AI isn’t replacing SEO. But it is replacing inefficient SEO workflows. Over the past year, the biggest shift I’ve seen isn’t just better AI tools — it’s smarter systems. The teams getting leverage from AI aren’t publishing unedited AI content.…
This section outlines the things to be wary of in the world of e-commerce promotions. If you read the article on promotional best practices, these are the counter points that you need to consider. There are some serious downsides to…
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…
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…
When creating any website, consider the various device types and screen sizes that users may be accessing it from. From my experience, mobile users are currently making up 60-70% of website traffic. This is where responsive design comes in –…
Email AutomationPlanning for your customers life-cycle Shortly after onboarding to manage a new brand website, I built a sticky note wall of every aspect of the customer’s purchase journey online. It had every detail right up to the point where…