Achieving sales on a website is not a single “conversion” event, it’s actually a series of “micro” conversions. They’ve clicked on a ad in a Google search results page, they’ve clicked on various pages within your site, they’ve put products in your shopping cart and they’ve checked out. Read More

One of the most important factors to optimising Ecommerce conversion is fine tuning the shopping cart and checkout process. Read More

Today, I read a fun article by the Harvard Business Review on salespeople's seven deadly sins. Although they listed chattering as the least deadly of the sins, I find it to be one of the most overlooked qualities of salespeople. Amateur salespeople are naturally very nervous to get on the phone. As a result they’ve probably scripted a pitch, or have been given a scripted pitch. A good salesperson might use this pitch for their first call or two, a bad one will use it throughout their entire career. Read More

In 2004 Editor-in-Chief of Wired Magazine, Chris Anderson, popularised the long tail theory in an article called The Long Tail: Why the Future of Business is Selling Less of More. In retail terms, the long tail describes a niche strategy of selling a large number of unique items in relatively small quantities. Read More

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