Why Your TPT Metrics May Not Be Telling the Whole Story

ByMike

Let’s talk conversion rates.

If you’re like most TPT sellers, you probably check your conversion rate regularly.

  • Is it up?
  • Is it down?
  • What does it all mean?

Conversion rates can feel like a report card on your product’s performance—but here’s the truth:

They don’t measure what you think they measure.

Here’s why:

  • Not all page views are counted. Tools like privacy blockers or even your phone can stop views from being recorded.
  • Sales without views happen. Did you know a buyer can add your product directly to their cart from the search page and skip the product page entirely? That sale doesn’t count as a “page view” but still affects your conversion rate.
  • Small data sets are misleading. If you have fewer than 100, 300 or 1,000 page views, anomalies like a 200% conversion rate aren’t uncommon.

So, what should you do?

Well, first, check out this video about The Truth About TPT Conversion Rates.

Keep using data to make the best business decisions you can based on the information you have at the time.

But remember the following:

  1. Choose a benchmark. Decide on a number of page views (like 100, 300 or 1,000) before making any decisions about your data.
  2. ​Think about these 4 TPT data takeaways. I didn’t realize the last one until I was recording the video…
  3. Use tools wisely. My favorite way to dig deeper into your data? Use the Self Serve Data Tool to filter and look at specific products (like those with a certain number of page views.)

Are your conversion rates wonky?

Hit reply and let me know!

Cheers,
Mike

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