3 Reporting Ideas to Enhance Product Marketing

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Creating the incentive to buy at your store is a problem for shopping districts and malls. Generally, you'll go in if there is a product you want, but more willing to buy if the barriers to entry are removed. It's not uncommon for this to exist online. Websites are also trying to promote their best products often and in your face. What is sometimes a struggle is for them to feature products the market is actually looking at. This is a great use of your Gooogle Analytics time! In this post, I'm going to detail 3 reporting ideas and show their value (in beautiful gold stars!) for helping you determine which products might be product feature winners.

1) Organic Search Query Analysis⭐: I spoke to you about setting up Google Search Console for your website in a previous post. If you haven't done that check this tutorial out on Google Search Console. You can choose to integrate it in Google Analytics after you have it set up. Once you do, go to the Search Console folder and go to search queries:



I would export this out and comb through it to see if there are any products, queries related to products, or specific product names that are part of the query. Also, I probably don't need to say this, but combing through the queries requires context. If a search query is "I hate this insert product name here" then you probably shouldn't feature it - maybe take it back to the drawing board, or add tutorials/help/email outreach to the plan on that product.

2) Landing Page Analysis ⭐⭐: Landing pages are important because it's the first impression people have on your website. If you haven't done it yet, please read my 10-Minute Guide to Reviewing Landing Pages post I made a few weeks ago. For the sake of this post, go to Behavior, then Landing Pages and create an easy filter on top of the report to see only your PDP pages. Ensure you have the right conversion you are looking at by selecting the correct conversion (either eCommerce or goals). Once you have that done, notice any outliers based on your seasonality or current marketing programs. After you've done that, swap in "source" in your secondary dimension to see where exactly these users are coming from looking for these outliers. This will help you ensure your marketing tactic is specifically designed to serve this community, or maybe a larger group.

3) Downloads, Saves, Wishlist Analysis(Set those events correctly!) ⭐⭐⭐: This is a given. Like my post the other day about content marketing analytics, you need to keep a pulse of downloads related to products. This can give you insight into what products people are interested in. Then, just follow my previous post on correlating the downloads to purchases and check the sources. If you have a wishlist or save feature on your PDP pages, then ensure those are also tagged as events so you can see which one of these are used the most. This might help you devise strategies in retargeting, and email marketing.

Conclusion

At the end of the day, you need to know what products people are interested in. After you are able to understand interest, review factors that would lead to or against you adding marketing dollars to them. At the very least, email and remarketing are cost-effective solutions that won't get in the way of your main marketing goals. Now go out there and maximize!




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