On this episode of ‘The Sales Podcast’ host Wes Schaeffer talks to Matthew Stafford, Managing Partner of Build Grow Scale, a company that’s driven over $400 million in eCommerce sales. While Matthew’s expertise is primarily eCommerce, the insights from this conversation are invaluable to anyone looking to optimize their sales, marketing, and business strategy.

Matthew and Wes dive into actionable strategies, critical mindsets, and practical approaches that can revolutionize the way you view success, failure, and business optimization.

Key Takeaways:

Failure as Feedback:
Matthew emphasizes that failed tests aren’t setbacks, they’re valuable insights. By constantly testing and iterating, you discover what truly resonates with your customers. Every test brings clarity, helping refine your strategies, leading to substantial growth.

Banner Blindness & Streamlining:
Often, business owners become blind to issues on their own websites because they’re too familiar with them. Matthew stresses the importance of external perspectives and data-driven decisions to identify overlooked opportunities. His advice? Simplify your site by removing what’s not essential to make your key messages clearer and more impactful.

The Power of Micro-Commitments:
Matthew discusses how small, intentional interactions on your site create customer engagement and trust. By optimizing each step of your customer’s journey, such as clearly stating why you’re requesting personal information, you improve conversion rates significantly.

Listen to Your Customers:
One simple tactic led Matthew’s team to multi-million-dollar improvements: asking customers post-purchase, “What almost stopped you from buying?” This question consistently reveals hidden friction points, enabling powerful, profitable changes.

Traffic Isn’t Always the Problem:
Matthew highlights a common misconception. Businesses often think they need more traffic, but the real issue is converting existing visitors. Improving your conversion rate even slightly can dramatically amplify your profits without additional ad spend.

Less but Better:
Drawing inspiration from successful companies like Apple, Matthew recommends adopting the “less but better” philosophy. Eliminate distractions, refine your offerings, and maintain focus on what truly drives results.

Notable Quotes:

Stop learning, do more. The only reason you’re not doing it is fear of failure.
A failed test is still a win.
Go deep before you go wide. Optimize fully before chasing new ideas.