In today’s episode, Nathan Resnick, founder of Sourcify and host of the Ecommerce on Tap podcast speaks to Matthew Stafford from Build Grow Scale. Matthew shares insights from his extensive experience in ecommerce, emphasizing the importance of conversion rate optimization over merely increasing traffic. With a track record of generating over $400 million in ecommerce sales, Matthew’s approach focuses on maximizing sales from existing traffic rather than seeking new traffic sources.

Key Takeaways:

1. Optimizing Existing Traffic:
   • Matthew advocates for improving sales by enhancing the site’s conversion rate rather than increasing visitor numbers. He emphasizes the potential to double business by converting just a few more visitors.
2. Conversion Rate Optimization Tactics:
   • Practical strategies for improving checkout processes, such as modifying form fields to increase the quality of collected contact information. This leads to better abandoned cart recovery and overall conversion improvements.
3. Ecommerce Evolution:
   • Matthew stresses the continuous nature of ecommerce optimization, highlighting that successful online selling requires constant adaptation and refinement of strategies.
4. Influencer Marketing Insights:
   • Discusses the effective use of influencers, recommending partnerships with micro-influencers over high-cost, high-profile endorsements unless they can guarantee ROI through affiliate links or similar arrangements.

Notable Quotes:

• “Traffic’s not a problem; it’s converting that traffic that counts.”
• “If you convert at two percent, that means 98 people that came to your site left and didn’t buy. Rather than going and buying more traffic, let’s find two more of those 98 that left and double your business.”