161102_kawada_3
From the left: Mr. Yamada (moderator) of Rikuto Co., Ltd., Mr. Tsuchiya (paneler) of Glasses Co., Ltd., and Mr. Ogawa (paneler) of Faber Company Chief Analytics Officer.
In this session, Mr. Tsuchitani of Glasses Inc. and Mr. Ogawa, Chief Analytics Officer of Faber Company, based their talk on the theme of "finding measures to reduce the advertising ratio" using an actual e-commerce website that sells seals and the Google Analytics implemented on that e-commerce website. They each conducted an actual access analysis within their 15-minute time slot and discussed key points in the analysis, based on the theme of "finding measures to reduce the advertising ratio."
First up, Ogawa, the first to move, begins his analysis.
The process for access analysis was to first use Google phone lookup philippines
Analytics to check an overview of the website, such as the inflow/conversion ratio by device, understanding the customer acquisition structure, and the ratio of new and repeat purchases, and then to actually use the website from a user's perspective, understanding the site's URL structure, taking note of any points of concern, and determining which content was useful and which was unnecessary.
Ogawa concluded, "There's nothing more wasteful than constantly looking at data. Rather than poring over all the reports on users, customer acquisition, behavior, and conversions, it's important to check the overview, then look at the website to get an idea of the analytical perspective ."
Like Ogawa, Tsuchitani first checked the website overview using Google Analytics, then noticed that the e-commerce site for seals, which was their main target, had a high CVR. Based on the hypothesis that "it might be difficult to make improvements that would significantly increase CVR," he first looked for issues at points close to the point of purchase.
We then checked whether the site was easy to use compared to competing sites from the perspective of the target individuals and corporations. As a result, we found that the seal e-commerce site had a very similar structure to the competing seal e-commerce sites, and that there was no differentiation, which was an issue.
Then, from the perspective of how to ensure that users choose seals, which are difficult to differentiate and somewhat commoditized as a product, we hypothesized that, based on the premise that e-commerce sites are likely to have a high sales composition of certain products, "Do we really need so many products in the first place? Surely we could increase sales by highlighting best-selling products?"