Identifying conversion rate for product
-
Hi,
I need to identify the conversion rate for a product, lets call it a spanner.
I have 100s of spanner product urls and I ensured that the url protocols must include the product name e.g /red_spanner so its easy for me to work out the conversion rate in analytics for all my spanner pages as I just add 'spanner' to the landing page filter, hit the ecommerce tab and bingo.
What I cant figure out is how to work out the conversion rate for all spanner sales which includes alot of sales which didnt originate on spanner pages e.g. home page > search result > checkout. Theres 1000s of variations of this e.g. email > home > search > product page > checkout.
How can I work out the total conversion rate for spanners which needs to include: people landing on a spanner page and people who didnt arrive at a spanner page and did a search with eventually got them to the spanner pages.
Hopefully its not as complicated as I think!
Thanks in Advance!
-
Google themselves pointed me in the right direction and I figured out another solution with a tech friend.
Googles solution:
Surprisingly simple - I created advanced segments for visits to each product page e.g. for views of pages containing 'spanner in the url'. Then view traffic reports/ecommerce tab and bingo, conv rate for anyone who visited the site and looked at 1 or more spanner pages. Thankfully, and this is the key, analytics shows the visitor numbers for those that looked at 1 or more spanner pages so it avoids duplication.
Solution we came up with:
Create a session level custom variable which tracks when a visitor visits a product page i.e. 'spanner' page within a session and ends up purchasing. the custom variable is set so that is someone visits say a hammer and then a spanner page and buys a spanner, its the latter product i.e. spanner which is tracked for conv rate purposes. The exact setup of this is beyond me but it works in theory.
Hope that helps someone else with this vexing issue!
(On Mikes point about tracking page value instead, its a great one but conversion rate is an important metric for lots of reasons but not least as an indicator of sales performance. If AOV went up it would increase page value but conversion rate might be static or even falling).
-
Thanks mike. That makes sense but again there would be alot of opportunities for duplication e.g. the page value of spanner search results would be x, the page value of spanner product pages would be y and because of how people get around the site y would be included in x and vice versa. Ill check out that article.
-
David, thanks for replying again. That might work. Theres other issues here which might mean its just not possible e.g. to track conversion rate for a given product I think we can only do so if there is intent for that product e.g visit a spanner page, conduct a spanner search from home. All the visitors who e.g. type in the domain direct and bounce immediately (and the 1000s of other similar connotations) cant be included in conversion figures for a given product.
-
I would be a little wary of combining hit-level dimensions (page) with session-level metrics (conversion rate). A better option would be to look at a hit-level metric like Page Value. More info here in this great post by Avinash:
http://www.kaushik.net/avinash/hits-sessions-metrics-dimensions-web-analytics/
-
I see the issue
What if you made a custom report with filter- spanner product urls- you should be able to see uniques visitors as a dimension
-
That doesnt work because a purchaser may have viewed 20 spanner pages. The conv figures in that scenario would vary wildly based on how many spanner page views there were and not give you a true conversion rate based on a unique visit.
-
You can try making a advanced segment showing views of pages with spanner in it - Then Find how many transactions of spanners you got and do the math.
-
Hi Ashley,
Thanks for the reply. That gives me the landing page that originated the purchase but not the conv rate?
Andy
-
Howdy Andy!
If you don't already, you will need to have eCommerce tracking setup on Google Analytics.
Once you do, you can scope down to Product Performance.
Apply the Landing Page as a Secondary Dimension, and this should give you the information you are looking for.I hope this helps!
Ashley @ ScriptiLabs
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Need your Opinion on Bounce Rate Analysis
I'm currently doing a bounce rate analysis for our resource pages. These are information article pages - mix of plain texts and those containing either images, infographics, videos or even podcasts. By the way, I did search for bounce rate topics here, but I felt like i still need to post this. Unless I've overlooked a similar post, my apologies. It's a first for me to do an in-depth BR analysis, so I need to clarify few things. What is a good or bad range bounce rate? Is there even a range comparison? Like when can you say a bounce rate is high for an information type page? I've read some stuff online but they're confusing. What other Analytics factors should I consider looking at together with bounce rate? For pages (which purposely educate visitors) with high bounce rate, can you guys suggest tips to improve it? I would appreciate and value any advise. Thanks a lot!
Reporting & Analytics | | ktrich1 -
Attribution of conversions to payment gateway in Google Analytics
Hi all, We have been having a problem for a while now where most transactions are attributed to referrals from our payment gateway Sagepay. The issue started a couple of months ago, when we finally upgraded our website to https:// for logged in users and transactions. Before, when we were using http://, transactions were attributed to the correct channel. Even weirder, we upgraded 4 websites and only 2 of them have the issue now, the other two continue to attribute transactions correctly. I added Sagepay to the referral exclusion list which made no difference. Over the weekend, we upgraded to the global site tag and it seems to have improved somewhat, but yesterday 50% of transactions were still attributed to referral/sagepay. I am also seeing an odd issue, where for half of the transactions, the revenue and transaction are attributed to one channel, but the products (quantity) are attributed to another. One of the channels is always referral/sagepay and the other is the channel that the transaction should be attributed to. Has anyone seen this issue before? I'd appreciate any tips that might help us fix this issue. Thanks in advance!
Reporting & Analytics | | ViviCa10 -
Why might my websites crawl rate....explode?
Hi Mozzers, I have a website with approx 110,000 pages. According to search console, Google will usually crawl, on average, anywhere between 500 - 1500 pages per day. However, lately the crawl rate seems to have increased rather drastically: 9/5/16 - 923
Reporting & Analytics | | Silkstream
9/6/16 - 946
9/7/16 - 848
9/8/16 - 11072
9/9/16 - 50923
9/10/16 - 60389
9/11/16 - 17170
9/12/16 - 79809 I was wondering if anyone could offer any insight into why may be happening and if I should be concerned?
Thanks in advance for all advice.1 -
Tracking Product Codes
Hey Mozzers, We are improving our B2B site by adding product codes to headings & meta information etc to gain some traction ranking for our own products and those supplied by others when searched for by product code. Almost immediately we are hitting the top half of the first page for most of these and seeing some nice results. We would like to track our placement for these product codes in google but feel this would be a waste of our Moz Keyword limit and we really dont need to check them once a week, just one a month or so. Has anybody got any methods of tracking our ranking for a a big list of keywords say once a month which isn't too labour intensive? Many Thanks
Reporting & Analytics | | ATP0 -
Why Is My Traffic Going Up But My Alexa Rating Getting Worse?
I am curious why my Alexa rating has been getting worse over the last few weeks. My organic traffic is up, direct visits and social networking visits are up but my Alexa has been getting worse and worse. Is anyone having the same problem? Any feedback would be helpful. Thanks.
Reporting & Analytics | | Videogamefan0 -
Irrelevant page with high bounce rate
I have a page on my site, www.waikoloavacationrentals.com/kolea-rentals/floor-plans, that gets me roughly 17% of my traffic. That being said it is not really relevant traffic because it comes from the search term "floor plans", which really has nothing to do with Hawaii vacation rentals, which is what I do. My question is does Google know how to figure that out when they are looking at my stats or is there a way to let google know that that page probably should not show up for that search phrase? On the positive, they are nice floor plans and if someone is searching for ideas for floor plans and see one of them in google images then it probably could help them, but it really is not relevant to my business. It has a 80% bounce rate, but does have an average time on page of 1.5 minutes, which is a fair amount for what is there.
Reporting & Analytics | | RobDalton0 -
Improving Search Click through Rate
We are having a problem on our website with click through rates. We are getting between 100-150k impressions through search but we are only getting between 500-1000 clicks to the site. What strategies have you used in the past to help improve your click through rates? Thanks!
Reporting & Analytics | | pdangermond2 -
Are Click-Through rates & Bounce Rates as Ranking Metrics ?
There are lots of articles around but I would prefer to see what everyone here has to say about it. Are they ranking metrics ( directly or In-directly )? If they are then how to get it right? Can i depend on Google In-page analytic? What is an acceptable Bounce rate for a home page ? What is an average click through rate for your landing page ? thanks
Reporting & Analytics | | conversiontactics0