The One Big Problem: How to Identify and Solve Key Issues to Boost eCommerce Results

When you are trying to find out what is wrong with something, very often several problems will present themselves, each with a different solution. However if you solve the right one, the others will resolve themselves in consequence.

That’s the way you improve Ecommerce results. Focus on identifying the one big problem, the one which truly matters. Then all the smaller ones will disappear, because the big one is ultimately causing them.

Say for example that you’re running Facebook ads, but your ROAS is too low - below 4. You will need to identify the main thing preventing you achieving acceptable ROAS.
You will therefore ask, amongst other things:

• Is my Click Through Rate below benchmark levels, meaning that my creatives are failing to attract attention and engage?
• Is my Cost Per Mille unusually high, meaning that my audience targeting is too broad, too narrow, or overlapping?
• Is my landing page conversion rate dropping off, meaning that users are bouncing off due to slow load times or unclear messaging?
• Is my Average Order Value limiting profitability, meaning it could be increased by bundling, upselling or better offers?
• Are my ads appearing too often, meaning they are generating ad fatigue and lower engagement?
• Is my campaign structure too scattered or unorganised, preventing it from being effectively optimised for search engines?
  
  Some or all of these things may be true at once. So think of yourself as a detective.
  
  There’s one primary culprit you need to identify and arrest. Others may be accessories to the crime, but only one pulled the trigger.
  
  So the way to work on ad accounts is this: decide you are only going to solve one problem to get the results you are looking for, no matter how many problems you can see. Then ask yourself, which problem should it be?
  
  This simple question will help you get real results rather than create the illusion of productivity but achieve nothing. If it’s good enough, you can sell it, and if you sell it properly people will buy it. This process isn’t complex for the customer, so neither should it be for the marketer.