Another year, another SXSW presentation. This year I decided to do a case study. You rarely hear case studies at conferences. Its a shame because I think there is a lot to be learnt from the real world experiences of others. Theory is good but reality is better.

Anyway, this years presentation tells the story of our work on Wiltshire Farm Foods with the emphasis placed firmly on what can be learnt from our experience.

The description on the sxsw website reads as follows…

Many believe the secret to a successful ecommerce site is to copy Amazon. However, that rarely works. Your website is not Amazon. Instead it has a unique offering that caters to a specific audience. Once you realise that you can achieve unbelievable things. In his talk Paul explains how he took one ecommerce website from relatively successful beginnings to unbelievable heights. In only 5 years he and the team at Headscape increased sales on the site by a staggering 10,000%. What makes the story even more unbelievable is that the average customer is over 80 years old! This single example will act as a case study that guides you towards better understanding your audience and growing your online sales significantly.

Below is my run through of the presentation. It isn’t as good as the live presentation but its better than nothing.