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.
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
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
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
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, …
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
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
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, …
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
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
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