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22 Jun Hi everyone, I've recently become an internet manager for a retail company. I'm new to retail, and was wondering what metrics you thought were critial to an ecommerce b2c site. Thanks - Kathy
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June 23rd Kathy, You should mine the Future Now blog at www.grokdotcom.com for metrics and benchmarks. I would first look at your purchase process. Where are people abandoning their shopping carts? Then work your way backward. What are the bounce rates on your product pages? What are the conversion rates for visitors to your category pages? How effectively is your homepage directing traffic to your category and product pages? Again, bounce rates and conversion rates are great measures. Once you have all of the blocks out of the way, you'll see 2-5% sitewide conversion rates. To get to 10, 15 or 20%, you'll have to develop personas of your visitors. This is where you might consider hiring a Conversion Scientist (shameless plug). You should also consider MarketingSherpa's eCommerce Benchmark Guide. It'll get you up the learning curve fast. --Brian Massey, Conversion Sciences
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June 22nd Hi Kathryn, the bottom line is how much revenue the site made the company: How much profit, average order value per customer, lifetime value etc, growth over last year, number of customers on your mailing list and monthly growth. These are the things your board or company owner will judge you on. After that, conversion rate is probably the number one site metric. The average for over 90% of sites is 2%, yet the very best are doing somewhere between 20 and 30%, so there's a lot of room for improvement. There's a whole lot more, but these are the main ones. Cheers Mark
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