E-commerce Strategy - Visualise Your Funnel And Fill The Gaps
Get Crystal-Clear on the Most Important Part of Your Ecomm Business: Your Strategy
Take our free survey and find out what's missing in your e-commerce funnel
E-commerce Strategy - Why Does It Matter?
Implementing an Effective Strategy and Constantly Working on Improvements Makes All the Difference Long Term
This visual model shows what typically happens to businesses over time.
The marketplace is constantly changing. And businesses who do not adapt to these changes will end up in stagnation (50% - grey line) or go out of business (25% - red line). To be part of the 25% that thrive, we need to constantly adjust our strategy. And having a visual strategy in place makes this process much easier.
Why Visual Strategy?
Visual Models communicate a much larger amount of information in a short period of time compared to text. As they say - ‘A picture is worth a thousand words’.
A visual plan provides clarity and makes it easy to:
- Get the big picture
- Understand the customer journey
- Share with others
- Identify missing parts
- Implement improvements
The Four Pillars of your E-commerce Strategy
Before designing our e-commerce funnel, we have to keep in mind what it's supposed to do: enable these four essential elements for selling online:
Get people to see our offer
Get people to buy
Get customers to come back
Make all previous easier
The Idea Behind The EcommPlan:
Providing you with a map of all the relevant elements and interconnections for online success.
Who Is It for?
- Amazon sellers who want to expand their business beyond Amazon and benefit from the higher business value by doing so
- Businesses who want to improve online sales
This is a visual E-commerce Strategy Funnel I created.
I call it the 'Ecomm Plan'. It contains all essential elements to grow your online business.
Let's have a look at the components of this structure.
1. Traffic - No Online Business can do without It
Traffic is the lifeblood of our online business. No traffic - no sales. That's why we want to use all available sources of traffic, some of which come for free (organic search, social media, CRM), others are paid (Google and Facebook Ads). The traffic sources mapped out in this funnel are:
- Our blog or brand website
- Facebook Group
- Facebook Page
- Google Ads
- Google organic
- Facebook Ads
- CRM (our customer database)
2. Conversion - Turning Visitors into Buyers
The second most important part of our funnel is its ability to convert traffic into buying customers. This happens in our store, which must be optimized for conversion in every possible way. Here are some aspects to consider when setting up your store:
- Short loading time
- Mobile-friendly (responsive) design
- Attractive images and videos
- Call to action (buy button) above the fold
- Check-out convenience (payment gateways)
- Upsells and downsells
3. Retargeting / Retention - Getting Visitors and Customers to come back
One of the costliest mistakes is to not have a retargeting plan. Quote from TangibleWords: "To convert a visitor into a customer takes several touchpoints. Prior to mainstream internet usage, it took 2-7 touch points to close a new customer. That figure has been tracked to have grown to 28-62 touch points because of the access to information customers now have." That's why we need a system to bring visitors back to our store.
The most efficient ways to do that are Google and Facebook retargeting pixels. These code-snippets, included in our store and brand page, allowing us to run ads targeting people who visited our websites and bringing them back.
Our existing customer database (CRM) is a free retargeting-source often under-utilised by e-commerce business owners.
4. CRM (Customer Relationship Management)
It's much easier to re-sell to an existing customer compared to a person who never bought from you. All big e-commerce platforms make extensive use of this fact (Amazon, eBay... you name it).
Engaging with your customer list in a meaningful way is not only a source of repeat sales but also a great opportunity to establish a connection and build your brand. Your CRM should have at least three 'buckets' or segments to address leads according to their standing:
- Premium / repeat customers
Setting this up including all the copywriting for the emails, and integration with SMS and Messenger can be a lot of work but definitely worth it.
Where Do We Go From Here?
- The next step is to get a firm understanding of where you are right now with your e-commerce funnel strategy. Take our free survey and find out in 5 minutes. We will send you a report of your existing funnel assets and what's missing.
- Get on a free discovery call with me so we can get a better understanding of your current situation and how to improve it.
- Book a strategy session to map out your tailor-made, ideal visual funnel strategy.
Any questions? Contact us through this form:
Dano E. Falk
Your funnel strategy is the backbone of your online business. Making it visual will help you fully understand it and act on the missing parts.