For many years, the Check Commerce team worked to systematize its e-commerce management work so that it would be simple to develop actions and measure results.
Following the most modern marketing concepts, such as Marketing 4.0 and E-business and E-commerce Management, we developed a methodology for the e-commerce revenue generation process so that it would be clear where each e-commerce tactic should fit so that the store has a complete e-commerce strategy.
The goal of the E-commerce Management Framework is to qualify each action so that the strategy has no gaps and we can bring the customer, guiding them from the first access to loyalty.
How does it work?
Activation
All possible actions to generate traffic for the store. There are several channels such as social media, organic search, paid search, email, direct, display, or referral. In the strategy, we separate them into 3 main groups: free traffic, paid traffic, and relationship. For each group, there is a series of tactics to be implemented.
Acquisition
Bearing in mind that, on average, 98.4% of all users who enter your e-commerce abandon browsing without buying, it is necessary to make the most of this traffic. At this stage, the goal is to find ways to connect with those who have already visited your site, whether by acquiring their email, phone number, notification, using remarketing tags, among others.
Engagement
What is the point of having various mechanisms to communicate with your customer if you don't? And what is the point of communicating if the content does not interest them? By creating relevant content, it is possible to engage your customer or prospect, generating interest, desire, and action, making them advance in the sales funnel to the conversion phase.
Conversion
At the moment when the customer wants to buy and accesses the e-commerce, various purchasing barriers work against the sale. Is this store reliable? How is the purchasing process? How much is the shipping? How many times can I buy? What if it doesn't fit? What if I don't like it?
Retention
Congratulations, you managed to make a sale. Your customer went through all the steps in completely different times and ways, but somehow your store succeeded. Learn who your main customers are and how they buy. Create ways to encourage new purchases respecting the usage time and the life cycle of your product, after all, if someone just bought a cell phone in your store, what is the point of offering another cell phone the following week?
E-commerce Management Framework
Your strategy needs to be shared with the entire team. Print the canvas and start assembling it. I recommend using different colors of post-its to track the actions that have already been carried out with those that still need to be executed.
Start with the actions that can cause the most impact for your e-commerce, considering the audience and the product being sold. For example, stores that sell technical products generally have better results with search (paid and organic), while fashion stores have better results with display.
Take into account the characteristics of your product and what are the main doubts and objections to be broken in the purchasing process.
Do it all the way
Many companies seek results without first putting the WHOLE strategy into operation, leaving important gaps in the strategy and generating large losses.
If you do not develop actions for all the panels of the strategy, you are running a huge risk of losing sales and wasting marketing budget.
Example 1: without acquisition
If you made a paid search ad and many users browsed your site for 5 minutes, this is a clear demonstration of interest. If you do not have acquisition mechanisms, these users will abandon browsing (98.4% on average) and you will have no way to contact them to make a sale at a more opportune time.
Example 2: without engagement
Let's assume you are generating qualified traffic for your online store and capturing the email of 10% of all new visitors. If you do not create relationship campaigns or deliver relevant content to these users, they will hardly advance to the purchase phase. What is not seen is not remembered.
Example 3: without conversion
Your store may be selling little, even while generating qualified traffic and promoting good campaigns. Encouraging users to return to the store to make purchases is not enough. At the time of swiping the card, the rational side will confront the irrational side. Use social proof from other users to show that your store is reliable.
Example 4: without retention
On average, 70% of sales in the year occur only once. It is difficult to create a sustainable business by buying traffic and passing users through the entire sales funnel for every transaction. Many times the next purchase depends on small incentives, messages, and benefits for those who are already customers. You need loyal customers.
Start using it now
