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BrianWa6
September 26, 2024
Question

Fallout Analysis according to Category

  • September 26, 2024
  • 1 reply
  • 713 views

Main Goal:

Determine how many visitors are viewing products, carting products, and purchasing products of each of our major shopping categories. Display this info as a fallout chart. All steps should be EVENTUAL PATH.

 

 

I'm trying to see visitor fallout rates over the following actions, according to shopping category. (Beauty, Jewelry, Electronics, etc.) 

The numbers in () are strictly for example, but close to what I'd expect based on our business' history. We'll also use the Electronics category for instance. 

  1. Electronics Page & Product Storefront Visitors (100%)
  2. Visitors that viewed an Electronics Product Page (90%)
  3. Visitors that added an Electronics Item to their cart (25%)
  4. Visitors that purchased an Electronics item ( 8%)

 

Originally, I tried creating a segment for each of the above steps, by Category. (About 30 different segments). That method didn't seem to work at all. 

Currently, I'm using metrics (not segments) to define each step instead. Then I use a quick segment to build a fallout chart for each category. Metrics used:

  • Total Visitors
  • Product View (exists)
  • Cart Addition (exists)
  • Order (exists) 

This method produces some more believable numbers, but I'm not sure it's exactly what I'm after in the main goal above. I feel maybe the first two steps are accurate, but cart addition would be considering products from ANY category, same for purchases. That's not what I'm after. I want to know fallout of visitors who viewed an Electronics product, carted an Electronics product, and purchased an Electronics product. 

Is this possible? 

-Brian 

 

Current method results: 

 

Example definition of a Quick Segment used:

 

 

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1 reply

SSampsa
SSampsa
Level 4
October 3, 2024

A lot of the issues with segments boils down to scope. As an example, your goal is to segment visitors (or browsers) that viewed a product of a certain category, then added a product of that category to their card and finally, purchased product of said category. The issue comes when segmenting events and products on any other level than hit, as it does not guarantee they're defined at the same time, which is quite essential.


To put this into context, if we segment on visit level and filter based on product category and event existing within this session, the segmentation will match everyone who triggered the event and had the product category defined during this session at any point. Same would apply to your case, e.g. if you have Store Front defined per visit, segment will include this visit regardless if they interacted with the product in it.

 

This could be solvable with detailed segments and nested containers, like in the example I attached. Also please let me know if I'm way off in understanding your issue!

B
BrianWa6Author
October 8, 2024

Thank you for the input! 

 

Yes you are understanding the problem correctly. I do think it would be possible with MANY segments, all of which nest inside others. This is the only way I can think of to get the exact solution I'm after. There is also the option of not going to such a detailed level, and instead looking at shopping behaviors at strictly a category level, knowing full well visitors typically browse more than one category in a visit. I like the way you set up that segment you attached, I'll try using that logic. 

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