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The Time to Purchase Report is another of the many eCommerce-specific reports that appears in Google Analytics. It’s worth considering how long it takes your customers to purchase after first discovering your website as this helps you with your remarketing strategy.

The Time to Purchase Report is located within the Ecommerce Conversions menu, and is only available to you if your Google Analytics Ecommerce configuration is set to “Standard Ecommerce”.

This report tells you, once a visitor has come to your website for the first time, how many days or how many sessions that it typically takes them to commit to a purchase, depending upon the chart that you select (See ‘Days to Transaction’ and ‘Sessions to Transaction’ below).

You can then view a bar chart for this data, with percentage figures also indicated, as in this image:

google analytics time to purchase report

The benefit to having this information is that if you know that a large portion of your buyers tend to come back within a certain amount of time to complete the purchase, you can set up a remarketing campaign to gradually decrease in intensity as you approach and pass that timeframe. Typically you would find that if you sell smaller-priced, higher volume items you would tend to have a large number of sales in the first 0-2 days after seeing the offer. In this case you would only need a short remarketing cycle if you were remarketing just that one product, and then you could move on to marketing other products that are similar to draw them back.

But if you sell a complex or higher priced product it may take several weeks or even a month or more for your customers to make the buying decision. In that case, you want to extend your remarketing schedule over a longer timeframe to keep the product or service, along with your brand, front of mind.

Alternatively if you find that it typically takes a number of sessions before your customers buy, you can intensify your remarketing efforts as the number of sessions per user increases. If your customers generally buy in only one session then you can remarket anxillary products less aggressively and over a longer time period, to pick up the occasional impulse buy.

Ultimately you want to set your marketing up to encourage repeat visiting by marketing in a regular cycle that makes sense based on the speed of purchase of your particular products and customer-base.

 


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

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel 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

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020