Hello ECOM growth folks ✌️

Guess what? I am back 😎 I took some time off to spend with my family and enjoy the summer.

How is your performance going? Write me a LI DM and let me know 💪

Now, let’s continue where we left off and discuss one of the crucial elements of scaling your ECOM business.

Ready? Let’s go!

Since my last blog, I’ve got a lot of questions about

Which performance metric is the most important when it comes to creative performance 🤔

Is it: 

> CTR?

> Hook rate?

> Hold rate?

> ATC rate?

> Conversion rate?

> ROAS?

> Engagement rate

For me, the answer to all of them is NO ❌

Let’s break them down to understand why

Hook rate 🎣

It shows us how successful we are with catching attention with video ads.

Hold rate 👀

It shows us how successful we are with maintaining attention to boost the average watch time.

Engagement rate ❤️

It shows us how successful we are at sparking conversations by commenting, sharing, saving, and reacting to certain ads.

CTR 👨‍💻

It shows us how successful we are in sparking interest in checking more on the website.

ATC rate 🛒

It shows how much interest there is in our products based on the journey from the ad to a landing page.

Conversion rate and ROAS 💰

They show us how successful the creative is in delivering the sale.

But…

PROBLEM

Are you chasing a sale, or are you chasing the scale?

Although secondary metrics above matter as well. 

True ad creative winner is defined by 🏆 VOLUME 🏆 

AIM FOR VOLUME 📈

This means that you analyze the creative scalability: 

1) how much budget can you invest behind the creative 

2) how broad it can go with targeting and 

3) the number of purchases it generates 

… while still hitting the successful KPI 🚀

I am taking more volume with good enough ROAS over great ROAS on super low volume. 

JK ADVICE 🦸🏻

Change your mindset and process to look for scalable creatives that will give you volume over the one-hit wonders that deliver 5-10 sales with great ROAS and then just ☠️☠️☠️

So the next time you find the winner, the first question should be:

“Does it sell?”

The second one should be:

“Does it scale?”

Last but not least is:

“How do we iterate on scalable winners and develop new ones?”

Remember that.

________

And that’s a wrap for today’s ECOM growth community! 

If you have any questions or you want to break some of this further, DM me on LinkedIn

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Talk soon and as always …

Happy scaling! 🚀

BESTS,

Jure (JK) Knehtl

Founder @ JK GROWTH