Many believe the secret to a successful ecommerce site is to copy Amazon. However, that rarely works. Your website is not Amazon. Instead it has a unique offering that caters to a specific audience. Once you realize your uniqueness you can achieve unbelievable things. In his talk Paul explains how he took one ecommerce website from relatively successful beginnings to unbelievable heights. In only 5 years he and the team at Headscape increased sales on the site by a staggering 10,000%. What makes the story even more unbelievable is that the average customer is over 80 years old! This one example will act as a case study that guides you towards better understanding your audience and growing your online sales significantly.