AdWords is now Google Ads. Our new name reflects the full range of advertising options we offer across Search, Display, YouTube, and more. Learn more

Ads
4.8K members online now
4.8K members online now
Improve your Google Ads performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

How to Analyze the Sales in Analytics

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi,

 

My client informed that the sales has gone down a lot and what we can do to maximize the sales..?

 

Let me give you some explanation about the services that is being provided by my client. The services which is provided is online degree course for Anatomy and Physiology for Qualified massage therapists. This course can be done completely online as per the convenience of the user. A free trial is also available before they buy just for the user to have an idea how it will work if the product is purchased.

 

Now here my point is on in Adwords there are lot of conversions for free trail and brochure request my conversion rate is very good when it comes to leads generation. But i am stuck when it comes on sales he is complaining a lot these days. I am wondering that are there any possibilities of error in Check out process..?How can i locate that..? What should i do first...?

 

FYI: On purchase the user is required to create an account first in order to pay for the product.

 

To be honest i don't have very deep knowledge of Analytics so i am stuck here and regretting a lot. So please let me know how should i Analyze the sales process in Analytics.

 

Also please let me know if there is anything i should analyze like bounce rate, visitor flow etc.

 

Looking forward to your replies..Really worried Smiley Sad

 

Frank

1 Expert replyverified_user

Re: How to Analyze the Sales in Analytics

[ Edited ]
Collaborator ✭ ✭ ✭
# 2
Collaborator ✭ ✭ ✭

1) Can you post here a print-screen with your Top Conversions Path report ?

 

https://support.google.com/analytics/answer/1191209 

 

2) How are your numbers in your click-to call report for the sales campaign ? ( Segment campaign by Click Type ) 

 

https://www.en.adwords-community.com/t5/User-Articles/Click-to-Call-Reporting-How-Many-Calls-Did-You...

 

3) Are your clients well informed on the landing page for sales ? Providing enough information can double sales. Does your client have a Frequently Asked Question page ?

 

4) Are you using placements like agregators for courses ? Have you searched for placements with the Ad Planner ?

These sources can provide better sales as they already have a focused traffic.

 

https://www.google.com/adplanner/

 

 

5) Are they using a dedicated phone number put on the Sales landing page to properly track just sales from your source , adwords ?

 

Here is an article about profitabilty with courses by a great analytics mind :

 

http://www.kaushik.net/avinash/analytics-tip-obsess-about-real-business-profitability/

 

And this one

 

http://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports/

Re: How to Analyze the Sales in Analytics

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭

And here is the troubleshooter page for conversion codes :

 

https://support.google.com/adwords/answer/3207306?hl=en-GB&rd=3

 

You can install the "Google Tag Assistant" browser plug in for chrome to see if the code is working on the check out page :

 

https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?h...

Re: How to Analyze the Sales in Analytics

[ Edited ]
Follower ✭ ✭ ☆
# 4
Follower ✭ ✭ ☆

1]  Screen Shot attached - Data is of last month plus this complete month.

 Top Conversion Path

 *****NOTE: Sometimes there are conversions for request brochure and not Sales. Mostly there are request brochure******

2] Not much one one. Should i use only call option when user will click the ad from mobile...?

 

3] I noticed some of the important USP's are not shown on the landing page. But i have informed this to the client and asked to add those ASAP.

 

4] I didn't get you exactly to your line "Are you using placements like agregators for courses ?" I am not using placements in any of the campaign.

 

5] Dedicated no is what is given on the website ( Not a special number) Should i use a different number for Adwords..? 

 

Thanks,

Frank

Re: How to Analyze the Sales in Analytics

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

1) You can blur the values on the screenshot and add another with descending values by number of conversions to see where most conversions are coming from.

 

Also another screenshot to see with a filter for conversions containing "paid search" in the path to see how many of them are actualy taking advantage of adwords.

 

About 4) Agregators are refferal websites like this one http://www.hotcourses.com/

 

or http://www.groupon.co.uk/vouchers/london/services/course-training/massage-course

 

, except some of them have adsense banners and you can use them to place your own remarketing ads on them.

 

Once you get listed on such a site , you can set a remarketing list from clicks coming from agregators and remarket to those people , because they are already interested in courses as they visited such a site.

 

You have a lot of refferal conversions that you could exploit in remarketing.

 

5] Dedicated no is what is given on the website ( Not a special number) Should i use a different number for Adwords..?

 

If you want to track exactly how many sales come from adwords without using the "Google forwarding service" , it is best to have a dedicated number just to receive calls from the adwords campaign, maybe a smarphone that you can use to download "All incoming calls" in an excel format. This is the only way you can evaluate the impact of your marketing efforts aside from what the client receives from organic/direct visits.

 

You said the client is upset because of low sales, if most of the sales are derived from adwords marketing at least you can have an Ace up your sleeve if you can prove that most sales came from your landing page number. It can be a way to avoid mixing data and tensions between you and your client.

 

6) Let's see also two more print screens with how many assisted conversions you have and the path length report. At least if I am unable to provide you with tips, the more experienced Top Contributors can take a look at your data in more detail if you provide these print-screens.

 

7) Also have you tried receiving advice from google by phone ? Maybe if they take a direct look at your account they can suggest something useful.

Re: How to Analyze the Sales in Analytics

[ Edited ]
Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

8) Another way to boost sales using analytics is to have multiple websites from which you can collect organic users through remarketing lists and import those lists into one adwords account for the last site that you want to drive sales to.

 

For example your client  can build a blog about massage types with pictures and remarket to those visitors the offers from the massage courses from the main website.

 

9) I have not seen a "social" source in your multi-channel picture, your client does not use social marketing ? You could push them in building a social presence and that channel can assist paid conversions.

 

10) Do they have a newsletter form ? You have no "Email" Channel either.

 

 

Re: How to Analyze the Sales in Analytics

[ Edited ]
Collaborator ✭ ✭ ✭
# 7
Collaborator ✭ ✭ ✭

Also read the keyword strategies from the link below to identify most valuable keywords and start increasing the bid for them to receive more clicks

 

https://support.google.com/analytics/answer/1192307?hl=en&ref_topic=1191164

Re: How to Analyze the Sales in Analytics

Collaborator ✭ ✭ ✭
# 8
Collaborator ✭ ✭ ✭

I noticed your message " *****NOTE: Sometimes there are conversions for request brochure and not Sales. Mostly there are request brochure******"

 

You can use the "Secondary Dimension" of "Landing page URL path" to separate results and to see which channels generated Sales conversions as opposed to the brochures.

 

Also make sure to include all paths and set a 90 days Lookbak window because the default is 30 days even if you set your time-frame for 90 :

 

configure-top-conversions-path.png

Re: How to Analyze the Sales in Analytics

Collaborator ✭ ✭ ✭
# 9
Collaborator ✭ ✭ ✭

This is something you can show to your client to motivate them to invest in social and email marketing  as well :

 

http://www.google.com/think/tools/customer-journey-to-online-purchase.html

 

The graphic is interactive you can select from the upper right corner the "Health" category and UK to see how much Email marketing influences last-click purchases. They say it has a 0.9 factor while social has a 1.8

Re: How to Analyze the Sales in Analytics

Top Contributor
# 10
Top Contributor
There is another important point to make here...

If you are generating plenty of free trials and brochure downloads, then to an extent the AdWords campaigns are doing their job - after all, they are presenting the ads to people who were searching with relevant keywords, and they are getting people fired up enough to sign up for a free trial or download a brochure.
Think about this for a moment - once the visitor has got to that point it is no longer the ad's job to complete the sale - that is now the job of the website and the other systems that should be in place to follow up these leads and convert them such as email series, telephone calls from closers etc.

If the client ran an ad in a newspaper with a coupon for a free trial - he would send out the free trial and then what....? Would he wait for this person to get back in touch? Of course not - he would follow up.... why does he not do this effectively with the leads from AdWords? Why should these people behave any differently from people who approach form any other advertising medium?

I would suggest you look to the mechanisms in place once the lead has been generated. Otherwise you will spend a lot of time and energy generating more leads - that will not convert....