What information do we get from

Google Analytics indicators

What is the result of our research?

Wojciech Szymaski
 What is and what can be read from Google Analytics?

Google Analytics displays considerable amount of data, but we decided to address the basic:
(1) Average session duration, (2) Bounce rate, (3) Average number of page views during one session,
(4) Percentage of returning users, (5) Percentage of unfinished transactions (6) Average time spent in
the basket
Some examples
 Where did we get the data from?

(1) We analyzed multiple eCommerce websites, (2) We conducted surveys

(3) We analyzed available cases
 Average session duration
1.2

0.8
180 , < 0, 180 >
= 180
420 + 1, (180, 600 >
0, > 600
0.6

0.4

0.2

0
REDNI CZAS TRWANIA SESJI

Traffic that has a session duration equal 0 or over 10 minutes is worthless for the store. In the interval
between 0 and 10 minutes, the value of movement gradually changes (increases and then decreases),
taking its maximum between 2.9 and 3.8 minutes.
1.2
Bounce rate

0,5, (0,25
1, < 25, 55 >
= 55 + 1, (55, 80 >
0.8
25
0, > 80

0.6

0.4

0.2

There is a certain optimal bounce rate - between 25% and 55%. An online store which has the bounce
rate greater than 70% should optimize its performance.
 Average number of page views during one session
1.2

0.8

, < 0, 4 >
5
0.6
= 4 + 1, (4, 16 >
12
0, > 16

0.4

0.2

0
ILO ODSON PODCZAS JEDNEJ SESJI

Traffic that has zero or more than 16 views per session is worthless. The optimum number is between
4 and 7 page views per session.
 Percentage of returning users
1.2

0.8

0, = 0 80
f x = 0,5, 0,25 (70, 80
0.6
1, < 25,70 >

0.4

0.2

0
PROCENT POWRACAJCYCH UYTKOWNIKW

An online store with zero or fewer returning users is not optimal. You can assume that the optimum
store gets between 28% and 70%. In other cases the online store should optimize its activities.
 Percentage of unfinished transactions
1.2

0.8 1, < 0, 25% >

= 25 + 1, (25%, 99% >
74
0, > 99%
0.6

0.4

0.2

0
STOSUNEK PORZUCE KOSZYKA

It is normal that some people give up shopping. The higher the ratio of abandonment of the basket the
worse, but the ratio should not be higher than 25% - no more than 25 people out of 100 may not
complete the process of finalizing purchases.
 Average time spent in the basket
1.2

1, < 0, 150 >

= 150
150 + 1, (150; 300 >
0.8

0, > 300
0.6

0.4

0.2

0
DUGOC CZASU TRANSAKCJI

It is extremely difficult to determine the optimal amount of the completion time of the purchase path.
Based on analyses and observations, however, it can be stated that it should not last more than 2.5
minutes (150 seconds).
Adres sklep optymalny Optimal shop?

Metadane Warto z analizatora logw Warto po przeliczeniu

Wspczynnik odrzuce 50 1
redni czas trwania sesji (sekundy) 180 1
Ilo odson podczas jednej sesji 4 1
Procent powracajcych 30 1
uytkownikw

Wynik 1

According to these assumptions - the ideal stores exist

What else to consider?

Conversion funnel
What else to consider?

Demographics
What else to consider?

Interest information
 Agencja Interaktywna & Internet Software House

E-tools tailor made for your business

Ideo Sp. z o.o.

Wojciech Szymaski
Director of the Internet Marketing
Department

www.ideoagency.com
ws@ideo.pl