Why Most Ecommerce Brands Add Too Much and Convert Too Little

Matthew Lawson, Chief Digital Officer at Ribble Cycles, shares how premium brands can grow without obsessing over short-term conversions. From building teams that thrive on momentum to using AI as a productivity multiplier, Matthew explains how people, processes, and customer understanding drive sustainable growth. We discuss attribution modelling, high-consideration purchase journeys, conversion optimisation, and why removing friction often works better than adding more tactics. Matthew also reveals how Ribble approaches retention, customer experience, and brand building in a category where customers may spend years deciding before they buy.