Impact of alternative offers on visitors’ choice

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This article describes a way to increase the accuracy of the product category efficiency evaluation. It can be achieved through the sales distribution analysis by product category, in the context of a landing page.

Challenge

Typically, the vast majority of sessions begin with a product page. At that, the user can land on one product page, and purchase a substitutional item or a product from a related category. Thus, individual products or entire product groups can stimulate sales of alternative products or related categories. Therefore, when evaluating the category efficiency, calculating ROI of a certain category, or evaluating advertising campaigns by category, it is important to consider how product sales and categories allocate, depending on the product category of the landing page.

Solution

Using BI Google Analytics to Google BigQuery you can collect and analyze comprehensive and unsampled data about each user action. You can supplement this data with advertising costs via BI Pipeline Cost Data Import. On the basis of this data with the help of BigQuery Reports Add-on для Google Sheets, you can answer two important questions:

  1. How does the share of sessions, where a user landed on the product page and bought an item from a landing pages, varies depending on the product category on the landing page?
  2. How does the product sales distribute, depending on the product category on the landing page?

Results are used by:

Analysts and category managers to fairly evaluate the category efficiency, calculate ROI by category. This allows you to make data-driven decisions to manage advertising budget.

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