Category : Littledata
Why do I need Google Analytics with Shopify?
If the lack of consistency between Shopify’s dashboards and the audience numbers in Google Analytics is confusing, you might conclude that it’s safer to trust Shopify. There is a problem with the reliability of transaction volumes in Google Analytics (something which can be fixed with Littledata’s app) - but using Shopify’s reports alone to guide your marketing is ignoring the power that has led Google Analytics to become over by over 80% of large retailers. Last-click attribution Let’s imagine your shoe store runs a Google AdWords campaign for ‘blue suede shoes’. Shopify allows you to see how many visits or sales were attributed to that particular campaign, by looking at UTM ‘blue suede shoes’. However, this is only capturing those visitors who clicked on the advert and in the same web session, purchased the product. So if the visitor, in fact, went off to check prices elsewhere, or was just researching the product options, and comes back a few hours later to buy they won’t be attributed to that campaign. The campaign reports in Shopify are all-or-nothing – the campaign or channel sending the ‘last-click’ is credited with 100% of the sale, and any other previous campaigns the same customer saw is given nothing. Multi-channel attribution Google Analytics, by contrast, has the ability for multi-channel attribution. You can choose an ‘attribution model’ (such as giving all campaigns before a purchase equal credit) and see how much one campaign contributed to overall sales. Most online marketing can now be divided into ‘prospecting’ and ‘retargeting’; the former is to introduce the brand to a new audience, and the latter is to deliberately retarget ads at an engaged audience. Prospecting ads – and Google AdWords or Facebook Ads are often used that way – will usually not be the last click, and so will be under-rated in the standard Shopify reports. So why not just use the analytics reports directly in Google AdWords, Facebook Business, Twitter Ads etc.? Consistent comparison The problem is that all these different tools (and especially Facebook) have different ways of attributing sales to their platform – usually being as generous as possible to their own adverting platform. You need a single view, where you can compare the contribution of each traffic source – including organic search, marketing emails and referrals from other sites – in a consistent way. Unfortunately, Google Analytics needs some special setup to do that for Shopify. For example, if the customer is redirected via a payment gateway or a 3D secure page before completing the transaction then the sale will be attributed to a ‘referral’ from the bank - not the original campaign. Return on Advertising Spend (ROAS) Once you iron out the marketing attribution glitches using our app, you can make meaningful decisions about whether a particular form of marketing is driving more revenue that it is costing you – whether there is a positive Return on Advertising Spend. The advertising cost is automatically imported when you link Adwords to Google Analytics, but for other sources, you will need to upload cost data manually or use a tool like funnel.io . Then Google Analytics uniquely allows you to decide if a particular campaign is bringing more revenue than it is costing and, on a relative basis, where are the best channels to deploy your budget. Conclusion Shopify’s dashboards give you a simple daily overview of sales and products sold, but if you are spending more than hundreds of dollars a month on online advertising – or investing in SEO tactics – you need a more sophisticated way to measure success. Want more information on how we will help improve your Shopify analytics? Get in touch with our experts! Interested in joining the list to start a free trial? Sign up! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
Top 5 Google Analytics metrics Shopify stores can use to improve conversion
Stop using vanity metrics to measure your website's performance! The pros are using 5 detailed metrics in the customer conversion journey to measure and improve. Pageviews or time-on-site are bad ways to measure visitor engagement. Your visitors could view a lot of pages, yet be unable to find the right product, or seem to spend a long time on site, but be confused about the shipping rates. Here are the 5 better metrics, and how they help you improve your Shopify store: 1. Product list click-through rate Of the products viewed in a list or category page, how many click through to see the product details? Products need good images, naming and pricing to even get considered by your visitors. If a product has a low click-through rate, relative to other products in the list, then you know either the image, title or price is wrong. Like-wise, products with very high list click-through, but low purchases, may be hidden gems that you could promote on your homepage and recommended lists to increase revenue. If traffic from a particular campaign or keyword has a low click-through rate overall, then the marketing message may be a bad match with the products offered – similar to having a high bounce rate. 2. Add-to-cart rate Of the product details viewed, how many products were added to the cart? If visitors to your store normally land straight on the product details page, or you have a low number of SKUs, then the add-to-cart rate is more useful. A low add-to-cart rate could be caused by uncompetitive pricing, a weak product description, or issues with the detailed features of the product. Obviously, it will also drop if you have limited variants (sizes or colours) in stock. Again, it’s worth looking at whether particular marketing campaigns have lower add-to-cart rates, as it means that particular audience just isn’t interested in your product. 3. Cart to Checkout rate Number of checkout processes started, divided by the number of sessions where a product is added to cart A low rate may indicate that customers are shopping around for products – they add to cart, but then go to check a similar product on another site. It could also mean customers are unclear about shipping or return options before they decide to pay. Is the rate especially low for customers from a particular country, or products with unusual shipping costs? 4. Checkout conversion rate Number of visitors paying for their cart, divided by those that start the process Shopify provides a standard checkout process, optimised for ease of transaction, but the conversion rate can still vary between sites, depending on payment options and desire. Put simply: if your product is a must-have, customers will jump through any hoops to complete the checkout. Yet for impulse purchases, or luxury items, any tiny flaws in the checkout experience will reduce conversion. Is the checkout conversion worse for particular geographies? It could be that shipping or payment options are worrying users. Does using an order coupon or voucher at checkout increase the conversion rate? With Littledata’s app you can split out the checkout steps to decide if the issue is shipping or payment. 5. Refund rate Percent of transactions refunded Refunds are a growing issue for all ecommerce but especially fashion retail. You legally have to honour refunds, but are you taking them into account in your marketing analysis? If your refund rate is high, and you base your return on advertising spend on gross sales (before refunds), then you risk burning cash on promoting to customers who just return the product. The refund rate is also essential for merchandising: aside from quality issues, was an often-refunded product badly described or promoted on the site, leading to false expectations? Conclusion If you’re not finding it easy to get a clear picture of these 5 steps, we're in the process of developing Littledata’s new Shopify app. You can join the list to be the first to get a free trial! We ensure all of the above metrics are accurate in Google Analytics, and the outliers can then be analysed in our Pro reports. You can also benchmark your store performance against stores in similar sectors, to decide if there are tweaks to the store template or promotions you need to make. Have more questions? Comment below or get in touch with our lovely team of Google Analytics experts! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
It’s Black Sunday – not Black Friday
The biggest day for online retail sales among Littledata’s clients is the Sunday after Black Friday, followed closely by the last Sunday before Christmas. Which is more important - Black Friday or Cyber Monday? Cyber Monday saw the biggest year-on-year increase in daily sales, across 84 surveyed retailers from the UK and US. In fact, Cyber Monday is blurring into the Black Friday weekend phenomenon – as shoppers get used to discounts being available for longer. We predict that this trend will continue for 2016, with the number of sales days extending before and after Black Friday. Interested in what 2016 will bring? Stay tuned for our upcoming blog post! Want to see how you did against the benchmark? Sign up for a free trial or get in touch if you have any questions! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
The Black Friday Weekend of 2015
Shoppers on Black Friday are becoming more selective – with a decrease in the number of retailers seeing an uplift in Black Friday sales, but an increase in the purchase volumes seen at those selected stores. Littledata looked at the traffic and online sales of 84 ecommerce websites* over the Black Friday weekend (four days from Friday to the following Monday), compared with the rest of the Christmas season (1st November to 31st December). 63% of the surveyed retailers saw a relative increase in traffic on Black Friday weekend 2015 versus the remainder of the season, compared with 75% of the same retailers seeing traffic rise on Black Friday 2014. This implies some decided to opt out of Black Friday discounting in 2015 or got less attention for their discounts as other retailers spent more on promotion. The same proportion of retailers (60% of those surveyed) also saw a doubling (on average) in ecommerce conversion rate** during Black Friday 2015. In 2014, over 75% of retailers saw an improved conversion rate during Black Friday, but the median improvement over the rest of the season was just 50%. 61% of websites also saw an increase in average order value of 16% during Black Friday 2015, compared with only 53% seeing order values increase the previous Black Friday. We predict that this trend will continue in 2016, with a smaller number of websites benefiting from Black Friday sales, but a greater increase in ecommerce conversion rate for a select few. Be sure to check back for what the actual trends will be for 2016! Let us know what you think below or get in touch! * The surveyed websites were a random sample from a group which got a majority of their traffic from the UK or the US. The data was collected from Google Analytics, and so represents real traffic and payments. ** The number of purchases divided by the total number of user sessions Image credit: HotUKDeals Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
Best small business tools
Every business has their own strategies and tools to achieve goals and performance. There are millions of new apps and software being built from accounting software to simple infographic tools. We did a bit of digging and found some small business tools, we think are great and you may like as well! Intercom Intercom is a customer messaging platform, which allows companies to communicate with their clients in a way that’s ‘simple, personal, and fun for everyone’. They have a few internal tools to make communication easier, including a live chat, marketing automation, and customer support. These allow you to chat with visitors while they’re on your website so you can convert them right away, you can onboard and retain customers through emails, push and in-app messages, and customers can ask for help in your app by email or social. So Intercom has done wonders for communications! We investigated more, and they’ve done a little more... They offer books that help companies communicate better and luckily for you, you can check them out here! At Littledata, we’ve integrated Intercom into our web app to allow clients to contact us directly in their own time, and for us to send important updates. Read more about it in our blog post: New In Littledata! Xero Xero is a ‘beautiful accounting software’ that gives you a real-time view of your cashflow. It’s set up in the cloud, so you’re able to login anytime, anywhere and from any device. It’s the best way to get paid faster; you can send invoices directly to your customers online, and get updates when they’re opened. As Xero says, “it’s a small business accounting software that’s simple, smart and occasionally magical”. Here’s a wonderful and insightful video of how it works: To give you real customer feedback, Xero has a few stories that give you insights into why small business have used them. Think it’s a branding source for Xero? Nope. They’ve taken the soul of these companies and created videos to showcase thriving businesses. Some testimonials include getting up to speed on financials with no number-crunching, bringing tech and craft together, efficiency and transparency, and more. Trello Trello is an ‘easy, free, flexible, and visual way to manage’ projects and organise anything. It’s used by many companies from all over the world for many different reasons. Not only can you visualise a whole company, but you can personalise the boards to your company branding, making it your own. Through Trello boards, you can keep track of clients, assign tasks to individuals, move projects along a path, customise your approach, and more. It’s the perfect small business tool to help you visualise your progress. At Littledata, we’ve created numerous boards based on different aspects of our business from development to marketing, which allows us to work better as a team. Skype Skype is a communication application that ‘keeps the world talking, for free’. It’s a perfect small business tool to not only keep in contact internationally, but you can create group calls among team members with both internally and to remote teams. Over the past few years, Skype has evolved bringing more efficient communication to companies and individuals. You’re not only able to call Skype to Skype, but you can have group calls, call phones anywhere in the world, and trust us, at a much lower rate, and you can screen share, which simplifies training or calls. At Littledata, we currently use Skype to communicate within our London office when working remotely and to share documents, and we use it to keep up to date with our Romanian office. Through weekly meetings and constant updates, we’re able to know how to efficiently help one another and work as a team, regardless of the time zone. Meetup ‘Meetups are neighbours getting together to learn something, do something, share something...;’. It’s the world’s largest network of local groups, making it easier for anyone to organise groups based on common interests. It’s a perfect small business tool, helping people around the world organise themselves to make a difference. As a business you can create groups to showcase your product, giving potential clients a more personal contact, while taking advantage of Meetup’s vast audience. Not only can you use it for business purposes, but there are numerous creative groups from badminton, marketing analytics to cultural groups. Canva Canva empowers the world through design by giving individuals an easy-to-use program for creating beautiful designs and documents. Whether you’re using one of their professional layouts or creating one yourself, you’ll always be showing off stunning graphics, that are simply created through their drag-and-drop feature. You’re not only able to create flyers and banners, but magazine covers, CVs, business cards, and even social media graphics. Canva provides perfect sizing to make all of your designs perfect for any online profile. Not only do they give you different options, but you can add all those cool extras, such as fonts, shapes, and filters. Fireshot You can use the business tool, Fireshot to take screenshots with a few clicks. It gives you different options, including selections, entire web pages, and the visible part of a website. This tool saves time, and allows you to customise by performing quick edits, add text annotation, choose the format of the file, and there are different options to keeping the file. At Littledata, we use this strategy to take screenshots of our web app, which helps us in writing our blog posts to show our clients, and people needing Google Analytics information. It basically helps us promote ourselves! Dropbox Dropbox gives people a trustworthy and secure approach to managing their files. It ‘simplifies the way you create, share, and collaborate’. With a simple download, businesses can have access to all company files from anywhere, bringing teams together constantly. This is a great tool for small businesses as it’s inexpensive, it works with all email providers, and you have an unlimited amount of space. Zoho CRM Zoho CRM ‘empowers the teams and businesses that use it’. It offers insights into running your business, an easy-to-use program, and a solution to processes. It combines good practices, smart choices, and ideal situations into a customised business tool. This business tool is great for small businesses who want to keep track of their sales and manage their client relationships. It allows for custom layouts that make it easy to tailor different approaches to getting more leads or accounts. For the amount of flexibility, Zoho CRM is inexpensive and their customer support is great in helping determine the perfect layout for your business needs. AnswerThePublic AnswerThePublic captures individual’s questions and gives you an aggregated view into motivations and emotions. They basically developed a mind-reading platform that gives topics for content, allowing for new conversations and direct answers to the public’s questions! Here’s a fun video on how this business tool works: The Seeker Littledata Our web app gives you simple and actionable insights into your website’s performance by wading through hundreds of Google Analytics metrics and trends. Our goal is to give you summarised reports that matter based on your goals and priorities. You can find out more about specifics in our blog post: A guide to reporting in Littledata’s web app. We also offer some great freebies! These include a free 30-day pro trial or an audit. With the trial, you get access to pro reporting, where you can see intricate details of significant analytics. With the audit, you get a list of recommendations for how to improve your tracking, which we can set up for you and provide further analytics support. Want more info? Contact one of our wonderful experts! We’re a business tool that allows you to get more from your Google Analytics. Grasping the data can be overwhelming so we’d like to remove that stress and help you look at trends that matter. Our web app does the hard work for you by finding important data, so you just need to look at the app or wait for important alerts that you receive by email! Have any other great business tools? Why not let us know in the comments below! Get Social! Follow us on LinkedIn, Twitter, and Facebook to keep up to date with Google Analytics. Further reading: Inspirational stories of data A guide to reporting in Littledata's web app Image credit: Image courtesy Intercom, Xero, Trello, Skype, Meetup, Canva, Fireshot, Zoho CRM, AnswerThePublic
An (updated) guide to reporting in Littledata's web app
Littledata’s web app gives you simple and actionable insights into your website's performance. Our app scours through hundreds of Google Analytics metrics and trends, in order to give you summarised reports, alerts on significant changes, custom reports and benchmarks against competitor sites. This guide will give you the ins-and-outs of how we generate those important reports that help you make decisions in driving your business. Here’s a glimpse of what’s below: Free core reporting for unlimited users How to authorise access to your Google Analytics data Picking the right Google Analytics view for reporting Our range of reporting features, including custom reports and industry benchmarks How to check significant changes and page trends Long-term tracking and reporting You’ve signed up - what are the benefits? So you’ve now signed up and you’re ready to get started… but what are the benefits of signing up? Well… You’re getting automated reporting, meaning our web app looks through all of your Google Analytics reports to find significant changes. There are over 100 of them, so it will save you a lot of time not having to look through these manually. We split these findings across 5 different sections so you know quickly what you can find under each. We help you keep your data clean by looking for spam referrals. This has been a common problem for a while and a fix can be complex to set up. So we’ve created a feature that does it automatically for you (or you just need to approve it when you see it). If you get new spam referrals, we’ll spot these and let you know again. We’re also benchmarking your site against other websites, so you know where you have a competitive advantage and where you don’t. On top of all these goodies, there’s no installation needed so you get access to our web app right away! We recently updated a few important aspects of our app and you can read all about them in our blog post: New in Littledata: an improved navigation, trend detection algorithm, and more. Accessing your Google Analytics data As a Google Analytics user, you will already be sending data to Google every time someone interacts with your website or app. Google Analytics provides an API, where our app can query this underlying data and provide you with summary reports. During the signup, you would have seen an authorisation window, asking for permission to view your Google Analytics data. This means you granted us READ access. Be assured, that we will not be able to change any data or settings in your Google Analytics. Your data is viewed only by the algorithms in the web app. You pick which Google Analytics view to report on Once you’ve authorised the access, you will select the Google Analytics view that you want to set up reporting for. Some companies will have multiple views set up for a particular website. They might have subtly different data – for example, one excludes traffic from company offices or focuses on the blog traffic only – so pick the most appropriate one. If you’ve made a mistake in choosing your view or want to set up another one, don’t worry, you can always do it by clicking on the existing view in the top-right corner and selecting the option ‘set up another site’ from the drop-down menu! During the initial signup, we ask for an email where you want to get your alerts. This is because a lot of people don’t necessarily use the same email address to access Google Analytics and check their emails. Don’t worry… we’re not going to spam you, we just want to make sure you don’t miss any of your reports! When you get to the reports list, you might see something like this: Now, don’t be sad if you’re not seeing anything quite yet - we’re still checking and will only let you know when there’s something interesting to check. Just be sure to check back or wait for an email alert from your talented expert! Google Analytics Audit The first thing that we are going to analyse is your setup, in order to see what is working on your website and what is not working properly. There are more than 10 Google Analytics checks that we are verifying. The audit is almost instant and it will give you an idea about what is happening throughout your website. For each correct check, there will be provided a brief description and the dates when it was verified, whereas for the wrong checks there will be a guide on how to fix that issue and also the dates when it was found as faulty setup. Some of the checks include aspects about demographics tracking, excluding spammers, checkout steps, visitors' anonymity, campaign tagging on social and email, exclusion of company traffic, if conversion goals are set up and many other. If you ever have doubts regarding what to do or where to check, you can book a free 30 minutes consultation with our experts. They will offer guidance to set up your account in order to have accurate reporting. Dashboard If you are tired of getting complicated graphs and endless tables, our dashboard will be exactly what you need. This feature will present a clear picture of your online business performance through graphs and stats reporting the most important metrics for your website. Don't forget to set the metrics that best apply to your business from the settings page (see below more details). One of the advantages of the smart dashboard is the ability to compare the current day/week/month with a previous date range. This feature will allow you to contrast the metrics that matter to you in order to target adds or marketing campaigns in periods that generate profit for you. Custom reports Our consultants can create for you easy-to-understand custom reports that reflect the traffic or transactions from your website. The numbers are transformed into tables, pie-charts and graphs that can be interpreted by anyone in your team. We created some general custom reports - conversion rate by channel or by device, changes in landing page value, product category revenue and purchases by blog post. You can choose one of those custom reports or have us create something entirely new for you. Either way, we review every new custom report by hand to ensure proper setup and accurate data. Free users get one basic custom report with setup by our team of experts. Pro users can take advantage of all custom report templates and even work with our consultants to create something new. Accuracy guaranteed – link to prices. Benchmarks Here, you’ll find the performance of your web analytics compared with aggregated data from other companies. You will be able to compare your web performance, conversion rate, bounce rates and more to a benchmark, which is created by analysing more than 3000 other websites. The data is gathered anonymously from Google Analytics to give you insight into how your digital product or online marketing is performing. For example, you can find out how you compare (whether above or below median) to other websites and adjust your campaigns in order to generate growth. Alerts This report shows you trends in your data and includes in-app alerts. It will highlight significant changes, giving you details into what they mean and what to investigate. You can always customise the notifications that we will send via email from the settings section. Get the most out of your reporting - adjust your settings We’ve got a few important sections in your settings that we’d like to highlight, to make sure your reporting runs smoothly! First, adjust your revenue settings based on your website’s income generation. This will allow you to receive accurate alerts about how changes in your traffic affected your income. This will be done automatically if you have an enhanced ecommerce setup in your Google Analytics account. Second, you have your metrics and your segments, where you can select which reports you want to see based on the standard, predefined metrics or segments in Google Analytics. This will help you define your goals and see the relevant reports necessary to increase performance. Lastly, you notifications settings, where you can set up email alert frequency or recipients. In this way to can always be informed and also be able to share with your team the important alerts regarding changes in your website. You always have the option of adjusting this at any time. But, we recommend you get this setup, as this will allow you to get the most relevant reports for your company. You can find this section by pressing the settings icon in the top-right corner of your screen, and then clicking report preferences. Every day we look for significant changes and trending pages There are over 100 Google Analytics reports and our clever algorithm scans through all of them, finding the most interesting changes to highlight. We recently improved that algorithm, and luckily for you, you can read all about how we made the detection of significant trends in your traffic easier to see. It’s been live since August, giving you fewer distractions and more significant alerts tailored to your company’s goals. Every morning (around 4am local time) our app fetches your traffic data from the previous period – broken down into relevant segments, like mobile traffic from organic search – and compares it against a pattern from the previous day, week, or month depending on the type of report. This isn’t just signalling whether a metric has changed – web traffic is unpredictable and changes every day (scientists call this ‘noise’). We are looking for how likely a specific value was out of line with the recent pattern. We are selective about the reports you see in the interface so we’ve set up the algorithm to find changes in trends in which we are 95% sure of the importance of the change. But to adjust which changes you actually get alerted to, you can change the significance to be much more limiting, like 98% or 99%, so that you get email alerts only in those cases We also use smiley faces to help you see quickly which changes are good or bad. If you’re particularly interested in “bad” things happening in your traffic to address potential issues, then you should look out for red sad faces to help you pinpoint these reports on the list. We email the most significant changes to you Every day – but only if you have significant changes – we generate a summary email, with the highest priority reports you should look at. An example change might be that 'the bounce rate from natural search traffic is down by 8% yesterday’ or 'the worst performing mobile device resulted in 59 fewer engaged visits'. If you usually get a consistent bounce rate for natural / organic search traffic, and one day that changes, then you should investigate why. Need to change your email settings? You can always adjust the frequency or add more colleagues so they can stay on top of the changes. If the reports you get are not the ones you need, based on your goals, remember you can always adjust your settings! Every Sunday or first of the month, we look for changes Every week (Sunday) or month (first of the month) we look for long-term trends – which are only visible when comparing the last week with the previous week. You should get more alerts on a Sunday. If you have a site with under 10,000 visits a month, you are likely to see more changes week-by-week then day-by-day. Already signed up? Login and check the setup of your reports. Need help with the process or have any questions? We’re always available to help, whether you need help with existing reports, need help finding the best reports for your company, are interested in the reports we’re currently working on and/or want us to provide feedback. Feel free to contact one of our experts or ask them in the web app. We hope you enjoy the web app and all of the wonderful reports and insights included! Happy analysing! This blog post was last updated in June 2017. Further reading: New in Littledata: an improved navigation, trend detection algorithm, and more Making the detection of significant trends in your traffic easier to see 9 tips for marketers using Google Analytics
How to use Littledata's software to monitor ecommerce performance
Littledata provides daily insights in your inbox. These include alerts on significant changes to your web traffic, tips on better tracking, and longer term trends in a daily summary email. All this, along with advice on how to act, will improve your ecommerce performance. Key performance indicators (KPIs) are the milestones to online success of an ecommerce store. Monitoring them will help ecommerce entrepreneurs identify problems and find solutions for better sales, marketing, and customer service goals. Once you have set goals and selected KPIs, monitoring those indicators should become an everyday exercise. And most importantly: performance should inform business decisions, and you should use KPIs to drive actions. Here are the most used reports in our Littledata software that monitor ecommerce performance: Sales Key Performance Indicators Hourly, daily, weekly, monthly Our web app generates reports, based on your traffic volume, on a daily, weekly, monthly or hourly schedule. This helps you keep up to pace with your campaign changes, your developer's releases, and your new interface changes. This way, you can react fast to changes. If your campaign is performing badly, you can see it at once and change it. If your developers release something and it breaks a page or the tracking code, you will see it fast and can correct it. Conversions The efficacy of conversion marketing is measured by the conversion rate, i.e. the number of customers who have completed a transaction divided by the total number of website visitors. The conversion rate is influenced by multiple factors. We track the conversion performance with reports like: Performance of the mobile devices Find out if you have errors on particular devices and check how the user can progress through the checkout flow on these devices. You may have some blocking steps on these particular phones or tablets like coding incompatibilities or a bad user interface. Campaign performance Find out how your new campaign is doing compared with the benchmark. We compare your campaign performance across all campaigns of its kind from your own website and others so you will know where to improve the moment the information is vital. Goal and purchases evolution across time Find out what days are the best for your sale and what days are the worst and schedule your budgets and actions accordingly. Read more about setting up goals in: 'Setting up a destination goal funnel' or find out about using Enhanced Ecommerce to optimise product listings. Marketing Key Performance Indicators: Site traffic In ecommerce, part of the conversion rate equation is the site traffic, which makes monitoring the amount of people that get on a website a big thing. We monitor the performance of the website traffic in multiple reports divided by other segments. The segments monitored can be turned on and off in the Control Panel section of each account under segments. The segments currently available are Direct, Paid Search, Organic Search, Referral, Email, Mobile and Tablet. Segmentation of your traffic puts light on what channels fluctuate at some point in time so you can correct it. Page views per visit Average page views per visit are an excellent indicator of how compelling and easily navigated your content is. The formula is the total number of page views divided by the total number of visits during the same timeframe. Sophisticated users may also want to calculate average page views per visit for different visitor segments. We track the page views per visit across your website and compare them with your benchmark so you can see if the customer journey can be more easy and compelling. Traffic source We track each channel that brings you traffic and spot when traffic sources drop or spike. We have a smart reporting system that calculates traffic sources from different segments so you can see each traffic source fluctuations, giving you the opportunity to react promptly. Have any questions about these reports? Just contact us and ask! Further reading: Auditing web analytics ecommerce tracking Attributing goals and conversions to marketing channels Why do you need cross domain tracking
Making the detection of significant trends in your traffic easier to see
Our core belief at Littledata is that machines are better at spotting significant changes in your website’s performance than a human analyst. We’ve now made it easier for you to get specific alerts, reducing the time spent wading through data. This is the story of how we produced the new trend detection algorithm. Enjoy! Back in 2014, we developed the first version of an algorithm to detect if today or this week’s traffic was significantly different from previous periods. This allows managers to focus in on the aspects of the traffic or particular marketing campaigns which are really worthy of their attention. Although the first version was very sensitive, it also picked up too many changes for a single person to investigate. In technical language, it was not specific in enough. In June and July, Littledata collaborated with a working group of mathematicians from around Europe to find a better algorithm. The European Study Group with Industry (ESGI) originated in the University of Limerick’s mathematics department in Ireland and has helped hundreds of businesses link up with prominent mathematicians in the field to solve real-world problems. Littledata joined the latest study group in University College, Dublin in July, and was selected by a dozen mathematicians as the focus for their investigation. Andrew Parnell from the statistics department at University College, Dublin helped judge the output from the four teams that we split the group into. The approach was to use an algorithm to test the algorithms; in other words, we pitted a group of statistical strategies against each other, from clustering techniques to linear regression, through to Twitter’s own trend detection package, and compared their total performance across a range of training data sets. Initially, the Twitter package looked to be doing well, but in fact, it had been developed specifically to analyse huge volumes of tweets and perform badly when given low volumes of web traffic. In between our host’s generous hospitality, with Guinness, Irish folk music, and quite a lot of scribbling of formulas on beer mats, myself and our engineer (Gabriel) worked with the statisticians to tweak the algorithms. Eventually, a winner emerged, being sensitive enough to pick up small changes in low traffic websites, but also specific enough to ignore the random noise of daily traffic. The new trend detection algorithm has been live since the start of August and we hope you enjoy the benefits. Our web app allows for fewer distractions and more significant alerts tailored to your company’s goals, which takes you back to our core belief that machines are able to spot major changes in website performances better than a human analyst. If you’re interested in finding out how our web app can help you streamline your Google Analytics’ data, please get in touch! Further reading: 7 quick wins to speed up your site analysis techniques Online reporting turning information into knowledge Will a computer put you out of a job?
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