Make Data Driven Decisions
Diving Into the Importance of Analytics & Tracking
Filtering where the user interacts with the detailed view of a product once they click on it and which ones result in the actual activity reflects their behavior and how they find what they were looking for. We want to move products and search results up the chain so the user is actually getting what they need even when they do not directly tell us. That is how we want to leverage the marketplaces analytics and tracking.
For example, if they click on something and they don't stay on that page for very long on that detailed view of a product, then it’s clear they didn't add it to their cart. If they didn't take any other action, then it is a sign they didn’t get a good search result or it's not what they want. On the other hand, if they do spend time looking at that product, maybe they added it to a wish list or a saved shopping cart. Maybe they eventually processed an order with it. These are good signs that we can aggregate overtime. We can use machine learning and artificial intelligence to then influence future search results to better display what the user is looking for.
In addition, it's helpful to consider that we’re wanting to present information within the search results that are not just directly what the user searched for, but also related items, items based on what they're clicking on their viewing, etc. That's another way to aggregate data within the system to learn what each user is looking at and get them engaging with all of the products in the system.
One of the biggest benefits of a marketplace is that we can gather huge amounts of data overtime about the product's and all their meta information, but also about the users and what they're interacting with.