Jamie Riddell recently entered the ‘third act’ of his career. If it’s anything like the first two, it won’t be short on drama. Riddell joined the latest GeekMeet, Piper’s popular roundtable of ecommerce minds, to impart some lessons learned from ‘a life in search’. In 1999, he co-founded Cheeze, the UK’s first digital direct marketing agency. Cheeze
‘Focusing on the right metrics’ may sound obvious, said Riddell, but is too often neglected. Soft metrics such as domain authority and clicks are important but hard metrics (transactions and conversion rates) will drive sales. Retaining a ‘razor sharp focus on what matters is the route to the top of Google’.
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In our recent survey of 2,000 online consumers in which we asked consumers to name brands they most trust, Amazon was far ahead of the pack. They have come to rely on it (47% had a Prime subscription) and are rarely let down (even when delivering the world’s biggest package, a dinosaur statue to Jurassic World).
For our partner brands, many of whom were in the room, Amazon is becoming an increasingly important channel. At Forthglade and Barking Heads, Amazon sales are growing by 50% year-on-year, with Mous’ sales growing tenfold in just one year.