User Journey Metrics And What They Tell You About Your Website Performance.

Hey {{first_name}},

Here are two metrics you can use together to provide a lot of insight into where to focus improvements in your store.

The reason these work so well together is that they sit side by side on the journey.

Sessions → Product Page Views → Add to Carts

So instead of staring at Conversion Rate and wondering what is going on, you can use these two to work out where the real bottleneck is.

Product Page View Rate tells you how well your website performs at driving people to products.

Add-to-Cart Rate tells you how good your website is at getting them to take action.

The trick is not to ask whether either metric is low or high.

It is to look at how they are trending.

If Product Page View Rate is trending up faster than Add to Cart Rate, more people are reaching product pages, but those pages are not improving fast enough to turn that extra attention into intent.

That is where I would focus on:

If the Add-to-Cart Rate is trending up faster than the Product Page View Rate, your product pages are doing a better job, but not enough people are reaching them.

That is where I would focus on:

If both metrics are trending up, that is usually a very good sign.

More people are reaching product pages, and more of them are adding to cart once they get there.

At that point, I would start looking further down the funnel:

If both metrics are trending down, I would start higher up.

That usually means you have a broader issue, often a mix of weaker traffic quality, poorer product discovery, and product pages that are not doing enough.

And if you want to make this even more useful, break both down by device and then by traffic source.

Chat soon,

Peter