Discover the Best KPIs for a Webshop


Discover the best KPIs for your eCommerce website that you can use to understand performance of your webshop store. Gather all information to make good decisions.

If you have set up all Google Analytics and your web store is online, you need to find the information that tells you whether your eCommerce is profitable or not (eCommerce KPIs). To be able to make good decisions, you need concrete data to show whether you're on the right track.

In this article we will teach you what KPIs are (Key Performance Indicators) and how you can constantly monitor them to increase the profit of your web store.

1. Total number of visitors to the store

It's important for every webmaster to know the number of visitors to your website. If you don't have visitors, it doesn't matter how handy and optimized your website is. You can't sell anything.

Within the total number of visitors, we can look at different groups that provide even more information. We can divide all visitors by country or we can compare the new customers with visitors who have already visited the website. This way you can see in which countries the website isn't clearly visible and whether users visit the website multiple times.

2. Visitors to each product page

You must know which products are viewed the most. That way you can see which pages are the most interesting and whether your products are attractive enough and attract enough conversions. This can surprise you! It often happens that people are interested in products other than you thought.

The opposite can also happen: you can have a great product that you expect to sell a lot, but it's hardly viewed. Analytics can help you devise different navigation strategies, place products on advertising banners or menus and start new campaigns to promote the article.

3. Conversion rate

It's perhaps one of the most important ways of measuring. This refers to the percentage of users completing a specific action (a conversion) of the total number of visitors to your website. For example, if you have 100 visitors and one of them buys something, you have a conversion of 1%.

In eCommerce, a conversion is usually a purchase (this is what you wit that the customer does). However, the webmaster determines which conversion goals are available and which can vary from shopping to downloading e-books or filling out a form. If the conversion rate is low, we have to change things.

We can take some components into account to learn more about the conversion rate. For example, we can divide the percentage through acquisition channels to find out which campaigns or discounts are responsible for the most sales. This way we can also see where customers have seen the campaign. If we know this, we can invest a larger part of our budget in that campaign or base the next campaign on it.

4. Exit pages and percentage of abandoned shopping baskets

These measures help you find the point in the purchasing process that the buyer drops out of. The exit pages indicate the last page before a user closes the window. The percentage of abandoned shopping carts shows the number of users who have added items to the shopping cart but haven't completed the purchase. This can be for various reasons that must be analyzed to optimize sales. The user may close the window because you're asking too much information (there are pages that ask for an ID before a purchase can be completed); because it's the wrong payment methods, because suddenly costs are added that were not included in the description of the product. It may even be that the navigation button to go to the next page didn't work.

This information helps to identify factors that need to be improved and to avoid elements that are blocking the purchasing process. That way you can increase your sales figures.

5. Average session duration, Page Views per session and Rebound Percentage

These KPIs indicate the quality of the traffic. The more pages that are visited and the longer visitors are on a page, the more potential customers are interested in the domain and what is being sold.

The rebound percentage is the percentage of all visitors who leave the website without clicking on anything else. This mainly happens when a visitor searches for something else. If you have a high rebound percentage on a page of your website, view the design, make clear what the page is about and see if you have the right content on the page.

In addition to all these eCommerce KPIs, you have to take into account the traditional indicators of companies and stores. By this we mean standard data such as total costs, average order value, net profit, etc. All this data can be displayed in Google Analytics. However, you need a tracking code to measure eCommerce through Google.

Checking and overseeing the most important KPIs of your web store is the most important task of every webmaster. You get all available data through web analytics, so you can make the best possible decisions. Knowing how to read and use these numbers can be the difference between success and failure.

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