E-merchandising
Analytics Workshop
March 29th, 2014
About Nicolas Malo
• 18 years of experience in Cyber, Online, E-Marketing, Digital Marketing
• Focusing full time on Digit...
Workshop Objective
While everyone seems to focus mainly on the visit to order
conversion rate for e-commerce web sites, th...
Different Levels of Indicators
4
#measurecamp @nicolasmalo
Site
Category Page
Product Page
Part 01 Site Indicators
Top E-commerce Metric
6
#measurecamp @nicolasmalo
A Few Indicators to Start With
% of visits with at least one category page viewed
% of visits with at least one product pa...
Indicators Suggested by Participants
% of visits with at least one site search
Segment indicators on Men Clothing section
...
Indicators Suggested by Participants
% of visits with catalog requests
% of visits with social engagement (shares, likes, ...
Indicators Suggested by Participants
% of visits with currency changes (£ to €)
Delivery cost per converted visit
% of fre...
Part 02 Category Page Indicators
12
#measurecamp @nicolasmalo
A Few Indicators to Start With
# products clicked / # category page views
# facets clicked / # category page views
# filte...
Indicators Suggested by Participants
Share of filters clicks by filters type
# clicks quickviews / # product page views
# ...
Indicators Suggested by Participants
% of page scrolled
Time spent on page before clicking on facets
Average ranking on pa...
Indicators Suggested by Participants
Most popular sorting filters
# of mouseovers on images
#add to basket / # category pa...
Part 03 Product Page Indicators
18
#measurecamp @nicolasmalo
A Few Indicators to Start With
# add to carts / # product page views
# add to wish list / # product page views
19
#measure...
Indicators Suggested by Participants
Average product price
# add to save / # product page views
Look to book ratio by prod...
Indicators Suggested by Participants
# of clicks on cross-sells / # of product page views
# of clicks on up-sells / # of p...
Indicators Suggested by Participants
# of out of stock products views / # of product views
# of clicks on video views / # ...
Indicators Suggested by Participants
# of clicks on social actions (share, pin, like, …) / # of
product page views
# of cl...
Indicators Suggested by Participants
Discounted price on product page
Margin per product
Average product view / visit for ...
Indicators Suggested by Participants
% of translated view of the product page
Share for the origin to the product page: ho...
Nicolas Malo
OPTIMALWAYS
45/1 avenue de Flandre
59290 Wasquehal
France
Tel : +33 3 59 36 50 35
nmalo@optimalways.com
www.o...
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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?

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

  1. 1. E-merchandising Analytics Workshop March 29th, 2014
  2. 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. 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. 4. Different Levels of Indicators 4 #measurecamp @nicolasmalo Site Category Page Product Page
  5. 5. Part 01 Site Indicators
  6. 6. Top E-commerce Metric 6 #measurecamp @nicolasmalo
  7. 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. 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. 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. 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. 11. Part 02 Category Page Indicators
  12. 12. 12 #measurecamp @nicolasmalo
  13. 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. 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. 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. 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. 17. Part 03 Product Page Indicators
  18. 18. 18 #measurecamp @nicolasmalo
  19. 19. A Few Indicators to Start With # add to carts / # product page views # add to wish list / # product page views 19 #measurecamp @nicolasmalo
  20. 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. 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. 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. 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. 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. 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. 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

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