75% of online stores fail to notice the precise reason for underdelivering on a particular KPI.
Read on to see how not to become one of them.
Think of an e-commerce website as an organism. Like your own body, for example. Just as we are healthy if all our health metrics are within the norm, like blood pressure and pulse, the same way key e-commerce metrics should be regularly checked and monitored.
These include CR (conversion rate), CAC (customer acquisition cost), CTR (click-through rate), BR (bounce rate), TCO (total cost of ownership) and many more. Some of them can be monitored via Google Analytics, while checking others would require a connection with a BI system.
Before me move on, let us make sure we understand the basic distinction between two key actions required to maintain a healthy level of your e-commerce metrics: the healthcheck and the monitoring.
Just as you would turn to a doctor to check your own health, on this occasion consult a specialist too. This is my strong suggestion since a fresh, non-biased eye paired with years of experience will serve your goals much better than any procedure you could perform in- house. Here are 3 main reasons why it makes sense:
someone who has not been involved in development of your current strategy may see what has been previously dismissed an overlooked
an external expert will not be driven by your company’s internal politics. Instead, they will point out all improvements opportunities as well as flaws without fearing to disturb someone with the findings
for someone who had worked on hundreds of projects before certain elements will be obvious straight away. They will also be able to join the dots much quicker than someone who spent a lot of time on one project only.
This webtalk is your must-have! Arcu proin cras massa varius bibendum elementum. Massa pellentesque eget molestie quis sollicitudin. Eget justo duis convallis eget varius quisque.
Get to know the humans you’ll work with before you speak to them. Their expertise is built on a career in the industry which we invite you to learn more about on their respected LinkedIn profiles.
Małgorzata’s 15 years of experience have seen her delivering effective solutions to ecommerce brands of all shapes and sizes across the EU and UK. Małgorzata is experienced in brand positioning, traffic and ecommerce sales analytics and leading ecommerce teams and projects for B2B and D2C businesses.
Dorian is an adamant believer in the data-driven approach. For over 10 years, he’s been involved in marketing in the IT sector, where he’s been mainly dealing with the implementation and operation of diverse analytical systems. He knows the Google ecosystem inside-out.
Senior UX Designer & Customer Experience Strategist
Szymon has been creating digital worlds for over 15 years, always designing solutions around a business strategy. Focussing on both business profits and user needs, he strives to find a realistic balance between the two.
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