Your average CR is 3%.
Great, right?
But if first-time buyers convert at 0.5% and repeat buyers at 8%, is 3% a good number?
This happens everywhere:
→ New cohorts ruin your LTV
→ 1 category could reduce your CR
→ Mobile traffic decreases your AOV
Dmitry Nekrasov collected 8 real-world examples of metrics that look fine until you segment them.
1/ Save this for your next report.
2/ Show it to your team or clients.
3/ And never trust the average again.
