Examples: Enterprise Products data analysis

You can focus your analysis of Enterprise Products data depending on your goals and the static metrics you uploaded.

If you did not upload any static attributes, then use the Enterprise Products report to view cumulative sales for individual products and categories of products.

If you uploaded static attributes, use the Enterprise Products report to analyze those products based on the attributes. View aspects such as cost, brand, or the combination of the two. For example, you can analyze which brands provide the highest profits and which brands produce the least profits. Use the Enterprise Products report to provide merchandisers with absolute information about different brands, classes, or products.

The following examples show ways to use Enterprise Products data:

Focus on categories that have high percentage of transactions or revenues

These categories are the most important categories for your site or division. Driving small improvements in these categories often represent a larger opportunity than focusing on less important online categories.

A low transacting/viewing sessions ratio indicates a merchandising problem

This ratio measures how effective your overall product offer, creative, and pricing is at driving visitors to convert. If this ratio is much lower for a subcategory than it is for the overall parent, consider investing in improvements to this subcategory.

A high product views/items transacted ratio indicates a creative problem

This ratio is effectively a "look to book" ratio. If it is high, visitors view the product frequently, often searching for more information and returning to the product page before they convert. Consider investing in improving content descriptions, images, and comparison tools. It might also be indicative of a pricing obstacle; check on competitor pricing or discounts to uncover potential issues.

High abandonment indicates a pricing or process problem

Frequently, visitors use their cart as a placeholder for items that they prefer. Abandonment might indicate that competitive price pressure is occurring. Consider reducing the price or offering promotions to induce conversion. Alternatively, visitors might have issues with the checkout/application/booking process. Investigate process abandonment to address issues with key site processes by using Clickstream, TruePath, and Forms reporting.