Debuting A Great Way Of Measuring Shopper Interest – Rollover Tracking
Posted on 21 January 2010 by Patrick FlanaganNo Comments
(4.00 out of 5)
Loading ...Constant improvement is a mantra here at ShopLocal. To that end, the team knew there was room for improvement in our popularity ranking algorithm that we call “Wisdom of the Crowds” (WoC).
The current system for determining product popularity only counted those products that a shopper specifically clicked on. There are a number of product level clicks that are counted in terms of a shopper expressing interest such as a product detail page, a buy online click or an add to a shopping list click (which are cumulatively called Expressions of Interest). Not any more. The ShopLocal team has begun collecting and counting another key piece of consumer interest data – product rollovers.
By factoring in both product rollover data AND expression of interest data, the overall Wisdom of the Crowds ranking data is all the richer and accurate. This process of collecting and using rollover data for SmartCircular sites is underway and will complete over the next month or so for all clients, SC sites and versions of SmartCircular.
At a macro level, what we have learned so far about rollover data is:
- Rollovers are on average about 5x as common as Expressions Of Interest. This means by adding them to the Wisdom of the Crowds calculation, the overall popularity ranking data should become much more accurate and more truly reflect actual consumer interest.
- Rollover usage varies significantly by retailer. No surprise given all the variation in UI/UX out there within weekly ad sites. Also some sites don’t even use rollovers. Or on other sites, the rollovers are down played. In any case, we are now tracking them all so as to extract the most useful and complete set of consumer interest data as possible.
Illustrated here is a specific product level rollover that has been triggered by a user rolling over a predefined hotspot region that is overlaid on top of the circular page view images. When talking about rollover tracking, what is actual being tracked is the number of times, for a specific product, a rollover is triggered and left open for at least 2 seconds. If it meets that criteria, it would be counted as one (1) rollover for the product.
Here is a quick snapshot of some early returns from a 6 day sample set of data across 20 retailers:
- # of total product level exposures: 1,006,078,269
- # of total product rollovers: 25,620,887
- # of total product specific indicators of interests expressed: 4,532,430
- Overall ratio of interest divided by rollovers: 18%
- Rollover trigger rate (of overall total product exposure) : 2.55%
- Interest trigger rate (of overall total product exposure): 0.45%
- Total CTR (rollovers + interest): 3.00%
UPDATE 1/21: The ShopLocal analyst team just today cranked out a nice little additional stat on this topic that is worth sharing. The correlation of interest/exposure ranks compared to the rollover/exposure ranks, on average overall is 0.6636 Meaning that rollovers are for most sites a good measure of interest. Maybe think of it this way. This correlation helps prove that the items a user rolls over are likely the very ones that they end up taking other subsequent action at a later point in their site visit.
Related posts:
- How To Make Sure Crowd Sourced Popularity Stays True So in today’s WSJ there was a rather fitting article...
- Continued Shopper Interest in Circulars Pushes ShopLocal Index to Record High in August 2009 The ShopLocal Retail Index was up 39 percent for the...
- ShopLocal Index Shows That Shopper Interest in Circulars Continued To Grow In September 2009 The ShopLocal Retail Index was up 29 percent for the...
- Target’s Weekly Ad Site Becomes More Social & Sharable Target continues a long trend of constant iteration with their...
- Reverse Publishing: Going From Digital Weekly Ads – Back To – Print Run of Press (ROP) Ads Wow. Talk about coming full circle. Here is what this...
