The Smart Marketer Podcast Ep. 84, Tactical (And Timely) Tweaks To Raise Your E-Commerce AOV, With Ezra Firestone
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Dec 16, 2021 Explore small conversion wins and the psychology behind testing for e-commerce success. Discover why optimizing desktop UX can significantly boost revenue. Hear about a successful buy-box modal test that raised AOV. Debate the pros and cons of layout strategies, including two-step vs. long-form pages. Uncover the secret of email-gated pre-sell articles and their impact on lead generation. Learn how evergreen discount ads can effectively attract cold audiences. Finally, analyze Black Friday results and the evolving dynamics of customer acquisition.
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Small Wins Mindset From Starting With Nothing
- Ezra started businesses with no capital or debt and treats tiny per-visitor gains as meaningful wins.
- He frames small increases (e.g., $0.10 per visitor) as accumulated profits that justify constant optimization.
Use Desktop Modals To Keep Shoppers Browsing
- Test desktop/tablet UX separately from mobile because behavior differs across devices.
- Use modal buy-boxes on collection pages to let customers add-to-cart without leaving browsing context.
Mobile UX Patterns Translate To Desktop Wins
- Mobile behavior informed a desktop test: sticky footer add-to-cart and post-add confirmation increased conversions on mobile.
- Translating those mobile UX patterns to desktop raised AOV by about $3 in their test.