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"title": "Do I Have Forgotten Products?",
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"article": "Understanding the performance of your products is essential for optimizing your website's effectiveness and maximizing revenue. \n\nOne powerful tool for gaining insight into your product performance is the \"Performance Ratios\" report. This report provides a comprehensive view of how your products are interacting with customers and contributing to revenue generation.\n\nThe report is structured into six distinct classes, each offering valuable insights into different aspects of customer behavior and revenue involvement:\n\n### Hidden Products \n\nThese are the products that have not received any views from visitors or recurring customers, essentially remaining undiscovered on your website. \n\nIdentifying these products is crucial for bringing them to the forefront and increasing their visibility to potential customers.\n\n### Viewed, not purchased\n\nThis category includes products that have been viewed by customers and even added to the cart but have not been purchased. \n\nUnderstanding why these products are not converting into sales can help you refine your offerings or adjust your marketing strategies accordingly.\n\n### Listed, not clicked\n\nProducts in this category have been displayed on your website, either through a collection or search result, but have not been clicked on by any users to view their detail page. \n\nAnalyzing why these products are not attracting attention can help you optimize their placement or improve their presentation to encourage clicks.\n\n### B Products\n\nThese are the high-performing products that contribute significantly to your revenue, representing the 70 to 90 percent range of cumulative revenue. \n\nIdentifying and understanding the factors that make these products successful can help you replicate their success with other items in your inventory.\n\n\n### C Products\n\nThis category consists of products that contribute the least to your revenue, making up the bottom 10 percent in terms of revenue contribution. \n\nAnalyzing these products can help you determine whether they are worth keeping in your inventory or if adjustments need to be made to improve their performance.\n\n### A Products\n\nThese are the top-performing products that collectively generate an impressive 70 percent of the cumulative revenue. \n\nUnderstanding what makes these products stand out can help you focus your resources and efforts on promoting them further to drive even greater revenue.\n\n### More than 6 classes\n\nIn addition to these classes, the report also provides a breakdown of individual product revenue alongside the percentage contribution to the total sales. \n\nThis allows you to track how each product is performing over time and identify trends in customer preferences and purchasing behavior.\n\nAs products gain more traction and contribute more to the overall revenue, they can ascend through the classes, moving from lower tiers to higher ones. \n\nThis progression reflects the growing impact of these products on your revenue stream and highlights their increasing importance to your business success.\n\n### Conclusion\n\nThe \"Performance Ratios\" report is a valuable tool for evaluating your product performance, understanding customer behavior, and maximizing revenue generation. \n\nBy leveraging the insights provided by this report, you can identify opportunities for improvement, optimize your product offerings, and drive sustainable growth for your business.",
"excerpt": "The \"Performance Ratios\" report offers valuable insights into how your products are engaging with customers and impacting revenue. Divided into six distinct classes, from Hidden Products to Top Performers, this report delves deep into customer behavior and revenue generation. By identifying such products you can strategically optimize your inventory and marketing efforts to drive sustainable growth. ",
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"id": 26,
"attributes": {
"title": "Are My Product Types Performing Well?",
"slug": "Are-My-Product-Types-Performing-Well",
"article": "Understanding the performance of your product types is crucial for steering your business towards growth and success. \n\nBy delving into the data, you can identify thriving categories, allocate resources wisely, refine your offerings, and strategically expand your product range.\n\n## Explore Revenue Dynamics\n\nOne of the pivotal questions to address is how revenue shifts across different product types. \n\nThis insight enables you to allocate resources more effectively, focusing on high-performing product types that contribute significantly to your bottom line. \n\nMoreover, it empowers you to tailor marketing efforts towards these profitable categories, enhancing customer attraction and retention.\n\nDatma offers dedicated reports tracking revenue shifts on a daily, weekly, or monthly basis, both in terms of value and percentage. \n\nThis granular analysis not only helps you adapt to short-term fluctuations but also optimizes inventory management, ensuring agility in navigating the dynamic ecommerce landscape.\n\n## Gain Diversified Insights\n\nBeyond revenue trends, Datma’s reports provide comprehensive analyses of items sold, transactions, refunds, and Cost of Goods Sold (COGS). \n\nThis multifaceted approach equips you with a holistic view of your performance, facilitating informed decision-making across various operational aspects.\n\n## Unveil Customer Preferences\n\nUnderstanding which product types resonate most with your customers is paramount for adjusting offerings to meet demand effectively. \n\nMoreover, it aids in optimizing inventory management and crafting targeted marketing campaigns that drive engagement and conversion rates.\n\nDatma’s reports offer insights into customer preferences through key measures:\n\n- **PLP Impressions (Product Listing Page)**: Reveals the frequency of appearance of a product type on listings, providing insights into its visual appeal and customer visibility.\n\n- **PDP Views (Product Detailed Page)**: Measures the frequency of customers viewing the detailed page of a specific product type, indicating its level of interest.\n\n- **ATC Rate (Add to Cart Rate)**: Reflects the ratio of customers adding a specific product type to their cart, offering insights into its potential to convert into sales.\n\n## Make Strategic Decision-Making Your Priority\n\nBy leveraging Datma’s comprehensive reports, you can identify product types with a strong market presence and customer appeal. \n\nArmed with this knowledge, you can make informed decisions regarding resource allocation, inventory management, and marketing strategies, driving sustainable growth and competitiveness in the ecommerce landscape.\n\nIn conclusion, Datma's robust analytics capabilities empower you to unlock actionable insights into your product performance, enabling strategic decision-making and fostering long-term success in the ever-evolving ecommerce landscape.",
"excerpt": "Gain a comprehensive understanding of your product types' performance to pinpoint thriving categories, allocate resources intelligently, enhance your product offerings, and strategically broaden your product range.",
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"id": 24,
"attributes": {
"title": "Which Variants Outsell All the Others?",
"slug": "Which-Variants-Outsell-All-the-Others",
"article": "When it comes to running a successful apparel business, understanding which variants of your products are flying off the shelves can make a significant difference. \n\nIn a sea of options, identifying the frontrunners can streamline marketing efforts, optimize inventory management, and ultimately boost revenue. \n\nThanks to advanced analytics and reporting tools, you can easily pinpoint your star performers and capitalize on your success.\n\n## Unveiling Market Leaders\n\nTake, for instance, an apparel retailer offering a diverse range of t-shirts in various colors, styles, and sizes. \n\nWhile it may seem like a daunting task to keep track of each variant's performance, utilizing reports like the Product Variants Report can simplify this process. This report provides invaluable insights by analyzing metrics such as refunded units, revenue, and units sold, allowing you to effortlessly identify which variants are outshining the rest.\n\n## Targeted Marketing, Optimized Inventory, Horizons Expanded\n\nIn a hypothetical scenario, let's say you discover through the Product Variants Report that your black, slim-fit t-shirts in medium and large sizes consistently outsell all other variants. \n\nThis revelation is a game-changer. Armed with this knowledge, you can devise targeted marketing strategies to further promote these popular variants. Whether through social media campaigns, email newsletters, or strategic partnerships, focusing efforts on the best-sellers can maximize return on investment.\n\nMoreover, ensuring ample stock of these high-demand variants is crucial. No customer likes to visit a store or browse an online catalog only to find their preferred item out of stock. \n\nBy prioritizing inventory management for the top-performing variants, you can enhance customer satisfaction and loyalty. Additionally, keeping a close eye on inventory levels can help avoid missed sales opportunities and minimize the risk of overstocking less popular items.\n\nBut the benefits don't stop there. \n\nArmed with insights from the Product Variants Report, you can also explore opportunities for expansion. \n\nPerhaps there's a demand for similar variants, such as black, slim-fit t-shirts in smaller or larger sizes. \n\nBy leveraging customer preferences and purchasing patterns, you can intelligently diversify your product offerings to cater to a broader audience while staying true to what works.\n\n## Conclusion\n\nIn essence, the Product Variants Report serves as a compass guiding you in this dynamic world of retail, where trends come and go. So, the next time you're pondering which variants outsell all the others, let the data be your guide.",
"excerpt": "Product Variants Reports offer a strategic advantage, revealing insights into top-performing variants like never before. Picture a clothing retailer discovering that their black, slim-fit t-shirts in medium and large sizes reign supreme. With this data, this retailer can refine marketing strategies, optimize inventory, and explore expansion opportunities. ",
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"attributes": {
"title": "32 Questions Answered by Datma's Analytics",
"slug": "Your-Questions-Answered-by-Datma-s-Analytics",
"article": "## How Are My Products Converting?\n\nGain a holistic understanding of the conversion funnel's effectiveness with the help of product views, add-to-cart, and units sold measures, which work together to illustrate the entire journey from initial interest to successful conversion.\n\n\n\n- **Product Views** help you understand product visibility and appeal. In practice, such data can be used to strategically optimize marketing efforts and enhance product visibility based on popularity.\n\n- **Add-to-Cart** measures represent a critical point where customer intent transitions into action. You can use this data to guide strategic improvements in the user experience and overall conversion funnel efficiency.\n\n- **Units Sold** quantify successful conversions. They help to assess conversion funnel effectiveness, identify high-performing products, and optimize inventory and marketing strategies.\n\nUtilizing this data enables you to facilitate a smooth transition from discovering products to completing successful conversions, thereby guaranteeing increased customer involvement and continued success in e-commerce.\n\n## What’s My Sales & Refunds Dynamic?\n\nPairing the examination of units sold and refunded units offers a strategic and quick method for understanding and improving product-specific performance.\n\n- **Understanding key aspects of product performance**\n\nUnits sold provide a quantitative measure of success and popularity, while refunded units offer insights into customer dissatisfaction.\n\nBy analyzing both metrics side by side, you gain a holistic view of product performance, identifying successful products and addressing customer concerns simultaneously.\n\n- **Inventory Management**\n\nUnits sold guide inventory decisions based on product popularity, while refunded units signal potential quality or customer satisfaction issues.\n\nThis dual approach aids in strategic inventory management, ensuring the availability of popular products and addressing quality concerns promptly.\n\n- **Proactive Customer Satisfaction Enhancement**\n\nRefunded units highlight areas for improvement in product descriptions, quality assurance, or meeting customer expectations.\n\nYou can proactively enhance customer satisfaction by addressing identified pain points, refining marketing strategies, and continuously optimizing the product offering.\n\nSo, the combined analysis of units sold and refunded units provides a strategic advantage. \n\nThis approach not only unveils a comprehensive picture of product performance but also guides you in making informed decisions for strategic inventory management and proactive customer satisfaction enhancement.\n\n## How Much Inventory Do I Need?\n\nThe trio formed of units sold, product views, and inventory quantity acts as a powerhouse for effective inventory management. \n\nUnits sold provide a direct measure of product demand and popularity, enabling businesses to identify top-performing items and adjust inventory levels accordingly. \n\nSimultaneously, product views serve as a leading indicator of customer interest, helping forecast potential demand trends and influencing inventory stocking decisions. \n\nThe inclusion of inventory quantity completes the equation, offering a real-time snapshot of available stock.\n\nThis triple-measures approach can be used in: \n\n- **Inventory replenishment**, by ensuring popular products are consistently available. \n- **Stockouts or overstock prevention**, by considering both current sales trends and customer interest. \n\nThus, these measures used together empower you to strike a balance between demand and supply. They reduce the risk of stockouts or overstock situations, and ultimately enhance overall operational efficiency.\n\n## Are My Customers Coming Back?\n\nKnow whether customers return after their first order by using these two measures: **Customer Churn after First Purchase** and **Customer Retention after First Purchase**.\n\n- **Customer Churn after First Purchase** represents the number of customers who do not make subsequent purchases after their initial order. This measure highlights areas where customer satisfaction or engagement may be lacking. \n\n- **Customer Retention after First Purchase** represents the number of customers who have placed subsequent orders after their initial product purchase. It reflects the percentage of customers who continue to engage with your products. A high retention indicates effective strategies in nurturing customer loyalty and satisfaction. \n\nLeveraging these measures enables you to tailor marketing campaigns, enhance product offerings, and elevate customer service to meet their needs effectively.\n\nCustomer Retention helps you understand what brings customers back. By identifying effective tactics, you can replicate them to drive more growth and reduce churn.\n\n## How Long Until the Next Order?\n\nUnderstand more about your customers’ buying patterns and frequency with these two measures: **Average Days to Repurchase** and **Average Days to Next Order**.\n\n- **Average Days to Repurchase** measures the average number of days it takes for a customer to make a repeat purchase of the same product. This measure provides deep insights into customer buying behavior, shedding light on the frequency of repurchases and indicating customer loyalty and satisfaction levels.\n\n- **Average Days to Next Order** represents the average number of days it takes for a customer to place their next order after purchasing a specific product. This measure offers valuable insights into the time it takes for a customer to make any subsequent order after purchasing a particular product, allowing you to estimate customer engagement and the effectiveness of your marketing strategies.\n\nUnderstanding the Average Days to Repurchase allows you to tailor your strategies to encourage repeat purchases and foster stronger customer loyalty. \n\nSimilarly, insights from Average Days to Next Order enable you to optimize your marketing efforts and improve customer retention by ensuring timely engagement with customers after their initial purchase.\n\n## How Are My Variants Selling?\n\nGet a quick understanding of how your variants are selling with these three measures: Variant Units Sold, Variant Revenue, and Variant Average Selling Price (ASP).\n\n\n\n- **Variant Units Sold** quantifies the number of individual product variations sold within a given timeframe. This measure enables you to identify the popularity and demand for specific product variations, aiding in inventory management, identifying top-performing variants, and optimizing marketing efforts to capitalize on consumer preferences.\n\n- **Variant Revenue** measures the total income generated from the sales of different product variants. By tracking revenue at a variant level, you can pinpoint high-value products, allocate resources effectively, and develop targeted pricing strategies to maximize profitability.\n\n- **Variant Average Selling Price (ASP)** calculates the average price at which each product variant is sold. This measure assists you in evaluating pricing strategies, identifying opportunities for upselling or cross-selling, and understanding consumer willingness to pay for different product features or specifications.\n\n## How Profitable Are My Variants?\n\nLearn more about the profitability of your variants with these four measures: Discount, COGS (Cost of Goods Sold), Variant Revenue, and Variant Refunded Value.\n\n\n\n- **Discount** represents the value of discounts applied to specific product variants during transactions. This data enables you to evaluate the effectiveness of discounting strategies, measure their impact on sales and revenue, and fine-tune promotional activities to attract and retain customers.\n- **COGS (Cost of Goods Sold)** denotes the cost incurred to produce or acquire specific product variants from suppliers. By tracking COGS at a variant level, you can accurately assess profitability, determine pricing strategies, and make informed decisions regarding inventory management and supplier relationships.\n- **Variant Refunded Value** quantifies the monetary value of refunds issued for specific product variants. Tracking this metric enables you to analyze product performance, identify quality issues or customer dissatisfaction, and implement measures to enhance product quality and customer satisfaction.\n- **Variant Revenue** measures the total income generated from the sales of different product variants after accounting for discounts and refunds. This measure provides you with a comprehensive view of revenue streams, aiding in financial planning, performance evaluation, and strategic decision-making.\n\n## How Many Variant Refunds Do I Have?\n\nUnderstand and optimize the returns process and customer satisfaction with the help of these measures: Refunded Units, Refunded Value, and Orders with Refund .\n\n\n\n- **Refunded Units** represent the number of individual product units that have been refunded to customers within a selected time frame. This measure allows you to monitor product returns, identify trends in customer dissatisfaction or product performance, and implement strategies to minimize returns and improve overall product quality.\n- **Refunded Value** quantifies the total monetary value of all product refunds processed within a specified period, excluding any refunded shipping costs. By tracking this measure, you can assess the financial impact of returns, evaluate the effectiveness of return policies, and identify opportunities to streamline the returns process and reduce associated costs.\n- **Orders with Refund** indicate the number of orders that have resulted in at least one product refund during a given time period. This measure offers insights into the frequency of returns within the customer base, enabling you to identify potential areas for improvement in product descriptions, customer service, or shipping and handling processes to reduce returns and enhance customer satisfaction.\n\n## How Can I Improve Inventory Management?\n\nImprove your inventory management with these 4 measures: Start Amount (COGS), End Amount (COGS), IN Amount (COGS), and OUT Amount (COGS), where COGS is Cost of Goods Sold.\n\n- **Start Amount (COGS)** sets the baseline by quantifying the value of inventory at the beginning of a specified time frame. This measure helps you understand your starting inventory position and plan accordingly for the period ahead.\n- **End Amount (COGS)** signifies the value of inventory at the end of the designated time frame. By comparing Start Amount with End Amount, you can assess inventory performance, identify trends, and make informed decisions about replenishment and stock levels.\n- **IN Amount (COGS)** represents the value of inventory added or purchased during the selected time frame. This measure aids in tracking procurement activities, evaluating supplier performance, and optimizing purchasing strategies to ensure efficient inventory replenishment.\n- **OUT Amount (COGS)** reflects the value of inventory subtracted or sold during the specified period. Monitoring this measure enables you to analyze sales trends, assess product performance, and identify areas for improvement in marketing and sales strategies.\n\nWith these 4 measures, you can enhance inventory visibility, optimize stock levels, improve supply chain efficiency, and ultimately drive profitability.\n\n## How Are My Collections Selling?\n\nUnderstand how your collections sell by using these 3 measures: overall sales, overall units sold, and overall transactions.\n\n- **Overall sales** represent the total revenue generated from the sale of all products within a specific collection. This measure offers a comprehensive view of the collection's performance, allowing you to evaluate its popularity, identify top-selling products, and tailor marketing strategies to maximize revenue.\n- **Overall units sold** indicate the total quantity of products sold within the collection during a given period. By tracking this, you can gain insights into product demand, inventory management, and customer preferences, enabling you to optimize stock levels and streamline supply chain operations.\n- **Overall transactions** represent the total number of transactions completed for all products within the collection. This measure helps you gauge customer engagement, evaluate conversion rates, and assess the effectiveness of sales and marketing efforts.\n\nWith these measures, you can gain valuable insights into your collection's performance, identify areas for improvement, and implement strategies to enhance sales.\n\n## Which Vendors Generate the Most Refunds?\n\nIdentifying which vendors generate the most refunds is crucial for understanding their impact on your business. Utilizing performance-related metrics, such as product refund rates, provides valuable insights into the dynamics of your vendor relationships.\n\n\n\nLow refund rates generally signify positive and stable vendor relationships, reflecting a satisfied customer base. \n\nConversely, high refund rates may indicate potential issues such as concerns about product quality, fulfillment challenges, or dissatisfaction among customers with specific vendors' products or services.\n\nDatma offers a convenient solution to monitor the status and trends of refund rates for each vendor, allowing you to assess their performance on a daily, weekly, or monthly basis. \n\nBy keeping this report readily available, you can promptly address any vendor-related issues, ensuring the retention of your customer base and the overall health of your business.\n\n## Which Marketing Efforts Drive the Most Sales?\n\nUnderstanding the marketing efforts that effectively drive sales can be a complex task, often more challenging than assumed. \n\nHowever, Datma removes this challenge through its UTM tracking report for sold products, providing a clear method to identify what strategies are effective, who is responding, and in what context.\n\nRead more about this in our [UTM Tracking: UTM Parameters and Why You Need These Codes](https://www.datma.io/blog/UTM-Tracking:-UTM-Parameters-and-Why-You-Need-These-Codes/) article.\n\nConsider this scenario: a customer clicks on an ad, explores your website, and ultimately makes a purchase—a success story on its own. Yet, the question arises: what precisely prompted the purchase?\n\nDatma's \"Sold Products by UTM Source\" report offers the answer. This tool simplifies the process of tracking which marketing channels, campaigns, or sources play a crucial role in driving sales. \n\nBy utilizing this report, you can easily analyze the specific elements contributing to the success of your marketing efforts, enabling you to identify areas for improvement.\n\n## How Does A Price Change Affect My Sales?\n\nYou have four distinct methods at your disposal to track how a price change affects your sales: individual products, variants, product types, and vendors. These can be measured in terms of revenue, the number of units sold, or gross margin.\n\nWith the help of such a report, you can analyze several key aspects:\n\n- **Demand Elasticity**: Price elasticity of demand measures how sensitive the quantity demanded of a product or service is to changes in its price.\nThis helps you predict how consumers will respond to alterations in pricing.\n\n- **Consumer Behavior**: Lowering prices can potentially attract more customers and boost sales volume, while increasing prices may prompt customers to seek alternatives, reduce their purchases, or switch to competing products. The report helps unveil patterns in consumer behavior tied to price fluctuations.\n\n- **Perceived Value**: The price change effect can significantly influence how consumers perceive the value associated with a product or service. Higher prices may be linked to perceptions of higher quality, exclusivity, or prestige, while lower prices might be seen as indicative of discounts or lower quality. The report allows you to explore the impact of price changes on the perceived value of your offerings.\n\nBy utilizing these insights, you can make informed decisions regarding pricing strategies and better understand the dynamics influencing your sales performance.\n\nSee how the report works by watching our [video on YouTube](https://youtu.be/CSF3RqwCQPg).\n\n## Why Are My Products Being Abandoned?\n\nSeeing customers leave their shopping carts without completing a purchase can be disheartening. \n\nTo tackle this issue, start by analyzing individual product performance measures to discover the reasons behind abandonment and work towards minimizing it.\n\nWith various measures provided by the [Products analysis tab](https://www.datma.io/demo-request/) you can track and evaluate product types, vendors, sources, refunds, and more.\n\n### Bonus \n\n4 strategies to reduce cart abandonment:\n\n- Improve the physical product or its presentation by incorporating high-quality photos, videos, detailed descriptions, and specifications.\n- Increase the number of payment types, such as credit cards, online wallets, and various platforms, to provide customers with more choices and increase the likelihood of completing a purchase.\n- Minimize the time it takes for customers to reach the checkout by eliminating unnecessary steps or non-mandatory fields. This ensures a seamless and efficient payment process.\n- Implement a proactive approach by emailing customers with abandoned carts. Offer incentives such as discounts, alternative product suggestions, or complementary items to encourage them to reconsider and complete their purchase. \n\n## Products Viewed but Not Purchased?\n\nAre your products getting a lot of views but not translating into sales? \n\nThe \"Without Purchases\" report aims to answer this question by identifying which products are capturing substantial customer attention without resulting in actual transactions.\n\nOnce you've identified the products in question, the next steps involve investigating the obstacles preventing new purchases. Is the pricing fair? Is there a high abandonment rate? Is the product poorly described? By delving into these aspects, you can pinpoint the issues that need addressing to boost sales.\n\n## Which Are My Most Visited Products?\n\nTo identify the most visited products, utilize the following measures: PDP Views, Product Revenue, PLP Impressions, and Product Conversion Rate. \n\n\n\nThese metrics will provide insights into which products are gaining substantial attention despite not being the primary revenue generators.\n\nThese attention-grabbing products present a valuable opportunity for improvement. Since they are already catching the eye of customers and, perhaps, generating some orders, focusing on enhancing these products could lead to increased sales and overall improvement in your store's performance.\n\n## How Should I Analyze Refunds?\n\nWondering how to effectively analyze refunds? \n\nLook no further than the Refunded Products Report, a straightforward tool that helps you understand and manage refunds. \n\nWith over 40 available measures, here's a guide on how to utilize them in combination:\n\n- Units Sold & Refunded Units - understand the popularity of products by comparing units sold with refunded units.\n- Product Revenue & Refunded Value - map the financial landscape by relating product revenue to the corresponding refunded value, aiding in the assessment of product profitability.\n- Transactions & Orders with Refund - establish a correlation between total transactions and those resulting in refunds, revealing patterns in customer behavior.\n- Product Margin & COGS (Cost of Goods Sold) - uncover the profitability of products by linking product margin with the cost of goods sold, providing guidance for pricing and inventory decisions.\n- Churned Customers & Customer Churn Rate - offer a nuanced view of customer retention challenges post-refund.\n- PDP View CR (Product Detail Page View Conversion Rate) & PLP Impressions (Product Listing Page Impressions) - provide insights into content and presentation improvements to minimize returns.\n- Inventory Management Metrics (Inventory Value, Inventory Quantity, Sell Through Rate) - present an integrated view of inventory dynamics concerning refunded products, facilitating strategic decisions on stock levels and warehouse efficiency.\n- Average Selling Price (ASP) & Average Product Price (APP) - compare the average price pre- and post-refund, offering a pricing perspective. Use them together to guide pricing strategies for a balance between competitiveness and sustainability.\n- Customer Segmentation Metrics (First Time Churned, First Time Customers Rate) - segregate first-time churned customers and analyze their rate, providing a focused approach to retaining new customers post-refund.\n- Revenue per View & Revenue Per Impression - link revenue generation with product visibility through views and impressions. Use them together to shape marketing strategies and optimize product placement for increased revenue.\n\nBy leveraging these measures in combination, you can gain comprehensive insights into your refund data and make informed decisions to enhance your business strategies.\n\n## Do Product Impressions Matter?\n\nProduct Impressions data provides a granular understanding of customer behavior, showing you the products that your customers are looking at the most. \n\n\n\n- **Product Impressions CR (Conversion Rate)** measures the percentage of visitors who make a purchase after viewing a product. This helps you track how effective are your product listings and website experience at turning potential customers into actual buyers.\n- **Product Impressions CTR (Click-Through Rate)** measures the percentage of users who click on a product listing after seeing it. This helps you understand how effective are product visibility and appeal in attracting user interest.\n- **Revenue per Product Impressions** measures the average amount of revenue generated for each product impression. This helps you understand the monetary value associated with each product impression so you can prioritise high-margin products. \n\nTogether, these measures go beyond simple visitor counts, providing actionable insights into the effectiveness of product presentation, user engagement, and overall revenue generation. \n\n## What Are My Daily Average Sales?\n\nDAS, or Daily Average Sales, is calculated by dividing total units sold by the number of days in a specified period. \n\nThis allows you to evaluate sales performance on a per-day basis, providing a standardized and comparable measure.\n\n\n\nWhy you should know your DAS:\n\n- **Granular Performance Analysis**: such data gives you a peak into both short-term (2 days, 7 days) and long-term (30 days, 180 days) sales performance.\n- **Trend Identification**: it helps you identify sudden spikes or gradual declines, guiding your marketing strategies and inventory planning.\n- **Performance Benchmarking**: it serves as a benchmarking tool for evaluating current performance against historical data, facilitating continuous improvement.\n\nCurrently, Datma’s analytics cover 4 dimensions for which you can monitor your DAS: products, variants, product types, and vendors.\n\n## How Can I Track Inventory Movements?\n\nTracking product inventory movements helps you maintain good stock levels, have an accurate demand forecasting, and prevent losses.\n\n\n\nThere are 4 main measures which lie at the basis of such report: Start and End quantities, as well as In and Out quantities. \n\n**Start Quantity** represents the initial count of units at a selected time frame, while **End Quanity** represents the final count.\n- This duo highlights the entire inventory lifecycle, offering a comprehensive view of stock levels from initiation to conclusion.\n- These measures help you analyze trends and align inventory with demand.\n\n**IN Quantity** represents the units that were added to the inventory in a selected time frame, while **OUT Quantity** represents the units subtracted.\n\n- This duo monitors the dynamic movements of inventory, helping you understand how often products are being sold and how quickly restocking is needed.\n- These measures help you optimize your supply chain, and improve ordering processes.\n\nIntegrating the above 4 measures into a unified report allows you to allocate resources more efficiently and avoid stockouts or overstock situations.\n\n## How Profitable Are My Products? \n\nUnderstanding product profitability is essential when working towards having a prosperous e-commerce business.\n\nDatma facilitates this understanding by offering three crucial measures at the SKU level: Product Gross Profit, Product Margin, and Product Revenue.\n\n\n\n- **Product Gross Profit** represents the net profit generated by a specific product, factoring in the direct costs associated with production or procurement. Its advantage lies in identifying products that make a substantial contribution to the overall financial health.\n- **Product Margin**, expressed as a percentage, showcases a product's profitability in relation to its revenue. High margins signify efficient conversion of sales to profit, guiding strategic decisions on pricing and marketing.\n- **Product Revenue** represents the total income generated by a product, providing a comprehensive view of sales performance. It helps in understanding the impact of a product on overall revenue, identifying market trends, and optimizing product portfolios.\n\nTogether, these measures offer a holistic understanding of SKU-level performance to help you strategically promote, optimize pricing, and manage inventory for a well-rounded approach to maximizing profitability.\n\n## Are My Collections Successful?\n\nContinuously evaluating and improving the performance of collections is an ongoing effort for long-term success.\n\nIn this process, two important measures stand out: Collection Conversion Rate (Collection CR) and Collection Click-Through Rate (Collection CTR).\n\n\n\n- **Collection CR** shows how effectively a collection converts views into transactions. It helps you assess a collection's ability to turn potential interest into tangible sales.\n- **Collection CTR** measures the success of promotional strategies. It tells you how well your marketing efforts resonate with the audience, reflecting the level of engagement generated.\n\nThe synergy between Collection CR and Collection CTR is crucial. Together, they help identify high-performing collections that not only capture attention (high CTR) but also efficiently convert that interest into transactions (high CR). \n\nThis ensures a precise allocation of resources, driving efforts toward collections with the potential for both visibility and financial rewards.\n\n## Which Products Make the Best First Impression?\n\nFirst impressions are often the driving force behind making a purchase decision. \n\nUsing the below report will give you a glimpse into which products capture the attention of your customers and convert viewers into buyers.\n\n\n\n- **PLP Impressions (Product Listing Page)** show the visibility of products across various pages. This helps you examine their online presence and optimize placement strategies in order to improve their visibility and exposure.\n\n- **Impression CR (Conversion Rate)** tells the proportion of purchases that come from these impressions. This highlights which products are best at turning viewers into buyers, guiding strategies for marketing and sales optimization.\n\n- **Product Revenue** helps you assess the individual success of your product offerings by measuring how much they each contribute financially. It informs strategic decisions related to product positioning, pricing, and marketing efforts.\n\n### How are these measures working together? \n\n1. Products with High PLP Impressions but Low Impressions CR - A cause for concern? \n\nSuch a scenario indicates that although many users are viewing your products, they are not proceeding to make a purchase. To improve the CR, consider revising your product listings, offering competitive pricing, and encouraging positive customer reviews.\n\n2. Products with Low PLP Impressions but High Impressions CR\n\nThis suggests that your products are converting well, but are not being seen by a large audience. To increase your PLP impressions, consider investing in targeted advertising, improving your SEO, or using social media platforms to increase visibility.\n\n3. Products with High PLP Impressions and High Impressions CR - The ideal scenario.\n\nThis means your products are not only being viewed by a large audience but are also converting well. It is crucial to maintain this momentum by continually updating your product listings, monitoring customer feedback, and staying competitive in the market.\n\n4. Products with Low PLP Impressions and Low Impressions CR\n\nThis suggests that your products are not reaching a wide audience and are also not converting well. To improve both PLP impressions and CR, it's essential to reassess your marketing strategies, improve product quality, and optimize product listings.\n\n\n## Which Products Attract Customers?\n\nYour revenue gets generated by customers. Without them, your business wouldn’t exist. It's as simple as that. \n\nTo discover which products attract and retain customers, you can use a report which includes the following measures. This will help you focus your attention on revenue generating items.\n\n\n\n- **First Time Customers** measure shows the number of customers that purchased that specific product in their first order. This tells you which products serve as the entry point for new customers.\n\n- **Repurchased Customers** measure signifies the number of customers who repurchased the same product. This helps you understand customer satisfaction, a higher number reflecting positively on the quality and appeal of the product.\n\n- **Repeat Customers** accounts for the number of customers who made at least one more order after their initial purchase of a particular product, offering a measure of customer loyalty to a specific item. You can focus on retaining these customers by offering incentives, exclusive deals, or personalized recommendations.\n\nTogether, these measures provide a comprehensive view of customer interactions with specific products. This data helps improve marketing, understand if customers like your offerings, and make people want to stay loyal to the brand.\n\n\n## How Can I Manage Product Inventory? \n\nProduct inventory directly influences your business's ability to meet customer demand, manage cash flow, and optimize operational efficiency.\n\nThe report below helps you discover the ins and outs of effective inventory management while equipping you with a clearer understanding of stock dynamics.\n\n\n\n- **Average Inventory** shows how much stock you usually have for each product. This helps you use your resources wisely, making sure you always have just enough products available while avoiding overstock.\n\n- **Inventory Turnover** checks how fast you sell and restock each product. This helps you adjust your sales and buying plans, making sure you always meet customer demand.\n\n- **Inventory Age** reveals how long each product has been in stock. This helps you take action for slow-moving items, knowing when promotions or pricing adjustments are required to increase sales speed and prevent them from becoming outdated .\n\nTogether, these measures offer product-centric precision in inventory management to help you make informed decisions, ensuring optimal efficiency and profitability for each product.\n\n\n## Which Products Are Frequently Bought Together?\n\nCurious about your customers' shopping habits? Datma's \"Frequently Bought Together\" report is your go-to tool. It breaks down the numbers to show you what items often end up in the same shopping cart.\n\n\n\nThis report has three dimensions: individual products, product types, and vendors, offering information on what your customers prefer to buy together. \n\nWhat can you do with this data? Bundles.\n\n- **Pure Bundles**: Exclusive combos with items unavailable separately; think cable packages forcing a complete bundle purchase.\n\n- **New Product Bundling**: Pairing a new release with a familiar item for heightened awareness and increased sales.\n\n- **Cross-Sell Bundling**: Offering an additional product to complement the main purchase, often a cheaper item.\n\n- **Gifting Bundles**: Tailored for events, like Valentine's Day, these bundles are perfect for thoughtful gifts.\n\n- **Inventory Clearance Bundling**: Pairing slow-sellers with popular items to create attractive new packages.\n\nThe data from this report helps you plan your marketing strategies better. You can suggest combos that make sense, manage your stock efficiently, and place products where they're likely to get noticed.\n\n\n## What is My Customer Churn Rate For Individual Products?\n\n- **Check How Products Are Doing**: Churn rate helps you see if people are sticking with a product or ditching it. High churn? Maybe the product needs a tweak.\n\n- **Happy Customers, Happy Business**: If the churn rate is climbing, it might mean your customers aren't thrilled. This stat helps you keep tabs on their satisfaction.\n\n- **Know Where Products Stand**: Churn rate gives you the lowdown on whether a product is gaining popularity or losing it. Handy for knowing if it's still in the game.\n\n- **Smart Moves Ahead**: Armed with product-specific churn data, you can decide whether to amp up marketing, spruce up the product, or even consider retiring it if it's not cutting it.\n\n- **Keep Customers Coming Back**: High churn? Figure out ways to keep customers interested – be it improving the product, throwing in cool promos, or teaming it up with others.\n\n\n\n- **Churned Customers**. These customers have not made another purchase after buying the product. If the product is an expensive “buy once and keep it”, the number of churned customers can be very high, which can be interpreted as good. If the product is cheaper or a consumable, having low churn might be favorable.\n\n- **First Time Churned**. These customers bought a product on their first order and have not made another purchase after. This behavior could be interpreted as a good product for which all customers are here for (although, if it’s the only one, could be a red flag), or a product that drives customers away from your store with either low quality or an unjustifiable price.\n\n\n## Do I Have Forgotten Products? \n\nThe \"Performance Ratios\" report gives a very detailed view of products’ performance on your website, providing information on customer behavior and revenue generation. \n\nThe report is divided into six distinct classes, each shedding light on different aspects of client interaction and revenue involvement.\n\n\n\n- **Hidden Products**: The products that have never been viewed by either visitors or recurring customers, remaining undiscovered on the website.\n- **Viewed, not purchased**: This category contains products whose detail pages have been viewed and even added to the cart, yet remain unordered.\n- **Listed, not clicked**: These products have been in view for at least a second or more, either through a collection or search result, but not one user has opened their detail page.\n- **B Products**: Representing products that contribute to the 70 to 90 percent of the cumulative revenue, this category highlights high-performing items.\n- **C Products**: These products make up the bottom 10 percent in terms of revenue contribution.\n- **A Products**: The class of products that collectively generate an impressive 70 percent of the cumulative revenue, showcasing the top-performing items in your inventory.\n\nThe report also features a section on cumulative revenue, offering a clear breakdown of individual product revenue alongside the percentage contribution to the total sales. \n\nAs a product's revenue percentage increases, it ascends through the classes, signifying its growing impact on overall revenue.\n\nFor instance, a product that initially falls into the lower classes can progress, eventually moving from Class C to Class B, and potentially even attaining the coveted Class A status as it garners a higher percentage of the total revenue.\n\n\n## Are My Product Types Performing Well? \n\nDelve into the performance of your product types and discover which categories are thriving. Then use this knowledge to allocate resources wisely, refine your product offerings, and identify potential gaps in your product range which will allow you to diversify and expand strategically.\n\nWith reports dedicated specifically to product types, Datma can answer a multitude of questions you might have in this area, such as:\n\n### How Is Revenue Shifting Across Product Types?\n\nKnowing how revenue shifts across product types allows you to allocate resources more effectively, by focusing on the high-performing product types that contribute to your growth.\n\nIt also helps to improve your marketing. By tailoring your promotional campaigns and advertising to highlight the product types that resonate most with your audience, you can increase the likelihood of attracting and retaining customers.\n\nIn order to understand such trends, Datma provides a dedicated report that tracks revenue shifts on a daily, weekly or monthly basis both in value amount and percentage.\n\n\n\nThis analysis helps you to adapt to short-term fluctuations and to optimize inventory. It allows you to stay agile and strategically navigate the dynamic ecommerce industry.\n\nAre you interested in more than just revenue trends? Then you’re in luck because this report offers similar analysis for items sold, transactions, refunds, and Cost of Goods Sold (COGS).\n\n\n### What Product Types Catch the Eye of My Customers?\n\nIdentifying your popular items will help you adjust your product offerings to meet demand and optimize inventory management.\n\nIt will also improve your marketing. By focusing on promoting these popular items, you can create higher engagement and conversion rates.\n\nTo find such mentioned product types, you can use the measures included in the below report.\n\n\n\n- **PLP Impressions (Product Listing Page)** tell how frequently a product type appears on listings, providing details into its visual appeal and customer visibility.\n- **PDP Views (Product Detailed Page)** measure the frequency of customers viewing the detailed page of a specific product type.\n- **ATC Rate (Add to Cart Rate)** reflects the ratio of customers adding a specific product type to their cart, offering insights into its potential to convert.\n\nTogether, the above measures highlight the product types with a strong market presence that your customers are keen on purchasing. \n\n\n## Are My Product Variants Performing Well?\n\nProduct variants are the building blocks of a versatile and customer-centric product catalog. Monitoring and analyzing their performance allows you to refine your offerings to meet diverse customer preferences. \n\nDatma's reporting capabilities enable you to dive deep into metrics like conversion rates, revenue per session, and product views specific to each variant. \n\nThis granular level of insight empowers you to optimize pricing, stock levels, and marketing strategies for individual product variations. By aligning your offerings with customer demand, you can enhance customer satisfaction and drive higher conversions.\n\nUsing Datma’s analytics means you can answer a question like:\n\n### Which Variants Outsell All the Others?\n\n\n\nBy checking the refunded units, revenue and units sold within the variants report, you can track effortlessly which variant outshines all others.\n\n**Scenario**: An apparel retailer offers a variety of t-shirts in different colors, styles, and sizes.\n**Product Variants Report Insight**: The report reveals that black, slim-fit t-shirts in medium and large sizes consistently outsell other variants.\n**Actionable Takeaway**: The retailer can focus marketing efforts on promoting these popular variants, ensure they are well-stocked, and consider expanding the range of similar variants. \n\n\n\n\n\n",
"excerpt": "Get your questions answered with Datma, our data analytics solution for Shopify stores. With numerous measures and reports to choose from, this is just a glimpse into what Datma has to say about your Shopify store's product performance.",
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"article": "In the realm of e-commerce data analytics, decoding user behavior is crucial for success. \n\nThe two key metrics that analysts often utilize to gain insights into user engagement and product performance are \"sessions\" and \"PDP views\" (Product Detail Page Views). \n\nWhile these terms may appear simple, their differences and importance in e-commerce analytics can be complex. \n\nIn this article, we'll delve into the differences between sessions and PDP views and their individual roles in guiding data-driven decisions. \n\nAnd we’ll also touch on how Datma’s analytics can be used to track such data.\n\n## What are Sessions and PDP Views?\n\n### Sessions\n\nA \"session\" signifies a single, continuous visit by a user to an e-commerce website or app.\n\nIt commences when a user enters the site or app and concludes when they exit or remain inactive for a set time (typically 30 minutes).\n\nSessions offer a broad summary of user interactions, including page views, clicks, and transactions, during their visit.\n\nThey aid in measuring the overall engagement of users with your platform, showing how many unique interactions occur within a given time frame.\n\n**Sessions Analysis with Datma**\n\nTracking Session data is easy with Datma’s analytics. \n\nYou can do so in two main ways: \n\n- Keep track of your total Sessions for a date range chosen by you (compare view also available) in our ‘Overview’ default report. \n\n You can also choose the granularity of your data: be it by day, week or month, as the picture below shows.\n\n\n\n- Keep track of your Sessions using our saved reports.\n\n These are custom reports that you can create to fit your needs. \n \n For example, you can create a report that tracks your Sessions by Exit Pages. Once again, for a date range chosen by you with compare view also available. \n\n**But Why Track Session Data Anyway?**\n\nTracking your Session data provides a holistic view of user engagement, helping you understand the overall performance and effectiveness of your Shopify store (or any other online store) in attracting and retaining visitors.\n\n### PDP Views (Product Detail Page Views)\n\nA \"PDP view\" specifically monitors instances when users view the detailed information of a product.\n\nIt is a crucial metric for e-commerce businesses as it signifies user interest in a specific product.\n\nPDP views assist in identifying which products are popular, which might need optimization, and which could be promoted further.\n\nThey are more granular and focused on understanding the user's intent regarding particular products.\n\n**PDP Views Tracking with Datma**\n\nDatma specializes in product-level data analytics. \n\nThanks to its proprietary web script that collects and combines data from your store data base and Shopify, you gain exclusive insights like PDP (Product Detail Page) Views and PLP (Product Listing Page) Impressions at the SKU level as it can be noticed in the table below. \n\n|SKU|PDP Views|PLP Impressions|\n|---|---|---|\n|123456|2,456,345|3,000,015|\n|234342|2,998,345|3,786,015|\n\n**But Why Track PDP Views Anyway?**\n\nBy tracking your PDP Views you gain comprehensive insights into your product performance, ensuring that no detail goes unnoticed. \n\nThis allows you to clearly identify which products are attracting attention and which are underperforming, enabling you to address issues proactively before they become costly liabilities.\n\nYou can read more about product analytics in our [blog](https://www.datma.io/blog/?utm_source=blog&utm_medium=referrallink&utm_campaign=pdpviewsvssessions). A more comprehensive article is [Product Analytics to Boost the Growth of Your Online Store](https://www.datma.io/blog/Product-Analytics-to-Boost-the-Growth-of-Your-Online-Store/?utm_source=blog&utm_medium=referrallink&utm_campaign=frompdpviewsvssessions) and you’re welcomed to explore our other articles as well.\n\n## Key Differences\n\n### Granularity\n\n- Sessions provide a comprehensive view of user interactions with the entire website or app. \n\n They encompass various actions like viewing multiple product pages, adding items to the cart, and completing transactions.\n\n- PDP Views are product-specific and offer a more detailed perspective. \n\n They focus solely on users' interactions with individual product pages, including how often they are viewed and for how long.\n\n### User Intent\n\n- Sessions don't necessarily disclose the intent behind user actions. \n\n For instance, a session may include several PDP Views, but it doesn't explain why a user was interested in those products.\n\n- PDP Views directly indicate that a user is interested in a particular product. \n\n When a user repeatedly views the same PDP, it likely signifies a strong intent to purchase or further research.\n\n### Optimization and Strategy\n\n- Sessions assist e-commerce businesses in understanding overall user engagement and the effectiveness of marketing campaigns.\n\n- PDP Views are critical for product-specific optimization. \n\n Businesses can use this data to enhance the presentation, descriptions, and pricing of products with high PDP View counts.\n\n### Conversion Tracking\n\n- Sessions are valuable for tracking conversions at a broader level, encompassing all actions leading to a transaction.\n\n- PDP Views play a crucial role in tracking individual product page conversions, aiding businesses in understanding which products drive more sales.\n\n## Conclusion\n\nBoth sessions and PDP views are vital metrics in e-commerce data analytics, but they serve distinct functions. \n\nSessions offer a broad view of user engagement across an entire website or app, while PDP views provide specific insights into user interest in individual products. \n\nTo effectively leverage these metrics, e-commerce businesses should incorporate them into their analytics strategy, using sessions to evaluate overall performance and PDP views to optimize product-specific experiences.\n\nDatma is a comprehensive data analytics solution for Shopify stores that can help you keep track of such data.\n\nIf you wish to receive a demo, you can [register here](https://www.datma.io/demo-request/).\n\nBy understanding these differences, e-commerce professionals can make data-driven decisions that enhance user satisfaction and drive business growth.",
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"article": "Getting started with a new app can be overwhelming when you see a layout and features different from the ones you’re used to.\n\nFor this reason, we put together a short guide to help you get started with Datma’s analytics. \n\nThis guide barely scratches the surface however. There is a lot left to explore, but at least you have a starting point.\n\n### Getting started\n\nIn the following paragraphs, we’ll cover maybe the first things you notice when using Datma for the first time. \n\nThe Overview page in the dashboard, the presence of both Default & Saved Reports, and the need to connect your Facebook Ads & Google Ads.\n\nThe last point will be a quick note about the data imported from Shopify, and the data that will become available through Datma (not currently available in Shopify).\n\nIf you wish to learn more about the data provided by Datma’s analytics but not by Shopify, you can read our article on [Datma's Advanced Analytics vs. Shopify's Reports](https://www.datma.io/blog/Datma's-Advanced-Analytics-vs.-Shopify's-Reports/?utm_source=datmablog&utm_medium=referrallink&utm_campaign=datmavsshopifyarticle).\n\n1. Overview page\n2. Default Reports\n3. Saved Reports\n4. Marketing integrations\n5. Imported data\n\n### 1.Overview page\n\nThe Overview page begins with an **end-of-the-month forecast**, providing valuable insights into your business's future performance. \n\nHow it works: leveraging historical data, Datma's analytics generate predictions for Revenue, Units Sold, and Customers for the current month. \n\n\n\nThink of it as your personal crystal ball, offering a glimpse of what lies ahead. \n\nIt's essential to note that these predictions reset on a monthly basis.\n\nFollowing the forecast, the page delves into **key metrics** across various categories: Financials, Customers, Orders, Sessions, and Marketing. \n\nThis overview spans the Current Period (a date range chosen by you), the Compare Period (again, chosen by you), and Year-on-Year data. \n\nIt allows you to easily monitor metrics like Average Order Value (AOV), Gross Profit, Page Views, and more, tracking their evolution over time.\n\n\n\n#### Pro tip:\n\nNeed quick insights into a specific product's performance? \n\nJust type its name into the search bar, and you'll receive detailed product-specific data including an Overview, Variants, Frequently Bought Together analysis, and general information.\n\n\n\nThis feature is handy for quickly assessing individual product performance and can also be applied to collections.\n\n### 2. Default Reports\n\nDefault Reports offer pre-set reports that grant easy access to critical insights for monitoring Products, Collections, Sessions, Orders, Customers, and Marketing integrations. \n\nWithin the Products section, Datma's analytics shine with six distinct Default Reports. \n\nSo be sure to dedicate some time for exploring your Daily Average Sales, Performance Ratios, Frequently Bought Together, Trends, and Price Analysis reports. \n\nEven though these reports are pre-set, they can be personalized using filters. \n\nYou can also get a visual explanation of these reports on our [YouTube Channel](https://www.youtube.com/@datmaanalytics/featured).\n\n### 3. Saved Reports\n\nSaved Reports cater to the unique goals and objectives of every business. \n\nDatma allows you to create custom reports tailored to your specific needs, whether it's for tracking Abandoned Products, Variants, Inventory, or any other data that matters most to you. \n\nCreating a new report is easy. \n\nJust click the 'New Report' button at the top-left of your dashboard: \n\n\n\nSelect a title and a data source:\n\n\n\nClick on ‘Create Report’.\n\nAnd voila, your custom report is created. All that’s left to do is use filters to personalize it further. \n\n### 4. Integrate your Google Ads and Facebook Ads\n\nIntegrating your Google Ads and Facebook Ads campaigns couldn’t be easier.\n\nJust head to your Account Settings by clicking on the small gear icon at the top-right of your dashboard, then select 'Data Sources': \n\n\n\nFrom there, simply connect your accounts to seamlessly import your marketing campaigns' costs and performance metrics:\n\n\n\nIf you ever have questions or need assistance, our team is just a click away. \n\nYou can open the chat box at the bottom-right corner of your dashboard, and one of our team members will be ready to assist you promptly.\n\n### 5. Imported data\n\nIt's important to note that Datma imports two years of historical data upon installation. \n\nHowever, certain data, such as PDP views (Product Detail Page views), PLP impressions (Product Listing Page impressions), and COGS (Cost of Goods Sold), is neither captured or provided by Shopify and will only become available as Datma's web script registers it. \n\nOnce Datma is installed and begins tracking your store's performance data, this missing data will gradually accumulate. \n\nOver time, as enough data accumulates, you'll unlock exclusive insights into your product performance.\n\nIf you wish to learn more about Datma’s product analysis capabilities, you can read our other article on [Product Analytics to Boost the Growth of Your Online Store](https://www.datma.io/blog/Product-Analytics-to-Boost-the-Growth-of-Your-Online-Store/?utm_source=datmablog&utm_medium=referrallink&utm_campaign=productanalysisarticle)\n\n### Conclusion\n\nAnd that’s a wrap for getting started with Datma. \n\nFor further information, you can always refer to our [website](https://www.datma.io/), [blog](https://www.datma.io/blog/), or [YouTube Channel](https://www.youtube.com/@datmaanalytics/featured).\n\nIf you wish to receive a demo, you can [register here](https://www.datma.io/demo-request/).\n\nFor any other information, feel free to reach out at [email protected] and our Customer Success team will be there to assist. Don’t be shy! :) \n\n\n\n\n\n",
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"title": "Bounce Rate and Exit Pages: Comprehensive Insights for Ecommerce Analytics",
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"article": "In the dynamic world of ecommerce, understanding user behavior is not just an advantage—it's a necessity for success. \n\nWithin the vast realm of data analytics, two pivotal metrics, **Bounce Rate** and **Exit Pages**, play a crucial role in deciphering the intricacies of user engagement and navigation on an ecommerce website. \n\nThese measures provide invaluable insights into how visitors interact with your online store, helping you make data-driven decisions to optimize your ecommerce strategy. \n\nIn this article, we will delve deep into these metrics, their significance in ecommerce data analytics, strategies to improve them, benchmarks to evaluate performance, a thorough exploration of the differences and similarities, and lastly, we will explore how they can be monitored using Datma's analytics. \n\n### Introduction to Bounce Rate\n\nBounce Rate is a metric that serves as an immediate indicator of user engagement. It measures the percentage of visitors who land on a webpage and then promptly leave without engaging with any other page on the same site.\n\nIn essence, they \"bounce\" away from the site after viewing a single page. \n\nA high bounce rate is often a red flag, signaling that visitors are not finding what they expected or that the landing page fails to captivate their interest.\n\nSo, Bounce Rate holds a position of paramount importance in the realm of ecommerce analytics because it provides instant feedback on the effectiveness of your website's landing pages. \n\nWhen potential customers arrive at your site and leave without exploring further, it's a glaring sign that something isn't resonating with them. \n\nIt could be an issue with the page's design, content, or relevance to their needs. By identifying high bounce rate pages, ecommerce businesses can pinpoint trouble spots and take corrective action to enhance user engagement.\n\n### Introduction to Exit Pages\n\nWhile Bounce Rate highlights the initial point of user interaction, Exit Pages shine a spotlight on the final interaction a user has before leaving your website.\n\nThese pages represent the concluding point of a user's journey within your site. By identifying which pages exhibit high exit rates, ecommerce businesses can discern where users are dropping off in the conversion funnel. \n\nRecognizing these exit points provides a unique opportunity to pinpoint potential issues and take corrective action to retain users and improve the overall user experience.\n\nSo, Exit Pages play a pivotal role in preventing customer churn. They are not just about identifying where users leave; they are about understanding why they leave. \n\nFor instance, if your checkout page consistently ranks as a top exit page, it may indicate that customers are encountering problems during the purchasing process. \n\nArmed with this knowledge, you can focus your efforts on optimizing these problematic pages, thereby keeping users engaged and improving conversion rates.\n\n### The Significance of Bounce Rate and Exit Pages in Ecommerce Data Analytics\n\n- **User Experience Optimization**\n\nBoth metrics, Bounce Rate and Exit Pages, are integral to enhancing the user experience. \n\nA high bounce rate and frequent exits from specific pages indicate problems with website design, content, or navigation that require immediate attention. \n\nBy addressing these issues, you can create a smoother, more satisfying user experience that keeps visitors engaged.\n\n- **Conversion Rate Improvement**\n\nHigh bounce rates and frequent exits are often correlated with low conversion rates. \n\nBy meticulously analyzing these metrics, ecommerce businesses can identify barriers to conversion and take proactive steps to eliminate them. \n\nReducing bounce rates and optimizing exit pages can lead to higher conversion rates, resulting in increased revenue.\n\n- **Content Strategy Refinement**\n\nUnderstanding which pages have high exit rates is invaluable for refining your content strategy. \n\nIt enables businesses to make data-driven decisions about whether to revamp the content, enhance call-to-action elements, or provide clearer next steps for users. \n\nThis data-driven approach ensures that your content resonates with your audience and keeps them engaged throughout their journey on your website.\n\n- **Marketing Campaign Assessment**\n\nBounce Rate is particularly useful for assessing the effectiveness of marketing campaigns. \n\nBy analyzing the bounce rate of landing pages used in marketing efforts, you can gauge the quality of ad targeting, messaging, and landing page design. \n\nArmed with this information, you can fine-tune your marketing strategies to maximize ROI.\n\n### How to Improve Bounce Rate and Exit Pages\n\nTo enhance user engagement and reduce bounce rates and exit page occurrences, consider implementing the following strategies:\n\n- **Optimize Page Load Speed**\n\nSlow-loading pages are notorious for causing high bounce rates. Invest in optimizing images, leverage content delivery networks (CDNs), and utilize browser caching to improve load times. \n\nA faster website not only keeps users engaged but also enhances your site's search engine ranking.\n\n- **Enhance Content Relevance**\n\nEnsure that your landing pages provide the information users expect to find. Effective keyword targeting, compelling headlines, and content that aligns with user intent are essential. \n\nRelevant content captures users' attention and encourages them to explore further, lowering bounce rates.\n\n- **Improve Website Navigation**\n\nIntuitive navigation and clear calls to action are critical elements for guiding users to explore more pages on your site. Simplify menus, provide breadcrumbs for easy navigation, and strategically place calls to action. \n\nA well-structured website reduces exit points and keeps users on their desired journey.\n\n- **Mobile Optimization**\n\nWith mobile traffic on the rise, having a responsive design that functions seamlessly on all devices is essential. \n\nA mobile-friendly site ensures that users on smartphones and tablets have a positive experience, reducing both bounce and exit rates.\n\n- **A/B Testing**\n\nConduct A/B tests on landing pages to determine which elements resonate best with your audience. Test different layouts, headlines, visuals, and calls to action to discern what converts best. \n\nA/B testing empowers you with actionable data to optimize both bounce rates and exit pages effectively.\n\n### Benchmarks for Bounce Rate in Ecommerce\n\nFor ecommerce websites, the average bounce rate is [around 45%](https://www.businessdit.com/bounce-rate-benchmarks/#average-bounce-rate-for-ecommerce). \n\nBut what constitutes a \"normal\" bounce rate can vary widely based on industry and the specific products or services offered. \n\nBenchmarking against industry standards can help you gauge the effectiveness of your site's user engagement.\n\nAccording to [CXL’s study](https://cxl.com/guides/bounce-rate/benchmarks/ ), the average bounce rate for various industries is:\n\n|Industry|Average Bounce Rate|\n|---|---|\n|Food & drink|65.52%|\n|Science|62.24%|\n|Reference|59.57%|\n|People & society|58.75%|\n|Pet & animals|57.93%|\n|News|56.52%|\n|Arts & entertainment|56.04%|\n|Books & literature|55.86%|\n|Beauty & fitness|55.73%|\n|Home & garden|55.06%|\n|Computers & electronics|55.54%|\n|Hobbies & leisure|54.05%|\n|Internet|53.59%|\n|Autos & Vehicles|51.96%|\n|Finance|51.71%|\n|Sports|51.12%|\n|Travel|50.65%|\n|Business & industrials|50.59%|\n|Jobs & education|49.34%|\n|Online communities|46.98%|\n|Games|46.70%|\n|Shopping|45.68%|\n|Real estate|44.50%|\n\n\nA notable difference is between the food & drink industry and the real estate industry, _more than 20%_.\n\nBut that's not all. [Bounce rates differ by device](https://contentsquare.com/insights/digital-experience-benchmark/) as well, with the percentage being on the rise. \n\n|Year|Desktop|Mobile|\n|---|---|---|\n|2021|46.9%|48.3%|\n|2022|48.4%|48.8%|\n\nBounce rates by ‘Desktop’ increased by more than 2% from 2021 to 2022, becoming almost as high as bounce rates by ‘Mobile’. \n\nThis is a clear indicator that users tend to be less and less engaged with the websites they visit even while on a computer. \n\n### Differences and Similarities between Bounce Rate and Exit Pages\n\n#### Differences\n\n- **Focus**\n\nBounce Rate concentrates on the initial interaction, measuring the percentage of visitors who leave after viewing only one page. \n\nIn contrast, Exit Pages pinpoint specific pages from which users depart. \n\nSo, Bounce Rate assesses the first interaction, while Exit Pages scrutinize the last.\n\n- **Action Required**\n\nA high bounce rate typically signals an issue with the landing page itself—whether it's content, design, or relevance. \n\nIn contrast, high exit rates on specific pages suggest broader user journey issues. \n\nBounce rate often requires immediate attention, while exit pages may necessitate a more holistic approach to user experience optimization.\n\n#### Similarities\n\n- **User Engagement**\n\nBoth metrics, Bounce Rate and Exit Pages, are intrinsically tied to user engagement and interaction with your website. \n\nThey offer insights into how effectively your site engages and retains visitors. \n\nWhile Bounce Rate focuses on the initial interaction and Exit Pages on the final interaction, both ultimately gauge the overall user experience.\n\n- **Optimization Goals**\n\nThe fundamental goal for both metrics is to reduce their rates. \n\nLower bounce rates and exit rates are indicative of better user experiences and increased conversion potential. \n\nOptimization efforts for both metrics are aimed at improving the overall user journey, ensuring visitors engage with your content, products, or services.\n\n### Monitor Bouce Rates and Exit Pages with Datma's Analytics\n\n#### Bounce Rates\n\nWith Datma's analytics, you can track bounce rates in various reports such as:\n1. Marketing Channel\n2. UTM Parameters (Source, Medium, Campaign)\n3. Location\n4. Browser\n5. All Sessions\n6. Referrer site\n7. Exit Pages\n\nBut this is not all as you have the possibility to create your own report and track what matters the most to you.\n\n#### Exit Pages\n\nWith our Exit Pages report, you can track over 10 metrics for each page such as:\n\n|Exit Page|Sessions|Bounce Rate|Product Views|Product Impressions|Session CR|\n|---|---|---|---|---|---|\n|/cart|21|41.78%|61|456|4.76%|\n\nWith the possibility to customize your own report, you can track the metrics that matter the most to you.\n\n## If you wish to learn more about Datma's analytics, you can [request a demo](https://www.datma.io/demo-request/?utm_source=blog&utm_medium=bounceratearticle). \n\n### Conclusion \n\nIn conclusion, Bounce Rate and Exit Pages are not mere metrics but vital tools in the arsenal of ecommerce analytics. \n\nThey offer critical insights into user behavior and website performance, paving the way for data-driven decision-making and continuous improvement. \n\nBy understanding these metrics, implementing effective improvement strategies, benchmarking performance against industry standards, and paying attention to their nuanced differences and striking similarities, ecommerce businesses can not only survive but thrive in the highly competitive landscape of online retail. \n\nMonitoring and optimizing these metrics should be an integral part of any ecommerce analytics strategy, ensuring long-term success and sustainable growth.",
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"title": "Growing Your Online Business with Data Analytics",
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"article": "In the current digital era, having an online store is just the beginning. To genuinely escalate your business, you need to use ecommerce data analytics. \n\nThis potent instrument can offer precious insights into your customers' habits and assist you in enhancing your online store's performance.\n\n### Obstacles Encountered by Ecommerce Businesses\n\nOnline businesses face many challenges. These include making customers happy, stopping them from leaving their shopping carts behind, getting more people to buy things, and attracting new customers. \n\nBut don't worry – you can solve these problems by collecting and looking at data from different places.\n\n### Key Ecommerce Metrics: Your Path to Success\n\nKnowing certain important numbers about your online store is like having a map to success. \n\nThese numbers show you how well your store is doing and where you can make things better. They help you make smart choices that get people more interested, boost sales, and make your business grow.\n\nFor instance, if the data shows a high shopping cart abandonment rate, businesses can take steps to simplify the checkout process and improve customer experience.\n\nOr, if certain products are not selling well, businesses can use ecommerce analytics to understand why and offer better products.\n\n### Key Ecommerce Metrics and KPIs\n\nKey ecommerce metrics that businesses should track include:\n- **Performance metrics** like product views and impressions. These give you an idea of how many people are seeing your products and how many are actually clicking to learn more.\n- **Gross profit/revenue**. It tells you how much money your business is making after the cost of goods sold (COGS) is deducted. This is a clear indicator of your business's financial health.\n- **Refunds**. A less pleasant metric to track, but nonetheless important. A high refund rate could indicate dissatisfaction with your products or services, which could hurt your brand reputation in the long run.\n- **Average order value (AOV)**. This tells you how much customers typically spend on each order. If your AOV is low, you might need to consider upselling or cross-selling strategies to increase it.\n- **Marketing metrics** like channel profitability. They help you understand which marketing channels are bringing in the most revenue, so you can allocate your resources more effectively.\n- **Conversion optimization metrics** like conversion rate and shopping cart abandonment rate. A low conversion rate or high abandonment rate could indicate issues with your website's usability or checkout process.\n- **User experience metrics** like bounce rate and exit pages. These tell you how many people leave your website after viewing only one page, or which pages people typically leave your website from. This can help you identify any problematic areas on your website that need improvement.\n\n### Best Practices for Ecommerce Analytics\n\nTo get the most out of your ecommerce analytics, it's crucial to use the right tool. \n\nA leading ecommerce analytics tool like Datma can greatly help in tracking store performance and driving sales.\n\nFor example, Datma, with its comprehensive reports covers all the points mentioned above, and more.\n\n- **Product views and impressions** are tracked at the SKU-level. What’s more, collection page views are also available \n- **Gross profit** can be tracked per each SKU or as an overall total for the store\n- **Product revenue** can be tracked at the product level, collection level and as an overall total for the store\n- For **refunds**, Datma monitors refunded value, units, and rate for each product in the catalogue. As well as overall total for the store\n- **Average Order Value (AOV)** is tracked as an overall total, but then also specifically for New or Recurring customers\n- Over 20 measures for each **Marketing channel**. But also metrics like cost, revenue and ROAS (Return on Ad Spend) for your Google Ads and Facebook Ads\n- **Conversion rate (CR)** metrics for each product and/or collection\n- **Bounce rate** metrics for sessions, and a dedicated report for Exit Pages\n\n## To find out more about what Datma’s analytics have to offer, you can request a demo [here](https://www.datma.io/demo-request/?utm_source=blog&utm_medium=dataanalyticsarticle).\n\nAnd remember, it’s not only about tools. Another best practice is continual testing of your strategies. This allows you to see what is working and what isn't, so you can adjust your strategies accordingly.\n\n### Conclusion\n\nIn conclusion, tracking key ecommerce metrics and KPIs is essential for any online business. By doing so, you can gain valuable insights into your business's performance and make informed decisions to drive growth. \n\nWith the right tools and strategies, you can turn your ecommerce analytics into a powerful tool for success.\n",
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"title": "Datma's Advanced Analytics vs. Shopify's Reports",
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"article": "Shopify offers a range of analytics and reports to help store owners understand and grow their online business. However, there are limitations to relying solely on Shopify's built-in analytics. \n\nThis is where Datma steps in, an advanced analytics solution that goes beyond the basics to provide comprehensive insights into your store's performance and potential.\n\n## Shopify's Analytics and Reports: A Solid Foundation\n\nShopify, a leading e-commerce platform, provides a range of analytics and reports to help store owners monitor their online business. \n\nFrom tracking recent activity and visitor behavior to analyzing online store speed and transactions, Shopify's built-in analytics serve as an essential foundation for understanding key metrics. \n\nHowever, it’s important to note here that the scope of these reports depends on your subscription plan, with advanced insights requiring an Advanced Shopify or Shopify Plus plan.\n\n## Datma's Comprehensive Approach: Beyond Shopify's Offerings\n\nWhile Shopify Analytics offers a wealth of information, there are limitations to relying solely on them. \n\nFor instance, they don't provide comprehensive product-level insights spanning more than 90 days. \n\nThis is where Datma, our advanced analytics solution, comes in. Datma fills the gap in Shopify's analytics, offering a deeper dive into a store's performance and potential.\n\nUpon installation, Datma imports two years' worth of historical data, allowing for data-driven decisions based on a more profound understanding of product performance. \n\nThis is a significant advantage over Shopify app store analytics, which may not offer such a comprehensive historical view.\n\nWith Datma's analytics, you gain access to a wealth of insights for each product, such as:\n\n- Product performance over time\n- Sales trends and patterns\n- Price sensitivity analysis\n- Exclusive New Insights: PDP Views and PLP Impressions\n\nYou have more than 30 measures to choose from according to your needs. A quick example is:\n\n|Product Title|Sell through rate|Product conversation rate|Cart abandonment rate|\n|---|---|---|---|\n|T-shirt|6.82%|2.5%|20%|\n\n### Outshining Shopify Analytics\n\nOne area where Datma outshines Shopify's analytics is in the provision of **PDP (Product Detail Page) Views** and **PLP (Product Listing Page) Impressions** insights for an improved product visibility and performance analysis. \n\nThese two metrics offer a more nuanced understanding of how visitors interact with your store. \n\nPDP Views show how often customers view individual product pages, while PLP Impressions reveal the number of times products appear in listing pages.\n\nA product with zero impressions in any PLP and zero PDP views means that no one knows that this product exists. No need to tell you how wasteful this is.\n\nWhereas, a product with a high number of impressions and a low number of views means there is a lack of interest in this specific product. We know it has been seen in PLPs due to the high number of impressions, but nobody clicked on it to reach the PDP.\n\nFor more information on Datma’s product visibility analysis you can read our complementary article [here](https://www.datma.io/blog/top-reasons-to-track-product-visibility-in-your-online-store/).\n\n## How Can Datma Tell You What’s the Visibility of Your Products?\n\nIt’s all thanks to its proprietary web script. This combines session data with backend information, allowing it to establish a direct link between product/collection views and customer sessions. \n\nThis unique approach enables Datma to track exclusive data points, providing you with a more comprehensive understanding of customer behavior.\n\n## Filling the Void: Collection Analytics and Price Analytics\n\n### Analyze Your Shopify Collections\n\nDatma's capabilities extend even further by offering Collection Analytics, a feature notably absent from Shopify Analytics but possible with Datma thanks to its proprietary web script mentioned earlier. \n\nCollection analysis provides insights into how different product groups perform, helping you optimize your product assortments and marketing strategies.\n\nAs an example, Datma’s analytics provide you insights such as:\n\n|Collection Page Views|Collection CR|Collection CTR|\n|---|---|---|\n|84|6.8%|45%|\n\nYou can read more about the advantages of collection analysis and the insights offered by Datma’s analytics [here](https://www.datma.io/blog/Collection-Analysis-in-Ecommerce:-Elevate-Sales-and-Enhance-Customer-Engagement/). \n\n### Analyze The Price of Your Shopify Products \n\nMoreover, Datma introduces Price Analysis, a crucial tool for understanding the impact of pricing on sales and revenue, something not currently present in Shopify Analytics. \n\nThis type of analysis aids in pricing optimization by highlighting trends and customer reactions to price changes.\n\nIn this area, Datma provides two main reports: Price Range Analysis and Price Change Effect.\n\n#### 1. Price Range Analysis\n\n\nThis report enables Shopify store owners to create the most effective pricing strategy and increase sales. \n\nLet’s look at the following table:\n\n|From Price|To Price|Product Revenue|Product Margin|Units Sold|\n|---|---|---|---|---|\n|11 USD|51 USD|366 USD|100%|10|\n|51 USD|91 USD|826 USD|100%|16|\n\nIn this example, product prices ranging from 11 to 91 USD yield the same margin. However, those from 51 to 91 USD are more popular with customers and drive more revenue and sales.\n\nBy evaluating the impact of pricing on sales, revenue, and profit margins, store owners can discern the optimal price range that balances customer attraction and profitability, a vital factor in how to price a product effectively.\n\n#### 2. Price Change Effect \n\n\nThis report enables Shopify store owners to grasp their products' price elasticity, a measure of how sensitive customer demand is to changes in price.\n\nThe table below represents product revenue at different price points:\n\n|Product Id|Product Title|-20%|-10%|At Current Price|10%|20%|\n|---|---|---|---|---|---|---|\n|3214567654|Gold watches|45 USD|40 USD|30 USD|25 USD|20 USD|\n|4445654323|Medicine|47 USD|47 USD|50 USD|60 USD|58 USD|\n\nIf a product is highly price elastic, like Gold watches above, a price decrease may lead to a significant increase in demand, resulting in higher overall revenue. \n\nOn the other hand, if a product is inelastic, like Medicine above, a price increase may have little impact on demand, allowing store owners to maximize profitability.\n\nThrough price change effect analysis, Shopify store owners can discover pricing patterns and trends, determining if customers respond more favorably to price reductions or whether there is room to increase prices without decreasing demand. \n\n#### To Sum Up\n\n\nBy refining pricing strategies based on these data-driven insights, store owners can optimize revenue and ensure long-term business sustainability.\n\nYou can read more about Product Pricing Strategy [here](https://www.datma.io/blog/Product-Pricing-Strategy:-Learn-How-to-Use-the-Best-Prices-and-Increase-E-commerce-Sales/).\n\nOr you check out our [YouTube channel](https://www.youtube.com/@datmaanalytics) for tutorials on how to use these two reports.\n\n## Empowering the Future: End of the Month Forecasting \n\nAnother area in which Datma outshines Shopify Analytics is in the realm of predictive analytics, with its end-of-the-month forecasts. \n\nThese forecasts empower you to predict sales, revenue, and customer metrics for the upcoming month, providing a valuable tool for planning and decision-making.\n\n\n\n## Conclusion\n\nShopify's built-in analytics and reports offer a solid foundation for understanding your e-commerce store's performance. \n\nHowever, as the e-commerce landscape evolves, store owners need more advanced and comprehensive insights to drive growth and success. \n\nDatma's analytics solution offers a range of features, from detailed product and collection insights and advanced metrics to price analysis and forecasting. \n\nBy supplementing Shopify's reports with Datma's advanced analytics, store owners can gain a deeper understanding of their business, make more informed decisions, and unlock new avenues for growth. \n",
"excerpt": "Shopify offers a range of analytics and reports to help store owners understand and grow their online businesses. However, there are limitations to relying solely on Shopify's built-in analytics. This is where Datma steps in, an advanced analytics solution that goes beyond the basics to provide comprehensive insights into your store's performance and potential.",
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"title": "Collection Analysis in Ecommerce: Elevate Sales and Enhance Customer Engagement",
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"article": "E-commerce data analytics have become a cornerstone for any successful online store, its importance being impossible to overstate. One of its vital aspects is collection analysis. \n\nCollection analysis is a powerful tool that can help you grow your ecommerce business, increase online sales, and boost your online store's performance. \n\nThis article will first present the advantages of collection analysis in ecommerce and then will look into how Datma provides its users with valuable collection data insights they can use to grow their online stores.\n\n## The Role of Collection Analysis \n\n### 1. Merchandising Optimization\n\nCollection analysis plays a crucial role in understanding which collections are performing well and which ones need improvement. \n\nThis data-driven insight allows businesses to optimize their merchandising strategy and drive better sales.\n\n### 2. Understanding Customer Behavior\n\nCollection analysis provides valuable insights into customer preferences and buying patterns. \n\nThis understanding can help tailor your marketing efforts to meet customer needs, thereby increasing online sales.\n\n### 3. Personalization and Recommendations\n\nBy analyzing collection data, businesses can create personalized shopping experiences and recommend relevant products to individual customers. \n\nThis not only improves customer satisfaction but also boosts online sales.\n\n### 4. Inventory Management\n\nCollection analysis is essential in inventory planning and management. \n\nIt helps in preventing overstocking or understocking issues, ensuring that your online store always has the right products in the right quantities.\n\n### 5. Marketing and Promotions\n\nCollection analysis can assist in planning targeted marketing campaigns and promotions based on customer preferences. \n\nThis data-driven approach can significantly increase the effectiveness of your marketing efforts.\n\n### 6. Conversion Rate Optimization\n\nCollection data analysis can provide insights into the effectiveness of product presentation, pricing, and other factors influencing the conversion rate. \n\nThis can help you enhance your ecommerce strategies and boost online sales.\n\n### 7. Trend Spotting and Forecasting\n\nCollection analysis helps identify emerging trends, ensuring that your business's product offerings remain relevant and competitive. \n\nThis can contribute to the growth of your ecommerce business.\n\n### 8. Competitive Analysis\n\nMonitoring collection performance can provide insights into which collections are unique to your business and which might need improvement to compete effectively. \n\nThis can help you stand out in the competitive ecommerce landscape.\n\n### 9. Data-Driven Decision Making\n\nCollection analysis empowers businesses to make informed decisions based on real data rather than relying on assumptions. \n\nThis can significantly improve the success rate of your strategies and initiatives.\n\n### To sum up\n\nCollection analysis in ecommerce data analytics provides actionable insights that drive business growth. \n\nBy leveraging these insights, you can optimize your strategies, increase online sales, and ultimately grow your ecommerce business. \n\nSo, if you are not yet utilizing collection analytics, it's high time to start.\n\n## How to Utilize Collection Analytics with Datma\n\nDatma’s analytics puts at your disposal numerous metrics to understand collection performance. For example:\n\n### 1. Collection Page Views\n\nCollection page views refer to the number of times a specific collection or category page on an ecommerce website is visited by users.\n\nIn the context of an online store, products are often organized into various collections or categories based on similar attributes, themes, or types. \n\nThese collection pages serve as gateways for customers to explore a specific group of products that share common characteristics.\n\nCollection Page Views help with:\n\n- Engagement Assessment: Collection page views provide a direct gauge of user engagement with specific collections, indicating which ones are capturing customers' attention and driving them to explore further.\n- Merchandising Effectiveness: Monitoring collection page views helps evaluate the success of your merchandising strategies. By analyzing which collections receive more views, you can refine product placement, categorization, and overall presentation.\n- Trend Identification: Higher collection page views often correlate with trends and customer preferences. This metric aids in identifying emerging trends, enabling you to adjust your offerings to align with market demands.\n\n### 2. Collection Conversion Rates (CR)\n\nCollection conversion rates in ecommerce refer to the percentage of visitors who land on a specific collection or category page and go on to make a purchase within that collection. \n\nIn other words, it's a measure of how effectively a particular collection page converts visitors into customers by driving them to complete a desired action, such as adding products to the cart or making a transaction.\n\nCollection CR helps with:\n\n- Collection Performance: CR measures the effectiveness of a collection in converting visitors into customers. A high CR indicates that the collection's products and presentation resonate well with customers.\n- Merchandising Strategy Assessment: Evaluating CR for different collections helps businesses refine their assortment and presentation strategies. Successful collection strategies can be replicated.\n- Marketing Impact: CR helps assess the impact of marketing efforts focused on specific collections. It reveals whether promotional activities are driving desired actions.\n\n### 3. Collection Click-Through Rates (CTR)\n\nCollection click-through rate (CTR) measures the effectiveness of links or banners that lead visitors from one page to a specific collection or category page on an ecommerce website. \n\nIt is calculated by dividing the number of clicks on a collection link or banner by the total number of times that link or banner was displayed.\n\nCollection CTR helps with:\n\n- Effectiveness of Collection Links: CTR measures how effective collection links or banners are at encouraging users to explore a collection. High CTR indicates compelling and engaging content.\n- Merchandising Optimization: Tracking CTR helps identify collections that are attracting user interest. This information guides merchandising and placement decisions on the website.\n- User Experience Enhancement: Low CTR might indicate that users are not easily finding or navigating to certain collections. It prompts businesses to improve navigation and visibility.\n\n### To sum up\n\nEffective collection analysis offers a multifaceted approach to enhancing business performance. Metrics such as Collection Page Views, Collection CR, and Collection CTR empower businesses to decipher customer preferences, optimize conversion strategies, and refine user experience. \n\n## Product Metrics within Collections Analysis with Datma\n\nBesides collection attributed measures, for each collection Datma’s analytics offers insights at the product-level as well. For example, your report could look something like this:\n\n|Collection|Products in Collection|Product CR|PLP Impressions|PDP views|Product Revenue|Gross Product Margin|\n|---|---|---|---|---|---|---|\n|Name|13|12.85%|379|38|85.50 USD|100 %|\n\nWhere:\n\n### 1. Product Conversion Rate (CR)\n\nProduct Conversion Rate (CR) in ecommerce refers to the percentage of visitors to a product page who go on to complete a purchase or desired action related to that specific product. \n\nIt's a key performance metric that helps businesses gauge how effectively a particular product page is at converting visitors into customers.\n\nImportance of Product CR:\n\n- Performance Evaluation: Product CR indicates how effectively a specific product's page converts visitors into customers. A high CR suggests that the product page is successful in driving sales.\n- Product Effectiveness: CR helps identify which products resonate well with customers and encourage them to complete purchases.\n- Marketing and Presentation Impact: A low CR might prompt businesses to evaluate product descriptions, images, and pricing, and make necessary improvements.\n\n### 2. PLP (Product Listing Page) impressions\n\nPLP Impressions refer to the number of times a specific set of products is displayed to users on a Product Listing Page on an ecommerce website. \n\nA Product Listing Page is a page that displays a collection of products usually within a specific category, collection, or search result. \n\nEach time the products are loaded and shown to a user, it counts as an impression.\n\nImportance of PLP Impressions:\n\n- Product Visibility: PLP impressions indicate how often a specific product is displayed to users. High impressions suggest that the product is getting ample exposure.\n- Merchandising Strategy: Monitoring impressions helps assess the effectiveness of product placements and categories on listing pages.\n- Customer Interest: Products with high impressions likely attract more attention and could have a higher chance of generating sales.\n\n### 3. PDP (Product Detail Page) views \n\nPDP views refer to the number of times a specific product page is viewed by users on an ecommerce website. \n\nThe Product Detail Page is where customers can find comprehensive information about a particular product, including its features, specifications, images, pricing, and any relevant reviews or ratings.\n\nImportance of PDP views: \n\n- Product Popularity: PDP views reveal how often a specific product's page is being visited. High views indicate popular products that are capturing customer interest.\n- Content Assessment: PDP views provide insights into the effectiveness of product descriptions, images, and other content on the page.\n- Conversion Potential: A high number of PDP views can translate to higher potential for conversions if the product page effectively convinces visitors to buy.\n\n### 4. Product revenue\n\nProduct revenue, in the context of ecommerce, refers to the total amount of money generated from the sales of products within a specific period of time. \n\nIt is a fundamental financial metric that represents the income generated by an ecommerce business through the sale of its products.\n\nImportance of product CR:\n\n- Profit Generation: Product revenue represents the total earnings from the sale of a specific product. It directly contributes to covering costs and generating profits.\n- Product Performance: Revenue reflects how well a product is performing in terms of generating income for the business.\n- Inventory Management: Products with high revenue might need higher stocking levels to meet demand, while low-revenue products could be adjusted or phased out.\n\n### 5. Product Gross Margin\n\nProduct gross margin is a financial metric that represents the difference between the revenue generated from the sales of products and the direct costs associated with producing or acquiring those products.\n\nIt's a crucial measure of profitability that indicates how much money is left over after accounting for the costs directly tied to the production or acquisition of the products being sold.\n\nImportance of product gross margin:\n\n- Profitability Indication: Gross margin provides insight into how efficiently a specific product contributes to covering costs and generating profit.\n- Cost Management: Tracking gross margin helps ensure that a product's production or acquisition costs are managed effectively.\n- Pricing Strategies: Gross margin considerations are integral to setting prices that are both competitive and profitable.\n\n### To sum up\n\nThese metrics offer a granular view of individual product performance, customer engagement, and financial health. \n\nBy focusing on these metrics, ecommerce businesses can fine-tune their product offerings, optimize product pages, make data-driven decisions about pricing and inventory, and ensure that their products contribute positively to the overall success of the business.\n\n## Conclusion\n\nIn conclusion, collection analysis is the compass that steers your ecommerce ship. Its advantages, ranging from optimized merchandising to targeted marketing, are key drivers of growth in an ever-evolving online marketplace. \n\nEmbrace collection analysis and Datma's innovative analytics to embark on a journey of ecommerce excellence. If you've yet to seize this opportunity, the time to do so is now.\n\n",
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"title": "Customer Acquisition and Retention: The Dual Role in Ecommerce Strategy",
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"article": "In the ever-evolving digital business landscape, two key elements form the backbone of a successful ecommerce strategy: customer acquisition and customer retention. Both play a pivotal role in driving sustainable growth and profitability for online businesses.\n\n## The Importance of Customer Acquisition in Ecommerce\n\n\nCustomer acquisition involves attracting new customers to your ecommerce platform, a process that is integral to the growth and expansion of your business. It offers numerous benefits such as:\n\n### Increasing Market Presence and Brand Recognition\n\n\nCustomer acquisition is the lifeblood of any business, particularly in the ecommerce industry. By gaining new customers, you not only increase your market presence but also boost your brand's recognition. \n\nThis is vital in a digital environment where visibility can make or break a business. The more customers you gain, the more your brand gets recognized. \n\nThis increased brand awareness can attract even more customers, creating a virtuous cycle of growth. It's a snowball effect; the more customers you have, the bigger your brand becomes, drawing even more customers.\n\n### Broadening of Revenue Sources\n\n\nAnother key advantage of customer acquisition is the broadening of revenue sources. In ecommerce, it's not just about selling a product or service; it's about meeting a variety of customer needs. \n\nBy attracting a diverse range of customers, you can tap into different consumer segments, each with their unique needs and preferences. This allows you to expand your product offerings, tailoring them to cater to these diverse needs. \n\nIn essence, customer acquisition can pave the way for new revenue opportunities, helping your business flourish in a competitive market.\n\n### Enhanced Data Insights\n\n\nLastly, every new customer provides an opportunity for enhanced data insights. The ecommerce industry thrives on data. The more customers you have, the more data you can gather. \n\nThis data can provide valuable insights into buying behaviors, preferences, and trends. By analyzing this data, you can make informed business decisions, tailor your offerings to meet customer needs, and predict future trends. \n\nThis can give you a competitive edge, helping you stay ahead of the curve in the fast-paced world of ecommerce.\n\nDatma’s comprehensive data analysis helps you stay on top of your game with insights into all major areas, giving you a full view of your store performance. Read more [here](https://www.datma.io/).\n\n### To sum up\n\n\nCustomer acquisition is more than just increasing your customer base. It's about growing your brand, diversifying your revenue streams, and gaining valuable data insights. It's a critical process that can drive your ecommerce business towards success.\n\n## Customer Retention in Ecommerce\n\n\nHowever, customer acquisition is not the only key to success. While it's true that bringing in new customers is an essential part of business growth, it's not the only factor to consider. \n\nThe importance of customer retention cannot be overstated. It is a cost-effective strategy that can significantly impact your business's long-term profitability.\n\nWhy is customer retention important? Let's dive in.\n\n### Cost-Effectiveness of Customer Retention\n\n\nThe first reason customer retention is crucial is due to its cost-effectiveness. It's a well-known fact in the business world that it costs less to retain an existing customer than to acquire a new one. According to a study by [Harvard Business School](https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty#:~:text=The%20bottom%20line%3A%20increasing%20customer,continue%20to%20pay%20large%20dividends), increasing customer retention rates by 5% can increase profits by 25% to 95%. \n\nThis is because existing customers are more likely to make repeat purchases, which can lead to a significant increase in revenue without the need for substantial marketing costs.\n\n### Loyal Customers as Brand Advocates\n\n\nAnother reason why customer retention is important is the potential for loyal customers to become advocates for your brand. When customers are satisfied with your products or services, they are more likely to recommend your brand to their friends, family, and social media followers. \n\nThis word-of-mouth marketing is invaluable as it comes with a high level of trust and can attract new customers without any additional cost to your business.\n\n### Building Trust and Loyalty\n\n\nTrust and loyalty are two significant benefits of customer retention. When customers feel valued and appreciated, they are more likely to stay loyal to your brand. This loyalty leads to repeat purchases, increased customer lifetime value, and a solid customer base that can help your business withstand market fluctuations.\n\nTo build this trust and loyalty, it's important to provide excellent customer service, listen to customer feedback, and continually improve your products or services based on this feedback. \n\nWhen customers see that you value their opinions and are willing to make changes based on their needs, they will feel more connected to your brand and more likely to remain loyal customers.\n\n### To sum up\n\n\nWhile acquiring new customers is an essential part of business growth, it's equally important to focus on retaining your existing customers. By doing so, you can increase your profitability, turn your customers into brand advocates, and build a loyal customer base that can help your business thrive in the long term. \n\nCustomer retention is not just a strategy; it's a long-term investment in the success of your business.\n\n## Building a Diverse Strategy: The Importance of Striving for Balance\n\n\nAchieving a balance between customer acquisition and retention can be a daunting task. However, it is a vital element in creating a sustainable and profitable business model. Let’s explore a few effective strategies that can help achieve this balance.\n\n### Data-Driven Segmentation\n\n\nThe first step towards balancing customer acquisition and retention is understanding your customers. \n\nBy segmenting your customers into different groups based on their behaviors and preferences, you can tailor your marketing strategies to cater to each group individually. This helps in attracting new customers while simultaneously keeping the existing ones engaged.\n\nDatma makes possible such segmentation by allowing you to group your customers by spending behavior so you can target the right people. Have easy access to your:\n\n|One Timers|Idle Clients|High Spenders|\n|---|---|---|\n|Customers that have placed only one order|Customers that haven't placed an order in a long time|Customers with high-value orders|\n\nMoreover, thanks to its customizable reports, you decide what an Idle or High-Spending customer is. For example, is an ‘idle customer’ someone who hasn’t order in the past month, two months, 180 days? You decide how to define these groups in a way that helps you best.\n \n### Investing in Customer Experience\n\n\nA positive customer experience is key to both acquiring new customers and retaining existing ones. This involves investing in a user-friendly website design, responsive customer service, and fast shipping. \n\nWhen customers have a positive experience with your brand, they are more likely to return and recommend your products or services to others.\n\n### Rewarding Loyalty\n\n\nImplementing a loyalty program is an effective way to reward your repeat customers. This not only encourages repeat purchases but also fosters a sense of loyalty and appreciation among your customers. \n\nA well-structured loyalty program can significantly improve customer retention rates and boost your overall profitability.\n\n### Personalization at Scale\n\n\nWith the vast amount of data available today, businesses can create personalized experiences for their customers. This can range from personalized product recommendations to tailored email campaigns. \n\nPersonalization at scale can be a powerful tool in attracting new customers and retaining existing ones.\n\nFor example, Datma’s reports can tell you which specific products were bought by your customers and when, allowing you to make personalized product recommendations. Recommendations which you can decide upon with the help of the app’s other reports such as Frequently Bought Together. Read more on this topic [here](https://www.datma.io/blog/Know-Your-Products%E2%80%99-Performance-to-Increase-Sales,-Cross-Sell,-Up-Sell,-and-Boost-AOV/). \n\n### Measurement, Analysis, and Iteration\n\n\nIt's important to regularly measure and analyze your customer acquisition and retention efforts. This will provide valuable insights that can be used to iterate and improve your strategies. \n\nRemember, what works today might not work tomorrow. Therefore, constant analysis and iteration are key to staying ahead in the competitive ecommerce landscape.\n\n## Conclusion\n\nCustomer acquisition and retention play complementary roles in driving business success in ecommerce. While customer acquisition focuses on growth and expansion, customer retention emphasizes long-term profitability and loyalty. \n\nBy implementing the strategies mentioned above, ecommerce businesses can achieve a balance between these two crucial aspects and build a sustainable and profitable business model.",
"excerpt": "Customer acquisition and retention significantly influence E-commerce expansion and development, both factors being integral to a successful online business strategy. The process of customer acquisition is centered on growth and broadening the business scope, whereas customer retention is geared toward fostering long-term profitability and customer loyalty. Striking a balance between these two vital elements creates a stable and lucrative business model.",
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"title": "UTM Tracking: UTM Parameters and Why You Need These Codes",
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"article": "In the realm of e-commerce, marketing is crucial for enhancing store visibility, boosting conversion rates, and driving sales.\n\nBut how can you tell if your investment in Facebook Ads or Google Ads is yielding a good return, or if your latest marketing campaign is generating enough online traffic? The solution lies in two words: UTM tracking.\n\n### UTM tracking\n\nUTM tracking provides the tools to accurately measure the success of your marketing campaigns. By employing UTM parameters in your links, you can attribute website traffic and conversions to individual marketing campaigns, channels, and sources. \n\nThis priceless data allows you to refine your marketing strategies, pinpoint top-performing channels, and distribute resources more effectively, ensuring that your efforts produce the best possible results. \n\nIn this article, you will gain an understanding of what UTM tracking is, how to use it, and how to keep track of its performance using Datma’s analytics.\n\n### Create UTM parameters for UTM tracking \n\nUTM parameters are specific tags appended to a URL to track and analyze website traffic generated by various marketing initiatives. Developed by Google Analytics, UTM stands for \"Urchin Tracking Module\" and comprises five main components: source, medium, campaign, term, and content.\n\nWhen a user clicks on a URL featuring UTM parameters, the data within these parameters is transmitted to the analytics tool, and recorded alongside the user's visit data. \n\nThis data offers valuable insights into the performance of different marketing initiatives, enabling marketers to gauge the success of various campaigns and channels and make data-driven decisions to enhance their strategies.\n\n### UTM parameters example\n\nUTM parameters might seem daunting at first, but they are relatively simple to use once understood. For instance, let’s break down this link with UTM parameters: \n\nhttps://www.datma.io/blog/Boost-the-growth-of-Online-Store-With-Product-Analytics/?utm_source=linkedin&utm_medium=social&utm_campaign=blog_article\n\n- _https://www.datma.io/blog/Boost-the-growth-of-Online-Store-With-Product-Analytics/_ is the base URL \n\n- _?_ indicates to your analytics software that a series of UTM parameters will follow\n\n- _utm_source=linkedin_ identifies the traffic source. This shows that the link was shared on LinkedIn. When users click on this link from LinkedIn, the UTM parameter \"linkedin\" will be recorded by the website's analytics tool, allowing the website owner to track the traffic generated from this specific source\n\n- _&_ shows that another UTM parameter will follow\n\n- _utm_medium=social_ denotes the medium through which the link was shared, in this case, \"social.\" This signifies that the link was part of a social media campaign. Again, when users click on this link, the UTM parameter \"social\" will be captured in the website's analytics, offering insights into the effectiveness of social media as a marketing medium\n\n- _&_ indicates that another UTM parameter will follow\n\n- _utm_campaign=blog_article_ represents the specific marketing campaign linked to this URL, named \"blog_article.\" By incorporating this UTM parameter, the website owner can measure the performance and success of this particular campaign in terms of driving traffic to the blog post\n\nIn summary, this UTM tracking link leads to a blog post titled \"Boost the growth of Online Store With Product Analytics\" on the website www.datma.io. It was shared on LinkedIn as part of a social media campaign under the \"blog_article\" campaign name. \n\nThe UTM parameters allow the website owner to accurately track the traffic sourced from LinkedIn, identify the effectiveness of social media as a marketing medium, and evaluate the success of the \"blog_article\" campaign. This valuable data can assist in making data-driven decisions to optimize marketing strategies and improve overall website performance.\n\nHowever, these are just three out of the five components I mentioned earlier. The remaining two are _term_ and _content_.\n\n- _utm_term_: This parameter is typically used for tracking keywords in paid search campaigns. It assists marketers in understanding which keywords are driving traffic to their website. For example, \"utm_term=grow+online+store\" would indicate that the traffic originated from a paid search ad targeting the keyword \"grow online store\"\n\n- _utm_content_: This parameter is used to differentiate between versions or elements of the same link. It is commonly used in A/B testing scenarios to determine which version of a link performs better. For example, \"utm_content=cta_button\" and \"utm_content=text_link\" could be used to test two different call-to-action buttons\n\nA link incorporating all UTM parameters would look like this: \n\nhttps://www.datma.io/blog/Boost-the-growth-of-Online-Store-With-Product-Analytics/?utm_source=linkedin&utm_medium=social&utm_campaign=blog_article&utm_term=grow+online+store&utm_content=text_link\n\n### The Advantages of UTM Tracking\n\n1. **Precise Attribution**: UTM tracking enables you to accurately attribute online traffic and conversions to specific marketing campaigns, channels, and sources. This level of detail gives insights into which marketing tactics are generating the most valuable traffic and which ones may need to be improved.\n\n2. **Data-Driven Decision Making**: UTM tracking offers valuable data and insights that enable data-driven decision making. By analyzing the performance of different marketing campaigns, channels, and sources, businesses can enhance their marketing strategies and allocate resources more effectively.\n\n3. **Campaign Assessment**: UTM tracking allows you to evaluate the effectiveness of various marketing campaigns. By comparing the performance of each campaign, you can identify strengths, weaknesses, and opportunities for improvement.\n\n4. **Channel Analysis**: UTM parameters enable you to assess the effectiveness of various marketing channels, such as social media, email, paid search, and more. This analysis allows you to identify the most productive channels and allocate marketing efforts accordingly.\n\n5. **A/B Testing**: UTM tracking is crucial for A/B testing scenarios, where you want to compare the effectiveness of different marketing elements, such as ad creatives, landing page designs, or call-to-action buttons.\n\n6. **ROI Measurement**: UTM tracking enables you to accurately calculate the return on investment (ROI) for your marketing efforts. You can determine the cost of acquiring customers or leads for each campaign and compare it to the revenue generated.\n\n7. **Understanding User Behavior**: UTM tracking helps you understand how users arrive at your website and how they interact with your content. By knowing the sources and campaigns that lead to conversions, you can tailor your marketing strategies to better engage your audience.\n\n8. **Segmentation and Personalization**: UTM tracking allows for segmentation of website traffic based on different sources, mediums, and campaigns. This segmentation enables personalized marketing messages and offers, improving overall user experience and conversion rates.\n\n9. **Third-Party Platforms**: UTM parameters are useful for tracking the performance of links shared on third-party platforms, such as social media posts or guest blog contributions. This tracking helps gauge the impact of your content outside your website.\n\n10. **Enhancing Marketing Strategies**: By analyzing UTM data, businesses can identify successful marketing tactics, eliminate underperforming ones, and refine their overall marketing strategies for better results.\n\n### How to Implement UTM Tracking\n\nImplementing UTM tracking involves a few simple steps:\n\n1. **Set Up UTM Parameters**: Decide on the UTM parameters you want to track. The standard parameters include utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Choose meaningful values for each parameter to ensure accurate data analysis.\n\n2. **Create UTM URLs**: Generate UTM tracking links by adding the UTM parameters to your URLs. You can do this manually or use online UTM builders, which simplify the process by generating UTM URLs for you. If you’re looking for an online builder, [Google’s Campaign URL Builder](https://ga-dev-tools.google/ga4/campaign-url-builder/) is a great choice. \n\nOriginal URL: https://www.datma.io/blog/Boost-the-growth-of-Online-Store-With-Product-Analytics\n\nUTM URL:\nhttps://www.datma.io/blog/Boost-the-growth-of-Online-Store-With-Product-Analytics/?utm_source=linkedin&utm_medium=social&utm_campaign=blog_article&utm_term=grow+online+store&utm_content=text_link\n\n3. **Distribute UTM Links**: Use the UTM tracking links in your marketing campaigns, emails, social media posts, advertisements, and other digital channels. When users click on these links, their activity will be tracked using the specified UTM parameters.\n\n4. **Track and Analyze Data**: Monitor the performance of your UTM tracking links in your analytics tool, such as Google Analytics or Datma’s Analytics (more on this below). Access the data to evaluate the success of different campaigns, sources, and marketing efforts.\n\n5. **Make Data-Driven Decisions**: Analyze the UTM data to gain insights into user behavior, campaign effectiveness, and marketing ROI. Use this information to make data-driven decisions and optimize your marketing strategies.\n\n6. **A/B Testing**: If you're running A/B tests or multiple versions of the same content, use different utm_content parameters in the UTM URLs to track and compare the performance of each variation.\n\n7. **Consistency**: Ensure consistency in using UTM parameters across all marketing channels. Use the same naming conventions for sources, mediums, and campaigns to avoid duplicate entries and make data analysis easier.\n\n8. **Avoid Personal Information**: Don't include any personal information in the UTM parameters. UTM tracking is meant for tracking marketing efforts, not user-specific data.\n\nBy following these steps, you can effectively use UTM tracking to gain valuable insights into your marketing performance, optimize your strategies, and improve the overall effectiveness of your digital marketing campaigns.\n\n### How to track the performance of your UTM tracking links using Datma’s analytics\n\nTracking the effectiveness of your UTM tracking campaigns can be easily done with Datma’s Analytics Session reports.\n\nAll you need to do is create a custom report in the Session tab and select what you wish to analyze. You have a wide selection of dimensions such as, UTM source, UTM medium, and UTM campaign, but also Channel, Marketing Provider and Referring site.\n\nThen, for each dimension you can select custom measures such as, Sessions, Bounce Rate, Product View Rate, Product Impressions, Revenue, etc.\n\nFor example, your report could look like this:\n\n|UTM Source|Sessions|Bounce Rate|Unique Visitors|Revenue per session|Session CR|Product Revenue|\n|---|---|---|---|---|---|---|\n|facebook|528|76%|456|2 USD|0.19%|59 USD|\n|google|120|50%|300|1.5 USD|0.1%|30 USD|\n\nWith the ability to create your own custom report, you can measure the effectiveness of your UTM tracking marketing campaigns in the way that suits your needs best.\n\nIf you want to know more about the role and importance of the above measures (sessions, bounce rate, etc), read our article on [the most important Web Analytics metrics for your online store](https://www.datma.io/blog/The-most-important-Web-Analytics-metrics-for-your-store/).\n\n### Conclusion\n\nUTM tracking is a game-changer in the world of digital marketing. By incorporating UTM parameters into your URLs and analyzing the data they provide, you can unleash the full potential of your marketing campaigns. \n\nEmbrace UTM tracking as a fundamental tool for gathering insights, optimizing marketing efforts, and achieving better results in your online ventures. Stay data-driven, and watch your marketing strategies soar to new heights.",
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"title": "Product Analytics to Boost the Growth of Your Online Store",
"slug": "Product-Analytics-to-Boost-the-Growth-of-Your-Online-Store",
"article": "Boosting the growth of your e-commerce store is not merely about showcasing an extensive range of products or owning a visually appealing website. It's about gaining a deep understanding of your customers, of their likes, and the performance of your products. This is where the power of business intelligence and product performance data analytics comes into play, enabling you to make data-driven decisions to enhance your product offerings, boost customer satisfaction, and increase sales. \n\nNow let's dive straight in:\n\n### 1. Establish Concrete Objectives\n\nThe initial step is to set precise growth targets for your online store. Are you aiming to increase sales, boost customer retention, or broaden product categories? Having well-defined goals will steer your data analysis efforts and assist you in making data-driven decisions.\n\n### 2. Select the Appropriate Product Analytics Tools\n\nAn abundance of tools are at your disposal for analyzing product performance. One standout tool is Datma, our all-inclusive business intelligence platform that can monitor and quantify key metrics such as conversion rates, product views, add-to-cart rates, and the revenue each product generates. To grow your online store, it's crucial to delve deeper into your data and Datma can be your help in this journey. \n\n###### For further material on this topic, read our article [here](https://www.datma.io/blog/Know-Your-Products%E2%80%99-Performance-to-Increase-Sales,-Cross-Sell,-Up-Sell,-and-Boost-AOV/) to discover how you can use product performance analytics to increase sales, cross-sell, up-sell, and boost Average Order Value (AOV).\n\nNow that you have an analytics tool picked out, it's time for the following steps. \n\n### 3. Evaluate Product Performance Metrics\n\nRegularly observe and analyze product performance metrics. This will aid you in identifying top-performing products and those that are lagging, allowing you to modify your product lineup accordingly.\n\nDatma helps in this aspect by providing exclusive insights into the number views, impressions, conversion rates, click through rates, and 30+ measures for each product in the catalog. Not only this, but also collection attributed measures are covered, so you can get a full view of your store performance. For more details on Datma's product analytics, view our [page](https://www.datma.io/#products).\n\n### 4. Segment Products\n\nCategorize your products into groups or segments based on factors like visibility, popularity, and revenue generated. Analyzing the performance of each segment can reveal trends and growth opportunities.\n\nFor such segmentation, Datma puts at your disposal the following overview structure for your entire catalog:\n\n\n\nThis report helps you to monitor how your products perform on the website down to the smallest detail and grouped for easier understanding.\n\nLearn more about this report in our video [here](https://youtu.be/bSRggjoJ2x4).\n\n### 5. Recognize Customer Preferences\n\nBy analyzing data on trends and average daily sales, you can gain a better understanding of customer preferences and purchasing behaviors. This can guide you in tailoring your product offerings to meet customer demands.\n\nGet an instant view with Datma's analytics directly in your dashboard for:\n\n- Trends\n\n|Product Title|May|April|March|\n|---|---|---|---|\n|Monstera|144.50 USD|346.50 USD|154.50 USD|\n|(Trend)|-58.3% down|124.27% up|0%|\n\nLearn more about Datma's Product Trends report [here](https://youtu.be/7KJuXx2LbH8).\n\n- Daily Average Sales\n\n|Product Title|DAS 2 days|DAS 7 days|DAS 14 days|DAS 30 days|DAS 60 days|DAS 90 days|DAS 180 days|Trending DAS|\n|---|---|---|---|---|---|---|---|---|\n|Curtain|3|1.71|0.86|0.67|0.77|0.31|0.80|1|\n\nThese two reports enable you to identify emerging market demands and the speed at which products are selling, so you can adapt your product offering accordingly and ensure availability of high-demand items. \n\n### 6. Cross-Sell and Upsell Opportunities\n\nProduct analytics can also assist you in identifying cross-selling and upselling opportunities. By gaining insights into frequently bought together products, product types, and vendors, you can suggest related or complementary products to customers during their shopping journey. Get help in this from Datma's Frequently Bought Together report:\n\n|Product One ID|Product Two ID|Shared Orders|Prd. One % of Shared Orders|Pr. Two % of Shared Orders|% of Store Orders|\n|---|---|---|---|---|---|\n|Monstera|Cactus|4|50%|33%|15.50%|\n\nWatch our video [here](https://youtu.be/yFofTLYnic8) to gain a deeper understanding of Datma's Frequently Bought Together product report.\n\n*Further material for the above 2 points can be found in a related article [here](https://www.datma.io/blog/Know-Your-Products%E2%80%99-Performance-to-Increase-Sales,-Cross-Sell,-Up-Sell,-and-Boost-AOV/). \n\n### 7. Inventory Management\n\nUtilize product performance data to optimize your inventory management. Stock up on top-selling items and reduce stock levels of low-performing products to avoid overstock and understock situations.\n\n### 8. Price Optimization\n\nPrice analytics can help you comprehend customers’ price preferences and establish optimal pricing strategies for your products. This can lead to increased sales and profits. \n\nDatma helps store owners improve their pricing strategy through the Price Range Analysis and Price Change Effect reports. \n\n- Price range analysis offers insights into how products at a specific prince range perform. More specifically, you can monitor things such as, product revenue, product margin, units sold, and many other measures. For example: \n\n|From Price|To Price|Product Revenue|Product Margin|Units Sold|\n|---|---|---|---|---|\n|11 USD|51 USD|366 USD|100%|10|\n|51 USD|91 USD|826 USD|100%|16|\n\nHere, product prices ranging from 11 to 91 USD yield the same margin. However, those from 51 to 91 USD are more popular with customers and drive more revenue and sales. \n\nBy evaluating the impact of pricing on sales, revenue, and profit margins, store owners can discern the optimal price range that balances customer attraction and profitability, a vital factor in how to price a product effectively.\n\n- Price change effect assessment enables online stores to grasp their products' price elasticity, a measure of how sensitive customer demand is to changes in price. As an example, let’s look at table below which represents product revenue at different price points:\n\n|Product Id|Product Title|-20%|-10%|At Current Price|10%|20%| \n|---|---|---|---|---|---|---| \n|3214567654|Gold watches|45 USD|40 USD|30 USD|25 USD|20 USD| \n|4445654323|Medicine|47 USD|47 USD|50 USD|60 USD|58 USD|\n\nIf a product is highly price elastic, like Gold watches above, a price decrease may lead to a significant increase in demand, resulting in higher overall revenue. On the other hand, if a product is inelastic, like Medicine above, a price increase may have little impact on demand, allowing store owners to maximize profitability. \n\nWith this report, you can discover pricing patterns and trends, determining if customers respond more favorably to price reductions or whether there is room to increase prices without decreasing demand. \n\nYou can read more about how you can use Datma’s reports to refine your pricing strategy [here](https://www.datma.io/blog/Increase-E-commerce-Sales-with-the-Best-Prices:-Optimize-Your-Product-Pricing-Strategy/).\n\nOr watch our videos on [Price Range Analysis](https://youtu.be/OzjbMyB9eF4) and [Price Change Effect](https://youtu.be/CSF3RqwCQPg) to have a better view at Datma's reports. \n\n### 9. Personalization\n\nLeverage data to track each ordered product and provide customers with personalized product recommendations based on their purchase history. This can not only enhance the shopping experience but also boost sales.\n\nTo help in this, use Datma to track the metrics that matter such as, but not only:\n\n|Product ID|Order ID|Created at|Customer email|Units Sold|Product Revenue|\n|---|---|---|---|---|---|\n|12345|67890|24.07.2023 20.00|example|3|83 USD|\n\n### 10. Promotions and Marketing Strategies\n\nAssess the effectiveness of promotional campaigns and marketing strategies for different products using data analytics. Focus on the strategies that generate the most sales and return on ad spend (ROAS). Monitor these with Datma by gathering all this information in a single table:\n\n|Ad platform|Costs|Revenue|ROAS|\n|---|---|---|---|\n|Google Ads|132,234 USD|290,915 USD|2.2|\n|Facebook Ads|84,319 USD|151,774 USD|1.8|\n\n### 11. Monitor Customer Spending\n\nUse data on Order Vaue (OV) and Average Order Value (AOV) to identify high-spending customers and nurture them with targeted marketing efforts and loyalty programs. Also, identify one-time and idle customers, then concentrate your efforts on targeted marketing to convert them into high-spenders.\n\nDatma helps by providing insights for your:\n\n|One Timers|Idle Clients|High Spenders|\n|---|---|---|\n|Customers that have placed only one order|Customers that haven't placed an order in a long time|Customers with high-value orders|\n\n### 12. Continuous Improvement\n\nKeep in mind, data analytics is a cyclical process. Regularly monitor product performance data, identify trends, and make data-driven decisions to continually enhance your product offerings and customer experience.\n\nTo grow your online store, don't just rely on gut feelings. Instead, make data-driven decisions based on key metrics provided by comprehensive business intelligence tools like Datma. This way, you'll be able to increase sales and boost revenue effectively and efficiently.\n\n",
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"title": "Understanding and Addressing Cart Abandonment: Strategies for Success",
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"article": "Shopping cart abandonment is a prevalent issue in the e-commerce sphere, where potential customers initiate the buying process but fail to finalize their transactions. This article will delve into the concept of cart abandonment rates, how they're calculated, and their relevance to online enterprises. We will also highlight the significance of examining product-level cart abandonment, discussing the primary abandonment reasons and offering techniques to enhance e-commerce conversion rates.\n\n### Understanding the Fundamentals of Cart Abandonment Rate\n\nCart abandonment rate refers to the percentage of initiated online shopping carts that don't result in finalized purchases. This metric acts as a vital performance indicator for e-commerce businesses, offering valuable insights into the efficacy of their online sales funnel.\n\n#### How to Calculate Cart Abandonment Rate\n\nThe cart abandonment rate is determined using the following formula:\n\nCart Abandonment Rate = (1 - (Number of Finalized Purchases / Number of Initiated Carts)) * 100\n\nFor example, if you had 1,000 initiated carts and 700 resulted in finalized purchases, the cart abandonment rate would be:\n\n(1 - (700 / 1000)) * 100 = 30%\n\n#### Why Cart Abandonment Rate is Important\n\nThe analysis of cart abandonment rate is crucial for several reasons:\n1. Revenue Optimization: Understanding cart abandonment helps pinpoint revenue losses and opportunities for improvement, ultimately leading to increased conversions and revenue.\n2. Enhancing Customer Experience: It provides insights into potential pain points, allowing businesses to improve the shopping experience and eliminate barriers to purchase.\n3. Refining Marketing Strategy: Identifying the causes of cart abandonment enables businesses to customize their marketing efforts and implement effective remarketing tactics to re-engage customers.\n\n#### Industry Statistics\n\nIndustry statistics on cart abandonment rates differ depending on factors like sector, region, and device. [Dynamic Yield](https://marketing.dynamicyield.com/benchmarks/cart-abandonment-rate/) found industry rates to be: \n\n\n\nAnd, interestingly, cart abandonment rates are the lowest when shopping on desktop, with mobile shopping having the highest rates and tablet in-between:\n\n\n\n\nWhile the reasons for cart abandonment rates vary, [SaleCycle](https://www.salecycle.com/blog/strategies/what-is-cart-abandonment/#:~:text=Browse%20Abandonment,-Browse%20abandonment%20refers&text=This%20is%20when%20a%20conversion,a%20purchase%20on%20that%20visit) found in its 2022 research that these seem to be the most common ones in the retail/fashion industry: \n\n\n\n### Product-Level Cart Abandonment\n\nHaving explored what cart abandonment is, let's delve deeper and analyze this metric at the product level. This approach offers more profound insights into online shopping behavior, allowing businesses to optimize specific products for better conversions.\n\n[Datma](https://www.datma.io/#products)’s reports provide the opportunity to effortlessly track cart abandonment rate for each product in your catalog. For instance:\n\n|Product Title|Cart Abandonment Rate|\n|---|---|\n|Notebook|34.70%|\n|Pencil case|15%|\n\n#### Calculating Product-Level Cart Abandonment Rate\n\nProduct-Level Cart Abandonment Rate = (Number of Carts Abandoned with the Product / Number of Carts with the Product Added) * 100\n\n#### Why Product-Level Analysis is Important\n\nAnalyzing product-level cart abandonment rates can offer valuable insights and benefits to store owners. Here's how such analysis can assist:\n1. Identify Underperforming Products: By analyzing product-level cart abandonment rates, store owners can identify products with a high abandonment rate. This information helps prioritize product optimization efforts, leading to effective resource allocation and maximizing the impact of optimization strategies.\n2. Optimize Product Pages: Understanding product-level cart abandonment rates enables store owners to optimize product pages. By evaluating product descriptions, images, pricing, and customer reviews, they can identify areas needing improvement.\n3. Adjust Pricing Strategies: High product-level cart abandonment rates may indicate that the pricing of certain products is not in sync with customer expectations. Store owners can use this information to reassess their pricing strategies and make necessary adjustments. <u>Read more about optimizing your pricing strategy in our previous article [**here**](https://www.datma.io/blog/Increase-E-commerce-Sales-with-the-Best-Prices:-Optimize-Your-Product-Pricing-Strategy/)</u>\n4. Inform Marketing and Remarketing Efforts: Product-level cart abandonment analysis helps store owners tailor their marketing and remarketing efforts more effectively.\n5. Improve Inventory Management: Product-level cart abandonment rates provide insights into customer preferences and interests. Store owners can use this information to optimize their inventory management.\n6. Enhance User Experience: Analyzing product-level cart abandonment rates helps store owners identify potential pain points in the user experience.\n\n#### Top Reasons for Cart Abandonment at the Product Level\n- High Price Perception: Customers may abandon carts if they perceive the product to be overpriced.\n- Insufficient Product Information: Inadequate or unclear information about the product can lead to doubts and abandonment.\n- Shipping Costs and Policies: Unexpectedly high shipping costs or unfavorable shipping policies can deter customers.\n- Lack of Trust: Concerns about data security, payment methods, or the reputation of the online store can contribute to abandonment.\n\n#### Strategies to Address Cart Abandonment at the Product Level\n- Clear and Detailed Product Information: Provide comprehensive product descriptions, specifications, and customer reviews to build trust and eliminate doubts.\n- Competitive Pricing: Regularly assess and adjust product pricing to align with market standards and customer expectations.\n- Transparent Shipping Information: Clearly display shipping costs, delivery times, and return policies to manage customer expectations.\n- Trust Signals: Incorporate trust signals such as customer reviews, security badges, and guarantees to instill confidence.\n\n### Conclusion\nCart abandonment rate is a critical metric for online businesses. By analyzing and understanding this metric, businesses can optimize their sales funnel, improve customer experience, and boost conversion rates. Furthermore, examining cart abandonment at the product level with Datma’s reports and analytics offers valuable insights into specific products that may require optimization. By addressing common reasons for abandonment and implementing effective strategies, businesses can reduce cart abandonment rates, increase conversions, and drive revenue growth in the competitive e-commerce landscape.",
"excerpt": "Shopping cart abandonment is a prevalent issue in the e-commerce sphere, where potential customers initiate the buying process but fail to finalize their transactions. This article will delve into the concept of cart abandonment rates, how they're calculated, and their relevance to online enterprises. We will also highlight the significance of examining product-level cart abandonment, discussing the primary abandonment reasons and offering techniques to enhance e-commerce conversion rates.",
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"title": "Conversion Rate Optimization to Maximize Online Store Success",
"slug": "Conversion-Rate-Optimization-to-Maximize-Online-Store-Success",
"article": "Running a successful e-commerce business entails much more than having a visually striking website and quality products. A crucial ingredient in this recipe for success is the optimization of your conversion rate. As such, this article aims to demystify what conversion rate is, how to calculate it, its importance, strategies to increase it, and the crucial role of conversion rate tracking at the product level, using Datma's analytics, in your Shopify store's success.\n\n### Demystifying Conversion Rate Optimization (CRO)\n\nThe conversion rate in e-commerce is defined as the percentage of website visitors who take a desired action - this could range from making a purchase to signing up for a newsletter or filling out a contact form. A key performance indicator (KPI) that directly influences your store's revenue and success, a higher conversion rate signifies that more visitors are being converted into customers, leading to an increase in sales and profitability.\n\n### The Formula for E-commerce Conversion Rates\n\nCalculating conversion rate simply requires the number of conversions and the total number of interactions or opportunities. It's expressed as a percentage using this formula:\n\nConversion Rate = (Number of Conversions / Total Number of Opportunities) * 100\n\nFor instance, if you had 1,000 website visitors (opportunities) last month and 50 of them made a purchase (conversions), your conversion rate would be:\n\nConversion Rate = (50 / 1,000) * 100 = 5%\n\n### The Importance of a High Conversion Rate\n\nA high conversion rate matters for several reasons:\n1. Revenue Growth: Boosting sales and revenue by converting a higher percentage of visitors into customers maximizes your return on marketing investments.\n2. Customer Acquisition Cost (CAC): Increasing conversion rates helps reduce your CAC, allowing for a more efficient use of your marketing budget.\n3. Competitiveness: A higher conversion rate gives your store an edge in the competitive e-commerce landscape, enabling you to attract and retain customers more effectively.\n4. Business Insights: Conversion rate analysis provides invaluable insights into customer behavior, preferences, and purchase patterns. This information can be leveraged to refine your marketing strategies and improve product offerings.\n\n### Strategies for Increasing Conversion Rates\n\nTo optimize your online store conversions, consider the following strategies:\n\n1. Optimize Website Design: Ensure your website is user-friendly, mobile-optimized, and visually appealing. A streamlined purchasing process with clear navigation, intuitive layout, and easy-to-find product information can enhance user experience.\n2. Compelling Product Descriptions: Create persuasive, detailed product descriptions that highlight the benefits and unique selling points of your products. High-quality images and videos can significantly enhance product showcase.\n3. Clear Call-to-Action (CTA): Incorporate clear, prominent CTAs throughout your site, using action-oriented language like \"Add to Cart\" or \"Buy Now\".\n4. Streamline Checkout Process: Simplify the checkout process, reduce friction by offering guest checkout and multiple payment options. Showcasing trust signals like secure payment icons and customer testimonials can boost customer confidence.\n5. Implement Social Proof: Utilize customer reviews, ratings, and testimonials to build trust and credibility. Social proof can significantly influence potential customers' purchase decisions.\n\n### Conversion Rate Tracking at the Product Level\n\nUsing Datma's analytics, you can monitor your Shopify store's performance at the product level. This granular level of conversion rate tracking allows you to identify best-selling products and those that might be underperforming.\n\nDatma can offer deeper insights into:\n\n1. Product Performance: Tracking individual product conversion rates allows you to optimize your product offerings, pricing, and marketing strategies for maximum profitability.\n2. Product Insights: Conversion rate analysis at the product level offers insights into customer preferences and behaviors, enabling data-driven decisions around product development, inventory management, and marketing campaigns.\n3. Marketing Effectiveness: Monitoring product-specific conversion rates helps assess the effectiveness of your marketing efforts. This can guide resource allocation and marketing strategy optimization.\n4. Conversion Funnel Analysis: By examining product-level conversion rates, potential bottlenecks in your conversion funnel can be identified and improved, enhancing conversion rates.\n5. Decision-Making: Conversion rate data at the product level can guide business decisions around product investments, promotions, and inventory management.\n6. A/B Testing: Monitoring product-level conversion rates is crucial for conducting A/B testing. It allows you to compare different product presentations, pricing, or descriptions and measure their impact on conversion rates.\n\n### Conclusion\n\nOptimizing your e-commerce conversion rates is a critical determinant of your Shopify store's success. Understanding what conversion rate is, its importance, and implementing effective conversion rate optimization strategies can drive sales growth and enhance your business. Moreover, with the aid of Datma's analytics, monitoring conversion rates at the product level can inform data-driven decisions and optimize product offerings for maximum profitability.\n\nRemember, increasing conversion rates is a continuous process that requires ongoing monitoring, testing, and optimization. With dedication and the right tools, you can elevate your Shopify store's performance and secure long-term success in the competitive e-commerce landscape.\n",
"excerpt": "Running a successful e-commerce business entails much more than having a visually striking website and quality products. A crucial ingredient in this recipe for success is the optimization of your conversion rate. As such, this article aims to demystify what conversion rate is, how to calculate it, its importance, strategies to increase it, and the crucial role of conversion rate tracking at the product level.",
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"attributes": {
"title": "Know Your Products’ Performance to Increase Sales, Cross-Sell, Up-Sell, and Boost AOV",
"slug": "Know-Your-Products’-Performance-to-Increase-Sales,-Cross-Sell,-Up-Sell,-and-Boost-AOV",
"article": "The secret to increasing sales and achieving higher Average Order Value (AOV) lies in a deep understanding of your product offerings and their performance. Monitoring and analyzing this critical area allows Shopify store owners to identify areas for improvement, capitalize on successful strategies, and make data-driven decisions to sell more products.\n\nDatma's analytics excel in offering varied reports that present a holistic view of product performance. Shopify store owners can thereby uncover top products, frequently bought together, and trending products, and understand why some items sell more than others.\n\n### Identify Top Products with Performance Ratios Report\n\nIdentifying top products in your online Shopify store is crucial for increasing sales and optimizing business potential. The Performance Ratios Report provides valuable insights by analyzing key metrics for each product like views, impressions, conversion rates (CR), margins, sell-through rates (STR), and revenue. By examining these indicators, you can identify your ABC products (products ranked based on their performance), as well as those that are viewed but not purchased, listed but not clicked, and hidden.\n\n|Hidden Products|Viewed, not purchased|Listed, not clicked|A Products|B Products|C Products|\n|---|---|---|---|---|---|\n|PDP Views = 0, PLP Impressions = 0|PDP Views > 0, Transactions = 0|PLP Impressions > 0, PDP Views = 0| top 70% of cumulative revenue|70% - 90% of cumulative revenue|bottom 10% of cumulative revenue|\n\nThe report makes it easier to understand customer preferences and optimize marketing efforts to increase sales. High view counts indicate strong interest in certain products, presenting an opportunity to focus on promoting them through targeted advertising and personalized marketing strategies. Metrics on less visible products provide valuable information about demand and visibility, helping you to optimize your product offerings.\n\nWith this comprehensive understanding of product performance, store owners can identify their top-performing products, focus on promoting high-demand items, and improve visibility for products that are not receiving adequate attention.\n\nHave a better look at Datma's Performance Ratios report in our video [here](https://youtu.be/bSRggjoJ2x4).\n\n### Cross-Selling and Up-Selling with Frequently Bought Together Report\n\nBundles have proven to be a successful method for increasing sales, offering key benefits like convenience, cost savings, and a way to cross-sell and up-sell products.\n\n1. Convenience and cost savings: Bundles provide customers with a convenient and cost-effective way to purchase complementary products together in a single transaction, offering them value and convenience.\n2. Cross-selling and up-selling: Bundles enable cross-selling by introducing customers to related or additional items they may not have considered purchasing individually. This tactic increases the average order value and exposes customers to a broader range of products.\n3. Perceived value and inventory management: Bundles create a sense of exclusivity and perceived value, motivating customers to make a purchase. Moreover, bundling slower-moving or less popular items with popular ones helps manage inventory, increases visibility, and drives sales for those specific products.\n\nDatma's Frequently Bought Together products report enables the identification of frequently bought together products, facilitating the creation of effective bundles. This aligns with customer preferences and drives sales by introducing customers to related or additional items they may not have considered purchasing individually, thereby increasing the average order value (AOV).\n\n|Product One ID|Product Two ID|Shared Orders|Prd. One % of Shared Orders|Pr. Two % of Shared Orders|% of Store Orders|\n|---|---|---|---|---|---|\n|Monstera|Cactus|4|50%|33%|15.50%|\n\nAdditionally, the report's ability to view data by individual products, product types, and vendors empowers store owners to optimize inventory management, strengthen vendor relationships, and streamline overall business operations. \n\nHave a better look at Datma's Frequently Bought Together product report in our video [here](https://youtu.be/yFofTLYnic8).\n\n### Monitor Product Trends with Trends and Daily Average Sales Reports\n\nIdentifying product trends and daily average sales is essential as it allows Shopify online stores to make informed decisions and optimize their operations. Understanding which products are trending and how quickly they sell provides an instant view of individual product performance over time.\n\nDatma's Trends report provides comprehensive insights into product selling trends, enabling store owners to identify emerging market demands and adapt their product offerings accordingly.\n\n|Product Title|May|April|March|\n|---|---|---|---|\n|Monstera|144.50 USD|346.50 USD|154.50 USD|\n|(Trend)|-58.3% down|124.27% up|0%|\n\nGet a better view at Datma's Product Trends report in our video [here](https://youtu.be/7KJuXx2LbH8)\n\nThe Daily Average Sales report, on the other hand, offers valuable information on the speed at which products are selling, helping store owners optimize inventory management and ensure the availability of high-demand items.\n\n|Product Title|DAS 2 days|DAS 7 days|DAS 14 days|DAS 30 days|DAS 60 days|DAS 90 days|DAS 180 days|Trending DAS|\n|---|---|---|---|---|---|---|---|---|\n|Curtain|3|1.71|0.86|0.67|0.77|0.31|0.80|1|\n\n### Conclusion\n\nIn conclusion, understanding and analyzing your product's performance is a critical factor for driving increased sales in Shopify online stores. Leveraging Datma's reports, including Performance Ratios, Frequently Bought Together, Trends, and Daily Average Sales, can help you identify top products, make data-driven decisions to sell more products, increase cross-selling and up-selling, and propel your businesses to new heights of success.\n\n",
"excerpt": "The secret to increasing sales and achieving higher Average Order Value (AOV) lies in a deep understanding of your product offerings and their performance. Monitoring and analyzing this critical area allows Shopify store owners to identify areas for improvement, capitalize on successful strategies, and make data-driven decisions to sell more products.",
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"title": "Product Pricing Strategy: Learn How to Use the Best Prices and Increase E-commerce Sales",
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"article": "In the ever-evolving world of e-commerce, Shopify store owners face the constant challenge of setting prices that attract customers while maximizing profitability. To navigate this delicate balance successfully and find the best prices, performing price range analysis and assessing the price change effect on their products is crucial. Here's how prioritizing these practices can significantly impact your business and increase market demand:\n\n### Optimize Prices for Enhanced Sales\n\nPrice range analysis enables Shopify store owners to create the most effective pricing strategy and increase sales. Here's an example of how Datma’s report helps you achieve this:\n\n|From Price|To Price|Product Revenue|Product Margin|Units Sold|\n|---|---|---|---|---|\n|11 USD|51 USD|366 USD|100%|10|\n|51 USD|91 USD|826 USD|100%|16|\n\nIn this example, product prices ranging from 11 to 91 USD yield the same margin. However, those from 51 to 91 USD are more popular with customers and drive more revenue and sales. \n\nFor more details on Datma's Price Range Analysis report, watch our video [here](https://youtu.be/OzjbMyB9eF4).\n\nBy evaluating the impact of pricing on sales, revenue, and profit margins, store owners can discern the optimal price range that balances customer attraction and profitability, a vital factor in how to price a product effectively.\n\n### Understanding Price Elasticity to Increase Market Demand\n\nPrice change effect assessment enables Shopify store owners to grasp their products' price elasticity, a measure of how sensitive customer demand is to changes in price. \n\nLet’s look at how Datma’s Price Change Effect report helps store owners to achieve this. The table below represents product revenue at different price points:\n\n|Product Id|Product Title|-20%|-10%|At Current Price|10%|20%| \n|---|---|---|---|---|---|---| \n|3214567654|Gold watches|45 USD|40 USD|30 USD|25 USD|20 USD| \n|4445654323|Medicine|47 USD|47 USD|50 USD|60 USD|58 USD|\n\nIf a product is highly price elastic, like Gold watches above, a price decrease may lead to a significant increase in demand, resulting in higher overall revenue. On the other hand, if a product is inelastic, like Medicine above, a price increase may have little impact on demand, allowing store owners to maximize profitability. \n\nFor more details on Datma's Price Change Effect report, you can watch our video [here](https://youtu.be/CSF3RqwCQPg).\n\nThrough price change effect analysis, Shopify store owners can discover pricing patterns and trends, determining if customers respond more favorably to price reductions or whether there is room to increase prices without decreasing demand. By refining pricing strategies based on these data-driven insights, store owners can optimize revenue and ensure long-term business sustainability. \n\n### Competitive Pricing for Customer Satisfaction\n\nPerforming price range analysis and understanding price change effects ultimately lead to enhanced customer satisfaction. By monitoring and adjusting prices carefully, store owners can ensure they are offering competitive pricing to customers. This consistency and transparency foster trust and loyalty, reinforcing positive customer perceptions of the brand.\n\nMoreover, by optimizing pricing strategies and finding the right price points, store owners can deliver value for money to customers. When the price aligns with customer expectations, customers are more likely to perceive the products as worthwhile investments, leading to repeat purchases and referrals, thereby driving growth and increasing customer lifetime value.\n\n### Conclusion\n\nPrice range analysis and assessing price change effect are critical practices for Shopify store owners striving to navigate the dynamic e-commerce landscape successfully. By optimizing pricing strategies, understanding price elasticity, and ensuring customer satisfaction through competitive pricing, store owners can drive revenue growth and ensure long-term success.\n\nDatma’s analytics reports allow Shopify store owners to leverage data-driven insights and make informed decisions on product pricing, striking the perfect balance between attracting customers and maximizing profitability.\n",
"excerpt": "Online store owners face the constant challenge of setting prices that attract customers while maximizing profitability. To navigate this delicate balance successfully and find the best prices, performing price range analysis and assessing the price change effect on their products is crucial.",
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"title": "AI Analytics and ChatGPT-like interrogations: Boost Your Shopify Store's Intelligence",
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"article": "Artificial intelligence (AI) has revolutionized online store analytics, making it easier, quicker, and more efficient than ever before. Meet Ask Datma, your AI-driven business intelligence partner inspired by ChatGPT, designed specifically to interrogate your Shopify store's data and provide swift, accurate responses.\n\n## Understanding AI and its Implication in Ask Datma\n\nAI, short for Artificial Intelligence, refers to computer systems built to perform tasks that typically require human intelligence. This includes learning, reasoning, problem-solving, and decision-making. By creating intelligent machines capable of understanding and interacting with the world, AI opens up new possibilities for enhancing business operations.\n\nAsk Datma is a cutting-edge AI model, inspired by ChatGPT and developed with OpenAI, with a specific focus on e-commerce analytics. With Ask Datma, you can pose questions about your store's data and performance, and obtain accurate, intelligent reports promptly.\n\n## How it works\n\nSuppose you wish to identify the best-selling products in April 2023. Input your query into the 'Prompt' text box, and Ask Datma will efficiently read data to deliver the results. For more precise information, you can narrow down your query, like requesting best-selling products ordered by units sold. Ask Datma caters to your specific needs, letting you refine your inquiries until you attain the desired reports.\n\n## Maximizing the Potential of Ask Datma\n\nAsk Datma shines when you need deeper, more complex insights into your business intelligence. To fully harness the power of your AI assistant, you need to frame detailed instructions in your prompt. Here's a recommended structure:\n\n- Define the Measures: Clearly specify the metrics or performance indicators you would like to analyze, such as sales, revenue, or conversion rates. \n\nExample: Product **conversion rate** and **views**.\n\n\n| Product Name | Product CR | Views |\n| ----- | ----- | ----- |\n| Product A | 12% | 143,234 |\n| Product B | 19% | 130,325 |\n| Product C | 3% | 99,000 |\n\n\n- Specify Time Period and Granularity: Define the timeframe you're interested in—be it a month, quarter, or custom date range—and decide the level of granularity desired.\n\nExample: Product conversion rate and views for **2023 April**.\n\n\n| Product Name | Product CR | Views |\n|---|---|---|\n| Product A | 12% | 143,234 |\n| Product B | 19% | 130,325 |\n| Product C | 3% | 99,000 |\n\n\n*in this case, the time period is not shown in a column but selected data comes from 2023 April\n\n- Incorporate Filtering Conditions: If you need to include or exclude specific items from the analysis based on certain conditions, provide clear instructions for filtering the data. \n\nExample: Product conversion rate and views for 2023 April. **Include** products with over 100,000 views. \n\n\n| Product Name | Product CR | Views |\n|---|---|---|\n| Product A | 12% | 143,234 |\n| Product B | 19% | 130,325 |\n\n\n*notice how Product C is not included because it has less than 100,000 views\n\n- Request Additional Information: Mention any additional data points you want in the results.\n\nExample: Product conversion rate and views for 2023 April. Include products with over 100 views. **Add** product title, and current price.\n\n\n| Product Name | Product CR | Views | Product Title | Current Price |\n|---|---|---|---|---|\n| Product A | 12% | 143,234 | Black Tulip | 42 USD |\n| Product B | 19% | 130,325 | Venus Flytrap | 35 USD |\n\n\nBy incorporating these instructions into your prompts, you will maximize the effectiveness of Ask Datma, enabling it to provide you with detailed and tailored reports to meet your specific analytical needs.\n\n## Benefits of Ask Datma for online store analytics\n\nAsk Datma, armed with the power of AI, swiftly generates reports addressing your inquiries. This not only offers insights into store performance but also reaps benefits such as:\n\n- Automation: Ask Datma automates repetitive tasks, freeing up human resources for more complex tasks, enhancing efficiency and productivity while reducing human error risks.\n- Data-Driven Decision Making: By processing large volumes of data quickly and accurately, Ask Datmaenables informed decision-making.\n- Efficiency and Cost Reduction: By streamlining tasks and processes, Ask Datma optimizes operational efficiency and cuts costs.\n\n## Limitations to consider\n\nWhile Ask Datma is an exceptional tool for data analysis, it is important to note its current limitations. While it can provide valuable information, it does not offer suggestions for improvement. The final decision-making still lies in the hands of the user, leveraging the reports provided by Ask Datma.\n\n## Safety and Data Protection\n\nRest assured, Ask Datma (and Datma overall) is fully GDPR compliant. Your data is treated with utmost care and protection. The application is built in Europe, with strict measures in place to safeguard your valuable data.\n\n## Conclusion\n\nAsk Datma, leveraging the power of AI, revolutionizes your online store analytics, automating tasks and providing rapid responses to your queries. This allows you to concentrate on optimizing performance. Embrace the capabilities of AI with Ask Datma and unlock new growth opportunities for your Shopify store's success.\n\n",
"excerpt": "Artificial intelligence (AI) has revolutionized online store analytics, making it easier, quicker, and more efficient than ever before. Meet Ask Datma, your AI-driven business intelligence partner, designed specifically to interrogate your Shopify store's data and provide swift, accurate responses.",
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"title": "The Most Important Web Analytics Metrics for Your Store",
"slug": "The-most-important-Web-Analytics-metrics-for-your-store",
"article": "Monitoring a specific set of metrics can help you see where your store needs improvement and help you make changes that’ll generate more orders. In this guide, we’ll explore some crucial Web Analytics metrics to track in Datma Analytics (or Google Analytics, or any other) that will help you boost your revenue.\n\n### Number of Sessions\nA session is the period of time a visitor is interacting with your store. The session starts the first second a visitor lands in your store, and it ends when it leaves. If the visitor remains inactive (no scrolls, no clicks), for more than 30 minutes, any future activity will be attributed to a new session.\n\nThe number of sessions indicates how many visits your store had in a certain period. Remember, visits not visitors. A rule of thumb is that more sessions result in more sales. As we’ll see further down this article, it’s not that simple. The quality of your visits has a huge impact on the number of sales generated.\n\n### Bounce rate\nThe bounce rate is calculated by dividing the number of single-page sessions by the number of total sessions on your store.\n\nSome examples of bounce rates:\n\n- Landed on your store homepage and left without taking any further action.\n- Landed on a product page and did not interact with it before leaving the store.\n- Landed in the order details page most probably from email, took the information they wanted, and left to store.\n\nA high bounce rate is problematic on non-service pages (contact, order details, etc.) as it's a key indicator of the value of the store and/or the value of the visitor. If a visitor arrives in your store and leaves immediately without further interaction, either he didn’t find what he was looking for, he didn’t like what he found or you failed to persuade him to place an order.\n\n### Revenue per sessions\nDivide your entire Revenue by the total number of sessions to arrive at your Revenue per Session. Example: if you have generated $1,000 from 10,000 sessions, your Revenue per session would be 1,000 / 10,000 = 0,1\n\nThe trend provides a good picture of the performance of your store. If it’s trending upwards, you generate more money, on average, from each visit. Either more high-intent visitors are arriving in your store, or your AOV is increasing (for more about AOV read here). Meanwhile, a downward trend may indicate that the quality of traffic is reducing, recent changes to your store have affected the experience of your usual visitors, or your product offering is not as attractive as before. Although there can be many reasons for either trend, it’s a good place to start an investigation.\n\nSegment your data by Traffic sources and Locations for a better view.\n\n### Session Conversion Rate\nThe most used KPI in the e-commerce industry, Session Conversion Rate is obtained by dividing the total number of orders by the total number of sessions and multiplying it by 100.\n\nExample: If you have 10,000 sessions that have generated 1,000 orders, your Session Conversion Rate will be 1,000 / 10,000 * 100 = 10%.\n\nBasically, it measures how well you convert your visitors into shoppers.\n\nThere is no universal benchmark when it comes to Session Conversion Rate. It depends a lot on the industry, your average selling point, where your traffic comes from, the type of products you sell, your geographic location, etc. The best way to compete is to compare yourself with your past performance.\n\nThere is a multitude of factors that nudge the Session Conversion rate in one direction or another, but we can summarize in a few broad categories:\n\n- Quality of your store. Make sure your visitors are having the best experience to convert them to customers. Reduce friction points and make your messaging as clear as possible.\n- Quality of your traffic. When investing in different advertising channels, make sure you bring traffic with high purchasing intent to your store. Volume does not necessarily equate to purchases.\n- Quality of your products. This includes how your products are presented, the trust you earn with past purchase comments or accolades, and current prices.\n- Quality of your service. Your reputation precedes you. If somebody that visits your store had a bad experience with your services or heard a story of someone that had a bad experience, they will most probably walk away.\n\nMost importantly is to pair Session Conversion Rate with traffic sources and invest your marketing accordingly to performance. Besides marketing, make sure you always improve your store experience with A/B tests and smooth out any friction points gathered from post-order feedback.\n\n### New Visitor Conversion Rate\nA sub-category of Session Conversion Rate is the New Visitor Conversion rate. This focuses only on the new visitors and measures how well you acquire new customers.\n\nThere is a caveat though: there is no sure way to say that a new visitor has never been in your store before. Every time someone visits your website, the tracking code looks for a cookie. If there is one, it modifies it to reflect the new visit. If there is none, it adds one and marks the visitor as new. But there is no way to check if the visitor is not using a different browser, a private session, another device, etc. There are complicated methods to reduce the error, but there is never a 100% guarantee.\n\nThis being said, it’s still a good metric to monitor. Although not all new visitors are indeed new, the vast majority are, providing you with a tool to measure how well you convert new visitors into customers.\n\n### Product Detail Views per Session\nOne metric to keep in mind is how many Products are seen on average per session. The number varies wildly in each industry. Impulse shoppers will need fewer PDVs to make a purchase, while somebody that looks for a $500 product will need more.\n\n### Product Detail Views per Order\nAnother metric to look at is Product Detail Views per Order, meaning how many PDVs are needed, on average, to make a purchase. In theory, the lower the number the better. One way to decrease it is to look at how easy it is for your customers to find their desired products. Invest in Search, Filters, and better merchandising of your offering.\n\nAs before, pair it with traffic sources to find the right marketing channels to focus on.\n\n### Exit pages\nThe web page where a visitor leaves your store is called an Exit Page. Monitor them periodically to find bad products.\n\nSome pages will have inherently high exit page values, like the Thank You page or the Order Status page. But a certain product with a high exit page value is something to avoid. There must be a reason why your customers leave your store after seeing that particular product.\n\n### Traffic by UTMs\nUTM (Urchin Tracking Module) codes (or parameters, or tracking tags) are snippets of text added to the end of a URL to help you track where website traffic comes from. Knowing where your traffic is coming from allows you to attribute the performance of a visit to a traffic source.\n\n\n| UTM | Example 1 | Example 2 | Description|\n|---|---|---|---|\n| utm_id | abc.123 | campaign_1234 | Used to identify which ads campaign this referral references.|\n| utm_medium | CPC | email | You can think of this as a channel. |\n| utm_source | google | newsletter | A part within the channel. |\n| utm_campaign | of_20 | summer_sale | The name of the marketing campaign this link belongs to. |\n| utm_content | prd_link_header | prd_link_footer | Used to differentiate similar links in the same context, i.e. a newsletter. Rarely used. |\n| utm_term | shirt | red+shoe | Used for tracking your keywords during AdWords Campaigns. Advanced use. |\n\n\nLet’s look at a simple example:\n\nExample link: your-store.com/a-product-name?utm_campaign=blog_post &utm_medium=social&utm_source=facebook\n\nyour-store.com/a-product-name = The base URL of the page, this is all that is needed for a visitor to navigate to a certain page.\n\n? = This marks the start of parameters in your URL. Any analytics software recognizes this sign and knows where the base URL ends and where the parameters start.\n\nutm_campaign=summer_sale: The traffic comes from your Summer Sale marketing campaign\n\n& = this marks that another parameter is following\n\nutm_medium = Social is the channel\n\nutm_source = Facebook is the site\n\nThe only way to optimize your marketing spend and increase your Return on Ad Spend (ROAS) is to:\n\n- Use UTMs on all links that send traffic to your store.\n- Regularly monitor your traffic\n- Adjust the marketing budget on each channel according to their performance\n\nFor more details on UTM tracking, read our article on [UTM Tracking: UTM Parameters and Why You Need These Codes](https://www.datma.io/blog/UTM-Tracking:-UTM-Parameters-and-Why-You-Need-These-Codes/)\n\n### Traffic by Location\nThe cost and performance of the traffic can vary depending on the geographical location: weather, the presence of different competitors, your brand power, delivery times, etc. Adjust your marketing budget accordingly.",
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"title": "Analyzing Orders in Your Online Store: A Simple Guide ",
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"article": "Analyzing your orders will bring a new level of understanding, placing you in a better position to make impactful decisions in your e-commerce business. These are quite simple metrics to follow, ready-made in Datma Analytics and in most other e-commerce analytics products.\n\n### Number of orders\nIt is the first and simplest metric to follow when analyzing your store's performance. The number of orders needs to increase, but not necessarily month on month. Your business may have seasonality, some months with many more orders than others. For example, a store that sells ice cream will have a big discrepancy between the number of orders in summer vs. the number of orders in winter. Best to compare the no. of orders in a month with the same month from the previous year.\n\nTo check if your business is growing, make sure your year-on-year (YOY) comparisons are always positive. Every improvement you make in your business compounds, increasing the YOY difference as time passes.\n\n### Average Order Value (AOV)\nAverage Order Value measures the average revenue generated by all the orders placed in your store. The formula is quite simple: add the revenue generated by all orders and divide it by the number of orders. For example, 3,000 orders with a total of $150,000 in revenue results in $50 AOV.\n\nAOV is determined by orders, not customers. If you divide the revenue sum by the number of customers you would get the Purchase Frequency, detailed below. In the case of AOV, we don’t care if a customer has one or more orders. We just need to see, on average, how much revenue an order generates.\n\nThe higher your AOV, the more revenue you are generating from each customer, and the easier it is to absorb your marketing investments.\n\nAOV should be monitored daily, weekly, and monthly. A dip or peak needs to be examined closely by looking at the performance of your marketing campaigns, price changes, seasonality, or even store UI changes.\n\n### How to increase your AOV:\nMinimum Order for free delivery\n\nIf your AOV is at $10, setting the free delivery threshold at $15 will incentivize the clients to increase their orders. Just make sure that:\n\n1. Your cost shipping is covered\n\n2. The free delivery threshold feels attainable by your customers. Our suggestion is to go 30%-50% above your AOV.\n\n#### Offer a gift\nA variation of free delivery is to offer a gift for orders that are above a certain threshold. Make sure that the gift is something your customers want enough that they’re willing to increase their order for it. Even better if it is complementary to what they already have in their basket. For example, offer a soap as a gift if they have shampoo or hair conditioner in their cart.\n\n#### Offer a discount\nAnother variation is to offer a discount if the order is above a certain threshold. It may be a 10% voucher for the next order to encourage recurrency or a 5% discount on the current order.\n\n#### Upselling\nUpselling is when you recommend to a customer a higher-end version of the product they are interested in. The alternatives are usually presented in the product detail view under titles such as “Recommended products” or “Related to this product”. Keep in mind that the price of the higher-end version should not be highly different from the current product. If a customer is looking at a $20 t-shirt, they are more likely to buy a better version at $25 than one at $50.\n\n#### Cross-Selling\nCross-selling is when you recommend products that are supplementary to the one your customer just added to the cart or purchased. For example, if the customer has bought a laptop, recommend a mouse. When done effectively, it both increases the order value and the customer’s satisfaction. The recommendations are usually present in “Customers who bought this item also bought” and “Frequently bought together” sections in the Product Detail Page. You can also use past orders to suggest complementary products via newsletters.\n\n#### Product bundling\nCreating bundles that cost less than if purchased individually is a proven way to increase AOV. The best case scenario is when the bundle is an all-in-one solution to the customer's problem. For example, a product bundle containing a portable grill and charcoal for a barbeque or shampoo and bath salts for a relaxing bath.\n\n### Cost per order\nCost per order measures how much money you spend for an order to be placed. It is calculated by dividing the cost of your marketing efforts by the number of orders placed. For example, if you spent $10,000 on marketing and you had 3,456 orders in the same period, your Cost per Order would be $10,000 / 3,456 = $2.89. There is no universal good or bad value. It all depends on the ability of the margin to absorb the investment in marketing.\n\nSegmentation by Marketing Channel, Source, or Campaign will offer granular information about the performance of your acquisition channels. Pair Cost per Order with AOV and your margin to have a more clear picture.\n\n### New vs Recurring orders\nThe split between orders made by new and existing customers guides your marketing investment going forward. Acquiring new is more expensive than retaining existing customers, but you can not grow your business without growing your customer base. The simplest way to determine the balance between the two is to monitor your Cost of Acquisition (CAC) and the orders (and type of orders) each type of customer generates.\n\n### Marketing costs\nKeeping marketing costs under control is a must in any e-commerce business. One simple way to optimize your costs is to look at your orders segmented by traffic channels, marketing sources, Locations, and Time.\n\n#### Orders by Traffic channels\nEvery traffic source has, or at least it should have, a cost associated. Pairing that cost with orders provides a clear picture of where to invest more resources. Some costs may be direct, others may be more indirect like investments in content creation for SEO.\n\n#### Orders by Marketing sources\nSome brands fare well with Google, some with Facebook or TikTok. You need to keep experimenting and play with your budget allocation based on performance. Looking at order cost and margin per channel is the simplest way to decide where to increase or decrease your budget.\n\n#### By Locations\nThere can be big differences between different countries or cities. T-shirts surely sell better in warmer countries, while jackets in colder places. Also, your brand recognition may be lower in a specific region, increasing the overall cost. Adjust your marketing accordingly.\n\n#### By Time\nDifferent products sell at different periods of day/week. For example, shopping for household items is usually done in the morning, while impulse shopping is an evening endeavor. Send the newsletter or increase your advertising spend during your best hours to maximize ROI.\n\n### In Conclusion\nOur suggestion is to look at where and when the orders are coming from, at what cost, from whom, and how much revenue they generate on average. These are the basics that any individual that focuses on e-commerce needs to monitor regularly. Use this guide as a starting point.",
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"article": "Analyzing product performance is not as simple as just looking at units sold. One factor that is often ignored is the product’s visibility: how many times the product got viewed and the resulting conversions.\n\nLet’s take brick-and-mortar stores as an example. Not all shelves are equal. The ones that guarantee more visibility are more expensive by quite a margin. The more time a product spends in front of customers, the more sales it generates. Eye-level space on shelves is sold at a premium. The same thing applies in online stores: the more a product is shown to clients, the more opportunities it has to make a sale.\n\nLet’s look at an example: We have products A and B. For simplicity, let’s say both have the same costs and price. Product A has generated 100 sales from 10,000 listing impressions, while product B has generated 50 sales from 1,000 listing impressions. Which is more performant? Product A has a 1% conversion rate at the impression level vs 5% for Product B. We have a clear winner: Product B.\n\n**Looking at product visibility raises some other questions as well:**\n- Are there products that have not been viewed by any customer?\n- Are there products with high conversion rates from listing, but low conversion rate from the product detail page? Or the other way around?\n- Which categories need more impressions for a conversion? If 3 months ago the T-shirt category needed 1000 product impressions to generate a sale and now I need 3000 product impressions to generate a sale, then something has happened to my offering.\n\n### Product Impressions\n\nA product impression is triggered when a product is in view for one second as part of a Product Listing Page (PLP).\n\nA PLP is a page on a website that presents a list of products based on a category or search query.\nA product is in view when it’s visible on the customer’s screen, not above or below the fold, for at least one second.\nA product with 0 impressions means none of your customers have seen your product in any PLP. It’s most probably buried deep in your catalog, deep enough no one browses till there.\n\n### Product Detail Page (PDPs)\n\nA product detail page (PDP) is triggered each time a product’s dedicated page is viewed by a customer. This is where all the details are: title, description, specifications, reviews, delivery time estimates, and, of course, the add-to-cart button. A product view is a clear sign of interest from the customer.\n\nA product with zero impressions in any PLP and zero PDP views means that no one knows that this product exists. No need to tell you how wasteful this is.\n\nA product with a high number of impressions and a low number of PDPs means there is a lack of interest in this specific product. We know it has been seen in PLPs due to the high number of impressions, but nobody clicked on it to reach the PDP. To make it easier to see this, we can look at the impression click-through rate.\n\n### Impression Click-Through Rate (CTR)\n\nIf we take the number of PDPs generated by the number of impressions (times 100) we get the impression click-through rate. This shows how many customers interact with a product from product listing pages. The higher the rate, the more appealing the product is to your customers. The lower the rate, the lower the chances for that product to make a sale.\n\n### Impression Conversion Rate (CR)\n\nTransactions generated by browsing PLP for a specific product divided by the number of impressions (times 100) result in the impression CR. This is a shortcut to measure a product’s performance in PLPs. Make sure that you filter the transactions to use only the ones generated by PLPs.\n\nA word of caution: you can have PDPs that are not generated by a PLP. For example, traffic that comes from your Google Search or email that goes directly to your PDP. The traffic has to be filtered, and PDPs need to be taken into account only when generated by PLPs. Here at Datma Analytics, we do it automatically for each Collection. If you’re using another analytics product, make sure to filter your data properly.\n\nWe can go a step further and analyze how a specific product category is performing by analyzing its CTR and CR. As a reminder, a product category is defined as a Product Listing Page (PLP), a list of products visible on the same web page. CTR and CR can be applied at any level of your catalog taxonomy. For example, you can analyze the T-shirt category PLP and the Long Sleeve T-shirts and Sport T-shirts sub-categories.\n\n### Product Listing Page Conversion Rate (PLP CR)\n\nTake the number of transactions generated by the number of PLP views (times 100) and you get the PLP conversion rate. For example, The T-shirt category has been browsed by your customers 1000 times and generated 10 sales. The CR will be 10/1000 *100 = 0.1%.\n\n### Product Listing Page Click-through Rate (PLP CTR)\n\nTake the number of PDP generated and divide by the number of PLP views and you get the PLP click-through rate. For example, The T-shirt category has been browsed by your customers 1000 times and generated 1500 PDPs. The CTR will be 1500/1000 *100 = 150%.\n\nBoth rates can be above 100%. Someone visiting a category usually clicks more than 1 product resulting in an above 100% PLP CTR. It can also buy more than one product from the same category, let’s say 2 different T-shirts, resulting in an above 100% PLP CR.\n\nRemember that different product categories have different conversion values by default. It’s not a good idea to compare the Furniture category with the Pillow category conversion rate. The power of measuring PLP CR and CTR is when comparing it with itself at a different moment in time. A 10% increase in PLP CR year on year for your T-Shirt catalog means that the same number of category views have generated 10% more sales. That’s a good improvement.\n\nWhen looking at the PLP conversion rates make sure to filter the traffic properly and attribute the revenue to the right category. For example, a category has made a sale only if somebody clicked a product when browsing it, added it to the cart from the generated PDP, and finalized the order in the same session. If the PDP has been generated by a newsletter, the revenue should not be attributed to the category containing that product. We’re analyzing the categories from a browsing perspective.\n\n### Product Detail Page Conversion Rate (PDP CR)\n\nPDP CR is calculated by dividing the total number of transactions by the total number of PDPs (times 100) generated in a certain period. For example: A keyboard with 5,000 PDPs and 100 transactions will have a (100/5000) * 100 = 2% PDP CR.\n\nIt’s best to compare PDP CRs of similar products to find the best ones as there can be justifiable discrepancies. For example, in a category with an Average Product Price (APP) of $20 you may have a $100 product that is only bought by some of your customers. It may have a high PDP CR, but it won’t have the volume of your average-priced products. But comparing two similar-priced products, you can easily determine which one is performing better.",
"excerpt": "Analyzing product performance is not as simple as just looking at units sold. One factor that is often ignored is the product’s visibility: how many times the product got viewed and the resulting conversions.",
"author": "Mihai",
"createdAt": "2023-05-10T20:47:45.223Z",
"updatedAt": "2023-07-24T10:26:25.851Z",
"publishedAt": "2023-05-10T20:47:46.903Z",
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