“Within a month you’ll be making your own work.” These words were spoken to me on my first day as an eCommerce manager. With continuous industry change, new technology, new competition, there was never a shortage of projects. The challenge…
The shopping cart is easy to overlook in the optimization journey, but it plays a critical role. It needs to be easy to understand, simple to navigate, and provide all the relevant information to help conclude a customer decision. Most…
The checkout is one of the points of highest leverage in your customer journey because of how close the customer is to the transaction. Every point improvement or every problem can have dramatic impacts on your overall conversion rate. Think…
Customer Acquisition Cost (CAC) is one of those baseline metrics you need to understand. It is one of the key costs of doing business along with your Cost of Goods (COGS), operational expenses (OPEX) and promotional plan. Often marketing costs…
If you haven’t read the full walkthrough on Understanding CAC, I would encourage you to give it a look as it goes into great detail on cost of acquisition calculations. When you’ve calculated your CAC allowance as a % of…
I feel the landing page is one of the most under-appreciated aspects of advertising. We spend so much time thinking about amazing advertising, marketing tactics, audiences, budgets and measuring our ads, that we forget the destination has a HUGE impact…
LIFT principles are not new, and they’re not mine. These are some well-adopted rules used by companies around the world, and something I’ve absorbed into my best practices. The foundation of lift is to ensure design achieves its goal, and…
Stakeholders and Goal Setting Our first phase after the approval of a functional specification document is to set the tone for the process. This involves identifying our key stakeholders and establishing the primary goals of the project. Who is approving…
Func-Spec Chapter 2 REsearch Research is where I find true leadership in marketing happens. It’s easy to make some basic assumptions about what to do and who the customer is, but actually digging into the market landscape takes time. What…
Using Operations to support Creative Excellence In our continuing exploration of how operations supports creativity, I wanted to dive into a recent restaurant experience. Here, the brand, the food and the experience are all thought of as creative expressions, but…