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MeasureCamp - E-merchandising Analytics Workshop - March 29th, 2014
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MeasureCamp - E-merchandising Analytics Workshop - March 29th, 2014

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While everyone seems to focus mainly on the visit to order conversion rate for e-commerce web sites, there is less emphasis on Emerchandising indicators. Which ones should be measured? ...

While everyone seems to focus mainly on the visit to order conversion rate for e-commerce web sites, there is less emphasis on Emerchandising indicators. Which ones should be measured?

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  • 1. E-merchandising Analytics Workshop March 29th, 2014
  • 2. About Nicolas Malo • 18 years of experience in Cyber, Online, E-Marketing, Digital Marketing • Focusing full time on Digital Analytics for the last 5 years • Author, Speaker, Trainer, Teacher and Consultant in Digital Analytics, based in Lille (Northern France) • Online Tutor for the UBC Award of Achievement in Digital Analytics • DAA Certified Web Analyst, Adobe SiteCatalyst Implementation Certified, AT Internet Analyzer Certified, Comscore Digital Analytix Certified, Google Analytics Qualified and Tag Commander Certified 2 #measurecamp @nicolasmalo
  • 3. Workshop Objective While everyone seems to focus mainly on the visit to order conversion rate for e-commerce web sites, there is less emphasis on Emerchandising indicators. Which ones should be measured? 3 Traffic Metrics Conversion Metrics Emerchandising Metrics ?
  • 4. Different Levels of Indicators 4 #measurecamp @nicolasmalo Site Category Page Product Page
  • 5. Part 01 Site Indicators
  • 6. Top E-commerce Metric 6 #measurecamp @nicolasmalo
  • 7. A Few Indicators to Start With % of visits with at least one category page viewed % of visits with at least one product page viewed % of visits with at least one basket started 7 #measurecamp @nicolasmalo
  • 8. Indicators Suggested by Participants % of visits with at least one site search Segment indicators on Men Clothing section Segment indicators on Women Clothing section % of visits with sign ups (new releases, newsletters, etc…) 8 #measurecamp @nicolasmalo
  • 9. Indicators Suggested by Participants % of visits with catalog requests % of visits with social engagement (shares, likes, etc…) % of visits with logging Number of pages viewed before converting 9 #measurecamp @nicolasmalo
  • 10. Indicators Suggested by Participants % of visits with currency changes (£ to €) Delivery cost per converted visit % of free delivery per converted visit % of free return per converted visit 10 #measurecamp @nicolasmalo
  • 11. Part 02 Category Page Indicators
  • 12. 12 #measurecamp @nicolasmalo
  • 13. A Few Indicators to Start With # products clicked / # category page views # facets clicked / # category page views # filters clicked / #category page views 13 #measurecamp @nicolasmalo
  • 14. Indicators Suggested by Participants Share of filters clicks by filters type # clicks quickviews / # product page views # zoom / # product page views Share of facets selected by brand type 14 #measurecamp @nicolasmalo
  • 15. Indicators Suggested by Participants % of page scrolled Time spent on page before clicking on facets Average ranking on page of products clicked 15 #measurecamp @nicolasmalo
  • 16. Indicators Suggested by Participants Most popular sorting filters # of mouseovers on images #add to basket / # category pages viewed Look to book ratio per category 16 #measurecamp @nicolasmalo
  • 17. Part 03 Product Page Indicators
  • 18. 18 #measurecamp @nicolasmalo
  • 19. A Few Indicators to Start With # add to carts / # product page views # add to wish list / # product page views 19 #measurecamp @nicolasmalo
  • 20. Indicators Suggested by Participants Average product price # add to save / # product page views Look to book ratio by product page Tab content exploration (# of clicks on tabs / # of product page views) 20 #measurecamp @nicolasmalo
  • 21. Indicators Suggested by Participants # of clicks on cross-sells / # of product page views # of clicks on up-sells / # of product page views Time spent on product page % of product pages scrolled 21 #measurecamp @nicolasmalo
  • 22. Indicators Suggested by Participants # of out of stock products views / # of product views # of clicks on video views / # of product page views # of clicks on testimonials / # of product page views 22 #measurecamp @nicolasmalo
  • 23. Indicators Suggested by Participants # of clicks on social actions (share, pin, like, …) / # of product page views # of clicks on size guide / # of product page views # of video watched for a product / # of items sold for a product Regular price on product page 23 #measurecamp @nicolasmalo
  • 24. Indicators Suggested by Participants Discounted price on product page Margin per product Average product view / visit for a given product # click on pick up in store / # of product page views Share of product sizes watched per product 24 #measurecamp @nicolasmalo
  • 25. Indicators Suggested by Participants % of translated view of the product page Share for the origin to the product page: homepage, search, category page, etc…) 25 #measurecamp @nicolasmalo
  • 26. Nicolas Malo OPTIMALWAYS 45/1 avenue de Flandre 59290 Wasquehal France Tel : +33 3 59 36 50 35 nmalo@optimalways.com www.optimalways.com