You can find the most important insights from your product finder directly within Aiden. The Aiden Impact Dashboard provides you with insights on the generated revenue and conversion.
To maximise the impact of your product finder, we use a simple formula at Aiden: impact = effect * exposure. Product finders should be of high quality and provide customers with good advice that motivates them to buy a product (= effect) ánd you need to make sure to find all the website visitors that may have doubts or can't find their perfect product yet (= exposure).
Are you curious whether your product finders are doing well in terms of effect? Find out by reading this checklist, assess your finder and possibly improve it. Are you curious whether your product finder is getting enough exposure? You will be able to make this analysis by using the steps in this article. Let's go!
Is my product finder getting enough exposure?
Based on our data we know that on average more than 10% of PLP visitors start a product finder that is prominently and clearly displayed.
But you can't extrapolate that 10% directly to your complete website, because you probably haven't placed the product finder everywhere on your website (well, at leat at these places, right? 😉 ). In addition, you may have created product finder only for certain product categories.
We maintain three scenarios at Aiden:
The conservative scenario: your product finder is exposed to 4% of your total website visits. This scenario assumes limited placements of product finder for only 1 or 2 categories.
The average scenario: your product finder is exposed to 8% of your total website visits. This scenario assumes more extensive placements of product finders for all top-10 categories. (Benchmark from case study Kees Smit.)
The ambitious scenario: your product finder is exposed to 15% of your total website visits. This scenario assumes advanced placements of product finders including placements on all PLPs, SEO pages as well as PDPs.
Thus, the definition of exposure is: the number of sessions in Aiden / the number of users who searched your website over a given period, expressed as a percentage.
Let's dive into that: which placements work better than others?
So what to do if you want to know which placements on the website generate the most sessions in your product finder? And what if you want to know which placements lead to the most or highest conversions? These insights are relevant if you have integrated product finders at multiple pages on your website.
Because when you know which placements generate most sessions and which placements increase the impact (= more conversions), you can also determine whether you want to display the product finder more prominently or perhaps increase the placements throughout your website.
In Aiden, you cannot see which placements on your website generated the sessions in the product finder. But you are able to do so via Google Analytics. Just follow these steps:
Stap 1: Send Aiden events via Google Tag Manager
To make data about Aiden usage insightful in Google Analytics, you must first ensure that this data enters Google Analytics properly. To do so, follow this tutorial.
Stap 2: Create a new exploration
In Google Analytics, go to Explore and create an empty Explore. Explorations allow you to create your own dashboards and share them with your colleagues.
Stap 3: Create segments
To gain insight into the data, create different segments that you want to compare. For example, you can make a comparison per page type on which a product finder is placed (home, PLP, PDP, etc) and between visitors who did and did not use the decision aid.
Create a new segment of the type ‘event segment’.
Add a condition with the event ‘aiden_product_advised’. This ensures that only visitors who have been advised in the product finder end up in this segment. Add a parameter to this condition ‘aiden_app_name’, which is exactly the same as the name of the product finder.
In this condition group, add another condition that allows you to select only visitors who have used the product finder on the desired pages. This condition depends on your website. You can often use the ‘Page path’ to create a condition that only selects pages with a certain URL.
Name the segment, for example ‘Hiking shoes PDP with advice’ and save the segment.
Create a similar segment for visitors to this page(s) but without the advice of the product finder. You do this by adding a group to exclude in which you add the condition from step 2. You add the condition from step 3 as a regular condition group.
Stap 4: Select the values you want to compare
Add the following values to the exploration: Total number of users, Purchases, Average purchase revenue and Conversion rate per user.
Stap 5: Set the ‘pivot table’ setting
Set the value under ‘pivot table’ to ‘first row’ to get a good overview of your segments.
⚠️ Please be aware: The value ‘Conversion rate per user’ shows the conversion rate for all events marked as conversions. To calculate the conversion rate for purchases, divide the value of ‘Total number of users’ by the value of ‘Purchases’.
⚠️ Please be aware: If there is a red exclamation mark at the top-right of the table, the data may be calculated using a ‘sample’ or ‘sampling’. The lower the percentage is, the less reliable the data is. Try selecting a shorter period to have less or no sampling.