The latest from our monthly ecommerce mini-series, where experienced ecommerce consultants James Gurd and Paul Rogers step back to summarise what’s been happening within the ecommerce industry in February.

Ecommerce is a fast-paced industry, with constant change, new market entrants and incumbents updating their products with new features and fixes. James & Paul spend a lot of time looking at ecommerce strategy and technology, talking to agencies and technology vendors, so this series is a digest of what they’ve found interesting, what ecommerce teams should be thinking about, as well as highlighting interesting stories and cool tools they come across in their day-to-day work.

Any questions, please let us know via LinkedIn or using the form on our website https://insidecommerce.fm

In this podcast, James interviews Paul and his Vervaunt cofounder and performance marketing practice lead, Josh Duggan.

Both recently attended Elevar's US summit on the future of analytics for ecommerce and digital marketing and in this episode we explore what's relevant to ecommerce teams.

• GA4
• Attribution shifts
• Profit
• Data collection
• Creative
• Content

There are rules everyone can follow to improve the PDP for shoppers and drive better conversions. In this video, James Gurd breaks down the steps to achieving nirvana (the place, not the band).

Timings if you want to jump to something specific:

1. [00:40] Define primary and secondary audiences
2. [01:02] Build the customer mental model
3. [01:46] Define your buyer type
4. [02:28] Get the fundamentals right e.g. title, pricing, images, variants etc.
5. [09:50] Build in persuasion tactics
6. [11:20] Add useful information prompts
7. [12:25] Add navigation aids
8. [12:55] Add product associations
9. [13:22] Add contextual browse abandonment
10. [14:28] Review, adjust and finesse