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Effective Website Optimization Techniques with Matthew Stafford
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In this episode of the “Digital Trailblazer” podcast. The host Alicia Hill is joined by Matthew Stafford, the owner of Build Grow Scale, an agency focused on helping eCommerce businesses enhance their online platforms through strategic optimization. This episode delves into the nuances of eCommerce optimization and the critical role it plays in converting website visits into sales.
Key Highlights:
Introduction to Build Grow Scale:
Matthew outlines the core function of his company, Build Grow Scale, which is to assist eCommerce businesses in enhancing their conversion rates. He explains that most businesses mistakenly believe they have a traffic problem when, in reality, the issue often lies in converting existing traffic more effectively.
Optimization Over More Traffic:
The discussion emphasizes a fundamental strategy: instead of seeking more traffic, focus on converting a higher percentage of the current visitors. By improving conversion rates from 2-3% to 5-6%, businesses can significantly increase revenue without additional traffic.
Principal-Based Optimization:
Matthew stresses the importance of principal-based strategies over temporary gimmicks. He advocates for sustainable practices that align with human behavior and purchasing patterns, which tend to yield consistent results over time.
Platform Agnosticism:
While Matthew mentions Shopify as the leading platform due to its comprehensive features and integrations, he clarifies that Build Grow Scale works across various eCommerce platforms including WooCommerce and BigCommerce.
Optimizing the eCommerce Experience:
He shares insights on optimizing different aspects of the eCommerce funnel, from the homepage (top of the funnel) to the checkout page (conversion point), ensuring that each page facilitates the customer journey towards making a purchase.
The Importance of Data and Analytics:
Using data to drive decisions is a recurring theme. Matthew highlights how analyzing customer interactions and feedback can lead to significant improvements in website design and functionality.
Advice for New eCommerce Ventures: For beginners, Matthew advises starting on established marketplaces if budget constraints exist, but emphasizes the importance of eventually establishing an independent eCommerce presence to fully control customer relationships and data.
Key Quotes:
Traffic’s not your problem. If three people buy out of a hundred and then 97 leave, our goal is to find three more out of those 97 to buy.
We treat an online store like a sales funnel, where the homepage is the top of the funnel and the checkout is where they give you money.
About the author
Aleksandar Nikoloski
Aleks is BGS’s Head of Revenue Optimization, an author, and a speaker. He has helped rapid-scale dozens of 6, 7, and multiple 8-figure stores as part of BGS’s Amplify Partnership program. He has gotten one store from $2.6 million a year to $6.7 million a year in 24 months, while another from doing $300k/month to doing over $2 million/month in less than 6 months, just to mention a few. The BGS team calls him the “Site Whisperer” because of his ability to find site nuances that derail the customers’ journey and cause purchase friction. Extremely meticulous and analytical, he credits all of this success to data and accurate interpretation of that data, as well as his ability to implement and test new ideas almost immediately.