -54.6%
Party Food Items $343.2 48% 164.43$ $106.14 $26.98 $10.45 $143.57 20.86$ 6.1%
Fruit Preserves And Marmelades $35.8 48% 17.15$ $0.00 $0.00 $0.00 $0.00 17.15$ 47.9%
Where To Get Data? GA You Formula GA GA GA Formula Formula Formula

43. Cash Flow Is King
Steps to report profitability by category:
1) Identify how many categories you need to report, based on:
– Different product margins
– How granular you would like to report
2) Create Paid Search strategy (Campaigns & Ad Groups) that aligns with
reporting strategy
3) Identify Gross Profit Margins per category
4) Report
5) Take action!
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Category Total Sales
Gross Profit
Margin Gross Profit
Google
Cost
Olives $133.7 48% 64.06$ $8.34
Olive Oil $251.9 48% 120.70$ $15.35

44. Cash Flow Is King
What to consider if you are not profitable:
• Loss leader?
• Lifetime value
• Ramping up the business
• Attribution – may be “Assisting” but not “Closing”
Actions to take to become profitable:
• Adjust paid search cpc’s lower
• Identify bad search queries or placements that should be negative keywords
or negative placements
• Pause poor performing Campaigns, Ad Groups or Keywords
• Adjust pricing higher
• Optimize landing pages or other pages in path-to-purchase
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45. ROI By Sales Channel
• Compare Google, Bing, Facebook, Amazon, etc. side-
by-side
• Enables re-allocation of advertising budget to best
performing channels to optimize profit 45

46. Site Optimization
High abandonment drove action!
- Higher abandonment for Checkout By Amazon than our online credit card
payment option 46

47. Site Optimization
A/B test site changes to grow revenue
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48. Site Optimization
Created “BASK1” page w/out Checkout By Amazon link
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49. Site Optimization
Original Page – “BASK”
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50. Site Optimization
New Page without Checkout By Amazon link – “BASK1”
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51. Site Optimization
Experiment setup
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52. Site Optimization
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53. Keyword & Product
Discovery
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54. Campaign Tracking
- Bing PPC - Google Shopping, etc.
- Email newsletters - Banners on other sites
- Facebook PPC - Facebook links 54
Not needed
for Google
AdWords
“Autotagged”
accounts

55. Campaign Tracking
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56. Campaign Tracking
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57. Event Tracking
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Used to identify actions that take place “within a page”
• Downloads
• “Add to cart”
• Used shipping calculator prior to checkout

58. Event Tracking
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Track errors

59. Event Tracking
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Identify which errors are causing abandonment and improve messaging

60. Event Tracking
OPAY Page JS
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<script type="text/javascript">
try{ var lookups={
"-3" : "Please retry pressing the continue button at the bottom of the page.",
"10001": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10527": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10507": "Please check your credit card number entered. It does not appear to be entered correctly.",
"10544": "Please check your credit card details below and click the continue button at the bottom of the page.", "10762": "Please check
your credit card CVV code and try again.",
"15004": "Please check your credit card CVV code and try again.",
"15005": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15006": "The transaction was declined by your credit card company. Please contact your credit card company or try another credit card.",
"15007": "The transaction was declined by your credit card company because your card is expired. Please contact your credit card company
or try another credit card.",
"Default": "Please contact us at 800-755-8067 to assist you with your order. We are available M-F from 9-5 EST. If after hours, please <a
href="http://www.greekinternetmarket.com/contactus.php">Contact Us</a>."
};
var hasError = false;
var message = jQuery("#paypalerror b").html();
if(message.length > 10){ hasError = true; }
if(hasError){ var event_m= message.replace(/<br>/i,'');
_gaq.push(['_trackEvent', 'PayPalError', event_m]); var patt=new RegExp(/(([ws-]*))/); var code = message.match(patt)[1];
if(lookups[code]!=undefined){ jQuery("#paypalerror b").html(message + lookups[code] + '<br>');
}else{ jQuery("#paypalerror b").html(message + lookups['Default'] + '<br>'); } }}catch(err){}
</script>

61. Event Tracking
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Provide better messaging to guide the shopper through errors in checkout

62. Attribution
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• Identify sources of traffic that “Assist” in sales, but do not get credit for
the “last click” purchase
• Improve ROI measurement for paid search, display and social media

63. Phone Order Tracking
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• Uses “Visitor ID” instead of dynamic phone numbers
• Report revenue from phone orders in Google Analytics
• Increase ROI from paid search and other campaigns
• Free 30-day trial – contact morgan.jones@powermyanalytics.com
http://www.powermyanalytics.com

64. Summary
• Ensure Google Analytics is implemented and reporting correctly
– Advanced implementation (cost import, site search, AdWords
linking, goal funnels, etc.)
• Tag your campaigns for clarity in reporting
• Establish reporting framework to report cash flow and by product or
category
• Perform search query analysis – identify both good and bad queries
– Also ad placement analysis for contextual/display networks
• Focus on largest sources of revenue to grow the business
• A/B test to improve conversions
• Monitor attribution and include in ROI calculations
• Push as much revenue into Google Analytics as possible and down to the
details (phone tracking)
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65. Universal Analytics and Google Tag Manager
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66. Universal Analytics
• The future in advanced GA reporting and features
– New Ecommerce reporting coming soon
– Offline transaction reporting (phone orders, amazon.com, eBay, etc.)
– Track users across multiple devices (Desktop, Tablet, Mobile)
– Process returns 66

67. Google Tag Manager
• Consolidate all your tracking codes into Tag Manager and enhance Miva
reporting capabilities
– Faster turnaround time in updating/adding tags
– Ability to outsource GA implementation (vendor can add tags without website access)
– Version control and rollback capability
– Faster page load times
• Miva benefits:
– Enhanced reporting!
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68. Conversion Rates By Product Added To Cart
• Identify products that do not convert well after adding to cart
– Optimize shipping rates to grow overall sales
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Product SKU Qty Added To Cart Qty Sold Conversion Rate
1050-03003 203 0 0%
2691-15001 47 47 100%
1101-04001 24 1 4%
2069-02073 22 0 0%
1002-02003 16 2 13%
1450-06001 16 8 50%
0859-04003 14 1 7%
1977-01001 14 7 50%
0483-05011 13 0 0%
1442-06009 12 2 17%
0483-05001 11 1 9%
2442-03001 11 10 91%
1950-03022 10 0 0%
Add To Cart Conversion Rate By SKU

69. Identify How High Shipping Rates
Impact Conversion Rates
• Optimize product and shipping pricing to drive the most revenue and
profit
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70. Questions?
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