With Black Friday being one of the most important times for e-commerce, Metrics play a fundamental role in ensuring success during and after this period. Throughout these major promotions, it is essential to closely monitor the performance of an online store by measuring factors that influence consumer purchases, repurchases, among others.

In this way, metrics allow you to evaluate the impact of adopted strategies, identify opportunities for improvement and make decisions based on concrete data. In this article, we will explore the importance of tracking in an online store during Black Friday. We will discuss how to perform accurate analysis, which metrics are most relevant, and how to use the data collected to optimize results.

Furthermore, we will address specific metrics for those selling on marketplaces, as this business model has particularities that deserve attention. With an agency for ecommerce that can help you, you can leverage your metrics and make the most of your business following the tips below!

The importance of metrics in an online store and its relevance during Black Friday

Metrics in e-commerce plays a fundamental role in monitoring the performance of the online store. Furthermore, it allows you to identify opportunities for improvement and make strategic decisions based on concrete data.

During Black Friday, this practice becomes even more relevant and essential for the success of the business, since sales volume and competition are intensified during this period. By analyzing the correct metrics, it is possible to identify bottlenecks, optimize processes, and implement specific actions to increase the chances of success in this very important event for e-commerce.

Furthermore, Black Friday is a period in which it is necessary to pay attention to the prices used so that they do not compromise the health of a business and, through metrics, it is possible to identify other points of improvement that make the entrepreneur stand out from competitors, not just focus on very aggressive prices that cause losses in your revenue.

How to analyze metrics during Black Friday and which ones should you analyze?

During Black Friday, it’s important to track several metrics to get a comprehensive view of your online store’s performance. Below are some essential metrics and examples of how to measure them:

Conversion rate

Track how many website visitors actually become customers, identifying possible obstacles in the purchasing process. For example, if 1000 visitors came to the website during Black Friday and 100 of them made a purchase, the conversion rate would be 10%.

Average ticket

Analyze the average amount spent by customers, seeking to identify upselling and cross-selling opportunities. For example, if total sales during Black Friday were $10,000 and 50 sales were made, the average ticket would be $200.

Bounce rate

Check how many visitors leave the website without making a purchase, identifying possible usability problems or slowness. For example, if 500 visitors abandoned the website without making a purchase and 1000 visitors accessed the website, the bounce rate would be 50%.

Website Speed

Evaluate the time it takes for the website to load completely, ensuring a fast and satisfactory experience for users. For example, if the website takes an average of three seconds to fully load, the loading time would be three seconds.

Return on investment (ROI)

Calculate the return obtained in relation to investments made in marketing and advertising during Black Friday. For example, if you invested $2,000 in ads and earned $10,000 in sales, the ROI would be 400%.

Cart abandonment rate

Check how many customers add products to the cart but do not complete the purchase, identifying possible obstacles in the checkout process. For example, if 50 customers added products to their cart and only 20 completed their purchase, the cart abandonment rate would be 60%.

Customer return rate

Track how many customers return to your e-commerce to make repeat purchases, evaluating their loyalty and satisfaction. For example, if 100 customers made a purchase during Black Friday and 30 of them returned for repeat purchases, the customer return rate would be 30%.

Conversion rate by marketing channel

Analyze the effectiveness of each marketing channel used, such as email, social networks or paid ads, identifying which ones generate the most conversions. For example, if you got 50 sales through email marketing and 30 sales through paid ads, the conversion rate per marketing channel would be 50% for email marketing and 30% for paid ads.

Remembering that these are just examples, and the metrics can be adapted according to the specific needs and objectives of e-commerce during Black Friday.

How to use the collected data?

The data collected during Black Friday is valuable for guiding future decisions and improving e-commerce strategy.

Based on the metrics analyzed, it is possible to identify customer behavior patterns, identify the most successful products and direct efforts to areas that need improvement.

Furthermore, this data can be used to improve marketing actions, personalize offers and build customer loyalty.

Metrics for those selling on marketplaces

For sellers who use marketplaces, it is also important to monitor specific metrics for this business model. Some relevant metrics include:

1. Product positioning: check the position of your product in the marketplace search results, seeking to optimize visibility and competitiveness.
2. Marketplace conversion rate: analyze how many marketplace visitors actually make a purchase of your product, identifying possible improvements in the description, images or price.
3. Number of reviews and ratings: track the quantity and quality of reviews received, as this affects consumer trust and product visibility.
4. Order cancellation rate: monitor the number of canceled orders and try to identify possible stock or logistics problems.

In summary, measurement in e-commerce during Black Friday is essential for analyzing performance, identifying opportunities and making strategic decisions.

By using the correct metrics and analyzing the data collected, you can optimize your online store and maximize results.

Furthermore, for those who sell on marketplaces, it is important to monitor the specific metrics of this business model.