I worked for a company that was in the process of sourcing the best ecommerce platform for their online site. I identified and shortlisted few ecommerce platforms and in the end we all agreed on Shopify Plus as the best fit for this business. Once we completed the entire re-platforming process, my goal was to generate revenue from this new site through integrated digital marketing approach and promotional strategies.
The Challenge:
My most important goal was to generate a 34% growth in revenue YoY. Since this was a new website my challenge was to build organic traffic to the site, to make sure our conversion rates are 2% and above, to have a AOV of $40 and hit a target of 2000 orders per month for the first year of launch. Since it was a brand new site company was still facing issues with Shopify and their custom ERM API integrations.
My Strategy:
My approach was to come up with a well rounded system by tactically lining up various digital marketing activations with ecommerce sales and promotions. Two most aspect of my plan was customer retention and customer acquisition. My plan was to drive new customer acquisition through social contests, affiliate marketing, paid media and organic channels, and on site promotions.
I create new benchmarks as needed. I partnered with product and operations team to create a cohesive promotional calendar for tactics. I also ensured creative and content is consistent and on brand by maintaining an open and collaborative process. I worked with Front-end design and development teams to optimize home page with best practices of Web design
Results:
This plan worked extremely well and we got results that we had planned. Our overall revenue from site went up not 34% but 35% while maintaining a AOV of $42, $2 above the goal. The company also had 2200 avg. monthly orders, 200 more than our target.
Due to my focus on customer retention and repeat buys, within 3 months, company noticed nearly 45% of their total sales was from repeat-buyers up from 38%. Since part of my strategy was also to bring in more traffic to site company saw a website user growth of 28% over 6 months.
Here is a graph showing repeat customer rate improvement in three months
Here is a graph showing revenue comparison from ecommerce between 2017 and 2018