This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Vinoaj Vijeyakumaar's session covers a case study from Amari Hotels about using GA funnel visualization reports to increase site conversions.
Gamc2010 04 - shaping the funnel - vinoaj vijeyakumaar - google
1. Shaping the Funnel
Increasing Online Reservations for Amari
Vinoaj Vijeyakumaar
Customer Solutions Engineer, Google Southeast Asia
http://twitter.com/vinoaj
Google Confidential and Proprietary 1
2. How much hard work do you put
in to deliver visitors to your
checkout flow only for them to
leave ?
Google Analytics Master Class 2010 #gamc 2
6. In an Ideal World
Leaking No Lost
Visitors Visitors
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7. • 11 Branded and 7 Managed Properties in Thailand
• Highly reliant on website to be a driver of
ecommerce revenue
• Early-adopter of Google Analytics
• Reliant on Google Analytics to identify profitable
revenue channels and opportunities to increase
sales
• Focus on user experience
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9. What can give us the answers?
Google Analytics
+
Web Analyst
(part detective, part creative thinker)
=
Actionable Insights
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10. Funnel Conversion Rate
Some time in the past, during an
undisclosed time period
• 42,000 visitors researched,
evaluated, now ready to
purchase
• Only 3.76% purchased
• 96% abandonment rate
• Potential to do better!
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15. Review Page
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16. Review Page
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17. Guest Details
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18. Guest
Details
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19. Credit Card Details
• Hard work has been done: you’ve brought the visitor to the payment page
• Now to ensure that they make the payment!
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24. Fast Forward a Few Weeks
In the space of a few weeks:
• 6 additional paying visitors per 1000 visitors
• Average of an additional $3000 per 1000 visitors
• Potential new loyal customers
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25. Influencing New Site Design
Apply data-driven learnings to infuence new site design
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