Should you advertise not-available products?

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You probably already know that users do not always land on a webpage for a product that is in stock. But, do you know how many Google Adwords clicks you pay for that lead visitors to a product that is not available? And how much money gets wasted because of it?

Benefits

Improve the quality and ROI of ad campaigns
by increasing the number of transitions to product pages that are available for purchase.

Data to be analyzed:

  1. The distribution of landing pages by product availability status, depending on the traffic source.
  2. The bounce rate and conversion rate on web pages for products that are not in stock.

The report helps you determine:

  1. What is the percentage of visitors that you pay for who land on pages for products that are out of stock?
  2. How much higher is the bounce for these visitors?
  3. How many of these visitors click through to the next page of the site and what makes them do so?
  4. What percentage of your Google Adwords traffic,or any other ad campaign traffic, is sent to web pages for products that can not be purchased?
  5. Does this rate vary over time?
  6. Does it depend on how often you upload new listings for contextual advertising?
  7. What share of users who land on an out of stock product, bought a product from the «Similar products» or «Related products» block?
  8. How does the revenue per order depend on a product availability?
  9. When a visitor lands on web page for a product that is out of stock, what is the most efficient way to divert the visitors attention to a different product based on product category?
  10. Would your site benefit from adding a new «limited» product status when stock is running low?
  11. Which status has the highest conversion rate?
  12. If a product is out of stock, what is the best page layout design to encourage the user to perform a target action?

Results are used by:

  1. Marketing specialists, so they always have the most relevant listings for advertising campaigns.
  2. Usability experts to improve web pages for products that can not be purchased at the time.

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    Mann, Ivanov & Ferber

    Professional team, excellent results

    We hired OWOX team to create scalable analytic solution for our business on the base of GA. OWOX team developed customized system of metrics and helped in implementation process. I was much surprised after completion of the project when I started to use reports and make decisions for specific cases. I am sure that without OWOX we would not have done it right from the first try. Also special thanks to OWOX for the best project management. Konstantin, founder of Onlinetours.ru