Ecommerce revenue comparison YoY

Dealing with ecommerce, increasing revenue, and keep it increasing is a hard work: it needs costant knowledge and costant actions, both on website and on Google ads campaigns. Even more when an advertiser is selling in several coutries, so you have different users attitudes and users behaviour.

How to deal with ecommerce?

It is happening, quite often, that some markets are behaving in a totally different way, even audience and demographics and be different, so there cannot be a general rule for everything. Therefore it may happen that strategy has to be planned on different layers, and costant adaptations, month by month.

Here following there is a table showing how an ecommerce, different markets behaved in six months of costant different actions, market by market.

It is quite evident that not all the markets behave in the same way: that is normal, as every coutry, every culture, has different approach to products, purchases and internet. Most important is to have a strategy, and being able to adapt it to the market as fast as possible, so to costantly involve users in own business.

The core, in digital strategy, is, therefore, to have a common strategy, then diving in the market in understanding the metrics with whom any market is giving a feedback, and adapt to the market itself: first “tease” the market, then follow the market as per its needs.

How to tease the market?

By the Google point of view, it is highly recommended to, first, setup a strategy about what kind of network is useful to invest in. Secondly, deep dive in the potential of the network, setting up a SWOT analysis, focusing of strength and weakness of business and market itself.

Advertiser will face cases in which only search network is profitable, therefore the only useful targeting method is to invest on keywords and related audiences, other cases in which users are mostly attracted by pictures or videos, therefore it is better to focus on visual communication and smooth call to actions.

How to follow the market?

Once the strategy is settled, and the campaign(s) are on, there is the need of following the results, adapting to the metrics. Therefore checking on Analytics what are the main audiences are joining the website, browsing it, micro converting (as add to cart, select products, begin checkout), dive in demographics and locations.

Then, once metrics are showing who is buying and who is adding an item to the cart, it is possible to adapt the strategy in order to follow the user ready to buy, rather than the curious user. Curious user will mostly visit the website for some moment, in order to understand website scope, then it will be rare to add a product to the cart, even more rare to perform a purchase.

On the other hand, aware user is who is joining the website with already concrete ideas, therefore it needs to understand the main advantages withing the website and its competitors: this user is ready to buy, he just needs to choose where.

In a world going more and more to online sales, setting and driving properly an ecommerce is everything but easy: there are several variables, users are changing easily ideas, advertisers cannot keep always the same strategy as it was before the pandemy.

The professional webagency is diving inside metrics, inside market feelings and trying to connect both parameters in order to have an always update result and feedback: keeping an advertiser in costant grow is a mission, but it is the most complicated mission to keep.

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