Thom O'Leary - Fixer Group Consulting
Thom O’Leary is the President of FIXER Group Consulting. He specializes in massive growth strategies for e-commerce clients, and helps already successful stores reach their full potential of growth with marketing and tech solutions. When you don’t know exactly what kind of e-commerce help you need, you probably need a FIXER.
"Why Looking at the Little Details of Your Store Improves Your Long-Term Profits" with Thom O’Leary
Interview Excerpt Below:
“Grant: Yeah. I guess they’re inundated with business. Now for the big question of the day, which was the whole reasoning for this interview. If an eCommerce company approached you to grow their sales or profits, what is the one thing you would do for them, the one thing that you think would have the biggest impact on their profits?
Thom: Sure. Profits are not just short-term, they’re long-term, and as you do whatever other efforts you’re doing over time, if you don’t have a strong foundation, you’re never going to hit your maximum potential. So, what I always say to any new client regardless of the project, we have to look at the foundations of your site, that is site speed, that is search engine optimization, that is checkout flow, that is color scheme, that is the site navigation. All of the boring stuff that people do once and forget about. You need to revisit that stuff because that’s what’s going to make the difference between profitability–especially long-term profitability–and failure because it becomes much too …
Basically, let’s say an alternate answer. I said well, you have to do Facebook advertising or do online advertising. Well, if your site is not up to snuff, you’re throwing money away, you’re burning it. Every dollar you spend, you’re not getting the maximum impact from it, which cuts into your margin, which cuts out your profit. So, that’s why 100% of the time building that strong foundation, whether you’re a brand-new company or whether you are 10, 15, 20, 25 million dollar a year company. Every client I’ve seen even the ones who do incredibly well still need some of that punched up, and if you don’t take care of that then you’re shooting yourself in the foot.
Grant: All right.
Thom: And in fact, if I could give a part B, I’d say email marketing. A little too simple.
Grant: Yeah, email marketing. That’s one that I see a lot of people don’t do still in this day and age. It still surprises me. But yeah, that’s great.
Thom: [inaudible 00:05:33] yeah, it’s you have to do email marketing, but even still making sure that everything, particularly site speed on mobile, you got to do that first.
Grant: Yeah, especially if you’re ranking for organic. I think Google penalizes you when your site’s not fast enough, at least on mobile I know that to be true.
Thom: That is true, and you pay more for ads, and you have a higher bounce rate. You pay for ads that aren’t doing anything for you. Yeah, that’s critical, and that’s only becoming more and more critical over time.