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How to Know When to Update Your eCommerce Campaigns

Is It Time to Re-Evaluate Your Strategies?

Back when your company was in the startup phase, it’s safe to assume that you probably weren’t only producing and selling your products. To help get your brick-and-mortar or online shop off the ground, you had to work at marketing, sales channels, accounting, quality control, etc. As you grew, you were able to bring in in-house specialists or agency partners to take many of these tasks off your plate. One of these tasks was more than likely your eCommerce campaigns.

Optimized, efficient eCommerce strategies require an amount of upkeep and management that is ultimately unreasonable for someone who is also managing multiple sectors of a business. When you hire or partner with someone to run your eCommerce campaigns, you’re demonstrating a level of trust that assumes these campaigns will take off to another level. It’s easy to “set it and forget it” once you hand over the reins for your eCommerce, but there are several questions to keep in mind while these campaigns continue.

Are You Receiving Regular eCommerce Reporting?

You already know that eCommerce is a gigantic part of your business, as a whole, but how accurately can you quantify its impact? Accurate, regular reporting covering eCommerce efforts needs to provide answers for this question. It’s not enough to know someone is managing the campaigns; we need to know how these eCommerce strategies are contributing to our holistic efforts.

Whether you have enlisted an in-house team to manage online sales efforts or partnered with an agency who specializes in eCommerce, you should expect regular insights into the state of your eCommerce strategies. Additionally, these insights should be informed by clearly defined goals and expectations. When you make the hand off to eCommerce specialists, make it known what your eCommerce expectations are and what Key Performance Indicators you’ll be using to track success. If you notice you’ve gone a while without hearing much from your eCommerce campaign specialists, it may be time to take a deeper look into your strategies.

Have Your eCommerce Campaigns Leveled Out?

Similar to many optimization campaigns, a handful of Day-1 fixes to your website, product pages, and paid ads go a long way in improving your eCommerce strategy right out of the gate. In many ways, this is how an individual eCommerce specialist applies accumulated experience. They know the best practices and immediate changes that need to take place for essentially any product to gain online sales traction. But what comes after that?

One-size-fits-all optimizations can only take you so far. If you’re receiving regular reporting from your eCommerce specialists, you should see sustained growth or plans/recommendations to encourage future growth. You will see the impact from these initial optimizations, but they will eventually level out. At this point, it’s up to our eCommerce professionals to plan and execute campaigns that fit your business and products. These could include a number of custom projects:

  • Professional Photo and Video Productions
  • Finding Proper Influencers for Your Products
  • Developing Discount Pricing Strategies
  • Social Media Ad Campaigns

Discuss next steps with your eCommerce team before the initial boost levels completely off. If your eCommerce success has stagnated after initial optimizations, it’s probably time to re-evaluate your strategies with your teams.

Do You Know Which Products are Driving Most of Your Sales?

You’ll usually find that 80% of your sales are chiefly driven by 20% of your product inventory. It only stands to reason that your eCommerce strategies reflect the same trends. Breaking this down further, do your ad spends reflect this same trend? 

Many eCommerce specialists will spread ad spends and man hours evenly across products. If you have two products available, and one of those products is responsible for 80% of your revenue, then your eCommerce strategies should be weighted similarly. Set priorities among your products to make sure your revenue drivers are at the forefront of your eCommerce strategies. You may be wasting time, energy, and money on products that aren’t necessarily driving revenue.

Needing help digging into your current eCommerce efforts? The trusted eCommerce team at Kelly Brand Management has helped a number of clients in several different industries find results in the world of eCommerce. Reach out today for a consultation with one of our eCommerce professionals.

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