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23 Apr 2015

Analyze your Online Catalogs To Evolve Your Business

When using flipbooks in your arsenal of marketing tools, it is important that you quickly and easily can measure both your great successes and where you can improve your message to your audience. To do this, you have access to a number of statistics of your catalog readers, where you can track user behavior via iPaper Statistics and Google Analytics and access a number of flipbook statistics.

In this blog post on statistics in general, you will get an overview of the intelligence you can obtain from the iPaper Statistics, as well as the statistics you can consult via Google Analytics.

Know where your readers interact with your flipbook

One of the best ways to show the user behavior, when your customers are reading your flipbooks, is to take a look at the heatmap. The heatmap displays what elements on the pages and spreads your users have focused on and what areas did they click on. Red indicates there have been a lot of clicks on the area while blue/green shows the opposite. This way you can easily see if you caught your readers’ attention and made them curious. 

By investigating the heatmap, you can see how your layout affects the user journey which can be equally useful to understand what content your readers like or how the shop route is working for your buyers. With it, you will be able to see where users click compared to where you place your links. In the images below you can see an example of the heatmap from one of our catalogs:       

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The heatmap above shows that the users click on the product links on the right side of the spread and especially on the Call-To-Action on the left bottom side of the page. You also see at scatter of clicks on the top left, where there is no interactivity built into the flipbook. This information could be used to enhance the user experience in an updated version of the catalog. 

General statistics on your iPaper flipbooks 

The different statistics information is placed into some tabs. In the Key Statistics, you get the most fundamental statistics:

  • The number of visitors in a given period.
  • The time readers spend on your iPaper.
  • The average number of pages viewed by a user.
  • The time at which your online catalogs are visited. This last one also indicates when your audience is available.  

You can quickly see how much time a user spends on your catalog on average. If you have a catalog with 500 pages and users spend only 2 minutes on it, maybe you should consider breaking it into several shorter items. In that case, a online digital binder could also be an option for improving this number. If you have an online catalog of ten pages and users spend two minutes on it on average, we think this is well done.

You can also see how many pages of the digital catalog your readers in average have viewed. This gives you a quick overview of how early in your catalog you should place your most valuable products. If there is a product you would like to sell more than anything else, use this data to decide where to put the product inside your catalog.

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Under the Audience tab, you get accurate information on how your audience is interacting with your content. You have access to information like:

  • Visitor sources
  • Social media shares
  • Demographics. If your catalog is international, you can see in which countries your users live. The geographic data can give you a good idea of where to market yourself and where you can sell the most.
  • Which sites makes referrals to your catalog

Are your readers mobile?

You want to give your users a good experience when they browse your catalogs. To be able to do this, you also need to know if you users read your iPaper from the desktop, mobile or tablet.

If you see that many of your users read on mobile, if could be an incentive to ensure your design is optimized for mobile. Below you can see the statistics for a catalog that reveals that only 5% of the readers come either from mobile or tablet. However, even with such a number, who would want to say no to 5% of the user base? So, make sure you can be read on all platforms.

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Detailed Module statistics to understand specific Online reader behavior

Most functionality in iPaper has in-depth statistics that you can use to track how your readers behave.

Shop statistic is the most comprehensive of these for understanding eCommerce user journeys. Below you can see a small part of the data you can get from the shop, including how many products readers have added to the cart and how many products have been exported from your web shop in a given period. If your cart is a shopping list, the statistics can also show you how many users have emailed or printed it.

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You can also see statistics on which products have been added to the cart the most. This way you can easily see directly from your flipbook, which products generate most sales for you via your online catalogs.

On top of all this, you can export all these statistics to Excel with a single click.

Extend your analyzing skills by integrating Google Analytics with your online publications

Besides, all these statistics that directly in iPaper, you can also integrate Google Analytics in your license. You just insert your Google Analytics Tracking ID in iPaper and Google Analytics will start to offer you an even more detailed view of the usage of your digital publications. We will in a later blog post dwell into the possibilities with Google Analytics, but here are a few examples.

Where are your online readers living in the world?

It might be interesting to see where your readers live in the world:

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Are your readers returning to your publications?

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An interesting data set to see in Google Analytics is if users are returning to your content. This gives you a reliable picture of how efficient your catalogs are. You can add to this by setting up goals in Google Analytics and combine them so you can see who converts the best:

  • Those, who are returning readers?
  • Those, who visit your catalog for the first time?

This way you can implement a strategy to sell even more. If your readers buy at the first visit, make the iPaper even more of an enjoyable experience with animations, good design and even advertising other places on the web. This improves your chance of selling your products.

What attracted your readers to your publication?

If you want to know where your users come from, you can get this answer in must detail from Google Analytics. The infographic below shows that 31,9% of the readers came directly to this iPaper. The blue color indicates the readers who came from a referral site, and they most likely clicked on a link to your catalogs somewhere else, such as a web page or a social media link.

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You can get even more data and see which pages have sent most visitors to your catalog. If your catalog gets visitors from search engines like Google or Bing, you will also get that information here. Moreover, if you use AdWords to attract visitors and readers, you can also connect your AdWords account to Analytics and track the keywords that give you the best results.

But don't trust the Bounce Rate…

Bounce Rate is a statistic that gives value to many companies. Bound rate indicates how successful you are to get your visitors making the second step, where step 1 is them visiting a page on your website or your flipbook catalog.

Unfortunately, Bounce Rate cannot be used in combination with an iPaper. The statistic is shown in Google Analytics, but it will most likely be wrong due to the way it works. The set of statistical data in Analytics is huge and besides the Bounce Rate; you will be able to use anything you want. You can make combinations of statistics and get the exact data you need.

Remember to give Google Analytics time to gather enough data before using it. This is especially important for catalogs with a low number of visitors.

Go even further: Integrate iPaper flipbooks with Google Tag Manager

A Google Tag is a small piece of code you put on your website, that let you measure traffic, visitor behavior, the impact of online advertising and social channels, use of retargeting and audience targeting, tests and quite a lot more. You can read a lot more about Google Tag Manager here.

iPaper supports Google Tag Manager, and you just have to key in your Tag ID as you did with your Google Analytics ID. Google Tag Manager gives you, even more, options to gather the precise statistics you need and can, therefore, be seen as an extra addition to the tools you have available from the iPaper Statistics and Google Analytics.

This is an updated version of a blog post from April 2015 to reflect changes in both iPaper and Google Analytics.

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About the author

Lars Ørhøj

Lars Ørhøj

Lars was iPaper's Chief Marketing Officer until September 2016 and is now teaching others about the benefits of Inbound marketing at an agency. He worked with B2B marketing in the publishing world for many years besides being an avid a cappella singer in the world acclaimed choir Vocal Line.

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