Reports | Using SPU data to analyze your conversion funnel

Viewing the conversion funnel report by SPU (Standard Product Unit) helps you analyze user behavior across the purchase journey. This data reveals which products draw traffic but struggle to convert, and which ones have untapped sales potential. Analyzing these patterns supports better product strategy, optimized marketing efforts, and improved user experience and sales performance.

Accessing the report

1. Go to the View conversion funnel by SPU report: Log in to your Shoplazza admin, navigate to Analytics > Reports, then click View conversion funnel by SPU under Behavior.

2. Filter by collection, product, or date: Use the available filters to narrow your report results and focus on specific products, collections, or time periods.

• Select a specific collection from the dropdown menu to refine your results.
• Enter a product title or product ID in the search bar to focus on a particular item.
• Select a date range using the calendar filter on the right to view data from a specific period.

3. Focus on key indicators: Review the Total visitors and Visitors converted columns to quickly identify these product patterns. These fields are clearly labeled in the report interface for easy analysis.

Identifying products with high traffic but low conversions

Some products may attract significant page views but fail to generate sales. This often means that shoppers are landing on the product page but not completing a purchase.

1. Find underperforming products: The list defaults to highest page views first. Look for products that receive a large amount of traffic but have significantly lower user conversion rates compared to others.

2. View the product’s conversion funnel: Scroll to the right and click View chart in the Operation column to open the product’s conversion funnel. This visualization helps pinpoint where users are dropping off.

3. Access the product editor: Click Edit product in the Action column to open the product editing page and make updates aimed at increasing its conversion rate.

Reasons for high page views

• Strong customer interest: The product naturally attracts attention.
• Strategic placement: It is featured in high-traffic areas of your store.
• Heavy advertising exposure: A large portion of your ad spend is directed to this product.

Reasons for low conversion rates

• Insufficient product information: Details may be unclear or incomplete.
• Uncompetitive pricing: The product may be perceived as too expensive.
• Misaligned interest: Ads may be drawing in visitors who do not truly need the product.

Recommended operation strategies

• Improve product content: Enhance descriptions, images, and titles to better communicate value.
• Adjust marketing tactics: Use precise audience targeting and refine messaging to match shopper intent.
• Use product recommendation tools: Install apps like Intelligent Product Recommendation  to guide visitors toward products with better performance.
• Reallocate visibility: Adjust product placement or ad delivery to focus on higher-converting items.

Discovering products with low traffic but high conversions

Some products may receive minimal traffic but perform extremely well when they are seen. These high-converting items often have strong appeal and competitive pricing but lack exposure.

1. Sort by conversion rate: Click the column header for User conversion rate to sort the report from high to low.

2. Find products with low page views: Refer to the Total visitors column to identify high-converting products that have relatively low visitor counts. These products demonstrate strong conversion potential but may not be receiving enough exposure.

Reasons for low page views

• Unappealing title or image: The product may be overlooked in listings.
• Poor visibility: It appears low in category pages or is buried deep in the store.
• Lack of advertising: No promotional efforts are driving traffic to the product.

Reasons for high conversion rates

• Clear demand: Shoppers who find the product know they want it.
• Great value: The price point is attractive and competitive.

Recommended operation strategies

• Enhance visual appeal: Update product titles and images to attract more clicks.
• Improve placement: Move the product to a more visible position in your store layout.
• Promote with ads: Launch targeted campaigns to drive traffic and capitalize on the product’s high conversion potential.

Use the View Conversion Funnel by SPU report to identify inefficiencies and uncover high-potential opportunities. Focus on optimizing underperformers and scaling exposure for top performers to boost long-term sales growth.