Interesting talk about hte main metrics in an ecommerce. Tips for web-based small business.

1. FRIDAY TRAININGS
http://itnig.net/en/events
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twitter @itnig
HASHTAG #ftrainings

2. Hi!
I’m Bernat Farrero
I work at Camaloon, the place where people create and
order their custom products
At Itnig, I join entrepreneurs in their hunt for a business
model

3. truths
The unspoken

4. UNCERTAINTY
Startup is

5. Entrepreneur teams
are NEWBIES

6. we reinvent wheels
and by doing so, sometimes...
We find out different ways to solve problems,
new forms of value, new markets, new tools
and that is our biggest competitive
advantage
The 12 monkeys paradox

7. Our lever of success is the framework we
set for
experimentation
the scientific method

8. In Lean Startup terminology
We need to be flexible and agile

9. which basically means

11. Startups need
crossfunctional thinking.
People working on features
or campaigns
must see and understand
the big picture
Set clear specific measurable goals for every task
experiment and understand results, if you don’t... it’s waste
All goals are ultimately business goals... otherwise they are
waste
To prevent waste, everyone should define and track a
set of metrics for each experiment / task

12. So let’s focus on METRICS

13. zillions of users
revenue clicks impressions page views
pins fans followerslow bounce rateopen rate
vanity metrics (for investors)
vs
actionable metrics (to understand
your business)
profit ctr transactionschurn reach LTV
activations
conversion ratettpvirality coefficient

14. We’re doing GREAT!

15. Really?

16. AARRR!!!

17. Man, you better work on
Revenue
• Lead Generation, new users, optimize CAC
• Improve Conversion Rate, reduce TTP
• Increase Average Purchase Value (UP-Sell,
CROSS-Sell)
• Improve Retention, repeated purchases, better
LTV
• Improve Virality coefficient, or reach

18. Global business metrics
(5-10)
Revenue CAC Transactions Average Purchase Value
General Conversion Rate LTV Time To Purchase
Uniques Churn Virality Coef
Experiment-based metrics
(1-5)
Specific Conversion RateFunnel Analysis Clicks
Cohort Analysis Page bounce rate CPA
Time from event to
CTR CPC
another
Number of times something
happen

19. A useful tool: Kissmetrics

20. A useful tool: Kissmetrics
Action in our site
We send an i.e. Product
added to the cart
snippet EVENT
&
cookie
It might include
i.e. Quantity
properties
KM stores it Metrics | Reports
All events are tight to each People

21. Metrics
Dashboar
Properties and Segments
Transactions

23. Funnel Analysis
All relevant flows should have a funnel defined

24. Funnel Analysis

25. Cohort Analysis

26. Cohort Analysis

27. People Analysis

28. People Analysis

29. The messy LIVE tab

30. Don’t forget qualitative analysis

31. Inspectlet example

32. That’s all
I hope you turn your life into a
great
EXPERIMENT
Thanks for listening!
@bernatfarrero