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KPI Templates Examples

How do you determine a KPI?

To find a good KPI you must have clearly defined goals and know which business processes have an impact on these goals. For each of your goals you choose different eCommerce KPIs. Some have to do with more sales, others with a more streamlined marketing process or improvement in customer service .

Below are a few templates in which we show which KPIs best fit a number of specific goals.

Example Templates


10% more sales in the coming quarter.

Relevant KPIs:

  • Daily turnover
  • Conversion rate
  • Website traffic


2% increase in conversion rate over the coming year.

Relevant KPIs:

  • Conversion rate
  • Quantity of abandoned shopping baskets
  • Competitive prices


20% more website traffic in the coming year.

Relevant KPIs:

  • Website traffic
  • Where the traffic comes from
  • Promotion of click-through rates
  • Number of times shared on social media
  • Bounce rates


Reduce complaint calls by half in the next 6 months.

Relevant KPIs:

Complaints group Pages visited just before the phone call

There is a huge amount of performance indicators, and their relevance is directly related to the goal you want to achieve. Finding out which page people viewed just before calling customer service is relevant for GOAL 4, because it can provide insight into places where your website is unclear. Once you have improved that, hopefully there will be a decrease in phone calls to customer service. But for GOAL 3, that same KPI would be completely useless.

Your goals are clear and you have selected relevant KPIs. In order for them to actually work for you, it's a good idea to make it a habit to check them every day. And remember: Let performance guide your business decisions, and use KPIs to take action.

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