00:00 Introduction

04:40 The Background of a CEO in E-commerce

07:16 The Importance of Marketing Knowledge for CEOs

09:08 The Role of Content and Understanding the Attention Economy

12:01 The Importance of Survival and Longevity in Business

19:49 The Significance of Incrementality in Marketing

21:05 The Day-to-Day Responsibilities of a CEO

27:36 CEO's Involvement in Marketing and Budgeting

32:24 Collaboration between CEO and Marketing Team

33:06 Using Data Analytics for Marketing Optimization

35:05 The Role of Finance in Driving Growth and Profitability

37:25 The Future of Advertising: The Creator Economy

49:12Partnering with Creators and Leveraging Earned Media

56:16 Taking Big Swings: Investing in High-Profile Partnerships

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Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Haus.

http://Haus.io/operators

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This week we’re discussing how we’re planning and strategizing for Q4. We reflect on last year’s performance, what we’re iterating on, where we’re at in the planning process and how we’re preparing for the biggest time of the year.

00:00 Introduction

02:00 Building a Loyal Audience and Reflecting on Opportunities

07:10 The Importance of Taking Initiative and Showing Growth

13:46 Revenue Concentration in the Holiday Season

18:14 Creating Value and Exclusivity in Holiday Promotions

22:22 Product Launches and Kits for the Holiday Season

29:45 Consideration Period and Planning for Q4

33:26 Setting Revenue Targets and Understanding Marketing Channels

40:21 Flexibility and Innovation in Messaging and Offers

42:30 Inventory Management and Cash Flow Considerations

45:39 Measuring Incremental Impact of Marketing Spend

53:15 The Importance of a Well-Defined Plan and Continuous Optimization

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Today on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time!

00:00 Introduction and Overview

18:06 The Philosophy Behind CRO

25:38 The Limitations of CRO

27:30 Balancing Profit Optimization and Brand Reputation

29:20 Interpreting Test Results Correctly

30:44 Short-Term Wins and Long-Term Goals

31:11 The Need for Better Understanding and Practices in CRO

34:27 Minimum Test Duration and Sample Size

37:17 Caution Against Prematurely Ending Tests

39:27 Running Desktop and Mobile Tests Separately

44:38 Considering the Impact on Different Segments of Traffic

48:52 Using Additional Data Sources and User Behaviors

01:11:29 The Importance of Merchandising in CRO

01:21:19 Exploring Free Shipping Thresholds and Customer Behavior

01:24:34 The Need for Thoughtful and Intentional Testing in CRO

01:29:24 Challenges of Running a CRO Agency

Operators Exclusive Slack: ⁠⁠⁠https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA⁠

Powered by:

Motion.⁠⁠⁠

https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads

⁠⁠⁠Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.

⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Sign up to the 9 Operators newsletter here: https://9operators.com/