Danielle spoke with Caroline McQueen, Founder and Chief designer at Impulsiv®, a digital consultancy specialising in branding and custom Shopify Themes. Impulsiv® helps independent companies in fashion, beauty and lifestyle connect with customers through engaging brand experiences. They blend neuroscience, brand psychology, and cutting-edge design to craft engaging customer interactions.

KEY TAKEAWAYS

Caroline delves into how she decided to pivot during the pandemic from focussing on tech and, thanks to a grant from Baroness Karren Brady, founded Impulsiv®, an ecommerce consultancy specialising in interaction design.

Danielle and Caroline discussed how brands can enhance their online presence and make meaningful connections with their audience. Caroline suggested a good starting point is to do a website audit. Making sure the brand is communicating its values in a way that customers can really understand.

Caroline shared a case study of working with a client and how Impulsiv® helped reduce the bounce rate from the clients website from 70% to 40% by making one change.

BEST MOMENTS

‘If you can get your customers to engage in the brand building process with you, especially if they're early adopters, then they are very open to giving you their feedback on what they think of your website or what they think of your products and how you can actually use that.’

On working with clients - ‘I take it all the way back to the beginning and start looking at the strategic approach. What their goals are, what their visions or intentions are, and then also who their customer is and also what research they've done on their competition and how they're different’

‘It was a lifeline because it came during the pandemic. If you're running a tech company, you are burning cash. She (Baroness Karen Brady) awarded us the grant money and I was chuffed to bits when that came through because it was just enough for me to just kind of go, okay, this is what we're going to do’

‘Depending on what conversation you're having on social media will depend on whether or not someone will sign up to your list. If you've taken the time to understand what their needs and wants are, that would determine whether or not they're actually going to click through onto your website and buy something.’

ABOUT THE GUEST - CAROLINE MCQUEEN

Impulsiv®: https://impulsiv.io/

LinkedIn: https://www.linkedin.com/in/carolinemcqueen/

ABOUT THE HOST - DANIELLE CLARKE

Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.

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