E-Commerce & Online Business · Intermediate level

Intermediate level · Module 5: Store Analytics and Conversion · Lesson 1 of 3

Key Store Metrics

Measure what matters for an online store.

In this lesson you will

  • Calculate conversion rate and average order value
  • Read store reports

Key concepts

sessionsconversion rateaverage order valuerevenue

The lesson

Revenue = sessions × conversion rate × average order value. Improving any of the three grows sales.

Conversion rate = orders ÷ sessions; average order value = revenue ÷ orders.

Read these in the store's reports weekly and compare with previous weeks.

Step by step

  1. Find the metrics in reports.
  2. Calculate conversion rate and AOV.
  3. Compare weeks.
  4. Note changes.

Practice activity

Calculate the store's key metrics.

Expected result: Correct metrics with weekly comparison.

Check your understanding

  1. How is conversion rate calculated?

    Show answer

    Orders ÷ sessions.

  2. How is average order value calculated?

    Show answer

    Revenue ÷ orders.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.