It’s not easy to optimize your eCommerce website. The process is daunting and usually takes some time before you can realize success. To achieve your long-term goals, you might have decided to set shorter-term, gradual goals to establish visibility, drive in more traffic and convert visitors into customers.
It’s important to monitor and measure key performance indicators (KPIs) to know whether you’re on track or there are some adjustments you must make. So, track your success with the following 11 most relevant eCommerce SEO KPIs for websites in 2021:
1. Organic Revenue and Transactions
Revenue is the money generated by sales. It happens to be one of the most common KPIs when it comes to monitoring your eCommerce SEO success. You must track the amount of revenue you get from organic traffic. There are many tools you can use to track this KPI.
We recommend Google Analytics because, with it, you can easily compare the performance of other strategies in your marketing journey. You put a lot of effort into your SEO campaign hoping to boost revenue. But, you must also focus on increasing the transactions associated with organic traffic.
Revenue and transactions are different because over time there may be cheaper products being introduced into the market, promotions, and other factors affecting revenue. However, transactions are still an indication of an actionable marketing strategy.
2. Assisted Organic Conversions
While using Google Analytics or any other reliable tool, it’s hard to know exactly the number of conversions a particular source of traffic contributed. Usually, it takes a lot of visits to get one single conversion.
Fortunately, you can access Assisted Conversions in Google Analytics by choosing the “Conversions” option, then click on “Multi-Channel Funnels” and then “Assisted Conversions”
By viewing the assisted conversions, you’ll understand better all the conversions the organic traffic has attributed and how effective your SEO strategies are. Additionally, you’ll also see the revenue that the assisted conversions have generated.
3. Conversion Rate
The conversion rates show the success of your on-page SEO strategies. A higher conversion rate from any source of traffic can be an indication of a more relevant copy, more effective checkout flow, or a better on-page experience for visitors. Therefore, you’re likely to realize an increase in conversion rate while working on on-page SEO.
In addition to that, you may take a look at the conversion rate for organic traffic alone and compare it to the conversion rates of other marketing strategies to see if it’s on par, higher, or lower. With that info, you can set benchmarks for the KPI from there and ensure that your business is on the right track.
4. Organic User Lifetime Value
Driving a lot of traffic to your eCommerce website through various SEO techniques is just not enough. What you need is valuable traffic. Over the years, Google Analytics has been used in lifetime value tracking in beta and has proven to be quite valuable.
By default, lifetime value is categorized in channels, which makes it easy to view the value of organic search users with time. A higher organic user lifetime value is to be attributed to better on-page user experience or ranking for more relevant keywords. By comparing the organic traffic lifetime value, you can see how they relate.
When monitoring this data, you should consider the info that users may have had while coming from other sources. By doing so, you’ll understand the best way to present that info to the visitors coming to your site organically.
5. Number of Non-Branded (But Still Relevant) Keywords
If you’re an SEO professional, you understand the ins and outs of keyword tracking. However, you also need to learn and be good at tracking the difference between branded and non-branded keywords. In marketing, this is critical because we need our sites to rank for keywords relevant to our products or services.
There are a few ways through which you track this. One of them is, of course, using reliable keyword tracking software. However, you can also utilize Google Analytics’ Search Console tool. From here, you can either export data or utilize advanced search features to filter out branded keywords.
6. Keyword Ranking Increases/Decreases
When working on your SEO campaigns, one of the common things to track is the standings on your target keywords. Sometimes, there may be words that you wish to increase your rankings for and others that you wish to decrease rankings for. You have to track both.
You must also remember to benchmark before getting started with your SEO campaign. The benchmarks will let you compare and understand where your SEO efforts have taken you and where you’re ended.
7. Click through Rate (CTR)
Click-Through Rate (CTR) is one of the factors considered when it comes to SEO. Although there’s no proof yet if it’s directly related to ranking, it’s still an important factor. By increasing your CTR, you’ll be driving more and more traffic to your eCommerce website, which will probably increase sales.
You can monitor the CTR either at the landing page or keyword level or both. You can also track both of these in Google Analytics via the Search Console integration.
8. Organic New Users
It feels great when you get new visitors to your website because you know that it’s a chance to acquire more customers. Therefore, you must track how many new visitors come from your SEO strategies. You’ll want to monitor how many new visitors are coming and increase this number over time.
However, you have to ensure that you’re tracking how the new visitors are interacting with your site. That will let you know if your site is attracting the right audience from the search results.
9. Free Listings Orders from Google Merchant Center
Are you already using Google Merchant Center? Well, if you’re not, you should consider it because there are some KPIs you’ll want to measure on this platform. Through the platform, you’re able to purchase shopping ads and have free listings that you can utilize to promote your products or services organically.
With the platform, you can track the number of orders you have received after optimizing product listings. To understand better the effectiveness of your listing SEO, you can have a look at the total sales.
10. Core Web Vitals
Core Web Vitals is a direct measurement of page experience that Google has said is a ranking factor explicitly. In marketing, page speed is critical because not many potential buyers are patient enough to wait for up to 10 seconds or more for a page to load.
You can track Core Web Vitals in Search Console. The best measurements are as explained below:
- Largest Contentful Paint (LCP) – This one measures a page’s loading performance. For the best user experience, LCP ought to happen within 2.5 seconds from the time the page first begins to load.
- First Input Delay (FID) – FID measures interactivity. An FID of at most 100 milliseconds is ideal to provide a good user experience.
- Cumulative Layout Shift (CLS) – It measures visual stability. Your site should have at most 0.1 CLS to provide a good user experience.
11. Return on Investment (ROI)
The calculation of this KPI may differ from one person to another. Keep in mind that you’re always investing in a technique even if it’s not paid. To execute a strategy, you’ll need to invest in money or time – sometimes both.
The time factor may be contained only to your time but a team may be involved. When measuring your time investment, each individual’s time ought to be accounted for and assigned a value. For instance, your time may be worth $60 per hour or $100 per hour.
From there, you need to multiply each individual’s time investment by their respective hourly value to find the value of their investment. If you’re a team executing SEO for you, then that will be part of your investment. But the price of collateral, tools, and others ought to also be included and calculated.
Moreover, the cost of goods sold ought to be included in your gloss investment. After you have calculated the total investment, divide your revenue by this number (total investment) to find your real Return on Investment.
The above are the 11 top eCommerce KPIs this year that you can use to track your success. Remember, you don’t have to wait until it’s too late to turn your eCommerce back on the right track. Start tracking now so that you can act right away.
Tracking the KPIs that you utilize in monitoring and measuring your success will help you come up with better SEO strategies moving forward. Act now, know how your business is performing, and understand the adjustments you need to make for better results.
As online marketers say, “Track it before you need it.” So, get your benchmarks in hand and start tracking your success right away with the above-mentioned best KPIs of 2021.