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ShopNow is an e-commerce marketplace that tracks weekly checkout conversion as a core KPI. Last week, checkout conversion fell from 4.8% to 4.1%, and the COO wants a variance analysis to explain what changed and where the gap came from.
Traffic was broadly stable: sessions declined from 2.50M to 2.45M (-2%). Orders dropped from 120,000 to 100,450 (-16%). At the same time, mobile share increased from 60% to 68%, paid traffic share rose from 35% to 42%, and international traffic grew from 20% to 27%. Segment-level conversion rates also moved: mobile conversion fell from 3.9% to 3.3%, desktop from 6.2% to 5.9%, paid traffic from 3.8% to 3.1%, and organic traffic from 5.4% to 5.2%. Product leadership wants to know whether the KPI decline was driven more by mix shift, within-segment performance deterioration, or both.
sessions: session_id, user_id, session_start, device_type, country, traffic_source, landing_pagecheckout_funnel: session_id, add_to_cart, checkout_start, payment_submit, order_complete, error_codeorders: order_id, session_id, order_value, product_category, discount_amountexperiment_log: user_id, experiment_name, variant, exposure_timetracking_qc: event_name, event_volume, schema_version, platform, date
