Resources Measuring Impact of Merchandising Strategy

Monitor KPI data across user journey

Monitor performance at every step of the user journey on your site

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:

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”)

Measuring Impact of Merchandising Strategy

Analyze your Search and Browse audiences in Google Analytics

Merchandising Goals