Comparing KPIs for 2 websites in first year of trading

Comparing KPIs for 2 websites in first year of trading

February 22, 2018 9:00 pm

Now that My Occasion Décor has been stay for 12 months, it’s time to match its key efficiency indicators towards the primary yr of My Wedding ceremony Décor.

Gross sales progress

Each My Occasion Décor and My Wedding ceremony Décor took a number of weeks to acquire the primary on-line sale — the previous recorded its first on-line sale inside 37 days of launch, the latter inside 21 days.

From months six via 12 (after launch), gross sales for My Occasion Décor gross sales grew by 372 % whereas My Wedding ceremony Décor elevated by 348 %.

Each web sites began from zero gross sales. However My Occasion Décor had a number of benefits. It benefitted from My Wedding ceremony Décor having been on-line for 21 months. It launched with greater than twice as many merchandise as My Wedding ceremony Décor. And it might market instantly to My Wedding ceremony Décor’s company occasion shoppers.


Visits to My Occasion Décor grew by 156 % within the second six-month interval. My Wedding ceremony Décor grew by a extra modest ninety four %.

My Occasion Décor visits began to develop within the second half of its launch yr as soon as the website appeared on Google Maps, and following the renaming of social media accounts for each corporations to My Occasion Décor.

Bounce charges

The bounce charges to My Occasion Décor’s website have fallen from sixty seven % in its first six months to a present price of forty nine %.

My Wedding ceremony Décor remained nearly unchanged at forty six % and forty seven % in its first six and twelve months, respectively, of operation. (It’s a lot improved at present, with bounce charges for January 2018 at, extremely, 1.22 %.)

My Occasion Décor bounce charges dropped as soon as I eradicated nearly all merchandise that have been additionally obtainable on My Wedding ceremony Décor. This additionally eradicated duplicate content material, which significantly assisted search engine marketing.

Conversion charges

Conversion charges for My Occasion Décor elevated by 127 % within the second six-month interval over its first six months, in comparison with a one hundred-% improve for My Wedding ceremony Décor.

This rise in conversion charges for My Occasion Decor was largely as a consequence of a change in product naming conference, which I described in “New subcategories improve gross sales and signups.” Conversion charges have been additionally helped by emphasizing décor gadgets for retailer openings, product launches, company occasions and expos, and an general improve within the product vary.

For My Wedding ceremony Décor, its conversion price improve got here from the improved home page and product web page redesign in its second six months in addition to its growing model consciousness from social media, weblog posts, and listing listings.

Order worth

The typical order worth for My Occasion Décor elevated 7 % within the second six months (to $378.fifty two), in comparison with a sixteen % rise (to $191.eleven) for My Wedding ceremony Décor.

Company occasion common order values are twice as a lot as bridal occasions. Company shoppers have much less worth sensitivity. They comprise sixty nine % of my complete enterprise.

Of the 332 merchandise for My Occasion Décor, forty eight % are priced underneath $AUD100, 35 % value $AUD100 – $AUD499, and 17 % are listed at over $AUD500.

The typical order worth for the My Wedding ceremony Décor probably rose considerably as I launched larger priced merchandise.

As we speak, 60 % of My Wedding ceremony Décor’s 257 merchandise are priced lower than $AUD100, 33 % at $AUD100 – $AUD500, and solely 7 % are greater than $AUD500.

Repeat clients

My Occasion Décor had three % fewer repeat clients in its second six months, whereas My Wedding ceremony Décor elevated its repeat clients by 89 % throughout the identical interval.

My Wedding ceremony Décor launched in April 2015 and virtually doubled its price of repeat clients in months six by means of 12 (October 2015 – April 2016), as that interval encompassed the marriage season in Australia.

I exploit Shopify for each websites. Shopify’s statistics present a small drop in repeat clients for My Occasion Décor over its second six months. Nevertheless, many of those company shoppers now buy instantly, outdoors of Shopify, and pay with direct financial institution funds.


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