eCommerce Strategy

The BigTurns eCommerce Strategy is simple to understand, easy to implement, and complements your main sales and marketing strategy.  We divide the eCommerce strategy into (3) managed processes: 1) Marketing; 2) Converting customers; 3) managing ROI.  All processes are reported to management on a regular basis.

The management reports detail which marketing initiatives are profitable, and which are not. They detail which sales techniques (conversion) are working and which are not. They detail efforts, investments, and returns of all service providers. They detail ROI.

Marketing

Marketing is a process of communicating with your prospects and customers. There is no magic formula - you can't just build a website and expect it to draw customers. Marketing is a process and the process needs a plan.

BigTurns prepares Strategic Marketing Plans for companies looking to engage in marketing campaigns using online marketing tactics. Marketing plans are tactical and detail which campaigns will employ what tactics, when and how.  A typical marketing strategy will be running multiple marketing initiatives concurrently. For example, to generate leads we typically run an "Introduction" campaign, an "Awareness" Campaign, and a "Top-of-Mind" campaign at the same time.

The strategic marketing plan details the target market, the creative (graphics, copy, offer), and the details of the media tactics. Some campaigns will use multiple tactics and some campaigns will use a single tactic. The Strategic Marketing Plan details all elements involved, the goals to be achieved, and the data elements to be measured.

Converting Customers

The marketing definition of "Conversion" is when the prospective customer takes the intended action of the marketing initiative. Converting customers is the "Sale" or the "Close" of the marketing initiative. Through analytics,  conversion techniques are more of a science than an art when using the internet.

Typical conversion techniques include:

• Calls to action
• Online Shop Purchase
• Quote Request
• Contact Us Form
• etc

Each conversion technique can be measured, tested, and then managed.
BigTurns' strategy is to measure and test all conversion points online in the never ending quest for the perfect 100% conversion rate, Measuring and testing conversion rate is the key to internet marketing. However, running the tests and calculating the conversion rates can be a difficult task with out the right tools. BigTurns Analytics Software makes it easy to measure your conversion techniques and the BigTurns Website CMS makes it easy to create new conversion experiments.

Managing ROI

Return on investment (ROI) is the most fundamental of all metrics needed to be managed. The old way (macro perspective) to manage ROI was to compare overall Marketing Costs to Overall Revenue as a percent of sales. The problem with this perspective was that it was, at best, 3 months too late.

BigTurns management strategy to maximize ROI is a hands on process monitoring results in real time in order to be able to react faster to capitalize on opportunities and/or control damages.

Managing ROI is a strategic process with 3 measurement components:

1. Data - what information is to be measured
2. Rhythm - the timing of the measurement
3. Priorities - The hierarchy of the data being measured

BigTurns eCommerce Strategic planning includes a process for managing ROI, for testing marketing initiatives, and for reporting on results.