eCom@One with Richard Hill – Détails, épisodes et analyse

It’s time to delve into the world of composable architecture, internationalisation and reducing the cost of ownership for retailers. 

Our guests, Mark Adams, Senior Vice President and General Manager at BigCommerce and Roosevelt Fernandes dos Santos, Senior Product Manager at Recharge, share their insights and experiences in this dynamic space. Mark and Roosevelt have years of experience in the eCommerce industry.

From the significance of partnering with experienced tech teams to the importance of rapid delivery in the fast-paced digital environment, this episode is packed with valuable discussions on technology strategy, user experience, and market trends.

They chat about all things composable and the detailed process of replatforming, internationalisation and launching into 180 countries. Find out how BigCommerce works with retailers to ensure a smooth transition, and the big one, reducing cost of ownership.

Join us as we explore the complexities and opportunities in the ever-evolving eCommerce landscape.

Topics Covered: 

00:03 - Composable Commerce 

06:29 - Merchants seeking business growth face procurement challenges

09:20 - Researched market reports, gathered insights, assessed vendors

16:46 - Simplifying composable processes for customer success

19:48 - Challenging times demand leadership, strategy and growth

23:40 - Fast delivery of digital products is crucial

25:41 - Travelling around Southeast Asia, amazed by connectivity

31:22 - Prepare and communicate to avoid potential impact

34:57 - Optimise operations, leverage data & understand customer behaviour

36:02 - Conversion rate optimisation relies on client retention

42:13 - Enthusiastic endorsement of business opportunity and investment

44:43 - Focus on composable architectures for enterprise growth

46:21 - Code, credit, connections, predict, mitigate, speed, customer

49:40 - Book recommendation 

Stuart Baxter has been a driving member behind the growth of Safelincs, a £28M fire and safety solutions business in Lincolnshire, since he joined as Product Admin 15 years ago.

As the Managing Director of Safelincs, Stuart is responsible for the operational side of the business and hitting their ambitious 10% year on year growth targets.

In this episode, Stuart gives an honest account of the growth of Safelincs. From a sub £1M brand with 9 members of staff, to a £28M operation with 93 employees, he shares all. 

Listen to find out why his business finds staff retention far easier than recruitment, hint, it’s because they care about the humans working in the business.

Find out how their team makes sure expos develop a good return for them as a business, the power of employee investment both financially and psychologically, hiring on attitude and teaching them the skills.

To be successful online you need some basic principles, be adaptable, be agile and be willing to make mistakes. In this ever changing landscape, businesses that take risks and adopt the latest technologies that are RIGHT for their business will win. 

Listen now!

Topics Covered: 

00:00 - Joined small start-up as Product Manager, entrepreneurial spirit

04:23 - Allowed to try, generated business, build relationships 

08:49 - Investing in business growth

09:39 - Safelincs started as a family support system

14:00 - Extensive investment in training for roles

18:03 - Treat individuals with care for business success

21:12 - Business growth and expos.

22:45 - Focused expos on potential customer base for success

26:44 - Sales team includes non-sales member

31:33 - Conference attendance may prompt valuable business insights

34:58 - Focusing on quality

37:05 - Investing in people and leveraging conferences

40:27 - Honesty and support matter in delivering information

41:49 - Change in technology over 15 years

45:17 - Outsource support for business specialisation and expertise

50:07 - Employed new staff, investing in platforms, AI

51:54 - Book recommendation

Steve Toth is the man behind seonotebooks.com and works with global companies around the world. He’s the man that took Freshbooks to rank position 1 for a 300,000 volume keyword, quadrupling organic traffic within a year. 

This episode is dedicated to SEO (search engine optimisation), the latest core update and what that means for your business. He covers the heavily debated topic of AI and shares a tactic that very few people use when it comes to improving their organic rankings. 

This conversation explores actionable strategies for improving SEO, the importance of staying updated with industry changes, and the impact of recent updates in the SEO and eCommerce space. 

Join us as we uncover valuable tips and perspectives from a seasoned SEO professional. 

Topics Covered

00:24 - Steve’s experience in SEO has spanned over 15 years

04:41 - Managing accounts and sharing actionable SEO tips

07:25 - Google cracking down on AI content abuse

10:10 - AI detecting and impacting website rankings significantly

15:52 - Use popular words from SERP for AI title

18:33 - Softwares to help automate SEO 

23:10 - Similarities between eCom and SEO project plateau

24:48 - Brand building through digital PR improves click-through rate.

28:01 - Analysing current trends, using social media data

32:22 - Matt Diggity's SEO strategy for backlinks analysis

35:00 - High impression keywords with low search volume are valuable. Discover them in various places like Google Auto Suggest, customer data, and customer questions for SEO success

39:30 - Utilise Google Search Console for keyword optimisation

41:35 - Drive links to category pages for ranking

44:08 - Avoid being in trouble with Google by doing this

Sohaib is the Founder of &facts, a platform that aims to bridge the data gap between small and large businesses by providing growing brands with the same decision-making insights as big retailers. &facts helps store owners to understand their customers and market more easily, especially with buyer behaviour changing more than ever over the past 18 months. 

In this episode we talk all about data and how to use it to make informed decisions for your marketing strategy, as well as your business as a whole. We discuss exactly how &facts predicts consumer behaviour, particularly for fashion brands who need to be on top of the latest trends 24/7.  

With the pandemic affecting the entire world over the last 18 months, businesses have had to learn to adapt with constant changes, and Sohaib talks about how to embrace these changes and how to use data to your advantage to get ahead of competitors. 

If you want to use data to make better decisions for your business, then get listening as Sohaib shares the best ways to collect consumer behaviour data, and how to transform this information into meaningful changes. 

Chris is the Partnerships Manager at Fetchify, a data validation solution that ensures store owners are getting accurate address, phone number, postcode, email, and bank account data from their customers. Fetchify is trusted by major brands including RBS, Moonpig, Ford and many more. 

In this episode, Chris discusses conversion rates and why that’s the core drive behind Fetchify. He talks all about the benefits of capturing and validating personal information such as emails, and the most effective ways to collect this data from your store. Chris also shares the biggest challenges that eCommerce stores face when collecting data, and gives his opinions on which brands do data collection best. 

If you think your store could be hindering your sales by making it difficult for customers to share their data with you, then listen in as Chris shares how you can remove these barriers to make your customer experience as slick as possible.   

Cas is the CEO of Wow Group of Companies, which is home to several digital brands with a core focus on the design and development of eCommerce solutions. These include Wow, a digital marketing agency which was featured on Channel 4’s TV show The Job Interview. Raw Jam, a digital transformation company, Neely There, a content agency specialising in the hospitality and leisure sector, vGoose, an IT support company for small businesses and Artwork Creative, a design agency based in Malvern.

Really understanding your consumers and how they interact with your website is essential for when you want to drive more sales through your online store. In this episode, Cas talks all about how having a data-driven approach to UX is the key to creating a successful online store that converts. He shares real life examples of how he’s exploded conversion rates by using his solid approach to replatforming stores, as well as the top things you can do to improve the UX on your existing site. 

If you want to know what’s coming down the pipeline for UX and want to find out exactly what you need to do to develop a winning customer experience, then give this episode a listen for some great actionable insights. 

Dan has spent the past 5 years on the front line with some of the UK’s largest agencies, and now he’s moved his role in-house as the Retail eCommerce Manager at Stanley Black & Decker. His main focus lies in growing new and existing customer online sales by developing winning strategies across a range of online channels. 

In this episode, we discuss Dan’s transition from agency to in-house and the main differences between the two. We also dive into Dan’s role at Stanley Black and Decker and how as a business they’ve effectively adapted to the pandemic and how they’ve had to re-shape customer expectations with the supply chain issues that followed.

Dan talks us through his strategy when it comes to successfully marketing Stanley Black & Decker products across a variety of marketplaces including Google, Amazon and eBay. He shares his favourite tools for discovering the best keywords on all these platforms, as well as some great tips on optimising your site to get those sales across the line.

Josh is the Country Manager for Mollie in the UK. Mollie is one of Europe’s fastest growing payment service providers, helping businesses of all sizes to grow by seamlessly integrating a variety of payment methods.

Over the years, Josh has had a variety of hands-on experiences within the eCommerce space including fulfilment, digital products and now digital payments with Mollie. In this episode, he draws from his experience to help us better understand the checkout process and shares the simple things you can do to improve your checkout experience. 

We also discuss the best ways to overcome high cart abandonment rates and how offering a variety of payment options can often be key to getting people to complete a purchase. You should also be evaluating your post-purchase process and thinking about how you can use it to really strengthen the relationship with your customers so that they keep on returning. 

If you’re noticing that your customers are adding products to their cart but not following through with the purchase, then listen into this episode as Josh shares some valuable tips to ensure your checkout experience is as seamless as possible.    

Johann is the COO of AWA Digital, and co-author of the bestselling book eCommerce Website Optimization. Having started out in corporate jobs, Johann took the leap into the start-up world, and has since been in the eCommerce space for 9 years.  

In this episode, we talk all about conversion rate optimization and the specific thought process Johann and the team focus on every time to help their clients succeed. Johann busts the common myths that surround CRO and teaches us how to avoid the biggest mistakes retailers make when it comes to optimising their site over and over again. 

CRO doesn’t come with a one size fits all template - Johann explains how to determine the KPIs that matter to your business, and how to build a CRO strategy that will specifically help to meet your business’ goals. 

If you want to find out how to get more conversions from your website, then listen in as Johann talks through the steps he’s taken to optimize his clients’ websites for better conversion rates, as well as extra tips along the way to make sure you’re getting the most out of your online store.

John is the Founder of digital marketing businesses Modo25 and BOSCO, based in Leeds. John first came into the digital space when he worked for a company selling training on how to use the Internet back in the ‘90s after he graduated from university. Since then, he’s been working with companies in-house to improve their sales and marketing. 

Now, he helps businesses to take control of their digital strategies with Modo25 and BOSCO. Modo25 was born out of the desire to empower in-house teams and help them to take full control of their digital marketing by giving them the data and training they need to succeed. Meanwhile BOSCO is helping clients all around the world to better predict which channels to invest their money into in order to get the most out of their budgets. 

In this episode, John talks about which marketing channels are worth investing your time and money into and what he thinks will get you your best return in 2022. We also discuss the one big strategy most businesses avoid, but has actually proven to be hugely successful and is set to carry on growing. 

If you want to sharpen up your marketing strategy but aren’t too sure what path you need to go down to get the best results, then listen in as John takes from his own hands-on experiences to guide you to success.