ECOMMERCE MARKETING · THE STORE IS THE EASY PART

Ecommerce marketing that owns the number.

ROI.LIVE plans and delivers marketing for established direct-to-consumer brands. One accountable owner coordinates the agreed paid, lifecycle, search and store work, with reporting that includes contribution and cash timing.

Start with Jason See the receipts

No purchase required. Keep a brief summary and next steps.

ILLUSTRATIVE PRODUCT PAGE · NOT A LIVE PRODUCT

WHAT THE BUYER SEES

$60 EXAMPLE SELLING PRICE

EXAMPLE CART CONTROL

WHAT IT HAS TO PRODUCE

ACQUISITION

Example: $12 acquisition media cost

MANAGEMENT

Example: $3 allocated management and creative

FULFILMENT

Example: $30 product and fulfilment cost

FEES / RETURNS

Example: $5 expected fees and returns

CONTRIBUTION

Example: $10 contribution before fixed overhead

X-RAY

Illustrative order economics: $60 − $12 media − $3 management/creative − $30 product/fulfilment − $5 expected fees/returns = $10 before fixed overhead and tax. Replace every assumption with your own data.

Order economicsInclude fulfilment, fees and returns

Attributed shareKeep it separate from incremental lift

Full costMedia and management are separate costs

ConversionTest it separately from company revenue

The calendar What this work is The receipts What it costs Who fits Questions

THE MERCHANDISING CALENDAR

The calendar the whole program hangs on

Connect the marketing calendar to stock, margin and customer demand.

Email, paid, and the store move on the same twelve months. This is the shape of a year run by one operator who can see all three: what each month carries, and which system carries it.

A YEAR, ONE OPERATOR, FOUR SYSTEMS

Q1 · Q2 · Q3 · Q4

JAN

Winback and re-engagement built before anything new

FEB

The Valentine push, planned off last year’s orders

CAMPAIGN

MAR

Spring drop: launch flow plus paid structure check

LAUNCH

APR

Product page and cart conversion pass

STORE

MAY

Offer against offer: the split test of the quarter

PAID

JUN

Back-in-stock and low-stock alerts on real inventory

JUL

Mid-year scorecard: revenue by channel, in writing

MEASURE

AUG

The questions buyers ask the AI engines, answered on page

SEP

Fall drop prep: creative, segments, inventory depth

LAUNCH

OCT

List hygiene before the quarter that pays for the year

DELIVERY

NOV

BFCM: flows, campaigns, and paid structure locked early

BFCM

DEC

Shipping cutoffs, gift messaging, and the January pipeline

CAMPAIGN

Illustrative shape of the year, not a client schedule. Your inventory and your margins set the dates, and the first 90 days decide which month gets fixed first.

THE DEFINITION

What ecommerce marketing is

Acquisition, repeat purchase, search and store experience need a shared economic view.

Ecommerce marketing is the paid, owned, and search work that turns store traffic into first orders, repeat orders, and margin you keep. In practice it is four systems: paid ads, email and SMS, search (including the AI assistants), and the store itself. Most brands run all four. Few connect them to one number.

The work and its measurement
Work	Purpose	Measure with its limit
Paid media	Reach relevant demand and test offers	Acquisition cost and contribution; platform ROAS excludes some costs
Email and SMS	Useful communication to eligible subscribers	Attributed orders and customer health; separate channel permission and lift tests
Search	Useful answers and accessible product information	Search performance, relevant visits and qualified orders
Store experience	Help shoppers assess and purchase the product	Conversion and order value under a stated test; company revenue is not isolated conversion lift

WHERE THE MONEY LEAKS

The four leaks that keep a $2M store at $2M

Diagnose the actual constraint before buying more traffic.

Paid brings the visitors. What happens in the next sixty seconds and the next sixty days decides whether that spend compounds. These are the four places ecommerce revenue goes to die, checked in this order.

Paid buys the first order

Structure, offers, and the bidding discipline behind it

→

The store converts it

Product page, cart, and the traffic paid already sent

→

Email turns the buyer into a repeat buyer

Relevant messages to eligible subscribers, with sending costs included

→

Search and AI answers support product research

The demand that arrives before anyone sees an ad

←

ONE PLAN · REVENUE, CONTRIBUTION AND CASH TIMING

One-and-done buyers

If repeat purchases are weak, inspect the product’s buying cycle, customer experience and current messaging. A lifecycle programme can be worth testing, but customers may also return without an email campaign.

THE FIX: flows that carry repeat revenue

A store that leaks what paid sends

Investigate where shoppers abandon the journey, then test a useful change. Compare the cost and evidence for conversion work with other growth options; it is not automatically cheaper.

THE FIX: conversion work on the pages that close

Attribution you cannot interrogate

Platforms can claim overlapping orders. Reconcile them to store revenue, state attribution settings and keep unknown sources visible. Use experiments where the decision requires incremental impact.

THE FIX: revenue traced by channel, in writing

Invisible to the AI engines

Useful product information can support search and AI discovery, but no page format guarantees a mention. Test the relevant questions and record actual answers and sources.

THE FIX: answers on the page, structured to be quoted

THE RECEIPTS

Read the case context and measurement limits.

Check the source, period and costs behind each number.

EAST PERRY · ANNUAL SHOPIFY REVENUE

+35.1%

East Perry’s Shopify revenue rose from $1,898,839 in calendar 2024 to $2,566,017 in calendar 2025, a 35.1% increase. The client KPI workbook also records $900,442 in 2023. These are store totals before expenses, across the business rather than sales caused by one channel. Read the year-by-year case.

2024 → 2025 · $1.90M → $2.57M

HOW TO INTERPRET STORE RESULTS

Test it

A company’s monthly revenue can change through traffic, price, product mix and repeat orders as well as conversion. Use a defined experiment before crediting a product-page change.

COMPANY GROWTH ≠ CONVERSION LIFT

REMARKABLE · DTC COATINGS

DTC work

ROI.LIVE’s historical ReMARKable record describes acquisition and conversion work for the coatings brand. It does not establish matching baseline and outcome periods, so this card makes no numerical growth claim.

HISTORICAL CLIENT WORK · NO GROWTH ESTIMATE

CRAFT · ARTISAN DESSERT MAKER

+29.0%

CRAFT’s revenue grew 29.0% from $251,924 during January 1–March 3, 2025 to $324,935 over the same dates in 2026. These are company totals. CRAFT is a confidential client name.

KLAVIYO · YEAR ONE

The case excerpts differ in period detail and measurement. Use the limits stated beside each number, and request the fuller evidence before applying a case to your forecast.

THE CHANNEL YOU OWN

Email connects the next useful message to the customer.

A permissioned audience still depends on sending rules and delivery health.

CRAFT’s revenue grew 29.0% from $251,924 during January 1–March 3, 2025 to $324,935 over the same dates in 2026. These are company totals. CRAFT is a confidential client name.

+29.0%

CRAFT company revenue: $251,924 → $324,935, January 1–March 3, 2025 versus the same dates in 2026. Email’s separate contribution is not measured.

Test lift

Use an appropriate controlled test when the decision depends on what messaging added. Keep overlapping platform credit separate from company revenue.

How ROI.LIVE runs email for brands

THE AI QUESTION

Answer the questions shoppers use to choose.

Search and conversational products are different surfaces to observe.

Provide accurate product details, buying guidance and accessible pages. Group related questions by intent, then test the relevant search and AI surfaces. More questions or more URLs alone do not guarantee greater visibility. See the French Broad Chocolates redesign for an example: The Riverside connects chocolate guides and buying advice with collections and products.

Choose a small set of real buying questions and record the engine, mode, date, answer and sources. Repeat the sample. One missing mention does not prove that your site has a content gap; inspect the relevant pages and evidence before recommending more work.

PRICING · PUBLISHED SEPTEMBER 2026

What it costs

Published. Not “contact us for a quote.”

FRACTIONAL CMO · ROI.LIVE

$5K to $15K

ROI.LIVE engagements start at $5,000 a month, with most ranging from $5,000 to $15,000. The written scope defines the work, deliverable volume, review rounds, term and separate costs. Media, approved software and agreed third-party production are separate, billed at cost.

VERSUS

EXAMPLE TOTAL BUDGET

$18K

Illustration: $10,000 management plus $8,000 media is $18,000 before other agreed costs. Separate specialists can work well when responsibilities and reporting are clear.

The proposal states management, media, software and any third-party production separately. The included work, capacity and review rounds are agreed before the engagement.

What the fee and scope must specify

Compare the whole engagement
Cost or commitment	What to agree
Management fee	ROI.LIVE starts at $5,000 a month, with most engagements between $5,000 and $15,000. The actual fee follows the required work and capacity; company revenue does not assign a package.
People and output	Name the accountable operator and specialists. State executive availability, included hours or deliverable quantities, review rounds and acceptance checks.
Separate costs	Media, software and approved outside production. Disclose any additional management fee or markup before commissioning work.
Term and changes	Initial term, renewal, cancellation notice and handover. Extra pages, channels or integrations require an agreed scope and cost change.

Illustrative budget: $10,000 management plus $8,000 media totals $18,000 before other agreed costs. Compare the full cost with contribution and cash timing. See the CMO cost example.

Full pricing mechanics, including the worked comparison against a full-time CMO hire, live on the fractional CMO page.

FIT

Who this is for, and who should not call

I will tell you on the first call, not after the first invoice.

Hire me if

You run a store between $1M and $10M with demand already proven.
You are spending on ads and cannot say what a customer costs you.
Repeat revenue is a rounding error instead of a system.
Your last agency sent dashboards and never touched the store.
You want the person setting the strategy to own the number.
You will act on what the data says, even when it stings.

Do not hire me if

The full programme would endanger inventory or fulfilment cash.
You still need to validate demand or product economics at a smaller budget.
Your leadership is covered and a defined production project would close the gap.
You need daily executive coverage beyond a part-time scope.
You cannot supply data, review the work or act on the decisions.

Deepest receipts: ecommerce and direct-to-consumer, pools and outdoor living, home comfort and HVAC, windows and exteriors, landscaping. Each has a named client with a number on this site.

THE FIRST 90 DAYS

What happens in the first 90 days

An example schedule, subject to access, source material and review dates.

DAYS 1 TO 14

The diagnosis

Review permissioned access and order economics. Capture the pre-change baseline, attribution settings and data gaps before making changes.

You get: diagnosis under the agreed engagement scope

DAYS 15 TO 30

The plan

Rank the constraints by evidence and business impact. Write a sequence of actions with owners, costs, dates and acceptance checks; more than one problem may contribute to the result.

You get: a written 90-day plan

DAYS 31 TO 60

Changes ship

For a store, the agreed changes may cover paid account structure, cart and product pages, or welcome and abandoned-cart flows. Publish after review and check the live buying journey.

You get: live changes

DAYS 61 TO 90

Measurement

Compare new evidence with the pre-change baseline. Reconcile channel attribution to store orders, keep gaps visible and identify the next decision.

You get: a comparison and the next decision

The monthly review covers orders, acquisition cost, revenue, repeat purchase, contribution and cash timing using agreed definitions. Channel diagnostics explain the changes; the review ends with a decision or a specific evidence gap.

Store maintenance and conversion work have their own responsibilities. Our Shopify website management scope explains how those are assigned. If the store has not launched, work through the ecommerce prelaunch plan before choosing ongoing marketing support.

THE PERSON ON YOUR ACCOUNT

One owner, from the plan to the ad account

“

What we are about to launch is a traffic and revenue generating machine. It is what sets you apart from the competition in your local area.

JASON SPENCER · FOUNDER, ROI.LIVE · ASHEVILLE, NC

The operator on every ROI.LIVE engagement. He runs Constellation Capital and ROI.Contractors alongside the agency, which means he is signing payroll and losing deals the same weeks he is setting your strategy.

ROI.LIVE, founded in 2008 · Marketing leadership and scoped specialist delivery

Jason owns direction and coordinates the named specialists in your scope. Read the founder story and confirm the people and cover assigned to your engagement.

QUESTIONS

Questions owners ask before they book

What does ecommerce marketing include?

The agreed scope may include paid media, lifecycle messaging, search and product or checkout improvements. The work should share a view of orders, contribution, repeat purchase and cash timing.

What does the $60 product example show?

It is hypothetical order economics, not a real product or client result. From $60 revenue it subtracts $12 media, $3 management and creative, $30 product and fulfilment, and $5 expected fees and returns, leaving $10 before fixed overhead and tax.

How much does ROI.LIVE cost?

Does company revenue growth prove conversion improvement?

No. Traffic, price, product mix, repeat orders and other factors affect revenue. Measure a page or checkout change with a defined test before attributing the company’s growth to conversion work.

Does email-attributed revenue prove email added those sales?

No. Attribution assigns credit under a set of rules. It does not establish what would have happened without the message. Reconcile overlapping platform claims to store revenue and use suitable experiments when lift is the decision question.

What happens before changes go live?

We capture the baseline, check access and source data, agree priorities and review the work. Publication is followed by checks of the live page, controls, measurement and the relevant buying journey.

Keep reading

EMAIL MARKETING

The email marketing agency page

How lifecycle work is scoped and how to interpret an attributed email share.

Open the email page →

HOME SERVICES

The home services marketing page

Blue Tree’s August search-source booked work and Coastal’s reported company revenue, with their dates and limits.

Open the home services page →

CHOOSING AN AGENCY

How to choose a marketing agency

Ten evidence questions, proposal checks and contract terms to clarify.

Open the scorecard →

THE NEXT STEP

Bring your numbers.

A free 15-minute conversation about your goals, headline numbers and fit. You keep a brief written summary and next steps. A full account investigation, forecast or complete strategy requires separate agreed work.

Start with Jason See the $2,500 Snapshot

Free 15-minute growth call. Keep a brief summary and next steps; detailed investigation is separate.