Y’all, there’s nothing quite like the energy of the TSC Summit! Eight years into this journey, and I still get butterflies stepping onto that stage. To my fellow TSC girlies who’ve been trading tips and stories with me since day one – how far we’ve come! And to our fantastic organizers who somehow manage to create the perfect blend of professional development and perfectly-accessorized fun (because who says we can’t do both?) – thank you for having me on that panel. If this is your first TSC rodeo, buckle up! You’ve just found the sweetest community of Southern professionals who know how to make business savvy look good.

Speaking of making things look good, let me share some insights from my world of e-commerce consulting, where I’ve learned that success in online retail often comes from strong partnerships across multiple disciplines. My work with the Emily McCarthy brand has shown how combining technical expertise with great photography, strategic PR, and a clear brand vision creates remarkable results.

1. Let Data Guide Your Decisions

Monthly performance monitoring is crucial. We track everything from top searches to cart abandonment rates, using these insights to make strategic improvements. Working with high-quality product photography has made a noticeable difference in conversion rates, proving that technical optimization and creative assets must work hand in hand.

2. Focus on Speed and Simplicity

Site speed can make or break your conversion rates. We implemented cost-effective solutions like Crush, reducing load times by 0.8 seconds during our initial testing period. But speed isn’t everything – your site needs to look good too. We ensure the photography team’s beautiful shots load quickly without losing quality.

3. Time Your Promotions Strategically

Resist the urge to discount constantly. We’ve found success limiting major sales to 1-2 times per year, coordinating closely with PR initiatives for maximum impact. This approach maintains brand value while creating genuine excitement around promotional events.

Supporting Insights from the Team

Hire people to do the things you’re not good at. Realize you have to take risks in order to grow.
– Emily McCarthy, CEO and Creative Director  

If you don’t have a big photography budget, consider co-producing an editorial shoot to send to media outlets or working on a trade basis.
– Kelli Boyd, Founder + Photographer

Strong photography and a well-designed website are essential to our work in PR and storytelling. Before a brand is ready to engage in PR (or execute themselves), these foundational elements must first be perfected.
 – Sarah Slaughter, PR Specialist