Usage scenarios of View conversion funnel by SPU report

Having insights from the conversion funnel by SPU empowers you to make informed decisions. This helps you identify both high-performing and low-performing products. With such knowledge, you can allocate resources more effectively, refine your marketing tactics, adjust pricing strategies, and prioritize product enhancements. This article introduces two common usage scenarios for the "View conversion funnel be SPU" report.

1. Navigate to your Shoplazza admin > Analytics > Reports and click View conversion funnel by SPU under Behavior.

2. After selecting a certain time range, you can identify products that have high traffic but low sales, as well as those with low traffic but high sales. Just focus on the two key indicators: Total Visitors and Visitors Converted. These are marked for easy reference in the screenshot below.

Identifying products with high page views but low conversion rates

You might notice some products in your store attract a lot of page views but aren't sealing the deal with sales. This usually means customers are visiting the product page without proceeding to purchase.

Once you identify these underperforming products, you'll want to take a closer look to understand the issue. Scroll to the right and click on View Chart under the Operation section. This will display the Product conversion funnel, helping you identify where customer drop-offs occur.

Here are some possible reasons and operation strategies:

• Reasons for high page views:
  • Customers are interested in the product.
  • The product is placed at key points in the consumer browsing path.
  • You have set a significant amount of advertising to promote the product.
• Reasons for low conversion rates:
  • Insufficient product description.
  • Inappropriate pricing.
  • Customers are attracted by the advertisement but don't actually need the product.
• Recommended operation strategies:
  • Optimize the content of the product details page.
  • Use appropriate marketing strategies.
  • Install and apply apps such as "Intellegent product recommendation" to guide your customers to products with higher conversion rates.
  • Adjust the product ranking or advertising strategy.

Discovering products with low page views but high conversion rates

On the other hand, you may also find products in your store that have low page views but surprisingly high conversion rates. This usually suggests the product has untapped potential and simply hasn't been discovered by a wider audience yet.

After identifying these high-performing products, it's useful to learn more about their conversion journey. Just like before, scroll to the right and click on View Chart under the Operation section. This will display the Product Conversion Funnel, helping you understand if there's any stage where you might be missing out on additional customers.

Here are some possible reasons and operation strategies:

• Reasons for low page views:
  • The product's title or images are not appealing enough.
  • The product is not well-displayed.
  • There is no advertising for the product.
• Reasons for high conversion rates:
  • Consumers have a clear demand for the product.
  • The product has a highly competitive price.
• Recommended operation strategies:
  • Adjust the product images or titles to make them more eye-catching.
  • Place the entrance to the product details page in a more noticeable location.
  • Advertise to attract traffic for the product.