FreshCart is a mobile grocery delivery app with 2.4M monthly active users. The company launched a redesigned home feed and faster checkout flow 6 weeks ago, and leadership now wants a clear framework for evaluating whether the product is truly successful beyond just top-line order volume.
In the last full month, FreshCart reported: 2.4M MAU, 620K weekly active purchasers, 410K first orders, 29% first-order-to-second-order conversion within 30 days, 18.5 orders per purchasing user per quarter, 90-day purchaser retention of 41%, average order value of $46, and NPS of 38. At the same time, app sessions per user rose 12%, but checkout conversion fell from 34% to 31%, and customer support contacts per 1,000 orders increased from 22 to 31. The GM asks: "What metrics should we use to evaluate product success, how should we prioritize them, and what trade-offs should we watch?"
app_sessions: session_id, user_id, session_start, platform, traffic_source, pages_viewedcheckout_funnel: user_id, cart_id, checkout_started_at, payment_submitted_at, order_completed_at, dropoff_steporders: order_id, user_id, order_timestamp, basket_size, order_value, delivery_fee, refund_flaguser_cohorts: user_id, signup_date, acquisition_channel, city, membership_tiersupport_tickets: ticket_id, order_id, issue_type, created_at, resolution_timenps_responses: user_id, response_date, score, free_text