Popular materials

The most interesting in user opinion
 

Advantages and limitations of Google Analytics API

If you need to export data from Google Analytics, you can use one of the available APIs. To help you choose the most suitable option and save your time, we have collected information about all the benefits and limitations.
 
 

Booking service increases revenue through optimization of advertising costs

Thousands of customers use this service to book flights and hotels every day. Some of them generate more revenue and make bookings more often, some seldom make purchases, others do not place orders at all. The main business objective was to break the paying audience down by their buying characteristics, then identify the most valuable customers and develop different strategies to boost sales in each segment.
 
 

Custom domain for Google analytics data collection

This article describes solution to the problem of collecting Google Analytics data on the individual domain, for instance stat.yourdomain.com, instead of google-analytics.com
 
 

How JavaScript errors impact conversion rate

A significant portion of the client-side functionality of most websites is JavaScript based and it is really difficult to check for errors using each version of each major browser. If a report could show you that there was an increase in the number of JavaScript errors on a certain page type or from people using a certain browser version, would it help you fix them
 
 

How page load time impacts conversion rate

Both users and businesses want website pages to load faster. But how to determine which pages have problems? And the most important, what is the problem — is it too much content or a slow server response?
 
 

How to import cost data into Google Analytics

All your revenue data is collected in the Google Analytics account. But, by default you can only analyze the Google-campaigns ROI, as the data for the other campaigns is missing in Google Analytics.
 
 

How to measure advertising efficiency by product category

For sure, you know what income is brought by each of the product categories. But do you know how much you spend on advertising for each of these categories? And how does the share of advertising in turnover depend on the vendor and price range?
 
 

How to measure search efficiency

Users are not always immediately land on the particular product page on your site. Often, the future customer knows what he wants and is looking for the products through the internal search. So, is there anyone who was looking for something but did not find it? What exactly was he looking for?
 
 

Impact of alternative offers on visitors’ choice

This article describes a way to increase the accuracy of the product category efficiency evaluation. It can be achieved through the sales distribution analysis by product category, in the context of a landing page.
 
 

Measure advertising campaigns from the first view to a purchase

Evaluation of advertising campaigns, taking into account the time during which the customer decides to make a purchase. This article describes the way to improve advertising campaigns estimation accuracy by analyzing time buyer spends from the first visit to a purchase.
 
 

Comparison of multi-channel attribution models

This article describes the causes of inaccurate assessment of advertising channels with popular attribution models in Google Analytics and formulates the principles of a more reliable algorithms. The material will be useful to analysts and marketers seeking to develop objective evaluation model of advertising channels.
 
 

Online Merchandising

It is a common fact that product blocks on the website increase the conversion rate and average order value. But products of what categories and in what blocks should be placed to maximize the effect? Where to place headphones or a hat to increase sales in the category?
 
 

Rozetka receives 23% ROI and 18% increase in direct marketing revenue

Rozetka, as a Ukrainian market leader in online retail, has a huge potential in repeated sales due to the size of its client database. But a high competition with other market participants forces to make decisions faster.
 
 

SEMrush increases conversion rates by optimising the sales funnel

Most companies face the not so trivial task of assessing the effectiveness of traffic sources. For SaaS companies it is especially important because the sales funnel can be divided into two different paying customers.
 
 

Should you advertise not-available products?

You probably already know that users do not always land on a webpage for a product that is in stock. But, do you know how many Google Adwords clicks you pay for that lead visitors to a product that is not available? And how much money gets wasted because of it?
 
 

The impact of competitors’ prices on the conversion rate

You know that the competitors’ prices affect the decision to make a purchase on your website. But how does conversion rate of the site depend on the price attractiveness of your offer? And how does it depend on the traffic source, product category and vendor?
 
 

The impact of payment and shipping methods on the conversion rate

This article describes the method of evaluating the impact of payment and shipping terms of products on the conversion rate. The results are used to improve the conversion rate and products turnover.
 
 

When Google Analytics 360 is not enough

Google Analytics 360 is a great product and the acknowledged market leader in customer behaviour analysis. But it has non-obvious limitations that many ecommerce projects are facing after implementation when the usage plan and pay-off period have been made.
 
 

Who is in control of your data

This article describes data processing tasks in eCommerce projects and forms the criteria for quality assessment while working with the projects.
 
 

Why Do We Need Online Analytics?

We often hear that question. Even from those, who has already decided to implement the analytics. Primarily, we need the answer to determine for ourselves and the coworkers the main business purpose of analytics and the justified extend of resources invested in its development.
 
 

Rozetka increases average order value by 9% and direct marketing revenue by 18%

Rozetka constantly implements new functionality to increase sales volumes. As the market leader, the company’s customer database offers huge potential for monetization through repeat sales. Meanwhile, thanks to the site’s variety of products and significant visitor numbers, they have a large database that can serve as a source for recommendations based on user behaviour and transactions.
 
 

Online Form Analysis

As an analyst, you know how many of your customers have opened a page with an online form and you may even know how many of them completed the form. But, you also need to know what problems your customers had while filling it out.