Google

Merchandise Store:
Final Assignment
LOUIS SHERMAN
Business Questions
1. Where do our customers originate?
2. What geographical areas should we be targeting future marketing towards?
3. Which mobile devices and browsers are our most profitable customers using?
4. What are our most profitable campaigns?
5. Where are customers leaving the site before making purchases?
 Summary of Terms
Metrics Definition
Abandoned Cart Rate The rate at which customers add products to their cart but choose not to complete the purchase.
Bounce Rate The rate at which customers leave the website after only viewing one page.
Channel Collection of referrers (organic search, paid search, etc.).
Cost-per-click (CPC) The average cost you paid for each click on your search ad
Ecommerce conversion rate The rate at which customers choose to make a purchase on the ecommerce site.
Exit Page The last page users viewed before they exited the site.
Landing Page The page where users first landed when they came to the site.

Page value The average value of this page or set of pages. (Transaction Revenue + Total Goal Value)/Unique Pageviews

Revenue per user The money generated from customers by purchasing goods or services within a given period
Source The specific referrer that brought a user to the site.

Pageviews that are generated by the same user during the same session. Represents the number of sessions
Unique Pageviews during which that page was viewed one or more times.
 Acquisition: Where Do Our
Customers Originate?
Revenue Ecommerce
Default Channel Grouping New Users Bounce Rate per User Conversion Rate
Organic Search 159,857 49.33% $1.31 1.00%
Direct 61,813 45.78% $12.24 4.31%
Social 47,473 65.87% $0.22 0.22%
Referral 32,141 24.63% $31.22 9.84%
Paid Search 7,963 39.17% $3.23 2.02%
Affiliates 6,178 56.22% <$0.01 0.04%
Display 525 34.67% $73.00 3.33%

Organic Searches provide us with most of our new users

Social and Affiliate Channels have above average bounce rates with low revenue per user
Referrals provide us with our most profitable users, who have the lowest bounce rate

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Acquisition: Where Do Our
Customers Originate?

Weekly seasonality of new users to the store exists

Weekends (Friday – Sunday) - Bounce rates are high and the number of new users are low
 Average Bounce Rate – 46.7%

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Behavior: Which geographical
areas should we target?
(International)

India has been the most popular Country for new users. Canada has been the most profitable per user.
London, UK has been the most popular city for new users. Toronto, CA has been the most profitable per user.

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Behavior: Which geographical
areas should we target?
(Countries)

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Behavior: Which geographical
areas should we target?
(Domestic)

Mountain View, CA has been the most popular city

Los Angeles, CA has room for improvement
Sunnyvale, CA and Santa Clara, CA have been the most profitable per new user
DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)
Behavior: Which geographical
areas should we target? (Cities)

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Behavior: Which geographical
areas should we target? (Cities)

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Behavior: Which mobile devices and browsers
are our most profitable customers using?
Device Unique Revenue Ecommerce
Category Pageviews per User Bounce Rate Conversion Rate
Desktop 1,062,187 $10.66 43.86% 4.03%
Mobile 254,016 $0.31 53.21% 0.43%
Tablet 38,215 $0.32 50.83% 0.39%

Desktop has the most pageviews, lowest bounce rate, highest conversion rate, and highest
revenue per user
Mobile has 6x pageviews as tablets but similar revenue per user and conversion rate

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Behavior: Which mobile devices and browsers
are our most profitable customers using?
Unique Page Avg. Page Load Ecommerce
Device Category Pageviews Value Time (sec) Bounce Rate Conversion Rate
Apple 138,435 $1.03 4.89 50.96% 0.47%
Samsung 50,060 $0.61 7.37 54.35% 0.33%
Google 35,248 $6.23 6.68 49.47% 0.85%
Motorola 7,828 $4.28 9.09 50.57% 0.32%
LG 7,099 $0.32 9.55 52.97% 0.31%
Huawei 4,741 $0.43 10.24 59.36% 0.08%
OnePlus 4,106 $0.96 12.28 53.77% 0.02%

Apple has the most pageviews and shortest load time

Google has the highest page value and conversion rate
Google has the lowest bounce rate, Huawei has the highest

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Behavior: Which mobile devices and browsers
are our most profitable customers using?
Unique Page Avg. Page Load Ecommerce
Device Category Pageviews Value Time (sec) Bounce Rate Conversion Rate
Chrome 1,074,167 $23.11 4.89 43.41% 3.83%
Safari 165,147 $3.22 4.85 50.15% 0.63%
Firefox 47,225 $61.05 7.89 60.27% 1.00%
Internet Explorer 20,651 $1.70 5.72 62.13% 0.49%
Edge 12,995 $5.57 7.33 55.62% 0.64%
Android Webview 12,000 $0.05 13.89 56.20% 0.05%
Safari (in-app) 7,369 $0.10 4.22 60.18% 0.21%

Chrome is the most used browser, has the lowest bounce rate, and the highest conversion rate
With a low sample size, Firefox has the highest page value of all broswers

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Conversion: What are Our Most
Profitable Campaigns?
Revenue Ecommerce
Campaign Clicks CPC per User Conversion Rate
AW - Accessories 7,066 $0.19 $4.09 2.35%
AW - Dynamic Search Ads Whole Site 4,815 $0.26 $2.64 2.12%
AW - Electronics 273 $0.98 $0.00 0.00%
AW - Apparel 202 $0.21 $2.36 2.63%

Accessories is the most clicked & profitable campaign

Electronics has the highest cost-per-click (CPC)
Apparel has a low CPC and our highest conversion rate

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Conversion: Where are customers leaving
the site before making purchases?
Landing Pages

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Conversion: Where are customers leaving
the site before making purchases?
Exit Pages
Unique Avg. Time Entrance Bounce Page
Page Pageviews Pageview on Page s Rate % Exit Value
/home 354,596 265,916 0:00:56 212,233 46.43% 39.03% $4.25
/basket.html 116,863 41,913 0:00:40 5,714 40.04% 11.12% $47.83
/google+redesign/shop+by+brand/youtube 66,517 50,380 0:01:05 39,086 53.79% 43.28% $1.18
/signin.html 55,786 39,570 0:00:34 10,613 30.17% 13.44% $43.85
/google+redesign/nest/nest-usa 38,288 25,692 0:00:41 9,787 19.72% 16.44% $45.50
/store.html 37,126 28,695 0:00:41 1,903 46.99% 11.31% $42.16
/asearch.html 29,378 19,685 0:00:49 1,613 53.51% 30.96% $13.90
/google+redesign/apparel/mens/mens+t+shirts 23,897 18,496 0:01:10 6,777 44.70% 28.06% $5.18

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Conversion: Where are customers leaving
the site before making purchases?
Abandonments

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

 Conversion: Where are customers leaving
the site before making purchases?
Abandonments
Billing and Billing and
Device Shipping % Payment % Review % Device Shipping % Payment % Review %
Desktop 3,317 18.65% 2,326 15.85% 685 5.65% Mountain View 385 15.41% 413 19.48% 77 4.52%
Mobile 675 46.94% 323 40.99% 31 12.35% New York 140 9.30% 177 12.87% 68 5.81%
Tablet 74 40.66% 41 35.34% 8 30.77% Sunnyvale 131 12.56% 159 17.38% 33 4.36%
San Francisco 121 10.25% 132 12.39% 23 2.52%
London 72 82.76% 1 6.67% 3 21.43%
Billing and
Palo Alto 51 10.16% 57 12.61% 14 3.54%
Browser Shipping % Payment % Review %
San Jose 47 7.38% 94 15.88% 21 4.31%
Chrome 3,377 19.02% 2,346 16.20% 626 5.17%
Sydney 46 79.31% 3 25.00% 0 0.00%
Safari 393 39.14% 223 35.23% 18 52.94%
Chennai 45 91.84% 4 100.00% 0 0.00%
Firefox 142 41.52% 61 20.33% 71 29.58%
Android Webview 47 73.44% 13 76.47% 1 25.00%
Edge 32 37.65% 23 41.07% 1 33.33%
Internet Explorer 29 32.22% 16 24.62% 1 14.29%

DATA IS FROM GOOGLE ANALYTICS (1/1/17 - 6/30/17)

Recommendations
An increase in weekend deals and advertising
Marketing expansion should be increased in Canada due to its close vicinity to the US
Add more to the Apparel AdWords budget, remove investing in Electronics campaign
Advertising on Chrome and on Apple devices will reach the largest audience
The YouTube landing page is showing a high bounce rate and may need a re-
evaluation
Abandonment rates are high in our international markets. London, Sydney and
Chennai all have abandonment rates above 75% at the Billing and Shipping page
References
“Google Merchandising Store Demo Account.” Google Analytics. 24 March 2017. Retrieved
from:https://analytics.google.com/analytics/web/?utm_source=demoaccount&ut
m_medium=demoaccount&utm_campaign=demoaccount#report/visitors-
overview/a54516992w87479473p92320289/%3Foverview- graphOptions.selected
%3Danalytics.nthMonth/