So, you have an enterprise ecommerce site and orders are coming in, but you aren’t sure how to gauge whether the site has been “successful” yet.
Or perhaps you are thinking of launching an enterprise ecommerce site and know that you are going to have to be able to measure and communicate the success of the site to your organization, but you are unsure of how.
Either way, you’re in luck.
There are a number of ways you can measure the success of your enterprise ecommerce site. Which metric you choose will depend on your ultimate goal for the site.
Here are five ways you can measure the success of your ecommerce site:
- Number of orders processed through the site. This is an simple metric to measure on a weekly or monthly basis. Plot the results on a graph and it is easy to see how orders flow through your site and how quickly your ecommerce presence is growing. You will also be able to see when orders are flagging and begin to identify potential causes.
- Number of customers using the site. Measuring how many people have registered to use or are using an ecommerce site demonstrates adoption of the channel and the credibility and usability of a site. This metric is a critical ecommerce measure for a brand new site or for a company expanding into the world of ecommerce for the first time.
- Average cart total. Analyzing your average cart totals and whether the totals are trending up or down will help you qualify the success of your site merchandising and promotional efforts. When average cart totals spike, you can figure out why so that you can repeat a successful promotion in the future.
- Cart abandonment rate. The number of carts that are abandoned on your site is a clear indicator of how your site is performing. Taking a closer look at exactly when customers bail out will tell you where the problem is and keeping tabs on your abandonment rate will help you fix issues before they become major problems. Learn what drives a consumer to abandon a cart and how you can fix it in this article.
- Percentage of total revenue. When looking at your total revenue, what percentage is attributed to ecommerce? Measuring this percentage periodically will give you a sense of your overall adoption rate and the success of your site. A growing percentage of revenue will also be critical ammunition when it comes time to request additional budget dollars for upgrading your ecommerce site.
There are a number of ways to measure the success of an enterprise ecommerce site. The key is to choose the metric or metrics that align with your goals for the site, measure consistently, measure often–and make changes to what you are doing when the metrics don’t show the results you want.
Learn more about how to maximize the success of your ecommerce site by downloading the white paper, B2B Ecommerce Success—Seven Questions to Consider When Beginning an Ecommerce Initiative.