E-commerce sales for 2022 hit a historic high. But higher media costs, platforms reducing strategies and targeting options, and increased competition has reduced e-commerce ROI.

And of course, a creeping recession and high inflation.

2024 success in e-commerce requires some very specific tools and strategies.

And, the #1 complaint I hear from marketers is that they don’t have the knowledge base, adequate staff, or capacity to increase e-commerce sales — even if they have a strong concept to execute.  They feel totally under-equipped.

How do you increase your E-Commerce sales?  Here are 8 steps:

#1: A distinct marketing and advertising philosophy — You must understand that marketing in the economic environment is not a traditional branding exercise. This is not an exercise in traditional advertising or sales copy.  E-Commerce requires that you use direct response copy and direct response branding.  It requires that you use a direct response offer and that you use direct response strategy in your targeting.  Direct response is a complete, holistic strategy that only meets its full potential when executed across all marketing formatting and contexts.

#2: See your audience differently — E-Commerce requires a different look at your online audience. Traditional marketers and traditional branding agencies love impressions, love likes, love seeing images — but that is not e-commerce.  Images and likes don’t necessarily translate into purchases; targeting your audience precisely is what does. You need to figure out how all your channels target specific audiences, precisely and efficiently.

#3: The key to success is Transactional Data Modeling (TDM) — TDM is the most important criteria in identifying your prospects. With E-Commerce, you break the campaign down into two elements:

• A custom list of prospects or customers (hopefully).
• A look-alike audience. With new restrictions on cookies, you’ll want to launch successful look-a-like campaigns.
• TDM allows you to go to people who you know who have bought your similar product or service.  It’s a buy-a-like not a look-alike audience. It’s the most advanced way to create a look-alike audience that actually will buy the product or service.  It has the ability to give you an online buyer selection; it has the ability to give you a direct mail-only buyer selection; it has the ability to identify age demographics and other criteria including psychographics.

#4: Testing creatives is critical to success — Anyone can test an ad, but you want to be able to test properly using the direct response testing principles, using content that is relevant, significant, and provides value to your audience.

#5: Use Multichannel Marketing, every media creates opportunity — You want to test various media options.  You want to see what is working best.  Just relying on and using one channel (like Facebook) is dangerous and slows your growth. E-commerce is great because it’s perfectly accountable; it can be tested, tracked, and analyzed across many channels.

#6: Only use accountable advertising — Because you can track your buyers and create repeat sales, you must advertise with the intention of creating lifetime customers.  Why not?

#7: Databases are fundamental — E-commerce allows you to build up a database. The larger your database grows, the more you are able to refine your prospects and enhance the look-alike audiences that will supercharge your response. Great profitable companies upsell and cross sell aggressively.

#8: Use an integrated, multichannel approach to e-commerce — Using a multichannel approach to your database and prospects can be your greatest strength in a marketing, dominating your product or service.  Make sure you are maximizing all possible advertising channels to reach your audience and reinforce your brand including powerful new ones including geofencing (see HERE).

If your staff is stretched or you feel overwhelmed and if you need a second opinion or simply some help, consider using our services to incorporate the 8 points above. No one does it better than Creative Direct Marketing Group (CDMG). My team of e-commerce experts know how to help you step-by-step and ensure maximum growth and revenue for your campaigns. Please do not hesitate to give us a call at 615-933-4647 or email Craig at [email protected]