ConversionXL’s Ecommerce Growth Masterclass, taught by Drew Sanocki, examines how direct-to-consumer retailers can grow through customer acquisition, average order value, and repeat purchases. Originally presented as eight classes over four weeks in 2017, it is aimed at established six- and seven-figure ecommerce businesses rather than beginners or Amazon-only sellers.
The Ecommerce Growth Masterclass framework
The opening class connects three measures: customer count, average order value (AOV), and purchase frequency. It explains how to find those figures for a retailer and calculate their combined effect on revenue. A 30% increase in each is used to illustrate the framework’s multiplicative effect—not as a guaranteed business result.
Karmaloop is the central case study. Sanocki examines its post-bankruptcy growth work, including acquiring higher-value customers, building lifecycle email campaigns, and encouraging repeat orders. Screen-sharing demonstrations use actual Google Analytics, Facebook, and email service provider accounts.
Repeat purchases and larger orders
The retention class introduces the customer lifecycle, common retention tactics, and the opportunity to turn one-time buyers into second-time buyers. Its main practical example is an email-based reorder campaign. The Karmaloop example also describes win-back emails triggered after 30, 60, and 90 days without a purchase, using an ascending offer.
Two classes then address order value through distinct approaches:
- AOV best practices: increasing prices and quantities, using free shipping as a lever, bundling, and advanced tactics.
- Cross-selling and upselling: when, where, and how to use each, followed by a deep dive into an email bounce-back campaign intended to increase same-day AOV.
Conversion Mousetraps and acquisition funnels
The two-part conversion rate optimization sequence takes a campaign-stacking approach rather than centering on traditional A/B testing. Named subjects include database marketing, discount ladders, tripwires, and the Conversion Mousetrap. Lessons connect on-site messaging with email and Facebook campaigns.
The final two classes address Instagram and Facebook separately. Each examines how to use and systematize the channel, with example ads and funnels. Instagram lessons use MeUndies as a case study; Facebook lessons feature Boom with Ezra. These platform examples belong to the course’s 2017 marketing context.
Additional ecommerce growth lessons
The original curriculum also lists ten short prerecorded lessons. Alongside introductions to the main framework, lifecycle marketing, and acquisition subjects, these add the Design Public growth story, FanPrint’s acquisition story, the Vista Playbook, and an 80/20 approach to customer data.
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