Conversion & Traffic¶
Confidential — KPI data
Megan Salmon store performance. AEST. Figures in AUD.
Period: 1 Apr → 24 Jun 2026
Funnel¶
Sessions → cart → checkout → orders for the selected period. Use the filter to see recent vs full-period.
Engagement over the full period: bounce 55.0%, average session 154s. Add-to-cart is 3.98% but only 1.61% convert, and most of that drop happens between cart and checkout — the step where shoppers stall before committing to a higher-value order.
Weekly trend¶
Full-period trajectory by week; switch the metric. Exact numbers in the table below.
| Week of | Sessions | ATC % | CVR | Orders | Sales | AOV |
|---|---|---|---|---|---|---|
| 2026-06-22 | 3,313 | 3.5% | 1.36% | 45 | A$14,941 | A$332 |
| 2026-06-15 | 7,001 | 3.9% | 1.51% | 106 | A$25,457 | A$240 |
| 2026-06-08 | 8,236 | 3.9% | 1.51% | 124 | A$40,021 | A$323 |
| 2026-06-01 | 6,938 | 3.6% | 1.48% | 103 | A$22,740 | A$221 |
| 2026-05-25 | 7,087 | 4.3% | 1.78% | 126 | A$37,312 | A$296 |
| 2026-05-18 | 6,850 | 4.0% | 2.00% | 137 | A$37,368 | A$273 |
| 2026-05-11 | 7,601 | 3.7% | 1.46% | 111 | A$29,490 | A$266 |
| 2026-05-04 | 8,455 | 3.6% | 1.50% | 127 | A$48,547 | A$382 |
| 2026-04-27 | 21,856 | 8.6% | 3.50% | 766 | A$230,182 | A$300 |
| 2026-04-20 | 13,394 | 1.7% | 0.62% | 83 | A$31,905 | A$384 |
| 2026-04-13 | 13,012 | 2.2% | 0.91% | 119 | A$44,512 | A$374 |
| 2026-04-06 | 12,911 | 2.2% | 0.84% | 109 | A$39,651 | A$364 |
A standout sale week — 27 Apr
The week of 27 Apr did A$230K across 766 orders — roughly a third of the whole period's revenue in one week, at a 3.50% CVR (more than double the norm). That's a major promotional/sale event, and it's worth documenting the playbook behind it: the offer, the email push, and the traffic that drove it. (Week of 22 Jun is partial.)
By channel (top 10 of 90)¶
| Channel | Sessions | ATC % | CVR | Orders | Sales |
|---|---|---|---|---|---|
| 39,989 | 1.4% | 0.18% | 72 | A$20,725 | |
| Klaviyo (Email) | 24,560 | 6.2% | 1.90% | 466 | A$138,468 |
| 22,279 | 5.8% | 1.62% | 361 | A$104,083 | |
| Direct | 21,125 | 5.5% | 1.56% | 330 | A$103,756 |
| 12,926 | 1.6% | 0.25% | 32 | A$9,535 | |
| Unattributed | 2,192 | 4.8% | 1.46% | 32 | A$8,124 |
| YouTube | 940 | 0.5% | 0.00% | 0 | A$0 |
| Bing | 367 | 12.3% | 7.63% | 28 | A$9,819 |
| DuckDuckGo | 177 | 9.6% | 3.39% | 6 | A$1,622 |
| Yahoo | 108 | 13.0% | 6.48% | 7 | A$3,332 |
| Other (80 channels) | 538 | — | — | 687 | A$225,281 |
On the 'Other' row
That bucket holds A$225K (about 36% of revenue) and 687 orders against only 538 tracked sessions — so its rate can't be computed (orders are credited to channels with little or no session tracking, e.g. email/SMS campaigns, returning customers, and the 27 Apr sale). It points to an attribution gap worth tightening so more revenue maps cleanly to a source.
Read: Email (Klaviyo) is the workhorse — the top clean-attributed revenue channel (A$138K at 1.90%). Google and Direct are solid. Paid social is the weak spot: Facebook converts at 0.18% and Instagram at 0.25%, together spending ~53,000 sessions for barely 100 orders. Bing/Yahoo convert well on tiny volume.
Device-level breakdown isn't included in this export; request the "Sessions by device" report if a mobile/desktop split is needed.