Google

Merchandise Store
Site Analysis 2023
Agenda

➔ Who are our users?

➔ User shopping behaviors
➔ User segments
➔ User behaviors over time
➔ Conversion issues
➔ Site KPIs
➔ Website changes
Who are the current Google Merchandise Store users?
(Based on Attributes Last 90 days)
Who are the current Google Merchandise Store users?
(Based on Technology Last 90 days)
Who are the current Google Merchandise Store users?
Key Takeaways

Key Demographics Technology access

➔ Users aged 18-44 top market for
merchandise
➔ Primary audience is North America
➔ Opportunity to attract female
shoppers
➔ Brand loyalty strong amongst Google
platform users
➔ Weak performance in tablet space
➔ How can we attract Mac/iOS users to
Google brand and create same brand
loyalty w/Merchandise sales?
User Behaviors - Conversion Rate

➔ Conversions are down 44% from

previous 90 day period
➔ Leading event conversions have not
changed
➔ Direct and organic search are leading
revenue gain with most transactions
coming from direct search
User Behaviors - Revenue per user

➔ Average revenue per user at $2.17 up

11% from previous 90 day period
➔ Total purchasers up 1% with 0.7%
decrease from first time purchasers
➔ $323K Total revenue over 90 day
period, down 13.5% over previous 90
day period
Average Order Value
Average Order Value
Average Order Value Takeaways

➔ Organic and Direct traffic still provide leading numbers in terms of average purchase
value
➔ Email campaigns donate to higher numbers of order revenue (Ex: Earth day,
newsletter, mail.google.com referral)
➔ Opportunity still exists to capitalize on Mobile/Tablet order revenue
Segmentation Exploration
Segmentation Behavior Analysis

➔ Although user behavior does not differ much between gender/device

category/operating system, there is in an opportunity to gain higher completion rates
in countries outside of North America
◆ 100% abandonment rate from add to cart and purchase outside of North America
◆ How can we alter the approach?
User Behaviors over time
User behavior over time takeaways

➔ We are seeing a decline in both new and returning users

➔ Massive influx of Canadian users year over year (including 400% increase in Toronto)
➔ Mobile is becoming the choice platform
◆ Tablet users still decreasing
➔ Increase in traffic from female visitors quarter to quarter this year
KPIs recommendations

➔ Decrease checkout abandonment by 10% in countries outside of North

America
◆ This would align our abandonment percentages worldwide
➔ Increase tablet traffic by 10%
◆ Although it is a stretch goal we can perhaps work with marketing on a
tablet sales campaign to promote tablet usage with merch store gift
card included with tablet purchase
➔ Increase returning users by 3.5%
◆ Work with email campaign (higher order revenue from email) to create
cadence for notifications.
Website changes to consider

➔ Engagement or notifications to promote the shopping cart that actively has items
included ready for purchase
➔ Potential for UI improvements to tablet experience to increase traffic and revenue from
that demographic
➔ Increase in email campaigns in regions outside of North America to help promote sales
in other countries
◆ Potential for country themed merchandise within newsletters to attract new buyers
➔ Introduce merchandise bundles to increase the average order value
Thank you!