Which problem are we investigating?
Write down the question before exporting everything. If sales increased, was it more customers, larger orders, a different product mix or more repeat purchases? Start where you can test an explanation.
FEDJA POROBIC / TUTORIALSONE TOPIC. SEVERAL PERSPECTIVES.
Ecommerce tutorials.
Follow a real order before building another report.
You can have an impressive dashboard and still not know whether the right numbers reached it. I want to follow a specific purchase, understand what each system records and see which costs came with that order. That gives us something firmer to discuss than which report feels more believable.
These guides start with a job somebody needs to do: follow tracking through the buying journey, investigate a particularly good sales month or work out why two systems disagree. I explain what I would check, in what order and why. The aim is to help you take the next step in your own business, using your own numbers.
MY STARTING POINT
The questions I keep coming back to.
Can we follow the same order through every system?
Compare the store’s order with its tracking and reporting signals. Keep order value, tax, discounts and returns separate. A number becomes useful when you know what it includes.
What will someone do with the answer?
Decide which decision the investigation could change: fixing an integration, reconsidering a campaign or continuing work that is paying off. Without a next step, the guide becomes another saved tab.
FEDJA’S JOURNAL / SELECTED
Read the perspectives.
Articles by Fedja Porobic.
Proper tracking: follow an order all the way through.
An installed integration gets no free pass. Pick one order and check what the systems recorded before the numbers get to decide the budget.
READ ARTICLE
Sales are good. Get curious before you get smug.
A good month can make anyone a genius in their own head. I would like to look at the numbers before we decide we have cracked it.
READ ARTICLEPOROBIC GROUP / GROWTH SERVICES
How we work on it.
These are the decisions we work on when we run marketing and ecommerce.
03 / EXECUTION
Marketing & ecommerce
We run acquisition, conversion and retention. We track how customers find the store, what gets them to buy and why they come back.
EXPLORE THE SERVICE01 / DIRECTIONP&L, forecasting & strategy
We work out what growth can cost and when you need the money back. That guides the budget and what we do first.
EXPLORE THE SERVICE