Host: Sean Barber - https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I'm joined by Alun Lucas, Managing Director at Zuko Analytics — a form and checkout analytics platform helping businesses understand exactly where and why users are dropping out.

We look into one of the most overlooked areas of digital marketing: what happens after you've driven traffic to your site. Because if your form or checkout is broken, frustrating, or just poorly designed — all that spend is wasted.

Alun shares his thoughts on:

- Why most organisations treat forms as an afterthought and pay the price

- The checkout fields that consistently cause the most drop-off

- How accessibility issues hurt everyone, not just users with disabilities

- Why AI agents are the next frontier for form optimisation

Topics covered include:

- The three most common high-level form problems: bad UX, intrusive questions, and poor expectation management

- Why password fields have the highest drop-off rate of any form field

- Countdown timers, CAPTCHAs, and other checkout killers

- Single-step vs multi-step forms & when to use each

- Mobile vs desktop behaviour and why forms built on big screens fail on phones

- The discount code field: how a single box can lose you 1 in 4 customers

- Phone numbers, shipping costs, and the other top checkout abandonment triggers

- Accessibility for screen readers, older users, and low-vision visitors

- Shopify checkout restrictions — and what you can still optimise

- How AI agents interact with forms differently to humans — and what to do about it

In this episode of Chat With Sean, I’m joined by Fery Kaszoni, CEO of Search Intelligence and a leading voice in digital PR, link building, and modern SEO strategy.

We look into how SEO is evolving in the age of AI, with a strong focus on why digital PR, links, and brand authority are becoming even more important - not less.

Fery shares his thoughts on:

- Why link building is still one of the strongest ranking signals

- How digital PR is evolving in an AI-driven search landscape

- The role of mentions, authority, and brand signals in modern SEO

- Why human expertise and creativity still matter alongside AI

Topics covered include:

- Why links are becoming more valuable as everything else gets commoditised

- The growing importance of brand, mentions, and authority signals

- How to use reactive digital PR and trending topics effectively

- Leveraging data and public datasets for PR campaigns

- Why most companies underuse their internal experts

- Combining digital PR, guest posting, and link building strategies

- How SEO measurement is changing in a more personalised search world

In this episode of Chat With Sean, I’m joined by Dan Taylor, Partner and Head of Innovation at Global Organic Growth Agency, SALT. Dan is a leading voice in the search and AI sectors, with a focus on the travel industry. He’s also a frequent speaker at major events like Google Search Central Live and the European Tourism Association.

We discuss the intersection of AI, search, and the evolving landscape of the travel sector, focusing on how AI is impacting both operational efficiency and customer acquisition.

Dan shares his thoughts on:

- The role of AI in operational efficiency for travel companies

- How AI is influencing customer acquisition in the travel industry

- The challenges of adopting AI in travel search and user behaviour

- The shift towards hyper-personalised travel experiences

Topics covered include:

- The adoption of AI-powered agents and bots in the travel industry

- The ongoing battle between traditional search methods and new AI-based tools

- How travel brands can build customer loyalty with AI-driven experiences

- The changing dynamics of SEO with AI advancements in the travel sector

- Personalisation, privacy, and user behaviour in the age of AI-driven search