ARPU is Better Guiding Measure

When you are workong on optimising conversion rate, conversion rate could be a misguided measure.

You can pump a bunch of lower price products around your hero product, or in your funnel. But that could eat into marketing efficiencies and make your ARPU (average revenue per user) stagnate. Meaning you've improved conversion rate but not really improved economics.

Look at ARPU every day VS monthly and you will see if you are improving it. Also dial in a year on year ARPU increase metric.

This will be the first signal in knowing if you are getting better at your sales funnels.