On the 24th of July I was lucky enough to chat to Nick Boyce of Pollenary, an agency which focuses on e-commerce growth, specialising in social media advertising, conversion rate optimisation, analytics and user research.
In this talk Nick covers three main points re e-commerce:
- Which metrics really matter
- Choosing the right channels
- Avoiding common mistakes
Show Notes:
- Nick’s talk starts proper at [04:00]
- Which metrics really matter [05:15]
- What is a good conversion rate [05:15]
- Conversion rate scenarios [06:00]
- What actually matters? [07:15]
- Example of how the numbers break down [08:42]
- LTV – Customer Lifetime Value [11:20]
- Choosing the right channels – how do you drive people to your site? [13:00]
- AIDA [13:15]
- Are you creating demand? Or capturing demand? [13:30]
- Do they know what you sell? [14:15]
- Book: ‘Traction’ [15:45]
Helps you find out your right channel mix - Avoiding common mistakes [16:50]
- 1. Get the basics right [17:05]
- “It’s easy to disconnect between our own experiences and those of our customers” [19:30]
- 2. “I get 10x ROAS (but only on retargeting)” [19:35]
- 3. “I can’t see it in Google Analytics (so it didn’t happen)” [21:05]
- 4. Not talking to your customers [22:40]
- 5. Lack of structure when trying new things [24:00]
- Q. What are the trends we are seeing in e-commerce? [25:00]
A big thanks to Nick for a fascinating introductory talk which such clear explanations for key concepts!
#TheWPshow will be back in September, so please keep an eye on our upcoming webinars page and join in our free Facebook Group for #TheWPshow.
Joel