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Key Performance Indicators (KPI) for e-commerce websites

What are the most EFFECTIVE and ACTIONABLE KPIs for an e-commerce website?

  • Product page conversion rates
  • Site wide conversion rates
  • Campaign conversion rates
  • Visitors/day
  • Average value/sale
  • Revenue/day

All of these can effectively be tracked in Google Analytics - the only KPI mentioned above that may be a little tricky to discover is the conversion rate by product page. You can find this metric by located the specific page in the top content report, segmenting the page by source, and clicking the ecommerce tab. This report will give you the overall conversion rate for the page, and it will break down each referral's (campaigns) conversion rate.

Comments (Comment Moderation is enabled. Your comment will not appear until approved.)
"the conversion rate by product page. You can find this metric by located the specific page in the top content report, segmenting the page by source, and clicking the ecommerce tab." ----- The eCommerce tab is not showing on this report for us. Any other way to get at this data?
# Posted By Mark | 6/16/09 1:01 PM
Unfortunately Google Analytics has removed the ecommerce tab from that report. It is still possible to get this information, but it isn't nearly as easy. One way to do it is to create an advanced segment for each product page by using page title. That is a visit that contains a page view of a specific product page. Once you have created these advanced segments you can go to the ecommerce overview report and use your newly created advanced segment. This method isn't nearly as friend as the old tab for a number of reasons including the fact that you can only have 3 advanced segments at once (not to mention the fact that you need to create an advanced segment for each of your product pages.
# Posted By John Hossack | 6/16/09 3:31 PM
Thanks John for your prompt reply! You are right, that method does work great to get the data for one product at a time. This isn't very practical for us since we sell so many items. I am shocked that this report is so difficult (or impossible) to obtain in Google Analytics - it seems so basic...
# Posted By Mark | 6/17/09 6:24 AM
I'm not sure that creating an advanced segment with only one url will actually give you the conversion rate for that page exclusively. Since GA works with sessions, doesn't conversion rate in this case only tell us that the page has occured sometime in a visitors path? Meaning that the actual purchase not necessarily took place at this specific url.
# Posted By Linus | 9/15/09 9:05 AM
@Linus You are correct, and thank you for pointing out that this method of using an advanced segment only means that the page that your are filtering on was a part of the visit, and not necessarily the product that was purchased. However if we use this methodology and review how the number changes over time we can get a sense of whether or not we are improving or hurting the page's conversion rate. (this methodology is definitely not perfect but it is what is available at this time.)
# Posted By John Hossack | 9/15/09 11:48 AM
.