#15 – Deep dive: optimising conversions with data and trust (with Brendan McNulty)

Up next, a conversation with Brendan McNulty. He's an expert in conversion rate optimisation - specifically for ecommerce brands. Having worked with companies like Nike and Canon, he brings to the conversation many interesting points. Even applicable to small businesses.

We spoke about the conversion optimisation on the business-level, website-level, and everything in between. You'll learn what to do when you've got little traffic and what less tangible metrics to follow. How to deal with stakeholder misalignment? How to define "enough"?

Anyways, I loved the chat. I hope you'll love it, too :)

I've learned that:

• Data should inform but not blind decision-making.
• Engaging with communities can lead to fruitful connections.
• A/B testing is essential for data-driven decision-making.
• Best practices must be tailored to specific user contexts.
• Understanding user motivation is key to website optimization.
• Optimizing a website means optimizing user thought patterns.
• The website should meet users' expectations, not the other way around.
• Identifying drop-off points in the user journey is crucial for improvement.
• A/B testing can be challenging with low traffic, requiring educated guesses.
• Using PPC for testing can validate messaging effectiveness.

In this episode, we cover:

• (06:06) The Ideation Process
• (20:19) Understanding Stakeholder Management
• (34:51) Building Trust and Value in Collaboration
• (37:29) The Importance of Stakeholder Alignment
• (39:50) Challenges in Website Optimization
• (40:40) Maximizing Website Revenue
• (44:18) The Science of A/B Testing
• (47:30) Mitigating Risks in Website Investments
• (51:47) The Role of Research in Product Development
• (56:35) Understanding Decision-Making Under Uncertainty
• (01:01:14) The Balance of Data and Decision-Making
• (01:06:36) Real-Life A/B Testing Success Stories
• (01:10:11) Understanding User Motivation and Website Optimization
• (01:18:11) Navigating the User Journey and Drop-Off Points
• (01:25:14) The Importance of Value Proposition in Conversion Rate Optimization

Listen to this episode on:

• ⁠Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/15--Deep-dive-optimising-conversions-with-data-and-trust-with-Brendan-McNulty-e2qpss7
• Apple: https://podcasts.apple.com/fr/podcast/15-deep-dive-optimising-conversions-with-data-and/id1524693328?i=1000676401978&l=en-GB
• YouTube: https://youtu.be/_DrzIkM1xsk
• NerdCow: https://nerdcow.co.uk/podcasts/optimising-conversions-with-data-and-trust/

Where to find Brendan McNulty:

• LinkedIn: https://www.linkedin.com/in/brendanmcnulty/
• Website: https://brendanmcnulty.com/

Where to find me:

• LinkedIn: ⁠⁠https://www.linkedin.com/in/tomaszlisiecki/⁠⁠
• Website: ⁠⁠https://nerdcow.co.uk/⁠⁠