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GPEC 2015
10 Vital Things Every E-
Commerce Marketer
Should Monitor
● Father of twin boys, husband of one beautiful Romanian ;)
● Born and raised in Canada
● Been involved in Sales/Marketing...
Award winning integrated CRO platform
A/B testing, personalization and surveys under the same roof
40 types of segments in...
Ease of setting up store doesn’t
automaticly mean sales!
Marketers tend to focus on TRAFFIC
FB likes, Visitors.
Yes= 2
Somewhat = 1
No = 0
Score:
_________
Data without Action is a Daydream
Action without Data is a Nightmare
-Ivan Mazour (OMETRIA)
1. ROI
2. YOY GROWTH
3. CUSTOMER LIFETIME VALUE
4. AVERAGE ORDER VALUE
5. CONVERSION RATE
6. CUSTOMER ACQUISITION COST
7. ...
1 Return on investment
ROI template
Get the template & use it! http://goo.gl/t8zGDN
2 YoY Growth
3 Customer Lifetime Value (CLV)
Studies reveal it
cost 6 to 7 times
more to acquire a
customer than to
keep an existing
on...
● When focusing on Conversion Rate we must also know
which customers are the most profitable.
● Access the Analytics Accou...
4 Average Order Value (AOV)
● Average order value(AOV) = Revenue/Number of Orders
● Can be used to as criterion to determine the efficiency of
a marke...
5 Conversion rate
The Holy Trinity of Performance Marketing
Conversions
Branding Traffic
● Conversion Rate = Transactions/Visits
6 Customer Acquistion Cost
CAC - investment into acquiring a new customer.
a. Determine costs with acquiring visitors with Search
and Display Campaig...
7 Cart Abandonment Rate
Enhanced Ecommerce to Track it:
● If the products and price are appealing may be a cart
page issue:
● No security certific...
8 Days between transactions
● Measure this by having a database and diving into the data
● Allows you to have a proper follow-up, retargeting campaign...
● Measure this by having a database and diving into the data
● Allows you to have a proper follow-up, retargeting campaign...
9 Visitor Satisfaction Index
● Scalable Measurement of visitor’s satisfaction with different aspects of
the website:
○ loading speed;
○ ease of navigat...
10 NET Promoter Score (NPS)
● This score reveals how many customers are willing to recommend a
website to others. The most suitable instrument to meas...
Final Thoughts
● Download the ROI Template
● Connect with me on LinkedIN for a thank you gift for being
so awesome. Will s...
Sources
https://rjmetrics.com/resources/whitepapers/2014-ecommerce-benchmark-report
marketoonist.com
martybucella.com
line...
10 vital things any e commerce marketer should monitor
10 vital things any e commerce marketer should monitor
10 vital things any e commerce marketer should monitor
10 vital things any e commerce marketer should monitor
10 vital things any e commerce marketer should monitor
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10 vital things any e commerce marketer should monitor

Check out the Marketizator Presentation @ GPEC 2015 to find out 10 vital things any eCommerce marketer should monitor.

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10 vital things any e commerce marketer should monitor

  1. 1. GPEC 2015 10 Vital Things Every E- Commerce Marketer Should Monitor
  2. 2. ● Father of twin boys, husband of one beautiful Romanian ;) ● Born and raised in Canada ● Been involved in Sales/Marketing Entire Career ● Investor and Entrepreneur Payza Bangladesh ● Director Of International Business Development ● yousuf.khatib@marketizator.com ● +40 729 145 623
  3. 3. Award winning integrated CRO platform A/B testing, personalization and surveys under the same roof 40 types of segments in our own segmentation engine Amazon Web Services technology Dedicated presence in 9 countries (Germany, Poland, Austria, Serbia, Bulgary, Turkey, France, Mexico, Romania) >2000+ websites have been tested with Marketizator and approaching a billion visitors!
  4. 4. Ease of setting up store doesn’t automaticly mean sales! Marketers tend to focus on TRAFFIC FB likes, Visitors.
  5. 5. Yes= 2 Somewhat = 1 No = 0 Score: _________
  6. 6. Data without Action is a Daydream Action without Data is a Nightmare -Ivan Mazour (OMETRIA)
  7. 7. 1. ROI 2. YOY GROWTH 3. CUSTOMER LIFETIME VALUE 4. AVERAGE ORDER VALUE 5. CONVERSION RATE 6. CUSTOMER ACQUISITION COST 7. CART ABANDONMENT RATE 8. DAYS BETWEEN TRANSACTIONS 9. VISITOR SATISIFACTION INDEX 10. NET PROMOTER SCORE (NPS)
  8. 8. 1 Return on investment
  9. 9. ROI template Get the template & use it! http://goo.gl/t8zGDN
  10. 10. 2 YoY Growth
  11. 11. 3 Customer Lifetime Value (CLV) Studies reveal it cost 6 to 7 times more to acquire a customer than to keep an existing one!
  12. 12. ● When focusing on Conversion Rate we must also know which customers are the most profitable. ● Access the Analytics Account and select two segments of traffic: New and Returning Visitors. ● Per channel see what the revenue is and subtract the costs = PROFIT per channel. ● For Ecommerce websites with activity that is greater than one year the calculation is a bit more complex. (we can help you with this!)
  13. 13. 4 Average Order Value (AOV)
  14. 14. ● Average order value(AOV) = Revenue/Number of Orders ● Can be used to as criterion to determine the efficiency of a marketing campaign. ● When used in conjunction with Conversion Rate, these two KPI’s provide a more accurate analysis of the website. ● Increased by upselling post-selling emails, reccomendation engines.
  15. 15. 5 Conversion rate
  16. 16. The Holy Trinity of Performance Marketing Conversions Branding Traffic
  17. 17. ● Conversion Rate = Transactions/Visits
  18. 18. 6 Customer Acquistion Cost
  19. 19. CAC - investment into acquiring a new customer. a. Determine costs with acquiring visitors with Search and Display Campaigns ■ Total Investment Per Campaign/Number of Visitors on the website = $$ invested into new visitor b. Costs associated with social media, email marketing and newsletter turning visitors into leads via micro- conversions. ■ $$$ invested in visitors/Number of Micro- conversions = $$$ Invested in leads c. Dollars Invested in Leads/Conversions = CAC
  20. 20. 7 Cart Abandonment Rate
  21. 21. Enhanced Ecommerce to Track it: ● If the products and price are appealing may be a cart page issue: ● No security certificates; ● Delivery time not displayed; ● Unclear returns policy or not showing the returns policy; ● Too few payment options; ● Transport, shipping taxes are not visible; ● The call to action button is not placed above the fold; ● Copywriting doesn’t persuade; ● No customer support sign (phone number, forms etc.); ● Other distractions
  22. 22. 8 Days between transactions
  23. 23. ● Measure this by having a database and diving into the data ● Allows you to have a proper follow-up, retargeting campaign and emails.
  24. 24. ● Measure this by having a database and diving into the data ● Allows you to have a proper follow-up, retargeting campaign and emails.
  25. 25. 9 Visitor Satisfaction Index
  26. 26. ● Scalable Measurement of visitor’s satisfaction with different aspects of the website: ○ loading speed; ○ ease of navigation; ○ variety of products; ○ delivery conditions; ○ returns policy ● Unlike frequent buyers or raving fans of a brand/e-shop, visitors usually don’t accept so easily to answer to a survey. That’s why, small gifts like invitations to an event, vouchers for next purchases, samples can motivate them to answer to some questions. All of these ‘triggers’ can be displayed through interactions like pop-ups, interstitials on a website.
  27. 27. 10 NET Promoter Score (NPS)
  28. 28. ● This score reveals how many customers are willing to recommend a website to others. The most suitable instrument to measure this score is the survey. By raising the question ‘How likely is it that you recommend [the company/website] to a friend?’, 3 types of groups can be determined: Promoters, Passives, Detractors. ● Measurement: 0 to 10 points rating scale Scores: 9-10: Promoters-loyal customers 7-8: Passives-satisfied customers, but not enthusiastic 0-6: Detractors- unhappy customers
  29. 29. Final Thoughts ● Download the ROI Template ● Connect with me on LinkedIN for a thank you gift for being so awesome. Will send you a code to double your Tested Views ● Contact us for help with metrics or CRO ● Go Take on the World...no better time than now.
  30. 30. Sources https://rjmetrics.com/resources/whitepapers/2014-ecommerce-benchmark-report marketoonist.com martybucella.com linebridge.com

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