EP #347] [ENG] - Strategies to find winning products in 2025 - Sheldon Adams

In this episode of The Ecommerce Lab By Ecomcy, host Vincenzo Toscano interviews Sheldon Adams, Head of Growth at InnoVe, about conversion rate optimization (CRO) for D2C sites, particularly in preparation for Q4. They discuss how to identify factors affecting conversion rates by isolating specific parts of the user journey, defining the right Northstar metrics beyond just conversion rate, and avoiding distractions by focusing on quarterly sprints. Sheldon emphasizes understanding the target market to craft compelling copy and UX, and he shares insights on optimizing websites for the Q4 season by creating promotion-specific landing pages and streamlining navigation menus. He also advises brands to understand how their site operates by getting back to baseline metrics to triage effectively and plan for future improvements.