[{"data":1,"prerenderedAt":1019},["ShallowReactive",2],{"blog-en-starting-with-waaila":3,"related-en-starting-with-waaila":396},{"id":4,"title":5,"author":6,"body":7,"category":379,"description":13,"extension":380,"image":381,"isToc":382,"langAlt":6,"meta":383,"metaDescription":6,"navigation":382,"path":384,"published":382,"publishedAt":385,"readingTimeMinutes":386,"readingTimeText":387,"relatedArticles":388,"seo":392,"stem":393,"teaser":394,"updatedAtCustom":6,"__hash__":395},"blog_en\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","Starting with Waaila",null,{"type":8,"value":9,"toc":364},"minimark",[10,14,22,33,41,46,64,69,112,123,126,133,137,143,147,154,160,171,178,181,186,190,196,203,208,215,220,224,231,234,262,265,269,276,279,284,300,304,315,318,323,327,337,345,358],[11,12,13],"p",{},"Data quality validation is not a question of IF rather than WHEN and HOW. With the Waaila application, you can easily check your data in Google Analytics to reveal defects and errors. You can choose from many provided tests or create your own. The application is an AI-based advanced algorithm to detect anomalies and issues in the data from your Analytics platform (Google Analytics or Piano Analytics).",[11,15,16,17,21],{},"In order to get the most of the application, even if you have no experience with data validation, you can use prepared sets of tests available for free in Marketplace inside the application. We recommend starting with the ",[18,19,20],"strong",{},"Waaila – GA Starting Kit"," containing a set of predesigned basic tests that are a great initial point toward higher quality data.",[23,24,25,32],"note",{},[26,27,31],"a",{"href":28,"rel":29},"https:\u002F\u002Fwaaila.com\u002F",[30],"nofollow","Sign up","\n for Waaila app and start validating your data today for free.\n",[11,34,35],{},[36,37],"img",{"alt":38,"src":39,"title":40},"preview of Waaila Market place","\u002Fupload\u002Fwaailastartingkit.webp","Waaila Starting Kit",[42,43,45],"h2",{"id":44},"setup-a-dataset-and-use-the-test-editor","Setup a dataset and use the Test Editor",[11,47,48,49,51,52,54,55,59,60,63],{},"In this section, we explain how to create a dataset from a test collection in Marketplace and provide a brief description of the Test Editor where individual tests can be edited and run. To start using the ",[18,50,20],{},", go to Waaila Marketplace, select the ",[18,53,20],{}," test set, open it and click in ",[56,57,58],"em",{},"“Add to library”"," button. When the test set copies to your library of tests, click on ",[56,61,62],{},"“Use in dataset”"," button.",[65,66,68],"h3",{"id":67},"how-to-create-a-new-dataset","How to create a new dataset",[70,71,72,79,86,89,100,103,106],"ol",{},[73,74,75,76],"li",{},"Select an existing depot where the dataset should be located or create a new one by selecting the option ",[56,77,78],{},"\"Create a new depot\".",[73,80,81,82,85],{},"Next, select the option to ",[56,83,84],{},"\"Create a new dataset\""," (tests can also be added from the library to an existing dataset in this step if you already have some existing datasets).",[73,87,88],{},"Select the provider account - if you are using your main account with which you logged in to Waaila, it is offered in the selection field; if you need to connect a new account, follow authentication below the field.",[73,90,91,92,95,96,99],{},"From listed data sources, select an ",[56,93,94],{},"account, property,"," and ",[56,97,98],{},"view"," that you want to use for this testing.",[73,101,102],{},"Set a custom name or leave the existing name.",[73,104,105],{},"Optionally add a description.",[73,107,108,109],{},"Confirm the configuration by clicking ",[56,110,111],{},"\"Save\".",[11,113,114,115,118,119,122],{},"Upon creating a dataset, the dataset opens, and you can run and edit the tests. To run all tests, you can use the dedicated button above the list of tests, called ",[56,116,117],{},"\"Run all tests\"",". However, you can also open the ",[56,120,121],{},"Test Editor"," by clicking on a test and there you can examine the test in detail, run the single test directly or edit its content.",[11,124,125],{},"The Test Editor page is divided into several parts. On the top, below the navigation line, there is the summarized information about the test, including its name and description. Below the information is a multi-functional button, allowing you to run the test. The main parts of the test are the Query logic and the Test logic where the Query logic specifies which data you want to load for your test and the Test logic manipulates the data, typically checks some condition,s and outputs the result. When you evaluate the test in the Test Editor, the result appears above the Query logic and Test logic.",[11,127,128],{},[36,129],{"alt":130,"src":131,"title":132},"Preview of Waaila App, test editing","\u002Fupload\u002Fwaailastartingkit-testeditor.webp","Waaila Test Editor",[42,134,136],{"id":135},"how-to-run-and-interpret-tests-in-waaila-ga-starting-kit","How to run and interpret tests in Waaila – GA Starting Kit",[11,138,139,140,142],{},"In the test collection ",[18,141,20],{}," there are five basic tests that can help you start with your data quality validation in Waaila. In the following subsections, we explain each test individually and show you how to interpret its result.",[65,144,146],{"id":145},"test-1-number-of-sessions-for-the-past-28-days-w0210","TEST 1 – Number of sessions for the past 28 days (W0210)",[11,148,149,150,153],{},"The first test offers a simple verification that there are indeed some data measured in your Google Analytics. It extracts data about the number of sessions in the last 28 days (up to and including yesterday’s data). The test passes if there is at least one session measured in that period and therefore it ",[18,151,152],{},"serves as an initial check"," for starting with data quality evaluation. Apart from a pass or fail the test also outputs the actual number of sessions if it is positive. On the included screenshot of the Waaila app, you can see the result for a site with 45 thousand sessions in the past 4 weeks.",[11,155,156],{},[36,157],{"alt":158,"src":159},"","\u002Fupload\u002Fwaailastartingkit-testresults.webp",[11,161,162,163,166,167,170],{},"The test could be easily modified to compare the number of sessions to a fixed number (by changing the threshold in the assert function in the Test logic) or to check the measurement for a different period (by editing the date range in the Query logic). To verify that there has not been a blackout in measurement yesterday, there is an already prepared test ",[18,164,165],{},"Measurement blackout"," in the test collection ",[18,168,169],{},"Waaila - General Information and Checks",".",[11,172,173,174,177],{},"It is possible to extend the test for dynamic comparison by including data from past months and evaluating the current number of sessions with the average number of sessions per 4 weeks in the past. Alternatively, the most sophisticated extension to this test offers our new feature, ",[18,175,176],{},"anomaly detection",". This feature allows you to follow the dynamics of your weekly or daily sessions and informs you when the values jump significantly as compared to their trends and cyclical patterns.",[11,179,180],{},"The graph below provides an illustration of the data. Within the last week of daily session data, there happened a relatively large downward jump in the daily number of sessions. However, if not compared to the weekly pattern, it could go easily unnoticed. While in this case, this jump could be explained by the Czech state holiday on October 28th, in another case it could be caused by some error in the measurement or in the website functionality and would require further investigation and remediation.",[11,182,183],{},[36,184],{"alt":158,"src":185},"\u002Fupload\u002Fwaailastartingkit-sessions.webp",[65,187,189],{"id":188},"test-2-hostname-overview-w0220","TEST 2 – Hostname overview (W0220)",[11,191,192,193],{},"The next test provides information on all hostnames and their basic measurement statistics (sessions, page views, and transactions) over the past 28 days. This is not a test in the true sense as it does not automatically evaluate any condition. What it does is that it ",[18,194,195],{},"provides information that you need to review and decide what steps to take.",[11,197,198,199,202],{},"If you have a single-domain website, you should typically find only one line in the table (as illustrated on the included table below). If there is anything surprising in the output, you can dig deeper into it with the help of another prepared test set ",[18,200,201],{},"Waaila - Hostnames (single-domain)"," dedicated for checking hostname-relate measurement for a single-domain website.",[11,204,205],{},[36,206],{"alt":158,"src":207},"\u002Fupload\u002Fwaailastartingkit-hostnameok.webp",[11,209,210,211,214],{},"For multi-domain websites, you can analyze your data using the ",[18,212,213],{},"Waaila - Hostnames (multi-domain)"," test set. You will need to set the list of expected hostnames there to receive the best results. The table below shows an example of a hostname overview for a website with two domains, where the two domains are measured correctly but there are other two hostnames incorrectly included.",[11,216,217],{},[36,218],{"alt":158,"src":219},"\u002Fupload\u002Fwaailastartingkit-hostnameerror.webp",[65,221,223],{"id":222},"test-3-limit-number-of-hits-w0270","TEST 3 – Limit number of hits (W0270)",[11,225,226,227,230],{},"The third test is tailored for ",[18,228,229],{},"checking the optimal use of Google Analytics"," regarding its limits for free use. The free version of Google Analytics has a limit on the number of hits it can collect. Ingesting more than 10 million hits a month per property has an impact on how your data are processed and stored. Also, the measurement will be slow, and larger sampling errors will appear than before. However, if you have a paid version of Google Analytics, you do not need to run this test.",[11,232,233],{},"The test consists of two checks and an informative value:",[235,236,237,246,254],"ul",{},[73,238,239,240,243],{},"if there are more than 20 million hits in the last 28 days (twice the limit for the free version), the test fails",[241,242],"br",{},[36,244],{"alt":158,"src":245},"\u002Fupload\u002Fwaailastaringkit-limitnumberfail.webp",[73,247,248,249,251],{},"when the number of hits reaches the limit of 10 million (but stay below 20 million), the test issues a warning",[241,250],{},[36,252],{"alt":158,"src":253},"\u002Fupload\u002Fwaailastaringkit-limitnumberwarning.webp",[73,255,256,257,259],{},"if the test passes, it only reports the number of hits",[241,258],{},[36,260],{"alt":158,"src":261},"\u002Fupload\u002Fwaailastaringkit-limitnumberpass.webp",[11,263,264],{},"Based on the results you can decide whether you need to upgrade your Google Analytics version and in case no action needs to be done yet, decide how often you need to run this test to check the threshold.",[65,266,268],{"id":267},"test-4-click-data-in-ga-w0410","TEST 4 – Click data in GA (W0410)",[11,270,271,272,275],{},"The following test offers another simple verification that the data that you need is actually measured. In this case, it ",[18,273,274],{},"focuses on the advertisement clicks"," and determines whether the number of clicks on ads in the past 28 days is above zero. These clicks are evaluated to measure the intensiveness of the usage of the Ads (CPC). If no clicks are recorded in Google Analytics, it can indicate that Google Ads is not connected to Google Analytics, or that a technical issue is occurring within your website.",[11,277,278],{},"If no advertisement clicks are measured, the test issues a warning as can be seen in the picture below. As you have seen in the previous test, Waaila uses a warning (compared to a fail) when the problem found is less significant, because in the previous test the number of hits can still grow and be measured. Similarly, Waaila issues a warning, and not fail, in case no advertisement clicks are measured due to the fact that no information on advertisement clicks does not threaten to decrease profit immediately.",[11,280,281],{},[36,282],{"alt":158,"src":283},"\u002Fupload\u002Fwaailastaringkit-clickdataga.webp",[11,285,286,287,290,291,290,294,95,297,170],{},"Further prepared tests for the investigation of basic measurement can be found mainly in two sets of tests available in the marketplace: ",[18,288,289],{},"Waaila - General Information"," ",[18,292,293],{},"and",[18,295,296],{},"Checks",[18,298,299],{},"Waaila - Measurement Overview",[65,301,303],{"id":302},"test-5-correct-generation-of-cid-client-id-w0510","TEST 5 - Correct generation of CID (client ID) (W0510)",[11,305,306,307,310,311,314],{},"The last test in the Waaila – GA Starting Kit checks the ",[18,308,309],{},"generation of client IDs"," by evaluating the number of users versus the number of sessions. There ",[18,312,313],{},"must be significantly more sessions than users",". If it does not hold, it might show a technical problem and will therefore require deeper analysis.",[11,316,317],{},"If the ratio of sessions per user decreases below a certain threshold, the test fails. The default threshold used by the test is 1.05, therefore there can be as few as 5 % more sessions than users (e.g., if only 5 % of clients return for a second session and nobody for a third one) before the test fails. The results are presented by the device types so that you can check for which device there has been a problem (in the presented example, there is an issue with measurement for mobile users).",[11,319,320],{},[36,321],{"alt":158,"src":322},"\u002Fupload\u002Fwaailastartingkit-cid.webp",[42,324,326],{"id":325},"summary","Summary",[11,328,329,330,333,334,336],{},"To summarize, the application Waaila offers you a great way to ",[18,331,332],{},"evaluate your data measurement quality",". This article introduces Waaila through focusing on one of its prepared test sets, ",[18,335,20],{},", explaining the mechanics of tests and presenting the tests on illustrative examples. With the test explanations we included further recommendations for individual tests or other test sets, so from here, you can directly proceed with your data evaluation in Waaila.",[11,338,339,340,170],{},"If the prepared tests do not cover all your needs, you can write your own tests, with the help of our extensive ",[26,341,344],{"href":342,"rel":343},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fdocs\u002Fwaaila\u002Fstart\u002Fgetting-started\u002F",[30],"documentation",[11,346,347,348,353,354,170],{},"If you have any questions regarding Waaila, you can ",[26,349,352],{"href":350,"rel":351},"https:\u002F\u002Fwaaila.com\u002Fen\u002Fabout",[30],"contact us"," via the Waaila website or write directly to the ",[26,355,357],{"href":356},"mailto:support@waaila.com","Waaila support team",[359,360,363],"action",{"link":361,"button":362},"\u002Fen\u002Fget-in-touch\u002F","Contact Us","\n Our methodology has successfully revealed and corrected the data issue and supported the accuracy of the evaluation for multiple clients. Contact us for more information. We can ensure the accuracy of your A\u002FB testing too. \n",{"title":158,"searchDepth":365,"depth":365,"links":366},2,[367,371,378],{"id":44,"depth":365,"text":45,"children":368},[369],{"id":67,"depth":370,"text":68},3,{"id":135,"depth":365,"text":136,"children":372},[373,374,375,376,377],{"id":145,"depth":370,"text":146},{"id":188,"depth":370,"text":189},{"id":222,"depth":370,"text":223},{"id":267,"depth":370,"text":268},{"id":302,"depth":370,"text":303},{"id":325,"depth":365,"text":326},"Products","md","\u002Fupload\u002Fwaailatitle.webp",true,{},"\u002Fen\u002Fblog\u002Fstarting-with-waaila","2021-02-08T09:21:17.000+00:00",9.88,"10 min read",[389,390,391],"content\u002Fen\u002Fblog\u002Fstarting-with-waaila.md","content\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md","content\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down.md",{"title":5,"description":13},"en\u002Fblog\u002Fstarting-with-waaila","You decided to finally start validating your data in Google Analytics and already connected them into the Waaila app. Yet how you should start? Here we explore a few tests from the Waaila – Google Analytics Starting Kit.","BMQ3TtGFkAi1y2lwxpYehaeRqHepw0W_SwMkxyYyPbs",[397,561,791],{"id":398,"title":399,"author":6,"body":400,"category":6,"description":404,"extension":380,"image":547,"isToc":548,"langAlt":6,"meta":549,"metaDescription":6,"navigation":382,"path":550,"published":382,"publishedAt":551,"readingTimeMinutes":552,"readingTimeText":553,"relatedArticles":554,"seo":557,"stem":558,"teaser":559,"updatedAtCustom":6,"__hash__":560},"blog_en\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down.md","Don’t let your data strategy slow your business down",{"type":8,"value":401,"toc":537},[402,405,412,416,419,426,429,433,436,439,442,448,454,461,465,468,472,475,479,482,486,493,498,503,509,513,516,520,523,530],[11,403,404],{},"Incorrect decisions can have a damaging impact. Companies gather their resources to combine different data sources, new data streams with existing data, and apply analytics to find connections for better and quicker decisions.",[11,406,407,408,411],{},"Surveys conducted on the advancement of data maturity show that ",[18,409,410],{},"majority of companies haven’t reached their wished goals"," despite the excessive investments and numerous attempts. What most companies don’t accept is the amount of effort required to become data-driven and the time progress as well.",[42,413,415],{"id":414},"common-problems","Common problems",[11,417,418],{},"The most frequent problems businesses face are process efficiency and insufficient improvement of customers’ experience. What can be seen as a first and fastest action to skip the process and suddenly become a data transformation is acquiring the newest and the most expensive technology, without understanding its real purpose, internal process coordination, and company culture. Employees across departments commonly struggle to gain practical insights from available information that are accurate and in time and be able to base their decision on facts, not just estimations.",[11,420,421,422,425],{},"To be able to extract valuable insights from data, ",[18,423,424],{},"smart investment"," in the right technology is essential while keeping in mind the data lifecycle. Moving forward, or upward requires the knowledge of the current situation.",[11,427,428],{},"Many companies wonder, how to up their game and grow with data. There are various options on how to ensure faster business growth via the right and individually adjusted data strategy. However, the higher and more advanced data strategy, or better known as Data Maturity, needs to be aligned with the business maturity.",[42,430,432],{"id":431},"data-maturity","Data Maturity",[11,434,435],{},"Data Maturity measures how advance is the data analysis and data utilization of the organization. As the companies increase the use of their data, they develop more complex data analytics and processing, the higher stage they achieve.",[11,437,438],{},"Maturity should be seen as a long-term goal and is achieved continually, involving many actions. It is iterative and progressive; therefore, companies evolve in smaller projects, which can be broken down into smaller steps, making the progress comprehensible.",[11,440,441],{},"Over the years we have cooperated with companies from different stages of the Data Maturity Model, small companies that are starting to combine their data into one stream, while others have integrated advanced machine learning. From the projects we helped to grow, we have acknowledged four stages of data maturity.",[11,443,444,445],{},"Companies that achieved the top level, leverage their increased agility, better partner and supplier cooperations via integration, utilizing data, and predictive analytics. They ",[18,446,447],{},"monetize the data and benefit from significant competitive advantage.",[11,449,450,451],{},"Just naming or defining the phases may not illustrate the true height of the steps, companies have to climb to score the next stage. ",[18,452,453],{},"The gap is bigger than it seems.",[11,455,456],{},[18,457,458],{},[36,459],{"alt":158,"src":460},"\u002Fupload\u002Fdata-maturity-model.webp",[65,462,464],{"id":463},"_1-data-novice","1. Data Novice",[11,466,467],{},"In the first stage, the company initializes the data journey with manual non-standardized reporting in different systems, different data sources. The firm recognizes the need for collecting data without building a data structure or systematic analysis. The reports are often irregular, and the business does not rely on its data. Usually, SME and startups are in this phase.",[65,469,471],{"id":470},"_2-data-standardized","2. Data Standardized",[11,473,474],{},"Data storage is incomplete, and the company uses multiple databases, and the biggest question is data quality. The company is ready to start data initiative and is looking for know-how on how to manipulate or use the data. What can be seen here is that IT hits a wall of capacity and capability to advance the data strategy.",[65,476,478],{"id":477},"_3-data-advanced","3. Data Advanced",[11,480,481],{},"Critical decisions are based on data. Data is being broken down throughout the entire organization and it is used as a competitive differentiator. Executive engagement is needed for reaching a higher level. Optimization of data storage and platforms is required to keep up with the demand.",[65,483,485],{"id":484},"_4-data-driven","4. Data-Driven",[11,487,488,489,492],{},"A phase characterized as ",[56,490,491],{},"no data - no decision",". Technologies and business reached tight cooperation and are fully integrated. The company has been able to identify the processes for data analytics implementation and it became part of every company process, reaching prescriptive analytics. The speed of interactions in development increases. The data infrastructure is secure, yet it needs to be able to recognize the attacks and reacts to all the changes in real-time.",[494,495,497],"h4",{"id":496},"comparison-of-each-stage-by-characteristics-and-focus","Comparison of each stage by characteristics and focus",[11,499,500],{},[36,501],{"alt":158,"src":502},"\u002Fupload\u002Fmaturiy-compared.webp",[11,504,505,506],{},"For a transformation to becoming a data-driven organization, true differentiation lays in a strategic decision of leadership and treating the company’s data as a strategic asset. From the data collection throughout the whole data flow and architecture, up to its visualization, ",[18,507,508],{},"exploring new opportunities of modern and adequate technology separates the market leaders from the followers.",[42,510,512],{"id":511},"conclusion","Conclusion",[11,514,515],{},"Rising to a higher stage of data maturity takes a greater amount of resources, especially time and investment in technology and talents. With the growing amount of data produced each day, the returns of the investment come sooner in the form of more loyal customers, higher conversions, cost reduction, and much more.",[359,517,519],{"link":361,"button":518},"Just ask us!","\nDo you want to know, how far have you already come and how to move up? We can help you move up the ladder and improve your data strategy.\n",[11,521,522],{},"Get to know our solutions:",[11,524,525],{},[26,526,529],{"href":527,"rel":528},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fproducts\u002Fmeasurement-hub\u002F",[30],"Measurement Hub",[11,531,532],{},[26,533,536],{"href":534,"rel":535},"https:\u002F\u002Fcrossmasters.com\u002Fen\u002Fwhat-we-do\u002Fmadtech\u002F",[30],"MAdTech architecture audit",{"title":158,"searchDepth":365,"depth":365,"links":538},[539,540,546],{"id":414,"depth":365,"text":415},{"id":431,"depth":365,"text":432,"children":541},[542,543,544,545],{"id":463,"depth":370,"text":464},{"id":470,"depth":370,"text":471},{"id":477,"depth":370,"text":478},{"id":484,"depth":370,"text":485},{"id":511,"depth":365,"text":512},"\u002Fupload\u002Fdata-strategy-article-cover.webp",false,{},"\u002Fen\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down","2020-06-25T12:00:00.000+00:00",4.555,"5 min read",[390,555,556],"content\u002Fen\u002Fblog\u002Fpractical-use-of-cognitive-computing.md","content\u002Fen\u002Fblog\u002Fquick-trip-beyond-data-quality.md",{"title":399,"description":404},"en\u002Fblog\u002Fdon-t-let-your-data-strategy-slow-your-business-down","Data can answer not only business questions and delivers value. Dependable alignment between technology and business accelerates the path from data to decision. ","P1RPwQLJY0uFHr3e_e9MRYd9p-I0y_2uJMOFWtaPKcI",{"id":562,"title":563,"author":6,"body":564,"category":778,"description":568,"extension":380,"image":779,"isToc":548,"langAlt":6,"meta":780,"metaDescription":6,"navigation":382,"path":781,"published":382,"publishedAt":782,"readingTimeMinutes":783,"readingTimeText":387,"relatedArticles":784,"seo":787,"stem":788,"teaser":789,"updatedAtCustom":6,"__hash__":790},"blog_en\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking.md","Increase conversions with category page product ranking",{"type":8,"value":565,"toc":765},[566,569,576,580,583,587,590,594,597,601,604,608,611,616,620,623,627,630,634,637,641,644,648,651,655,658,661,665,668,672,675,679,682,730,732,735,752,755,762],[11,567,568],{},"Traditionally, e-commerce retailers and marketers pay most of their attention to developing product pages and checkout pages, because that is where the sales happen. However, we need to look at the previous steps, before the checkout. Customers use category pages to understand the offers of the e-shop, in other words, category pages become the attraction locations.",[11,570,571,572,575],{},"When a customer comes to an e-shop and looks for a product, category pages drive the majority of the site product discovery ranging between 50 - 70%, compared with other options, search results and recommendation sites bring around 10% each. This may seem like a lot and that there is not much to be improved. Nevertheless, t",[18,573,574],{},"he issue is in the progress from the category page."," When the category page is not compelling enough, customers are unlikely to reach the individual product page. Less than half of that traffic really proceeds to the product page. Customers probably did not find what they were looking for, the products were not relevant or outside their price range. By optimizing category pages, you can double the product discovery and increase the profit. Additionally, it builds a website structure, improves SEO, and subsequent remarketing advertising.",[42,577,579],{"id":578},"improving-category-pages","Improving category pages",[11,581,582],{},"Driving targeted traffic to category pages has been a topic of many marketers’ discussion. Commonly they have already adopted some improvements. The “science” behind the sales-driving category pages lies in displaying the optimal combination of selected products, counting on the limited number of the showed pieces. Here are just two examples, how usually e-shops try to tackle category pages:",[494,584,586],{"id":585},"manual-optimization","Manual optimization",[11,588,589],{},"The cooperation with many e-commerce businesses helped us understand that many e-shops are trying to optimize the category pages, however, they do it manually and rely on their own intuition rather than customer’s behavior. Manual arrangements can take days resulting in wasted resources; energy, time, and finances. The outcome of such activities costs more than they actually bring. Secondly, the changes cannot be applied fast enough to satisfy the customers’ needs.",[494,591,593],{"id":592},"category-page-ads","Category Page Ads",[11,595,596],{},"Targeting traffic via ads is another option of how to increase conversion rates. If done correctly it can bring a significant increase. On the other hand, the actual return on the investment is lower, taking the ad spent into consideration.",[42,598,600],{"id":599},"how-to-optimize-category-pages-deliver-better-results","How to optimize category pages & deliver better results",[11,602,603],{},"The optimization of category pages can be crucial in getting more website traffic, converting it to sales, and creating loyal customers from first-time shoppers. It is important to provide a valuable digital experience. When the category page doesn’t deliver what the customers expected, they leave without a purchase, not finding what they wanted. Relevancy is what matters. A crucial prerequisite to any calculation is historical data on products, sales, segments, etc. Without enough data, the results cannot be as satisfying.",[65,605,607],{"id":606},"personalization-and-product-recommendations","Personalization and product recommendations",[11,609,610],{},"The category pages need to be personalized to be able to achieve different goals for different segments. Adding a layer of personalization to different audiences’ levels up simple segmentation and yields higher returns. With first-time customers, you will probably focus on conversion rate while with loyal customers you can highlight a particular brand based on brand affinity, new products to complement already purchased ones, or something a little more diverse, depending on the customer profile. Assigning different products to each segment, based on the customer’s behavior on-site increases customer engagement. Tracking how the customer acts on the websites helps to understand their needs and display relevant items. If two people are looking for backpacks, they might be looking for a different kind. If one person is shopping for notepads, writing supplies, it is likely they will also need a school backpack. A different customer is looking at hiking boots and camping gear and might need a hiking backpack.",[11,612,613],{},[36,614],{"alt":158,"src":615},"\u002Fupload\u002Fproduct-recomendation-illustration.jpg",[494,617,619],{"id":618},"sorting","Sorting",[11,621,622],{},"Sorting products on the site in specific order or sequence based on their attributes, performance metrics, and their combination. The attributes can be price, size, brand, availability, etc. Metrics can be, for example, conversion rate, margin, revenue per impression, or inventory information. Attributes and metrics rely on the data about the products and the customers, collected from the website and internal databases. By adjusting the weights of the values, it is possible to promote and demote products in the sequence causing the relocation of the product on the page.",[494,624,626],{"id":625},"highlighting","Highlighting",[11,628,629],{},"Choosing to highlight specific products or groups of products, seasonal or campaign offers at the top of the category page supports marketing efforts. Placing some products on the most engaging and prominent spots on the sites creates a store-like experience. It is commonly used to promote new products, collaborations, and ranges. Highlighting can work for limited offers (discounts or weekend sales) and display products for a certain time period. Scheduling this should be aligned with marketing campaigns. Another option to adjust highlighting can be based on different business goals, chosen metrics, like profitability or liquidity.",[494,631,633],{"id":632},"segmentation","Segmentation",[11,635,636],{},"Segmenting your customers should happen on top of sorting and highlighting products. It allows creating category pages with specific product sequences that vary among different audiences. The marketing approach differs by different types of customers, their preferences, affinity, and different shopping stages, therefore category pages should be aligned with that as well.",[494,638,640],{"id":639},"personalization","Personalization",[11,642,643],{},"Showing the customers what they want to buy, the right time, the right product – like a personal shopper. It helps customers to discover items they really want. In e-commerce, personalization has a more significant impact and is an important part of modern shopping. It provides relevant recommendations for the particular customer segment (or with advanced algorithms, even down to each individual customer). Personalization creates an experience based on the customer’s behavior.",[42,645,647],{"id":646},"using-machine-learning-for-relevant-product-displaying","Using Machine Learning for relevant product displaying",[11,649,650],{},"Powering product recommendation with Machine learning allows you to be dynamic and automatically adapt to the changes. What customers want to see is what they really need, ideally on the very first page. Long searching is demotivating. Using historic purchases, similar customer behavior, or other factors can significantly change the way your customers interact with your e-shop.",[65,652,654],{"id":653},"product-ranking-based-on-customers-behavior-and-other-factors","Product ranking based on customers behavior and other factors",[11,656,657],{},"Product ranking in a sense of algorithms is a process of product scoring based on what the customers like. Additionally, the score can be evaluated based on the factors the e-shop defines, for example, storage availability (the more pieces of each product you have and need to sell, the higher score it gets). What we have found as an effective method is to look more deeply and find the optimal combination of the products display next to each other. Our procedure usually consists of data integration from various systems, followed by advanced analytics and machine learning algorithms for continual improvement.",[23,659,660],{},"\nTo understand what product ranking is, think of it as product ranking from the system perspective, not as customer review. The ranking that you calculate helps the algorithm to show the right products on the category page.\n",[65,662,664],{"id":663},"testing-and-optimization","Testing and optimization",[11,666,667],{},"Finding an optimal solution isn’t an easy task, especially when personalization and merchandising are dynamic, evolving processes requiring repetition, calculation, and testing. AB Testing is a great approach for detecting the most profitable adjustments. It helps to discover the performance of different category pages or the effectiveness of product highlighting. It allows you to test competing strategies and make informed decisions for elevated results. It is possible to test a whole customer base or just a smaller part. With testing on different groups, you can experiment with bold ideas. You can see if sorting by high converting products is better than sorting by high-profit products. Or, you can assess if personalization delivers higher results than no personalization on category pages.",[65,669,671],{"id":670},"continuous-improvement","Continuous improvement",[11,673,674],{},"Once you set up the algorithms for relevant product displaying, you are not done yet. It is only a first step but not the last. Actually, the process is evolving, and you cannot stay static. Sometimes the results are oversimplified or too generalized, and you need to use more contextual data to improve the relevance. Thinking of it in the context of the customer journey helps to maintain the dynamics within the product associations.",[42,676,678],{"id":677},"what-to-think-about-before-diving-in","What to think about before diving in",[11,680,681],{},"Are you hooked yet? Ready to dive your e-commerce business into the ocean of personalization? Slow down a little bit. There are a few things to think about before you do any action.",[235,683,684,692,698,706,714,722],{},[73,685,686,689,691],{},[18,687,688],{},"Make sure your website is ready!",[241,690],{},"Some technology can decrease performance. Even if the personalization is great, it should not be implemented if the usability is diminished.",[73,693,694,695,697],{},"**Don’t change the entire website!",[241,696],{},"\n**Structural elements cannot be personalized, they should remain the same (cart, navigation panel, etc.)",[73,699,700,703,705],{},[18,701,702],{},"Less is more!",[241,704],{},"Too much of everything is confusing, too dynamic can be misleading. The key is not to look at personalization.",[73,707,708,711,713],{},[18,709,710],{},"Prepare your data!",[241,712],{},"Before you start the analyses and evaluations, gather all relevant data, the more historic data the better.",[73,715,716,719,721],{},[18,717,718],{},"Identify key factors!",[241,720],{},"Figure out, how you want to score\u002Frank\u002Frecommend the content. Do you need to clear your warehouse or promote more trendy items? What about seasonal stuff? Segmented or more individualized? More factors and segments, the more complicated and expensive it gets.",[73,723,724,727,729],{},[18,725,726],{},"Start small!",[241,728],{},"Try only a few changes first, test them, and then you can see if it is worth it to advance or not.",[42,731,326],{"id":325},[11,733,734],{},"Successful category pages drive performance and contribute to growing conversion and return ratios. Optimizing them generates a competitive advantage and brings multiple benefits to your e-commerce business and customers.",[235,736,737,740,743,746,749],{},[73,738,739],{},"Resource savings with automatization",[73,741,742],{},"Better performance with category pages optimization",[73,744,745],{},"Relevant experiences with personalization",[73,747,748],{},"Achieving more than one target with optimization and testing",[73,750,751],{},"Easy to scale with a growing product portfolio",[11,753,754],{},"It may seem super easy, just to set up a few rules and you are good to go. However, working with a large amount of data and continuous training of the algorithms is tricky. Rather than DIY everything, cooperating with more experienced professionals prevents the risk of “breaking it all” and losing your customers to it.",[11,756,757,758,761],{},"We have effectively set up the product ranking and relevant recommendations on category pages for many of our clients and helped them to ",[18,759,760],{},"achieve a 15-27% increase"," in the conversion only a few weeks after implementing the solution. We have been able to customize the solution based on different business needs and continuously improve the solution thanks to testing.",[359,763,764],{"link":361,"button":362},"\nCome to us today and help your customers to find the desired item tomorrow.\n",{"title":158,"searchDepth":365,"depth":365,"links":766},[767,768,771,776,777],{"id":578,"depth":365,"text":579},{"id":599,"depth":365,"text":600,"children":769},[770],{"id":606,"depth":370,"text":607},{"id":646,"depth":365,"text":647,"children":772},[773,774,775],{"id":653,"depth":370,"text":654},{"id":663,"depth":370,"text":664},{"id":670,"depth":370,"text":671},{"id":677,"depth":365,"text":678},{"id":325,"depth":365,"text":326},"Company","\u002Fupload\u002Fcategoryranking-article-cover.webp",{},"\u002Fen\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking","2020-11-06T10:10:50.000+00:00",9.12,[785,786],"content\u002Fen\u002Fblog\u002Fgetting-the-most-out-of-permission-marketing.md","content\u002Fen\u002Fblog\u002Fmachine-learning-in-marketing-practice.md",{"title":563,"description":568},"en\u002Fblog\u002Fincrease-conversions-with-category-page-product-ranking","Online market is becoming very saturated and crowded with hundreds of e-shops, and the number is increasing. 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