• Let’s make this real simple to put it into perspective: A slow loading website is like having a retail store with an entrance door that you can barely push open and it puts people off from coming inside your store.
• If your website is taking 3.5-4+ seconds to load your page, that’s a lifetime in eCommerce.
• There is no point spending money on ads, creatives, new product development, PR and all those nice things, if people are struggling to even get into your store. This is the first thing you need to assess and fine-tune.

• Your website conversion rate can make or break your results. If you’re achieving less than 2% conversion rates, you will likely struggle with achieving a profitable ROAS (unless you have a very high average order value – keep reading to learn more).
• Think of it like this, if your ad spend and everything else stayed constant over the next 12 months but you improved your website conversion rate from 2% to 2.4%, then your online revenue would grow by 20% because you’d be converting 20% more traffic on your website (now you can do the math and see whether investing in improvements is worth the time/money).
• We’ve seen our clients partner with all types of webdevelopers over the years, from the one you should avoid at all costs to the ones that knock it out of the park every time. If you’re looking for advice and recommendations, we’d be happy to chat!

(We wish more people knew this)

• You’re not going to make profitable returns on ads selling a $10-$20 hero item. WHY? The answer lies in simple math. You can easily look up the average cost to advertise in the market(s) of your choice, then even with 1-2% click through rates on your ads, and conversion rates at 2.5%, your ROAS will be almost non existent – it’s not profitable.
• Most successful online brands have an average order value in the range of $60-$150+, this allows them the buffer to acquire new customers profitably.
• Bundles, upsells, cross-sells need to be your new best friend if your average order value is currently very low.

• 60% of the brands we audit each month only have 1 abandoned cart email flow, 30% have 2-3 email flows. 
• Some of the biggest eCom brands have many more than this.
• You’re missing out on a lot of revenue recovery if you haven’t fine tuned your abandoned cart email flow design, sequence and messaging. It’s one of the cheapest and scalable ways for you to convert a sale from someone that was almost a customer – remind them of what they’re missing!

• Most marketers will say “Creative is king” or that “It’s all about the creative these days. If you have amazing creatives but people struggle to load your website, navigate your site, or even if they just purchase from your website but they’re only buying low ticket items, that’s what you need to be focussing on first! (Last reminder on this – but that’s how important it is)
• 80-90% of the ad content most successful eCom brands leverage is VIDEO content. WHY? Because you can capture attention and drive demand much better with a video vs a static image. 
• Most brands go wrong when they create videos for “brand awareness” – you know the types of videos we’re talking about, the fancy, artistic, subtle videos that the big brands typically use. Big brands can leverage the “awareness” style of videos due to their extensive decade-long presence and widespread recognition in the market. A new brand trying to enter the market with a fancy 6 second video reel of a product spinning around slowly with nice graphics/music will do very little for your conversions rates/ROAS.

• The majority of people think that if you spend more, the algorithm will have more to work with and you’ll get better results. For the most part this is largely incorrect. Scaling ad spend to acquire more new customers is a margin vs volume play.
• Your new customers are always the most expensive to acquire, so if you spend more and fill up your top of funnel audiences, you’ll see your CPMs increasing, your click through rates and conversion rates decreasing and hence you’re diluting your roas. This is why most brands hit a plateau when scaling, they try spending more, their ROAS drops, and then they feel stuck.
• Do you want to keep a 8-12x ROAS on $10k monthly spends or would you be happy with $250k monthly spends on a 2x ROAS?

• To make this easier to explain, let’s imagine you owned a new Australian franchise business selling burgers. You know your rent, your labour and product costs, every detail down to the dollars and cents.
• If you then wanted to take your Franchise and open up in New York or LA, you know that your rent (think CPMs) is going be more expensive and a number of other logistical challenges. You know that people might not respond as well to your marketing overseas as they do at home (think lower CTR) and that they will likely order less as they try your burgers for the first time (lower AOV).
• It’s the exact same principle with expanding your brand into new and more expensive markets. Most brands have the USA at the top of their wishlist for scaling abroad, but they don’t realise the rent (your CPM price, or cost to reach a 1000 people) is 2-3 times higher if not more than your current home market. Would your franchise PnL in this example look profitable if you were paying 2-3x higher rent? Probably not. So copying and pasting your eCom strategy into a market like the US and throwing ad spend at it, is not the way to go.
• What we advise our clients here is to do the math, if you know rent/CPMs are 2-3x more, how much more do you have to improve your other metrics before you would start to see profitable results launching in a new market of your choice?