Let's dive in to the cart-to-detail and buy-to-detail rates.
We'll start by looking at the product performance report.
So here we are in our Google Analytics interface,
and you can get to this report by going to Conversions, Ecommerce,
and then clicking on Product Performance.
Now if we scroll down in our table, we'll see a list of all of our products
and at the very far right-hand side of the table
we will see our Cart-to-detail rate and our Buy-to-detail rate.
Now we see here that our cart-to-detail rate
is about 25% for the store overall,
but there are many products that are higher or lower than this,
and as an analyst we want to figure out what those differentials are
and see if we can potentially fix some problems we might find from this.
So I'm wanna actually know what are all the products
that have a lower-than-average cart-to-detail rate.
So to do that, I'm gonna click on "Advanced,"
and I'm gonna create a filter here looking at my cart-to-detail rate
that is less than 25.
So that's gonna give me all my products
that have a lower-than-average cart-to-detail rate.
Now, there are a bunch here, but there's one in particular
that I'm focusing in on, and that is the Alpine-style backpack.
Now I see here that it has a decent amount of revenue coming in
for the store from this backpack,
but the cart-to-detail rate is pretty low.
It's about 8%.
So there could be a few things going on here,
but we might want to look at this in further detail
so that we can get some ideas of how to improve the shopping experience
and hopefully increase our sales for this product.
We notice that the buy-to-detail rate is also low
so I think there's potentially room for improvement here.
So there's a few reasons why our cart-to-detail rate might be low.
So one could be a disconnect between our external marketing messaging
and our on-site info.
So for example,
maybe we have an ad that is stating an incorrect price for this product
so when users get to our store, their expectations are mismatched
and they're not buying the backpack.
There could also be technical issues
that might be preventing users from actually adding this backpack
to their shopping cart.
So, you know, maybe the product just sold out,
or they're actually running into real technical issues
when they're trying to add it to their cart.
There's also reasons why the buy-to-detail rate might be low,
and we should take a look at this checkout process to really see if our users
are encountering things such as unusually high shipping costs,
so if the cost to ship it to you is really high,
users might be deterred from buying this product,
or if the shipping times are long,
then maybe that is gonna make this product less interesting to our users.
There's also another reason, which might be comparison shopping.
So if users are going elsewhere and finding this backpack somewhere else
and that another store might have a lower price,
then they might be deterred from actually completing the purchase on our site
or from even adding it to their cart.
So we can look at the products with a high cart-to-detail rate
and a buy-to-detail rate also,
because we might find some interesting tidbits from here to be able to improve
our marketing efforts.
So to do that, I'm just going to go ahead and click "Edit" on our filter,
and this is pretty simple,
I'm just gonna switch this from "less than" to "greater than"
so that I get all the products that have a higher-than-average cart-to-detail rate.
Now, one that stands out here right away to me is line number three,
our 22-ounce water bottle.
Again, we have a decent amount of revenue coming in from this product,
but our cart-to-detail rate is significantly higher.
It's 74%, so people are adding this product to their cart
at a really high rate.
I also notice, and this is pretty interesting,
that our average quantity on these orders is 19.3.
So almost 20 water bottles per order are being bought,
which leads me to think that there might be some ways to use this information
to actually influence our marketing decisions.
Perhaps we package these in groups of 10 or 20 water bottles
and market them to teams as a great gift for their teams
or for people in their office.
So we can create some hypotheses that are related to this
and some of the other pages that we see
that might be better-performing than our average.
Things that we might wanna look at is,
is there some kind of a guarantee or a warranty on this product?
Is the photography or the product description superior
to elsewhere on the site?
If it's more enticing to the user, they might add those products to their cart
at a higher rate.
And then once we find some of these little tidbits that we wanna action on,
we can actually go ahead and implement them on some of our other pages
or even better, we could set them up as an A/B test
to test out this hypothesis.
There are also other ways to view our product data in this report.
It's gonna depend on your implementation,
but I just wanna show you a few here.
So if we're looking at this table,
right above it we see that our primary dimension is currently set for product.
But we can actually change this to product SKU, product category, or product brand.
So I'm gonna go ahead and click on Product SKU,
and then you can see that this whole report has now been re-sorted
by the primary dimension "product SKU"
so that we can analyze all of our different ecommerce metrics
by the SKU of the product.
Now let's look at another report that is gonna help us understand
the overall performance of our ecommerce store,
and that's the shopping behavior report.
Here we can see our shopping behavior data in aggregate,
so that we can identify any related issues
that might be affecting the Google merchandise store's products overall.
So to do that, we're gonna go ahead and under Conversions,
Ecommerce, we're going to click on Shopping behavior,
and that's gonna load our Shopping behavior report.
Now this report is great for many reasons.
It helps us visualize the user experience across the whole funnel -
how they're moving from anywhere on the site to viewing a product,
adding to cart, and then finally checking out and transacting with us.
So it's easy to see how users are moving or even falling off
between those stages.
So a few things I wanna point out in particular.
We can actually see how many people are moving from the general site
to our product detail pages,
or from any one step to the next,
by looking at this number in the top right of each column.
In this case, we see that about 17% of users are moving from our general pages
to viewing an actual product.
The next thing I wanna point out is our abandonment.
So down in the bottom right-hand corner of each column,
we see a number in red.
So here in the second column - our product-view column -
we see that we have an abandonment after this step of about 65%.
So 65% of users are leaving without adding a product to their cart.
So this could indicate that there might be some overall design issues
with their product detail pages.
Perhaps we should make that "Add to Cart" action or that button more prominent
or more enticive so that users are going through this checkout process
at a higher rate.
So another thing that we have here is the ability to go ahead and create a segment
from a drop-off and then remarket to these users,
and this is probably the most powerful aspect of this report.
So for example, I can click on this drop-down arrow
from adding to cart to checking out,
and this is going to give me the ability to create this segment.
So we know that 67% of these users are dropping off
before they're actually checking out,
and it's a great opportunity to then remarket to these users
with some kind of an offer to actually get them to come back,
maybe free shipping on their next purchase,
so that they return and complete that purchase.
So the product performance and the shopping behavior reports
help us identify which parts of the shopping experience
actually need improvement,
for individual products, or for the site as a whole.
By understanding how often products are viewed, added to cart and purchased,
you can get a much better understanding of how your business is succeeding,
or where you may have room for improvement.