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Reporting2 min read
That brilliant week had a bank holiday in it
A striking week can be useful to investigate without becoming the new target against which every ordinary week gets scolded.
Trading calendars2 min read
Build the trading calendar into the search plan
Campaign planning improves when launches, stock arrivals, fulfilment limits and promotion dates are treated as connected dependencies.
Compatibility2 min read
A useful answer to ‘will this fit?’
Compatibility questions deserve a page that explains the conditions of a match and gives uncertain customers a way to check them.
Product explanation2 min read
A familiar product can still be unfamiliar to the visitor
Teams often write from years of product knowledge. A new visitor needs the plain explanation that makes features and benefits understandable.
Forms2 min read
One useful field beats an impressively complete form
Ask for the detail that changes the first answer. Additional questions should earn their place in the enquiry, especially on a phone.
Sales handovers3 min read
A handover note I'd actually want to receive
A useful sales handover lets the next person pick up the conversation with the request, its context and the promise already made.
Product bundles2 min read
A bundle needs more than a larger order value
A related accessory can make a purchase more useful, but a larger basket is only one observation. Explain the combination and review the work behind the resulting order.
Page sketches3 min read
I drew the confirmation page before the homepage
Starting with the last screen made a rough service sketch much easier to argue about. A cheerful tick turned out to be hiding three different ideas of what had just happened.
Campaign organisation2 min read
Keep campaign names readable six months later
A modest naming convention helps colleagues identify purpose, market and campaign phase without having to reconstruct the launch meeting.
Regional reporting2 min read
Why a regional leaderboard needs footnotes
Regional results can differ because of service mix, market conditions and observation time. Explain those differences before ranking the teams.
Account management4 min read
How to leave a small search account alone
A small account benefits from planned observation and clear intervention triggers. Daily access does not have to produce a daily change.
Repeat orders3 min read
The second order is when the customer stops being polite
A repeat purchase can tell you something useful about the first experience, provided you let the customer choose freely and give the story time.