New Integration: Google Analytics πŸ“ˆ

April 23, 2020 by Okendo

Okendo

Google Analytics Integration

Integrate Okendo with Google Analytics to gain clear insights into the impact of reviews on shopper engagement, conversion rates and average order values.

We’re excited to announce that Okendo now integrates with Google Analytics. πŸŽ‰

The integration enables Okendo users to gain direct insight into the impact of their customer reviews and customer-generated content on key commercial measures such as conversion rates, average order values and repeat purchases. In turn, merchants will be able to clearly demonstrate the return on investment they are achieving with Okendo and their customer review program. 

Okendo has been piloting the integration over the last 2-3 months with a handful of fast-growing Shopify merchants. The results, both in terms of the level of insight the integration provides and the compelling story the data tells about the influence of reviews on key ecommerce measures, have been fantastic. 

Read on to learn more about Okendo's new Google Analytics integration and to see some juicy, real world data from from our pilot users.

 

How It Works

The Google Analytics integration works by tracking shoppers' interactions with various components of the Okendo review display widgets. These interactions are called 'events'. Once the integration is enabled, events are fired from Okendo to Google Analytics.

Examples of such events include:

  • Clicking on the aggregate star rating and review count on the PDP
  • Viewing customer-generated media within reviews or the aggregate
  • Changing the sort order of reviews

Essentially, an interaction is a click.

The integration does not track non-interactive events such as reading reviews. The insights the integration enables can generally considered conservative. 

 

Key Measures and Insights

 

Conversion Rate

Most interestingly, the Google Analytics integration enables Okendo users to segment their overall conversion rate by those shoppers who interacted with reviews and those that did not. All other things being equal, this measure provides a highly accurate insight on the impact customer reviews are having on a merchant's conversion rates. 

Consider the results shown below in a screenshot from one of our pilot user's Google Analytics account.

Insights above from 30 days worth of data.


This data clearly demonstrates that shoppers who interact with Okendo's customer review displays are significantly more likely to convert into buyers than those shoppers who do not interact with the widgets. In fact, they are nearly 4x times more likely to convert! Best of all, this insight, that customer-generated content increases conversion rate, was consistent across all 10 pilot users of the GA integration.

 

Average Order Value

Similarly, the Google Analytics integration enables Okendo users to segment their average order values by customers who interacted with reviews and those that did not. 

Consider the results shown below in a screenshot from another of our pilot user's Google Analytics account.

Insights above from 30 days worth of data.


This particular data set also clearly demonstrates the positive influence reviews can have on this key metric; the average order value was nearly $25 greater amongst shoppers who interacted reviews. However, this clear insight was not consistent across the other merchants in the pilot program. 

Consider this data from one of our pilot user's Google Analytics account:

Insights above from 30 days worth of data.


In this case, the average order value was approximately equal among shoppers who interacted with reviews and those that didn't. In fact, this approximate equality in AOV was consistent across most pilot users. 

 

Related articles from the Knowledge Base: 

 

How to set-up the Google Analytics integration

Send an email to support@okendo.io if you'd like to get the Google Analytics integration set up. Support will then activate the sending of events from Okendo to your Google Analytics account.

If you would like, we can also create a custom report within your account that tracks the above measures on an ongoing basis. Once the integration is completed we recommend collecting at least 30-days worth of data before analysing the results.

 

TLDR

Time is precious. So, here's the 411 on the announcement in a couple of dot points:

  • Okendo's Google Analytics integration is now available on the Power & Enterprise plan.
  • The integration enables you to track shoppers' interaction with review and customer-generated content being displayed by Okendo. 
  • By crunching the interaction data, you get clear insights into the impact of reviews on conversion rates, average order values and repeat purchases.  
  • Sit back and allow Okendo to handle the setup, including the creation of a custom report in your Google Analytics account with measures above that you can access on an ongoing basis. 
Okendo

Written by Okendo

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