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How to know the performance of products in ecommerce: measure and you will win

In many Ecommerce businesses that base their sales on the web channel, the question often arises as to how the different spaces where products are displayed are performing. As always, there are many metrics and details we can look at, but this time we will highlight three elements that can help improve results and offer a more satisfactory experience for users.

Product positions in the listings

We can use the Google Analytics Enhanced Ecommerce protocol to get information about the different positions of our product listings. This can have a lot of value and can open up many questions about how we organize and order the products we show to users, for example:

  1. Is it better to put best sellers at the top of everything? 

  2. Up to which position is it worthwhile to work out a hand sorting of the products?

  3. Are there hotspots in the product listings, depending on the device used?

  4. What happens when users use filters or sorting, compared to when they don't?

  5. Are there listings that perform better than others, and what can motivate this?

In this case, we will be interested in looking at how many times each product position is displayed on the screen and, above all, how many times it is clicked. In this way we will be able to establish a key metric: the Click-Through Rate. In other words, what percentage of users click on an item compared to the number of times it is displayed?

This data will give us information about the users' interest and will allow us to detect the hot zones of our product listings.

Understanding the performance of separate listings.

Another type of information we can obtain through the Google Analytics Enhanced Ecommerce protocol is to know how much each product listing contributes to the overall turnover. 

Often, ecommerce will have the same product in multiple listings. For example, we can have a shirt both in the New Products listing, in the Best Sellers listing, and in the Shirts listing itself. However, we will not know which listing has generated the sale, unless we measure it with Enhanced Ecommerce. 

Without this information, it is difficult to know where we need to focus our efforts. However, if we know how much the different listings are selling and how they are performing in ecommerce terms, we can make business decisions to improve results. 

How does the use of discounted prices impact?

Another interesting aspect is the performance of products based on price status. Using Google Analytics custom dimensions, with Enhanced Ecommerce we can collect information tailored to what we need. 

In this case, we focus on understanding how products perform when a discount is applied to them. We can collect the original price, the discounted price, the percentage discount or whether the product is discounted or not, for example. This provides us with valuable data to understand the price elasticity of our products. It opens the door to ask questions such as the following?

  1. How do users respond in the product listings when we apply a price reduction? 

  2. How can we best communicate this price reduction in the listing? 

  3. How can we draw the user's attention to this element to increase conversion?

In short...

All these questions always have an answer based on data. The most important thing is to know what we want to answer and find the best way to measure it. We will always have hundreds of metrics and options to analyze, but we must look at those KPIs and results that can have an impact on our business. Otherwise, we are listening to noise.


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