Yahoo! Store Power Hour Guest: Rob Snell, Monday, Nov. 24 2008

Rob's Notes



Find Converting Keywords CKWP
Twitter Me @robsnell

Read My DUMMIES Book CH 20/21

Read Avinash's book - WEB ANALYTICS:An Hour A Day

Yahoo! Web Analytics FREE VIDEO

Find Converting Keywords CKWP

Grab Long Tail CKWP, too
Dedupe Long Tail
Use BUY WORDS (Commerce Modifiers) Globally
Rank for CKWP + BUY WORDS
Use Transaction Assist to find hidden keywords
Grab Long Tail CKWP, too

Dedupe Long Tail

Use BUY WORDS (Commerce Modifiers) Globally

Rank for CKWP + BUY WORDS

Use Transaction Assist to find hidden keywords


Get Monitus so you can see Transaction Assist Report / KWP of the Day -- Mike gets it.


Stupid Yahoo! Web Analytics Tricks


What have you been up to since we last talked?

 
-- Internet Retailer CHI, testified to Congress; Brazil SMX; PUBCON Las Vegas, videos with Avinash

What do you think about Yahoo! Web Analytics?

-- blah blah blah



Why are analytics important?
-- blah blah blah
-- averages don't matter
-- segment and trend

How can retailers get started with Y!WA?
Turn on Yahoo! Web Analytics.
 --  make Yahoo! Web Analytics your homepage


  -- Yahoo! Web Analytics is slow. Servers are still in HUNGARY I think... but not for long...

Educate yourself about using Analytics in General and Yahoo! Web Analytics

HOW CAN RETAILERS EDUCATE THEMSELVES?

1) get avinash's book. WEB ANALYTICS: AN HOUR A DAY
2) watch his MARKET MOTIVE videos.
        I'm in one of one of 'em. There's a FREEBIE. (I get paid if you sign up for the $$$ part)



OK. What if I already have GOOGLE Analytics?
 Yahoo! Web Analytics is better than GA, but run both if you have both set-up now.

 Get Monitus so you can see Transaction Assist Report / KWP of the Day -- Mike gets it.

According to Monitus -- TRANSACTION assist report:
SAMPLE of 116 Orders
62 were 1 visit / 1 order ($73)

54 had MORE than one visit to purchase ($121)
  

17 of those came back 2+ sessions on BUY DAY

6 orders were direct PPC clicks with 1 visit > 1 conversion

KEYWORD DATA
55 had KWP data
63 showed no CKWP
  but 22 of those keywords were "lost" > multiple sessions / visits over 1+ days
  showed up in MONITUS TRANSACTION REPORT :)

LOST COOKIES


33 showed last referrer as DIRECT but 24 of those were +1 visit


  6 showed a domain or company name as CKWP
   4 showed Y! Cart
   3 showed Paypal as referrer
   6 showed an email URL as THE referrer










How can I make sure my YWA is set-up right?
implementation is done for you
+ tag your PPC URLs. GA can do this automatically,
  I use Google Adwords Editor
+ tag your EMAIL URLS

Rob, what do YOU do on your stores with Yahoo! Web Analytics?
-- short-term trouble shooting


-- long term site improvement / data collection / trends

Tell me about short-term and trouble shooting


  am I getting traffic?
  does my ppc traffic kinda equal what GAW YSM says it is?
  are email clicks tracking as campaigns?

use the DASHBOARD -- great place to start



YAHOO! WA E-Commerce Dashboard
SALES KPIs
REVENUE


AVG ORDR VALUE
CONVERSION RATE
BROWSE RATE
AVG NUM ITEMS
ACTIONS


GRAPH : SALES SUMMARY
TRAFFIC KPIS
visits
monthly uniques
monthly returning


AVG time per visit
AVG clicks
PAGEVIEWS
VISITS GRAPH (organic/direct/other)
Bounce rate by revenue (using rev participation


Conversion Ratio by Search Phrase
Product Conversion by SKU
Top Internal Searches
CONVERSION RATE GRAPH
 -- organic
 -- ppc


 -- other referrals
 

What are your favorite reports?
REPORT Use 404 reports to find broken links / bad PPC ads / problems

REPORT Use LAST VISITOR to see all kinds of stuff!


 - filter by ACTION to see started CARTS, see completed orders

Tell me about longer term site improvement / data collection

Use Conversion by Search Phrase to collect converting keywords
   
Separate YOUR brand phrases /navigational queries



Use ENTRY PAGE by keyword to see MRP (most relevant page)
also for seeing all the keywords that should be on a page (modifiers)
  
Separate PPC and Organic
 
you have to TAG your PPC URLs or they look organic


  I use separate pages for exact match
  I use separate pages for broad match  << negative match

in Yahoo! Web Analytics -- You must tag your PPC URLS or they look organic
 + Google Analytics -- in GA Google can do this for you


 
REPORT: Use Visits to Purchase to see Buying Cycle

REPORT: Use Time on Site as a better predictor for conversion


What things do retailers need to watch out for?



1) when tracking is about 90% right, that's close enough

2) depending on what you sell and price point, MOST of your sales come from multiple visits
  -- don't be fooled by BRAND / NAVIGATIONAL searches
   -- don't let PPC tracking fool you... GAW will take credit



GET REAL ABOUT MULTIPLE -- LOOK AT BUYING CYCLE
how many visits to your site does it take until someone buys?
are folks searching for your name coming back? or NAV searches?





3) exclude YOUR  browser and all staff browsers to see STALKERS and LOYAL COMPETITORS