Everything below comes from your Shopify analytics and order data on September 15, plus a live load test of the product page. No estimates unless labelled.
Cart to checkout is healthy. Checkout to paid is the leak.
| Device | Sessions | ATC | Checkout done | CVR |
|---|---|---|---|---|
| Mobile | 10,552 (73%) | 7.5% | 46.5% | 2.49% |
| Desktop | 3,428 (24%) | 4.3% | 45.5% | 1.75% |
| Tablet | 391 | 6.4% | 44% | 2.05% |
| Money, 90 days | |
|---|---|
| Gross sales | $28,081 |
| Discounts | $1,391 (5.0%) |
| Net sales | $26,311 |
| Shipping charged | $4,707 (17.9% of net) |
| Total sales | $31,178 |
| Returning customer rate | 24% |
Desktop converting 30% worse than mobile is the tell. The desktop product page buries the buy box; mobile stacks it closer to the top by accident.
The 4-packs went from $49.99 plus $12 to $40 shipping to $99.99 shipped around July 20. Summer is the off season so this is not a clean read. Q4 is where it gets tested.
| Week of | Orders | Sales | AOV |
|---|---|---|---|
| Jun 15 | 39 | $2,675 | $50 |
| Jun 22 | 37 | $3,168 | $68 |
| Jul 13 | 48 | $4,058 | $64 |
| Jul 20 (repriced) | 14 | $1,257 | $84 |
| Aug 10 | 23 | $2,231 | $94 |
| Aug 24 | 27 | $2,221 | $85 |
| Sep 7 | 28 | $2,752 | $95 |
Weekly AOV moved from about $55 to about $85. Orders per week fell from 35 to 48 down to 14 to 28. Weekly revenue is down roughly 30% against June. The plan holds the $99.99 anchor and goes after volume with the pack ladder and the caramel side of the store.
| Top sellers | Gross | Orders |
|---|---|---|
| Pick Your Perfect 4 | $12,448 | 169 |
| Pecan Turtle 4-Pack | $3,549 | 51 |
| Toasted Almond 4-Pack | $1,700 | 26 |
| Toffee 4-Pack | $1,350 | 18 |
| PYP4 Pouch Bundle | $1,153 | 23 |
| Signature Pouch | $985 | 45 |
| Landing page | Sessions | CVR |
|---|---|---|
| /collections/caramel-apple-packs | 5,152 | 2.47% |
| Homepage | 3,857 | 2.26% |
| The Caramel Collection | 80 | 7.5% |
| Toasted Almond apple | 182 | 4.4% |
| eGift card | 203 | 0.49% |
| Bulk 5lb caramels | 92 | 0% |
| Contact page | 109 | 0% |
All apple 4-packs together are 76% of gross. The Extra Caramel Bag attaches to 9% of orders, and it is a dropdown under four other dropdowns. The eGift card is the third most visited product page and sold once.
| Source | Sessions | Share | CVR |
|---|---|---|---|
| Social | 5,325 | 37% | 2.42% |
| Direct | 4,937 | 34% | 1.94% |
| Search | 3,386 | 24% | 3.07% |
| 63 | 0.4% | 3.17% |
Klaviyo is installed. FB-EMAIL welcome codes show up on about one in four recent orders. Email as a traffic source is effectively off.
Measured in Chrome on the product page, September 15. Google's field data API was over quota that day, so these are lab numbers on a fast connection; expect mobile LCP in the 3 to 4 second range on real 4G.
20 third party hosts on one page: Klaviyo (5), Clarity (3), Loox, GTM, Meta, Google Ads, Merchant Center, Shop. Layout shift was 0. The fixes are a script diet and lazy loading the FAQ image stack, not a theme change.
The $75 free ship threshold covers the $99.99 apple packs and nothing else. Pouch orders pay $6.72 to $12.73 on $12 to $48 subtotals. A single pouch is 57% shipping. The pouch bundle is $27 short of the threshold and the page never says so. Half of checkouts die at the shipping step.
On desktop the add to cart form sits about 2,300px down, under the description, apple care copy and seven flavor accordions, then asks for four required dropdowns. Desktop ATC is 4.3% against 7.5% on mobile.
eGift card, Bulk 5lb and Contact took 404 sessions between them and produced one order. In a gifting quarter the gift card page should be the easiest sale on the site.
Slice of the Pie