As I’m writing this, I have the Mac hooked up to a 24inch external wall-mounted display. Mail, Calendar, Trello and Grammarly all open fullscreen on their own desktop. Spotify pumping, Docker silently running a bunch of containers, a party of 20 tabs open in Chrome (I know …) and an instance of Xcode open.

All this and the experience when swiping between desktops and switching apps is silky smooth.

Adios, Windows

From developing software to running my company, this lone MacBook Air handles it all. As a Windows veteran of 10+ years, I had never experienced what I now feel when I use a Mac. Let me be clear that I’m no Apple fanboy who lavishes everything Apple does with accolades. Quite the opposite in fact; hello butterfly keyboard. 

But I can’t deny that the experience has been unmatched, before and since I first hit that power button and fired it up for the first time back in 2013. What an absolute joy.

Ask more of your tools

In any craft, the artisan should strive to use tools that don’t get in their way and if possible, add additional value past what their design intends. I suppose this is why those who practice bushcraft will opt for a custom-made axe vs an off-the-shelf one or someone who prefers to write with a Parker pen over a Bic. They both achieve the same outcome but tools should be more than just a function, they should feel seamlessly connected and make you feel good when used.

This Mac does that for me. Arriving at my desk, coffee in hand I hit the spacebar, enter my password, hit play on Spotify and a day of creating begins. Looks-wise the MacBook Air has aged pretty damn well. The full-body aluminium finish is as smooth and polished as the day I bought it. The screen is crystal clear and bright, and the keyboard and trackpad are still by far the best in its category.

And that’s why

My 2013 MacBook Air is truly the greatest machine I’ve ever owned. Apple designed a machine that doesn’t get in my way but instead, invites me in.

For those shopping for something built to last, don’t require an 8 core powerhouse and are on a budget, then look no further. These days you can pick one up for around £250 on eBay. Amazing.

There are many factors that drive the success of an e-commerce store and in this short article, I’m going to go over 3 in particular that you absolutely need to understand, to help frame your next revenue-boosting strategy.

To begin, we’ll think about something called the “exponential effect”. When we increase or decrease a factor of a formula, the end result gets exponentially bigger or smaller. In terms of an e-commerce store, let’s look at the key factors and formula that govern revenue.

The 3 Key factors

  • Traffic – How many visitors did we get on our site?
  • Conversions – What percentage of visitors converted into a sale?
  • Avg. order value – What is the average spend per order?

When multiplied together, we can predict potential revenue:

Traffic * Conversion rate * Avg. order value = Potential revenue

This is powerful. You can now easily see how efforts focused on a factor, affect the bigger picture. Now if we think back to the concept of the “exponential effect”, let’s run through a real-world example:

Here, I’ve forecasted 20,000 visitors next month, with 2% converting to a sale and with an avg. order spend of £98.

20,000 visitors * 2% conversion rate * £98 Avg. order value = £39,200

Cool, we can now predict what revenue we should get next month. Now, what happens if we increase the conversion rate by 1%?

20,000 * 3% * £98  = £58,800

That’s a revenue increase of 50%! What if we decide to run an ad campaign to pull in more traffic as well?

45,000 * 3% * £98 = £132,300

Our forecasted revenue has now increased by 238%! By simply adjusting those 2 factors we take advantage of the “exponential effect”.

Next steps

Of course, these are just examples that don’t take into account how you actually run a successful ad campaign to drive high-quality traffic or how to improve your store’s conversion rate by 1%. However, by framing your decision making around this simple yet powerful formula, you’ll gain a clearer picture of the potential return on any campaign, strategy or tactic you put in play.

So next time you’re thinking of a way to boost revenue, take a moment to think how it fits in with the formula.

Traffic * Conversion rate * Avg. order value = Potential revenue

In this skill up video, follow along, as I run through the dev workflow I use in my day to day when using Google’s awesome project management tool, clasp.