Industries02 — 06
E-commerce & D2C brands
Traffic is the easy part. Margin is decided at the product page and the checkout.
The landscape
Online stores win on three things at once: being found for the products they sell, turning visits into orders, and bringing customers back. Each one leaks margin when it is handled by a different team with a different report.
An e-commerce or direct-to-consumer brand lives inside a short loop: a shopper searches or scrolls, lands on a product page, decides in seconds, and either checks out or leaves. Shopping ads, paid social, product search rankings, page speed and checkout friction all act on the same order. Improving one in isolation often moves the problem somewhere else.
The brands that grow profitably treat acquisition, conversion and retention as one system. They know which products and audiences earn back their ad spend, they fix the pages where shoppers drop off, and they use email and remarketing to sell again to customers they have already paid to acquire.
What gets in the way
- 01
Ad spend that grows faster than revenue
Scaling Shopping and paid social without product-level and margin-level measurement buys revenue at a loss.
- 02
Product pages that do not rank
Thin or duplicated product descriptions, messy category structure and missing structured data keep a catalogue out of organic search.
- 03
Visitors who leave at checkout
Slow pages, surprise costs, long forms and missing trust signals undo the work the ads did.
- 04
One-time buyers
Without lifecycle email and remarketing, every sale has to be paid for again.
One connected team
What each part of the system does here.
Performance & PPC
Google Shopping, search and Meta performance ads, remarketing, and budget decisions made per product and margin.
Search Engine Optimization
E-commerce SEO: category architecture, product page content, technical SEO and structured data for the catalogue.
Web Design & Development
Fast, conversion-led storefronts; landing page, form and checkout optimisation tested with A/B experiments.
Social Media Marketing
Content, creator and UGC programmes that give paid social something worth amplifying.
Online Reputation Management
Review management and response, because ratings decide clicks on marketplaces and search alike.
Data, AI & Automation
Customer analytics, forecasting and system integrations between store, ads, inventory and CRM.
Get these right
The product feed is a campaign asset
Shopping ads run on the product feed. Titles, images, prices and availability in the feed decide which searches a product can appear for, so the feed deserves the same care as the ads.
Measure contribution, not just ROAS
Return on ad spend ignores product cost, discounts, shipping and returns. Budget should follow the products and audiences that leave a profit.
Speed is conversion
Mobile shoppers abandon slow pages. Image weight, scripts and third-party apps on the store are worth auditing before buying more traffic.
How it starts
Four steps from first call to a running plan.
- 01
Audit
Review ad accounts, product feed, store speed, checkout steps, organic visibility and tracking.
- 02
Fix the leaks
Address the largest drop-off points in the store before scaling spend.
- 03
Scale what earns
Shift budget towards the products, audiences and channels that are profitable.
- 04
Retain
Set up lifecycle email, win-back journeys and remarketing for repeat purchase.
Questions we get asked.
Which store platforms can you work with?
The marketing work (ads, SEO, content, email) applies to any platform. For changes to the store itself, we review the platform and codebase first and confirm what we can change before we start.
Do you manage Google Shopping campaigns?
Yes. Google Shopping ads, search ads, Meta performance ads and remarketing are part of our Performance & PPC discipline, along with conversion work on landing pages and checkout.
Should we fix the website or buy more traffic first?
Usually the website. If the store converts poorly, more traffic multiplies the loss. The audit shows which comes first for your store.
Can you help with marketplace or product reviews?
Our Online Reputation Management discipline covers review management, monitoring and response systems.
Other industries
Start with a free audit.
Tell us where you want to take the business. We’ll start with an audit and show you what to fix first.