Hello. 

Seb here. Welcome to Issue #1 of eCom for Humans: the eCommerce newsletter that goes beyond the numbers.

In the spirit of immediately dispersing confusion, what does “going beyond the numbers” actually mean?

Well, in each email I’m aiming to dish out a single piece of advice that focuses on the humans that make up your customer base, rather than the data, analytics and benchmarks we all stare at for embarrassingly long amounts of time.

That technical stuff has its place, and I might use it to reinforce my points sometimes. But the tips and strategies shared here will target stuff like human psychology (it’d be weird to focus on the psychology of another species), brand positioning and how to leverage trends and search behaviour.

In other words: eCom insights based on how actual people behave.

Today I’m looking at why clean, simple interfaces always win, broken links and weirdly specific category pages. Strap in.

Keep it clean.

Whether it’s an eCom store landing page or the instructions for my new IKEA Skomakare wall-shelf, I usually end up abandoning anything too complex.

Your landing page has one primary purpose: to keep visitors on your store.

Luxury brands know this, and if we’re going to take inspiration from anyone, let it be those retailers that have been around for donkey’s.

Here’s Gucci’s landing page:

And David Morris’:

The observant amongst you will have spotted a trend: they’re really simple. There’s no analysis paralysis or noise here. Clean. Easy. Impactful.

Visitors have to click because, well, what else are they gonna do?

Who pays for this newsletter?

It’s me. Sort of. 

I run an eCom agency called Imaginaire. If you’re after real humans to help you out with stuff like eCom design, build and performance marketing, we’re your people. 

Inside scoop: we actually did the David Morris website in the section above.

Here’s the button for getting in touch:

Or you can just reply directly to this email.

Until next time?

Right, I’m off.

Next month we’ll be talking about the power of ultra-specific category pages.

Reply to this email if you have any questions and I’ll do my best to answer them.

Bye for now,

Seb at eCom for Humans