Assess Campaign and Promotion Conversion Metrics
Learning Objectives
After completing this unit, you’ll be able to:
- Explain why you need campaign and promotion conversion data to evaluate performance.
- Define the Promotion Conversion dashboard metrics.
- Explain how to determine which promotions convert site traffic to revenue.
- Describe how to use conversion metrics to modify and improve your campaign and promotion strategy.
- Explain how you can apply Promotion Conversion dashboard metrics to a use case.
Explore the Promotions Conversion Dashboard
Brandon Wilson and his team invest significant resources researching, creating, and deploying promotion campaigns that encourage shoppers to visit the Cloud Kicks storefront and fill their carts and complete orders. The process to develop and run a promotion strategy involves Cloud Kicks’s merchandising and marketing teams. A campaign’s success depends on accurate customer data and promotion performance data.
Salesforce B2C Commerce developed the Promotion Conversion dashboard to give you insights on how your site traffic uses each promotion class, and the rate at which promotions convert to revenue.
You can use the dashboard to evaluate the effectiveness of your overall promotion strategy and dig into the details of a specific promotion campaign. Using the dashboard’s metrics, you can identify the promotions that convert site traffic to revenue and promotions that underperform.
What Counts as a Promotion Visit?
A promotion visit is counted only once all its qualifiers are met and the promotion discount is triggered. Exactly when that is depends on the promotion set up, which qualifiers (such as customer group, coupon, source code) are used to trigger it, and—in the case of shipping promotions—when shipping methods are selected.
- A product or order promotion tracks a promotion visit only once all its qualifiers (customer group, coupon and/or source code) are met and the qualifying products have been added to the cart.
- A shipping promotion tracks a promotion visit only once all its qualifiers (customer group, coupon, or source code) are met, the qualifying products have been added to the cart, and the shipping method on the promotion has been selected.
This is important to be aware of when looking at a promotion’s conversion rate since that is calculated as promotion orders/promotion visits. For example, it doesn't make sense to compare the promotional conversion rate with the overall site conversion rate (All Visits), since promotion visits are tracked further down the customer journey.
Promotion Conversion Metrics
The Promotions Conversion dashboard offers significant insight into how shoppers react and convert promotions. Here are the tools and metrics available in the dashboard.
Conversion Rate
The conversion rate graph illustrates how promotion conversion rates perform during the period. The graph plots the conversion rate for all promotions, and by promotion class, order, product, and shipping.
Conversion Summary
This table describes the Conversion Summary dashboard metrics. Each metric is segmented by promotion class. These include:
- All Visits: With or without promotions applied
- Any Promotion: Any promotion applied
- Product Promotion: At least one product promotion applied
- Shipping Promotion: At least one shipping promotion applied
- Order Promotion: At least one order promotion applied
- Without Promotion: No promotions applied
| Metric | Description |
|---|---|
|
Visits |
Visits with at least one promotion of a specified promotion class applied |
|
Orders |
An order with more than one class of promotion applied is tracked under each applicable class. An order with more than one promotion of a single class applied is still tracked as one order under the applicable class. |
|
Order Conv |
For the selected column, Number of Orders / Number of Visits |
|
Merch Total |
Total value of merchandise excluding tax and shipping of all orders placed with the promotion and campaign |
|
Avg Merch Total Per Order |
For the selected column, Merchandise Total / Total Orders |
|
Avg Merch Total Per Visit |
For the selected column, Merchandise Total / Number of Visits |
|
Items Per Order |
Average number of items across all orders to which the promotion class was applied |
|
Promo Merch Total |
Total value of merchandise (excluding tax and shipping) discounted by all promotions by promotion class The value of any merchandise discounted by promotions from more than one class is tracked under each applicable class. |
|
Avg Promo Merch Per Order |
For the selected column, Promotional Merchandise Total / Number of Orders |
|
Avg Merch per Visit |
For the selected column, Promotional Merchandise Total / Number of Visits |
|
Shipping Total |
Total value of shipping from all orders to which the promotion class is applied |
|
Discount Total |
Total discount value applied to orders by promotion class |
|
Avg Disc Per Order |
For the selected column, Discount Total / Number of Orders |
|
Avg Disc Per Visit |
For the selected column, Discount Total / Number of Visits |
|
Avg Promo Items Per Order |
Average number of items discounted by promotion class |
Conversion Details
This table describes the Conversion Details metrics for the Promotion Conversions dashboard. The metrics for each promotion are listed by the campaign that triggered the promotion and the site it belongs to.
| Metric | Description |
|---|---|
|
Campaign ID |
The campaign ID as specified in Business Manager |
|
Site |
The site on which the promotion was configured |
|
Promotion ID |
The promotion ID as specified in Business Manager |
|
Visits |
A promotion visit is tracked when the promotional discount is activated and is dependent on the setup of the promotion and its qualifiers |
|
Orders |
Total number of orders placed with the promotion and campaign A single order with multiple promotions is tracked against each applicable promotion. |
|
Order Conv |
Number of Orders / Number of Visits |
|
Merch Total |
The total value of merchandise excluding tax and shipping of all orders placed with the promotion and campaign |
|
Avg Merch Total Per Order |
Merchandise Total / Total Orders |
|
Items Per Order |
Average number of items across all orders placed with the promotion and campaign |
|
Promo Merch Total |
Total value of merchandise (excluding tax) discounted by the promotion and campaign The value of any merchandise discounted by more than one promotion is tracked on each promotion. |
|
Discount Total |
Total discount value applied to orders by the promotion and campaign |
Measure Conversion Rate Performance
Brandon wants to review the conversion rates for the Happy Trails campaign as well as the overall performance of Cloud Kicks’s promotional campaigns. He wants to use the conversion data for insight into how customers respond to the different promotion classes, the lowest level of discount rates that generate revenue above the break-even point, and the types of promotional offers that customers convert to orders. He can use the data to fine-tune the Happy Trails campaign strategy.
Brandon reviews the dashboard, and the following metrics grab his attention.
You can review how to launch the Promotions dashboards in the first unit of this module.
Conversion Summary
Over the past six months, Brandon has been tracking a downward trend in the use of Cloud Kicks shipping promotions. He wants to see if the trend has continued over the past week.
The Conversion Summary Table shows that shipping promotions have the highest conversion rate for the period but the lowest visits and number of orders (1). When comparing the results with the Product promotions, Brandon sees that Product promotions have a lower conversion rate, but the number of visits, orders, and total merchandise is 3 times that of the shipping promotions (2). Brandon is not surprised; he has noticed this trend as customers tend to expect free shipping as normal on most orders. He’ll start looking at second-day or express shipping offers for future shipping promotions.
Conversion Detail
The default view of the Conversion Summary table lists promotions by the number of orders placed with the promotion. Two of the Happy Trails campaign promotions are listed as the top two in orders for the week.
The promotion with the most orders is the Happy Trails, 20% Soft Rock promotion. Brandon’s team designed the promotion to introduce the new shoes, jumpstart sales, and stimulate sales of regular priced accessories. These metrics give Brandon insight into how well the promotion performed in converting visits to orders.
- Order Conversion Rate (1): At 48.32%, almost half of the promotion visits were converted to an order (1).
- Merch Total (2): The total is greater than the Promo Merch Total. This is significant because it shows Brandon that the promotion is successful at stimulating sales of regular priced products.
- Avg Merch Total Per Order (3): At $160, the total is above the 20% discounted price for a pair of Soft Rock shoes. More evidence that the promotion is stimulating sales beyond just the promo merchandise.
- Items Per Order (4): Shoppers using the promotion are adding an average of 2.21 items per order. More evidence of extra merchandise ordered.
- Promo Merch Total (5): The total exceeds the goal set by Brandon’s team. More success to celebrate.
- Discount Total (6): The total discount is a significant amount, but with some quick math, Brandon calculates that the extra product sold covers the discount and more.
Let’s Wrap It Up
Brandon is happy with the results. And he’s excited to get a more detailed view of the other Happy Trails promotions by filtering different views to measure how they perform with different customer segments, sites, devices, and over different time periods. Brandon and team are even planning a new campaign to increase sales of the Soft Rock customization features. Now take this last quiz and earn your badge!
References
Quiz Scenario
Brandon continues his review of the Happy Trail promotion conversion metrics. He evaluates and compares the performance of the different Happy Trails Product and Order class promotions.