JUNE 16, 2024
Home Electronics
$8,397
-12% vs. baseline
Revenue Anomaly
The 'Home Electronics' product category saw a -$8,397 deviation, indicating a -12% difference from the baseline of $68,475, resulting in a generated revenue of $60,078.
Root Cause Analysis
'Checkouts' had the most significant impact, influencing by -$14,778 the revenue anomaly, followed by 'Orders' (-$7,468). The positive contribution of 'Carts' (+$8,553) was not able to offset the overall negative performance.
The ‘Paid Search’ channel drove the anomaly (92% contribution), primarily from a single campaign ('PPC-HE Branded'). An elevated number of UX issues was also spotted, with Dead Link clicks and Quick Exits accounting for 9% and 12% of the total sessions, respectively. Competitors' news (e.g., Best Buy's recent announcements) could have affected the purchasing patterns, highlighting the need for better monitoring of the competitive landscape.
The ‘Paid Search’ channel drove the anomaly (92% contribution), primarily from a single campaign ('PPC-HE Branded'). An elevated number of UX issues was also spotted, with Dead Link clicks and Quick Exits accounting for 9% and 12% of the total sessions, respectively. Competitors' news (e.g., Best Buy's recent announcements) could have affected the purchasing patterns, highlighting the need for better monitoring of the competitive landscape.
AI SUGGESTIONS (BETA)
Conduct a UX audit across devices and review ad spending in relation with competition.
Immediate Actions
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Longer-Term Solutions
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HYPOTHESES TESTED
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