Features used: Goals & key events, Segments, Zoning analysis, Journey analysis, Page comparator
Time: 30 min.
Set up
1. Define your carousel goals. Here are some examples to get you started:
- Increase the number of product pages your users are viewing
- Increase the number of users adding to cart
- Increase the number of users adding to wishlist
2. Create your defined goals in Contentsquare to use in your carousel analysis. See examples below:
-
Page view goals
Create goals for users having seen the page that the carousel is on, for example: Homepage or Product Detail Page -
Click goals
Click on the carousel, Click on “Add to cart”, Click on “Add to wishlist” (where relevant)
3. Create segments based on 'good' and 'bad' populations. See examples below:
Good | Bad |
Landed on a product and clicked the carousel | Landed on a product but didn't click the carousel |
4. Identify which mappings to use.
If your carousel is on... |
|
All pages with the same type/template (such as product, cart) |
Use a high-level mapping |
Specific pages or a range of templates |
Split these within a mapping |
Different site categories (such as, men or women) |
Use a Granular mapping |
5. Create zonings for your site pages with carousels.
6. Navigate to your site page in a new browser tab and open your CS Live extension .
- To save different snapshots to analyze each individual image in the carousel open the options menu '...' and click 'Save to Digital Experience Analytics'.
Step-by-step
1. Go to Zoning analysis and begin evaluating carousel performance.
- Consider the following questions and key metrics to initiate your analysis:
How is the carousel consumed? | Consider the positioning of the carousel — if there are low exposure and time spent, consider repositioning further up on the page to increase visibility. |
Is the carousel engaging? | Metrics including click rate and engagement rate can reveal which content slots are most appealing to users — do any content slots that need to be accessed via selectors have higher engagement than images that are seen by default? This can be a factor when considering the repositioning of elements within the carousel. |
What clicks in the carousel are contributing to conversions? | Analyze whether clicking on product images or CTAs are leading customers to convert (e-commerce or other goals). This can help dictate carousel positioning. For example, product images may have higher conversion rates than CTAs indicating CTAs should be reworded or removed. |
What is the click recurrence on the content slot selectors (arrows)? |
If there is a higher click recurrence than there are images on the carousel, it can indicate that users are looking for more content that is available and the number of images could be increased. It can also indicate uninterest in the current content, testing can be done to analyze further. |
What differences are there between how these segments engage with the page? |
Using comparison mode deep dive into the differences between users that achieved our goal (clicking carousel) versus those that did not:
|
2. Go to Journey analysis to evaluate user journeys that interact with your carousels.
How are user journeys different for each segment? | See what segment of users reached the page with the carousel and clicked on it and compare to journeys where users reach a carousel page and don't click. |
Do users who click the carousel see more product pages? |
This is expected behavior that can prove the value of the carousel — note if this is not the case, the carousel may be underperforming. |
Check the exit/bounce rates for these segments | If users that are clicking on the carousel are leaving at high rates, it can indicate the carousel is inefficient in increasing customer journey. |
Analyze the reverse journey to cart | See if users who click the carousel reach the cart faster than those who do not. |
3. Go to Page comparator to analyze further how different segments interact with the carousel.
How does each segment act on the page? |
Compare users that clicked on the carousel to those that did not and use the following questions to help frame your analysis. |
What segment is spending more time on the page? |
Is the carousel keeping users on the page longer? |
Are users who click seeing more pages on the site? |
This is expected behavior, however, how many more pages exactly are they seeing? Is the carousel effectively guiding users? |
Are users clicking on the carousel more active on the page? |
If they are not, what elements of the page are the other users engaging with? Which is higher converting? |
Are users clicking the carousel more likely to convert? |
The e-commerce conversion metric will allow you to understand if clicking the carousel is positively impacting conversions. |
Take action
My carousel has a high engagement rate and/or conversion rate but low exposure.
Moving the carousel up higher on the page will increase exposure — test if this further impacts your KPI positively
My carousel has high exposure but low conversion/engagement.
This can indicate that the products on the carousel may not be attractive for users. Use zoning analysis to check metrics such as click vs hover — are visitors not taking action? Test using different products.
My carousel has a high exposure and engagement rate but low conversion.
Consider testing different images or analyzing product pages further.