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revenue ───
├─ traffic ───
├─ organic ───
├─ search ├─ social ├─ referral └─ direct
├─ paid ───
├─ search ads ├─ social ads ├─ display └─ affiliates
└─ owned ───
├─ email ├─ sms └─ push
├─ conversion ───
├─ land ───
├─ page load └─ trust signals
├─ product page ───
├─ imagery ├─ reviews └─ price clarity
├─ add to cart ───
├─ variant ux └─ inventory
└─ checkout ───
├─ account friction ├─ payment options └─ shipping clarity
└─ aov ───
├─ units per order ───
├─ bundling ├─ cross-sell └─ thresholds
└─ price per unit ───
├─ base pricing └─ discounting
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ltv ───
├─ aov ───
├─ units per order ───
├─ bundling ├─ cross-sell └─ thresholds
└─ price per unit ───
├─ base pricing └─ discounting
├─ purchase frequency ───
├─ product quality ───
├─ durability ├─ satisfaction └─ nps
├─ category ───
├─ consumable vs durable └─ purchase cycle
└─ retention ───
├─ email flows ├─ loyalty └─ win-back
└─ lifespan ───
├─ churn ───
├─ voluntary └─ involuntary
└─ reactivation ───
├─ triggers └─ channels
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the point ───
├─ every metric decomposes ───
├─ into component drivers └─ which decompose further
├─ keep decomposing ───
├─ until you find a lever └─ you can actually pull
└─ most stop too early ───
├─ "we need more traffic" └─ "increase conversion"