Shopper Trust & Conversion Rates
Posted on: July 8th, 2009 / No CommentsDuring a research on shopping cart conversion rates I did the last couple of weeks, I found websites with 0,4% funnel conversion rates and others with completion rates up to 70%. I never expected to find such big discrepancies; no analysis can be made in such conditions so I started to look up reasons for these discrepancies.
After talking to different software vendors about various issues their potential customers reported and after noticing different trends in multiple analytics data, I found the fugitive criminal guilty for many many abandons in shopping carts: Shopper Trust.
Shopper Trust Wanted. Reward Offered.
How to find it? Easy, or so they say. Check out the following clues.
1. Among Trust’s best friends there’s a guy named “Price”
Showing prices & discounts next to buy buttons
It’s important for your users to pay the “right” price for your products, but more important is to really know how much a product costs. You might say this is obvious (I for sure would have said that), but going from one website to another I found many where it was unclear how much a product costs.
It’s not mandatory to have the price on the right or on the left of the screen. The important thing is that when the user says to himself “I wonder how much this software costs. I’d like to buy it”, he should get the answer before he gets to finish his sentence.
My 2 cents is to always have the price next to the buy button or link. This way you make sure that every time a user gets in the shopping cart he already knows the price of your product. Also, place it next to the product box, something very similar to the offline world where the user is used to always have the price next to the product he is buying.
How to track downloaders?
Posted on: February 26th, 2009 / Comments (3)To be honest more and more software vendors our company works with don’t track downloads and, what is more exciting, “downloaders”. So, I went to my favorites dev geeks in our team, Alex and Serban, and asked them to help me find out a really-really easy way on how to track downloads and “downloaders”.
This method is specially created for all those website where there is a download button which just starts the download and nothing else. Yes, we do recommend having “Thank You for Downloading” pages which are very easy to track (just place the standard Google Analytics tracking code on the pages), but for those of you who don’t intend to do that I’ve come out with this neat 4 step tutorial on how to do it.
Step 1: Adding some code
Just add the following code between <head> and </head> on all your pages from the website where the download can be initiated.
Twitter + Analytics = Love
Posted on: January 19th, 2009 / Comments (6)Most of you are already accustomed with URL address shortening services. You know, those websites which make your URLs short and ugly so you can post them on Twitter, Facebook or just send them to a friend. The thing is you never know where these links end up and how much traffic they drive. For me, working in web analytics, not knowing something like this is itching like hell, so I have decided to find a solution to it.
Tackling the problem
What I did is create a special GreaseMonkey script for Firefox (you need to have GreaseMonkey installed), which offers the possibility of adding Google Analytics variables in order to easily track all the users clicking on the short URL you are just about to generate. Here is how the the new http://is.gd homepage will look like after you install the script.
Measuring the Real Value of Social Networks: Facebook, Twitter, LinkedIn… You Name it
Posted on: December 2nd, 2008 / Comments (5)The other week, Brian Clifton wrote a very neat article on his well-known blog about tracking social networks by using filters. The data I got from the implementations he recommended in that article made me want to obtain even more “actionable data”.
So I went a little deeper into it and, after some tricks and implementations, I decided to share the findings with you. So here goes my second article for the series: 10 things you (probably) didn’t know about your visitors. If you missed the first one about visitors that lost their way, check it now.
This post tries to answer the following questions:
- What’s wrong with the data I already have?
- How to tweak it?
- How to use the new reports?
- What actions to take?… at least a couple of examples :)
10 things you (probably) didn’t know about your visitors – First One: Tracking lost users
Posted on: November 11th, 2008 / Comments (11)One of the favorite’s expressions between us, analytics ninja wannabees, is “Actionable Data”. Yes, we like this phrase a lot and we use it every time we have the occasion. It gives meaning to our work and it’s a great hook to get CEOs, CTOs and marketing departments to listen to what we might have to say.
What is “Actionable Data” and how do you track it?
Unfortunately, the answer is not as easy as I would like it to be. With the help of Avinash Kaushik I got access the other week to the new Segmentation feature in Google Analytics (GA). I played with it a full weekend, doing advanced segments, but when I got to show it to my colleagues on Monday, all I was able to share were very neat tips and tricks. And I got the following remark from: “Wow, really cool… but how does it help us”?
So, this is what Actionable Data is for me: data that helps me improve my website. Before looking at data, I first ask myself: What do I need help with? Is the conversion number to small? Am I spending too much money on AdWords? Should I invite more bloggers to try our products and if yes, which ones?
4 Tools to Get More from your Google Analytics
Posted on: October 2nd, 2008 / Comments (7)
Download free e-book: "Analytics miniBible for Software Vendors"
Google Analytics is a great tool, but when you use it frequently, it shows some glitches. Having many profiles, trying to access certain type of data can be sometimes pretty difficult.
Here are 4 scripts that can enhance your Google Analytics Experience. They work with GreaseMonkey, which is a really cool plugin for Firefox, which allows you to customize the way a webpage displays using small bits of JavaScript.
- Show 100 by Lunametrics. Helps you automatically show all your profiles from the website profile list in Google Analytics.
- Google Analytics Report Enhancer by RoiRevolution. Brings up tens of new reports in Google Analytics. It also calculates for you “True Time on Site”, which is the average time spent on site, excluding all bounces.
- Google Analytics Downloader by Juice Analytics. Adds a highly valuable button to your keywords and referrers reports, stating who sent you unusual traffic. Really great info can be brought out of it.
- Cleaner Profile Switching by Erik Vold. With this simple script, when you select a new profile to view, you will see the same report you were just on, but it will be for the new profile which you selected. Also, if you wish to compare reports from two profiles, there is an option to view the new profile in a separate tab. Update: Erik Vold has created a Firefox plugin out of the Cleaner Profile Switching GreaseMonkey Script, for easier management of the tool.
