How And Why To Care About The Tech
Technology is always exciting! It’s easy to get caught up in the latest tech trends and buzzwords but do you ever stop to ask yourself why you’re using it? Or, more importantly, how it’s impacting your business? In Episode 2 of The Longer Game, we’re joined by Brian Purkiss, Senior Ecommerce Manager at Honest Paws, who helps us dive deep into these essential questions. With nearly 20 years of experience building and improving websites, Brian shares his wisdom on how to optimize your DTC site by being intentional about the tech you use.
💡 Don’t Just Add—Optimize!
The allure of new technology can sometimes blind us to a simple truth: not everything shiny is necessary. Brian’s advice? Pay attention to what’s on your website. Often, the most impactful improvements come from removing unused or outdated tech. If a tool or feature isn’t serving a purpose it’s just taking up space (and potentially slowing down your site).
⚙️ Tech, Ads, and the Perfect Storm
Ecommerce is a tech-driven space but some brands mistakenly skimp on tech investments, choosing to focus on marketing and advertising instead. If your tech isn’t running smoothly, every ad dollar you spend could be going down the drain. Everything works together and you need to ensure that your tech foundation is rock-solid before driving traffic to your site.
🤔 Context Is Key
Let’s not forget why we implement new technology. It’s easy to chase the latest trends but if the context behind the change isn’t understood, you might be missing the point entirely. Whether it’s speeding up your site or improving the user experience, the why should always guide the what. Understanding the reasons behind your decisions will make your tech investments far more valuable.
🎯 Ask the Right Questions
Sales conversations should be all about diagnosing the problem. If you’re talking to a sales rep who rushes to demo their tech without asking thoughtful questions first, proceed with caution. A good sales process begins with an understanding of your specific needs—not flashy slideshows or buzzwords.
🧪 A/B Testing Done Right
Running A/B tests on your website is one of the most effective ways to improve performance. But before you hit the “test” button make sure you’ve clearly defined what you’re measuring. KPIs matter! Whether it’s conversion rates, load times, or customer interactions, you need to be specific about what you want to improve before you start analyzing results. Otherwise, you’ll be swimming in data with no clear direction.
📊 Segmentation For The Win
Ecommerce execution thrives on segmentation and that doesn’t stop with your website—it extends into your ad campaigns. Whether you’re diving into Amazon Advertising or running other digital ads, the key to fine-tuning performance is segmentation. By breaking down your audience into specific groups you can tailor your messaging, bids, and budgets to maximize results.
So, the next time you're considering adding that new tech or following the latest trend, remember to ask the big questions: Why am I using this? and How does this improve my site’s performance? Don’t let the sales pitch fool you into thinking every tool is a must-have. Tech, when used correctly, is a powerful ally. But if it’s not integrated with purpose it could turn into just another shiny object.
🎥 Buckle up and watch the full conversation with Brian Purkiss for more actionable insights on improving your DTC site.
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