The need to optimise

Doing what works and what scales… better

Let’s look at a simple scenario. Everything else being equal.

Your Shopify store welcomes 1,000 visitors per day from a blend of organic and paid channels.

And your typical day has a 2% conversion rate on a £50 AOV.

That means 20 sales per day and gross revenues of £1000 a day. £365k a year.

Now. Optimise…

You’re improving CTR on your ads and organic clicks thanks to your work learning what messaging resonates and the search queries customers are actually using when they shop for your products.

So your work has added 10% to your daily traffic as you shift the dial from 1,000 visitors to 1,100. Not really groundbreaking is it?

And thanks to your work adding and optimising product bundles and AOV-boosting upsells you’ve managed to grow, albeit marginally, your AOV from £50 to £55. Great work. You’re building momentum..

Finally, courtesy of the time you spent gathering key customer insights, your improvements to navigation and product pages are making it easier for people to find the right product and you’re doing a better job of persuading them to make their purchase.

That’s helped increase your conversion rate from 2 to 2.25%. You can achieve that, right?

Results?

Combining those increases in traffic, AOV and conversion you’re now seeing avg sales days of £1512.50. Yearly revenues are now heading north of £550k. That’s close to a £200k increase in revenue by focusing your work on achieving marginal gains through optimisation.

This is why I teach ecommerce marketers how to optimise.

And it’s why I’m now sharing 3 optimisation tips each and every week, through this aptly named email newsletter How To Optimise, to help you in your work driving the marginal gains that compound to deliver real ecommerce growth.

Optimisation can take place across all channels. The key is knowing where you can make the greatest impact. Welcome flows? Ads? SEO? Landing pages? Product page optimisation? Pricing strategies? The list goes on. Let’s narrow that list to what works best for you. Starting with the insights you gather on the reasons why people buy in the first place (and who those people are).

I’m here to answer your questions and help you prioritise your work. Subscribe and drop me an email highlighting the challenges you’re facing growing and scaling your ecommerce business.

The alternative is to blindly throw more money into ads (or to follow the playbooks of others). Neither are advised. This is about creating your own route to ecommerce growth.