Naturally, as the agency has grown, so have the brands I work with - ranging from six-figure startups to eight-figure market leaders. And yet, regardless of size, I keep seeing the same mistakes.

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Some are obvious. Others are more subtle. But all of them are holding brands back from scaling profitably.

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So, after 100+ audits in the last year alone, here are the 7 key mistakes I see eCom brands making, whether they’re just getting started or already turning over millions.

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Content Misalignment Across Channels

Your ad creative, website, and organic content should work together - not feel like three different brands. A disjointed approach confuses customers and weakens conversions.

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Post-Click Misalignment

Your landing page should match the messaging, offer, and expectations set in the ad. If the customer clicks expecting one thing and lands on an unrelated page, expect high bounce rates and lost sales. This is more common than you may think and also is why we brought web design in house to help our landing pages and CRO. 

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No Brand-Focused Content

Selling is easy when customers trust your brand. But if all your content is purely sales-driven, you’re missing out on the brand equity that fuels long-term growth. This content may not have a direct, attributable ROI but it’s integral to long-term sustainable growth. 

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No Clear CPA Benchmarks

Many brands scale blind - pushing spend without understanding their true acquisition costs. Without defined CPA parameters, you risk unprofitable growth.

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Flawed Forecasting Models

Most brands build projections top-down (“we want £X revenue”), but real forecasting starts bottom-up. You must understand order volume, CAC, and AOV to build scalable, realistic growth plans. I now implement this methodology in my audits, so I can show brands what opportunities lie ahead. 

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Bloated Variable Costs

If margins are tight, growth gets harder. High fulfilment, shipping, or COGS can silently eat into profits, making customer acquisition unsustainable. I have seen variable costs run rampant in huge ecom stores. This needs close monitoring and a strategic approach.

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Operational & Knowledge Gaps

Scaling isn’t just about ads - it’s about internal systems, team knowledge, and execution. Many brands stall not because of demand, but because their infrastructure can’t keep up.

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Want expert eyes on your brand? Apply for a free audit and fix what’s holding you back.

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