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KPI nel carrello: 27 indicatori di successo di un eCommerce

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Quali indicatori considerare per verificare lo stato di salute di un eCommerce? In questa presentazione vi elenchiamo 27 Key Performance Indicator per misurare il successo del vostro shop online.

Published in: Marketing
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KPI nel carrello: 27 indicatori di successo di un eCommerce

  1. 1. KPI nel carrello Individuare gli indicatori giusti per comprendere lo stato di salute del tuo e-commerce
  2. 2. 2 Dicesi…#1 Metriche o KPI?
  3. 3. 3 Risposta #1 Metriche ≠ KPI Tutto ciò che può essere misurato Nota: ogni KPI è una metrica ma non tutte le metriche sono KPI (perché non sono rilevanti) Indicatore-Chiave di successo
  4. 4. 4 Se non misuri, non moltiplichi
  5. 5. 5 Misurare? Certo: CPC, Traffico Organico, Conversion Rate… C’è molto di più. Ma misurare non basta…
  6. 6. 6 Dicesi…#2 Quale strumento per ANALIZZARE?
  7. 7. 7 Risposta #2 +
  8. 8. 8 Ovvero? Analizzare ≠ Comprendere criticamente Uno strumento di misurazione
  9. 9. 9 Come ti costruisco un KPI Obiettivo di business Fattori di successo KPI Il KPI dev’essere S.M.A.R.T.: Specifico, Misurabile, Accessibile, Rilevante, Tempificato Es: ricavi annui Numero acquisti Numero riacquisti Valore acquisto Tasso di conversione Tasso di riacquisto Ricavi per utente
  10. 10. 10 Cosa analizzare (1/2) Scoperta Ricerca/Confronto Acquisto Riacquisto Raccomandazione
  11. 11. 11 Cosa analizzare (2/2) Marketing Traffico Utente Servizio Business
  12. 12. 12 Cosa analizzano gli altri?
  13. 13. 13 Abbiamo selezionato 27 KPI per valutare criticamente un e-commerce Una sfida Pronti? Via!
  14. 14. 14 KPI marketing
  15. 15. 15 CLICK THROUGH RATE. KPI #1: CTR Click su annuncio Impressions annuncio A COSA SERVE  Monitorare l’efficacia degli annunci  Influenzare il costo per click Tipo KPI: Marketing FATTORI CRITICI  Copy/Creatività annunci  Posizionam./Dimensione annunci  Targeting campagna
  16. 16. 16 EFFECTIVE COST PER CLICK. KPI #2: eCPC Investimenti advertising Totale visite a pagamento A COSA SERVE  Monitorare il costo marketing di acquisizione traffico indipendentemente dal canale Tipo KPI: Marketing FATTORI CRITICI  Competizione canale-mercato  Ottimizzazione campagna  Quality score (e similari)
  17. 17. 17 DIRECT TRAFFIC RATE. KPI #3: DTR Visite dirette Totale visite A COSA SERVE  Valutare il tasso di fidelizzazione degli utenti e il valore del brand Tipo KPI: Marketing FATTORI CRITICI  Riconoscibilità brand  Soddisfazione clienti  Attività di CRM
  18. 18. 18 ORGANIC TRAFFIC RATE. KPI #4: OTR Visite organiche da motori di ricerca Totale visite A COSA SERVE  Valutare il patrimonio di visite “naturali” conquistate su Google e gli altri motori Tipo KPI: Marketing FATTORI CRITICI  Ottimizzazione sito per i motori di ricerca (on-site e off-site)
  19. 19. 19 KPI utente
  20. 20. 20 BOUNCE RATE. KPI #5: BR Rimbalzi Totale visite A COSA SERVE  Monitorare il focus delle campagne di advertising Tipo KPI: Utente FATTORI CRITICI  Coerenza campagna advertising /landing page
  21. 21. 21 AVERAGE PAGES PER VISIT. KPI #6: PPV Totale pagine visualizzate Totale visite A COSA SERVE  Valutare l’ottimizzazione del sito ai fini dell’esplorazione prodotti e quindi dello scontrino medio Tipo KPI: Utente FATTORI CRITICI  User experience ecommerce
  22. 22. 22 AVERAGE TIME SPENT. KPI #7: TS Totale durata sessioni Totale sessioni A COSA SERVE  Valutare l’ottimizzazione del sito ai fini dell’esplorazione prodotti e quindi dello scontrino medio Tipo KPI: Utente FATTORI CRITICI  User experience ecommerce
  23. 23. 23 CHURN RATE. KPI #8: CHURN Inserimenti nel carrello – Ordini generati Inserimenti nel carrello A COSA SERVE  Valutare il grado di ottimizzazione del processo di acquisto Tipo KPI: Utente FATTORI CRITICI  User experience ecommerce
  24. 24. 24 CONVERSION RATE. KPI #9: CR Totale conversioni Totale visite A COSA SERVE  Monitorare complessivamente il grado di efficacia dell’e-commerce Tipo KPI: Utente FATTORI CRITICI  Efficacia campagna  User experience ecommerce  Reputazione del brand
  25. 25. 25 ITEMS PER ORDER. KPI #10: IPO Totale articoli acquistati Totale ordini A COSA SERVE  Valutare l’efficacia cross- promozionale dell’e-commerce (vendite “a pacchetto”) Tipo KPI: Utente FATTORI CRITICI  User experience ecommerce  Efficacia promozioni
  26. 26. 26 CONVERSION QUALITY INDEX. KPI #11: CQI % conversioni dal canale sul totale % visite dal canale sul totale A COSA SERVE  Confrontare efficacia canali di marketing differenti Tipo KPI: Utente FATTORI CRITICI  Ottimizzazione campagna dal canale  Target cliente
  27. 27. 27 AVERAGE REPEAT PURCHASE RATE. KPI #12: RPR Totale ordini generati Totale clienti A COSA SERVE  Valutare il tasso di fidelizzazione dei clienti (e la loro capacità di spesa media) Tipo KPI: Utente FATTORI CRITICI  Attività di CRM (newsletter, social, customer care)  Soddisfazione cliente
  28. 28. 28 CUSTOMER RETENTION RATE. KPI #13: CRR Clienti acquisiti a t1 che acquistano a t2 Clienti acquisiti a t1 A COSA SERVE  Valutare il tasso di fidelizzazione dei clienti Tipo KPI: Utente FATTORI CRITICI  Attività di CRM (newsletter, social, customer care)  Soddisfazione cliente
  29. 29. 29 CUSTOMER SATISFACTION INDEX. KPI #14: CSI Clienti soddisfatti Totale clienti A COSA SERVE  Valutare il grado di sodisfazione dei clienti (nb: potrebbe non coincidere con la fidelizzazione!) Tipo KPI: Utente FATTORI CRITICI  Livello di servizio (front e back office)  Customer Care
  30. 30. 30 AVERAGE RECOMMENDATION RATE. KPI #15: ARR Condivisioni sui social Totale visite A COSA SERVE  Valutare il tasso di engagement degli utenti e il livello di advocacy dei clienti Tipo KPI: Utente FATTORI CRITICI  User experience e-commerce  Engagement utente  Alta soddisfazione cliente
  31. 31. 31 KPI servizio
  32. 32. 32 DELIVERY ON PROMISE. KPI #16: DOP Ordini consegnati entro la promessa Totale ordini A COSA SERVE  Monitorare le performance del processo di “back office” Tipo KPI: Servizio FATTORI CRITICI  Amministrazione  Logistica  Processo spedizione
  33. 33. 33 AVERAGE RESPONSE TIME. KPI #17: ART Tempo risposta customer care Totale richieste customer care A COSA SERVE  Monitorare le performance del customer care in ottica di miglioramento dell’assistenza Tipo KPI: Servizio FATTORI CRITICI  Efficienza Customer Care  Disponibilità canali
  34. 34. 34 KPI business
  35. 35. 35 COST PER ACTION. KPI #18: CPA Investimenti in marketing Totale conversioni A COSA SERVE  Monitorare il costo di acquisizione dell’iscrizione a newsletter o al sito (o altro diverso dall’acquisto) Tipo KPI: Business FATTORI CRITICI  Ottimizzazione campagne marketing  Tasso conversione form
  36. 36. 36 COST PER ORDER. KPI #19: CPO Investimenti in marketing Totale ordini A COSA SERVE  Monitorare il costo medio marketing per ottenere un ordine Tipo KPI: Business FATTORI CRITICI  Ottimizzazione campagne marketing  Tasso conversione carrello
  37. 37. 37 AVERAGE ORDER VALUE. (“SCONTRINO MEDIO”) KPI #20: AOV Ricavi totali Totale ordini A COSA SERVE  Valutare l’efficacia cross- promozionale dell’e-commerce  Valutare capacità di spesa media Tipo KPI: Business FATTORI CRITICI  Offerte “a pacchetto”  Prodotti correlati  Costo medio prodotti
  38. 38. 38 AVERAGE REVENUES PER USER. KPI #21: ARPU Ricavi totali Totale clienti A COSA SERVE  Valutare l’efficacia delle attività di CRM sulla propria customer base  Identificare il valore di un cliente Tipo KPI: Business FATTORI CRITICI  Scontrino medio  Retention rate  Numero di ordini medio
  39. 39. 39 AVERAGE REVENUES PER VISIT. KPI #22: RPV Ricavi totali generati da un canale Visite totali generate da un canale A COSA SERVE  Valutare l’efficacia delle campagne marketing e la coerenza tra campagne e landing page Tipo KPI: Business FATTORI CRITICI  Ottimizzazione campagne marketing sul canale  Tasso di conversione
  40. 40. 40 REVENUES PER CHANNEL. KPI #23: RPC Ricavi generati da un canale Ricavi totali A COSA SERVE  Valutare l’efficienza di un canale marketing rispetto agli altri Tipo KPI: Business FATTORI CRITICI  Ottimizzazione campagne marketing sul canale  Tasso di conversione
  41. 41. 41 CUSTOMER LIFETIME VALUE. KPI #24: CLV Scontrino medio * Ordini medi * Vita media Totale clienti A COSA SERVE  Stima la redditività di un cliente nel tempo, determinando quindi gli investimenti marketing sostenibili Tipo KPI: Business FATTORI CRITICI  Attività di CRM (newsletter, social, customer care)  Soddisfazione clienti
  42. 42. 42 AVERAGE MARGIN PER PRODUCT. KPI #25: MPP Ricavi totali – Costi totali Numero prodotti venduti A COSA SERVE  Identificare un valore di riferimento per valutare quali prodotti promuovere maggiormente Tipo KPI: Business FATTORI CRITICI  Ottimizzazione costi marketing  Ottimizzazione costi back-office  Tasso di conversione
  43. 43. 43 RETURN ON INVESTMENT. KPI #26: ROI Ricavi – Costi marketing Costi marketing A COSA SERVE  Valutare la capacità degli investimenti marketing di generare profitto e la loro sostenibilità Tipo KPI: Business FATTORI CRITICI  Ottimizzazione campagne marketing  Tasso di conversione
  44. 44. 44 LOST TRADING PROFIT. KPI #27: LTP Indisponibilità prodotti + Carrelli abbandonati + Frodi + … A COSA SERVE  Monitorare le dispersioni economiche generate da processi non efficienti Tipo KPI: Business FATTORI CRITICI  Ottimizzazione catalogo prodotti  User experience ecommerce
  45. 45. 45 Cool! So what??
  46. 46. 46 I KPI non misurano semplicemente: forniscono risposte e indicazioni di business. Sintesi #1
  47. 47. 47 Sintesi #1 Esempi: • Scoprire quali fattori incidono maggiormente sulla generazione di fatturato e di margine • Isolare i canali più efficaci per la vendita (per limitare gli altri) • Identificare i prodotti più venduti o più redditizi o con più margine per concentrarsi su essi • Identificare quali prodotti vengono acquistati insieme per scoprire opportunità di pacchettizzazione • Identificare i fattori critici che permettono di raggiungere o che ostacolando il raggiungimento degli obiettivi • Isolare le barriere pre-conversione • Scoprire qual è il costo sostenibile per campagne marketing
  48. 48. 48 Sintesi #2 Nessun KPI è esaustivo o più importante di altri: dipende da ciò che vogliamo analizzare.
  49. 49. 49 Chi vuol esser e-commerce manager? Qual è il giusto KPI per comprendere se un investimento in marketing è sostenibile e profittevole? CLV (Customer Lifetime Value) ROI (Return on Investment) CPO (Cost per Order) CR (Conversion Rate)
  50. 50. 50 Chi vuol esser e-commerce manager? Qual è il giusto KPI per comprendere se un investimento in marketing è sostenibile e profittevole? CLV (Customer Lifetime Value) ROI (Return on Investment) CPO (Cost per Order) CR (Conversion Rate)
  51. 51. 51 Perché? Budget/mese 10.000 € eCPC 0,4 € Visite 25.000 CR 1% Ordini/Nuovi clienti 250 Scontrino medio 80 € Fatturato 20.000 € Margine 5.000 € (25%) CPO 40 € ROI NEGATIVO! Budget/mese 10.000 € eCPC 0,4 € Visite 25.000 CR 1% Ordini/Nuovi clienti 250 Scontrino medio 80 € Fatturato 20.000 € Margine 5.000 € (25%) CPO 40 € CLV 300 € ROI 90% !!!
  52. 52. 52 @claudiovaccaro c.vaccaro@bizupmedia.com www.bizupmedia.com | www.upcommerce.com Domande?
  53. 53. Grazie!

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