CEO at Enavi | Customer-First Conversion Optimization for Shopify stores. Find your metric on fire 🔥 and unlock growth through data and customer research.

If you're curious... I didn't dream of this job. I wanted to be a musician and then failed at that and stumbled my way here. But let me tell you I love it.

I spend my days optimizing some of the biggest Shopify stores at Enavi a Shopify CRO agency.

We specialize in what we call Human-Obsessed CRO. Our process is simple we dive deep into the mind of the customer to understand why they buy and why they don't buy. Then we take those learnings and improve the on-site experience.

I am on a mission to make CRO more approachable, so if you want to chat just reach out!

In my free time you will probably find me watching or playing sports. I like to play board and card games (strategy games of course). You'll probably never catch me not in a hat... if you do, count yourself lucky.

Anthony Morgan

Today I won a Shopify hack-off.

But the truth is I'm not a big fan of hacks.

I actually hate them...

Mostly because they don't actually make a meaningful impact.

Especially the CRO hacks you see littered all over LinkedIn.

The truth is some of these might win, 
but most of the time the impact is fluff 
and short term a feel good sugar rush.

It doesn't actually solve or 
even touch the REAL problems.

That is my biggest problem with hacks.

So instead of offering a hack.

I offered visibility into a REAL problem.

One that cripples 94% of the 
Shopify stores in our data set.

We call it the Product Discovery Problem.

Most stores don't even know it exists.

Curious to know if you're in the 94% of stores bleeding out revenue?

If enough people show interest on this post, I will package it up for all to use ☺️ 

P.S. Thanks to Nick Penev for hosting. 

All the sponsors SHIPMAX, hellotax, eCom Hot Sauce, POSITIVE SPARKS MARKETING LTD, TALENTS BOUTIQUE - E-commerce Recruiting agency, Forceget Supply Chain Logistics - Powered by AI, Bullseye Sellers Marketplace Agency. 

And the other participants who provided some really meaningful hacks. 🎯Phil Rees, Lada Khazanov, Phil Byrne, Jochen Hildebrandt, Burak Yolga, Arni Gali "Arnius Galinskas", Erin Watt, Pasha Knish, Ernesto Barrientos, AJ Saunders, Dušan Popović, Will Laurenson, Chase Coleman, Geoffrey Lang. Many of which do provide long-term sustainable growth.

Founder & CEO Enavi | We elevate the performance of 8 & 9 Figure Shopify Stores | Pioneering Human-Obsessed CRO

You wanna know the most neglected growth lever in ecomm? 

No... not Direct Mail, or AppLovin... 
I am not talking about marketing channels 
Or even post-purchase upsells

Or cross-promoting other brands 
on your thank you page for affiliate revenue.

I am not talking about any of those 
common tactics that are thrown around.

I am talking about a growth hack.

One that actually produces 
long-term sustainable growth.

I am talking about the one thing we'll have in common 
that you can't live without, if you're an ecomm store..

It's your on-site experience.

"You would say that your a CRO agency..."

The truth is most brands neglect it.

Our data shows nearly 75% of 8-figure brands on Shopify don't even have an AB Testing tool installed.

That is wild. 

So I am going to unpack how you 
ACTUALLY turn it into a growth lever.

Most brands are squandering it.

Join me and 15 others growth hackers 
as we talk Growth Hacks for Shopify stores.

Link in the comments to register.

Looking forward to seeing you there.

What does CRO actually look like for a growing brand?

Let's say ecomm brands doing 10-50mil

Contrary to what some people will say...

It's not just: 
"run more AB tests."
"personalize your experience."

Or the slew of other things you'll hear...

It starts with understanding 
how users navigate your funnel.

Where are the bottlenecks? 

What is your Metric on Fire.

We call it the Intra-Site Funnel.

It always exposes the biggest gaps 
crippling your store's performance.

This is foundational and cannot be ignored.

But here's what most brands get wrong:

They skip the foundation entirely.

Whether they just ignore it 
(a lot in this bucket...)

Or by jumping straight to testing ideas 
without understanding their store's funnel

That's not CRO.

You can't skip the first 
step in the process.

If you're at 10, 20, 30 million 
and haven't mapped out 
where your funnel
breaks down...

You're wasting your time 
and not actually getting 
to the root of the issue.

Start with the Intra-Site Funnel. 

It's foundational to turning 
your on-site experience 
into a growth lever.

P.S. This is clip from a great time I had with Matthew Holman on his Subscription Prescription Podcast. 

👇 Link in the comments if you'd like to here some more of that podcast!

LeanConvert

Optimisation Consultant // Strategy & Solutions Specialist

Optimisation Consultant

Friday Media Group

My background in marketing and focus on making things better, more efficient, meant the progression into the world of analytics was natural for me. I was asked to write about it here: https://52fridays.co.uk/general/from-marketing-to-analytics-its-all-about-the-user/

My role includes:

-Performing analysis on the company’s digital products (mainly ecommerce and marketplaces sites +  apps) and discovering what we can do better, making recommendations and presenting findings to stakeholders (From board to devs, and everyone in between).
-Heuristic assessments, UX analytics and recommending developments to improve the customer/user experience.
-Collaborating with internal stakeholders to spec tagging for new digital products.
-Supporting product, sales & marketing teams with ad-hoc reporting.
-Conversion Optimisation - Creating and owning the optimisation road map with an optimisation team, carrying out analysis and UX research to develop hypothesis, running A/B, MVT and split URL tests.
-Building BI dashboards
-Web Performance Optimisation - Researching, specifying and owning requirements for improving website speed and performance.

Main toolset:

Google Analytics (GAIQ and Power User qualified)
Google Tag Manager
Chartio
MySQL (basic level)
Screaming Frog
Lighthouse

Automation tools:

Zapier
Google Sheets/GA API

Digital Product Analyst

Working on niche marketplace brands, using a data-driven approach and creative marketing methods to increase engagement and optimise to drive traffic and revenue on B2C and B2B sides.

The role included an overhaul of email marketing on a number of niche marketplace brands. I developed architecture for a series of automated email campaigns, reducing email-build time by 22.5 hours per week, per brand. 

The automation work meant I could focus on delivering a better email customer experience, including collecting data points against each contact (at the sign up stage, and throughout their email lifespan) to provide them with a super-personalised email content.

My work involved pushing forward with key platform developments, undertaking research to understand our diverse audience, developing strategies to drive email and social media engagement, supporting sales staff with key analysis and insights.

Digital Marketing Executive

Edd.Digital

I undertake marketing projects on an ad-hoc basis and provide the following services to client;


Website design
Content creation
Strategy
Social media marketing (SMM)
Search engine optimisation (SEO)
Paid media (Adwords/PPC, Facebook, Twitter, LinkedIn)

Digital Marketing

CargoTek

CargoTek is a specialist supplier of shipping container building systems utilised for a variety of different functions, including commercial and residential.

I do the marketing stuff - 

Website design and creation - www.cargotek.co.uk 

SEO strategy - (Page 1 on Google for Shipping Container buildings) - Starting with keyword research and competitor analysis, moving onto creating content and generating back links, also including frequent technical audits using SEMrush.

Paid media - Google Adwords 

Search engine marketing - driving organic traffic towards website with SEO (technical and content) 

Marketing strategy

PR/Press

And some other cool stuff:

Drone photography & videography


I performed a similar role with a new brand - Caboose & Co, as well as general marketing activities with QED Sustainable Property Development.

Marketing Manager

Keep Fit Kingdom

I am the triathlon specialist at Keep Fit Kingdom. Creating content in the form of;

Exercises
Product reviews
Fitness program reviews
Food & lifestyle blogging

Content creator/blogger/health journalist

RecWorks Ltd

I specialised in the recruitment of Java Professionals and Graduate Software Developers in London, using the power of community within specialist technologies to spot and develop talent. We connect, build a rapport and maintain a relationship throughout with candidates and clients.

Recruitment pays the bills, but we build relationships with industry professionals and give back to the technical community through the London Java Community, Front ENDgineers London, London CTOs & Graduate Developer Community. 

- New Business and Relationship Generation
- Business Analysis
- Improving internal processes and functions
- Researching candidates and gathering market intelligence
-Taking & understanding requirements

Knowledge of: 
Back End: Java, Spring, Hibernate.
Front End: HTML5, CSS3, JavaScript, AngularJS, ReactJS + other frameworks & libraries.
DB: SQL, MySQL, NoSQL - MongoDB, Cassandra.
Methodologies: Agile (Scrum, Kanban), TDD, BDD.

Technical Recruiter/Account Executive

Netlatch Ltd

I managed a portfolio of innovative temporary housing solutions in Scotland

Property Manager & Administrator

University of Plymouth

I assisted the University's application process by providing a student's view on any questions potential applicants may have. Duties included meet and greet sessions, Q&As with parents and applicants and providing a more down-to-earth alternative to official answers which would be expected as University responses.

Applicant point of contact & Student Ambassador

My aim was to uphold the University of Plymouth Enterprise Society's mission statement  "To Foster and Encourage Student Entrepreneurship"​ by meeting aspiring entrepreneurs and equipping them with the tools and knowledge to start their own ventures.

I received training from the University of Plymouth's Formation Zone which helped me to bring out ideas, strategies and motivation in aspiring student entrepreneurs.

Business Support and Development Consultant

I was elected President for the newly-formed Management Society - an academic network which gives Business Management students a greater university experience, lifelong skills and knowledge to help them succeed in the business world.

My goal was to develop the society further, by giving Business Management students a medium in which all years can communicate so that we can all learn from each other's experience. Except we decided to something a bit ambitious - taking a student-led group to a different country in order to learning about how business is conducted abroad. No other business society within the University had taken students on overseas trips before, and so we orchestrated a visit to Berlin for a few days.

Leading a team of motivated and talented individuals has already given me invaluable experience into the importance that quality leadership and communication skills play within an organisation.

President

Freedom Leisure

I started working for Prince Regent Swimming Complex as a casual lifeguard, performing seasonal work. I was offered a full-time position, which I accepted, and quickly established myself as valuable member of the team. I was promoted to the position of Duty Manager, where I worked over two different sites in Brighton. I was in charge of teams varying between two and twenty members of staff, all of different job roles and capabilities.

My role was to oversee the smooth running of the facility, which meant dealing with staff enquiries, customer complaints and compliments, interacting with contractors and occasionally managing the emergency services.

Aside from my main role, I took on the responsibility of keeping the Prince Regent Swimming Complex & St Luke's Swimming Pool website content up-to-date. I decided to be trained in Pool Operations, which meant dealing with the technical side of running a leisure centre, in order to gain a more in-depth understanding of how the facility runs. This training became extremely useful when there was a technical problem which meant customers could not use the facilities.

People Management, Cash Handling, Ensuring building was fit for purpose, Customer Relations

Duty Manager

Rushfields

Whilst I was not old enough at the time of my employment to appreciate it, working within Rushfields garden centre has taught me a great deal about how business is conducted and the skills I learnt are still pertinent today.
Over the course of my shift I was tasked with assisting in keeping the centre running smoothly on a ground level, whilst honing my sales skills by convincing customers to buy garden products which they needed.

I received training in different areas of the horticultural business, I found out I enjoyed selling garden plants and the associated accessories to customer who had enquiries of this nature.

Sales Assistant

Optimisation Consultant // Strategy Specialist

Optimising for users. Site speed enthusiast. Automation fan.

Edd Saunders

CRAP talks Brighton is BACK. Come join us on the 24th Feb @ 6pm. We've got a new venue, and a new trio of fantastic speakers.

Come join is for an evening of interesting talks, meeting your industry peers and pizza & drinks!

Sign up link in comments

Thanks to our wonderful sponsors Webtrends Optimize and REO, who make it possible for us to do this for free 👏 

And your CRAPpy organisers: Daniel Perry-Reed Mike F. Bhavik Patel

The deets:

🕰️ 6pm (talks starting at 6.30pm)
📅 24th Feb
📍 Cut Your Wolf Loose, 23 Trafalgar Street BN1 4EQ - (just a 4-minute walk from Brighton Station.)

Driving product growth through experimentation

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The Battle

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Engagements

Likes

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