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numbers every day, getting the whole team to understand the true purpose of an eCommerce site and talking to the clients in the new language meant we all achieved growth much faster. Clients like Brook Taverner grew into a big player in the menswear market, generating 23 times the monthly revenue that they did when we first took them on. GSF Car Parts took their online business from scratch to seven figures in their first year and continue to experience yearly double-digit growth. We’ve helped four eCommerce business owners grow and sell their business for high multimillion pound figures. Our team has won awards for our work as voted by our clients. We have also helped FTSE-listed companies increase their EBIT number and achieve their targets, such is the success of these key metrics.
But a lot of the things we found fly in the face of a lot of the advice we read online about how to grow. A lot of what we suggest will put us in ‘eCommerce jail’ and many online experts will find our clients’ eCommerce stores annoyingly successful!
• We don’t do a lot of stuff that people tell us we should do. They tell us to put a quick view on the category pages. We refuse.
• They tell us to use single product Adgroups in Google Shopping. We don’t.
• They tell us we should never discount. We fail.
• They tell us to split AdWords campaigns by device. We resist.
• They tell us to remarket to everyone. We avoid.
• They tell us we need the latest extension on our sites. We ignore them.
• They tell us we should be getting into ‘native’ advertising. We yawn.
• They tell us we should have fancy dropdowns. We tune out.
Why?
DIGITAL: EXCLUSIVE SERIALISATION
Because we don’t care what the latest trend is. We are always testing, testing, testing. Everything has to prove itself, and often what these ‘experts’ recommend is just baloney.
It’s baloney because what works for one site does not always work for another. You cannot play football in f lippers or snooker with a table tennis bat. At least, not very well. The wrong technique on the wrong site is bad.
THE MAGIC BULLET To all our problems, we want to take a pill and wake up the next morning fixed. ‘Too poor? Take this pill and wake up rich!’
It’s silly; it’s snake oil, yet people still look for it. With our eCommerce sites, there is no magic bullet. You are not going to make one change and become a billionaire. Anyone that tells you different is a liar.
Even seemingly overnight successes are built on solid foundations. Some retailer might say ‘We implemented x, and our sales doubled.’ This is possible only because of prior work.
For example, one client implemented an Amazon Prime-style free delivery offer. The conversion rate of existing customers doubled. But . . . This was only possible because the existing customers loved the products and the store. The existing customers were looking for an excuse to buy more. Years of preparation had gone into that magic bullet moment.
Another client doubled their Google Shopping campaigns by changing their AdWords setup. Yes, we doubled sales, but months of offer testing and conversion rate optimisation had gone into that trigger moment.
Magic bullet moments happen. Watershed events where the potential in your brand is released.
However, there is no tipping point without preparation.
don’t miss the next issue... THE KEY PERFORMANCE INDICATORS (KPIS)
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