E-Commerce & Digital Analytics - Falcon Retail

E-Commerce & Digital Analytics

Total Sessions

7.11M

Across all devices & sources

Total Orders

331K

Completed transactions

Conversion Rate

4.2%

Sessions to orders

Net Merch Demand

$40.9M

Total revenue

Avg Order Value

$123.50

Per transaction

Sessions by Device Type

Orders by Device

Device Performance Breakdown

Device Type	Sessions	Orders	New Customers	Returning	Units Sold	Net Merch Demand	Conversion %
Desktop	2,027,023	93,722	31,125	62,597	200,559	$11,836,229	4.18%
Tablet	2,028,553	93,711	30,998	62,713	200,434	$11,551,478	4.17%
Mobile	2,023,138	94,371	31,299	63,072	205,444	$11,742,413	4.19%

Sessions by Traffic Source

Traffic Source Analysis

Traffic Source	Sessions	Orders	Conversion %	New Customers	Returning	Net Merch Demand	% of Total
Paid Search	1,016,459	47,193	4.18%	14,158	33,035	$5,892,145	14.3%
Affiliate	1,013,549	47,413	4.18%	14,224	33,189	$5,902,623	14.3%
Direct	1,015,004	47,560	4.21%	14,268	33,292	$5,954,320	14.3%
Organic Search	1,014,452	46,868	4.13%	14,054	32,814	$5,810,987	14.2%
Email	1,013,847	46,949	4.14%	14,084	32,865	$5,843,156	14.3%
Display	1,012,123	46,927	4.18%	14,078	32,849	$5,836,892	14.2%
Social	1,013,280	46,894	4.17%	14,071	32,823	$5,819,877	14.3%

New vs Returning Orders by Device

Overall New vs Returning Split

New vs Returning Customer Analysis

Device Type	New Customers	New Orders	Returning Customers	Returning Orders	Total Orders	% New	Avg Order Value (New)	Avg Order Value (Returning)
Desktop	31,125	31,241	62,597	62,481	93,722	33.3%	$118.75	$126.30
Tablet	30,998	31,107	62,713	62,604	93,711	33.2%	$116.50	$123.40
Mobile	31,299	31,074	63,072	63,297	94,371	32.9%	$120.20	$125.60
TOTAL: 93,422 New Customers (28.2%) \| 188,382 Returning Customers (71.8%) \| 331,804 Total Orders

Key Insights

Returning Customer Value	Returning customers drive 71.8% of orders despite representing a smaller customer base, indicating strong customer loyalty and repeat purchase behavior.
Device Distribution	New customers show relatively even distribution across devices (30.8%-33.3%), with Mobile leading slightly at 31,299 new customers. Returning customers also distributed consistently.
AOV Patterns	Returning customers consistently show 5-8% higher average order values compared to new customers across all devices, validating the business case for customer retention initiatives.
Growth Opportunity	With 28.2% of orders from new customers, there is significant opportunity to optimize the new customer acquisition funnel and improve first-time conversion rates.