Using Google Analytics to Optimize Shipping Rates

Using Google Analytics to Optimize Shipping Rates

February 5, 2017 5:10 pm

One of the most important challenges ecommerce retailers face is rising delivery charges. Thanks to Amazon, shoppers anticipate quick, free supply. Because area of interest retailers don’t sometimes have the gross sales quantity to barter giant reductions with UPS and FedEx, delivery prices have a a lot greater impression on their backside line.

Merchants can both take in the prices into the product worth, or cost the client for delivery throughout checkout. We’ve addressed this dilemma many occasions, most just lately at “Free Shipping, Free Returns Critical for Online Shoppers.”

Ecommerce merchants can either absorb the shipping costs into the product price, or charge the customer for shipping during checkout.

Ecommerce retailers can both take in the delivery prices into the product worth, or cost the client for delivery throughout checkout.

However, in my expertise promoting as a service provider promoting imported meals gadgets, there may be sticker shock if product costs embrace, primarily, delivery prices. Potential clients may even see these excessive product costs and abandon previous to checkout.

Many of my meals gadgets are costly to ship relative to their promoting worth. Potential clients that deserted throughout checkout have informed me the rationale was that the price of delivery was greater than the product itself. Certainly I can’t please all buyers and make a revenue. For the others, optimizing the stability of product and delivery prices is important to maximise gross sales and income.

Enter Google Analytics. It’s a superb database for gathering delivery info and conversion charges to check and optimize delivery insurance policies. To report this info, Google Analytics should seize the delivery price introduced to the consumer, together with the product SKU, amount in cart, and order subtotal. Google Analytics can then generate reviews to assist retailers analyze general delivery charges as a proportion of complete checkout quantity and delivery charges by product.

Google Analytics must capture the products in cart, their quantities, item subtotal, and shipping rates as presented to the shopper.

Google Analytics should seize the merchandise in cart, their portions, merchandise subtotal, and delivery charges as introduced to the consumer.

The most troublesome a part of this reporting course of is getting the knowledge into Google Analytics. Consider asking your developer or hiring a Google Analytics or Google Tag Manager marketing consultant.

Item Subtotal vs. Shipping Rate

To allow this reporting, create two customized dimensions in Google Analytics.

  • Item Subtotal. Populate this dimension with the order subtotal earlier than delivery and tax.
  • Shipping Rate. Populate this dimension with the delivery value for the order.


Once you begin sending knowledge to Google Analytics, you’ll be able to determine the purpose during which the delivery proportion of an order’s subtotal causes an enormous drop in conversions.

Create a customized report with the next dimensions:

  • “Item Subtotal”;
  • “Shipping Rate.”

And the comply with metric:

Create a custom report to identify the point at which conversion rates dramatically decrease.

Create a customized report back to determine the purpose at which conversion charges dramatically lower.

Export the info from Google Analytics into Excel or comparable spreadsheet.

  • Add a column to the spreadsheet referred to as “Shipping % Of Order Subtotal’” and divide “Item Subtotal” by “Shipping Rate” to acquire the worth.
  • Plot “Shipping % Of Order Subtotal” vs. “Conversion Rate.”
Add the column “Shipping % Of Order Subtotal” and enter the formula to report this value.

Add the column “Shipping % Of Order Subtotal” and enter the components to report this worth.

Use a big dataset of at the least B,000 rows, and take away outliers for cleaner graph. Also, type the info (for the graph) in descending order by “Ecommerce Conversion Rate.”

Graph of "Shipping % of Order Subtotal vs. Conversion Rate" report.

Graph of “Shipping % of Order Subtotal vs. Conversion Rate” report.

In the above graph, when delivery charges strategy 35 % of the order subtotal, conversion charges drop considerably. This knowledge could possibly be used to switch delivery charges to not often go, say, over 30 % of the order subtotal.

Shipping Rates by SKU

To analyze conversion charges by product, acquire the SKU, amount added to cart, and amount bought as introduced to the consumer. Setting up the report is past the scope of this text. But here’s what the result would appear to be, utilizing hypothetical numbers.

Analyzing conversion rates by SKU can help identify onerous shipping costs.

Analyzing conversion charges by SKU will help determine onerous delivery prices.

The report above exhibits sure SKUs changing nicely after being added to cart. However, different SKUs have low conversions — consumers depart throughout checkout. Investigate these SKUs. Are they costly to ship, leading to excessive delivery prices to the consumer? If so, check tradeoffs between their promoting worth and delivery value to measure the impression on conversions.

In brief, establishing the info assortment and reporting for delivery value versus conversion charges could be difficult. But, as soon as accomplished, it could actually present retailers with info to generate extra income.

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