How we generated 1.1 MM € revenue with MER 4.5+ in 72 hours?
In Q1 2022, many eCommerce businesses struggle with hitting KPIs, being profitable, and understanding the data on their paid social platforms.
Although it is now much more complex than during 2020 and 2021, you can still achieve excellent results if you implement the 5 tactics we use to scale our partners in Europe.
We want to guide you through what we did to achieve an incredible 1.1M € in 72 hours, hitting an MER of 4.5.
Important note: That was not in Q4; during the BFCM period, we did it at the beginning of March 2022.
Let's jump right into it.
5 key tactics we used to generate 1.1 MM € revenue with MER 4.5+ in 72 hours last week for one of our clients.
We're mentioning this quite a lot, and our CEO Jure has been practising it for over 7 years. However, many people still don't understand the opportunity to go global with a localised approach in European markets. All gems and detailed explanation of our glocal approach are available here: Localising and scaling up eCommerce in Europe.
We strived to work closely with our client to represent the brand on the local market as local as possible to expand the potential customer base, achieve higher conversion rates, and improve the returning customer rate.
Main markets we were targeting: Germany, Italy, Poland, Czech Republic, Slovakia, and Hungary.
Data-driven 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 🤳
By analysing all the creatives from the past campaigns, we achieved a better success rate on the advertising side that empowered our scaling ability to move fast.
We use a consistent naming structure on all our channels, so we always have a visually clear report.
By doing that and diving deep into the analysis, we can see which creatives worked best, what type of content it is, and understanding the common data points of the best-selling creatives, elements, CTAs, and advertising angles are the real winners.
Apart from our raw-data reports, we use tools to identify the best-performing creatives for each format: Scripted videos, user-generated testimonials, photos and videos, GIFs, and high-end product photos.
First, our creative team combined their lessons learned from the best performers and creativity and produced all assets for the new offer we launched with the advertising team. Second, we had clear directions about which creatives we would use on specific personas and stages of the funnel to achieve the ultimate experience for our customers.
After having these pieces in place, we went all-in into reproducing them to fit marketing strategy across all channels.
Main metrics we were analysing on paid social side:
- Outbound CTR
- Outbound CPC
- Video Attention rate = 3sec video views/impressions
𝗠𝘂𝗹𝘁𝗶-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 🦄
The real power of marketing is unleashed only when you combine different channels and move away from being dependent on one channel only.
Like many others, our go-to push channel is still Facebook (still working surprisingly well & enables scaling), but the real party starts when you add email, organic channels, Influencers, TikTok, and Google to the mix.
How we separated them based on the goal:
- Facebook, TikTok, and Google = acquisition
- Influencers, organic channels = awareness
- Email = retention
Stoked to see results of this scale?
We'd love to hear about you and your business and see if we can grow together.
The biggest needle mover:
Before planning all the marketing activities, we analysed the data in Shopify first to understand the purchase behavior during the day.
Breakdown per hour in a day helped us understand which time is best to send our emails, post organic content, and Influencers to shoutout to catch the customers’ attention when they are most active.
By planning and executing these, we sent many positive signals to all the paid advertising platforms, so we scaled the budgets faster during those hours on Facebook, Google and TikTok.
𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝘁𝗼𝗼𝗹𝘀 📊
When scaling the budgets 2-5x every couple of hours, you need to have a strong tool stack to understand the real-time results and not burn money during the scaling phase.
Using tracking tools enables us to follow the real KPIs in real-time, so we combined them with platform metrics to optimize and scale the right ads.
The north star metric we were following was profitability, with the combination of the MER on the market and tool stack helping us understand where the sales were coming from to help us optimize and scale smarter.
Automated rules come in handy in a flood of ads and campaigns if you want them to trigger fast and adjust the budget rapidly.
Without them, we wouldn't be able to scale the budgets confidently and reach this kind of scale across all markets.
Exclusive, time-limited, and easy-to-understand offer enabled us to scale on the new customer's acquisition side (65%+ of the revenue coming from the new customers).
We tested multiple offers with a smaller budget on cold audiences to understand the most appealing offer to scale on the top of the funnel because we know that will be the key to achieving massive growth on our daily revenue.
We combined push advertising channels using evergreen ads (higher conversion rates because of the offer) and offer-oriented ads.
The end result was 10x the daily sales in 3 days, and we did it profitably. Which we believe is the most crucial part.
And… We are done 🙂
Here there are the 5 key tactics we used to scale:
- Data-driven 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀
- 𝗠𝘂𝗹𝘁𝗶-𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵
- 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝘁𝗼𝗼𝗹𝘀
Super proud of us for delivering such amazing results!
Let us know if you have any questions about it on our social media so we can share some extra tips with you or dig deeper into a particular topic.
Till then, SCALE. 🚀
Are you looking for a growth partner to help you grow your eCommerce business in Europe?
Let's see if we can scale together! Apply to work with us, and let's talk about the possibilities of your brand.