ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

SEO

Direct

Price Compare

Newsletter

Affiliate

Paid SocialSocial Media

Display

Retargeting

Blog, Influencer

Non Paid Visitors

%

PaidVisitors

%

Reactivation Reactivation

New Visitors

Non Paid Paid

SEA

Optimization Paid Channels

To reach additional customers increase spend and campaign granularity

Fast growth, higher cost rate

Optimization Non Paid Channels

To keep your cost rate low you should focus on these channels

Slow, long term growth

What is really important ?

Fast loading timesGood navigation and internal searchProduct page with high CR%

High quality product photos (multiple angles, zooming)Easy to find important informationProduct reviews includedCTA always visible (Add to Basket, Sign Up)

The product is on stock and the pricing is competitiveCustomer service is easy to contact, live chat availableEasy to order (optimized checkout process)Fast delivery with online parcel trackingCompetent customer service with good response times

Create an RFM AnalysisWhat is your share of one time buyers?

Target them with automated newsletters.

Monitor Churn RateCreate reactivation and acquisition campaigns to deal with churn

TOP AT RISK CHURNED

VIP Treatment Retention Reactivation

CPO / net profit calculation(not net revenue)

Use product group based KPIsSwitch from global ROAS or ROI

Always include return rates

CLV calculationOnly for high repurchase rate with cohort analysis

Word of mouth marketingAcquiring satisfied users who will become your advocates and talk to

their friends and colleagues.

Best performing channelDrives organic growth & very high conversion rate

Getting a referral

Good pricing

Fast delivery

Excellent customer service

Incentive

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