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Cohort Analysis OR Reporting for E-Commerce Websites

Cohort Analysis OR Reporting for E-Commerce Websites

Before understanding the cohort analysis for E-Commerce websites, we need to understand the what exactly is E-Comemrce, how does it work and what are the important metrics to know while analysing data and improve performance for E-Commerce business.

What is An E-Commerce Business ?

E-commerce is a transaction of buying or selling online. So any business which buys or sell products through World Wide Web, Mobile or any other mode where transactions are happening through electronic medium is e-commerce. 

For any online business it is very much important to understand how user behave on their site, what products are searched or liked most, products which drive maximum revenue, what time user buy the product most and people who bought came to our website on one particular day/Week or month what was their behaviour on the site in coming days. 

Understanding the consumer transaction cycle or buying pattern is very much important from any E-commerce business point of view.

Answer to All the E-Commerce analysis and Data requirement is Cohort Analysis/Reports.

Ecommerce Cohort Report

There are some e-commerce specific metrics that can be analysed with the Cohorts report. 

• Revenue per User
• Transactions per User
• Total Revenue

1. Cohort report always provides the data based on the first date when the user was acquired on the site or app.
2. Cohort report also helps in understanding the every small detail related to a customer buying cycle or transaction pattern on the site.

So for example if you want to analyse customers who are buying expensive products on your platform and what is the frequency of those items to be purchased then switching to weekly or monthly cohort report will provide more accurate data.

Weekly Cohort, User revenue, last 12 weeks

Weekly Cohort, Transactions per User, last 12 weeks

If your customers purchase less expensive items, then their transactional cycle might be more regular for that using cohort over 30 days will provide more efficient data.

Daily Cohort, User revenue, last 30 days

Daily Cohort, Transactions per User, last 30 days

Cohort reports for any e-commerce business helps in understanding different campaigns behaviour, time taken by users for conversion, transactions happening particular day of the week. So analysing cohort reports are very much required to improve the performance and revenue of any online business.

Cohort Analysis : Google Analytics Cohort Report Understanding & Analysis

Cohort Analysis is basically an analysis format to represent data for different metrics which are useful for any business to understand their users behaviour.

In simple words cohort is a simple report of users engagement or repeat rate according to date, week or months and it’s calculated or presented based on user acquisition date. 

Cohort analysis is primarily useful for :

•  E-commerce Websites
•  Mobile App Users

Cohort report for E-Commerce Website:

Cohort report or data is helpful in E-Commerce business to understand the data for all users that completed their first transaction during a specific time period. This particular data can be very useful to understand users buying or conversion pattern. 

It also helps in understanding users repeat rate, buying pattern or transactions happening during holiday seasons, or any special offer duration for E-Commerce websites. 

Cohort Report Explanation :

Cohort report basically consist three main sections :

• Report Setting
• Data over time graph
• Tabular Data 

Now it’s time to discuss about the Cohort report configuration.

There are four main choices that an data analysis need to make while creating a Cohort report.

Cohort Type : Right now there is only one type of cohort available in Google Analytics - Acquisition Date. Acquisition date in the cohort report is basically the date when user first time visited the site or logged in to app or we can say it’s the first day when a user started the first session.

Cohort Size : Cohort size is basically the time period for which you want to analyse your data for. Right now Google analytics provides three options :

Day Wise

Week Wise

Month Wise

Day Wise Cohort : It shows the daily user acquire data and shows pattern how many repeat user came back in next following days. This helps in day to day monitoring of user behaviour on the site.

Week Wise Cohort : If you choose a Cohort Size of a week then it means you want to see users whose acquisition date was within the same seven day period. 

Monthly Cohort : If you choose a Cohort Size of a month then it means you want to see users whose acquisition date was within the same month.

Metric : This is the actual data what you will in your chart or report. There are many metrics for which you can see the data :

User Retention 

Goals Completed

Page Views

Revenue

Sessions

Transactions

Date Range :  From the date range section you can choose the different date range from 7 Days, 14 Days, 21 Days or 30 Days.

So for example if you choose a cohort date range of last 7 days, and today is February 23, Google Analytics will look from Feb 16 to Feb 22 and align the data based on each user’s acquisition date. How Google Analytics would create the various ‘Days’ of data based on a user Acquisition date of Feb 22.

Day 0 = Feb 16

Day 1 = Feb 17

Day 2 = Feb 18

Day 3 = Feb 19

Day 4 = Feb 20

Day 5 = Feb 21

Day 6 = Feb 22

Day 7 = Feb 23

4

Note : In general we only 12 columns or days when we choose the analyse data according to days. But people get confused as why they don’t see 30 columns ? So if you closely look at the data, you will notice that there is not enough data from 13th or 14th days onwards. Still if you want to analyse data for a bigger date range you can choose Weekly Data or Monthly Data.

Which Cohorts should you choose?

• Ecommerce
• In App Purchase
• Publishers (Desktop & Mobile)
• Lead Generation 

I will be writing more about the different uses of Cohort Reports in coming posts. Till that time stay tuned.

How to Design & Develop SEO Friendly Website?

Basics of SEO Friendly Website Development

Search engines have limitation in how they crawl the web and interpret content. A webpage is always seen in a different way by search engines and by us. 

Here we are about to discuss some important technical and architectural aspects of websites, which should be taken care while developing a new website.

Quality Content

Content always plays a major role for any website success. This is one of the most important area which should be carefully planned. 

Secondly we should make the content easily index-able by search engines, by placing it in proper HTML code. 

In order to be listed in the search engines, your most important content should be in HTML text format. Images, Flash files, Java applets, and other non-text content are often ignored or devalued by search engine spiders, despite advances in crawling technology. The easiest way to ensure that the words and phrases you display to your visitors are visible to search engines is to place it in the HTML text on the page.

Link Structure

All the search engines crawlers look for a structure which is easy to understand and crawl. Just as search engines need to see content in order to list pages in their massive keyword-based indices, they also need to see links in order to find the content. A crawlable link structure - one that lets their spiders browse the pathways of a website - is vital in order to find all of the pages on a website. Hundreds of thousands of sites make the critical mistake of structuring their navigation in ways that search engines cannot access, thus impacting their ability to get pages listed in the search engines' indices.

Some common issues why web pages are not reachable for search engine crawlers

1. Submission required forms - Search engines crawlers can not access any page where any sort of access permission is required.
2. URL's displayed through Java Script - Search engine crawlers either don't crawl java script based URL's or they provide very less importance to those links. All the links present on website should be in HTML.
3. Links in Java, Flash or other plug-ins 
4. Links pointing to pages which are blocked by robots.txt or meta robots
5. Links on pages with hundreds of links
6. Links through frames or i-frames 

If above hurdles are taken care at the time of developing a new website, we can easily assure that our URL's, web pages or content will be crawled. 

Keywords Usage & Targeting 

Keywords are fundamental to the search process - they are the building blocks of language and of search. In fact, the entire science of information retrieval (including web-based search engines like Google) is based on keywords. As the engines crawl and index the contents of pages around the web, they keep track of those pages in keyword-based indices. Thus, rather than storing 25 billion web pages all in one database, the engines have millions and millions of smaller databases, each centered on a particular keyword term or phrase. This makes it much faster for the engines to retrieve the data they need in a mere fraction of a second.

So if you want to rank for any particular term, you will have to make sure that keyword is included in your content, title, description, alt tags, headings, title attribute and other on page factors.

On-Page Optimization

Keyword usage and targeting are still a part of the search engines' ranking algorithms, and we can leverage some effective "best practices" for keyword usage to help create pages that are close to "optimized." Here at Moz, we engage in a lot of testing and get to see a huge number of search results and shifts based on keyword usage tactics. 

As per SEO MOZ there are some standard practices which should be followed for on-page SEO 

• Use the keyword in the title tag at least once. Try to keep the keyword as close to the beginning of the title tag as possible. More detail on title tags follows later in this section.
• Once prominently near the top of the page.
• At least 2-3 times, including variations, in the body copy on the page - sometimes a few more if there's a lot of text content. You may find additional value in using the keyword or variations more than this, but in our experience, adding more instances of a term or phrase tends to have little to no impact on rankings.
• At least once in the alt attribute of an image on the page. This not only helps with web search, but also image search, which can occasionally bring valuable traffic.
• Once in the URL. Additional rules for URLs and keywords are discussed later on in this section.
• At least once in the meta description tag. Note that the meta description tag does NOT get used by the engines for rankings, but rather helps to attract clicks by searchers from the results page, as it is the "snippet" of text used by the search engines.
• Generally not in link anchor text on the page itself that points to other pages on your site or different domains (this is a bit complex - see this blog post for details).

Rich Snippets 

Ever see a 5 star rating in a search result? Chances are, the search engine received that information from rich snippets embedded on the webpage. Rich snippets are a type of structured data that allow webmasters to mark up content in ways that provide information to the search engines.

While the use of rich snippets and structured data is not a required element of search engine friendly design, its growing adoption means that webmasters who take advantage may enjoy an advantage in some circumstances.

Structured data means adding markup to your content so that search engines can easily identify what type of content it is. Schema.org provides several types of examples of data that can benefit from structured markup. These include people, products, reviews, businesses, recipes and events.

Often the search engines include structured data in search results, such as in the case of user reviews (stars) and author profiles (pictures.) There are several good resources for learning more about rich snippets online, including information at Schema.org and Google's Rich Snippet Testing Tool. 

Source of Information : http://moz.com/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development 

B2B Content Marketing Strategy for 2014

How to plan for B2B Content Marketing in 2014?

Content marketing continues to dominate as a core component of a successful B2B marketing strategy – and we've got the facts to prove it. Get your flabbergasted face on, it’s time for some seriously surprising stats and facts about B2B content marketing!

Note: Most of this data is taken from the Content Marketing Institute’s B2B 2014 Report. Exceptions to this are marked.  

Fact #1: 93% of B2B marketers use content marketing. Yep – almost all of them.

Fact #2: 42% of B2B marketers say they are effective at content marketing. (Only 36% felt this way last year. Way to go, that’s a big improvement!)

Fact #3: 44% of B2B marketers have a documented content strategy (the question is – do you?).

Fact #4: B2B marketers who have a documented content strategy are much more likely to consider themselves effective (66% vs. 11%).

Fact #5: 48% of small B2B organizations (10-99 employees) have a documented content strategy, compared with only 41% of larger organizations (1,000+ employees). That’s a huge score for the little guy!

Fact #6: 73% of B2B organizations have a person in place to oversee their content marketing strategy. (And again, it’s 78% of smaller organizations that have a person overseeing content marketing strategy, as opposed to only 58% of larger companies).

Fact #7: 73% of B2B content marketers are producing more content than they did one year ago.

Fact #8: B2B companies that blog produce 67% more leads than those that don't (Ragan).

Fact #9: Nearly 80% of chief marketing officers think custom content is the future of marketing (Ragan).

Fact #10: B2B marketers use an average of 13 content marketing tactics, and have largely become more confident using these tactics. What do top tier B2B marketers consider the most valuable weapon in their arsenal? 79% said that blogs were their most effective tactic, with in-person events coming in next at 76%.

Top 20 B2B marketing tactics include (in order of popularity):

1. Social Media (other than blogs)
2. Articles on Your Website
3. Newsletters
4. Blogs
5. In-person Events
6. Case Studies
7. Videos
8. Articles on Other Websites
9. White Papers
10. Webinars/Webcasts
11. Research Reports
12. Infographics
13. Microsites
14. Branded Content Tools
15. Mobile Content
16. Print Magazines
17. eBooks
18. Books
19. Podcasts
20. Mobile Apps

Fact #11: Infographics have seen a huge increase in usage, growing from 38% of B2B marketers using them last year to 51% this year!

Fact #12: While it’s no shock that B2B marketers are using more social media than ever before, you may be surprised to find that of B2B marketers:

• 55% are using Google+
• 40% are using Slide Share
• 91% are using LinkedIn
• 73% use YouTube
• 22% use Instagram

Fact #13: Nearly half of smaller companies consider Slide Share to be an effective tool, whereas larger companies are less excited (50% vs. 38%)

Fact #14: 82% of B2B marketers consider brand awareness to be their top goal (next up is lead generation at 74%).

Fact #15: 58% of B2B marketers plan on increasing their content marketing budget over the next 12 months.

Fact #16: What are the major challenges for B2B content marketers? 69% cite lack of time, which has been a common hurdle in years past.

Fact #17: 30% of B2B marketing budgets are allocated to content marketing.