Sanja Live

The problemA weekly live shopping show on Terrific, and the only question anyone was asking was whether the show was working. That question is answerable from what it sells on the night, which is what the first report counted, and it hides everything that happens after the broadcast ends.

The decisionMeasure the funnel in DOLLARS rather than in people, across all twenty sessions rather than the last one, and split every session into its three states: before air, live, replay. The unit is the whole decision. By people, Terrific's own cart to checkout rate is a healthy 58 to 83 percent per show, and by that measure nothing is wrong. By dollars it is 41 percent, because the big carts are the ones being abandoned.

The result$117,173 went into carts across twenty shows. $48,307 reached checkout. $22,958 was paid. The gap is $94,215, and $25,349 of it dies at the checkout step alone, which is roughly $24,000 a quarter. Show by show the checkout to paid rate runs between 32 and 86 percent, so the leak is not one bad night, it is every night.

Two numbers reframed the whole thing. The replay takes 51.6 percent of checkout value against the broadcast's 48.4, so the replay is not a byproduct of the show, it is half the business. And the pre-live window produced zero checkouts from 1,705 unique users. People show up before air, fill carts worth $2,718, and not one of them buys. The show was never the problem.