Double Your Ecommerce Sales in 90 Days – Here’s How.
We like ambitious targets here at Easy Ecommerce Wins and doubling your ecommerce sales in 90 days is certainly no mean feat.
Is it achievable?
Is it easy?
Well, that kinda depends on where your starting point is.
If you are currently at $5000 per month in sales then your path to $10,000 per month and the amount of work required is going to be very different than if you are currently at $1M per month and aiming for $2M per month in 90 days.
Nevertheless, we believe it is more than possible for most ecommerce businesses to achieve this target.
This post is going to lay out for you where our team at Easy Ecommerce Wins would start if we were aiming to double an ecommerce businesses sales in 90 days.
Our team has looked under the hood of hundreds of ecommerce businesses and so we’re also basing our plan here on what we commonly see as the missing pieces in ecommerce stores.
Just to be clear before we get started, we are talking about doubling ecommerce sales. We aren’t specifically talking about doubling revenue or profit.
Those are two different things…but following along with what we discuss here will also generally lead to improvements in those two areas as well.
I’ve broken our plan into 4 distinct segments.
Understand & Analyze, Traffic, Conversion Rate and Squeezing the Orange.
We don’t need to worry about doubling our results in all of these areas to achieve our goal. In many cases that’s not going to be possible in 90 days. We are going for a combined effect with increases in all of these areas to deliver our end desired result.
Let’s dive into the plan.
Understand and Analyze eCommerce Data
The first step to knowing how to get to where you want to go is understanding where you are right now.
A solid analysis and understanding of your particular ecommerce business’ data and your target market will reveal which levers are the easiest and most profitable to pull on your journey towards doubling your revenue in 90 days.
But where to start?
Ecommerce businesses generate a mountain of data, it can be difficult to know what is fluff and where the gold is.
Here’s your starting point.
Get to know your target customer
How well do you know your target/ideal customer?
Do you have a rough image in your head?
Or have you taken the time to properly research everything you can about that person. Where they are likely to live, how old they are, do they have kids, what do they read, where are they online…etc.
Most ecommerce business owners that we speak to are in the first category.
They have a rough idea of who their best customer is but they haven’t done any solid research or analysis of what that research means for their business.
The flow on effect of this is that their business decisions on how to get their message and products in front of those ideal customers is based on unfounded assumptions.
This has all sort of implications; lower conversion rates, lower click through rates, low email open rates, higher advertising costs and sometimes the death of a business.
Knowing your target customer inside and out means that you will be advertising your businesses in the right place, at the right time with the right message.
Your costs will be lower and your conversion rates will be higher. You chances of doubling your revenue in 90 days will be increased.
We’ve covered this topic in great detail previously. Get what you need to know by reading our Save Time and Money, Find Your Target Audience post.
Spend some quality time with Google Analytics
Google Analytics is a complex beast. This complexity often scares people off.
It’s important however to get to know Google Analytics and understand how to find the most useful information because, surprise surprise, there’s an absolute gold mine in there.
I find that the most useful starting point to using Google Analytics effectively and efficiently is to know what you want to find before you open it up.
It’s very easy to get stuck aimlessly sifting though the mountains of data within Analytics, which can become confusing and a waste of valuable time.
So make a list of what you want/need to know and the process of extracting that data will be significantly easier.
In the context of this post and our quest to double revenue within 90 days, here’s a list of what you want to be looking for and monitoring;
- Paid Traffic Performance
- Organic Traffic Performance
- Site Speed
- Onsite Search Data
- Conversion Path Data
- Product Performance
Ok, so now you know what you should be looking for.
The next question is how can you stay on top of this data and have it at have for quick reference?
It’s all about Custom Reports, Alerts and Dashboards
Analytics Custom eCommerce Reports
The custom reports feature in Analytics allows you to build easy to access and read reports that combine a number of data points recorded within Analytics in one place.
Using custom reports will help you to cut the amount of time you need to spend navigating through Analytics and get you to the most useful information right away.
Here’s how you can get started building your first custom reports (there’s also a bonus report you can download. See if you can find it).
So now that you know how to build Custom Reports you can build them for AdWords, Organics traffic, Bing PPC, social media and so on.
Analytics Custom Alerts
Custom Alerts is an Analytics feature that allows you to set email and/or mobile text message to be sent you when predetermined events happen on your website.
These can allow you to quickly dive into Analytics when you need to to investigate why something has happened and increases the chance that you will miss something significant.
Want to know when you conversion rates increase past a certain point or decrease dramatically?
Bounce rate increases?
Cost per Clicks on Adwords increase?
You can set an Alert for most things that Analytics tracks.
Using this feature will allow you to speed up the time taken to drive the improvements you need to on your journey to doubling your revenue in 90 days.
Analytics Custom Dashboards
Want to get all of your most valuable data on one page rather than sifting through multiple Analytics navigations to get there?
Setup a Custom Dashboard that includes all of your most important information so that you always have it at your fingertips without any of the fluff.
A Custom Dashboard is a little different to a Custom Report.
A Custom Report is a deep dive into just one of the areas on your Custom Dashboard whereas your Custom Dashboard is a place for quick knowledge and to determine whether you need to be deep diving on any particular data point.
Build your self a Custom Dashboard today to represent the data points outline earlier in this section.
The scope of Google Analytics is immense for ecommerce businesses and the value contained within is huge. Become an Analytics pro by taking our Data Analytics for Ecommerce Course to master the platform.
Using Your eCommerce Data
So now you know which data you need and how to extract that data. What are you actually doing with it.
The data you have uncovered is going to tell you the following;
- What are the best traffic sources to double down on to double your revenue
- What are your best products to increase exposure on to double your revenue
- What are your most valuable search terms and keywords to target to double your revenue
- How you can make improvements to your site to double your revenue
- What your customers most common paths to purchase are and how you can optimise these to double your revenue.
Boost Your eCommerce Conversion Rate
Improving your conversion rate is an obvious strategy on the path to double your revenue.
Double your conversion rate and you will be close to doubling your revenue.
It’s generally not that easy though and in our case we actually don’t have to double our conversion rate.
Even a 20% – 30% increase in our conversion rate will help to achieve our goal along with the other actions that we are taking.
We’re going to talk about ways to increase conversions that relate to traffic and remarketing in other sections of this post.
In this section we are going to focus on action that you can take onsite to increase your conversions.
In particular we are going to focus on your product page.
For ecommerce stores the product page is really where it’s at. They are usually the most common landing pages and they are generally the last point of a customers visit before they enter the cart>checkout process.
I like to think of product pages as little sales people who are working their arse off 24/7 to make me money.
Neglect them and they will get tired and drop the ball. Show them some love and they will hum along like clockwork to reliably send you a steady stream of sales.
Here’s our top 5 areas;
Particularly important if you are selling higher ticket items, building trust subconsciously ease the mind of first time visitors and help them to move to the next stage in your sales funnel.
The great news is that there are a range of on-site ways that you can develop trust. Make it clear that you provide a secure check with an SSL certificate (this has other benefits as well) and be sure to display this on your product pages.
Craft a unique selling proposition (USP) and sing it loud and proud. Include this in pictoral elements on your product page as well as weaving it into your copy throughout the site.
Your USP could include things like service standards, free shipping, no taxes, white glove delivery, superior products, price guarantees.
Here’s a great example (above) of a pictoral USP representation from Vincero.
Finally pay attention to the 3 Cs; Contact, Chat and Copy. Make sure your contact details are viewable on the page without the customer having to navigate away. Make sure you offer a chat service even if this is automated.
Quality copy increases trust. Well developed product descriptions will show you to be an authority in your niche as well as selling your product.
A well crafted brand story and about us story will help customers identify with you and place their trust in you.
(HINT: Use your target customer research to inform what you place in your about us story. Make it as relevant as you realistically can to them)
Building urgency on your product pages will shorten the time your prospects will take to convert and decrease the likely hood that they will be prepared to leave your website and forget about you.
You can build urgency in a number of ways; timed discounts, displaying low stock numbers, offering a limited offer of a free gift or free shipping are a few examples.
Here’s a great example (above) of urgency tactics used by the big boys at Amazon. Here they are using a product quantity urgency tactic and an express shipping offer to great an overall urgency to buy now.
Just remember though, developing fake urgency can often be spotted by customers and have the exact opposite effect to that which you desire. So keep it clean and realistic.
Do what makes the most sense for your business and will feel genuine to your customers.
The old KISS (Keep It Simple Stupid) philosophy holds when it comes to product pages.
There’s a range of things that you must include on your product pages. The challenge is to include them all while keeping the page clean, easy to understand and flowing in a logical fashion.
It can be easy in the quest to build trust, urgency and proof to overclutter you product page to the point where customers can decipher what the information that they need.
Make sure you have plenty of white space between elements (pay particular attention to this on mobile), white backgrounds, body text at 16px, paragraphs of no more than 2 lines (once again super important for mobile) and a colour scheme that doesn’t damage the brain.
Back to our previous example from Vincero, this is a great example of using white space to create a simple yet sophisticated product page that will appeal to their desired market.
Following on and going hand in hand with the previous point, your product pages need to be structured correctly.
The crucial information needs to be above the fold on desktop (this means that it can be seen without scrolling). This includes your main product image, price, add to cart, call to action and USP.
Break your content up into logical chunks further down the product page. Put the focus on the copy that actually sells your product. Technical details are important and need to be accessible but they rarely sell, don’t lead with these.
Using tabs on your product page can be a good way to include a large amount of details and information without turning the page into War and Peace.
For some time now social proof has been regarded as one of the most important tools to influence prospective customers to buy from you.
It is regularly reported that over 70% of online shoppers will look for some sort of social proof about an ecommerce business before the make a buying decision.
Making sure that you are extracting reviews from every single customer is time consuming but important.
You don’t always need product reviews however, don’t underestimate the power of business reviews (a review about the quality of your business).
Product reviews help some to decide whether a product is for them, business reviews let a customer know they can trust you which is just as important.
Make sure your product and business reviews are featured heavily on your product page. Include particularly good ones in your product descriptions and about us stories.
Getting your product pages into shape will not only increase your conversions but it will also act as a multiplier on all of your traffic generation strategies.
Your ad rank will improve, your cost per sale will be lower so you will be able to spend more than your competitors to acquire a customer.
That’s happy days for you!
Refine and Boost your eCommerce Traffic
Now we come to the part of our plan where things really start to take off. You’ve done the research and analysis, you’ve optimised your product pages, now it’s time to put these things to good use.
As a small caveat, I’m not going to take you through the nuts and bolts of increasing your traffic on every major advertising channel. We are going to cover the broad strategy, it’s up to you to adapt that to fit your channel(s) of choice.
The point of getting familiar with your Google Analytics and data earlier in the plan was so that you could use that data and the knowledge gained from it to refine your existing traffic and know where are the most profitable places to grow your traffic.
Here’s what you need to do next with the major traffic channels to help double your sales in 90 days.
(Note: Remarketing isn’t covered here. You’ll find that in the next section as it deserves special attention for this project.
Google AdWords for eCommerce
I’m a firm believe that on some level all ecommerce businesses should be using Google AdWords.
If you’re not yet using AdWords I strongly suggest you explore the platform and get started with the ad types that make most sense for your products and market.
We can’t start from scratch here (that’s a really long story) but if you want to go from beginner to advanced in a short space of time I recommend you take the Easy Ecommerce Wins AdWords for Ecommerce Course.
Broadly speaking, if you are already using AdWords the next 90 days are about doing these four things;
- Implementing the right campaign structures to allow you to effectively control ad spend and what traffic your products are showing for the right search queries at the right price.
- Identifying your top performing products (this is easy if you only have a few) and getting more relevant traffic to those products.
- Identifying your most valuable keywords and getting all of the available traffic for those.
- Reducing unnecessary ad spend (on products and keywords) so that you have more juice for numbers 1 and 2.
You will need to refer back to the Google Analytics research you produced earlier and refer to the AdWords Custom Report you’ve setup.
Here’s the outline of what you need to do over the next 90 days in AdWords to help double your sales.
- Read our 20 AdWords Mistakes eCommerce Owners Need To Stop Making Now post and try to eliminate as many of the 20 mistakes as you can
- Set yourself some targets. Identify what your target cost per sale, click through rate, cost per click and return on ad spend are.
- If you are using Google Shopping (you should be) implement a multi campaign “funnel” approach as this will give you the best ad spend and keyword control.
- Reviewing your Analytics data, identify your best performing products and worst performing products in your Shopping campaigns.
- For your best performing products in Google Shopping review your Search Impression Shares. If you have room to grow (i.e. if you are generally below 80%) start making bid increases on those products. I generally like to increase in 20% increments.
- For your worst performing products in Google Shopping, those that are not resulting in profitable sales and/or producing terrible CTRs, either reduce the bids or exclude them completely.
- Identify your most valuable search terms. Those that are producing sales in your target cost per sale range or are responsible for larger amounts of relevant traffic at an acceptable CPC. You could identify these in either existing Google Shopping campaigns or Search Text Ad campaigns.
- Setup single keyword ad groups (SKAGs) in Search Text Ad campaigns for each of these keywords. Make sure that you are sending the traffic to the most relevant landing page (product page preferably) you can and try to optimise the copy on that page to the keyword as far as possible.
- As you start to increase traffic to your winning products and keywords increase your campaign budgets gradually. Doing this gradually is preferred as you will be able to monitor search traffic quality and cost per sale/ROAS more effectively to avoid overspend.
I like to increase in 20% increments at equal periods of time (say every 3 days but this will vary based on your traffic numbers) and review at each period to check that costs and profits are still inline.
Stick to these steps and assuming you have room to grow your paid Google traffic your sales will increase.
Get the detailed guide to doing these steps by signing up for our FREE Double Your Ecommerce Sales in 90 Days email course.
Organic Search Engine Traffic
Growing your organic traffic from search engines using SEO practices is often a longer term play.
Most ecommerce businesses however can start to see increased results in both traffic and sales from organic traffic within 90 days so it is well worth exploring here.
In addition, doing some basic SEO on your eCommerce site can actually make a significant improvement in your AdWords campaigns!
Here’s what you can do right now to start growing your organic traffic and sales over the next 90 days;
- Make sure you have unique product titles. Titles should be keyword rich and up to 50-60 characters long.
- Create unique, keyword rich product descriptions.
- Use short, keyword rich, descriptive URLs.
- Write unique, keyword rich meta-descriptions (up to 320 characters) with a good call to action.
- Optimize all images on your site for size. Large, oversized images at a high resolution will slow your site down A LOT.
- Set descriptive ALT tags on your images.
- Use HTags properly. Many sites use H1-H3 tags to make a page “Look” better, this is a mistake. Use your HTags to show topic, sub-topic, ect. Properly using HTags will help search engines understand what your page is about.
- Ensure your site is mobile friendly and loads quickly.
- Setup Schema Markup. Schema markup such as product info, reviews, ect can tell search engines more about your offerings and help them understand your site better. They also make your search results stand out more and get more clicks!
- Sign up for Google Search Console and submit your site’s XML Sitemap so Google knows you exist and can start indexing your site more quickly.
Depending on what you are selling and at what price point you are selling, your Facebook strategy will vary.
What is certain is that with the right targeting and ad structure Facebook is an awesome source of cold traffic for the top of your funnel AND a great place to retarget your existing traffic.
What is also certain is that if you are using Facebook for cold traffic it is imperative that you have a well developed remarketing and email place in place. Make sure you implement our recommendations in the next section on retargeting.
Here’s what we recommend for the next 90 days on Facebook;
- If you are selling products in the $500+ price point you should max out your Google AdWords traffic before spending any more budget or time on Facebook. The exception to this would be to promote content with the intention of growing your remarketing or email lists.
- Do a mini review of the data in your Facebook account. Similar to what we did on Google Analytics you want to look for things that stand out. What was highest performing ads, ad sets, products and most profitable audiences.
- Make sure you have audiences setup based on, product viewers, customer list, email list, ad engagement. Create lookalike audiences based on these. These will create some good audiences for you to start targeting.
- Using your review of data start to replicate what has worked for you in the past. Remember, the key to Facebook ads is to test a range of audiences, locations, placements, devices and creative at a low budget.
- Test new campaigns and ad sets that focus on your best selling products only. Try to keep your ads specific to individual products rather than collections.
- Test using PPE ads and when you find a combination of what is mentioned in point three (targeting) that works replicate the ad as a Website Conversions ad. If this proves successful start scaling your budget. So long as ROI holds steady try to increase your budget by 20% increments every 24 – 48 hours. Don’t go bananas, Facebook’s algorithm is notoriously fickle.
- When you find a winning audience make sure that you create lookalike audiences (LLAs) based of this to broaden your reach ad run a duplicated ad to those.
Head Outside the Mainstream
Google PPC, Facebook and Organic Traffic are definitely three of the biggest traffic channels for ecommerce stores.
This is however a huge amount of other, smaller traffic streams out there that you can use to grow both your traffic and sales.
Now is a great time to start testing a few new channels. Don’t go bananas, pick three new channels, get setup and starting with a small budget, test until you can make sales within your target cost per sale. If you can do that then it’s time to gradually increase your spend.
Which new channels you select will depend on your products. You are likely to have different options if you are selling homewares than you would if you are selling camping supplies.
Here’s a list to get you started;
A number of these channels has the potential to deliver you as many sales as Google if your products are particularly suited to the channel. For the next 90 days though we just need to secure an additional small amount of sales to our total to help us reach our doubled figure.
Increase Repeat eCommerce Business
This is probably my favourite part of this plan. The ability to generate multiple sales from the same customer is a huge benefit to any ecommerce business and it literally how some business turn any profit at all!
If your backend sales processes are an area that you haven’t put a great deal of effort into to date this could really be what pushes you to doubling your business or more.
It is far easier to sell to someone who has bought from your before and your cost per sale is significantly lower.
So not only are you planning to make more sales here but you are also going to be increasing your profit margins.
In our journey to doubling our sales in 90 days there are 3 main levels we want to start pulling to increase our repeat business;
- Retargeting Ads
- Email Marketing
In my experience many ecommerce business are doing both of these things ineffectively and have serious room to improve here.
I would encourage you to spend at least as much time on these backend channels as you do on your front end (cold traffic) channels. The results can be massive.
A Few Thoughts on eCommerce Retargeting
Retargeting can be delivered in all three of the methods above (plus a few more) but there are some general concepts that I try to always keep in mind when developing retargeting plans.
What does your retargeting look like currently?
I’ve seen so many ecommerce businesses setup retargeting ads on Google and/or Facebook with a single campaign, single ad group and single ad. Usually dynamic product ads.
These ads are generally reserved for prospective customers who have visited a website but not yet purchased.
There’s nothing wrong with that as a starting point but to get the best results you need to start developing a more nuanced approach. You’re only getting part of the picture.
You should be retargeting both prospective customers AND existing customers.
To develop a more nuanced approach you need to put yourself in the shoes of your customers and realise that not all customers are in the same part of their journey.
The problem with serving a single type of ad with a single set of ad copy and creative for example is that you are likely to have different segments of people on your list who exhibit different shopping behaviours.
While you may be capturing some of them you won’t be capturing all of them.
Slow lane, middle lane, overtaking lane
I’ve heard a few different analogies to describe these shopping behaviours, here’s the one that I like.
We’ve all driven on a highway/motorway at some point. Picture it in your head.
On a motorway you generally have multiple lanes and people driving at different speeds.
You have a slow lane for slower traffic like trucks and cranes, you have the middle lanes which are generally populated with drivers who drive at or around the speed limit (this is where most drivers are) and then you have the outside lane which is for overtaking and drivers who like to push ahead a bit faster.
Your customers will broadly fit into one of these groups.
The fast lane
Customers in the fast lane are often referred to as hyper spenders or hot traffic.
They buy quickly and they once they get into a buying cycle they are highly likely to buy from you multiple times in a short space of time.
The worst thing you can do with this traffic is close the door once they make their first sale. You need to create opportunities and offers for them to buy again immediately and soon after they complete a purchase.
Customers in the middle and slow lanes will ignore those opportunities and move to the next stage in your retargeting.
The middle lanes
This is where most customers and pre purchase traffic is at and is commonly referred to as warm traffic.
These are people who need a bit more consideration time compared to the fast lane and they are more likely to need a bit of time between purchases before they move on to their second and third purchases with you.
They want to receive their first shipment and test the product, make sure that you live up to your promises. At that point they will be ready to start considering making further orders with you.
So this group of customers will need to be presented offers and messaging at different times and with different copy to those in the fast lane.
The slow lane
Perhaps the most frustrating group for ecommerce marketers is customers in the slow lane.
These customers really like to take their time, they are the people who visit your website 30 times before placing an order.
They may wait years before ordering from you a second or third time.
But that doesn’t mean you should write them off. You probably have some of these people on your list and it’s entirely possible that they will be ready to order again in the next 90 days.
There’s also a range of different reasons why they haven’t ordered you. The most common that I have experienced is that they are not yet able to afford the product that they desire. So they are waiting until they are in a financial position to complete a purchase.
This is particularly true for you if you are selling products in the $500+ price ranges.
Developing a plan to keep these customers engaged over time will ensure that they buy from you (rather than a competitor) when they are financially able to.
Keep this model in mind while you develop your retargeting plan.
Tip: You can use Google Analytics to identify your customers’ time to purchase using the Time Lag and Path Length reports.
Google/Facebook Retargeting Ads
There are some similarities between using Google AdWords retargeting on the Display Network and retargeting on Facebook. So we are going to lump them here.
I generally recommend using both networks for retargeting even if you don’t use one for your cold traffic generation.
The sheer size of both makes it unlikely that your warm or hot traffic isn’t present on both at some point.
Adapt the following points to either platform as nescessary.
- Setup multiple audiences. Don’t just lump everyone who visits your site into one retargeting audience. Build audiences based on how long it has been since someone visited, which pages they visited and what actions they took on your site.Make audiences of visitors and customers.If you don’t have the volume to setup remarketing audiences of your customers just go with visitors.E.g Visitors/customers in the last 7 days, 14 days, 30 days. People who visited particular product pages or people who added to cart but didn’t checkout.You can also create audiences of people who have engaged with your page or ads previously (Facebook).Exclude each time based audience from the other time based audiences. For example exclude 14 days and 30 days from the 7 day audience. Then see point 3.
- If you have any high traffic products in your list of best performing products consider creating audiences of people who specifically visited these product pages.
- Create ad sets for each of these audiences and create multiple ads for each ad set to test different ad copy and/or images/video.Don’t use the same copy or offer for every ad set.Remember our highway example, your 7 day audience should include copy and offers that are aimed at reselling to hypers spenders or really hot traffic.Middle lane and slow lane customers are less likely to convert here while they are more likely to convert in 14 – 60 days.
- Make sure you test different messages in your retargeting ads to what is on your website. For example, if you hammer them on Free Shipping on your website try a different part of your USP in your retargeting ads.If free shipping didn’t get them across the line to begin with there’s no reason to believe the it will on the second or third time.
Here’s a great video from Ben that talks more about this.
Email Marketing for eCommerce
A well built email marketing system is a fundamental building block for a long term, successful ecommerce business.
The benefits of email marketing for ecommerce are huge, here’s just a few;
- Email is still one of the highest converting traffic sources for ecommerce
- Low cost per sale
- Great way to create a relationship with prospects and customers
- Vital to driving repeat business
While you should definitely make email marketing part of the long term strategy for your ecommerce store, if you haven’t started yet you don’t have time in the next 90 days to get the full benefit.
But there is still plenty you can do.
Start by reading our post, How to Build Your First Email Sales Funnel(s), and make sure you grab the template pack that’s available as a Free download off that post.
Once you’ve had a read here’s your action steps to have email contribute to your sales growth over the next 90 days;
- Make sure you are using a quality email autoresponder that includes ecommerce specific features and hopefully integrates closely with your ecommerce platform. We recommend Klaviyo.
- If you are using an ecommerce platform like Shopify or Bigcommerce customise your admin emails (order confirmation, shipping notifications etc) to include upsell offers or other offers to entice repeat business. These target customers in the fast lane.
- In your email autoresponder, build the 5 email funnels available in the free download pack you can find on the blog post mentioned above. Use the email templates to speed up your progress.
- Put together an email calendar for the next 90 days or more. Plan out emails that you can send to make offers to your email lists. Don’t forget to intersperse sales messages with helpful content so that you don’t burn your list.
- Focus your email efforts first on selling to new or existing customers.
- If you have the capacity and time build some content that is relevant to your store that solves problems that you identified your ideal customer as having at the earlier stages of this plan. Offer this content to you cold or warm traffic as a download in return for their email address.
That brings us to the end of our 90 day plan to double your ecommerce sales. If you put the effort in and put our recommendations into place I would be surprised if you aren’t able to achieve this goal or more.
We want to see you grow. Best of luck.