CartSignal Store health report Store Health Report · USD 49
Revenue is flat and three things underneath it moved
Twelve weeks of store data, with the anomaly in week 38 that nobody noticed.
Revenue has moved less than two percent in twelve weeks, which is why nothing has felt urgent. Underneath it, conversion has fallen, average order value has risen enough to hide it, and one product has stopped selling entirely since a Tuesday in September.
Conversion is down 18 percent, average order value is up 21 percent and they have cancelled each other out. The AOV rise is not a win: it is your cheapest product line disappearing from the mix after a listing change on 16 September.
Trend
What the headline is hiding
The two lower lines separate sharply at week 38 and the top line does not move. That is the week of 16 September, and it is the most informative single point in twelve weeks of data.
Products
Winners, laggards and the one that vanished
| Product | Orders, W30 to 37 | Orders, W38 to 41 | Change | Read |
|---|---|---|---|---|
| Hand tool starter set | 728 | 16 | -98% | Delisted from the collection by accident |
| Border spade | 312 | 198 | -37% | Seasonal, expected |
| Secateurs, pro | 244 | 241 | -1% | Steady |
| Kneeler | 186 | 203 | +9% | Some starter set demand landed here |
| Tool roll | 94 | 141 | +50% | Absorbed starter set traffic |
| Watering set | 88 | 84 | -5% | Steady |
| Compost bin | 51 | 22 | -57% | Seasonal |
The kneeler and the tool roll together picked up about 64 orders of the 712 the starter set lost. Roughly 90 percent of that demand simply left.
Customers
Who is buying
| W30 to 37 | W38 to 41 | Change | |
|---|---|---|---|
| New customers | 1,284 | 812 | -37% |
| Returning customers | 402 | 396 | -1% |
| New customer share | 76% | 67% | -9 points |
| Average order value, new | USD 31 | USD 44 | +42% |
| Average order value, returning | USD 67 | USD 69 | +3% |
| Repeat rate within 90 days | 14% | 14% | Unchanged |
The starter set was your entry product and it was doing the work of acquisition. New customers fell 37 percent while returning customers did not move at all, which is exactly what you would expect if the cheapest way in disappeared.
Actions
One urgent, three worth doing
- Today
Restore the starter set to the Tools collection
Check the collection rule against the product tags. The catalogue import on 16 September is the likely cause and it may have affected other products that were less visible.
- Today
Check every product against every collection
One query. If one product fell out silently, others may have. This is the second most valuable ten minutes available to you.
- This week
Set an alert on orders per product
Any product whose weekly orders fall more than 50 percent against its four week average. This specific failure would have been caught in six days instead of thirty four.
- This week
Report conversion and AOV alongside revenue
Revenue alone moved 1.8 percent while the two components moved 18 and 21. A single line cannot show that and it is why this went unnoticed for five weeks.
- Starter set restored and verified on the live collection page
- All products checked against all collections
- Per product order alert configured
- Weekly report shows conversion and AOV, not just revenue
- Catalogue import reviewed for what else it changed on 16 September
- Re-measure new customer count in two weeks