Overview¶
Confidential — KPI data
Store performance and CRO data for Hard Hat. NDA-bound and gated via Cloudflare Access. All times AEST. Figures in AUD.
Reporting period: 1 Apr → 24 Jun 2026 (85 days)
KPI movement dashboard¶
Compare the latest period against the one before it. Toggle 1 week / 2 weeks / 1 month; the cards show the % movement and the chart shows the daily trend.
Full-period totals¶
| Metric | Value |
|---|---|
| Sessions | 660,536 |
| Unique visitors | 595,951 |
| Orders | 12,031 |
| Total sales | A$1,869,143 |
| Conversion rate (CVR) | 1.82% |
| Add-to-cart rate | 4.95% |
| Reached-checkout rate | 3.82% |
| Average order value | A$155.36 |
| Revenue / session | A$2.83 |
| Bounce rate | 71.2% |
| Avg. session duration | 108s |
Channel mix (top, by sessions)¶
| Channel | Sessions | CVR | Sales |
|---|---|---|---|
| 263,665 | 1.15% | A$554,500 | |
| TikTok | 136,215 | 0.16% | A$39,774 |
| 89,933 | 5.16% | A$645,628 | |
| Direct | 66,768 | 2.24% | A$225,156 |
Google is the revenue engine — it earns the most sales (A$646K) on a fraction of Facebook's traffic, at a far higher conversion rate. TikTok, by contrast, drives huge volume that barely converts. Full breakdown in Conversion & Traffic.
Top products¶
| Product | Sales | Orders |
|---|---|---|
| Hard Hat Big Rig | A$536,122 | 2,329 |
| Hard Hat Foreman | A$392,084 | 2,176 |
| Hard Hat Smartwatch | A$324,131 | 2,458 |
| Hard Hat Sport | A$196,886 | 1,212 |
Watches lead, and there's healthy accessory attach — the Silicon Band (2,711 orders) and screen protectors sell in volume alongside the watches, while the BOGOF offers lift basket size.
Site performance¶
LCP 1,764 ms and INP 140 ms are both in the "Good" band, but CLS is 0.16 — above the 0.10 "Good" threshold, so there's noticeable layout shift worth addressing. See Site Performance.