Most webshops use Performance Indicators such as the number of visitors, conversion rate, number of orders, and costs per order (CPO). They are supposed to contribute to profit growth and your webshop’s success, but all of these indicators actually raise all sorts of questions:
- Is the number of visitors a good indicator of your webshop’s success?
- The conversion rate is an indicator that doesn’t say much about the webshop’s success. You can quickly double your conversion rate by excluding traffic with a low conversion rate.
- And what about orders being placed? All orders are the result of 5 to 10 earlier ‘touch-points’ (assists). The most misleading performance indicator is possibly when the order is allocated to the last visit.
So what are the KPI’s for success?
Download the whitepaper S2M_NewMarketing_KPIs_ now.