What is eCommerce ROI & How to Calculate It


Did you know that if you don’t properly analyze the metrics of your online shop, you could be losing out on both money and clients? It’s true, and it’s crucial to pay attention to this.

Now, when it comes to evaluating the results of your marketing actions, there’s one metric you really need to focus on: ecommerce ROI, which stands for return on investment. Not sure what that means or how to calculate it effectively? Well, grab a seat, turn off any distractions, and give me just 10 minutes of your time. In this post, you’re going to learn about the strategies that can actually make you some serious money.

Download our free eCommerce ROI calculator now and unlock the power of data-driven success for your online shop. Click below to get started on your path to optimizing your e-commerce ROI, maximizing profits, and achieving your business goals. Don’t wait, take control of your financial performance today!

Sounds pretty awesome, right? Let’s get started. 😉

What is e-commerce ROI?


ROI, also known as return on investment, is a vital metric you need to consider when it comes to your online shop. In our previous post on web analytics, we covered the essentials, but now it’s time to dive even deeper into the realm of ecommerce ROI.

So, let’s kick things off by clarifying what ROI actually means.

ROI, or return on investment, is the metric that unveils the profits generated by a specific marketing action.

In simpler terms, it gives us a clear picture of what we’re getting in return for our investment.

Now, let’s buckle up and explore the nitty-gritty of ecommerce ROI analysis. Get ready to unlock the secrets that will help you make those dollars rain! 💰

What is the eCommerce ROI formula?


Let’s get down to business and break it down for you! The ecommerce ROI formula is straightforward:


How to Calculate eCommerce Return on Investment

To really understand the ecommerce ROI formula’s significance, let’s dive into a practical example. 

Here we go:

Imagine you’re implementing two different customer acquisition strategies. First, you invest in SEO for your e-commerce store, and then you launch a Facebook Ads campaign. Here are the details:

  • Investment in SEO: $3000 
  • Investment in Facebook Ads: $300 
  • Customers acquired with SEO: 25 
  • Customers acquired with Facebook Ads:
  • Average checkout price for both: $100

Grab your calculator because we’re about to crunch some numbers, starting with the SEO strategy:

SEO = ((25 × $100 – $3000) / $3000) x 100 = -17%

Well, that’s not exactly thrilling, is it? Let’s move on to Facebook Ads:

Facebook Ads = ((5 × $100 – $300) / $300) x 100 = 66%

But hold your horses! Before drawing any hasty conclusions, there’s a crucial detail we can’t overlook: Customer Lifetime Value (CLV). It’s a metric that shows the total sales a client generates over time and can completely change the game. Here’s why:

See, the traffic from Ads isn’t as valuable as the traffic from a high-quality blog post. And that small detail we initially overlooked can lead to repeat purchases (cue the loyalty factor). Let’s revisit our examples with this game-changer included:

  • Investment in SEO: $3000 
  • Investment in Facebook Ads: $300 
  • Customers acquired with SEO: 25 
  • Customers acquired with Facebook Ads:
  • Average checkout price for both: $100 
  • Average Customer Lifetime Value for SEO clients: $10,500 
  • Average Customer Lifetime Value for Facebook Ads clients: $600

Now, let’s spice things up with the modified formula for marketing ROI:


ROI = CLV – Investment / Investment x 100

Applying it to our example:

SEO = (($10,500 – $3000) / $3000) x 100 = 250%

Facebook Ads = (($600 – $300) / $300) x 100 = 66%

Wow, talk about a game-changer! These results are completely different from what we had earlier. This approach gives us a more accurate picture of the profitability of each marketing action and how long it might take to start reaping those sweet profits.

Now that you’re armed with this newfound knowledge, go forth and conquer those marketing metrics like a pro!

Boosting eCommerce ROI: How to improve your eCommerce Return On Investment

Now that you’ve mastered the art of calculating ROI, let’s move on to the next crucial step: improving this metric. Our goal is to maximize the effectiveness of every marketing action we take, leading to better profitability. Here are four examples to get you started:

1. Pinpoint Your Buyer Persona


We can’t stress this enough: any Inbound Marketing strategy must start with a solid understanding of your buyer persona. But why is it so crucial? Well, it all comes down to ROI. If you’re not clear about who your content is aimed at, your content strategy and sales messages will be too generic. And let’s face it, generic doesn’t usually cut it.

The more you know about your clients and their wants, the better equipped you’ll be to deliver exactly what they’re looking for. It’s as simple as that.

Haven’t created your buyer persona yet? Don’t worry, we’ve got you covered. Dive into this post and get all the insights you need to craft a killer buyer persona that will elevate your Inbound Marketing game. Trust us, it’s a game-changer when it comes to boosting ROI and seeing exceptional results. Happy persona creation!

2. Generate Qualified Traffic


When you first start selling online, visibility becomes your primary concern. It’s a no-brainer that if nobody sees your website, making sales is next to impossible, right? But hold on, because not just any traffic will do the trick. To achieve a high ecommerce ROI, you need to focus on attracting qualified traffic.

Now, what exactly do we mean by qualified traffic? Let’s paint a clear picture with an example. Imagine you have a shop that sells only apples. Would it serve any purpose to drive people to your website who are interested in buying pears? Sure, you might make a few sales, but the ROI of acquiring new clients would be quite low.

That’s why it’s crucial to concentrate on attracting your ideal customers—the ones who are genuinely interested in buying apples. This approach ensures maximum profitability from any marketing strategy you implement. So, let’s dive into how it’s done.

When it comes to attracting organic traffic through SEO, your first step is conducting keyword research. In the context of ROI, focusing on two types of keywords is ideal:

  1. Transactional keywords: These indicate user intent to make a purchase. For example, “buy iPhone 7” or “cheap reflex cameras.”
  2. Product keywords: When users search for specific products like “Nikon D5300” on Google, they’re likely comparing prices with the intention to make a purchase.

By targeting and ranking for these keyword types, you increase the likelihood of visitors making a purchase, ultimately boosting your ecommerce ROI.

Now, let’s talk about qualified traffic from online ads. If your acquisition strategy relies on ads, it’s crucial to segment your campaigns carefully. Facebook Ads, in particular, are known for their conversion power due to the platform’s extensive audience segmentation options. This precision allows you to reach your target audience with remarkable accuracy.

Want to know how to create a successful Facebook Ads campaign? Click here. Prefer Google AdWords? Click here for a guide on that.

With these strategies in your arsenal, you’ll be well on your way to attracting qualified traffic and maximizing your ecommerce return on investment. So, get ready to unleash the full potential of your marketing efforts!

3. Improve Your Product Card Conversion Rate


Now, let’s delve into the example we mentioned earlier with the keyword “Nikon D5300” and how to position it effectively. Here’s what you need to know: this type of keyword requires a product card rather than a blog post. If users are ready to make a purchase, give them what they need to make it happen.

However, it’s important to note that simply positioning a product card doesn’t guarantee sales. You still need the user to click that buy button. So, here are some ideas to improve your ecommerce conversion rates:

  1. Show the final price: Be transparent and display the total price, including all taxes. Clients appreciate knowing the full cost upfront, without any surprises during the payment process.
  2. Highlight shipping costs: Clearly state the shipping fees, so customers don’t encounter unexpected additional costs when they proceed to checkout. Transparency builds trust.
  3. High-quality product images: Enable users to envision the product clearly. Include high-resolution images that showcase the item from different angles. Visual representation plays a significant role in influencing purchasing decisions.
  4. Social proof: Instill confidence in potential buyers by featuring comments or reviews from satisfied customers who have already purchased the product. Genuine testimonials provide reassurance. If you can include pictures of those customers with their purchased products, even better—it adds authenticity.

And don’t forget the power of persuasive copywriting. By incorporating compelling and engaging product descriptions that highlight the unique features and benefits, your product cards can transform into effective sales-generating machines.

Remember, combining these four key points with well-crafted copy will enhance your conversion rates and propel your product cards towards success. Get ready to captivate customers and boost your sales like never before!

4. Boost Average Checkout Price

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When we calculated the ROI, we considered the average checkout price per client. It’s logical to understand that if we can encourage each client to spend more money with each purchase, it will ultimately increase profitability. So, how can we achieve that? Let’s explore some effective strategies:

  1. Cross-selling: Take advantage of the product card by showcasing related products that complement what the customer is currently viewing. For instance, if someone is interested in the Nikon D5300, they may also be interested in a protective cover, an SD card, lenses, or a tripod. By suggesting these additional items, you can increase the total value of their purchase.
  2. Bundling: Instead of simply showing related products individually, consider creating enticing product bundles that include various items. You can even offer a discount on these bundles to seal the deal. Pro tip: Include those products that are slightly more challenging to sell on their own within the bundles. It’s a clever way to boost sales.
  3. Free shipping: This tried-and-true strategy remains highly effective. Offer free shipping once customers reach a certain spending threshold. By doing so, you not only incentivize them to add more items to their cart but also increase the average ticket price. It’s a win-win situation.

If you’re eager to explore more strategies for increasing the average checkout price and driving higher profitability, be sure to check out this post. It provides additional insights and tactics to help you start boosting your ecommerce roi.

Remember, by implementing these techniques, you can encourage customers to spend more, enhance their shopping experience, and ultimately boost your ROI. Happy selling!

So, what is a good ROI for eCommerce?

Determining what constitutes a good ecommerce return on investment (ROI) can vary depending on various factors such as industry, business model, and market conditions. However, there are general benchmarks that can provide guidance and help evaluate the effectiveness of your efforts.

Ideally, a good ROI for ecommerce would surpass the breakeven point and generate significant profits. While it’s challenging to pinpoint an exact percentage that universally defines a “good” ROI, a commonly accepted benchmark is achieving a 5:1 ratio or higher. In other words, for every dollar invested in marketing and other business activities, generating five dollars or more in return is considered favorable.

However, it’s crucial to consider the specific context of your business. Different industries have varying profit margins and cost structures, which can influence what is considered a satisfactory ecommerce ROI. Additionally, the lifecycle stage of your business, competition, and market dynamics can all impact what constitutes a good ROI.

It’s important to regularly track and evaluate your ecommerce return on investment, analyzing both short-term and long-term performance. This will allow you to identify areas for improvement, optimize your marketing strategies, and make informed decisions to drive profitability.

Ultimately, while there isn’t a one-size-fits-all answer to what constitutes a good ROI for ecommerce, aiming for a ratio that exceeds your costs and generates consistent profits is a key goal to strive for. By continuously monitoring and refining your strategies, you can work towards achieving a strong ROI that aligns with your business objectives.

Start calculating your ecommerce ROI now

Ready to start boosting your ecommerce ROI? Download our free eCommerce ROI Calculator now and start making data-driven decisions for your business success. Click below to get your hands on this valuable tool and unlock the power of eCommerce return on investment analysis. Don’t miss out on this opportunity to optimize your marketing strategies and maximize your profits!