Analytics Teardown for eCommerce Products using Indochino (Case Study + eCommerce KPIs)

Note from Ruben: We have built up good momentum with our tracking plan series and I’m excited to release our third installment. So far, we’ve created a case study (with Marketplace KPI examples) for Meetup. We’ve also looked at Wistia and how they could go ahead and create a tracking plan to support a set of SaaS KPIs.

For this article, Wiehan will guide you through our eCommerce industry and website focus in case study format – with eCommerce KPI examples. Indochino is a popular online men’s clothing store, and you’ll be amazed at the number of events that they could track on their eCommerce site. Scroll further down and take a deep-dive into the case study.

1. What we will cover:

We have taken one of the most popular resources that we offer (a tracking plan template) and made it 10x better.

Instead of just giving you a blank template, we have gone ahead and created sample plans for 4 industry types or products:

Marketplace: we used Meetup.
Mobile Gaming: we used Bejeweled.
eCommerce: we used Indochino.
SaaS: we used Wistia.

The focus of this article is on Indochino.

We included all the events that we would track if we were in charge of their analytics strategy and even provided videos explaining the rationale behind each event.


2. Why I should read it and what will I get out of it?

Benefits for both Marketing & Analytics Teams

The online realm is growing with online stores and there is no sign of it slowing down anytime soon. It is getting harder and harder to win market share and get visitors to spend money on your products. On top of that; too many eCommerce sites are lacking when it comes to their analytics setup.

Here are some of the problems and challenges you are currently facing:

  • Determine which product pages are popular and least popular amongst visitors
  • Identify best marketing sources driving more user account signups
  • Accurately tracking your average cost per account signup
  • Pinpoint where you have leakages in your online funnel (cart abandonment)
  • Storing and pushing to correct cart values to your analytics platform
  • Analyze a sudden inflation in product refunds being logged by your support team
  • Determine the interval frequency of customers buying behaviour
  • Correctly segment your customers into buckets (new, active, power and resurrected customers)
  • Missed retargeting opportunity since you can’t tie user behaviour back to a group or individual user

You are in a fortunate position to become a front-runner in the market. Not only that, but you’ll get to a level where you can control your growth intensity and scale your eCommerce store.

A good first step is to get your analytics tracking plan in place.

Below you will find a detailed teardown of a sample tracking for Indochino. You can take inspiration from it to start building out your own detailed tracking plan.


3. Overview of Indochino

Indochino is at the forefront of revolutionizing men’s fashion. Indochino makes it easy for men everywhere to purchase the best made to measure shirts and suits at a great price.

A small taste of the products Indochino sell online:

  • Luxury and premium suits made to fit any figure
  • Blazers and vests made of the highest quality
  • Collection of wedding suits, shirts, and accessories
  • Tailor kits, gift cards, ties and other accessories

Visit Indochino for more details on their product ranges.


4. Tracking plan detailed teardown

I’ve decided to tear down the tracking plan into different event lifecycle stages so it’s far easier to consume.

To get full access to the Wistia example tracking plan (Google Sheet / Excel), click on the below button to get your copy.

Time to tuck into the practical application of our case study.

Event Lifecycle Stage: Browsing

A pivotal starting point for Indochino will be to track how visitors navigate their product pages. It’s done in a similar fashion of how you would track a Pageview within Google Analytics. The beauty behind tracking Pageviews is that you can group it by product categories. This, in itself, is gold for Indochino to learn which categories are more popular amongst their visitors. More popular pages deserve a special place on more prominent pages to further generate online sales. Popular product categories (once identified) will be critical for retargeting campaigns.

Watch video recording here:

Event and trigger conditions breakdown

Event name Trigger when
Page View A user loads the page on the website.
Product List Viewed User viewed a product list or category
Product List Filtered User filtered a product list or category


Event Lifecycle Stage: Signup, Configuration & Added Credit Card

Indochino needs to place a high focus on defining their micro (soft) and macro (hard) leads. Creating an account is not nearly as important than actual successful purchases, but still crucial to understand from a critical action point of view. Indochino can go as far as understanding during which stage of the visitor’s journey are they willing to create an account. Take it to another level and you can determine which pre-actions need to receive credit for driving visitors to create a successful account.

Watch video recording here:

Event and trigger conditions breakdown

Event name Trigger when
Created Account User created an online account
Updated Account Settings User updated account settings
Added Credit Card User added credit card to account

eCommerce KPI Examples and Questions Indochino Will Be Able to Answer:

  • How many new signups have we generated in the past week/month/quarter?
  • Which marketing channels assist us the best with accounts created?
  • Which marketing sources drive the biggest amount of new accounts created?
  • What is our average CPA per user who created a new account?
  • Do users add a credit straight after they’ve created an account?


Event Lifecycle Stage: Core Ordering

The core ordering event lifecycle is the touchpoint(s) that will determine how successful Indochino is in getting their visitors to make purchases online. Since the ordering process follows a rigid step-by-step sequence, it’s crucial for them to analyze visitor behaviour within a funnel report view. When done correctly, they will spot any leakage that occurs during any of the steps within the users purchase funnel. The nuggets that will see them grow their revenue without spending more an acquiring new visitors to their site.

Watch video recording here:

Event and trigger conditions breakdown

Event name Trigger when
Product Clicked User clicked on single product on main product list to view it
Product Viewed User viewed a product details
Product Added User added a product to their shopping cart
Product Removed User removed a product from their shopping cart
Cart Viewed User viewed their shopping cart
Checkout Started User initiated the order process (a transaction is created)
Checkout Step Viewed User viewed a checkout step
Checkout Step Completed User completed a checkout step
Payment Info Entered User added payment information
Order Completed User completed the order
Order Refunded User refunded the order
Order Cancelled User cancelled the order

eCommerce KPI Examples and Questions Indochino Will Be Able to Answer:

  • Which product categories are most popular amongst our shoppers?
  • Which single product items are most popular amongst our shoppers?
  • How often do shoppers make a purchase online?
  • What is the ratio of products added to cart versus successful purchases?
  • Where in the ordering funnel are users abandoning without making a purchase?
  • How many refunds have been logged during the last week/month/quarter?


Event Lifecycle Stage: Other Actions

Some events on Indochino’s online store will not receive a ‘True North Star’ label since it’s not what helps them directly drive more revenue. In fact; it might be difficult to justify it’s value towards driving more purchases if not set up correctly. If they set it up correctly, it will help them drive experimentation ideas (ideal for Growth Marketers/CRO Specialist) as well as new content generation tactics.

Watch video recording here:

Event and trigger conditions breakdown

Event name Trigger when
CTA button clicked A user clicked on a CTA button.
Video Played A user clicked on the CTA button to watch the video.
Blog Search Completed A user searched via the search function presented on the main blog page.
Newsletter Sign Up Completed A user successfully signed up for Indochino’s newsletter.

eCommerce KPI Examples and Questions Indochino Will Be Able to Answer:

  • Which CTA buttons are clicked on most?
  • Do clicks on CTA buttons lead to more accounts being created?
  • Do clicks on CTA buttons lead to more purchases?
  • What impact does video content have on user’s buying behaviors?
  • How many newsletter signups do we generate on a weekly/monthly basis?
  • Does newsletter signups lead to higher value purchases?
  • Which marketing sources/channels see us drive more newsletter signups?


Event Lifecycle Stage: Sharing

Attracting new (cold) visitors to your website is often much more expensive than getting your current customers to help you amplify your brand. Here is to catch: to determine how well you a faring in the referral (amplification) region, you need to set up event tracking for these actions. It is the same story for Indochino where they have ‘sharing’ functionalities presented on their online web store. If they don’t track it correctly, they could be flushing growth opportunities down the drain. I’ll show you how they could set up tracking for these sharing actions within the video below.

Watch video recording here:

Event and trigger conditions breakdown

Event name Trigger when
Referred Friend User successfully shared Indochino with their friends or family.
Product Shared Social Media Shared a product with one or more friends via either Facebook or Twitter.

eCommerce KPI Examples and Questions Indochino Will Be Able to Answer:

  • How often do customers share our site with their friends and families?
  • Which sharing methods are more frequently used (email vs social media channels)?
  • Does sharing positively correlate with an increase in revenue (more online purchases)?


5. Conclusion:

You want to be a smart eCommerce Marketer or analyst who take their tracking and analytics serious.

It starts with a solid tracking plan to help you:
a) pick the right events to track;
b) set the correct trigger condition;
c) add the best event properties (attributes) and
d) push event properties to your analytics platform to learn more about your users.

You will be in a much better position to answer tough business questions, reduce your abandonments and grow in order to reach your targets.


6. Next steps you can take:

If you enjoyed this breakdown, you can get the full Indochino tracking plan template through our Web & Mobile App Analytics Bundle. It also includes 3 other industry type plans plus other resources around and Mixpanel. It’s everything you need to get started in analytics.

One more thing before you go! Are you getting the data you need to grow your company?

I find most companies are stuck with high-level metrics and they aren't able to properly understand what actually drives user growth for their web and mobile products. To do that, you need the right data and the right tools.

If this sounds like your situation, then you should download our free tracking plan (and tutorial video). This is the document that you should create before you ever implement tools like Mixpanel, Amplitude, Segment, and Intercom. Click the image below to download your own free tracking plan (and tutorial video).

Wiehan Britz
Wiehan Britz
Husband, Father, Optimizer & Analyst. I help Marketers and Product Managers gain the right access to quantitative and qualitative insights to help drive their business forward. My life consist of a good balance between technical implementations, report generation and spending time with my lovely wife.

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