revenue-impact

Revenue Impact

Estimate the revenue cost of UX issues — put a dollar figure on rage clicks, conversion drops, and error spikes.

When This Runs

Invoked automatically by frustration-hunter, funnel-doctor, and error-forensics when the user asks "what does this cost us?" or "what's the revenue impact?" Not user-invocable directly.

Workflow

Step 1: Get the affected user count

From whichever skill invoked this, extract:

• How many users are affected (from get_opportunity_stats or compute_metric)
• Over what time period

Step 2: Get the business numbers

Ask the user for:

• Average order value (AOV) or average revenue per user
• Conversion rate for the affected flow (if not already known)
• Traffic volume to the affected page (if not already known)

If they don't know, offer to compute from Fullstory:

fullstory:build_metric(query="completed purchases", output_type="single_number")
fullstory:compute_metric(metric_id)
→ also compute total unique users on the checkout page
→ derive: conversion rate = completed / total

For AOV: Fullstory doesn't track revenue natively (unless it's sent as a custom event). If revenue data isn't in Fullstory, ask the user for AOV. Don't guess.

Step 3: Calculate

Basic formula:

Revenue lost = affected users × conversion rate × AOV

Example:

• 412 users rage-clicked "Apply Promo" on checkout
• Checkout conversion rate: 20%
• AOV: $85

"Of those 412 users, if the rage click caused even half of them to abandon — that's potentially 41 lost purchases (412 × 20% × 50% abandon rate). At $85 AOV, that's ~$3,500 in the last 7 days, or $182K annualized."

Be explicit about assumptions. Use ranges: "$3,000–5,000" not "$3,472."

Step 4: Present with context

Always show:

1. The UX issue (what's broken)
2. User impact (how many affected)
3. Revenue estimate (with assumptions stated)
4. Time period (per week, per month, annualized)
5. Confidence level (high if you have session evidence, low if you're extrapolating from small samples)