Focus on Revenue Optimisation Not Conversion Rate with Matthew Stafford

eCommerce Podcast

In this episode of The Ecommerce Podcast, host Matt Edmundson interviews Matt Stafford, CEO of Build Grow Scale, about revenue optimisation strategies for e-commerce websites. Stafford shares valuable insights on improving conversion rates, including optimising checkout processes, using effective button colours and text, and leveraging customer feedback. The conversation covers practical tips for enhancing website performance and increasing sales without necessarily increasing traffic.

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Timestamps:

0:00 - Introduction and guest background

3:24 - Matthew's journey into ecommerce

6:13 - The importance of Google Analytics

12:38 - Starting optimisation from the back of the store

19:49 - The hierarchy of focus principle

24:20 - Button text and colour optimisation

30:38 - The power of website optimisation over increasing ad spend

32:45 - Mobile vs desktop conversion rates

36:50 - The one question that can transform your business

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Key Takeaways:

1. Start with Cart and Checkout Optimisation

Matthew Stafford emphasises the importance of beginning with the cart and checkout process when optimising your ecommerce site. By enhancing these areas first, you ensure that any improvements made elsewhere on the site directly contribute to increased revenue. This approach prioritises revenue optimisation over mere conversion rate improvements.

2. Use Unique Colours for Call-to-Action Buttons

Stafford advises using a distinct colour for call-to-action buttons that stands out from the rest of the site's theme. This makes it clear to customers what the next step is, thereby improving the user experience and boosting conversions. The focus should be on clarity and visibility rather than adhering to a specific colour scheme.

3. Leverage Customer Feedback on the Thank You Page

Implement a pop-up on the thank you page asking customers, "What was the one thing that almost made you not buy?" This feedback is invaluable for identifying and addressing potential issues in the purchasing process. Stafford notes that some of their top improvements have come from insights gained through this simple question.

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