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