An efficient and effective ecommerce marketing plan.

That’s what you’ll discover as you read on…

…but don’t overthink it, because it really is quite simple.

If you’re selling physical products or digital products, this plan is the only thing you should be focusing on for growth.

The problem is, it’s easy to focus on the wrong things such as: managing your PPC campaigns, creating email drip sequences, doing SEO on your site, scheduling social media posts, and overwhelm ensues.

But that’s only because you’re focusing on the tactics and not the overall strategy.

It’s normal, all ecom brands are leveraging these channels to drive sales.

However, let’s take a high level point of view…

Ecommerce Marketing Plan: The Top 3

Here’s the good news, your success only hinges on increasing 3 factors:

• Average order value (AOV)
• Buyer frequency
• Customers

This is what I call the ABC’s of Sustainable Ecommerce Growth.

Provided you’re already well positioned and creating a strong brand, these three factors are all you’ll need to focus on.

Focus on the ABC plan regardless of what marketing channels you use (PPC, email, SEO, etc.)…

Why?

Because it maximizes your sales value and sales volume.

This guide will teach you how to implement this ecom marketing plan for your brand…

1. Average Order Value

Average order value (AOV) is an ecommerce key performance indicator (KPI) that measures the average amount spent of every order over a given period of time.

Calculating the AOV presents you with insights on how well your marketing efforts are performing by showing you how much revenue the average customer is bringing in and the amount of products they may be buying in a time period.

This is crucial info.

These insights shed light on whether customers are buying multiple items and what products make up the bulk of sales.

So you see the importance…

AOV will drive decisions for what products you offer, how you allocate to advertising budgets, and product pricing.

How to calculate AOV:

Average Order Value (AOV) = Revenue / Number of Orders

Ex. A customer places orders for three shirts valued at $45, $50, and $70. The AOV is $55.

Pro Tip: It’s best to measure this KPI on a monthly basis.

Why increase AOV:

Increasing average order value brings in more revenue and increases the average value of a customer.

As AOV increases, the amount you’re able to allocate on marketing can also increase. This is important because the more you’re willing to pay to acquire a customer, the more dominance you’ll have over your competitors.

That’s right, I know what you’re thinking…

How can I increase my average order value (AOV)?

How to increase AOV:

So now you know the importance of raising your AOV is. But how do you do it?

From a strategic point of view, it’s important to segment your customers based on low, medium, and high spenders or based on other factors such as types of products.

Based on each segment, target them specifically with some tactical ways to raise AOV:

• Bundles and packages
• Upsells
• Free shipping thresholds

Pro Tip: Only test each tactic one at a time to accurately measure results.

2. Buyer Frequency

Buyer frequency is the number of times an existing customer returns to make a purchase.

You already have existing customers that you worked hard to get…

…why not have them come back again?

It’s important to continue the relationship with your existing customers to nurture them into brand advocates because then they’ll provide word of mouth referrals to your brand.

How to calculate buyer frequency:

Buyer Frequency = Number of Orders / Number of Customers

Ex. Last month you had 2000 orders from 1000 customers. Your buyer frequency equals 2.

Pro Tip: It’s best to measure this KPI on a monthly basis.

Why you want to increase buyer frequency:

Increasing buyer frequency is important because acquiring a new customer is more difficult and expensive than to get an existing customer to repeat a purchase.

Raising frequency of purchase creates brand loyalty and is more cost efficient.

Ready to learn how to increase repeat purchases?

How to increase buyer frequency:

Do you realize the importance of continuing the relationship with your existing customers?

From a strategic point of view, it’s important to segment your customers based on low, medium, and high spenders or based on other factors such as types of products.

Based on each segment, use these specific tactics to raise buyer frequency:

• Loyalty offers
• Consistent email communications
• Cart abandonment follow-ups

3. Customers

Customer acquisition is the process of leveraging marketing channels to increase sales by getting new customers.

Acquiring new customers is a crucial aspect of marketing and the most challenging and costly. Implement an ecommerce conversion funnel in your marketing strategy to so that your efforts don’t go to waste.

So how do we measure this?

How to calculate new customers:

Simple. The amount of new customers each month!

Why you want to increase customers:

All businesses thrive on their ability to acquire a new customer and do it consistently over time. Consider your customer acquisition strategy the main producer that will enhance your ability to increase AOV and Buyer Frequency.

How to increase customers:

While there are plenty of ways to increase your customer base, below are three of the most effective.

• PPC advertising
• Webinars
• Coupons/Discount offers

TL;DR

Here’s a quick summary:

Growing an ecommerce brand is no easy task, but there is a solution for the overwhelming amount of work that sparks growth… the ABC’s of Sustainable Ecommerce Growth.

Focus on increasing…

• Average order value (AOV) – increase average amount spent on an order
• Buyer frequency – increase the amount of times a customer returns to purchase again
• Customers – increase the number of new customers

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