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Benchmarks för engagemang över kanaler för 2022


Benchmarks för engagemang över kanaler för 2022

The role of marketing is changing, requiring marketers to know how to effectively reach customers across various channels based on consumer preferences and behaviors.

In particular, customer engagement across digital channels (such as social media) is rapidly growing. How much are consumers engaging with brands on different digital media? And how is this impacting the consumer decision process?

Cross-channel customer engagement is already changing the game in customer service. Organizations that have combined online and offline customer engagement strategies have happier, more loyal, and more profitable customers.

Marketing- A Cross-Channel Reality

Marketing is no longer a single entity. It has become a multi-channel marketing activity.

Treating every channel as an isolated entity is no longer a viable option. Instead, businesses must tailor their marketing strategy to ensure that customers are engaged across multiple channels—and that they are receiving an optimal experience everywhere, too.

Marketing automation has become increasingly necessary to achieve this goal. By automating campaigns, communications, and other processes across multiple channels, businesses can deliver a more consistent and streamlined experience for their customers. In turn, this can help drive more conversions, leads, and sales opportunities.

The first thing to remember about marketing is that everything is changing. And the second thing is that everything is changing faster than ever before. One of the most significant changes going on right now in marketing is the move from a one-channel to a cross-channel approach to digital marketing.

Trying to manage your business’s marketing through just one digital channel (such as your website or just social media) will become increasingly inefficient over time. Marketing channels will be more closely integrated; there will be more demand for data and analytics, and customers are expecting a more integrated experience across all channels.

What is cross-channel customer engagement?

When it comes to your customers, the lines between channels are blurring. That’s because the more you engage with them in each channel, the more likely they are to buy from you.

Cross-channel customer engagement is a strategy that relies on using various channels to engage with customers in multiple ways, so they’re more likely to buy from you.

The main goal of cross-channel customer engagement is to grow sales by better engaging with customers across different channels. It’s important to note that this is not just a one-way conversation where brands talk to their customers. Instead, it’s an ongoing discussion between the two parties.

What is a cross-channel customer engagement benchmark?

When we talk about benchmarks, we usually refer to an industry standard. Benchmarks are standards that separate the best from the rest and provide clear directions for companies to follow.

First, let us understand what a benchmark is. A benchmark is a standard by which something can be measured or judged. It is a point of reference from which measurements can be made and compared with other results.

Benchmarking is a management tool that allows organizations to identify best practices and replicate them across their business processes, products, services, and strategies. It aims to measure organizational performance against competitors, peers, or best in class.

There are many ways that one channel can provide value for another; however, cross-channel engagement is the holy grail of marketing channels because it could yield higher sales than any other marketing method.

What are different ways to enhance cross-channel customer engagement?

By sending promotions and coupons via email, direct mail, and social media platforms.

By emailing customers who have purchased a particular product or have visited a specific section of your website and offering them additional products or services.

  • Calling customers who have purchased a certain product or visited a specific section of your website and asking if they need assistance with their purchase.
  • Using targeted ads on search engines, social media platforms, and emails to locate potential customers based on their previous searches, social media activity, and purchase histories.
  • Following up after an initial sale with an offer for a free consultation about how best to use the product you just sold them.
  • Have sales representatives who can answer questions about your products over the phone so that people don’t feel they need to return to your website or store location for information repeatedly.

What are the different customer engagement programs that can help your business? 

With the right technology and know-how, it’s possible to engage with a customer on their mobile device as they browse your website and then re-engage them when they’re browsing in-store and finally recommend products to them via email.

Customer engagement programs include marketing programs such as:

  • Email Marketing
  • Text Messaging Programs    
  • Mobile Apps
  • Marknadsföring i sociala medier
  • Loyalty Programs (e.g., Club cards)
  • Coupons & Promotions
  • Reward Programs
  • Social Networking Sites (e.g., Facebook)

Customer engagement strategies include rewarding customers for purchases, encouraging repeat purchases, and gaining feedback from customers using social networks.

They help businesses gauge their customers’ level of satisfaction with their service and how loyal consumers are to a given brand or product line. Companies can use this information to make strategic decisions about where to allocate resources and improve upon the customer experience.

What are cross-channel customer engagement benchmarks?

While there is no one-size-fits-all approach to customer engagement, there are specific benchmarks brands can follow to increase their success with each channel.

Customer Experience (CX) is one of the hottest topics in B2B Marketing. It’s not surprising since the average attention span of a human being is getting shorter and shorter, and people are more and more impatient about so many things, including their customer relations.

To measure how customers are engaging with a brand, companies look at metrics such as Average Order Value (AOV), Customer Acquisition Cost (CAC), and Customer Lifetime Value (CLV).

Average Order Value

A measure of the average amount that customers spend on each order. It can be calculated for an entire business or a specific product or category. It is also known as average order quantity (AOQ). AOV is one of the key measures used to gauge sales volume and profitability.

Customer acquisition cost (CAC)

It represents the total costs required to attract and acquire a new customer, including investment, salaries, and overheads. It is calculated as the sum of all marketing and sales costs divided by the number of customers acquired during a given period.

Customer Lifetime Value (CLV)

It is the customer’s total value throughout their future relationship with your company. It’s calculated by considering the average order value and the length of their relationship with your business. The term “lifetime” is used because customers can remain valuable to your organization for many years, even decades if they continually return and purchase from you.

Cross-channel customer engagement benchmarks enable us to benchmark ourselves against similar companies operating in the same industry. By benchmarking ourselves against competitors, we can see how we are performing relative to our peers in the industry.

What is customer engagement KPI or user engagement KPI?

KPIs are trending toward cross-channel measurement. We’ve identified six main KPIs emerging as the most important for marketers to measure and benchmark in the next few years.

Key Performance Indicators (KPIs) are the metrics that matter to your business, and they’re critical to measuring the health of your CX efforts.

The suitable KPIs will vary on a company-by-company basis, but many companies already adopt these three broad categories: customer satisfaction, retention, and conversion rates.

Given the constantly changing digital landscape, it’s essential to monitor your performance across time and other metrics such as KPIs, engagement, or revenue. Benchmarking your CX efforts helps you keep track of progress and identify areas of improvement.

What are the customer engagement KPI types involved in cross-channel marketing?

When it comes to measuring the efficiency of your cross-channel CX efforts, there are three main KPIs you should focus on:

Customer satisfaction

After dealing with you, customers have an overall opinion or feeling about your brand. You should monitor using NPS surveys or similar tools to make necessary adjustments when needed.

Customer retention

It is one of the most straightforward measurements for your marketing efforts. By simply looking at the average lifespan of a customer, you can determine how loyal your customers are.

Retention is necessary because it shows that your customers are happy with the overall experience with your business. After all, it’s a wise business decision to ensure your customers are satisfied and keep them coming back.

Conversion Rate

Sales conversion rate shows how many prospects purchase reaching out through a particular channel. Conversion rate is a metric that compares the number of leads or requests to a business’ website to the number of sales or leads converted. This measure is indicative of your company’s ability to capture leads and turn them into sales.

What will cross-channel customer engagement benchmarks take into account in 2022?

Customer retention is vital for growing your business—and it starts with being able to identify the right audience. Companies must understand their customers across different channels before engaging with them.

By knowing why customers take certain actions and respond to specific messages, businesses can create more targeted interactions that foster loyalty and bring in new customers while boosting overall revenue.

The consumer journey has evolved. It’s no longer a linear path from awareness to purchase but rather a multi-step process that can include product research, reviews and ratings, price comparisons, and more before a purchase is made.

Tying together these touchpoints across multiple channels and devices has become essential for meeting the needs of today’s informed customers. The cross-channel engagement benchmarks provide an industry-wide view of how businesses perform those tasks.

How to measure cross-channel customer engagement?

 The first step is to identify which channels you have at your disposal and how you can use them for CX.

Retention is also a valuable indicator of success since it shows you how many customers are coming back to your business and how often they come back. One way to do this is via coupons and discounts, but there are other ways to retain customers, such as loyalty programs or regular discounts.

The most critical measurement for cross-channel customer engagement is customer satisfaction. This can be measured through surveys, live chat, email, or phone calls.

Finally, measuring the efficiency of your cross-channel efforts means looking at the cost per acquisition (CPA) and cost per action (CPA) for each channel. You should determine which channels are the most efficient for your business and where you can cut costs if needed.

For example, you can look at cross-channel CX benchmarks for specific applications (like social media), but this does not provide an accurate picture of your overall performance. You need to understand how these tactics relate to each other and how they support your company’s strategic objectives across all channels.

How can your brand keep up with the rapid pace of change in digital marketing?

Cross-channel customer engagement is a new way of thinking about all the ways your customers can interact with a brand. As channels continue to multiply, how can you ensure your messaging remains consistent and cohesive?

Loyalty programs are one of the most direct ways to engage with customers and reach them across multiple channels.

Contact centers are moving away from a linear model to a cross-channel one where they’re delivering consistent, personalized experiences across all available channels. This shift gives customers the ability to reach out to enterprises whenever and wherever they want while providing better service.

Facing intense competition, contact centers seek new ways to engage with customers on their terms to deliver tailored service. They’re going beyond voice and email to create a more seamless customer experience across all available channels.

Building a cross-channel customer engagement program for marketers and consumer product companies is the holy grail. The allure of reaching customers across multiple channels, from online to offline, from desktop to mobile, from store to home, is powerful.

Truly integrated marketing campaigns that span online and offline channels can deliver more relevant and practical message delivery than traditional marketing methods that focus on one channel at a time. However, marketers must align their sales and marketing efforts across channels and departments to achieve this goal.


Customer engagement benchmarks are used to determine how well a company’s sales and marketing efforts perform. By comparing current engagement performance concerning market-based benchmarks, companies may make strategic decisions regarding their customer relationship management (CRM) programs.


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11 inspirerande visionsförklaringsexempel (+Hur man skapar ditt eget)


11 inspirerande visionsförklaringsexempel (+Hur man skapar ditt eget)

Your company sells a product or an offering, but your branding communicates so much more than this. It communicates the value your product provides. The way your offering is different from your competitors’. The personality you display in your content and embody in your company culture.

Your vision statement is a key piece of this branding that helps to communicates all this and more.

Here, we’re going over everything you need to know to get started crafting your company’s vision statement and how to put it to use.

We’ll cover:

Plus, we’ll include some of our favorite vision statement examples to help you get inspired to create your own bigger-picture company impact.

What is a vision statement?

A vision statement outlines your company’s long-term goals. A good vision statement describes the bigger-picture impact of the work you’re doing day-to-day. A great vision statement includes all of this and inspires your employees, your customers, and your community to join you in realizing this vision.

You want to make sure you’re creating a great vision statement—and we’ll break down how to do that.

What’s the difference between a mission vs vision statement?

The difference between your mission statement and your vision statement is important but simple: Your vision is the result of your mission. 

Your vision statement fits into a larger part of your brand identity that also includes your mission statement and your company values. Here’s a quick overview:

  • Your mission statement defines what you do, who you do it for, how you do it, and why it matters.
  • Your vision statement outlines your long-term goals, the impact of achieving this mission.
  • Your values are the guiding principles and beliefs that your brand embodies.

Your vision statement then should be the result of your mission statement. By working towards your mission, your company will achieve the long-term, bigger-picture vision for your brand, your customers, and sometimes even society.

This distinction is good to remember, especially considering how often mission and vision statements get confused. When you’re presenting this to your employees and your customers, make sure you’re being as clear as possible.

How to write a vision statement

Now that we’re clear on what a vision statement is and why it’s important, it’s time to get started drafting your own. Here’s how.

1. Think big

You want to draft a great vision statement that describes your company’s long-term goals and the impact of achieving them to inspire your customers, your employees, and your community. That means thinking big during a brainstorm before narrowing your ideas and messages down.

Here are some questions to start with:

  • What do you want your business to change for your customers? For the world?
  • How does your product or offering help your customers? How would it change the industry if everyone was your customer?
  • How does that value you provide your customers change their lives? How does that change society?
  • What does the success of your business look like in 10 years? What does that success look like for your customers?

Go through and answer these questions to start identifying the bigger impact of your business. And remember not to edit yourself just yet—giant goals like solving the housing crisis or improving access to healthcare are on the table. This is your vision for the long term, not exactly your promise to deliver right now.

2. Connect to your mission

Even though your vision statement should be future-looking, it should still be logically connected to what your company is working on today. That’s where connecting your mission statement comes in.

Once you have a few big ideas that you want to cover, pair these up with your mission statement. Does achieving your mission accomplish these big ideas?

Let’s consider an example. LinkedIn’s vision is to create economic opportunity for every member of the global workforce. Its mission is to connect the world’s professionals to make them more productive and successful.

vision statement example from linkedin with their mission statement listed

Even though the vision is an expansive and aspirational one, it’s still connected to the mission. If you can connect all professionals and enable productivity and success, then you can create economic opportunities for the workforce globally.

Remember, it shouldn’t be the next step result of your mission, but it should be related.

3. Make sure you’re including emotion

The scope of your vision should be inspiring, but that doesn’t mean you’re off the hook with copywriting. Once you have the ideas down—the long terms goal or goals and the impact of achieving these—it’s time to start fine-tuning.

When you’re determining which words to use in your vision statement, remember you want to evoke an emotional reaction.

hjul som visar olika känslor och ord som du kan använda för att beskriva känslor i din vision


The emotional reaction should be positive, and it should be motivating. Other than this, though, it depends on your brand whether you’re hoping to inspire joy, action, peacefulness, or anything else. Once you determine how you want people to feel in reaction to your vision statement, make sure to choose your words accordingly.

4. Keep it short

Your vision statement should be one or two sentences at most. If it’s helpful to create a longer document that breaks down the vision for your company for your leadership team or board, that’s a worthwhile exercise. But that shouldn’t be the marketing copy that you’re using in your branding.

Keep it short, simple, and straightforward. That’s the best way for everyone to understand, remember, and most importantly connect with your vision.

5. Share it widely

Your vision statement is foundational marketing copy, and you should make the most of it—-for your company culture, your customer marketing, and even your prospective employees.

You should be sure to include your vision statement in your employer branding, whether that’s on your career page or in your company descriptions. In fact, LinkedIn found that a strong corporate brand can reduce cost per hire by more than 50%.

And be sure not to focus only on sharing with people outside of the company. Your employees are working towards your company’s mission each day, but that’s still on the path of your vision. Make sure to communicate that clearly.

11 inspiring vision statement examples

I don’t know about you, but I hate starting from a blank page. There are too many options, not enough guidance. That’s why examples are so helpful to start a brainstorm or a copywriting session.

Here are 11 exceptional vision statement examples to use as models, guides, and sources of inspiration to write your own.

1. Shopify

Shopify’s vision statement is succinct and straightforward: “Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.”

vision statement exempel från shopify


Even though it’s straightforward (and directly builds on its mission statement to “Make commerce better for everyone”), the statement still communicates a big appealing goal. Who hasn’t had a clunky process with commerce, whether it’s a transaction that doesn’t go through or a return process that’s impossible to complete?

That’s why this structure is great for a template: Make [blank] better for [blank], so that [blank].

You can fill in the blanks to use this for your own vision statement—even just to get started.

2. Zoom

Zoom has a strong vision statement: “Communications empowering people to accomplish more.”

The ubiquitous video meeting platform does an excellent job of sharing how its vision fits squarely into its brand identity.

vision statement exempel från zoom


No surprises that a company focused on communication expresses this so effectively.

3. Lego

Lego’s vision statement is simple and joyful: “A global force of learning through play.”

lego varumärke ram

The toy company uses its vision statement to frame its impact reporting. The Lego Foundation is “reaching more children with learning through play,” and the company shares the progress on this goal.

lego's visionsförklaring i aktion på sin webbplats för dess stiftelse

I love how consistent and playful Lego’s branding is, and using the vision statement in action is an extension of this. Plus, it’s good to show that a vision statement isn’t just an aspirational goal—it really is the effect of achieving your mission.

4. Drift

Drift’s vision is clear: “A world where people are free to have a conversation with any business, at any time, on their terms.”

vision statement exempel från drift


Drift’s chatbots allow businesses to field incoming questions and connect with customers or potential customers at any time. The vision statement shifts the perspective. Instead of focusing on the value to businesses, it highlights the value to all of us as customers. No more waiting to call with questions during business hours again.

5. Labster

Labster is an educational platform for virtual labs and scientific simulations. The company’s vision: “To make science education accessible to any student with an internet connection and a laptop. To help teachers educate and empower the next generation of scientists to change the world.”

vision statement exempel från labster


This statement appeals to both key user audiences for Labster—students and teachers. Even more, it presents the unlimited potential impact for all of us if we provide future generations with critical science education. Inspiring.

6. Coded Minds

Coded Minds is an edtech startup with a concise but impressive vision statement: “To be the revolutionary platform of choice for educating the next generation of leaders in the 21st century.”

vision statement exempel från kodade sinnen


I like this visual because it outlines that company’s long-term goals clearly: The mission is what the company does, the vision is what the company will achieve, and the values speak to why it’s important to achieve it.

This exemplifies the simple significance of the mission, vision, and values exercises.

7. Zendesk

Zendesk’s slogan positions the company as the champion of customer service. Zendesk’s vision is the bigger-picture result of championing customer service for everyone: a global economy powered by lifelong customers.

vision statement exempel från zendesk


One of Zendesk’s core brand beliefs is that customer service is so important because it impacts all of us. Like Drift, Zendesk is aware that we are all consumers who work with businesses and often need support when we’re doing so. By championing customer service, Zendesk helps businesses help customers—and by ultimately improving consumer experiences, the company is building the economy. The vision is a grand one, but the logic follows nicely.

8. Alltech

Alltech develops agricultural products to help farmers raise livestock and crops to feed the world. The company shares why in its vision statement: “We firmly believe agriculture has the greatest potential to shape the future of our planet.”

vision statement exempel alltech


This is an inspiring vision that’s particularly motivating for mission-driven employees. It’s a reminder that the day-to-day office and lab work is contributing not only to feeding the world but shaping the future of our planet. That’s a reason to join a company.

9. Nike

Nike’s marketing copy is always crisp and energetic. Their vision statement is no different: “We see a world where everybody is an athlete—united in the joy of movement.”

nike företagets vision, mission och värderingar


The key idea that everyone is an athlete resonates with the rest of Nike’s branding. The second part of this statement emphasizes the power of claiming and recognizing this shared identity: Unity.

10. Billie

Bille outlines its vision for the company that goes beyond razors and presents a more important purpose: “We want to undo the unfair social pressures women face, starting with double standards around shaving and bodycare, and celebrate the infinite ways women can look, feel, and be in the world.”

vision statement exempel från Billie


The best part is that this purpose appears throughout the website and product copy, too. The company not only announces its long-term goals, but it references them consistently.

11. Ikea

Ikea might be known for its flat-pack bookshelves and beds, but its vision statement doesn’t mention furniture or furnishings at all: “To create a better everyday life for the many people.”

vision statement exempel från ikea


This sounds vague, but really it’s big. Ikea’s vision statement captures the impressive impact that accessible, quality furniture can have on people. It makes life better.

Plus, this leaves the future of the company open to expand beyond furniture—something that would be good to use in your own vision statement, too.

Get started writing the vision statement for your business

You can see from the examples that your vision statement doesn’t need to be complicated or lengthy. Instead, it needs to communicate the long-term purpose of your business and what you’re hoping to achieve. Now, use these examples for inspiration and work through the step-by-step to get started drafting your own vision statement. Good luck!


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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare


De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

Here’s the thing about digital marketing channels: there’s no shortage of them out there, but as a new store owner, you cannot afford to be on every one. Nor do you have the time to figure out which ones are best for you.

Detta troubling image concepts what it feels like to be a new ecommerce store owner.

So, we’re going to save you hours by sharing the top seven ecommerce marketing channels for new businesses—including the pros, cons, and tips for getting the most out of each one!

The top 7 marketing channels for ecommerce stores

Below are the top ecommerce marketing channels we recommend for new store owners to drive sales and maximize profit.

1. Influencer marketing

As a new store owner, influencer marketing is one of the guaranteed ways to fast-track your journey to market. There are micro-influencers in every industry, and consumers respect and follow the recommendations and words of authority figures they know.

hur man ökar engagemanget på instagram - influencer post


  • Builds trust.
  • Easiest way to spread word of mouth.
  • Cheaper than mainstream media.
  • Very effective if executed properly.


  • Difficult to predict ROI.
  • A change in the influencer’s reputation could impact your brand.
  • Can be hard to identify and get responses from influencers.


Gretta Van Riel, a multiple 7-figure ecommerce store owner, uses influencer marketing as her primary marketing channel. Here are some tips from her on how to get the best out of influencer marketing:

  • Give your influencers creative freedom. They know their audience better.
  • Do not overwhelm influencers in your initial outreach message.
  • Be clear with deliverables. Quantify where possible. For example, they will write one round-up blog post mentioning your product and three social media mentions (Facebook, Instagram, and TikTok). And what are you giving them in exchange? A free trial, unlimited or early access, or a discount?
  • Stay small. Micro-influencers oftentimes have better engagement than macro-influencers.

2. Social media marketing

Organic marknadsföring i sociala medier refers to using the free posting and online store options available on major social media platforms like Facebook, Instagram, Pinterest, TikTok, and more.

Many consumers use social media to learn about brands and ecommerce stores and will look to see how other customers engage with your brand before they buy from you.

bästa marknadsföringsstrategier för e-handel - poppin godis & #039;s tiktok-konto

Poppin Candy uses marknadsföring i sociala medier to sell ecommerce products with catchy videos about its candies.



  • Takes time to build a presence and stay active.
  • You do not have complete control over the content you create, since people can comment, share, and generate their own content.
  • You need to have the time to engage back with your audience.

sociala signaler och google ranking faktor - engagera tillbaka med kommentarer

Be sure to engage back with your followers!


For more help with social media marketing, check out our resources:

3. SMS marketing

SMS marketing remains one of the OG means of telecommunication, and people trust marketing content delivered via emails and SMS more than generic online content or ads.

Enligt SMS Comparison, it has an open rate of 98%.

sms marknadsföring - sms vs e-post öppna priser



  • Easy to set up and deploy.
  • High delivery, open, response, and conversion rate.
  • Easy to integrate into a sales funnel.
  • Great follow-up channel to engage prospects on your list.


  • Can be costly.
  • Becomes intrusive if not done properly.
  • There are regulations against it in some countries.
  • Can be subject to spam filters.
  • Difficult to measure and track.


For tips on getting started with SMS, head to our guide to SMS marketing.

4. Email marketing

Email is one of the most effective marketing strategies available today and a great way to communicate with potential, current, dormant, and even churned customers.

e-postmarknadsföringsstatistik - e-postmarknadsföringsstatistik

Below are a few steps you can take right now to start getting results.

  • Define your target market.
  • Collect emails to build a list.
  • Nurture the contact.
  • Use a clear call to action.


  • High response and conversion rate.
  • Easy to track and tweak.
  • Great for nurturing prospects through any stage of your funnel.
  • Easy to personalize.


  • Requires list maintenance and efforts to stay out of spam filters.
  • Like SMS, requires list building and maintenance.
  • Need good copywriting skills.


For tips on email marketing, we’ve got plenty of resources:

5. Search engine optimization (SEO)

SEO is the science of optimizing a website so that it ranks high in search engine results for terms relevant to your business and services. The more relevant traffic you get, the more you can convert that traffic into leads and sales.

The key to the blog is to write articles that target informational intent keywords. For example, Quip is an ecommerce site for oral care, and it’s got a blog on topics like how to use an electric toothbrush, how to clean an electric toothbrush, and more.

bästa marknadsföringsstrategierna för e-handel - quip's blogg




  • Long-term strategy. It takes time to see results.
  • The SERP for evergreen topics is more competitive than the local SERP, so it can be difficult for new stores to gain visibility.
  • SEO may be free, but it does require time to write articles, do keyword research, and maintain pages.


To get going on your SEO strategy, here are some helpful posts:

6. Pay per click advertising

Pay-per-click advertising (PPC) is a great choice for new ecommerce store owners with some marketing budget. It simply means paying ad networks to show your marketing messages or banners across search engines or other online media.

ppc-annonsexempel för sökning, shopping, display, sociala medier


  • While SEO takes time to gain traction, PPC yields immediate results.
  • Because you can target highly specific audiences with PPC, and because you’re only paying when someone clicks on your ad, this method is cost-effective.
  • Data! With clear visibility into which campaigns are working and which ones aren’t, you can make data-driven decisions to optimize your campaigns and maximize your ROI.


  • Running effective Google Ads and other PPC campaigns requires regular maintenance, audits, and reporting.
  • You need to pay to play. If you underfund your campaigns, they won’t generate enough volume and data needed for machine learning to take place and optimize your campaigns for profitability.
  • The online advertising landscape is always changing, so it’s important to stay on top of platform updates.


Here are our best resources for PPC:

7. Video marketing

It’s impossible to overlook the power of video marketing. Most social media platforms now favor video content over any other form of content. You can use video to create educational tutorials, ads, educational ads, product demonstrations, explainer videos, and more.

videoannonsverktyg - ripl


  • Video gives you a competitive edge because it allows you to not only tell but show your value and demonstrate how your product provides benefits.
  • While it can be hard to take creative freedom with SEO and PPC content, video affords plenty of room for ideas and creativity to help you distinguish your brand.
  • Live shopping streams are becoming more popular and accessible.


  • Video marketing can be resource heavy—it takes time to edit, and you need to have the right equipment so that you’re working with quality footage from the start.
  • Requires consistency. To gain traction with your YouTube Channel, you need to be consistently posting content and monitoring your YouTube analytics.
  • Lots of influencers use video, so your business can be up against some heavy competition with large audiences.


Here are our best tips and resources for a successful video marketing strategy:

Final tips for choosing the best ecommerce marketing channels

Not sure which marketing channel to start with for your new ecommerce store, or which one will be best for you? Here are some final tips:

  • A multi-channel strategy is the way to go. Each channel has its strengths and weaknesses, but employing multiple channels in concert with one another will bring you the best results.
  • Research your target audience. Find out the platforms your target audience uses most. For example, Tik Tok works more with Gen Z than the baby boomer generation. And emails work better with the baby boomer generation than with Gen Z.
  • You’ll only know how each channel works with your niche if you pay attention to your metrics. Use tools like Google Analytics, Data (Looker) Studio, a CRM, and the native analytics tools within each channel to monitor and measure your results. This will allow you to see which channels bring in the highest ROI as well as to A/B test different approaches within each channel.

The best ecommerce marketing strategies (recap)

Using these ecommerce marketing strategies can help your new store flourish and get customers.

  1. Influencer marketing
  2. Marknadsföring i sociala medier
  3. SMS marketing
  4. E-post marknadsföring
  5. SEO
  6. PPC
  7. Video marketing

Om författaren

Bhujal Patel is a marketer and SEO, passionate about helping businesses get more revenue and profit through customized strategies. He lives in Toronto and writes about business ideas and scaling organic growth at mydigitalkube.com. Connect with him on LinkedIn.


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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar


PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

There are certain facets of marketing that have always seemed to capture more attention than others in regards to growing your business online. One of these is testing.

This adherence (and some might conclude, obsession) with data is not confined solely to the marketing world, as it seems most aspects of society have transformed into “data-driven” models.

Data-driven decision-making in marketing is incredibly valuable, but there is a time and place for everything, and marketing itself is a lot more than just numbers.


The data that drives successful marketing campaigns can’t materialize prior to creating said campaigns. The chicken that lays the egg that makes testing possible is the creativity that drives results fuels the data that informs decisions.

In this post I’ll walk you through what A/B testing is from a paid media perspective, when it’s necessary, and when human abilities like creativity, intuition, and common sense lay the groundwork.

What exactly do we mean by “testing”?

There are many forms of testing within marketing including multivariate testing, usability testing, and content testing, but for the sake of simplicity within paid advertising we will mostly be referring to A/B testing.

With an A/B test, you create two variants of an ad or landing page, and everything is identical except for one element so you can see which variation leads to more conversions. You can test ad copy, button colors, creative elements, the length of the landing page, and more.

exempel på ett google ads a/b-test

The variant that performs better needs to reach statistical significance, which Investopedia defines as “the claim that a result from data generated by testing or experimentation is likely to be attributable to a specific cause. A high degree of statistical significance indicates that an observed relationship is unlikely to be due to chance.”

You generally want a confidence of 95% to consider that a change or variant is statistically significant.

definition av statistisk signifikans


When is it appropriate to begin testing?

Many folks take an extremely “scientific” approach right out of the gate, analyzing every impression and click with a magnifying glass and conducting micro experiment upon micro experiment with slight alterations in ad copy and creative.

The problem with this is that they are limiting themselves by hyper-focusing on small details too early on. Successful paid media is not always an immediate victory in regards to the quality of feedback or results that you may experience when you get started.

With a channel like Google Ads, for example, patience and observation is key to learning which levers to pull and where to make strategic adjustments. You may create an ad or make and adjustment and wait a week or two to observe the impact. Plus, there’s the algorithmic learning period to consider.

Varför inte My Google Ads Converting 10 Reasons Solutions

So the question is, when should you begin testing?

Every business is different—their stage of growth, the number of creative resources available, and the industry they are competing in. When it comes to paid media channels, everyone starts with a blank slate at some point. The promotions and strategy that you choose from the start often influence the evolution of your paid advertising accounts for better or worse.

From my experience, testing should begin after you start to get some traction with the results you are looking for. So for example, if you are looking to generate conversions from a lead form submit, then you should begin testing after you begin to see some results. So you might now be thinking, “What if I’m not driving any results and therefore need to test in order to do so?” My answer to that question is to separate testing from experimenterande.

Testing vs experimentation

From a paid marketing perspective, testing is comparing a control to an alteration. You are “testing” a new variant against a pre-existing one to see if the changes you have made are statistically significant or not.

Experimentation, on the other hand, is pushing your creative juices to produce a variety of different ads or promotions against your target audience to see what appears to gain the most traction.

google annonsexperiment

Experimentation is not to be confused with Google Ads experiments, a feature within the platform.

Some may call this testing but in my opinion, it is less scientific and restrictive. Once you begin to accumulate meaningful data and feedback you can then identify and zero in on what works and test within that framework.

How to do experimentation the right way

When you are in the experimentation and exploration phase, there is a strategy to apply as well. On paid social networks, I like to create the target persona as best as I can manually, then create 3-4 ads targeting that persona.

Given the objective of the client, these ads will be in alignment from a conversion or web traffic perspective. I will also typically create a retargeting audience to test against visitors who are already familiar with the brand. From there, we may incorporate more variations of ads, play around with copy or creative, and allow the campaign to run and collect data.

exempel på annonsvarianter

This stage allows us to gauge the audience’s receptiveness to different messages and ultimately the data will inform us on a direction to explore further. For one client of mine, we were able to increase lead-to-sales opportunity ratios by over 15% by simply identifying that certain language and creative elements resonated much better with our audiences than others. We arrived at that conclusion, however by not being too stringent on testing early on, rather, letting the ads play out then assessing the findings.

Bottom line? The purpose of the experimentation or exploration phase is to create baselines—which allow you to set expectations as well as goals for improvement. This will move you beyond the experimental phase into the testing phase. From there on you can create a model for testing that allows marginal improvements to performance without all the risk of trying an entirely new promotional set.

How (and when) to move from experimentation to testing

To simplify my process for experimentation and testing I will outline from my experience, the stages of growth within a paid advertising account and what you should be doing:

Early stage: Experimentation only

If you’re starting your Google Ads campaign or account from scratch, you should be focused primarily on setting up proper tracking, pixel implementation, etc. first. The most important part of this early phase is that you know your general goal for advertising and ensuring your website and CRM are tracking these results properly, whether they are website visits or conversions.

konfiguration av förbättrade konverteringar för google ads – taggen för google ads konverteringsspårning

From there you should take that overall goal and begin to construct campaigns in which to enter the experimentation phase.

If it is paid search, create campaigns for your branded search terms and through sökordsforskning, some of your most relevant terms. Try to start with something that has the highest probability of producing the result that you want, then expand from there once baselines are established. You can learn how to set up conversion tracking in Google Ads here.

In paid social, you should do the same but with website remarketing and a carefully constructed target persona. In paid social you should establish the goal you are looking for and try numerous promotions that align with that goal.

You can learn how to set up your Facebook Pixel here.

facebook pixel setup - endast meta pixel alternativ

You may also want to set up the Facebook Conversions API for the most complete tracking.

Middle stage: Start testing

What I refer to as the middle stage is where you have experimented with different offers and have figured out what appears to work. You have baseline costs for these promotions and are ready to start testing variations of this offer in a more scientific way. This is where you can begin to A/B test.

facebook ab-testning aktiverades

Growth stage: Refine your testing

This is where you are certain of what drives business within the account. When an account is in this stage you want to find ways to grow but do so within the framework that has proven to be successful. At this stage in the game, you want to test very stringently with fairly smaller changes to variations to mitigate risk of decreasing performance. Larger riskier experiments should be isolated to their own testing campaigns, separate from the ones that are currently driving business for you.

Patience is key with campaign testing

The main takeaways you should have from this advice is to treat new and early paid advertising much looser than what some others might tell you. Although everyone wants to score a touchdown right out of the gate, it is much more beneficial to your paid accounts and development as a marketer to be patient.

Not relying too heavily on data to make decisions early on allows you to be more creative and push the envelope with your marketing abilities. If you are more open to new ideas early on, it will inevitably reduce the amount of time you otherwise would have been testing micro changes to one idea. For long-term success in advertising, you need to take some risks to set a better baseline for the future.


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