DIGITAL: EXCLUSIVE SERIALISATION
product, and the value you bring to the marketplace!
We started smartebusiness together 15 years ago. We grew up listening to our parents talk shop around the dinner table, discussing how they could grow the family bakery business and all the trials and tribulations that went with it. We still remember every Easter celebrating each time we’d break the hot-cross- bun record, at a time when supermarkets were trying to destroy us. That’s where we got our passion for business, and we try to run our clients’ businesses as if they are our own.
Shoot back with us several years ago, and you’ll see where our geekiness and knack for eCommerce sites began. Mark had recently moved to Auckland, New Zealand, but the agreement was that his job was to remain in the UK, working for the Manchester office. We were in a dilemma. How could we make it work when one of us was on the other side of the world? Everything seemed to be working against us: the time zone, the distance and the lack of market contact. It seemed like an uphill battle. But we knew that if we grew our clients’ eCommerce revenues then the distance, time zone and everything else wouldn’t matter. Clients want results, plain and simple. Give them results and you could live on Mars for all they care.
What did we have? We had access to the Google Analytics accounts of roughly 80 eCommerce stores and we knew that some sites were growing rapidly while others were stuck. So we closed ourselves off in our respective basements and got to work. We benchmarked every statistic we could get our hands on. After some work and a good deal of research, we started to recognise the key stats that mattered. Once these were pinpointed, we started making the changes that helped each site get to the next level and the next and the next.
The result was that distance and time zone didn’t matter because our clients’ sites became some of the fastest growing in the UK. And we want your eCommerce site to be part of that. Are you ready?
Let’s go! 48
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WHAT DID WE SET OUT TO ACCOMPLISH? Quite simply, we knew that if we grew our clients’ eCommerce businesses then they would continue to invest more with us. We wanted our developers to be building eCommerce sites that did better. We didn’t want to waste any time— our clients’ or our own.
From the outside of the business, the problem was clear—stagnant eCommerce site owners were asking us to help, but it just looked hopeless. Everything looked broken and needed fixing. There were a thousand things the client could try, but we needed to know what to do first that would make a difference. At the start, our clients didn’t have the deep pockets of their Goliath competitors.
THE WALL THAT HIT US IN THE FACE They say that big breakthroughs only happen when you hit a wall. Well, SEO and Google was our wall. Google was massively changing SEO, which we used to drive a lot of free traffic to our clients. It was clear this method of growth was getting harder. We needed a new growth engine and fast. We had ignored the signs at first, but while on holiday, an employee phoned to tell us that our largest client’s SEO rankings were acting weirdly. One day they went up, the next day they disappeared, then came back, then...
Google was changing its algorithm, and even when it settled down, we realised that we did not want our clients to rely on one source of revenue. Doing so could result in a single point of failure. We had to keep growing our clients’ revenue, but without relying so heavily on Google as we had done in the past.
WHERE DO THE 96 PER CENT GO? No matter what type of product you sell, if you own a website, your number one goal is to convince visitors to put items in their basket, proceed to the checkout and complete the purchase. Seems simple enough, right?
Of course, if you currently have an eCommerce website, you’ve probably realised there’s more to making sales than just putting up a site and a shopping cart.
We’ve also learned that approximately 96 per cent of customers who browse a site will leave
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