The 'Need' For Optimisation

In ecommerce and marketing, the word “optimisation” gets thrown around a lot. But what does it really mean to optimise? And how is it different from just “doing the work”?

At its core, optimisation is the ongoing process of making things work better not just in isolation, but as part of a cohesive system. It’s not about a one-off campaign or a flashy tactic. It’s about continuous improvement, learning, testing and refining every part of your ecommerce business to create more value, more efficiency and better growth.

Optimisation vs Conventional Marketing

Traditional marketing work often focuses on execution, launching campaigns, producing content, running ads, sending emails. It's calendar-driven and output-focused.

Optimisation, on the other hand, is performance-driven. It asks:

• What’s working?

• What’s not?

• Where are the bottlenecks?

• What’s the next most impactful change we can make?

Conventional marketing is about doing more. Optimisation is about doing better.

What Does an Optimisation Approach Look Like?

An optimisation-first approach includes:

1. Diagnosing
   Start with data. Where are users dropping off? Which channels underperform? What products aren’t converting? This stage is about clarity; understanding your current performance.

2. Prioritising
   Not every issue is worth fixing right now. Optimisers use frameworks (like ICE or PIE) to prioritise high-impact, low-effort opportunities.

3. Experimenting
   Test before you commit. If you’re north of 7 figures, whether it’s A/B testing landing pages, trialling new messaging or experimenting with pricing, experiments validate direction before scaling.

4. Iterating
   No outcome is final. Optimisation is a loop: diagnose, prioritise, test, learn, repeat.

5. Documenting
   Every insight gained becomes part of a playbook. You’re not just improving performance, you’re building a system of repeatable, scaleable knowledge.

Who Leads the Optimisation Process?

Optimisation isn’t a job title, it’s a function that touches every part of the business. But someone must own it. They must LEAD the optimisation process and engrain the optimiser mindset.

In growing ecommerce brands, this is often the role of:

• The Head of Growth – if they understand performance deeply.

• The Founder or CMO – in earlier-stage teams where they wear multiple hats.

• A Dedicated Optimisation Consultant – in more mature companies hired to initiate the entire optimisation process.

Regardless of job title, they’re the ones asking, “how do we improve this?” again and again.

The Optimisation Mindset

Optimisation isn’t just a process. It’s a mindset. Here’s what that looks like:

• Curiosity over certainty: Optimisers don’t assume. They explore.

• Measurement over motion: They track outcomes, not just activities.

• Progress over perfection: They launch small, learn fast and scale what works.

• Sustainable growth over quick wins: They care about long-term improvements, not just vanity spikes.

They understand that no channel, campaign, or process is ever “done.” Everything can be improved. It’s a constant, creative, and strategic pursuit of better.

Why It Matters

In a landscape where costs are rising and customer attention is fragmented, simply doing more no longer guarantees growth. The brands that thrive are the ones that learn faster, focus smarter and execute with intention.

That’s the power of optimisation. It’s not just another to-do. It’s the lens through which successful brands see the world.

And you know what? It’s one hell of a rewarding role. To take a holistic view of ecommerce growth performance understanding the impact of each component of the ecommerce growth machine. To onboard marketers who start out reluctant of change and to achieve buy-in across the business. It’s a challenge, no doubt about it, but when you start to see the results materialise? It’s a great feeling. Optimisation is as much about change as it is about continuous improvement. Improvement is the change.