#52 The Secrets of Scaling an Ecommerce Business and the Three Most Important Metrics to Focus on

The Ecom Show

The Secrets of Scaling an Ecommerce Business and the Three Most Important Metrics to Focus on

He’s been in scaling up companies in the ecommerce space for years now, and we’re thrilled to welcome Chase Clymer on to The Ecom Show!

From marketing agency to ecommerce agency, to Shopify specific ecommerce agency, Electric Eye has been growth hacking brands for long enough to know the secrets to unlock maximum potential and raking in more dough in a sustainable way.

You can hear all about the origins of Shopify over twenty years ago, or the three pillars of scaling straight from our company founder and podcast host Daniel Budai, and our esteemed guest Chase in addition to:

✔️ The secrets of scaling

✔️ When to focus on acquisition

✔️ The importance of a strong conversion rate

✔️ Building a Content Machine

✔️ Most important metrics to focus on

Three Pillars of Scaling Up

At Electric Eye, they aren’t afraid to tell the customer they’re wrong. After all, why would you hire an expert only to say to them what to do?

Often times Chase and his team are given instructions, and they’re used to telling their clients no. Using the Socratic Method, you can quickly uncover the motivations and ambitions of a brand owner and deduce what they are after. The answer is usually always the same: to make more money!
It’s essential to make sure all your affairs are in order before you even considering bringing in a marketing agency, so be sure to take care of that low-hanging fruit first!

Is it Time?

Chase has heard it all before… Especially clients begging to push the “magic button” and help bring lots of traffic to their store. The thing is, focusing on the acquisition of customers is a lot like setting your cash on fire if your store isn’t equipped to deal with the customer’s needs!

Chase recommends fine-tuning the website and improving the customer experience before you ever purchase a single social media ad because that money won’t be put to good use otherwise. Waiting until the opportune moment is the move, and at that point, your website is poised to take off into the stratosphere.

Convert, Convert, Convert

If you think of your website as a machine, and your conversion rate as your output for a given amount of time, would it make sense to keep giving that machine more to do when it’s clearly broken?

If you can’t manage to find a healthy conversion rate for your ecommerce brand, new customer acquisition should take a backseat! Focus on low-hanging fruit like website speed, layout, graphics, photos, and other simple ways to improve the customer experience. You can theoretically double your business size just by doubling that conversion rate, so every business owner should be focusing on that!

Start From Scratch

If you’re starting from nothing at the very beginning of your ecommerce journey, Chase has a simple piece of advice for you.

Pump out high-quality content regularly, depending on your size. A small company can afford to release monthly content that is engaging and trust-building, while significant brands should be doing this daily!
That means high-quality creatives, advertisements, articles, and other engaging content to bring more value to customers. Building content on a repeatable cadence is a lot of work, but it’s more than worth it. The brands refreshing their creatives and pumping out 20x more content are making a heck of a lot more money than the brands neglecting to do so.

Fewer Words, More Meaning

AOV, Conversion Rate, and Sessions are critical indicators for success in ecommerce, and we also can’t forget about Lifetime Customer Value either. Average order value is a fantastic barometer for success, while lifetime customer value hets you know how much you should be spending on advertising and acquisition.

If you can manage to rein these items in, there’s no telling what you can achieve with an influx of traffic spurred on by some Facebook or Google ads.

Check out more on Chase’s LinkedIn or his podcast, Honest Ecommerce.

Follow Daniel Budai:

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