What about enhanced e-commerce?

Enhanced Ecommerce

#HumixSession

@humixBE @Nihiel

EnhancedEcommerce

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Standard vs Enhanced

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Standard Ecommerce

Enhanced Ecommerce

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User browses to webshop


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Users sees productlist


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Users visits product detail


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Users adds product to cart


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Users starts checkout


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Users starts payment


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Users completes transaction


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Users returns product


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Product Life Cycle


Source: Optimizesmart.com

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Standard Ecommerce


Pageview

Ecommerce

Event

EventGoal Funnel

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Enhanced Ecommerce


Ecommerce

New Reports

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Ecommerce Overview


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Shopping Behavior


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Checkout Behavior


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Segmentation & Remarketing


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Product Performance


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Product Performance


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Product List Performance


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Product List Performance


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Marketing


How to get started?

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Measurement Model


Source: Optimizesmart.com

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Challenging implementation


• Universal Analytics is needed

• Enhanced ecommerce tracking is not provided in the default library. Instead it is provided as a plugin module (ec.js).

• Make all actions from the Measurement Model measurable.

GTM to the rescue

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What does GTM do?


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Building Blocks of GTM


Tags

Triggers VariablesURL

Product ID

File Name

Data Layer

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GTM & Enhanced Ecommerce


• Upgrade to Universal Analytics

• Implementation of EC.js

• Inserting page elements and actions in datalayer

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Benefits of GTM


• Perfect integration with Google tools– Also lot of non-Google tools included

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Benefits of GTM


• Increase speed of tag implementation

• Easy debugging before publication

• User friendly (= marketing people friendly)

• API

The sky is the limit

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Usecase: Online Retailer


• Does delivery time influence shopping behavior?

Days to Delivery Product Detail Views Product Adds to Cart Unique Purchases Cart-to-detail Rate Buy-to-Detail Rate

2.097 268 147 16,04% 4,09%

1 789 107 64 13,56% 8,11%

2 563 64 39 11,37% 6,93%

3 465 55 36 11,83% 7,74%

4 201 19 6 9,45% 2,99%

5 70 20 2 28,57% 2,86%

6 8 3 0 37,50% 0,00%

7 1 0 0 0,00% 0,00%

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Usecase: On- & Offline Retailer


• Does the distance to a store impact shopping behavior?

Distance to store Sessions Quantity Average Order Value Shipping Ecommerce Conversion Rate

5.703 439 330 725 7,21%

< 2 KM 500 23 62 0 4,60%

2-5 KM 634 32 58 15 5,05%

5-10 KM 750 48 56 50 6,40%

10-15 KM 793 59 49 90 7,44%

15-20 KM 807 68 43 125 8,43%

20-25 KM 870 75 35 175 8,62%

>25 KM 1349 134 27 270 9,93%

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Usecase: Weather influence


• Does the weather impact shopping behavior?

Distance to store Sessions Transactions Average Order Value Ecommerce Conversion Rate

5.703 439 330,00 € 6,19%

Cloudy 500 37 62,00 € 7,40%

Rain 634 42 58,00 € 6,62%

Storm 578 39 56,00 € 6,75%

Sunny 300 12 49,00 € 4,00%

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Recap


• Focus is on product interactions• Challenge yourself and start

conversion optimization testing• Facilitate setup trough Google Tag

Manager• The combination of Universal

Analytics & Enhanced Ecommerce gives you a very advanced analytics package

Questions?

Info at humix dot be

@humixBE @Nihiel

What about enhanced e-commerce?

Data & Analytics