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Tracking panel conversion with behavioral data Conversion Jam, Stockholm, 10th of September 2013
The source of the learnings we share with you in this session
Behavioral panels with sensors for: - Displays - Clicks - Add-to-carts - Purchases
Tracking behavioral data on panel level
AggregaBon of behavioural data on panel level – rules of the game
Displays: 6 Clicks: 1 Add2Carts: 0 Purchases: 0
Displays: 7 Clicks: 1 Add2Carts: 0 Purchases: 0
Displays: 7 Clicks: 2 Add2Carts: 3 Purchases: 0
Displays: 7 Clicks: 1 Add2Carts: 2 Purchases: 0
Displays: 1 Clicks: 0 Add2Carts: 0 Purchases: 2
Ʃ 28 5 5 2
Search
We originate the sales into following 4 panel types
Navigations Recommendations Campaings
/search-page/search-hits-with-count/search-hits /song-search-page/search-hits-with-count/search-hits /actor-search-page/search-hits-with-count/search-hits
/category-page/kampanjer /campaigns-page/campaigns
/category-page/product-list /category-page/top-lists/toppsaljare /category-page/top-lists/kommande
/product-page2/product-bottom-zone/left-column-in-depth/recommend-based-on-product /product-page2/left-column/recommend-based-on-product /product-page2/left-column/those-who-viewed-also-viewed /product-page2/product-bottom-zone/other-products-by-the-artist-with-hit-count/search-hits /product-page2/product-bottom-zone/left-column-in-depth/those-who-viewed-also-viewed /product-page2/left-column/those-who-bought-also-bought /product-page2/product-bottom-zone/left-column-in-depth/those-who-bought-also-bought /product-page2/left-column/those-who-viewed-bought /product-page2/product-bottom-zone/left-column-in-depth/those-who-viewed-bought /product-page2/product-bottom-zone/other-products-by-the-artist-with-hit-count/search-hit-count
$$$
Add to cart
Clicks
Sales funnel accumlutated for a total of all panels
Displays Clicks / Displays = Interest rate: 7,3‰
Add2Carts / Clicks = Want rate: 528‰
Purchases / Add2carts = Buy rate: 94‰
~50% of people want the things they click on!
$$$
Add to cart
Clicks
Originating the interest ratio (Clicks/Displays)
Displays Search: 81‰
Navigations: 19‰
Recommend: 8,6‰
Campaigns: 6,3‰
x4 higher probability of getting a click out of Search
$$$
Add to cart
Clicks
Originating the want ratio (Add-to-cart/Clicks)
Displays Search: 476‰
Cat Nav: 357‰
Recommend: 618‰
Campaigns: 696‰
Campaigns convert twice as good as Navigations
$$$
Add to cart
Clicks
Originating the buy ratio (Purchases/Add-to-cart)
Displays Search: 103‰
Cat Nav: 125‰
Recom: 96‰
Campaigns: 108‰
Only 1 of 10 user journeys leading to an add2cart entail a purchase!
$$$
Add to cart
Clicks
Retail Space Efficiency (Purchases/Displays)
Displays Search: 40‰
Cat Nav: 8‰
Recom: 5‰
Campaigns: 5‰
Are search panels 5-8 times more space efficient?
The long tail sources ~60% of all sales 10-800% higher margins vs top sellers
Top sellers: top 10% of the assortment with the highest frequency of sales Long tail: the remaining 90%
The tale of the long tail
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top-seller-sales long-tail-sales
The 5 dont’s of relevance
Pitfall #1:
Functions of disfunction
User searches for a baseball helmet. The query is miss-spelled.
Irrelevant Suggestion
Irrelvant categories
Irrelevant filters
Irrelevant results
Area used to show irrelavant information. The buttons are there. But they are useless.
Pitfall #2:
The nagging…
The recommendation engine falls into ”repeating loops”
No attention paid to diversification
Does your right hand know what the left hand is doing?
Pitfall #3:
Dissonance
Disconnected Search and Navigation: A search for ”Udendørslegetøj” returns 4 hits. A click on the category ”Udendørslegetøj” returns more than 1000 products. If A user navigates to the category ”Udendørslegetøj”, and then chooses the filters ”300-500 kr” and ”3-4 år” the following results are presented.
What happened to the 300-500 kr filter?
Pitfall #4:
Space trashing
Relevance versus Exposure space
Pitfall #5:
Good sales reps don’t stutter
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