Ecommerce
ERHI score this month: 71/100 →| Metric | Healthy | Average | Poor | Source |
|---|---|---|---|---|
add_to_cart_rate Sessions that reach an add-to-cart event. | 12% | 8% | 3% | industry |
Average order value Mean revenue per order | $80+ | $40-80 | <$40 | Industry research |
Cart abandonment rate Share of carts abandoned before checkout | <60% | 70-80% | >80% | Industry research |
cart_abandonment_rate Visitors who add to cart but do not complete checkout. | 50% | 70% | 85% | industry |
Conversion rate Visitor-to-order conversion rate | 3%+ | 1-3% | <1% | Industry research |
conversion_rate Sessions that result in a completed checkout. | 5% | 2.5% | 0.8% | industry |
Customer acquisition cost ratio Customer LTV divided by acquisition cost | 3:1+ | 1.5:1-3:1 | <1.5:1 | Industry research |
customer_return_rate Share of customers who place a second order within 12 months. | 60% | 35% | 15% | industry |
Email subscriber share Share of customers on the email list | 70%+ | 40-70% | <40% | Industry research |
email_ctr Email click-through rate. | 5% | 2.5% | 0.8% | industry |
email_open_rate Open rate for marketing email broadcasts. | 35% | 18% | 8% | industry |
influencer_post_rate Share of gifted creators who post about the product. | 90% | 60% | 30% | industry |
Page load time (LCP) Largest Contentful Paint on product pages | <2.5s | 2.5-4s | >4s | Edynamics platform |
Refund rate Share of orders refunded | <3% | 3-7% | >7% | Industry research |
refund_rate Refund rate as a percentage of revenue. | 3% | 8% | 15% | industry |
Repeat customer rate Share of customers who place a second order within 12 months | 35%+ | 15-35% | <15% | Industry research |
revenue_per_subscriber_monthly Email-list revenue per subscriber per month. | $8 | $2 | $0.50 | industry |
Review request reply rate Share of fulfilled orders that produce a review | 8%+ | 2-8% | <2% | Edynamics platform |
review_count_per_100_orders Reviews captured per 100 orders. | 30 | 12 | 3 | industry |
second_purchase_conversion_rate First-time buyers who place a second order in 90 days. | 60% | 37% | 15% | industry |
sms_open_rate Open rate for marketing SMS. | 98% | 98% | 95% | industry |
Subscriber-to-customer conversion Share of email subscribers who convert within 90 days | 15%+ | 5-15% | <5% | Industry research |
subscription_conversion_rate One-time buyers converted to subscribers. | 20% | 5% | 1% | industry |
ugc_submission_rate_buyers Share of buyers who submit a photo or video. | 8% | 2% | 0.5% | industry |
Subtype: beauty
| Metric | Healthy | Average | Poor | Source |
|---|---|---|---|---|
bundle_take_rate Buyers who add the bundle offer at checkout. | 45% | 20% | 5% | industry |
loyalty_participation_rate Customer base enrolled in loyalty program. | 60% | 30% | 8% | industry |
trial_to_repurchase Trial-size buyers who repurchase full size. | 70% | 45% | 20% | industry |
Subtype: wellness
| Metric | Healthy | Average | Poor | Source |
|---|---|---|---|---|
influencer_conversion_rate Conversion rate from influencer-driven traffic. | 2% | 1% | 0.3% | industry |
ltv_year3_multiplier LTV multiplier from year 1 to year 3 for retained customers. | 4.5x | 3.2x | 2.0x | industry |
referral_rate Customers who refer at least one new customer. | 12% | 3% | 0.5% | industry |
reorder_rate_consumables Customers who reorder a consumable product within 90 days. | 60% | 40% | 20% | industry |
reorder_rate_full Full reorder rate (all SKUs) for wellness customers. | 70% | 40% | 15% | industry |
review_photo_submission_rate Reviews that include a photo. | 35% | 15% | 3% | industry |
subscription_ltv_multiplier Subscription customer LTV vs one-time buyer LTV. | 6x | 4x | 2x | industry |
subscription_share Share of total revenue from subscription orders. | 35% | 20% | 5% | industry |
ugc_submission_rate Share of customers who submit user-generated content. | 5% | 2% | 0.5% | industry |