Overview¶
Confidential — KPI data
Store performance and CRO data for Megan Salmon. NDA-bound and gated via Cloudflare Access. All times AEST. Figures in AUD.
Reporting period: 1 Apr → 24 Jun 2026 (85 days)
KPI movement dashboard¶
Compare the latest period against the one before it. Toggle 1 week / 2 weeks / 1 month; the cards show the % movement and the chart shows the daily trend.
Full-period totals¶
| Metric | Value |
|---|---|
| Sessions | 125,201 |
| Unique visitors | 116,681 |
| Orders | 2,021 |
| Total sales | A$624,744 |
| Conversion rate (CVR) | 1.61% |
| Add-to-cart rate | 3.98% |
| Average order value | A$309.13 |
| Revenue / session | A$4.99 |
| Bounce rate | 55.0% |
| Avg. session duration | 154s |
The signals here read like a considered, designer purchase: a high AOV of A$309, a low 55% bounce, and long 2.5-minute sessions. People browse, deliberate, and spend — the opposite of an impulse-buy store.
Channel mix (top, by sessions)¶
| Channel | Sessions | CVR | Sales |
|---|---|---|---|
| 39,989 | 0.18% | A$20,725 | |
| Klaviyo (Email) | 24,560 | 1.90% | A$138,468 |
| 22,279 | 1.62% | A$104,083 | |
| Direct | 21,125 | 1.56% | A$103,756 |
Email (Klaviyo) is the standout — the single biggest attributed revenue channel, fitting a designer brand with a loyal, returning customer base. Paid social, by contrast, converts very poorly (Facebook 0.18%). Full breakdown in Conversion & Traffic.
Top products¶
| Product | Sales | Orders |
|---|---|---|
| Felt Organic Cardi | A$11,620 | 59 |
| Paradise Dress | A$7,951 | 18 |
| Leather Beaten Keaton Jacket | A$7,594 | 9 |
| Cherry Blossom Linen Romance Dress | A$7,208 | 18 |
Revenue is broad rather than concentrated — the catalogue sells across many styles, with the "romance dress" line and cardigans recurring near the top. Classic wearable-art range behaviour.
Site performance¶
INP 164 ms is fine, but LCP (2,023 ms, peaking ~3,272 ms on heavy days) and CLS (0.18) both need attention — image-heavy fashion pages tend to load slowly and shift. See Site Performance.