Using the wrong performance indicators

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Problem 2. Sales are not all the same
Sales are:

direct, indirect;
offline, online;
recommendatory;
from generated demand;
from unformed demand;
repeated.

So what kind of sales do you want to increase? When an agency says, we will build your online sales and measure everything, ask them this question and see the reaction and answer. Each of the above types of sales uses its own strategies, its own tools and its own methods of measurement. There is no universal solution. So be careful with agencies that tell you that they are engaged in building and increasing online sales - often this is a road to nowhere.




Problem 3:
There is a trap that most novice internet marketers, agencies and clients fall into: when conversion increases and its cost decreases, at some lebanon consumer email list point the profitability starts to fall – the so-called conversion over-optimization occurs. Non-target clients come, bother your call center, waste managers’ time. In the process, there may be losses, returns, lawsuits.

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(red line - income, black - conversion cost)

Different channels bring in customers of different quality, they buy different products of different price categories, therefore, depending on the conversion, the ROI coefficient can "float" from strictly positive to sharply negative. Moreover, you will not always be able to track at what point it changes.