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”.
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.
This knowledge can be used to optimize search assortments.
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.
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.