Bazaarvoice offers a detailed, interactive Conversion Impact report (CIR) that reveals key information about the impact of Bazaarvoice content on your online business. The CIR describes the differences in behavior between visitors who interacted with Bazaarvoice content and those who did not.

Why is it important?

At a glance, you can see and evaluate the business impact of Bazaarvoice content on your visitors and conversions. You can also use the information in the report to measure other aspects of your business.

The following example shows how this report might be helpful:

A company recently started using Bazaarvoice products. The digital marketing lead for the company wants to know how much return on investment the products provide. She consults the CIR and sees that the conversion rate of customers who interacted with Bazaarvoice content shows a 35% lift over the conversion rate of customers who did not. She infers that Bazaarvoice products helped drive higher conversion rates.

Report versions

Bazaarvoice offers two different versions of the CIR. The version you use depends on your reporting needs:

Definitions

Read the following definitions to help you understand metrics and visitor segments included in the CIR.

Metrics

Data Description
Average Order Value (AOV)

Revenue divided by Orders.
Conversion Rate Orders divided by Visitors (e-Commerce CIR) or Goals divided by Visitors (non-Commerce CIR).
Goals Total non-transactional goals completed by Visitors, as tracked by the BV Pixel conversion event.
Lift Percent difference between Engaged and Did Not Engage.
Orders Total orders placed by Visitors, as tracked by the BV Pixel transaction event.
Revenue

Total revenue from Orders. When the category and subcategory filter value is All, then this value is based on the total parameter, as captured by the BV Pixel transaction event. If filtering for a specific category or subcategory, then this value is calculated by multiplying the price and quantity of each purchased item, as captured by the BV Pixel transaction event.

Note: Revenue for non-USD currencies is converted to USD on a nightly basis, using each day’s closing foreign exchange conversion rate. If no currency value is provided in the BV Pixel transaction event, the currency defaults to USD and no currency conversion occurs.
Revenue per Visitor Revenue divided by Visitors.
Visitors

Unique visitors calculated across pages where a Bazaarvoice display is installed and tracked with the BV loader.

Note: If your Bazaarvoice implementation uses only third-party cookies, this value may appear lower than the value reported by a third-party web analytics tool (such as Google Analytics) that uses first-party cookies.

Segments

Data Description
Actively Engaged Visitors who actively interacted with Bazaarvoice content by sorting, filtering, paginating, selecting, hovering, or highlighting within the Bazaarvoice container.
Did Not Engage Visitors who loaded a page with Bazaarvoice content but did not engage.
Engaged Visitors who selected, sorted, filtered, paginated, hovered, or scrolled enough to view Bazaarvoice content on screen.
No Content Available Visitors who loaded a page with a Bazaarvoice container but no UGC. For example, a product page that has no reviews.
Passively Engaged Visitors who viewed Bazaarvoice content on screen but did not actively interact with any functionality. This is tracked by the InView event.

Get started

To view the e-Commerce CIR:

  1. Sign in to Bazaarvoice Workbench.
  2. Select Reports » Dashboards.
  3. Select e-Commerce Conversion under Conversion Impact in the Dashboards navigation menu.

To view the non-Commerce CIR:

  1. Sign in to Bazaarvoice Workbench.
  2. Select Reports » Dashboards.
  3. Select non-Commerce Conversion under Conversion Impact in the Dashboards navigation menu.

Filters

Use the filters at the top of the report to segment visitor data. For a complete list of filters, see Filter data.

e-Commerce Conversion Impact report

Note: If you have not implemented BV Pixel, the CIR does not display report data. However, the page includes information and a link to help you get started with BV Pixel setup.

The e-Commerce Impact tab shows how shopper purchasing behavior varies with the presence of and interaction with Bazaarvoice content. The Engagement Breakdown tab shows how purchasing behavior varies by shopper engagement level.

Attribution window

When a visitor completes a tracked order, the CIR attributes that order and its revenue to the segment of highest engagement for the shopper within three days of their initial visit to the product page. These three days are known as the attribution window.

For example, a customer might look at reviews for a product one day but not purchase the product until the following day. This purchase falls within the window of time when Bazaarvoice attributes the purchase to the reviews that were read by the customer.

Report availability

New e-Commerce reports for the previous month typically are available the sixth day of the current month. This report availability schedule depends on a three-day attribution window that begins the first day of the current month, followed by two or three additional days for report data to be calculated and published to the dashboard.

For example, for May’s monthly report the following dates apply:

  • June 1-3: Attribution window
  • June 4-5: Data processing
  • June 6: Report available
Notes:
  • Report processing begins June 4 at 12:00 AM Pacific Time, so the report typically would be available June 6 at 11:59 PM.
  • The report contains data from July 1, 2016 to present, assuming you passed the required BV Pixel event data during that time period.

Example monthly report

The following calendar illustrates the period of time captured in a monthly report.

 1  2  3  4  5  6  7
 8  9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31  1  2  3  4
 5  6

Key: Visitors and transactions |  Transactions only |  Data processing |  Report available

Visitor segmentation

The e-Commerce CIR assigns visitors, orders, and revenue to the segment of highest engagement for which the visitor met the criteria during the selected reporting window, for each product category and sub-category. As defined in the Definitions section, these segments are:

  • Actively Engaged
  • Passively Engaged
  • Did Not Engage
  • No Content Available

You can filter the reports by product category to better understand how products in each category compare with one another.

Example 1

A visitor named Skye browses multiple tracked pages in the same reporting window, but engages at a different level on each. The report will count her as only one visitor and assign her to the segment of highest engagement. If Skye passively engaged with Bazaarvoice content on March 15 and then actively engaged on March 19 (on a product in the same category), the monthly report for March would count her as one visitor in the Active segment.

Example 2

Date Action Analysis
Day 1: March 18, 12:08 PM Jane visits your website and browses the product page for "SUPER Speed Running Shoes." These shoes have Ratings & Reviews content. She scrolls down to read the content but does not actively select it (for example, she does not sort or filter the Ratings & Reviews). Jane decides to wait before making her purchase because she wants to do more research, so she does not place an order. Jane is considered a Passive visitor in the Shoes category because she did not actively interact with Bazaarvoice content.
Day 1: March 18, 2:23 PM Later that day, Jane decides to browse a different product: "Formula Fresh Laundry Detergent." This product also has Ratings & Reviews content. She notes the Rating Summary at the top of the page indicates the product has 721 reviews with a 4.5 average star rating. This information gives her the confidence to place an order without scrolling down to read or select Ratings & Reviews. Jane is considered a visitor in the Did Not Engage segment in the Laundry category because there was content on the page, but she did not engage with it passively or actively.
Day 1: March 18, 6:39 PM Later that evening, Jane decides to browse a third product, which is also in the Laundry category: "Amazing Scent Fabric Softener." This product does not yet have Ratings & Reviews content, but she decides to place an order for this product anyway, given the product requires a fairly low level of consideration. This action alone would put Jane in the No Content segment in the Laundry category.
Day 4: March 21, 9:32 PM Three days later, Jane comes back to research the "SUPER Speed Running Shoes" again. She scrolls down to the Ratings & Reviews content and, unlike her previous visit to the page, actively filters for only the 4-star reviews. She now decides she has enough information to make her purchase decision and places an order for the shoes. Jane is now considered an Active visitor in the Shoes category.

Example 3

Date Action Analysis
Day 7: March 24 7:28 AM Michael visits your website and browses the "XTREME Speed Running Shoes." These shoes have Ratings & Reviews content. He scrolls down to read the Ratings & Reviews but does not actively make a selection or place an order. Michael is considered a Passive visitor in the Shoes category.
Day 12: March 29, 10:43 PM Michael visits the "XTREME Speed Running Shoes" page again. This time, he sorts the reviews by Lowest Rated to Highest Rated and then places the order. Michael is now considered an Active visitor in the Shoes category.
Results and interpretation

Given the following:

  • Report accessed on: April 14
  • Date selected: March

If you filter for the Shoes category:

  • Two visitors and two orders are added to the Active segment.
  • Zero visitors and zero orders are added to Passive, Did Not Engage, and No Content.

This is because the CIR gives credit to the action (segment) of highest engagement during that timeframe. Even though Michael passively engaged on March 24, he actively engaged on March 29 before making his purchase.

non-Commerce Conversion Impact report

Note: If you have not implemented BV Pixel, the CIR does not display report data. However, the page includes information and a link to help you get started with BV Pixel setup.

Attribution window

The non-Commerce CIR uses a calendar-based, non-rolling monthly attribution window. When a visitor completes a tracked goal (a non-transactional conversion), the CIR attributes that goal completion to the segment of highest engagement for the shopper occurring in the same month as the goal completion.

Report availability

Reports are generated monthly. Reports for the previous month typically are available the third day of the current month.

For example, for May’s monthly report the following dates apply:

  • June 1-2: Data processing
  • June 3: Report available
Notes:
  • Report processing begins June 1 at 12:00 AM Pacific Time, so the report typically would be available June 3 at 11:59 PM.
  • The report contains data from July 1, 2018 to present, assuming you passed the required BV Pixel event data during that time period.

The following calendar illustrates the period of time captured in a monthly report.

 1  2  3  4  5  6  7
 8  9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31  1  2  3

Key: Visitors and transactions |  Transactions only |  Data processing |  Report available

Visitor segmentation

The non-Commerce CIR assigns visitors and goals to the segment of highest engagement for which the visitor met the criteria during the selected reporting window, for each product category and sub-category. As defined in the Definitions section, these segments are:

  • Actively Engaged
  • Passively Engaged
  • Did Not Engage
  • No Content Available

You can filter the reports by product category to better understand how products in each category compare with one another.