Understanding Ecommerce Visitor Behavior 3-19-2013
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This document provides an agenda and background for a discussion on understanding and monetizing visitor behavior with analytics. It discusses the speaker's experience in internet marketing and areas of expertise. The main topic is analyzing a website's shopping path from homepage to checkout using analytics to understand usability and engagement. Specific techniques discussed include customizing page URLs and tracking events like adding products to cart. The goal is to optimize the user experience and workflow. Questions from attendees are invited.
Understanding Ecommerce Visitor Behavior 3-19-2013
- 1. Understanding & Monetizing Visitor Behavior with Analytics March 19, 2013
- 2. Agenda Introductions ¨C What You Currently Do? ¨C Experience with Internet Marketing ¨C Current Issues/Questions Roundtable Discussion ¨C Current Issues ¨C Open Table Topics of Interested Random ¡°Stuff¡±
- 3. Background 10+ Years Internet Marketing Experience ¨C Started with Email Marketing ¨C Built a Boston based Internet Consulting Agency ? From $180k to $2 Million in 2 Years ? Managed $35 Million in Client Revenues ¨C For 6 Years Ran Own Internet Business ? Operate Several Ecommerce & Content Websites ? Small Consulting Practice for Select Clients ¨C Director eCommerce - Inc. 500 Company ? $0 - $17 Million in 4.5 Yrs I started this group to share and learn with others
- 4. Background Areas of Expertise ¨C eCommerce ¨C Search Engine Optimization ¨C Media Buys / Advertising ¨C Social Media ¨C Conversion Optimization
- 5. Background Michelle Schmidt ? Internet Marketing Since 1999 ? Currently Operates IceLinkDesign.net
- 6. Introduction 30 Seconds - Introduction ¨CWhat You Currently Do? ¨CExperience with Internet Marketing ¨CCurrent Issues/Questions
- 7. Topic Understanding & Monetizing Visitor Behavior
- 8. Things to Consider 10+ Page Templates 80 Categories 2,200 Products 150 Videos 4 Product Types¡. Where to Start?
- 10. Shopping Path Issue: Path Not Linear
- 11. Shopping Path Objective: Analyze & Optimize Usability ? Major Page Templates ? Engagement ? Product Categories Home, Category, Product ? Products ? Product Page Types ? Workflow Modifications (eg. forced cart) ? Content ? Cart / Checkout ? Home, Category, Product
- 12. Shopping Path Category Pages Problem: Indistinguishable from other pages Solution: Grabs page name from URL and prepends it with /category/category-name.html ? CustomVariables ? PageView Tracking Yields Both Usability & Engagement Data
- 13. Shopping Path Product Pages Problem: Indistinguishable from other pages Solution: Grabs page name from URL and prepends it with /product/type/productname.html ? CustomVariables ? PageView Tracking Yields Both Usability & Engagement Data
- 14. Shopping Path Add to Cart with Event Tracking ? Category Pages ? Category Page Quick View ? Product Pages
- 15. Shopping Path Checkout ? Billing Steps with Pageview Tracking For us logged in & paypal users messes everything up¡
- 16. Shopping Path Default Magento Custom Magento