Starting an Online Business All-in-One For Dummies®, 3rd Edition

Chapter 1: Overhauling Your Business

In This Chapter

• Identifying when your business needs a change
• Inspecting falling numbers
• Taking your first steps toward renewed success

How do you measure the success of your Web site? As with any business, you should identify key performance indicators (KPIs) that closely match your primary objectives. These indicators may be based on profitability, sales revenue, or even customer service goals. According to a poll of small-business owners, two of the biggest indicators of e-commerce success are positive feedback from customers and the amount of traffic, or visitors, the site receives. The survey also revealed that the number of sales leads and the amount of total online sales are also considered important KPIs. However you choose to define success, it is indeed important.

Equally important is understanding that success has eluded you and deciding that your online business needs an overhaul. This revelation is often the most important one you can make as a business owner—and one of the most difficult to come to terms with. The sooner you confront the facts, the better chance you stand to reinvigorate sales. In this chapter, we show you the signs indicating that it's time for change, and we explain how to start putting your business back on the right e-commerce track.