Retail web­sites espe­cially dur­ing the Hol­i­days serve a wide range of needs over a vari­ety of dif­fer­ent vis­i­tor seg­ments. One of the chal­lenges in dig­i­tal mea­sure­ment is plac­ing the right deploy­ment strat­egy around key site fea­tures and con­tent in a man­ner that lever­ages exist­ing imple­men­ta­tion work. The Store Loca­tor fea­ture on retail sites is a prime exam­ple of a unique fea­ture that is uti­lized by traf­fic apart from the brows­ing and shop­ping con­sid­er­a­tion site areas. In order to under­stand the uti­liza­tion and impact of Store Loca­tor traf­fic it is crit­i­cal to build an imple­men­ta­tion strat­egy around the fol­low­ing key questions:

  • How fre­quently is Store Loca­tor con­tent accessed at an indi­vid­ual page and site sec­tion level?
  • How often is the Store Loca­tor fea­ture being used across vis­its and visitors?
  • What traf­fic sources are uti­liz­ing the Store Loca­tor fea­ture on the site?
  • How are vis­i­tors nav­i­gat­ing to the Store Loca­tor fea­ture on site?
  • Do vis­i­tors that access the Store Loca­tor fea­ture con­vert online?

Store Loca­tor: Site Con­tent Hier­ar­chy Considerations

The effec­tive frame­work to Store Loca­tor track­ing starts at the con­tent hier­ar­chy tag­ging stage. Fore­most unique con­tent hier­ar­chy vari­able val­ues for Page­Name (s.pageName) and Site Sec­tion (s.channel) should be set that meet the busi­ness needs in terms of descrip­tion and gran­u­lar­ity. It is also rec­om­mended that a Page Type con­tent roll up Cus­tom Traf­fic vari­able be pop­u­lated to dis­tin­guish the full range of Store Loca­tor pages under a sin­gle uni­fied con­tent group. A straight­for­ward con­tent tag­ging hier­ar­chy opens up the full array of pathing reports in Site­Cat­a­lyst to inform page and site sec­tion flow trends to and from the Store Loca­tor feature.

Store Loca­tor: Suc­cess Event Considerations

Pop­u­la­tion of a seri­al­ized suc­cess event on the ‘Store Loca­tor: Search Results’ page can indi­cate when­ever a vis­i­tor com­pletes a Store Loca­tor search and  enables report­ing across a wide set of other Site­Cat­a­lyst reports. Event seri­al­iza­tion will only record the store loca­tor event once over the entire visit ses­sion. A Store Loca­tor seri­al­ized suc­cess event can be pulled into mar­ket­ing track­ing code reports to show occur­rences by cam­paigns or any other asso­ci­ated clas­si­fi­ca­tion break­down of campaigns.

The Store Loca­tor seri­al­ized event with the Traf­fic Sources report can show occur­rences by Search Key­words or Search Engines arriv­ing at the site. The Page Type Cus­tom Traf­fic vari­able for ‘Store Loca­tor’ also enables vis­its, usage, par­tic­i­pa­tion met­rics, and con­ver­sion reports. These deploy­ment steps as a whole pro­vide a com­pre­hen­sive view into Store Loca­tor per­for­mance from a traf­fic, seg­ment iden­ti­fier, and con­ver­sion influ­enc­ing fea­ture on the website.

Con­clu­sion

These report­ing method­olo­gies show­case the strong fun­da­men­tal capa­bil­i­ties that Site­Cat­a­lyst can bring to dig­i­tal mea­sure­ment of the Store Loca­tor fea­ture. The prac­tices illus­trate how both from a con­tent con­sump­tion and vis­i­tor action level, Store Loca­tor fea­ture track­ing can be man­aged and brought into a Site­Cat­a­lyst report suite. The hol­i­days are often a high vol­ume period for store loca­tor searches and that car­ries a valu­able oppor­tu­nity for dig­i­tal ana­lysts and mar­keters to uncover new insights and drive busi­ness action.

Brian Au is a con­sul­tant in Adobe Con­sult­ing, focused on dig­i­tal strat­egy, ana­lyt­ics & opti­miza­tion for retail & travel clients. He tweets at @BrianAu. This is one of a series of posts cov­er­ing tips from our retail experts in Adobe Con­sult­ing related to Hol­i­day ecom­merce analytics.

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