SHARP LYNX / Industry expertise
E-commerce marketing.
Built for your customer.
Profitable growth measured on contribution margin, not just ROAS.
The buying decision
Build growth around the order economics.
An online store can report attractive advertising returns and still struggle to make money. Product costs, shipping, discounts, returns and repeat buying all change what a new customer is worth. We start with those commercial realities before recommending more spend or a wider channel mix.
The customer needs a clear product story: what it does, who it is for, what it costs and when it arrives. Strong photography and accurate product information matter throughout the journey. Campaign promises should match stock availability, delivery terms and what the checkout actually offers.
Customer journey
How your customers decide.
Rising acquisition costs make it essential to optimize for profit and repeat purchase, not just first orders.
- 01Discovers product
- 02Browses
- 03Adds to cart
- 04Purchases
- 05Receives
- 06Buys again
A campaign is only one part of this journey. We look at what the customer needs at each stage, where the next action becomes unclear and what your team needs to do when interest arrives. That helps us prioritize improvements instead of adding channels without a reason.
E-commerce priorities
What deserves attention first.
01
Know what can scale
Identify products with healthy margins, reliable inventory and a clear reason to buy. A best-selling item is not automatically the best acquisition offer once fulfilment and discounts are included.
02
Connect feeds and creative
Review product titles, images, availability and pricing alongside the advertisements. Test different product demonstrations and customer questions rather than changing every creative element at once.
03
Remove checkout doubt
Make shipping, returns and payment information easy to find. Check mobile product pages and checkout steps for surprises that may stop a purchase after the advertising has done its job.
From interest to action
A clearer path to the right enquiry.
We review product discovery, cart activity and checkout with a focus on message match and practical friction. Shopping campaigns and Meta creative should lead to accurate, available products. Discounts need a commercial reason; more orders at an unsustainable margin are not a sound growth plan.
We match the advertisement, page and next action to the same offer. Your customer should not have to guess whether they are requesting information, making a booking or starting an application. Any claim, fee or condition needs to remain consistent throughout that journey.
Your channel plan
- Meta Ads
- Google Shopping
- Performance Max
Channels are considered according to your audience, eligibility and budget—not automatically included in every engagement.
The handoff matters
Follow-up with an owner. Not a loose end.
Consent-based welcome, abandoned-cart, post-purchase and replenishment messages can support the customer journey. The timing should reflect the product, delivery experience and actual purchase cycle. Avoid treating every buyer as due for another order immediately after checkout.
Email/SMS capture with first-purchase incentives.
- Abandoned cart
- Post-purchase
- Win-back
- Replenishment
We agree which messages are appropriate, who responds when a customer needs help and how an opt-out is handled before connecting the workflow.
Meaningful reporting
Measure the outcome, not the noise.
Review acquisition cost, contribution margin, new versus returning customers and repeat purchases. Platform-attributed revenue should be compared with store data because different tools may claim the same sale. Returns and cancellations belong in the discussion of performance, not outside it.
MEASURE / 01
ROAS
MEASURE / 02
Contribution margin
MEASURE / 03
CAC
MEASURE / 04
Repeat purchase rate
These are planning measures, not claimed client results. We agree definitions and data sources before treating a report as evidence of performance.
A practical engagement
Know what happens next.
Understand the business
Start with your offer, customer, capacity and existing marketing. Bring the website and tools you already use, along with the questions your team hears most often. We use that context to identify the gaps that matter, not to prescribe a replacement for everything.
Agree a focused plan
Set priorities, account access, review responsibilities and the outcomes worth measuring. Your scope should explain the channels being considered, the content or creative required and who owns each next action. Costs and commitments belong in the agreed proposal.
Review and improve
Connect campaign reports with customer and sales feedback. If the enquiry is right but the next step is weak, improve the booking, offer or follow-up before buying more traffic. Performance depends on your market and execution; leads and rankings are not guaranteed.
Services for E-commerce
The capabilities behind the plan.
Meta Advertising
Facebook and Instagram campaigns built around audience strategy, creative testing and clean tracking.
Explore serviceGoogle Advertising
Search and Performance Max campaigns that capture high-intent demand at the right cost.
Explore serviceConversion Optimization
Research-led testing that improves the percentage of visitors who take action.
Explore serviceEmail Marketing
Lifecycle email and nurture sequences that turn leads into customers and customers into repeat buyers.
Explore serviceFAQs
E-commerce marketing questions.
Should we optimize only for ROAS?+
No. ROAS is useful context, but margin, fulfilment costs, returns and customer retention affect profitability. We agree the commercial measures before scaling.
Can you work with our existing online store?+
We review your current storefront, tracking and product feed first. Improvements may focus on product pages or checkout rather than replacing the store.
Do we need constant discounts?+
Not necessarily. A clearer product offer and stronger creative may be more appropriate. Promotions should be reviewed against your margins and brand priorities.
Your next step
A growth plan for your e-commerce business.
Tell us what you offer, who you want to reach and where the current journey falls short. Start with a focused conversation, not a one-size-fits-all campaign.