Funnel and Mix

From the book, Chapter 19. Tess’s funnel: 20,000 visits → 420 orders (2.1%). Improving each of the three steps by a tenth gives 559 orders, up 33.1%. Northgate: every line’s margin rose, yet the total fell from 40% to 39.5% because bikes, the lowest-margin line, grew from 51.1% to 62.5% of sales. At last year’s mix, this year’s margins would give 42.6%.