eCommerce KPIs Examples for Marketing


Marketing KPIs provide insight into where your company is in relation to your marketing and advertising goals. They also affect sales of KPIs.

In marketing, KPIs are used to find out which products sell well, who buys them and why, and how they are sold. This information helps to optimize your marketing strategy and product development.

26 "eCommerce website" Examples of marketing KPIs:

1- Website Traffic:

Website Traffic is the total number of visits to your webshop. More traffic means more potential customers in your store.

2- New visitors vs. repeat visitors:

New visitors come to your website for the first time. Returning visitors have been there before. This KPI alone doesn't say much, but it can help to see how well a digital marketing campaign works: If you use retarget ads, the number of repeat visitors should be higher.

3- Time on site:

This KPI tells you how much time visitors spend on your site. In general, the longer they stay on your site, the more interested they are in your products. The best thing is if they spend a lot of time on your opening page and your blog, and little time on the payment process.

4- Bounce rate:

The bounce rate shows how many visitors only view one page of the site before they leave it. If this percentage is high, it's time to investigate why people don't want to view your site further.

5- Pages per visit:

This KPI calculates the average number of pages that a user views per visit. More pages means more interest. But beware, it can also mean that users have to view too many pages before they find what they were looking for - time to think again about the layout of your site.

6- Average session duration:

The average amount of time that someone spends on your site during one visit.

7- Traffic source:

This KPI tells you where your visitors come from or how they found your site, what valuable information about which channels work best: organic results, paid advertisements, or social media.

8- Mobile website traffic:

The total amount of users who shop with you from a mobile device. The more there are, the more accessible your site is for mobile users.

9- Day part monitoring:

If you know when people visit your site you can find out what the 'rush hours' are, and take advantage of that.

10- Newsletter Subscribers:

This number lets you know how many people are subscribed to your marketing emails. More subscribers means greater customer reach. But it's important to also look at who exactly those subscribers are, so that you're sure that you really reach the desired target group.

11- SMS / WhatsApp subscribers:

The next step in digital marketing after e-mails. This KPI counts the number of customers on your SMS / WhatsApp list.

12- Subscriber growth:

How fast is the list of subscribers growing? If you place this KPI next to the total number of subscribers you'll get a good insight into the success of this marketing channel.

13- E-mail opening ratio:

What percentage of subscribers actually opens your e-mails? With a low number it's a good idea to make the subject more attractive or to clean up your e-mail list: remove inactive or irrelevant subscribers.

14- E-mail click-through rate:

The e-mail opening ratio lets you know how many subscribers have opened the e-mail, but the CTR tells you which of them actually click on the link in the e-mail click. This KPI is more important than the opening ratio, because without clicks there will still be no traffic to your website.

15- Deregisters:

Here there are two numbers to look at: the total number of deregisters, and the percentage of deregisters compared to your complete e-mail list.

16- Started Chat Sessions:

If your webshop has a live chat function, the number of started chat sessions lets you know how many customers have used this tool.

17- Social media followers and fans:

Whether on Facebook, Instagram, Twitter, Pinterest, Snapchat or a combination thereof, the amount of followers and fans is a very useful indicator of the loyalty of your customers and the brand awareness. Most of these social media networks have tools that can tell you more about who these fans and followers are.

18- Social media interest:

This KPI tells you how active your followers and fans are on the social media of your brand.

19- Clicks:

How often a link is clicked. You can measure this KPI almost everywhere: on your website, your social media, in your e-mails, advertisements on other sites, etc.

20- Average CTR:

The average click-through ratio lets you know what percentage of visitors to a page (or other place where you can find links) actually click on that link.

21- Average Search Position:

This KPI lets you know how well your site is doing with regard to search engine optimization (SEO) and paid searches. This number tells you where you stand in the search engines. The goal of most online sellers is to be the first result for their chosen keywords.

22- Pay-per-click (PPC - money per click) traffic volume:

If you run a PPC campaign, this KPI will let you know how much traffic you have managed to direct to your site.

23- Blog traffic:

You can find this KPI by requesting a filter view in your analytics tool. For example, it's useful to compare the traffic to your blog with the total traffic to your website.

24- Number of reviews, and their quality: Reviews are a fantastic KPI:

They show proof of quality, can improve your SEO, and give valuable feedback about your company. The number of reviews and their content are important KPIs for an eCommerce company.

25- Banner or display advertisement CTRs:

The click-through rate for your banners and display advertisements tells you what percentage of visitors clicked on the advertisement. This gives you insight into the quality of your advertising texts, used images and the attractiveness of your special offers.

26- Affiliate performance ratio:

If you do affiliate marketing you'll find out through this KPI what the most successful channels are.

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