Below are nine business areas of interest to online store owners together with sample business questions for each area. Answering these questions requires measuring both web traffic and sales. How well do you understand the effectiveness of your business efforts in your online store?
Overall Store Performance
- What is the sales value for a specific period of time, say, week?
- What is the number of customer visits for the day?
- What is the store conversion rate for the week?
- What is the sales value index for the week?
Advertising
- Which ads are pulling in the most traffic?
- which ads are generating the most sales?
- What products do shoppers from a particular ad purchase?
- What is the conversion rate for each ad?
External Referrals
- Which sites are referring the most traffic to your store?
- Which referrals are generating the most sales?
- How many sales are generated by each referral site/search engine?
- What products do shoppers from a particular referral site purchase?
Shopper Segmentation
- How many visitors are from a specific domain?
- What is the distribution of first-time vs. repeat shoppers?
- What characterises the shoppers of a particular set of products?
- What characterises the shoppers who abandon shopping baskets?
Product Grouping
- How much do cross-sells/up-sells contribute to gross revenue?
- What is the best performing cross-sell pairs? Worst?
- What is the overall conversion rate for cross-sells/up-sells?
Promotions and Recommendations
- How much do promotions contribute to gross revenue?
- Which promotions are generating the most sales?
- What is the overall conversion rate for promotions?
- What is the overall conversion rate for recommendations?
- Which levels in site hierarchy are the best promotions located at?
Shopping Metaphor
- What generates the most sales value: search or browsing?
- How much does search contribute to gross revenue?
- What is the conversion rate for search?
Design Features
- What are the features of links customers most frequently click?
- What are the features of links customers most frequently buy from?
- What are the parts of page customers most frequently buy from?
- Do products sell better in the upper left corner?
Product Assortment
- What are the top sellers for the week?
- What is the conversion rate for a particular department?
- How is a product purchased: purchase frequency and quantity?
- What characterises the products that end up being abandoned?
- How much of the sales of each product are driven by search?
|
|||||||
