This document outlines 15 growth marketing tactics for doubling e-commerce profits. It discusses tactics like improving product storytelling and creatives, aligning products and content, using paid channels to grow organic ones, lead generation before direct sales, nurturing subscribers with automations, improving conversion tracking, optimizing retargeting, and introducing A/B testing. The overall strategies covered include acquiring new customers, activating and retaining subscribers, generating referrals, and increasing revenue. Implementing these tactics is presented as a way for e-commerce businesses to convert 1000 Euros in ad spend into 5000 Euros in revenue.

1. DOUBLING
E-COMMERCE
PROFITSWITH 15 GROWTH MARKETING TACTICS
MEETUP
get.pirateskills.com/profits
Sep 30th 2020 $$

2. 1. Pulling audience into product story
2. Boosting online shop with emails
3. Analyzing way to E-Commerce profitability
4. Converting 1000€ into 5000€ revenue
5. Turning shop visitors into loyal customers
$$
DOUBLING YOUR
E-COMMERCE PROFITS

3. Ben Sufiani
• Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• Working and living with
Growth Marketing since
12 years now

4. GROWTH
MARKETING
STRATEGY

5. Get people through
the customer journey
Acquisition
Activation
Retention
Referral
Revenue

6. The six aspects
of Growth Marketing
Roadmap
Content
Funnel
Analytics
Traffic
Conversion

7. Roadmap
Content
FunnelAnalytics
Traffic
Conversion

8. PULLING YOUR
AUDIENCE INTO
YOUR PRODUCT
STORY

9. 1. Better product
story and creatives
manufactum.com/x47-personal-organizer-system-a5-a60498

10. 1. Better product
story and creatives
manufactum.com/x47-personal-organizer-system-a5-a60498

11. 1. Better product
story and creatives
• Why does your product exist?
• How does your product work?
• Personal > Professional
• Embrace video … it’s 2020
• Ads allow speedy experiments

12. 2. Align your products
and content creation
hubspot.com/resources

13. 2. Align your products
and content creation
academy.hubspot.com/courses

14. 2. Align your products
and content creation
• 1 product = pictures, videos,
descriptions, how-tos, slides,
articles, interviews, ebooks,
courses, newsletter, email
sequences, ads, talks, etc.
• Everything needs to be aligned

15. 3. Use paid channels
to grow organic ones
instagram.com/halloklarheit

16. 3. Use paid channels
to grow organic ones
• Social ads can turn to followers
• Cost per follower < 0.5€
• Lead generation > direct sales
• Cost per subscriber < 2.0€
• Organic posts <> Paid posts
• SEM keywords <> SEO keywords

17. BOOSTING YOUR
ONLINE SHOP
WITH EMAIL
FUNNELS

18. Wouldn’t this be fun?
1.000€ Ad spent
1.500 Visitors
600 Subs
100 Sales
5.000€ Revenue
Facebook Ads
Landing Page
Email Series
Revenue
Analytics

19. 4. Lead generation
before direct sales
vegan.jeanlen.de/f-wundertuete

20. 4. Lead generation
before direct sales
vegan.jeanlen.de/f-wundertuete

21. 4. Lead generation
before direct sales
• Collect subscribers if …
… your direct sales don’t work
… you need to build trust first
… you want a lower CPA
… you want a higher CLV

22. 5. Nurture subscribers
with automations
mailchimp.com/help/create-customer-journey

23. • Give, give, give, ask … repeat
• Segment your list
• Personalize based on behavior
• Get more audiences, visitors,
sales, repeat sales, …
5. Nurture subscribers
with automations

24. 6. After sales
email sequences
klaviyo.com/features/ecommerce-
marketing-automation

25. 6. After sales
email sequences
• Give, give, give, ask … repeat
• Segment your list
• Personalize based on behavior
• Get more visitors, sales,
reviews, referrals, upsells, …

26. ANALYZING YOUR
WAY TO
E-COMMERCE
PROFITABILITY

27. 7. Improve your
conversion tracking
facebook.com/analytics

28. 7. Improve your
conversion tracking
• Track Visitors, Product Views,
Add to Carts, Initiate Checkouts,
Purchases, Cost per Purchase,
Purchase Value, ROAS
• Google Analytics
• Facebook Analytics
• Shop Analytics

29. 8. Manage your
cookie consent well
bodyip-nutrition.de

30. 8. Manage your
cookie consent well
• Lost pixels are retargeting
audiences & lost optimizations
• Don’t even try subtile opt-ins
• You need to be IN YOUR FACE
• Sooner or later you will have to

31. 9. Better reporting
means faster learning
analytics.google.com/analytics/web

32. 9. Better reporting
means faster learning
• Don’t be content with CPC & CTR
• The only thing more important
than ROAS is profit
• You want to be able to tell ROAS
by source, medium, campaign,
target audience, and ad creative

33. Eat, Sleep, Grow,
Repeat, …
Roadmap
Content
Funnel
Analytics
Traffic
Conversion

34. CONVERTING
1000€ AD SPEND
INTO 5000€
REVENUE

35. 10. Tofu, Mofu, Bofu
structure for your ads

36. 10. Tofu, Mofu, Bofu
structure for your ads
• TOFU: Reach or engagement
campaigns on broad audiences
• MOFU: Conversion campaigns
on proven audiences
• BOFU: Retargeting campaigns
on shop visitor audiences

37. 11. Retargeting
simply everywhere
adroll.com/features/retargeting

38. 11. Retargeting
simply everywhere
• Retargeting is like cheating
• Get consent for retargeting
• 1000 impressions for ~ 10€
• Be on all relevant display
networks like Google, Facebook,
Instagram, Pinterest, Youtube, …

39. 12. Use automated
shopping campaigns
ads.google.com/intl/en_us/home/
campaigns/shopping-ads

40. 12. Use automated
shopping campaigns
• Automated shopping campaigns
work in 8 out of 10 projects
• Hard to setup but especially
worth it with a lot of products
• Google Shopping Ads
• Facebook Product Catalog Ads

41. TURNING ONLINE
SHOP VISITORS
INTO LOYAL
CUSTOMERS

42. 13. Personalized
banners in the shop
listagram.com

43. 13. Personalized
banners in the shop
• Evil popups sadly work very well
• Engagement tools have evolved
• Offer personalized coupon
codes for campaign sources
• E.g. Google Optimize or
SumoMe will help with that

44. 14. Optimize your
checkout experience
halloklarheit.de/checkouts

45. 14. Optimize your
checkout experience
• Optimize for mobile first
• Avoid hidden extra costs
• Don’t for accounts
• Use trusted payment options
• Nothing to loose with exit intent

46. 15. Introduce A/B
testing to your shop
getelevar.com/ecommerce/how-to-ab-
test-shopify-checkout-google-optimize

47. 15. Introduce A/B
testing to your shop
• CRO starts and ends with smart
experiments
• Being unable to setup
experiments quickly will stop
you from doing them
• I’m a fan of Google Optimize
but there is a ton of options

48. PULLING
YOUR
AUDIENCEINTO YOU PRODUCT STORY
MEETUP
get.pirateskills.com/product-story
Oct 14th 2020

49. GROWTH
MARKETING
WORKSHOPS
Master the Art and Science
growth.pirateskills.com
of Growth Marketing

50. DOUBLING
E-COMMERCE
PROFITSWITH 15 GROWTH MARKETING TACTICS
MEETUP
get.pirateskills.com/profits
Sep 30th 2020 $$