Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

Slide11 Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

Have you ever wondered how to measure the conversion rate or the revenue generated from a specific Electronic Direct Mail (EDM) or Facebook post? Do you wish you could see this in your Google Analytics Magento website rather than other reporting software?

In this article I am going to share with you some very simple steps so that you can measure the performance of EDMs, Posts and advertising on all Social Media. Not only that you can use this for any affiliate advertising or remarketing that you may use.

Measuring EDMs or Newsletters in Magento Google Analytics

So out of the box Magento Google Analytics websites don’t know that your customer has arrived on your site from an email that you have sent out unless you tell it first. On analytics if you look at Acquisition > All traffic > Source/Medium it would show up as (direct/none). Now wouldn’t you prefer to be able to identify it as a visit from your newsletter (see below):

EDM Tracking Analytics Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

When you have this information, you can then view ecommerce conversion rates, revenue generated and many other performance metrics.

Now let’s take this one step further,  wouldn’t you also like to be able to drill down to see this information for exact email campaigns like this:

EDM Tracking Analytics Parameters Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

 

This can all be achieved by using something called the Google URL Builder. If you are only concerned with measuring EDM performance then just jump further down to the URL Builder section.

Internet Marketing: How about Facebook, Twitter and other Social Media Campaigns?

So out Google Analytics already does a pretty good job at giving you information about Social Media Channels, but unless you use the URL builder you can’t see Campaign information and whether it was a timeline post etc:

SocialTracking noCampaign Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

 

Another really annoying thing is that it will treat facebook’s different device platforms as different sources which isn’t always ideal:

SocialTracking DuplicateSource Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

 

The Google URL Builder

The Google URL Builder is the answer to all of your problems.

So in this example we are going to send traffic to the acidgreen home page from a facebook timeline post, during a summer promotion using a red square advert.

First of all you need to go here:

https://support.google.com/analytics/answer/1033867?hl=en

 

Page down a bit to the URL builder form and then enter these details:

Website url:

Your landing page address (in this case http://www.acidgreen.com.au)

Campaign Source:

in this case “facebook”

Campaign Medium

in this case “timelinepost”

Campaign Term:

I left blank as there are no keywords used

Campaign Content:

redsquare (the name of the red advert we designed)

Campaign Name:

summerdeals (What we are calling this campaign internally)

You click Generate URL and then it provides you with this link:

http://www.acidgreen.com.au/?utm_source=facebook&utm_medium=timelinepost&utm_content=redsquare&utm_campaign=summerdeals

Now when I view analytics the next day I get all the appropriate information that I need to measure performance. By manually adding the source we also fix the issue described above for facebook’s different device platforms.

PLEASE NOTE: You only need to fill out the fields marked with an asterisk.

Hopefully, you will find the above information as useful as many of our clients.  If you have any questions, or you could suggest ways in which I could improve this article, please feel free to email me on mark.binns@acidgreen.com.au.

Equally if you think it would be any value to others, feel free to share or link to this article icon wink Measuring EDM and Facebook Conversion Rates on Google Analytics Magento Websites

For more information on our internet marketing and magento seo services, you may get in touch with our highly qualified magento experts by simply completing our online inquiry form or by contacting us on 1300 139 658. We are more than happy to assist you with all your business needs.

Increase your conversion rates by 50% with an intelligent Cart Abandonment Email

Cart Abandonment can happen for numerous reasons. If your site is not cleverly constructed visitors can easily be lost in the checkout process, though the site design and checkout process is not always to blame. Some people simply get distracted or are just browsing, some even think they made a purchase though didn’t realise they missed a step. Without a follow up “Cart Abandonment Email” to capture this audience you are losing out on potential sales.

A recent study (from a selection of 200 global brands) has shown that the average conversion rate from a Cart Abandonment Email reduces for every minute that passes. For example the ecommerce stores in this study received a 5.2% conversion rate when the email was sent within 20 minutes, though waiting for 2-24 hours reduced the conversion rate to 3.2%. So “speed matters”.

Re-engaging the customer within the first hour of an abandonment basket dramatically increases your conversion rate. We recommend an ‘immediate’ email on abandonment. Speed of response is essential for sales recovery, with a 50% drop in performance on conversion after 24 hours… so don’t wait! We also recommend you setup a series of triggers to follow up the customer 3 times until the conversion happens (we suggest one immediately, another after 24 hours, and one a week later).

The subject of the Cart Abandonment Email is also important. This same study showed that a combination of the company name and product details was the safest bet to ensure an open rate over 50%. Including the person’s name only received a 38% conversion rate so the days of ‘email personalisation’ may be over, which I believe is due to years of overuse with this strategy within SPAM campaigns.

The content within the email is also critical. As the saying goes “content is king”. Where you place design elements and links will influence the click through rates, so ensure you test different formats. Also make sure you include your value proposition (eg free shipping, easy returns, safe shopping, etc) within the email to build confidence.

To get an effective Cart Abandonment Email setup for your online store simply contact us.

Australia’s online shopping announced as top five growth industry in 2012

Changes in technology and the way Australians spend, read and learn will be key factors determining which industries will fly and which will fall in 2012. IBISWorld has just announced the top five growth industries in 2012, with ‘Online Shopping’ being on this list (along with Diamond and Gemstone Mining, Motor Vehicle Manufacturing, Online Education and Biotechnology).

While many bricks-and-mortar retailers reported a tough year in 2011, Australia’s burgeoning online shopping industry has gone from strength to strength. IBISWorld expects this to continue in 2012, forecasting growth of 10.2% to reach revenue of $10.4 billion – representing about 5% of the total retail sector.

The industry experienced significant growth over the past five years, as consumers became more comfortable with shopping online, and as more major retailers launched online stores. Computer and electrical items are the most common online purchases.

Although computer and electrical goods are the largest online product segment, food and liquor sales are quickly catching up. In 2012, growth in online food and liquor sales will be boosted by Woolworths, Coles and Aldi all releasing smartphone apps in late 2011.

For more information on how acidgreen can get your business online or improve the conversion rate from your existing store please simply contact us.