Check out the Marketizator Presentation @ GPEC 2015 to find out 10 vital things any eCommerce marketer should monitor.

1. GPEC 2015
10 Vital Things Every E-
Commerce Marketer
Should Monitor

2. ● Father of twin boys, husband of one beautiful Romanian ;)
● Born and raised in Canada
● Been involved in Sales/Marketing Entire Career
● Investor and Entrepreneur Payza Bangladesh
● Director Of International Business Development
● yousuf.khatib@marketizator.com
● +40 729 145 623

3. Award winning integrated CRO platform
A/B testing, personalization and surveys under the same roof
40 types of segments in our own segmentation engine
Amazon Web Services technology
Dedicated presence in 9 countries (Germany, Poland, Austria, Serbia, Bulgary, Turkey, France,
Mexico, Romania)
>2000+ websites have been tested with Marketizator and approaching a billion visitors!

4. Ease of setting up store doesn’t
automaticly mean sales!
Marketers tend to focus on TRAFFIC
FB likes, Visitors.

5. Yes= 2
Somewhat = 1
No = 0
Score:
_________

6. Data without Action is a Daydream
Action without Data is a Nightmare
-Ivan Mazour (OMETRIA)

9. 1. ROI
2. YOY GROWTH
3. CUSTOMER LIFETIME VALUE
4. AVERAGE ORDER VALUE
5. CONVERSION RATE
6. CUSTOMER ACQUISITION COST
7. CART ABANDONMENT RATE
8. DAYS BETWEEN TRANSACTIONS
9. VISITOR SATISIFACTION INDEX
10. NET PROMOTER SCORE (NPS)

10. 1 Return on investment

11. ROI template
Get the template & use it! http://goo.gl/t8zGDN

12. 2 YoY Growth

14. 3 Customer Lifetime Value (CLV)
Studies reveal it
cost 6 to 7 times
more to acquire a
customer than to
keep an existing
one!

15. ● When focusing on Conversion Rate we must also know
which customers are the most profitable.
● Access the Analytics Account and select two segments
of traffic: New and Returning Visitors.
● Per channel see what the revenue is and subtract the
costs = PROFIT per channel.
● For Ecommerce websites with activity that is greater than
one year the calculation is a bit more complex. (we can
help you with this!)

16. 4 Average Order Value (AOV)

17. ● Average order value(AOV) = Revenue/Number of Orders
● Can be used to as criterion to determine the efficiency of
a marketing campaign.
● When used in conjunction with Conversion Rate, these
two KPI’s provide a more accurate analysis of the
website.
● Increased by upselling post-selling emails,
reccomendation engines.

18. 5 Conversion rate

19. The Holy Trinity of Performance Marketing
Conversions
Branding Traffic

21. ● Conversion Rate = Transactions/Visits

22. 6 Customer Acquistion Cost

23. CAC - investment into acquiring a new customer.
a. Determine costs with acquiring visitors with Search
and Display Campaigns
■ Total Investment Per Campaign/Number of
Visitors on the website = $$ invested into new
visitor
b. Costs associated with social media, email marketing
and newsletter turning visitors into leads via micro-
conversions.
■ $$$ invested in visitors/Number of Micro-
conversions = $$$ Invested in leads
c. Dollars Invested in Leads/Conversions = CAC

24. 7 Cart Abandonment Rate

26. Enhanced Ecommerce to Track it:
● If the products and price are appealing may be a cart
page issue:
● No security certificates;
● Delivery time not displayed;
● Unclear returns policy or not showing the returns policy;
● Too few payment options;
● Transport, shipping taxes are not visible;
● The call to action button is not placed above the fold;
● Copywriting doesn’t persuade;
● No customer support sign (phone number, forms etc.);
● Other distractions

27. 8 Days between transactions

28. ● Measure this by having a database and diving into the data
● Allows you to have a proper follow-up, retargeting campaign
and emails.

29. ● Measure this by having a database and diving into the data
● Allows you to have a proper follow-up, retargeting campaign
and emails.

30. 9 Visitor Satisfaction Index

31. ● Scalable Measurement of visitor’s satisfaction with different aspects of
the website:
○ loading speed;
○ ease of navigation;
○ variety of products;
○ delivery conditions;
○ returns policy
● Unlike frequent buyers or raving fans of a brand/e-shop, visitors
usually don’t accept so easily to answer to a survey. That’s why, small
gifts like invitations to an event, vouchers for next purchases, samples
can motivate them to answer to some questions. All of these ‘triggers’
can be displayed through interactions like pop-ups, interstitials on a
website.

32. 10 NET Promoter Score (NPS)

33. ● This score reveals how many customers are willing to recommend a
website to others. The most suitable instrument to measure this score is
the survey. By raising the question ‘How likely is it that you recommend [the
company/website] to a friend?’, 3 types of groups can be determined:
Promoters, Passives, Detractors.
● Measurement: 0 to 10 points rating scale
Scores:
9-10: Promoters-loyal customers
7-8: Passives-satisfied customers, but not enthusiastic
0-6: Detractors- unhappy customers

34. Final Thoughts
● Download the ROI Template
● Connect with me on LinkedIN for a thank you gift for being
so awesome. Will send you a code to double your Tested
Views
● Contact us for help with metrics or CRO
● Go Take on the World...no better time than now.

35. Sources
https://rjmetrics.com/resources/whitepapers/2014-ecommerce-benchmark-report
marketoonist.com
martybucella.com
linebridge.com