9.2 Online operations – Operational KPIs & customer service

For online operations, the usual operational KPIs are:


  • Total sales – Total number of sales
  • Online store sessions – The duration a customer spends on the website
  • Returning customer rate – Total return rate by customers that visited before
  • Average basket value – The average dollar spent per basket (shopping cart) size
  • Online store conversion rate – The number of visitors that convert


Here’s a visual representation of how eCommerce funnels for conversion rates work:




Online stores do not require store managers, supervisors or sales associates. To increase conversions, most marketers have to rely heavily on visual merchandising (from Course 8). However, there are other ways for you to achieve your KPIs:


Gather data

By gathering information about who visits your website, you have a better chance of targeting them. Here’s a list of information you can start with:


  • Age and gender demographics (Do they match your target audience personas?)
  • Location (Where do they live?)
  • Device (If most of them are visiting on mobile, is your website mobile then optimised?)
  • Intent (Did they search for your brand organically or came through an ad?)
  • Behaviour flow (What other pages did they visit?)


Knowing these can greatly impact your marketing messaging, your website optimisation and your website’s flow. Most tracking sites, like Google Analytics, are able to provide this information.


You’d be surprised to know that minor details can impact your consumers’ purchase intent. From slow loading time to a cluttered feed, consumers can exit your webpage with the click of a button. It is your job to ensure they stay (and eventually, convert them), and website optimisation is one way to do it.


Website optimisation

You can optimise your website for…

  • Search Engine Optimisation (SEO)
    • Course 6 delves into how to optimise the website with SEO further.
  • Accessibility
    • Ensure you have an easy navigation system for consumers to look for something, as well as a search bar
    • Enable mobile optimisation
    • Creating a 404 page with a table of contents or the main link to your homepage
  • Performance
    • Optimise your images and don’t overuse images (it slows down your site’s speed)
    • Reduce ads or applications (YouTube videos)

A/B Testing

A way to figure out what works (and doesn’t) is to simply test it out.


With A/B testing, you can test different layouts, colour combinations and marketing messaging to see which response is the best.


Customer Service

Because of the lack of personalisation (reading descriptions vs. having a sales associate explain the product), online stores lose out in the human factor. To bridge the gap, most online stores deploy a customer service system.

Most websites integrate a live chat box, supported by customer service personnel. Others input their email address, phone number or contact forms.