1 00:00:03,720 --> 00:00:07,160 Why hello there, It's Tuesday because you're listening to this 2 00:00:07,200 --> 00:00:09,320 and also because after every Monday and before every 3 00:00:09,320 --> 00:00:11,760 Wednesday comes Tuesday. Best day of the week apart from 4 00:00:11,760 --> 00:00:14,360 some of the other days. Thanks so much for tuning in. 5 00:00:14,360 --> 00:00:16,239 If you haven't tuned in before, my name is Nick and I've been 6 00:00:16,239 --> 00:00:17,960 hosting the show for a little while now, which is totally 7 00:00:17,960 --> 00:00:20,480 irrelevant, but it's a lovely fun fact I like to read out and 8 00:00:20,480 --> 00:00:22,720 it's my podcast, so I get to say things like that. 9 00:00:23,000 --> 00:00:25,200 Anyway, we're going to talk about two very, very exciting 10 00:00:25,200 --> 00:00:29,160 things today. 1 is about a Canva integration with a couple of 11 00:00:29,160 --> 00:00:31,960 apps from Saguna, our partners that you need. 12 00:00:32,240 --> 00:00:33,760 It's incredible. I've actually got quite a long 13 00:00:33,760 --> 00:00:36,440 list of things. There's 8 things they've updated 14 00:00:36,520 --> 00:00:39,440 on across the board on the on on two different apps, which is 15 00:00:39,440 --> 00:00:41,400 very exciting. And there'll be a link in the 16 00:00:41,400 --> 00:00:44,000 description to go and check out more about out or to the link, 17 00:00:44,360 --> 00:00:45,640 an actual link to the apps themselves. 18 00:00:45,840 --> 00:00:49,080 And then we're going to talk about a gentic AI and focus 19 00:00:49,080 --> 00:00:51,760 groups and customer feedback surveys and a whole range of 20 00:00:51,880 --> 00:00:54,640 other things, which will make things fast, free, and 21 00:00:54,640 --> 00:00:57,840 incredible thanks to the beautiful work at Open AI. 22 00:00:57,880 --> 00:00:59,920 And some other AI tools can all do the same. 23 00:01:00,520 --> 00:01:02,720 Anyway, without further ado, let's jump in and see what's 24 00:01:02,720 --> 00:01:05,920 going on. So Saguno, I am reading off 25 00:01:05,920 --> 00:01:07,960 notes today, which is quite rare for me because I don't want to 26 00:01:07,960 --> 00:01:10,520 get any of this wrong because it's not my world, but I'm very 27 00:01:10,520 --> 00:01:12,120 excited by it. Well, it is my world. 28 00:01:12,720 --> 00:01:14,120 What's a good analogy? It's my world, but not my 29 00:01:14,120 --> 00:01:16,080 country. It's one where you could do it. 30 00:01:16,080 --> 00:01:19,000 I work in marketing, not this kind of marketing but there are 31 00:01:19,000 --> 00:01:21,960 two apps that Saguno have. There is the e-mail marketing 32 00:01:21,960 --> 00:01:24,000 one which will come to in a SEC and there is also Shopify 33 00:01:24,000 --> 00:01:27,160 connect for Canva which is super exciting. 34 00:01:27,600 --> 00:01:31,480 You can now connect in Canva for designing stuff at next to 35 00:01:31,480 --> 00:01:33,360 nothing and Canva have amazing AI as well. 36 00:01:33,680 --> 00:01:38,120 In Canva, you can now connect your Shopify product images. 37 00:01:38,560 --> 00:01:41,320 Wow, mind blown. So if you want to put of your 38 00:01:41,320 --> 00:01:43,360 products on a beach or in somebody'd house or on 39 00:01:43,360 --> 00:01:46,640 somebody'd person, you can use AI in Canva to do that and you 40 00:01:46,640 --> 00:01:48,720 can grab the product images from Shopify. 41 00:01:48,720 --> 00:01:50,600 No more downloading, uploading, downloading, uploading, 42 00:01:50,600 --> 00:01:52,120 downloading up there, you know and you get the idea. 43 00:01:53,080 --> 00:01:57,480 You can edit images within Canva for product variants. 44 00:01:57,720 --> 00:02:00,200 So good. So you know when you have 5 45 00:02:00,200 --> 00:02:02,680 colours of this item, but you only got pictures of it in 46 00:02:02,680 --> 00:02:06,160 Lifestyle Shotti for one of those colours for the blue one, 47 00:02:06,160 --> 00:02:08,400 not the red, yellow or green, the red, yellow and green. 48 00:02:08,400 --> 00:02:11,039 You can sort that out in Canva. Super, super exciting. 49 00:02:11,920 --> 00:02:14,960 You can also see the product details on featured images 50 00:02:14,960 --> 00:02:18,800 within Canva as well. And you can also collection link 51 00:02:18,800 --> 00:02:20,800 now available. So you can link collections. 52 00:02:21,000 --> 00:02:23,400 So exciting. If you're not using Canva, you 53 00:02:23,440 --> 00:02:26,440 absolutely should be. Gone are the days of talking to 54 00:02:26,440 --> 00:02:28,880 designers for hours and hours and hours about going back and 55 00:02:28,880 --> 00:02:31,160 forth and what to do. I built my own annual leave 56 00:02:31,160 --> 00:02:33,320 system at Spec and we tried to come up with a fun name. 57 00:02:33,320 --> 00:02:38,040 It's called holiday and I built Holiday using AI and I got an 58 00:02:38,120 --> 00:02:40,680 AI, it's called Vibe coding. I've got an AI tool that I talk 59 00:02:40,680 --> 00:02:43,960 to and it's built that so now I don't have to pay 10s of pounds 60 00:02:43,960 --> 00:02:46,640 a month, hundreds of pounds a year, thousands of pounds every 61 00:02:46,640 --> 00:02:50,040 decade on an annual leave system that doesn't quite work how I 62 00:02:50,040 --> 00:02:51,920 want it to. Few things I have to do 63 00:02:51,920 --> 00:02:53,400 manually. I just built my own, integrates 64 00:02:53,400 --> 00:02:55,440 with calendars, does all sorts. It's fantastic. 65 00:02:56,280 --> 00:02:57,640 But it's same with this Canva link up. 66 00:02:57,640 --> 00:03:00,680 If you're not using Canva already for your business, for 67 00:03:00,680 --> 00:03:02,080 Shopify store, you absolutely should be. 68 00:03:02,600 --> 00:03:05,400 Again, I spent so much of my life trying to learn things like 69 00:03:05,400 --> 00:03:07,760 Photoshop. I'm not a creative. 70 00:03:08,120 --> 00:03:11,280 Using something like Canva makes it so easy, so simple, and 71 00:03:11,280 --> 00:03:14,160 especially if you're connecting it to Shopify using their apps. 72 00:03:14,160 --> 00:03:16,600 Their app's called Shopify Connect for Canva and it's made 73 00:03:16,600 --> 00:03:20,840 by not Shopify, made by Saguna. So go and check out that app, 74 00:03:21,760 --> 00:03:24,680 Saguna e-mail Marketing. We talk a lot on the show about 75 00:03:24,680 --> 00:03:27,320 e-mail marketing and Saguna are our favorite partner, which is 76 00:03:27,320 --> 00:03:30,520 why we've let them sponsor and thank you guys for sponsoring as 77 00:03:30,520 --> 00:03:31,480 well. We love working with you. 78 00:03:31,480 --> 00:03:34,480 We also did a webinar with them last week that'll be live soon. 79 00:03:34,480 --> 00:03:37,600 I think it might be going live this weekend and depending on 80 00:03:38,200 --> 00:03:39,800 when you're watching this, but anyway, it should be live soon 81 00:03:39,800 --> 00:03:41,360 and there'll be a link. We're not going to post it on 82 00:03:41,360 --> 00:03:42,880 the podcast itself. But if you want to check out 83 00:03:42,880 --> 00:03:45,720 that webinar with Tax Cloud and Saguno talking about the biggest 84 00:03:45,720 --> 00:03:49,480 threats to your business for this year, go and check out our 85 00:03:49,480 --> 00:03:51,120 YouTube channel and things. It should be live soon. 86 00:03:51,120 --> 00:03:52,800 If you're on our e-mail list, you'll get an e-mail when that 87 00:03:52,800 --> 00:03:55,440 goes live. But the second one is Saguna 88 00:03:55,440 --> 00:03:57,840 e-mail Marketing. You can now create a Canva 89 00:03:57,840 --> 00:04:01,600 design from within the e-mail editor. 90 00:04:02,080 --> 00:04:04,480 So exciting. The biggest part of all of this 91 00:04:04,480 --> 00:04:07,400 is trying to take something from an idea to execution as fast as 92 00:04:07,400 --> 00:04:10,560 possible so you can create a Canva design from within the 93 00:04:10,560 --> 00:04:13,480 e-mail editor. If you're using Saguno, you can 94 00:04:13,480 --> 00:04:19,399 edit any image from your Shopify store with Canva and then export 95 00:04:19,399 --> 00:04:21,600 it into your e-mail. So if you make a cool image and 96 00:04:21,600 --> 00:04:23,200 go, that's nice. You can put it straight into the 97 00:04:23,200 --> 00:04:25,360 Saguno e-mail app and use it in your emails. 98 00:04:25,640 --> 00:04:30,040 You can edit and update all images saved as Canva designs 99 00:04:30,040 --> 00:04:33,160 from inside Saguno or from your Canva library. 100 00:04:33,280 --> 00:04:35,720 So exciting. So any image you've got on 101 00:04:35,720 --> 00:04:37,680 there, you can start editing in one place and it'll be on both. 102 00:04:37,840 --> 00:04:41,560 And you can automatically save images created in Saguno to a 103 00:04:41,600 --> 00:04:44,560 shared folder. So if you make an image in 104 00:04:44,560 --> 00:04:48,720 Saguno using Canva, that will automatically be saved in a 105 00:04:48,720 --> 00:04:51,200 shared folder within Shopify. So you can use it within the 106 00:04:51,200 --> 00:04:53,440 design of the site or your collection or a blog post, 107 00:04:53,720 --> 00:04:56,240 etcetera, etcetera, etcetera. And they finished by saying 108 00:04:56,240 --> 00:04:56,800 this. I love this. 109 00:04:56,800 --> 00:04:59,680 Speed up your workflow, find both apps in the Shopify App 110 00:04:59,680 --> 00:05:03,160 Store and more ways to use Shopify and Canva together. 111 00:05:03,280 --> 00:05:05,320 So make sure you guys go and check that out. 112 00:05:06,520 --> 00:05:10,440 Super, super exciting. Anyway, how expensive and 113 00:05:10,440 --> 00:05:14,360 frustrating and time consuming is it to get a lot of customers 114 00:05:14,360 --> 00:05:17,440 together and then get those customers to give you some 115 00:05:17,440 --> 00:05:20,560 feedback and then look at the usability statistics of your 116 00:05:20,560 --> 00:05:23,320 website. And then the analytics will tell 117 00:05:23,320 --> 00:05:26,000 you what people did and not why. The user group will tell you 118 00:05:26,000 --> 00:05:30,680 what they think in the moment and a million factors could have 119 00:05:30,680 --> 00:05:32,680 influenced what they say in the moment. 120 00:05:33,520 --> 00:05:39,520 So what if, what if you could do all of that for free and you 121 00:05:39,520 --> 00:05:43,000 could do it near enough instantaneously, just as fast as 122 00:05:43,000 --> 00:05:46,160 you could type a message and then imagine that you could just 123 00:05:46,160 --> 00:05:49,040 change one parameter like that. I don't know if you heard that I 124 00:05:49,040 --> 00:05:51,040 clicked my fingers, but you can just change a parameter 125 00:05:51,160 --> 00:05:53,800 instantly and suddenly have something quite different 126 00:05:53,920 --> 00:05:58,200 happening in that focus group, in that audience, in that 127 00:05:58,200 --> 00:06:01,960 feedback that you were using. Well, the time has come to do 128 00:06:01,960 --> 00:06:04,520 that with AI. It's called a gentic AI. 129 00:06:05,280 --> 00:06:08,000 So you can get customer feedback, do it in seconds. 130 00:06:08,000 --> 00:06:12,880 I'm going to give you a bit of A123451 to five on how to do 131 00:06:12,880 --> 00:06:18,040 this, and we're going to talk a little bit about what a genetic 132 00:06:18,040 --> 00:06:21,280 is within AI. It's in ChatGPT, and I think 133 00:06:21,280 --> 00:06:24,560 Gemini has an option for it, and so does Grok and a few others. 134 00:06:24,760 --> 00:06:27,120 You might need to pay the subscription to get this 135 00:06:27,120 --> 00:06:30,280 feature, but for $20.00 a month, gosh, how much more is it going 136 00:06:30,280 --> 00:06:33,680 to cost you in just time alone, talking to a feedback group when 137 00:06:33,680 --> 00:06:36,240 this can give you a huge amount of feedback. 138 00:06:36,360 --> 00:06:39,320 Anyway, I'm going to give you some examples of how we're using 139 00:06:39,320 --> 00:06:41,120 it. Basically agentic modes. 140 00:06:41,840 --> 00:06:43,920 I only realised today, I knew agentic mode. 141 00:06:44,200 --> 00:06:46,440 I only clocked when I was on chat TBT. 142 00:06:46,440 --> 00:06:49,760 I was like agentic. That is just agent but with a 143 00:06:49,760 --> 00:06:51,720 more technical name to make it agentic. 144 00:06:52,000 --> 00:06:53,840 So it's just an agent. So you put it in agent mode. 145 00:06:53,840 --> 00:06:56,360 So rather than normally as you normally do with AI, you give it 146 00:06:56,360 --> 00:06:58,520 a command and then it sends something back that's quite cool 147 00:06:58,520 --> 00:07:00,960 and it gives you an answer. This is where you actually say I 148 00:07:00,960 --> 00:07:03,160 want you to act on my behalf. I want you to make decisions, I 149 00:07:03,160 --> 00:07:07,440 want you to ask me questions. So the first thing you should do 150 00:07:07,480 --> 00:07:10,440 is, and again, if you don't have any customers yet, if you're 151 00:07:10,440 --> 00:07:13,200 starting out or you're, you've only getting like a sale or two 152 00:07:13,200 --> 00:07:15,320 a day and you're like, we don't have enough customers to try and 153 00:07:15,320 --> 00:07:16,960 sit any of them down. But we need this information. 154 00:07:16,960 --> 00:07:19,320 And you want to find out how they're using your website, 155 00:07:19,320 --> 00:07:22,720 where the pain points are, where some of the emotional, emotional 156 00:07:22,720 --> 00:07:25,560 friction happens, where they're like, oh, I don't like that or I 157 00:07:25,560 --> 00:07:27,920 don't understand that or that's too confusing. 158 00:07:28,240 --> 00:07:30,160 Those are the things that the data on your website, it's going 159 00:07:30,160 --> 00:07:32,480 to be not impossible, which can be quite hard to get some of 160 00:07:32,480 --> 00:07:35,360 that data out. If people just prefer it in 161 00:07:35,360 --> 00:07:38,120 yellow than they do in blue. The data's not going to tell you 162 00:07:38,120 --> 00:07:40,160 that data's just going to say conversion rates dropped or your 163 00:07:40,320 --> 00:07:41,720 there's something wrong with this page. 164 00:07:41,720 --> 00:07:45,120 Maybe not quite what the most, the most important thing I 165 00:07:45,120 --> 00:07:47,720 think, and the biggest thing that I see a lot of brands just 166 00:07:47,720 --> 00:07:50,560 totally missing out on is that they make assumptions. 167 00:07:51,280 --> 00:07:53,320 And I'm going to use a very friendly way of saying this. 168 00:07:53,320 --> 00:07:54,680 It's a very unfriendly way of saying this. 169 00:07:55,120 --> 00:07:57,040 Assumptions are the beginning of all screw ups. 170 00:07:57,360 --> 00:08:00,000 We call it screw ups. You can change the word screw to 171 00:08:00,000 --> 00:08:04,000 whatever you want, but they are that is the beginning of every 172 00:08:04,000 --> 00:08:05,640 issue is when somebody's made an assumption. 173 00:08:06,040 --> 00:08:08,520 We have a bit of a thing in our company values here of like 174 00:08:08,520 --> 00:08:10,760 question and challenge everything, literally 175 00:08:10,760 --> 00:08:12,200 everything. So when clients are like, yeah, 176 00:08:12,200 --> 00:08:13,520 we're growing really, really well at the moment. 177 00:08:13,600 --> 00:08:16,160 We have a look at the data and go, are you like you're growing 178 00:08:16,160 --> 00:08:17,600 a little bit? I wouldn't say growing well like 179 00:08:17,600 --> 00:08:19,960 you've, it's actually your worst year for growth in five years. 180 00:08:19,960 --> 00:08:22,120 Like, let's just be honest about the stats because the changes in 181 00:08:22,280 --> 00:08:24,120 the strategy of what we're going to do and the, and the job in 182 00:08:24,120 --> 00:08:27,080 hand, doesn't it? Some people say like, oh, our 183 00:08:27,080 --> 00:08:29,800 marketing's fallen off a Cliff. No, hasn't your marketing and 184 00:08:29,800 --> 00:08:31,400 sales and customer acquisitions flat? 185 00:08:31,400 --> 00:08:34,480 But see, this is, this is a really powerful way of 186 00:08:34,480 --> 00:08:37,280 overcoming that. So agent mode is an agent act on 187 00:08:37,280 --> 00:08:40,280 my behalf, please. So first thing you want to do is 188 00:08:40,280 --> 00:08:43,120 rather than giving it your audience and going our audience, 189 00:08:43,120 --> 00:08:46,360 you know, our average audience, she's called Susan and she lives 190 00:08:46,360 --> 00:08:50,640 in New York and she's single. She spends her weekends in 191 00:08:50,640 --> 00:08:53,200 cafes. Rather than doing that, just 192 00:08:53,200 --> 00:08:55,640 give it the website and say can you create me an audience? 193 00:08:55,920 --> 00:08:58,240 And, and, and this is the most important bit as well as and 194 00:08:58,240 --> 00:09:01,440 tell me what you need. Make me an audience or maybe 4 195 00:09:01,440 --> 00:09:03,040 audiences. I think we did four with one of 196 00:09:03,040 --> 00:09:05,280 our clients recently and at the end we were like, we could have 197 00:09:05,280 --> 00:09:06,960 literally done 10 and it wouldn't have taken much more 198 00:09:06,960 --> 00:09:10,000 time, but would have given us a bit more info and and ask it 199 00:09:10,000 --> 00:09:13,320 what you need. So you say to ChatGPT, make the 200 00:09:13,320 --> 00:09:15,640 audience what do you need? And ChatGPT will come back and 201 00:09:15,640 --> 00:09:18,400 say, all right, let me know what's your best selling product 202 00:09:18,400 --> 00:09:20,240 at the moment? What's most popular? 203 00:09:20,240 --> 00:09:22,080 How do you drive most of the traffic into sight? 204 00:09:22,280 --> 00:09:24,640 And if you say most of it's coming from TikTok, it will 205 00:09:24,640 --> 00:09:28,360 factor that that into the audience it creates ago. 206 00:09:28,360 --> 00:09:30,080 They're on TikTok. Therefore, we can make some 207 00:09:30,080 --> 00:09:32,200 assumptions and we know what device they're on. 208 00:09:32,200 --> 00:09:33,840 We know they're definitely on mobile because you can only use 209 00:09:33,840 --> 00:09:35,640 TikTok on mobile. They can take the cues on 210 00:09:35,640 --> 00:09:37,120 desktop. So do you say, I mean, there's 211 00:09:37,120 --> 00:09:38,920 loads of things like that. You can start, it can start to 212 00:09:38,920 --> 00:09:42,640 draw from that number 2, ask it to use your ask it to use your 213 00:09:42,640 --> 00:09:45,600 website using what it knows about customers already. 214 00:09:46,200 --> 00:09:48,600 And what it will do then is because AI is scraping the 215 00:09:48,600 --> 00:09:49,880 Internet all the time, it will go. 216 00:09:50,080 --> 00:09:51,800 I've seen a news article about you guys. 217 00:09:51,800 --> 00:09:55,400 I've seen some reviews on on reviews dot IO or Trustpilot or 218 00:09:55,400 --> 00:09:56,680 judge me. I've seen some reviews about 219 00:09:56,680 --> 00:09:58,600 this brand. I've seen some people on social 220 00:09:58,600 --> 00:10:01,040 mentioning this brand before as well, before you've brought it 221 00:10:01,040 --> 00:10:03,160 up. And so I think it's quite 222 00:10:03,160 --> 00:10:06,680 exciting actually saying like, you know, give me some feedback 223 00:10:06,680 --> 00:10:10,280 or help me create a, an AI audience group, an A genetic 224 00:10:10,280 --> 00:10:13,960 audience or some audiences for my business or some groups of 225 00:10:13,960 --> 00:10:16,680 audiences. I think a group of audiences is 226 00:10:16,680 --> 00:10:17,960 good. I think go somewhere between 227 00:10:17,960 --> 00:10:22,240 sort of like 3 and 10 different audience bases. 228 00:10:22,480 --> 00:10:25,280 But ask it like, what do you think my audience is based on 229 00:10:25,280 --> 00:10:27,760 the website already. And then you can tell it and say 230 00:10:27,760 --> 00:10:30,080 you can even get it to do some number crunching. 231 00:10:30,120 --> 00:10:32,480 You could say here's an export of all first names of my 232 00:10:32,480 --> 00:10:34,960 audience. What can you tell me about that? 233 00:10:35,040 --> 00:10:37,240 And they can say we think your audience is over the age of 50 234 00:10:37,240 --> 00:10:39,720 because of the names. Those names are not as popular 235 00:10:39,720 --> 00:10:41,680 now as they were 50 years ago where babies would be born. 236 00:10:41,680 --> 00:10:44,200 So we think your audience is around the age of 50. 237 00:10:44,360 --> 00:10:48,360 Or we might come back and say you're 70% female, 10% male, and 238 00:10:48,360 --> 00:10:51,520 20% unknown. So it could be names like Sam, 239 00:10:51,520 --> 00:10:53,880 which could be a boy or a girl, depending on what they go by. 240 00:10:55,280 --> 00:11:00,240 So #3 And first thing we'll do crawling the reviews and say 241 00:11:00,240 --> 00:11:02,320 crawl. Here's a link to all the reviews 242 00:11:02,320 --> 00:11:03,720 that we've got on our review plug in. 243 00:11:04,240 --> 00:11:06,000 Tell us what you know. Tell me what you know about my 244 00:11:06,000 --> 00:11:08,400 audience based on this or help me build a, you know, help me 245 00:11:08,400 --> 00:11:12,560 put an audience segmentation. Now we get into the fun bit. 246 00:11:13,000 --> 00:11:16,800 Now go and visit the website and try to buy a product or try to 247 00:11:16,800 --> 00:11:22,200 book an event, try to book a hotel room, try to make an 248 00:11:22,200 --> 00:11:27,160 enquiry as audience 3, whoever they are, and you can do it with 249 00:11:27,160 --> 00:11:29,400 each audience. We say visit the site as all 10 250 00:11:29,400 --> 00:11:32,760 audiences and now give me a report on each one and the thing 251 00:11:32,760 --> 00:11:35,000 you want to specifically ask it and it's where my team have been 252 00:11:35,000 --> 00:11:36,440 using it in quite an advance way. 253 00:11:36,680 --> 00:11:39,120 You specifically want to ask it things like what are some of the 254 00:11:39,120 --> 00:11:42,120 emotional sticking points? What information do people 255 00:11:42,120 --> 00:11:45,840 clearly need to make their decision if we just rather than 256 00:11:45,840 --> 00:11:47,840 talk about all the other things like booking an event and stuff, 257 00:11:47,840 --> 00:11:50,040 I'm just going to talk about e-commerce there making a buying 258 00:11:50,040 --> 00:11:51,360 decision. What information do they need 259 00:11:51,360 --> 00:11:53,800 about the product, the business that they're not getting at the 260 00:11:53,800 --> 00:11:55,360 moment? What information are they 261 00:11:55,360 --> 00:11:58,560 getting that is powerful, useful and, and sort of ticks the box? 262 00:11:59,160 --> 00:12:01,080 And again, that's, that's a really, really powerful way then 263 00:12:01,080 --> 00:12:04,360 of getting some incredible feedback back from AI and you 264 00:12:04,360 --> 00:12:06,480 get it instantly and it's not actually instant, but it might 265 00:12:06,480 --> 00:12:09,360 take it like 30 seconds a minute to actually get all of that 266 00:12:09,360 --> 00:12:11,560 information. And how powerful is that? 267 00:12:12,080 --> 00:12:14,880 We did it with we did it with one of our clients a few weeks 268 00:12:14,880 --> 00:12:17,520 ago and it came back saying things like there's a membership 269 00:12:17,520 --> 00:12:19,240 option. You can become a member of this 270 00:12:19,240 --> 00:12:21,880 business. And it came back saying didn't 271 00:12:21,880 --> 00:12:25,080 quite understand the fact that most people don't are not based 272 00:12:25,080 --> 00:12:27,280 near this site more than once a year. 273 00:12:27,560 --> 00:12:29,960 But you have to buy an annual membership to go, which is quite 274 00:12:29,960 --> 00:12:32,080 expensive. So the upfront cost against the 275 00:12:32,720 --> 00:12:36,080 visit frequency doesn't doesn't seem like a good option at all. 276 00:12:36,280 --> 00:12:38,360 So we think this audience group, they're not going to buy from 277 00:12:38,360 --> 00:12:40,120 you or they're going to be such a low percentage, we wouldn't 278 00:12:40,120 --> 00:12:42,320 recommend targeting it. The genuine thing that which AT 279 00:12:42,320 --> 00:12:45,000 GBT came back and told us, which is incredibly valuable. 280 00:12:45,560 --> 00:12:47,560 The biggest thing here as well is when we're having those 281 00:12:47,560 --> 00:12:50,400 conversations with clients or if you're having them internally as 282 00:12:50,400 --> 00:12:53,760 a business, it's a really important point to say, well, 283 00:12:53,920 --> 00:12:56,720 the AI was really, really clear using all the data it has 284 00:12:56,720 --> 00:12:58,760 available. But actually our offering is 285 00:12:58,760 --> 00:13:01,440 complicated. I'll give an example and I'll 286 00:13:01,480 --> 00:13:04,520 come on to the yeah, come on to the fifth point on this, which 287 00:13:04,520 --> 00:13:06,280 is like the output, the big output you're looking to really 288 00:13:06,280 --> 00:13:08,600 get from this. But a really good example of 289 00:13:08,600 --> 00:13:10,680 this is if you've got slightly complicated delivery 290 00:13:10,680 --> 00:13:12,680 information, if you're an American business and the 291 00:13:12,680 --> 00:13:16,040 delivery cost is slightly different state by state, the 292 00:13:16,040 --> 00:13:18,120 biggest thing that turns customers off and stops them 293 00:13:18,120 --> 00:13:20,640 buying on a website is confusion or unknowns. 294 00:13:20,880 --> 00:13:24,120 We had a client we were looking at, we came to see you guys over 295 00:13:24,120 --> 00:13:27,120 in, over in the West Country just just on Friday last week. 296 00:13:27,400 --> 00:13:29,160 And we was, we were saying like, and again, it's a bit of an 297 00:13:29,160 --> 00:13:30,680 assumption we're going to see what the data does. 298 00:13:30,680 --> 00:13:32,560 But it said shipping calculated at checkouts. 299 00:13:32,560 --> 00:13:34,720 So we had a bit of a conversation about that and 300 00:13:34,720 --> 00:13:36,280 said, let's just remove it for now. 301 00:13:36,280 --> 00:13:39,880 Let's take the ambiguity out and see if people then don't even 302 00:13:39,880 --> 00:13:41,000 question it. And then when they get to the 303 00:13:41,000 --> 00:13:43,880 checkout, it says delivery cost is this or you qualify free 304 00:13:43,880 --> 00:13:45,360 delivery. And we're going to come up, 305 00:13:45,360 --> 00:13:47,200 we're going to put on more bullet points about the free 306 00:13:47,200 --> 00:13:50,240 delivery and stuff later. But just that unknown is scary. 307 00:13:50,240 --> 00:13:53,120 So if your delivery information across all the states in America 308 00:13:53,120 --> 00:13:55,400 or you're shipping internationally and it's a bit, 309 00:13:55,480 --> 00:13:58,920 it's not a simple like international shipping is 3030 310 00:13:58,920 --> 00:14:02,640 dollars unless you spend $500 and then it's free. 311 00:14:02,840 --> 00:14:04,720 That's quite simple to understand and you can 312 00:14:04,720 --> 00:14:07,920 definitely put it in less words than than I just said and free 313 00:14:07,920 --> 00:14:12,120 over 500 or 30, £50 or $30 whatever for, for the delivery. 314 00:14:12,120 --> 00:14:14,800 So if that's an issue, create some of these audience groups 315 00:14:14,800 --> 00:14:17,360 and say to ChatGPT, visit, go onto the site as each audience 316 00:14:17,360 --> 00:14:22,240 group and tell me what the ambiguity is or how ambiguous or 317 00:14:22,240 --> 00:14:24,160 how confusing our delivery information is. 318 00:14:24,640 --> 00:14:27,800 And then my final point in this, my fifth point is what you need 319 00:14:27,840 --> 00:14:31,400 to use AI for is to connect the technical deployment with the 320 00:14:31,400 --> 00:14:34,520 emotional issues. So the emotional issue there is 321 00:14:34,560 --> 00:14:37,600 it's confusing or it's kind of OK or it makes sense, but it's 322 00:14:37,600 --> 00:14:40,800 quite wordy. And customers certainly audience 323 00:14:40,800 --> 00:14:43,280 Group 4, they're in a hurry. They want to buy stuff quickly. 324 00:14:43,280 --> 00:14:45,720 So if you want to target more of that group, it needs to be like 325 00:14:45,720 --> 00:14:48,840 just at a glance and in less than less than two seconds needs 326 00:14:49,120 --> 00:14:51,080 to be really, really clear and easy. 327 00:14:51,680 --> 00:14:52,760 And that's what you want to ask it for. 328 00:14:52,760 --> 00:14:55,280 Is that technical deployment? Like what should I change this 329 00:14:55,280 --> 00:14:57,600 to give me some alternatives of what the delivery information 330 00:14:57,600 --> 00:15:00,600 could say or that client of ours as well, the physical location. 331 00:15:00,600 --> 00:15:03,440 It's like what you know what, what, what should the membership 332 00:15:03,440 --> 00:15:04,760 look like? What can it say? 333 00:15:05,000 --> 00:15:07,600 We even ask it. Then go one step further. 334 00:15:08,000 --> 00:15:11,000 Please do a mock up of what it could look like on the site. 335 00:15:11,240 --> 00:15:12,880 And it uses your site to do that. 336 00:15:13,240 --> 00:15:15,600 Another brand we, we've just agreed to start working with. 337 00:15:15,920 --> 00:15:18,600 And again, I know James, you listen to listen to the show. 338 00:15:20,040 --> 00:15:22,200 I think I mentioned you last week actually as well. 339 00:15:22,200 --> 00:15:24,400 But it was fascinating when we spoke to you guys and you 340 00:15:24,400 --> 00:15:26,560 mentioned about the blog and we said, let the no one looks at 341 00:15:26,760 --> 00:15:28,720 you get loads of traffic on the blog, but no one buys anything. 342 00:15:28,880 --> 00:15:30,720 And the blog's a bit old. And you guys were like, maybe we 343 00:15:30,720 --> 00:15:31,800 we'll think about redesigning it. 344 00:15:31,800 --> 00:15:34,160 So just on the train home built a new design and sent it across 345 00:15:34,160 --> 00:15:36,280 to you guys, both desktop and mobile version. 346 00:15:36,280 --> 00:15:38,560 It was just really cool the way it just sort of structured stuff 347 00:15:38,560 --> 00:15:40,800 and it looks, it looks pretty, pretty nice and neat, which is 348 00:15:40,800 --> 00:15:42,480 amazing. And again, it was just giving 349 00:15:42,480 --> 00:15:44,760 you some very, very quick ideas and it's very visual so everyone 350 00:15:44,760 --> 00:15:47,200 can understand it. Gone are the days of doing these 351 00:15:47,200 --> 00:15:50,520 really long drawn out sort of like, you know, design meetings 352 00:15:50,520 --> 00:15:52,800 and marketing about who we are and what we want to stand for. 353 00:15:52,800 --> 00:15:55,600 It's like let our customers decide and AI can help that 354 00:15:55,600 --> 00:15:58,560 happen a bit quicker. That all sounds great. 355 00:15:58,560 --> 00:16:00,760 So hopefully you've not stopped listening and gone. 356 00:16:00,760 --> 00:16:03,240 I've got enough now because I've got 2 warnings for you on this. 357 00:16:03,920 --> 00:16:07,480 We have had some very bad results and bad responses from 358 00:16:07,480 --> 00:16:09,480 this as well. So I've got a couple of points 359 00:16:09,480 --> 00:16:11,480 here. Number 1 is like any good tool, 360 00:16:11,480 --> 00:16:14,880 it depends on how it's used. If you're, we didn't just get up 361 00:16:14,880 --> 00:16:16,720 one day and start using it for that. 362 00:16:16,720 --> 00:16:18,480 We've had a lot of failed attempts and we've gone back to 363 00:16:18,480 --> 00:16:21,000 clients saying we're using the genetic AI audience to, you 364 00:16:21,560 --> 00:16:23,520 know, to look at your site or three groups that it came up 365 00:16:23,520 --> 00:16:26,720 with groups of people and the customers come back and say that 366 00:16:26,720 --> 00:16:29,560 that's definitely not our customer and This is why and 367 00:16:29,560 --> 00:16:31,920 actually had some pretty good concrete, concrete data LED 368 00:16:31,920 --> 00:16:34,360 reasons as to why they weren't our customers. 369 00:16:34,560 --> 00:16:37,120 But that did lead a little bit to a conversation going, well, 370 00:16:37,120 --> 00:16:39,400 we, that's our brand positioning and what we're trying to target 371 00:16:39,400 --> 00:16:41,880 right now, you know, picture of the London skyline on our 372 00:16:41,880 --> 00:16:44,440 homepage. And actually 99% of our 373 00:16:44,440 --> 00:16:45,600 customers are not based in London. 374 00:16:45,800 --> 00:16:48,640 It's like, right, no more London Eye, no more Gherkin, get rid of 375 00:16:48,640 --> 00:16:49,840 all of that. No Millennium Dome. 376 00:16:49,840 --> 00:16:51,760 Like we, you know, we actually need to put a bridge in 377 00:16:51,760 --> 00:16:53,680 Newcastle or something. It's got a big customer base 378 00:16:53,680 --> 00:16:55,480 there. But again, like everything, it 379 00:16:55,480 --> 00:16:58,520 depends how you use this and say, by using it in the right 380 00:16:58,520 --> 00:16:59,400 way, you'll get the right result. 381 00:16:59,400 --> 00:17:02,000 If you don't use it in the right way, things like this will drain 382 00:17:02,000 --> 00:17:04,640 a lot of time. And worse still, because we're 383 00:17:04,640 --> 00:17:07,319 talking about a customer feedback, a gentic AI group, 384 00:17:07,960 --> 00:17:11,200 there is a chance that there is a chance that if we get this 385 00:17:11,200 --> 00:17:14,359 wrong, it's going to lead to a lot of investment and spend on 386 00:17:14,359 --> 00:17:16,480 things that won't yield a good result because it was the wrong 387 00:17:16,480 --> 00:17:18,200 information in the 1st place. You need to be very, very 388 00:17:18,200 --> 00:17:21,079 careful with stuff like this. But it is exciting the way that 389 00:17:21,319 --> 00:17:24,400 the tools are evolving and, and, and tech and AI are evolving. 390 00:17:24,800 --> 00:17:27,720 The second thing and the last thing for me today is it'll only 391 00:17:27,720 --> 00:17:31,320 do what you ask. So on the three or four examples 392 00:17:31,320 --> 00:17:33,800 I've given while I've been talking about this, all of them 393 00:17:33,800 --> 00:17:37,320 started with data. So the delivery information one, 394 00:17:37,320 --> 00:17:40,720 for example, we looked and saw loads of people are visiting 395 00:17:40,720 --> 00:17:44,800 site, viewing products, adding to cart, and then when they get 396 00:17:44,800 --> 00:17:47,960 into check out, we had all this set up on GA 4 when they when 397 00:17:47,960 --> 00:17:50,520 they reached the point that it actually estimated the delivery 398 00:17:50,680 --> 00:17:53,480 big drop off. So we didn't go into that going, 399 00:17:54,320 --> 00:17:56,760 you know, tell me, tell me off the bat, like what's wrong with 400 00:17:56,760 --> 00:17:59,640 this site? We went in saying people are 401 00:17:59,640 --> 00:18:01,840 dropping off at checkout and we think it's because of delivery, 402 00:18:01,840 --> 00:18:05,160 but go and use the site as this audience group or as our main 3 403 00:18:05,160 --> 00:18:08,040 audience groups. Go and use the site and come 404 00:18:08,040 --> 00:18:10,640 back and tell us how ambiguous or how confusing whatever the 405 00:18:10,640 --> 00:18:12,840 delivery information is. And it came back and made a good 406 00:18:12,840 --> 00:18:15,920 point that based on our average order value, the delivery cost 407 00:18:15,920 --> 00:18:18,720 was quite high compared to the average order value. 408 00:18:19,080 --> 00:18:21,880 Therefore, the best approach for us as business is to be A 409 00:18:21,880 --> 00:18:25,840 upfront about the delivery cost and B, actually be upfront about 410 00:18:25,840 --> 00:18:27,880 when you get free delivery because that wasn't also wasn't 411 00:18:27,880 --> 00:18:29,200 clear on the site. So you see how it's come back 412 00:18:29,200 --> 00:18:31,840 with some some interesting points by visiting the site and 413 00:18:31,840 --> 00:18:33,840 getting some good qualitative data on it. 414 00:18:33,840 --> 00:18:35,920 But again, we started with a piece of data. 415 00:18:35,920 --> 00:18:39,680 So we use real hard facts and evidence to say to the agentic 416 00:18:40,440 --> 00:18:42,600 AI audience like this is the issue. 417 00:18:42,600 --> 00:18:45,640 Send in the three audiences and feedback what you find for each 418 00:18:45,640 --> 00:18:47,480 audience. I hope it's been useful. 419 00:18:47,480 --> 00:18:49,240 Super exciting and I hope I haven't sent too many of you 420 00:18:49,240 --> 00:18:51,720 down the rabbit hole. I've wasted so much of my life 421 00:18:51,720 --> 00:18:53,240 on AI. That annual leave system sounds 422 00:18:53,240 --> 00:18:55,840 great. I'm 108 messages in because you 423 00:18:55,840 --> 00:18:59,440 pay per message you send the AI 108 messages and I've made my 424 00:18:59,440 --> 00:19:01,800 first app so super exciting. I've made quite a few now 425 00:19:01,800 --> 00:19:03,600 anyway, but and I'm getting better at it. 426 00:19:03,600 --> 00:19:06,000 But that's my point is like don't expect perfect result 427 00:19:06,000 --> 00:19:07,400 overnight. And also the AI is still 428 00:19:07,400 --> 00:19:08,920 learning. So the more information you give 429 00:19:08,920 --> 00:19:10,280 it, the more it will learn. But there's also some 430 00:19:10,280 --> 00:19:12,040 information you probably don't want to share with it or 431 00:19:12,040 --> 00:19:15,080 shouldn't share with it from a GDPR or data protection 432 00:19:15,200 --> 00:19:16,640 perspective. Hope you enjoyed today. 433 00:19:16,800 --> 00:19:19,240 We'll be back again on Friday with some seriously exciting 434 00:19:19,240 --> 00:19:21,280 episodes. Just after recording this, I'm 435 00:19:21,280 --> 00:19:23,960 heading to a studio in London to record most incredible episode 436 00:19:23,960 --> 00:19:25,760 with the DMA. I'm so excited to get the 437 00:19:25,760 --> 00:19:26,840 episode out. We're talking about cookie 438 00:19:26,840 --> 00:19:29,600 banners, laws and all sorts of other stuff that I'm not I'm not 439 00:19:29,600 --> 00:19:31,000 qualified to comment on, but Chris is. 440 00:19:31,000 --> 00:19:33,960 I'm looking forward to seeing Chris later today and and 441 00:19:33,960 --> 00:19:35,760 recording that which be out in the next few weeks. 442 00:19:35,760 --> 00:19:37,280 I don't know when the schedule is, but be out soon. 443 00:19:37,680 --> 00:19:39,480 Yeah, thanks for shooting him. Hit subscribe button if you 444 00:19:39,480 --> 00:19:41,120 haven't ready, go join newsletter on the website. 445 00:19:41,320 --> 00:19:43,120 And if you got any ideas want to get involved in the show, you 446 00:19:43,120 --> 00:19:44,960 got a story to tell, then please reach out to us. 447 00:19:44,960 --> 00:19:46,800 Hello at winning with shopify.com. 448 00:19:46,800 --> 00:19:47,680 I've been Nick, you've been great. 449 00:19:47,680 --> 00:19:49,400 Thanks so much for tuning in. See you next time.