New analytics allows dashboard users to measure slotting rule impact on conversions
Merchandisers create rules within the Constructor dashboard to adjust the product discovery results in search and browse, however, there hasn’t been easy access to data showing the effects of those rules on business KPIs. Now, within a day of creating a searchandizing rule, the rules that under or over perform historical expectations will be flagged, sorted for review, and action can be taken to remove under performing rules or continue rules that outperform. With this sorted list, merchandisers can focus their attention on the most critical rules to restore conversions or continue rules that are providing positive results.
There are two ways to see the alerts, the first is the Rule Performance dashboard in Analytics. This page sorts by add-to-cart gains or losses and allows users to determine if the rule is still meeting its purpose or if it's time to change the rule. Lost or gained add-to-carts are calculated by multiplying the viewers who saw the slotted product by the difference in conversion rates from the time period the product was slotted versus when it was not slotted, giving a prioritized estimate on total rule impact.
Rule performance alerts are also available in the review icons on the Searchandizing rule creation page. Once the rule is opened in edit view, the product cards will now display over and under performance badges with details on conversion rate differences. In the example below, the performance badge shows the item in position one is converting at 2.24%, while the typical conversion rate for position one in this query when not slotted is 15%. This rule may have an alternative purpose beside KPI optimization, i.e. new product promotion, vendor agreements, visual appeal of results, or others, but now conversion data is easily available when making decisions on slotting rules.
Many rules merchandisers create also lead to positive results. The rule performance dashboard can also be viewed from most add-to-cart gains and any item that outperforms the position average will have a green high conversion badge. Merchandisers can learn from successful slotting campaigns to see what hypotheses were correct and what types of rules to continue in the future.
For more information, please connect with your Customer Success Manager or contact us through firstname.lastname@example.org. Stay tuned for more announcements to come on rule performance and reference this zendesk help article to learn more about the metrics.
This is a beta release of new data available from our merchant intelligence product to help merchandisers make data driven decisions within our product discovery platform. Stay tuned over the next couple weeks as we add additional data views to give merchandisers more context on rule performance including time series data on conversion performance and other detailed views.