Analyzing Which Products Convert Better via Omniture SiteCatalyst
If you are like many who sell products or services online, you are interested in knowing which ones on your site are converting better than others. However, many do not realize that within SiteCatalyst, by adding some simple javascript code to certain pages, you can track this.Then you can begin to take action on those poorly converting items while showcasing the highly converting items more. Below are the steps you will need to take:What you need:
- custom events (success event) for each action/page within the conversion process
- s.products variable
On the first page in the conversion process, capture the product name within the s.products string and also pass a custom event to s.events. The syntax would look similar to:s.events=”event1″;s.products=”;BlueJeans”;On each page that follows, continue to pass the s.event and s.products strings. The s.products string will remain constant, unless a user adds something else to their order (in which case the new product will be appended onto the s.products string. Please take a look at the user guide for the correct syntax to use). While the product string remains constant, the s.event variable, however, will change on each page. The variable will need to be unique for each page in the flow so that each “step” can be accurately tracked (i.e. on page 2, pass “event2″, page 3, pass “event3″ and so on to completion).** If you have 5 or more pages within your conversion process, there is no need to tag every single step as a success. Instead tag a midway point so see how people are progressing through. For more detailed information, i.e. pathing and fallout reports, you can use the traffic reports with pathing turned on to see the flow. You will need to have pathing turned on by the ClientCare team prior to seeing this.Once you have this set in the code, you will be able to look at a valid products report. Now you will get to see how many people started and completed the process by product. From there, you can create a calculated metric for conversion/completion percentage to see at what percentage the products convert at after the conversion process begins. You could take this one step further by throwing a success event on the product page and creating a calculated metric of look to purchase percentage.Now you can begin to see some information that is actionable (that is some products are converting better than others) and start addressing these new key findings.
Written by:
Dorian D. Regester
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