Business App¶

The Business app enables a merchandiser to control exposure strategies, promote or demote products, and perform A/B-tests with just a few clicks. It also allows for panel performance reports and quick insights into sales origins for a market segmented on conversions, revenue, and profit.

Dashboard¶

The Dashboard tab gives quick access to metrics such as sessions, orders, and sold units. It includes graphs for conversions, revenue, and profit as well as the origins of those metrics.

The data on the dashboard is displayed per market over a period of time that can be either daily, weekly, monthly, or a custom interval.

Conversion origin¶

The origin of a conversion is determined by the first interaction a visitor have with the purchased product. The origins grouped by Navigation, Search, Recommendations, Ads, Email, Product details, eSales other, Non eSales, Suspected cache, and Untraceable. The interactions are tracked with the use of Notifications.

If a product is purchased through a search result (Search), but the first interaction was a click on the product on a category page (Navigation), the conversion origin will be attributed to Navigation. The conversion, as well as all the revenue and profit of that purchase, will be attributed to Navigation. A conversion can include multiple products, hence one conversion can originate from more than one place.

Exposure strategies¶

Exposure strategies is a concept that enables merchandisers to have Apptus eSales optimise its algorithms for product exposure towards different business goals. Three different exposure strategies are available, and A/B testing can be performed between two strategies. Exposure strategies include a step-by-step guide on how to set up and get started with testing.

Before selecting an exposure strategy it is recommended to perform an A/B test between the strategies. An A/B test will establish the effect of switching exposure strategy on a site.

The site traffic is split into 2 equal groups, each facing one of the evaluated strategies. Approximately 10,000 sessions is needed before any data is visible. Dependent on site traffic, this takes between a few hours and a few days.

Promotions¶

Promotions is a method to temporarily increase the strategy score of selected products in a market. It is useful for use cases such as promoting upcoming external campaigns, stock clearance of specific products, or promoting certain brands or type of products. Promoted products will gain positions in search results, category pages, and other locations where promotions are supported.

Products are either handpicked or selected by rules that include or exclude products based on their attributes and values. Statistics for promotions are collected and can be measured against sessions not using the promotions.

Demotions¶

Demotions is a method to temporarily decrease the strategy score of selected products in a market. It is useful for use cases such as demotion of seasonal products when their season ends, or demoting certain brands or type of products. Demoted products will suppress positions in search results, category pages, and other locations where demotions are supported.

Products are either handpicked or selected by rules that include or exclude products based on their attributes and values. Statistics for demotions are collected and can be measured against sessions not using the demotions.

Pinning¶

Pinning is a feature that allows a merchandiser to manually pick and order products for the top positions in the Product list panel and the Product list with count zone. It enables merchandisers to contribute their valuable external insights, applying granular control per category on top of the automated relevance.

Reports¶

The Reports tab display a list of all pages, zones, and panels configured in eSales and their performance statistics in a market. This can be used to see how well a page type or a specific panel performs on the site. If a page or a panel is not performing well this is an indication that a change of the panel or the page can be needed.

Each page and zone can be expanded to show the individual panels and their paths and statistics. The following statistics are available.

Pages, zones, and panels can be both sorted and filtered based on the statistics. The panel report can also be exported and downloaded as a .csv-file.