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Client conversation, CVR/ROAS improvement, and bootstrap growth | Joel Chudleigh

An interview covering practical CVR improvement, ROAS setting, and client conversations for e-commerce growth.

Last updated: May 16, 2026

Client conversation, CVR/ROAS improvement, and bootstrap growth | Joel Chudleigh (Deep Footprints) Joel Chudleigh is the founder and CEO of Deep Footprints, a digital agency supporting a wide range of e-commerce businesses. He also runs Made to Last, a furniture e-commerce business. In this interview, we discussed agency operations for e-commerce brands, growth support for online stores, and practical growth strategies.

Interview highlights

  • Honest, open conversation is essential for building strong relationships with clients.
  • For attracting customers to e-commerce, email marketing, remarketing, and product feeds are important starting points.
  • Businesses should set realistic ROAS goals based on gross margin and sales targets.
  • Cross-sell and up-sell strategies can improve ROAS and strengthen business sustainability.
  • Improving CVR and running A/B tests can raise both site performance and revenue.
  • Analytics tools such as Google Analytics, Smartlook, and Hotjar are useful for identifying bottlenecks.
  • Customer service has a major impact on e-commerce profit.
  • AI has strong potential to transform customer interactions and marketing for e-commerce.

Chapters

  • 00:00 Introduction
  • 08:07 Differentiation and improvement areas at Deep Footprints
  • 28:10 Setting ROAS goals and focusing on growth
  • 36:11 CVR optimization and website performance
  • 50:28 The role of customer service and AI
  • 54:45 The importance of bootstrapping

Joel's e-commerce stack

Provided by

  • Sanka - E-commerce operations platform
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