The Trendings tab in Luigi’s Box Analytics provides useful reports on the most searched phrases (Trending searches) and products/categories (Trending items).
What can I learn from the Trending searches?
Clicking on a phrase in the table will display the products that appeared most frequently in the selected time period after users searched for that phrase.
Next to the table, in the phrase details, there is a Clicks Heatmap. It visually shows the clickability of individual results. The brighter the position on the heatmap, the more desired the product is.
Ideally, the most frequently clicked results are displayed among the first ones. So that the customers are not forced to spend a long time looking for the most popular products.
You can click on each result to see which phrases customers are searching to find those products.
If you see the “_” at the end of the phrase in the report, it just means that the customer typed the phrase with a space.
In the beginning, make sure to choose whether you are interested in search results, autocomplete, or both. Use the switch above the table to set it up.
For each phrase, product, category, or article, we see the phrase popularity (development), clickthrough rate (CTR), and number of unique visitors (profiles) who searched for it. The clickthrough rate is also displayed visually – it is represented by the area in each row highlighted in yellow.
After clicking on the result in the table, the phrases that resulted in clicks most frequently will be displayed.
Clicking on any query in the table will display an overview of the results that are displayed for that query.
How to use this information to improve e-shop conversions?
- Start ads
- Boost ads
- Reduce ads
- Stop ads
- Don’t change ads
- Promote products that perform well – if they perform well and you still support them, then the interest and the performance of the products will be even higher.
- Promote products that do not perform so well – underperforming products can get a boost from campaigns designed to put them in front of their optimal audience.
- Do we have a sufficient number of specific products in stock/for delivery?
- Do we have a sufficient margin on these specific products?
- Aren’t these products off-season now?
- What is the value of a PPC product click compared to the product price and margin?