In this episode of theeCC Podcast, hostsAdam Pearce andPeter Gardner go head-to-head on the biggest debates in e-commerce.Rich Evans, co-host of eCC London and founder of Get Better, joins the conversation, bringing his own perspective to the fight.
This is where the usual marketing advice gets challenged. We tackle:
- CRO – A game-changer or just another overhyped metric?
- Email marketing – Still a powerhouse, or past its prime?
- Branding and packaging – Essential for growth, or just an expensive add-on?
- Loyalty programs – A real retention driver, or just another discount scheme?
- Paid ads – A long-term strategy or a business crutch?
Strong opinions, real-world experience, and a debate that cuts through the noise.
Listen now and decide where you stand.
Takeaways
- CRO is essential for guiding customers through the buying process.
- Email marketing remains a vital channel, despite claims of its decline.
- A strong brand story can differentiate a product in a crowded market.
- Customer service is crucial, even when customers are wrong.
- Loyalty programs need to be more than just discount schemes to be effective.
- Relying solely on paid ads is not a sustainable business model.
- Branding is important for long-term growth and customer loyalty.
- Packaging can enhance brand perception and customer experience.
- Great copy is more important than great design in e-commerce.
- Understanding conversion rates requires context; averages can be misleading.
Sound Bites
- "Email marketing is not dying, it's evolving."
- "Branding is essential for long-term success."
- "Great copy sells, great design makes it pretty."
Chapters
- 00:00 Introduction to the Podcast and Format
- 02:33 Contrarian Statements: The Role of CRO
- 06:01 Email Marketing: Is It Dying?
- 10:48 The Importance of Brand Storytelling
- 14:55 Customer Service: The Customer Isn't Always Right
- 17:37 Loyalty Programs: More Than Just Discounts
- 21:32 The Role of Paid Ads in Business Sustainability
- 28:19 The Role of Email Marketing in E-commerce
- 29:17 Contrarian Views on Growth in E-commerce
- 30:16 The Future of TikTok and Its Impact
- 34:06 The Debate on Discounts in E-commerce
- 42:44 The Misconception of Personalization
- 49:23 The Importance of Packaging in Branding
- 57:10 Data Management in Klaviyo
- 59:49 Navigating E-commerce Tools and Platforms
- 01:00:27 Building a Brand Without Ads
- 01:03:27 The Importance of User-Generated Content
- 01:04:17 Evaluating Marketing Spend Effectiveness
- 01:06:02 Conversion Rates vs. Average Order Value
- 01:10:04 The Dangers of Contradictory Advice
- 01:15:14 Authenticity in Influencer Marketing
- 01:17:07 Quickfire Questions: Profit vs. Growth
- 01:21:43 The Debate: Great Copy vs. Great Design
