Measuring effectiveness of eCommerce

There are many ways to measure performance and effectiveness of activities in E-commerce and these will ultimately be driven by the objectives and drivers of the business. Below are just a few ways in which activities can be tracked;


  • Conversion rate – classed as either order conversion rate (OCR) or buyer conversion rate (BCR) – the probability that a visitor will end up purchasing something on the site
  • New account sign-ups – number of new customers creating an account
  • Ratio of new to returning visitors – number of new visitors versus existing customers
  • Ratio new to returning visitors – number of new visitors on the site each week
  • Average order value – revenue per customer
  • Average number of items – number of items per visit
  • Conversion rate per campaign – probability that a customer will end up purchasing a certain product(s) based on a specific Marketing campaign linked to this product
  • Page “stickiness” – the success rate of retaining a visitor, who arrived on the landing page
  • Time spent per visit – average time spent on the site by the customer each visit
  • Revenue Per User (RPU) – ratio used to express the profitability of a company on a per-user basis: RPU = total revenue / total customers)

Yellow Mango have helped businesses implement the above plus other key business measures which have transformed the performance of the eCommerce businesses. Contact us today and see how we can help.

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