During a recent engagement with a national retailer we developed and deployed tools designed by and for their business users. In this particular case, the client suspected that their e-commerce site could use some help, but they didn’t know where to start. The data was available in their data warehouse, but not accessible by the product- and category-managers that need it.
Their existing reporting tools summarized and characterized the traffic to their site: source of traffic, pages most visited, time spent on page, etc., but there was a blind spot when it came to the conversion process. We proposed to build an easy-to-use dashboard that summarizes important metrics (KPI’s) for their e-commerce site, with a focus on how and what their site visitors are looking to purchase.
The dashboard puts a visual interface on the results of our nPath function, which handles all the pathing analysis at scale. The user is presented with graphical and textual summaries of the KPI’s needed to track visitor all along their conversion/non-conversion journey. Of the user has the ability to filter and focus on specific time frames, products, categories, etc. as desired.
The metrics now accessible by any user include:
Total Search count
Successful/NULL Search (counts & percentages)
Top 10 Successful/NULL Search Terms
Revenue $ (Search vs. Non-Search)
Order Count (Search vs. Non-Search)
Average order Volume (Search vs. Non-Search)
Product-specific conversion stats
Activities that lead to click through or purchase
The dashboard has delivered great value for users on a number of fronts. First, it provides a single, shared source for an online store’s performance metrics. It also provides a baseline (from which to measure an ROI once they embrace improvement measures) while simultaneously shining a light on the underperforming areas that are impacting their top line revenue. The dashboard itself is fairly portable and quick to implement since most of the data is already being collected and stored.