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Starting an Online Business All-in-One For Dummies, 5th Edition by Joel Elad, Shannon Belew

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Chapter 4

Overhauling an Aging Online Business

IN THIS CHAPTER

check Identifying when your business needs a change

check Inspecting falling numbers

check Bringing back shoppers to build loyal customers

check Taking your first steps toward renewed success

How do you measure the success of your online business? 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. One difference with an online business is that your KPIs are almost entirely based on your website. 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. Making the traffic to your site truly count usually means ensuring you have the right type of traffic (or visitor) coming to your site, and then converting those visitors to customers. Perhaps that’s why the survey also revealed that the number of sales leads and the amount of total online sales are ...

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