The simplest e-commerce product analysis in 5 minutes
Do you have enhanced e-commerce implemented in your Google Analytics account?
Hey. Do you want to see what is the first action when I got access to any e-commerce Google Analytics account? I just got access to a new account a few minutes ago. Let’s walk through this first step with me.
There are 4 different product characteristics:
High traffic with high conversion rate (Sweet spot)
High traffic with low conversion rate (Why do you keep pouring for ads?)
Low traffic with high conversion rate (Potential rising stars)
Low traffic with low conversion rate (Remove these to keep the experience clean)
We use only 2 parameters for all of this analysis:
Product Detail Views: It is pretty self explanatory.
Buy-to-Detail Rate: Purchased product count / details view amount
Navigate to “Product Performance” report under e-commerce tab and use these 2 KPIs to create a filter:
We’ll have products which have high traffic with low conversion rate. We should stop advertising these products.
The next filter is to enable us to identify the low traffic & high converted products:
These products are your future ALL-STAR team. These products are getting low traffic but, have almost 3-time more conversion rate. Why don’t you give a chance through paid ads to see their performance on stage?
This account current product characteristic distribution:
High traffic with high conversion rate: %40
High traffic with low conversion rate: %20
Low traffic with high conversion rate: %20
Low traffic with low conversion rate: %20
Potential distribution in 3 months with %10 overall e-commerce conversion rate uplift:
High traffic with high conversion rate: %60
High traffic with low conversion rate: %10
Low traffic with high conversion rate: %10
Low traffic with low conversion rate: %20