Ecommerce Ebook EN V2 (2) - Flipbook - Page 24
2- K EY PERFORMANCE INDICATORS FOR MARKETING
Key performance indicators for marketing tell you how well you’re doing in relation to your marketing and advertising goals. They help
to understand which products are selling, who’s buying them, how they’re buying them, and why they’re buying them. These indicators
will guide your future marketing strategies.
Examples of key performance indicators for marketing include:
• Site traffic: Site traffic refers to the total number of visits to
your ecommerce site. More site traffic means more users are
hitting your store.
• New visitors vs. returning visitors: New site visitors are firsttime visitors to your site. Returning visitors, on the other hand,
have been to your site before. This KPI helps gauge the success
of digital marketing campaigns. If you’re running a retargeted
ad, for example, returning visitors should be higher.
• Time on site: Amount of time visitors are spending on your
website. Generally, more time spent means they’ve had deeper
engagements with your brand. Usually, you’ll want to see more
time spent on blog content and landing pages and less time
spent through the checkout process.
• Bounce rate: The number of users exiting your site after viewing
only one page. If this number is high, you’ll want to investigate
why visitors are leaving your site instead of exploring.
• Page views per visit: Page views per visit refer to the average
number of pages a user will view on your site during each visit.
Again, more pages viewed usually means more engagement.
However, if too many clicks are required to find the products
they’re looking for, you may want to revisit your site design.
• Average session duration: The average amount of time a
person spends on your site during a single visit.
• Traffic source: Tells you where visitors are coming from or
how they found your site. This provides information about which
channels are driving the most traffic, such as: organic search,
paid ads, or social media.
• Mobile site traffic: Total number of users who use mobile
devices to access your store.
• Day part monitoring: Looking at when site visitors come can tell
you which are peak traffic times.
• Newsletter subscribers: The number of newsletter subscribers
refers to how many users have opted into your email
marketing list.
KEY PERFORMANCE INDICATORS
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