Merchandising Report | Guide to BigCommerce Analytics

The Merchandising report gives insight into which products and SKUs are performing, faltering and indicating potential for future investment. Ultimately, much of ecommerce success relies on having the right product assortment. You in-store analytics demonstrate your product’s strengths and weaknesses so you know where to focus and where to improve.

This report is broken down into a Product and SKU report. The SKU report includes any product variations that have been assigned a SKU. These reports list the number of visits, number of orders, quantity sold and revenue generated over a selected time period for each of your store’s products. Clicking a product name will generate an individual product report which contains additional information, like average price and abandon rate.

Animated image identifying the different sections of the BigCommerce Analytics Merchandising report.

 

What about categories? At present, we don't support the Categories feature, which lets you see the Merchandising analytics at the category level. All products are currently marked as "Uncategorized". We are working to bring you this feature in early 2016.

The All Categories - Overview tab shows you how your products are doing as a whole. This view is called the "All Categories" view, and encompasses all of your products.

The All Categories - Overview tab.

The Products tab shows how each of the products are performing. Use this report to identify your best and worst products.

Each product in the table has information for:

  • Product: the product’s name
  • Brand: the product’s brand
  • Visits: the number of pageviews the product page has received
  • Orders: the number of orders that included the product
  • Qty Sold: the total number of units of the product sold
  • Revenue: revenue from the units sold

The Products tab.

 

Take Action with Data — The products table helps you quickly understand some very important data about the best and worst selling products, the fastest and slowest growing products, and the most and least visited products. Monitoring this report is key to understanding what your customers are purchasing and viewing, and is a great tool to help you plan product assortments for future collections.

Revenue is just one way to identify the top performing products in your shop. It’s important to evaluate product performance across multiple metrics to gain a true understanding of how your product mix works to complement each other.

Some questions to consider include:

  • Are there products that attract a lot of visitors?
  • Are there products that haven’t been viewed at all?
  • Which products are growing the most rapidly?
  • Which products are declining the quickest?

Using this table to answer those questions will help you gain a better understanding of which products are attracting the most visitors to your site and which products need to be reevaluated. You may find that the products that drive the most visits are not always the ones that result in the highest revenue, or that a fast growing product is not featured prominently enough in your online store.

Identifying products that are underperforming also allows you to explore the causes behind the poor performance and start experimenting with those products.

By selecting an individual product from the Products tab you will be able to review that product's merchandising report. This report includes three sections: product details, top level statistics, and a graph of revenue over time.

Animated image identifying the different sections of the BigCommerce Analytics Merchandising report's Product Details page.

Each product page includes a picture of the product from your website, its brand, supplier, and the date on which it was added to the product catalog.

Top Level Statistics

The Top Level Statistics section.

Here you can learn about how the product is selling, if it’s being abandoned or returned, and its price point. This report starts with the following top line statistics:

  • Revenue: revenue from units of the product sold
  • Avg Price: the average selling price per unit
  • Qty Sold: the total units sold
  • Orders: the total number of orders that include the product
  • Visits: the number of visits this product has had
  • Abandonment Rate: the percentage of abandoned carts that include the product
 

Below each metric is the percentage change from the comparison period for that statistic.

Revenue Over Time Graph

The revenue graph charts total revenue over the selected period of time and compares it to revenue from the previous period (for example: today vs. yesterday). This allows you to see how the product has performed over time. The blue line represents the current time period and the orange line represents the previous period. Use your mouse to hover over a data point and view exact values.

The Revenue Over Time graph.

 

Take Action with Data — This detailed view into each individual product gives you the opportunity to drill down on products and understand the drivers behind product performance. For example, you can take a closer look at both the best and worst selling products to see if there are any large differences that could be impacting sales, such as image quality, price or return rates.

You can then use this information to start creating some experiments to test whether changing any of these variables could help improve underperforming items. If return rates are high, this could be an indicator that there are issues with the product itself that may need to be resolved.

Additionally, you can take a closer look into the best performing products and use this detailed information as you start planning for next season’s product assortment.

The SKU report provides detailed information on each variant product of a base product.

Top Level Statistics

Each of the metrics for the top level statistics are defined as follows:

  • Orders: the total number of orders that include the SKU product
  • Revenue: revenue from units of the SKU sold
  • Abandonment Rate: the percentage of abandoned carts that include the SKU
  • Avg Price: the average selling price per unit

The SKUs tab.

 

Take Action with Data — Understanding your product sales down to the SKU level can help you optimize your inventory by identify large and small differences that could be impacting sales.

 
Learn More:
  • Want to learn more about BigCommerce Analytics including information on each report, supported currencies and which order status are factored in? See Using BigCommerce Analytics.
  • Want to find out how to export specific Analytics reports? See Exporting Analytics Reports.
  • Follow our BigCommerce Blog to learn more about industry best practices and recent trends that can help you grow your online business.
  • Need advice? Connect with our Community of expert store owners and BigCommerce staff regarding this subject.

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