Playbooks E-commerce KPI Scorecard Playbook Core commerce Traffic * Site sessions Conversion * Conversion rate - % of sessions that purchase Order economics * Average order value (AOV) - revenue per order Revenue identity * Revenue - sessions x conversion x AOV Digital marketing Efficiency * Paid ROAS - revenue from paid ads / ad spend * Blended ROAS - total revenue / total
Playbooks Sitewide Conversion Rate Benchmark Uplift - Directional Ranges Playbook Purpose Use these directional uplift ranges to size opportunities, prioritize tests, and set realistic expectations for sitewide conversion rate impact. How to use * Treat ranges as directional and context-dependent * Use the lower end for small iterations and mature programs * Use the upper end for larger redesigns, major fixes, or when
Playbooks Growth Playbooks Paid ads (Google and Microsoft) * Feed quality - titles, GTIN, attributes, availability * Query sculpting - negatives, match types, campaign structure * Bidding hygiene - ROAS targets, device and geo splits, dayparting * Landing page congruence - message match and speed * Creative testing cadence - new ads weekly, winners promoted SEO and content
Playbooks Marketplace Operations Playbook Objectives Maximize Buy Box share, GMV, and contribution margin while protecting account health and CX. Health metrics * Buy Box share - % of eligible detail page wins * Order Defect Rate (ODR) - A-to-Z, negative feedback, chargebacks * Late shipment rate - % of orders shipped after promise * Pre-fulfillment cancel rate - % canceled before
Playbooks Website Usability - Findability & Discovery Playbook Navigation & Findability * Main menu with clear categories * Search-first UX: auto‑complete, typo tolerance, synonym handling, zero‑results fallbacks * Layered navigation Product Discovery & Content * Scannable PLP cards (price, rating, key attribute); quick‑view without losing position * PDP above‑the‑fold essentials: title, price, prime benefits * Credibility: verified eKomi ratings,
Playbooks Website Usability - Checkout & Accessibility Playbook Checkout & Forms * One‑page Fast Checkout with minimal fields; address autocomplete/validation * Real‑time inline validation; friendly error copy; preserve user input on errors Accessibility (WCAG 2.2 AA) * Proper labels, roles, focus order; keyboard‑navigable menus & filters * High‑contrast text; visible focus states; alt text on imagery/
Playbooks Operations & CX Playbook Objectives Hit SLAs, reduce WISMO, lower returns while protecting margins. Core SLAs * Order cutoff times by zone * Pick-pack time targets * On-time ship % by channel * Delivery promise accuracy * Handling time policy per marketplace * Weekend and holiday rules Process flows * Exception handling for OOS, address issues, fraud reviews * Backorders and preorders rules
Playbooks Performance & Speed Playbook Goal * Sub-second TTFB * High cache-hit ratio * Stable p95 latency under load Dynamic webpages caching * Cache dynamic HTML for key templates like Home, PDP, and PLP * Use query-string-aware cache keys per URL and query * Cache safely - avoid caching personalized or session-dependent responses Edge delivery and optimization * Edge cache static assets
Playbooks Security Defense Layers - Edge & Server Playbook Purpose * Minimize attack surface at the perimeter and web server before application code runs * Default-deny invalid or abusive traffic, and log for investigation Defense layers Edge perimeter filtering * Block traffic by country or region to reduce bot and scanner traffic before it reaches the site IP and domain restrictions * Block
Playbooks Security Defense Layers - Application Playbook Purpose * Admit only validated inputs and execute database operations safely * Reduce risk of injection, traversal, and session abuse Defense layers Input canonicalization and sanitization * Remove directory traversal tokens and null bytes * Normalize percent-encoding * Strip disallowed characters * Collapse repeated separators and whitespace Query-parameter allow-list and validation * Process only expected keys * Apply
Playbooks Build vs Buy: E-commerce Platform - Pros Playbook Custom (Build) - Pros * Tailored to your domain, complex workflows, and unique UX. * Full performance control (caching, data models, infra) and scale economics at volume. * Own the roadmap; avoid vendor lock‑in and forced deprecations. * Deep integration flexibility with legacy/ERP/warehouse and bespoke services. * Unit economics: no per‑order
Playbooks Build vs Buy: E-commerce Platform - Cons Playbook Custom (Build) - Cons * Higher upfront cost and time‑to‑market; significant opportunity cost. * Ongoing maintenance burden: on‑call, upgrades, security patching, observability. * Must keep pace with industry best practices (tax, fraud, SEO, accessibility). * Compliance is on you (privacy, accessibility, security testing). * Experimentation velocity depends on your internal tooling and
