E-commerce

Turn browsers into buyers, and buyers into repeats

I run acquisition, conversion and retention as one program, so revenue per visit and revenue per customer both go up. You get one plan, one person accountable for it, and a report in the same layout every month.

What’s included

  • Acquisition: I run acquisition across paid search, paid social, shopping feeds and organic.
  • Product and category page optimization: I improve product and category pages so more visitors add to cart.
  • Cart and checkout: I fix friction in the cart and checkout so more orders complete.
  • Retention flows: I build email and text message (SMS) flows for retention, loyalty and win-back.
  • Merchandising and promotion strategy: I plan which products to feature and which promotions to run.
  • Reporting: I report revenue, margin and customer value.

How I approach it

I treat acquisition, conversion and retention as one system, because a change in one moves the other two. Paid traffic converts better once the product pages and checkout are fixed, and every new customer is worth more once the follow-up emails are in place. I sequence the work so each fix raises the return on the next.

Who this is for

DTC and e-commerce brands with steady traffic, enough monthly orders to test against, and a goal of growing revenue per visit and per customer.

Where I start

I start with the economics: where customers come from, what they cost and how many come back to buy again. That shows whether the next dollar belongs in acquisition, conversion or retention.

What you’ll see each month

A report in the same layout every month: revenue against target, conversion rate, average order value, repeat purchase rate and acquisition cost, plus a short note on what moved and what I’m changing next.

Platforms this runs on

Most of this runs on tools you may already own. Here is what the work needs and what I would pick if you are starting from scratch.

What you need

  • A store platform and a product feed.
  • Email and text message (SMS) tools: for retention, loyalty and win-back flows.
  • Reviews and loyalty: social proof and a reason to come back.
  • Tracking: GA4 ecommerce events and ad platform pixels.

What I recommend

  • Shopify, WooCommerce (if you’re on WordPress) or BigCommerce.
  • Google Merchant Center for shopping feeds.
  • Brevo, Mailchimp, Constant Contact or Campaign Monitor for email.
  • SlickText, EZ Texting or Attentive for SMS.
  • Yotpo or Smile.io for reviews, loyalty programs and subscriptions.

Questions I hear

Should we focus on acquisition or retention first?

I check the numbers before choosing. A store with strong repeat purchases can afford to buy more traffic. A store with weak repeat purchases usually gains more from what happens after the first order.

How soon will I see results?

Cart and checkout fixes tend to show up in conversion rate within about 30 to 60 days. Paid and organic gains build over the following quarter. Retention flows take several months to reach full effect, because they depend on customers placing second and third orders.

Can you work with my in-house team?

Yes. I set the priorities and run the plan alongside whoever handles your store, ads, email and SMS, and you work with me directly, with no account manager in between.

Proof

Grew organic traffic 30 to 40% for Learning Revolution, a DTC online learning business, through a four-year search program.

Let’s talk
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