Start with these five checks.
- Verify the conversion definition and funnel boundary.
- Match comparable products, traffic and markets.
- Control for stock and delivery promise.
- Inspect product-page and checkout drop-off.
- Separate price, trust, content and assortment effects.
Ask for only what can change the answer.
- FunnelView, cart, checkout and purchase events
- TrafficSource, intent, device and geography
- ProductCategory, price, rating and content
- AvailabilityStock and delivery promise
- ExperienceSpeed, errors, payment and policy
- Competitor evidenceTimestamped public offer and experience
Test one reversible move.
Select one high-volume matched product set with a clear page or checkout gap. Run one reversible test—such as delivery visibility, content completeness or payment error handling—on a controlled cohort. Measure contribution-margin conversion and returns, not clicks alone, and stop if downstream quality worsens.
A decision your team can use.
- 01A comparable conversion baseline
- 02A funnel and offer gap map
- 03A sourced competitor benchmark
- 04A controlled conversion test
Common questions.
Can public competitor data prove their conversion rate?
Usually not. Use observable offer and experience evidence, and label estimated performance clearly.
What should be matched first?
Traffic intent, product type, price, availability and fulfillment promise.
Why use contribution-margin conversion?
A discount can raise unit conversion while reducing the economic outcome.