Every number is trackable, so there is no excuse for vagueness
Revenue per session, by landing page, by channel. If a store report does not show that, the reporting is the problem rather than the data.
Online stores
Ecommerce marketing that reports revenue, not sessions
A store has the best measurement of any business type and often the worst reporting. Revenue is trackable to the visit, yet the monthly report still leads with sessions. On the store audits run here: paid cost rising every year, no organic category presence to fall back on, and the abandoned cart flow unbuilt. One Meta account measured here moved cost per add-to-cart from £25.67 to £1.33.
Free, written by a person, yours to keep either way.
- £25.67 → £1.33 cost per add-to-cart Meta
- 526 purchases at £3.84 each Meta
- 470K organic clicks in 12 months SEO
Certified across the platforms we buy on. 150+ businesses, 7 years.
Buying marketing as this kind of business.
Paid cost rises every year
Auction prices climb as more competitors enter. A store relying entirely on paid has a margin problem that compounds annually. Organic and email are the two channels that do not bid against you.
Repeat purchase is where the margin actually is
The second order costs almost nothing to win. Most stores spend everything on the first and nothing on the second.
Priorities, in this order.
The order matters more than the list. Doing the right things in the wrong sequence is how budgets get spent with nothing to show.
- Build abandoned cart and post-purchase flows first, because they act on demand already paid for.
- Fix category page indexation and content, because categories carry the searches with a buyer behind them.
- Measure revenue per session by landing page and let it decide where the work goes.
- Reduce dependence on paid over time rather than scaling it indefinitely.
Common mistakes
What goes wrong, repeatedly.
Indexing the entire catalogue
Faceted navigation and thin variant pages generate tens of thousands of URLs. Indexing them dilutes the site and wastes crawl budget on permutations nobody searches for.
Manufacturer product descriptions
Identical copy to every competitor selling the item. There is nothing for a search engine to prefer and nothing for a customer to buy on.
No lifecycle email
Abandoned cart is the most reliably profitable sequence in ecommerce and it is routinely unbuilt. So is the post-purchase flow that produces the second order.
What the report leads with.
If the first number in a marketing report is impressions, the report does not want to lead with leads.
- Revenue per session by channel and landing page
- Organic revenue share against paid
- Cart recovery rate
- Repeat purchase rate and customer lifetime value
Numbers from comparable accounts.
Meta
£25.67 → £1.33
cost per add-to-cart
1,181 add-to-carts from 138,529 people reached.
Meta
526
purchases at £3.84 each
361,454 people reached.
SEO
470K
organic clicks in 12 months
21.3M impressions at an average position of 8.8.
Real accounts, anonymised by client agreement. Currency as recorded in the account. Movement varies by market, budget and starting position.
Questions
Questions from businesses like yours.
01 Should an online store prioritise SEO or ads?
Both, for different reasons. Ads answer this quarter and SEO answers next year. If you are entirely dependent on paid and the cost is rising, starting organic now is what stops the same conversation happening again in twelve months. The review says which is the more urgent constraint for your store.
02 We are on Shopify. Is that a limitation?
Rarely the real one. URL structure and collection filtering behave in fixed ways, and everything that decides rankings, which is category content, product content, internal links, speed and structured data, is fully workable.
03 Which email flow should a store build first?
Abandoned cart. It acts on the strongest buying signal short of a purchase, the cost of getting the visitor is already spent, and it usually pays for the whole engagement on its own.
04 What does a good ecommerce marketing report look like?
Revenue per session by landing page and channel, organic revenue share against paid, cart recovery rate, and repeat purchase rate. Sessions and impressions are available on request and never the headline.
What we would most likely run
Email Automation That Reacts to What Customers Do | Mavix
Email flows triggered by what people actually did: a form sent, a quote ignored, a cart left, a customer gone quiet. Built once, working every day after that.
Google Ads Agency Paid Per Qualified Lead | Mavix
Starting or rebuilding Google Ads? A straight answer on whether the searches exist, what a click costs you, and an account aimed at enquiries you would take.
Ecommerce SEO Measured in Revenue, Not Sessions | Mavix
Ecommerce SEO for online stores: control over faceted URLs, category pages built to rank and sell, product copy that is yours, and revenue per visitor reported.
Next step
Send the site. We will tell you what is wrong.
Free, written by a person, and yours to keep whether you hire us or not.