6. Track & Measure Everything
• Generate KPIs on a daily basis
• Use Google Analytics (GA) + later also Webtrekk (WT)
• Include UTM Tracking in all links:
Example URL structure of Dafiti Nesletter: WT Medium = Email Marketing
http://www.dafiti.com.mx/masculino/calzado/?wt_em=mx..2013_02_12_Zapatos_Color_Male.0&utm_medium=em
&utm_source=Dafiti&utm_campaign=2013_02_12_Zapatos_Color_Male&utm_content=0-Body&utm_term=zapatocolor
Source = Dafiti Campaign = Date & Topic Content = Link-Type Term = Description
7. Optimize Your Conversion Funnel:
Page Load Time, Relevant Content…
Paid Organic
Impressions (advertising):
100m CPM = spend on thousand impressions
Search, Display, Affiliates, Social Media,
0.5% Remarketing, etc.
CTR = click through rate
500k Visits (Organic & Paid) Organic Traffic
(Direct, NL, SEO)
CPC = cost per click
40%
300k Non-Bounce
80%
240k Catalog • CPM (Cost Per Mille $): Spend / Impressions * 1000
75%
• CPC (Cost Per Click $): Spend / Clicks = CPM / CTR / 1000
180k Product Detail
• CR (Conversion Rate %): # Sales / # Visits
10%
18k • CPO (Cost Per Order $): Spend / # Sales
Cart view
50% • CIR (Cost-Income-Ratio %): Spend / $ Sales
9k Checkout
view • CLV (Customer Livetime Value $):
55%
Sales • CAC (Customer Acquisition Cost $): Spend / # new clients
5k
• CPL (Cost Per Lead $ - non-sale metric): Spend / # Actions
$
