{"id":12644,"date":"2013-07-02T00:00:00","date_gmt":"2013-07-02T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/product-portfolio-analysis-in-ecommerce-part-1\/"},"modified":"2026-02-26T13:37:54","modified_gmt":"2026-02-26T13:37:54","slug":"product-portfolio-analysis-in-ecommerce-part-1","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/product-portfolio-analysis-in-ecommerce-part-1\/","title":{"rendered":"Product Portfolio Analysis In Ecommerce Part 1"},"content":{"rendered":"<p><img decoding=\"async\" width=\"452\" height=\"420\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/produktportfolio_analyse_im_ecommerce_teil_1_11.png\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/produktportfolio_analyse_im_ecommerce_teil_1_11.png 452w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/produktportfolio_analyse_im_ecommerce_teil_1_11-300x279.png 300w\" sizes=\"auto, (max-width: 452px) 100vw, 452px\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p dir=\"ltr\">Each product can be assigned a total of three values. &nbsp;<\/p>\n<p>In our case, the<\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Number of product views<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Product conversion rate<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Gross product sales<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">\n<\/p><p dir=\"ltr\">These three characteristics determine the position as well as the size of the Bubble. The selection of the characteristic values is always individually based on the previously defined requirements for the analysis.<\/p>\n<h2>Recording status quo &ndash; product portfolio analysis<br>\n<\/h2>\n<p dir=\"ltr\">Evaluating product views and sales is an essential step &ndash; but only the first. Advanced web analysis is required for in-depth insights. A&nbsp;<strong>product portfolio analysis<\/strong>&nbsp;is a good way to record the status quo and display it graphically in a bubble diagram. The potential and acute need for action of various products can be identified quickly and easily.<\/p>\n<p dir=\"ltr\">The meaning and purpose of it all? The perfect basis for strategic marketing decisions!<\/p>\n<h2>Application and benefits in eCommerce<br>\n<\/h2>\n<p dir=\"ltr\">Let&rsquo;s stay with the shop operator and the questions that are currently affecting him: why are certain fans often viewed but rarely bought? Do tower fans perform better than pedestal fans in terms of conversion rate? Which fan is only rarely clicked on, but is then usually ordered?<\/p>\n<p dir=\"ltr\">After looking at the matrix, not only are these questions answered, the shop operator now has the opportunity to think about what the future strategy for the different products should look like on a factual basis. It would be optimal to achieve a placement in the top right quadrant for both stand and tower fans.<\/p>\n<p dir=\"ltr\">Note: Of course, a better target metric in the next step would be the contribution margin (if available in the web analysis) and the consideration of the return rate&hellip;<\/p>\n<p dir=\"ltr\">In part 2 you can read about the practical application of this concept. To make sure you don&rsquo;t miss it, subscribe to our&nbsp;<a href=\"https:\/\/e-dialog.group\/en\/newsletter\/\" target=\"_blank\" rel=\"noopener\">newsletter<\/a>, like us on&nbsp;<a href=\"https:\/\/www.facebook.com\/edialog.at\" target=\"_blank\" rel=\"noopener\">facebook<\/a>or circle us on&nbsp;<a href=\"https:\/\/plus.google.com\/105154637379457965132\/posts\" target=\"_blank\" rel=\"noopener\">Google+<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With a little skill, you can draw excellent conclusions about the product portfolio and its performance from clean eCommerce tracking data. If the operator of an online shop wants to know how tower fans or pedestal fans perform in the online shop in the current tropical temperatures, he will find the answer like this:<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,445],"channel":[456],"goal":[463],"technology":[],"c-year":[73],"class_list":{"0":"post-12644","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-analytics","9":"channel-shopping","10":"goal-digital-strategy","11":"c-year-73"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Product Portfolio Analysis In Ecommerce Part 1 - e-dialog<\/title>\n<meta name=\"description\" content=\"With a little skill, you can draw excellent conclusions about the product portfolio and its performance from clean eCommerce tracking data. If the operator of an online shop wants to know how tower fans or pedestal fans perform in the online shop in the current tropical temperatures, he will find the answer like this:\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/blog\/product-portfolio-analysis-in-ecommerce-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Portfolio Analysis In Ecommerce Part 1\" \/>\n<meta property=\"og:description\" content=\"With a little skill, you can draw excellent conclusions about the product portfolio and its performance from clean eCommerce tracking data. If the operator of an online shop wants to know how tower fans or pedestal fans perform in the online shop in the current tropical temperatures, he will find the answer like this:\" \/>\n<meta property=\"og:url\" content=\"https:\/\/e-dialog.group\/en\/blog\/product-portfolio-analysis-in-ecommerce-part-1\/\" \/>\n<meta property=\"og:site_name\" content=\"e-dialog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/edialog.group\" \/>\n<meta property=\"article:published_time\" content=\"2013-07-02T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-26T13:37:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/cookie-banner-ch.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2200\" \/>\n\t<meta property=\"og:image:height\" content=\"1180\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"digitalists\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"digitalists\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/\"},\"author\":{\"name\":\"digitalists\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#\\\/schema\\\/person\\\/7b481e2ac90c21e4dc393821d35bb518\"},\"headline\":\"Product Portfolio Analysis In Ecommerce Part 1\",\"datePublished\":\"2013-07-02T00:00:00+00:00\",\"dateModified\":\"2026-02-26T13:37:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/\"},\"wordCount\":311,\"publisher\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/cookie-banner-ch.png\",\"articleSection\":[\"Analytics\",\"Analytics\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/\",\"name\":\"Product Portfolio Analysis In Ecommerce Part 1 - e-dialog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/blog\\\/product-portfolio-analysis-in-ecommerce-part-1\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/cookie-banner-ch.png\",\"datePublished\":\"2013-07-02T00:00:00+00:00\",\"dateModified\":\"2026-02-26T13:37:54+00:00\",\"description\":\"With a little skill, you can draw excellent conclusions about the product portfolio and its performance from clean eCommerce tracking data. 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