In this post we share with you some techniques and practices that we apply to sell more and better, as well as some keys for e-commerce growth in 2024 in a recession context. In this context we seek to grow, but in a sustainable way.
Why we must have full control of the operation
- Profitability improvements of 10-15% versus the traditional channel from the use of digital assets.
- Lower digital marketing costs by more than 20% from developing recurrence and automation marketing strategies.
- Control of your customer information end to end (lower acquisition costs by ⅓).
- Direct control of each order and of your brand reputation.
- Direct contracting of your suppliers and control of contracts for operations, digital marketing, marketplaces and technology.
- Dynamic architecture tailored to your business (and not your provider’s business).
- Google and Meta costs increased +25% in the last 36 months, associated with the regional recession.
- Companies take 3 to 5 years to make these decisions due to lack of knowledge.
- If your brand is not globally known, the barriers to entry leave you out of the digital marketplace in the face of competition.
How to Sell More and Better: Areas of Implication
- Development: Performance for indexing – CRO – Customization.
- Digital Marketing: SEO on & off site – Recurrence – Performance (short funnel).
- Business Intelligence: CDP – BI – PLTV – Incentives.
- Operation: Unification of channels – omnichannel commerce. Business models.
1) Development: CRO & UX
As a first step we have to make a measurement with GA4, to be able to pass a google test and see that the site has no indexing and performance errors. Test in Pagespeed Insights and Google Lighthouse and make sure there are no SEO errors, i.e. no long loading times, good adaptation to mobile, correct titles and tags, correct image loading, no unnecessary redirects. It is always important to have a backlog of actions that have an impact, to have tasks that have an impact on conversion and that are easy to implement.
Obviously, each market will have niche developments , such as everything related to fashion, supermarkets and retailers, in order to mark innovation and competitive advantage over the competition. And we also have to take into accountthe integral omnichannel to avoid stock outs and work at the operational, commercial, administrative and sales level in the same way in the physical store as in the digital store.
2) Digital Marketing
At the digital marketing level , it is very important to take into account the following considerations:
How to sell more and better: Pillars for growth in SEO
- Onsite SEO: Adequate loading time (green in Lighthouse), proper cataloging, having FAQs, having a blog with quality content that provides value, being able to work on key kew words that feed back categories, etc.
- Off Site SEO: Everything about backlinks and benchmarking the competition to see not only what keywords I should position but also over time how I gain traffic from the different categories in the famous kew world research.
Performance: Pillars to grow in Digital Advertising
At a performance level, we must be integrated to Google and Meta marchands to be able to work with Google shopping and also combine with attribution models that allow me to have different types of campaigns and automatic promotion and focus on conversion campaigns to profitability (short term ROAs). Orientate branding to direct sales and convert indirect sales into direct sales (retail media). Ex: Market Ads to own site.
How to sell more and better: Recurrence – Loyalty Strategy
- Identify visitors. Encourage registration.
- Save all visitor browsing data and link it to digital marketing .
- Add communication channels (chat, whatsapp, institutional landings) to digital marketing .
- Process information to accelerate purchasing cycles (PLTV).
How to sell more and better: Multichannel integration
Refers to the strategy of using multiple communication and sales channels to interact with customers consistently and effectively. This strategy combines different elements, such as content and advertising, chatbots and remarketing, to create a seamless and personalized experience for users at every stage of their buying journey.
3) Business Intelligence
- The first step is the need to audit what we measure and define the types of business objectives and this can be structured from Tag manager and Google Analytics 4.
- Configure the Customer Data Platform that provides us with all the interests and clicks of the users and from that to have a predictive marketing strategy, consult a database process that information and see how likely it is that users, based on their interests and clicks and purchases, will buy again in a given period of time and for a given average ticket based on our knowledge of the life cycles that we are building, where artificial intelligence accompanies us with sales predictions, but analytics can make that sales prediction work with our logic of importing information that can also come from digital points of sale.
- BigQuery. BI. PLTV.
4) Operation / Omni-channeling
- Stock: No more breakage.
- Relational: Operation of unified channels. Sales – customer service – digital marketing.
- B2B Automatic: Registration, permits, telephone sales, current account, credit, B2C catalog
- Green Selling: Niche Marketplaces and Self-care Totems.
How to sell more and better: Don’t forget professionalization
It is very important to professionalize, to have technical teams and specialized suppliers beyond the scarce resources to be able to start thinking about an organizational chart with managers with mixed tasks in the online and offline where the online channel begins to play a predominant role.
Requirements for online integrations
Let’s get to the numbers: Results and key indicators to sell more and better
So…what happens when we achieve these key pillars?
SEO Management SEO
Become the first source of last-click and assisted traffic in 12 to 18 months.
- Improvements in advertising costs.
- Maximization of digital brand reach.
- Better conversion rate.
Result: Improved CPA floor 15%.
Recurrence Recurrence
Knowing the customer and facilitating re-purchase through automation marketing
- Avoid re-purchase advertising.
- Pro-active strategies on segments.
- Demand projection on backward data.
Result: Minimal recurrence 20%.
Omnichannel Omnichannel
Give everyone what they want when they need it and through the channel they prefer.
- No more stock-outs.
- Convenience channel selection.
- Omnichannel payment, delivery and communication plan.
Result: Sales recovery 3%.
Advertising Management Relational
Import information from all customer touch points.
- SAC: Chatbot, mail, Whatsapp.
- Mail. Content marketing. Stores.
- User surveys.
Result: ROAs grow 10%
In summary, implementing these best practices so that you know how to sell more and better in e-commerce in 2024 is fundamental for the sustainable growth of your business. Controlling the operation, improving profitability, reducing digital marketing costs and having full control of your customer information are key steps. In addition, multichannel integration, focus on development, digital marketing and business intelligence, as well as omni-channel operation, are essential aspects to stand out in a competitive market.
If you would like to learn more about how to implement these strategies in your business, contact us! At Known Online we are here to help you achieve your sales goals in the digital world.
