E-commerce for Brands
The Scaling System for E-Commerce Brands
E-commerce With Coffee?! podcast guest Chase Clymer explains
In this episode of E-Commerce with Coffee?!, host Nate Svoboda interviews Chase Clymer of Electric Eye. Chase worked from his unlikely origins in a rock band to the head of a marketing agency as a result of his insatiable desire to learn new strategies for product-based businesses.
In the interview, Chase illustrates just how expansive his knowledge has become after helping hundreds of brands increase their bottom lines.
Perhaps a dash of nerdiness helped, too.
Indeed, the very name Electric Eye comes from a beloved metal song, harkening back to Chase’s creative origins. But don’t let that fool you, because Chase also knows how to get down to business.
Though it’s nuzzled in the middle of the episode, the most impactful segment is Chase’s deep dive into the Brand Scaling Framework, an invention of Electric Eye that can now be used by any brand willing to do the work.
The Brand Scaling Framework
Chase’s “Brand Scaling Framework” is Electric Eye’s specialty, but in this episode of E-Commerce with Coffee?! he lays out the details so any brand can make it work.
The result? Month-over-month growth of all the metrics that matter, equating to a fatter bottom line.
The three KPIs Chase uses in the Brand Scaling Framework are:
- Average order value
- Conversion rate
- Sessions
Chase explains, “multiply those three metrics together, and that equals your monthly sales,” That’s why he’s able to use these KPIs to look at where client traffic is going and what’s happening in the customer journey.
Product-market fit is the hardest part of launching an e-commerce business, according to Chase. In the interview, he insists, “just put blinders on until you have this figured out. Until then, the rest is just noise.”
And “once you find a strategy that works, double down on it,” he adds. One funnel that works beautifully is better than 12 that “sort of” work, and Chase explains why in no uncertain terms.
Only then can you determine if your brand is really doing something better than the rest.
What Brands Need Shopify — and What Brands Don’t
Shopify is a “no-nonsense” e-commerce platform. It was designed for certain types of businesses, and if you don’t fall into those categories, you’ll find better luck on other sites.
Specifically, direct-to-consumer businesses selling their own products are the brands that make it big on Shopify. These are precisely the brands Chase works with because his Shopify expertise runs deep.
“The further away you get from the direct-to-consumer model, the less Shopify makes sense for you,” Chase explains.
When it comes to the “off-the-shelf” themes on Shopify, Chase has his two cents on this, too. Once you reach the $1 million dollar mark in annual revenue, he considers this the breaking point for when to graduate to a custom theme. This is about more than branding — it also enhances your shop’s performance.
“While you’re rebuilding your website, it’s the perfect opportunity to growth hack your average order value,” Chase explains, bringing the conversation back to the Brand Scaling Framework.
Electric Eye and the Future of E-Commerce
Technology is moving fast, consumer behaviors are changing, and a global pandemic put all these trends on fast-forward.
“Our goals in the business keep evolving,” Chase says. This is the nature of digital marketing, he says, because change happens so fast. With new technology comes new possibilities, and it’s these possibilities he positions front-and-center for his clients.
The tactics crafted for clients of Electric Eye change project-to-project because each client sector, products, brand, and timing are different.
Keep reading for more insights into the future of e-commerce and to decide where your brand will fall in the mix.
