How to analyze a Product List Page

To understand how the product list page structure can be improved, you need to analyze:

• Which products users are exposed to, and which ones they interact with
• Which products lead to conversion e.g. 'start application' or 'open product page'
• If the user's journey to and from the page is simple and straightforward
• If there are any frustrations on the page (e.g. high Click recurrence ) 

With these insights, you can ensure the order of the products on the page reflects the interest of users.

Set up

Mapping

• Ensure that you have a mapping containing the product finder page and your product pages, e.g. a detailed mapping or product page mapping. This mapping will be used in all of the features in this analysis.

Goal & Key Events

• Create the goal ‘Reached product page’ using the ‘view’ condition and the ‘product page’ page group.
• Create a conversion goal for ‘Start application’

Zoning

• Ensure that you have a zoning of the product finder page, or create a new one.

Step-by-step

Comparing the page experience between segments

This step will give us an overview of the page performance and will help us identify some potential overarching issues that could impact conversion negatively (e.g. slow load time, page too long with low scroll rate, etc.)

1. Open the Page Comparator and set ‘Reached product page’ as your Conversion goal. 

• What proportion of users who reached the finder page also reached a product page? 

2. Toggle on the comparison mode and compare the segments ‘Reached product page’ and ‘Didn’t reach product page’

• How do these segments differ in terms of time spent, scroll rate, activity, and how many times they view that finder page per session?

Analyzing journeys to and from the page

1. Open the Journey Analysis- toggle on the comparison mode and use the segments:

• Viewed Page is “Product Finder page” & Goal: have “started application”
• Viewed Page is “Product Finder page” & Goal: have not “started application”

We can then compare journeys leading to success and journeys that don’t and try to understand how to avoid the latter.

2. With the same segments, use the feature ‘Journey after page’, and identify what proportion of users continue from the product finder page to a product page and what proportion exits your site.

• Are you seeing any signs of frustration, such as looping behavior between the Finder page and Product page?
• How do the journeys between the two segments differ? Are users who didn’t reach the page displaying more signs of frustration and friction?

Analyzing the in-page experience

1. Open the Zoning of the product finder page, and turn on the comparison mode. Use the segment ‘All users’, to understand the overall engagement and exposure of the page’s content.

• You will be able to compare 2 metrics for the same page and same segments, this helps to understand behavior on a page (e.g. exposure and click rate or click rate vs. click recurrence)
• Tip: use the synchronized scroll

2. Select ‘Exposure rate' on the left side, and Click rate- session level. 

• Products with low exposure but high click rate could be higher on the page
• Products with high exposure but low click rate could be lower on the page

3. Select Attractiveness rate on the left side and conversion rate per click on the right (start application)

• Product with high attractiveness rate but low conversion rate per click might need clearer description in the product finder page to avoid frustration (finding out it’s not the right product once on the product page)
• Products with low attractiveness rate but high conversion per click might need a clearer explanation on why the product is attractive in the finder page

4. To go further: Use Time before first Click, hover rate and hover time (desktop only)

• Time before first clicks lets you analyze how long users spend on the finder page before visiting a product page. This helps you answer the question “do users read the product details before clicking?”
• Analyze the hover rate/ hover time - how long do users consider the product before clicking through to the page?

Take Action

Products that generate high Conversion should have high exposure.

• Once you’ve identified which these products are, increase their visibility to expose more users to them- this increases the likelihood of other users interacting with them.  

If you identified frustration inside user journeys, view the shortcut to Session replay to surface what’s causing users to struggle. You can also shortcut to Impact Quantification, to understand the impact on your conversion.

• By troubleshooting the problem, you can heighten the user journey experience, lower the risk of early exits, and increase your conversion.

In the zoning analysis modules, on the Product finder page, compare the segments ‘Reached product page’ vs. ‘Didn’t reach product page’ and ‘Started application’ vs ‘Didn’t start application’

• What are the differences in behavior between these two segments?
• To dive deeper, you can shortcut to Session replay by right-clicking on the zone in question.

Track your findings

• Track the changes you make inside a dashboard- with a dashboard, you get a quick overview of the impact of the changes on your Conversion rate.
• You can also set up alerts, to shorten the reaction time in case of abnormal changes.