#ed31: Ecommerce Tech News, Video Masterclass on Persuasion, Useful Resources

Part One: Interesting Ecom Tech

Moast

Shoppable video for Shopify store owners. I like the simplicity of the interface, you can import videos directly from social media URLs or upload files. You can then tag products from your Shopify store and publish a shoppable video very quickly. Free plan is available.

https://www.moast.io/?

Justuno

I’ve rediscovered my love, having used it on my own a few years ago and reviewed last week with a customer.

JustUno is a multi-faceted platform. The feature I like the most is the targeted pop-ups, which enable smart segmentation using data points like URL parameters, location and datalayer events.

Exit intent works when it’s contextual and focused, not generic. For example, targeting visitors to a PDP on their second visit with messaging relevant to that product.

https://www.justuno.com/products/popups/

??? Part Two: Video Masterclass on Using Persuasion To Boost PDP Add-to-Basket Rates

Learn how you can use persuasion tactics effectively on your ecommerce PDP to reduce exit rate, boost add-to-cart rate and drive conversion. Based on case studies and testing on retail ecommerce website.

The video contains three sections.

1) Foundations

• Product focus: starting small to build learning before rolling-out across the site.
• Customer insight: using existing data & capturing useful information via exit intent surveys e.g. “What could we do to improve this page for you?”
• Understanding the 7 persuasion principles, based on Dr. Robert Cialdini 's framework: Reciprocity, Social Proof, Scarcity, Authority, Liking, Unity and Consistency.

2) Beginner/intermediate level:

• Audit your PDP template, map all persuasion tactics used to a Principle, then compare with at least 3 direct online competitors
• Create a hitlist of tactics to test
• Example Recess : customer review quotes visible on page load, not just a rating snippet
• Example Leesa Sleep : establish authority if possible e.g. Clinically approved by dentists / Top rated by Which
• Example Subtl Beauty : use the image gallery better = add a customer review image, better use of badges
• Example Booking.com: language to create positive reaction e.g. Fabulous. "All words are equal, but some words are more equal than others".
• Example Harringtons Pet Food : FOMO on promotions, using interactive elements to draw attention.

3) Advanced level:

For this you need dynamic content layouts, effective use of datalayer events & ideally an A/B testing tool for accurate measurement.

Change the content being shown based on how many visits to the page the customer has made, and which channel they come from.

For example, landing from a paid shopping campaign = likely to have a higher purchase intent, focus on social proof and scarcity e.g. Free shipping when you purchase before 3pm / Selling fast, only X left.

Please share your examples of brands using persuasion tactics effectively on the PDP in the comments.        

Part Three - Useful Resources

?? Interesting newsletters

Here’s a list of the newsletters I’ve found most useful so far in 2025.?

Hannah Spicer (she/her) - email marketing par excellence.

Jamie Hancox - #NoRocketships available on Substack, great strategic lens on the industry.

Chloe Pascal ?from Nosto - love the real world examples and case studies for personalisation.

Vervaunt - always enjoy Paul Rogers and team’s insights and viewpoints.

?? Events/webinars

Podcast from Ian Jindal interviewing Gertin Schraa , Head of Sustainable Sales at Dyson , about their innovative approach to sustainability and opportunities in the refurbishment market.

https://podcasts.apple.com/gb/podcast/retailcraft-53-rethink-reimagine-renew-in-conversation/id1418542382?i=1000676376086?

Experimentation Elite , 4th-5th June at the Birmingham NEC.

Packed with practical talks and workshops, with networking events. This is for people who want to accelerate their experimentation skills/capabilities. Tickets from ￡345.

https://experimentationelite.com/

Coveo , March 13th, 9am ET / 2pm UK

Running a commerce-focused AI webinar, talking about the role of AI in turning customer intent into revenue and profit.

https://www.coveo.com/en/relevance-360/commerce

Digital Commerce 360, March 6th, 2pm ET / 7pm UK

If you’re working cross-border and want to know more about US ecommerce, this webinar will be useful.

https://www.digitalcommerce360.com/webinar/where-american-ecommerce-is-heading-in-2025-data-from-digital-commerce-360?

??? Reports/articles

Customer trends and predictions for 2025 from Comarch :

https://www.comarch.com/trade-and-services/loyalty-marketing/resources/report-customer-loyalty-predictions-2025/

And a shout out to Thor Mitchell , who has invested time & effort into creating an industry directory of fractionals, connecting businesses looking for fractional support with experts across digital product management, ecommerce, design & engineering.

https://fractionals.fyi/

Part Four - Our Latest Podcast

Order Editing cofounder Hamish McKay joins us to discuss the critical need for order editing in ecommerce, exploring the challenges faced by customer service teams and the impact of order changes on returns and customer experience.