Running a successful Shopify store isn’t just about beautiful design — it’s about performance.
Whether you’re managing a growing brand or scaling toward Shopify Plus, the smartest store owners know their numbers. Tracking key performance metrics reveals where you’re excelling, what’s costing you conversions, and where to focus your next optimisation effort.

At Seventyfour Design, we help Australian ecommerce brands use data to drive smarter growth. In this post, we’ll walk you through ten of the most valuable Shopify metrics — and how you can improve them.

1. Conversion Rate

What it is:
The percentage of visitors who complete a purchase.

Why it matters:
Even small improvements here directly increase revenue.

How to improve it:

• Simplify your checkout — fewer steps mean fewer drop-offs.

• Optimise your product pages with clear calls-to-action and social proof.

• Use heatmaps to understand friction points.

• A/B test pricing, product descriptions, and CTAs.

2. Average Order Value (AOV)

What it is:
Your total revenue divided by the number of orders.

Why it matters:
Higher AOV means more revenue without needing more traffic.

How to improve it:

• Offer bundle discounts or “Complete the Look” upsells.

• Use free-shipping thresholds to encourage larger carts.

• Highlight “frequently bought together” items.

3. Customer Lifetime Value (CLV)

What it is:
The total revenue a customer generates over their relationship with your store.

Why it matters:
CLV shows how valuable retention is compared to acquisition.

How to improve it:

• Implement a loyalty or rewards program.

• Send post-purchase email sequences to re-engage buyers.

• Personalise offers using customer segments.

4. Customer Acquisition Cost (CAC)

What it is:
The cost of gaining a new customer through marketing or advertising.

Why it matters:
If CAC rises faster than CLV, profitability suffers.

How to improve it:

• Refine targeting in Meta and Google Ads.

• Focus on organic content (SEO, email, social proof).

• Optimise landing pages to convert ad traffic more efficiently.

5. Cart Abandonment Rate

What it is:
The percentage of shoppers who add items to their cart but don’t complete checkout.

Why it matters:
Abandoned carts are missed revenue opportunities.

How to improve it:

• Simplify checkout steps and enable guest checkout.

• Offer trust badges, shipping transparency, and visible return policies.

• Use email or SMS reminders to recover lost carts.

6. Return Customer Rate

What it is:
The percentage of customers who make repeat purchases.

Why it matters:
Repeat customers are more profitable and easier to convert.

How to improve it:

• Set up replenishment reminders for consumable products.

• Provide exceptional post-purchase experiences.

• Create exclusive perks for returning customers.

7. Site Speed and Page Load Time

What it is:
How quickly your pages load across devices.

Why it matters:
Speed affects both conversion rates and SEO rankings.

How to improve it:

• Compress images and use next-gen formats (like WebP).

• Limit third-party scripts and heavy apps.

• Use Shopify’s built-in CDN or partner with a developer for optimisation.
  

8. Traffic Sources

What it is:
Where your visitors come from — organic, paid, email, referral, or social.

Why it matters:
Understanding source quality helps you allocate marketing budget effectively.

How to improve it:

• Use UTM tracking and Shopify analytics for clarity.

• Double down on channels with high conversion rates.

• Diversify to avoid dependency on one source.

9. Bounce Rate

What it is:
The percentage of visitors who leave after viewing only one page.

Why it matters:
High bounce rates suggest poor UX or irrelevant content.

How to improve it:

• Ensure above-the-fold messaging matches your ad or SEO promise.

• Improve navigation and internal linking.

• Optimise for mobile users — a common source of high bounce.

10. Refund and Return Rate

What it is:
The percentage of sales refunded or returned.

Why it matters:
Returns impact profitability and customer trust.

How to improve it:

• Provide accurate product photos, sizing, and descriptions.

• Offer virtual try-on or detailed fit guides.

• Use post-return surveys to identify root causes.

Bonus: The Power of a Performance Dashboard

Shopify’s analytics are useful, but combining them with Google Analytics 4, Hotjar, or Klaviyo data creates a full-funnel view. Set up a dashboard to track these metrics weekly — small insights lead to big wins over time.

Final Thoughts

Performance tracking isn’t just for enterprise-level stores. Every metric you measure helps you uncover opportunities to improve UX, boost revenue, and strengthen your brand.

If you’d like help auditing your Shopify store’s performance or setting up an optimisation roadmap, our Melbourne-based team at Seventyfour Design can help.
👉 Book a free 30-minute store audit or contact us today to start improving your Shopify metrics.