Online Business Health Checks

• Five key metrics should act as top-level health checks for online businesses to ensure correct direction.
• Additional metrics are only relevant if top-level metrics indicate a problem.
• PageFly is used for creating landing pages of all types quickly and efficiently for various campaigns.
• MadEgg is the tool for AB testing on Shopify.
• Semrush has been essential, specifically by focusing on organic traffic.
• There may be future questions regarding their list of 11,000 subscribers, despite not actively using email marketing.
• A page's success isn't always about aesthetics; the less appealing page may yield a better conversion rate.
• Expanding into countries with different languages requires mother-tongue translation; direct translations may not resonate with the audience and reduce conversion rates.
• Every country has unique specifications necessitating different USPs, focus groups, and audience tests to maximize ad spend.

StudioForty9

• Davida, Head of POS for Shopify in Galway is a good contact.
• Pricing is available for Conversion Rate Optimization and for website development/redesign work for Shopify stores.
• They are the biggest Shopify agency in Ireland, working with large Irish Shopify brands such as Shaws, Elverys, and Anthony Ryans.

Sculpted by Aimee

• The company expanded to the UK after establishing a strong presence in Ireland.
• Breaking into the UK market was difficult due to high marketing costs; they sacrificed margin from the Irish market to build in the UK.
• Currently expanding into the East Coast US, with a limited EU presence.
• Awareness surveys indicated a 2% awareness in the UK, which increased to 5% after brand awareness efforts.
• KickBox is used to maintain a clean Klaviyo email list of 210,000 profiles by removing unengaged, inactive, VPN-created, or ineligible profiles, lowering costs.
• Affiliate marketing accounts for 25% of their UK revenue.
• Webgains is good for Ireland/EU, and Awin is good for the UK market for platforms that streamline affiliate marketing.
• Linkby is used for more editorial coverage.
• Employ tactics using the platforms on a local level by targeting affiliates in specific locations, followed by retargeting and Out of Home marketing.
• For the UK, Blue Light Card can generate monthly orders through registration.
• Membership clubs like AER Club should be considered for sign-ups.
• Rakuten Marketing is the largest affiliate platform in the EU.
• TikTok influencers who create content about iPhone tips and Android tricks are worth reviewing.
• VideoWise on product pages improves conversion by 11% when a user engages with a video.
• Duel and Skeepers are platforms for UGC.
• TapCart was used to set up their App with Shopify.
• Grover is a company that does rentals for tech.
• When expanding into new markets, prioritize focus groups and awareness surveys; initial campaigns should be non-brand, followed by retargeting.
• Using affiliate marketing can create the impression of word-of-mouth and build local trust.

Top-level metrics for online businesses are discussed. PageFly, MadEgg and Semrush are mentioned as potential tools for campaign optimization, AB testing and organic traffic, along with importance of native-language translation for international audiences.