I am trying to figure out a solution to a unique problem.
I am trying to calculate the contribution to year over year change (over quarters) in the sales of a shop, highlighting the contribution of 3 areas:
- Number of people coming into the shop = (a)
- Conversion (number of buyers who come into the store and end up buying) = (b)
- Average sales price of items sold = (c)
Essentially the above 3 points can be summarized into:
Total Sales = (a) * (b) * (c)
If the below is true:
- Q1: Year over year sales of 10%
- Q2: Year over year sales of 20%
How can I build a contribution to growth walk, where I break down how much each aspect (traffic, conversion, average sales price) had in the 10ppt difference between Year over year in Q1 to Q2?
Is there a way of breaking this down into 3 numbers (one each for (a), (b) and (c)) where I show the contribution each had to the 10ppt difference?
Below is a concrete example with numbers, in case that helps with understanding:
- 2014 Q1: Sales of 100 dollars. 1000 customers, conversion of 10%, average sales price of 1 dollar
- 2015 Q1: sales of 110 dollars. 2000 customers, conversion of 5%, average sales price of 1.1 dollars
- 2014 Q2: Sales of 150 dollars. 1500 customers, conversion of 20%, average sales price of 0.5 dollars
- 2015 Q2: Sales of 180 dollars. 2000 customers, conversion of 15%, average sales price of 0.6 dollars
Any help would be greatly appreciated!