The pitfalls of metrics and how to track the right ones | Talent Connect 2016
The 77 Essential e-Commerce Metrics to Track.
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When you are setting up a division of a large manufacturer, and starting to sell directly to consumers, how can you measure your new business? That was the challenge my colleagues and I over the last 10 years that I’ve worked in e-commerce. Two years ago I distilled my knowledge of how to measure the system onto a single page. I reviewed it recently, and it still holds up. Trouble is, there are at least 77 measurements that I consider essential to running a successful, large e-commerce organisation. Some are financial, some logistical, and naturally the Net Promoter Score is on there. It’s not easy to track these all down – even less simple to put on a dashboard that is updated weekly – but mastering the metrics will help you run your e-commerce business. One day, I’ll figure out how to automate getting the information on a single dashboard. But for now, I hope this is a useful free tool that you can download and use in your business. More details here: http://customergauge.com/2008/10/the-77-essential-e-commerce-metrics/
Transcript of The 77 Essential e-Commerce Metrics to Track.
© Directness 2007
WEB BASKET CHECKOUTCOMPLETED
TRANS- ACTIONS
SALES by CHANNEL::
- AOV (average order value)-Numbers of
orders-Discount
Call Centre - Calls
Answered calls- numbers- talktime
Closed calls
Support calls
Exits: Towhere?
Abandoned calls
MARKETING SPEND
(list sources)
Search termsTop pagesMicrosites
FRAUD CHECK
Credit card clearance
waiting time1st time passdNot passed %
Fraud %(t)
Order to invoice:-Payment cleared
-Waiting for money-- stock allocated
-Back order
-SHIPPING STATS
-- same day ship
-- errors on picking
-DELIVERY STATS
-Arrived at -Customer-Order to
delivery (t)
-RETURNS-Reasons:
- DOA-Return time
(t)
-Non-delivery-Loss etc
Cash collectionType of paymentDays of payment
Stock:Hit rate
Days of stockNon-movers
-SATISFACTI ON
-Number of complaints-Feedback
topics-Goodwill offered $
-Net Promoter Score
CUSTOMER DB
No of signups, growth
-Number of new customers
- R, F, M-- type of
customers-- cross sell
-Merchandising:-NPI (new
product introductions)
-SKUs available-Top 10/bottom
10
-UPSELL/CROS SELL:
-Products per order-$ of
attachments (main unit v accessories)
-MISC-Shipping recovery- Sales by
product group-Profit by
product group-% of sales
online/offline
-TRAFFIC-Sources:
-Main web site-Returning visitors
-Other marcoms-Natural search-Google search
-Emails-Affiliates
Conversion Rate- Comparison by channel
Manufacturers eCommerce: Essential Metrics to track
[email protected], 2006 www.directmess.net
This diagram of the ecommerce sales cycle lists some of the essential metrics a company should track. By showing metrics in your weekly dashboard you can track improvements.
