Metrics question
Shopify is working on improving its mobile experience. What metrics would you focus on to set goals and track progress?
- Shopify
- Metrics
- Medium
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What this question tests
Tests metrics framing for a mobile-experience improvement initiative on a merchant-facing platform: can you separate merchant-side and shopper-side mobile metrics appropriately.
How to approach it
- Clarify the scope: 'mobile experience' likely spans both the merchant-facing mobile admin app and the shopper-facing mobile storefront experience for Shopify-powered stores, which have different goals.
- Define merchant-app metrics: task completion rate for common mobile actions (checking orders, managing inventory) and merchant app session frequency, since merchants using mobile for daily operations indicates real utility.
- Define shopper-side metrics: mobile page load speed and mobile checkout conversion rate, since mobile commerce is highly sensitive to load time and checkout friction, directly affecting merchant revenue.
- Add a technical guardrail: mobile crash rate and error rate, since a 'better mobile experience' initiative must first ensure basic reliability before layering on new features.
- Tie the two sides together: merchant-perceived value (are merchants seeing better mobile store performance) should ultimately track back to shopper-side conversion improvements, since that is what merchants actually care about paying for.
- Define the primary goal metric as mobile checkout conversion rate uplift across Shopify stores, with merchant mobile app engagement as a supporting metric for the admin-side improvements.
What a strong answer includes
- Explicitly separates merchant-facing app metrics from shopper-facing storefront metrics, correctly recognizing Shopify serves both audiences differently under 'mobile experience'.
- Names mobile checkout conversion specifically, the metric that most directly ties to merchant revenue and therefore platform value.
- Adds a reliability guardrail (crash rate) before feature-level metrics, showing the right sequencing for a mobile-improvement initiative.
- Connects merchant-side engagement back to shopper-side outcomes, showing the two metric sets are related, not independent silos.
Common mistakes
- Treating 'mobile experience' as referring only to one side (either the merchant app or the storefront) without acknowledging both.
- Focusing only on engagement metrics without a reliability guardrail like crash or error rate.
- No metric tied to actual merchant revenue impact (checkout conversion), missing the ultimate business goal.
Likely follow-up questions
- How would you prioritize between improving the merchant admin app versus the shopper storefront experience?
- How would you measure mobile performance differently across a huge variety of Shopify store themes?
- What would you do if mobile load speed improved but checkout conversion didn't?
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Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 2: Data fluency: SQL, logs, and reading the truth yourself
- Chapter 14: Get the job: the AI PM interview loop