Identify popular products that don’t sell

Business Benefits

Improve product performance and ROI.


In Google Analytics, go to Conversions > Ecommerce > Product performance and click on Shopping behavior under the Explore tab. Look for products which are frequently viewed by the visitors of your online shop.

Click on Product detail views to sort the products descending by the number of times the users viewed the product detail page. You can now see a list of the most viewed product pages in your store.

Use the keyword planner in Google Ads to identify the Google search volume for the products offered in your online store.

  1. Prepare a list of the products you sell in your online store.
  2. In your Google Ads account, click on Tools & settings and then Keyword planner.
  3. Click on Get search volume and forecasts, paste the list of your products and click on Get started.
  4. Click on Historical metrics.
  5. You can find the search volume under Avg. Monthly searches.
  6. Click on the download icon and export the file as a .csv or Google Sheets file.

Compare the product details views and the search volume data to identify the products that are popular but not viewed in your online store.

  • Start with the products with the highest search volume.
  • Focus on the top 20% products on the search volume list.

On the Shopping behavior page in Google Analytics, check the Card-to-Detail rate to identify products which are frequently viewed but not added to the cart after the product detail page view.

Look for products that have a lower rate than the web shop average displayed at the top of the column.

On the Shopping behavior page in Google Analytics, check the Buy-to-Detail rate to identify products which are frequently viewed but not purchased after the product detail page view.

Look for products that have a lower rate than the web shop average displayed at the top of the column.

Analyze the insights to optimize your online shop.

  • If the search volume for a specific keyword is high, but the number of product detail page views is low, consider an additional promotion for this specific product.
  • If your product generates a lot of detail page views but has a low Cart-to-Detail rate, consider optimizing the product detail page. Experiment with alternative product descriptions, images or CTA buttons, or adjust the product price if it’s much higher than on your main competitors’ websites.
  • If your product generates many detailed page views but has a low Buy-to-detail rate consider optimizing the checkout process. Optimize shipping cost and times, offer additional incentives like free shipping, or add popular payment methods.