aliases: [] canonical_name: Website conversion rate (visitor → first purchase) — north star dashboard_url: https://dashboard.kismetpets.com/context/concepts/metric/website-cvr-north-star/ id: 139 kind: metric last_synthesized_at: ‘2026-05-06T17:51:15.070022+00:00’ slug: website-cvr-north-star updated_at: ‘2026-05-06T17:51:15.070203+00:00’
Website conversion rate (visitor → first purchase) — north star
Metric — website-cvr-north-star
North star metric defined in measurement:1 for the website-conversion experiment: unique purchasers / unique visitors per month. Target: +25–40% relative improvement over 90 days vs the pre-test baseline. The MR:9 simulation projects this much further (+421% on full optimization, +127% on the pessimistic scenario) — the measurement framework’s 25–40% target is the conservative read consistent with industry benchmarks for the specific change set.
Supporting funnel KPIs that decompose the north star: homepage → PDP rate, PDP → ATC rate, ATC → purchase rate, quiz start/completion rates, subscribe-vs-one-time mix, AOV, homepage bounce rate, time-to-first-ATC, email capture rate. Each one isolates a stage where a specific A/B test should move the needle.
Use this as the canonical metric whenever an experiment touches site UX or copy. The decomposition is what makes the funnel diagnosable — a flat overall CVR with a healthy ATC means the loss is at checkout, not the homepage. Pairs with clinical-proof-buried-fold as the strategic explanation for why the baseline is low.