Learn about the top metrics to measure as head of ecommerce and when to focus on them. Whether you're launching a Shopify store or scaling a brand online, uncover the the metrics that matter based on your stage. Jim Huffman, CEO of GrowthHit (a growth agency) and author of The Growth Marketer's Playbook, shows you the metrics he has used to grow 3 Shopify stores from idea to over $1M. Learn more here: https://growthmarketersplaybook.com/ https://growthhit.com/

1. 8 Metrics to Measure as
Head of Ecommerce (and
When to Focus on Them)
By: Jim Huffman

2. Hi, My name is Jim
• CEO of GrowthHit, a ecommerce growth
consultancy
• Author of The Growth Marketer’s Playbook (#1
New Release on Amazon)
• BONUS: Getting FREE Chapter & templates at
end of Webinar!
• Grown two Shopify sites from idea to $1M+
• Startup Mentor at Techstars and Sephora
• Twitter: @jimwhuffman
Companies I’ve Worked with:
The Growth Marketer’s Playbook growthhit.com 2

3. Outline
1. What Metrics to Measure?
2. When Do These Metrics Matter?
3. Metrics at the Validation Phase
4. Metrics at the Stickiness Phase
5. Metrics at the Growth Phase
6. Metrics at the Scale Phase
The Growth Marketer’s Playbook growthhit.com 3

4. What Metrics to Measure?
The Growth Marketer’s Playbook growthhit.com 4
Source: aaronbeashel.com
Where in your funnel should you
focus right now?

5. When Do These Metrics Matter?
The Growth Marketer’s Playbook growthhit.com 5
Source: Lean Analytics

6. Validation: Is Anyone Out There?
The Growth Marketer’s Playbook growthhit.com 6
Metrics to help you validate your idea or business
• Customer Interviews / Questionnaires (Qualitative)
• Waitlist Sign Up Rate
• Pre-Order Conversion Rate

7. Validation: Harry’s Example
The Growth Marketer’s Playbook growthhit.com 7
• How to Impact Waitlist Sign Ups
• Harry’s and the 100,000 person waitlist
• 5 friends: free shave cream
• 10 friends: free handle with blade
• 25 friends: Winston shave set
• 50 friends: a year supply of free blades

8. Validation: Halo Top’s Game of Telephone
The Growth Marketer’s Playbook growthhit.com 8
• How to Impact WOM?
• Halo Top validates an idea with conversations, surveys & WOM

9. Stickiness: Are People Using My Product?
The Growth Marketer’s Playbook growthhit.com 9
Metrics to help you see if people use your product / paying for it
• Purchase Conversion Rate
• Email Open, CTR% and CR%
• Repeat Purchase Rate

10. Stickiness: Bombas & Mission Driven PDP
The Growth Marketer’s Playbook growthhit.com 10
• How to Impact Conversion Rate
• Bombas conversion rate and
repeat purchase rate.
• Reinforce mission of brand to
help increase repeat purchase
rate.

11. Stickiness: Harry’s Repeat Purchase
The Growth Marketer’s Playbook growthhit.com 11
• How to Impact Repeat Purchase Rate
• Free trials and education to win with subscriptions

12. Growth: Can We Grow this Product?
The Growth Marketer’s Playbook growthhit.com 12
Metrics to help you measure growth, organically or artificially
• CAC (Customer Acquisition Cost)
• Referral Rate

13. Growth: BeOn Energy Gems CAC & ROAS
The Growth Marketer’s Playbook growthhit.com 13
• How to Impact CAC
• 300%+ ROAS on Facebook, CAC under $10 per customer

14. Growth: Girlfriend Collective Referrals
The Growth Marketer’s Playbook growthhit.com 14
• How to Impacts Referral Rate
• Free leggings in exchange for a social share

15. Scale: Can We Build a Sustainable Business?
The Growth Marketer’s Playbook growthhit.com 15
Metrics to help you track business health
• NPS (Net Promoter Score)
• % of Promoters - % of Distractors
• LTV (Lifetime Value)
• Calculation varies

16. Scale: Glossier’s Social Dialogue w/ Customers
The Growth Marketer’s Playbook growthhit.com 16
• How to Impacts NPS
• Glossier drives over 40% of traffic from social influencers (Instagram)
and keeps an open dialogue with customers on social

17. Scale: Universal Standard Scales with Categories
The Growth Marketer’s Playbook growthhit.com 17
• How to Impact LTV
• Universal Standard expands to workwear, activewear and more sizes.

18. BONUS!
• FREE Chapter of The Growth Marketer’s
Playbook
• Use Code “Gorgias” for 30% OFF
• EXTRAS: Get the Growth Management Tools
we use at GrowthHit & 100+ growth tactics.
Go to growthmarketersplaybook.com
The Growth Marketer’s Playbook growthhit.com 18

19. Where to find me?
• Growth Agency: growthhit.com
• Book:
growthmarketersplaybook.com
• Twitter: @jimwhuffman
Teaching at General Assembly,
Techstars & the ANA.
The Growth Marketer’s Playbook growthhit.com 19

20. Questions?
Growth Agency: growthhit.com
Book: growthmarketersplaybook.com
Twitter: @jimwhuffman