Conversion & Traffic¶
Confidential — KPI data
Hard Hat store performance. AEST. Figures in AUD.
Period: 1 Apr → 24 Jun 2026
Funnel¶
Sessions → cart → checkout → orders for the selected period. Use the filter to see recent vs full-period.
Engagement over the full period: bounce 71.2%, average session 108s. Add-to-cart sits at 4.95% but conversion is 1.82%, so a large share of carts never complete — the cart and checkout step is the main leak.
Weekly trend¶
Full-period trajectory by week; switch the metric. Exact numbers in the table below.
| Week of | Sessions | ATC % | CVR | Orders | Sales | AOV |
|---|---|---|---|---|---|---|
| 2026-06-22 | 19,917 | 5.7% | 2.16% | 430 | A$64,648 | A$150 |
| 2026-06-15 | 51,487 | 4.8% | 1.76% | 904 | A$143,467 | A$159 |
| 2026-06-08 | 58,545 | 4.7% | 1.66% | 971 | A$159,440 | A$164 |
| 2026-06-01 | 73,721 | 4.2% | 1.54% | 1,133 | A$180,413 | A$159 |
| 2026-05-25 | 63,943 | 4.6% | 1.59% | 1,016 | A$157,699 | A$155 |
| 2026-05-18 | 72,055 | 4.3% | 1.51% | 1,087 | A$171,101 | A$157 |
| 2026-05-11 | 77,366 | 4.0% | 1.32% | 1,023 | A$165,188 | A$161 |
| 2026-05-04 | 48,966 | 4.7% | 1.90% | 928 | A$137,856 | A$149 |
| 2026-04-27 | 43,446 | 5.6% | 2.18% | 945 | A$140,382 | A$149 |
| 2026-04-20 | 40,550 | 6.2% | 2.47% | 1,000 | A$155,653 | A$156 |
| 2026-04-13 | 37,707 | 6.5% | 2.55% | 962 | A$147,641 | A$153 |
| 2026-04-06 | 43,152 | 5.8% | 2.21% | 954 | A$142,691 | A$150 |
Conversion is sliding as traffic scales
CVR fell from ~2.5% in April to ~1.5–1.8% through May–June, even as sessions grew. That pattern is classic traffic-quality dilution — scaling lower-intent paid channels (see TikTok/Pangle below) brings volume that doesn't convert. Worth protecting CVR by tightening channel quality. (Week of 22 Jun is partial.)
By channel (top 10 of 876)¶
| Channel | Sessions | ATC % | CVR | Orders | Sales |
|---|---|---|---|---|---|
| 263,665 | 5.0% | 1.15% | 3,024 | A$554,500 | |
| TikTok | 136,215 | 0.8% | 0.16% | 213 | A$39,774 |
| 89,933 | 10.5% | 5.16% | 4,644 | A$645,628 | |
| Direct | 66,768 | 4.4% | 2.24% | 1,496 | A$225,156 |
| 35,124 | 7.4% | 1.90% | 669 | A$114,378 | |
| Pangle (TikTok ads) | 31,794 | 0.1% | 0.02% | 5 | A$641 |
| Unattributed | 17,670 | 4.8% | 1.85% | 327 | A$44,648 |
| Klaviyo (Email) | 13,087 | 13.3% | 6.74% | 882 | A$138,000 |
| YouTube | 1,475 | 2.9% | 0.61% | 9 | A$2,003 |
| Bing | 951 | 17.0% | 10.20% | 97 | A$14,493 |
| Other (866 channels) | 3,854 | 16.1% | 17.25% | 665 | A$89,922 |
Read: the efficiency gap is stark. Google (5.16%) and Klaviyo email (6.74%) are the workhorses, with Bing converting over 10% on small volume. Facebook drives the most traffic but converts at just 1.15%, and TikTok + Pangle together burn ~168,000 sessions for barely 200 orders — a major inefficiency to investigate.
Device-level breakdown isn't included in this export; request the "Sessions by device" report if a mobile/desktop split is needed.