On the TechTO stage ×1
First seen on the TechTO stage in 2018. Every talk is searchable — ask the archive about Yamine ↗
In their words
In e-commerce there's really only two ways to make money. It's either drive more visitors to your site or platform, or convert more of them. That's it.
When we designed our new website we left the navigation menu on the checkout process, and a quarter of users were just leaving during checkout, clicking away. That was a revelation.
Really just be way more nerdy and think about data. Don't discount that, because nerds are going to take over everything in business.
Quick answers
Who is Yamine Gluchow?
Vice-president of information systems at Lightspeed Commerce in Montreal. He was previously director of e-commerce at DAVIDsTEA, where he started the e-commerce function, and a senior analytics manager at Airbnb.
What was 'the golden path'?
His name for the optimal route a shopper takes to conversion. His argument was to treat every e-commerce site as a funnel — land, navigate, start checkout, buy, buy again — and then find the behaviour that correlates with buying.
What example did he give from DAVIDsTEA?
The redesigned site kept the navigation menu on the checkout pages, and a quarter of users were clicking away mid-checkout. Removing it was the fix, and his point was that these are the things you miss inside your own business.