Maximise your return in search. Mark Lilley

Transcription

1 Maximise your return in search Mark Lilley

2 Hello Mark Lilley Co- Founder & Director Groundswell groundswellgrowth.com Head of Ecommerce Chain Reaction Cycles 5 years

3 Who are Groundswell?

4 Ecommerce Experts Experienced and Growth focused Ecommerce Consultancy & Strategy Insight & Measurement Digital Marketing Paid Search, Display & Social Conversion Optimisation

5 Agenda What are we going to talk about? 1. Focus on the complete customer journey 2. Insight the what and the why 3. Action maximise your return

6 1. Focus on the complete customer journey

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9 SEO PPC CRO / UX

10 SEO PPC Insight CRO / UX

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12 How to fix leaks! Focus on what matters Generate Insights Triangulate & Prioritise Execute Measure Learn Go again!

13 How to fix leaks! Focus on what matters Generate Insights Triangulate & Prioritise Execute Measure Learn Go again! Learn Measure Insight Execute Prioritise

14 Experience your own experience Eat your own dog food! groundswellgrowth.com

15 2. Insight the what and the why

16 Eye tracking Usability testing Forms analytics Search analytics Voice of Customer Market research Customer contact A/B and MVT testing Social analytics Insight Big & unstructured data Session Replay Google analytics Segmentation Sales and Call Centre Surveys Customer service Competitor evals

17 Eye tracking Usability testing Forms analytics Search analytics Voice of Customer Market research Customer contact A/B and MVT testing Social analytics Insight Big & unstructured data Session Replay Google analytics Segmentation Sales and Call Centre Surveys Customer service Competitor evals

18 1. Google Analytics Heath Check 2. Measurement Planning & Framework 3. Implementation Plan Google Tag Manager DataLayer Goal Configuration Event Tracking Content Grouping UTM Tracking 4. Data Collection & Insight Channel Analysis Device Analysis Full Site Journey Checkout Journey Buyer Profile Standard and Advanced Reports

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20 Valuable Reports Create Horizontal View Custom Report: All sessions, PDP Views, Add to Basket, Checkout Starts, Checkout Completions Segment by device Insight: High level view of customer onsite journey and drop off points Note: can be via enhanced ecommerce or manual

21 Valuable Reports CR by Browser Type & Device Custom Report: Browser, Browser Version, Users, CR, Transactions and Revenue Segment by device Insight: Identify any technical or UX issues for specific browsers and devices

22 Valuable Reports Site Speed Speed and perception of speed play a vital role in how a customer rates their experience on site Standard Report: Behaviour > Site Speed > Page Timings Select DOM Timings & click the Data View Insight: Create ranking system using page views * doc interactive time. Shows most important pages to address speed issues

23 Valuable Reports Site Search Customers who use search will convert higher than those that don t! Custom Report: Search Term, Refined Keyword, Start Page, Exit Page and Unique Searches Insight: Identify top pages, Identify top pages users initiate search Are they exiting from search and therefore not finding results What are they refining to?

24 Content Grouping How to: Create the content group in GA Create the required variables in GTM Pass variables in your GA Tag in GTM Insight: View KPIs by site templates / groups Create funnels using navigation summary High traffic low conversion, High traffic high bounce / exit

25 Event Tracking How to: Create event tags in GTM and define criteria Insight: Add to Basket & Start Checkout Goals Zero Search Results: add aliases, re- directs, fix misspellings etc. Feature use: identify most used mega menu links etc.

26 Voice of Customer How to: Meet regularly with customer service / call centre / store NPS Exit feedback on Confirmation Page What nearly stopped you buying today? Exit feedback throughout site Please tell us what you like about our site and what we can do to improve it?

27 User Testing How to: Moderated - Get anyone not familiar with your site, new starts, in- store, friends and family Depending on budget - use professionals Unmoderated - usertesting.com, whatusersdo.com, usabilityhub.com, peek.usertesting.com Give them an example scenario and run short test Make the test as natural as possible Any testing is better than no testing!

28 3. Action maximise your return!

29 Action Prioritisation triangulate and base on effort and potential return 3 streams of Action Direct - i.e. update / improve product data and content, source new products, respond to customers, fix bugs etc. Roadmap Get broken things fixed, feature addition or change (following user centred design process) Conversion Optimisation UX improvements, urgency, scarcity, clarity

30 Website Ecommerce Roadmap Improvement Processes Conversion Optimisation UCD / UX CRO / Testing

31 6. Identify Learnings Why? Document all tests and results Communicate 1. Insight Google Analytics NPS, Surveys Exit Feedback Heuristic Review 5. Analyse Results Link up all analysis tools Investigate all relevant metrics CRO PROCESS 2. Develop Hypothesis Prioritisation Scheduling 4. Configure Testing 3. Design Concepts Segmentation Number of Variations Goals & Metrics Sketching Wireframing Look & Feel

32 Scarcity: RPV uplift 8% Urgency: CR uplift 3.1% Highlight Price: CR uplift 3.53% Trust: RPV uplift 5%

33 Summary Focus on the complete customer journey Dedicate time and resource to insight & measurement Heath check and maximise Google Analytics Listen to your customers Prioritise based on effort and potential return Action and go again!

34 Thank You Mark uk.linkedin.com/in/markrlilley