GroupBy’s Analytics dashboard is powered by the Beacons. Analytics dashboard tracks the performance of the searches on your website.
On this page, you can analyze the performance of:
- Top searches: Which search terms are highly searched on your website.
- Top Nulls: Which search terms leads the shoppers to a no results on your website.
This information helps to analyze if the search result is relevant to the search term. Using this data, you can optimize the search results.
With the Search Term Analysis reports, you can:
- Identify your most popular search terms
- Measure the performance of individual search terms
- Identify underperforming search terms and take remediating actions
The Search Term Analysis report provides with the following metrics to help you analyze the performance of your top search terms.
- Unique Searches (#)
Unique Searches (#) is a measure of the volume of searches. It tells you how many sessions contained the search term in the given date range. This metric is useful to understand the number of customers who are searching for a particular term across your site. This helps you prioritize the higher volume searches that are having a greater impact.
- Click-Through Rate (CTR)
The Click-Through Rate (CTR) is a measure of how likely a shopper is to view a product, given that they search for a particular search term. It measures the percentage of unique searches that lead to at least one product view. This metric is useful to identify the search terms that are not providing users with relevant search results.
- Add-to-Cart Rate (ATCR)
The Add-to-Cart Rate (ATCR) is a measure of how likely a shopper is to add a product from the results to their cart, given that they search for a particular search term. It measures the percentage of unique searches that lead to at least one product being added to their cart. This metric is useful to identify the search terms that are not providing users with relevant search results.
- Conversion Rate (CVR)
The Conversion Rate (CVR) is a measure of how likely a shopper is to buy a product, given that they search for a particular search term. It measures the percentage of unique searches that lead to at least one product order. This metric is useful to identify the search terms that are not providing users with relevant search results.
- Conversion Score (CS)
The Conversion Score (CS) helps identify how good the results of a particular search term is at getting shoppers to buy products.
It uses a combination of the Add-to-Cart Rate (ATCR) and the Conversion Rate (CVR). It calculates how good these rates are relative to all other searches on the site. This is displayed as a simple score from 0-100, with a higher number indicating that the search term is better at getting shoppers to buy.
The CS helps you quickly identify the search terms that are not providing users with relevant search results so that you can take remediating action.
- Exploration Score (ES)
The Exploration Score (ES) is a way to identify how much shoppers explore the result set of a particular search term.
It measures several indicators of a shopper exploring the results and turns this into a score between 0-100. These indicators include the number of products viewed per search, the number of filters and sort-by options applied, how deep into the search results they go, and the number of pages viewed.
The ES helps you identify the extent to which shoppers explore and engage with the search results, irrespective of whether they end up converting or not. It should be used in conjunction with the Conversion Score (CS) as an indicator of why a search term is not converting highly. This is explained further in the Quadrants section.
To access the chart, click the ‘bubble’ icon as shown below:
If you select the chart view, you can view the metrics in the table in a graphical view. This graph makes it easier to identify search terms that need attention.
X-Axis: Represents the Exploration Score (ES). It is a measure of how much shoppers explore the result set. Search terms further to the right have a higher ES.
Y-Axis: Represents the Conversion Score (CS). It is a measure of how good the result set is at getting shoppers to buy products. Search terms higher up have a greater CS.
Bubble size: The size of the bubble, specifically the area, relates to the number of Unique Searches that search term has had for the selected time range. The larger the bubble, the more Unique Searches.
You can modify the chart by:
Changing the time range to calculate the scores and volumes.
Filtering the results set using the Search functionality to display only the search terms that ‘Contain’, ‘Start With’, ‘End With’, or ‘Match’ your chosen text string.
Filtering the results set to specific Device types. This recalculates the metrics based on only the sessions that occurred on the chosen device type.
Changing the number of search terms to display, by changing the Show Top XXX filter.
By using a combination of the Conversion Score (CS) and the Exploration Score (ES) the Search Term Analysis quadrant puts all your top search terms into four categories. You can use these categories to focus on areas that need your attention.
The large bubbles in the quadrant are search terms with larger volumes. We recommend that you prioritize your search tuning effort to the larger bubbles. A search term with large volumes will reach a larger number of customers, and therefore a larger pool of potential revenue.
A High Performer is any search term where the CS and ES are both greater than 50. These are the search terms that are performing well - shoppers are exploring the results and are also making purchases.
We recommend that you spend minimal time tuning search terms that are in the High Performer category. You may want to focus on getting further increases in CS for search terms with a significantly high volume of searches, as a small increase in conversion could lead to a relative increase in revenue driven from that search term.
A Niche Converter is any search term where the CS is greater than 50 and the ES is less than 50. It is a search term that indicates that shoppers are searching for a specific product or there is only a small handful of products that shoppers view.
We recommend that you spend minimal time tuning search terms that are in the Niche Converters quadrant and you spend more time looking for opportunities to cross-sell products or increase the diversity of products in the top search positions. For instance, if there is a Niche Converter search term but you have a wide range of suitable products, you may want to encourage shoppers to buy alternative products or reduce your inventory range for this type of product.
A Conversion Opportunity is any search term where the CS is less than 50 and the ES is greater than 50. These searches provide relevant results and shoppers are exploring the result set. However, there is a barrier that prevents shoppers from converting into buyers.
The Conversion Opportunities are the most difficult search terms to tune, as there are a number of potential reasons why shoppers are not converting. Here are a few examples:
- The most relevant products are sitting deeper in the result set. You should check if there are any popular products, or product types, with a high median click position, and boost these to the top.
- Key data is missing from the product pages which is discouraging the shopper from buying.
- There are availability issues with the products. For instance, they could be out of stock or unavailable to users in certain areas.
- There are issues with the price of products. For instance, competitors may be selling at a lower price.
Conversion opportunities should be treated on a case-by-case basis, using the Search Term Insights (shown below) to understand why they may not be converting highly. It requires a good understanding of your shoppers and their requirements.
To access Search Term Insights, click the Conversion Score (CS) or the Exploration Score (ES) from the Search Term Analysis page.
An Underperformer is any search term where both the Conversion Score and Exploration Score are less than 50. An Underperformer search term has issues with relevance and shoppers are less likely to explore the results or buy products in the result set.
There are a number of reasons why a search term may be an Underperformer. Here are a few examples:
You do not stock relevant products to the search term, but the engine is still bringing back a small set of irrelevant results. Essentially, this should be a null search. For instance, shoppers are searching for ‘triple A batteries’, but the engine is bringing back only products that require triple A batteries.
You stock relevant products, but they are mismatches between the words that shoppers use and the words in your product catalog. Shoppers could be using slang, for instance searching for ‘shades’, when you call them ‘sunglasses’. One-way synonyms are a good solution in this instance.
You stock relevant products, but they are buried within irrelevant search results. For instance, a search for ‘laptop’ is bringing back laptop accessories at the top. Adjusting the biasing profile is a good solution here.
You stock relevant products, but the search is thematic. For instance, a shopper could be searching for ‘Valentine’s Day’. The products may not be labeled with ‘Valentine’s Day’, but you do have related products. A redirect to a curated landing page is a good solution in this instance.
Resolving Underperformers are where you should focus your initial effort, as this is where the quick wins will be.