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September 29, 2021

Are you wondering why your revenue keeps going down month after month? Then you may need to evaluate your business sales strategies to save your business from incurring losses. But getting the data to gain valuable insights for your business is not always easy.

Here’s the good news.

You can use your sales productivity metrics to help identify performance issues and optimize sales activities. Key sales performance metrics to track include your business’ conversion rate, customer acquisition cost, and average deal size.

Assessing these sales performance metrics will help create a robust sales dashboard based on factual knowledge.

Want to learn how to measure sales performance to scale your ecommerce business?

Then keep reading to discover:

The Basics of Sales Performance Metrics

A sales performance metric is a measurement you can use to monitor the activities of your business. The data points are helpful to determine the effectiveness of an individual, team, or the business as a whole.

Sales managers use these metrics to measure sales performance and determine whether the business meets its sales goals. Setting objectives is crucial to keep everyone motivated and accountable.

Tracking sales performance will let you manage your sales activities, spot potential bottlenecks, and optimize critical sales processes.

Whether you’re selling offline or online, SaaS or physical goods, tracking your business sales performance metrics will:

  • Improve sales performance
  • Inform important decision-making processes
  • Increase business profitability
  • Create a more efficient sales team
  • Increase customer satisfaction

What Are the KPIs of Ecommerce Sales?

  • Average Deal Size
  • Percentage of Salespeople Meeting Targets
  • Cost per Acquisition
  • Net Promoter Score
  • Churn Rate
  • Customer Lifetime Value
  • Average Lead Response Time
  • Win Rate
  • Conversion Rate

Are you wondering what the most important metrics for the performance of your product are?

Here are nine key performance indicators for sales:

1. Average Deal Size

Evaluating this metric monthly lets you know if your contacts are growing or decreasing. If your deals decline, something could be wrong with the sales team or their lead generation efforts.

To calculate your average deal size divide the total deals by the total value of those deals.

Average deal size = Total deals / Total value of deals

2. Percent of Salespeople Meeting Targets

The percentage of your sales team meeting their sales quota can indicate whether your quotas are realistic or not. For example, if only 40% of your team achieves the expected close rate, you must determine why they may be underperforming.

Quota attainment above 90% means you might need to increase individual sales targets. Tracking this metric helps sales leaders identify who meets their quotas and those that don't meet the business revenue target.

3. Cost per Acquisition

This performance metric factors all the costs associated with gaining a new customer, including sales and marketing. Always work towards minimizing your costs by targeting the right customers to increase your average profit margin.

To calculate CAC, divide the amount of money you spent to acquire a customer by the number of acquired customers.

Cost per Acquisition = Total money spent to acquire new customer / Number of acquired customers

4. Net Promoter Score

This data reveals how likely it is — on a one to ten scale — for your existing customers to recommend your products or services.

Sales leaders can use this metric to gauge customer satisfaction levels and loyalty to their business. A high net promoter score will significantly increase your sales opportunities and grow your market share.

5. Churn Rate

The churn rate is the percentage of customers who are leaving your business. You need to determine why your customer churn rate is high to maintain a good customer base.

Some reasons why your customers may leave include pricing and customer service. Knowing that will help make improvements to your customer retention strategies and increase your average revenue.

To calculate your customer churn rate, divide your total number of customers at the beginning of the month by the number of customers that left.

Churn Rate = Total number of customers at the beginning of a period / Total number that left

6. Customer Lifetime Value

Customer Lifetime Value (CLV) is the total revenue your business generates from a customer over time in their lifetime as a loyal customer. That lets you identify which customer segment is the most profitable and worth your focus.

To calculate the CLV of a customer, multiply the amount of annual profit you’ve earned from a customer by the average lifespan of a customer, then subtract the customer’s acquisition cost.

CLV = (Annual profit from a customer × Average Lifespan) - customer’s acquisition cost.

7. Average Lead Response Time

Lead response time is the average time sales reps take to contact leads interested in your products. It tells you whether your marketers are responding urgently to prospects so they don’t slip away.

The average response time should not exceed five minutes because the likelihood of conversions drops by 80% after the five-minute mark. Ensure your team responds within this time frame to avoid losing customers on the sales pipeline and promote sales revenue.

To calculate Lead Response Time, subtract the time or date of follow-up from the time or date of initial contact.

Lead Response Time = Time or date of initial contact - Time or date of follow-up

8. Win Rate

Win rate indicates the number of leads that end up becoming active customers. That is an excellent way to determine whether your sales reps are succeeding and the effectiveness of your sales strategies.

If the average win rate is going up, it means you have good sales performance. If it isn't, you need to identify where a deal slipped out in the sales funnel and perhaps take a corrective approach.

You can calculate the win rate by dividing the number of deals won by the number of deals created in a sales cycle.

Win rate = Number of deals won / Number of deals created

9. Conversion Rate

Your business’ conversion rate is the percentage of visitors that perform an action that could lead them to become a customer. These actions include account creation, email subscription, and product purchases.

It helps you identify which techniques are working best and which aren’t. A high conversion rate means additional revenue for your business.

To calculate your business conversion rate, divide the number of conversions by your website’s total number of visitors.

Conversion rate = Total conversions / Number of visitors

Final Thoughts: 9 Sales Performance Metrics To Track Business Growth

Improving sales performance is crucial, but it can be a complicated process. It’s a good idea to have the right tools to help sales performance evaluation.

The Nexcess Sales Performance Monitor is one of the best forecasting tools to help performance management. You can measure your sales against a predictive model based on your store's historical performance.

Our intelligence engine will send you alerts on your sales trends, giving you much-needed visibility and allowing you to get back on track if store sales are slowing down.

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