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The Enhanced Content Reporting suite is the most powerful tool available for building a successful content optimization strategy. This article covers Syndigo’s recommendations for utilizing the available analytics to effectively analyze the historical results of an enhanced content program. The insights that can be derived from a methodical approach to analysis are vital to identify opportunities for improvement, design and execute on an optimization plan, and measure the success of the strategy implemented.

Prior to following the steps outlined below, please review the following articles:

Checks to Perform Prior to Measuring Enhanced Content

Before generating any enhanced content insights, the first step should always involve validating that the Syndigo account is set up to successfully capture data.

Navigate to the Enhanced Coverage report and generate it without applying any filters. This report is a snapshot of the products, sites, and URLs where enhanced content was available yesterday. The information presented allows the viewer to quickly confirm that undesirable changes to the account or retailer websites were not observed.
Check the summary tiles across the top of the report to ensure the count of product pages (URLs), Products, Websites, and Brand names align with what is expected based on how the account is configured. A significantly lower number observed in any of these fields indicates that enhanced content was not available to the URLs the day prior, which may be caused by several factors.
Check the Last Visit date in the table of product pages. Sorting by newest to oldest, there will ideally be many records with a Last Visit date of the calendar day prior. If there are very few recent Last Visit dates reflected, this may indicate very few shoppers are navigating to the URLs. If no date is reflected in the Last Visit column for any record, this highlights a need to launch each URL to validate the path is valid and active on the retailer website and that enhanced content is loading as expected. If there is no enhanced content available for a URL, it can be expected that there will be no data to measure in any of the enhanced content reports.

Contact Syndigo support if assistance is required in troubleshooting the account configuration.

If Syndigo enhanced content is loading on all URLs as expected, the next step is to gauge whether the volume of data being collected is optimal for measurement.

More data means there is a greater likelihood that attribution can be derived, and predictions will be accurate (primarily with regards to the Enhanced Conversion - Lift Report). The following characteristics are associated with accounts that successfully collect an optimal volume of data:

Enhanced content availability across at least 50 distinct products, 100 URLs, and at least 1 high-traffic retailer website from which Syndigo collects complete traffic and conversion data. Speak to a Syndigo representative to obtain the latest information about retailer-specific restrictions.

In addition to the above coverage, at least 2,000 to 3,000 unique visitors should be observed per URL, per timeframe that will be measured.

The above guidelines are not required in all cases to collect an actionable set of data from which valuable insights can be derived – these are the traits of the Syndigo enhanced content subscribers who collect, on average, an ideal volume of data over any 30-day period. Follow the steps below to check if your account is also configured for optimal data collection:

Navigate to the Enhanced Coverage report and generate it without applying any filters.
Check the count of Product Pages where enhanced content was available is greater than or equal to 100.
Check the count of Products is greater than or equal to 50.
Navigate to the Widget Insights report and apply a date range to the filter that represents the ideal timeframe according to your analysis. For most subscribers, this is the “Last 30 Days” option.
Analyze the total count of Unique Visits displayed in the summary tile at the top of the report. This should be close to or greater than 2,000 per each URL.
Scroll down to the Product Table, where the Unique Visitors metric is broken down across each URL. Export the data from this table to analyze in another tool, if necessary. Count the number of records for which there are at least 2,000 Unique Visitors. At least 100 is ideal.
Navigate to the Enhanced Conversion – Products report and apply a filter of the same timeframe as the Widget Insights report.
In the Retailer Summary table, confirm that at least one website is represented that offers all desired metrics – visits, conversions, units, value, and conversion rate.

The above steps can be taken to perform a cursory check about how your enhanced content program stacks up against the subscribers who are set up for success in data collection today, and the recommendations can serve as a goal to work towards as more products, retailers, and enhanced content is added to the account. However, even if falling below the recommended coverage and availability guidelines, it is worthwhile to become familiar with how the Enhanced Content Reporting Suite is best utilized to measure the performance of your program.

Guide to Measuring Performance Using the Enhanced Content Reporting Suite

This step-by-step guide offers one recommended approach to measuring performance through the traffic and conversion data associated with the products and pages for which enhanced content has been published. This represents just one of many methods that can be employed to perform the measurement or check step in a continuous improvement cycle and requires that an optimal volume of both traffic and conversion data has already been collected.

This method of analysis consists of a series of key questions that should be asked and answered in the approximate order listed below. The questions are as follows:

Is the enhanced content having a positive influence on the likelihood that shoppers will add-to-cart or purchase? How can the value of enhanced content be measured?
When shoppers interact (click) on enhanced content, does it result in more conversions?
Which specific types of content can potentially help increase shopper conversions?
How can success be defined based on industry benchmarks instead of an organization’s own product performance?
How can I test out different approaches to content design and creative assets to ensure I’m making the right choice?

After identifying the exact timeframe, sites, and products that will be included in the analysis, proceed to Question Set 1.

Question Set 1: Is the enhanced content having a positive influence on the likelihood that shoppers will add-to-cart or purchase? (In other words, is there a story of conversion rate lift to tell? Is the enhanced content program successful overall?)

Reports utilized: Enhanced Conversion - Lift, Enhanced Conversion - Products

Navigate to the Enhanced Conversion – Lift report.
Generate the report with the filters applied targeting the timeframe, sites, products, and any other optional filters for analysis. While remaining on the Lift view, which is shown by default, briefly check that the top summary cards, Retailer Summary, and Product Summary sections have populated data. If any or all visualizations are missing data, follow the recommendations in the article Troubleshooting the Enhanced Conversion Lift Report prior to proceeding to the next step. Review the first summary card, Conversion Rate Lift KPI.
The Conversion Rate Lift KPI, when successfully calculated and displayed in the summary card, confirms that shoppers are more likely to add-to-cart or purchase when enhanced content loads on the page. If Lift is 7%, the story of lift is as follows: Shoppers for whom enhanced content loaded on the page were 7% more likely to add-to-cart or purchase than the shoppers from whom enhanced content was withheld in the Holdout Experiment.

Alternative answer: If no KPI is displayed in the summary card and volumes of traffic are optimal, this may indicate that there is no story of conversion rate lift to tell for the given timeframe and URLs. While this is not the desired outcome, this is a valid insight that should drive action to optimize enhanced content. If no lift is calculated in the summary tile but data is presented in the Retailer Summary and/or Product Summary sections, proceed to the next question. If no data appears in any section of the Lift view, skip to the next set of questions to continue the investigation.

How can the value of enhanced content be measured?

Review the second summary card in the Lift view – Incremental Revenue.
Incremental Revenue can represent the ROI of the enhanced content program. The Incremental Revenue KPI is an estimation of the value of product sales that can be attributed to the presence of enhanced content on product pages.
To find out what percentage of total sales is represented by Incremental Revenue, generate the Enhanced Conversion – Products report. This report provides all conversion information available, including that which is not attributable to enhanced content, to help understand product performance overall.
Compare the Value from the Products report to the Incremental Revenue in the Lift report. The difference can shed light on whether there is ample opportunity to make enhanced content more influential.
- If Incremental Revenue makes up a larger portion of the total Value of all conversions, the more likely it is that the enhanced content program is yielding optimal results.
- If Incremental Revenue is significantly lower than Value, this means more investigation is required. The most likely scenario is that most visitors to pages where enhanced content is published are Return Shoppers or Brand Loyalists. Another commonly observed case is that the most popular products, often accompanied by viral marketing and promotions, have fewer enhanced content-attributable sales – as shoppers are visiting the product pages with the intent to purchase.
- Lastly, it may indicate that enhanced content is not motivating the visitors to purchase the products. Continue with the recommended analysis steps to identify if the enhanced content is designed effectively to drive increased conversions.
The same series of questions can be asked for each site and product that is displayed in the Retailer and Product Summary sections of the Lift report. Both Conversion Rate Lift and Incremental Revenue can be utilized in future projections to estimate the potential impact and ROI over time, as well.

Note: Averaging the lift values or adding the individual site/product incremental revenue values is not expected to be identical to the values in the summary cards. The formulas, available for reference by clicking the Metric Definitions button in the report, are applied to a different set of data for each distinct level of aggregation: overall account, site level, and product level.

Question Set 2: When shoppers interact (click) on enhanced content, does it result in more conversions? Are engaging forms of media worth investing time and resources to build?

Reports utilized: Enhanced Conversion - Lift

Navigate to the Content view of the Enhanced Conversion – Lift report.
The Conversion Rate Lift KPI displayed in the summary tile tells the story of how much more frequently shoppers who engaged with content added to cart or purchased products over the shoppers who did not engage with enhanced content present on the pages.
- A high Conversion Rate lift in this context means the visuals and information contained in the interactable widgets are successfully driving greater conversion numbers.
- A low lift indicates the interactable widgets do not contain information that shoppers are seeking to learn, or that included visuals or text serve to disqualify the product based on the shopper’s goals and preferences.
Next, review the Time on Page Lift KPI. This is a measurement of how much longer the interacting shoppers remain active in their sessions as compared to the non-interacting shoppers.
- A high Time on Page Lift means the interactable content is keeping the shoppers engaged for longer and can help gauge if many visitors who fall into the Comparison Shoppers cohort (who are among the most influenced by enhanced content).
- Low Time on Page Lift can indicate shoppers expose information very quickly in their exploration of the enhanced content that disqualifies the product based on their needs and preferences, or that they have not yet entered the stage in their journey to seriously consider purchasing in the near future.

Question Set 3: Which specific types of content can potentially help increase shopper conversions

Reports utilized: Enhanced Conversion - Lift, Widget Insights, Video Engagement (as applicable)

Navigate to the Content view of the Enhanced Conversion – Lift report.
Review the Views by Widget heatmap visualization. Identify the widget types and experiences associated with the highest numbers, greater than 1.0, and darker shades of green. Make note of the content types that are most frequently viewed when shoppers add-to-cart or purchase.
The table below the heatmap breaks down interactions and conversions further by product and widget type. Export the data and compare the product-widget type combinations associated with the higher numbers of interactions and cart rate versus the lowest performing records. Try to identify commonalities that exist across the categories of products and content types. With enough data, insights will emerge that can make it possible to attribute success with certain characteristics.
Validate the insights observed from the Lift report by analyzing the Widget Insights and Video Engagement reports for the same products, URLs, and timeframe.
In the Widget Insights report, dissect the viewability and interaction rates using all the following perspectives available: Brand, product category, experience type, content type, retailer, and devices. Confirm that the hypotheses derived from the Lift report about the efficacy of certain content types can be supported by these detailed breakdowns of the underlying data. Identify potential outliers and choose whether to exclude them in further considerations or investigate further.
For video widgets specifically, generate the Video Engagement report.
Note the play rates and completion rates of videos across all the various perspectives. The success of videos, which are associated with high cost to produce, can be derived by combining these key metrics with conversion information found in the Enhanced Conversion – Lift and Enhanced Conversion – Products reports.

For some organizations, the insights obtained from the above method may serve as sufficient evidence to develop an action plan and apply the most effective content types to as many product pages as possible, customized for each site, brand, or product category. With this one approach, success is measured against the history of the organization’s own products.

However, Enhanced Benchmarks report subscribers are empowered to supplement their definitions of success by comparing how their own product performance stacks up against competitive products in the same categories. Continue to the next question to learn more about how competitive benchmarks can be utilized to further shape the objectives of an enhanced content program.

Question Set 4: How can success be defined based on industry benchmarks instead of an organization’s own product performance?

Reports utilized: Enhanced Benchmarks

Generate the Enhanced Benchmarks report with the desired filters applied. If this report is not available to select in the Enhanced Content Reporting Suite, please contact Syndigo support to learn how to subscribe to premium offerings.
Make note of the Level 1 – Level 4 Categories, if applicable, available among the filter options. If all preferred classifications are not present, products can be classified manually. It is recommended to start with the widest filters possible and methodically filter down to smaller data sets.
The summary cards at the top of the report represent the performance of “My Products”. Select each KPI, one at a time, to populate the relevant visualizations below.
Use the histogram with the bell curve to quickly compare where the owned product KPIs fall amongst the full range of KPI values associated with the competitive products in the same categories – broken up by low, median, and high competitive benchmarks.
The Benchmarks Trends line graph visualizes how both sets of KPIs trended over time. Peaks and valleys highlight dates where the KPI was impacted by events such as seasonality and promotions.
Lastly, the Benchmark by Site table splits both the owned and competitive KPIs by site, which can help highlight the sites for which there is the greatest opportunity to make improvements to enhanced content.
Start with Viewability Rate. This refers to the frequency by which enhanced content is viewed in the browser during shopper visits. A low Viewability Rate as compared to the competitive benchmarks indicates that more above-the-fold (Hero) content should be deployed. An audit should be performed to determine that all opportunities to include above-the-fold content are utilized.
The next step is clicking on the Interaction Rate summary card, which represents the frequency by which visitors click on enhanced content present on the page. A low interaction rate as compared to competitive benchmarks indicates enhanced content is not designed to compel visitors to click. An audit using the Enhanced Conversion – Lift and the Widget Insights reports should reveal whether the more engaging widget types are available across as many products as possible. Interaction Rate may also increase by placing the engaging widget types higher up in the available real estate of a product page.
The third KPI is Average Time on Page, in seconds, that visitors spend active in their sessions on URLs where enhanced content is present. Briefer average time on page values point to a lack of important information or attention-visuals in the enhanced content. When this metric is lower than the Median and High competitive benchmarks, this is a strong indication that the quality of the content must be improved – ideally tailored to the target customer base for each product.
The last summary card contains Conversion Rate. The conversion rate of competitive products is of utmost importance to understand to measure performance in the context of the broader market. The Trends graph may help pinpoint when competitor company promotions were effective in overtaking owned products in sales. The site level breakdowns can help establish baseline expectations and distinguish between distinct sites based on the amount of eCommerce activity observed. A low conversion rate may look like low performance on the surface - but when competitive products in the same categories have a lower conversion rate on the specific site, owned products may be considered successful instead.

The insights available in the Enhanced Benchmarks report are vital to understanding how success of an enhanced content program can be measured against competitors. Now that analysis has revealed opportunities for improvement, what is the best way to measure or predict the impact of optimized content to the KPIs? Enhanced content A/B testing is the key to execute a data-driven, scientific approach to content optimization.

Question Set 5: How can I test out different approaches to content design and creative assets to ensure I’m making the right choice?

Reports utilized: A/B Testing results, exportable from each test details page

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Measuring Enhanced Content Performance

Checks to Perform Prior to Measuring Enhanced Content

Guide to Measuring Performance Using the Enhanced Content Reporting Suite