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Category: Metrics & Measurement

Which ecommerce metrics matter, how to measure them, and how to baseline your Shopify store before making changes.

Conversion rate can lie: revenue per visitor is the scoreboard that catches CVR gains that shrink AOV.

Conversion Rate Optimization Metrics & Measurement

Conversion Rate Can Lie: Track Revenue per Visitor

September 14, 2026 / September 14, 2026 by Wade

← All 100 tips · Tip 24 of 100 · 77 days to Cyber Monday Conversion rate can lie to you, and in a series about conversion optimization that sentence deserves its own day. CVR is a ratio of orders to sessions. It says nothing about what those orders were worth, and any metric that […]

Split mobile vs desktop conversion: the blended number hides which experience is broken.

Conversion Rate Optimization Metrics & Measurement

Split Mobile vs Desktop Conversion Rates

September 9, 2026 / September 14, 2026 by Wade

← All 100 tips · Tip 19 of 100 · 82 days to Cyber Monday Mobile vs desktop conversion rate is the first split you should make on any Shopify analytics number, because the blended figure you have been quoting is an average of two different stores. One store gets browsed on a couch with […]

Funnel step-off analysis: find your single biggest leak (view > product > cart > checkout > purchase) before touching anything else.

Conversion Rate Optimization Metrics & Measurement

Funnel Step-Off Analysis: Find Your Biggest Leak First

September 1, 2026 / September 14, 2026 by Wade

← All 100 tips · Tip 11 of 100 · 90 days to Cyber Monday Funnel step-off analysis answers the only question that should decide your next CRO project: where, exactly, do my visitors give up? Every store’s funnel has the same five steps, session to product view to add-to-cart to checkout to purchase, and […]

You can’t improve what you don’t measure: baseline your CVR, AOV, and revenue per visitor this week, before you change anything.

Conversion Rate Optimization Metrics & Measurement

You can’t improve what you don’t measure: baseline your CVR, AOV, and revenue per visitor this week, before you change anything.

August 22, 2026 / August 22, 2026 by Wade

← All 100 tips · Tip 1 of 100 · 100 days to Cyber Monday Conversion rate, average order value, and revenue per visitor: baseline these three Shopify metrics this week, before you change a single thing on your store. That is the entire tip. It is also the one most stores skip, which is […]