Chapter 3
Overhauling an Aging Online Business
IN THIS CHAPTER
Identifying when your business needs a change
Listening to your customers to make a difference
Inspecting falling numbers
Bringing back shoppers to build loyal customers
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 ...
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