Sanka Academy

Honest conversations, improve ecommerce CVR and ROAS, bootstrap | Joel Chudleigh (Deep Footprints)


Last Update: April 27, 2024

Joel Chudleigh is the founder and CEO of Deep Footprints, a digital agency supporting a wide range of ecommerce businesses. He also run Made to Last, a furtniture ecommerce.

👉 Deep Footprints page

In this episode Joel shared his experience running a digital marketing agency and growing an e-commerce store, emphasizing all the aspects of growth strategies.

Interview Takeaways

  • Being honest and open with clients is important for building strong relationships.
  • Email marketing, remarketing campaigns, and product feeds are starting points for e-commerce businesses.
  • Setting realistic ROAS targets based on the business's margins and goals is crucial.
  • Cross-selling / up-selling will drive ROAS and make business more sustainable
  • Conversion rate (CVR) optimization and A/B testing can significantly improve website performance and increase sales.
  • Data analysis tools like Google Analytics, Smartlook, and HotJar are valuable for identifying and solving problems on e-commerce websites.
  • Customer service is a crucial aspect of e-commerce businesses and can have a significant impact on profits.
  • AI has the potential to revolutionize customer service and marketing in the e-commerce industry.


  • 00:00 Introduction and Background
  • 08:07 Differentiating Deep Footprints and Areas of Improvement
  • 28:10 Setting ROAS Targets and Focusing on Growth
  • 36:11 Conversion Rate Optimization and Website Performance
  • 50:28 The Crucial Role of Customer Service and AI
  • 54:45 The importance of bootstrapping

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  • Sanka — The ecommerce data platform

Where to find Joel

Joel's Ecom Stack

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