13. Quiz: Understanding shopping behavior by segment

You have seen how to evaluate shopping behavior, and as a marketer, you will want to go further than the average evaluation. You will want to know whether the way users found your site has an influence on their behavior in the shopping funnel.

Imagine presenting the shopping funnel observations for the month of August 2016 for the Google Merchandise store to management, and they ask you the following question: “Do you know whether users who come to the site and look at products but then don’t add them to their cart were acquired through different sources than the users who look at our products and end up buying them, in other words, which channels are more likely to deliver us window shoppers versus actual buyers?”

Using Google Analytics for the month of August 2016, you try to answer the question above.
Which of these findings are:

SOLUTION:
  • You find that window shoppers are more likely acquired through organic search than buyers are
  • Buyers are primarily acquired through referrals, more so than the window shoppers.

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