Bissell Filters Usage
ConversionWorks
28 March 2017
This document analysed the filters usage on Bissell’s products page (only carpet cleaners and carpet shampoo for now) from 1st Mar 2016 to 28th Feb 2017, and provided some recommendations accordingly.
Overall Products
Analysis and Recommendations:
Overall, sub-category and price filters are the most popular filters on the carpet cleaners page, indicating that types and price ranges are the most valuable areas carpet cleaner shoppers focus on when buying carpet cleaners. Whereas for carpet shampoo, visitors are quite indifferent with price in comparison. Instead, mess type, surface type, followed by sub-category, appear to be the top conditions consumers had in mind when shopping for carpet shampoo. Therefore, it is recommended to rearrange the filters’ display order by prioritising the top used filters on top, so that visitors don’t need to spend too much time scrolling down the page to select the filters they are looking for. Additionally, it is also recommended to remove the Cleaning Type filter from carpet cleaners page and Guarantee filter from carpet shampoo page, since they were only used once or twice during the past year.
Recommended filter display order (based on usage popularity):
Carpet cleaners:
- Sub-category
- Price
- Surface Type
- Mess Type
- Guarantee
- Features
- Cleaning Type (Recommended to remove)
Carpet shampoo:
- Mess Type
- Surface Type
- Sub-category
- Cleaning Type
- Price
- Features
- Guarantee (Recommended to remove)
Carpet Cleaners
Noted that the percentages here are using each user segment (“added to basket BUT didn’t check out”, “checked out”, and “didn’t convert”) as the base figure. Therefore, each percentage means out of all the users that checked out (for example), the percentage of usages of Price filter; rather than out of all the usages of Price filter, the percentage of users that checked out. Please keep that in mind when interpreting the graphs.
Analysis and Recommendations:
As illustrated in the bar chart, out of each user segment, subcategory usage took up almost half of the overall filter usage, and the usage percentage out of users who added products to basket but didn’t check out is slightly higher than the percentage out of the users who did check out, which indicates a potential opportunity to push more add-to-basket users who already have some extent of purchasing intentions to finally convert, possibly via targeted promotions or retargeting campaign. The same goes for Guarantee filters, where the guarantee-focused percentage out of add-to-basket users is more than twice as much as that of checked-out users. A more detailed analysis will be provided in the following corresponding sections.
As for the second most used filters - Price, despite its popularity for carpet cleaner shoppers, there is a much higher proportion of visitors who used Price filter but didn’t checked out nor add anything to the basket. This suggests that quite a few price-sensitive carpet cleaner shoppers may not be convinced by products’ price advantages (price not low enough), or by price advantages alone (price is low enough, but other products feature or services are not attractive enough). A more detailed analysis will be provided in the following sections regrading sub-categories for price filters.
Carpet Shampoo
Analysis and Recommendations:
Out of the top 3 filters (Mess Type, Surface Type, and SubCategory), filter usage percentages out of users who checked out are somewhat underachieving comparing to the usage percentage out of users who didn’t convert or only halfway converted (add to basket but didn’t check out). This identified us with potential areas for improvement. A more detailed analysis will be provided in the following corresponding sections. As for Price filter, not only its usage dropped drastically comparing to carpet cleaner shoppers, it also appears that even for users who did use price filter, there are higher proportion of non-converters that are price-sensitive than genuine customers who did convert. Therefore, it is recommended to shift the advertising focus from price to other features actual buyers do value, e.g. mess type.
One of the immediate actionable examples would be to replace the ad text shown on paid search for carpet shampoo from “Buy 3 or more & get 50% off!” to a more valuable selling point, e.g. related to top used sub-filters in mess type:
Sub-filters Usage
Carpet Cleaners
Please refer to the appended file “Carpet Cleaners.xlsx” to see a complete ranked sub-filters Usage table.
| SubCategory | Price | MessType | SurfaceType | Features | CleaningType | Guarantee | Sort | Usage |
|---|---|---|---|---|---|---|---|---|
| £0.00 - £100.00 | 1210 | |||||||
| £100.00 - £200.00 | 694 | |||||||
| Upright Carpet Cleaners | £100.00 - £200.00 | 568 | ||||||
| Upright Carpet Cleaners | £0.00 - £100.00 | 496 | ||||||
| Heavy Traffic Areas | 436 | |||||||
| Upright Carpet Cleaners | Heavy Traffic Areas | 359 | ||||||
| Stairs and Upholstery | 318 | |||||||
| Carpets and Rugs | 277 | |||||||
| Upright Carpet Cleaners | Carpets and Rugs | 248 | ||||||
| Compact Carpet Cleaners | £0.00 - £100.00 | 237 | ||||||
| Spots & Stains | 219 | |||||||
| £200.00 - £300.00 | 215 | |||||||
| Upright Carpet Cleaners | Carpets and Hard Floors | 196 | ||||||
| Carpets and Hard Floors | 195 | |||||||
| Upright Carpet Cleaners | Stairs and Upholstery | 187 | ||||||
| Upright Carpet Cleaners | £200.00 - £300.00 | 158 | ||||||
| Upright Carpet Cleaners | Every Day Dirt | 154 | ||||||
| Every Day Dirt | 146 | |||||||
| £500.00 - £600.00 | 144 | |||||||
| Upright Carpet Cleaners | Limited 5 Years | 129 |
Overlapping Filters Usage - Venn Diagram
Carpet Shampoo
Please refer to the appended file “Carpet Shampoo.xlsx” to see a complete ranked sub-filters Usage table.
| SubCategory | Price | MessType | SurfaceType | Features | CleaningType | Guarantee | Sort | Usage |
|---|---|---|---|---|---|---|---|---|
| Heavy Traffic Areas | 716 | |||||||
| Carpets and Rugs | 676 | |||||||
| Spots & Stains | 273 | |||||||
| Stairs and Upholstery | 236 | |||||||
| Every Day Dirt | 228 | |||||||
| £0.00 - £10.00 | 213 | |||||||
| Carpets and Rugs | Machine Cleaning | 150 | ||||||
| Hard Floor Cleaning | 130 | |||||||
| Scotchgard Carpet Shampoo | Heavy Traffic Areas | 122 | ||||||
| £10.00 - £20.00 | 116 | |||||||
| Heavy Traffic Areas | Carpets and Rugs | 111 | ||||||
| Carpets and Hard Floors | 96 | |||||||
| Permanent Stain Remover | Heavy Traffic Areas | 83 | ||||||
| Scotchgard Carpet Shampoo | Carpets and Rugs | 70 | ||||||
| Clean Up Spots Stains | Spots & Stains | 69 | ||||||
| Heavy Traffic Areas | Machine Cleaning | 62 | ||||||
| Heavy Traffic Areas | Carpets and Rugs | Machine Cleaning | 55 | |||||
| Febreze Carpet Shampoo | Heavy Traffic Areas | 54 | ||||||
| Scotchgard Carpet Shampoo | Every Day Dirt | 49 | ||||||
| Every Day Dirt | Carpets and Rugs | 46 |
Overlapping Filters Usage - Venn Diagram
Analysis and Recommendations
1. Sub-filters usage overlap.
As shown in the venn diagram, out of the top 3 used filters for carpet cleaners, more than 30% of the filter usage contains the use of multiple selection of filter types. Therefore, there is a highly chance that users may also have the need to select multiple sub-filters within one filter category. For instances, price range “£0 - £100” and “£100 - £200” are the top used sub-filters in the carpet cleaners page. So what if some of those users actually want to view all products under £200? Currently, they can’t. Because the current the web design only allows for users to select a single sub-filter within one filter category. Thus, it is suggested to enable multiple sub-filter selections within a filter category, as shown below:
Currently only allows for single selection within a filter category:
Multiple sub-filters selections allowed:
.
2. Keywords for Adwords based on popular filters.
According to the table above, “Carpet Cleaners Under £200”, “Upright Carpet Cleaners”, “Heavy Traffic Areas”, “Stairs and Upholstery”, and “Carpet and Rugs” are the most popular elements/products carpet cleaners shoppers want; “Heavy Traffic Areas”, “Carpets and Rugs”, “Spots & Stains”, “Stairs and Upholstery”, and “Every Day Dirt” are the top wanted features for carpet shampoo shoppers. Hence, it is recommended to update those popular filters into the keywords list for AdWords and possibly other paid campaigns. Additionally, AdWords bid pricing strategy can also take the usage number of each sub-filter into account. Please note that a complete ranked sub-filters Usage table can be found in the appended files “Carpet Cleaners.xlsx” and “Carpet Shampoo.xlsx”.
3. Image badge
Another way to utilise those keywords newly identified by filter usage is to highlight them as selling points shown on the products image, e.g. “Heavy Traffic Areas”, “Carpets and Rugs”, and “Stairs and Upholstery”.
Sub-filters Usage
Carpet Cleaners
Sub-Category
| SubCategory | Usage |
|---|---|
| Upright Carpet Cleaners | 3855 |
| Compact Carpet Cleaners | 905 |
| Proheat Carpet Cleaners | 234 |
| Heatwave Carpet Cleaners | 145 |
| Commercial Carpet Cleaners | 83 |
| Carpet Cleaner Accessorie | 1 |
Recommendations
As shown, not only Upright Carpet Cleaners appears to be the dominating type of carpet cleaners visitors want to purchase, its users also have a much higher likelihood to convert. Therefore, it is worth considering to use “Upright Carpet Cleaners” in one of the AdWords text.
Price
| Price | Usage |
|---|---|
| £0.00 - £100.00 | 2213 |
| £100.00 - £200.00 | 1727 |
| £200.00 - £300.00 | 512 |
| £300.00 - £400.00 | 302 |
| £500.00 - £600.00 | 249 |
| £400.00 - £500.00 | 1 |
Recommendations
As illustrated above, most carpet cleaner visitors who used price filters would choose to view products in the price range of £0-£100 and £100-£200. Nevertheless, it doesn’t mean £0-£100 is the most valuable subfilter. According to the second bar chart, out of users who didn’t convert, £0-£100 filter users took up the highest percentage. Moreover, within £0-£100 filter users, this figure is also overwhelmingly higher than that of users who converted or halfway converted. Thus, it looks like visitors who are viewing the lowest price carpet cleaners are not as committed to actually make a purchase as other price range shoppers. In comparison, £100-£200 subfilter not only have a high usage, but also a much more committed user base who would actually move towards converting. As for cleaner products above £200, though not as many visitors used those subfilters, there is a higher likelihood of adding-to-basket when visitors do use them. Hence, it is also worth considering retargeting the £100 and above subfilter users who added products to basket but didn’t convert, especially the £100-£200 subfilter users, in order to provide those users who already have the intent to purchase, the final little push to convert.
Mess Type
| MessType | Usage |
|---|---|
| Heavy Traffic Areas | 1522 |
| Every Day Dirt | 796 |
| Spots & Stains | 610 |
Recommendations
As indicated in the graph, conversion-wise, Heavy Traffic Areas and Spots & Stains are performing remarkably well. Therefore, it is recommended to use Heavy Traffic Areas and Spots & Stains in Adwords text, PPC keywords, and image badge, especially for Heavy Traffic Areas , since it is the most popular subfilter in Mess Type.
Surface Type
| SurfaceType | Usage |
|---|---|
| Carpets and Rugs | 1401 |
| Stairs and Upholstery | 1012 |
| Carpets and Hard Floors | 445 |
| Hard Floor Cleaning | 127 |
Recommendations
1. AdWords text, PPC keywords: Stairs and Upholstery, Carpets and Hard Floors.
2. Retargeting audience: Carpets and Rugs shoppers who added cleaner products to basket but didn’t convert.
Feature
| Features | Usage |
|---|---|
| Heated Cleaning | 158 |
| Rotating DirtLifter PowerBrushes | 134 |
| Includes a multi surface tool | 102 |
| Extension Hose | 75 |
| Permanent Stain Removal | 42 |
| Large Capacity Tank | 33 |
| Portable Spot Cleaner | 32 |
| Red Wine & Blood Stain Removal | 5 |
| Carpets and Rugs | 4 |
| Retractable Handle | 2 |
Recommendations
1. Retargeting audience: Extension Hose, Heated Cleaning, Large Capacity Tank, and Rotating DirtLifter PowerBrushes users who added cleaner products to basket but didn’t convert. 2. Add Includes a multi surface tool to PPC keywords, and allows for a higher bidding price, since it has an outstanding conversion rate.
Cleaning Type
| CleaningType | Usage |
|---|---|
| Machine Cleaning | 1 |
Almost no user is using cleaning type to filter carpet cleaner products. Therefore no graph is plotted in here.
Guarantee
| Guarantee | Usage |
|---|---|
| Limited 5 Years | 434 |
| Limited 6 Years | 167 |
| Limited 2 Years | 99 |
| Limited 1 Year | 60 |
Recommendations
1. PPC keywords: 1 Year Guarantee and 5 Years Guarantee, allows for higher bidding for 1 Year Guarantee. Because they appear to be an exceptionally effective attribute towards converting or at least micro converting. Most guarantee filter users who end up macro or micro converted chose Limited 1 Year or Limited 5 Years as the filtering criteria.
2. Remove the 6 Years Guarantee option.: 6 Years Guarantee subfilter has a much higher propotion of droppers than convertors, comparing to 5 Years Guarantee. Since there is only one product that fits this criteria (possibly none if user applied multiple filters), one of the possible reasons for its underachieving performance could be that a single product diplay would give visitors a negative impression that Bissell is not professional enough to offer sufficient products options(?not sure). Moreover, one additional year of garantee coverage is more costly for Bissell. Judging by the current situation, not only the marginal gain doesn’t seem to worth the cost, a 6 Years Guarantee option may also diverted part of long-guarantee searchers who might have converted if chosen 5 Years Guarantee.
3. Retargeting audience: 5 Years Guarantee filter users who added cleaner products to basket but didn’t convert.
Sort
| Sort | Usage |
|---|---|
| Price(lowest-highest) | 236 |
| Price(highest-lowest) | 102 |
| Name(a-z) | 4 |
Recommendations
1. Targetted promotions for high price seekers: Given the huge gap between converted users and halfway converted users, it might worth considering setting up a targetted promotion for users who sorted display by the highest price but only halfway converted.
2. Treat low price seekers as high value customers due to their high checking out rate, possibly via a discount-based loyalty programme.
Carpet Shampoo
Sub-Category
| SubCategory | Usage |
|---|---|
| Scotchgard Carpet Shampoo | 561 |
| Permanent Stain Remover | 314 |
| Clean Up Spots Stains | 313 |
| Febreze Carpet Shampoo | 190 |
| blood-stain-removal | 20 |
Recommendations
Retargetting audience: Permanent Stain Remover filter users.
Price
| Price | Usage |
|---|---|
| £0.00 - £10.00 | 322 |
| £10.00 - £20.00 | 246 |
| £20.00 - £30.00 | 47 |
| £40.00 - £50.00 | 34 |
| £70.00 - £80.00 | 21 |
| £80.00 - £90.00 | 10 |
| £30.00 - £40.00 | 9 |
| £0.00 - £100.00 | 2 |
Recommendations
As illustrated in the graphs above, visitors who are seeking shampoo priced £20 and below seem to have a higher willingness to make a purchase. But at the same time they appear to have a slightly even higher proportion of users who added products to basktet but didn’t check out. Therefore it is recommended to retarget those low price seeking users by sending them coupons, so that they have an extra incentive to convert.
Mess Type
| MessType | Usage |
|---|---|
| Heavy Traffic Areas | 1684 |
| Spots & Stains | 670 |
| Every Day Dirt | 594 |
Recommendations
1. PPC keywords: Heavy Traffic Areas and Spots & Stains.
2. AdWord text: Heavy Traffic Areas.
Comparing to carpet cleaner shoppers, Heavy Traffic Areas and Spots & Stains do not have that much of an advantage in the carpet shampoo page conversion-wise, but their percentage of users who converted or halfway converted are still slighty higher than those who didn’t convert. The suggestion of using Heavy Traffic Areas and Spots & Stains as PPC keywords or Adword text is mostly based on their popularity comparing to all other sub-filters in other filter categories.
Surface Type
| SurfaceType | Usage |
|---|---|
| Carpets and Rugs | 1711 |
| Stairs and Upholstery | 484 |
| Hard Floor Cleaning | 149 |
| Carpets and Hard Floors | 119 |
| Hard Floor Steam Cleaning | 46 |
Recommendations
1. PPC keywords and AdWord text: Carpets and Rugs. 2. Retargetting audience: Stairs and Upholstery filter users who added products to basktet but didn’t check out.
Feature
| Features | Usage |
|---|---|
| Permanent Stain Removal | 153 |
| Pet Odour Removal | 128 |
| Scotchgard Protection | 88 |
| Red Wine & Blood Stain Removal | 56 |
| Febreze® Freshness | 29 |
| Carpet Pretreat | 21 |
| Hard Floor Cleaning | 11 |
Recommendations
PPC keywords: Permanent Stain Removal, Pet Odour Removal and Scotchgard Protection .
Cleaning Type
| CleaningType | Usage |
|---|---|
| Machine Cleaning | 679 |
| Manual Cleaning | 57 |
Recommendations
PPC keywords: Machine Cleaning - highly popular, users more likely to check out.
Guarantee
| Guarantee | Usage |
|---|---|
| Limited 2 Years | 2 |
Carpet Shampoo have too few data for Guarantee filter usage. Therefore no graph is plotted in here.
Sort
| Sort | Usage |
|---|---|
| Price(lowest-highest) | 42 |
| Price(highest-lowest) | 6 |
| Back to Relevance | 4 |
| Name(a-z) | 4 |
Recommendations
Retargetting users who sorted display by price if extra budget/human resources are available. Though these user segment have a promising tendancy towards conversion, there are only 50 usages in total for the whole year.
Summary of Recommendations
1. PPC keywords
Filters with either more than 500 usage during the past year or have a high likelihood to purchase or at least add to basket are recommended to add to PPC keywords.
Suggested added keywords are (keywords with a high likelihood to purchase are marked in bold):
- Upright Carpet Cleaners - 3855 clicks
- Compact Carpet Cleaners - 905 clicks
- (cheap) Carpet Cleaners under (£)100 (pound) - 2213 clicks
- (cheap) Carpet Cleaners under (£)200 (pound) - 2213+1727 clicks
- Heavy Traffic Areas | Carpet Cleaners - 1522 clicks
- Every Day Dirt | Carpet Cleaners - 796 clicks
- Spots & Stains | Carpet Cleaners - 610 clicks
- Carpets and Rugs | Carpet Cleaners - 1401 clicks
- Stairs and Upholstery | Carpet Cleaners - 1012 clicks
- Carpets and Hard Floors | Carpet Cleaners - 445 clicks
- Includes a multi surface tool | Carpet Cleaners - 102 clicks
- Guarantee 1 Year | Carpet Cleaners - 60 clicks
- Guarantee 5 Years | Carpet Cleaners - 434 clicks
- Scotchgard Carpet Shampoo - 561 clicks
- (cheap) Carpet Shampoo under (£)10/20 (pound) - 322+246 clicks
- Heavy Traffic Areas | Carpet Shampoo - 1684 clicks
- Every Day Dirt | Carpet Shampoo - 670 clicks
- Spots & Stains | Carpet Shampoo - 594 clicks
- Carpets and Rugs | Carpet Shampoo - 1711 clicks
- Permanent Stain Removal | Carpet Shampoo - 153 clicks
- Pet Odour Removal | Carpet Shampoo - 128 clicks
- Scotchgard Protection | Carpet Shampoo - 88 clicks
- Machine Cleaning | Carpet Shampoo - 679 clicks
It may also worth considering the top used filters combinations:
- Upright Carpet Cleaners + Heavy Traffic Areas
- Upright Carpet Cleaners + Upright Carpet Cleaners
- Upright Carpet Cleaners + Carpets and Hard Floors
- Upright Carpet Cleaners + Stairs and Upholstery
- Upright Carpet Cleaners + Every Day Dirt
- Shampoo + Carpets and Rugs + Machine Cleaning
- Upright Carpet Cleaners + 5 Years Guarantee
- Scotchgard Carpet Shampoo + Heavy Traffic Areas
- Shampoo + Heavy Traffic Areas + Carpets and Rugs
2. AdWord text
Highly popular product features reflected by filter usage are recommended to be considered as AdWord text shown in paid search.
Promising candidates to be included in AdWord text are:
- Carpet Cleaners:
- Upright Carpet Cleaners
- cheap/under £200
- Heavy Traffic Areas
- Carpets and Rugs
- Stairs and Upholstery
- Carpet Shampoo:
- Heavy Traffic Areas
- Carpets and Rugs
3. Highlight selling point via Image badge
Super popular and effective product features reflected by filter usage are recommended to be highlighted as selling points shown in the relevant product images.
Those selling points are:
- Carpet Cleaners:
- Heavy Traffic Areas
- target Carpets and Rugs
- target Stairs and Upholstery
- Carpet Shampoo:
- Heavy Traffic Areas
- target Carpets and Rugs
4. Enable multiple subfilters selection
Judging by the filter overlapping usage across different categories, there is a high chance that there are also quite a few visitors who would want to select multiple subfilters within one filter category. For a better user experience, it is recommended to enable multiple sub-filter selections within a filter category, as shown below:
5. Deduplicate filtering options
Duplicated filters from different filtering categories:
Duplicated sub-filters within the same filtering category:
As shown, some of the subfilters appear to be duplicated. To avoid confusion, it might be better to ensure the naming of all the filtering options are clear, and remove the duplicated filters. Alternatively, enabling multiple subfilter selections within the same filtering category (recommendation 4) may alleviate part of the problem.
6. Rearrange filter display order based on usage popularity
Filters display order is recommended to be prioritized based on usage popularity, so that visitors don’t need to spend too much time scrolling down the page to select the filters they are looking for.
Recommended filter display order (based on usage popularity):
Carpet cleaners:
- Sub-category
- Price
- Surface Type
- Mess Type
- Guarantee
- Features
- Cleaning Type (Recommended to remove)
Carpet shampoo:
- Mess Type
- Surface Type
- Sub-category
- Cleaning Type
- Price
- Features
- Guarantee (Recommended to remove)
7. Remove filters with almost no usage
Some filters were only used once or twice during the past year. Therefore, it might be better to remove those filters that were uncompatible with customer needs, for a cleaner and clearer user experience.
Filters suggested to remove:
- Cleaning Type from carpet cleaners
- Guarantee from carpet shampoo
8. Targetted promotion
By visualising the filter usage segmented by users who halfway converted, fully converted, and didn’t convert, we can identify new lead products for promotions, as well as an extra source of retargeting audience.
8.1 Targetted promotion - Products:
1. Lead products for bundled/multi-buy promotions Popular and highly converted products reflected by filter usage can be used as lead products for bundled/multi-buy promotions.
2. Simple price reduction or free gifts based promotions: Products with a large gap in filter usage percentages between users who added products to basket but didn’t check out and users who did checked out are considered to have a large user base who already showed some extent of intent to purchase. Setting up promotions targeting those products may help providing visitors with the final little push to convert.
8.2 Targetted promotion - Audience:
(Question about retargeting audience: If it’s not too much effort/budget to send emails to ALL users who added products to basket but didn’t check out, there is no need to retarget only part of those users who used certain filters. What do you think?)
This new base of retargeting audience are selected based on the gaps in filter usage percentages between users who added products to basket but didn’t check out and users who did checked out. For instances, if out of add-to-basket users, a specific subfilter’s usage percentage is much higher than that out of checked-out users, we’ve found our potential audience who are on the edge of conversion. (Do you think this is the right logic?)
9. Identify areas of improvement
Especially for under-performing popular filters:
- Are we giving users enough filtering choices?
- Are the filter wordings accurate and clear enough?
- Are the existing filters compatiable with customer needs? (low usage filters)
- Ensure at least all the important filters are set up correctly
10. Consistancy across US and UK site
Bissell US site:
As shown, filtering options offered in the US site differ greatly from the UK site. However, for the ease of analysis and management, as well as a better user experience, it might be better to choose the better performing filters set and apply consistantly across both sites. If the current US site navigation and filters are proven to be better, a similar analysis can also be done on the US site, to identify further areas for improvements.