Keep Optimising

eCommerce Podcast Network
eCommerce Podcast Network
  • 5.0 (19)
  • Marketing
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For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.  In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.  And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = Google Ads - Next Mini-Series = AI Search - Last Mini-Series = CRO Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday.  Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

  1. 2d ago

    Google Ads: Build a Full Funnel Ads Strategy with Silvia Correas Osorno, Stellar Search

    Silvia Correas Osorno is one of the experts at award-winning digital marketing agency Stellar Search where over the last 11 years she’s risen from junior Digital Marketing Executive to Managing Partner! Driving results for big name brands across luxury, beauty and fashion including huge names like Bloom & Wild, Hotel Chocolat, Moss Bros, Trinny London, and even Tottenham Hotspur. In this episode, Silvia shares how to move beyond bottom-of-funnel Google Ads and build a full-funnel approach that reaches customers across the buying journey. We explore how to choose the right channels, creative and budgets to grow your results without spreading your efforts too thin. Dive in: [05:35] Understanding the marketing funnel stages [06:41] Evaluating marketing platform options [09:48] Choosing the right social media platform [13:28] Understanding Media Measurement Challenges [18:35] Insider Tips from Silvia! [21:39] Episode sponsored by Stellar Search. Get your free Audit from Stellar Search >> https://keepopt.com/stellar Build Beyond Bottom-of-Funnel Google Ads Google Ads can capture customers who are already ready to buy, but it cannot create all the demand your business needs. Silvia recommends getting your bottom-of-funnel activity working first, then expanding into channels that build awareness and reach new customers. Meta, YouTube, Pinterest, TikTok, and Reddit can all play a role, depending on your audience and goals. This full-funnel approach helps create demand that can later convert through Google, organic search, email and other channels. For eCommerce brands, the goal is to build a marketing system that supports the whole customer journey, not just the final click. Choose Fewer Channels and Test Them Properly Adding more ad platforms does not automatically mean getting more growth. Silvia recommends choosing channels based on where your customers spend time, what creative you can produce, and what your budget can support. Rather than testing five new channels at once, focus your budget on one or two strong opportunities. Give each test enough spend and time to produce meaningful data. For eCommerce teams, this approach makes it easier to understand what is working and avoid wasting budget across too many weak tests. Measure Full-Funnel Marketing Beyond ROAS Top-of-funnel advertising will not always deliver the same ROAS or CPA as Google Search, because it has a different job. Its value may show up later through more branded searches, organic traffic, email sales or new customers. Silvia recommends allowing at least one to three months to see the wider impact of this activity. Where budgets allow, marketing mix modelling can also help measure the effect across multiple channels. eCommerce teams need to look beyond individual platform numbers and understand how their marketing activity works together to drive overall business growth. Takeaways: Want to get more from your Google Ads? Start with a strong bottom-of-funnel setup, then build up the funnel. Don’t just jump to the newest channel. Be strategic and pick what fits your audience and brand.Testing new ad platforms? Don’t try everything at once. Focus your budget on a couple of channels with great creative. This way, you’ll get clear results and real insights into what moves your brand forward.Creative matters more than ever in digital ads. Tailor your content to the channel: polished for Meta, organic for TikTok. Your audience scrolls fast; make your message stand out at every touchpoint.Top-of-funnel ads are harder to measure, but they matter. Don’t expect instant results. Full-funnel marketing is about building recognition so your brand is top of mind when it’s time to buy.The rise of AI platforms like ChatGPT is changing how brands reach people. Start experimenting now. The future of marketing isn’t just about where you show up, but how you show up and engage. Find the notes here: https://keepopt.com/323 Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  2. Oct 14

    Google Ads: Optimizing Your Product Feed for Better Results with Meriem Nacer, 4M Digital

    Meriem Nacer has over 15 years’ experience in performance marketing, helping business around the world scale with smart, data-led strategies across Google Ads, Microsoft Ads, Meta Ads and beyond. Since 2019 she’s done all this via her consultancy 4M Digital, and Meriem is also the founder of the Don’t Panic PPC global community. In this episode, Meriem shares how to optimise your Google Ads product feed, from getting the basics right to making better use of product titles, descriptions, categories, product types and custom labels. She also explains how to test feed changes and future-proof your product data for the growing role of AI. Dive in: [04:27] Challenges of optimizing product feeds [08:58] Improving product title SEO [10:31] Optimizing product listings [14:24] SEO and PPC team collaboration [16:38] Using custom labels in Google Ads [19:55] Optimizing Google Ads feeds [24:22] Insider Tips from Meriem! Treat Your Product Feed as a Marketing Asset Your product feed is much more than a technical link to Google Merchant Center. It can shape how Google understands and displays your products. Start by checking your titles, descriptions, images, categories, sizes, colors and key product details. Make sure the information reflects what your customers search for. A well-optimized feed can give your Google Ads campaigns better data to work with. Optimize Product Data Around the Customer Feed optimization should focus on what shoppers need to know, not what the internal brand team wants to see. Put the most useful product information early in your titles and avoid wasting valuable space on details customers already know. Use product types and custom labels to add useful context, such as seasonal terms, categories, promotions or profit margins. Also fix important information on your website where possible rather than relying on feed rules to patch gaps. The goal is to make your product data clearer, richer and more relevant across your marketing channels. Keep Testing and Improving Your Feed Product feed optimization is not a one-time task. Start with the basics, then test changes to titles, product types, descriptions and other fields. Meriem recommends making changes to a smaller group of relevant products and monitoring what happens before rolling them out more widely. Always consider seasonality when choosing products for a test, as your best sellers can change throughout the year. Keep reviewing your feed for missing information too, especially as Google and AI-driven shopping experiences demand richer product data. Takeaways: Data tells a story, but it can't truly know your customer. Blend AI insights with human understanding to get to the heart of customer motivation. Only then can brands create meaningful, resonant experiences.Plug-and-play tools may be tempting, but personalization and optimized detail help brands shine. Invest in thoughtful curation; your product feed is a voice, not just a data dump.Collaboration between teams is culture in action. When SEO and PPC unite, the whole business benefits. True optimization happens when departments share knowledge and build together.Technology evolves, but the fundamentals remain: accuracy, creativity, and empathy. Strong product feeds start with getting the basics right – titles, images, and descriptions that truly serve the customer.As AI advances, brands must future-proof by building rich, authentic data foundations. Let technology amplify what makes your brand unique, not replace the spark only humans can bring. Find the notes here: https://keepopt.com/322 Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar  **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  3. Oct 7

    Google Ads: Review and Rebuild Your Strategy for Growth with Ger Hayden, Core Optimisation

    Ger Hayden is the Chief Digital Officer at Core Optimisation and has been deep in Performance marketing for over a decade, and somehow also finds time to be a Digital Marketing Lecturer. Ger’s worked across various sectors and for many clients winning awards and frequently driving triple digital year on year growth. In this episode, Ger and Chloe take a big-picture look at Google Ads and why now is the time to fully review your strategy. They explore how changes in the platform, customer search behaviour, data, creativity and AI should shape the way you approach Google Ads today. Dive in: [03:40] Copywriting in big corporations [06:36] Google Ads and Analytics Changes [12:51] Optimizing Google Ads with Data [14:50] Optimizing PMax for Better Placements [20:39] Attracting new eCommerce customers [22:16] Evolving Strategies for Google Ads [23:36] Insider Tips from Ger! Start Your Google Ads Strategy with Your Customer, Not the Platform Google Ads is still about reaching real people with real needs. Before changing campaigns, bidding or targeting, step back and look at how your customers search and buy. Search is becoming more conversational, with longer and more specific queries driven by tools such as ChatGPT and Gemini. This means your website, content and ads all need to answer customer questions at different stages of the journey. Use tools like Keyword Planner to understand what your customers are really looking for, rather than focusing only on clicks and CPCs. Make Your Data Work for Your Business Good Google Ads performance starts with good data. Your first-party customer data should be connected to Google Ads so the platform can optimise towards the customers and sales that matter most. Make sure your tracking, CRM data and commercial numbers are reliable before you start making strategic decisions. Ger also warns that a strong ROAS does not always mean your business is growing, as Google may be taking credit for sales that would have happened anyway. Look at Google Ads alongside your total revenue, new customer numbers, repeat purchases and other channels to understand the real impact. Treat Google Ads as a Bigger Growth Channel Google Ads is no longer just about keywords, bids and bottom-of-funnel sales. Performance Max can reach customers across Search, YouTube, Display, Discover and Google Maps, so eCommerce teams need to understand where their budget is going. Creative is also becoming more important as Google Ads moves closer to the way social and other media channels work. Keep reviewing your campaigns, creative, placements and goals instead of treating automated campaigns as a black box. As AI takes over more of the day-to-day optimisation, your biggest job will be setting the right strategy, data and business goals for it to work towards. Takeaways: Success in Google Ads isn’t just about data – it’s about people. Real ads connect with real needs. Insights start with understanding your audience, not just chasing numbers.Your Google Ads strategy should evolve with your customers and technology. Always review your goals, data, and creative to stay ahead of the curve.Don’t let automation make you forget creativity. As AI transforms Google Ads, creativity and compelling copy are now the real differentiators in performance marketing.Attribution isn’t perfect – for true growth, track the full impact of your marketing. Focus on real commercial outcomes, not just channel metrics.Small brands can be more agile in adopting new Google Ads strategies. Using great data and creative quickly is a unique competitive edge – don’t wait to innovate! Find the notes here: https://keepopt.com/321 Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  4. Sep 30

    Google Ads: Turn Local Searches into Store Visits with Hannah Zora Strong, Zora Marketing

    Hannah Zora Strong has spent the last 14 years managing and auditing 100s of Google Ads accounts, and regularly shares her expertise at many Google Ads conferences. She’s worked for some of the biggest agencies in the UK, and for the last 4 years has been running her own called Zora Marketing. In this episode, Hannah takes us through how to use Google Ads for local advertising, from setting up your Google Business Profile and tracking store visits to using Performance Max and local inventory ads to drive more customers to your stores. Dive in: [05:39] Linking Google Business Profile and Ads [07:41] GA4 and Business Profile merge [12:07] Setting up local Google Ads [13:39] Using Performance Max for ads [17:50] Setting campaign goals and optimization [21:27] Setting up local inventory ads [24:28] Insider Tips from Hannah! Connect Your Google Business Profile to Google Ads If you have physical stores, your Google Business Profile is the starting point for local Google Ads. Make sure each location is owned, accurate, and linked to your Google Ads account. This lets you connect ad activity with actions such as store visits, calls, website clicks, and directions. It also gives you a stronger foundation for local SEO and reporting. Use Performance Max and Local Inventory to Reach Nearby Shoppers Performance Max can help retailers put their products and physical stores in front of local shoppers across Google, including Google Maps. Local inventory ads take this further by showing shoppers which products are available at a nearby store. Together, these tools can connect online product searches with store visits and click-and-collect sales. The key is to make sure your product, location, and stock data are accurate so Google has the right information to show shoppers. Give Google the Right Data to Optimise Your Local Campaigns Good local advertising depends on good conversion data. If you want Google to optimise for store visits as well as eCommerce sales, give those visits a realistic value based on your average order value and in-store conversion rate. Then keep reviewing performance by location and exclude areas that waste spend. Hannah's wider advice is to get conversion tracking right from day one, so Google's automated bidding has useful data to work with. Takeaways: Local stores can drive real-life footfall with Google Ads. Don’t overlook the power of linking your Google Business Profile for maximum impact and measurability. Your digital ads can truly bring customers to your door.Conversion tracking is the backbone of effective Google Ads. Nail your set-up from day one, and watch as smart bidding optimizes for what really matters: actual results, not just clicks.Performance Max campaigns are your secret weapon for local advertising. Appear on Maps, target people nearby, and drive in-store traffic with tailored offers and relevant ad copy.Assigning value to store visits is crucial. Calculate your in-store conversion rate and average purchase, and Google Ads can optimize not just for clicks, but for walk-ins that truly matter.Keep a close eye on your location and product data: exclude what isn’t working, double down where it is. Local marketing success is built on these continuous, intentional tweaks. Find the notes here: https://keepopt.com/320 Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  5. Sep 23

    Google Ads: Which New Features Should You Use (and Which Should You Skip)? with Jyll Saskin Gales, Inside Google Ads

    Jyll Saskin Gales spent 6 years at Google helping their largest advertisers to grow internationally. Now she’s all about helping all of us to improve our Google Ads results via her coaching and courses, the “Inside Google Ads” Podcast AND her bestselling, book “Inside Google Ads: Everything you need to know about Audience Targeting”. In this episode, Jyll cuts through the latest Google Ads updates, explaining which new features are worth using and which you can safely ignore. She also shares what advertisers should be doing now to prepare their campaigns for the holiday season. Dive in: [04:58] Explaining Google Shopping campaigns [09:12] Explaining Smart Bidding Exploration [11:17] Explaining Customer Lifecycle Goals [13:17] Common Google Ads mistakes [19:33] Google Merchant Center AI features [23:11] Using AI for product photos [25:49] Using YouTube for holiday campaigns [29:52] Insider Tips from Jyll! Focus on the Google Ads features that can improve holiday performance Google is adding more bidding, targeting and automation features, but that does not mean every eCommerce business needs to use them. Jyll recommends starting with the features that solve a clear problem in the account. For example, Maximize Conversion Value can help Shopping campaigns focus on revenue rather than clicks, while Promotion Mode is designed to help campaigns respond to a sales period. The key is to choose features that match the business goal and the campaign stage. Don’t switch on new features simply because they are new. Get your customer data and product feed right before relying on AI Google’s newer features depend more than ever on good data. Customer Lifecycle Goals can help advertisers target new, existing and high-value customers, but only when the customer lists are set up correctly. Jyll also highlights the growing importance of the Merchant Center feed, with new product attributes helping Google understand and present products in more ways. This means eCommerce brands should review their customer lists and product data before the holiday rush. Better inputs give Google’s automation and AI a stronger foundation to work from. Don’t chase every new AI feature AI Max for Shopping, AI creative tools and new automated campaign features can open up new opportunities. But Jyll’s advice is not to adopt every feature just because it is available. AI Max for Shopping, for example, offers a middle ground between Standard Shopping and Performance Max for advertisers who want more automation. Google’s AI tools can also help smaller teams create backgrounds, scenes and video assets without relying on a large creative team. The best approach is to test the features that solve a real need, while keeping strong campaign structure, tracking and creative fundamentals in place. Prepare for the holidays early and resist the urge to over-optimise Holiday Google Ads success starts well before Black Friday. Jyll recommends having the holiday strategy locked by September and campaigns ready by October at the latest. eCommerce brands should plan beyond Black Friday and Cyber Monday, including December, post-Christmas and potentially January. She also warns against making constant changes in the name of optimisation, as too much testing can hurt performance. Plan early, give campaigns time to work and focus your changes on the things that can make a real difference. Takeaways: Ads don’t fix a bad offer – they amplify it. Before pouring budget into Google Ads, ensure your product has genuine demand and your website converts. Otherwise, it’s just burning money on more of the same.AI is transforming Google Ads, but the basics still win. Solid campaign structure, tight conversion tracking, and a well-managed Merchant Center feed prepare you for every new algorithm or shiny update.Creative in eCommerce isn’t just pretty images. Google now values videos, lifestyle shots, and even product Q&As. Feed your Merchant Center rich, diverse content to stand out in the age of AI shopping.Build demand before you capture it. Don’t wait for Black Friday to launch ads; start video and demand gen campaigns months ahead. Warm audiences convert better and help sustain sales beyond peak season.Resist the urge to optimize everything daily. Zoom out, do less, and focus on big strategic changes. Sometimes, the real magic comes from stepping back and letting strong fundamentals do their work. Find the notes here: https://keepopt.com/319 Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  6. Sep 9

    CRO: Use AI to Improve eCommerce Conversion Rates with Elena Kostova, Uxify

    Elena Kostova is head of marketing at Uxify, an AI-native digital experience platform that helps websites achieve flawless user experience and double engagement. In this episode, Chloe and Elena explore where AI can genuinely improve eCommerce conversion rates, where human judgment still matters, and how brands can start using AI for CRO without risking their website or their brand. Dive in: [06:23] Balancing AI and human roles [09:24] AI automation in eCommerce [11:21] Analyzing user behavior data [14:02] AI agents in CRO for small brands [18:22] Changing AI and data trends [22:36] Insider Tips from Elena! Start with low-risk AI wins before automating everything Elena’s biggest message was simple: start small. Measure a real problem before you use AI to fix it. Begin with tasks such as image optimization, site speed, or friction removal. These changes are low risk and easy to monitor. Once you see results, you can expand AI into more advanced CRO work. Keep humans in control of branding and copy AI is useful for optimization, but it should not define your brand. Elena warned that shoppers can often spot AI-generated copy and imagery. Generic content makes stores look similar and reduces differentiation. Your product story, tone of voice, and visual identity still need a human owner. Use AI as an assistant, not as the final decision-maker for brand experience. AI changes CRO from periodic testing to continuous optimization Traditional CRO often relies on planned A/B tests that run for weeks. Elena explained that AI agents can optimize parts of the customer journey in real time. They learn from browsing behavior and keep improving as more data arrives. This is especially valuable for smaller Shopify stores that do not have enough traffic for constant formal testing. eCommerce teams can spend less time on routine optimization and more time on strategic growth work. Takeaways: AI is everywhere, but real brand magic comes from genuine experiences and human stories. People can spot AI-made content a mile away. Authenticity is what wins hearts in the long run.Letting AI handle routine tasks on your website unlocks time for your team to focus on creativity and brand building. Tech is powerful, but human touch defines the culture behind a business.The future blends AI-driven personalisation with conversion optimisation. But when it comes to your story, keep a human in the driver’s seat. Your brand’s unique voice matters more than ever.Optimising your user experience? Start small, measure everything, and use AI where it makes sense. Culture of experimentation leads to innovation, even with the help of advanced tech.As digital spaces evolve, the most successful brands will be those who merge AI efficiency with soul. Tech is the engine; culture and story are the fuel. Never lose sight of what makes you distinct. Find the notes here: https://keepopt.com/318 **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  7. Sep 2

    CRO: Reduce Bounce Rates with Faster Site Speed with Jordy Scholing, RUMvision

    Jordy Scholing is co-owner of RUMVision, where he and the team are obsessed with eCommerce site speed, especially all things Core Web Vitals. Trusted by over 750 companies including Loop Earplugs and Suzuki. In this episode, Chloe and Jordy unpack how site speed affects bounce rates, SEO, and conversion rates – and why Core Web Vitals should be monitored continuously, not checked once and forgotten. They also share practical ways to turn performance data into actions that improve the customer experience and drive more sales. Dive in: [04:56] Improving website loading speed [09:54] Web performance monitoring tools [13:08] Audience differences in web traffic [16:30] Importance of Core Web Vitals [18:33] Optimizing website speed for users [21:43] AI's impact on web layout shifts [23:37] Insider Tips from Jordy! Site speed is a conversion problem, not just a technical problem Jordy explained that shoppers can leave a site in seconds if it feels slow. On mobile, it only takes one swipe to return to Google and choose a competitor. That means every extra second can hurt revenue. Fast landing pages are important, but the rest of the journey matters too. Product pages, carts, and checkout pages must all feel quick and responsive if you want to reduce bounce rates and increase sales. Core Web Vitals should be monitored continuously One of the biggest lessons in the episode was that Core Web Vitals are not fixed numbers. Performance changes based on the visitor’s device, internet connection, location, and browsing conditions. A campaign that attracts more users on cheaper smartphones can make your performance scores worse overnight. That is why Jordy recommends monitoring real user data regularly, not checking a score once a year. eCommerce teams should treat site speed like a live business metric and keep it on their dashboards. Passing Core Web Vitals is only the starting point Jordy made a useful distinction between SEO and CRO. For SEO, the goal is to pass Google’s Core Web Vitals thresholds. For CRO, the goal is to make the experience fast for as many customers as possible, including slower users. He suggested focusing on the slowest segment of visitors, because that is often where the biggest conversion gains are hidden. Small improvements add up, so teams should prioritize practical fixes, measure the impact, and keep optimizing over time. Takeaways: Did you know if your website takes over 3 seconds to load, half your visitors might leave? In our fast-paced digital world, user patience is lower than ever. Speed isn’t just tech – it’s part of your brand experience.Core Web Vitals aren’t just numbers. They change depending on who visits your site, on what device, and from where. True digital culture means continuous improvement, not a one-time fix.Focusing on the slowest 25% of your website users can yield bigger conversion gains than just optimizing for the majority. Serving everyone well is a mark of inclusive digital culture.Speed and sustainability go hand-in-hand. Lighter websites use less energy and are more accessible to all users. Making your site faster isn’t just good business. It’s the responsible thing to do.Web performance affects not only user experiences but also AI interactions. Building a better, faster site today means you’re ready for the next wave of digital culture: AI-powered browsing! Find the notes here: https://keepopt.com/317 **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

  8. Aug 26

    CRO: Turn Customer Behaviour Data into More Sales with Carolina Dibb, Carolina Dibb Consulting

    Carolina Dibb set up her own CRO consultancy in 2023 after working with mega brands including Amazon, MR PORTER, and the British Museum Company. At her consultancy she help’s independent eCommerce brands understand customer behaviour and improve website performance through customer insight, analytics and optimisation strategy. In this episode, Carolina explains how to move beyond surface-level metrics and use customer behaviour data to uncover what’s really stopping shoppers from converting. She shares a practical framework for identifying opportunities, prioritising changes, and making smarter optimisation decisions. Dive in: [05:38] Identifying and optimizing narratives [07:22] Analyzing Metrics and Conversion Rates [13:26] Optimizing eCommerce conversion rates [14:24] Challenges of A/B testing in marketing [19:29] Reviewing metrics for strategic focus [21:44] Improving product setup processes [25:27] Insider Tips from Carolina! Let Customer Behaviour Data Lead Your CRO Strategy The best CRO decisions start with data, not opinions. Carolina explains that many brands jump straight to solutions before understanding the real problem. Instead, look at your analytics, heatmaps, and customer feedback together to uncover the story behind the numbers. Break your data down by product, page, traffic source, or customer type to find patterns. When you understand how customers actually behave, you can focus your efforts where they will have the biggest impact. Turn Metrics Into Actionable Insights A conversion rate is just a number until you understand what is driving it. Carolina encourages brands to dig deeper instead of looking at overall performance alone. Find out where shoppers are dropping off and why. Someone who never adds to cart needs a different solution than someone who abandons checkout. Looking at customer behaviour in context helps you build stronger hypotheses and make smarter optimisation decisions. Focus on Continuous Improvement, Not Perfect Testing Not every website change needs a complex A/B test. Carolina says many proven best practices, like adding reviews or improving product descriptions, can simply be rolled out and monitored. The key is to make changes methodically and track what happens afterwards. Review your conversion data regularly and let it guide your next priority. CRO works best when it becomes an ongoing process of learning and improving, rather than a one-time project. Takeaways: Carolina urges us to let data guide website improvements. Stay curious, dig deeper into analytics, and keep an open mind about what really needs fixing in your business.Heatmaps are an underrated superpower. They reveal how humans actually navigate your site, showing what gets noticed and what’s ignored. Observing real behavior builds empathy and sharper decisions.Don’t get stuck chasing the one magic metric. Carolina recommends layering qualitative and quantitative insights. Pair stats with real customer feedback for that holistic, human-centered perspective.Processes protect your learnings. Carolina stresses the value of repeatable SOPs for site changes so you don’t relearn the same things every year. Culture happens in the systems you create.Culture of curiosity for the win. Keep asking, observing, and adjusting as the world changes. Making time for monthly reviews ensures brands grow with their ever-evolving customers. Find the notes here: https://keepopt.com/316 **** 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 Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

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For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.  In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.  And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = Google Ads - Next Mini-Series = AI Search - Last Mini-Series = CRO Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday.  Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

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