Objective: Analyze the performance of your Product page
Features used: Page Comparator, Journey Analysis, Zoning
Time: 20 min.
Set up
If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started.
- Create a high-level mapping to ensure all your product pages are grouped together.
- If the page templates are different depending on the type of product, you may need to separate them out. E.g. Shoes, Women's, Men's,...
- Determine what your conversion goals are for your product page and create those goals
- Ex. goals: "View Product Page" and "Clicked Add to Cart"
You will need to create two segments for each of your goals:
- one for visitors who achieve the goal, one for those who do not.
- Ex. segments: 'Clicked Add to Cart' and 'Did not Click Add to Cart'
Step-by-Step
1. Open Journey analysis, and apply the segment 'Viewed the Product page' in the Analysis context. When using “All journeys from landing pages” you will be able to see the main way visitors are reaching the Product page and analyze the following metrics:
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How many visitors are landing on a product page? Do they bounce straight after?
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Navigation journeys after the product page - are they likely to view lots of pages (less likely to exit), or do they only see a few? How often do they return to the product pages?
2. Open Page comparator, in a Comparison mode in the Analysis context, apply your 2 segments of users achieving the page goals and those who didn't (e.g., ' Clicked Add to Cart' and 'Did not Click Add to Cart' ). Analyze the following metrics:
- Check the time spent, activity rate, and scroll rate. How did the users that added something to their Carts interact with the page, compared to those who did not? Are they spending more or less time on the page? If they are scrolling more and spending more time on the page they might be looking for specific information like re-assurance, more product details or reviews.
3. Open Zoning analysis, and set your Analysis context. Toggle on Comparison mode and compare your two segments: ' Clicked Add to Cart' and 'Did not Click Add to Cart'. Analyze the following metrics:
- Compare their time spent, activity rate, and scroll rate. Which segment is scrolling more and is being more engaged with the page content?
- Check their exposure rate to determine if your two segments are equally exposed to the most attractive elements on the page? Is the CTA visible enough for both types of users? What is the exposure rate for the cross-sell on the page?
- Look at the click rate and the engagement rate (for Desktop)/ attractiveness rate (for Mobile). How did the 2 segments interact with the page? Are the users adding items to their Carts clicking more on the product reviews? Are they more engaged with the product details?
- Look at the click recurrence and hesitation time (for Desktop only) to determine if any elements are generation frustration or confusion. Is there a high click recurrence on elements which should only require one click, indicating an error?
Take action
- For CTAs with high hesitation times, you may want to try making the wording clearer.
- For unclickable elements with high click rates, and click recurrences, consider why visitors are trying to click these. Make non-clickable text clickable.
- If your cross-sell has low click rate but high engagement/attractiveness rate consider making it more accessible to users. Consider replacing promotional content with Top Recommended, Most Popular or 'Complete the look' products that are relevant.
- A looping behavior between the Cart and the Product pages might suggest that the visitors are using the Cart as a Wishlist. You may want to consider adding a Wishlist or 'Add to Favorite' functionality on your product page.
Go further
Take the Product page analysis: Retention and Add to cart CS University course!