In this episode of the e-commerce expert podcast, Justin Christianson, co-founder of the full-service conversion optimization company Convergent Fanatics, shares his origins story of how he got into conversion optimization and his experience of selling his company. We also touch on what preparation is needed when exiting a company, and advice on how to make the process easier. The episode dives into the specifics of conversion optimization and how it can help businesses reach their goals. We discuss the current state of e-commerce in 2021, particularly focusing on the changing landscape for online businesses and the one-trick pony approach of relying on media buying for driving traffic. We provide tips for improving eCommerce conversion, such as taking a page from Amazon's estimated shipping times, skipping the cart popup, heat maps and click maps, and using an open-ended text box with an exit poll for customers to provide feedback. We also discuss the common fear that people have of showcasing their settings online, and how this fear is misguided. Finally, we explore the importance of copywriting in eCommerce, the use of upsells and post-checkout sequences, message-market matching, native advertising, Google Shopping traffic, and the key to success: following the data and adjusting accordingly.