How to Use Page Analytics to Improve Low-Conversion Pages

Low conversion pages are not always broken. They often lack clarity on where users drop off. This article walks you through how to use Page Analytics to identify weak points in page performance and decide what to optimize, even when no experiment is running.

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What Is Page Analytics in GemX

Page Analytics is a reporting dashboard in GemX that shows how each Shopify page performs over time. It tracks traffic, engagement, and conversion metrics for all pages with traffic, regardless of whether they are part of an experiment.

This makes Page Analytics especially useful for diagnosing low-conversion pages before deciding what to test or change next.

Learn more: How to View and Read GemX Page Analytics

Step-by-Step to Improve Your Low-Conversion Pages with Page Analytics

Step 1: Identify Low-Conversion Pages in the Page Analytics Dashboard

Start by locating pages that receive traffic but do not convert efficiently. Follow these steps to access the Page Analytics in GemX.

• From your Shopify admin, go to GemX: CRO & A/B Testing.

• Click Analytics to enter the GemX Page Analytics.

You’ll see a table listing all active pages with traffic, along with core performance metrics.

Focus on pages that show:

• High Sessions but low Conversion Rate

• High Bounce Rate compared to similar pages

• Declining Conversion Rate in the comparison column

Each metric includes a percentage change compared to the previous period, helping you spot negative trends quickly.

Step 2: Customize Metrics to Diagnose Conversion Issues

Not every page problem shows up in the default view. Customizing metrics helps you pinpoint why a page is underperforming.

How to customize columns:

• Click the table icon in the top bar

• Add or remove metrics as needed

• Drag columns to reorder them based on your analysis flow

Useful metrics for low-conversion analysis:

• Added to cart rate

• Sessions that reached checkout

• Revenue per visitor

• AOV

This setup allows you to distinguish between traffic quality issues and funnel progression problems.

Step 3: Open Page Detail Analytics for Deeper Analysis

Once a low-performing page is identified, click its name to open Page Detail Analytics.

In this view, you can review:

• Sessions, Bounce Rate, Click-through Rate, Conversion Rate

• Revenue and AOV

• Percentage increase or decrease compared to the previous period

Use metric trends to confirm whether performance issues are consistent or newly emerging.

Step 4: Choose the Right Session View for Accurate Insights

GemX provides two session perspectives, and choosing the right one is critical. There are two session view options that you can choose from:

• All sessions: Includes any session where the page was viewed, regardless of entry point. Best to use for product or collection pages.

• Entry session only: Counts only sessions where the page is the first page viewed. Best to use for landing pages.

Using the wrong view can lead to misleading conversion rate conclusions.

Step 5: Use Journey Analysis to Find Drop-Off Points

Journey Analysis shows how visitors move through the funnel after viewing a page.

What Journey Analysis reveals:

• The total number of sessions that included the page

• Each step users take after viewing it

• The percentage of sessions that progressed to the next step

The right side of the Journey Analysis always includes:

• Added to Cart

• Reached Checkout

• Completed Checkout

Large drop-offs between steps highlight where optimization is needed:

• Drop before the “Added to Cart” to the page content or CTA issue

• Drop after cart to pricing, trust, or checkout friction

Learn more: How to Use Journey Analytics to Identify the Drop-offs

Step 6: Turn Analytics Insights Into Optimization Actions

Page Analytics helps you decide what to fix before testing.

Common optimization signals:

• High traffic, low click-through rate: Clarify value proposition or CTA

• Good engagement, low checkout reach: Optimize pricing or trust elements

• Drop-off at cart: Adjust the shipping, bundles, or cart clarity

Once changes are identified, you can:

• Apply direct page updates

• Launch an A/B test to validate improvements

If a page is part of an experiment, use View Experiment to access detailed test results directly.

Best Practices for Improving Low-Conversion Pages

• Compare performance over time before making changes

• Address one major drop-off point at a time

• Use Page Analytics before launching experiments

• Recheck metrics after optimizations go live

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FAQs

Can I use Page Analytics without running an experiment?

Yes. Page Analytics works independently and continues to track page performance even when no experiment is active.

Why does a page have traffic but no conversions?

This usually indicates a mismatch between user intent and page content, or a drop-off occurring somewhere in the funnel.

Which metric should I prioritize first?

Start with Conversion Rate, then use Bounce Rate and Path Analysis to identify where and why users are dropping off.

Should landing pages and product pages be analyzed differently?

Yes. Landing pages are best analyzed using sessions that start on the page, while product pages benefit from analyzing all-session views to capture broader user behavior.

Realted Topics: 

Analytics