Measure your Collections performance

This video shows you how to evaluate your Collections performance. Below the demo, you'll find a guide on the topics discussed and timestamps - this will allow you to skip to the part that interests you most.

Overview and filters 00:20

Scorecard and KPIs 01:23

Performance over time 02:44

Teaser trends 04:33

Landing page trends 07:47

1. Access your Brand Homes CMS account.

2. Open the dashboard in multiple different ways: Either directly from the top navigation bar or, open the Collections or Brand Home tab and click Insights dashboard in the upper-right side of the screen.

3. The dashboard offers several filters to help you analyse your Collection's performance.

   • Collection name: this allows you to view Collections you've created in the CMS.

   • Country: this displays the countries your collections are live in.

   • Platform: you can choose between app or web.

   • Fashion preference: this lets you select the target audience for your Collections.

4. Set a time frame, which is very flexible. You can select a specific date range directly from the calendar or use one of the pre-set options. It's recommended to choose a longer time frame to see performance trends and compare them year-on-year. This helps you identify areas for improvement.

The Scorecard provides a quick overview of your Collection’s performance based on key performance indicators (KPIs).

Click on the KPI glossary button at the top right of the dashboard to be redirected to our Brand Homes glossary containing all KPIs and descriptions.

Compares the selected period to the same length of time immediately preceding it. For example, if you choose 356 days, it will compare your performance to the previous 356 days.

Compares your brand's performance to the average performance of all brands that have collections and brand homes in the same countries as your brand. This is a general benchmark and not specific to your peer group.

The next section provides a deep dive into each of your Collections. You can see details like the Collection name, the date it went live, and the performance for each of the KPIs listed in the Scorecard. This is useful for comparing the performance of individual Collections.

To easily compare, you can sort the data by a specific KPI.

For example, clicking on the average daily teaser views column will sort the collections from highest to lowest in terms of daily views. This helps you quickly see which collections are performing best.

Under the Teaser trends heading, the performance over time graph shows how your Views, Clicks, and View-based CTR have evolved over the selected time frame. You can see peaks and valleys in your performance and identify any long-term trends. For example, you can see if the average number of views is increasing over time.

The Markets performance graph displays the performance of your Views, Clicks, and View-based CTR across different markets. This allows you to identify which countries are driving the most traffic.

For instance, you might notice that a country like Italy or Spain receives a high volume of organic views due to strong organic visibility. It's often beneficial to create more content for these markets as it can result in higher visibility.

The landing page trends section breaks down performance by channel, Brand Home and Home.

Here you can see the number of Teaser views, Clicks, and the View-based CTR for Collections displayed on your Brand Home page.

You can also see the same data for Collections appearing on Zalando’s homepage.

• A useful insight is that Brand Home pages often have a higher click-through rate because customers are typically more engaged and specifically searching for your brand, making them more likely to click on your content.

The next two graphs mirror the format of the Teaser trends section but focus on conversion-based KPIs, such as, PDP views, Add-to-cart, and Items sold. The Performance over time graph shows the trends for these KPIs, allowing you to track how your conversion rates have changed over the selected period. You can see if your efforts are resulting in more sales over time.

• The Markets performance graph for conversion-based KPIs shows which markets are converting the most. You might find that some markets, such as Germany or Switzerland, have lower traffic but higher conversion rates compared to others.

• The final section provides performance data on an SKU and category level. You can see the PDP views, Add-to-cart and Items sold for each individual product. You can also see the ratio of Items sold to Items added to the cart, providing a clearer picture of which products are most successful. This granular data allows you to see the exact performance of your articles.