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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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