What are key CRO metrics?

CRO (Conversion Rate Optimization) metrics help businesses measure how effectively a website or ecommerce store turns visitors into customers or other desired actions.

Key CRO metrics

1. Conversion Rate (CVR) — Percentage of visitors who complete the desired action, such as making a purchase or submitting a form.
2. AOV (Average Order Value) — Average amount spent per order.
3. Cart Abandonment Rate — Percentage of shoppers who add products to their cart but don’t complete the purchase.
4. Checkout Abandonment Rate — Percentage of users who start checkout but leave before completing the order.
5. Add-to-Cart Rate — Percentage of visitors who add at least one product to their cart.
6. CTR (Click-Through Rate) — Percentage of users who click a particular link, advertisement, button, or other clickable element.
7. CPA (Cost Per Acquisition) — Average marketing cost required to acquire a customer or conversion.
8. ROAS (Return on Ad Spend) — Revenue generated for every unit of advertising spend.
9. Bounce/Engagement metrics — Help identify whether visitors engage with landing pages or leave without meaningful interaction.
10. Customer Lifetime Value (CLV) — Estimated total value a customer generates over their relationship with the business.
11. Exit Rate — Percentage of sessions that end on a particular page.
12. Revenue per Visitor (RPV) — Revenue generated on average per website visitor.

Why these metrics matter

Tracking these metrics helps identify where users drop out of the conversion funnel and whether CRO changes actually improve business outcomes.

For an ecommerce store, a useful CRO dashboard might focus on conversion rate, add-to-cart rate, checkout completion, AOV, cart abandonment, RPV, and revenue rather than relying on a single metric.