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E-Commerce & Classic Cars

I love old vans because they are big, ignorant, and practical - a bit like me.

My oldest van (a 1971 VW) has been off the road for a few months. It was running badly, and I didn't have the confidence to just get stuck in. Maybe I was just waiting for it to fix itself. Then a couple of weeks ago I realised that was not going to happen. So, I got stuck in.

It turns out the carburettor was leaking fuel. I could have rebuilt it, but it was old and jaded so I just replaced it. The new carb worked but wasn't tuned well. It was idling high and running rough (see video!). I stuck some screwdrivers into the appropriate places and tweaked until the van sounded half normal. I then had to service the engine, adjust the valves, do the timing, and being an old engine I will probably have to do it all again in a few months.

What's all this got to do with e-commerce? It's actually very similar. No, it's the exact bloody same!

Consider an engine as sucking in fuel and converting it into movement. An e-commerce website sucks in visitors and converts them into customers.

Both have a lot of inefficiencies - an engine generates heat, and a website generates lost visitors. But the key similarity is that if it is not working well then you need to look under the bonnet and figure out why.

The carb is like your sales and marketing funnel - it needs to be tuned and delivering the visitors to the engine that is your Shopify website. Your website needs to be tuned to convert visitors to customers efficiently.

On my van there is even a pipe from the carb back to the fuel tank that sends unused petrol back to the tank so as it can be sent through again - just like we use Klaviyo to catch abandoned carts.

But most of all the similarity is a psychological one. If you want your website to work brilliantly you need to get past the fear and get stuck in. You need to be willing to break things, have occasional breakdowns, and maybe even risk a full-blown engine failure. Because the alternative is what so many classic car owners actually have - a good-looking shed ornament (or in your case a pretty website that does nothing useful).

So where do Perfidious Albert come into this? If you are really willing to get stuck in, then maybe we don't come into it - and that's ok. But if you want a good e-commerce mechanic to partner with and help you create a brilliant strategy for your website then we want to work with you. You need a curious mind and a can-do attitude to work with us anyway - we can only push so hard - it's your business. You need to own it. Call us for a no obligation consultation. We can talk about old vans or new websites - your shout! I love working on both.

Video of engine running after new carb but before tuning