Are you flying blind when it comes to growing your eCommerce business? Despite the fact that online shopping is infinitely more trackable than brick-and-mortar, we find that most executives and business owners still don't focus on proven metrics to grow their online revenue and valuation. As a result, their business doesn't grow as fast as it should. In this webinar with AddShoppers and RJMetrics, you'll learn: •Why emphasizing analytics is crucial for increasing online revenue •The 6 top metrics growth focused eCommerce marketers should be tracking and improving •How to integrate data analysis into your workflow

1. How To Use Analytics To Grow
Your eCommerce Business
#AddShoppersLive

2. Your presenters
Chad Ledford
Co-Founder and CRO of AddShoppers
Jake Stein
Co-Founder and COO of RJMetrics

3. I. Why focus on analytics?
II. 6 key growth analytics &
how to improve them
III. How to integrate data into
your workflow & campaigns
IV. Q&A
Agenda

4. AddShoppers
We track and optimize the Shopper Journey
with our suite of marketing Apps designed to
increase our clients’ Average Revenue Per
Visitor (ARPV).
10,000+ Clients Worldwide

5. RJMetrics
RJMetrics is a cloud-based data
infrastructure and analytics platform.
It provides tools to consolidate and analyze
the ever-growing volume of data available to
every organization that does business online.
For more information on RJMetrics, read the
blog, visit the website, and follow them on
Twitter.

6. What analytics do you need for growth?

7. Let’s start with
understanding the
Shopper Journey

8. This is the Shopper Journey...
Awareness Interest Consideration Purchase Retention Advocacy

9. ...and here are the metrics that
correspond to each step in the
Shopper Journey:
Awareness
Brand
Impressions
Interest
MUVs
Consideration
Customer Database
Records
Purchase
Conversion
Rate
& AOV
Retention
Lifetime
Value
Advocacy
Referrals

10. ...and here’s how you can use
this format to track campaigns:
Awareness Interest Consideration Purchase Retention Advocacy
Campaign Brand
Impressions
MUVs / Clicks Customer
Database
Records
Conversion
Rate & AOV
Lifetime Value Referrals
All Campaigns 1,000 100 10 2% / $30 $100 5
Black Friday
Email
1,000 60 0 2.5% / $30 $110 1
Refer-a-Friend 200 50 5 3% / $35 $120 2

11. What do each of these steps look like for top-
performing companies?
1. Customers
2. AOV
1. Retention
2. Loyalty

12. Why focus on
these data points?
“You can’t improve what you can’t measure”
The Shopper Journey highlights your most
important growth levers.
Focusing on these metrics allows you to...
Stop flying blind
Identify growth
opportunities
Prioritize your time
1
2
3

13. Awareness
{Brand Impressions}

14. Tracking brand
impressions
● Search Impressions
● Retargeting/Media Impressions
● E-mail Opens
● Site Visits
● PR Impressions
● Social Impressions

15. Interest
{Monthly Unique Visitors}

16. Creative ways to
increase monthly
uniques
Identify lowest performing
CTR by channel and
optimize copy
Social Contests
(Selfie to win!)
Paid Content Marketing
(Taboola / Outbrain)
1
2
3

17. Consideration
{Customer Database Size}

18. Why track
database size?
● Understand the size of your customer
and email subscriber lists
● See how fast your audience is growing
(average subscribers added per month)
Your email subscribers are the audience that
you can market to at the lowest variable cost.

19. Creative ways to
increase database
size
Segment your email capture
modals for better targeting
(~30%+ increase)
Offer as much value as
possible in exchange for an
email address (know CLV)
Run Contests & Giveaways
(~150%+ increase)
1
2
3

20. Acquiring new customers
By the end of
year two, top
performers
acquire 5x more
customers every
month than their
counterparts.

21. Expanding your customer base
By the end of
year three, top
ecommerce
companies have
a customer base
that is 2.5x
larger than the
next-best group.

22. Purchase
{Conversion Rate / AOV}

23. Why track
conversion rate?
● Cart abandon rate has the potential for
the biggest immediate impact on
revenue.
● Understand what’s important to your
customers
● Maximize revenue per visitor
● Don’t get stuck on just this metrics - it
can be unprofitable.

24. Average Conversion
Rates by Vertical
The average eCommerce
conversion rate is between 2.5%
and 3%.
Vertical Average Conversion Rate Vertical Average Conversion Rate
Home & Garden 1.98% Office Supplies 3.36%
Apparel & Fashion 2.61% Electronics 2.04%
Sporting Goods/Outdoors 2.07% Automotive 1.92%
Jewelry 1.89% Food/Drug 4.11%
Health & Beauty 5.46% Gifts 6.03%

25. Creative ways to
increase
conversion rate
Integrate Personalization
Behavioral Targeting,
especially on mobile
Smart Couponing - beware
of open couponing
1
2
3

26. Personalization Example
16% higher conversion rate vs standard modals

27. Behavioral Targeting Example
Use mobile only offers to boost conversions
Focus on customers connected to wifi

28. Smart Couponing Example
Get customers to “work” for a coupon to drive
additional value above improved conversions.

29. Case Study
Violet Vixen increased mobile conversion rates
by 206% with Behavioral Targeting.
Rosenberry Rooms increased email captures
29% and online revenue 7%.
Berkshire Blanket converted cart abandoners
at 67% and boosted total revenue 15%.

30. Why track
average order
value?
● Higher AOV allows you to spend more
on customer acquisition (keeping
conversion rate constant)

31. Creative ways to
maximize AOV
Upsells/cross sells based on
what the customer adds to
cart
Decrease reliance on
coupons - hide your coupon
code box for certain traffic
sources
Introduce very high end
products - 80 / 20.
1
2
3

32. Case Study
Romulus Marketing increased AOV by 20% with a
behavioral targeting offer focused on upsells.
Get 50% Off
Wait!
Click here to get
another shirt for
50% off
Offer ends: 27:30
Close

33. Retention
{Customer Lifetime Value}

34. Why track CLV?
● Know how much you can spend on paid
advertising and other customer
acquisition costs
● Know how much you can offer for
referral programs
● Identify your top customers

35. Customer lifetime value

36. Top customers

37. Marketing ROI reports

38. First purchase values
Customers that
make 4 or more
purchases have
first order values
at least 15%
higher than
average.

39. Two loyalty metrics
1. Revenue from repeat purchases
2. Time to loyalty

40. Revenue from repeat purchases

41. Time to loyalty
Top companies
see customers
making their
2nd purchase
on average
twelve days
faster than their
counterparts.

42. Time to loyalty

43. Time to loyalty
32%
53%

44. Number of loyal customers

45. Number of loyal customers
In year 3, top
companies have
13.4k customers
making 4+ orders,
nearly 5k more than
the other three
quartiles combined.

46. How to maximize
CLV
Email marketing /
Retargeting
Create a strategy for post-
conversion customer
engagement - not just orders
Focus on your VIP customers
- your top 10% of customers
generate a disproportionate
amount of $
1
2
3

47. Advocacy
{Referrals}

48. Why track your
top advocates?
● Advocates create your k-factor / virality.
● Advocates can become your lowest
CPA channel and highest LTV
generator.
● An established referral marketing
channel gives you an unfair advantage.

49. How To Identify Top Advocates
Your customers Professional Influencers

50. Creative ways to
make the most of
your top
advocates
Create direct relationships
Offer a referral program
Identify & segment in CRM
1
2
3

51. Referrals by the
numbers
● Referred customers are 25% more
profitable & 18% more loyal
● 50% of people are more likely to give a
referral if offered a direct incentive.
(Study from Software Advice)
● People are 4 times more likely to buy
when referred by a friend. (Nielsen)

52. Case Study
Hanes’ Refer-a-Friend program paid for itself in 2 weeks.

53. Putting it all together...
How to integrate data analysis into your workflow

54. RJMetrics CloudBI
is a complete
analytics platform
for online
businesses.

55. RJMetrics Pipeline

56. How to improve your
Brand’s Shopper Journey

57. 1. Map your
Shopper Journey
and aggregate
your data

58. Awareness Interest Consideration Purchase Retention Advocacy
Campaign Brand
Impressions
MUVs / Clicks Customer
Database
Records
Conversion
Rate & AOV
Lifetime Value Referrals
All Campaigns 1,000 100 10 2% / $30 $100 5
- Black Friday
Email
1,000 60 0 2.5% / $30 $110 1
- Refer-a-Friend 200 50 5 3% / $35 $120 2
… remember this?

59. 2. Pick a focus
Identify all of the Shopper Journey metrics
that you think you can improve.
Then, rank them by:
● Estimated impact
● Dollar investment needed to test
● Time required to build test
Choose the test with the biggest estimated
impact, taking investment required into
consideration.

60. 3. Execute

61. Summary
Integrate + analyze your data + move the dials.

62. To learn more about AddShoppers, join
an upcoming live demo:
AddShoppers.com/live-demo
Additional Questions? Follow Up?
chad@addshoppers.com
@ChadLedford
sales@rjmetrics.com
@jakestein
To learn more about RJMetrics, visit:
RJMetrics.com