Filip Putria

Satechi – Google Analytics Data Insights Part 1: Audience and user profiling ➢ Demographics profile: [1]: over 58% of users who convert are of 25 to 44 years old [2] [1] [3] [4] [2]: 18-24 is the 3rd largest bucket (with over 26% of total transactions) [3]: outstands that users of 55-64 ages have 2nd best (over 40% above the average) ecommerce conversion rate [4]: even though being the smallest group, users of 65+ have the highest conversion rate (over 2x the average CVR) [5]: over 70% of users who purchase are males [6]: currently small, but valuable target segments are females 55-64 (with the 2nd highest CVR and value per user) and males 65+ (with the highest CVR and value per user among all). Date range: August 1st – September 18th, 2017 1 Affinity categories of ALL users who purchased: Affinity categories of 55+ users who purchased: Insight: 55-64 females and 65+ males with the above affinity categories (interests) are potentially valuable target audience and can be reached using DSPs when demographics targeting is available (Facebook, AdWords, DBM). Date range: August 1st – September 18th, 2017 2 ➢ Geo: [1]: Over 40% of users are from the US and they drive over 50 of sales [2]: Perspective markets are (paid search and paid social): - New Zealand (over 2.7% CVR, ~70% above the average) - Australia - Singapore Note: the other ‘opportunity’ countries are Indonesia, Mexico, Israel (not included here, data pull for them are not large enough). Date range: August 1st – September 18th, 2017 3 ➢ Top 10 US regions: Ecommerce Conversion Rate Users Sessions Bounce Rate Transactions California 9,091 13,191 45.31% 241 $21,258.90 1.83% New York 4,467 6,165 45.19% 149 $15,353.48 2.42% 3.4% Texas 3,560 5,008 46.39% 115 $10,282.44 2.30% -1.7% Florida 2,449 3,579 45.54% 83 $7,150.75 2.32% -0.9% Illinois 1,916 2,556 47.10% 57 $10,971.44 2.23% -4.7% Massachusetts 1,629 2,142 45.38% 64 $5,858.62 2.99% 27.8% New Jersey 1,487 2,015 45.46% 67 $13,212.09 3.33% 42.3% Georgia 1,372 1,946 47.33% 44 $2,969.02 2.26% -3.4% Washington 1,311 1,664 48.80% 31 $1,951.11 1.86% -20.5% Pennsylvania 1,232 1,654 45.16% 38 $2,355.66 2.30% -1.7% Region Revenue CVR vs. average -21.8% [1]: New Jersey has the highest conversion rate (of 3.33%), California – the lowest CVR (of 1.83%) among top 10. ➢ Devices: [1]: Over 60% of users browse the site using desktop (laptop) devices. Over 70% of transactions (revenue) takes place on desktop [2]: Mobile conversion rate is 55% lower of that on desktop (which is normal, seen industry-wide). Note: performance of different browsers and devices will be also analyzed under ‘CVR Optimization’ section. [3]: Users visiting on desktop are more valuable (higher AOV and value per user) -> max. affordable CPCs (CPMs) can be higher when targeting desktop devices. Date range: August 1st – September 18th, 2017 4 Part 2: Traffic acquisition ➢ Channels: [1] [1]: Over 42% of traffic is organic (with ~98% of google / organic of the channel). However, the CVR is below the average (at 1.30%) and ~60% lower than that of e.g. cpc (paid search). Usually, the CVR of organic traffic is above the average (and one of the highest among all channels (except for direct and email). [2] [2]: Checkout abandonment of the organic traffic is over 80% (vs. about 60% from paid search). Recommendations: 1. If Google search console is setup, to analyze the most popular organic keywords (NA in GA) and/or GSC with GA (to potentially SEO optimize the site for more relevant keywords). 2. Make sure the error pages are replaced with the redirect to the relevant product pages (or Home page, if there are no such pages). Date range: August 1st – September 18th, 2017 5 [3]: Direct traffic – 3rd largest channel. Recommendation: to minimize the error pages (over 50% of which are from Direct) by using the redirects (and eventually, such pages should go away over time). [4]: Referral is the 4th traffic channel volume-wise (over 6% of traffic) with the conversion rate of 2.20% (~40% above the average). Top referrals are (sorted by transactions): Recommendation: to maximize the exposure (where possible) on the following referrals (as they have high CVR and value per user): flipboard.com upgradedreviews.com couponchief.com shoppirate.com dontpayfull.com dealscove.com yangcanggih.com dealspotr.com Date range: August 1st – September 18th, 2017 6 gearinstitute.com iphonelife.com harpersbazaar.com gizmodo.com [5]: Share of social is about 4% of traffic and conversion rate of 0.65% Top social networks by countries: Naver (South Korea) – potentially consider running/testing naver ads Instagram (Brazil) Facebook (Canda, France, Philipines) (the space is left blank intentionally) Date range: August 1st – September 18th, 2017 7 [6]: Paid search is the 2nd largest channel (by traffic volume) and 3rd by revenue. There is (not set) uncategorized campaign showing in GA under ‘AdWords’ traffic: A. There is another AdWords account used (which is not linked to the current GA property). Link it to GA then? B. Are there links with google / cpc UTMs used within non-AdWords campaigns? ➢ Performance by campaign: Campaign Shopping - all products - Target ROAS US Shopping - CA Shopping - AU Shopping - all products - low bids - US Shopping - NZ Shopping - SG Grand Total Cost Revenue ROAS Clicks $6,536.8 $1,440.0 $1,054.7 $585.5 $119.6 $57.3 $9,794.0 $44,857.3 $5,054.3 $7,122.9 $7,722.4 $415.9 $1,076.0 $66,248.9 686.2% 351.0% 675.3% 1318.9% 347.8% 1877.9% 676.4% 18,234 5,074 2,497 4,-,131 Avg. CPC $0.36 $0.28 $0.42 $0.12 $0.60 $0.18 $0.31 Outperforming campaigns are (ROAS above the average): Shopping - SG Shopping - all products - low bids - US Shopping - all products - Target ROAS - US Under-performing campaigns are (with ROAS below the average): Shopping - AU Shopping - CA Shopping - NZ Note: ROAS is calculated as revenue/cost. Date range: August 1st – September 18th, 2017 8 ➢ Performance by ad group: Outperforming ad groups: Ad Group all products all products all products - low bids Product Type | usb-c Campaign Shopping - SG Shopping - all products - Target ROAS - US Shopping - all products - low bids US Shopping - AU ROAS 1877.9% 1467.1% 1318.9% 883.1% Underperforming ad groups: Ad Group Product | Aluminum Type-C Pro Hub Adapter all products - (excl satechi brand) all products all products Aluminum Type-C Pro Hub Adapter Campaign Shopping - AU Shopping - all products - Target ROAS - US Shopping - CA Shopping - NZ Shopping - CA ROAS 643.7% 551.1% 390.8% 347.8% 330.4% Recommendations: 1. To optimize the underperforming campaigns/ad groups (adjust the bids against the higher ROAS). 2. Consider applying bid adjustment per hour of day depending on hour of day (ad scheduling) since the performance (conversion rate) varies (note the below table – column ‘% variance’): Date range: August 1st – September 18th, 2017 9 Hour Users - Total: -,161 1,505 1,732 1,940 2,023 2,122 2,164 2,151 2,120 2,036 1,978 1,956 1,817 1,760 1,535 1,-,077 New Users Sessions Transactions -,320 1,666 1,920 2,124 2,256 2,348 2,401 2,350 2,362 2,252 2,241 2,183 2,028 1,964 1,717 1,395 1,-,869 - -,148 1,348 1,480 1,567 1,644 1,712 1,631 1,670 1,585 1,530 1,498 1,404 1,361 1,-,043 Ecommerce Conversion Rate Revenue $1,061.8 $615.0 $570.2 $679.2 $1,089.1 $1,729.7 $3,809.4 $3,234.5 $2,531.3 $2,803.9 $3,153.7 $5,307.3 $2,926.0 $5,399.3 $3,586.7 $4,111.8 $4,864.9 $3,751.3 $4,144.9 $3,690.8 $3,253.8 $2,273.3 $1,582.8 $1,394.4 $67,564.9 2.00% 1.48% 1.78% 1.65% 2.43% 2.69% 2.50% 2.16% 1.67% 1.74% 1.55% 2.73% 1.67% 2.98% 2.03% 2.62% 2.81% 2.11% 2.76% 2.39% 2.33% 2.15% 1.82% 1.75% 2.23% % variance -10% -34% -20% -26% 9% 21% 12% -3% -25% -22% -30% 22% -25% 34% -9% 17% 26% -5% 24% 7% 4% -4% -18% -22% *Timezone: PST (GMT -7:00) 3. Apply bid adjustments by device (‘Suggested bid adjustment’ column) by campaign: Campaign Shopping - all products - Target ROAS - US Shopping - all products - Target ROAS - US Shopping - all products - Target ROAS - US Device Current bid adjustment: Cost CPC Ecommerce Conversion Rate Revenue ROAS: Suggested bid adjustment: Computers -- $4,404.8 $0.42 3.08% $29,823.5 677.1% Mobile devices with full browsers -- $1,757.0 $0.27 2.18% $13,383.5 761.7% 13% Tablets with full browsers -- $375.0 $0.31 1.77% $1,650.4 440.1% -35% $6,536.8 $0.36 2.63% $44,857.3 686.2% 2% Shopping - CA Computers -- $886.4 $0.30 1.33% $3,752.1 423.3% -37% Shopping - CA Mobile devices with full browsers -- $501.3 $0.26 0.66% $1,302.2 259.8% -62% Shopping - CA Tablets with full browsers -- $52.3 $0.26 0.00% $0.0 0.0% $1,440.0 $0.28 1.00% $5,054.3 351.0% Date range: August 1st – September 18th, 2017 -48% 10 Shopping - all products - low bids - US Shopping - all products - low bids - US Shopping - all products - low bids - US Computers 20% $378.1 $0.15 2.38% $4,606.9 1218.3% 80% Mobile devices with full browsers -30% $157.2 $0.08 1.31% $2,213.0 1408.0% 109% Tablets with full browsers 10% $50.2 $0.15 2.27% $902.5 1796.7% 166% $585.5 $0.12 1.89% $7,722.4 1318.9% Shopping - AU Mobile devices with full browsers -- $479.8 $0.40 1.67% $2,669.2 556.4% -18% Shopping - AU Computers -- $522.1 $0.45 2.99% $4,210.3 806.4% 19% Shopping - AU Tablets with full browsers -- $52.9 $0.39 0.51% $243.4 460.5% -32% $1,054.7 $0.42 2.19% $7,122.9 675.3% Shopping - SG Mobile devices with full browsers -- $28.2 $0.19 0.87% $356.3 1261.5% 87% Shopping - SG Computers -- $25.7 $0.18 3.23% $719.8 2805.0% 316% Shopping - SG Tablets with full browsers -- -50% $3.4 $0.20 0.00% $0.0 0.0% $57.3 $0.18 1.84% $1,076.0 1877.9% Shopping - NZ Computers -- $93.6 $0.64 2.40% $415.9 444.2% -34% Shopping - NZ Mobile devices with full browsers -- $22.4 $0.52 0.00% $0.0 0.0% -50% Shopping - NZ Tablets with full browsers -- $3.5 $0.39 0.00% $0.0 0.0% -50% $119.6 $0.60 1.76% $415.9 347.8% Note: the above ‘Suggested bids’ are calculated against the average ROAS of 675%. Areas to expand: 1. 2. 3. ➢ ➢ ➢ Consider contextual advertising Bing (shopping ads and contextual) Dynamic remarketing (given the high cart/checkout abandonment rates): Products viewed (but not purchased) Products added to cart (but not purchased) Products checked out (but not purchased) Platforms to consider for dynamic remarketing: Criteo, FB, AdWords, AdRoll. Date range: August 1st – September 18th, 2017 11