Acting on what you find
Analytics is only worth the time if it changes something. These are the patterns that come up most, and what to do about each.
Common patterns
Section titled “Common patterns”People are not opening your Feed cards. A low Details Opened Rate means the cards are not doing their job. The usual cause is imagery — product shots on plain white read as a catalogue and get swiped past. Try changing which image leads. See Turn Sources into Cubes.
People open cubes but do not get far. A low Detail Retention Score means your detail loses them. Read a few sessions to find where they stop, then cut or reorder what comes before that point. Detail that starts slowly is the most common version of this.
One cube performs far worse than similar ones. Compare it against its peers in the Cubes view, then open it. Usually something specific is wrong — a bad first image, missing detail, an odd order.
Traffic arrived but behaved badly. Check Sources before you change anything about your storefront. A drop caused by a change in traffic mix is not a content problem, and editing cubes will not fix it.
A number moved and you cannot find why. Check Data Quality on the Overview first. Then check whether the traffic behind the number is large enough for the change to mean anything.
Letting an agent look
Section titled “Letting an agent look”Analytics questions are a good use of an agent, because the work is reading a lot of data and summarising it — and it can do that without changing anything.
Ask for an audit, not an action: “Which cubes have the worst detail retention, and what do they have in common?” is a better request than “fix my cubes”.
See Working safely with an agent.
Measuring whether it worked
Section titled “Measuring whether it worked”That makes a few habits worth keeping:
- Change one thing at a time. Two changes at once and you will not know which one moved the number.
- Give it enough traffic. Wait for a comparable volume to the period you are comparing against.
- Write down what you changed and when. Nothing in Rubikc records this for you, and in three weeks you will not remember.
- Watch for the obvious confounders — a campaign, a season, a price change.