Scayle Debate 4: Why have conversion rates and performance been so transient for two decades?

Описание: The fourth Scayle debate explores why e-commerce conversion rates have remained volatile between 1.5% and 2.5% for two decades despite significant investments.

The debate concludes that conversion rates do not exist in isolation but are affected by complex, dynamic factors, including operations, technology, consumer behavior, and external conditions.

Five experts weigh in:
Matt Ezyk, Senior Director of Engineering or eCommerce at Hanna Andersson, argued that conversion rates are a moving target due to evolving customer journeys and that operational rigor is essential beyond just platform improvements.

Rob Garf, Head of Strategy and Insights at Cordial, highlights the influence of geopolitical and economic factors and suggests focusing on customer profitability across multiple touchpoints rather than isolated conversion metrics.

Suze Dowling, Co-Founder and Chief Business Officer at Pattern Brands, challenged the premise that conversion rates themselves are volatile, instead attributing fluctuations to brands falling behind rising customer expectations and shifts in demand channels, advocating for a "stability stack" of trust signals, retention mechanics, and continuous CRO.

Dave Finnegan, Operating Partner at BlackFinn Partners, simplified the issue by stating that shopping behavior is inherently unstable, so conversion rates naturally fluctuate and should be viewed in the context of the overall customer journey.

Lee Trotter, Director of Digital Engagement at Data Realm, emphasizes societal changes, especially the shift to mobile-first behavior, and stresses the need for companies to adapt proactively to maintain high conversion rates.

Matt Ezyk is declared the winner for his message that conversion is a moving target requiring preparedness for ongoing chaos and strong operational foundations alongside technology platforms.

The most honest e-commerce debate of the year series is sponsored by SCAYLE Commerce Engine and produced by RMW Commerce.

Scayle is the e-commerce platform built for enterprise retail. Re-platform in under seven months, launch new markets in minutes, and execute even your most ambitious promotions fast. No more bottlenecks, no more pain, just a platform that really works.

Chapters
Introducing the most honest e-commerce debate - 00:00
Matt Ezyk - 03:10
Rob Garf - 04:54
Suze Dowling - 07:59
Dave Finnegan - 14:37
Lee Trotter - 17:00

The next debate, "Have we overinvested in performance marketing instead of infrastructure?" takes place on Wednesday, 11/12, and you can register for it here: https://events.zoom.us/ev/AkX6AIAmgLs...

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