Ever wondered what metrics to use to understand if your collection is a hit or a dud? Read our guide below
We get this question a lot from clients:
How do we know if our collection pages are performing?
We love this question because we’ve helped countless stores optimize their collection pages and merchandising to drive more sales.
So often, people working in site merchandising think it’s a guessing game because Shopify doesn’t give provide easy to access metrics for collection performance in their UI.
There are tangible, actionable metrics that can show you how each of your collection pages performs AND give you the insight you need to improve them.
But be careful, there are a ton of more general conversion metrics that are more of distraction than a plan for action.
In this article, we’re going to show you the 4 metrics you can use for evaluating your collection page performance.
Traffic = # of unique visitors who view a collection page
Traffic may seem obvious, but it often goes overlooked because Shopify doesn’t offer a collection by collection breakdown of the number of visits a collection receives.
Traffic is your single most important metric because you can’t get your visitors to browse or buy your products if no one reaches the collection page!
You’d be surprised at how different the traffic to each of your collections can be, even when they’re located in the same part of your navigation structure. In fact, collection traffic generally follows the 80/20 rule, where 80% of your store’s collection traffic comes from just 20% of your collection pages!
So, when you start measuring collection page traffic, we recommend you do two things:
Measure your collection traffic over time to see how marketing campaigns and promotions swing performance. You’ll start to develop the intuition for what works and what doesn’t.
% Of Visitors Viewing Products = (Visitors who viewed at least one product) / (Total Visitors to a Collection)
When visitors to a collection page see a product they’re interested in buying, they click on the product and view the product detail page.
For that reason, the percentage of visitors who view products is one of the clearest indicators of how well your product assortment is performing. You can think of this metric like as the “Click through rate” for your collection page.
If you’re seeing more than 50% of your users view products, congrats! Your users are likely highly engaged with your assortment. If you’re seeing less than 20% of users viewing products, it may be time to add new products and remove old ones.￼
As you work on driving product views, you need to pay very close attention to the order in which your products are displayed. Most visitors never make it to the second page of your collections, so the first 24 products you show them will determine whether they stay on the page or bounce to shop somewhere else.
There’s nothing like an eye-popping first two rows of products to grab a user’s attention. Many of the clients we work with place their newest inventory in these slots to show off their latest styles. Others use these high value positions to promote best sellers or looks that align with their latest marketing campaigns.
One thing you absolutely want to avoid doing is showing visitors out of stock products. There’s nothing that cuts down on current engagement and future retention like an empty shelf.
Product Views per User = (Total Product Views in Collection) / (Total Visitors to Collection)
Here’s a quick (and simple) rule of e-commerce that rears its head time and time again: the more products a visitor browses, the more likely they are to convert.
You can measure all sort of “engagement” metrics like session duration, but what really matters at the end of the day is whether or not your customers are finding the products they want to buy.
And a single product view creates a virtuous cycle where shoppers become more likely to discover additional items they might want to add to their carts.
The strategy is to delivery so many interesting products at the top of a collection page that its irresistible for visitors to keep shopping. If you’re seeing anything above 2 product views per visitors, it’s a good sign your page is performing well. Anything less than .5 is an indicator that the content in your collection isn’t resonating.
Revenue per Visitor = (Same session $ spent on items in collection) / (Total visitors to collection)
Finally, we actually get to revenue! While it may seem counterintuitive to list revenue last, the truth is that if you’re driving traffic to a collection and getting visitors to view multiple products within a collection, revenue is likely to come your way. Fail at either, and you won’t see a steady flow of cash.
But this isn’t your everyday revenue metric where you can look at site sales and call it a day.
Because you want to understand the performance of a collection, not the performance of your site as a whole.
If you’re trying to tell if your sale collection is performing, would it make any sense to use metrics that show revenue from products in your “What’s New” collection? Absolutely not.
So what we want to do is look only at the revenue from users who:
Now you have a much clearer picture of how the specific collection you’re evaluating contributes to revenue performance.
In general, we like to use same session conversion data because it negates the need to use longer loopback windows, but this method will work if you use 7 day or 14 day tracking as well. Just make sure the user views the product from a collection before purchasing it.
Now that you’ve seen how you can measure the performance of your collection pages, a great next step is to put together a tracking spreadsheet that allows you to compare collections across your site.
If you don’t have the time (or just don’t feel like doing it ; ), feel free to steal our template!
Remember, buyer preferences are always changing, so having a clear, metric-driven approach to assess what’s working and what isn’t will keep you one step ahead of the game.