About
Landing Page uplift model assesses landing-page-market fit during the Engagement phase of the customer lifecycle by comparing the page view rate and the value of the per page view revenue with site-wide averages.
Why
Ensuring a seamless transition from an email to an online store is crucial. If the first page viewed is not relevant, shoppers are likely to abandon the store.
By evaluating the impact of various types of landing pages (home, collection, product), you can gauge the relevance of your emails to your target audience.
How
The Landing Pages uplift model is based on two key metrics: Page Views Per Session, as a as an indicator of landing page relevancy to the shopper, and Revenue per Page View, as metric of landing page revenue results.
The model is displayed in a familiar quadrant chart format, modified to simultaneously showcase insights from two key metrics.
Persuadables: This key group of email campaigns is marked by an average number of page views below the site-wide average and revenue per page view above the average. These campaigns could generate significantly more revenue if the landing pages were more relevant to their audience.
Lost Causes: These email campaigns underperform across both key metrics, indicating that a major overhaul of the strategy is necessary.
Sleeping Dogs: This group of email campaigns successfully drives page views but underperforms in generating revenue. This indicates a need for improved product discovery and enhanced personalization of the shopping experience.
Sure Things: These campaigns excel in both key metrics. Merchants should analyze these successful examples to understand what works and replicate these strategies in future campaigns.
What
The Landing Pages uplift model provides a big-picture view of the performance of all email channel landing pages while allowing you to dive into multiple layers of data with simple mouse click-throughs to analyze individual campaigns and landing pages.
Unrealized Gains: An estimate of the additional revenue a brand can achieve by improving the score to be on par with the site wide averages.
Dropdown Menus: Enabling mix-and-match landing page and campaign insights.
PRIMARY MENU
Campaign Insights: Enables you to analyze the performance of your email campaigns.
Landing Page Insights: Enables you to analyze individual landing pages.
SECONDARY MENU
Entire Site (Landing Page Insights only): Enables landing page performance analysis in your online store.
Email Channel: Shows campaign or landing page performance for the entire email channel.
Campaign Uplift Group: Shows campaign or landing page performance for the uplift model group of email campaigns.
Campaign: Shows campaign performance or the performance of landing pages belonging to a specific campaign.Note: To speed up access to specific campaign insights, you can start typing the campaign name, which will prompt a dropdown box to act as an autocomplete search box.
Chart: Quadrant chart using Page Views per Session and Revenue per Page Views as the x-y axis. Bubbles are proportional to the number shoppers. By clicking-through you will be able peel of layers of data:
Info Panel:
About:
LIST: A short description of what’s visually presented
INSIGHTS: An explanation of the insights and what can be done to improve it.
About: A list of actions users should consider taking next.