1. Tracking
panel
conversion
with
behavioral
data
Conversion
Jam,
Stockholm,
10th
of
September
2013

2. The
source
of
the
learnings
we
share
with
you
in
this
session

3. Behavioral panels
with sensors for:
- Displays
- Clicks
- Add-to-carts
- Purchases

4. Tracking behavioral data on panel level

5. 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

6. Search
We originate the sales into following 4 panel types
NavigationsRecommendations 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

7. $$$
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!

8. $$$
Add to cart
Clicks
Originating the interest ratio (Clicks/Displays)
Displays Search: 81‰
Navigations: 19‰
Recommend: 8,6‰
Campaigns: 6,3‰
x4higher probability of getting a click out of Search

9. $$$
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

10. $$$
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!

11. $$$
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?

12. The long tail sources ~60% of all sales
10-800% higher margins vs top sellers

13. 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

14. The 5 dont’s of relevance

15. Pitfall #1:
Functions of disfunction

16. 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.

17. Pitfall #2:
The nagging…

19. The recommendation engine falls into ”repeating loops”
No attention paid to diversification
Does your right hand know what the left hand is doing?

20. Pitfall #3:
Dissonance

21. 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?

22. Pitfall #4:
Space trashing

23. Relevance
versus
Exposure space

24. Pitfall #5:
Good sales reps don’t stutter