Why should you do it?

Insights derived from the Analytics reports help you make data-driven decisions regarding your merchandising strategy, discover trends, business opportunities, test hypotheses and create action plans. 

Acting on user behavior data analytics: site traffic

Total user visits amount decreased - This scenario represents a situation when you see a decrease in the overall traffic to your ecommerce platform, meaning that less users are visiting your site/app than previously. To understand the cause of such change in user behavior, you may investigate the following:

• Evaluate recently made changes to various elements of the platform 
  • Site/App UI/UX
  • Product collections
  • Software or design updates
  • Overall marketing strategy
• Segment analytics based on tags for customer groups comparison to investigate whether the behavior change can be assigned to a specific customer segment or group. There are multiple ways you can segment analytics data:
  • Mobile vs. desktop
  • Data retrieved from a user’s account, for example age and gender
  • First-time user vs. recurring user
  • Search language
  • Country of origin

Acting on user behavior data analytics: search traffic

Total searches amount decreased - This scenario represents a situation where less users are using search when visiting your ecommerce platform. To identify the underlying issue, you may investigate the following:

• Test relevance configurations
  • Review “Go live checklist” to ensure all configurations are correct
  • Ensure UI/UX is optimized for search. Refer to the ecommerce search and discovery UI kits for more information: Using UI kits for creating great ecommerce Search and Discovery experiences 

Acting on user behavior data analytics: “no results” rate

No results rate is too high - In this scenario, the percentage of searches that returned no results increased, meaning users are not able to find relevant results matching their queries. In such a case, a user types a query, looking for a product or a category of products, but ends up on a search results page with no results. This situation is not ideal, as it poses a risk of causing customer frustration and site abandonment. Some of the solutions to handle no results pages include optimizing searchandising by acting on analytics reports insights:

• Click-through rate (CTR) and/or Conversion rate (CVR) is too low

Low CTR and CVR, mean that the percentage of searches that led your users to take a conversion action is too low and needs improvement

(link to “Optimize Searchandising - Decrease the occurrence of “No Results” pages”)

• Click-through rate (CTR) and/or Conversion rate (CVR)  are off / abnormal

Abnormal and unusual CTR or CVR might hint that the Click and Conversion events are not implemented properly and require additional validation

(link to “Optimize Searchandising - Optimize conversions for the most popular queries”)

• No clicks rate is too high

High no clicks rate means high percentage of searches that retrieved results but didn’t generate clicks

(link to “Optimize Searchandising - Optimize conversions for the most popular queries”)