Product merchandising analysis in Yahoo! Web Analytics (part 1)

November 18, 2009

When you think of web analytics, what terms come to mind? Hits, pageviews, visits, visitors, bounce rate, time on site, conversion rate, keywords?
Those are all important of course, but if you are an online retailer you want to know what products are actually selling. And not only do you want to know what products are [...]

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Bounce rate and revenue per visit analysis

November 11, 2009

Everyone loves bounce rate. Bounce rate analysis is a great way to start any optimization campaign as it gives you a quick and easy-to-understand metric that tells you what works and what doesn’t on your site. The higher the bounce rate the higher the proportion of visitors who leave immediately once they get to your [...]

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Coupon Analytics

November 9, 2009

The saying “If you can’t measure it, then you can’t manage it” definitely applies to web analytics as well. Take online coupons. If I can’t see any data about coupon usage in my web analytics reports then I won’t worry about it, let alone do any kind of optimization. But by all accounts, coupons play [...]

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New blog platform

October 30, 2009

I am in the process of moving blog platforms, but if you are subscribed to my RSS feed, no update should be necessary. If you are having any issues, please let me know.
Many thanks,
Michael

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Yahoo! Store webinar today

October 14, 2009

I will do a demo today of the cart recovery service as part of the Store Optimization Series organized by the Yahoo! Store small business team. I will also briefly touch upon the upcoming release of PersonaQuest, our web personalization and targeting platform. Plus there will of course be something about web analytics – you [...]

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About site reviews

September 28, 2009

Live site reviews are popular sessions in conferences and webinars, but are they actually all that useful?
In a site review, an expert takes a quick look at a site and makes recommendations on the fly as to how he would improve the site. I am just doubtful that you can make any valid recommendations without knowing [...]

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Cross sell works

September 22, 2009

…at least in a Yahoo! Store with the optional cross-sell feature. Average order values are consistently higher for this retailer: 
 
Note that the cross-sell traffic segment includes only visitors who have clicked on a cross-sell link. It's not an AB test, but I think it does show that Yahoo!'s cross-sell algorithm does a good job of displaying [...]

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Event Tracking value

September 21, 2009

I am a big fan of Google Analytics’ event tracking feature and I think all web analytics programs should have that capability. There is one feature that would make event tracking even more useful in my opinion.
In addition to Category, Action and Label, you can send an event value, but this is supposed to be [...]

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How to arrange items on your section pages using analytics data

September 18, 2009

From the excellent Neuromarketing blog comes a great post entitled "Order Effect Affects Orders" that shows that you should put your most important items first, because that's what people will click on and buy.

In other words, the item in position 0 should get more clicks than the one in position 6 on this sample section [...]

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Segment by page type

September 16, 2009

Love it when web analytics data paints a clear picture (even if it is not a pretty one).
I was happily segmenting data in the quest for actionable insights when I came across segmentation by page type (hat tip to Gabriel), specifically for e-commerce sites. Outside of the homepage you typically have two main types in [...]

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