Osnovni poslovni KPI-jevi za internetske trgovine & Kako ih pratiti kao profesionalac

Posted 3 mjeseca ago po Anastasia Prokofieva

In the world of business, data is king. Međutim, navigating this massive amount of information can be overwhelming.

Enter key performance indicators, or KPIs – the beacon that guides you through the stormy waters of data to the sunny skies of valuable insights for your business.

One of the most crucial aspects of ensuring business continuity is having a clear understanding of your business growth KPIs. This can help you develop better strategies, make more informed decisions, and ensure your business’s sustainable growth.

Tako, what exactly are KPIs in business, i kako vam mogu pomoći da se usredotočite na ono što je najvažnije za uspjeh vašeg pothvata? Zaronite u ovaj post kako biste saznali o ključnim pokazateljima uspješnosti za internetske trgovine i kako ih pratiti kao profesionalac.

Razumijevanje ključnih pokazatelja uspješnosti u poslovanju

U poslovnom okruženju gdje je konkurencija žestoka, a marže male, dobro razumijevanje poslovnih KPI-jeva (Ključni pokazatelji uspješnosti) može napraviti razliku između uspjeha i neuspjeha.

Tako, što je KPI u poslovanju? U suštini, KPIs are measurable values that can be used to assess an organization’s success in meeting various business objectives. They come in many forms – from measuring revenue growth and customer retention to tracking employee performance and productivity.

What Are KPIs?

At its core, KPI, meaning in business, is about measurement — they’re the critical (key) indicators of progress toward an intended result. KPIs provide a focus for strategic and operational improvement, create an analytical basis for decision-making, and help focus attention on what matters most.

Different Types of KPIs

When it comes to measuring business performance, there are various categories that KPIs can fall into. These categories help organizations track and evaluate different aspects of their operations, such as financial performance, customer satisfaction, operational efficiency, and employee productivity.

Here are some common KPIs that many businesses track:

Financial KPIs: these measure your business’s financial health and performance, such as revenue growth, profitna marža, i povrat ulaganja.
KPI-jevi korisnika: oni prate koliko dobro pružate usluge svojim klijentima i njihovu razinu zadovoljstva vašim proizvodima ili uslugama - na primjer, ocjene zadovoljstva kupaca, stope zadržavanja, i neto rezultate promotora.
Operativni KPI: oni mjere učinkovitost i djelotvornost vaših poslovnih operacija, kao što su obrt zaliha i produktivnost zaposlenika.
KPI-jevi zaposlenika: oni se fokusiraju na individualnu i timsku izvedbu, such as sales targets and služba za korisnike ocjene.

Why Businesses Need KPIs

Imagine navigating a ship without a compass. That’s a business without KPIs! Kao vlasnik tvrtke, you need to track progress, forecast the future, and make decisions with confidence. KPIs are the compass that helps you steer your ship in the right direction.

Benefits of tracking KPIs:

Performance tracking: By defining and tracking KPIs, you can monitor your business’s performance in real-time and make necessary adjustments to stay on course.
Goal setting: KPI-jevi pružaju mjerilo za postavljanje dostižnih ciljeva i mjerenje uspjeha.
Odlučivanje temeljeno na podacima: Umjesto da se oslanjate na nagađanja, korištenje KPI-ja omogućuje donošenje odluka temeljenih na podacima koje mogu dovesti do boljih rezultata.
Utvrdite područja za poboljšanje: Analizom vaših KPI-jeva, možete identificirati područja vašeg poslovanja koja bi možda trebala poboljšati i poduzeti korektivne mjere.

Za online trgovinu, tracking orders can guide decisions about inventory management and marketing strategies

KPI-jevi koji morate imati za internetske trgovine

Kao što vidiš, postoji mnogo različitih vrsta poslovnih KPI-jeva i mnogo metrika koje možete pratiti. This may sound overwhelming at first and make you wonder what you should be focusing on in your online store. The thing is, depending on your business, the KPIs you choose to track will vary.

Međutim, if you’re an online store owner, there are specific KPIs that can make a significant impact on your business’s bottom line.

Tako, what metrics are the most important for your online store? Čitajte dalje kako biste saznali.

Tracking Traffic

Getting more visitors to your store starts with understanding where your traffic is coming from. By tracking website traffic, you can identify which channels are driving the most visitors and adjust your marketing strategy accordingly.

Here’s what you need to pay close attention to as an online store owner:

Number of online store visitors
How much time people spend in your online store
How many of the visitors are returning
What device they use to browse your store

That helps you track your store’s traffic and adjust your marketing strategy accordingly. Na primjer, if most of your traffic comes from mobile devices, možda bi se isplatilo optimizirati vašu web stranicu za mobilne korisnike.

Praćenje narudžbi i konverzija

Za online trgovinu, narudžbe su krvotok vašeg poslovanja. Tracking orders can help you understand your customers’ purchasing behavior and make informed decisions to drive more sales.

Evo što trebate pratiti kada su u pitanju narudžbe:

Ukupan broj poslanih narudžbi i prihod
Stopa pretvorbe (broj obavljenih kupnji/ukupan broj posjetitelja)
Broj ponovljenih narudžbi
Koliko artikala ljudi obično kupuju
Koliko ste artikala prodali tijekom određenog razdoblja.

Nakon što shvatite koji čimbenici doprinose većim narudžbama, možete upotrijebiti te strategije da potaknete kupce na ponovnu kupnju i veće narudžbe. Na primjer, ako primijetite da su narudžbe porasle nakon što ste ponudili besplatnu dostavu za određeni potrošeni iznos, možete ponovno upotrijebiti tu taktiku za povećanje prodaje.

Praćenje financija

Pratite svoje financijske tokove kako biste shvatili koliko dobro posluje vaše poslovanje i stekli uvide za budućnost.

Here are the accounting metrics you need to have an eye on as an online store owner:

Your store revenue
Troškovi
Prosječna vrijednost narudžbe, tj., how much money you make per order
Average revenue per customer and visitor, tj., how much money each customer brings you.

Tracking these numbers is essential to understanding your store’s financial health and making improvements. Na primjer, if your average order value is low, you can focus on upselling or cross-selling strategies to increase revenue per order.

Tracking Marketing Metrics

Kupci pristupaju vašoj trgovini putem više kanala, uključujući oglase, elektronička pošta, društveni mediji, i više. Određivanjem izvora koji imaju veći utjecaj na vaše narudžbe, možete učinkovito optimizirati svoje marketinške strategije.

Ovdje su marketinške metrike koje biste trebali pratiti u svojoj internetskoj trgovini:

Izvedba vaših marketinških kampanja, kao što su stope klikanja i stope konverzije
Odakle dolaze vaše naredbe (tj., naručiti izvore).

Kako pratiti izvedbu svoje internetske trgovine

Iako postoje različiti alati za praćenje KPI-ja vašeg poslovanja, it’s much easier to track your online store performance where you manage your business.

If you sell online using the Ecwid by Lightspeed ecommerce platform, not only do you get a powerful online store, but you also get valuable insights into its performance directly where you manage it all – in your Ecwid admin.

Reports and analytics section in the Ecwid admin

S Ecwidom, you can access real-time reports and analytics to monitor your online store’s performance, including sales numbers and customer data. You can actually track and measure all the critical online store KPIs we discussed above!

On the Izvještaji stranica, you can get a comprehensive understanding of your store’s performance through key metrics: posjetitelja, narudžbe, conversions, and accounting, which can serve as practical business KPI examples:

The Visitors section lets you keep an eye on store traffic, how long visitors stay in your store, what devices they use, and if they return.
The Conversions section shows you the percentage of visitors who actually make a purchase.
The Orders section lets you gain insights into the number of orders made, ostvareni prihod, nove u odnosu na ponovljene narudžbe, te prosječan broj prodanih artikala tijekom određenog razdoblja.
The Accounting section lets you stay updated on your financial flows. Pruža vrijedne uvide u prihod vaše trgovine, troškovi, prosječna vrijednost narudžbe, i prosječni prihod po kupcu i posjetitelju.
There is also a Marketing section that gives you insights into the performance of your marketing campaigns, naručiti izvore, and the marketing strategies you’ve implemented in your store that have led visitors to make a purchase.

You’ll find line charts to analyze and forecast trends over different periods, tables for a detailed data examination, and interactive pie charts for a quick and insightful overview of key metrics.

Simply click on the dropdown and choose the time interval you want to customize the reports. To get more insights, you can choose a period for comparison. This lets you view how the metrics of the current period have changed compared to a period from the past.

Choosing a period for comparison

Benefits of Tracking Your Store Performance with Ecwid

There are various tools available for measuring your business metrics, but using Ecwid’s reports has its unique advantages:

S Ecwidom, možeš track all the essential metrics in one place rather than using multiple tools to gather different types of data.
Ecwid’s reports are automatically updated and synced with your store’s data, saving you time and effort.
The reports are easy to read and understand, with colorful charts and graphs that help visualize your store’s performance.
You have the flexibility to choose any period for each type of report and compare it with the same period from the previous week, month, or year.
Each metric brings a range of specific parameters that help you dive deeper into your store’s performance.
To stay in the loop, you have the option to receive weekly emails from Ecwid. These emails will not only provide you with your weekly stats but also offer some helpful advice on how to grow your business.

S Ecwidom, you can use the trends, statistika, and parameters the Reports provide to refine your strategies and ensure that your business is on the right track. Pa zašto čekati? Start tracking your online store’s performance with Ecwid today and use the valuable insights to boost your sales, improve your marketing strategies, and reach new heights in your business.

The Visitors section in Ecwid’s reports

How to Start Using Reports with Ecwid

When it comes to running a successful online store, knowledge is power, and Ecwid provides you with all the necessary tools to track and understand your store’s performance.

To start using Ecwid’s reports, follow these simple steps:

Prijavite se za Ecwid by Lightspeed.
Open your Ecwid admin and click on the Izvještaji stranica.
Choose the type of report you want to view, such as visitors or orders.
Customize the date range and other parameters to get a more detailed report.

Use the insights from the reports to make informed decisions for your business, and don’t forget to check in regularly and track your progress over time.

As an online store owner, it’s crucial to clearly understand your financial and marketing metrics to make informed decisions for your business. With Ecwid’s user-friendly reports, you can easily track and analyze these metrics in one convenient place.

To learn more about using the Reports tool in your Ecwid store, read this instruction from the Help Center.

Kako najbolje iskoristiti Ecwidova izvješća

A great benefit of using Ecwid’s reports is that they unlock valuable insights into your online store data that would otherwise be challenging or even impossible to track with other tools. Evo nekih metrika koje možete pratiti:

Mjerni podaci koji vam pomažu razumjeti uspjeh i dugoročnu održivost vašeg poslovanja, kao što je prihod po kupcu ili posjetitelju
Mjerni podaci koji se odnose na troškove vaše Ecwid trgovine
Metrics related to conversion by customer segments, such as new vs. returning visitors or desktop vs. mobile visitors.

Let’s explore a few examples showcasing how a deep understanding of these metrics empowers you to make informed decisions that drive business growth and improvement.

Managing Advertising Campaigns

Revenue per visitor helps you plan your advertising campaign and ensures you don’t overspend.

Checking average revenue per visitor in Ecwid’s reports

Reći, your revenue per visitor is $1. Knowing this information, možete prilagoditi svoje marketinške kampanje u skladu s tim kako biste potrošili manje od jednog dolara da biste privukli posjetitelja. Ovuda, dugoročno ćete povećati svoj profit.

Razumijevanje dobiti vs. Troškovi

Metrics like revenue per customer help you plan future income. Na primjer, ako znate koliko ćete novih kupaca privući ovaj mjesec, možete izračunati koliko ćete novca zaraditi ovaj mjesec. Ovo je korisno jer vam omogućuje da postavite realne ciljeve i pratite svoj napredak prema njima.

Postoje i druge metrike koje vam pomažu da točno izračunate svoje troškove i procijenite buduću zaradu.

Na primjer, u vašoj Ecwid trgovini, imate mogućnost navesti cijenu robe – cijenu koštanja, što je bitno za izračun troškova trgovine.

Ciljanje segmenata s visokom izvedbom

Kada je riječ o konverzijama po segmentima, Kao new vs. posjetitelji koji se vraćaju, možete identificirati segmente s visokim stopama konverzije i usredotočiti se na privlačenje više ljudi u te segmente. Na sličan način, you can pinpoint the segments with low conversion rates and make improvements accordingly.

Comparing new vs. returning customers

Na primjer, you’ve noticed a remarkably high conversion rate for orders among visitors who have previously visited the store. To maximize this opportunity, you could consider launching remarketing campaigns on Facebook to bring back visitors who have already shown interest but haven’t made a purchase yet.

Optimizing Website Experience

Metrics related to conversions by segments also help you identify areas for website optimization. Uzeti, na primjer, desktop vs. mobile conversions. If you observe low conversion rates on mobile, it’s a clear indication that you need to work on improving the design of your website for mobile users.

Best Practices for Tracking and Measuring KPIs

In a world where data is king, your business’s ability to understand and use different KPIs will be a massive part of your success. So always keep an eye on those numbers because they all tell a story – the story of your business’s past, predstaviti, i, potentially, future.

To get the most out of measuring your business KPIs, here are some best practices to keep in mind:

Selecting the Right KPIs

Wrong KPIs mean the wrong direction. Tako, how do you pick the right ones? It’s about what’s vital for tvoje business success. Here are some tips:

Align with your business objectives: Choose KPIs that align with your business goals and long-term strategy.
Keep it simple: Don’t get weighed down by too many KPIs. Focus on the essential ones that truly measure success.
Be relevant: Ensure your KPIs are meaningful and relevant to your business. Don’t just track something because it’s easy.
Monitor trends: Look beyond single data points and track trends over time to see how your performance is changing.

With a vast range of KPIs available, it can be overwhelming to select the right ones for your business. Ali zapamtite, what matters most is picking the ones that align with your specific business goals and objectives. Ecwid checks all these boxes by providing easy-to-use reports that track your most important KPIs.

Tracking KPIs

Once you have identified the right KPIs for your business, it’s essential to track them consistently. Here are some tips for effective tracking:

Set a frequency: Decide how often you will track your KPIs – daily, tjedni, mjesečno, itd.
Use technology: Razmislite o korištenju softvera ili alata za automatsko praćenje KPI-ja i njihovu analizu u stvarnom vremenu.
Vizualizirajte podatke: Stvorite lako probavljive vizualizacije svojih KPI podataka, kao što su grafikoni ili dijagrami, za brzo razumijevanje trendova i obrazaca.
Pratite mete: Postavite specifične ciljeve za svaki KPI i pratite napredak prema tim ciljevima.

U tom pogledu, korištenje Ecwidovih ugrađenih izvješća upravo je ono što trebate kao online prodavaču: jasno, sažet način praćenja vašeg napretka i mjerenja uspjeha u odnosu na vašu dugoročnu strategiju.

Zamotati

Congrats, now you know how to use KPIs to measure performance! Imati na umu, iako, that business KPIs are a compass, not a map. They guide you, but your strategy is what gets you to your destination — business success.

Ecwid is your partner in navigating through the waters of ecommerce. With reports by Ecwid, you can track, analyze, and use those insights to boost your business forward.

Sign up for Ecwid and seamlessly migrate your existing store. You’ll love managing an online store that keeps you informed about its performance at all times.

You can also take advantage of Ecwid’s other features, such as inventory, narudžba, and staff management, and marketing tools – everything that simplifies the life of a busy business owner. Plus, you can sync your Ecwid store with social media and marketplaces to sell on Facebook, Amazon, i više.

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About The Author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.