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| Metric | Formula |
|---|---|
| Conversion Rate | Monthly Orders ÷ Monthly Visitors |
| Average Order Value | Monthly Revenue ÷ Monthly Orders |
| Revenue per Visitor | Monthly Revenue ÷ Monthly Visitors |
| Gross Profit | Revenue × (Gross Margin % ÷ 100) |
| Contribution | Gross Profit − Marketing Cost − Tech Cost |
| Net Revenue | Revenue × (1 − Return Rate % ÷ 100) |
| Cart Abandonment | 1 − (Orders ÷ Add-to-Cart Events) |
| Checkout Completion | Orders ÷ Checkout Starts |
| Device Gap | Desktop CR ÷ Mobile CR — severity: <1.2 healthy · 1.2–1.5 moderate · 1.5–2 strong issue · ≥2 severe |
| Estimated CLV | AOV × Frequency Multiplier × (Margin % ÷ 100) |
| Adjusted CLV | Estimated CLV × (1 + Repeat Purchase Rate % ÷ 100) |
When an optional field is not filled, the following industry benchmarks are used. These are marked EST in the report.
| Field | Default Value | Source |
|---|---|---|
| Marketing Cost | 15% of Revenue | DTC industry average — Shopify & Klaviyo benchmarks 2024 |
| Tech Cost | 2% of Revenue | Typical Shopify plan + essential apps stack |
| Mobile Traffic % | 65% | Google Analytics global e-commerce benchmark 2024 |
| Return Rate | 5% | Statista global e-commerce average (fashion 20–30%, general retail 5–10%) |
| Repeat Purchase Rate | 20% | Shopify Commerce Trends Report 2024 |
| Repurchase Frequency | Every 3–6 months (×1.8) | Mid-range CLV multiplier — conservative assumption |
| Automation Level | 2/5 — mostly manual | Pessimistic default — most SME stores lack automation flows |
| Mobile Speed | 2/5 — slow | Google CrUX data: median Shopify mobile speed score is below average |
| Desktop Speed | 3/5 — average | Desktop consistently outperforms mobile — neutral baseline |
| Bug Frequency | 3/5 — occasional | Neutral assumption — no data to support critical or clean state |
| Ease of Change | 3/5 — moderate | Neutral baseline — average Shopify store with some customisation |
| Developer Dependency | 3/5 — moderate | Neutral baseline |
| Platform Limitations | Partial | Conservative — most stores face some theme/app constraints |
| Guest Checkout | Yes — enabled | Optimistic default — Shopify enables this by default |
| Personalisation | No | Pessimistic default — most SME stores have no personalisation active |
| Time to Implement | ~1 week | Typical Shopify agency implementation timeline for minor changes |
Each trigger fires when a threshold is crossed. Uplifts stack. If no trigger fires, a baseline design improvement uplift is applied. Scenarios are Conservative / Realistic / Aggressive.
| Pillar | Weight | Sub-components |
|---|---|---|
| Commercial | 30% | CR (35%) · AOV (20%) · RPV (20%) · Margin (15%) · Marketing Efficiency (10%) |
| UX & Funnel | 25% | Cart Abandonment · Checkout Completion · Mobile Speed · Device Gap · Checkout Complexity · Guest Checkout — equal weight |
| Technical | 15% | Bug Frequency · Platform Limitation · Avg Speed Score · Stability proxy — equal weight |
| Retention | 15% | Repeat Rate · Purchase Frequency · Automation Level · Personalisation — equal weight |
| Operational | 15% | Ease of Change · Time to Implement · Developer Dependency · Platform Limitation — equal weight |
1–5 star scores are converted: 1=20, 2=40, 3=60, 4=80, 5=100. Interpretation: ≥80 Strong · 65–80 Stable · 50–65 Underperforming · <50 Critical.
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