Jocelyn Hendrickson
Senior Product Manager �
Sponsored by:
Ecommerce Analytics for WordPress: Navigating Data to Propel Online Success
Sales Data
Pricing Strategies
Customer Buying Habits
Market Trends
Product Information
Inventory Levels
Operational Efficiency
Supply Chain Efficiency
Why Ecommerce Analytics Matter
Why Ecommerce Analytics Matter
Decision Making
Market Trends
Business Growth
Why Ecommerce Analytics Matter
Why Ecommerce Analytics Matter
Why Ecommerce Analytics Matter
Key Performance Indicators (KPIs)
Conversion Rate (CR)
Percent of visitors who complete a desired action on your site.
CONVERSIONS�TOTAL VISITORS
CR =
X 100
Cart Abandonment Rate (CAR)
The percentage of customers who add items to cart but do not purchase
COMPLETED PURCHASES�CARTS CREATED
CAR = 1 -
X 100
Average Order Value (AOV)
Average amount of money customers spend per order.
TOTAL REVENUE�NUMBER OF ORDERS
AOV =
Revenue Per Visitor (RPV)
The average amount of money that you earn from each visitor to your site.
TOTAL REVENUE�NUMBER OF VISITORS
RPV =
Customer Acquisition Cost (CAC)
Average amount of money that you spend to acquire a new customer.
MARKETING EXPENSES�NEW CUSTOMERS ACQUIRED
CAC =
Customer Lifetime Value (CLV)
Total amount of money a customer is expected to spend in their “lifetime”.
AVG VALUE OF SALES X� NUM REPEATED SALES X� AVG RETENTION TIME
CLV =
Customer Retention Rate (CRR)
The percentage of customers who continue to buy from your site.
END - NEW�START
CRR =
X 100
Customer Retention Rate (CRR)
The percentage of customers who continue to buy from your site.
Fun fact: when customers leave this is sometimes called “churn”
Bounce Rate
The percent of visitors who leave your site after viewing only one page.
SINGLE VISITS�TOTAL VISITS
BR =
X 100
Page Load Time
The average amount of time it takes for a page on your site to load.
Which KPIs Should I Use?
Define your
business goals
Industry Standards
Prioritize actionable metrics
Start small and refine
Consider customer journey
Align KPIs �with business goals
Understand your target audience
Use analytics tools
Customer Behavior �and Analytics
Customer Journey Mapping
AWARENESS
CONSIDERATION
DECISION
RETENTION
ADVOCACY
Discovery of your brand
Evaluation and comparison
Complete the purchase
Loyalty to
your brand
Sharing why they love you
Behaviors to Track
Traffic Sources
Behavior Flow
Goals
User Flow
Events
The actions visitors take on our site
Behaviors to Track
Traffic Sources
Behavior Flow
Goals
User Flow
Events
The interactions with specific site elements
Behaviors to Track
Traffic Sources
Behavior Flow
Goals
User Flow
Events
The path visitors take through a site
Behaviors to Track
Traffic Sources
Behavior Flow
Goals
User Flow
Events
The origin of our website visitors
Behaviors to Track
Traffic Sources
Behavior Flow
Goals
User Flow
Events
The outcome we want from visitors
Tools and Techniques
for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tools and Techniques for Data Analysis
Tips & Traps
TIP
TRAP
Use multiple data sources and methods to cross-check and validate your data.
Rely on a single source that may be biased, incomplete or otherwise unreliable.
TIP
TRAP
Use relevant and meaningful metrics that align with your goals and objectives.
Use vanity or irrelevant metrics that don’t reflect performance or outcomes.
TIP
TRAP
Use data and insights to support and inform your decisions and actions.
Use data and insights to justify or rationalize your decisions and actions.
TIP
TRAP
Use context and comparison to understand your data and insights better.
Use data and insights in isolation or without reference to other factors.
Q & A