Being supported by an ecommerce agency can be costly, but what counts is what you get out of it! At Soledis, we make sure we have precise KPIs that can be measured on a regular basis, so we can always assess our ROI. Here are the KPIs at the heart of our customer relations.
KPI figures presented each month by your ecommerce agency
- Every month, or after each peak in activity (sales, Black Friday, Mother's Day, etc.), take stock of the figures. Are your sales higher or lower than the previous year? Where are you in relation to your annual targets? Do you need to replenish your stocks? Which products have performed particularly well? Have you encountered any delivery or after-sales service problems recently?
- Is it quick and easy to do? How much time do I spend on it? With which tools? Your ecommerce agency should help you with this, or do it for you. But at what cost? The questions are the same: how much time do they spend on it? Soledis ecommerce agency customers do this every day, and it only takes them 5 minutes! All their data is grouped together on Looker Studio (formerly Google Data Studio), whatever the source: Prestashop, Shopify, their ERP, Google Analytics, and so on. Looker Studio brings this data together in graphical and synthetic dashboards, with numerous filters and easy to share with your team or ecommerce agency. Discover our datavisualization offer : NodalVision.
- Still using Looker Studio or your BI tool, examine your campaigns for webmarketing. How is your online store traffic evolving? your conversion rate? your average shopping basket? Identify the origin of your new customers and determine your most effective acquisition channel. Focus on the essentials: where do your buyers come from? How did they discover your site? What's your most effective online visibility channel? search engine optimization (SEO)the paid search (SEA)marketplaces, etc.? These are the indicators that should enable your ecommerce agency to redirect its strategy month after month to boost your online visibility. Are these the indicators they analyze with you every month?
Depending on your contract with your ecommerce agency, zoom in on the most strategic webmarketing levers for you
- One of the most important channels for customer recurrence is the Marketing AutomationYour ecommerce agency may also be able to help you with this. Here's how to clean up your scenarios. If some scenarios don't work, there's no point keeping them, because they'll waste your time and money. On the other hand, don't neglect those scenarios that are successful. Take the time to analyze them in detail, as they will help you to improve the others. In fact, if some scenarios aren't delivering the expected results, they deserve your full attention. You need to work on improving them.
- But your ecommerce agency should also advise you on something else: the profitability of your webmarketing levers. To improve the ROI of your affiliate campaigns, devote a little time (ideally every quarter) to your customer database. Remove duplicates and correct incorrect e-mail addresses. Place inactive contacts in a specific segment so that you can reactivate them later in a different way. Launch regular campaigns to ask your contacts to update their preferences and contact details.
- The same logic applies to your paid e-advertising Your ecommerce agency should regularly review your performance on Google Ads: Should budgets be adjusted? Which keywords are hurting your ROI?
An ecommerce agency must provide you with an outside view of your market
- It's worth asking an ecommerce agency (not necessarily your own, as it'll give you an outside perspective) for a one-off or before a website redesign, for example. audit of your online market. Competitive intelligence is often put off until later, even though it allows you to take a step back from your own actions and gather new ideas. For this benchmark to be truly effective, it must be targeted. Before you get started, work with your ecommerce agency to list what you want to benchmark: buying tunnel, homepage, product catalog tree, blog content, social networks, newsletter, etc.
- The analysis of SEO rankings is one of the most complicated things to analyze, and the support of an ecommerce agency may also be necessary here. They'll probably be more comfortable than you are with Semrush, and will have a dedicated tool like NodalRank for Soledis.
- Upstream of your sales operations, your ecommerce agency can also help you identify consumer trends and prepare your promotions, messages and visuals. It's up to you to decide on the budget and the webmarketing levers to use.
- If it's technical like Soledis, your ecommerce agency can also recommend new front office or back office functionalities to help your website evolve. Sometimes all it takes is a Prestashop module or a Shopify app to increase online sales.
If you're looking to change your e-commerce agency, you'll need this assessment to help you frame your request in the context of an invitation to tender. What's important to you? What KPIs do you look at most? What specific expertise are you looking for? Asking questions of other ecommerce agencies can also help you to challenge your own and reframe their mission to give them a second chance. Whatever your situation, don't hesitate to consult the Soledis ecommerce agency. You'll appreciate our dual skills: technical and webmarketing.
