Ecommerce Ebook EN V2 (2) - Flipbook - Page 43
TACTICAL FACTORS
Some of the aforementioned tactics will generate higher quality traffic for your specific business and some will not.
Traffic acquisition success means doubling down on the most relevant traffic you can find. Of course, “the most relevant traffic you can
find” is incredibly subjective and different for everyone. Whatever you do, always bear in mind the following factors:
• Tactic type. Do I go for a short-term or long-term traffic
generator? Short-term tactics usually see results quicker but
require more maintenance or reinvestment. Long-term tactics
take longer to see results but are more evergreen and require
little to no maintenance.
• Cost. You’ll need to determine your upfront budget required
to launch the tactic. Make sure there’s balance between your
customer acquisition cost and your overall customer lifetime
value. You need some money left over to cross-sell, up-sell and
build lasting customer loyalty.
• Effort. How much time, skill, or experience do I need to put into
a chosen tactic? It’s all about the effort/reward ratio.
• Traffic potential. As accurately as possible, estimate the
potential amount of traffic that could be sent to your store.
• Time to return on investment (ROI). Whether you invest time,
effort, or money into a traffic-driving tactic, it will take days,
weeks, or months to see that investment increase traffic
and sales. So be patient, monitor results and forecast endperformance. Remember, changing tactic along the way is Ok.
It’s about learning, adjusting and improving.
TACTICAL FACTORS
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