For managers and managers, the only code of conduct is “profit”, but setting “profit only” as an operational goal for BtoB homepages and online shops is not a very good idea. When asked to “make a profit”, it is only the management and management who can break it down into several elements and put it into an action plan.
In the field of using the homepage, it can be said that the goal of “determining the direction of actions of the people engaged in the field” is a good goal. Since we do not know what to do with the goal of “make a profit”, the goal set on the process by decomposing the elements necessary for making a profit is called KPI (Key Performance Indicator). On the other hand, the final goal of profit is called KGI (Key Goal Indicator).
By setting KPIs as intermediate goals to achieve KGI, the goals are not figurines but actions. Setting KPIs is very important for moving the field, because no goal can be achieved without action. The relationship between KGIs, KPIs and action plans is as follows.
Below are some of the KPIs for online shops that we use.
KPIs to increase first-time customers
Increase the number of prospects
| Bounce rate | CVR ↑ | Reduce the bounce rate for specific pages. There are pages where the bounce rate can be high. Measure the perusal rate of a specific page, narrow down the issues, and make improvements for each part in the page. A / B test will be conducted when improvement is achieved to some extent. |
|---|---|---|
| Number of LPs created | Number of sessions ↑ | Create an LP for SEO or PPC. Set SEO words and targets to enhance and create LPs according to the theme. When increasing the number of prospective customers, concentrate on creating a target number of LPs for a certain period of time. |
| Number of SNS / Blog posts | Number of sessions ↑ | Design SNS posting schedules and themes, and post on SNS. |
| Number of SEO measures keywords | Search ranking ↑ / Number of sessions ↑ | Decide the keywords and the number of SEO measures to be taken, and take measures. SEO keywords are determined by considering the keywords from the business strategy (targets, products, services, etc. that you want to strengthen) and the current environment such as current ranking / number of monthly searches / number of competitors. |
| Rule-to-repeat session ratio | Number of new sessions ↑ | New and repeat session ratio. Supported only by repeaters, it is used when new development is an issue. In the case of repeater enhancement, this KPI is not used because repeat purchases are used as KPIs instead of repeat visits. |
| Number of purchases | AOV ↑ | Used when the number of purchases is low. Used as a KPI for cross-selling and up-selling measures. |
| Number of search keywords | Number of new sessions ↑ | It is the "number" of the inflow keyword. The larger the number, the more various keywords are supported. If you have a lot of blogs, the CVR is often low even if the number of search keywords is large. This KPI is currently used only when the number of search keywords is small. |
Increase the number of initial customers
| Purchase rate only for the first time | LTV ↑ | Percentage of new purchasers who made a one-time purchase. This KPI improvement is not limited to Web improvement. "Getting them to buy twice in a short period (90 to 3 months)" is the most important thing in an online shop. Those who do not repurchase within 3 months are extremely unlikely to be good customers. |
|---|---|---|
| Good route | CVR ↑ | Enhances exposure of pages with low PV and high CVR. |
| Bad route | CVR ↑ | Refrain from exposing pages with high PV and low CVR. |
| Cart completion rate | CVR ↑ | Percentage of people in the cart who have completed the order. If this number is bad, identify where the bottleneck is in multiple flows. To identify the issue in detail, set up Google Analytics event tracking on the form, identify where the user rewrote the input, and find the issue. In addition to the scientific approach, we will also consider a psychological approach (security, ease of use). |
| Form induction rate | CVR ↑ | Make improvements for pages that have a large number of visits but a low form guidance rate. Start by simply installing the button, change the design of the button, change the wording and photos to put in the button, and monitor the process. |
| PV per person | PV / session ↑ | PV per person indicates the depth of click (interest). In other words, sites with low PV per person have not been able to arouse the interest of users in the first place. It is necessary to comprehensively improve the expression of words, catch phrase, visuals, etc. |
| Purchase via search CVR | CVR ↑ | CVR of the person who used the site search. If this indicator is bad, you haven't found what you want. User segmentation of users who used site search in GA. |
| Page load speed | PV / session ↑ | Improve sites with slow page loading. |
KPIs to increase repeaters
| Last visit interval | Repeat session ↑ | Increasing the number of visitors in a short period of time encourages repeat purchases. |
|---|---|---|
| Number of e-mail newsletters delivered | Withdrawal customers ↓ | Recognize that existing customers will not naturally revisit the website. New customers are on the Internet (external network), but existing customers are "in our customer list" (internal network / CRM). Recognize this difference. If you don't approach the customer list, existing customers will forget about the store. |
| Number of events / plans | Withdrawal customers ↓ | For event planning for existing customers, create an annual schedule and create LPs according to the schedule. |
| Purchase cycle for each product | LTV ↑ | The purchase cycle for each product is influenced by the duration of the step mail scenario and the outcome of the included tools. For products whose usage is fixed, improve if the purchase cycle is extremely long. First of all, it is necessary for enlightenment activities to get people to start using it and to use it properly. |
| Second transition rate | LTV ↑ | Percentage of how much the first customer went to the second purchase. |
| Product page browsing ratio | CVR ↑ | Product page session ÷ whole session. No matter how many sessions there are, if you can't see the product page, sales won't increase. |
Indicators for managers
| New customer | CRV | conversion rate Percentage of people (sessions and UUs) who came to the homepage that reached an order |
|---|---|---|
| Average order amount | AOV | Average Order Value (new only) |
| repeater | CVR | (Repeater only) |
| AOV | (Repeater only) Should be higher than new | |
| Overall average | Average sales per visit | Sales ÷ UU. Get a bird's eye view of your site's performance. |
| Average Advertising Cost per CV (CPO) | Number of CVs / advertising cost. It is necessary to set in advance what to put in the cost. | |
| LTV | Annual sales ÷ annual UU. LTV is the ultimate goal. Know your LTV and monitor its transition. | |
| Number of good customers | The number of customers who set a good customer line in LTV and exceeded it. | |
| New to repeat purchaser sales ratio | As the number of new purchasers increases, the AOV will go down. For verification at that time. |
