Digital strategies
Acquisition, acquisition, acquisition. Getting the most leads at the lowest cost is often the mantra of any e-commerce manager. The basic rule seems to be: more visitors, more page views, more conversions. But acquisition cannot be the only cornerstone of e-commerce success. Whether you operate exclusively in e-commerce or in total retail: it is now clear that acquisition without converting – perhaps even multiple times – is certainly not a sustainable path, especially in a highly competitive environment.
The imbalance between investments in acquisitions and increasing CLV depends a lot on the business model .
However, every small step today must be taken care of and optimized, not only in the estonia cell phone number list individual conversion, but also in the overall user experience with the brand. Let's try to summarize three fundamental steps in terms of method, three golden rules that cannot be forgotten by those who sell online.
After all , as Avinash Kaushik says in this article, cost cutting has a limit, increasing sales is an endless horizon (also assuming a new metric, PPH, Profit Per Human)
1) ACT ON SALES METRICS An ecommerce is a store and the metrics to measure it cannot only be those of webmarketing, they must necessarily be sales. Among these, in addition to the Customer Lifetime Value on which we have written an entire ebook, it is certainly also necessary to monitor the following elements AOV = Average order value per user These are very useful metrics, especially when viewed by type of user and therefore by segments.
You can measure the impact of your actions on the business and decide to pull levers based on the trend of these results.
For example: you can decide to increase the overall average value by acting on a group of more performing users. (= increase the reception of hero buyers). Or you can vary your upsell tactics on users with a lower average value (= retargeting on other channels, more advantageous promotions)a.