Discover 3 Free Trial - Retail Quick Wins from Adobe Consulting

Over the com­ing weeks, the retail indus­try experts in Adobe Con­sult­ing will share a series of analy­sis quick wins for retail­ers, using Adobe Dis­cover 3. For a lim­ited time, Adobe Site­Cat­a­lyst 15 clients can inquire with their account team and ask to take part in a free trial of Adobe Dis­cover. We’ve made it eas­ier than ever to try Dis­cover, and we’re show­ing some great Dis­cover analy­sis oppor­tu­ni­ties spe­cific to the retail indus­try. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.

Adobe Dis­cover — Retail Quick Win #2
The Power of Props

Props, as you may know, are Site­Cat­a­lyst vari­ables that are used pri­mar­ily for col­lect­ing traf­fic data like page views, vis­its, and vis­i­tors. A lim­ited num­ber of these vari­ables can also be used in fall­out and pathing reports. While not quite as glam­orous as their big brother that col­lects con­ver­sion and suc­cess event data (eVars), they serve an impor­tant purpose.

In Dis­cover, props become sig­nif­i­cantly more flex­i­ble and use­ful. All props have pathing enabled within the appli­ca­tion, which means that pathing reports, entry reports, exit reports, and fall­out reports are avail­able for every prop. Even bet­ter, prop entries and exits can be used in seg­ments for advanced analysis.

It’s like when props come into Dis­cover, they run into a phone booth and change from Clark Kent into Super­man… or Super Props!

Seg­ment­ing on these “Super Props”

For exam­ple, I can cre­ate seg­ments where the user entered on a spe­cific page type.  In the exam­ple below, I’ve built three seg­ments; one for vis­its where the entry page type is “depart­ment”, another where the entry page type is “cat­e­gory”, and a third where the entry page type is “subcategory”.

Entry Page Type Segments

Plac­ing these seg­ments side by side, I can com­pare KPIs to bet­ter under­stand how each type of page per­forms when it is the land­ing page.  In this par­tic­u­lar exam­ple, not only do my depart­ment pages have the best con­ver­sion rate when the visit begins there, but they also have the high­est aver­age order value.  To dig deeper, I can apply these seg­ments against any report.

With Real-World Application

I recently worked with a client who was strug­gling to fully under­stand a decrease in year over year con­ver­sion. By exam­in­ing these entry page type seg­ments in Dis­cover, it became clear that while the con­ver­sion rates and aver­age order val­ues for each of these seg­ments had remained fairly steady dur­ing the past year, the mix of land­ing page types had changed quite a bit. More users were land­ing on sub­cat­e­gory pages that con­verted at a lower rate, and fewer users were land­ing on the higher con­vert­ing depart­ment pages.  By apply­ing these seg­ments to mar­ket­ing chan­nels report­ing, they were able to devise a plan to adjust the mix.

First and Last Set: An Impor­tant Note

It is impor­tant to note that in Dis­cover, prop entries and exits are the first and last value received for that prop, not nec­es­sar­ily the first or last page view in the visit.

For instance, when look­ing at a search term entry report, the terms listed rep­re­sent the most com­mon first search terms, even if the first search occurred 10 pages into the visit. The exit search terms report rep­re­sents the last search term received before the visit ended, even if there were 10 addi­tional pages unre­lated to that search.

With this knowl­edge, I can run an entry search terms report to see the most com­mon first search terms. I can break my top entry terms down by my search terms eVar to see which other terms are most com­mon for that begin­ning term, and more impor­tantly, how the terms convert.

Search Term Entries

This knowl­edge can be used to opti­mize search assortments.

Wrap­ping Up

In Site­Cat­a­lyst, props are work­horses that pro­vide use­ful traf­fic information.

In Dis­cover, props are infor­ma­tion pow­er­houses thanks to an expanded fea­ture set.

While there are some props (site con­tent hier­ar­chy vari­ables, page type, search terms) that I use infre­quently in Site­Cat­a­lyst, I find myself using those same props often in Dis­cover. The abil­ity to lever­age entries for all props is a price­less tool in my analy­sis toolbox.

Matt Gibby is a con­sul­tant in Adobe Con­sult­ing, focused on dig­i­tal strat­egy, ana­lyt­ics & opti­miza­tion for retail & travel clients.

If you’re an online or cross-channel retailer using Adobe Site­Cat­a­lyst 15, you should try these Retail Quick Wins in Adobe Dis­cover. We’ve made it eas­ier than ever to expe­ri­ence a free trial of Dis­cover. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.