*****Shop.

com Analysis Framework

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Overarching Business Objec;ve: To make it easy for women with curly hair to discover the best products that work for their hair.
Acquisi;on, Behavior, & Outcomes Business Objec;ves: The overarching objecKve breaks into three categories for a well-balanced analysis process.
Goals: Weve decided upon some broad goals to helps us idenKfy and further break down the objecKves.
KPIs (Key Performance Indicators): Metrics that we idenKfy to help us dene and measure progress towards our goals.
Target: A benchmark to help us determine if weve succeed or failed.
Segments: A deep-dive into very specic areas of the data to help understand who is responsible for meeKng the business objecKve(s).

Business Objec;ves

Acquisi;on: Create more

brand awareness for *****.

Behavior: To give customers

the most engaging and
ecient website experience
that fosters brand loyalty
and creates a mulKtude of
brand advocates.

Outcomes: Improve sites

overall economic value.

Goals

KPIs

Targets

Segment(s)

1. Increase new monthly

users coming via Organic.

% of Monthly Unique
Visitors via Organic Search

30% of total trac

Keywords

2. Increase new monthly

users via email.

% of Monthly Unique
Visitors via Email

1% of total trac

Email Content

3. Increase percentage of
Engaged new visitors.

Percentage of Engaged
New Visitors ( = First Visit, 5
Min., 5 Pages)

7%

Landing Pages

4.Improve visitor UX &

shopping saKsfacKon.

Checkout Abandonment
Rate

<60%

Cart
Abandonment

5. More visitors nd what

theyre looking for.

Task CompleKon Rate

70% Yes

Primary Purpose of Visit

6. Increase the number of

email subscribers.

# of email subs

2% of new users

Email subscripKon method

7. Increase cart
abandonment recovery
rate.

Recovery Rate

10%

Cart Recovery Sequence

8. Increase revenue via

referral markeKng.

Percentage of Total Sales

12%

Referral Oer