Catch The Replay
Katharine McKee dropped some hard truths about how following trends can wreck your site score and margins
It can get expensive to follow design trends and provide a complicated customer journey. In this session, Katharine McKee of Morphology Consulting explained how she helps merchants improve their search rankings, lower ad costs, and give customers easy paths to purchase.
Be sure to catch the video replay on YouTube or listen to the audio version on your favorite podcast player.
Session highlights (links go to YouTube)
0:36 Katharine's journey to founding Morphology Consulting, and how she helps ecommerce businesses clean up systems to improve margins
4:45 Shopify template mistakes you might be making + how they impact your expenses and revenue
12:15 How do you fix these sorts of mistakes to help Google recognize you as credible, which should result in less expensive ads?
14:37 When you set up your template in Shopify, make it scrapeable and indexable (not necessarily "pretty")
20:11 When you buy Google ads, "you're buying up the difference between what you said you do and what Google confirmed you do"
21:55 Discount popups aren't worth the hit you take from Google
25:30 Common product page mistakes that decrease your quality score
31:17 Katharine's preferred subscription vs one-time purchase customer journey
34:07 How Morphology works with merchants to improve site performance and improve margins
42:05 Why recommending the best-fit products to subscription customers can be powerful
49:05 Advice on launching a new product line
59:29 Why you should stop trying to sell people things they don't want and get clean data that tells you what they would actually consider buying
Experts on deck
We meet every other Wednesday at 2 p.m. ET to keep the discussion going with ecommerce subscription experts. If you register once, you'll be registered for each upcoming session. Here's a look at what's coming:
Gen Furukawa, Co-Founder of Prehook
Andrew Forman, Founder & CEO of Givz