the three pillars of ecommerce: metrics, fulfilment and customer service

METRICS FULFILMENT

CUSTOMER SERVICETHE THREE PILLARS OF ECOMMERCE

This presentation and information about how to contact Rob is available by visiting:

Rob Brown

ROBISIT.COM

ABOUT ROB BROWN

Rob runs technology for Well.ca, one of Canada's largest andfastest growing independent eCommerce retailers.

Rob spends his days and nights thinking about why people buythings online and works very hard to foster a positiveexperience for every single customer.

Rob believes in building sustainable processes and scalablevalue.

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ROB'S FAVOURITE KEY PERFORMANCE INDICATORS

There are 3 types of data:Key Performance Indicators, Leading Indicators, Nice to Know.

These are the basic KPI's that every eCommerce retailer,regardless of vertical, should be tracking.

SKU VELOCITYA leaderboard of individual product sales.

Denoted +/- last period.

CONTENT VELOCITYSimilar to SKU velocity, a leaderboard of positive or negative

changes to your content as measured by Search Engine ResultPosition

SALES DATAMarginConversion RateCart AbandonmentNet Sales

MARKETING DATAOverall Site Traffic, Traffic Per Source, Number of New

Customers, Net Cost of Acquisition, Audience Per Source (FB,Pinterest, EMail, etc)

COST OF ACQUISITIONCost Per Lead = Marketing Costs

Touch Cost = Marketing Staff

(Cost Per Lead + Touch Cost) * Conversion Rate

Evaluate the Cost of Acquisition against Lifetime Value ofCustomer.

MORE INFORMATIONShopify eCommerce University

MORE INFORMATIONGekoboard

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CUSTOMER SERVICE

TAKE CARE OF YOUR EXISTING CUSTOMERSBEFORE ACQUIRING NEW CUSTOMERS.

BUILD YOUR BRAND AROUND CUSTOMEREXPECTATION.

REWARD DIRECT REFERRALS IN UNIQUE,PERSONAL WAYS

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ORDER FULFILMENT

THE FOUR STAGES OF ECOMMERCEFULFILMENT:

RECEIVE, GATHER, PACK, SHIP

THERE IS A GAP IN ECOMMERCE FULFILMENTSOFTWARE OFFERINGS.

BUILD PROCESSES, MEASURE RESULTS,ADJUST PROCESSES.

EVEN EARLY ON, CREATE A TRAININGPROGRAM AND DON'T BE AFRAID TO HIRE.

CAREFULLY EVALUATE THE COST ANDEFFECTIVENESS OF SHIPPING MATERIALS.

SHIPPING CARRIERS ARE TRULY PARTNERS.DEVELOP RELATIONSHIPS WITH THEM.

DON'T FORGET ABOUT SMALL CARRIERS.

ROB BROWNROB.BROWN@GMAIL.COMTWITTER.COM/ROBISIT

ROBISIT.COM