Ecommerce: The Metrics That Mislead Ecommerce Brands
In this episode, Mark and Ian Hammersley break down the most dangerous ecommerce metrics that could be quietly destroying your profitability. From inflated conversion rates to misleading ROAS numbers, this is a no-BS look at what matters in scaling a profitable ecommerce business. Learn why agencies may be incentivized to keep you small, how Google and Meta mislead on attribution, and what numbers actually drive sustainable growth.
If you’ve ever asked, “Why isn’t my store growing despite great metrics?”, this is the episode for you.
📈 Key topics covered:
•Why high conversion rates can signal stagnation,
•The truth about blended ROAS and SEO dominance,
•Facebook Ads’ 1-day view trap,
•How bad bounce rate data can fool you,
•Why chasing high ROAS can hurt your bottom line
P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:
1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/
2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
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Will Your Product Sell? How to Validate & Spot a Scalable Winner
Most ecommerce brands fail because the product was never right to begin with.
In this episode, Mark and Ian answer two of the most critical questions for any founder launching or pivoting a product:
What’s the best way to validate a new product idea?
How do you know if it has the potential to scale — before going all-in?
You’ll learn the validation shortcuts, early signals, and mindset shifts that can save you thousands (and months of wasted time).
P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:
1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/
2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
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Listeners’ Questions Part 4: Competing with Big Brands, Wholesale Traps & Maximising Profit
Can small ecommerce brands really compete with the big players? Should you go wholesale? And what actually drives more profit?
In this Q&A episode, Mark and Ian answer three powerful listener questions that every growing brand will eventually face:
What advantage do we have as small business owners to compete with big-budget brands on ads?
What’s the biggest trap when taking on wholesale as a channel?
How do you maximise overall profit across the business?
If you’re at the stage where you’re scaling up, exploring new channels, or just trying to stay profitable in a noisy market — this one’s packed with strategy, examples, and hard-earned lessons.
🎯 Bonus: Get the free ecommerce number sheet and training workshop at hammersleybrothers.com
P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:
1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/
2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
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Ecommerce: Listeners' Questions Part 3
In this Q&A episode, we tackle three questions that could make or break your ecommerce growth:
Should you build a brand you're passionate about — or go where the gap is?
What should you do if you're bleeding money every day?
What are the biggest mistakes founders make when trying to scale?
This one’s about cutting through the noise. No theory — just honest answers from the trenches.
📉 If you’re stuck in the early grind...
🧠 Or unsure what to fix next...
This might be the turning point.
🎓 Grab the free numbers sheet and strategy workshop at HammersleyBrothers.com.
P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:
1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/
2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
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Ecommerce: Listeners Questions Part 2
In this episode, Mark and Ian answer three real questions from ecommerce founders — no fluff, just clear thinking and practical advice:
1. Why stick to one channel until it’s maxed out?,
2. What should you do when you’ve got too much stock to shift?,
3. How would we build a large email list before launch?,
This is one of those episodes where the answers could save you months of wasted time and thousands in ad spend.
🎯 If you're building or scaling a DTC brand, this one’s for you.
🎓 Bonus: Get the free number sheet and training workshop at HammersleyBrothers.com
P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:
1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleys.co.uk/scheduleuk-ant/
2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
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