3 data feeds for analyzing how online shoppers engage with e-commerce sites

 In E-commerce Marketing, Site Search, Trends

If you’re in a marketing or leadership role with a retail or e-commerce brand, you probably have a lot of questions about how online shoppers engage with e-commerce sites.

Questions like: What are the most popular sites in my category? How successful am I, or are my competitors, at moving consumers down the path to purchase on a specific e-commerce site? What are the click-by-click consumer activities that lead to checkout on a specific e-commerce site?

Jumpshot’s online behavioral data holds the answers to these questions and more. It does this by capturing over 160 billion clicks every month on mobile and desktop devices from its 100-million consumer panel. Then, it makes the consumer activity that’s relevant to you available within a feed, which you can use with your tool of choice.

Visitors Feed

The Visitors Feed provides Jumpshot customers with a high-level understanding of the top websites by visitor and page view count on a daily, weekly, or monthly basis. It can report on the top 200 sites globally. Or, it can report on a custom list of 200 sites by industry and geography.

For example, a men’s clothing brand attempting to enter the U.S. market could have a Visitors Feed setup to report on visitor and page view count by site for 200 e-commerce sites selling men’s clothing in the U.S. With this, it would have an initial indication of which e-commerce sites to leverage for distribution and co-marketing opportunities.


Metrics Feed

The Metrics Feed lets Jumpshot customers go a level deeper and look at a set of user actions on a specific site, including e-commerce sites, streaming platforms, and subscription services. The feed can report on metrics such as visitor count, page views, site search volume, product page views, add to cart volume, conversions, and other key performance indicators (KPIs) for any single site on a daily, weekly, or monthly interval. This information can be used to evaluate how well the site keeps visitors in the conversion funnel by showing how many visitors made it to a product page, how many product page views were followed with an add to cart action, and how many total carts make it to checkout.

For example, after identifying prospective distribution and co-marketing partners with the Visitors Feed, now the men’s clothing brand can use the Metrics Feed to prioritize which e-commerce sites to approach first. Perhaps there are two sites in the Visitors Feed with similar visitor counts and page views. The brand can get a Metrics Feed for each of these sites and see which is better at moving visitors along the path to purchase. If one site has more search activity, product page views, add to cart volume, and completed checkouts than the other, it would make a better distribution and co-marketing partner.

Visitors 13,403 14,176 12,798
Page Views 23,163 25,642 21,956
Site Search 5,636 5,998 5,117
Product Views 4,936 3,849 4,578
Add to Cart 988 1,221 1,254
Completed Checkouts 514 587 534


Insights Feed

The Insights Feed zooms in even further on the predefined, click-by-click activities leading up to an event of interest on a specific website, such as a checkout on Amazon.com. Every row of data in the feed represents an individual consumer action as opposed to the aggregate actions of all the visitors on the site. This makes the Insights Feed the most detailed of all the feeds. Adding to the detail, the feed includes relevant product, customer, and browsing data for every activity in the path. As a result, the feed includes product details like ID, title, brand, price, and customer rating; customer details like socio-demographics and geo-location; and browsing details like the type of device used and the timestamp for each activity.

For example, after identifying a top priority e-commerce site to partner with using the Metrics Feed, the men’s clothing brand can now use the Insights Feed to study the consumer behavior that leads to checkout in their category on the site. For a site like Amazon.com, the brand can get all the clickstream data that’s occurring before shopping cart checkouts in the men’s clothing category on the site. With this, the team can study the path to checkout from many different angles. They can look at the popularity of different products in the category by product ID or brand. They can look at the most viewed product pages or most searched terms prior to checkout. In addition, they can analyze this data by different dimensions such as by time, location, device, or demographics. The resulting insights can help the brand develop a productive partnership with the e-commerce site and optimize the presence of the brand’s products to increase conversions.

Event ID
Time Stamp
Landing Page
SiteSearch US 111222 20160812 amazon.com/s?keywords=video+games
Product View US 111354 20160812 amazon.com/FIFA-17-SteelBook-Xbox-One
AddtoCart US 111543 20160812 amazon.com/gp/huc/view.html
Purchase US 111712 20160812 amazon.com/gp/buy/thankyou
SiteSearch US 122301 20160812 amazon.com/s?keywords=baby+toys
Product View US 122334 20160812 amazon.com/Baby-Einstein-Bendy-Ball
AddtoCart US 122426 20160812 amazon.com/gp/huc/view.html
Purchase US 122655 20160812 amazon.com/gp/buy/thankyou


Bottom line: Marketers and business leaders don’t have to let their questions about how online shoppers engage with e-commerce sites go unanswered. Jumpshot can provide you with three different types of feeds in order to answer your questions now and keep your questions answered with current data as time goes by.

To get started with data feeds, please get in touch. Jumpshot is ready to help you get answers.

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