Title's conversion from login to outfit purchase has collapsed from 2.28% to 0.49% over 3 periods, now sitting at 5% of the 10% target. This represents a 78% decline in the core e-commerce conversion funnel.
Actual vs Target: 0.49% vs 10% target (-9.51pp gap, -95.1% of target)
Trend: Steep decline: 2.28% → 0.68% → 0.49% (slope: -0.895 per period)
Segments: No segment data available
Impact: High - affects primary e-commerce revenue stream for $5M/month business
Likely cause: Product experience breakdown in outfit purchase flow, potentially linked to declining creative performance (60% below target) and VAMP rate issues (40% below target)
Who to ask: Daria Zolotarova
What to inspect: Complete funnel analysis from login to purchase completion, including inventory availability, payment success rates, and user session recordings for the past 4 weeks
Decision needed: Whether to pause marketing spend until conversion is fixed or implement emergency UX changes to outfit purchase flow
Deadline: Monday, 2026-04-21
| # | KPI | BU | Owner | Current | Target | Gap | Trend | Score | Status |
|---|---|---|---|---|---|---|---|---|---|
| 1 | CR to Outfit Purchase | Title | Daria | 0.5% | 10.0% | -95% | ↓ worsening | 73.7 | LIVE |
| 2 | VAMP Rate (Fashion) | Platform | Mykola | 3.5% | 2.5% | -40% | ↓ worsening | 54.9 | CACHED |
| 3 | Creatives in Performance | Title | Anastasiia | 10 | 25 | -60% | ↓ worsening | 52.4 | LIVE |
| 4 | 1st Rebill Acceptance (iOS) | Platform | Boris | 66.7% | 80.0% | -17% | ↑ improving | 39.3 | LIVE |
| 5 | Gross Profit Margin | Title | Daria | 30.0% | 35.0% | -14% | ↑ improving | 37.7 | LIVE |
| 6 | 1st Rebill Acceptance (non-iOS) | Platform | Boris | 62.0% | 75.0% | -17% | ↑ improving | 35.4 | LIVE |
| 7 | Marketing Spend, Lumi R&D1 | Title | Onufrii | $40K | $60K | -34% | ↑ improving | 31.4 | LIVE |
| 8 | Cancel Rate, D28 | Title | Daria | 24.4% | 35.0% | BEATING | ↑ improving | 26.4 | LIVE |
| 9 | Variable Costs / Revenue | Title | Daria | 0.65 | 0.70 | BEATING | ↑ improving | 25.1 | LIVE |