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:
- Conversion rate optimization improvements
- Mobile conversion optimization
- Design mistakes
- How to endure in ecommerce
Episode Title: Enhancing E-commerce Success with Kurt Elster
Guest: Kurt Elster, Founder of Ethercycle
Host: Arlen Robinson
In this episode of the eCommerce Marketing Podcast, Arlen Robinson interviews Kurt Elster, a senior e-commerce consultant specializing in Shopify. Kurt shares his journey from selling items on eBay to founding Ethercycle, an e-commerce agency. The discussion centers on user interface, conversion rate optimization (CRO), and how to boost return on advertising spend (ROAS). Kurt provides actionable insights on improving e-commerce websites to maximize profits and enhance customer experience.
Key Takeaways:
- Kurt’s Background and Journey (00:00:42)
- From selling on eBay to becoming an e-commerce consultant (00:02:00).
- Founding Ethercycle and focusing on Shopify projects (00:04:00).
- Understanding Conversion Rate Optimization (CRO) (00:05:19)
- Definition and importance of CRO in e-commerce (00:06:11).
- Data-driven approach to design and its impact on marketing ROI (00:06:40).
- Improving Conversion Rates with Basic Theme Changes (00:07:24)
- Benefits of using premium themes over custom designs (00:08:07).
- Focusing on increasing the “Add to Cart” rate to improve conversion rates (00:09:18).
- Adapting to Mobile E-commerce (00:10:38)
- Differences in user behavior on mobile devices (00:11:46).
- Importance of load times and implementing infinite scroll on mobile sites (00:13:06).
- Learning from Big E-commerce Players (00:14:14)
- Adopting design patterns from major players like Amazon (00:15:05).
- Using color isolation theory for primary calls to action (00:16:05).
- Avoiding Common Design Mistakes (00:17:13)
- Issues with cluttered, “crufty” sites and the importance of keeping it clean (00:18:00).
- Ensuring each page element has a clear purpose (00:19:08).
- Improving Messaging and Copywriting (00:20:44)
- Importance of clear, crisp messaging and positioning statements (00:21:31).
- Avoiding “I” statements and focusing on customer-centric language (00:24:04).
- Sustaining an Enduring E-commerce Business (00:25:10)
- The importance of focus, clarity of purpose, and saying no to distractions (00:25:59).
- Recognizing the tipping point between a hobby and a career (00:27:02).
Guest Information: Kurt Elster
- Founder of Ethercycle
- Website: KurtElster.com
