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Ecommerce is plagued by an overload of BS best practices all claiming to be “data-driven.

To separate myth from fact, Aaron Orendorff asked 16 ecommerce leaders three questions:

  1. What makes you “data driven”?
  2. What’s the biggest “best practice” myth in ecommerce?
  3. What analytics tool do you recommend for ecommerce?

And the list of contributors is phenomenal.

  1. Linda Bustos, Co-founder and Managing Partner at Edgacent
  2. Tomer Tagrin, CEO and Co-founder at Yotpo
  3. Talia Wolf, Conversion Optimization Expert & Founder of GetUplift
  4. Ben Carpel, CEO at Cyfe
  5. William Harris, Ecommerce Consultant at Elumynt
  6. Neil Patel, Founder at NeilPatel.com
  7. Claire Vignon, Director of Optimization Strategy at WiderFunnel
  8. Tommy Walker, Editor in Chief at Shopify Plus
  9. Paul Rouke, Founder and CEO at PRWD
  10. Shayla Price, B2B Content Marketer
  11. Mark Hayes, Chief Marketing Officer at Rocketshp
  12. Jeff Goldenberg, Co-Founder and Chief Strategy Officer at Abacus
  13. Adii Pienaar, Founder and “High King of Ecommerce” at Conversio
  14. Gary Landa, Managing Director at Digital Boutique
  15. Shanelle Mullin, Content & Growth at CXL
  16. Nemo Chu, CEO at cuco.co inc. & Marketing Coach at 500 Startups
  • SB

    Siddharth Bharath

    2 months ago #

    That's an awesome list of contributors. Excellent post!

  • RC

    Ravi Chahar

    2 months ago #

    Hey William,

    There are many e-commerce myths which are hard to reveal.

    Talia has mentioned the emotional attachments which can be a helpful hand to get more leads in this competitive world.
    ~Ravi

    • AO

      Aaron Orendorff

      2 months ago #

      Talia is PHENOMENAL at the emotional side of conversion. And that's saying something with how "heartless" numbers can appear.

  • LS

    Lisa Sicard

    2 months ago #

    Very interesting topic and I love how everyone had different answers and examples as well. I also liked how some mentioned what may work for Amazon probaby won't work for you. It's hard to compare small businesses to the very large ones. One thing everyone agreed Google Analytics is a great tool if you set up the goals and the rest properly. Thanks for sharing!

    • AO

      Aaron Orendorff

      2 months ago #

      Yeah, it was nice to see some consensus on the tools and the Amazon thing. But it was also fun to hear their different perspectives on the value of best practices themselves ;-)

  • SA

    Swadhin Agrawal

    2 months ago #

    Hi William,
    Great share. All the best of CRO have stepped in to clear all the myth basing around conversion optimization. I loved the tips from experts I know like Neil Patel and l loved to know other experts I was missing out till date.

    Thanks,
    -Swadhin

    • WH

      William Harris

      2 months ago #

      Who doesn't like Neil Patel. I "cut my marketing teeth" on his amazing content.

    • AO

      Aaron Orendorff

      2 months ago #

      I'll tell you ... one of the BEST things about putting this together was exactly that: getting "to know other experts I was miss out till date." These folks are the unsung heroes of the internet (and they super non-self-promotional).

  • AO

    Aaron Orendorff

    2 months ago #

    Will you are a scholar and gentleman ... and a damn smart ecommerce dude too. Thx ... and thx!

  • BP

    Brenda Pace

    2 months ago #

    Hi William,
    Very interesting read! That's a great lineup of Influencers and I love the diversity in their answers. I think one thing I took from it is, "What works for one, may not work for all." I tell Blogger this same exact thing when asked about how to grow their traffic and sales. Then I usually tell them "Find what works for you and go for it!"
    Thanks for sharing this fab article with us. I've shared it and saved for later reference!
    ~Bren

    • AO

      Aaron Orendorff

      2 months ago #

      Thanks for the fantastic response, Brenda! Totally agree ... what works for other is (sometimes) a good starting point, but it can't be hard and fast. You gotta experiment and find out for yourself.

  • TH

    Tyler Hakes

    2 months ago #

    I'm all about posts like this. Break down the 4th wall, expose the fiction junk, promote real learning and growth. A+

  • RB

    Ryan Biddulph

    2 months ago #

    Hi Aaron and William,

    The emphasis on experimenting, testing and tweaking works for me. Some marketers forget; we all cut our teeth in the lab of life. Every hack works because it was hacked into being a hack. If that makes sense. You may follow basic fundamentals but at day's end experimenting, testing and seeing what works counts most.

    Cool share.

    Ryan

    • AO

      Aaron Orendorff

      2 months ago #

      Now that was pretty meta comment ... but I think I follow. ;-)

      And the very least, I'm finally starting to the "experimenting, testing and tweaking" model. Fun stuff!

  • EM

    Eren Mckay

    2 months ago #

    I love the advice that Linda Bustos gave on using Prev and Next buttons that are large enough. I’ve told this to many Ecommerce customers over the years.
    Another big mistake that happens often is not having large enough product images. I’ve even seen blurry images in online stores. If a prospect can’t clearly see what they’re buying, they just might not buy. These are obvious logical changes that can be done without even testing.
    Tomer Tagrin’s advice about tapping into the customer base that already exists is gold. If you can turn customers into fans and eventually brand ambassadors, you’ll have a huge advantage and save a lot of money on ad spend in the end

    • AO

      Aaron Orendorff

      2 months ago #

      ConversionXL did some phenomenal original research on product images that I'm using in my post next week at Shopify Plus on "Hunters" (people looking to buy).

      And I love pretty much everything Tomer says!

  • JH

    Joy Healey

    2 months ago #

    Very interesting article with so many different opinions.

    Although I personally curse the sites that make me register as a customer, I suppose it's best practice for the retailer, to be able to target me again for future sales.

    Some sites are so difficult to navigate that you wonder how they ever make sales. I gave up on one just the other day - it was promising free shipping over a certain order value, but I couldn't work it out, despite being well used to buying online. Finally I gave up in total frustration. So although it should be obvious, my best practice advice would be to test the sales process thoroughly - especially with special cases.

    • AO

      Aaron Orendorff

      2 months ago #

      Oh, I feel you on terrible navigation.

      And the insight on optimizing for LTV from the start was phenomenal!

  • LR

    Lorraine Reguly

    2 months ago #

    Talia hit the nail on the head with her reply --- when selling to customers, get their email!

    This not only allows you to keep in touch with them, but it can lead to more sales!

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