Category: Leadership
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What we learn when watching real customer behaviour
There is a point in most ecommerce conversations where the tone begins to shift. Up until then, the discussion is usually grounded in numbers. Revenue, conversion rate and channel performance provide structure. The conversation is familiar, measured and, to a degree, comfortable. That changes when leaders begin to see how customers actually experience the site.…
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Why customers rarely follow the journey businesses design
Most ecommerce websites are built around a familiar structure. A homepage introduces the brand. From there, customers move into product listing pages, browse a selection of products, view product detail pages, add items to their cart and eventually proceed to checkout. It’s a logical model. It mirrors how businesses like to present their products and…
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Why knowing your customer’s age isn’t the same as understanding them
When I ask leadership teams who their customer is, I usually receive a confident and well-rehearsed description. It might be an affluent buyer living on the South Coast, typically over 60, with a well-kept garden and disposable income. On the surface, this feels detailed and reassuring. It reflects lived experience and commercial familiarity. However, when…
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What e-commerce leaders don’t see between performance reviews
If you want to understand how an ecommerce business is really performing, you can’t just look at sessions or revenue. You have to look at flow. When I start analysing a new site, I almost always begin the same way: mapping the end-to-end customer journey and looking at the number of users progressing from one…
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What we miss when e-commerce performance is reviewed once a month
Don’y get me wrong… Monthly performance reviews are comforting. They give leadership teams structure. A regular rhythm. A moment to step back and assess whether the business is moving in the right direction. For many of us working in ecommerce, they’ve become the default way performance is understood. The challenge is that customers don’t behave…
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Why sales numbers can give leaders false confidence in e-commerce
Most leadership teams can tell you yesterday’s revenue, possibly last month’s conversion rate, and whether the business is up or down year on year. What they often can’t tell you is why. That’s not a criticism. It’s simply how e-commerce performance is usually reviewed. Sales numbers feel reassuring. They’re easy to report, easy to compare,…