B2B eCommerce KPI and Measurement

B2B eCommerce KPI and Measurement

B2B eCommerce KPI and MeasurementDetermining how you will measure your success is important to determine before you launch and during operations planning.  Think about accurately measuring and reporting the impact that digital channels have on sales, service, loyalty, and operations.

The simple and common KPIs are traffic, conversion rate, and average order value, conversion rate.  Solid operations planning should include some aspect of all of these reports.

B2B eCommerce KPI Basics

First of all, while I have listed a number of different KPIs that you should consider, you have your own unique business. You have to set goals that are achievable, and figure out the methods that make sense for you and your team to measure that success. At the most basic level, here are the fundamental KPIs:

  • Traffic
  • Conversion
  • AOV
  • Navigation / Conversion Funnel
  • Gross Revenue & Margins (Actual/Forecast)
  • Site Search Performance
  • Content Effectiveness
  • Marketing Effectiveness
  • Merchandising Effectiveness
  • Personalization Effectiveness
  • Anonymous User
  • Registered User
  • Segmentation

Monthly Acquisition Report

Audience Segmentation

  • What % of your business is from new vs. returning customers?
  • Which campaigns drive repeat visits and conversions?
  • Which geographical regions are most valuable?

Customer Self-Service

  • Are visitors accessing your support content?
  • Are users finding answers they need?
  • Which customer self-service pages are failing?
  • How effectively are customers completing your self-service scenarios?

It’s 6-7 times more expensive to gain a new customer than it is to retain an existing customer.  U.S. companies lost 50% of their customers every 5 years.  5% increase in customer retention can increase profits by 25-29% (Source: Bain & Co. study in Harvard Business Review)


Campaign Report

  • Traffic: total visits, unique visits, repeat visits
  • Referring URLs (Direct, Affiliate Marketing, SEM/SEO)
  • Average page views/visit
  • Average time on site/visit
  • Email Marketing
  • Open rate, click-through rate, conversion rate, AOV
  • Analyze email template design / most clicks
  • Total Orders
  • Revenue
  • Conversion Rate
  • AOV
  • A/B Test Results
  • Campaign ROI
  • Segmentation Analysis

Monthly Conversion Report

Commerce Analysis

  • Which products / categories are most profitable? (Product drilldown – visits, product views, orders, revenue, AOV, Top 10 $ and units, Bottom 10)
  • How effective is your site at converting visitors to customers? (online shopping and checkout process and product descriptions)
  • Where are visitors abandoning the shopping cart and check-out process? (Pinpointing abandonment points, exit pages, tracking conversion step-by-step)
  • How do different promotional offers impact results?

Content Effectiveness

  • What is the most effective real estate on each page of your site?
  • Which content is driving qualified visits and which pages are confusing visitors?
  • Which content areas and pages are most compelling to your visitors (visits, page views, average time viewed)?

Navigation Analysis

  • What paths are visitors taking within your site?
  • How are people reaching your most important pages? Where do they go from there?
  • Which specific routes lead to conversion? (conversion analysis)
  • Where in your registration scenarios are you losing users?

Monthly Retention Report

Audience Segmentation

  • What % of your business is from new vs. returning customers?
  • Which campaigns drive repeat visits and conversions?
  • Which geographical regions are most valuable?

Customer Self-Service

  • Are visitors accessing your support content?
  • Are users finding answers they need?
  • Which customer self-service pages are failing?
  • How effectively are customers completing your self-service scenarios?

Weekly KPIs

Comparison of prior week performance

  • # of visits (total, new visitors, returning visitors)
  • Unique visitors
  • Page views
  • Most popular pages
  • Most active day of week
  • Most active hour of day
  • Visit duration
  • Top entry and exit pages
  • Site, Cart and Checkout Abandonment trends – where are they going?
  • Referral info – what URL are visitors coming from?
  • Search engine referrers and top performing key terms
  • Weekly sales
  • Top Product sales ($/units); Bottom Product sales
  • Conversion Reports (very detailed)
  • Traffic Reports
  • Path Reports

In this webinar extract, we look at bounce rates for B2B eCommerce. What should your bounce rate be? What is a good bounce rate? How does the type of page impact your bounce rate expectations?

Understanding how to read your analytics in the context of your website and your business is critical to understanding the levers to growing your digital business. Google Analytics is a great, free tool, that is developing more and more capabilities that are especially helpful for B2B eCommerce.

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