{"id":45801,"date":"2019-10-08T10:08:32","date_gmt":"2019-10-08T04:38:32","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=45801"},"modified":"2026-02-10T11:18:47","modified_gmt":"2026-02-10T05:48:47","slug":"important-ecommerce-metrics","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/","title":{"rendered":"3 Most Important eCommerce Metrics: AOV, CR, and RPV"},"content":{"rendered":"\n<p>When tracking metrics for eCommerce sites, it\u2019s important to understand that metrics simply show symptoms, and different symptoms become visible through different metrics. Tracking these can help you <a href=\"https:\/\/vwo.com\/insights\/\">uncover different behavioral trends on your website<\/a> and take action to improve conversion rate.<\/p>\n\n\n\n<p>To understand how tracking eCommerce metrics can help increase <a href=\"https:\/\/vwo.com\/blog\/ecommerce-conversion-rate\/\">average conversion rate<\/a>, let us study them by taking an example of company \u201cX\u201d that sells 2 products: one for $1 and the other for $100.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong><em><span style=\"text-decoration: underline\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\">Download Free: A\/B Testing Guide<\/a><\/span><\/em><\/strong><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conversion rate\" id=\"conversion-rate\" data-menu-id=\"conversion-rate\" style=\"text-align:left\"><strong>Conversion rate<\/strong><\/h2>\n\n\n<p>A conversion is any desirable activity performed by a visitor on your site. From an eCommerce business\u2019 perspective, conversion is visitor performing a checkout.&nbsp;<\/p>\n\n\n\n<p><strong>Conversion rate = number of checkouts\/number of unique visitors<\/strong><\/p>\n\n\n\n<p>If you have an average of 1000 visitors to your site on any given day, and 50 of them become customers, your conversion rate is 5%. Optimizing for conversion rate is converting more visitors into paying and returning customers and help you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Convert more of your current visitors, which is more cost-effective than acquiring new visitors<\/li>\n\n\n\n<li>Generate more revenue at the same cost<\/li>\n<\/ul>\n\n\n\n<p>Since companies are already paying in some way to acquire traffic to their website \u2014 through PPC, SEO, Email, etc \u2014 the next step should be to convert more of those visitors into customers. And that\u2019s where <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/\">conversion rate optimization (CRO)<\/a> enters.<\/p>\n\n\n\n<p>A German retail company <a href=\"https:\/\/vwo.com\/success-stories\/josera\/\">JOSERA achieved a 29%&nbsp; increase in conversion rates<\/a> through VWO powered optimization.&nbsp;<\/p>\n\n\n\n<p>Let us look at the different metrics with the example of company X which conducted an A\/B test on the product page. This is what they discovered:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"87\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-1.png\" alt=\"breakdown chart of results of A\/B test on an ecommerce product page\" class=\"wp-image-45803\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-1.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-1.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Average order value\" id=\"average-order-value\" data-menu-id=\"average-order-value\" style=\"text-align:left\"><strong>Average order value<\/strong><\/h2>\n\n\n<p>Sometimes it may so happen that revenues can drop because of a dip in conversions among high paying customers. To avoid such scenarios, <a href=\"https:\/\/vwo.com\/blog\/personalization-to-increase-aov-and-conversion-rates\/\">average order value<\/a> is what you should be tracking. It\u2019s a direct indicator of what\u2019s actually happening on the profits front.<\/p>\n\n\n\n<p><strong>Average order value(AOV) = total revenue\/number of Checkouts<\/strong><\/p>\n\n\n\n<p>Comparing AOV against Cost Per Order gives a great idea of the profits you make on each order. Consider your Cost Per Order (shipping costs etc.) is $1 and your AOV is $10, giving you a profit of $9 per order. By increasing AOV by 10% to $11, you stand to gain an additional profit of $1 per order.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Simple ways to boost your eCommerce AOV\" id=\"simple-ways-to-boost-your-ecommerce-aov\" data-menu-id=\"simple-ways-to-boost-your-ecommerce-aov\" style=\"text-align:left\">Simple ways to boost your eCommerce AOV:<\/h3>\n\n\n<h4 class=\"wp-block-heading\"><strong>Set a bar for free shipping<\/strong><\/h4>\n\n\n\n<p>The first tip is to offer free shipping on purchases which are slightly more than your current AOV.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"220\" height=\"471\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/unnamed-2.png\" alt=\"free shipping sample image\" class=\"wp-image-58942\" style=\"width:220px;height:471px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"http:\/\/amazon.com\">Amazon<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>I say \u2018slightly\u2019 because free shipping is a tricky subject. You\u2019ll end up increasing the AOV, but the additional shipping charge could reduce the total number of transactions. As per <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\/\">Baymard Institute<\/a>, the average<a href=\"https:\/\/vwo.com\/glossary\/cart-abandonment\/\"> cart abandonment<\/a> ratio is nearly 70%. CXL states that <a href=\"https:\/\/cxl.com\/blog\/shopping-cart-abandonment-how-to-recover-baskets-of-money\/\">lack of free shipping is one of the biggest reasons<\/a> behind cart abandonment. To make an appropriate decision, you can look to perform an A\/B test between completely free shipping and one that is free after a minimum order value. The metrics you should be tracking closely are AOV, the number of sales, revenue, and <a href=\"https:\/\/vwo.com\/engage\/cart-abandonment-campaigns\/\">cart abandonment rate<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"127\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Blog-Banner_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV-center-1024x127.png\" alt=\"Blog Banner 3 Most Important Ecommerce Metrics Aov Cr Rpv Center\" class=\"wp-image-58938\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Blog-Banner_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV-center-1024x127.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Blog-Banner_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV-center-1024x127.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Blog-Banner_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV-center-1024x127.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Blog-Banner_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV-center-1024x127.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Offer discounts on minimum purchase<\/strong><\/h4>\n\n\n\n<p>Are you planning to extend that generous 20% flat discount to clear all your dead stock? Improvise. Tell them they will get the discount on a minimum purchase of $50 or $100 or whatever figure that sufficiently makes up for your lost margins in giving that discount. Give some, take some.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"329\" height=\"211\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/unnamed-1.png\" alt=\"discount sample image\" class=\"wp-image-58944\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.firstcry.com\/\">firstcry<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\"><strong>Give limited period offer<\/strong><\/h4>\n\n\n\n<p>Shoppers tend to procrastinate and mull purchase decisions. To continue the \u2018special discounts on minimum purchase of 50$\u2019 tip, adding a limited duration to the offer can create a sense of urgency among visitors and encourage them to buy more in one go. For example, \u2018Get 40% off on all products\u2019 might motivate the visitor to browse products. But when you say \u2018Get 40% off on all products for next 2 days\u2019, it compels them to act right away.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"188\" height=\"276\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/unnamed.png\" alt=\"headphones\" class=\"wp-image-58946\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\"><strong>Try volume discounts<\/strong><\/h4>\n\n\n\n<p>Offer discounts on bulk purchases of the same product. Paperstone, an office supplies company, used VWO to launch a bulk discount deal on its website. It ran an A\/B test and found the bulk discount deal <a href=\"https:\/\/vwo.com\/success-stories\/paperstone-revenue\/\">increased its average order value by 18.94% and revenue by 16.8%.<\/a> However, remember that you have to determine the right discount value that helps you acquire new customers, and at the same time, doesn\u2019t reduce your profit margins.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Upsell<\/strong><\/h4>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/glossary\/upsell\/\">Upselling<\/a>, if implemented intelligently, is a great way to increase the value of an order. If a visitor is eyeing that 320GB Windows 7 laptop, just throw in the gleaming photo of that 500GB Windows 8.1 laptop on the side. Simply put, upselling is offering a similar but more expensive variant of the product to the buyer.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1252\" height=\"442\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png\" alt=\"product recommendations on amazon product listing page\" class=\"wp-image-45808\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png 1252w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-6.png?tr=w-375 375w\" sizes=\"(max-width: 1252px) 100vw, 1252px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a><br><\/figcaption><\/figure>\n\n\n\n<p>However, there is no point in trying to maximize every transaction, by throwing random products at the visitor. Don\u2019t be like one of those aggressive salespersons trying to sell the entire catalog to someone who hasn\u2019t even made their first purchase.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Cross-sell<\/strong><\/h4>\n\n\n\n<p>Purchasing that 500GB Windows 8.1 laptop? Would you need a laptop bag with it? Or perhaps a USB drive?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1326\" height=\"235\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png\" alt=\"cross-selling on amazon ecommerce store\" class=\"wp-image-45809\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png 1326w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-7.png?tr=w-375 375w\" sizes=\"(max-width: 1326px) 100vw, 1326px\" \/><figcaption class=\"wp-element-caption\">Image source: <a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a><\/figcaption><\/figure>\n\n\n\n<p>This is precisely what <a href=\"https:\/\/vwo.com\/glossary\/cross-sell\/\">cross-selling<\/a> is known as \u2013 soft selling complementary or additional products to your customer base. Studies show that cross-selling is 20 times more effective than upselling even though it has always played second-fiddle to upselling. What you need to keep in mind is that the suggestions need to be relevant. A person buying a laptop will need a laptop bag, not necessarily a DSLR.<\/p>\n\n\n\n<p>Successful <a href=\"https:\/\/vwo.com\/blog\/use-upsell-cross-sell\/\">upselling and cross-selling<\/a> can have a huge impact on the fortunes of an eCommerce company. A case in point is American retailer <a href=\"https:\/\/vwo.com\/success-stories\/bear-mattress\/\">BEAR which increased its revenue by 16% by effectively leveraging cross-selling<\/a> with the help of VWO.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Offer package deals<\/strong><\/h4>\n\n\n\n<p>A package deal or a combo offer is a cool way of selling two or more related products at a discounted price through your online shop. It\u2019s a convenient way to increase customer spends, move your slow-moving goods, and most importantly grow your <a href=\"https:\/\/vwo.com\/glossary\/average-order-value\/\">average order value<\/a>. \u201cThe Hut\u201d offers a pretty smart discounted price on clothing bundles. Going with the stereotype that most men don\u2019t enjoy shopping, and prefer to get all their stuff quickly, \u201cThe Hut\u2019s\u201d offer is well-targeted.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"807\" height=\"384\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-8.jpg\" alt=\"package deals for complete outfit options on fashion ecommerce store\" class=\"wp-image-45810\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-8.jpg 807w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-8.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-8.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-8.jpg?tr=w-375 375w\" sizes=\"(max-width: 807px) 100vw, 807px\" \/><figcaption class=\"wp-element-caption\"><strong>Image source: <\/strong><a href=\"https:\/\/www.thehut.com\/men.list\"><strong>The Hut<\/strong><\/a><\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Incentivize the purchase<\/strong><\/h4>\n\n\n\n<p>Always give something to the customer, and they will happily return the favor. Whenever they make a purchase, either offer them a great loyalty program, cash-backs, or something that is redeemable on their next purchase of some minimum order value. For instance, you can give a $5 cashback offer on their next purchase worth $40, or a free gift voucher worth $10 on an order above $60, points for purchasing, and so on. This works in two ways. One is customer satisfaction, and the second is repeat purchases.<\/p>\n\n\n\n<p>Apart from ensuring a second-time visit and fostering customer loyalty, this increases the order value. Customers tend to buy more in order to experience that all-important gratification that comes after having bought something for free (intended oxymoron). It\u2019s easy \u2013 see how Paperstone increased AOV by 18.94% using <a href=\"https:\/\/vwo.com\/ab-testing\/\">A\/B testing<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><strong><em><span style=\"text-decoration: underline\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\">Download Free: A\/B Testing Guide<\/a><\/span><\/em><\/strong><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Revenue per visitor\" id=\"revenue-per-visitor\" data-menu-id=\"revenue-per-visitor\" style=\"text-align:left\"><strong>Revenue per visitor<\/strong><\/h2>\n\n\n<p>Again, it may so happen that fewer people end up purchasing on your website as a result of bumping up the minimum order value for free shipping, even though it successfully increased your AOV. Your revenue could take a hit harming your profits while still showing a higher AOV.<\/p>\n\n\n\n<p>If company X tracks AOV alone, it could make the company blind towards conversion rate resulting in a revenue sheet like the one below:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"666\" height=\"116\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-9.jpg\" alt=\"breakdown chart of revenue per visitor for an ecommerce store\" class=\"wp-image-45811\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-9.jpg 666w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-9.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/08\/PC-9.jpg?tr=w-375 375w\" sizes=\"(max-width: 666px) 100vw, 666px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/glossary\/revenue-per-visitor\/\">Revenue per visitor<\/a> (RPV): Revenue per visitor combines both conversions and AOV to give the whole picture. RPV is deceptively simple \u2013 it tells you how much revenue each unique visitor is driving. The trick here is to understand RPV from a different perspective.<\/p>\n\n\n\n<p>We already know that,<\/p>\n\n\n\n<p><strong>RPV = total Revenue\/total Unique Visitors(checkouts)<\/strong><\/p>\n\n\n\n<p>So we can rewrite the RPV equation this way: RPV = (AOV x conversions)\/total unique visitors<\/p>\n\n\n\n<p>And since (conversions\/total Unique Visitors) = conversion rate<\/p>\n\n\n\n<p><strong>RPV = AOV x Conversion rate<\/strong><\/p>\n\n\n\n<p>What\u2019s the most important thing for any online eCommerce store? <em>Revenue. <\/em>For revenue, you need traffic. Once you are able to attract traffic, increasing revenue is a two-dimensional process:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Convert more visitors into paying customers (conversion rate)<\/li>\n\n\n\n<li>Increase customer-spend per conversion (AOV)<\/li>\n<\/ul>\n\n\n\n<p>RPV involves both these dimensions leaving no blind spots. If there\u2019s a drop in RPV, it could be due to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>A sudden increase in number of visitors without any buying intent (drop in conversion rate):<\/em> Check if there has been any recent marketing, such as <a href=\"https:\/\/vwo.com\/blog\/email-marketing-best-practices\/\">email marketing<\/a> activity that brought a lot of unqualified visitors with low buying intent. Use segmentation to understand what channels are bringing the right traffic.<\/li>\n\n\n\n<li><em>Customers are buying less of high-value goods and more of low-value goods (drop in AOV):<\/em> Consider using a recommendation engine.<\/li>\n<\/ul>\n\n\n\n<p>For a more detailed analysis, it is better to use <a href=\"https:\/\/vwo.com\/insights\/funnels\/\">funnels to visualize user journeys<\/a>. Now, after going through all of these metrics and recommendations, Company X may wonder why use only unique visitors (unique and returning) and not total visitors?&nbsp;&nbsp;<\/p>\n\n\n\n<p>Of all the first time visitors to an eCommerce site, most won\u2019t make a purchase. The typical buying cycle involves a visitor first visiting your site to check out the products, leaving to compare prices elsewhere, consulting a few friends, reading reviews and eventually a trip back to your site for the purchase (if at all a purchase decision is made). There could be even more steps involved here.<\/p>\n\n\n\n<p>Using total visitors bloats up your metric denominator considerably, resulting in small figures and giving you less credit than you otherwise deserve.<\/p>\n\n\n\n<p>This is not to say it\u2019s a bad practice, just sub-optimal. (In fact, if for some reason, you are getting many orders from repeat buyers it might even make sense to use total visitors instead of <a href=\"https:\/\/vwo.com\/glossary\/unique-visitors\/\">unique visitors<\/a>.)<\/p>\n\n\n\n<p>Using \u2018unique visitors\u2019, on the other hand, paints a real-world picture of what\u2019s happening with your users, who are, of course, unique.<\/p>\n\n\n\n<p>Surely you track some metric(s) that help increase your brand\u2019s conversion rate! But, it is more important to follow-up on tracking by enabling your teams to experiment fast and track the effect of your experimentation on business metrics.&nbsp;<\/p>\n\n\n\n<p>To discover growth opportunities in your conversion rates and to <a href=\"https:\/\/vwo.com\/testing\/?utm_source=page&amp;utm_medium=website&amp;utm_campaign=interlinking\">perform high impact experiments<\/a>, use <a href=\"https:\/\/vwo.com\/plan\/\">VWO plan<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1260\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\" alt=\"Banner 3 Most Important Ecommerce Metrics Aov Cr Rpv\" class=\"wp-image-58940\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/06\/Banner-3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"FAQs on eCommerce Metrics\" id=\"faqs-on-ecommerce-metrics\" data-menu-id=\"faqs-on-ecommerce-metrics\" style=\"text-align:left\">FAQs on eCommerce Metrics<\/h2>\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1580329305898\"><strong class=\"schema-faq-question\">What is AOV metric? <\/strong> <p class=\"schema-faq-answer\">Average Order Value is the average amount of revenue your business earns from all the checkout orders.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1580329315059\"><strong class=\"schema-faq-question\">How is AOV calculated? <\/strong> <p class=\"schema-faq-answer\">Average Order Value is calculated as the total revenue divided by the total number of checkouts on the eCommerce store.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>When tracking metrics for eCommerce sites, it\u2019s important to understand that metrics simply show symptoms, and different symptoms become visible through different metrics. Tracking these can help you uncover different behavioral trends on your website and take action to improve conversion rate. To understand how tracking eCommerce metrics can help increase average conversion rate, let&#8230;<\/p>\n","protected":false},"author":167,"featured_media":56087,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":8,"footnotes":""},"categories":[1850],"tags":[],"feature":[],"industry-type":[10567],"product":[10626],"role":[10632,10641,10638,10636,10637,10633,10634],"region":[],"class_list":["post-45801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO<\/title>\n<meta name=\"description\" content=\"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO\" \/>\n<meta property=\"og:description\" content=\"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-08T04:38:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-10T05:48:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/OG-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Shanaz Khan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@VWO\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shanaz Khan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\"},\"author\":{\"name\":\"Shanaz Khan\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/a4e7e8c36f2596e7ba624ac6c8ea0f95\"},\"headline\":\"3 Most Important eCommerce Metrics: AOV, CR, and RPV\",\"datePublished\":\"2019-10-08T04:38:32+00:00\",\"dateModified\":\"2026-02-10T05:48:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\"},\"wordCount\":1792,\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\",\"articleSection\":[\"Conversion Rate Optimization\"],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\",\"url\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\",\"name\":\"3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\",\"datePublished\":\"2019-10-08T04:38:32+00:00\",\"dateModified\":\"2026-02-10T05:48:47+00:00\",\"description\":\"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.\",\"breadcrumb\":{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#breadcrumb\"},\"mainEntity\":[{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898\"},{\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059\"}],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png\",\"width\":1200,\"height\":700,\"caption\":\"3 Most Important Ecommerce Metrics Aov Cr Rpv\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/vwo.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Conversion Rate Optimization\",\"item\":\"https:\/\/vwo.com\/blog\/conversion-rate-optimization\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"3 Most Important eCommerce Metrics: AOV, CR, and RPV\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/vwo.com\/blog\/#website\",\"url\":\"https:\/\/vwo.com\/blog\/\",\"name\":\"Blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/vwo.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/vwo.com\/blog\/#organization\",\"name\":\"VWO\",\"url\":\"https:\/\/vwo.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png\",\"width\":780,\"height\":492,\"caption\":\"VWO\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/vwoofficial\/\",\"https:\/\/x.com\/VWO\",\"https:\/\/www.instagram.com\/vwoofficial\/\",\"https:\/\/www.linkedin.com\/company\/vwo\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/a4e7e8c36f2596e7ba624ac6c8ea0f95\",\"name\":\"Shanaz Khan\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/02\/20180307_142155-min-96x96.jpg\",\"contentUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/02\/20180307_142155-min-96x96.jpg\",\"caption\":\"Shanaz Khan\"},\"description\":\"Hailing from a humanities background, I stumbled into the world of products that scream innovation and the world of marketing. A Product Marketer on the weekdays, on weekends, I'm a curious kid who wants to learn and do everything from painting to carpentry and cooking. A travel enthusiast to the core, I often find myself escaping to the hills, looking for the quietest spots with breathtaking views.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/shanaz-khan-564b1912a\/\"],\"url\":\"https:\/\/vwo.com\/blog\/author\/shanazkhan\/\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898\",\"position\":1,\"url\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898\",\"name\":\"What is AOV metric?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Average Order Value is the average amount of revenue your business earns from all the checkout orders.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059\",\"position\":2,\"url\":\"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059\",\"name\":\"How is AOV calculated?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Average Order Value is calculated as the total revenue divided by the total number of checkouts on the eCommerce store.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO","description":"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/","og_locale":"en_US","og_type":"article","og_title":"3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO","og_description":"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.","og_url":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/","og_site_name":"Blog","article_publisher":"https:\/\/www.facebook.com\/vwoofficial\/","article_published_time":"2019-10-08T04:38:32+00:00","article_modified_time":"2026-02-10T05:48:47+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/OG-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png","type":"image\/png"}],"author":"Shanaz Khan","twitter_card":"summary_large_image","twitter_creator":"@VWO","twitter_site":"@VWO","twitter_misc":{"Written by":"Shanaz Khan","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#article","isPartOf":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/"},"author":{"name":"Shanaz Khan","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/a4e7e8c36f2596e7ba624ac6c8ea0f95"},"headline":"3 Most Important eCommerce Metrics: AOV, CR, and RPV","datePublished":"2019-10-08T04:38:32+00:00","dateModified":"2026-02-10T05:48:47+00:00","mainEntityOfPage":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/"},"wordCount":1792,"publisher":{"@id":"https:\/\/vwo.com\/blog\/#organization"},"image":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage"},"thumbnailUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png","articleSection":["Conversion Rate Optimization"],"inLanguage":"en-US"},{"@type":["WebPage","FAQPage"],"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/","url":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/","name":"3 Most Important eCommerce Metrics? AOV, CR, RPV | VWO","isPartOf":{"@id":"https:\/\/vwo.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage"},"image":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage"},"thumbnailUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png","datePublished":"2019-10-08T04:38:32+00:00","dateModified":"2026-02-10T05:48:47+00:00","description":"In this post, we cover the 3 most important eCommerce metrics, i.e., AOV, CR, RPV, that all eCommerce stores should be tracking always.","breadcrumb":{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#breadcrumb"},"mainEntity":[{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898"},{"@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059"}],"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#primaryimage","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/01\/Feature-image_3-Most-Important-eCommerce-Metrics-AOV-CR-RPV.png","width":1200,"height":700,"caption":"3 Most Important Ecommerce Metrics Aov Cr Rpv"},{"@type":"BreadcrumbList","@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/vwo.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Conversion Rate Optimization","item":"https:\/\/vwo.com\/blog\/conversion-rate-optimization\/"},{"@type":"ListItem","position":3,"name":"3 Most Important eCommerce Metrics: AOV, CR, and RPV"}]},{"@type":"WebSite","@id":"https:\/\/vwo.com\/blog\/#website","url":"https:\/\/vwo.com\/blog\/","name":"Blog","description":"","publisher":{"@id":"https:\/\/vwo.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/vwo.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/vwo.com\/blog\/#organization","name":"VWO","url":"https:\/\/vwo.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2018\/09\/VWOLogo.png","width":780,"height":492,"caption":"VWO"},"image":{"@id":"https:\/\/vwo.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/vwoofficial\/","https:\/\/x.com\/VWO","https:\/\/www.instagram.com\/vwoofficial\/","https:\/\/www.linkedin.com\/company\/vwo"]},{"@type":"Person","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/a4e7e8c36f2596e7ba624ac6c8ea0f95","name":"Shanaz Khan","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/vwo.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/02\/20180307_142155-min-96x96.jpg","contentUrl":"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/02\/20180307_142155-min-96x96.jpg","caption":"Shanaz Khan"},"description":"Hailing from a humanities background, I stumbled into the world of products that scream innovation and the world of marketing. A Product Marketer on the weekdays, on weekends, I'm a curious kid who wants to learn and do everything from painting to carpentry and cooking. A travel enthusiast to the core, I often find myself escaping to the hills, looking for the quietest spots with breathtaking views.","sameAs":["https:\/\/www.linkedin.com\/in\/shanaz-khan-564b1912a\/"],"url":"https:\/\/vwo.com\/blog\/author\/shanazkhan\/"},{"@type":"Question","@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898","position":1,"url":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329305898","name":"What is AOV metric?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Average Order Value is the average amount of revenue your business earns from all the checkout orders.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059","position":2,"url":"https:\/\/vwo.com\/blog\/important-ecommerce-metrics\/#faq-question-1580329315059","name":"How is AOV calculated?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Average Order Value is calculated as the total revenue divided by the total number of checkouts on the eCommerce store.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/45801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/users\/167"}],"replies":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/comments?post=45801"}],"version-history":[{"count":58,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/45801\/revisions"}],"predecessor-version":[{"id":105334,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/posts\/45801\/revisions\/105334"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media\/56087"}],"wp:attachment":[{"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/media?parent=45801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/categories?post=45801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/tags?post=45801"},{"taxonomy":"feature","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/feature?post=45801"},{"taxonomy":"industry-type","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/industry-type?post=45801"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/product?post=45801"},{"taxonomy":"role","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/role?post=45801"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/vwo.com\/blog\/wp-json\/wp\/v2\/region?post=45801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}