10 performance indicators, for which the owner must follow every online store

1. Site Attendance h5>

Measure the traffic to your site in the context of the daily audience, weekly and monthly. This will assess the incidence and bursts site traffic and identify their causes.

Set a target for the average number of visits that you want to achieve, and work on strategies to attract visitors to the site starting from this figure.

To determine the purpose of attendance, analyze competitors, they can be installed open the statistics counters that show the attendance of their site. You will be able to analyze the channels that use competitors to drive traffic and to use these data to increase traffic to your site.

2. Views trademark pages h5>

Which pages on your website visitors view the most, and which less? Analyzing attendance product pages you will be able to understand the trade preferences of visitors and how they interact with your site. Maybe you have great products, but potential buyers can not find them on because of poor site navigation.

Example: you have to offer good products at a discount, but they are available only in the general section of the site. Create a separate directory "Sales", "Discounted Products", "Top Picks", thus drawing attention to the right product.

3. Average time on site, and the average number of pages viewed h5>

Many owners of online shops and marketers neglect evaluations of these two metrics, considering them not revealing. But they do allow some useful conclusions about the performance of your online store. If these figures are low, you should evaluate the quality of your website traffic. How fast loading your website? Remember, people are impatient and are quick work site. Check the download speed using GTmetrix , to understand whether you need optimization in this area of ​​the site.

It is important to understand that for landing pages or online store with a small selection of these indicators may be relatively small, and in large stores the average number of pages viewed may be more 20.
In addition, if your online store average number of products in small order, such as 1-2, then the average time spent by visitors to the site will be small, since the choice of the goods do not need to spend a lot of time.

4. Exit Pages. H5>

When visitors leave your site? Then, when they realize that they need to register to complete the purchase? Or maybe when they see the value of your products? Analyzing the exit points of visitors, you can better understand the reasons for the low conversion and optimize the site so that users stay on the site and completes the purchase.

The problems in the ordering process may indicate outputs from the pages:
- Registration;
- Cart;
- Ordering.

This means that users will begin to process a purchase online, but face challenges and fail to complete the ordering process.

5. Channels to attract visitors h5>

Tracking sources of attracting visitors to the site - an important metric for evaluating the performance of an online store, because channels to attract can be very much and cost-effectiveness is also different. Do you use search engine optimization in Yandex and Google to attract visitors, and contextual advertising in Yandex and Google Adwords? Are you active in social networks and branch sites?
Track is not just a source of attracting visitors and their impact. If one of the channels shows a good involvement of visitors to the site and increase sales - increase the budget for this channel. And if the channel is not effective, think about how to minimize the cost or to optimize the work, for example by removing inefficient keywords from the ad campaign in Yandeks.Direkt or review seo-core on which to promote the site.

6. Conversion rate h5>

Your online store is arranged so as to bring the visitor to purchase? Evaluation of the conversion of the site allows the visitor to ease the path of the choice of product to purchase. Surely you have ideas to improve your website and order process. A / B-testing of these ideas will help to know exactly what will increase the conversion and what is not.

Start with the optimization of the most important pages of the site:

• Trading Card;
• registration;
• basket;
• Checkout.
   Test the button "add to cart" in the registration form on the website, product description formats, ordering options (with or without registration, 1 click, or several steps).
  
  

  7. Index return visitors h5>
  
  Analyze the number of not only new, but returning visitors to your online store. It will assess how your site is interesting for the target audience.
  
  In addition, returning visitors always easier than to attract new ones. To do this, use the tools of collecting email-addresses of users, technology remarketing and calls to action to join your group in social networks.
  
  The longer you work in the market of Internet commerce, the higher should be the rate of return visitors. Index return is not growing? May be several reasons:
  visitor found your site that searched;
  purchase terms were not attractive.
  
  Small return on the visitors can have shops selling only one product for a long time and doprodazhi options are not available. For example, construction companies, after buying an apartment from the developer, the visitor is no need to visit the site builder.
  
  

  8. Income from the buyer h5>
  
  Income from the buyer = profit - expenses. This indicator gives an understanding of how successful your online store. If the rate is too low, it is worth considering how to reduce the cost of advertising.
  
  

  9. Average ticket order h5>
  
  To calculate this figure must be the sum of sales for a certain period of time divided by the number of orders. This will allow you to estimate how high or low the average receipt of purchase. Based on the data on average check develop strategies to improve this indicator, for example, offers a basket online store to buy additional goods at a discount or a discount for the total amount of the order.
  
  

  10. Number of abandoned baskets h5>
  
  It is important to assess the rate of abandoned baskets. Institute Research Baymard, the average is 67.75%. Why is this happening?
  
  The reasons can be many:
  

  • the value of the goods in the order does not meet the cost of the item card. Or, for example, in the shopping cart, an additional line delivery costs, which increases the cost of goods and repels the customer;
  • a promotional discount code does not work;
  • the visitor does not see whether there is a delivery of goods in its country or region;
  • on the checkout page there are additional costs such as taxes;
  • insufficient number of payment options contracts;
  • technical problems with the filling of the payment data.
     Always check the work basket of goods in your online store. Test new ideas to optimize the checkout process.
    Work with abandoned shopping cart: submit a letter with notification that the registration of the order is not completed and the goods are waiting for a buyer in the basket. Try to get feedback, why not purchase was made. To work with abandoned baskets can use Convead, it allows you to customize the sales funnel, create a segment of users who have not completed the registration of the order and send them a "booster" of the letter.
    
    Remember that the indicators discussed above require regular monitoring. Not enough time in a month to look into the analytics and jump around in the data, track them, compared to previous period, test new ideas for optimizing the operation of the site and let to success will be shorter!
    
    Source: habrahabr.ru/company/convead/blog/237625/