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A Few Ways To Track The Progress Of Your eCommerce Website

  • Written By Andy
  • Posted April 23, 2013
  • 2 minutes Read Time

Ever wondered how well your eCommerce website is doing its job? If not, you really should. Maximising the potential of your virtual shop floor is essential for getting the conversions you want and the sales figures you’re after.

A really powerful way to improve your site’s performance is to consider particular goals and aims you have in mind, and then analyse some of the Key Performance Indicators (KPIs) that relate to that aim. For example, if you’re looking to increase sales by 15% over the next few months, you’ll need to find out what the site traffic is, what the daily numbers of sales are and the conversion rate. On the other hand, if you need to cut down on the number of phone calls to customer service this year, then you might want to find out what type of calls tend to come through, and which page on the site most often prompts those queries.

Here are some examples of Key Performance Indicators you should consider when reviewing the impact of your website.


  • Which goods sell, and how much do they cost.
  • The Size of an average order
  • The ratio of new customers against repeat customers
  • The rate at which shopping carts are abandoned
  • Sales made during different periods – weeks, months, days, hours.


  • How much time visitors spend on your site
  • How many pages visitors views
  • How many subscribe to your newsletter or text facility
  • The number of followers you have on social media sites
  • What are the sources of traffic to your site?

Customer Service

  • How long does it take to resolve problems?
  • How many emails does customer service receive?
  • How many calls are taken by customer service?
  • How often is your online chat facility used?
  • What type of problems do customers contact you with?

With data like this to hand, you should be able to get some valuable insights into how to increase conversions and improve business.