Professional Ecommerce Grump and General Analytics Nerd. You might have guessed that from my posts. But to put that into digital marketing speak...ahem "puts on polite LinkedIn voice"....
Matthew works to create engaging, intuitive & highly usable ecommerce experiences for niche markets, often those considered by traditional online retailers as too difficult to cater for. He uses best practise analytical, statistical & usability tools to optimize ecommerce conversion rate, average order value, and customer retention. With a strong back ground in technical architecture, he regularly challenges the status quo of “what can be done”, and produces business solutions that integrate disparate systems to innovate our customer’s experiences.
He really can't write in the 3rd person. It makes him feel "weird".
Why is this so hard? Google, Facebook and adult retailing
My day-to-day marketing activities are somewhat different from yours. Instead of optimising campaigns and formulating strategy, with every day comes a new onslaught of ad disapproval, a rumour of a change in policy, a decline from an ad network or long email conversation with a boilerplate-spouting representative.
In this article I'll give you an insight into the surprisingly not-salacious world of Adult Retailing in relation to the internet's biggest players: Google and Facebook.
The five suppliers you should avoid like the plague
Bemoaning clients is a popular past time for agencies. The client is stupid, doesn't know what they want and aren't willing to pay for it. Sometimes this moaning is warranted, a lot of the time it's definitely not.
As a client, hiring and then sustaining the relationship with the right supplier is much more difficult than is appreciated.
Following on from five clients you should avoid like the plague, here are five suppliers to look out for...
My Google Analytics Christmas wishlist
Many of us use Google Analytics as our day-to-day analysis and reporting tool, it's provided enterprise level analytics to everyone, and turned a legion of website owners into quasi-statisticians.
However, it's not without its flaws and weaknesses. As I've been a Good Boy this year, here are the ten things I'd love to have from Google Analytics for Christmas.
What your mother never taught you about Multivariate Testing
Multivariate tests, whilst marvellous things, are becoming "quick and dirty". The ease of deployment, WYSIWYG variant creation, and on-demand "live" results means that these supposedly scientific tests are being created, executed and reported on in a fashion at odds with their scientific underpinnings.
In this post, I'll try to go through what makes MVT a scientific methodology, the pitfalls of quick testing, and how to get the best out of your tests.
What is the future for luxury e-commerce?
Why does the experience of luxury e-commerce never quite live up to it’s promise?
After some big-name e-commerce launches, we’ve yet to properly deliver a luxury e-commerce experience, so what can differentiate a luxury e-commerce site from any other?
What separates a luxury e-commerce store from an e-commerce store selling luxury goods?
E-commerce strategists: what do they do?
So, say your agency offers you the services of an E-commerce Strategist – sounds like spending money to be told the obvious: “Matty says having a new website will make us richer and improve our sex life”, no?
E-commerce strategy: that's not your business!
What do you sell? I mean really, what is it that you actually sell? Why do people visit your website, or even buy your product? What do you offer that compels them to do this?
In a world of substitutes and alternates, we have to learn to better understand what drives our customers. Understand this and you understand how to make your site more effective.
Four ways to help your Helpdesk (and your users too!)
If you’ve read the Selfridges Site Review, you’ll know that during testing, I came across a quite a severe bug. This bug displayed a confusing error message at the checkout when I was trying to place my order, but also charged my card at the same time. What fun.
Inspired by this, I've written about four simple & easy to implement ways to reduce onsite errors, whilst making your Helpdesk staff's job a bit easier.
Selfridges: site review
On Monday, after a year of industry rumours and hushed gossip, luxury
retailer Selfridges launched their full commerce offering, having
previously only sold sundries such as hampers online.
As someone who spends an inordinate amount of time looking at pretty bags, I couldn't but help get stuck in with a site review.
Why do some e-commerce platforms get Javascript so wrong?
You would think with the money spent on e-commerce platforms today, that best coding practices, accessibility and SEO readiness would be at the forefront of developer's minds.
However, it transpires, for a number of platforms, getting the basics of Javascript has gone awry.
