What's on Your E-commerce Dashboard?

We’re talking about e-commerce in the month of September here in the community. For many retailers, your biggest day of the year is fast approaching, and we want you to to be able to move faster with confidence. While we think we are pretty smart, let’s face it, you are the smart ones.

So you tell us! What are the key metrics you are tracking in Insights to help make sure that your customer experience is top notch? Bonus points for screen shots!

And remember, everyone who participates in this conversation can check an item off their e-commerce shopping list and get some free New Relic swag!

I am not a retailer, but here is a re-creation of a customer dashboard I saw at FutureStack:

ecomm-conversion-dashboard.png1222×776 60.7 KB

The upper chart uses the following query to measure the effect of page load time on conversion rate; it shows the number of successful purchase transactions when page load is < 5 seconds vs. >= 5 seconds:

SELECT 
  filter(count(*), WHERE name = 'controller/storefront/pay' AND duration < 5) AS 'Page Load Time < 5', 
  filter(count(*), WHERE name = 'controller/storefront/pay' AND duration >= 5) AS 'Page Load Time > 5' 
FROM PageView 
WHERE appName = 'ecomm' 
SINCE 1 day ago TIMESERIES

The lower chart multiplies the difference between fast and slow page loads by the average purchase amount to calculate potential lost revenue:

SELECT 
  (filter(count(*), WHERE name = 'controller/storefront/pay' AND duration < 5) - 
   filter(count(*), WHERE name = 'controller/storefront/pay' AND duration >= 5) * 
   average(total)) / -1000 AS 'Revenue ($1000s)' 
FROM PageView 
WHERE appName = 'ecomm' 
SINCE 1 day ago COMPARE WITH 1 week ago

We have custom attributes for the addtocart value, sku, and qty. We also have custom insights events for orders and lineItems.

On a “Sales Trends” board we have these queries:

• Daily Revenue:

SELECT sum(grandTotal),sum(AddToCartValue) FROM  Transaction, OrderHeader where appName='Prod' SINCE 1 day ago

• $ Added to Cart:

SELECT sum(AddToCartValue) from Transaction where appName = 'Prod' and AddToCartValue is not null TIMESERIES 1 hour since 1 day ago

• Top 10 Product Page Views (we have a custom attribute that saves the product name and sku to APM.

SELECT count(ProductName) from Transaction where appName='Prod' and ProductName is NOT NULL and name='product page transaction (GET)' since 6 hours ago FACET ProductName TIMESERIES AUTO

• Product Page View By Category (custom attribute on product page for product category)

SELECT count(ProductCatCode) FROM Transaction WHERE ProductCatCode is not null and appName='Prod' and name='product page transaction (GET)' FACET ProductCatCode TIMESERIES 30 minutes LIMIT 10 since 2 hours ago

• Add To Cart Clicks By Category

SELECT count(ProductCatCode) FROM Transaction WHERE ProductCatCode is not null and appName='Prod' and AddToCartAmount is not null FACET ProductCatCode TIMESERIES 1 hour LIMIT 12 since 12 hours ago

• Purchase Categories in $

SELECT sum(checkoutValue) FROM OrderLineItem WHERE ProductCatCode is not null and appName='Prod' FACET ProductCatCode TIMESERIES 1 hour LIMIT 12 since 12 hours ago

• Coupon Codes (custom attribute to store the entered coupon code)

SELECT count(AddToCartCouponCode) from Transaction where AddToCartCouponCode is not null and appName ='Prod' FACET AddToCartCouponCode since 1 day ago

• Top Products Purchased in $

SELECT sum(checkoutValue) from OrderLineItem where appName='Prod' FACET ProductName

• Credit Cards Per Day (custom attribute storing payment type)

select count(paymentType) from OrderHeader where appName='Prod' facet paymentType TIMESERIES 1 day since 10 days ago

• Last Week’s Shipping Methods (custom attribute for shipping type)

SELECT count(shippingMethod) FROM OrderHeader where appName='Prod' FACET shippingMethod SINCE 1 week AGO

I have also use the “Data Apps” to create a series of 3 page with stats for Category, SubCategory, and Product. This allows use to drill down from

SELECT count(ProductCatBuyer) from Transaction where appName='Prod' and name='product page transaction (GET)' FACET ProductCatBuyer since 1 day ago

To the sub cat page with this query:

SELECT sum(checkoutValue) from OrderLineItem where appName='Prod' FACET ProductCatCode since 1 day ago

To a page concentrating on product level stats with queries like:

SELECT sum(checkoutValue) from OrderLineItem where appName='Prod' facet ProductName since 1 day ago limit 30