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Author: Matthew Curry

Matthew Curry

I'm that ecommerce guy. Yes, that one.

Learnings from Digital Cream about Site Search

Site search and merchandising: seven key takeaways from Digital Cream

Last week at the Emirates Stadium in London, Econsultancy's Digital Cream event invited client-side Marketers to learn from their peers across a breadth of topics, from Customer Experience, Conversion Rate Optimisation to Social Media Monitoring.

I was pleased to moderate the Site Search & Merchandising roundtable, sponsored by SLI Systems. The roundtable was in the form of three in-depth peer-led discussions regarding the issues most faced by marketers regarding site search.

Attending the roundtables were a mix of companies, most importantly, not just those with a traditional e-commerce arm.

This meant that the conversation had to be abstracted to cover several different types of content; not just product, but Guides & Help, Technical Specifications and Entertainment & Video.

However, what these companies had in common was the concept of using content to aid conversion. Several attendees from content-driven & entertainment sites had complex attribution models to link conversion back to the content viewed.

Annabelle Knight - Lovehoney

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.

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Selfridges: site review

Selfridges.com HomepageOn 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.


Buying glasses online: short sighted thinking from retailers

Matty the moley moleLast month, I was unfortunate enough to lose my glasses.  Since I am a speccy four-eyes moley moleman, this has caused me some problems.

So rather than traipse down to an optician and be up-sold to hell and back because obviously anything less than their £200 SuperHyperThin lenses will be akin to milk bottle bottoms and will scratch within seconds, I decided to buy a couple of new pairs of glasses online.


Why do some e-commerce platforms get Javascript so wrong?

The horror, the horrorYou 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.