Demographic segmentation: high conversion but no revenue
I have an ecommerce client with an average conversion rate and sales. I decided to look at the demographics of the customers; for example looking at male versus female or different age groups.
Oddly if I apply age demographics (18-25 for example) I get a much higher conversion rate (thats good) but no revenue associated with it (thats bad).
I don't expect exact numbers - happy that revenue from males + revenue from females < revenue unsegmented (that makes sense because of lack of perfect segmentation data) but unhappy that revenue from a high converting segment (18-25) appears to be zero.