E-commerce audit and growth priorities
An online store can generate more orders while earning less from each one. My e-commerce audit examines the journey from acquisition to order fulfilment and repeat purchases, so that the improvement plan reflects the economics of the whole transaction.
Discuss this projectEugene Mischenko · English & Russian · Online / Yerevan
01 / Context
Who this is for
For businesses with an operating online store, marketplace channel or digital sales platform. The audit is useful when growth has slowed, acquisition has become expensive, a relaunch is being discussed or teams disagree about the source of lost revenue.
02 / Decisions
Questions we examine
- Where do customers abandon the journey, and which losses matter economically?
- How do discounts, fulfilment, returns and paid acquisition change order contribution?
- Which opportunities can be tested with the current platform and operating capacity?
What the work can produce
- A diagnosis separating data gaps, customer friction and operational constraints.
- A prioritized backlog with the evidence, assumptions and dependencies behind each recommendation.
- A measurement plan for tests, including outcome metrics and margin or service guardrails.
The final deliverables are agreed for your business and engagement.
What to prepare
Useful inputs include funnel reports, channel spend, order economics, cancellation and return reasons, repeat purchase cohorts and customer support themes. We agree the data scope before access; an initial discussion can use aggregated information.
How we start
Send a short description of the business, the decision in front of you and the result you need. We discuss the context, identify useful inputs and agree the format, scope, timing and fee.
Write about your projectExperience & sources
Experience behind the advice
METRO: e-commerce leadership
Experience leading the e-commerce division at METRO Cash & Carry. A published Mindbox interview discusses customer data, the digital channel and the business behind omnichannel retail.
Read the sourceMETRO: online and offline customer journeys
A recorded talk at the Online Trade forum explains how METRO brought customer data from several digital channels together with offline transactions.
Read the sourceBefore we begin
Does the audit include more than conversion rate?
Yes. Conversion is considered alongside acquisition cost, contribution margin, fulfilment quality, returns and repeat purchases. A change that lifts conversion may still be unattractive if it worsens order economics.
What if analytics is incomplete?
The first output is a map of what can be concluded from the available data and what remains a hypothesis. Instrumentation and data reconciliation can then become priorities in the roadmap.