{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Author: Ben Potter

Ben Potter

I am the Commercial Director at Leapfrogg, a digital marketing agency that specialises in helping premium brands and retailers increase customer acquisition, revenue and market share. Leapfrogg's clients include the likes of Heals, Cath Kidston, Lulu Guinness, Filofax, Bastyan and Agent Provocateur.

After a decade spent in the digital marketing industry, I have extensive knowledge in developing and executing online retail strategies with an emphasis on customer experience, SEO, paid search, social media, content, online PR and analytics.

My passion lies in demystifying the many half-truths that surround disciplines, such as SEO, and in turn helping businesses make informed decisions when it comes to shaping their online strategy, choosing the right partners and allocating appropriate resource.

Curry's customer feedback

How retail marketers can ensure they deliver the ‘right’ customer experience

In the recent Econsultancy/Adobe Quarterly Digital Intelligence briefing, 25% of companies said they placed most emphasis on "making our experience as personalised and relevant as possible" in terms of improving the overall customer experience.

1 comment

What do clients really need from their SEO agency?

I’ve been working in digital for more years than I care to mention, witnessing a huge amount of change in that time, especially where SEO is concerned. 

Clearly SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day. 


15 rather useful customer experience pointers for SME retailers

I think we all agree that delivering a consistent, seamless, joined-up (delete as appropriate) customer experience, especially in a retail setting, is important.

Really important in fact.


We’ve updated our SEO RFP!

A couple of years ago, I wrote an article for Econsultancy stressing the importance of writing a brief when looking to appoint a search agency.

This was in response to the fact that, in my experience, so few businesses seem to do so.


Make 2015 the year of the customer

It’s that time of year again. Marketers are in reflective mood, looking back on the developments and trends of last year and future gazing into what’s going to be big in 2015.

I’m going to ignore the temptation to get too specific in my predictions for this year and instead focus on just one key trend that I hope to see in 2015. 


20 things a retailer really should know about their customers

A few weeks ago, I wrote an article emphasising the importance of customer data and insight to shaping a retail marketing strategy.

Unfortunately, in my experience, key decisions are too often based on guesswork; following the latest fad, copying the competition or buying a solution that isn’t aligned to objectives and customer behaviour.  


Five things you can learn about customers just by asking

Over the course of a typical year, I attend a number of retail and digital marketing conferences.

Without fail, everybody attending learns a huge amount. But almost everybody I speak to also comments that in heading back to the office they have a whole load more stuff they need to think about.

The ‘to do’ list keeps growing and growing.


How to lose friends and alienate people: Mango

Good customer services matters. A lot. And here's why. 

I'm not a huge fan of 'outing' brands across such a well-read blog as Econsultancy’s.

However, I’ve been so utterly disheartened by my experience with Mango in recent weeks that I felt compelled to publicise it in the hope it might spring them into action (and educate other retailers on the mistakes to avoid).

Roots of a big tree

PPC agency payment models: fixed fee

Towards the end of last year, I started a series of posts digging into the mechanics of PPC agency pricing models.

The aim? To help buyers make more informed decisions when it comes to choosing a model that’s right for their business, whilst hopefully leading to some healthy debate amongst buyers and sellers alike.

If you haven’t already, check out the overview of percentage of spend and pay on performance models. And if you have, thank you for sticking with me. Here we go with the final post in the series, a look at fixed fee models.


PPC agency payment models: performance based

Following on from my last article exploring ‘percentage of spend’, I now turn my attention to ‘performance based’ agency models.

In essence, any paid search program should be performance based i.e. the agency and client should agree the strategy, objectives and KPIs, of which the agency will then be measured against.

The distinction in this instance is when the remuneration of the agency is directly linked to the financial performance of the paid search campaign.

Pushfit cube percentage by LEOL30 on Flickr

PPC agency payment models: percentage of spend

This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.

PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers:

Insight leads to lightbulb moments of clarity

Turbocharge your retail search strategy with customer data and insight

It continues to trouble me just how much dross there is floating about in the world of search marketing. Only the other day, I asked a prospect how their current agency had chosen the keywords that they were currently targeting.

Their response: "They asked us to supply a list of keywords we wanted to rank for and just went with those".

"Holy crap" I thought, "this still happens?"

There are plenty of good articles out there that talk about how to establish a keyword strategy so I’m not going to cover old ground in this article. Needless to say though, simply asking a client to supply a list of keywords, which are then ‘targeted’ without further analysis or discussion, is pretty scandalous in this day and age.

Unfortunately, this is just one example where agencies and consultants sell ‘search strategies’ that, in reality, are not strategies at all.