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

0

5000

10000

15000

20000

25000

30000

35000

40000

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