B2B Marketing Trainer and Consultant
Geeks can be invaluable resources for any team and company, bringing unique skills and knowledge. However, some geeks take an ideological approach, prioritizing ideology over business goals and UX. Working with geeks I have worked with geeks most of my life and consider myself a geek. Because of that, I learned that geeks sometimes prioritize... Continue Reading →
Exciting news from the Italian Alps! The Liquid Factory is a new startup studio opening in Sondrio, Valtellina! We aim to create the next Silicon Valley unicorn by empowering 20 young entrepreneurs over the next five years. We focus on building 100% remote, scalable companies and will offer €200,000 per startup, with the potential to... Continue Reading →
The post outlines ten essential tips for improving eCommerce sales, emphasizing the importance of product packaging, choosing appropriate names, and clear storytelling. It advises on competitive pricing, creating product lines, and maintaining simplicity in promotions. The author encourages adopting best practices and learning from successful competitors to enhance online selling strategies.
The author shares their experience of passing the Google Ads Search Certification test to inspire their Digital Marketing students. They emphasize the certificate's value in validating skills, enhancing careers, and boosting resumes. The certification lasts one year and is accessible through free online resources, making it an advantageous investment for professionals.
In a recent Zoom webinar for IULM University in Milan, I discussed "Silicon Valley, Marketing & Entrepreneurship," focusing on the business culture and distinguishing mythology from solid practices. Engaging with master's students was refreshing, and I appreciate the organizers for their efforts in facilitating the event.
Merchants seek to gather more data, but customers prefer shorter forms. To enhance conversion rates, implement guest checkout options and postpone account creation until after purchase. Request only essential information upfront and clearly mark optional fields. This balance improves customer satisfaction while fulfilling data collection needs for merchants.
Adding external ads or a "Social Media Share" button on a product page is like drilling a hole in your sales funnel. Keep the social media buttons in the content pages. Make sure your funnel is not leaking. Tip #103 – © Franco Folini Social Media are a strategic asset for every eCommerce. But we... Continue Reading →
A fast Page Loading Time doesn't guarantee a stellar Conversion Rate, but a slow page will certainly destroy it. Tip #102 – © Franco Folini Page speed alone is not going to push your page top of SERP, but a slow page can certainly kill your business. Visitors expectations are quickly changing accordingly to the... Continue Reading →
Group the main products with their most popular options or complements to form bundles. Always offer a discount on the bundles! Help your visitors stay focused on the product, don't distract them with too many options. The easiest way is to create bundles corresponding to the most popular combinations and and have the few customers... Continue Reading →
The first step to fix an eCommerce problem is to acknowledge to have an eCommerce problem! Warning: The solution is likely to lie outside your comfort-zone. Tip #100 – © Franco Folini KPI are the tool to discover problems in your eCommerce. For each KPI a quick search on Google will give you the average... Continue Reading →
The speaker reflects on the importance of mentorship from both perspectives: as a mentor and protégé. They share personal experiences of seeking mentorship and helping others, highlighting qualities of effective mentors, including trustworthiness and honesty. The bond with former students like Marco illustrates the lasting impact of mentorship on professional growth and success.
This article was first posted on LinkedIn on October 14, 2019. Page-Speed is not the only factor that defines the success of an eCommerce page. There are many other essential factors, like brand relevance, content, price, SEO, etc. Nevertheless, improving Page Speed can significantly improve eCommerce KPI like Conversion Rate and reduce your website bounce rate. There are... Continue Reading →
At the Toast of Berkeley Toastmasters Club, a Table-Topics-Master presented practical scenarios that highlight common workplace dilemmas. Participants were encouraged to select a topic such as approaching a professional for collaboration, negotiating authorship on a paper, and addressing personal boundaries with colleagues, fostering communication skills in a supportive environment.
This article was first posted on LinkedIn on October 28, 2019. During our professional life, most of us have attended hundreds, if not thousands of meetings. Meetings are part of the work and corporate culture, in particular, in the US. According to Steven Rogelberg, an organizational psychologist at the University of North Carolina, most professionals attend approximately... Continue Reading →
This article was first posted on LinkedIn in October 2019. Improbable things happen a lot! This notion is not always intuitive, but it is true nevertheless. Jordan Ellenberg, in his book How Not To Be Wrong: Power Mathematical Thinking, tells the Baltimore Stockbroker Parable to help us understand this concept. Improbable things happen a lot more than... Continue Reading →
Are you considering to hire a runner? I'll give you 10 reasons why your next employee should be a runner. Runner are committed, resilient, well organized, and they come with a positive attitude.
I completed a 12-week Machine Learning course on Coursera, led by Andrew Ng, in just 4 weeks. The course covers essential topics like linear regression, neural networks, and support vector machines, applying foundational knowledge from my Computer Science background. I highly recommend it for those interested in Machine Learning.
This article was first posted on LinkedIn on June 25, 2019. We all know that improving page speed will benefit the performance of our eCommerce. But exactly why? Is page speed changing the user behavior or making our website performing better on SERP? The short answer is: both! Until a few years ago, the way we all... Continue Reading →
How to compare off-the-shelf and proprietary eCommerce platforms? This is a very important question, the first you will have to answer before everything else. When creating an eCommerce system, one of the first steps is to decide if we want to build or buy the software platform and CMS (Content Management System). For small-medium businesses,... Continue Reading →
The article discusses the importance of effectively displaying product prices on e-commerce sites. It highlights how font size and contrast affect customer perception of value. A/B testing can optimize these display choices, while intuition and strategy also play crucial roles. Additionally, it addresses the consideration of removing currency symbols based on the market.
Franco Folini is a marketing trainer and consultant with a background as an e-commerce entrepreneur in Silicon Valley. He taught at UC Berkeley Extension and currently teaches at the University of Strasbourg and Università della Montagna in Edolo, Italy. Recently, he moved back to his native Valtellina in the Italian Alps. Franco frequently speaks about the impact of AI and other technologies on marketing. For more details, visit his LinkedIn profile or email him at folini@gmail.com.