Product Analysis

Overview

We're excited to introduce the Product Analysis Module – a powerful tool that lets you dive deep into individual product performance. Instead of viewing just category-level aggregates, you can now analyze specific SKUs to understand what's driving (or hurting) performance across traffic, conversion, and operations dimensions at a SKU level.

Key Benefits

  • SKU-level insights: Go beyond category averages to understand individual product dynamics
  • Multidimensional analysis: View Traffic, Conversion, and Operations performance in dedicated tabs
  • Competitive context: Built-in competitor benchmarking across all metrics
  • Channel & regional breakdown: Identify where performance is strong or weak
  • Quick navigation: Switch between SKUs seamlessly without losing your analysis flow

Getting Started

Step 1: Define Your Product Universe

Select your filters (Category, Sub-Category, Brand) to narrow down the products you want to analyze.

Step 2: Choose a SKU

Pick a product from the filtered list. You'll see key metrics like Market Share, Overall SOV, and Weighted Availability to help you choose.

Step 3: Analyze

Once selected, you'll land on the Overview page in a new tab – your starting point for product analysis.

The Four Analysis Tabs

Product Analysis is organised into four focused tabs, each addressing a specific performance dimension:


1. Overview Tab

Your dashboard for overall product health. Get a snapshot of Market Share, Overall SOV, and Weighted Availability, along with quick status indicators for Traffic, Conversion, and Operations.

What's included:

- Performance trend charts (Market Share, Overall SOV over time)

- Competitive comparison charts

- Channel distribution breakdown

- Regional performance table with Leaders/Laggards views

- Product comparison with up to 2 competitors


2. Traffic Tab

Understand your product's visibility across organic and paid channels. Analyse Overall SOV, Paid SOV, and Organic SOV trends, along with keyword-level performance.

What's included:

- SOV trend charts (Overall, Paid, Organic)

- Keyword type distribution (Generic vs Branded vs Competitor)

- Detailed keyword performance table showing ranks, search volume, and movement

- Key question answered: "Is my product visible to the right audience?"


3. Conversion Tab

Assess how well your product converts visitors into buyers. Track pricing, discounting, ratings, and content quality – all factors that influence purchase decisions.

What's included:

- Conversion metrics (RPI, Average Price, Weighted Discount, Rating, Content Score)

- Pricing and discount trend charts

- Competitive pricing context

- Key question answered: "Why aren't visitors converting?"


4. Operations Tab

Monitor operational health including availability, listing status, and fulfilment metrics. Spot stock outs and fulfilment issues before they impact sales.

What's included:

- Operations metrics (Weighted Availability, Listing Status, Stock in Hand, Fill Rate)

- Availability and listing status trend charts

- Key question answered: "Are operational issues affecting my sales?"

Power Feature: Drilldown Sidebar

The Drilldown Sidebar is your quick-access panel for deeper analysis without leaving your current view. Click the "Drilldown" button on any section to open it.

Four Drilldown Views

  1. Overview Tab: Compact snapshot of the selected product's key metrics
  2. Competitor Analysis Tab: Compare your SKU against all competitors on traffic, conversion, and operations metrics
  3. Cross Channel Tab: Break down performance by channel (Zepto, Blinkit, Bigbasket, Instamart, etc.)
  4. Cross Region Tab: Break down performance by region (Pan India, Delhi NCR, Mumbai, Bangalore, etc.)

Why it's powerful: Context-switching made easy. Benchmark against competitors or compare channels/regions without losing your place in the main analysis.

Quick Action: Change SKU

Need to analyze a different product? Click "Change SKU" in the header to search and switch to another SKU without navigating back to the selection screen.

User Flows: How to Use Product Analysis


Flow 1: Diagnosing "Why is my product's market share declining?"

Step-by-step:

1. Land on Overview

2. Review the Performance Snapshot Widgets (Traffic/Conversion/Operations status indicators)

3. Identify which area shows "Medium" or "Poor" status

4. Navigate to that specific tab (Traffic/Conversion/Operations) for detailed analysis

5. Open Drilldown Sidebar → Cross Channel or Cross Region to see if the decline is isolated

6. Check Competitor Analysis in drilldown to see if competitors gained share

What to look for:

- Correlation between traffic/conversion/ops metrics and share decline

- Whether decline is channel/region specific or across the board

- Competitor activity and relative performance shifts

Flow 2: Understanding "How is my product's visibility across channels?"

Step-by-step:

1. Go to Traffic tab

2. Review Overall SOV%, Organic SOV%, and Paid SOV% cards

3. Check SOV Trends chart – is visibility improving or declining?

4. Open Drilldown Sidebar → Cross Channel tab

5. Compare SOV performance across Zepto, Blinkit, Instamart, etc.

6. Identify channels with low visibility for focused improvement

What to look for:

- Is paid SOV compensating for low organic visibility?

- Which channels have the strongest/weakest SOV?

- Are you visible on generic keywords or only branded terms?

Flow 3: Checking "Is my product's availability impacting sales?"

Step-by-step:

1. Go to Operations tab

2. Review Weighted Availability% and trend chart

3. Check Stock in Hand and Fill Rate metrics

4. Open Drilldown Sidebar → Cross Channel tab to identify channels with poor availability

5. Switch to Cross Region tab to spot regional availability gaps

6. Return to Overview → Regional Level Performance to correlate availability with market share

What to look for:

- Correlation between availability dips and market share drops

- Channels/regions with chronic availability issues

- Fill rate problems indicating fulfillment challenges

Flow 4: Competitive Benchmarking "How does my product stack up?"

Step-by-step:

1. From any tab, click "Drilldown"

2. Navigate to Competitor Analysis tab in the sidebar

3. Review all competitor SKUs with key metrics (Market Share, SOV, Availability, Traffic, Conversion, Operations)

4. Sort by any metric to see where your product ranks

5. Alternatively, use the Product Comparison section on Overview tab for side-by-side comparison with specific competitors

What to look for:

- Are competitors outperforming you on visibility (SOV)?

- Do competitors have better ratings, content scores, or availability?

- Pricing and discounting difference

Flow 5: Prioritizing "Which channels or regions should I focus on?"

Step-by-step:

1. Start on Overview → Regional Level Performance table

2. Click Laggards tab to identify worst-performing regions

3. Click Leaders tab to understand what's working in top regions

4. Open Drilldown Sidebar → Cross Channel tab

5. Compare channel performance metrics

6. Identify high-potential areas: good availability but low market share = opportunity

What to look for:

- Regions/channels with untapped potential (low share despite good availability)

- Areas where operational issues are dragging performance

- Regional pricing or competitive dynamics

Notable Features

  • Single SKU Deep Dive – Laser-focused insights that get lost in category-level views
  • Four-Dimensional Analysis – Quickly identify if issues stem from Traffic, Conversion, or Operations
  • Built-in Benchmarking – Competitor data integrated throughout the module
  • Multi-Level Segmentation – Analyse by channel and region to understand local dynamics
  • Seamless Navigation – Change SKUs and access drilldowns without losing context
  • Trend Visibility – Spot patterns, seasonality, and impact of your actions

Tips for Success

1. Start with Overview, then drill down

Use performance snapshot widgets to identify which dimension (Traffic/Conversion/Operations) needs investigation.

2. Use drilldowns liberally

Quick access to competitor, channel, and region breakdowns without losing your place.

3. Look for correlations

Low traffic + good conversion = visibility problem; Good traffic + poor conversion = pricing/content issue.

Trends show momentum and early warning signs.

5. Leverage competitive context

Check Competitor Analysis drilldown to see if changes are product-specific or market-wide.

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