The Digital Marketing Podcast – "10 Myths of E-commerce – Part II"

Hosts: Daniel Rowles & Ciaran Rogers
Guest: John Woodall (Space48)
Date: April 17, 2018

Episode Overview

This episode continues the deep-dive into persistent myths in e-commerce, tackling everything from overnight global success to mobile conversions and the importance of collaborative vision and planning. Featuring guest John Woodall from Space48 (an e-commerce consultancy), Daniel and Ciaran expose common misunderstandings that can sabotage online retailers, sharing practical experience, expert insights, and a few memorable industry anecdotes.

Key Discussion Points & Insights

1. Myth: "You Can Become an Overnight Global Success"

[00:13–03:26]

• The Reality: The belief that just having the right platform will immediately make you a global sensation is misleading.

• Insight: True global success comes from first setting and meeting global standards—consistent, high-quality customer service—before expecting “global dominance.”

• John Woodall:

  "If we are putting global dominance before setting global standards, I think we’ve got that the wrong way around." (00:26)

• Important Tips:

  • Focus on exceptional, consistent customer experience (examples cited: Zappos, AO.com).
  • Do thorough research before launching in new territories.
  • “Translating a website” goes beyond language; consider cultural expectations, payment gateways, and local product fit.

• Memorable Quote:

  "You’ve definitely got to consider the local culture if you are making a move... not just translating the website in terms of the written word, but also, what are their expectations in terms of payment gateways and checkout?" — John Woodall (02:33)

2. Myth: "My Mobile Website Should Convert the Same as Desktop"

[03:26–07:37]

• The Reality: Many expect mobile conversion rates to match desktop, but this is almost never the case due to differences in user behavior and context.

• Mobile Traffic Trends:

  • Mobile traffic has overtaken desktop for many online businesses (up to 70% on some sites).

• Conversion Context:

  • Conversions differ by device; the user journey is rarely linear.
  • For example, a customer may discover a product on mobile (while ‘idling’) and later convert on desktop.

• Attribution Complexity:

  • Don't judge mobile performance solely by last-click conversion data. Factor in its role in discovery and research.
  • Use advanced analytics to see where mobile fits into the purchase journey.

• Memorable Quote:

  "It’s not just that mobile conversion needs to be higher, we actually need to first of all understand where does it sit in that user journey." — John Woodall (06:56)

• Tips:

  • Analyze beyond default analytics reports for true attribution.
  • Consider bringing in a data expert to interpret nuanced behaviors and conversion paths.

3. Myth: "What I Say Goes – No Vision or Plan Needed"

[08:08–13:18]

• The Reality: E-commerce isn't a solo sport; successful operations require teamwork, self-awareness, and a clear, communicated vision.

• Leadership Pitfall:

  • Leaders often ignore expert advice, sticking to their own opinions, which stifles progress.

• Team Dynamics:

  • High-performing teams challenge each other, value diverse perspectives, and foster open discussions.
  • Agencies and in-house teams should feel empowered to respectfully challenge strategies.

• John’s Framework for Team Performance:

  • Create an environment with clear roles: coach, challenger, and champion.
  • Encourage open dialogue, ideation, and critical review (the “performance triangle”).
  • Consistently communicate plans and align the entire team on objectives.

• Memorable Quote:

  "E-commerce is definitely a team sport. No two ways about it... we only achieve great results by... working together as a team, but by being an extension of the customers that we work with." — John Woodall (08:53)

• Actionable Advice:

  • Evaluate your own leadership style for openness and self-awareness.
  • Invite diverse input and constructive disagreement.
  • Make sure everyone understands—and buys into—the plan.

Notable Quotes

• "If we are putting global dominance before setting global standards, I think we've got that the wrong way around."
  — John Woodall (00:26)

• "You’ve definitely got to consider the local culture...not just translating the website...but what are their expectations in terms of payment gateways and checkout?"
  — John Woodall (02:33)

• "It’s not just that mobile conversion needs to be higher, we actually need to first of all understand where does it sit in that user journey."
  — John Woodall (06:56)

• "E-commerce is definitely a team sport. No two ways about it."
  — John Woodall (08:53)

Timestamps by Topic

• 00:13 – Myth: Instant Global Success
• 03:26 – Myth: Mobile Website Should Convert Like Desktop
• 08:08 – Myth: No Need for Vision or Plan; “What I Say Goes”
• 09:53 – Leadership Tips for Collaboration, Self-Awareness, and Planning
• 13:33 – Where to find John Woodall & Space48

Episode Tone & Style

Friendly, conversational, and candid, with John Woodall’s practical approach and Ciaran’s trademark humor. The hosts aren't afraid to poke fun at common industry misconceptions while bringing clarity and actionable advice.

Where to Find More from the Guest

• Space48 website: space48.com
• Twitter: @space48ers
• John Woodall on Twitter: @johnwoodall

This summary captures the most valuable insights and comments from the episode, allowing you to benefit from the discussion even if you missed the show.