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Ecommerce performance is measurable & quantifiable
​The basic parameters are easily defined

Measure to maximise your ecommerce performance


The principal ratios are the central focus of expected results.
They look at the real financial data which determines performance.
We provide the files and set-up which feed the summary data.

for example a critical review point:
Picture
The measurements of "online aspects" can be complemented by further financial ratios relevant to the business.
We would also look at qualitative measures where applicable.
Any business runs on data, key performance indicators, and ratios.
​
Setting detailed plans will provide the right interpretation for actual results against benchmarks.
This avoids the issue where results can be seen too optimistically, or as a failure of execution.
Marketing which targets these key ratios easily identifies performance. 
  • If you fall short then improvements can be made.
  • If you do better than expected then you can ramp up your efforts.

Ratios and key  performance indicators

Big business grows big because it understands the need to be on top of the raw data which drives its business. The basic measures are sales and costs. which drive cash flow.  

The "drivers" for online business come from the flow of traffic and conversion of that traffic to sales. 

​Measuring the key drivers provides data which shows the need:
  • to make website changes 
  • adjust prices 
  • intensify the marketing 
Using information from other other sources help awareness of market trends and growth patterns.

Be Aware: shifts in technology mean that mobile creates a new set of measurements and performance criteria.

Performance measurements - what we measure

Measuring your business. What we can do in outline - plus additional measurements can be made for specific businesses and requirements. The whole programme covers more than "retailing" or b2c. Overall our programmes for performance target the relevant criteria which will drive an ecommerce business.
Initial set-ups
  • Identify relevant requirements
  • Identify key marketing criteria 
  • Review targets & expectations
  • Build data files (example of summary as above)
  • Compare overall market for comparatives

On-site data
  • Keyword usage
  • Bounce rates
  • Page visits
  • Time on site
  • Cart abandonment rates
  • Demographics
  • Response rate

Social reputation & brand
  • Number of comments posted to your blog posts
  • Number of blog page views
  • Number of RSS feed subscribers
  • Number of mentions in blogs, tweets, videos, Facebook pages etc.
  • Number of Twitter followers
  • Number of Twitter retweets
  • Number of Facebook friends
  • Number of Facebook fans
  • Number of YouTube channel subscribers
  • Number of YouTube friends

Marketing factors
  • Trends
  • Growth rates
  • Changes in user interest
  • "Hot topics"
  • Break-out keyword searches

Avoiding costs but missing sales

The frustration with marketing tends to centre on its cost.

Spend on marketing can be a shot in the dark as returns are often difficult to calculate. The tendency is often not to look at Return on Marketing Investment (RoMI) but just on the cost. If affordable then do it.

Our basis is that if you want to make a sale - then market the product. We have a series of simple methods which will review and analyse the question.  
What will it cost and what are the expected returns? Our planning...

The core of marketing is research, so surveys, testing and product sampling all developed to improve results.
The calculation is from end to end.
  • Starting point - cost of marketing
  • End point - amount of sales made

The more complicated or varied the approach the more calculations are needed. But if you cannot make the connection then you should be cautious about starting what you cannot measure.
apollonia limited simple marketing process

The "science" of online marketing

Marketing (and advertising) is not an exact science. The fact is that the approach we recommend starts with "research and test". You do that until you find what works best for you.  If that means "flyers" through the door then that is what you do.  Once you create interest in your business, through increases in traffic and sales, then you can scale up.

​Over time you may vary that approach as the business grows as nothing stays the same for long. Ultimately the principle is: marketing is about what works for you. With the approach we take you will reach your objectives very quickly.

last step
ecommerce checklist
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  • Home
  • Why Us
    • Our Services
    • Our Digital View >
      • Web Terms
      • Digital Media
    • Experience
    • Services Plus
  • Technology
    • Web Design >
      • Web Design Extra
      • RWD
      • Promotions
    • Mobile Applications
  • Ecommerce
    • Ecommerce Evaluate
    • Ecommerce Model
    • Ecommerce Website
    • Ecommerce Performance
    • Ecommerce Checklist
  • Marketing
    • Search Engines >
      • Optimisation
      • Paid Advertising
    • Business Development
  • Social Media
    • How To Use Social
    • Social Networking
    • Social Media Services
  • Contact Us
    • Privacy Policy
    • Cookie Policy
    • Terms of Use