Ecommerce KPI
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Ecommerce KPI

All KPIs in one table. Below is a list of key performance indicators, commonly referred to as KPIs, for completing the top, middle and bottom of the Ecommerce funnel. When setting out with an eCommerce business, it is important to set goals and track them so you can get the best out of your efforts. Ecommerce KPIs will help you determine whether or not your store is hitting its goals, who’s coming in, what they’re doing and how long they are staying on your site. The best way to find these metrics is by using Google Analytics or products such as HotJar or Clicktale that have heatmaps etc.. Your eCommerce funnel is the process by which a visitor converts into a customer. It's essential to understand that while your traditional brick-and-mortar businesses follow a customer journey, an eCommerce store follows an entirely different one. As there are different activities that need to be completed, there are different performance indicators along the way to help you identify where improvements can be made and whether or not your business is performing well. By calculating the top, middle and bottom of your Ecommerce funnel, you're able to view your data in real time. If you've never calculated your KPIs before, it can get confusing quickly so here's a brief overview of what each section involves.
KPI
Funnel
Benchmark
Solution
tofu

min. 1%

If it's below 1%, check copy, creative or targeting of your ads. Your message is not resonating with your audience

tofu

30%

If you achieve 25% that is okay. Anything below 25% should be improved. If you get 10% CR, then you are leaving tons of money on the table.

tofu

NA - This can not be generally answered as this highly depends on market, language, platform & industry. Everything at $4 and below is great. $6-7 is when we start to optimize but it's still okay. The range of $8-10 per lead hurts but our funnel can operate at a profit if optimized well. At $10+ it's usually not profitable anymore

Try new creatives, ad copy, and targeting. Optimize landing page conversion rate. If you can not make it workout on one platform, switch platform (for example from Facebook to YouTube). If PPC as a channel is not working out, switch channel - for example produce content for organic traffic etc

mofu

30%+

Should be around 30% for emails after sign-up within the first 30 days. If it's below that, check your subject line immediately. Is everyone double-optin?

mofu

3-4%

If it's below 3%, you can improve. If you have below 1% you have a problem. Ideas to improve are implementing open loops, frequency selectors, better stories and content inside your emails. Also consider that links to sales pages will always be lower than links to educational content

bofu

10%+

Go over the copy on your sales page. Make sure you get the right traffic to your sales page. Add social proof. Make sure you hit the right beliefs and that your offer, avatar and positioning strategies are aligning

bofu

1%-5%

If your sales CR is between 0.5-1.5%, there is def. room for improvement. More important than sales CR is ROI though. If your ROI is 2-3X or more but your sales CR is low, let's say 0.5%, you're still doing great! If you are not profitable and your sales CRT is low, then you would have to look at the biggest problem inside your funnel and fix that. Once that is fixed, you fix the next one. Take it step-by-step. If after fixing you still don't get your funnel to work, you could try to change your sales conversation event. For example, you could change from sales page to webinar or sales call. If that still does not work you have an offer strategy problem. Re-work your offer, your avatar, your positioning and your pricing

bofu

30% of purchase price or CLV. For WA CPA Customer should be less than $100 as CLV for AR (membership) is 3.5 months CLV (AR): $340

bofu

Goal: +300% (3X) Good: 2X Problem: 1-2X Emergency: <1X

Often ROI is generated through upsells and value ladders. If you sell a digital product with CLV < $100, you will struggle to break even. You would need to change your offer strategy and attach some upsell funnels. If you sell digital products and services, the revenue of digital products can be used to pay for your PPC costs while profits are generated through your service sales