🎯 Conversion Rate

Has the Conversion Rate (CR) decreased?

Expand cards of this
type to get more
information

Slice CR by device (desktop,

mobile, tablet) and browser

There is some device / CR has changed evenly

browser where the CR among all devices /
dropped more browsers

Identifying any differences in Slice CR by channel / sources

performance across devices or browsers
can help pinpoint technical issues that
may be affecting conversions. Or simply
move on with the algorithm, filtering
according to the identified attribute.

CR has changed evenly CR has changed evenly

among all channels / among all channels /
sources sources

Think about what has changed in the Check Add to Cart rate (ACR)
source/channel. Maybe the creatives in
the adverts have changed? Or simply
move on with the algorithm, filtering
according to the identified attribute.

ACR has increased ACR has no change ACR has decreased

People are more likely to add at least one Check Conversion from Product Maybe there's a technical
product to the cart during a visit. Maybe Card View to Add to Cart problem, e.g. the add to
after adding to cart they see conditions cart button doesn't work.
that they are not happy with - for
example, the price changes or the
threshold amount for delivery is too high.

The metric has increased The metric has decreased ACR has no change
Check Page Speed (PS)

Product cards convert well, so something Product cards don't convert

goes wrong in the next stages. Maybe well. Maybe the content
after adding to cart the user learns needs to be improved
additional conditions - for example, (photos, description,
minimum quantity to order or long characteristics). PS has no change PS has decreased PS has increased (на
delivery times. загрузку требуется
больше времени)

Slice Conversion from Product

Card View to Add to Cart by Check Average Pages View (APV) It takes less time for pages It takes longer for pages to
catogories / products to load, so that's not the load, so users can leave the site
problem. faster without adding items to
cart. Work on site performance.

There are some categories Conversion has changes

/ products where evenly
APV has no change APV has decreased APV has increased
conversion dropped more

Look for patterns in how There may be a system Check Cart Abandonment Rate Check Product Views per Session People are visiting fewer People are visiting more
categories/products with error on the website (no (CAR) pages on the site, the pages on the site, but
the highest drawdown uploading of photos, likelihood of them adding something is stopping
differ. Maybe popular sizes specifications, reviews) anything to the cart drops. them from adding items to
or colours are not It's possible that irrelevant cart. Maybe there are
available? advertising is running, so missing popular product
users' expectations don't modifications?
match reality and they
leave the site.

CAR has increased CAR has no change or even

has dropped

Visitors view less products Visitors view more

Analyze your checkout There is no change
Determine the pages where per session products per session
process to identify users are most likely to exit your
potential barriers or friction website
points that could lead to
cart abandonment. Simplify
the checkout process as
much as possible. People don't want to It takes longer for pages to
navigate to product cards - load, so users can leave the
could be due to site faster without adding
inconvenient search, items to cart. Work on site
filtering and sorting performance.

There are some pages with There is no clear pattern

high exit rate

If certain pages have a high exit Check Add to Favorite rate Check % Out of Stock (OOS)
rate, it suggests a need for
improvements in content or
user experience on those
specific pages. Especially on the
checkout pages.

There is no change % OOS has increased % OOS has decreased

Conversion has increased Conversion has decreased Conversion has no change

People add more products Encourage users to add Combine the above Maybe your leading Everything is in stock,
to favourites - use this products to their favourites approaches to identify the products are out of stock buyers look a lot but don't
information for to use this information for reason for the change in the and customers can't find add to cart. There may not
personalised future personalised CR. replacements? Check which be enough information to
communication communications items were out of stock and choose from, such as
For example, compare number why reviews.
of card views and conversion
from product card to cart /
favorites by products

[Link] Download the Map of 146 E-​commerce Metrics