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?

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