It’s easy to get swept up in the complexity that comes with building your Ecommerce site. However, like most things, simple is better. We’re going to outline the handful of things that should be a focus in the early-days.
Before we dive in, a big thanks to Lindsey Rosenberg who helped pull this together. She's an experienced CPG operator and our go-to resource for all things digital.
When consumers shop online they’re looking to discover something new, exciting, and reflective of their values. A powerful online identity means utilizing digital communication tools to tell your story in a way that endears your target audience before, during, and after they become a customer.
Maybe you’re a wiz at artful TikTok videos, or love making explainer videos for YouTube. Perhaps personal Instagram stories cataloging your everyday life as a business owner are your thing. Weekly emails are a quick and easy way to keep your audience updated on your brand and announce new products, too. Using these tools effectively is key to gaining followers and keeping them, and loyal fans are the most likely to become (and stay) customers.
It goes without saying that having an excellent product should be top priority. Customers won’t come back if you don’t deliver on your marketing and product promises. Are you explaining the product benefits accurately? Are you using testimonials to express user feedback? All of this digital messaging helps tell your story, get consumers excited, and, ultimately, sell more product.
Selling online comes with all sorts of costs. It's important to understand things like your customer acquisition costs (CAC), average order value (AOV), and cart abandonment rate. Want to know what the metrics the best brands are tracking? We'll send you a list!
For an amazing resource, check out Nik Sharma's Landing Page Guide.
Starting out, you should nail the following:
Some things in common amongst all of them:
Check out Jumpstart by Rodeo CPG. It's a digital playbook focused on launching CPG brands. With modules that cover all the key business components, 45+ supporting materials, and 15 different successful founders sharing their experience, it's the go-to resource for anyone looking to start their food & beverage business the right way.