Analytics & Audience

Purchases


There is an ongoing process to move all the data found to the Analytics Tab (which can be found alongside the Products, Conversation, and Setup Tabs) within each project, to the newly created Analytics section. 

During this stage of the transition, the Neocom Product team has moved all data that relates to Purchases to the Purchases Tab, found within Analytics. What is still available in the original analytics section is the Data comparing Mobile and Desktop engagement, as well as a comparison between the various types of integration. What you can also still find in the original Analytics tab is where the advisor traffic originates.

Purchases Dashboard

The newly added Purchases Dashboard, found within the Analytics section, is where you now find all purchase-related data generated from your Neocom Product Advisors. 

The Purchases section is split into 4 rows. 

1. Assisstable Purchases: 

Here you see a clear graph that compares Assisstable, Not Assisted, and Assisted purchases over a pre-defined time range. To adjust the time frame navigate to the time range selector, next to the Filter, at the top right of the page. For a comprehensive overview of the meaning of each term, explore our short Glossary.

2. Order Value:

These two graphs focus on Order Value, otherwise referred to as the total basket value. The first Pie Graph named Order Value Share shows what percentage of total purchases were Assisted. 

If we return to our Bike Store example: If we have one advisor live, that only sold E-Bikes, it would show the total value of E-Bikes sold where the user engaged with an advisor, compared to the total sales of the store in which everything is included from E-Bikes, to normal bikes, to accessories. If there were multiple categories, you can refine the search by using the Filters at the top right of the page, or see all categories combined. 

The second of the two Pie Charts focuses on the percentage of assisted sales, so if our Bike store for example has Bike, Helmet, Lock, and Seat advisors live, you can see what percentage of the sales are attributable to each category. 

3. Average Order Value (AOV):

The next row of graphs looks at AOV, or Average Order Value. The average order value uses the entire basket, or checkout, value. The AOV is generated by combining all total checkout values and dividing it by the number of purchases. The first Line Graph compares the Average Order Value of Assisted vs. Non-Assisted orders over time. Essentially, how does the Average Order Value of purchases made by someone who used an advisor compare to those purchases where the user did not. 

A rule of thumb is the more informed a customer is through the use of the advisor, the more willing they are to spend more on their purchase because they better understand the benefits.

The second of the two graphs, a Bar Graph, focuses more closely on the differences between the Assisted and non-assisted Average Order Values, showing clearly the differences in AOV. 

 

4. Average Sales Price (ASP):

The Average Sales Price is similar to the AOV apart from one key element, which is that we do not take the total checkout value, but the checkout value of the specific item within the basket that the advisor recommends. With this, we can then compare the Average Sales Price of purchases that interacted with the Advisor or not. As with the AOV, the general trend is that more informed customers spend more on products. These customers understand that product and why it fulfills their needs. 

The first graph focuses on the Average Sales Price of Assisted and Not Assisted, whereas the second explores the differences between the two, allowing you to spot trends according to time, sales, or other factors. Blue bars represent a higher ASP, and red is a lower ASP. 

It is possible for both the AOV & ASP Graphs to go to 100% negative, which simply means on that particular day there were no assisted sales. 

The Purchases section, like all Analytics within the Neocom Admin Portal, allows you to filter according to languages, types of integration, categories, time frames, and an almost unlimited number of other variables. You can also combine filters to create complex filters for the exact insights you require. As you add filters, all corresponding graphs will automatically update. You can also hover over a specific section of the graphs to find descriptions or see the same time frame highlighted across the other graphs. 

Simplified Purchase Tracking

Not Assistable:

Not Assistable means a purchase took place where products were sold that are unavailable through any of your advisors. 

For example, you own an Online Bike Store that sells Bikes and Accessories. You only have one live advisor that sells bikes. This means all purchases, where only Accessories are sold, count as Not Assisstable. 

Assistable: 

Assisstable tracks all purchases that took place, which included products that could technically be recommended through one of your live advisors, regardless of whether that client interacted with the advisor or not.

Returning to the above Bike Store example. Assistable means that a Bike was sold, which would technically be possible through the advisor.

Not - Assisted:

Not Assisted informs you of Assistable purchases, who did not have any interaction with the advisor. 

In our Bike Store case, it would mean someone bought a bike, which they could have done through the advisor, but the user didn’t open an advisor at any point in their digital sales journey. 

Assisted:

Assisted means a customer purchased one or more products, that are available through your advisors and also interacted with an advisor, within the same session. 

They were, again, returning to our Bike Store example. For an Assisted Sale to register, our fictitious customer had to have purchased a Bike and also used the advisor. These two steps did not happen successively (one after the other) however. This generally happens when customers use the Advisor to gather information, and then browse associated products further.

Direct:

Direct means a client used the advisor and ended up on a Product Detail Page (PDP), after which point they completed the purchase. 

Our final Bike Store example. The customer used the Bike Advisor, completed it, landed on the Product Description Page (PDP), and then bought the bike.