OPTIMISE

Hi,

You’ve heard the old fable how you should take a penny that doubles in value for 30 days rather than taking £10,000 today? Because after 30 days you’ll have turned that penny into over £5 million?

I'm not promising that level of results, but you get the gist.

This is optimisation.
Your guide is customer insight.
Your journey to compounding growth.

It sounds obvious when I say it, but the practice of SEO and CRO go hand in hand.  Meta Ads and CRO go hand in hand... the list goes on. Across every channel you do the work that drives sales.

This is about optimising how you work, the shopping experience you deliver and the results you achieve making best collection and use of customer insights. Data.

Simply put, making it easier for people to discover your products and to feel confident enough to make their purchase. Copywriting is at the heart of what we do.

Better customer insights = better copy and clarity = better business results

Optimisation, by definition is just doing things more effectively. To get better compounding results. There's no value to your business driving traffic (we've all see the dumb graphs) with zero purchase intent.

And running CRO when customers have no intent on purchasing? Good luck.

My work over the past 25 years (or 2 1/2 decades to make me sound really wise...) has focused purely on growing thriving ecommerce businesses by growing quality audiences and converting visitors into shoppers into repeat businesses.

Rocket science? Not really, it's just a gathering of insights and expertise in my head that helps me to do the work where clients often struggle (mainly due to time) or where agencies have bodged up due to a lack of expertise or process in their work. That's usually down to farming out to junior marketers with little business acumen, but that's another story all together.

Back to you.

• Each step of your customer’s journey
• Each element of marketing you’re involved in
• Each opportunity to drive extra sales with profit in mind

There is the opportunity to optimise.

To get better results for you, your customer and your business.

It just takes a restructuring of how you work... and it's NOT all about AI and bots. Sure, we'll use AI as our assistant, to work more effectively gathering insights.

We're using data to help us to our most creative work. So that your marketing is led with the human touch, not some bot-written copy telling your customers how your products 'elevate their lives' 🤢

You're creating an optimisation framework built upon testing and personalising using the data you collect, the technology you master and the shopping experience you deliver... all topped by the human touch of marketing... emotive selling.

What are you optimising for?

• SEO x CRO: To rank, resonate and convert for the search terms that matter?
• Email Flows x CRO: To personalise flows to convert new subscribers into customers?
• META x CRO: To lower acquisition costs?
• Google Ads x CRO: To feed better insights into Performance Max?
• Landing Pages x CRO: To optimise and convert through landing pages built on customer insights?
• Product Pages x CRO: To convert more whilst driving up AOV?

Likely all of the above?

A quick explainer in terms of the impact optimisation can have on your business…

You work to a framework where you’re improving results across the board.

Let’s take an example. And for simplicity terms assume all other factors remain equal.

You’re running a £360k pa business averaging;

• 1000 daily visitors
• 2% conversion rate
• 20 daily sales
• £50 AOV

And you work to a data-informed process of learning what persuades people to buy. You drive up your conversion rate marginally from 2% to 2.25%;

It doesn’t sound big, but a jump from 2 in every 100 visitors buying from you to every 2 ¼ visitors will yield an extra £45k in yearly revenue. Nice work.

Now, through your work gathering key customer insights you’re able to target better through SEO and bring in an extra 10% of traffic;

That equates to another £40.5k in yearly revenue.

So now we’re looking at growth of £85.5k in extra yearly revenue.

And then we focus on increasing AOV. Pushing up the average order value from £50 to £55 using a range of tailored upsell strategies and product bundling;

Adding another £44,550 to the yearly revenues.

That's £130k+ of yearly revenue driving up 3 fundamental levers of growth.

Not huge 10x growth hacking agencies promise, nothing that’s ‘wow’ factor in terms of the work you do. Just extreme focus and attention on the work that matters delivering solid business results.

Rather than the one off sale, you might be more focused on building repeat business? Then, we prioritise a blended approach to AOV and CLV (Customer Lifetime Value).

This is the work I do.

Now, through my HOW TO OPTIMISE newsletters I’m sharing the processes I follow, as an optimiser, that will help you optimise your way to real growth so you can do all this stuff yourself.

Want optimisation doing for you?

I'm going to be looking at the entire customer journey across all channels inc. ads on Facebook and Google, search traffic, landing pages, product pages, email flows, checkout processes. The ENTIRE customer journey. Optimised. Compounding growth. The planning, the doing, the optimising.

It can feel like a big old list of tasks, but this is what I do.

I work to a process.

Working to prioritise what drives profitable growth. Working with the insights, across the customer journey, to optimise confidently. Letting your customers teach you how to market better.

Making best use of your data, technology & the all important human touch… the copy we write that builds trust so folks hop off the fence and make their purchase from you.

Scroll down, let me know how I can help, and let's see if there's a way to work together