Search & Product Discovery

Matthew Stafford reveals why conversion rate is a vanity metric that can mask declining profits, introducing revenue optimisation as the smarter approach. Through analysing nearly a billion dollars in data, he has discovered that starting with checkout optimisation and working backwards multiplies the impact of every improvement. Learn the specific tweaks that generated 17% lifts for $60 million businesses and why desktops should convert at exactly twice your mobile rate.

In this episode of the eCommerce Podcast, host Matt Edmundson engages in a lively discussion with Amandeep Singh, founder of Cronix, a full-service eCommerce agency. Broadcasting from sunny California, Amandeep shares his insights from over a decade in the eCommerce industry, discussing the nuances of various platforms like Shopify, BigCommerce, and emerging player Shopline. The conversation delves into the complexities of choosing the right platform based on business needs, the importance of robust on-site search, and the growing significance of omnichannel strategies, including TikTok's rising influence in social commerce. Amandeep also highlights the critical aspects of content enhancement and the role of AI in personalisation.

Most retailers implementing AI are unknowingly destroying their businesses through "people who like this also like this" recommendations that drive customers to bestsellers whilst killing long-tail inventory. Alan Gormley from Shopbox AI reveals how proper retail AI creates unique stores for each customer, transforming generic browsing into personalised shopping experiences that increase engagement, margins, and competitive differentiation without requiring platform overhauls.

Most e-commerce websites treat every visitor identically, missing massive conversion opportunities. Eric Melchor reveals how micro engagements—small, helpful interactions that build trust gradually—can triple conversion rates without requiring technical expertise. Discover the no-code personalisation strategies that help small businesses compete with enterprise brands by creating meaningful connections through simple questions, geo-targeting, and conversational pop-ups that transform ordinary websites into irresistible sales platforms.

Kevin Wiles reveals why modern SEO success comes from building better websites for customers, not gaming search engines. Learn how the industry has evolved from keyword stuffing and link schemes to quality-focused strategies that prioritise user experience. Discover practical approaches for competing against major retailers through local optimisation, specialised content, and comprehensive product pages that answer every customer question. This fundamental shift from traffic-focused to revenue-focused SEO helps smaller businesses leverage their expertise advantages over marketplace giants.