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Not all products are created equal. Some products attract customers like magnets, while others sit on your virtual shelves collecting digital dust. The Product Report in Growth Suite shows you exactly which products are your winners and which ones are dragging down your store’s performance.
Table of Contents
Let’s explore how to use the Product Report to identify your best and worst performers, and what to do with this valuable information.
How to Access Your Product Report
Getting to your Product Report is straightforward:
- Open Growth Suite in your Shopify admin
- Click “Reports” in the left menu
- Click “Product Reports” on the reports page
Your product performance data will appear, showing detailed metrics for every product in your store.
Export Your Data for Advanced Analysis
Want to do deeper analysis? You can export all your product data:
- Click the “Export CSV” button
- The report will be downloaded to your computer
- Open it in Excel or Google Sheets for advanced filtering and analysis
Understanding Your Product Metrics
The Product Report shows you six key metrics for every product. Here’s what each one means:
| Metric | What It Shows | Why It Matters |
|---|---|---|
| Product Views | Total times the product page was viewed | Shows traffic and interest level |
| Add to Cart | How many times it was added to cart | Shows buying intent and product appeal |
| Unique Purchases | Number of different customers who bought it | Shows broad customer appeal |
| Total Purchases | Total quantity sold | Shows volume and repeat purchases |
| Add to Cart Rate | Percentage of viewers who added to cart | Most important metric for product appeal |
| Sale Rate | Percentage of viewers who actually bought | Shows final conversion power |
The Add to Cart Rate: Your Most Important Metric
The Add to Cart Rate is the most telling metric in your Product Report. This percentage shows how many people who view a product actually want to buy it.
Why Add to Cart Rate Matters So Much
The Add to Cart Rate reveals how much customers love a product. It shows you:
- Customer desire: High rates mean customers really want this product
- Product appeal: How compelling your product presentation is
- Purchase intent: Products closer to actual sales
- Marketing potential: Which products to promote heavily
What Different Add to Cart Rates Tell You
| Add to Cart Rate | Product Status | Action Needed |
|---|---|---|
| 25%+ | 🏆 Winner – High customer demand | Promote heavily, feature prominently |
| 15-25% | ✅ Good – Solid performer | Maintain visibility, test improvements |
| 10-15% | ⚠️ Average – Room for improvement | Analyze and optimize product page |
| 5-10% | ❌ Poor – Major issues | Fix immediately or consider removing |
| Under 5% | 💀 Loser – Customers don’t want it | Remove or completely redesign |
How to Use Product Data for Marketing Strategy
Promote Your Winners Everywhere
Products with high Add to Cart Rates should be featured prominently:
- Homepage: Feature these products in hero sections and product grids
- Collection Pages: Place winners at the top of category pages
- Landing Pages: Use these products for paid traffic campaigns
- Email Marketing: Highlight these products in newsletters
- Social Media: Create content around these popular products
- Advertising: Focus your ad spend on proven winners
Strategic Product Placement
Use your Product Report data to make smart placement decisions:
- Navigation menus: Link directly to high-performing products
- Related products: Show winners as “customers also viewed”
- Upsells: Recommend high add-to-cart rate products
- Cross-sells: Bundle winners with average performers
Identifying and Fixing Problem Products
Low Add to Cart Rates signal problems that need fixing. Here’s how to diagnose and solve them:
Common Problems with Low-Performing Products
Poor Product Images
- Blurry, dark, or unprofessional photos
- Missing lifestyle shots showing product in use
- Not enough angles or detail shots
- Images don’t match what customers expect
Weak Product Descriptions
- Missing key features and benefits
- Too technical or too vague
- No emotional connection to customer needs
- Missing size guides or specifications
Pricing Issues
- Price too high compared to competitors
- No perceived value for the price
- Missing discount or promotional pricing
- Currency or shipping cost surprises
Missing Product Options
- Limited size selection
- Missing color variations
- No customization options
- Out of stock in popular variants
Social Proof Problems
- No customer reviews
- Low star ratings
- Negative reviews highlighting issues
- Missing trust badges or guarantees
Advanced Analysis with CSV Export
Export your Product Report to Excel or Google Sheets for deeper analysis:
Useful Filters and Sorts
Find Your Top Winners:
- Sort by Add to Cart Rate (highest first)
- Filter for products with 50+ views for statistical significance
- Identify products with 20%+ add to cart rates
Identify Problem Products:
- Sort by Add to Cart Rate (lowest first)
- Filter for products with 100+ views but under 10% add to cart rate
- These products get traffic but don’t convert
Find “Ghost Products”:
- Sort by Product Views (lowest first)
- Filter for products with under 20 views in 30 days
- These products are invisible to customers
Calculating Performance Ratios
Create new columns in your spreadsheet to calculate:
- Views per Sale: Product Views ÷ Total Purchases
- Cart to Purchase Rate: Total Purchases ÷ Add to Cart
- Revenue per View: (Price × Total Purchases) ÷ Product Views
The Ghost Product Problem
Ghost Products are products that exist in your store but are practically invisible to customers. These products typically have:
- Very low view counts (under 20 views per month)
- Little to no add to cart activity
- Zero or minimal sales
Why Ghost Products Hurt Your Store
- Wasted inventory space: Taking up storage without contributing
- Poor search results: Diluting your internal search quality
- Management overhead: Time spent maintaining products that don’t sell
- Category pollution: Making it harder for customers to find good products
How to Fix Ghost Products
Option 1: Boost Visibility
- Add them to relevant collections
- Improve SEO with better titles and descriptions
- Create content featuring these products
- Include them in email campaigns
Option 2: Remove Completely
- Archive products that can’t be saved
- Redirect their URLs to similar products
- Clean up your store catalog
- Focus resources on proven performers
Action Plan: Using Your Product Report
Weekly Product Review Process
- Export your Product Report CSV
- Sort by Add to Cart Rate to identify winners and losers
- Promote your top 10 performers more heavily
- Fix your bottom 10 performers or remove them
- Update product placement based on performance data
Monthly Deep Dive Analysis
- Identify seasonal trends in product performance
- Compare performance month-over-month
- Plan inventory based on Add to Cart Rates
- Update marketing campaigns to focus on winners
- Test improvements on underperforming products
Conclusion
The Product Report is your secret weapon for building a more profitable store. By focusing on Add to Cart Rates, you can:
- Identify which products customers actually want
- Fix or remove products that aren’t working
- Optimize your marketing to promote winners
- Clean up your catalog by removing ghost products
- Make data-driven decisions about inventory and advertising
Remember: Your best-performing products should get the most attention, and your worst-performing products should get fixed or removed.
Start today: Export your Product Report, sort by Add to Cart Rate, and identify your top 5 winners and bottom 5 losers. Then take action on both groups.
