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Monetizing content on various platforms is not easy, even if you have made sure your content is unique and high-quality.

Finding a monetization model that would be best suited for your digital content may be a major challenge, especially if you don’t know exactly what you need.

Here are a few available options (as well as examples and tools) you can consider when monetizing your digital content:

1. Free Content

Although providing free content is a valid business model, it is not sustainable in the long run. Startups often don’t charge anything in the beginning to reach a critical mass of users as fast as possible to later figure out how to make a profit later on.

Twitter did exactly this when it started. While the strategy is not viable in the long-term, it makes a lot of sense in the short-term. The business model can change over the lifetime of a service or a product.

Providing free content drive organic sales. For example, you can provide free courses or webinars while making money on related products or services.

2. Directly Selling Content

Content selling is another valid content monetization model. Possible options here include:

  • Micro transactions provide piece-meal access to digital applications and content. They can be either pay-to-own (downloading a movie, track, image, article, etc.), or pay-to-play (time-limited access to applications or content, or streaming content. Each piece of content is sold separately. Content suitable for this model includes special reports, audio or video downloads, or training programs. Users may purchase as little or much information as they need at that stage. This is the easiest to set up and may be a good idea for those who are just starting out researching content monetization options.
    • PayKickstart can help you set up your shopping cart using any or many of the available payment integrations (including PayPal and Stripe), as well as multiple customizable one-step and multi-step checkout templates and built-in digital download library.
  • Content subscription model. This model is very commonly used for all kinds of digital content, including gaming, software, newspapers, magazines, and streaming content. This type of content often uses a paywall. Selling courses is another way to build recurring revenue using your digital content.
  • Paid email courses (run by auto-responders). This model is usually powered by a third-party email automation solutions: Your subscription customers will receive advanced guides on a regular basis as long as their payments go through. PayKickstart’s email marketing integration features can help you set this up pretty easily.
Email integrations
Integrate your current marketing automation solution with PayKickstart shopping cart by going to Integrations -> Email

3. Freemium Model

All of the above content selling options can be managed by using a freemium model which uses a combination of free and premium (paid) products. There are several variations of this model commonly used:

  • Free and premium with micro transactions, e.g. buying Angry Birds without ads, or buying goods and levels in the game.
  • Free with transactions within the product, e.g. virtual currency and goods inside the game. 72% of the App Store’s revenue is earned this way.
  • Free and paid version, e.g. personal vs. business, lite vs. power, basic vs. enhanced features and ad-supported vs. ad-free.

Freemium model should be supported by a solid subscription relationship management strategy that would allow you to efficiently manage your relationships with recurring customers in order to improve customer retention and build loyalty.

PayKickstart’s various features (i.e. billing reminders, TOS acceptance, email notifications, etc.) can help you create an effective relationship management strategy with your subscription customers.

PayKiskstart has a variety of subscription management features allowing you to remind your recurring customers of upcoming or failed payments, keep them updated on their membership status and handle upgrades

A freemium model can also be supported by ads (see the Angry Birds example above). Free products that are supported by ads are commonly used across all digital verticals, from games and software, magazines and newspapers, to on-demand social networks, and music and video streaming services.

Instead of charging consumers, digital publishers often bolster their profits with advertising revenue. Although banner ads have become faded, native ads, i.e. sponsored posts, may turn successful for both advertisers and publishers.

4. Affiliate Marketing

Monetizing your content with affiliate links is a strategy which can be organic and effective when done properly. Ecommerce sites often use affiliate programs, and offer referral rewards for bringing sales to the site.

Top Affiliate Programs: How Affiliate Marketing Works
Affiliate marketing is the form of digital advertising where you earn money for referring qualified leads or sales to a product of your choosing. It is one of the most popular content monetization methods

Here’s our own list of highest paying affiliate programs to monetize your content.

Join an affiliate program
Join highest-paying affiliate programs inside PayKickstart affiliate dashboard

To succeed in this type of content monetization, you need to focus on providing value via detailed product reviews, while carefully disclaiming a link that allocates sales to the affiliate. Many affiliate promoters or product reviewers use search engines to drive traffic to their review sites. This increases visibility resulting in more prospects to convert.

5. Data as a Product

Selling data is an opportunity for additional revenue for services that collect it. Serpstat, SEMRush and Ahrefs are all great examples of data-driven companies building income on selling (and re-selling) data to service-based companies and businesses.

You don’t have to actually own the data to sell it.

Data as a Product monetization model can rely on derivative products.

Derivative products are created by remixing existing content into new products. These can be licensed to developers, or used internally.

Statista is a great example of using derivative products based on aggregated data they don’t actually own. The site collects stats from all over the web and visualizes it nicely. The new product is up for sale, backed by a freemium model.

Conclusion

Despite the content landscape shifting continuously, these content monetization strategies can increase revenue or build additional source of income.

You don’t have to choose one monetization model and stick to it. Building ROI with help of digital content comes down to a lot of experimenting and measuring. What seems to work for one publication may fail to work for you.

The best way is to start with the easiest strategy and then see what other methods may apply. PayKickstart is is an all-in-one shopping cart and digital fulfillment service that will help you set up an effective content monetization strategy, from handling the checkout process to upselling and subscription relationship building.

Finding the right price for your products and services is essential. There are a lot of pricing methods you can choose from but none of them actually tell you how much to charge.

No one can.

Pricing is one of the decisions in your business that has the highest leverage. If you choose wrong, you’ll be leaving a lot of money on the table.

If you choose correctly then you’ll increase your bottom line while delivering value to your customers.

This article will show you the key elements to consider when you’re pricing your products and services so you unlock the most value and accelerate your growth.

Start with pricing strategies in your industry

Pricing is a wide topic and will depend on everything from your products, industry, positioning, and financial muscle.

It’s important to understand pricing isn’t something that you set and forget. You can go back and evaluate your pricing as often as you want. If you go the route of constantly testing your prices, you should protect your current customers from fluctuations (for example, if you have a membership product) by grandfathering them.

To find a benchmark to start with, look at what’s going on in your industry.

Almost every industry has an accepted norm for how they price products. It’s not a must that you follow the same methodology as everyone else but it is important for you to understand the strategies being used.  

This may save you a lot of time and energy down the line. For example, retail stores and manufacturers tend to use cost-plus pricing. SaaS companies gravitate towards value-based pricing.

When you figure out how your competitors are pricing their products, you have three choices:

  • Price above the market
  • Price below the market
  • Price at parity with the market

Each one has nuances. For example, if you’re trying to capture a larger market share, you may price below the market. If you’re trying to position yourself as an exclusive or premium brand then you may price above the market.

Remember, no price point is written in stone. Just look at it as a starting point and the more you optimize your price, the better results you’ll get.

Now, let’s look at the keys to arriving at the perfect price for your products.

Willingness to pay

This may be the most important factor when determining your price. How willing are your customers to pay for the product in the first place? Is it important enough for them to pay a premium price or do they look at it as a commodity?

The way you market your products will have a direct impact on your customer’s willingness to pay. Apart from that, certain products are simply more valuable to your target market than others.

Let me illustrate using two different examples.

Bob is an office manager and his 7th marriage anniversary is coming up. His wife is really big on collectible action figurines that can go for hundreds of dollars through auctions on sites like eBay.

There’s one type in particular that she has been eyeing for the last few months, but the price was too high so she’s been saving towards it. Bob knows she won’t be able to save enough for it for at least 2 more months. He also knows that she’ll be thrilled if he can surprise her with it.

He jumps on eBay and places a bid when the item has about 12 more days left. His bid is set at $120. With just 24 hours left, someone comes and places a bid for $450. It’s still less than Bob planned to pay so he ups the bid to $475 and dares them to bid again.

They bite and increase the bid to $500 with just 8 hours left.

A bidding war ensues.

Bob checks eBay every ten minutes to make sure he’s still on top. His opponent doesn’t seem to want to give up. With just 30 minutes left, the bid is at $950 and Bob is on top. His opponent swoops in with just 15 minutes left bids $1,000.

Bob sighs in resignation as he adds another $50 to his bid amount. He wins.

In this case, there’s a lot of willingness to pay. Not because of the intrinsic value of the figurine but because of the value to Bob’s wife.

In another example, the same person – Bob – is playing with the idea of starting an online business but doesn’t know where to start.

He ends up on the list of a marketer that has a course about that exact topic. Bob consumes the free material and when the launch rolls around, he seriously thinks about buying the $997 course.

He contemplates it for a few days but decided he has more important obligations and goes about his business.

He has low willingness to pay.

When you know the willingness to pay of your potential customers, you can price your products accordingly.

You can use surveys to determine the willingness to pay of your target demographic.

Cost to create

This can be hard to determine when you have an intangible product like an Ebook. You sit down for a couple of hours and write the book.

The cost of fulfillment is negligible and doesn’t factor into the costs of making and distributing the product. On the other hand, if you have shirts, physical books, electronics, etc. There’s a real cost of the goods.

You may be manufacturing them yourself or reselling them after purchasing from a distributor.

When you’re in a situation like this, the cost of the goods is a solid benchmark when determining the retail price of your product. If it costs $5 to produce then you know you need to, at the very least, charge more than $5 if you want to turn a profit.

Market competition

Competition is also a huge factor in determining your price.

If you don’t have anything that differentiates you from the others in your space then your products and services will be perceived as a commodity.

What that means is you’ll have a hard time charging premium prices.

Think of it like this. You’re selling a white shirt with no brand, no special features, and no unique factor that differentiates it from other white shirts. For some reason, you decide to price it at $29.

The people who land on your page will read everything, possibly watch a video, and then search Google for an alternative.

Within a few minutes, they’ll find dozens of competitors that offer a comparable product for much cheaper. When you don’t have anything that differentiates you from the competition then the way they price their products will play a big role in your pricing strategy.

If, on the other hand, you have a differentiation device then the competition becomes less important to you because you offer something people can’t get anywhere else.

An example of this is FrogTape that uses Paintblock® technology. No one else in the market offers Paintblock® technology so it’s able to stand out and charge a premium for its product.

Conclusion

Your price is never set in stone and can be reevaluated at any time in the future. With that being said, you should still put the time and effort into getting it right.

Start by looking at what other organizations in your industry are doing. What’s the methodology behind their pricing and does it work for them?

Using that starting point, look at specific factors in your business such as

  • Customer willingness to pay
  • Cost to create
  • Competition in the market

When you’ve gathered all of these data points, it’s much easier to settle on a price. Let me know how you’re going about pricing intelligently in the comments and don’t forget to share.

Customer acquisition cost is the amount you spend to attract new customers into your business. This number is so important because it determines if your business is profitable or not.

When it’s too high, there isn’t enough money left over from your acquisition to support all the other things that are important in your business.

Whether you’re paying $10 or $10,000, you’ll positively impact your business and profit by reducing your CAC. Even if you’re happy with it right now, things may change in the future so it’s important to constantly work towards a lower CAC.

In this article, I’ll go through 6 strategic ways of lowering your CAC so you can take home more profit from every customer you acquire.

Improve conversion rates on key pages

There are tons of ways to improve your conversion rates and going through all of them would require a 500-page book.

Instead of that, there are a few high-impact areas which you should focus on at first.

  • Your presell flow. What kind of content does your potential customer interact with before they get to your sales page?  If there’s a mismatch between what you say there and what they experience on the page, your conversion rates will be negatively impacted.
  • Powerful risk reversal. This is especially important online. There are tons of risks when anyone makes a purchase so let them know they’re protected. Money back guarantees, a generous return policy, and trust/security signs help reduce the risk associated with buying from you.
  • Urgency. If your products lend themselves to urgency then don’t be afraid to use it. There are different types of urgency which can be combined with scarcity.

Here’s an example of scarcity (which also creates urgency) from Walmart.

Promote better offers

Many entrepreneurs have no idea how important the offer itself is. Apart from targeting the right people, the offer you present can have the biggest impact on your sales conversions which in turn will reduce your CAC.

You don’t have to change your marketing, your advertising budget, or your branding to improve your results. All you need is a better offer.

I’m not talking about the price alone because that’s just part of what makes up your offer. Other things to consider are your payment terms, the bonuses, features, risk reversal, etc.

Look around your market. What’s the length of the money back guarantee? Can you make yours better? What kind of payment terms is everyone else offering? If they spread it out over six months can you spread it out over 12 months?

Retarget people who visited key pages

There are countless ways to retarget the people who visited your website. You can show offers to people who read your blog. You can push for the email for people who visited specific landing pages and more.

The highest impact thing you can do with your retargeting campaigns is to focus on the people who visited your checkout page or added items to the cart. This usually shows high intent but they may have run into one of the common cart abandonment reasons like unexpected shipping costs.

Create retargeting ads that show the product they were about to purchase and give them an incentive to come back and complete the purchase.

example of retargeting ad to reduce CAC


This example from Wayfair reinforces the ability to get free shipping and shows its products in action. A certain percentage of people will click through so all your effort spent getting people to your page in the first place won’t be wasted.

Clarify your customer avatar

Your target customer is everything.

Your products should speak to your customers and no one else. When you’re not speaking to them clearly then they can get confused about whether or not your products are for them.

This results in a lower conversion rate and increased CAC.

There’s a simple way to further refine your customer avatar. It may not be the easiest thing but it’s worth it.

I’m talking about performing customer interviews to better understand who your customers are and the problem they’re using your products to solve.

A great book for this methodology is When Coffee And Kale Compete by Alan Klement. There’s a free ebook available on the web.

Conversely, if interviews aren’t possible based on your situation, you can also focus on running surveys. You’ll need to collect more responses because surveys lack an interactive element and many people will give short answers.

When you’re done, use the data you gain to further refine your customer avatar.

Referral and affiliate programs

What better way to improve your CAC than to get other people to do the work for you. Both affiliates and referral partners are a tried and tested way to get more customers through the door without direct spending.

With that being said, it’s important to understand the numbers in your business such as CLTV (customer lifetime value) so you can give a commission that’s competitive but still makes sense for you.

Another thing to consider is whether or not the commission you give is recurring or a one-off fee. With the PayKickstart affiliate features, you can take advantage of both recurring, one-off, and product-specific commissions for your affiliates and referral partners.

If you have a longer sales cycle that may not be attractive to affiliates, it may be a good idea to pay them for every qualified lead they generate. Whatever route you choose, it can go a long way towards reducing your customer acquisition costs.

Articulate a differentiation device

This is a much more difficult way to reduce CAC but it’s also one of the most powerful. Not only will it help you reduce your customer acquisition costs, but it can also help you stand out in very competitive markets.

A differentiation device, like the name implies, is something that helps you position yourself as unique in a crowded market. More than that, it makes your prospects pay attention and gives them hope that your solution will be different.

An example of this concept is the home workout program called P90X. In the early 2000’s it was launched in a crowded market and their prospects ignored them. The company struggled to gain traction and lost money on 14 infomercials.

It then came up with a differentiation device known as muscle confusion (you can read more about muscle confusion here). In essence, it gave people hope that this workout program was different and they could see results.

Over the course of the next decade, P90X amassed 23,000,000 customers and the parent company cracked a billion dollars in sales.

Conclusion

Your customer acquisition cost is one of the most important metrics in your business. It determines how much you can expect to profit when you acquire a new customer and which channels will work for you.

The lower this number is, the better.

This article has gone through 6 effective ways to reduce your CAC and, in turn, create a more profitable business. Choose one to focus on first and see how it works in your business. ‘Once you have implemented it successfully, move on to the next one until you’ve worked your way through the list.

Let me know how you’re reducing customer acquisition costs in the comments and don’t forget to share.

Wix is one of the most popular website and page builders. You can create a professional website in an afternoon.

You get hundreds of templates, social media integrations, SEO tools, support for dozens of languages and much more.

It even comes with a basic Wix shopping cart through Wix Stores that will allow you to collect payments. That’s enough for beginners or people who’re not concerned with maximizing revenue.

For you to be here right now reading this blog post, I’m going to make an assumption – forgive me if I’m wrong.

My assumption is that you want to maximize revenue from every transaction and the Wix shopping cart is too basic for your needs.

 As you know, we don’t do basic at PayKickstart.

In this article, you’ll understand the benefits of using PayKickstart to handle payments on your Wix site and how to integrate with Wix.

Benefits of using PayKickstart as your Wix shopping cart

After you’ve done the legwork of generating the right traffic, getting your message right, and sourcing (or creating) the right products everything is good – right?

Not exactly.

One of the main challenges of online shopping is the high rate of abandonment. The statistics vary but everyone agrees that over 70% of shoppers fail to complete the checkout process.

This is abandonment and it’s one of the main issues PayKickstart was created to address. It does this in a number of ways.

Optimized checkout templates

Part of the reason people have so much trouble checking out is because the process is difficult. There are multiple pages, forms to fill, and a lot of unnecessary information.

templates for wix shopping cart

Our templates have been tested in the real world and proven to increase conversions. They ask for the most important information and leave off the rest so your customer can get in and out quickly.

In addition to that, you have the option of capturing contact information separately. That way you can send follow up messages if your prospects don’t make it through the checkout process.

Multiple payment methods

There are hundreds of alternative payment methods and they’re getting more popular every day. Over half of all online transactions will be performed with an alternate payment method by the end of 2019.

What many online business owners don’t realize is that almost half of all their shoppers will leave when they don’t see their preferred payment method.

When you have multiple payment options, it encourages trust from your new customers and may even promote repeat purchases.

In addition to that, it can be more secure because payment methods like PayPal process the transaction off of your website.

Conversion boosting tools

This is one of my favorite parts of PayKickstart. There are tons of conversion boosting features that other shopping carts simply can’t stand up to.

Here’s the thing, Wix Stores is fine for collecting payments but it’s not built to maximize revenue from every transaction. PayKickstart is.

This is made possible with a few key features:

1-click upsells

The problem with a lot of solutions is that they don’t support upsells or the customer has to jump through a few hoops.

Both situations are far from ideal.

With PayKickstart, all you have to do is set up your upsells and your customers can simply click for it to be added to their cart.

Order bumps

Order bumps are smaller products you present on the initial checkout page. They’re closely tied to the original product and make it easier to use or complement it in some way.

On average, our customers see a 30% increase in transaction value.

Jeff Hunter was able to bump sales 5x when he switched to PayKickstart and started using the conversion boosting features.

Cart abandonment recovery tools

Traditionally, setting up your cart abandonment workflow requires multiple tools. PayKickstart is a self-contained system that allows you to send cart abandonment recovery emails to the 70%+ shoppers who don’t make it through the checkout process.

It doesn’t end there, when your buyers click through the emails to continue shopping, the shopping cart has their information already filled out from the previous visit.

Clear reporting dashboard

You don’t have a business if you don’t understand how everything is working together. PayKickstart has a clear dashboard that gives you a bird’s eye view of the most important metrics in your business.

It’s also possible to drill down and look at metrics individually to spot areas of improvement. Key dashboards include:

  • Conversion reports
  • Sales reports
  • Subscription and churn reports
  • Traffic reports
  • Affiliate reports

How to set up PayKickstart as your Wix shopping cart to accept payments

There are two methods of collecting payments from your Wix website using PayKickstart.

Checkout pop-up widget

This is ideal when you want to present the checkout form after a button click but don’t want your customers to be redirected to another page.

In PayKickstart, it’s necessary to set up a sales funnel and product before creating a checkout page. You can learn how to do that here.

After you’ve created your product and sales funnel, you can begin setting up your checkout pop-up widget.

Step 1: Click funnels in the left navigation panel and then click the light blue manage button.

Step 2: Click on checkout options for whichever product in your funnel that you’d like to associate a checkout form with.

Step 3: select popup widget and then choose a widget design.

Step 4: Grab the embed code and paste it anywhere below the head tag of your website.

Step 5: click on “step 3 – link widget.” The code that appears here will be pasted as the link for your button instead of a traditional URL. When you’re done, the button will now show a checkout pop-up when clicked.

That’s it, your Wix page is now ready to start accepting payments.

Embed checkout form

This option is ideal when you’d like to separate the sales page and the checkout page but keep everything on your domain. The process is similar to the checkout pop-up form. Complete steps 1 & 2 from above, for step 3, you’ll select “form embed.”

wix shopping cart form embed

Step 4: choose your form design and decide whether it’s a single page or multi-step form.

wix shopping cart form embed

Step 5: Choose individual design options and customize your form.

wix shopping card form embed

Step 6: Click on embed code. Copy the code presented and paste it anywhere on your page to enable your Wix shopping cart.

Wix shopping cart form embed

That’s it, you’re all set up.

Conclusion

Wix is a powerful page and website builder. It has everything you need to create a professional looking website in a matter of hours.

What’s lacking is the ability to create a conversion optimized Wix shopping cart right. For that, there’s PayKickstart. It works seamlessly with Wix to create a checkout experience that increases revenue and drives down cart abandonment.

It only takes a few steps to integrate PayKickstart with Wix and reap the rewards you can gain from a shopping cart built to maximize your revenue.

Let me know what you think about using PayKickstart as your Wix shopping cart in the comments.

One of the most important things you can do to increase conversion rates is to take high-quality product photos. There’s a reason major brands and large eCommerce stores invest a lot of money in professional photos. Fortunately, you don’t have to shell out a lot of money to take good photos. In this guide, I’ll offer some tips for taking great photos, and if you’re on a tight budget, that won’t be a problem!

An example of a product photography setup.

The first question you might have is whether or not you need a high-end DSLR camera. Fortunately, you don’t need an expensive camera to take great photos. Many smartphones are now equipped with great cameras that will suffice. iPhones, Samsung Galaxys, and Google Pixel phones, among many others, all come equipped with great cameras.

If your phone doesn’t have a top-notch camera, you could buy a stand alone camera. The better the camera, the better your photos will turn out (although, professional cameras can be difficult to use). That being said, something like the Canon PowerShot SX420 IS can be had for less than $300, and in capable hands, can take excellent product photos.

So how do you actually take good product photos? Let’s dig in.

1. Set the Stage With a Good Background

First thing’s first, you need a good background or stage for your products. The appropriate background will largely depend upon the types of products you’re trying to showcase. That being said, a white background will work for just about anything. 

So how do you get the perfect white background? You could try using a white sheet or improvising a white background, saw with a wall. However, you’ll get the best results by using a white sweep. Fortunately, you can pick one up for less than $20. You might want a stand as well, which will cost a bit more. 

In some cases, you may want to show your product off in the wild. This is often called “in context”. For example, if you run a pizza parlor, you might want to show off slices of pizza on the table. Taking professional quality shots in such environments is possible but will prove especially tricky for amateurs.

2. Set the Lighting 

One of the reasons white sweeps work so well is because the white surface reflects light back onto the product. Lighting, in turn, is one of the most difficult things to get right with a photograph. There are generally two approaches to lighting: natural light or setting up a light box.

You can start by testing out natural light. Find a large window in your home or office, set up your white sweep, and test the light out at various times of the day. With a bit of luck and timing, you might find the perfect light level.

That being said, you’ll often get the best and most consistent results by setting up a light box (or light tent, as they are also called). Fortunately, you can make one at home. (Or, you could pick up a lightbox on Amazon, they start at less than $50.)

Natural light can work well under the right circumstances.

First, you’re going to need a large cardboard or plastic box. Then, you’ll cut two holes in each side. Next, you’ll cover up the holes with tissue paper, creating a simple filter that will soften the light. 

After that, you’ll set up two lights outside of the box. You’ll need two light bulbs of the same wattage and from the same manufacturer. You’ll need to experiment, but try starting with two 15-watt fluorescent bulbs. It’s best to use daylight balanced bulbs, especially if you want to shoot during the day. 

A DIY light box in use.

As for lamps, you can use a pair of lamps from around the house or office or you can pick up a couple of cheap ones. For best results,  the lamps should be the same. Set them up outside of the light box.

If you’re really serious about grabbing the best photos, you could also pick up studio lights. While the homemade solutions described above should perform admirably in the right hands, professional solutions will produce better results. 

3. Put it All Together and Start Shooting

Now, set up your white sheet inside the light box, turn on the lights, and start shooting! Of course, this is the trickiest phase. One problem that plagues many would-be photographers is shaky hands. Fortunately, the solution is simple: get a tripod. There are many options for both smartphones and traditional cameras.

A tripod in use.

Generally, you should use a standard lens and should skip filters, both digital and physical. Make sure your lens is clean, of course. Given that you’ve got a light box, you’ll also want to turn off your flash. 

You should also experiment with angles. For large products, a straight-on angle often works well. For smaller products, a ¾ quarter angle often produces the best results. A three quarter angle is how most people first see products in display cases and what not. 

An example of a ¾ photo.

4. Don’t Be Afraid to Experiment

So far, I’ve recommended sticking to a white background and focusing on your product. As you gain more experience you can start to experiment. In-context or lifestyle photos often work great for products that have a real story to tell. For example, if you’re selling fashion articles, you can show how people look with the product in a natural setting, say at brunch with friends.

Likewise, even if you want to stick to a white or light colored background, you can accent the background. For example, if you’re showing off your basil tomato soup, you might sprinkle some basil leaves around the bowl. 

Want to sell some tents? Show them off in the wild!

Point is, feel free to experiment once you get the basics down!

Ultimately, Great Photos Sell Products

Few elements will influence sales as much as the photographs. That’s why it’s vital to take great product photos. By doing so, you should be able to increase sales and conversions. While taking product photos can be tricky and will require an investment of time and money, the results will be worth it!

Did you know that over 80 percent of Americans now own a smartphone? And those smartphones aren’t just sitting in their pockets, either. Smartphones have quickly emerged as the preferred device of choice for many people who want to surf the Internet. For these reasons, among others, it’s now vital to have a shopping cart that is mobile friendly, and that means having one that automatically provides customers with a numpad.

Smartphones are changing ecommerce.

Most laptops and desktop keyboards have dedicated number keys, which are often located above the letter keys. Many also have a physical numpad, which is usually found on the right side of the keyboard. Unfortunately, there’s no practical way to slap a physical number keys onto a modern smartphone.

And unfortunately, it can be difficult to access the number keys through a smartphone’s built in digital keyboard. Often, you have to toggle the keyboard and open up another menu that contains numbers and other symbols. Sometimes, the number menu will close after you press each number.

I’ve been there before, trying to type in credit card numbers but each time I hit a number, I’d be taken back to the menu with the letter keys. What should have been a relatively simple process quickly because a huge pain in the neck. For ecommerce stores and other online sellers, this pain in the neck could quickly become the  death of a sale. 

If a customer has a physical numpad, they don’t need a digital one.

So let’s look at several scenarios when numpads should be used and why numpads are so important for mobile shopping carts.

You’ll Need a Numpad in These Five Scenarios

There are several scenarios in which you should (must) offer a numpad:

  • When credit card numbers must be typed in
  • When house numbers, apartment numbers, zip codes, or other numerical address details are needed
  • If a phone number is required
  • When users must type in a pin number
  • Or any other time a long string of numbers will be required

Let’s assume you use PayKickstart as your shopping cart. When it comes time to plug in a credit card number, address, or other string of numbers, a numpad will automatically appear on their screen. This numpad will be much easier for them to use than the numbers on their normal onscreen keyboard. 

Typing in credit card numbers and the like can be a pain.

This reduces friction, which in turn means customers can seamlessly checkout. This way, they will have less time to stop and reconsider their purchase. Further, many customers will simply abandon a purchase because it’s a headache. Here again, using a numpad ensures fewer headaches. 

Friction Will Increase Abandonment

Numpads are vital because they reduce friction, which should improve conversion rates and lower abandonment rates. Shopping cart abandonment rates can reach as high as 80 percent and typically weigh in at 70 percent. If customers encounter any friction or have to jump through hoops to complete a purchase, they will be more likely to abandon their purchase. 

An abandoned shopping cart is a lonely shopping cart.

Even as customers go to complete a purchase, they may be having doubts. Do they really need that product or Software-as-a-Service? The more difficult the shopping cart is to use or the longer it takes to fill out the necessary details, such as credit card numbers and addresses, the more time (and even excuses) they have to abandon the purchase.

At PayKickstart, many of our customers enjoy lower shopping cart abandonment rates lower than the industry average 70 percent. That’s because we’ve put a lot of time into making our shopping cart as frictionless and mobile friendly as possible. One feature we’ve found to be very effective is automatically providing customers with an easy to use numpad. 

Numpads Are Mobile Friendly

As I already pointed out, most Americans now own a smartphone and an increasing number of people are using their smartphones to shop online. This is a big part of the reason why numpads are so important. Back in 1999, you wouldn’t have had to worry about a numpad, people could just use their keyboard.

Yet now, more people are shopping, and more importantly, completing their purchase online. You might think that “shopping” and “completing a purchase” are the same but that’s not quite true. In order to understand why the seemingly simple numpad is important, we need to understand the difference. 

Many customers who are shopping won’t complete a purchase. Instead, they are browsing, looking for the right product or service to meet their needs. They might look at a dozen or more products before trying to pull the trigger. Once they find the right product or service, they’ll go ahead and complete the purchase. 

You might think I’m splitting hairs, but there’s an important point: up until recently, many people used their smartphone during the research phase but ultimately completed their purchase on a traditional PC. Often, this was because checking out on a PC was a lot easier than on a smartphone.

However, with numpads and other important mobile optimization tactics, more and more people are completing their purchase on their smartphone! In fact, roughly a third of purchases are now being completed on smartphones. However, 84 percent of users report trouble completing a mobile purchase. At the same time, 40 percent of users claim they’ll go to a competitor after a bad mobile experience.

So what’s the take away from all this? As more users use their smartphone to complete a purchase, and not just for window shopping, offering a good mobile experience will be vital. If you don’t offer a great mobile experience, you can bet that many of your best competitors will. And that means more and more of your customers could end up leaving your website for theirs. 

In other words, you need to be as mobile friendly as possible and an easy-to-use numpad will make a big difference. Fortunately, with the PayKickstart mobile shopping cart, a numpad will automatically appear when needed. This means your customers can enjoy a frictionless checkout. 

A Numpad May Seem Like a Small Detail But It’s a Big Deal

Wrapping up, it’s important to note just how important offering a frictionless, accommodating mobile experience is. Already, many people are using their mobile devices during both the shopping and checkout phases. You need to offer a great mobile user experience throughout the entire process.

Seemingly small details, like having a numpad automatically appear, will make a big difference when it comes to user experience. Fortunately, when you use a topnotch shopping cart like PayKickstart, you can be confident that your customers will enjoy a great experience no matter what type of device they’re using. 

Not only will PayKickstart automatically offer numpad input, our cart is mobile optimized in countless other ways! So make sure your cart is mobile ready.  

As an online business, there’s a ton of data available to help you make better decisions about what you’re selling and how you’re selling it. With this data, you can make strategic choices about what to sell, when to sell it, and how to sell it.

When used properly, upsells and downsells can have a major positive impact on your revenue. If used incorrectly, they can create a poor user experience because it’ll feel like you’re shoving offers down the throats of new customers.

That’s far from ideal.

In this article, I’ll look at how upsells and downsells affect your income as well as a few ways to make the most of them.

What are upsells and downsells

They’re used in similar situations but are very different.

An upsell is the process of recommending a more expensive yet complimentary product to someone that has just purchased from you.

A downsell is the process of recommending a product that’s less expensive than the original upsell but it’s still complementary to someone that has just purchased from you.

Both of them are geared towards suggesting beneficial products to new customers in an effort to increase the current cart value.

Here’s a simple diagram illustrating how upsells and downsells work together.

Upsell flow

The first step is their purchase. It’s important to show upsells and downsells only after someone has completed the initial transaction. If not, they may get annoyed and abandon the cart halfway through the process and you’ve missed out on the purchase they would’ve otherwise made.

After someone completes their initial purchase, they’ll be shown an upsell page. Here, you explain what the offer is and they can then choose whether or not they’ll take advantage of it. If they decide to purchase the upsell, they’ll be redirected to the thank you page.

If they didn’t purchase the initial upsell offer then they’ll be redirected to a downsell page and offered something else.

Whether they buy this one or not, they’re redirected to a thank you or confirmation page.

That’s an upsell to downsell sequence at a really high level but there are many different permutations which I’ll touch on a bit later in this post.

Let’s look at how upsells and downsells affect your bottom line.

The revenue impact of using upsells/downsells

The best way to illustrate how powerful this strategy can be for you is with an example.

Acme Inc. is a company that sells fitness related services to its customers. It gets the majority of its revenue from a calculator on its website. People go through the calculator, fill in their information to get their results, and are taken to a results page that contains an offer.

A few people click on the offer and buy it at $50. That’s the average order value and the only product that Acme Inc. was selling.

Acme Inc. wasn’t happy with the revenue it was getting from this process and decided to implement a few things.

The first step was to add an order bump to the checkout page for a $27 product. It was a complimentary add-on that offered 100 recipes people could use to improve their results. It had a 35% conversion rate.

After the order bump, the average cart value increased from $50 to $59.45. That’s not bad but Acme Inc. wasn’t satisfied.

It tested two different offers for upsells. The first one was a personalized meal plan and the second one was a personalized workout plan. Both of them were priced at $197. The personalized meal plan offer was more popular and got a 12.5% conversion rate.

After that, the cart value increased to $84.07. That’s almost a 70% increase. Acme Inc. still wasn’t done. For the people who refused the upsell, it implemented a downsell for a smaller version of the personalized workout plan which cost $97.

5% of people who saw it decided to take advantage of the offer. That bumped the average cart value up to $88.92.

Acme Inc. by presenting a series of offers after the initial transaction was able to increase the value of each order by 77%. Without increasing the traffic to the site, changing its marketing strategy, or any other overhaul to its business, it has almost doubled the value of each customer.

That’s the effect a properly implemented upsell sales funnel can have on your bottom line.

How should you structure your upsell sequence

There’s no hard answer to this question and before I share an upsell sequence, I recommend you use them as a starting point but test on your own.

First,  this post breaks down upsell sequences for different types of products and services. In addition to what’s recommended there, here’s one to try out that I’ve not seen used in many places before.

Checkout + order bump -> upsell #1 -> Upsell #2 -> thank you page. That’s pretty standard. It’s what happens after the first upsell is declined that things get interesting.

Checkout + order bump -> Upsell #1 -> (if it’s declined then) -> downsell #1-> (whether you buy or decline) -> upsell #2 -> (if you decline) -> downsell #2 -> (regardless of your choice) thank you page.

This sequence is much more aggressive and can’t be used effectively in all markets. It’s dependent on how used to upselling and downselling your customers are as well as your ability to create a seamless process.

The funnel I just described was for a training program related to marketing. It started with an Ebook, then went on to a $291 product, then offered different payment terms for the product as the downsell. This was unique because they didn’t offer a smaller version of the upsell product or different product which is common. Instead, they offered the same product with a payment plan.

This may be something to try out in your business if you can offer payment plans to customers.

Conclusion

There’s no denying the fact that upsells and downsells can work wonders for your business. What’s not so clear is the right sequence to use in your particular situation.

Use the examples in this post as well as the resources linked here to get a better idea of how to structure your own campaigns. After that, it’s just a matter of testing until you find the combination that works for you.

Let me know what you think in the comments and don’t forget to share.

If you’ve been publishing articles online for more than a few months now, you may be asking yourself an important question: “How can I utilize this effort to build some income?” In other words, is there a way to sell my articles?

This question makes perfect sense for several reasons, including:

  • Creating high-quality content takes a lot of time: There should be some way to turn into something more satisfying than seeing clicks coming from search engines
  • There are many ways to monetize your web presence, including affiliate marketing and ads. However creating your own product is the most reliable one because you don’t have to rely on other people converting clicks into sales and you can vouch for the product quality as you yourself created it
  • Finally, selling your own content means that you can invest time into yourself which is always a good thing. There’s nothing more satisfying than building your own brand.

Before selling your digital content, consider existing business models. Paid content is typically handled in one of three different ways.

There are various ways in which you can start selling your articles:

One-Time Content Downloads

  • Pros: Easy to set up, minimum startup costs. In many cases you can utilize your old successful content.
  • Cons: There’s no recurring revenue. You have to work hard to re-engage your past customers.

This is the easiest model of all. There’s no need to hire developers to set selling up. It’s a good model to start your digital content selling venture.

This model works great for users who only want access a single piece of content at a time. This means that each piece of content is treated as a single product.

This model works best for bigger content assets, such as surveys (whitepaper), eBooks and reports. It could however also be used for individual articles, provided the content is seen as high-value and the price has been set right.

It may be a good idea to turn your long-form article into an eBook (you can even do it for free using Google docs).

Once payment has gone through, access to the content may expire after a period, or it can be permanent.

To start selling your individual content assets, utilize PayKickstart shopping cart that is incredibly easy to set up and includes bump offers, coupons, upsells, an affiliate center and even a visual funnel builder. Yes, you can get other bloggers on board who will help you sell your digital content and earn a commission.

PayKickstart guide supports multiple payment integrations (including PayPal and Stripe), offers multiple customizable one-step and multi-step checkout templates and manages your digital download library.

Digital Download / Product Security
You can send your customers an encrypted digital download link, to access the content they purchased, without worrying about the customer illegally sharing it with others.

Paid Email Courses (Auto-responders)

  • Pros: Easy to set up, minimum startup costs. There’s recurring revenue. Unless you offer an upgrade option, once set-up, this model may require minimum ongoing work, so it can build some solid passive income
  • Cons: Web users are growing increasingly weary of cluttering their email inboxes with yet another subscription. It is harder to get people sign up to yet another email newsletter

An email auto-responder is probably the easiest way to set up free and paid training courses. Email marketing automation provides a way to control the flow of content.

You can start by building a free course that aims at testing your content and building engagement. This will allow users to get used to hearing from you, while you set up relationships with your audience and build your name recognition.

When you understand your audience better, you can proceed to building a paid course together.

New modules may be delivered weekly or monthly for paid courses.

This allows for a whole class to move through a course at the same speed, enabling you to provide additional value, such as regular calls to review a module.

To start selling your content using this model, use use any of PayKickstart’s email marketing integrations including ConvertKit, Mailchimp, Getresponse and more. Simply add your current marketing automation solution inside your PayKickstart Dashboard -> Integrations -> Email:

Email integrations
Add your current automation marketing solution inside your PayKickstart Dashboard -> Integrations -> Email and let PayKickstart manage your payments while your marketing automation solution delivers your content to customers’ inboxes

Membership Sites

  • Pros: Recurring revenue, maximum interaction with customers allowing for more upsells and longer client lifetime
  • Cons: May be hard to set up, often requires development help or paid plugins (or – more often than not – both)

You can sell your premium content to your site premium members who also may get access to
a private community of like-minded people for mutual collaboration. This model has the most sense when you also offer freemium tools or services.

Membership sites often have multiple access levels. Silver members might, for example, have access to special reports and articles, gold members may additionally get training calls and free webinars, while platinum members may get additional coaching time.

In order to set things up properly, it’s a good idea to decide in advance which membership levels you will offer and how much value will be attached to each level. There are not really any limits to how you can structure your membership.

Your price should however be based on the value you provide and your target customer’s willingness to pay.

A lot of content providers set up site membership with a free entry level which may also be a good idea as you are able to nurture your leads in a more effective way.

To set up a multi-tier membership site to sell your digital content, you can choose any of these membership site integrations inside PayKickstart.

You can also enable a free trial option to give your customers a glimpse of what they are going to pay for using PayKickstart that will manage your customer’s paying cycle regardless of which payment processor you are working with:

Free trial
In some cases, instead of introducing a free level, you can set up a free trial. Beware that your membership site shouldn’t give away too much during this period for your customers to have enough incentive to continue

In Summary…

There are various ways to start selling your digital content, including:

  • Create a paid model that is separate from the free content.
  • Continue providing free content, but make it shorter and less specific.
  • Use high-value, in-depth content for members. Design free content to be a taste for paid content. The material must still be high-quality, but charge for in-depth content.
  • Provide access to a content asset introduction for free, but ask for premium membership sign-in to continue reading.
  • Continue offering free content, but add a members-only forum.
  • Continue to offer free content, but create additional courses, books and information products for a fee.

Whichever model you choose, don’t forget that content quality comes first. Before you start selling your digital content, take a lot of time to research your audience, their struggles and how to best help them. This is key to digital content marketing success.

Did you know that shopping cart abandonment rates can reach as high as 80 percent? For whatever reason, people will often fall in love with a product, throw it their shopping cart, and then never act. For online retailers, this presents a major headache. Revenues and profits would improve tremendously if people would simply complete their order.

Amazon’s Prime Day features many flash sales.

Likewise, many more people may be considering your product but for whatever reason haven’t even put the item in your shopping cart. They might be questioning whether they really need the product, or they may feel the price is too high. If you could convert more of these so-called fence sitters, you could potentially improve your bottom line.

So how do you get these people off the fence? One effective method is a so-called “flash sale.” Let’s dig in.

So What is a Flash Sale Anyways?

A flash sale is a sale that is limited in time and often quantity. Let’s say you’re trying to sell portable Bluetooth speakers through your website. Say you have 15 models of the 2019 edition of the Acme  Boom speakers and want to make room for the incoming 2020 model. In order to clear out stock, you decide to use a flash sale.

A rather outdated example of a Bluetooth speaker.

In this case, you set up a 35 percent off flash sale for the 2019 Acme Boom speakers. You set a time limit, say just 12 hours. And then you limit the quantity to 15. So now customers can get a steeply discounted product but they have to act quickly, or else time will run out or stock will dry up. 

By limiting quantity and time, you’re trying to force people to act quickly. Indeed, flash sales try to tap into impulse buying. However, there are some factors you need to consider if you want your flash sale to be successful. Let’s take a look. 

Holding an Effective Flash Sale

By now, you already know the two distinguishing factors of a flash sale: limited time and (usually) limited quantity. However, simply limiting time and quantity isn’t enough to ensure a successful flash sale. There are other factors you have to consider as well.

First, you have to determine what you want to sell. If you try to offer a flash sale on goods that people aren’t interested in, you probably won’t be able to drum up goods even if you offer a steep discount. 

Further, consider how elastic the good is. An elastic good is one that responds to even small price changes. Bags of salt aren’t very elastic because people only use small amounts of salt. A bag can last for years, so there’s no pressure to buy salt when it’s on sale.

A flash sale involving salt probably wouldn’t go over too well.

On the other hand, paper towel is always in demand, so people might stock up when it’s on sale. Anyways, elastic goods will often perform better during flash sales. Less-elastic goods that people desire will also do well during flash sales (i.e. Bluetooth speakers) . 

As for timing, you should experiment to see what works best. However, others have reported that a 3 hour flash sale will increase transaction rates by 14 percent. Generally, you want to keep flash sales short because it encourages impulse buying. Anything over 24 hours and customers might think too much about the purchase. 

So do flash sales actually work? Let’s take a look.

Done Right, Flash Sales Can Be Effective

The summer edition of Amazon Prime Day recently wrapped up and the online behemoth managed to pull in more than $7 billion dollars over the course of two days. This would top Amazon’s combined sales on Black Friday and Cyber Monday. In total, more than 175 million different items were shipped. 

Amazon Prime Day is particularly interesting because it’s essentially a series of flash sales. Customers can buy items, but they have to do so in a short time frame (often just a few hours) and quantities are usually limited. In other words, if a customer wants a deal, they have to act fast.

Amazon reports that roughly 100 million people opted to do just that, which is good for more than half of all the Amazon Prime members. Outside of Amazon, plenty of other companies have reported success. Elsewhere, research has found that flash sales produce a 35 percent increase in transactions. 

There are some limitations, however.

There Are Limitations to Flash Sales

Still, flash sales aren’t the end-all-be-all of digital marketing. Quite frankly, the market has become saturated and customers are paying less attention to flash sales than in the past. While flash sales can be effective, you need to take the following considerations into mind.

First, there are hundreds of “flash sale” websites on the web, so customers have plenty of options if they want to find some timed deals. And the more customers are exposed to something, the less effective it will be. This helps explain why flash deal site Groupon saw its value drop from over $13 billion to $2 billion.

Groupon’s decline charted.

Deals also have to be enticing. If you run a flash sale but only mark your items 5 percent off, you’re probably not going to drum up too many sales. 5 percent simply isn’t very compelling. Yet as you offer steep discounts, you cut into your profit margins. Even if revenues are rising, if you don’t produce profits you could quickly be in trouble.

Also, steep discounts can hurt brand perceptions. If you throw too many promotions, people will begin to associate your brand with low costs. In a worse case scenario, customers might even become conditioned to buying on-sale items and will only make purchases if you offer steep discounts. 

Online learning company Udemy, for example, offers steep discounts (often 90 percent or more) all the time. At first, customers see the $200 course for $20 bucks and think they’re getting a good deal. Quickly, however, users learn that the courses really just cost $20.

In the long run, these steep promotions can cheapen your brand.

Conclusion: Use Flash Sales Wisely

Flash sales can be effective for getting people off the fence. However, you have to make sure you’re selling the right products at the right price. And you need to time your flash sale to encourage impulse buying. Just keep in mind that if you rely on flash sales too much, it could damage your brand. 

Using data to measure performance is vital, especially when it comes to digital ad campaigns. If you’re spending a lot on marketing but aren’t generating solid returns, you could end up wasting a lot of money. Further, some ad campaigns will simply do better than others. By knowing which campaigns are most effective, you can direct your resources to where they’ll best be put to use. 

An example of a PayKickstart ad. We’ve honed our ads over the years to find the most effective messaging. 

Of course, you might wonder how you define the success of a digital marketing campaign. One way to do so is to measure your Return On Advertising Spend or ROAS for short. As far as advertising metrics go, ROAS is one of the most effective measurements you can use. 

That being said, there are some limitations to ROAS and you shouldn’t use the metric on its own. Instead, this metric should be part of your larger data-driven strategy. Let’s take a look at ROAS,  how you can use it to measure the success of your campaigns, and also some limitations you should keep in mind. We’ll also go over how you can begin developing a holistic data-driven strategy.

What Does ROAS Measure?

Return On Advertising Spend is used to measure the efficacy of a digital marketing campaign. This includes social media campaigns, Google Adwords, and more. By using ROAS, you can determine which methods, tactics, and campaigns are producing good returns, and which are providing poor returns. 

The ROAS formula is very simple and straightforward. Simply take the Gross Revenue produced by an ad campaign and divide it by the cost of the campaign. Let’s say you spent $1000 dollars on a campaign one month and it generated $5,000 in revenues. You could calculate your ROAS like so:

The result is a 5:1 ratio. In other words, for every dollar you spent, you produced $5 in revenue. That’s a pretty good ratio.  On the other hand, imagine if you spent $4,000 dollars to produce $5,000 in additional revenues. You’d get a 4:5 ratio, which isn’t nearly so attractive.

What’s a good ratio? This really depends on your company, how profitable your products and services are, your immediate goals, and various other factors. However, a common rule of thumb for ROAS is 4:1. Keep in mind that this is a rule of thumb and may not hold true for your company, situation, or goals.

How to Use ROAS 

ROAS helps you understand how effective each campaign is. One way to use ROAS is to calculate it for each campaign so that they can then be measured against one another. This is especially effective when you’re using multiple campaigns to sell a single product or service.

At PayKickstart, we’re currently selling only one product, our online shopping cart. Yet we use multiple channels and often run several different campaigns on our channels. We can use ROAS to see what is producing the best returns. We can compare Google Ad campaigns against each other, and also different channels, such as Facebook versus Bing Ads.

Different channels will produce different results.

If one campaign is enjoying a 6:1 ratio, while another only gets 2:1, then you know where you should allocate your budget. Likewise, if Google Ads is producing a 5:1 RAOS ratio, while Facebook is producing only 3:1, we know which channel is performing better.  

Should you find you’re spending more money on ads than you’re generating in revenue, then you know you have a serious problem and need to reconsider your strategy.  Still, while ROAS is very useful, there are also many limitations. Speaking of which…

There Are Limitations to ROAS

You can rarely rely on one metric to measure outcomes. This is especially true for digital marketing. ROAS is undoubtedly one of the more important measurements for your digital marketing campaigns. However, in some ways, ROAS is limited in scope. 

For example, ROAS doesn’t consider profit margins. Let’s say you sell products that have a low-profit margin. Your $100 dollar Acme Gizmos, for example, cost $90 dollars to acquire. If you spend $1,000 on an ad campaign to sell 500 gizmos, you’ll produce $5,000 in additional sales, but just $1,000 in gross profit. Given how much you spent on your ad campaign, you don’t actually make a profit.

If your gizmos carry a low-profit margin, it’ll be harder to profit off ad-driven campaigns.

Then there’s customer lifetime value (CLV), another very important metric that ecommerce and SaaS companies should pay attention to. Let’s say you sell Software-as-a-Service and your “Amazing Task Manager”  costs $10 bucks a month. Let’s assume you spend $1,000 on a marketing campaign and get 90 new customers to sign up, generating $900 in additional revenue.

Wait! You’re in the red! You actually lost $100. Or did you? If customers sign up for your SaaS and pay month after month, their Customer Lifetime Value (CLV) will actually be much higher. Let’s say the average customer signs up for 24 months, thus generating $240. This means the total lifetime value of those 90 signups could be $21,600!

As you can see, if you want to use ROAS to effectively measure ad campaigns, you need to take the above and more into consideration. 

Combining ROAS With Other Metrics

So what’s the take away from all of this? Return On Advertising Spend is certainly an effective metric and one that every digital marketer should pay attention to. Fortunately, ROAS is easy to calculate. However, by itself, ROAS doesn’t tell us very much. 

On its own, Return on Ad Spend is perhaps most effective when comparing different campaigns and channels for the same product or service (in the same time frame). But even then, you’re only comparing campaigns or channel versus one another and you’re not taking your total strategy and the “big picture” into consideration. 

ROAS is a vital component and key measurement, however, for understanding the big picture. By combining ROAS with customer lifetime value, profit margins, and various other metrics, you’ll be able to more effectively allocate resources. This, in turn, will help ensure your company’s success.