Conversion dashboard

This guide will help you understand:

This use case is part of Engagement’s Plug&Play initiative. Plug&Play offers impactful use cases like this one, which are ready out of the box and require minimum setup on your side. Learn how you can get Plug&Play use cases or contact your Customer Success Manager for more information.

What this Use Case does and why we developed it

Problem

Marketers often have to create their own reports and dashboards to properly understand the conversion data. This process is unnecessarily complicated, time-consuming, and prone to mistakes in the evaluation of your data.

Solution

A conversion dashboard is an easy tool for understanding conversion data, from session start to purchase. It provides you with insight into how sources of traffic, devices, or countries influence conversion rates and gives you greater control over your data.

Having direct access to the conversion data enables you to optimize your conversion rates using real-time insights. This helps with driving product page conversion, increasing overall RPV, and improving business performance.

This use case

To help marketers understand how successful they are in converting their clients from session starts to purchase, we developed the Conversion Dashboard as a ready-to-use solution.

Conversion Dashboard shows the purchase funnel, split across devices, and session conversion by traffic source. Through the reports and data available in this dashboard, marketers get an insight into the conversion data through a number of lenses. Firstly, they will be able to understand roughly how successful they are in converting their clients from session starts to purchase. Secondly, they will be able to narrow this data by looking at traffic sources, device types as well as the country of origin.

Using this use case, you can optimize your campaigns and marketing strategies to drive up conversion rates as well as focus on the groups which are currently performing the best.

1. Set up the Use Case

(1) Check the prerequisites

The following Bloomreach Engagement Modules need to be set up:

  • Analyses

The following event tracking within the project is required:

  • Purchase event with event attributes
    • total_price
    • purchase_status
    • Purchase_item
    • purchase_status
  • Cart_update event with attributes
    • product_list: JSON
    • action
  • Session_start
    • source
    • country
  • view_item
    • product_id
    • category_level_1
    • title

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If your data are tracked differently than described above, make sure that Data Manager > Data Mapping is set up for your project. This will enable you to map crucial data to your project naming conventions. For more information, see article about cloning.

Address any discrepancies if needed.

(2) Adjust the reports and assets

Go through the assets below and make necessary adjustments:

  • Device - event segmentation, session_start divided by device. Check if all the devices tracked in your project are covered within the categories. Do not hesitate to create a new segment if needed.
  • Traffic source - event segmentation, session_start divided by traffic source. Check if the definitions of different segments correspond to your project and adjust if necessary.
  • Purchase event (optional) - all the funnels and reports are working with a purchase event defined as ‘purchase_status’ equals ‘success’. If the naming conventions in your project are different, please adjust them accordingly.
  • Best converting categories within 12 hours from view_item to purchase [last 7 days] (optional) - report, the product category of view_item is defined as ‘category_1’. If the naming conventions in your project are different or you wish to choose another category, please adjust them accordingly.

(3) Test the dashboard

After setting up the dashboard, go through the numbers and check if they might correspond to the reality of your project. Observe the interdependence of some of the reports as well.

(4) Evaluate on a regular basis

All the explanations are summed up as part of the ‘Conversion Dashboard’. Check the evaluation dashboard regularly to spot any need for improvements as soon as possible.

2. Suggestions for custom modifications

Feel free to add any additional sources of conversion, e.g. based on campaign / not campaign or based on being subscribed to newsletter / not - through this, you will be able to better compare the effectiveness of your customer interaction.


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