This is a Google Analytics Flash Audit performed on the Fred Perry website. It evaluates their implementation of Google Analytics and makes some suggestions as to what can be done to improve the usefulness of the data via the configuration.
Fred Perry appears to have a decent basic implementation of Google Analytics although interesting that code is in place to create virtual page names that in most cases replicate the default page names. The implementation of virtual page views in the checkout process is excellent allowing for visitor behaviour to be understood in that critical area. However the action of adding a product to basket is not being tracked making it much more difficult to optimise the performance of the Fred Perry website.
Company Name: Fred Perry
Visits: 300,000 (Apr ’11 – DoubleClick AdPlanner)
UK Visits: 85,000 (Apr ’11 – DoubleClick AdPlanner)
Code on Website
Fred Perry is using the asynchronous version of Google Analytics although the code is located at the bottom of the page rather than the top.
They do not have code for any other web analytics tools on their website.
Fred Perry has code for the following tools on their website:
- DART Floodlight
- Comscore Scorecard Research
Google Analytics code
There were no pages encountered that did not contain Google Analytics code. However interactions with the Icon Book and the Arcade section (without detailed experimentation) were not tracked as behaviour was all within a single page.
The GA account number was consistent across all pages.
The Fred Perry website does not require any sub domain or cross domain tracking. There is no code in use that affects cookies, nor is there any need for this code.
The possible exception to this is a microsite for Fred Perry subculture. This is currently tracked using a different account number and so visitor behaviour across the two domains is not captured. Capturing behaviour across both domains would only be required if this business intelligence was of use to Fred Perry stakeholders.
While all pages used virtual page names (where the page name is overwritten in the code), in nearly all cases it simply used the page name taken from the URL. The main exception was pages within the blog section of the website where all pages are known as /blog. Examples of these pages are:
Another instance was the landing page if the URL www.fredperry.com is entered directly into the address bar. This page uses the virtual page name of /landingpage.php instead of /.
No custom variables were encountered during the exploration of the Fred Perry website.
No events were encountered during the exploration of the website.
A number of virtual pages were encountered during the exploration of the website including:
- Pages within the checkout process. All interaction is within a single page and so Google Analytics has been implemented so each stage triggers a virtual page view replicating the experience of visitors.
- Clicks on marketing collateral (internal campaigns) on the homepage are being tracked using virtual page views. The naming convention is /HomeMaxi/<link name>.
Marketing Campaign parameters
Fred Perry doesn’t appear to be doing much in the way of online marketing beyond raising brand awareness through the Fred Perry Subculture music initiative. The only marketing channel identified was a twitter account for this initiative directing visitors to the Subculture domain. These tweets did not use GA campaign parameters.
Potential Configuration of Google Analytics
Internal (Site) Search
Fred Perry is able to set-up Internal Search reporting. They need to specify the search URL parameter as “q”.
To maximise the usefulness of web analytics reporting and analysis, page names should be recognisable as relating to a particular page on the website and follow a hierarchical structure. If they do not naturally follow a strong naming convention, pages can be renamed as part of the configuration of Google Analytics. For an ecommerce website, pages are grouped into three sections: ecommerce pages, checkout process (Basket page through to Order Confirmation page) and non-ecommerce pages.
Pages in this section generally follow a strong page naming convention with some exceptions. Department and category pages follow a nice hierarchy as do product pages which are clicked through to from a category page. However product pages which are accessed via Search Results or directly from Organic Search lose this product hierarchy.
It is recommended that product pages which are accessed via Search Results are given a virtual page name which reflects the most common product hierarchy that these products belong within. For example:
is replaced with
An alternative is to use profile filters as it appears that the only page names that end with .html are product detail pages. These pages could be renamed to remove the categorisation from product details pages that are accessed via navigational menus, resulting in unique instances of these pages. This would need to be tested but the required advanced filter could be:
Using clever regular expressions, it should also be possible to set up a secondary profile where ecommerce pages are grouped as Department page, Category pages, Search Results pages and Product Details pages as recommended in this post on Content Grouping in Google Analytics. This can be useful for extracting a number of insights including understanding visitor navigation within the website.
Checkout Process pages
Pages in this section naturally follow a strong page naming convention with most pages using virtual page views.
Non ecommerce pages
Pages in this section naturally follow a strong page naming convention. Some of the page names are slightly lengthy and could be renamed using profile filters (e.g. /shopfinder/shops/view/shop/newburgh/) but there is no real need for this.
It is recommended that if not already set-up, Goals are created for the following website actions based on the existing implementation:
- Order Confirmation
- Viewing an Ecommerce page
- Viewing a Product Page
- Viewing the Cart
- Commencing the Checkout Process
- Submitting a Contact Us form
- Viewing a map for location of a store
- Send to a Friend
Analyse the Ecommerce Funnel
Not all stages of the ecommerce funnel can be identified and reported on. The stage which cannot be measured is:
- Create Basket
- The page is refreshed when a visitor clicks on Add to Basket but the page name does not change and they are not automatically taken to the bag. As such there is no way of identifying that a visitor has created a basket.
Analyse the Checkout Process
All of the pages within the checkout process can be identified and reported on enabling an analysis of the performance of the checkout process to be performed.
Create a Merchandising Report
It is not possible to create a Merchandising report to identify the most important products for Fred Perry as not all the required elements are being tracked. The elements that are not being tracked are:
- Add to Basket by Product – as this is not available, the critical KPI of Product Page Success Rate is not available.
Recommendations for an Enhanced Implementation
Customisation of Cookies
Fred Perry has no need to add code to customise cookies unless they wish to track visitor behaviour across the Fred Perry website and Fred Perry Subculture microsite.
It is recommended that the following custom variables are tracked:
- Page View
- On the Product Details page
- Product SKU
- Price range
- On the Search Results page
- Number of search results returned
- On the Product Details page
It is recommended that the following actions on the Fred Perry website are tracked as events:
- Product Details page
- Add to Basket
- Add to Wishlist
- Change colour of product
- Click to zoom into product image
- Click through the different tabs
- Click on internal campaign
- Commence Checkout
- Change Sort method on Search Results or Category pages
Virtual Page Views
It is recommended that the following actions on the Fred Perry website are tracked as virtual page views:
- Each page viewed within the Icon Book
- Interactions within the Arcade section of the website