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Article Contents:

Introduction
Metrics & Terminology
Overview
Summary
Frequently Asked Questions

Introduction

The Enhanced Conversion - Lift Product Insights Report provides actionable insights by organizing all product pages (URLs) into one of the four categories below:

The best performing products and pages: URLs where there was a clear, measurably positive impact on the likelihood of conversions when visitors viewed enhanced content.
URLs where a consistently positive impact on conversion behavior was not observed, which may point to a need for further assessment and optimization.
URLs that do not qualify for KPI calculations due to a lack of a sufficient volume of visitor traffic.
URLs associated with inconclusive results due to highly inconsistent conversion behavior observed across visitors - most likely influenced by external factors such as brand power, seasonality, and promotions.

Lift Product Insights, like the general Enhanced Conversion – Lift report, is powered by Syndigo’s Holdout Experiment. This A/B test allows us to compare the frequency that a product is purchased or added to cart when enhanced content is viewed by visitors versus when it is not.

This report is designed for any analyst who wants a comprehensive view of an organization’s entire product catalog through the lens of Syndigo’s Holdout Experiment results. It is especially useful for those who want to dive deeper into the existing Enhanced Conversion - Lift Report and would benefit from additional guidance on how to measure product performance or derive the ROI of an enhanced content program.

How should Lift Product Insights be used?

Lift Product Insights can be used alongside the standard Lift report for a more detailed breakdown with actionable insights for specific products, or it may be analyzed independently as a singular story of enhanced content performance. A comparison between these two reports may be found in the last section of this article.

Metrics & Terminology

Content Viewers – This metric refers to the count of visits that result in a view of enhanced content (at least 200 pixels of enhanced content coming into the viewport of the browser). This cohort may also be referred to as the Treatment Group.

Conversions – The number of visits to URLs where enhanced content is published resulting in products being added to the cart or purchased (depending on type of conversion tracked for each website).

Conversion Rate – The percentage of sessions that result in a conversion.

Formula:   Conversions / Visits

Conversion Rate Lift – The percentage lift in conversion rate observed when enhanced content is viewed. Achieved by running the Holdout Experiment, where the behavior of visitors who view enhanced content are compared to those who do not.

Formula: (Content Viewers’ Conversion Rate – Non-Viewers’ Conversion Rate) / Non-Viewers’ Conversion Rate

Holdout Experiment – With regards to the Lift Product Insights report, the Holdout experiment is an A/B test that compares the conversion rate of visitors who view enhanced content (Content Viewers) and visitors who do not view enhanced content (Non-Viewers). The difference observed between these two cohorts is utilized to calculate Conversion Rate Lift.

Non-Viewers – This metric refers to the count of visits that do not result in a view of enhanced content (at least 200 pixels of enhanced content coming into the viewport of the browser). The Holdout Experiment ensures enhanced content is intentionally withheld from approximately 5% of visitors, but this group also consists of visitors for whom enhanced content loaded on the page but was not physically viewed. This cohort may also be referred to as the Holdout Group.

Visits – A visit is counted when a product details page, where enhanced content is published, loads in a browser. A visit does not indicate the enhanced content was viewed, only that the page was loaded in a browser and this event was recorded by Syndigo.

Overview

Navigating the Report

Enhanced Conversion - Lift Product Insights may be found in Report Center, within the Enhanced Content Reports section.

The Lift Product Insights report is comprised of a single page that contains the following sections and visualizations:

1. Filters

Like all other offerings in Report Center, users are greeted by the Report Filters panel upon initial navigation to Lift Product Insights - granting the opportunity to modify the default settings prior to generating the results.

Change the date range from its default setting and apply other optional filters, if desired. More filter options may be found and added via the gear icon in the upper right corner of the filter panel.

Once all desired filters are set, clicking the Generate button will load the visualizations of the Lift Product Insights report.

2. Embedded Links to Help Center articles

At the top of the page, the buttons Introduction and Metric Definitions are always available for quick access to the information required to understand how to use Lift Product Insights, how the KPIs are calculated, and the definitions of key terminology.

3. Summary

An overview section at the top highlights the story of the positive impact of enhanced content on the likelihood of conversions.

On the left, the all-important Conversion Rate Lift KPI is displayed. This is generally represented as a range of the lowest to the highest value calculated for all URLs where a story of lift was observed. To the right, a statement summarizes the overall outcome of the Holdout Experiment for these products and pages.

Depending on the results observed, no product URL data may be associated with a story of lift. When this occurs, supplementary messaging is provided with recommendations and links to Help Center articles to assist in interpreting these results.

4. Top Level Metrics

This section captures the total count of distinct products and URLs where the Holdout Experiment was conducted. The metrics are as follows:

Total Products – This is the count of distinct product records in Syndigo associated with Holdout Experiment data.
Total URLs – This is the count of distinct product page URLs across all retailer websites associated with Holdout Experiment data.
Content Viewers – This is the total number of visits during which enhanced content was viewed on URLs where the Holdout Experiment was conducted.
Non-Viewers - This is the total number of visits during which enhanced content was not viewed at all on URLs where the Holdout Experiment was conducted.

To the right of the list of metrics, a pie chart is paired with legend: This color-coded visualization captures the count of URLs that were sorted into each key insight category. The pie chart provides a birds-eye view of the results of the Holdout Experiment based on the data collected across all URLs.

For more information about retailer websites that are included in the Lift Product Insights report, please contact your Syndigo account team or at syndigo.com/support.

5. Four Key Insight Categories:

Each URL is placed into one of four insight categories, represented as four different data tables:

Table #1: Best Performing Products and Pages

In this first table, you will find the product page URLs where the visitors who viewed enhanced content converted at a higher rate than visitors who did not view enhanced content. In other words, the records in this section tell the story of lift. The fields are as follows:

Product Name – The name that has been assigned to the product record in Syndigo.
Site – The name of the retailer website associated with the URL.
URL – This icon is a hyperlink to the product details page where enhanced content was published.
Conversion Rate Lift – The increased rate at which Content Viewers added-to-cart or purchased as compared to the Non-Viewers, calculated as a percentage.
Content Viewers – The count of visitors who viewed enhanced content.
Non-Viewers – The count of visitors who did not view enhanced content.
Content Viewers Conversion Rate – The frequency by which the Content Viewers added to cart or purchased the product.
Non-Viewers Conversion Rate – The frequency by which the visitors who did not view enhanced content added to cart or purchased the product.

Table #2: Products & Pages: Review Recommended

Syndigo has identified the URLs for which additional, deeper analysis is recommended – This may indicate that the enhanced content may benefit from refinement and optimization to improve results, or that external factors are strongly impacting the likelihood visitors will add the product to their carts/baskets.

URLs are sorted into this table when the Content Viewers did not add-to-cart or purchase products more frequently than the visitors who did not view enhanced content during their sessions.

One interpretation of these results is that there is no story of conversion rate lift to tell. However, it is important to note that this should not be interpreted as URLs having “negative lift” or that the presence of enhanced content is negatively impacting the likelihood of conversions. It also does not speak to the success of a product overall. To learn more about how to perform a deep-dive analysis into these records, we recommend reading the article Lift Product Insights Report: In-depth Review of Results.

The fields available in this table are as follows:

Product Name – The name that has been assigned to the product record in Syndigo.
Site – The name of the retailer website associated with the URL.
URL – This icon is a hyperlink to the product details page where enhanced content was published.
Content Viewers – The count of visitors who viewed enhanced content.
Non-Viewers – The count of visitors who did not view enhanced content.
Content Viewers Conversion Rate – The frequency by which the Content Viewers added to cart or purchased the product.
Non-Viewers Conversion Rate – The frequency by which the visitors who did not view enhanced content added to cart or purchased the product.

Table #3: Unqualified Products

Too few visitors or conversions were observed for these URLs to derive a meaningful KPIs. At least 1 Content Viewer and 1 Non-Viewer and at least 1 conversion from both cohorts is required for records to be qualified. The URLs in this table are not meeting this criteria given the filters applied when the report was generated.

If enhanced content was published somewhat recently, or if another force is influencing the flow of traffic to the URLs, the volume of traffic may be unexpectedly low. The information provided in this table is as follows:

Product Name – The name that has been assigned to the product record in Syndigo.
Site – The name of the retailer website associated with the URL.
URL – This icon is a hyperlink to the product details page where enhanced content was published.
Content Viewers – The count of visitors who viewed enhanced content.
Non-Viewers – The count of visitors who did not view enhanced content.
Total Visitors – The count of all Content Viewers and Non-Viewers combined.

Table #4: Products & Pages with Inconclusive Results

Based on visitor behavior, Syndigo identifies the URLs where there is a high likelihood the Holdout Experiment results were skewed by numerous external factors. The visitors spent too little time, on average, before adding the product to cart. They may be adding to cart at a high frequency prior to viewing enhanced content, as well. In these cases, it is not possible to attribute the product purchases to the presence of enhanced content on the URLs. The result is that a story of lift cannot yet be derived.

The underlying data does not speak to the success of a product overall, nor does it imply an error in enhanced content rendering or data collection. Rather, the records in this table should spark curiosity about what factors are influencing visitor behavior. Promotions, sales, seasonality, stock status, and the nuances of shopper segmentation are just a few of the forces entirely external to enhanced content but that can impact metrics drastically. To learn more about how to perform a deep-dive analysis into these records, we recommend reading the article Lift Product Insights Report: In-depth Review of Results.

The fields available in this table are as follows:

Product Name – The name that has been assigned to the product record in Syndigo.
Site – The name of the retailer website associated with the URL.
URL – This icon is a hyperlink to the product details page where enhanced content was published.
Content Viewers – The count of visitors who viewed enhanced content.
Content Viewers Average Time On Page – The average amount of time (in seconds) that enhanced content-viewing visitors spent actively viewing and engaging with the product page.
Content Viewers Conversion Rate – The frequency by which the Content Viewers added to cart or purchased the product.
Non-Viewers – The count of visitors who did not view enhanced content.
Non- Viewers Average Time On Page – The average amount of time (in seconds) that visitors who did not view enhanced content spent actively viewing and engaging with the product page.
Non-Viewers Conversion Rate – The frequency by which the visitors who did not view enhanced content added to cart or purchased the product.

Summary

The Lift Product Insights Report empowers brands to:

Identify the best-performing products which may analyzed to identify opportunities to amplify the success of other Brand products.
Prioritize an analysis of products that may require further optimization to drive the likelihood of product purchases.
Assess the URLs that did not receive enough visits and plan for increased traffic.
Understand which results are inconclusive and may require monitoring external influences.

Lift Product Insights supplements the other reports available in Syndigo’s Enhanced Content Reporting Suite to enable brands to make data-driven decisions about the products for which enhanced content is available, whether an organization is optimizing existing strategies or developing new ones.

For further guidance on how to leverage enhanced content reports, refer to the Syndigo Help Center or reach out to our support team.

Frequently Asked Questions

What are the differences between Lift Product Insights and the standard Enhanced Conversion - Lift Report?

The Enhanced Conversion - Lift Report provides general insights about visitor conversion behavior, allowing analysts to quickly assess an enhanced content program’s ROI at a glance. However, as Syndigo’s data collection has grown, a need has emerged to take the analysis a step further on behalf of Brands with refined data qualification criteria, flexibility to view greater or lesser statistically significant findings, and a more detailed breakdown of enhanced content performance. Reference the chart below to understand the chief differences between the standard Lift report and Lift Product Insights report:

	Enhanced Conversion – Lift	Lift Product Insights
Suggested Usage:	ROI at-a-glance - Quickly access the KPIs that capture the impact of enhanced content at the overall account level or broken down by retailer website. See how views and interactions with specific content types impacted conversion rates, as well.	Deep-dive analyses to understand the story of individual products and pages: Identify the best performing enhanced content, act on the opportunities for improvement, and recognize when the impact of enhanced content cannot be measured due to inconclusive results.
What data will be included in the report? What data gets filtered out?	The strictest data qualification criteria is applied: Only data that meets all criteria is available for inclusion in the Lift report. As a result, many records may be filtered out. Criteria includes: A minimum sample size of 2 – 3 thousand unique visitors qualified into the experiment in combination with consistent add-to-cart/purchase behavior from the Treatment Cohort.	All URL data is included in the report. Each URL is sorted into one of four insight categories.
What is the minimum volume of visitor traffic required for data to be qualified?	Greater than 2 - 3 thousand unique visitors must be observed in most cases.	Only one visitor who viewed enhanced content and one visitor who did not view enhanced content is required.
How are visitors sorted into the A/B Test (Holdout Experiment)?	The 95% of visitors who are given the opportunity to view enhanced content fall into one group called the Treatment cohort. Enhanced content is withheld from the remaining 5%, making up the second group (the Holdout cohort).	Visitors who view enhanced content prior to adding the product to cart or purchasing are sorted into the Content Viewers group. All other visitors are sorted into the Non-Viewers group. The Non-Viewers group also consists of the 5% of visitors from whom enhanced content is withheld. This guarantees at least 5% of visitors are sorted into the Non-Viewers group.
What is the difference in the size of each group, A vs. B, in the Holdout Experiment?	The Holdout group is always substantially smaller than the Treatment group (5% versus 95%).	One group may be larger than the other, or they may include a similar number of visitors. The breakdown of Content Viewers vs. Non-Viewers is driven by how frequently enhanced content was viewed during a visit, which varies based on the retailer website and other product-specific considerations.
How KPIs are represented?	A single Conversion Rate Lift and Incremental Revenue KPI is calculated at the overall account level, each qualified website, and for all visits where interactions with enhanced content occurred.	Conversion Rate Lift is displayed as a range (lowest to highest), representing the best performing individual products and pages. Lift Product Insights does not include Incremental Revenue.
Earliest historic data available:	January 1, 2022	January 1, 2024

Why does Syndigo recommend telling the story of conversion rate lift at the individual product page URL level?

Product performance varies based on many factors. Two of these key factors are the differences between retailer websites and a product’s overall likelihood of success.

Each retailer website provides a unique shopper experience. Some may offer the opportunity to greet visitors with compelling visuals from the moment they navigate to a product details page, while others may position Brand-provided materials in less eye-catching real estate.
Each retailer is associated with its own shopper persona, which may or may not be similar to that of other retailers. The various segments of eCommerce visitors vary vastly in terms of their likelihood to add-to-cart or purchase online versus in-store and the opportunity for enhanced content to influence this behavior.
More information about this topic can be found in the article: Who is Influenced by Enhanced Content? Understanding Shopper Segmentation
Every product is associated with its own set of factors that influence its conversion rate: Effective marketing strategy, pricing, perceived value, urgency/stock status, and social proof, to name a few.
Traffic: The number of visitors navigating to product details pages is influenced only by the retailer website and product-specific factors. Enhanced content has no influence on count of Visits. However, Visits is critical to measure the efficacy of an enhanced content program – The more visits observed, the more likely the positive story of lift will emerge for URLs.

If an analysis is performed that does not take into account the unique offerings of each website and product-specific considerations, it becomes much more challenging to identify opportunities for refining digital marketing strategy. Performing an analysis from the context of each individual URL allows us to separate these external influencing factors from the data points influenced by the enhanced content itself.