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Bottom Funnel Metrics Guide

This document discusses bottom of the funnel metrics and goals for analytics. It provides examples of key metrics to analyze like number of goods sold, average order value, revenue per visitor, and days to conversion. The document also lists data sources to use, such as web analytics, ecommerce providers, and CRM systems. Examples are given for different business types to illustrate critical bottom of funnel metrics to measure.

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Zeib Shelby
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94 views27 pages

Bottom Funnel Metrics Guide

This document discusses bottom of the funnel metrics and goals for analytics. It provides examples of key metrics to analyze like number of goods sold, average order value, revenue per visitor, and days to conversion. The document also lists data sources to use, such as web analytics, ecommerce providers, and CRM systems. Examples are given for different business types to illustrate critical bottom of funnel metrics to measure.

Uploaded by

Zeib Shelby
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ANALYTICS & DATA MASTERY

AND CERTIFICATION CL ASS


BOTTOM FUNNEL
GOALS & KPIS
WHERE WE ARE
IN THE
FUNNEL
@jtrondeau
WHERE WE ARE
IN THE
FUNNEL GOAL:
CONVERSION
@jtrondeau
NUMBER OF GOODS SOLD
HOW MANY ITEMS YOU ARE SELLING

BOTTOM RETARGETING/SEGMENTING
SHOWS THE LOW HANGING FRUIT

FUNNEL AVERAGE ORDER VALUE


SHOWS HOW MUCH YOUR ORDERS ARE WORTH

GOALS REVENUE PER VISITOR


HOW MUCH A VISITOR TO YOUR SITE IS WORTH

DAYS TO CONVERSION

HOW LONG IT TAKES TO GET THE PURCHASE

@jtrondeau
WEB ANALYTICS
FOR TRAFFIC DATA

WHERE WE’LL ECOMMERCE PROVIDER


FOR TRUE SALES AND REVENUE DATA

LOOK CRM
FOR BUYER FREQUENCY

PPC CHANNELS
FOR PAID TRAFFIC & RETARGETING DATA

@jtrondeau
NUMBER OF GOODS
SOLD
RETARGETING &
SEGMENTATION
AVERAGE
ORDER VALUE
REVENUE
PER VISITOR
DAYS
TO CONVERSION
BOTTOM FUNNEL
DEEP DIVE METRICS
CHANNEL SPLIT (OFFERS)
HOW VISITORS GET TO YOUR OFFERS

BOTTOM BOUNCE RATE

FUNNEL HOW MANY VISITORS LEAVE YOUR OFFER PAGE

GOALS
PROMO EMAIL METRICS
HOW YOUR PROMO EMAILS PERFORM

INDIVIDUAL FUNNEL CONVERSIONS


HOW YOUR FUNNELS PERFORM
@jtrondeau
WEB ANALYTICS
WEB DATA
WHERE WE’LL ECOMMERCE


LOOK SALES DATA

QUALITATIVE
USER/USABILITY DATA

@jtrondeau
CHANNEL
SPLIT (OFFERS)
BOUNCE
RATE (OFFERS)
PROMO EMAIL
METRICS
INDIVIDUAL FUNNEL
CONVERSION RATE
APPLYING
BOTTOM OF FUNNEL
METRICS
BOTTOM OF CONVERSION

TRANSFORM LEADS INTO BUYERS

FUNNEL MAXIMIZE FUNNEL PERFORMANCE &

GOALS
ORDER VALUE

OPTIMIZE FUNNELS TO GET THE HIGHEST ORDER
VALUE AND CONVERSION RATE

@jtrondeau
KITCHTOOL.C0
Small or New Business
KEY METRIC: UNIT TYPES SOLD

CRITICAL BOFU ARE YOU SELLING ENOUGH OF THE RIGHT PRODUCTS

METRICS
KEY METRIC: AVERAGE ORDER VALUE
HOW MUCH IS EACH SALE WORTH

DRILL DOWN METRIC: PROMO EMAIL METRICS


ARE YOUR EMAILS CONVERTING YOUR LEADS

@jtrondeau
YOURHOMEFIT.CO
Digital Business with Diverse Offerings
KEY METRIC: DAYS TO CONVERSION
HOW QUICKLY CAN YOU TURN A VISITOR INTO A CUSTOMER

CRITICAL BOFU KEY METRIC: CUMULATIVE CONVERSION RATE


ARE YOUR FUNNEL CONVERSION RATES ACCEPTABLE

METRICS
KEY METRIC: REVENUE PER VISIT
HOW MUCH IS EACH VISITOR WORTH

DRILL DOWN METRIC: INDIVIDUAL FUNNEL


CONVERSION RATE
ARE ANY FUNNELS SKEWING YOUR OVERALL CONVERSION RATES

@jtrondeau
DAVESCARS.CO
Service and Brick & Mortar Businesses
KEY METRIC: DAYS TO CONVERSION

CRITICAL BOFU HOW QUICKLY CAN YOU TURN A VISITOR INTO A CUSTOMER

METRICS
KEY METRIC: AVERAGE ORDER VALUE
HOW MUCH IS EACH SALE WORTH

DRILL DOWN METRIC: PROMO EMAIL METRICS


HOW EFFECTIVE ARE YOUR EMAILS AT DRIVING SALES

@jtrondeau
REMEMBER
You Know Your Business BEST - Pick
and Choose Metrics that Matter for
Your Business

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