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.
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.