Product range, price and positioning optimisation is one of the most important requirements in eCommerce. The basis of this optimisation are questions like:
- Which products/categories can the visitors see?
- Which products/categories are the visitors interested in most?
- Which products/categories are bookmarked?
- Which products/categories are put into or removed from the shopping basket?
- Which products/categories are ordered?
- Which advertising measures lead to actual conversions after all returns and cancellations?
These questions can be answered in detail using the Product Performance Reports. You can find these reports under eCommerce Reports → Product Performance.
For the reports, advanced data recording must be integrated into the websites to be tracked so that events like “Seen”, “Bookmarked” or “Put in basket” can be transferred along with the order via the eCommerce API and compiled in the report.
The Attributes of the Product Performance Reports
|Medium||Type/Channel of a Successful Contact (e.g. Social Media)|
|Campaign||Campaign name which serves to differentiate between different campaign actions and is necessary in order to compare different campaigns.|
|1st to 4th category||Four category levels in which each product can be illustrated (e.g. longboards > accessories > screws > Phillips head screws).|
|Product ID||Unique product number.|
|Product Name||Name of the product.|
|Page Name||Name of the page on which the product was shown.|
|Customer Group||Group to which a customer belongs, according to eCommerce API.|
|Terms of Delivery||Terms of delivery according to eCommerce API (e.g. delivery to the curb).|
|Terms of Payment||Terms of payment according to eCommerce API (e.g. in instalments).|
Key Figures from the Product Performance Reports
The key figures of the reports are organised in the key figure groups. The key figure groups result from the product-relevant actions of the shop visitors.
Key figure group “Seen”
|Number||Indicates how often the product was seen. All views are recorded, even if a visitor viewed a product multiple times during a visit.|
Key figures group “Placed into basket”
|Goods value||The goods value of the products which the visitors have placed into the basket:
Number of "Product placed into basket" x Product quantity x Product price.
|Shopping basket product page||Relationship between the number of products which were placed into the basket and the number of viewed products:
Number 'Product placed into basket'/Number 'Product (page) seen'.
Key figures group “Deleted from basket”
|Goods value||The goods value of the products which the visitors removed from the basket:
Number of "Product removed from basket" x Product quantity x Product price.
|Deletion rate||Relationship between the number of products which were removed from the basket to the number of products placed into it:
Number 'Product removed from the basket'/Number 'Product placed into basket'.
Key figure group “Bookmarked”
|Number||Indicates how often the product was bookmarked in the Online Shop.|
Key figure group “Order”
|Product quantity||Indicates in what quantities the product was ordered.|
|Goods value||The goods value of the ordered products. It does not matter if orders were changed at a later point in time to a sale or cancellation. The key figure keeps the original status of the orders:
Number 'Product ordered' x product quantity x product price.+
Die Kennzahlengruppe ‘Bestellung’ ist optional je nach Implementierung. Wir empfehlen die Übergabe von Bestellungen als ‘Sale’, was in den Product Performance Reports in der Kennzahlengruppe ‘Kauf’ ausgewiesen wird.
Key figure group “Purchase”
|Number||Indicates how often the product was bought.|
|Products per purchase||Average number of products per purchase:
Purchased product quantity/Number of 'Products bought'.
|Goods value||The goods value of the purchased products. It does not matter if purchases were cancelled at a later point in time:
Number 'Product bought' x Product quantity x Product price
|Goods value per purchase||Average goods value per purchase:
Goods value/Number 'Product purchased'.
|Leave value as is||Goods value of the products placed into the basket reduced by the purchased products.|
|Cancellation rate||Number of products abandoned of those placed into the basket (in %):
Number 'Placed into basket' minus number 'Purchase')/Number 'Placed into the basket'
|Product page for purchase||Ratio of purchased to viewed products|