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So in order to survive in such an intense and ambitious world as e-commerce, there’s one thing you must swear by: KPIs. KPIs is what allows you to measure your success in the form of milestones achieved on the road to your ultimate goal.
But what should those KPIs look like in e-commerce?
Have a look at this presentation that collects 39 most important KPIs in e-commerce!
(Based on an article originally published here: http://bit.ly/1RMCbaf)
39 KPIs TO USE
All important KPIs explained
and brought together in one piece.
"We're in the midst of a profound
structural shift from physical to
and it’s happening faster
than I could have ever imagined.
— Jeﬀ Jordan, General Partner at Andreessen Horowitz
E-COMMERCE IS A RAPIDLY
2012 — topped $1 trillion for the ﬁrst time
2014 — increased sales 22.2% within a year
2020 — is expected to reach $3.5 trillions in sales
U.S. UK GERMANY JAPAN INDIA BRAZIL RUSSIA CHINA
ELECTRONICS 77% 83% 84% 90% 53% 79% 86% 71% 96%
SERVICES 76% 80% 76% 77% 63% 82% 70% 63% 87%
APPAREL 76% 87% 85% 88% 66% 84% 75% 64% 97%
BOOKS 73% 82% 82% 80% 65% 70% 75% 52% 89%
TICKETS 64% 74% 69% 63% 43% 79% 65% 51% 71%
MUSIC & GAMES 62% 74% 75% 66% 46% 65% 62% 43% 69%
APPLIANCES 59% 46% 65% 58% 41% 67% 70% 62% 83%
PRODUCTS 57% 50% 56% 58% 48% 68% 59% 53% 85%
Source: A.T. Kearney Connected Customer Study
According to The Nielsen Company, fashion industry
has the most engaged buyers (mostly women) that
make up 46% of online shoppers from all over the
…that’s why setting the right KPIs is a way to survive in the
"Choosing KPIs begins with
clearly stating goals and
identifying what areas have a
direct impact on them.
— Ula Lachowicz, Marketing Leader at Styla
GOAL #1: boost sales by 15% in the next 6 months
- number of leads
- conversion rate
- daily/weekly/monthly sales
- shopping cart abandonment rate
GOAL #2: increase email open rates by 3% in the next quarter
- soft/hard bounce rate
- total opens’ rate
- click rate
- unsubscribed rate
- deleted without reading rate
It’s been proven that 95% of customers are more likely to share
bad service experiences than good ones.
#4 Customer satisfaction rate
#5 Number of customer
Is it increasing or decreasing lately?
#6 Average resolution time
How long does it take (on average) to
deal with one complaint?
#7 NPS (Net Promoter Score)
How likely will a customer recommend your service or product
to somebody else?
#8 Customer retention rate
CRR = ((E-N)/S)*100
E = number of customer at the end of a period
N = number of new customers acquired during that period
S = number of customers at the beginning of that period
What do clients say about your service/product?
#9 Customer feedback
#10 Sales by hour, day, week,
month, quarter and year
What is sales’ frequency?
#11 Average order size
(average market basket)
In the U.S., average order size is $77.9 across the country,
as reported by Statista.
#12 Shopping cart
How many people put items in a shopping cart never to return?
According to Baymard Institute, current shopping cart
abandonment rate is at 68.55%.
#13 Checkout abandonment
How many people abandon stop the purchasing process
during the checkout?
#14 Product clicks
i.e. the number of people that clicked on a particular product.
#15 Average number of
products purchased together
Grouping products together in a similar order lets customers see
more variety, claims Shopify.
#16 Average number of
Your products should be displayed cohesively.
#17 Average delivery costs
How much does it cost you to deliver your product to a client?
According to Statista, UK has the most expensive domestic
delivery option on Saturdays, with an average cost of £9.19.
#18 Average return costs
An IHL report has estimated that returns cost the global retail
economy $642.6 billion each year.
#19 Repeat buyers
A typical online store gets 43% of its revenue from repeat buyers,
according to Bigcommerce.
#20 Number of transactions
in a given time frame
What are the peak times?
#21 Leads to customers ratio
Lead is a prospective consumer of a product/service that is created
when an individual shows interest and provides his or her contact
information. (Def: Investopedia)
#22 Customer proﬁtability
After deducting all the costs of customer attraction, on-boarding,
maintenance, advertising expenses, etc, how much proﬁt does
that customer bring to your business?
#23 Return on investment
ROI = (Gains – Cost)/Cost
#24 Revenue growth rate and
i.e. income minus expenses