Thrown in at the deepen when I started an online shop!

1. HOW I GOT INTO
DIGITAL ANALYTICS
Testimonial of a DA noob

2. What I specialise in
Social
listening
What people say

3. What I am interested in:
Search
engine
trends
Digital &
social
analytics
Social
listening
What people search What people do What people say
Online Insights

4. Challenge: you can learn the theory, but
you need to practice
Search
trends
Digital &
social
analytics
Google search data
less and less
accessible
How to practice?

5. Meet Y*, owner of an online shop

6. Her question
Why customers abandon their baskets?

7. Her challenges
Why customers abandon their baskets?
How do I increase sales?
How do I increase sales while doing less events?
How to I get less item returns?
What am I doing wrong in social media?
How do I spend less time creating content?
What social channels shall I focus on?
Shall I boost posts on Facebook via paid advertising?

8. Our challenges
■ 0 budget
■ 0 time
■ 0 technical expertise

9. A holistic approach
•New visits on your website
•New visits coming from referral (third
parties)
•New visits coming from SEO (Google
searches)
•Nb. of fans on your social channels
•Newsletter subscriptions
•Number of earned mentions (on third
parties channels)
•SEO visibility
Awareness
Growth of the fanbase
and potential costumers
•Returning visits on your website
•Direct visits
•Visits coming from your channels
•Blog traffic
•Newsletter click ratio
•Engagement on your social channels:
likes, shares, comments, exposure (reach)
•Sentiment; rating, reviews
Retention / preference
Creating brand loyalty •Number of visits of your events page
•Sales on site
•Sales on your website
Purchase
Driving on and offline
sales

10. A focus on basic insights…
■ Mostly London
■ Lack of returning visitors
■ High bounce rate on mobile visits

11. … and on low-hanging fruits
■ Mostly London
■ Lack of returning visitors
■ High bounce rate on mobile visits
Local events
Paid targeting on Facebook
Retention via a better social
media content strategy
A new website, mobile friendly

12. Results over a year
60% fan base growth
+92% impressions on social media
+50% engagement rate
-20% bounce rate
+30% online sales

13. Conclusion: volunteering
Challenging: lack of time, budget
Caring: helping a local business
Rewarding: learnt a lot!

14. THANK YOU!
Anne-Sophie Pereira De Sa
@wonderveilleuze