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  • Marketing Support Seminars

< Seminar Report >[For EC Sites] Google Analytics Super Practical Seminar ~Just by correctly visualizing the data, you can see the issues of the site at a glance~

[For EC sites] Google Analytics super-practical seminar-Simply visualize the data correctly, and the issues of the site will be clear at a glance-

～ Seminar Report ～

Seminar outline

theme

[For EC sites] Google Analytics super-practical seminar
-Just by correctly visualizing the data, the issues on the site can be seen at a glance-

Place

1-14-6 Dogenzaka, Shibuya-ku, Tokyo Humax Shibuya Building 7F

Teacher

Yu Sugawara, Data Scientist, Customer Attraction Support Department, Innovation Partners Division GMO Payment Gateway, Inc.
Kiiro Co., Ltd. Representative Director Masahiko Yukihiro
Symmetric Co., Ltd. Yasuko Suzuki

Overview

With the theme of [Google Analytics], a tool that can analyze the site
・ I want to improve the site using Google Analytics
・ Since it is not set, it cannot be analyzed correctly.
・ I want to make the data easy to see and easily discover site issues.
We hold seminars for those in charge who have such problems.
In the first part, as a basic part, we will explain the items that should be set on the EC site.
In the second part, we will explain how to increase e-commerce site sales while demonstrating the Google Analytics visualization tool "ANATOMY".

[Part 1] Google Analytics Super Practical Seminar

At the beginning of this article, we talked about the importance of the initial setting of Google Analytics.
It is important to "formulate and test a hypothesis" before analyzing it with Google Analytics, and it is essential to have a proper initial setup. He explained that if the initial settings are insufficient, the correct data will not be obtained, and "correct hypothesis testing" will not be performed to improve sales and profits, which is a dangerous situation that will lead to incorrect judgments.

Seminar report image 1

In order to illustrate the overall picture of data analysis, we used a CRISP-DM process model.

  1. Business understanding: Formulate various hypotheses based on industries and industries.
  2. Data understanding: Know what data you need to test your hypothesis.
  3. Data preparation: Configure Google Analytics to get the data you need.

Next, we explained four important items that should be set especially on an e-commerce site.

  1. Goal setting
  2. Ecommerce settings
  3. User Attributes
  4. Site search

We also introduced some common misconfigurations and precautions. He cited cases where tags were deleted due to site renewals, and cases where tags were not installed due to multiple production companies, and emphasized the precautions to be taken to measure correct data.

As a summary of the first part, we reaffirmed the following contents.

  • First of all, it is important to make a "hypothesis"
  • Initial setup is very important to measure correct data
  • Formulate a hypothesis and repeat the PDCA cycle to verify it

[Part 2] Practical methods for increasing e-commerce site sales using Google Analytics

In the second part, we explained the important aspects of analysis and the characteristics of user behavior that should be kept in mind.

Seminar report image 2
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I talked about the importance of looking at the site from the user's point of view, and that the correct way to analyze is to formulate a hypothesis and dig deeper while checking the increase or decrease in the numbers.

IN THE DEMONSTRATION USING THE ANATOMY SCREEN, I GAVE THE EXAMPLE OF MEASURING THE CORRECT EFFECTIVENESS OF THE FEATURE PAGE AS A VERIFICATION TO INCREASE THE PURCHASE RATE. We emphasized the importance of designing the first view of the featured page and the need to be aware of the factors that users make the moment they open the page.

I explained that one of the attractions of ANAMY is that you can check the page capture on the analysis screen, which allows you to detect problems from the user's point of view at an early stage.

As a summary of the second part, we reaffirmed the following contents.

  • The analysis of the EC site does not try to look at many items suddenly, but concentrates on the important parts
  • LEVERAGE ANATOMY'S VISUALIZATION SCREEN TO CHECK DATA AND FIND BOTTLENECKS
  • Promptly review Google Analytics misconfigurations and perform correct data measurements.

This was the end of the seminar.