Exercise 93 – What are the important metrics a PM for a luxury goods eCommerce website look at?

Post and review answers and feedback to answers in the comments section of this post.

See also:

How to answer a metrics question in a product manager job interview

List of metrics questions for product manager job interviews

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practicingPM
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practicingPM

Luxury Goods e-commerce

I would tell the assumptions I am making and check for the website
Assumptions
The website sells directly to end customers.
It is like Amazon for luxury items.
It sells legal stuff.

Metrics
Acquistion

  • New users per day/week/month
  • % change in CAC per user on day/week/month
  • % change in source of traffic such as organic vs paid, Google Adv vs Facebook Adv

Activation

  • % change in users who do first time add to cart on week/month time
  • avg time taken for first time add to cart
  • % change in avg time taken for first time add to cart
  • % change in users who buy for first time on week/month time

Retention

  • % users who come back on weekly/monthly basis
  • % users who buy on weekly/monthly basis

Revenue

  • % change in Grorss Merchandise Value (GMV)
  • Absolute $ value of GMV on daily basis
  • Number of items sold on daily/weekly/monthly basis
  • Avg order size

Engagement

  • avg number of pages visited per user
  • avg time spent by a user on the website
  • avg support chats per user
  • avg number of images viewed per product
  • avg number of ratings and reviews per product
Anonymous
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Anonymous

Great list of metrics. I would also add ‘Number of visitors who sign up for newsletter / emails about new products’. And in source of traffic, I would also add ‘Visitors who come from email campaigns or newsletter’

Anonymous
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Anonymous

I would also add Mobile App as Key Metrics
1) % of user downloaded the Mobile App
2) % of User Bought via Mobile App
etc…

Anonymous
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Anonymous

Unless I am missing it,

Conversion rate. (orders/sessions) is probably in the top 5 key metrics for any e-commerce business.
# of orders weekly/monthly/yearly
Orders per buyer weekly/monthly/yearly
$ per buyer weekly/monthly/yearly

If there is a free shipping threshold

# of orders for which shipping is paid vs not.

Given this is e-commerce, returns are super important to track.

% of items returned.
Total $ value of items return
AUP (average unit price) of items returned.

Jess
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Jess

Another few I’d add:
* Average Order Value (can fluctuate quite a bit based off what you’re selling, but for a luxury goods business this should hold relatively steady if they are not discounting)
* Revenue per session (total revenue generated in sales/all sessions)

Diagnostically it can help to evaluate:
* Browse/Search > Product Detail conversion (of those who browse assortments, what % actually look in more detail)
* Add to Bag conversion (of those who viewed a product, what % added an item to bag)

tom_tom
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tom_tom

1. Understanding the product
The product is e-commerce website for luxury goods. When we talk about luxury goods, the understanding is that the product prices are catering to people on the wealthier side. Apart from, the target audience and the price range of the product the features of the e-commerce website are assumed to be similar to that of a normal -commerce website.

2. Goal of the website
I assume that since it is luxury goods market wherein the cost of acquisition of products is high, and therefore the main goal is conversion. So let the primary goal of the website be of conversion, leading to generation of revenue.

3. Walking through the customer journey
->customer lands on the home page
-> either the customer finds a product interesting on the home page and clicks on it/has landed on the product from an ad/ searches for a particular product and then clicks on it/ or through reference
->customer reviews the details of the product, sees the cost of the product, reviews the feedback of the people, sees the page
->customer either abandons or selects the product for buying
->customers fills the shipping the details
->customer pays the cost
->customer confirms the buy

4. Mapping the user behavior to the customer journey

Awareness : Since it is a luxury goods website. My end target is to drive home the customers that can afford the luxury goods. And therefore, I need to ensure there is awareness in that group. It is highly likely the traffic can also be from people who are doing window shopping, but will never be buying or most unlikely to buy.
Therefore, based on previous source of information of customers, I will perform a cohort analysis of the traffic to identify the % of traffic from the ideal TG. Monitoring this will ensure whether I have the right group to approach for conversion.
I will also capture the keyword searches among the social network to understand the awareness.

Acquisition/Activation : From the identified TG, I would then measure:
% of users signing up for the website and completing it
% of growth in number of new users

It is only those users that become a part of the community that we can have targeted channels to capture, and thus have the client profile and becomes a good candidate for conversion.

Engagement: % of people viewing the products
% of people viewing the reviews
% of people that are on the product page for more than 10 sec – this helps us further analyze or target as these are the people who might be interested in the product
% of people scrolling the images – again indicates interest
% of people that came via search and left the page within 10 sec – these are the people that probably did not find the product they were looking for and hence can indicate a pain point that we need to tap

Retention
evaluate the cohort analysis to understand the retention over a month
% of active users who repurchase
% of active users who come back to leave reviews
product return rates

Revenue
average spending per active user
% growth in the average size of transaction
frequency of transaction

Referral
In case of luxury good referral is essential as it works as a certificate of trust
% of users sending referrel
% of converted referrels

5. Evaluating the metrics
Based on the product of luxury goods,
it is essential that the right TG is identified and then we have a constant loyal customer base developed with the customer group, that will ensure that our reach continues to grow based on their feedback to the people they know

Therefore, the main metrics are from Acquisition, retention and referral and also % growth in revenue and average revenue per user