https://youtu.be/iVnDFwWvPms

Katharine McKee, founder and principal of Morphology Consulting, discusses her passion for consulting and working with brands in the e-commerce industry.

Katharine provides digital commerce consulting services focused on profitability and efficiency. She analyzes broad demand signals and customer behavior to help brands make actionable decisions.

Katharine advises brands to test everything and trust their gut instincts while also seeking outside perspectives to identify areas for improvement.

I've also discussed with Katharine the key considerations for brands in optimizing their websites and online presence. She emphasizes the importance of understanding what the target audience wants and ensuring a user-friendly experience. Additionally, she highlights the significance of addressing bigger problems, such as high bounce rates and low conversion rates, which require research and analysis.

The discussion continues to address the challenges brands face with Google's updates and the need to provide helpful content as a result. Katharine advises brands to divorce themselves from hype, manage egos, and focus on organic and direct traffic. She concludes by encouraging brands to embrace their uniqueness and provide value to customers.

Dedicated to solving the most pressing challenges brands face, Katharine understands the importance of solving the big problems and the personal and professional satisfaction that comes from doing so.

Website: https://www.vimmi.net

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Podcast website: https://vimmi.net/ecom-pulse-podcast/

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Guest: Katharine McKee, founder and principal of Morphology Consulting

LinkedIn: https://www.linkedin.com/in/katharine-mckee-78301a9/

Morphology Consulting: https://www.morphologyconsulting.com/

Takeaways:

• Consulting allows McKee to solve problems and provide personal satisfaction.
• Digital commerce consulting focuses on profitability and efficiency.
• Analyzing broad demand signals and customer behavior helps brands make actionable decisions.
• Testing everything and seeking outside perspectives are key to identifying areas for improvement. Understand what your target audience wants and ensure a user-friendly experience on your website.
• Address bigger problems like high bounce rates and low conversion rates, which require research and analysis.
• Provide helpful content and avoid keyword stuffing or marketing-focused blogs.
• Manage egos and focus on delivering value to customers.
• Embrace your uniqueness and focus on organic and direct traffic.

Chapters:

00:00 Passion for Consulting and Problem Solving

04:42 Driving Profitability and Efficiency in Digital Commerce

09:34 Analyzing Demand Signals and Customer Behavior

15:52 Testing and Seeking Outside Perspectives for Improvement

30:13 Divorcing Yourself from the Hype

34:16 Embracing Uniqueness: Delivering Value and Organic Traffic