Katharine McKee is founder of Morphology Consulting, a digital commerce consultancy that creates long term profitable growth for clients by helping them understand and adhere to algorithmic systems online. She helps ecommerce brands focus on building clean processes.
In her career, she's built out digital commerce for companies in CPG, Luxury, Beauty and Apparel. To date, Katharine has overhauled the digital go-to-market for more than 50 brands (including Fortune 500s like Coty, Luxottica, and IPG Media Brands), and has sustainably increased client revenue up to 600% YoY.
Topics we covered:
If you learn something from this discussion, we'd love to have you join us next time. Learn more about this series here: https://liveseries.getarpu.com/
This series is brought to you by GetARPU.com, which helps subscription sellers make more money and retain more customers with upcoming shipment notifications that offer 2-click upsells and delays. Check us out if you want to provide an amazing experience for your subscription customers. (Syncs with ReCharge (Shopify + BigCommerce)
Timestamps
0:00 Intro
0:19 Katharine's journey to founding Morphology Consulting, and how she helps ecommerce businesses clean up systems to improve margins
4:28 Shopify template mistakes you might be making + how they impact your expenses and revenue
11:58 How do you fix these sorts of mistakes to help Google recognize you as credible, which should result in less expensive ads?
14:19 When you set up your template in Shopify, make it scrapeable and indexable (not necessarily "pretty")
19:52 When you buy Google ads, "you're buying up the difference between what you said you do and what Google confirmed you do"
21:36 Discount popups aren't worth the hit you take from Google
25:12 Common product page mistakes that decrease your quality score
30:58 Katharine's preferred subscription vs one-time purchase customer journey
33:49 How Morphology works with merchants to improve site performance and improve margins
41:44 Why recommending the best-fit products to subscription customers can be powerful
48:46 Advice on launching a new product line
59:12 Why you should stop trying to sell people things they don't want and get clean data that tells you what they would actually consider buying
