Guides and Templates

E-commerce success mapping

Use Iskhikawa / Fishbone diagrams to review and improve your Ecommerce effectiveness

About our Success Map templates

This template introduces an analytical approach which we think is particularly useful for improving results from Ecommerce site marketing, but can be applied to other types of sites and online marketing activities also. The technique is known as Cause-and-effect diagram, Ishikawa or Fishbone diagram.

What does the template include?

This template includes a brief description of the technique and a full example template is provided for the range of levers that can be used to improve performance for an Ecommerce site.

The first success map we have created is a top-level success map featuring the success factors most relevant for improving revenue from a transactional online business.

We have created this using generic success factors so that it can be applied to analyse any type of business with a transactional website involving sale of services or products including online retailers, travel and financial services businesses.

We think it will also be useful for complex non-transactional businesses such as business-to-business companies using digital technologies to generate enquiries or leads since many of the decision points are similar.

Resource Details

  • Author: Dave Chaffey
  • Format: Three page A4 page PDF with example Ishikawa diagram

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Business members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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