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 #1
Site Fea­ture Usage

One of the foun­da­tional fea­tures of Dis­cover 3.0 is the abil­ity to build and ana­lyze site seg­ments or per­sonas of inter­est in con­cert: pur­chasers, shop­ping cart aban­don­ers, prod­uct mer­chan­dise inter­ac­tions, and new ver­sus loyal cus­tomers are a few key examples.

Dis­cover is equally adept at pro­vid­ing per­spec­tive on over­ar­ch­ing site fea­ture usage based on the cus­tom char­ac­ter­is­tics of a given busi­ness. As the busi­ness and site func­tion­al­ity evolve over time; Dis­cover pro­vides a con­sis­tent win­dow into site fea­ture per­for­mance trends and met­ric outcomes.

The next few exam­ples show­case lever­ag­ing Dis­cover to pro­vide per­cep­tion into which site fea­ture expe­ri­ences are most impact­ful for vis­i­tors over the course of the pur­chase con­sid­er­a­tion process. A caveat, as always in work­ing with seg­ments, is to keep in mind the poten­tial for over­lap across seg­ments; it is impor­tant to either account for such fac­tors in the seg­ment build cri­te­ria or appro­pri­ately com­mu­ni­cate when relay­ing out the end data and analy­sis points.

Com­pare & Con­trast Major Site Features

One sim­ple exam­ple of site fea­ture usage reports in Dis­cover is to com­pare and con­trast major site fea­tures against each other. In the exam­ple below we have built two defined seg­ments: ‘Inter­nal Search Site Fea­ture Vis­its’, which is built around a vis­its seg­ment that con­tained at least one instance of an inter­nal search, and ‘Store Loca­tor Site Fea­ture Vis­its’, which is a vis­its seg­ment that con­tained at least one instance of a store loca­tor search on site.

We can review the trends over time by week gran­u­lar­ity to dis­cern vol­ume and con­ver­sion attri­bu­tion. The insights in this report in the con­text of site fea­ture improve­ment pri­or­i­ti­za­tion and design deci­sions can be powerful.

For instance, if inter­nal searches as a por­tion of vis­its are trend­ing down over time, that could lead to an exam­i­na­tion of whether over­all user or iso­lated user seg­ments’ site behav­ior has shifted to more of a browse mentality.

Like­wise, tak­ing the data within the store loca­tor vis­its report in the con­text of retail store roll­out ini­tia­tive pro­duces a valu­able view that can be crossed with geo­graphic and cus­tomer type data.

Actions within a Spe­cific Site Feature

A sec­ond exam­ple explores how even within a sin­gle spe­cific site fea­ture, Dis­cover users can break apart a clear data view across rel­e­vant dimensions.

For instance, we can build sev­eral seg­ments around var­i­ous ‘Prod­uct Reviews’ actions, such as vis­its where prod­uct reviews inter­ac­tions are only read, vis­its where prod­uct reviews inter­ac­tions are only writ­ten, and vis­its where prod­uct reviews are both read and written.

The three mutu­ally exclu­sive seg­ments then can be brought into the same sin­gle work­space and crossed with the Time Spent Per Visit dimen­sion to inform the share of site fea­ture occur­rences for a given time period.

Note these seg­ments across the top of the image below. A review of the data shows that prod­uct review read occur­rences and prod­uct review write occur­rences in the period exhibit sim­i­lar fre­quen­cies. The low occur­rence rate of vis­its where prod­uct reviews are both read and writ­ten within the same visit shows a divid­ing line in user intent that informs site per­son­al­iza­tion efforts. The view allows us to quickly assess what the cur­rent time win­dows of oppor­tu­nity we have to engage users with prod­uct reviews.

Fre­quency of Use of Site Feature

A third exam­ple cir­cles around explor­ing if cer­tain types of site vis­i­tors tend to expe­ri­ence a given site fea­ture with higher frequency.

For instance, look­ing at pur­chasers and non-purchasers at the vis­i­tor con­tainer seg­ment level, we can see the impact of inter­nal search suc­cess and failure.

The report below pro­vides an assess­ment of vis­i­tor vol­ume per seg­ment, vari­a­tions across inter­nal search expe­ri­ences, and the share of site vis­i­tors that do not expe­ri­ence any inter­nal search results. The busi­ness can use the report­ing on these trends to track improve­ments in site search and the rel­a­tive impact of basic, advanced, or SKU searches. Site fea­ture reports and analy­sis at this level of detail in Dis­cover are quick and effi­cient in iden­ti­fy­ing key trends and poten­tial problems.

Con­clu­sion

In my time at Adobe Con­sult­ing I have often seen Dis­cover as a linch­pin in client opti­miza­tion efforts and eval­u­a­tion of site per­for­mance trends. I like to think of Dis­cover as an analyst’s open can­vas or tool kit that is deeply rooted in exploratory work around bet­ter under­stand­ing site visitors.

Dis­cover in its best use chal­lenges an analyst’s intu­ition, cre­ativ­ity in approach, and problem-solving skills to split apart com­plex site trends into defined reports with action­able find­ings. As illus­trated in the prior exam­ples, mar­keters can drill down to spe­cific cus­tom seg­ments to opti­mize and empha­size site fea­tures count­less ways.

Brian Au is a con­sul­tant in Adobe Con­sult­ing, focused on dig­i­tal strat­egy, ana­lyt­ics & opti­miza­tion for retail & travel clients. He tweets at @BrianAu.

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.

0 comments