Ecommerce Key Performance Indicators (KPIs)

As we enter 2014 its a time for reflection and goal setting at a personal level for many but also a great time to review your ecommerce KPI’s. When was the last time you actually reviewed your KPI’s and the goals of your business? How did you perform in 2013 and what are you now planning for 2014 and why?

We are all subject to various performance measures and data sets but what should you actually be measuring? There isn’t a single right answer or magic formula to success however it comes down to defining the key goals of your business. We’ve included a list of 32 KPI’s which we believe are important to any online business irrespective of industry or sector.

If you would like any assistance either reviewing your ecommerce KPI’s for 2014 or would like general analytics advice please get in touch and we’d love to help.

Sales Key Performance Indicators:

  • Hourly, daily, weekly, monthly, quarterly, and annual sales
  • Average order size (sometimes called average market basket)
  • Average margin
  • Conversion rate
  • Shopping cart abandonment rate
  • New customer orders versus returning customer sales
  • Cost of goods sold
  • Total available market relative to a retailer’s share of market
  • Product affinity (which products are purchased together)
  • Product relationship (which products are viewed consecutively)
  • Inventory levels
  • Competitive pricing

Marketing Key Performance Indicators:

  • Site traffic
  • Unique visitors versus returning visitors
  • Time on site
  • Page views per visit
  • Traffic source
  • Day part monitoring (when site visitors come)
  • Newsletter subscribers
  • Texting subscribers
  • Chat sessions initiated
  • Facebook, Twitter, or Pinterest followers or fans
  • Pay-per-click traffic volume
  • Blog traffic
  • Number and quality of product reviews
  • Brand or display advertising click-through rates
  • Affiliate performance rates

Customer Service Key Performance Indicators:

  • Customer service email count
  • Customer service phone call count
  • Customer service chat count
  • Average resolution time
  • Concern classification
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