How to understand these 15 e-commerce metrics and make decisions from them

The concepts & decisions explained here are equally valuable for any other analytics tool, reports Tech in Asia

I’ve been working as a product manager for e-commerce businesses for the past 10 years, including five years at a company with a multibillion-dollar revenue. In the last few months, I’ve been helping people improve the performance of their online stores. But I’ve found that most of the help people needed were actually with understanding their business’ current status and the information they need to see in order to make the right decisions.

Basic metrics

There are certain metrics that you should analyze every day, as they provide the most basic information about the performance and health of your e-commerce business. Advanced conversion. The metrics we have covered so far are the ones you should be looking at daily.

Conversion rate by division
 

A common but important way to make a deeper analysis is to group sessions by a certain characteristic and analyze the particular conversion rate those users had.
 

Conversion rate by traffic source

Group all sessions that came to the site through a particular channel and check how the conversion rates vary for each of them. Identifying which channel works best in terms of conversion is key to forming your traffic acquisition strategy.
 

Conversion by product category and brand

Another analysis that might be interesting is to look at the performance of each product you sell. How many sessions are seeing a particular product vs the transactions it had?
 

Conversion rate by landing page
 

Landing pages are the first pages that users see when they enter your site. Many times, e-commerce companies make marketing campaigns where the user accesses a particular promotion page or is directed to a product detail page. 
 

Conversion rate by segment

Segments are another way to see conversion rates. They allow the flexibility to make almost any kind of analysis you want.

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This is an excerpt from Tech in Asia. You can read the full article here