Mastering DTC Success with Expert CRO Strategies and GA4

Feb 8, 2024

Expert Ned Macpherson from Endrock discusses the importance of CRO strategies and GA4 in data analysis. Topics include experimentation, segmentation of website data, key metrics like traffic trend & ad to cart rate, testing different strategies for user experience improvement, and focusing on actionable data. Warning against measuring unactionable metrics to boost brand growth and user engagement.

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ADVICE

Fix Analytics Before You Optimize

Rebuild messy analytics stacks before optimizing conversion rates.
Export GA3 historical data to BigQuery if you want long-term access.

INSIGHT

PPS Needs Context From Session Duration

Compare pages-per-session with session duration to see real engagement.
High PPS with very low session duration indicates superficial browsing, not attention.

ADVICE

Use Bounce Rate As A Leading Signal

Target sub-60% bounce rate and aim for sub-40% when possible.
Investigate pages with bounce >60% as likely failing to sell or engage visitors.

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In this episode of Chew on CRO, we discuss the significance of proper data analysis and strategies in CRO and highlight common data hygiene problems in brand, with Ned Macpherson from Endrock! We also discuss the transition from Google Analytics 3 (GA3) to Google Analytics 4 (GA4), and the importance of high-level metrics such as pages per session (PPS), session duration (ASD), and bounce rate in evaluating brand growth and user engagement.

💡 Importance of experimentation in CRO strategies and GA4 for data analysis and optimization.

📈 Segmentation of website data to understand conversion funnels and areas for improvement.

📊 Key metrics to measure, including traffic trend, ad to cart rate, and checkout transaction rate.

🧠 Concept of testing and learning from different strategies to improve user experience and conversion rates.

📉 Warning against measuring metrics that cannot be acted upon, in order to focus on actionable data.

0:00 - The importance of experimentation in DTC success

0:41 - Introduction to Ned from Endrock

1:06 - What is "Chew on CRO"?

1:35 - The importance of data points and strategies in CRO

2:09 - Common data hygiene problems in brands

3:06 - Transitioning from GA3 to GA4 and the importance of setting up GA4 properly

4:00 - Accessing historical data in GA4

5:01 - The significance of high-level metrics in evaluating brand growth

6:01 - The relationship between pages per session (PPS) and session duration (ASD)

7:00 - Understanding bounce rate and its impact on user engagement

10:06 - The difference between bounce rate and exit rate

12:07 - The importance of engagement rate as a metric

14:06 - The importance of segmenting website data for conversion rate optimization (CRO)

18:02 - Ad to cart rates and how they can be inflated

20:05 - The importance of focusing on checkout rate

22:01 - Optimizing the checkout process to improve conversion rates

25:40 - Addressing checkout abandonment

31:00 - The impact of shipping charges on checkout abandonment

34:07 - The importance of conducting variable experimentation and A/B testing for future business growth

Follow us, subscribe to our newsletter, and to see our exclusive merch check out https://chewonthis.io/ Growth systems to scale your brand - https://endrock.software/ Ron Shah - https://twitter.com/obviceo Ash Melwani - https://twitter.com/ashvinmelwani Chew On This - https://twitter.com/chewonthisdtc