Two of the most common questions I get asked by online retailers I work with are:
“What customer metrics should I be tracking?”
“Which ones should I be looking to influence?”
Typically most ecommerce managers and digital marketing managers will be tracking top line metrics like revenue per marketing channel and conversion rate, but it is surprising that the ones who are tracking metrics such as repeat rate, new customer revenue and time to second purchase are still in a minority.
These are all crucial metrics to be looking at, and if you can optimise them the long term health of your business can be greatly enhanced.
So let’s break them down.