Artiom Enkov

Wow! What a brilliant April so far for Apex Digital 🎉   Lots going on, and lots completing this week, so I think I've earned my morning coffee!   ▶ Coded a dataLayer schema for a growing e-commerce client on BigCommerce. The previous setup was inadequate leading to incorrect measurement. I fixed this with true ecommerce funnel measurement, Google Consent Mode, enhanced conversions, dashboards and cookie consent frameworks. ▶ Another BigCommerce implementation underway, defining dataLayers and tagging to ensure continuity of measurement during a new website launch. ▶ Produced an attribution report stitching together first party identifiers (user_id), CRM & GA4 data in Google BigQuery to provide true first touch acquisition sources for converted users for a property client. ▶ Data analytics project for a very interesting report around recruitment in tech (this one was very interesting to work on, and a little bit different). ▶ Full analytics setup of an online pharmacy website, with optimised Consent mode & cookie compliance framework. ▶ Setup full ecommerce funnel tracking for two clients (a distillery and a brewery), one on WordPress & WooCommerce and one on Shopify. Again, with the usual cookie compliance, consent mode & enhanced conversions. ▶ Preparations for a few new pitches, including a Server-Side tracking project, more ecommerce implementations & analytics audits. ▶ Became a Cookiebot Web CMP by Usercentrics premium implementation partner 🍪 ▶ Finalised a VERY exciting new retainer with a growing agency client - more on this in another post next week! ▶ I've also become a member of The Growth Community, a fantastic business networking group in Yorks & Lincs - would recommend them to any new business starting up. Get in touch with me if your business would like to explore any of these services, the link is in my bio 📈 I help Marketers looking to move the performance needle, business owners looking to grow their presence online & anyone who needs assistance with any data related issues. 📊

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Looking to reduce abandon basket rates from your eCommerce website in the UK? There are 3 recommendations that should allow you to refine your approach based on our experiences 1.Repurpose social proofing from your customers ratings and reviews. 2. Tailor messaging based on consumer behaviour 3. Utilise data to drive individualised product recommendations. All of these areas are not only possible across digital marketing efforts but now also extend across traditional channels as well like Postal Marketing. Why choose post? Because it is not saturated and it gets noticed. Paperplanes can help you understand how data can drive relevance and ultimately conversion. Get in touch to find out more [email protected] #paperplanes #abandonbasket #marketing

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🔎 If you're operating in UK Search and haven't started making a plan yet for AI Overviews - now is the time! Now out of Beta, Google has officially launched AI Overviews in the UK. If you aren't sure where to get started, you can find topline insights pulled from our recent AI Overviews webinar at Builtvisible below. 🤔 Ultimately, getting acquainted with your traffic-driving keyword set and what the new SERPs looks like - is paramount. How you combat the threats or embrace the opportunities requires a bespoke strategy at the brand and intent ( / keyword) level. ⚡ From creating concise and snackable content & ensuring your tech fundamentals are on point to collaborating with your Paid team (for those instances where Organic real estate has significantly reduced). ☀ Your strategy will need to be bespoke and reactive to change - especially as Google will be likely pushing out further changes in the weeks to come.

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One of the really interesting things about having both brands and agencies using Macaroni Software is being to able to compare the levels of activity for both. What we're seeing so far is agencies use it to deliver the same amount of work in a fraction of the time that they were before. Brands though are not limiting themselves. They are doing huge amounts of updates - sometimes more than 1k per week in terms of mapping keywords, on-page optimisation, creating new pages and content and building internal links. The results, unsurprisingly, are much, much better. Our goal now is to encourage agencies to not just do the work they were doing for their retainer in an hour each month, but do double or triple in 2-3 hours.

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Last week at Substrakt we launched our first Cultural Website Performance Benchmark Report (which you can download via the link in the comments). We looked at the 2023 website traffic data for 76 cultural websites (encompassing over 110 million user sessions). I am doing a couple of webinars over the next two Wednesdays (tomorrow - Weds 8th May at 2pm BST, and next week - Weds 15th May at 11.30am ET / 8.30am PT) to walk through the background to the report, and some of our main findings. Book your place here: https://lnkd.in/eeaHnrun For example, our analysis found that: - On average, mobile devices are now responsible for more than 69% of traffic to cultural websites. However mobile conversion rates are on average 68% lower than desktop traffic. - Cultural homepages are the entry point for just 16% of traffic to cultural websites. - Traffic from email converts at a higher rate than any other source. - Basket abandonment rates on cultural websites are 52% better than other ecommerce sites. - The average value of mobile donations increased by over 70% in 2023. - 'Engagement rates' for cultural websites are 40% lower than other sectors.

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I read this response from the UK's Affiliate Performance Marketing Association website recently, about the ICO's call for views on Consent to Pay. It made for an interesting read and is something affiliate marketers really do need to keep abreast of as privacy and consent changes are taking place at different levels around the world. Take a look at the overall response here and let me know what are your thoughts? https://lnkd.in/gi9RR9Pw

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Experimentation prioritisation is broken. Here’s How to Fix It. Your prioritisation process might look like this: → You create a backlog of experiment ideas. → Use a simple scoring model like ICE to rank them. → Or create a custom model with criteria like “above or below the fold.” → Run tests in the order they're ranked. → Repeat the cycle with every backlog refresh. This process creates the worst-case scenario for prioritisation: 💔 Heavily influenced by gut feelings, bias, and assumptions. 💔 Encourages hidden agendas and politics. 💔 Data used for scores is outdated quickly. 💔 It relies on consensus scoring. What's the impact of this prioritisation process on your experimentation programme? → The most impactful experiments slip through your fingers. → You can’t shake the feeling your decisions are just guesses. → You don't trust a process that feels so subjective. → Every decision feels like a gamble, not a strategy. It’s clear why so many teams skip prioritisation—it just doesn’t feel worth it. That's why at Conversion, we use a strategy-led prioritisation framework that's automated, dynamic, and driven by the latest experiments and insights data. 💚 Priorities are adjusted instantly with every new experiment result or UXR insight. 💚 Scores are automated for every level of the strategy. 💚 With every new experiment result or UXR insight, the model improves its accuracy. 💚 Scores are based on objective historical success rates. Stop guessing which experiment will work. Instead, build a system that does prioritisation for you. 1. Capture observations, insights, and experiment results in a centralised repository. 2. Organise them with metadata like device, page, KPI, Lever, experiment size, and more. 3. Use data from past experiment results to predict the impact of each metadata point. 4. Connect backlog experiment ideas to the meta-data points and pull their performance. Message me – I'll show you a demo of how we've built and optimised this system.

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Great performance is VITAL to a successful website. Here are the results from a white-label website we are launching for our partner agency this week 👇 Here's what we did to improve the performance: > Minify and optimise CSS delivery > Minify, defer and delay JavaScript execution > Enabled Lazy Loading for images > Added missing image dimensions > Full preloading activated > Enabled dynamic caching and Memcached > Full cleanup of the database > Compressed images and set up WebP delivery Not sure what each metric in the image means? I've broken it down for you: Largest Contentful Paint Measures how long it takes for the largest visible element (like an image or a block of text) to load and appear on the screen. A faster LCP means users can see and interact with the main content more quickly. Total Blocking Time Measures the amount of time a webpage is blocked from responding to user input, such as clicks or keyboard actions. A lower TBT indicates a more responsive and user-friendly webpage. Cumulative Layout Shift Measures how much a webpage's layout shifts unexpectedly while it is loading. A lower CLS score means the page is more stable, providing a better user experience as elements don't jump around unexpectedly. Use the link in the comments to measure your website's performance! #Websites #Performance #Optimisation

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Curious which UK online fishing retailers are reeling in the most traffic with Google and Meta ads? 🎣 Uncover the leaders in the game! I delved into the top 20 specialist Fishing UK online retailers to uncover their advertising strategies and monthly search traffic. If you're in the sporting goods market, this data could be a goldmine for benchmarking. Check out the full rankings in my latest blog post:   https://lnkd.in/eh3g_2WX Here's a glimpse of the top contenders by UK monthly search traffic: 1. anglingdirect.co.uk > 374,900 2. total-fishing-tackle.com > 66,324 3. fishingmegastore.com > 46,264 4. tackleuk.co.uk > 38,266 5. johnsonrosstackle.co.uk > 28,644 6. johnnorris.co.uk > 28,154 7. fishingrepublic.co.uk > 27,380 8. uttings.co.uk > 26,869 9. bobcotackle.co.uk > 23,208 10. anglingactive.co.uk > 21,883 [... and more] I'm Dean 👨‍🦲 from AdSuccess - The PPC Growth Experts. At AdSuccess, we specialise in boosting online sales for e-commerce businesses through Google & Meta Ads, particularly in home, health, fitness, and sports industries. 🚀 Follow me for more insights and tips on accelerating your online growth! #Ecommerce #PPC #GoogleAds #MetaAds #FishingRetail #DigitalMarketing #AdSuccess #OnlineGrowth 

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📣 In March 2024, Google was the most popular search engine in the UK, holding a market share of 93.61 percent across all devices. [Statista] What difference would it make to your business if you were on page 1 for key commercial search terms ⁉ Position 1 organically can expect an average click rate of 39% [Smart Insights (Marketing Intelligence) Ltd] 🏆 Want to know more? 🙄 #SME #SEO #DigitalMarketing #Strategy #Page1 #Google

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I promised Lee Anderson a list of things we did to get incredibly high google rankings👇 1 - General good practice. Proper page headers and tags, fast loading & mobile freindly 2 - Write the pages as if you were explaining things to your mate in the pub, you will know far more than you think about your area of expertise, explain it in basic terms, split it into sections and pages, make them informative, not too long and link them, you want the reader to click another page. Update your site often 3 - Google reviews, as many as possible as regular as possible and keep them coming constantly 4 - Social Media, post loads of content daily on the channels you like and link to your website, it can only be good google sees you are alive every day. Facebook ads are a cheap way to throw quick eyes on your page which might help 5 - Backlinks - get any customers or suppliers who agree to do small write ups with links to your website on there website I am sure there is loads more things and a lot of this is speculaction but it’s the main things we did and now we get shed loads of organic visitors every day. It’s really hard intense work to actually do you have to be incredibly focussed and committed if you can’t then you best get a 3rd party to help but remember they can’t do point 2 which is the main one This is the kind of info I wrote up there are quite a few pages though all covering different things

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At the moment I'm auditing 10+ Klaviyo accounts per week One thing I'm seeing is a decline in new customer acquisition New website traffic + Pop Up form submissions in most Klaviyo accounts have been on a steady decline throughout this year This decline usually dates back 3-4 months before they realise their is an issue and they reach out for an audit It's important to stay on top of your marketing that is geared towards new website visitors as opposed to retargeting The performance of this is a leading indicator of your sales in a few months time

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In the next 2 weeks we have three webinars for leaders in the digital and ecommerce space. 1)How businesses with multiple brands can structure their digital teams and how does it look like across single brand businesses. 2)Tips on replatforming from Magento to Shopify. 3)Setting yourself up for success in the pursuit of finding your ideal role If you are a leader in the space and want to login let us know. This summer we have already had webinars on GA4, The Amazon opportunity in the coming years, how the upcoming employment changes will affect individuals and their teams, Tiktok tips and tricks and the evolution of AI and how it will effect ecommerce businesses. This last two months has truly been a period of learning. Digital Leaders Club *Powered by Blu Digital

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Brand marketing is bull 💩.... At least, that's the hill I was once ready to die on (a long...long time ago). Lost in the weeds of analytics, conversion optimisations, A/B and multivariate testing, growing sign-ups and technical SEO [insert any other sustainable growth or product strategy here]. But here’s what I learned: The obsessively tracked conversions and immediate ROI are crucial, yet they don't capture the enduring value of brand recognition. It's not about fleeting success. It’s about building a legacy of customer trust and loyalty that amplifies every metric (especially the big ones like Revenue Growth, LTV, Churn and CAC). Cost Efficiency and Strategic Depth: Consider the sobering stats on marketing spend efficiency. The Boston Consulting Group illuminates a stark truth: companies that slash brand marketing to save a buck today are setting themselves up for failure tomorrow. They suffer in terms of lost revenue and a diluted market position​ (BCG Global)​. Enter Performance Branding: Coined by McKinsey & Company, performance branding merges the precise, data-driven tactics of performance marketing with enduring brand-building strategies. This approach ensures every marketing dollar not only drives conversions but also enhances long-term brand equity​ (McKinsey & Company)​. SEO and Brand Synergy: Strong branding does more than just elevate your company's profile. It fundamentally enhances SEO by establishing your business as a credible, authoritative source in your industry. This organic strength means you're not just another player in the game—you're setting the rules. Data supports that well-recognized brands achieve higher organic search rankings and better overall online visibility​ (Lumar)​. Measurable Impact of Branding: If you think brand impact is all smoke and mirrors, think again. Tools like Tracksuit can help measure your brand’s growth and engagement. However, if you don’t have the budget for more high-end brand tracking tools, you can use software such as SEMrush or even Search Console to track how your brand is growing over time. The Bedrock—Product Quality: Here's the thing—none of this branding magic means a thing without a stellar product. It’s the product that turns casual customers into loyal fans and vocal advocates, essentially doing the heavy lifting for you. Remember Brand is what your customers think of you. The moral of the story is: brand marketing isn’t just some relic of the Mad Men era, suited for TV spots and billboards. It’s a living, breathing strategy that thrives across digital landscapes, shaping perceptions in invisible yet profound ways. As we navigate this complex digital ecosystem, ask yourself, is your brand merely surviving the noise, or is it resonating through the chaos? Let's chat below. How has focusing on your brand changed the game for you? PS: let me know if you'd like me to write a longer article on how Growth & Brand can play nicely together for long-term success. #brand

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Is your experimentation approach feeling...ordinary? It might be time to add a dash of ✨magic✨ To get an industry pulse check, we surveyed 100 UK marketers and found that the majority of them are using AI to revolution their experimentation practice. But will that be enough? We also surveyed 1,000 UK consumers to understand their take on AI, personalization and what "great" experiences look like. See what we uncovered in our Tested to Perfection survey here: https://lnkd.in/eKerF2En

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Having reserve email accounts & ESP diversification will be a MUST moving forward. You could be doing absolutely everything “correct” in terms of deliverability But still have accounts get nuked out of nowhere with no understanding of why. Having accounts across different ESPs and in reserve in case of a rainy day will solve both a throttle in volume (from setting up new accounts from scratch + warm up) And can help you identify which providers are under/outperforming others. Deliverability tests are just as important as copy split-tests now.

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