Sunday 29 December 2013

E-Commerce Key Metrics

The following is the sundry list of all the metrics used in e- business. Few of the metrics can be used as KPI's according to the business situation and project undertaken.

Customer metrics:
  • No. of orders
  • Average order size
  • No. new customers
  • No. repeat customers
  • Top [x] customer locations
  • No. new customer registrations
  • Total registered customers
  • Ratio of new customers to repeat customers
  • No. items per order
  • No. abandoned shopping cart sessions
  • Customer satisfaction
    • Surveys
    • Feedback
    • Customer Complaints
  • Customer lifetime value

Financial metrics:
  • Total gross revenues
  • Gross & net Profit
  • Avg. revenue per customer
  • Marketing spend
  • Gross Margin by product type
  • Sales per visitor
  • Cost per visitor
  • Cost/profit per new customer
  • Value of returns
  • Cost & Revenue per campaign
  • Revenue by product line
  • Revenue by product
  • Lost profit
  • Return on inventory

Web metrics:
  • Unique Users
  • Visits
  • Page Impressions
  • Pages per Visits
  • Time on Site
  • Top [x] referral sites
  • Top [x] exit destination sites
  • Site penetration ratio

Marketing:
  • Reach
  • Response rate (Click through rate)
  • Customer conversion rate
  • Newsletter/Magazine subscribers
  • No. coupon codes redeemed
  • No. discount codes redeemed
  • Campaign: Number landing page page impressions
  • Campaign: Number of times seen, impressions
  • Campaign: Number of clicks and bounces
  • Campaign: Number who stayed more than 10 pages
  • Campaign: Number of orders
  • Campaign: Average order value
  • Campaign: Sales per thousand impressions

Site Usability & Usage Metrics:
  • Clicks to Buy (CTB)
  • Top [x] pages where sessions are abandoned
  • Number of featured products clicks on home page
  • Top product pages by views

Operations Metrics:
  • Average order process time
  • Average shipping days to customer

Adithya Papakollu
12DM-163

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