What about enhanced e-commerce?

Enhanced Ecommerce

#HumixSession

@humixBE @Nihiel

EnhancedEcommerce

Standard vs Enhanced

Standard Ecommerce

Enhanced Ecommerce

User browses to webshop

Users sees productlist

Users visits product detail

Users adds product to cart

Users starts checkout

Users starts payment

Users completes transaction

Users returns product

Product Life Cycle

Source: Optimizesmart.com

Standard Ecommerce

Pageview

Ecommerce

EventGoal Funnel

Enhanced Ecommerce

Ecommerce

New Reports

Ecommerce Overview

Shopping Behavior

Checkout Behavior

Segmentation & Remarketing

Product Performance

Product List Performance

Marketing

How to get started?

Measurement Model

Source: Optimizesmart.com

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

What does GTM do?

Building Blocks of GTM

Triggers VariablesURL

Product ID

File Name

Data Layer

GTM & Enhanced Ecommerce

• Upgrade to Universal Analytics

• Implementation of EC.js

• Inserting page elements and actions in datalayer

Benefits of GTM

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

Benefits of GTM

• Increase speed of tag implementation

• Easy debugging before publication

• User friendly (= marketing people friendly)

• API

The sky is the limit

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%

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%

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%

• 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

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