Year-over-Year Decline Analysis

YEAR-OVER-YEAR COMPARISON REPORT
2024 vs 2023

KEY PERFORMANCE INDICATORS

Metric 2024 2023 Change % Change Trend

Revenue $218,000 $245,000 -27,000 -11.0% 📉📉
Orders 2,750 3,100 -350 -11.3% 📉📉
Conversion Rate 3.8% 4.2% -0.4pp -9.5% 📉

BIGGEST CHANGES

📉 Order Volume: DOWN 11.3% (-350 orders)
Orders dropped from 3,100 to 2,750, a decline of 350 orders.

Analysis:

• Significant order volume decline of 11.3% YoY
• Combined with conversion rate drop suggests funnel issues

Recommendation:

• Audit marketing channels and acquisition funnel
• Review pricing changes or competitive dynamics
• Analyze customer feedback for product/service issues

📉 Revenue: DOWN 11.0% (-27,000)
Revenue declined from $245K to $218K, a loss of $27K.

Contributing factors:

• Order volume: -350 orders (-11.3%) - declining demand
• Average order value: $79.27 (2024) vs $79.03 (2023)
• AOV impact: +0.3%

Assessment: CONCERNING - Double-digit decline in both revenue and orders
signals weakening demand or competitive pressures.

📉 Conversion Rate: DOWN 9.5% (-0.4 percentage points)
Conversion rate fell from 4.2% to 3.8%.

Analysis:

• Conversion efficiency declined despite smaller absolute change
• This compounds the order volume problem

Recommendation:

• Conduct user experience audit
• Test checkout flow improvements
• Review site performance and load times

EXECUTIVE SUMMARY

2024 Performance: WEAK YEAR

2024 underperformed 2023 across all key metrics. Revenue declined 11.0% YoY
to $218K, driven by an 11.3% drop in order volume and a 9.5% decline in
conversion rate.

Key Concerns:

• Revenue down $27K year-over-year (-11.0%)
• Order volume decreased by 350 orders (-11.3%)
• Conversion rate dropped from 4.2% to 3.8% (-9.5%)
• All metrics trending negatively indicates systemic issues

Critical Recommendations:

1. Immediate deep-dive analysis into customer acquisition and retention
2. Competitive analysis to identify market share losses
3. Customer surveys to understand declining conversion
4. Review pricing strategy and value proposition
5. Audit marketing spend efficiency and channel performance

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