The Website cart analysis report is a tool 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 you see.
The Website cart analysis report 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.
Did you know?
If you are on a Shopify, Advanced Shopify, or Plus plan, then you can access the Website cart analysis report from the Reports page in your Shopify admin.
Understanding the Website cart analysis report
The Website cart analysis report can provide you with insights for making business decisions.
To view your report:
From your Shopify admin, click Reports (or press
From the Insights section, click Website cart analysis:
The report will show you 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):
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:
If you're more comfortable with the report, 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:
The data 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:
Sometimes the reverse buying behavior also exists:
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, 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.
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 of the other products on the way there. If you went to the store to purchase milk, 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:
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:
You can offer promotional discount codes that customers can redeem on the checkout page.
You can edit the compare at price field in a product to show a price of the product with strike-through formatting.
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, 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.
You can collect customer emails during checkout and run email marketing campaigns.
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, 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 you consider how you place your products in your online store because customers might not search for products online the same way they would in a physical store. If you do separate your products, make sure that customers can still search your store for what they are looking for.
There are different ways to change the product placement in your store:
You can organize your products into collections to group them by specific categories.
You can change the order of your products in a collection.
You can organize your collections in your navigation.
If your business is growing and inventory management is becoming something your business is focusing on, 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.