As an eCommerce entrepreneur, creating and executing a marketing plan is only part of the job. The final step involves reviewing results and making necessary adjustments to improve going forward. Our fulfillment company staff shares five tips to use in measuring the success of your event.
1. Make sure you use the right sales tools.
Today, it’s easier than ever to capture accurate data reflecting all aspects of your eCommerce business. How familiar are you with these digital tools?
- Google Analytics is the gold standard for tracking website traffic to reveal user behavior and conversions.
- Facebook, X (formerly Twitter), and other social media platforms have their own analytics programs to identify top-performing posts and determine levels of engagement.
- Mailchimp and Sendinblue are valuable tools to assess email campaigns.
2. Compare average order values.
Ideally, customers will be motivated to spend more money during Black Friday. Compare the average order value, or AOV, of Black Friday sales to AOV over the rest of the year as well as last year’s Black Friday sales.
3. Determine customer acquisition cost and return on ad spend.
How productive are your advertising dollars? Take a look at customer acquisition cost (CAC) and return on ad spend (ROAS) to ensure that your budget is being optimized.
4. Review conversion rates.
Bounce rates and abandoned carts will give you insight into how effective your campaigns are in guiding people all the way through the sales funnel.
5. Study customer feedback.
Are customers leaving positive reviews? How many of them are return visitors? The more satisfied a customer is, the more likely they are to come back and recommend your shopfront to others.
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