An eCommerce business control system is based on three main infrastructures: marketing, customer service, and the technology system. Marketing can be divided into 21 key performance indicators (KPIs)that identify the good or bad operation of the eCommerce business system.
Of all the business control elements, marketing is absolutely critical to grow and achieve customer loyalty. To be successful, an online store must be easy to find. Once visitors are in your website, you should try to retain them as long as possible and help them in the purchase process. This is the work of a good marketing team. Whether you use banners with a great designs, social media, a good positioning in the search engine, merchandising, email, or other forms of advertising, marketing comprises all the various types of commercialization. Here are the 21 KPIs.
21 Key Performance Indicators (KPIs) for eCommerce
KPIs provide orientation about the business system performance on the basis of the strategies implemented. This is reflected as a number of data and figures – analytics obtained from the division of the 21 following key performance indicators:
• Unique visitors.
• Total visits.
• Page views.
• New visitors.
• New customers.
• Total orders (purchases) per day, week, month.
• Time in website per visit.
• Page views per visit.
• Abandoned orders.
• Abandoned shopping carts.
• Return rate.
• Operating margin.
• Cases opened from the customer service department.
• Pay-per-click cost per purchase.
• Pay-per-click total conversions.
• Average order value.
• Facebook comments and likes.
• Retweets and new Twitter followers.
• Amazon ratings, answers, and answer response time.
• Opened emails , clicked emails, and conversion rates.
• Reference sources: search percentages, direct email, pay-per-click, etc.
There are many options for a quality customer service. You can choose between administering these company activities or outsourcing them. The minimum sale and post-sale services that must be established can be managed by email, telephone, and chat. In any case, the medium should be chosen depending on the company’s business system and size.
Another way to communicate with customers which is having a strong impact is the live chat. However, you should bear in mind that someone should be available in this chat in real time during customer service working hours.
The choice of the eCommerce platform is strongly linked to the business model and marketing needs. In any case, you should previously answer these questions: Would you like to build and host your own service and thus manage your system internally in the future? Would you like to outsource its development? Or should you rather use an SaaS platform to manage it externally?
To build and host your own system, you need a higher level of investment and advancing costs, as well as qualified administrator and developers in your team. By using an SaaS platform ,you don’t need to organize or manage the internal system, but this doesn’t mean that you won’t need developers in your team.