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Expert Answer • 2 min read

Which variants are often viewed but rarely purchased?

As an e-commerce manager, I'm struggling to understand why certain product variants in my store have high view counts but extremely low conversion rates. I want to identify these underperforming variants, understand the underlying reasons for their poor performance, and develop strategies to either improve their appeal or potentially phase them out to optimize my product catalog and marketing efforts.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Analyze product variant performance by comparing view-to-purchase ratios, identifying variants with significantly higher views but lower conversion rates. Investigate factors like pricing, color, size availability, and visual presentation that might be deterring potential buyers.

Complete Expert Analysis

Identifying Low-Converting Product Variants

Understanding which product variants underperform is crucial for optimizing your e-commerce catalog and improving overall conversion rates.

Performance Analysis Framework

MetricCalculationInterpretation
View-to-Purchase Ratio(Total Purchases / Total Views) * 100Lower percentages indicate poor conversion
Variant Engagement Score(Views / Total Product Views) * (Purchases / Total Product Purchases)Identifies underperforming variants

Common Reasons for Low Conversion

Visual Factors

  • •Poor quality product images
  • •Unappealing color combinations
  • •Lack of multiple angle views
  • •Missing size/fit context

Pricing Considerations

  • •Disproportionate pricing compared to other variants
  • •Perceived value mismatch
  • •Limited size/color availability
  • •Shipping or additional costs

Diagnostic Process

Variant Performance Investigation Steps

  1. 1.Export detailed product variant analytics
  2. 2.Calculate view-to-purchase ratios for each variant
  3. 3.Identify variants with significantly lower conversion rates
  4. 4.Conduct user experience and visual audit
  5. 5.A/B test improvements or consider removal

Recommended Actions

Improvement Strategies

  • ✓Update product photography
  • ✓Adjust pricing strategy
  • ✓Add detailed variant descriptions
  • ✓Implement size guides

Removal Considerations

  • ✓Consistently low conversion rates
  • ✓High maintenance cost
  • ✓Negative impact on overall product perception

Optimize Variant Performance with Growth Suite

Growth Suite provides advanced analytics that go beyond basic conversion tracking. The platform offers granular insights into variant performance, tracking detailed metrics like view duration, interaction patterns, and precise conversion rates for each product variant. By leveraging machine learning algorithms, Growth Suite can automatically identify underperforming variants and suggest optimization strategies, helping you make data-driven decisions about your product catalog.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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