Are you in charge of acquiring traffic and customers for an e-commerce site and are tired of seeing your advertising expenses explode every year for results that are at best similar?
It is (more than) time to take a closer look at your acquisition levers to cut, increase or readjust your budgets.
Here we go:
1. Analyze the performance of your various marketing levers and campaigns (Facebook Ads, Google Ads, affiliation, etc.) by Choosing the seasonality/periodicity carefully Desired
2. Identify the levers that generate the best ROI, but also those that present opportunities for growth (loyal customers and repeat purchases for example)
3. Reallocate your budgets accordingly, by focusing on the most efficient levers and by reducing expenses on the less effective levers (note: Marketing Studio allows you to reallocate your budgets in a few clicks).
4. Refine the analysis of the traffic and transactions generated by each lever by differentiating new and old customers
(you analyze the share of old customers/new customers well, right? If not, you have a big hole in your racket and should. speak with Marie-Lou, our acquisition & attribution expert )
5. Regularly test new levers, such as Pinterest Ads or Snapchat, to identify new growth opportunities and diversify your marketing mix.
6. Analyze the impact of your decisions on your overall results and adjust your strategy according to market developments and the performance of your levers
THE MISTAKE NOT TO MAKE: forget to see if a lever is profitable... depending on the role that it has been assigned and/or that it must play! Otherwise, you may not invest in a distributed manner between initiators, strikers and setters, or even pay much too much for a lever that is certainly profitable, but not profitable enough in view of the role it is supposed to play!
