E-commerce metrics
Posted: Mon Jan 20, 2025 7:16 am
Have you understood everything that involves e-commerce? Believe me: there is still more to see. Metrics are one of the main points at this point. After all, it is through them that you check how your business is doing and whether your strategic objectives are being achieved.
This is also a way to identify bottlenecks and opportunities for improvement, see if any action has had an unexpected effect and if it is necessary to react quickly. Here, the care is with vanity metrics .
They are data that is not very relevant to the business and serve, as the name suggests, to inflate your ego. However, they tend to distract from what really matters. Not to mention that it is very easy to fall for them.
For example, if your strategic goal is to monitor interior designers service email list the return on e-commerce, there is little point in looking at total sales if you also have a physical store. In this case, you may see that revenue is increasing, but you do not know what percentage of the online store is.
Do you see how easy it is to be fooled by vanity metrics? That’s why it’s important to know some of the main relevant analyses that need to be done. Below, we’ve listed the important elements.
Cart abandonment
This is one of the most relevant metrics and also one of the main challenges. It happens when the customer places an item in the virtual cart, but does not complete the purchase . Sometimes, they even enter some personal data, but do not complete the transaction.
This problem is so evident that the average cart abandonment rate is 82% . Every year, the rate remains stable. The reasons are simple . The consumer:
do a price search and put the product in the cart, but "take another look";
reserve the desired product, to avoid it running out of stock, but leave the purchase to be finalized later and give up or purchase it elsewhere;
searches on your smartphone , puts the item in your cart and wants to complete it on your desktop, but forgets, gives up or buys it elsewhere;
decides to purchase the product, but checks the shipping cost and decides against it due to the amount charged;
You want to purchase the merchandise, but the delivery time exceeds the deadline you have.
Most e-commerce sites can send a cart abandonment reminder . In some cases, a special condition, such as a discount, is sent. This increases the chance of closing the order.
Traffic
You need to monitor whether people are coming to your website . Otherwise, your sales will likely drop. Therefore, monitor how many users are accessing your e-commerce site to see if you need to invest in attraction strategies .
For example, improving SEO to rank better on Google and have a solid strategy, creating paid campaigns to bring faster results, becoming a reference through backlinks, etc.
Understand that all of these actions help to build a performance digital marketing strategy . To keep track, it is worth checking every day. If you are still on a small scale, a weekly analysis is interesting.
This is also a way to identify bottlenecks and opportunities for improvement, see if any action has had an unexpected effect and if it is necessary to react quickly. Here, the care is with vanity metrics .
They are data that is not very relevant to the business and serve, as the name suggests, to inflate your ego. However, they tend to distract from what really matters. Not to mention that it is very easy to fall for them.
For example, if your strategic goal is to monitor interior designers service email list the return on e-commerce, there is little point in looking at total sales if you also have a physical store. In this case, you may see that revenue is increasing, but you do not know what percentage of the online store is.
Do you see how easy it is to be fooled by vanity metrics? That’s why it’s important to know some of the main relevant analyses that need to be done. Below, we’ve listed the important elements.
Cart abandonment
This is one of the most relevant metrics and also one of the main challenges. It happens when the customer places an item in the virtual cart, but does not complete the purchase . Sometimes, they even enter some personal data, but do not complete the transaction.
This problem is so evident that the average cart abandonment rate is 82% . Every year, the rate remains stable. The reasons are simple . The consumer:
do a price search and put the product in the cart, but "take another look";
reserve the desired product, to avoid it running out of stock, but leave the purchase to be finalized later and give up or purchase it elsewhere;
searches on your smartphone , puts the item in your cart and wants to complete it on your desktop, but forgets, gives up or buys it elsewhere;
decides to purchase the product, but checks the shipping cost and decides against it due to the amount charged;
You want to purchase the merchandise, but the delivery time exceeds the deadline you have.
Most e-commerce sites can send a cart abandonment reminder . In some cases, a special condition, such as a discount, is sent. This increases the chance of closing the order.
Traffic
You need to monitor whether people are coming to your website . Otherwise, your sales will likely drop. Therefore, monitor how many users are accessing your e-commerce site to see if you need to invest in attraction strategies .
For example, improving SEO to rank better on Google and have a solid strategy, creating paid campaigns to bring faster results, becoming a reference through backlinks, etc.
Understand that all of these actions help to build a performance digital marketing strategy . To keep track, it is worth checking every day. If you are still on a small scale, a weekly analysis is interesting.