SKILLS
EXPERIENCE
ECOMMERCE & MCOMMERCE
Key Metrics &
Customer Behavior
Nana Ngo
Senior Global Product Marketing Specialist
09/04/2025
Agenda
MCommerce & ECommerce trend
01
Key Metrics & Customer Behavior
02
Group Discussion
03
MCommerce & Ecommerce Trend in the US
Source: https://www.emarketer.com/content/us-mcommerce-2023
MCommerce & Ecommerce Trend in the US
Why Mcommerce is growing so fast?
* American adults spend an average of 5.5 hours on their smartphone every day!
Ecommerce Customer Journey
Source: Big e-Commerce
Key Metrics
1. Product discovery metrics
5. Advocacy metrics
2. Consideration (Acquisition) metrics
3. Conversion metrics
4. Retention metrics
1. Product discovery metrics
Impressions
Reach
Engagement
Number of times the content is presented
Number of people who see the content
Number of times users interact with your content
Questions:
After the campaign, 1000 people read your ad. The ad appeared in their feed 3 times, but only 10% of the total people clicked on the ads, and each person clicked just once.
What are impressions, reach, and engagement?
2. Consideration (Acquisition) metrics
Click-through rate: Click-through rate: To evaluate how interesting the content is and how effective it is for the target audience.
2. Consideration (Acquisition) metrics
Customer Acquisition Cost (CAC): all the sales & marketing expenses to attract a new customer => To evaluate marketing and sales efficiency
Question: CAC = ?
CAC = $12.02
2. Consideration (Acquisition) metrics
Organic traffic: the number of visitors who land on the website from unpaid sources, primarily through search engine results pages (SERPs)
keyword
1st ranking
Good SEO
3. Conversion metrics
Shopping cart abandonment rate: Measures how many people add something to their cart but leave your site without making a purchase
Cart Abandonment Rate Across Devices in 2023
Source: barilliance
3. Conversion metrics
Checkout abandonment: Measures how many people leave your site without making a purchase, but only after they begin the check out process
3. Conversion metrics
Increase AOV = Motivate customers to spend more per order
Average order value (AOV) = Total revenue / Number of Orders
3. Conversion metrics
Total number of orders
Sales conversion rates
Sales conversion rates to determine how much traffic is required to generate the target sales.
Total amount of sessions
100%
4. Retention metrics
Acquiring a new customer is anywhere from five to twenty-five times more expensive than retaining an existing one.
Motherboard Official Site
Audience Overview in 2024
4. Retention metrics
Customer retention rate
4. Retention metrics
Customer lifetime value (CLV) = Average Transaction Size x Number of Transactions x Retention Period
4. Retention metrics
Repeat customer rate
4. Retention metrics
Refund and return rate
4. Retention metrics
Ecommerce churn rate
More common metric for Software as a Service (SaaS) businesses and other subscription-based business models:�
Reason:
Easily spot the moment when an active customer cancels their subscription
5. Advocacy Metrics
1. Net promoter score (NPS): Survey customers and see how likely they are to recommend the business on a scale of 0-10
2. Number of new subscriptions/followers
3. Number of program participants
Group Discussion
1. What are the pain points you experience when browsing this website on a mobile phone?
2. Any ideas for improvement?
3. What channels we can use to promote this campaign?
4. What do you evaluate regarding the conversion rate?
Thank you!