Measure how visitors interact with rolling products catalogs
It is increasingly common for e-commerce shops to present their products in more or less endless lists, or “catalogs.” Once the website visitor scrolls down far enough, more products will be added to that list.
If they scroll some more, then even more products will be added.
And here things can get tricky: How can you measure the performance of single products while also accounting for the position in which they are shown?
With a standard tracking configuration, only one Page Impression will be measured, and we have no idea about the actual content. Which products were seen by the visitor? In what order? And how many products were sold after they were seen in the catalog?
Collect the data
With our new tracking pixel, we launched a plugin that enables you to track all products on a catalogue page, including details like price, color, assigned categories and the position. This information is sent out as soon as the visitors scrolls down and new products come into focus.
The information that a product has been seen previously in the catalog is available in all subsequent steps of the conversion funnel. This enables you to identify products which were seen in more detail, placed into the basket or were purchased after they were seen in the product catalog.
Discover new insights
We have enhanced your “Product Status” options by adding the new condition “Catalog View”. So Webtrekk is now offering in-depth analytics data for each of these 4 steps in the sales process.
In the new Suite Analytics, you can find predefined dashboards with all of this data prepared for you.
For an even more detailed view, you will find new objects and metrics with data for the Product List Position of every product within Analytics.
Are you interested in finding out what positions within the catalog convert best? Or if certain colors perform better in catalog view than traditional display?
Using the metric Product List Position in combination with the new object Product Status – or a pre-filtered metric or dimension like Purchased Products – you are able to identify items which were seen in the catalog before.
If you want to find out what the average catalog position of a certain product was, simply add one of the corresponding formulas to your analysis:
- Product List Position Avg. (viewed products)
- Product List Position Avg. (products added to cart)
- Product List Position Avg. (purchased products)
- Product List Position Avg. (viewed products in List)
In addition, you can use the predefined formula Product List Click-Though Rate (CTR), showing what percent of the products seen in the catalog have been actually clicked and therefore seen in the detail view afterwards.
This post comes from Stefan Piaskowski, Product Manager – Analytics – Data Processing
You can read more about the new Suite Analytics here.