Search Analytics lets you know what your users search, how they behave in search, and general metrics to feel the pulse of the value coming from Nosto’s Search.
In this article, we take a closer look at different sections within the analytics and what certain metrics stand for.
Analytics structure
Enhanced analytics provide with the clear breakdown of performance data in three separate sections:
Search followed by Autocomplete feature;
Category Merchandising.
Key Metrics: Search
Feature-level statistics
Total Searches - Total number of search impressions;
Orders - Total number of orders generated from searches, including Autocomplete interactions
Sales - Total sales generated through search, including Autocomplete interactions;
CTR % (Click-through rate) - The percentage of searches that resulted in clicks in the search results page;
CR % (Conversion rate) - The percentage of visits that led to orders.
All search terms
CTR % (Click-through rate) -The percentage of searches that resulted in clicks for the specific search term;
Orders - The number of orders generated from searches with this term;
CR % (Conversion rate) - The percentage of visits that resulted in orders from the specific search term.
Top clicked products
Clicks - Total number of clicks received by the product in search results;
CR % - The percentage of visits that led to orders for the specific product in search results.
Top purchased products
Orders - Total number of orders placed for the product through search results;
Sales - Total number of sales products generated through search results.
Organic vs. Non-Organic Searches, excluding Autocomplete interactions
Organic - The percentage of searches initiated by directly visiting the site and using search;
Non-organic - The percentage of searches that were driven by promotions or external influences and eventually let do the search results page (e.g. clicks on banners or Google links leading directly to certain search results pages.
Device type
Device - The percentage of the type of device used for performing searches (e.g., mobile, desktop).
Key Metrics: Categories
Feature-level statistics
Total category views - Total number of category views (impressions);
Orders - Total number of orders made through category views;
Sales - Total sales generated through categories;
CTR % (Click-through rate) - The percentage of category views that resulted in clicks;
CR % (Conversion rate) - The percentage of visits to categories that led to orders.
All categories
Views - Total number of views for the category;
CTR % (Click-through rate) - The percentage of category views that led to clicks;
Orders - The number of orders placed through the specific category;
CR % (Conversion rate) - The percentage of visits to the category that resulted in orders;
Top clicked products
Clicks - Total number of clicks received by the product in categories;
CR % - The percentage of visits that led to orders for the product in categories.
Top purchased products
Orders - Total number of orders placed for the product through categories;
Sales - Total number of sales products generated through categories.
Device type
Device - The percentage of the type of device used to view categories (e.g., mobile, desktop).
Key Metrics: Autocomplete
Feature-level statistics
Product clicks - Total clicks on autocomplete suggestions that led to product views;
Keyword clicks - Total impressions from keyword searches in autocomplete;
Usage - The percentage of total impressions from both keyword searches and product clicks in autocomplete within total search usage.
All keywords
Clicks - Total number of clicks generated from searches using specific autocomplete keyword;
Orders - Number of orders generated from searches using specific keyword;
CR % (Conversion rate) - The percentage of visits that resulted in orders from the unique keyword.
Top clicked products
Clicks - Total number of clicks received by the product from autocomplete suggestions;
CR % - The percentage of visits to the product from autocomplete that resulted in orders.
Data Export
Nosto analytics provide a possibility to export different data points allowing you to perform data analysis out of the platform. Before exporting make sure relevant data ranges are selected and export relevant tables as .csv files. Once ready, the link to download the export will be shared to the email.
Note: Export link is available only for a short period of time.
We recommend merchants have a monthly routine to go through these and improve search based on that. Remember that many relevance challenges can be easily tackled by improving Searchable Fields or with merchandising rules targeting specific or all search queries.