0405123696 petra@web-data-analytics.com

 1,119 total views,  12 views today

When comparing segments in Google Analytics of the most useful comparisons is between conversion status. For example Transacted vs Did Not Transact, or alternatively users who reached different stages in the sales funnel. I like to compare three segments – users who bounced (lets call them not interested), users who did not bounce but also did not transact, and users who transacted.

An alternative definition for the not interested group may be users who didn’t look at any product listings. Whatever you define, keep it consistent in the segments so that you don’t have users that cross over more than one group.

Note: Segment Users in this case rather than sessions because a single user might behave differently in different sessions and then if you segmented based on sessions you will have users who fall into more than one group.

See the chapter named How to Use the Segment Builder in Google Analytics for how to set up the user-based segments.

Now let’s use these three segments to see if we can discover anything useful about your eCommerce store.

Is Google Organic Search (SEO) an effective strategy for your store?

What do you get when you look at Google / organic in your Source/Medium report? You might find that the numbers look pretty similar, or, conversely, completely different!

Here’s our example:

In this example, it looks like SEO is an excellent strategy. 39% of buyers came from Google Organic Search, whereas only 29% of interested non-buyers and only 17% of not interested users came from Google Organic Search. If the marketing channel didn’t matter at all you’d expect to see the three percentages roughly equal, so the fact that organic search as a percentage of buyers is so much higher means that Organic search strongly overperformed.

How about email?

What do you get when you look at email in your Source/Medium report? Again, your results might look similar or completely different, so do look at your own numbers.

Here’s our example:

In this example, email makes up a smaller percentage of overall sales than Google / organic, but this strategy really trumps when compared to the percentage of people who transacted with those who did not transact. It is bringing high quality visitors to the store, which is obviously exactly what you’re looking for!

How about instagram?

What do you get when you look at Instagram in your Source/Medium report? Not so good in this example. (Remember: It’s quite possible that you could get vastly contrasting results).

Here’s our example:

In this example, Instagram really failed to convert. The high percentage of visitors who were not interested and not transacting means that these visitors didn’t even bother to shop around – perhaps they clicked on an image that they liked in their Instagram feed, but then when they arrived at your store they realised that they weren’t interested and didn’t want to continue looking at your products.

You can also see this scenario when running competitions from social media to generate new email subscribers, so do look into these results further if you see something similar in your Google Analytics.

In general, try to avoid spending too much money on marketing campaigns that bring in a much higher percentage of your Not Interested users compared to transactions.

Also keep in mind that if a particular marketing channel is very small then the conversion percentages will be unreliable.

You can dive in deeper by adding campaign as a secondary dimension.

Here is an example:

If you look at the data above you can see that the kittens Instagram campaign earned you a few transactions, whereas the puppies Instagram campaign was a total flop.

You can compare more than just traffic using three segments like this. Virtually any dimension in your Google Analytics can be segmented through these three segments. I like to prepare a report that compares these three segments for all the different dimensions available in Google Analytics and look for any significant insights where there are large differences between transacting users and not interested users. You can quickly discover insight that can drive your ecommerce marketing strategy with these three simple segments.

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020