An analytical approach to e-commerce success

Maintaining and improving an E-commerce site is something that is important for businesses, particularly those in the retail sector. But just how to do this can become quite confusing and complicated in the ever developing and fast growing world of E-commerce and online culture. This blog breaks down the key elements that are crucial in […]

Mark Probert

Digital Strategy Director
·4 min read (1050 words)

Maintaining and improving an E-commerce site is something that is important for businesses, particularly those in the retail sector. But just how to do this can become quite confusing and complicated in the ever developing and fast growing world of E-commerce and online culture. This blog breaks down the key elements that are crucial in understanding exactly how to make or maintain these improvements.

Key:

Acquisition Data

This tells us how we get customers to an e-commerce website. It is key for marketers to know which campaigns are working and which are not. The types of campaigns and how we measure them can vary. Whilst some campaigns may be direct-response activities others can simply be used to spread our brand. Therefore the way in which we measure campaigns is crucial. We might measure direct-conversion campaigns with the following questions; Which marketing activities are most effective at reaching people in the early buying process and which are best are engaging consumers late in the buying process? What time of day are certain campaigns successful and which marketing channels generate the most revenue?

Engagement Data

Whilst basic metrics such as Bounce rate can be easier to understand and monitor it is important to look a little deeper and actually see how people communicate with an e-commerce site. As with many other e-commerce sites there are a number ways in which people can interact with an e-commerce site. These interactions are commonly referred to as micro-conversions and though they may not directly generate revenue immediately they can often lead to it.

Here are a few key Engagement metrics:

Conversion Data

There are several revenue-related metrics that are important to keep an eye on:

Reporting Frequency:

“Foundational” Metrics

In addition to all of the data related to the purchase life-cycle, there are many other metrics that can help us understand the business performance. Some of these are as follows:

Site Performance Metrics
There is also an entire world of metrics that help us understand the technical health of our website such as. These metrics are still important! A slow and congested site can discourage potential customers. These are things that can impact revenue and should be monitored. What is the average page load time for the site? Specifically, which pages take a long time to load? And how does this impact bounce rate and revenue?

Reporting frequency: Bi-weekly (for heavily trafficked sites) or monthly.

Reporting frequency: depends on initiatives

If you would like to find out more about how to improve an E-Commerce website using WordPress, Magento or a bespoke solution then please do not hesitate to get in touch with one of our team on 0117 205 0425 or at [email protected]


I'm Mark Probert

Digital Strategy Director at Newicon

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