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Doubling your E-Commerce profits | Pirate Skills
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.
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- 1. DOUBLING E-COMMERCE PROFITSWITH 15 GROWTHMARKETING TACTICS MEETUP get.pirateskills.com/profits Sep 30th 2020 $$
- 2. 1. Pulling audienceinto product story 2. Boosting online shop with emails 3. Analyzing way to E-Commerce profitability 4. Converting 1000€ into 5000€ revenue 5. Turning shop visitors into loyal customers $$ DOUBLING YOUR E-COMMERCE PROFITS
- 3. Ben Sufiani • Foundersince 2008 • Growth Marketer • Host of Pirate Skills • Working and living with Growth Marketing since 12 years now
- 4.
- 5. Get people through thecustomer journey Acquisition Activation Retention Referral Revenue
- 6. The six aspects ofGrowth Marketing Roadmap Content Funnel Analytics Traffic Conversion
- 7.
- 8. PULLING YOUR AUDIENCE INTO YOURPRODUCT STORY
- 9. 1. Better product storyand creatives manufactum.com/x47-personal-organizer-system-a5-a60498
- 10. 1. Better product storyand creatives manufactum.com/x47-personal-organizer-system-a5-a60498
- 11. 1. Better product storyand 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 yourproducts and content creation hubspot.com/resources
- 13. 2. Align yourproducts and content creation academy.hubspot.com/courses
- 14. 2. Align yourproducts 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 paidchannels to grow organic ones instagram.com/halloklarheit
- 16. 3. Use paidchannels 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 WITHEMAIL FUNNELS
- 18. Wouldn’t this befun? 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 beforedirect sales vegan.jeanlen.de/f-wundertuete
- 20. 4. Lead generation beforedirect sales vegan.jeanlen.de/f-wundertuete
- 21. 4. Lead generation beforedirect 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 withautomations 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 emailsequences klaviyo.com/features/ecommerce- marketing-automation
- 25. 6. After sales emailsequences • Give, give, give, ask … repeat • Segment your list • Personalize based on behavior • Get more visitors, sales, reviews, referrals, upsells, …
- 26.
- 27. 7. Improve your conversiontracking facebook.com/analytics
- 28. 7. Improve your conversiontracking • 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 cookieconsent well bodyip-nutrition.de
- 30. 8. Manage your cookieconsent 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 meansfaster learning analytics.google.com/analytics/web
- 32. 9. Better reporting meansfaster 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 INTO5000€ 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.
- 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 shoppingcampaigns ads.google.com/intl/en_us/home/ campaigns/shopping-ads
- 40. 12. Use automated shoppingcampaigns • 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 INTOLOYAL CUSTOMERS
- 42. 13. Personalized banners inthe shop listagram.com
- 43. 13. Personalized banners inthe 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 checkoutexperience halloklarheit.de/checkouts
- 45. 14. Optimize your checkoutexperience • 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 testingto your shop getelevar.com/ecommerce/how-to-ab- test-shopify-checkout-google-optimize
- 47. 15. Introduce A/B testingto 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 PRODUCTSTORY MEETUP get.pirateskills.com/product-story Oct 14th 2020
- 49. GROWTH MARKETING WORKSHOPS Master the Artand Science growth.pirateskills.com of Growth Marketing
- 50. DOUBLING E-COMMERCE PROFITSWITH 15 GROWTHMARKETING TACTICS MEETUP get.pirateskills.com/profits Sep 30th 2020 $$