Common eCommerce Mistakes | Not doing the math – Part #10


If your business has an ecommerce presence then you have a great deal to optimize, that requires math, which in turn requires accurate data. Tracking key metrics is not on the top of people's to-do list, unless you own an ecommerce platform. Measuring performance on your site is how you identify weak spots and maximize profits. Doing the math helps avoid wasting valuable resources where they are not needed. However this is one of many mistakes ecommerce websites make. 

“Where performance is measured, performance improves. Where performance is reported, performance improves dramatically. Where performance is reported publically, performance improves exponentially.” ~ Clate Mask , CEO of Infusionsoft

ecommerce metrics

As a sales and marketing manager or small business owner of an ecommerce website, it can be frustrating to determine the most useful and effective ways to measure your site. Not only that, but you also want to know exactly what you should be measuring. You want to make sure your analysis supports your overall goal — making sales! These Key Performance Indicators (KPIs) shouldn’t be viewed as a hunt for the worst, but the best ways to measure what your team can improve upon to make your company successful.

In this article we will examine the ecommerce metrics you need to measure, watch and guide so that the decisions you make for your online business are based upon solid data.

If you are looking for a resource to measure yourself against global conversion rates, we suggest SmartInsights or The Monetate Ecommerce Quarterly

Conversion rates of online shoppers by device and platform

The tools needed to gather this data and to analyze it are in great supply. Google Analytics and reporting from your ecommerce platform should get you most of the way there. It’s best to use software that allows you to break down each metric by location, device used, campaign, product and so on. Never forget that their are also real people to factor into your analysis. If you use multi channel marketing your staff that handles your phones and comments on social media or live chat can have an affect. Customer behavior is also a factor to consider. Once you have set goals and selected KPIs, monitoring those indicators should become an everyday exercise. And most importantly: “Performance should inform business decisions, and you should use KPIs to drive actions.” ~ Shopify

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Filed Under: E-Commerce & Sales