Ecommerce reports
Are my customers satisfied with my ecommerce platform? What are my best converting referrers? How efficient is my shop s path to purchase? Which users abandon their shopping cart and why?
Here at Journey Analytics, we know all about the questions that bug teams who manage ecommerce platforms. We also know that leaving those questions unanswered can harm the user s shopping experience and thus reduce your business's revenue. This is why we've put together this comprehensive collection of ecommerce industry specific reports, to be used as a guideline that will help you track and act on customer behavior.
Average/median number of results per search
Use this report to calculate average/median of all search results.
- Why use it: Find out if your product catalog list size matches your users search results. Relevant for ad campaigns and SEO.
- Relevant actions: Based on this report you can adjust your visitors to the relevant products
- Visualization type: Figure
- Related events: user_search
Average/median number of search actions per user
Use this report to calculate the average/median life-time search actions per user until first conversion.
- Why use it: Find out if your users search requests are successful (convert) over their life-time. A large result, might mean that users were unable to find what they were searching for. Another way to look at this measure is how much slack the user will give you before churn happens. This report can help you understand one of the causes that leads to higher churn rate and by giving you a larger overview across the user's life-time, it helps you better understand where improvement is much needed.
- Relevant actions: Based on this report you can specifically assist customers that have trouble finding what they are looking for.
- Visualization type: Table, Combo, Pivot
- Related events: user_search
Average/median unique search actions per session without conversion
Use this report to calculate the average/median number of unique searches per session that had no "add to cart"/"add to wish list".
- Why use it: Find out if your users search requests are successful (convert) for each session. A large result, might mean that users were unable to find what they were searching for. Another way to look at this measure is how much slack the user will give you before churn happens. This measure can help you understand one of the causes that leads to higher churn rate.
- Relevant actions: Based on this report you can improve your search results, for example optimize search results (segmentation, personalization).
- Visualization type: Table, Figure, Combo, Pivot
- Related events: user_search
Average number of platforms per user
Use this report to count all the platform (PC, Tablet, Mobile) each user uses when interacting with your web site.
- Why use it: Get a more accurate measure of the session's length in case users utilize multiple platforms. In addition it can help in understanding user behavior because some users make different actions when using different platforms.
- Relevant actions: In case of a sudden drop in session length you would want to check any changes made to the application and might have broken the customer's journey.
- Visualization type: Table, Figure, Pie, Pivot
- Related events: http://docs.cooladata.com/step-1-plan-events-track#log_in
Catalog click conversion to cart
This report shows the conversion rate between clicking a product in the product catalog and adding the product to the shopping cart.
- Why use it: Gives insight regarding customer expectation from the product. This directly translates to page effectiveness.
- Relevant actions: Low conversion rates can imply that the product page didn't fulfill the customer expectations. In such cases you could try and improve product presentation, properties or/and product details.
- Visualization type: Table, Figure, Funnel, Pivot
- Related events: add_to_cart event, click_item event
Conversion cart to purchase
This report can be a part of a funnel that shows which products converted from cart-to-purchase.
- Why use it: Analyze and improve the purchase cycle.
- Relevant actions: Pinpoint issues that badly influence the cart-to-purchase conversion rate. Example: not forcing the user to fill out a zip code in the registration form, may improve conversion rates.
- Visualization type: Figure, Funnel
- Related events: add_to_cart event, page_load_enrich ("Thank You" page).
Current products in cart
This report shows a snapshot of the products waiting in the cart.
- Why use it: Shows you what is your current sales potential.
- Relevant actions: By realizing this potential you can re-target users with specific products and/or offer customers related products before, during and after the shopping journey.
- Visualization type: Table, Combo, Pivot
- Related events: add_to_cart, cart_remove_item, page_load_enrich ("Thank You" page).
Number of products viewed
This report shows the count of results relevant in each search.
- Why use it: Find out how far users scroll down the results list. Use this report to show how many products were viewed by a user for a given search.
- Relevant actions: Based on this report you can rearrange your search results list to put more popular products on top. You can also try and advance some products from the hidden part of the search result list to the top, in order to find out what is their actual conversion potential.
- Visualization type: Table, Figure, Combo, Pivot
- Related events: user_search, page_load
Percentage rate of registered users vs. visitors
Use this report to show what is the percentage of registered users compared to the percentage of visitors (unregistered).
- Why use it: A high ratio of unregistered vs. registered users can indicate a long registration funnel or a platform that offers enough content for users without the need to register.
- Relevant actions: create incentives for users to log-in into the web site. Examples: newsletter, white papers, coupons, bonuses.
- Visualization type: Figure
- Related events: http://docs.cooladata.com/step-1-plan-events-track#log_in, page_load
Product attributes distribution in cart
This report shows the distribution of attributes in products that were added to the cart.
- Why use it: This report gives insights regarding product attributes' preferences by showing which product attributes, of products in the cart, are more popular.
- Relevant actions: Based on property popularity, optimize your stock, and product personalization.
- Visualization type: Table, Combo, Pie,Pivot
- Related events: add_to_cart event
Products in cart
This report lists the aggregated count of each product based on what users added to their cart over the lifetime of the application.
- Why use it: Find out which are your top products.
- Relevant actions: Use this metric to decide which products to promote and how to better manage your inventory.
- Visualization type: Table, Pie, Pivot
- Related events: add_to_cart event
Search action leads to purchase
Use this report to understand how different search terms convert to users purchasing a product.
- Why use it: View how effective search terms are, in making users purchase a product. Use this knowledge to learn which search terms are the most valuable to your business.
- Relevant actions: Based on this report you can make frequently searched products more prominent in the catalog, offer such best sellers together will related but less popular products.
- Visualization type: Table, Figure, Combo, Funnel, Pivot
- Related events: user_search, page_load
Search action leads to shopping cart
Use this report to understand how different search terms convert to shopping cart visits.
- Why use it: View how effective user search terms are, in sending users to the shopping cart.
- Relevant actions: Based on this report you can make frequently searched products more prominent in the catalog, offer such best sellers together with related but less popular products.
- Visualization type: Table, Figure, Combo, Funnel, Pivot
- Related events: user_search, add_to_cart event
Search action with low results count
Use this report to visualize searches with result count lower than n results (limit adjustable).
- Why use it: Identify issues with product richness. Find out what are your products feed's weak spots.
- Relevant actions: Based on this report you can adjust your catalog to include more relevant products, show users similar/related products.
- Visualization type: Table, Pie, Pivot
- Related events: user_search
User search term distribution
Use this report to visualize what search terms your users are most interested in.
- Why use it: Find out what are your customers popular searches. It s also possible to add a drill-down by time, to analyze trends for special occasions (e.g. holidays).
- Relevant actions: Use to restock/update your inventory, prepare for upcoming trends & re-target customers.
- Visualization type: Table, Combo, Pie, Pivot
- Related events: user_search
Wish list conversion to cart
This report can show you the outcome of adding a product to the user's wishlist.
- Why use it: Understand how effective is your wish list, learn user preferences.
- Relevant actions: If you experience low wish-list to cart conversion, you could try and make the wish list more prominent.
- Visualization type: Table, Figure, Path, Funnel, Pivot
- Related events: add_to_cart event, add_to_wish_list event, remove_from_wish_list event
