Driving success in ecommerce depends on the ability to measure performance. This chapter looks at the metrics that matter the most, allowing businesses both a view of the customer journey and the opportunity to test and learn. It covers:

  • Tools and techniques: What are marketers’ preferred tools and techniques for measuring and optimising the online experience?
  • Mindset: What mindset must marketers adopt in order to continuously optimise and innovate the ecommerce proposition?
  • Metrics: What are the key different types of metrics, and what insights can they give a brand about the customer journey and site visitor behaviour?