When I work on E-commerce projects to identify methods to increase conversion, I always start with a structured analysis of the current effectiveness of customer journeys for different segments, using Google Analytics to help identify potential improvements to site page templates to test.
Segments are powerful since they help you isolate and compare different traffic sources, so in the screengrab below we have selected organic traffic to just find out how these visitors behave, for example, which landing pages do they arrive on?
Note that to encourage usage of Advanced Segments, Google renamed them a couple of years ago to 'Segments' in order to make them less scary and encourage adoption amongst GA users who don't see themselves as advanced. A key part of this approach is to go beyond the…The Digital Marketing Strategy And Planning toolkit contains:
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