A connected approach to ecommerce growth

The storefront, acquisition channels and measurement plan should answer the same business question.

Start with the buying journey

An ecommerce project involves more than the storefront. Product discovery, product information, checkout and the messages that bring customers back all influence the experience. Planning these pieces together helps a team spot gaps between what an advertisement promises and what the store delivers.

Connect the work

Wilco’s Bataleon project scope combines Shopify Plus, email marketing, Google Ads, Meta Ads and performance analytics. It is a useful example of the disciplines that can sit inside one ecommerce engagement. The scope is documented in the agency proposal; it does not imply that every channel contributed equally to the reported outcome.

Make measurement useful

Choose a reporting period and define the conversion before comparing results. Revenue, advertising spend and acquisition costs answer different questions. A useful review makes the definitions visible and connects the findings to the next storefront or campaign decision.

Project references: Wilco Agency proposal. Imagery supplied in the proposal or sourced from the brand’s official website. This article is Wilco editorial, not a client testimonial.

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