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Archive for the 'eCommerce'

Google Analytics Custom Reports

19 Mar

Hello, Thank you for visiting - I hope that you will find useful information. Leave a comment but if you have any comments on the subject.

For all who have specific requirements for statistics in Google Analytics, there is the possibility to create custom reports. Through these reports, for example, the individual most important KPIs (key performance indicators) are presented clearly, subsequently, you can make the appropriate reports and automatically send e-mail. This will let a lot of time saving, especially if one advances to customers, supervisors, etc. must provide a regular reporting. Depending on the target can thus be reconstructed currently available in Google Analytics reports and expanded with additional values ​​or simplified and reduced to a minimum.

Such reports can be easily set up under the menu item "Custom Reporting" in Google Analytics. Using drag and drop the required report may be compiled. There are the following fillable fields:

Measured data (blue)
The measured data are the values ​​that are represented as a column later in the report.

Dimensions (green)
Given the dimensions is a value that is represented Later in the rows. By sub-dimensions it is possible to nest these values. In the subsequent report will be called when clicking on a value the same table with a changed line contents.

Tabs (gray)
About tabs, multiple reports combine, much like individual tables in Excel.

In addition, there is a Google term definition of all available statistical values, this can can be very helpful. Because who knows right away the difference between take-offs and exits.

So much for the relatively straightforward theory is interesting but the whole thing now in practical use. In addition I have compiled some potentially useful reports.

Landing Page Performance
This is a report in which the performance of different landing pages can be compared. By inserting the exit at bottom of page click on the entry page name and the exit side is visible.

Bericht: Landingpage Performance

Report: Landing Page Performance

Adwords Campaign Reporting
In this report, I have figures for Adwords campaigns together. You can click here beautiful display of the group about the campaign, the campaign content campaign by position.

Bericht: Adwords Kampagnen Report

Report: Adwords Report

Visitors to Quality Referrals
In the last example is a little reamed version of the referrer statistics. Here are some interesting values ​​are given in addition.

Bericht: Refererqualität

Report: Referrerqualität

They were now only a few examples as an inspiration and as always, applies here, that the individual must adapt to their own needs. Without e-commerce tracking, it makes little sense, for example, can spend revenues, etc. But when I'm always on the lookout for useful evaluations ... feel free and leave a comment with your favorite reports. Looking forward your comments and suggestions.

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Posted in Web Analytics

Email strategy planning - creating a mailing concept

Mar 13

The development of a mailing concept is often neglected or reduced to a minium. "We send a newsletter quarterly yes", you get to the question about a mailing strategy often heard. However, a consistent use of the medium can someone go far beyond. Especially in e-commerce sector, it has become an essential customer retention and sales agents.

Primarily it's about a good mix of automated and manually create threads mailings. This one describes the design process at best a fictitious user of the registration / purchase to Newsletterabbestellung. Depending on the website it can easily happen that there are several scenarios for this must be. Thus, the example being a B2C and a B2B User and press representatives. The whole can then be visualized as follows nicely in a diagram.

Mailing Strategieplanung

Mailing strategy planning

Elements of the concept can be for example the following mailings:

Welcome mail
Welcome email after registration. This message should tell the user what value he receives directly from the registry and what steps are to do next. For example: "Thank you for registering, you are now here to enter your personal profile"

Info Newsletter
May include classical newsletters of a healthy mix of information and offers. It is important above all a value for the subscribers to offer. Thus, for example, offers tips on making better use of a product to integrate special offers exclusively for newsletter subscribers or games.

Standalone / campaign mailings
Mailing in which only a single product is presented. This mail should be sent only to subscribers relevant groups, because there is a risk that users feel disturbed.

Hot News
Relatively simple mail for which current information as quickly and easily can be sent.
Objective: Rapid information of the subscribers on current events such as traffic jams, etc.

Collect user data
Special mailings to the user clearly divided into user groups. This may for example be releases with the linking of two topics. All subscribers have clicked on the thread 1 will then follow in subsequent newsletters on the subject of A. For more information on the user data collection I have in my post: " user data to determine elegant and serious , "explains. In general, this process is integrated with other mailings, but as I point to an important increase in efficiency, I can see it here again listed separately.

Purchase termination
Registered users can cancel the order process automates a mail with the selected and alternative products. In addition, should evidence of shipping conditions, FAQs or missing not return. Orders are often canceled due to insecurity. Uncertainty about additional shipping costs, payment methods, or uncertainty in the operation play an important role. These uncertainties should be taken exactly in the mail as much as possible.

Birthday Mailing
Automated Geburtsstagsmails with a small bonus for the user are always well. XING mailings sent as birthday with Free Premium Schnupperabos. Such actions are usually well received by customers and encourage the purchase.

Winback Program
Users who no longer could long have logged into the site an email with the motto: "We miss you" get. Depending on the website and product can mail this user

But again, like so everywhere, the whole concept must be individually appropriate to the company, target group, matched to available resources and products are. So it may be that a monthly newsletter is absolutely sufficient, or even that additional mailings must be included. Moreover, in practice, often used mixed forms.

1 Comment

Posted in eMarketing

Shortage as a means to increase sales

February 1

Shortage in terms of reduction of available goods is a classic means to increase sales in home shopping. However, this strategy also online continues to increase. Industry giants such as Whoot! as fully set out and full.

The basic principle is simple:

The lower the availability of any offer, the higher the pressure during the strike's potential customers as quickly as possible.

This scarcity can also be produced artificially. I want to point out some more or less aggressive process number of examples.

Whoot!
The basic principle is: Whoot offers daily a single product. This product is only available on this one day and the next day there something new. The crunch here is of limited duration and number of pieces, which probably drives the whole thing on the tip and for the majority of "traditional" shops too radical. But Whoot! could sit up in the past again and again with sales growth and has now reached the annual sales in the mid tens of millions of dollars range.

Scrrenshot Woot!

Scrrenshot Woot!

Although the example of Whoot! very extreme is seen that such a thing can work basically. Why should something that is not integrated in a milder version in its own shop. Some relevant features are often unnoticed already available in many shops.

Optimize ad inventory
A stock indicator is already such good form and is integrated in many shops. But usually only as a side note, in the style: "Only 3 left in stock." In such a case it is useful to emphasize the one hand the availability information visually and additionally to combine with a warning. Thus, for example, availability of less than 5 pieces, the warning: "Caution: There are only x more items available. The sellout risk is: High. " At 5 - 10 is the sell-risk funds and more than 10 pieces will be no warning, but no exact number issued.
In addition, all products could, which threatened a speedy sell-out in a separate category, "only more limited availability" or be applied directly to the home page.

Now, some will probably think that it is best but then the stock artificially low to keep the User to press for a quick decision. From my perspective, you can do it for individual products. Basically, I consider it more useful for high inventory levels do not specify exact numbers. One should never sell for the customer that is stupid. If any product is permanently available in a very small number, the notice will also be the customer and in the best case, the stock as no longer relevant ads attached. In the worst case, the customer's online shop can also classify as untrustworthy and never will be again.

Time-limited promotions
Another option are temporary actions. An example would be an action under the title "Product of the week". In such an action could be offered every week, a product from the existing line on especially favorable terms. This is a decision to put pressure on the customer, on the other hand, the customer is motivated to visit the site weekly to find out what bargains are there. Of course, an action of this kind can also address data generation for the newsletter, etc. are used.

Conclusion:
Shortage of time or number of product availability is a very powerful tool, which in various versions - can positively affect the sales of many shops - from aggressive to conservative. However, applies here will always serious, do not sell the user for Dumb and adapt the method to the target group.

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Posted in eCommerce

Future Marketing Newsletter

December 30

RSS feeds are becoming increasingly popular and slowly recognizes the broad mass of the benefits of feeds. This raises the question of how to proceed in the future. Will disappear newsletter or the RSS feeds to experience only a short hype? Neither, in my view it is important in the future, both versions offer distribution and to make active use.

The trend is towards personalized mailings newsletter mailings at lower volumes. The times in which static mass mailings sent to some 100,000 recipients were are over. Firstly, the user only one annoyed by untargeted emails, then the interest is not the majority of users on the other are thus considered to be less and less interesting for the customer mails, by the mass of information. For these reasons, conversion rates will decline and cancellation rates are rising.

From this the following measures can be derived:

  • Awareness on high quality subscribers eighth.
  • Advertise in the newsletter and RSS feeds on logout page.
  • Collect user data to send appropriate mailings to small, highly targeted distribution may be.

How to reach high-quality subscriber?
The general answer is something difficult. Basically, however, that users get the most information about the expected Inhlat the newsletter should. Who "buys" likes a pig in a poke? So it's not a bad idea on the application form directly to link to a newsletter sending out examples. In addition, should be on the login page directly to the benefit of the prospective subscriber by the application has to be explained. I hope there is a benefit? Otherwise, this should be the same Covered again, because no apparent benefit to the subscribers can not expect high numbers of applications by interested users. In addition to the benefits and the possibility of de-registration and an information on the use of personal data is useful.
If a user believes the website to sign the registration process should be in the double opt-in process will be carried out. This will be fun applications or faulty email address immediately sorted out.

Also true hands off of gambling as a measure address generation. With competitions can indeed be generated in a short time a large number of addresses, but usually the quality suffers under it. Often there is only one interest in the profits is a fundamental interest in the products of the site is not, therefore, future newsletters will not be considered.
Purchase of email addresses. Again, I'm very skeptical. While there are cases where it makes perfect sense to buy addresses as a new product / new brand to promote. However, the origin and her quality of data is closely scrutinized.

So together again:

  • Double Opt In use
  • Benefits for the subscribers to explain
  • Indicate the nature of the use of personal data and the possibility of deregistration
  • Minimum, an exemplary transmission are available online.
  • Fingers away from the lottery address acquisition
  • Beware of purchasing address

For the coexistence of newsletters / RSS feeds and the collection of user interests, I will write in the next few days a little bit.

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Posted in eMarketing

Personalization is good

December 25

I am now oute times as Personalisierungsfan. My so I have no idea that all the details of a user and a user will be captured spies. In my view, must be as unobtrusive personalized features that the user does not notice that these are to him personally tailored information.

Unfortunately, there are such functions are very rare on the web or just in certain areas. Most obvious personalization features with classic ala Amazon eCommerce websites are seen. But beyond that I can think of very few examples. Has also added a variety of reasons yours truly, it is not done as often as originally provided for such functions to be realized through the design phase. The reasons were there all the classics such as: budget, feared increased data maintenance, lack of content, etc. - but what I find always a shame, because it is often not very much needed to get you started in this matter to create.

This could, for example, a tourist site on the user's interests can be queried. At the beginning it is quite sufficient only the interests or even to identify the main interest of potential customers. The advantage here is that this quite elegantly allow identification of sub-pages visited. Is therefore a user of the menu item or an item called a cookie on culture with the appropriate information is set. Very important here is that no login is required and therefore such tactics can be implemented at each site and used as the user, can surf without additional effort. Once the information has been recorded only once, then can the interests of customers are met on the site. The introductory example, we might, for example, the entire visual world can be adapted to the user.

The whole thing sounds rather trivial, and now many are thinking to set such a cookie exchange and a few pictures but nothing special. Exactly right, but just those little features that increase click rates and conversions.

Most customers already have before buying a picture in your mind's eye, he manages a Web site to make this imaginary picture as accurately as possible, you have very good cards for customers. The potential of the guest will be eagerly looking forward to a kite surfing holiday destinations on a site which receives him with impressions of his favorite sport safely continue.

Of course, such processes can subsequently refined and additional information is requested. But as an introduction and to get experience, I believe this simple model for a good start. It is particularly interesting for operators of several sites or large portals. In this case, the chance that the visitors have already visited a website operator realtiv large. Therefore, it becomes possible to exchange data between your portals.

bytheway: The major ad networks use this technique to display appropriate banners on the websites. Due to the very high range can already here some good results are achieved. Therefore, it may be due to such tactics if you visited a site about fly fishing and, subsequently, on a completely different website of the same advertising network, an advertising banner is displayed on fly fishing.

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Posted in eCommerce

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