When Trends Matter More Than Absolutes For Store Analysis


When managing your Shopify store’s metrics, oftentimes the trend is more important than the absolute value.

With a trend you can see improvements (or problems) which can tell you the underlying story about what’s happening.

If I told you that water in the pool was 70 degrees F, that might help you decide if you want to jump in right now. But it tells you nothing about the future you can use to make decisions. If you then learn that the pool is heating up 5 degrees per hour, now you can plan when to go swimming.

Similarly, it’s useful to know that your Average Order Value (AOV) is $100. If your trend is reporting that it has dropped $5 every month for the last three months, that tells you something critical is wrong. Perhaps a bad campaign, coupon, or some incentive is out there that’s causing lower order sizes.

This might sound simple but trends are supposed to be simple to watch.

In Repeat Customer Insights many metrics include graphs so you can see how the metrics are trending over-time. Year-over-year is probably best to spot long-term trends while the quarter-based ones are good for short-term (without the randomness that comes from monthly trends).

Next time you’re looking up a metric, take some extra time to do a quick check of its trend.

Eric Davis

Leaky funnel losing repeat customers?

Are you struggling to grow your repeat purchases? Install Repeat Customer Insights to equip your store with the insights it needs to increase your repeat sales.

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Topics: Metrics

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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