Hello Dr. Osadchuk,

the goal for the bummer score was to have something that incorporates the relation between Traffic and Conversions, but does not fail when there is very little traffic or no Conversions (like a simple Conversion Rate does).

Likewise, we wanted to weigh Revenue higher than simple Orders, because high-priced products usually get lower Conversion Rates because it takes people longer to decide.

I suck at higher math, so I am going out on a limb here a bit. Hope this is understandable:

So let's look at the Bummer score:

Product Detail Views [counted once per Visit] * e^((-Orders/3)*(Revenue/Prod Detail Visits))

We raise e by a negative (-) power: That means the higher the product of Orders/3 and Revenue/Visit gets, the closer to zero we get.

If we multiply the traffic (Product Detail Views) by something near-zero, the result will be near-zero as well (=> definitely no bummer).

That ensures that the more Orders or Revenue a product gets, the sooner it will get catapulted out of the Bummers list.

If you want to be harsher, you can use Orders/2 or simply Orders instead of Orders/3, but the /3 is what looked most sensible when comparing it across reports.

The Runner score is simpler:

IF Product Detail Views>25

THEN: (Orders * (Product Revenue ^ 1.5) * Product Conversion Rate) / 100

The assumption is that if you multiply large numbers with each other, the actual numbers start to matter less than their weights (here, the power operators).

So here we give the highest weight to Revenue as it is the most important factor. It is weighted by the power of 1.5, which becomes a huge number very soon, think e.g. of a revenue of 5000^1.5. Thus a big revenue bringer quickly makes it to the top, whereas very cheap products need longer even if they produce a lot of orders.

The last factor is the Conversion Rate (Orders / Traffic) which is important because it factors in the efficiency of the sales. If a product sells 10,000 CHF, but needs 100,000 Visits for that, this lowers the Runner Score considerably, as anyone can sell a lot if he shows his product to the whole world.

Hope this helps a bit.