Presented by David Deppner
Meet Magento New York, October 30, 2020
Most of the success metrics used by advertising professionals focus only on ad costs, conversions, and revenue. Why are we ignoring profit margins and the actual impact on the bottom-line? Explore a profit-focused perspective on...
Let me guess… Your ROAS was strong, massive even, but now it’s sinking and making you wonder what in the heck went wrong. Does that sound familiar? This is one of most common concerns we get from ecommerce companies. Results have been sliding for many merchants who are now wondering if it’s even pos...
You just checked the PageSpeed score on your ecommerce site, and it's not great. Is this something to be concerned about? Probably not. Remember that a PageSpeed score is not actually speed. It's just a useful bit of guidance to help find some areas for improvement. On its own, it means very little. Ultimately, your site needs to be competitive and provide a good user experience. As long as you are on par with your competition, there's probably nothing to worry about. And for ecommerce sites, how much effort you should put in to outperforming your competition should probably be a financial decision, not a technical one.
If you track your Google Ads performance month to month, you’ve probably noticed that your conversion data never seems to stabilize. You may look at last week's conversion value today and see one figure, and look again next week and see that it’s higher than before, and so on. There are many reasons you might experience discrepancies in your conversion data, but most of the time the answer is simple. What you’re probably seeing is a side effect of how Google Ads tracks conversions. There are always lags in reporting and data processing, but also, Google doesn’t track all conversions on the day they occur.
People seem to be obsessed with how to “close the mobile conversion gap”. It’s been a frequent topic for many years at ecommerce and digital marketing conferences. Payment providers pushing their new mobile payment schemes, merchants seeking to improve their mobile conversion rates… it’s a hot topic with just about everyone in ecommerce. But here’s the thing: the idea that there’s even a gap at all is pretty misguided.