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DIGITAL: EXCLUSIVE SERIALISATION


Ultimate Guide to Scalable eCommerce


PART 2 By Ian & Mark Hammersley


THE WAY FORWARD The benchmarking study showed me that the successful, rapidly growing websites all had the same attributes that consistently underlined their growth. Seven key characteristics seemed to totally dominate a site’s success. These are listed below, and we dive into each one in more depth later on.


1. Add-to-basket rate. 2. Website speed and capacity. 3. Lifetime customer value.


4. Growth of six-month customer recruitment year on year.


5. Average order value robustness. 6. Traffic growth. 7. Basket-to-order rate.


THE INGREDIENTS THAT ALLOWED ONE OF OUR CLIENTS TO GROWREVENUE BY 23 TIMES When we first found these KPIs from the benchmarking study, we thought we were going to sound like one of those self-help books. You know, like Just Do These Seven Things and You Will Become a Billionaire. However, we realised we had not stumbled upon the seven things to do but rather the seven ingredients needed for eCommerce growth. It’s like baking a cake. In order to make one, you need to know all of the ingredients, but you also need to know how to combine them and in which order to combine them.


The seven KPIs were the ingredients. They were the WHAT but not the HOW. Determining how to use the KPIs comes from all the experience we have had growing eCommerce revenue.


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