The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- Streamlining checkout process
- Improving page load speed
- Adding clear call to actions
- Improving customer service by adding live chat
Episode Title: Conversion Rate Optimization
Guest: Ryan Kulp, Founder of Fomo
Host: Arlen Robinson
In this episode of the eCommerce Marketing Podcast, Arlen Robinson interviews Ryan Kulp, the founder of Fomo, a social proof marketing platform that helps drive and convert traffic on eCommerce storefronts. Ryan shares his diverse background, from aspiring rock star to tech entrepreneur, and provides valuable insights into conversion rate optimization (CRO). He discusses practical strategies eCommerce businesses can implement to enhance their conversion rates without extensive changes or expenses.
Key Takeaways:
- Ryan’s Background and Journey to Fomo (00:00:00)
- Ryan’s diverse background includes experiences in marketing, customer service, programming, and venture capital (00:01:30).
- Founding Fomo in March 2016 and its mission to enhance eCommerce conversions through social proof (00:03:00).
- Understanding Conversion Rate Optimization (00:04:00)
- Definition of CRO: Increasing sales without changing pricing, product, or traffic sources (00:05:00).
- Initial focus for new businesses should be on acquiring sales and establishing benchmarks before diving into CRO (00:07:00).
- Inexpensive Changes to Improve Conversion Rates (00:09:00)
- Implementing live chat and direct customer engagement tools like Google Voice (00:10:00).
- Importance of customer feedback and addressing common questions through engagement (00:13:00).
- Considering a Website Redesign (00:16:00)
- Redesigns should be data-driven and only considered after achieving consistent sales (00:17:00).
- The potential risks of redesigning a site that regular customers are accustomed to (00:20:00).
- Examples of Top eCommerce Sites (00:23:00)
- Kettle & Fire: Effective use of customer reviews and timing review requests (00:24:00).
- Pura Vida Bracelets: Strong brand storytelling and social good initiatives (00:26:00).
- Ippodo Tea: Started as a blog, building organic traffic and trust before adding a storefront (00:29:00).
- What Not to Do for CRO (00:32:00)
- Avoid spending excessive time on minor tweaks like button colors and email timing (00:33:00).
- Focus on high-impact activities such as direct customer engagement instead (00:34:00).
Guest Information: Ryan Kulp
