Introducing Conversion Events + Visit Value

It’s powerful to know which sessions drive real results—and just as important to spot the ones that show strong intent but don’t quite convert. That’s exactly why we built Conversion Events + Visit Value, available today in Lucky Orange.

This feature gives every visit a “bottom line” by letting you assign value to the actions that matter most. Instead of treating all clicks or pageviews as equal, you can now see which behaviors move the needle for your business.

What Are Conversion Events and Visit Value?

Conversion Events let you mark specific on-site actions as Primary (the outcome you care about most) or Secondary (the precursors that often lead to it). Each event can be assigned a value—either a real dollar amount for e-commerce or a scoring-style value for lead generation.

Those values roll up into a single number for each visitor session called Visit Value.

Visit Value helps you:

• Prioritize which recordings or heatmaps to review first.

• Understand which types of visitors are contributing the most value.

• Spot high-intent sessions that didn’t reach your Primary outcome — your biggest opportunities for improvement.

And soon, Conversion Events will also play a huge role in Discovery, our new AI chat interface, to surface trends and quantified insights about your conversions automatically.

How to Set Up Conversion Events

1. Pick Your Primary Conversion

Choose the single most important outcome for your business.

• Ecommerce: An order completed (thank-you page).

• Lead generation: A form submission, scheduled call, or booked demo.

2. Add a Few Secondary Conversions

Secondary conversions are precursors — actions that signal intent but don’t always result in the Primary conversion.

• Ecommerce examples: Add to cart, size guide clicks, checkout start, product gallery engagement, coupon applied.

• Lead generation examples: Pricing page view, ROI calculator open, multi-step form progress, contact button clicked, case study download.

3. Assign Values to Each Conversion Event

For ecommerce:

• Start with your Average Order Value (AOV). If AOV = $120, that’s your Primary Conversion value.

• Work backward using probabilities for each Secondary. If sessions with “Add to Cart” convert 20% of the time, that event is worth about $24 (120 × 0.20). If “Checkout Start” converts 40% of the time, it’s worth about $48.

• This creates a rational scale where Secondary values ladder into the Primary.

For lead generation:

• Treat this like lead scoring with a dollar sign.

• Start with the expected pipeline value of a completed form. Example: $10,000 average deal × 20% lead-to-opportunity × 30% close rate = $600.

• Assign relative weights for Secondaries: Pricing Page = $50, ROI Calculator = $150, Whitepaper Download = $25.

• The goal isn’t precision. It’s to create meaningful comparisons so Visit Value reflects which sessions are most important to study first.

How to Use Visit Value

Once Conversion Events are in place:

• Filter by key segments (like paid search visitors, mobile users, or returning prospects) and see their Visit Value alongside recordings and heatmaps.

• Investigate “high-value, no Primary” sessions first. These are visitors who showed intent but didn’t convert.

• Compare patterns across cohorts. Do high-value mobile users struggle at checkout more than desktop? Does a certain traffic source create lots of high Visit Value sessions that don’t finish the form?

Visit Value helps you focus on what’s worth the most, not just what’s most active.

Why This Matters

Conversion Events + Visit Value aren’t about replacing revenue reports in GA or Shopify. They’re about giving you a sharper lens inside Lucky Orange — one that helps you prioritize, investigate, and improve faster.

And when Discovery launches, the values you set today will help it surface quantified answers to questions like:

• Which pages are contributing the most value?

• Which visitor behaviors correlate with higher-value sessions?

• Where are high-value sessions dropping off?

The earlier you set up Conversion Events, the smarter your Discovery experience will be on day one.