{"id":144560,"date":"2019-10-02T09:00:00","date_gmt":"2019-10-02T08:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=144560"},"modified":"2019-09-24T12:07:30","modified_gmt":"2019-09-24T11:07:30","slug":"essential-metrics-measuring-ecommerce-post-purchase-conversions","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/ecommerce\/ecommerce-analytics\/essential-metrics-measuring-ecommerce-post-purchase-conversions\/","title":{"rendered":"4 essential metrics for measuring e-commerce post-purchase conversions"},"content":{"rendered":"

If you\u2019re not measuring what happens after your visitors buy, you\u2019re missing the additional revenues that these metrics drive<\/span><\/h2>\n

Many e-commerce stores seem to have a \u2018one and done\u2019 approach. They focus all their time and marketing dollars on getting prospects to their door, convincing them to shop, then getting them to buy. But then, after that first purchase, they just hear the sound of their marketing engine winding down.<\/p>\n

If this is the case for you, your acquisition costs \u2014 whether SEO, PPC, or other channels \u2014 all go towards this one transaction, rather than being spread out over multiple ones. This obviously this gives you a lower ROI on your acquisition marketing investment.<\/p>\n

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\n \n E-commerce success mapping\n <\/a>\n <\/div>\n
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Download our Individual Member Resource \u2013 E-commerce success mapping<\/strong><\/p>\n

This template includes a brief description of the technique and a full example template is provided for the range of levers that can be used to improve performance for an e-commerce site.<\/p>\n

Access the E-commerce success mapping<\/a><\/p>\n <\/div>\n <\/div>\n

This shouldn\u2019t be your philosophy if you want to grow things like customer lifetime value (CLV), or even the value of a follow-up transaction. This is where post-purchase metrics come into play.<\/p>\n

Here I describe the four must-have metrics for tracking the performance of your marketing efforts after that first transaction. By using one or more of these metrics, you\u2019ll not only see your revenues grow but also your brand loyalty, in the form of more direct (and free) traffic to your site.<\/p>\n

\"Per-channel<\/p>\n

Metric 1. Per-channel Return on Investment (ROI)<\/h3>\n

I\u2019ve seen many a marketer become enamored with multi-channel marketing campaigns. They have a team for all digital marketing channels: SEO (or Organic), PPC, Social Media, Email and others.<\/p>\n

Each team is humming along contentedly, running their own campaigns. They each have their own favourite metrics, like cost per acquisition (CPA), return on ad spend (ROAS) and retargeting rate.<\/p>\n

But I often find that they\u2019re not systematically optimizing the returns they earn on their ad spends. These ROIs are the metrics that matter most to growth-oriented executive teams.<\/p>\n

So the first thing you should do for each of your completed transactions is to \u2018look upstream\u2019; analyze your conversion funnels to see how each of them is doing.<\/p>\n

Calculations needed to track Per-channel ROI<\/h4>\n

To calculate per-channel return on investment (ROI), gather data for and calculate these channel funnel rates:<\/p>\n