CVR, Conversion Rate

CVR is orders divided by sessions. A store with 10,000 sessions and 200 orders has a 2% CVR. Industry average for Shopify stores is roughly 1-3%, with strong DTC brands sitting around 2-4%.

CVR is one of the highest-leverage numbers in ecommerce because it multiplies everything. Doubling CVR with the same ad spend and the same traffic doubles revenue. That is a product, pricing or trust problem - not an ad problem.

CVR varies enormously by channel, device, and market. Mobile CVR is consistently lower than desktop. Paid traffic converts lower than organic. Track CVR separately for each because blending them hides the real picture.