Distribute your annual e-commerce sales goals and know how much you will need to sell per day.
Do you, an online store owner, often use sales targets in e-commerce?
Do you know the advantages of working this way?
Also, would you know how to properly stipulate them?
Soon you will have answers to these questions and much more.
This article has six topics where you will learn:
• Advantages of working with sales targets in e-commerce
• The relationship between organizational culture and sales goals in e-commerce
• How to distribute e-commerce sales targets throughout the period stipulated in the Vision?
• Moving goals: the game changes according to demand.
• Achievable goals: work within what is humanly possible.
• How to meet sales targets in e-commerce?
This reading only takes 3 to 5 minutes. So, come calmly!
Advantages of working with sales targets in e-commerce
First, let's see what are the benefits of working with sales targets in e-commerce.
Certainly, if you know how to use them the right way, you will get the following advantages over competing online stores:
• Easier to visualize, measure and compare sales results;
• More practicality to verify if your business is sustainable or not;
• Greater practicality to verify if your e-commerce is growing or not;
• More parameters to compare and motivate your employees to excel;
• More chances to increase e-commerce productivity as a whole;
• More dexterity to observe whether or not the Vision will be met on time.
Sales targets in e-commerce allow you to compare and adjust results
Speaking of Vision, this is the first step in setting goals.
That is, the goals must derive from the Organizational Culture (Mission, Values and Vision) of your e-commerce.
• Read also: “ E-commerce strategy must be aligned with your business's 'Vision' ”
The relationship between Organizational Culture and e-commerce sales goals
As an entrepreneur and/or e-commerce administrator, you must have heard about Mission, Vision and Values, that is, Organizational Culture.
Just to remember:
• Mission:
It is the reason why a company (your e-commerce, for example) exists.
• Values:
These are the good ways to act in your e-commerce, that is, it has to do with ethics.
• Vision:
It is the goal that your e-commerce should reach within a deadline.
Sales goals in e-commerce must be integrated with the Business Vision
Regarding the Vision, suppose, for example, that you have a virtual store called “Tudo Plástico”, where you sell plastic household items, and whose Vision is:
• “Tudo Plástico will be the largest e-commerce site for plastic household goods in city X starting in 2023.”
Well, we are at the end of 2018, so you do the calculations and discover that to outperform all competitors by the end of 2022, your online store will have to make at least 5.000 sales in the period.
So, you have 4 years to work on this Vision.
• Also access and read the post “ Colors in e-commerce ” and understand how colors influence sales in online stores.
However, to successfully develop this plan, it is imperative to spread sales targets across months, weeks, and days.
This will let you know what your approximate daily sales flow should be. But how to do it?
How to distribute e-commerce sales targets over the period stipulated in the Vision?
To reach the goal of selling 5.000 items between 2019 and 2022, the managers of the Tudo Plástico store must distribute the goals for the months, weeks and days.
In this way, when we divide the total sales into periods, we will see that the store must do:
• From 104 to 105 monthly sales (in the next 48 months);
• From 24 to 25 weekly sales (in the next 208 weeks);
• From 3 to 4 sales per day (in the next 1.460 days).
Anyway, separating the goals is the basics.
However, in addition to separating it is necessary to move these goals according to demand.
Mobile Goals: The game changes on demand
During the Rakuten Expo 2018 , Kipiai's CEO, Bruno Lima, addressed the importance of distributing goals in his presentation, stating, "Breaking down a monthly goal into daily goals is fundamental to creating more assertive goals and working on them according to consumer behavior in the online store."
But in addition, for Lima, the store administrator will be able to use tools (applications) that allow him to recalculate the goals in real time.
This “goal recalculation” is what he calls a moving goal or dynamic goal.
The dynamic target changes depending on current variables or purchasing trends.
Therefore, there are days when there will be events like Black Friday, in which your online store will make a lot of sales.
However, there are also days when your online store will not sell at all.
So if your store made 100 sales on Black Friday and only 30 the following week, what do you do? discouraged?
Of course not, you redistribute the goals and visualize that you have already made more than 130 sales in the month and therefore exceeded your monthly goal, which was to make 105 sales. Woohoo!
So don't be so hard as to want to make 4 sales a day every time.
In short, work with moving goals.
Dance to the music.
Achievable goals: work within what is humanly possible
It is worth remembering that during the Rakuten event, Lima stressed the importance of working with feasible goals.
In other words, one must work with goals that are humanly possible to achieve.
In fact, impossible goals can cause discouragement and quitting.
There are people, however, who work well with impossible goals.
For such people, impossible goals are like a utopia.
A utopia is something that is on the horizon and you try to reach it.
However, when you get to the desired horizon, that thing is no longer there.
That is, it is already on the next horizon.
As you can see, you keep trying to reach this utopia and you can't.
However, despite not being able to reach it, it makes you keep walking.
And when walking, some results are achieved, even though the impossible goal, which is utopian, is never reached.
Anyway, if you work well with utopias, good impossible goals can serve you well.
How to beat e-commerce sales targets?
Use Marketing to get unique visitors and beat your e-commerce sales goals
To meet your e-commerce sales goals, invest in marketing, especially digital marketing , to attract more traffic to your product pages.
In Brazilian e-commerce, an average of 1 sale occurs for every 100 unique visitors to a virtual store like yours.
Thus, if we take into account the example of the fictitious Tudo Plástico store, it will need 400 unique daily visitors to reach its sales target, which is 4 per day.
Get these visitors through resources like Email Marketing, sponsored links, e-commerce blog, Content Marketing, Inbound Marketing and with the help of sites like Google Shopping, for example.
In any case, work Marketing to get unique visitors who are qualified, that is, who really want what you sell.
Qualifiers are different from generic visitors.
They are closer to making a purchase and therefore increase their chances of conversion.
