How to Properly Grow Your D2C E-Commerce Store
Business Model: Ecommerce
Time Frame: More Than 6 Months
Overview
Challenge
Solutions
We created 3 specific testing categories. These testing structures helped identify the habits of their most purchase active customers.
Ad Platform Testing – We created a digital campaign structure testing the value of Facebook Advertising versus Google Search advertising. The test was limited to 3 states of interest to the brand. After a specified time, purchase performance and website behavior were analyzed to understand differences in behaviors. Once the data uncovered the better performing audience based on campaign results, the budget was shifted strategically to magnify the highest converting audiences.
Copy & Creative Testing – During a 4-month window, all advertising creative and copy equally tested a variety of “selling points” to uncover the best way to position the client’s products to drive strong purchase performance. All poor performing selling points were analyzed for common themes. Based on the results of the analysis, new ad copy themes resulted and generated stronger purchase results.
Spend Testing – Ad spend was allocated equally for the initial go-to-market launch. Once the campaigns began to mature ad spend was strategically reallocated based on performance within a predetermined period. Advertising spend shifts were high enough to impact change, but low enough to not disrupt the current successes.
The Results
After three months of consistent testing, the client’s ad accounts received enough data to drive even better results over the next three months. The tests were able to uncover sub audiences within the client’s target audience, which we further engaged with in the next three months, resulting in strong results.
Advertising Results: Month 1-3
- $16K Ad Spend
- 120 Purchases
- $130 Cost Per Conversion
- 3% CTR
Advertising Results: Month 4-6
- $16K Ad Spend
- 280 Purchases
- $56 Cost Per Conversion
- 2% CTR
Why is This Important
In order to see success in digital advertising, you must learn how to engage with your target audience. Once you see what works best, you can start to scale. Generally, 3 months is enough time to test and understand the best way to engage with your audience.
In this example, the first three months helped create a very effective advertising structure which saw nearly 3X the purchases while maintaining the same advertising spend in the following three months.
If you have questions or want more information on how to launch an ecommerce store that complements your brick-and-mortar stores… Contact us today!
