We explained how to measure activity on product sheets. In Analytics , when we measure the performance of the products of an online store we focus on those that have been part of completed transactions, but we should not stop there, since in this way we are losing a great potential to increase the percentage of carts. . Want to know why?
For this we use metrics such as the average number of products sold per transaction, the list of the best sellers or the acquisition or elimination rates of each product in the shopping cart.
If we have more advanced web or mobile activity measurement systems, we can get to know the visibility that a purchased product has before finalizing the transaction. We will thus obtain information about how many times the product has been shown before the user has clicked, or in which position it was in a list of a specific category when the user decided to add it to their purchase.
3 Elements To Analyze The Activity In The Product Sheets
Determining the frequencies of visits of each product , obtaining the relationship of the set of categories that are visited per session or knowing the flow of activity regarding the location of a product in the store are factors that will help us to improve the navigation of users based on your behavior with the products .
To measure the impact on content we use three key behavioral metrics such as:
– visits per session
– the percentage of exit per product page or
– the time that users spend on each tab.
Users increasingly like to interact with the product sheets they visit, either by adding it to favorites, sharing it on their social networks or sending it to their friends by email.
Knowing these interactions will allow us to know the real interest of the user in specific products, as well as the downloads of brochures, instructions, material, etc.
The relevant metrics for interactions are unique and total events:
– frequencies of interaction by product and
– event navigation flows that allow us to know the activity of users after interacting with a product, without adding it to the shopping cart.
3. Internal Searches
When a user does not find a product, he performs a search. Analyzing the products searched and the navigation after the search will optimize the usability of the product categories and facilitate their access and placement.
Search refinement, average pageviews per search, and search abandonments will be the metrics to take into account in this case .
How Do We Take Advantage Of Data?
Once we have the data, it is necessary to have a vision of the individual products , grouped by category and product brand, as well as segmented by access source.
Eye! Take into account product-oriented campaigns since these will determine the behavior of users in the product sheets and the conclusions will not be as precise.