Conversion rate is just the start. Here are the eCommerce product metrics that drive product-led growth.
AARRR (Pirate Metrics)
Acquisition, Activation, Retention, Revenue, Referral. Map your funnel and optimise each stage. For eCommerce, activation might be first purchase; retention is repeat purchase rate.
Revenue Per Visitor (RPV)
RPV combines traffic quality, conversion, and AOV. Improves when you acquire better traffic or convert more effectively. Compare by channel, device, and segment.
Cohort Analysis
Track retention and revenue by cohort (signup month, first purchase month). See if product changes improve long-term behaviour. LTV by cohort is the gold standard.
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