Nov checkout bug ran through the year's traffic peak: 52,000 sessions at 0.90% conversion vs the 1.9 to 2.0% band.
of orders carry leaked code SAVE10, $14.6K given away in 12 months, much of it to returning customers.
Returning-customer share climbed all year. Retention is outpacing acquisition spend.
Desktop converts at 2x mobile (2.9% vs 1.5%) while mobile takes 71% of sessions. The mobile PDP is the lever.
| Code | Orders | Share | Total sales | Discounts | Read |
|---|---|---|---|---|---|
| No code used | 4,542 | 69% | $505,300 | $0 | Healthy baseline |
| SAVE10 | 1,412 | 21% | $131,800 | -$14,640 | Leaked to coupon sites, kill and replace with single-use |
| WELCOME15 | 640 | 10% | $61,900 | -$10,050 | Working as designed |