The importance of using sales tracking reports for web sites

Before the internet, the business world was fixated on making business decisions based on sales reports.

Sales managers knew how many sales were made in each business day in each business division. Sales reports were scrutinized in team meetings and important business decisions were made based on those sales reports.

Surprisingly, since the introduction of e-commerce many businesses have taken a backward step as they are not able to easily generate accurate sales reports specific to the sales generated from their web sites.

This will change in the future as internet sales tracking software becomes more widely used.

Sales tracking software is now available which allows businesses to track all of their internet sales. These sales conversion tracking programs produce non-technical easy to understand sales reports that can be used by business owners and sales managers to make important business decisions.

The availability of sales tracking software has seen more businesses move beyond using the traditional internet reporting tools such as web analytics and web log analysis. Which is an important move for businesses, after all, measuring hits and page views doesn't mean anything unless the web site is generating sales and making money.

So what type of information can sales conversion tracking tools offer?

Examples of information that sales conversion tracking programs can offer on a daily basis are:

  • the number of sales generated through the web site
  • the revenue generated by the web site
  • the sales conversion rate - the number of people who purchased through the site on the given day divided by the number of people who visited the web site in that day
  • revenue generated per new visitor
  • the sales lead time - how many days between the customer's first visit to your web site and the day they purchased through the web site
  • the number of times customers visited your site before buying

This information can be very powerful in many business decisions. Let's look at an example.

Knowing the average lead time for all sales together with the exact lead times for specific sales will allow you to make informed decisions about merchandising, inventory and production demands. It will also assist you with cash flow and sales projections.

You can examine the lead time for specific product categories, different days of the week, different seasons and individual products.

You can determine whether web site changes or new marketing efforts reduce or increase lead times.

For example, rather than having a specific product hidden in the middle of a product listing page, you may move it to your home page as a feature product.You can then compare the lead time from before and after you moved the product to the home page to see if you successfully decreased the sales lead time.

Sounds interesting doesn't it!

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Sharon Wild writes ecommerce articles for Qld Business Review, she is also Strategy & Marketing Director of

Sharon Wild
Strategy & Marketing Director of e-JAZ, Sharon has been involved in the e-commerce community for several years. She successfully manages Australia's largest online jewellery store, Gillett's Jewellers.

Sharon can be contacted via email on