These KPIs may help e-commerce businesses to understand the customer journey and track the success of their marketing efforts, based on the stage of the marketing funnel:
1. Awareness: Paid Campaigns: Cost per click (CPC), cost per impression (CPI), bounce rate Organic Initiatives: Traffic sources, new vs. returning visitors, time on site
2. Interest: Paid Campaigns: Landing page conversion rate, product view rate, add-to-cart rate Organic Initiatives: Product page views, product detail views, average time on product page
3. Desire: Paid Campaigns: Shopping cart abandonment rate, average order value (AOV), return on ad spend (ROAS) Organic Initiatives: Wish list saves, social media shares, email sign-ups
4. Action: Paid Campaigns: Checkout completion rate, payment completion rate, transaction value Organic Initiatives: Checkout page views, payment page views, order confirmation page views
5. Loyalty/Advocacy: Paid Campaigns: Repeat purchase rate, customer lifetime value (CLV), referral rate Organic Initiatives: Customer satisfaction, Net Promoter Score (NPS), brand advocacy
If you like this article, then you may like to explore my other article on '10 important KPIs to measure the success of a marketing campaign'.
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