How to Audit Your eCommerce Marketing System for Maximum Growth

Hey Founder,

Sorry I didn’t send the newsletter last week - I took a break! I was on holiday in Australia. So much fun! I really enjoyed seeing Aussie fashion and shopping habits IRL. Spoiler alert - A LOT of activewear. It’s so great to get out of your normal space and see the world from a different angle.

Right - let’s dig into our topic. This week’s post is based on the actual audit I do with every new brand I work with, whether in my coaching programme or as a consulting client.

A client commented that filling out the audit made her immediately see what she was missing - so I thought I’d share it with you so you can audit yourself!

Below is a step-by-step guide to help you conduct a thorough audit. Each section includes key questions, the ideal answers, or considerations to think about.

🎯 Marketing and Brand Questions

1. Have you mapped out clear ‘marketing personas’ for your brand?
   Ideal Answer: Yes
   Why it matters: Understanding your target audience ensures that your messaging is relevant, leading to higher engagement and conversions.

2. Have you interviewed current or potential customers for market research?
   Ideal Answer: Yes
   Why it matters: Direct feedback refines your product offerings and marketing strategy, aligning them with customer needs.

3. Have you clearly defined the brand’s positioning and associated marketing angles that can be used for advertising and storytelling?
   Ideal Answer: Yes
   Why it matters: A strong, clearly defined brand position makes you memorable and sets you apart from competitors.

💰 Financial & Marketing Questions

1. What is Lifetime Value (LTV) of a customer?
   Ideal Answer: LTV should be 3-4 times your Customer Acquisition Cost (CAC).
   Why it matters: A high LTV relative to CAC indicates a healthy, sustainable business model where acquiring customers is profitable.

2. Do you have an ideal Customer Acquisition Cost (CAC) or ROAS/MER goal?
   Ideal Answer: Yes, and it should be aligned with your LTV to ensure profitability.
   Why it matters: Managing CAC and ROAS effectively is crucial for scaling profitably.

3. What is your website conversion rate (30-day average)?
   Ideal Answer: 2-3% for eCommerce is a strong benchmark, though this can vary by industry.
   Why it matters: A high conversion rate means your site is effectively turning visitors into customers, maximizing your marketing spend.

4. What are your revenue goals for the next 12 months, 24 months, & 36 months?
   Ideal Answer: Clearly defined and broken down into quarterly targets.
   Why it matters: Setting specific revenue goals helps you create actionable marketing and business strategies.

📣 General Marketing Questions

1. Are you actively doing PR currently?
   Ideal Answer: Yes (depending on your brand maturity)
   Why it matters: PR can elevate brand visibility, credibility, and drive traffic, especially when combined with other marketing efforts.

2. Have you done SEO marketing before? If so, how has it worked for you so far?
   Ideal Answer: Yes, if you are a product that people are likely to search for.
   Why it matters: SEO drives sustainable, long-term traffic growth, reducing dependency on paid ads.

3. Are you actively doing social media marketing? Which channels?
   Ideal Answer: Yes, across at least one platform where your target audience is most active (e.g., Instagram, Facebook, TikTok).
   Why it matters: Social media is crucial for brand engagement, customer acquisition, and retention.

4. Do you have a short-form vertical video strategy in place (e.g., Reels, TikTok)?
   Ideal Answer: Yes
   Why it matters: Short-form video is the easiest way to ‘go viral’ and ideal for reaching new customers.

🔍 Google Questions

1. Are you currently running Google ads?
   Ideal Answer: Yes or No - depends on your product category and if your product has a lot of people searching.
   Why it matters: Google Ads can be a key driver of targeted traffic, essential for scaling.

2. Do you have Performance Max set up?
   Ideal Answer: Yes
   Why it matters: Performance Max optimizes across all of Google’s platforms, potentially increasing your ROAS by leveraging AI.

📧 Email Marketing Questions

1. What proportion of your traffic currently comes from email?
   Ideal Answer: Email should account for 20-30% of your total traffic.
   Why it matters: Email marketing is one of the highest ROI channels, and a significant traffic source indicates a healthy email strategy and good retention of customers.

2. Do you have the core flows set up?
   Ideal Answer: Yes, including Welcome flow, Abandon cart flow, Post Purchase, Winback, and Sunset flow.
   Why it matters: These automated flows nurture leads and customers through their journey, maximizing their lifetime value and improving conversion rates.

🌐 Website Questions

1. Are you currently sending paid traffic to optimized landing pages or product pages?
   Ideal Answer: Yes
   Why it matters: Optimized landing pages ensure you’re making the most out of your paid traffic by maximizing conversion rates.

2. Are you currently tracking your core website KPIs on a weekly or monthly basis?
   Ideal Answer: Yes
   Why it matters: Regular tracking allows you to make data-driven decisions and quickly address any issues.

🎨 Ad Creative Questions

1. Do you currently have UGC creators who can film content for you?
   Ideal Answer: Yes
   Why it matters: User-Generated Content (UGC) is perceived as more authentic and tends to drive higher engagement and better ad performance.

🏆 Your Unique Selling Points (USP) & Products

1. Tell us what makes you better than all your competitors.
   Ideal Answer: A clear, specific USP that resonates with your target audience.
   Why it matters: Your USP is what differentiates you in the market, driving customer preference and loyalty.

2. Do you offer any guarantees?
   Ideal Answer: Yes
   Why it matters: Guarantees reduce customer purchase anxiety, improving conversion rates.

🛡️ Social Proof

1. What social proof do you have?
   Ideal Answer: Strong online reviews, testimonials, and endorsements from influencers.
   Why it matters: Social proof builds trust and credibility, which is crucial for conversion in eCommerce.

By addressing these questions and ensuring your answers align with best practices, you'll be well on your way to optimizing your eCommerce marketing system for growth.

Regular audits help you stay proactive and informed, ensuring long-term success. 🚀

Have a great week!

Jessie

ps. If you want more help with this - you can set up a meeting with me here.