Welcome to our final lesson.
I hope you’ve found all the tips and ideas useful for building and growing your eCommerce business.
In this lesson, I’m sharing the all-important principle “keep optimizing.”
The most important part of your marketing plan is what happens after you finish writing it.
You have to implement and see how it performs.
With all your existing activity and all your test activity happening, you need to keep a close eye on performance to see what’s working and what isn’t.
I suggest you take a top-down approach. Look at the high-level performance of each marketing method first, then delve down into the detail where there are issues, opportunities, or you have tests running. This will enable you to look at what you need to when you need to.
Review performance at least monthly. Then change your plans accordingly. Hence “keep optimizing!”
Optimization is the key to all success in your eCommerce business. You should be optimizing everything (call center scripts, website page layouts, products, pricing, customer service standards, and of course, your marketing).
Putting optimization simply—if something is working well and hitting your ROI targets:
• do more of it, put more resources behind it
• learn why it’s doing well and make it even better
If something isn’t doing well and is not hitting your ROI targets:
• do less of it
• consider stopping it altogether
• tweak it to make it work for you. Work out which parts of it aren’t working and fix them
As you’ll be testing continuously, you’re going to be optimizing continuously too!
Adding New Ideas
It’s really important to keep on top of the new marketing methods and opportunities available to you.
Until you’ve tested a new idea, you’re not going to know it will work for you. No amount of research will tell you:
• how much traffic that marketing method can drive to your website
• how well that traffic will convert
• what AOV those sales will be at
• how much that traffic is going to cost you (what its ROI will be)
Unless you know all of this, you won’t know whether or not it’s going to work for your business. You can have all the great, crazy, ground-breaking marketing ideas you like, but if you don’t test them, you won’t know which to roll out.
Good luck building your eCommerce MasterPlan and growing your business.
This course is taken from Chloë’s book eCommerce MasterPlan 1.8: Your 3 Steps to Successful Online Selling. It’s on Amazon as an eBook, audiobook, and paperback—or you can get the first chapter with a mini video course for free here.
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