While most e-commerce companies offer a large number of products, identifying which ones to market can be a major challenge (marketing all of them would be very expensive and probably unprofitable).
More often than not, there are products on an e-commerce site that sell despite receiving very little support from paid channels. This means that customers have chosen to visit the site and complete a purchase with little to no marketing. This could be because these products are unique or they have a competitive advantage. These are products with organic demand.
Action Item: “Find products with organic demand using Google Analytics and start a campaign to capitalize on their success.”
This will help you reach people who want a particular product but are not aware of its value proposition or that you have it.
How to do it:
- Use Google Analytics to calculate the Organic Sales Ratio for last 7 days
Organic Sales Ratio = Sales via Organic Channels/Total Sales
- Identify products with a higher ratio and launch separate campaign for each one (keep checking stock availability)
We ran a campaign for 4 days and achieved:
- CPA – 5X lower than the site average of $15
- AOV – 2.4X higher compared to site average of $21