What are the characteristics, you can use to measure your e-commerce activity (except just turnover). Most of the sales and communications are direct, so you can not measure it by the number of partners/resellers/distributors.
Here are examples for the software e-shop:
- Revenue source split
- Direct sales
- After trial
- Affiliate network
- SEM
- Email marketing
- Shareware
- Banners
- Other
- Type of clients
- new
- returning client (+ percentage of the happy clients, who buy again)
- Products (which products do you sell)
- Affiliate/Online partners parameters
- Gross turnover
- Affiliate commission
- Network commission
- Marketing agencies commission
- Google SEM parameters
- Gross sales
- keywords cost
- agency cost
- Total visitors/orders
- cost per visitor/order
- ROI (Return on investment)
- Website parameters
- Total visitors/conversion
- e-shop visitors/conversion
- Trial section visitors/conversion
- e-shop and electronic payment parameters
- Total orders
- paid orders
- never paid orders
- Refunds
- Charge-backs
I don’t go too deep in the website analytics, this can have another couple of dozen parameters. From mentioned parameters you can get a good idea how your e-commerce is performing. And don’t try to compare those values with other e-shop or “industry averages”. e-shops are too unique, each and every parameter could mean either success or failure of your business in general. Don’t think that high conversion or low google keyword costs immediately mean revenue growth.
Always compare your parameters with your own, but a year/month later
