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DIGITAL: EXCLUSIVE SERIALISATION


This is not a quick fix. Using the KPIs and achieving success with them requires knowing how to apply them, when to apply them and where. You have to put in the work in order for the KPIs to succeed.


These KPIs have allowed us to grow the revenue of brooktaverner.co.uk by over 23 times, compared to the monthly revenue when we first took them on as a client. The KPIs serve as a constant indication of the growth potential. They allow you to look at the metrics and instantly know where the growth potential is. These KPIs take away the guess work and remove emotion from the decisions of what to do. They tell you what, why and when to invest in your eCommerce store. In addition, the KPIs show when investing in certain areas of your site will give you no revenue gain whatsoever. Whenever growth slowed, you could be sure that one of these KPIs had reduced.


HOW OUR CUSTOMERS REALISED THE DIFFERENCE BETWEEN MARGIN ERODING BIG SALES AND SUSTAINABLE GROWTH We weren’t convinced these KPIs would apply to all eCommerce sites. Would they work on business to business (B2B) sites as well as they worked on websites with high-priced items?


To find out, we tested a large selection of B2B sites, and oddly, these metrics seemed almost more important to B2B sites due to their reliance on repeat business. With sites that sold high-ticket items, often there was a one-off sale and little repeat; however, this just made some of the KPIs less important. As long as these KPIs didn’t reduce while the other metrics increased then sustainable growth followed.


ONE CLIENT BROKE A THREE YEAR FLAT SALES RUN WITH THESE METRICS What about those clients who had tried everything to boost their revenue? Well, we believe a lot of marketing moves one KPI but reduces another. For example, you might increase your add-to-basket rate but this might


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reduce your six-month-recruitment rate. Thus, if you try to improve without monitoring all these KPIs, you can end up frustrated because you cannot see the whole picture—it’s like trying to fill a bucket with a hole in it.


One client wanted to hit growth hard and kept upping their AdWords budgets. Their sales looked great but the KPIs told us that these new customers didn’t buy again as quickly as the historical customers had done. Therefore, we could forecast this was going to cripple their future lifetime customer value and thus sales. But the client didn’t know this and so kept increasing the AdWords budget.


When we came on board we could pinpoint that SOME of the extra traffic was adding good customers. We also helped determine which customers they didn’t want. Thus, they were able to recruit the right type of customers, increase their ad spend and move back into growth for the first time in three years.


THE PLAN Knowing what to track and why was great, but if you don’t make these KPIs easy to track and monitor, then it’s just a lot of theory. So we created a series of reporting measurements to track these KPIs on all the eCommerce sites we were growing—because we know that what gets measured gets managed. A lot of these metrics were not available in Google Analytics, so we had to create a tracking tool called ScentTrail to monitor them. Then we worked out for each client their weak points and target KPIs. We then created a list of implementations that had helped other clients improve each KPI. We ran a ‘plan, do, check, act’ methodology to uncover what implementations moved the needles in the right direction.


THE RESULT Once we had these metrics, the work was only half done. We needed to know how to improve all these KPIs, and that just came down to experience. By focusing on these


When you are looking for the very best in digital people at all levels Be sure to make us your first port of call


* professional * agile * connected * thorough * service * results expertregister@directcommerce.biz homeofdirectcommerce.com/jobs


Direct Commerce | homeofdirectcommerce.com


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