Behaviour reports

If your store is on the Shopify plan or higher, then you have access to reports on the behaviour of your customers. These reports can provide insights to your business about how to:

  • market your products better online and offline
  • upsell to your best target audience
  • create promotional pricing and product bundles
  • increase your average order total.

For example, if your online store has a theme that has a search bar, then you can see what terms your visitors are using to search for products in your store in the Top product searches report. You can also see the search terms that don't give any results in the Top product searches with no results report.

You can use the data in the behaviour reports to increase sales by arranging your store so that customers can find what they're looking for, and that in the process they're encouraged to make additional purchases.

See the behaviour reports

To see the behaviour reports:

  1. From your Shopify admin, click Reports (or press G R):

    Reports

  2. In the Behaviour section, click the report that you want to see:

    Reports index behaviour section

Top product searches

The Top product searches report shows you a breakdown of the search terms that your customers used to search for a product in your store.

Note

To see data in this report, you need to have a theme that has a search bar. Some examples of themes with search bars include Boundless and Minimal. You can visit the Shopify Themes Store to see more themes.

You can see the specific term that the customer used to search your store in the Original query column:

Top product searches report

This information can help you understand specific words that customers are using when they are looking for something in your store. You can then adjust your product titles and descriptions to make sure that your customers are able to find what they're looking for quickly.

Top product searches with no results

The Top product searches with no results report shows you a breakdown of the search terms that your customers used to search for a product in your store that didn't give them any results.

Note

To see data in this report, you need to have a theme that has a search bar. Some examples of themes with search bars include Boundless and Minimal. You can visit the Shopify Themes Store to see more themes.

You can see the specific term that the customer used to search your store in the Original query column:

Top product searches with no results report

This information can help you understand specific words that customers are using when they are looking for something in your store. You can then adjust your product titles and descriptions to make sure your customers are able to find what they are looking for quickly.

Visitors by landing page

The Visitors by landing page report shows you the page in your store on which the visitor first arrived:

Visitors by landing page report

You can see this breakdown from your Online Store Dashboard page regardless of what Shopify pricing plan you're on.

Tip

You can click one of the landing page types, for example, Collection, to see a drill-down of visitor traffic by specific collection.

Visitors by device

The Visitors by device report shows you the type of device that your visitors used to access your website:

Visitors by device report

You can see this breakdown from your Online Store Dashboard page regardless of what Shopify pricing plan you're on.

Website cart analysis

The Website cart analysis report is a tool that you can use to help you understand your customers' shopping behavior. You can use the information in this report as a guide for building marketing strategies based on the data that you see.

Understanding the Website cart analysis report

The Website cart analysis report can provide you with insights for making business decisions.

To view your report:

  1. From your Shopify admin, click Reports (or press G R):

    Reports

  2. From the Behaviour section, click Website cart analysis:

Website cart analysis link

The report will show you up to 12 pairs of products that customers have added to the same cart in the last 30 days (this is as many instances as the report can display at this time):

Website cart analysis two relationships

Note

If you see the message "Not enough data for analysis" in place of a report, then no product pair has been added to the cart enough times in the last 30 days to display a statistically significant relationship. This can occur when you have a large number of products or a small number of visitors, or when some of your products are very new.

To get more insight about a pair of products, hover over the tooltip to read about the product relationship:

Cart analysis tooltip

If you're more comfortable with the report, then you can read it left to right and see that shoppers who added Ketchup to their shopping cart also added BBQ Sauce 63% of the time:

Website cart analysis relationship example

Note

The data that you see is populated by add-to-carts only. It does not mean that customers completed the purchase.

Understanding product relationships

An example of a product relationship is that shoppers who added Ketchup to their shopping cart also added BBQ Sauce 63% of the time:

Website cart analysis relationship example

Sometimes the reverse buying behavior also exists:

Website cart analysis two relationships

Shoppers who added Ketchup to their shopping cart also added BBQ Sauce 63% of the time, and shoppers who added BBQ Sauce to their shopping cart also added Ketchup 64% of the time.

If you see something like this in your own store, then it represents two independent product relationships where the percentages are calculated separately.

This kind of relationship indicates that the order the that products were added to the cart doesn't matter. You can learn more about the implications of this in Marketing techniques.

Marketing techniques

Have you ever wondered why milk is usually found at the back of the grocery store, far away from the cereal?

The milk could be moved to a fridge closer to the cereal, or the cereal could be moved closer to the milk, but they are purposely separated. Because milk spoils quickly, most people who grocery shop need to buy milk frequently. Marketers place the milk at the back of the store so shoppers have to walk past many other products to get to it. Studies in psychology and marketing show that shoppers will recognize brands of other products while walking between the cereal and milk and add them to their carts. Often enough, the product is something shoppers didn't even know they wanted.

Cereal is placed closer to the entrance because marketers are confident that if you purchase cereal, you will need milk as well. You will then have to get the milk from the back of the store and walk past all the other products on the way there. If you went to the store to purchase milk, then it's not guaranteed that you would want cereal with it. Because of this, milk is placed at the back of the store and cereal is placed at the front, and not the other way around.

Regardless of what industry your business is in, you can apply this type of marketing technique in your Shopify store.

For the purpose of these examples, Product A will refer to the products under the Shoppers who added column and Product B will refer to the products under the ... also added column to illustrate the product relationships:

Website cart analysis relationship example

Price discounts and markups

Based on the concept that shoppers are likely to add Product B to their cart after adding Product A, you can discount Product A and increase the price of Product B. The discount might increase the frequency that Product A is added to the cart and impact the frequency that Product B is also added.

There are different ways to discount your prices in Shopify:

Website ads

You can advertise your products on your website using banner ads and product recommendations.

Many Shopify themes have slideshow banners built into the home page. The banner is a highly visible section of your store, so you can place a banner ad that customers can click and go directly to that product. If you are not familiar with how to do this yourself, then you can work with a designer or a Shopify Expert to create an advertisement and upload it to your homepage slideshow.

You can also use product recommendations to suggest related products to your customers based on products that they're currently viewing.

Email campaigns

You can collect customer emails during checkout and run email marketing campaigns.

If you have a long list of customers to email, then you can find an email app in the Shopify App Store to build a mailing list that pulls data from the Customers page in your Shopify admin.

Product location in your store

In the milk and cereal example, grocery stores try to increase sales by physically separating Product A from Product B. If the relationship between products isn't strong enough, then customers might not be able to find Product B and give up, making the separation harmful to your sales.

Placing products close together might not give you the same advantage as shown by the product relationship in the milk and cereal example, but it makes it easier for your customers to find what they are looking for.

Make sure that you consider how you place your products in your online store because customers might not search for products online the same way that they would in a physical store. If you do separate your products, then make sure that customers can still search your store for what they're looking for.

There are different ways to change the product placement in your store:

Logistics

If your business is growing and inventory management is becoming something that your business is focusing on, then you can use product relationships to help you plan how to stock your inventory. For example, you can keep Product B located close to Product A in your warehouse.

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