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Looking Forward to 2023 Growth

“The best way to predict the future is to create it.”

 – Peter Drucker

Whether you’re a small business or a large enterprise, planning for 2023 growth is essential for success in the coming years. To ensure your business is ready to take on the future, it’s important to consider key areas such as customer acquisition, customer retention, product development, technology, and data. Here are a few tips to help you plan for growth in 2023.

The GA4 Migration

If you haven’t already done so, you’ll need to migrate to Google Analytics 4 from Universal Analytics. Google has announced that they will be discontinuing UA in July of next year. We’ve done a full write up on the other reasons for making the transition, (and a few tips on doing so along the way). We have helped a few of our merchants from the transition to setting up, and we’d love to walk you through it, too. Drop us a line for a free consultation today.

Early Planning = Sooner Success

This year, several early Black Friday sales began in the middle of October, allowing customers more time to spread out their buying. In a Justuno poll on Christmas trends for 2021, 65% of US consumers said they will buy their holiday gifts even before Thanksgiving. While Black Friday sales fell 31%, overall November 2021 sales increased 10% over the prior year.

“U.S. consumers continue to give contradictory signals.” 

An interview with McKinsey & Company. 

In today’s e-commerce landscape, it’s important to stay ahead of the competition. Research the latest trends and technologies and invest in the necessary tools and resources to ensure you stay ahead of the curve. As we move into the new year, we’ve heard the same question “How early do we start planning and then promoting?” The answer: Plan earlier than you think. 

Build a Data-Driven Tech Stack

Invest in the necessary tools and resources to ensure you have the insights to make informed decisions. Utilizing predictive analytics and machine learning to uncover customer insights and staying ahead of the game is key to building a strong e-commerce plan. Is your tech stack built out?

Finding the right tech stack for your business is a time-consuming process, with plenty of trial and error if you’re not familiar with the apps. If this is an aspect you’re struggling with, it may be time to schedule a huddle with us. 

Own Your Audience

By owning your audience, you are able to build trust and loyalty, stronger brand awareness, and retargeting during your promotional seasons. Implement strategies for cross-channel communication (i.e. incentivizing email subscriptions, running email campaigns to build your SMS list, etc.). 

Having a comprehensive marketing plan focused on owning your audience is essential to success in an e-commerce marketplace. An estimated 67% of consumers have spent more online than before the pandemic, along with a 22% increase of contactless payment from 2020. This is indicative of a younger audience growing into money-power. This means that now is the time to invest in leveraging social media audiences, subscriptions, and the value of BOPIS (Buy Online, Pick Up in Store).


In-store and curbside pickup are two fulfillment alternatives that customers have grown to love, and it’s not just because they’re the more health-conscious choices. The perks of in-store and curbside pickup can be significantly greater than more conventional shipping methods to a growing number of consumers. Buy online, pickup in-store (BOPIS) and buy online, pickup curbside (BOPAC) allow customers to browse your products from the comfortability of their mobile devices and pick up their order when it’s most convenient for them. 

E-commerce companies will need to consider their BOPIS and BOPAC initiatives and strategies for 2023 to stay on top of demand, above the competition, and satisfy the customers’ expectations for order fulfillment.

Practice Some Brainstorming

Sometimes, it’s most advantageous to mind-meld with an experienced Shopify Plus agency. 

Just to come back to this – If you’re looking to get serious with a Shopify Plus agency, it’s important to find a partner that has the necessary experience and expertise to help you succeed. Look for an agency that has a proven track record of success and can offer a comprehensive suite of services such as strategy, design, development, marketing, analytics, and support. Make sure you’re comfortable with the agency’s approach and can trust them to deliver results. 

If you’re still not sure, see if they offer a free consultation (like we do) so you can sit down in an informal environment and discuss. We would love to work closely to ensure you have the right strategies and resources in place to succeed in 2023. Submit an inquiry today.

Top 5 Marketing Trends for 2022

trend: /trend/ “a general direction in which something is developing or changing.”

While consistency is always important, being consistent also means incorporating change. Keeping your finger on the pulse of what’s new and useful toward your marketing efforts is key to growing your reach and your new converting customers. Let’s break it down to some pivotal elements for success.

1. A/B Web Testing with SEO

Trends wouldn’t be trends without testing – this is a way to truly understand your audience and their subtle changes. Although A/B testing is traditionally used as a tactic toward paid advertising, a brand can also utilize A/B testing for organic reach and search traffic to the site. A low-cost tactic; identify the blog post or page that drives the most traffic and run some A/B tests. Track conversion, duration, and bounce rates to optimize your site. 

Check out how we were able to help in our partnership with Pair of Thieves to optimize their site and improve their SEO.

scrolling .gif of Pair of Thieves

2. Motion Graphics and Video

With a reported 8-second average attention span in 2021, grabbing a user’s focus quickly and efficiently is more important than ever. And, with fast moving apps like TikTok, the average attention span is sure to shrink even further. So, how do you compete in this high speed highway of content? Try motion graphics and video content. This can be as simple as switching out a .jpg with a .gif, or creating full-blown videos for social posts and ads as they are proven to be more effective. Leverage and strategize the effectiveness of channels such as TikTok and Instagram Reels. Try different approaches to stop-the-scroll within the first 5 seconds of your content. Of course, as in all things marketing, keep brand authenticity at the forefront.

Pro Tip: Make sure all video content includes captions. This promotes inclusive usability and allows the user to enjoy your content in spaces where having sound on is not possible or preferable. This can also increase conversion rates.

3. Mobile Optimization

With the marketing world becoming even more fast paced, on-the-go convenience will be vital to a brands success. In fact, we know that in 2020, about half of global website traffic came from mobile devices. Having the ability to purchase, navigate, and otherwise interact with your site is pivotal as millennials and Gen Z increase their buying power. Always check how the output of your content interacts on mobile devices, and with different mobile devices, ensuring the user’s journey is reflective of a more fast-paced and cross-channel user for the following key elements:

  • Ensure products are explained with the least amount of clicks. Include FAQs about the product, reviews, and images that can be zoomed in on a mobile device.
  • Consider additional customer service options. Be sure to give users many options if they have questions about your product or service – via email, phone, or live chat.
  • Make the payment process as easy as possible. This can be done by allowing the user to create an account and save their credit card information for easy check-out in the future, to allowing alternative payment options such as ApplePay or GooglePay. But, keep the fillable forms as short as possible so you do not lose the users interest or attention. In this independent study, creating payment options resulted in a 101% increase in conversions.

Pro Tip: Do a double-check on your email content, as well, to make sure it is optimized for mobile.

Example of a websites view on mobile

4. User-Generated Content (UGC)

Often overlooked, and with minimal effort on the brand’s part, is cultivating brand loyalty through UGC. This is a direct way for users to feel like they have a voice, are valued, and increases word-of-mouth awareness. User-generated content can incentivize influencer and partnership programs, as a clearer channel toward customer reviews and feedback. Incorporating UGC into your marketing channels is cost effective, and takes a bite of content-creation off your Social Media Manager’s plate. Shopify offers a UGC app to make this easier such as Cevoid or even Shoppable Instagram & UGC.

Another tactic here is to make sure you give back to the community, especially the users helping through UGC. This could be in the form of a promo code for them and to share with friends, free product for their review, or feature them in a sweepstakes to build followers mutually.

Example of UGC from gopro

Featuring these users as Brand Ambassadors gives them a VIP feeling, and creates a partnership between them and your brand. But, don’t stop there. Reach out to your team, and empower employees to advocate for your brand. Word-of-mouth is statistically proven to be one of the most effective forms of lead-to-customer conversion, so take every opportunity to promote real-life interactions with your product.

5. Personalization

Especially in times of bulk discounts or times where KPIs need to be met, personalizing your content output can get lost in the fray. A few ways to tighten the scope:

Identify buyer personas

How can you create content without knowing who the audience is? See how granular you can make the buyer personas. Find stock images, write out what their hobbies are, if they consume content on a Mac, PC, or mobile (and, if so, what type of mobile?), what music they listen to, what they do after a long week, etc. Writing content toward a specific audience will evoke a more emotional response and keep them engaged.

Email segmenting

Keeping a good email database is like keeping a carefully pruned bonsai. It takes careful attention and pruning to ensure that the overall channel is healthy and growing. Segmenting your email list by data points identified in your personas and customizing those emails and promotions toward the consumer increases open rates, click-through-rate (CTR), and ultimately conversions. 

Think of the consumer’s journey

From usability to personalization, keep trying to think of each personas experience as they navigate through the journey you’ve built for them. If a user converts from an email, how is their journey different from a user converting from word-of-mouth? From a social media post? From digital paid advertising? Even, from traditional physical advertising? Then, how does that user journey change over time after they are now a converting customer? Taking a look at the Human Design of each user’s path toward the main road of your core customer is key to maintaining and measuring a user’s customer lifetime value (CLV).

Infographic of success

Listen to your audience, provide opportunities for them to express their feedback, and try for those subtle changes to your interface. Interested in talking more about how we can help you on optimizing your user experience? Drop us a line.