Google

Merchandise
Store
Shopper Analysis - Q2
Client : Google Merchandise Store
Googles e-commerce store that sells Google, YouTube &
Android branded products.

Visit Website : https://shop.googlemerchandisestore.com/

This template is free to use under Creative Commons Attribution license.

Objectives
1. Analyze shopper experience and behavior
2. Provide insights and recommendations.
E-commerce Overview - Q2

Key Insights:
Top performing product is the Nest Cam Outdoor Security Camera
(contributed to 14% of product revenue)
Nest USA is also top performing product category (contributing to
53.5% product revenue)
Nests presence on the main menu bar is a possible reason for its
high performance beyond demand
40% of all user sessions resulted in an e-commerce transaction and
total number of transactions are 5858
Shopper Behavior Overview
Key Insights:
Returning visitors are more likely to reach checkout session and also make a
transaction
Organic search leads to highest number of product views and highest number
of transactions are completed by users that come through Googleplex
Referral source
Checkout abandonment is also the minimum through Googleplex Referral
(21%)
Abandonment is highest from source Google Analytics & Partners (100%)
Shopper Journey by Goal Completion

Key Insights:
Lost opportunity - out of 21.8k users who reached the cart page - 12k
exited the funnel of which ~2.5k (20%) exited from the sign in page and
another ~2k (17%) exited from the basket page. This might account for
users who do not have a google account, and do not wish to or have the
time to set up one. The basket page is the first time an estimated shipping
cost shows up which might lead potential buyers to drop off.
Out of those who reach Billing & Shipping, 78.5% move to Payments
(Possible reasons for this drop off are explained in the next slide)
82% make it to the Review Page and 95% complete the transaction
Checkout Abandoners - Who are they and why arent they
making the final purchase?

The Merchandise Store ships only to the US and Canada which is not clear until the
Billing Information page. Hence, users from all other countries drop off on that page.
There are additional shipping costs which possibly prompt users from US & Canada to
drop off.
Understanding the channels that lead to conversions a
little better

<1 Closer to 1 >1

Social Referral Display

Network Social Network and Paid Search were more likely
to be final interaction channels which meant that
Paid Search Organic they closed more sales than assisted sales
Search Referral, Organic and Direct are channels that
have contributed equally to assisted conversion
Direct as well as to final conversion
Display is clearly more significant in assisting
rather than closing conversions
To better understand this data we need to
juxtapose it against Conversion Path data
Top Conversion Paths
By Channel

Broken Down by Source

Referral and Organic Search are predominantly first interaction channels for conversions
and direct is the last interaction channel.
Also, 55% conversions only have 1 interaction, 21% conversions have 2 interactions
So optimizing and channelizing spend on these channels could bring higher ROIs
Attribution Model Comparison - Awareness vs Sales
Lookback = 30 Days Prior To Conversion

Top Channels for Awareness = Organic, Referral

Top Channels for Closes = Direct, Social Network

To see specific sources under these channels that work best for
awareness and closes, refer to the table above.
RECOMMENDATIONS
To improve the shopper experience

1. Push only relevant users through the funnel - mention billing and
shipping disclaimers at the top of the funnel.
2. Make sign in easier or do away with it because theyre losing
buyers with high intent on that step.

To close more transactions

3. Optimize the channels and 2 leg paths that lead to maximum

conversion.
4. Design campaign - copy, CTA, sentiment based on which
source/medium itll be used on, and whether that channel
performs better for first or last interaction.
5. Create micro segments of users that dropped off at different
points in the funnel and re-target them with customized
campaigns.
THANK YOU
AGNAYEE DATTA