Tracing the Past, Present, and Future of Conversion Rate Optimization Across DTC and Amazon - Episode 376
🎙️Interview with Brittany Flanagan and Julian Galindo
DESCRIPTION
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplaces Services, and Jordan Ripley, Director of Retail Operations.
Today, we’re thrilled to have two of Acadia’s brightest minds in organic optimization join us.
First, we have Brittany Flanagan, Head of CRO at Acadia, with over 15 years of growth marketing experience across brands and agencies.
Joining her is Julian Galindo, Senior Account Manager on our Retail Team and a recognized expert in driving organic growth on Amazon.
Together, they delve into the intricate world of Conversion Rate Optimization (CRO) and its implications for both Amazon and D2C marketplaces. From tackling data-driven decisions to leveraging AI for personalized experiences, this conversation highlights how CRO techniques are evolving and what the future holds for e-commerce.
“I definitely think DTC has an advantage here on the Amazon side. We really track everything. Yes, we’re looking at the standard macro KPIs of conversions and revenue and all that. But on the DTC Side, I want to know every click, every page view, looking at time on site, bounce rate, and all of those different metrics. I would say this becomes most important when you’re trying to understand why something didn’t perform as well as you expected it to.”
KEY TAKEAWAYS
In this episode, Julie, Jordan, Brittany, and Julian discuss:
The concept of Conversion Rate Optimization (CRO) as the process of using data to understand customer behavior and optimize websites to increase conversions.
CRO techniques for product pages on Amazon and the importance of data-driven experimentation.
How the availability of data and technology has evolved, impacting CRO strategies for both Amazon and D2C.
The role of AI in modern CRO, particularly in terms of personalization and recommendation algorithms.
Amazon vs. D2C in CRO: Differences in data accessibility and testing capabilities between Amazon's ecosystem and direct-to-consumer (D2C) platforms.
Limitations on Amazon, where multivariate testing isn’t feasible compared to the more granular data tracking available in D2C.
Addressing the complexity of coordinating across various departments like marketing, dev, and creative teams for effective CRO implementation.
The importance of creating data-driven, iterative processes to understand the nuances of consumer behavior and preferences.
Insights into the potential future developments in CRO, including better AI-driven personalization and enhanced data reporting on Amazon.
Speculations on how CRO tools and practices will become more accessible for medium-sized and smaller businesses.
MENTIONED IN THIS EPISODE
Connect with Acadia’s Head of CRO, Brittany Flanagan
Connect Acadia’s Senior Account Manager, Julian Galindo
Connect with our host, Julie Spear
Connect with our host, Jordan Ripley
Learn more about Acadia
