82. The Marketing Playbook (Part 2): The Numbers Behind Predictable Growth
In Part 2 of the Marketing Playbook Series, Chontelle Fossey breaks down the numbers that truly matter in an eCommerce business and why tracking the wrong metrics (or none at all) is one of the fastest ways to feel overwhelmed, reactive, and stuck.
This episode is designed to help eCommerce founders move away from vague goals like “I want more sales” and instead understand that eCommerce growth follows a clear, measurable formula.
Chontelle explains how revenue is driven by three core inputs - traffic, conversion rate, and average order value and how strengthening even one of these can positively impact the bottom line.
She also introduces the concept of stepping-stone goals, helping listeners sense-check whether their current targets are actually aligned with the bigger outcome they want to achieve.
In this episode, you’ll learn:
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Why “more sales” is not a strategy and what to focus on instead
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The simple eCommerce formula behind predictable revenue
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The three areas every Head of Marketing must measure: attraction, nurture, and conversion
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Why improving returning visitor rate naturally lifts conversion without needing more traffic
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Why tracking metrics weekly (not monthly) leads to calmer, more confident decision-making
The key metrics discussed in this episode:
- Website traffic
- Conversion rate
- Average order value
- Returning visitor rate
These metrics act as leading indicators — helping business owners identify what to strengthen before revenue becomes inconsistent.
Tangible actions to take this week:
- Clearly define the primary outcome being worked toward (beyond “more sales”)
- Identify whether the biggest opportunity lies in attraction, nurture, or conversion
- Commit to tracking traffic, conversion rate, and average order value weekly
- Add returning visitor rate as a nurture metric to measure trust and brand momentum
- Ensure every marketing activity has a clear purpose and a metric attached to it
What’s coming next in the series:
In Part 3, Chontelle walks through how to map marketing activity for the year, ensuring every campaign, piece of content, and email aligns with the metrics and stepping stones identified in this episode.
Ready for personalised support?
If marketing still feels unclear or disconnected from revenue, Chontelle offers 1:1 Marketing Roadmap Calls to help eCommerce business owners:
- identify their biggest growth levers
- prioritise what actually matters
- and build a clear, achievable marketing plan
Book a roadmap call here: Click here.
Connect with Chontelle
If this episode sparked questions or clarity, listeners are invited to DM Chontelle on Instagram:
👉 @chontellefossey
