You think you know what’s going on…
Until you look at the second metric
That’s because many issues in e-commerce only show up when two metrics overlap.
So Dmitry Nekrasov mapped 20 such pairs, with what they reveal
↑ Product views + ↑ Add to cart → Fast funnel
↑ Sessions + ↓ Scroll depth → Weak content
↑ Promo code usage + ↓ Revenue → Over-discounting
↑ Mobile traffic + ↓ CR → Bad mobile UX
↑ Email opens + ↓ CTR → Misleading subject
↑ Add to cart + ↓ CR → Checkout friction
↑ Cart size + ↓ Checkout → Decision friction
↑ LTV + ↓ Repeat rate → High-ticket buyers
↓ Sessions + ↑ Revenue → Better targeting
↑ CR + ↓ Revenue → Cheap traffic
↑ Product views + ↑ Bounce → Poor product relevance
↑ Sessions + ↑ Bounce rate → Misaligned traffic
↑ Add to cart + ↓ Checkout → Checkout issue
↑ Return rate + ↓ CSAT → Product quality issues
↑ LTV + ↓ Margin → Unprofitable loyalty
Use this cheat sheet to:
+ Validate what your metrics really mean
+ Avoid false positives
+ Debug tricky trends faster
Which pair can you add?
