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.

What's it like being your customer? Adam Pearce from Blend Commerce has worked with over 500 Shopify retailers to answer this question, revealing that most brands focus on conversion rates whilst ignoring customer lifetime value. Discover why discount pop-ups attract the wrong customers, how quizzes capture rich data whilst providing value, why your search feature matters more than your homepage, and how phone calls deliver insights analytics never will. Transform every touchpoint—from first visit to final purchase—into experiences that build loyalty rather than just conversions.

Most e-commerce businesses approach SEO by stuffing keywords into pages, hoping Google notices. Nick Trueman reveals why this fails and shares his experience-led framework that treats keywords as customer questions rather than boxes to tick. Discover why marketing has been lost from digital marketing, how to build collection pages that function as shop fronts, the technical hierarchy Google actually reads, and why communication matters more than tools. Learn from real examples including a white goods retailer and luxury shoe brand to transform your SEO strategy from keyword-focused to customer-centric.

Discover what true customer focus looks like for eCommerce businesses through insights from Neil Roberts, Product Director at Moo and former Digital Strategy lead at Eurostar. Learn why "surprise and delight" often backfires, how to prioritize fundamentals over flashy features, and practical techniques for identifying friction points using free tools. From the toilet queue principle to the seat map story, explore real-world examples that challenge conventional eCommerce wisdom and reveal how getting out of customers' way creates better experiences than clever design ever could.

What's stopping your eCommerce website from ranking on Google? For many businesses, the answer isn't a lack of great products or compelling content—it's the fundamentals of search engine optimisation that remain misunderstood or neglected entirely. Alina Ghost, SEO Manager at luxury interiors brand Amara and host of the SEO with Mrs Ghost podcast, has spent nearly a decade mastering digital marketing for major brands including Debenhams, Tesco, and Carpetright. In this conversation, she breaks down SEO into three manageable pillars that every eCommerce business needs to master: technical SEO, content SEO, and link building.