Ecommerce Ebook EN V2 (2) - Flipbook - Page 25
• Texting subscribers: Newer to digital marketing than email,
ecommerce brands can reach consumers through SMS-based
marketing. Refers to the number of customers on your text
message contact list.
• Email open rate: Percentage of subscribers that open your email.
If you have a low email open rate, you could test new subject lines,
or try cleaning your list for inactive or irrelevant subscribers.
• Email click-through rate (CTR): While the open rate tells you the
percentage of subscribers who open the email, the click-through
rate tells you the percentage of those who actually clicked on a
link after opening. This is arguably more important than the open
rate because without clicks, you won’t drive any traffic to your site.
• Clicks: The total number of clicks a link gets. You could measure
this KPI almost anywhere: on your website, social media, email,
display ads, PPC, etc.
• Average CTR: The average click-through rate tells you the
percentage of users on a page (or asset) who click on a link.
• Average position: Tells you about your site’s search engine
optimization (SEO) and paid search performance. This
demonstrates where you are on search engine results pages.
Most online retailers have the goal of being number one for their
targeted keywords.
• Unsubscribes: Rate of unsubscription for your email list.
• Pay-per-click (PPC) traffic volume: If you’re running PPC
campaigns, this tells you how much traffic you’re successfully
driving to your site.
• Chat sessions initiated: If you have live chat functionality on your
ecommerce store, the number of chat sessions initiated tells you
how many users engaged with the tool to speak to a virtual aide.
• Blog traffic: You can find this KPI by simply creating a filtered
view in your analytics tool. It’s also helpful to compare blog
traffic to overall site traffic.
• Social followers and fans: Whether you’re on Facebook,
Instagram, Twitter, Pinterest, or Snapchat (or a combination
of a few), the number of followers or fans you have is useful
to gauge customer loyalty and brand awareness. Many of
those social media networks also have tools that ecommerce
businesses can use to learn more about their social followers.
• Number and quality of product reviews: Product reviews are
great for a number of reasons: They provide social proof, help
with SEO, and give you valuable feedback.
• Social media engagement: Social media engagement tells you
how actively your followers and fans are interacting with your
brand on social media.
• Banner or display advertising CTRs: The CTRs for your banner
and display ads will tell you the percentage of viewers who have
clicked on the ad. It provides insight into your copy, imagery,
and performance.
• Affiliate performance rates: If you engage in affiliate marketing,
this KPI will help you understand which channels are most
successful.
KEY PERFORMANCE INDICATORS
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