Category Analysis - Conversion Page
Your view for pricing, content, and customer experience.
The Conversion page shows what’s driving shoppers from “viewing” to “buying” - pricing, discounts, content quality, and ratings. Use it to tell if a performance shift is about price, value, or product experience.
Conversion Overview (Top Cards)
Six KPI cards give you a quick health check:
- RPI (by PPU) - how your price compares to the market on a per-unit basis (per gram, per ml, per piece). Best for categories with many pack sizes.
- Avg. Price - your average selling price across the selected SKUs.
- Wt. Discount % - your average discount, weighted by revenue. High-revenue SKUs influence this number more.
- RPI (Overall) - your overall price index versus the market.
- Avg. Rating - your average customer rating, weighted by rating count.
- Content Score - how complete and high-quality your listings are, weighted by sales.
Each card shows the current value, the trend, and the Top 3 laggard subcategories for that metric.
💡About RPI: Use RPI (by PPU) to compare prices across different pack sizes. Use RPI (Overall) to see your overall price position versus the market. A brand can look fine on Overall RPI but still be too expensive per gram - so check both.
Trends & Competition Analysis
- Category RPI Trends - shows how your price position has changed across subcategories over time. Switch between line and bar views.
- Competition Trends - your RPI vs. each competitor’s RPI, so you can see pricing or value gaps.
Sub-Category Conversion Performance
The Conversion version of the Sub-Category Performance widget:
- Default sort → RPI (high to low)
- Columns → Market Share, Avg. Price, RPI (Overall), Weighted Discount, Ratings
- Leaders / Laggards tabs to flip the ranking
- Drilldown opens the sidebar for brand, SKU, region, channel, and feature views
💡Tip: Use the Laggards / Leaders toggle to switch between “where am I losing margin” and “what’s working” - no need to re-filter.
Regional Level Conversion Performance
Conversion drivers broken down by region:
- Left panel - regional snapshot of RPI and Market Share.
- Right table - subcategory-level comparison of Avg. Price, RPI, Weighted Discount, and Ratings by region.
Use Drilldown for a closer look at any region.