Dan Coleman is an eCommerce Wizard.

He’s accredited by both the Chartered Institute of Marketing AND the Institute of Data & Marketing Association! And via his consultancy Coleman Marketing he’s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath Kidston.

Dive in:

[04:04] eCommerce Journey: From F1 to SEO

[08:08] Pre-Internet Search Methods

[11:25] Rethinking SEO Strategy

[15:42] Evaluating eCommerce Ranking Effectiveness

[19:00] Domain Focus & Site Relevance

[22:12] Purposeful Blogging for Buyer Decision

[25:47] AI's Impact on Product Data

[29:21] Insider Tips from Dan!

The Fundamentals of SEO Haven’t Changed—Focus on the Basics

Despite all the hype around AI and the ever-evolving landscape of search, Dan stresses that the core fundamentals of SEO remain the same. Success is still about convincing search engines that your site is the best possible recommendation for a user’s query. Above all, the job of eCommerce SEO is to ensure your website is accessible, understandable, and deserving of a top spot in the search results. Don’t be distracted by every new trend—get the basics right and keep coming back to them.

Master the Three Key SEO Questions

Dan introduces a practical framework for evaluating your SEO efforts—three essential questions that should guide all your decisions:

• Can the search engine crawl your site?
• Does the search engine understand your site (think simple, literal language that spells out what you offer)?
• Is your content or offering good enough to deserve a recommendation?

By routinely asking these questions, you stay focused on what truly matters, cut through the noise, and make sure your site is always optimized for how search engines actually work.

Prioritize Product Data and Transactional Content Over Lifestyle Blogs

One of the most actionable takeaways from this episode is the shift in SEO content strategy. Dan points out that for eCommerce brands, success now leans heavily on robust product data and well-structured product/category pages, rather than pouring resources into “superfluous” lifestyle blogs. Blog content should support the buying journey (like buyer’s guides or use cases), not just attract random traffic. Focus 80% of your content efforts on improving your product listings and taxonomy, and only 20% on supplementary content. In the age of AI-driven search, clear, organized, and relevant product information is more important than ever.

Takeaways:

• SEO isn’t magic, it’s about being the best answer to what people want. If you want to win, think less about gaming algorithms and more about genuinely helping search engines recommend your site to real humans.
• Don’t overcomplicate SEO. Dan Coleman reminds us: Can search engines crawl your site? Do they understand it? Is your content any good? Answer yes, and you’re on the right track.
• AI is changing the SEO landscape, but not the fundamentals. Great product data and clear, purposeful content still win. Focus on what really makes your site the best choice for buyers.
• Forget endless lifestyle blogs—most eCom brands should spend more time improving their product pages and only create guides that actually help customers buy. Quality over quantity!
• Tempted by hot new SEO tricks? Stick to basics: organize your site, be clear with your language, and make every page genuinely helpful. Sometimes the oldest advice is the most future-proof.

Find the notes here: https://keepopt.com/268

Ian Ferguson is a Freelance SEO consultant, specialising in helping eCommerce brands to grow their revenue from organic search. He’s been improving SEO performance for over 15 years getting deep into technical SEO optimisation, on-page experience and lots of data crunching!

In this episode, he shares why cleaning up your site might be the smartest SEO move you make this year.

Dive in:

[05:41] User Experience Over Quick SEO Wins

[08:30] Guiding Principles for Google SEO

[10:16] SEO Strategies Beyond Ranking

[13:55] Streamline Outdated Website Content

[19:03] "Obsolete SEO Tactics Explained"

[21:27] Optimising Content for AI Visibility

[23:17] Streamline Content; Avoid Off-Topic Posts

[27:36] Insider Tips from Ian!

SEO Should Be a Byproduct of Great User Experience

Good SEO today isn’t about tricks—it’s about building a great site for your customers. Google rewards pages that load fast, are easy to navigate, and help the shopper. If you're doing things “just for SEO,” you're probably heading in the wrong direction. Every change to your site should make it better for users, not just bots. Think of SEO as the reward for good eCommerce experience, not the goal itself.

Declutter Your Site with a Content Quality Audit

Old pages can drag down your whole site’s performance. That includes outdated blog posts, unused collection pages, and product pages that never get traffic. Ian suggests doing a full content audit to find and remove the bloat. Keeping only useful, well-performing content makes it easier for Google to trust your site. A leaner site helps you rank better and keeps your customers focused on what matters.

Don’t Rely on One Traffic Channel—Diversify Now

AI is changing how people find and interact with search results. If your store depends only on SEO, you're at risk of losing visibility fast. Ian recommends building up other channels like email, paid search, and referral traffic. Make sure your site captures emails and integrates with social. That way, if Google traffic drops, your business still keeps moving forward.

Takeaways:

• Ian explains why effective SEO today must prioritize user experience, not just keyword tactics or technical tweaks.
• A content quality audit is often the best starting point, helping eCommerce brands identify and remove low-value pages that may be harming overall site performance.
• Outdated blog posts, unused collection pages, and thin product listings can all contribute to SEO bloat and should be deleted, consolidated, or updated.
• Google is rewarding focused, high-quality content—meaning brands should stay within their niche and avoid publishing irrelevant or off-topic material.
• Diversifying traffic sources is critical as AI-powered search features (like Google’s AI Overviews) reduce click-through rates from traditional organic listings.

Find the notes here: https://keepopt.com/267 

SMS is a very personal channel that goes directly to your phone, making it an essential part of your marketing strategy. In this episode, we dive into how to effectively integrate SMS into your email marketing plans, addressing a common challenge many businesses face: knowing they should use SMS but not knowing how to start. I chat with Naomi Davis, an expert in the field, who shares actionable insights on the types of campaigns to send and the importance of messaging that provides real value.

Integrating SMS into your email marketing strategy is essential for enhancing customer engagement. The episode dives into the nuances of this integration with expert Naomi Davis, who emphasizes that SMS is a highly personal channel. Unlike emails, which can get lost in an inbox, SMS messages land directly on the recipient's home screen, making them more immediate and impactful. By considering the timing and content of your SMS campaigns in relation to your email efforts, you can create a seamless customer journey that maximizes engagement and conversion rates.

The conversation shifts to practical tips for executing SMS campaigns effectively. Naomi advises listeners to start by collecting SMS consent properly and utilizing that list from the get-go. She suggests implementing a welcome series that immediately engages new subscribers, providing them with incentives and offers tailored to their interests. The discussion covers how to avoid common pitfalls, such as over-segmenting or solely relying on discounts in SMS communications. Instead, Naomi encourages brands to explore a diverse range of messaging strategies to keep their audience engaged without diluting their brand value.

Towards the end, Naomi shares insights on measuring the effectiveness of SMS alongside email marketing. She highlights the importance of analyzing customer behaviors across both channels to optimize future communications. The episode wraps up with actionable advice on maintaining a balanced cadence of messaging, ensuring that customers feel valued. By combining the storytelling power of email with the immediacy of SMS, brands can foster stronger relationships with their audience and drive better marketing results.

This episode is a goldmine for marketers looking to elevate their strategies and connect with customers on a more personal level.

Takeaways:

• Integrating SMS in email marketing demands a unique approach tailored to the audience.
• SMS is a personal communication channel and should be treated with respect and value.
• Sending a prompt welcome message after collecting SMS consent is crucial for engagement.
• To optimize your SMS strategy, segment your audience based on behavior and engagement metrics.
• Timing is key; consider sending SMS after an email to enhance engagement rates effectively.
• Avoid over-relying on discounts in SMS campaigns to maintain brand value and customer loyalty.

Find the notes here: https://keepopt.com/258

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Manuel Montanari has over 23 years experience managing digital analytics projects for publishers, broadcasters and eCommerce brands, and has been Senior Digital Analytics Consultant at Mapp Digital for the last 3 years. 

 In this episode we discuss:

• Why do you need an Analytics Strategy?
• What is an Analytics Strategy?
• How does GA4 impact all this?
• Alternatives to GA4
• Why spending more time analysing data improves business performance
• What is the difference between collected data and actionable insights?
• The key considerations in choosing the right analytics tool

[05:57] Analytics strategy vital for making informed decisions.

[09:15] Clear strategy simplifies workload and frees time.

[12:22] The right analytics tool enables actionable insights.

[20:03] Data analysis requires time, understanding, and action.

[24:40] Data-driven insights improve performance.

[32:07] How does AI fit into all this?

Learn about Herdify >> https://keepopt.com/herdify

Find your next eCommerce tool >> https://keepopt.com/tech

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Rob is CEO at Source Nine, home to The Empathy Blueprint… which you may remember from a previous episode.

Rob and the team at Source Nine help you take the guesswork out of your ad strategies and create a highly effective campaign that deeply resonates with your target audience.

 In this episode we discuss:

• The steps to create a competition beating ad strategy
• Why it's crucial to start with customer research
• The importance of using both Qualitative AND Quantitative research methods
• Key factors in creating successful brand strategies
• Tips for capturing the customer's voice to improve messaging

[05:45] Directly engage with customers for advantage.

[09:50] Quantitative data helps with segmentation.

[13:36] Clear objectives, solve problems, and focused participants.

[23:15] Quickly complete projects.

[29:57] Change your thinking.

[32:29] Gain customer insight for effective marketing strategy.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Izzy Morris has been running paid social for a wide range of consumer facing brands for nearly a decade, both in house and agency side. She’s now Head of Paid Social at Vodafone.

 In this episode we discuss:

• What is Reddit and why is it so unique?
• The different types of ads: from takeovers to self-service
• Using Reddit to target specific subreddits and niche audiences
• Is Reddit for everyone?
• Agency versus in-house work

[03:26] How an accidental London agency experience led to passion.

[09:39] Various ad types: takeovers, self-service, niche.

[14:42] See results for any budget, but consider product value.

[18:02] Lead time determines if it's too late for Black Friday.

[24:23] Getting organised with Notion

[26:08] Using Meta Blueprint as a free resource.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Helen Johnson is a digital advertising expert from Remix Marketing.

We'll be diving into the realm of Pinterest ads and discussing the benefits of integrating both organic and paid content to maximise your results.

As little bonus... we'll also explore how to leverage organic content alongside paid advertising to generate free sales. 

 In this episode we discuss:

• How to use Pinterest for SEO
• Who does Pinterest work best for?
• What is working right now?
• What is a safe budget to learn from
• Why it is very different to Facebook Ads

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Helga Alvarez is the CTO, and Wesley Hartley is Chief Revenue Office at Leaf. They (and the rest of the Leaf team) are specialists in driving superior digital performance for DTC brands from ad click to purchase.

 In this episode we discuss:

• What the recent iOS17 Apple update means for your Facebook Ads (and other ads!)
• Evolving into an agency catering to eCommerce brands
• How iOS 14 changed the industry
• Taking care of conversion tracking and signals – what you need to know
• How to keep your creative clear and targeted
• Why privacy concerns are here to stay

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Ben Muir is the Head of Marketing at sister agencies Grow Digital who help brands enter the UK market, and Unsociable where they’re all about harnessing the power of TikTok and other social channels to drive brand growth.

 In this episode we discuss:

• What is TikTok Shop and how can it help brands?
• Why you need to reallocate some of your 2023 budget to TikTok ads
• The results you can expect in terms of speed and ROI
• Strategies for live selling
• What’s the one thing to do with TikTok ads right now?

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

Find your next eCommerce tool >> https://keepopt.com/tech

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Not only is Lottie Unwin the Founder of ‘The Copy Club’ – a community for marketers with over 1,000 paying members, but she also helps eCommerce brands to build community and is CMO at luxury Fashion accessories brand Elizabeth Scarlett. Hear her take on what she has learnt over the last eight years. 

 In this episode we discuss:

• What is the difference between audience and community?
• Digging into the commercial context of community
• Who is your “army of content creators”?
• Ideas of online experiences
• Why autonomy is the secret ingredient for any successful community
• When should you NOT build a Community?

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Email marketing specialist and founder of the agency Little Green Duck, Katie Skelton, joins the show to delve into the value of a weekly newsletter. In fact one of her clients called her “a massive email weirdo” so she’s just our type of guest!

 In this episode we discuss:

• What you need to know about frequency and spam emails
• Debunking the idea that email is a one-way communication tool
• Master your short form content
• The metrics spreadsheet Katie uses
• Why unsubscribers can still be fans of your business

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Janis Thomas is the eCommerce and Marketing Director at Look Fabulous Forever, the award-winning makeup brand for older women. She discusses the importance of setting clear business goals and customer benefits, how to guide group discussions, and using competitions for engagement.

In this episode we discuss:

• The key considerations and challenges in choosing the right platform
• Treating all participants equally in a customer community
• Overcoming the negative perception of Facebook
• How to enhance your products and services from community feedback
• How to not be overly-commercial in your community messaging

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Community building expert Victoria Murden joins the show today to share what a community looks like for an eCommerce brand. She is currently the Chief Marketing Officer at Herdify – the world’s first offline brand tracking tool. Two-thirds of word-of-mouth influence happens offline and can't be tracked... until now. It targets offline word-of-mouth to amplify your sales.

 In this episode we discuss:

• Community: what is it and how can our brand benefit from it?
• Organic advocacy 
• Partnering with suitable brands in your community
• Social listening
• Optimising your creative

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Building customer loyalty isn’t just a nice-to-have; it’s essential for any brand looking to thrive. We dive deep into the heart of loyalty programs in this episode, emphasizing that true engagement stems from a genuine understanding of your customers. Anna Frapwell shares her expertise on how to personalize communications and enhance customer relationships by asking the right questions.

Establishing customer loyalty in today’s competitive market hinges on one critical aspect: understanding your customers deeply. It's important to engage customers through direct communication and gather insights to inform marketing strategies. Anna highlights that without this foundational understanding, loyalty programs risk becoming superficial and ineffective.

We also dive into actionable strategies that brands can implement to foster loyalty.

Learn how to enhance your understanding of customer preferences through data collection methods such as surveys and interactive quizzes. These tactics not only improve engagement; they also provide vital information that helps personalize marketing efforts. Anna emphasizes that the key to successful loyalty initiatives lies in creating a genuine connection with customers, ensuring they feel valued and understood.

As we wrapped up our conversation, it became clear that true customer loyalty is built on trust and engagement rather than discounts or promotions. Brands that prioritize understanding their customers will not only increase retention rates but will also see improvements in overall profitability. The future of marketing is about forging meaningful relationships and creating personalized experiences that resonate with customers. By effectively leveraging insights, brands can position themselves for long-term success in the eCommerce space.

Takeaways:

• Understanding your customer deeply is essential for building authentic loyalty programs that engage effectively.
• If brands fail to grasp what value means to their customers, loyalty efforts will likely fall flat and lack retention.
• Engaging with customers through surveys and quizzes can significantly improve loyalty and enhance communication strategies.
• Utilizing tools like Klaviyo allows brands to gather valuable insights to tailor their marketing efforts and foster loyalty.
• Personalization in email and SMS marketing is crucial; it turns potential spam into meaningful engagement for customers.
• A thoughtful approach to customer data collection helps avoid messy databases and ensures targeted marketing efforts.

Episode sponsored by Neon Digital Clicks. Get a free audit of your digital marketing at keepscaling.me.

Find the notes here: https://keepopt.com/257

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Jessie Healy runs Facebook Ads agency Webtopia and a coaching program too.

She has helped hundreds of DTC eCommerce businesses across the world to profitably scale their online sales to seven figures and beyond.

From having spent $20 million on digital advertising throughout her career, she shares some powerful strategies for improving your Facebook Ads performance that are working right now.  

 In this episode we discuss:

• Optimising Facebook ads - what's working now
• ‘Training’ the algorithm 
• Allocating budget 
• Using lookalikes
• TikTok and reel style videos

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Laura Hanlon is the founder and co-director at eCommerce Growth Acceleration Agency Pink Leopard.

It is the UK’s number one Boutique Ad Agency for Women’s fashion, beauty and homeware!

She shares how to improve sales and recruit better quality customers using her proven strategy that focuses on capturing emails rather than directly driving sales.

 In this episode we discuss:

• Sourcing email addresses 
• Lead gen ads
• Optimising copy and creative
• Converting leads
• … and how to stay creative in the wake of AI

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Jonny Hyams is the Head of Client Services at Digital Gearbox, the Pay Per Click agency that helps businesses generate more leads and sales with their PPC management services, across Facebook Ads and other channels.

 In this episode we discuss:

• Using AI tools to help with your Facebook ads management 
• Chat GPT as a tool to generate copy
• AI image creation
• The future of AI tools 
• How to ‘train’ AI to deliver optimal results

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

We are joined by Aggie Meroni, the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale.

She’s been super busy getting to grips with Advantage+ campaigns ever since they first started rolling out in October, and she shares some of her biggest lessons learnt along the way. 

In this episode we discuss:

• What is Advantage+ and how does it work?
• Utilising algorithms to target demographics 
• Factoring annual sales peaks into your marketing 
• Leaving targeting to AI and focusing on creative 
• Getting the best results from algorithmic marketing

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Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

This episode's Offline marketing expert is Dru Carpenter, the co-founder at Slippy.io – an amazing tool for creating personalised print inserts to put in your parcels.

We talk about the power of print inserts and how their 100% open rate can have a huge impact on your customer retention. 

In this episode we discuss:

• Leveraging the high open rate with mail inserts
• Reusing email marketing content in print
• Affiliate programs 
• QR Codes and unique deals
• The personalisation potential of inserts

Claim your exclusive 3 month free trial with Slippy >>> https://keepopt.com/slippy

Find out your Paperplanes can you improve marketing ROI >>> https://keepopt.com/paperplanes

Join our brand new 'Chloe's eCommerce Club' here >> https://keepopt.com/club

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Natalie Betts is the co-managing director at product sampling and brand partnerships agency Relish. Specialising in the beauty and FMCG industries AND guiding the business since its inception, Natalie is a master at getting your product into the hands of your future buyers the testing, optimising, and personalising the sampling experience. 

In this episode we discuss:

• The benefits of packaging inserts 
• Postal product samples
• Choosing the right sample size for your product
• Using overstock to provide product samples 
• The return of subscription services

Claim your exclusive 3 month free trial with Slippy >>> https://keepopt.com/slippy

Find out your Paperplanes can you improve marketing ROI >>> https://keepopt.com/paperplanes

Join our brand new 'Chloe's eCommerce Club' here >> https://keepopt.com/club

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Packaging is a phenomenal customer retention tool – when done right.

Find out more from our guest, Lindsay Quan, Creative Director and Founder of Looq Design.

We're discussing how this can even be a customer acquisition channel. Lindsay has been helping brands with strategic design since 2001, and knows the powers of a true brand experience.

In this episode, we discuss:

• Packaging-based marketing 
• Why should we improve our product packaging?
• How it impacts your customer acquisition and retention 
• QR codes: how to get the best results
• How often should brands update their packaging?
• SMS: direct-to-customer communication

Claim your exclusive 3 month free trial with Slippy >>> https://keepopt.com/slippy

Find out your Paperplanes can you improve marketing ROI >>> https://keepopt.com/paperplanes

Join our brand new 'Chloe's eCommerce Club' here >> https://keepopt.com/club

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Since 1999, Dylan Jenkins has been helping mail order and eCommerce businesses to recruit new customers through direct mail.

Having worked with hundreds of brands to perfect their cold recruitment campaigns, Dylan is now Vice President of Sales at Epsilon Abacus, the premier data cooperative for catalogue and multi-channel retailers.

In this episode we discuss:

• Cold direct mail’s appeal
• How customer data can be used in smarter ways
• The role of data co-operatives
• Changing your customer base
• Strategies for A/B testing

Claim your exclusive 3 month free trial with Slippy >>> https://keepopt.com/slippy

Find out your Paperplanes can you improve marketing ROI >>> https://keepopt.com/paperplanes

Join our brand new 'Chloe's eCommerce Club' here >> https://keepopt.com/club

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Long-time marketing enthusiast Dan Dunn founded Paperplanes back in 2017 to merge the latest digital marketing technology with the power of print. They’ve now helped hundreds of brands to create personalised direct mail campaigns triggered by what customers actually do on your website.

In this episode we discuss:

• The benefits of direct mail marketing 
• How to keep your messaging personal 
• Ways to A/B test
• Machine learning as a means of customer profiling 
• Abandoned basket follow-ups

Claim your exclusive 3 month free trial with Slippy >>> https://keepopt.com/slippy

Find out your Paperplanes can you improve marketing ROI >>> https://keepopt.com/paperplanes

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Silvia Martin is an independent SEO consultant, founder of Trebole and judge of both the European Search Awards AND the UK Search Awards.

Silvia is all about helping businesses improve their online presence, findability, search traffic and (most importantly!) organic revenue.

In this episode we discuss:

• Tools to perform a link audit 
• Why and how to do a tech audit 
• How often we should audit our SEO
• Powerful AI tools you need to use
• What to do with the data from your SEO audits

Book your free 1 hour consultant call now >> https://keepopt.com/spec

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Samantha Burmeister joins us to dive into the world of email welcome campaigns, emphasizing that the key takeaway is to gather valuable data about your audience. Understanding not just who buys, but also who doesn't, allows us to make informed marketing decisions moving forward. Samantha shares insights on how to start these campaigns right, the balance between gaining insights and making sales, and the significance of personalization in today’s marketing landscape.

The dialogue begins with a crucial insight: the primary aim of a welcome sequence should be to gather data about new subscribers, which can inform future marketing strategies. Samantha emphasizes that understanding why some subscribers choose not to purchase is just as important as knowing who does buy. This data-driven approach enables marketers to fine-tune their strategies, ensuring that they invest in the right channels and messages moving forward.

As we explore the structure of an effective welcome campaign, Samantha outlines key components that should be included in the initial emails. She advocates for providing immediate value to subscribers, which encourages prompt engagement. The importance of follow-up emails is also highlighted. By using data from initial interactions, marketers can create segments within their audience, delivering personalized content that speaks directly to each group’s needs and preferences.

Towards the end of the episode, the conversation shifts to the changing landscape of consumer behavior. Samantha notes that in times of uncertainty, consumers are more cautious with their spending, which necessitates a more personalized and conversational approach in email marketing. By focusing on the emotional transformations that products can provide, rather than just the products themselves, brands can create deeper connections with their audience.

This episode provides valuable insights into developing effective email welcome campaigns that not only drive sales but also build lasting customer relationships.

Takeaways:

• A successful welcome email sequence should prioritize understanding customer data over immediate sales.
• Tracking who buys and who doesn't helps in allocating marketing resources effectively for future campaigns.
• The sequence begins with the opt-in process, making it essential to craft a compelling opt-in page.
• Personalization in marketing emails leads to higher conversion rates, especially during uncertain times.

Find the notes here: https://keepopt.com/256

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

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We are joined by Rob Stanbury, Senior SEO Consultant at Spec Digital – a PPC and SEO consultancy that helps clients all over the world through coaching, consulting, strategising and delivering business growth through Google.

He spends his days working on how best to improve their eCommerce client’s SEO traffic… and most importantly revenue. 

In this episode we discuss:

• Where to start with upgrading your SEO
• AI integration 
• Steps to take around process driven tactics 
• How to get started with SEO
• Resources for keeping up to date with SEO trends

Book your free 1 hour consultant call now >> https://keepopt.com/spec

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I’m chatting with SEO expert Montserrat Cano. She is an International SEO and Digital Marketing consultant whose core skill set is Technical SEO – so an awesome guest to help you make sure your next site move doesn’t screw up any of your SEO power.

In this episode we discuss:

• The pros and cons of performing a site migration 
• Reusing and improving your current website assets 
• Minimising risk when updating SEO
• Including alt text to optimise SEO
• Is a website migration the right move for your business?

Book your free 1 hour consultant call now >> https://keepopt.com/spec

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Krissie is the CMO and founder at Kollectify, the zero waste digital marketing agency for Shopify Businesses. Today we explore SEO from a planet-first perspective, and how it can fit with better SEO performances. Enjoy this conversation with Krissie as she shares some fascinating insights into the carbon footprint of our content marketing.

In this episode we discuss:

• Reducing our carbon footprint 
• Optimising brand websites to deliver better SEO
• How simplifying user experience can increase sustainability 
• Effective keyword research
• Practical steps to garner more conversions from online stores

Book your free 1 hour consultant call now >> https://keepopt.com/spec

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Komal Helyer knows email marketing inside out from working to grow email marketing platforms for the last 15 years. She’s also a brand ambassador for the Women in Tech forum, and Chair of the Email Council at the DMA.

In this episode we discuss:

• Being smarter and more transparent with consumer data
• Getting the most out of our email campaigns 
• Optimising website design for dark mode and mobile 
• Practical applications for AI 
• How and when to use automation 
• Deliverability and security

Get 30% off Omnisend for your first three months >> https://keepopt.com/omnisend

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

We are joined by Emil Kristensen, who is CMO at eCommerce CRM system Drip. Before that he was CMO and co-founder at Sleeknote – so he’s been helping us all improve our email marketing for a decade! He talks about the current problem with email newsletters and an alternative plan that you can try today.

In this episode we discuss:

• The benefits of doing away with weekly newsletters
• Be hyper specific with your targeted messaging
• Identifying customers’ pain points
• Practical tips for drafting genuine and engaging newsletters 
• Making marketing materials more fun

Get 30% off Omnisend for your first three months >> https://keepopt.com/omnisend

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Kerri McDonald co-founded her agency The Greenhouse in 2020 to help eCommerce brands improve their email and SMS channels.

They’ve already helped over 30 brands to generate over $50m via email and SMS alone.

Prior to founding The Greenhouse, she was Director of Marketing for a beauty brand where she grew eCommerce sales from $2m to $25m in just 3 years.

In this episode we discuss:

• Implementing SMS into your marketing campaigns 
• The right time to start expanding your reach
• The various uses for SMS… and which approach has the most benefit for your brand
• Where to source your addresses 
• How best to communicate with your customers via SMS

Get 30% off Omnisend for your first three months >> https://keepopt.com/omnisend

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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For the second time on the show, we are joined by Gabe Gabe Macaluso, the Director of Customer Success at Omnisend. Prior to that he was on the Bronto team at Netsuite – so Gabe’s got some serious eCommerce email pedigree! It was a refreshing conversation to hear Gabe unpack  how to optimise your existing email content.

In this episode we discuss:

• Improving the marketing methods you’re already using 
• Updating your email content to achieve low-effort, high-performance results 
• Repurposing already existing content 
• How to create fun, authentic content 
• Understanding your audience’s communication styles

Get 30% off Omnisend for your first three months >> https://keepopt.com/omnisend

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Hannah Spicer has been helping luxury brands sell more online – especially with their email marketing since 2004, including roles at Harvey Nichols, Stella McCartney, De Beers, and Kurt Geiger. She now runs her own consultancy, Hannah Spicer Consulting, specialising in email marketing for an equally impressive list of luxury and fashion brands.

In this episode we discuss:

• How to overcome some of the challenges with email marketing for luxury and premium brands
• What you can do with abandoned cart and abandoned browse through email
• Mapping out our your customer’s post-purchase flows and following, so you don’t have one-time customers
• The power of SMS and what we can learn from the US market
• Segmentation for your VIP customers (hint: it’s not about discounts)

Get 30% off Omnisend for your first three months >> https://keepopt.com/omnisend

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

Interested in being a Sponsor? go here: https://keepopt.com/sponsor

In this episode, we continue our exploration into marketing attribution and delve into the work of AI Media Buying. We are joined by a self-confessed Meta Ads junkie, Rabah Rahill, who is the CMO at Triple Whale. The eCommerce Operating System manages analytics, attribution, and creative for your Shopify store in one place, and currently sits across 7,000 stores. 

In this episode we discuss:

• The foundations of economics 101: those with the best margins will always win
• The top 3 things that the best brands are doing
• Where are we with Next-Gen AI Media-Buying?
• Why the next biggest skill is being able to understand how to augment AI workflows
• And why attribution will always be flawed – and how to embrace that

Check out Triple Whale now >> https://keepopt.com/triplewhale

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Jo is the COO at Sweet Analytics, an analytics suite where you can bring all your data together to get a single customer view, and benchmark against the industry.

Prior to joining Sweet Analytics Jo spent 18 years working at big name retailers in the UK across the fashion and furniture sectors.

In this episode we discuss:

• The basics that you need in place before you even start thinking about attribution
• Why it's important to get the numbers right
• How to avoid the common pitfalls Jo has seen
• The danger of making assumptions and decisions made on errors
• The power of incremental testing

Check out Triple Whale now >> https://keepopt.com/triplewhale

****

Get all the links and resources we mention & join our email list at https://keepopt.com

Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you'll be armed with practical strategies to enhance your email marketing efforts and truly optimise your approach moving forward.

This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian's insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior.

Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels.

The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance.

Takeaways:

• Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates.
• It's essential to test various elements of your pop-ups, like graphics and copy, to optimize performance.
• Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively.
• Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads.
• Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests.
• Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement.

Chapters:

• 01:22 - Introduction to Email Marketing and Popup Strategies
• 11:30 - Multistage Pop-Ups and Best Practices
• 18:18 - Testing Offers and Copy Improvements in Marketing
• 22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing
• 24:25 - The Impact of AI on Marketing

Find the notes here: https://keepopt.com/255

Download our ebook >>...

**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor

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Jill Quick is an analytics consultant and trainer at The Coloring In Department. Originally a client-side marketer, she’s been helping brands of all sizes to get to grips with their measurement strategy since 2011. We’re all starting to get to grips with GA4 – but is it all we need?

In this episode we discuss:

• Why attribution doesn’t need to be so complicated 
• Being clear on who you are presenting the data to
• Why User Acquisition and Traffic Acquisition are key reports to monitor
• Having the right analytics in place to ensure that the data coming through is correct
• Getting ready for BigQuery and the future of your raw data

Check out Triple Whale now >> https://keepopt.com/triplewhale

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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We are joined by Marketing Attribution Expert Jo Young. Jo is the Managing Director at UniFida, a team of data driven marketing experts with a focus on attribution, especially matching up offline and online marketing. Jo’s been at the forefront of marketing data analysis since 1995!

In this episode we dive into why marketing attribution shouldn’t be scary – it tells you how everything is working.

We discuss

• getting your first-party data in order,
• how attribution helps you understand the customer behaviour and journey,
• and how to do marketing sustainably by tracking your carbon cost of traffic sources.

Check out Triple Whale now >> https://keepopt.com/triplewhale

****

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Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

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Jonny Hyams is the head of client services at Digital Gearbox, driving sales and great ROAS for their clients across Google Ads and other channels.

This is a bonus episode because we have so much to cover in Google Ads at the moment. In this special episode, we explore what affects everything on this topic… bidding strategies.

Jonny talks about the different types of strategies, including

• Manual,
• Maximise Impressions,
• Maximise Clicks,
• Maximise Conversion
• and Maximise Conversion Value.

We also discuss setting up your own Google Ads native tracking, learning from the Reddit community, what to do if you’re hitting a ‘doom spiral’ – and why you need to prepare more for automation.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

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Imogen Collins is Head of Delivery at Genie Goals, an award-winning agency driving results for ambitious eCommerce brands like mamas and papas, Smythson, Karl Lagerfeld, and Biscuiteers. Imogen has been helping brands improve their search engine marketing since 2013!

Imogen talks about the key changes to Google Keywords ads in 2023. We unpack

• how Ad formats have changed greatly,
• the new goal-based campaign type Performance Max (aka PMax)
• keeping an eye on ROAS (Return on Ad Spend),
• responsive text ads – and the power of the full-stop.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

****

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Nicki Eggie leads the Paid Advertising team at Reload Digital, Europe’s number 1 rated digital marketing agency for eComm and retail brands! Go team Reload!!

Since 2009 the clients they’ve helped include everyone from Wrangler and L’Occitane to Emma Bridgewater and Harper Collins!

Nicki is sharing 3 ways to use Audiences to increase the performance of your Google Ads Keywords Campaigns.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

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Charlotte Sheridan is the founder of The Small Biz Expert a digital marketing agency based in London handling both Google and Facebook Ads.

We're discussing why you should be considering YouTube ads as part of your top of funnel marketing this year. And Charlotte's giving us the 101 on what you need to know before you get stuck in. including ad formats, placements, targeting and more.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

****

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Nick Trueman is the founder of Spec Digital, and host of the Winning with Shopify Podcast. He's also a true Google Ads geek!

Nick is sharing exactly what's happening on Google Shopping Campaigns - and what you need to know to make them work for you this year. Including Performance Max, Standard Shopping Campaigns, SmartShopping and much more.

Digital Gearbox - grab one of 10 free one to one consultations here >> keepopt.com/digitalgearbox

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Sarah Falcon is the VP of marketing at Object Edge where she leads marketing strategy and execution – including driving high performing content marketing. Sarah gets to work across a number of industries including both B2B and B2C eCommerce.

We'll be discussing

• Why is blog content important on an eCommerce site?
• Why do we need a system to drive our blog content?
• How to build your blogging checklist
• How to find the people to deliver your blogging checklist
• How to optimise your blogging once you’ve got your blog creation checklist

Episode sponsored by Klaviyo

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Noémi Beres AND Gabor Kazai are the founders and owners of Podcast Connections, a podcast booking agency who specialise in helping their clients get on the right podcasts to grow their brand awareness, generate engagement, and (of course) acquire more customers.

We're discussing how you can leverage this powerful channel for your eCommerce brand.

Episode sponsored by Klaviyo

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Ian Leslie is the Editor in Chief at Bank Notes, the media arm of creator marketing platform #paid.

With deep experience in both eCommerce AND Content marketing - we're exploring the big strategic shifts to identify what's working now.

Episode sponsored by Klaviyo

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Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.

In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences.

He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value.

The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight.

This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success.

Takeaways:

• Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research.
• To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar.
• Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale.
• A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs.

Episode sponsored by Yocto. Book a call with George at keepopt.com/yocto

Find the notes here: https://keepopt.com/254

Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable"

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Omar Zenhom has helped over 120,000 listeners to start, grow and scale their businesses with his “The $100 MBA Show” podcast. One of his first businesses was an eCommerce brand, AND he’s the co-founder and CEO of successful webinar platform Webinar Ninja.

Content marketing has been a key part of both what he teaches and how he's grown each of his businesses. In this episode he's sharing tips around increasing content interaction, partnering to make content production really easy, webinars (yes, you should be doing live online events!), and community.

Episode sponsored by Klaviyo

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Ty Givens is a CX expert and advisor to companies that want to improve and scale customer experience. With the team she’s built at CX Collective they tackle everything from workforce management and training, to process improvement, and CRM implementation.

As she describes it – they’re rebuilding the plane whilst in flight! Achieving ROI upwards of 60% for their clients – now that’s worth the investment.

We're exploring just how to attack the process of massively improving your customer services performance to improve ALL your marketing results.

Get all the links and resources we mention at KeepOptimising.com

Episode sponsored by Klaviyo

Adam Pearce is the host of the Shopify Across the Pond Podcast, co-founder of the eCom Collab Club, AND Co-founder at Shopify Agency Blend Commerce – who describe themselves as the Customer Experience Agency – a perfect fit for this episode!

We are exploring how to improve the experience on your product pages to give the customer the information they need in the right place on the page. including tweaks to your templates, and how to improve the pages of your bestsellers - no stone unturned!

Get all the links and resources we mention at KeepOptimising.com

Episode sponsored by Klaviyo