E Commerce Podcast Assets 29

Think of it as being two sides of the same coin. One side is your brand and your objective. The other side is the people who come to your website to buy from you.

— Kath Pay

The bottom line is, you’ve got to understand humans' work and humans are incredibly self centered. They buy to serve themselves or meet a need they have. So, as marketers, make it about them. That is what appeals to them.

— Kath Pay

It seems logical to be testing using open rates and click rates as the metrics for success. But I recommend, you go with the real one, the conversions.

— Kath Pay