"If you can’t measure performance -
you can’t manage performance"
A few things you might want to consider promoting an eCommerce project:
No matter if you´re routing for a more organic- or Ad-based approach - these above mentioned things -
let´s call them Digital Marketing Basics - will sooner or later come up. It will turn into a way more complex setup as soon as you combine different approaches for Strategy & Tactics to optimize and scale in eCommerce.
Strategy is asking for the "WHY" - Tactics are asking for the "HOW"
Way more important than constantly twisting and turning several Ad-approaches -
you might need to understand how to influence your relevant KPIs...
Webshops need to focus and work way more intense on certain KPIs and other data to create further growth strategies or tackling potential single issues data based one after another. So if you work in eCommerce you should definitely know what different KPIs mean and way more important - how to influence them which means improving the results. A few samples for eCommerce related metrics every marketer needs to understand and being able to offer solutions, ideas, strategies and tactics for
CLV = Customer Lifetime Value
CAC = Customer Acquisition Cost
SCR = Sales Conversion Rate
ROAS/POAS= Return-/Profit On Ad Spend
ACV = Average Cart Value
ACR = Abandoned Cart Rate
VPD = Visitors Per Day
AOV = Average Order Value
Revenue never pays the bills
Never focus and rely 100% on Ads
Focus on your margin(s)
Focus on one country as a market first
Unless you have big pockets do not focus on brand
If your ROAS is too low you do not earn relevant money
Running out of money & having no organic strategy = game over
Make all your decisions data based
Gaining relevant converting traffic today is the hardest part
More visitors doesn´ t mean more or even same conversion rates
Be aware of delayed payout times on market places
Cancel often returned/broken products - immediately
12 questions you should always ask when running a webshop:
IS MY CHECKOUT PROCESS SMOOTH?
DO I HAVE THE RIGHT MARGIN(S)?
WHY TO FOCUS MORE ON ORGANIC GROWTH?
DO I USE THE RIGHT ADS?
DO I CREATE ANY STRATEGIC CONTENT?
IS MY PRODUCT QUALITY OK?
CAN THE SHOP PAY THE MARKETING BUDGET?
DO I NEED PROPER LINKBUILDING?
HOW TO INSTALL A UPSELL STRATEGY?
HOW DO I GET MORE DAILY TRAFFIC?
HOW TO INCREASE MY CONVERSION RATES?
WHAT IF I DON´ T GENERATE ENOUGH SALES?
The main problem in eCommerce projects is the complexity when you try to scale it
I consider any eCommerce project more like an organism. Everything is connected. So it needs an holistic approach. Means, you can't really disconnect your content from your marketing and vice versa. An holistic approach for eCommerce projects contains the individual direct shop related things, all digital marketing activities and all its content related things because they simply belong together.
ad-spend influences the amount of your daily visitors
prices and upsell strategy influence your average cart
payment options influences the customer trust
checkout process influences your conversion rate
return rate influences your POAS
Good email-flows with bad content are useless
Customer Service without "people-first" approach won't work
And Content influences the overall Performance as well - theoretically and practically - big time.
all Ad-texts...Social Media posts...product descriptions and category texts...every reply from your Customer Service...all E-Mails being sent out...etc etc...are simply nothing but Content...
Means optimizing and scaling any eCommerce project can only be done with any kind of a holistic mindset.