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Many e-commerce businesses find it challenging to deal with a large volume of data to increase their clickthrough rates and conversion rates through web analytics.
A $2 billion online/catalog division of a multi-channel retailer relies on FocusKPI to manage its 5 TB clickstream database containing 18 months of every online click. Facing an internal three-to-six-month wait, the marketing department turned to FocusKPI.
FocusKPI provides clickstream analytics solutions to build sophisticated clickstream databases in three weeks with custom client reporting tools following just a few days later.
Today FocusKPI cost-effectively manages the clickstream database, enabling the client to concentrate on the knowledge they can derive from this untapped asset.
After identifying compelling differences in pathways and conversion rates between the two super categories, we revealed opportunities to customize website experience based on visitors' needs to increase conversation rates
Where do paid search users land on the site?
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The majority of paid search users in P1-P3 landed on the supercategory or zip code pages
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They are more likely to convert when landing on the super-category page, which has a conversion rate up to 50% higher than the other landing pages
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Recommendations: eliminate zip code page and adapt landing pages by category
How do paid search users navigate the site?
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Conversion rates appear to be higher when customers reach SKU-level pages
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Customer navigation varies, depending on what they are shopping for
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Recommendations: streamline navigation and tailor navigation parts by category based on visitor needs
What do paid search users purchase on the site?
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Some categories have much heavier traffic than others; however, conversion rates in some of these categories are much lower
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Baskets vary between the two super categories
-
OS paid search users to have a more varied basket than OF paid ones
-
-
Recommendations: position top categories and SKUs clicked in earlier pages; increase cross-sell efforts to OS shoppers
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Many e-commerce businesses find it challenging to deal with a large volume of data to increase their clickthrough rates and conversion rates through web analytics.
A $2 billion online/catalog division of a multi-channel retailer relies on FocusKPI to manage its 5 TB clickstream database containing 18 months of every online click. Facing an internal three-to-six-month wait, the marketing department turned to FocusKPI.
FocusKPI provides clickstream analytics solutions to build sophisticated clickstream databases in three weeks with custom client reporting tools following just a few days later.
Today FocusKPI cost-effectively manages the clickstream database, enabling the client to concentrate on the knowledge they can derive from this untapped asset.
After identifying compelling differences in pathways and conversion rates between the two super categories, we revealed opportunities to customize website experience based on visitors' needs to increase conversation rates
Where do paid search users land on the site?
-
-
The majority of paid search users in P1-P3 landed on the supercategory or zip code pages
-
They are more likely to convert when landing on the super-category page, which has a conversion rate up to 50% higher than the other landing pages
-
Recommendations: eliminate zip code page and adapt landing pages by category
How do paid search users navigate the site?
-
-
Conversion rates appear to be higher when customers reach SKU-level pages
-
Customer navigation varies, depending on what they are shopping for
-
Recommendations: streamline navigation and tailor navigation parts by category based on visitor needs
What do paid search users purchase on the site?
-
-
Some categories have much heavier traffic than others; however, conversion rates in some of these categories are much lower
-
Baskets vary between the two super categories
-
OS paid search users to have a more varied basket than OF paid ones
-
-
Recommendations: position top categories and SKUs clicked in earlier pages; increase cross-sell efforts to OS shoppers