Why hello there, It's Tuesday because you're listening to this
and also because after every Monday and before every
Wednesday comes Tuesday. Best day of the week apart from
some of the other days. Thanks so much for tuning in.
If you haven't tuned in before, my name is Nick and I've been
hosting the show for a little while now, which is totally
irrelevant, but it's a lovely fun fact I like to read out and
it's my podcast, so I get to say things like that.
Anyway, we're going to talk about two very, very exciting
things today. 1 is about a Canva integration with a couple of
apps from Saguna, our partners that you need.
It's incredible. I've actually got quite a long
list of things. There's 8 things they've updated
on across the board on the on on two different apps, which is
very exciting. And there'll be a link in the
description to go and check out more about out or to the link,
an actual link to the apps themselves.
And then we're going to talk about a gentic AI and focus
groups and customer feedback surveys and a whole range of
other things, which will make things fast, free, and
incredible thanks to the beautiful work at Open AI.
And some other AI tools can all do the same.
Anyway, without further ado, let's jump in and see what's
going on. So Saguno, I am reading off
notes today, which is quite rare for me because I don't want to
get any of this wrong because it's not my world, but I'm very
excited by it. Well, it is my world.
What's a good analogy? It's my world, but not my
country. It's one where you could do it.
I work in marketing, not this kind of marketing but there are
two apps that Saguno have. There is the e-mail marketing
one which will come to in a SEC and there is also Shopify
connect for Canva which is super exciting.
You can now connect in Canva for designing stuff at next to
nothing and Canva have amazing AI as well.
In Canva, you can now connect your Shopify product images.
Wow, mind blown. So if you want to put of your
products on a beach or in somebody'd house or on
somebody'd person, you can use AI in Canva to do that and you
can grab the product images from Shopify.
No more downloading, uploading, downloading, uploading,
downloading up there, you know and you get the idea.
You can edit images within Canva for product variants.
So good. So you know when you have 5
colours of this item, but you only got pictures of it in
Lifestyle Shotti for one of those colours for the blue one,
not the red, yellow or green, the red, yellow and green.
You can sort that out in Canva. Super, super exciting.
You can also see the product details on featured images
within Canva as well. And you can also collection link
now available. So you can link collections.
So exciting. If you're not using Canva, you
absolutely should be. Gone are the days of talking to
designers for hours and hours and hours about going back and
forth and what to do. I built my own annual leave
system at Spec and we tried to come up with a fun name.
It's called holiday and I built Holiday using AI and I got an
AI, it's called Vibe coding. I've got an AI tool that I talk
to and it's built that so now I don't have to pay 10s of pounds
a month, hundreds of pounds a year, thousands of pounds every
decade on an annual leave system that doesn't quite work how I
want it to. Few things I have to do
manually. I just built my own, integrates
with calendars, does all sorts. It's fantastic.
But it's same with this Canva link up.
If you're not using Canva already for your business, for
Shopify store, you absolutely should be.
Again, I spent so much of my life trying to learn things like
Photoshop. I'm not a creative.
Using something like Canva makes it so easy, so simple, and
especially if you're connecting it to Shopify using their apps.
Their app's called Shopify Connect for Canva and it's made
by not Shopify, made by Saguna. So go and check out that app,
Saguna e-mail Marketing. We talk a lot on the show about
e-mail marketing and Saguna are our favorite partner, which is
why we've let them sponsor and thank you guys for sponsoring as
well. We love working with you.
We also did a webinar with them last week that'll be live soon.
I think it might be going live this weekend and depending on
when you're watching this, but anyway, it should be live soon
and there'll be a link. We're not going to post it on
the podcast itself. But if you want to check out
that webinar with Tax Cloud and Saguno talking about the biggest
threats to your business for this year, go and check out our
YouTube channel and things. It should be live soon.
If you're on our e-mail list, you'll get an e-mail when that
goes live. But the second one is Saguna
e-mail Marketing. You can now create a Canva
design from within the e-mail editor.
So exciting. The biggest part of all of this
is trying to take something from an idea to execution as fast as
possible so you can create a Canva design from within the
e-mail editor. If you're using Saguno, you can
edit any image from your Shopify store with Canva and then export
it into your e-mail. So if you make a cool image and
go, that's nice. You can put it straight into the
Saguno e-mail app and use it in your emails.
You can edit and update all images saved as Canva designs
from inside Saguno or from your Canva library.
So exciting. So any image you've got on
there, you can start editing in one place and it'll be on both.
And you can automatically save images created in Saguno to a
shared folder. So if you make an image in
Saguno using Canva, that will automatically be saved in a
shared folder within Shopify. So you can use it within the
design of the site or your collection or a blog post,
etcetera, etcetera, etcetera. And they finished by saying
this. I love this.
Speed up your workflow, find both apps in the Shopify App
Store and more ways to use Shopify and Canva together.
So make sure you guys go and check that out.
Super, super exciting. Anyway, how expensive and
frustrating and time consuming is it to get a lot of customers
together and then get those customers to give you some
feedback and then look at the usability statistics of your
website. And then the analytics will tell
you what people did and not why. The user group will tell you
what they think in the moment and a million factors could have
influenced what they say in the moment.
So what if, what if you could do all of that for free and you
could do it near enough instantaneously, just as fast as
you could type a message and then imagine that you could just
change one parameter like that. I don't know if you heard that I
clicked my fingers, but you can just change a parameter
instantly and suddenly have something quite different
happening in that focus group, in that audience, in that
feedback that you were using. Well, the time has come to do
that with AI. It's called a gentic AI.
So you can get customer feedback, do it in seconds.
I'm going to give you a bit of A123451 to five on how to do
this, and we're going to talk a little bit about what a genetic
is within AI. It's in ChatGPT, and I think
Gemini has an option for it, and so does Grok and a few others.
You might need to pay the subscription to get this
feature, but for $20.00 a month, gosh, how much more is it going
to cost you in just time alone, talking to a feedback group when
this can give you a huge amount of feedback.
Anyway, I'm going to give you some examples of how we're using
it. Basically agentic modes.
I only realised today, I knew agentic mode.
I only clocked when I was on chat TBT.
I was like agentic. That is just agent but with a
more technical name to make it agentic.
So it's just an agent. So you put it in agent mode.
So rather than normally as you normally do with AI, you give it
a command and then it sends something back that's quite cool
and it gives you an answer. This is where you actually say I
want you to act on my behalf. I want you to make decisions, I
want you to ask me questions. So the first thing you should do
is, and again, if you don't have any customers yet, if you're
starting out or you're, you've only getting like a sale or two
a day and you're like, we don't have enough customers to try and
sit any of them down. But we need this information.
And you want to find out how they're using your website,
where the pain points are, where some of the emotional, emotional
friction happens, where they're like, oh, I don't like that or I
don't understand that or that's too confusing.
Those are the things that the data on your website, it's going
to be not impossible, which can be quite hard to get some of
that data out. If people just prefer it in
yellow than they do in blue. The data's not going to tell you
that data's just going to say conversion rates dropped or your
there's something wrong with this page.
Maybe not quite what the most, the most important thing I
think, and the biggest thing that I see a lot of brands just
totally missing out on is that they make assumptions.
And I'm going to use a very friendly way of saying this.
It's a very unfriendly way of saying this.
Assumptions are the beginning of all screw ups.
We call it screw ups. You can change the word screw to
whatever you want, but they are that is the beginning of every
issue is when somebody's made an assumption.
We have a bit of a thing in our company values here of like
question and challenge everything, literally
everything. So when clients are like, yeah,
we're growing really, really well at the moment.
We have a look at the data and go, are you like you're growing
a little bit? I wouldn't say growing well like
you've, it's actually your worst year for growth in five years.
Like, let's just be honest about the stats because the changes in
the strategy of what we're going to do and the, and the job in
hand, doesn't it? Some people say like, oh, our
marketing's fallen off a Cliff. No, hasn't your marketing and
sales and customer acquisitions flat?
But see, this is, this is a really powerful way of
overcoming that. So agent mode is an agent act on
my behalf, please. So first thing you want to do is
rather than giving it your audience and going our audience,
you know, our average audience, she's called Susan and she lives
in New York and she's single. She spends her weekends in
cafes. Rather than doing that, just
give it the website and say can you create me an audience?
And, and, and this is the most important bit as well as and
tell me what you need. Make me an audience or maybe 4
audiences. I think we did four with one of
our clients recently and at the end we were like, we could have
literally done 10 and it wouldn't have taken much more
time, but would have given us a bit more info and and ask it
what you need. So you say to ChatGPT, make the
audience what do you need? And ChatGPT will come back and
say, all right, let me know what's your best selling product
at the moment? What's most popular?
How do you drive most of the traffic into sight?
And if you say most of it's coming from TikTok, it will
factor that that into the audience it creates ago.
They're on TikTok. Therefore, we can make some
assumptions and we know what device they're on.
We know they're definitely on mobile because you can only use
TikTok on mobile. They can take the cues on
desktop. So do you say, I mean, there's
loads of things like that. You can start, it can start to
draw from that number 2, ask it to use your ask it to use your
website using what it knows about customers already.
And what it will do then is because AI is scraping the
Internet all the time, it will go.
I've seen a news article about you guys.
I've seen some reviews on on reviews dot IO or Trustpilot or
judge me. I've seen some reviews about
this brand. I've seen some people on social
mentioning this brand before as well, before you've brought it
up. And so I think it's quite
exciting actually saying like, you know, give me some feedback
or help me create a, an AI audience group, an A genetic
audience or some audiences for my business or some groups of
audiences. I think a group of audiences is
good. I think go somewhere between
sort of like 3 and 10 different audience bases.
But ask it like, what do you think my audience is based on
the website already. And then you can tell it and say
you can even get it to do some number crunching.
You could say here's an export of all first names of my
audience. What can you tell me about that?
And they can say we think your audience is over the age of 50
because of the names. Those names are not as popular
now as they were 50 years ago where babies would be born.
So we think your audience is around the age of 50.
Or we might come back and say you're 70% female, 10% male, and
20% unknown. So it could be names like Sam,
which could be a boy or a girl, depending on what they go by.
So #3 And first thing we'll do crawling the reviews and say
crawl. Here's a link to all the reviews
that we've got on our review plug in.
Tell us what you know. Tell me what you know about my
audience based on this or help me build a, you know, help me
put an audience segmentation. Now we get into the fun bit.
Now go and visit the website and try to buy a product or try to
book an event, try to book a hotel room, try to make an
enquiry as audience 3, whoever they are, and you can do it with
each audience. We say visit the site as all 10
audiences and now give me a report on each one and the thing
you want to specifically ask it and it's where my team have been
using it in quite an advance way.
You specifically want to ask it things like what are some of the
emotional sticking points? What information do people
clearly need to make their decision if we just rather than
talk about all the other things like booking an event and stuff,
I'm just going to talk about e-commerce there making a buying
decision. What information do they need
about the product, the business that they're not getting at the
moment? What information are they
getting that is powerful, useful and, and sort of ticks the box?
And again, that's, that's a really, really powerful way then
of getting some incredible feedback back from AI and you
get it instantly and it's not actually instant, but it might
take it like 30 seconds a minute to actually get all of that
information. And how powerful is that?
We did it with we did it with one of our clients a few weeks
ago and it came back saying things like there's a membership
option. You can become a member of this
business. And it came back saying didn't
quite understand the fact that most people don't are not based
near this site more than once a year.
But you have to buy an annual membership to go, which is quite
expensive. So the upfront cost against the
visit frequency doesn't doesn't seem like a good option at all.
So we think this audience group, they're not going to buy from
you or they're going to be such a low percentage, we wouldn't
recommend targeting it. The genuine thing that which AT
GBT came back and told us, which is incredibly valuable.
The biggest thing here as well is when we're having those
conversations with clients or if you're having them internally as
a business, it's a really important point to say, well,
the AI was really, really clear using all the data it has
available. But actually our offering is
complicated. I'll give an example and I'll
come on to the yeah, come on to the fifth point on this, which
is like the output, the big output you're looking to really
get from this. But a really good example of
this is if you've got slightly complicated delivery
information, if you're an American business and the
delivery cost is slightly different state by state, the
biggest thing that turns customers off and stops them
buying on a website is confusion or unknowns.
We had a client we were looking at, we came to see you guys over
in, over in the West Country just just on Friday last week.
And we was, we were saying like, and again, it's a bit of an
assumption we're going to see what the data does.
But it said shipping calculated at checkouts.
So we had a bit of a conversation about that and
said, let's just remove it for now.
Let's take the ambiguity out and see if people then don't even
question it. And then when they get to the
checkout, it says delivery cost is this or you qualify free
delivery. And we're going to come up,
we're going to put on more bullet points about the free
delivery and stuff later. But just that unknown is scary.
So if your delivery information across all the states in America
or you're shipping internationally and it's a bit,
it's not a simple like international shipping is 3030
dollars unless you spend $500 and then it's free.
That's quite simple to understand and you can
definitely put it in less words than than I just said and free
over 500 or 30, £50 or $30 whatever for, for the delivery.
So if that's an issue, create some of these audience groups
and say to ChatGPT, visit, go onto the site as each audience
group and tell me what the ambiguity is or how ambiguous or
how confusing our delivery information is.
And then my final point in this, my fifth point is what you need
to use AI for is to connect the technical deployment with the
emotional issues. So the emotional issue there is
it's confusing or it's kind of OK or it makes sense, but it's
quite wordy. And customers certainly audience
Group 4, they're in a hurry. They want to buy stuff quickly.
So if you want to target more of that group, it needs to be like
just at a glance and in less than less than two seconds needs
to be really, really clear and easy.
And that's what you want to ask it for.
Is that technical deployment? Like what should I change this
to give me some alternatives of what the delivery information
could say or that client of ours as well, the physical location.
It's like what you know what, what, what should the membership
look like? What can it say?
We even ask it. Then go one step further.
Please do a mock up of what it could look like on the site.
And it uses your site to do that.
Another brand we, we've just agreed to start working with.
And again, I know James, you listen to listen to the show.
I think I mentioned you last week actually as well.
But it was fascinating when we spoke to you guys and you
mentioned about the blog and we said, let the no one looks at
you get loads of traffic on the blog, but no one buys anything.
And the blog's a bit old. And you guys were like, maybe we
we'll think about redesigning it.
So just on the train home built a new design and sent it across
to you guys, both desktop and mobile version.
It was just really cool the way it just sort of structured stuff
and it looks, it looks pretty, pretty nice and neat, which is
amazing. And again, it was just giving
you some very, very quick ideas and it's very visual so everyone
can understand it. Gone are the days of doing these
really long drawn out sort of like, you know, design meetings
and marketing about who we are and what we want to stand for.
It's like let our customers decide and AI can help that
happen a bit quicker. That all sounds great.
So hopefully you've not stopped listening and gone.
I've got enough now because I've got 2 warnings for you on this.
We have had some very bad results and bad responses from
this as well. So I've got a couple of points
here. Number 1 is like any good tool,
it depends on how it's used. If you're, we didn't just get up
one day and start using it for that.
We've had a lot of failed attempts and we've gone back to
clients saying we're using the genetic AI audience to, you
know, to look at your site or three groups that it came up
with groups of people and the customers come back and say that
that's definitely not our customer and This is why and
actually had some pretty good concrete, concrete data LED
reasons as to why they weren't our customers.
But that did lead a little bit to a conversation going, well,
we, that's our brand positioning and what we're trying to target
right now, you know, picture of the London skyline on our
homepage. And actually 99% of our
customers are not based in London.
It's like, right, no more London Eye, no more Gherkin, get rid of
all of that. No Millennium Dome.
Like we, you know, we actually need to put a bridge in
Newcastle or something. It's got a big customer base
there. But again, like everything, it
depends how you use this and say, by using it in the right
way, you'll get the right result.
If you don't use it in the right way, things like this will drain
a lot of time. And worse still, because we're
talking about a customer feedback, a gentic AI group,
there is a chance that there is a chance that if we get this
wrong, it's going to lead to a lot of investment and spend on
things that won't yield a good result because it was the wrong
information in the 1st place. You need to be very, very
careful with stuff like this. But it is exciting the way that
the tools are evolving and, and, and tech and AI are evolving.
The second thing and the last thing for me today is it'll only
do what you ask. So on the three or four examples
I've given while I've been talking about this, all of them
started with data. So the delivery information one,
for example, we looked and saw loads of people are visiting
site, viewing products, adding to cart, and then when they get
into check out, we had all this set up on GA 4 when they when
they reached the point that it actually estimated the delivery
big drop off. So we didn't go into that going,
you know, tell me, tell me off the bat, like what's wrong with
this site? We went in saying people are
dropping off at checkout and we think it's because of delivery,
but go and use the site as this audience group or as our main 3
audience groups. Go and use the site and come
back and tell us how ambiguous or how confusing whatever the
delivery information is. And it came back and made a good
point that based on our average order value, the delivery cost
was quite high compared to the average order value.
Therefore, the best approach for us as business is to be A
upfront about the delivery cost and B, actually be upfront about
when you get free delivery because that wasn't also wasn't
clear on the site. So you see how it's come back
with some some interesting points by visiting the site and
getting some good qualitative data on it.
But again, we started with a piece of data.
So we use real hard facts and evidence to say to the agentic
AI audience like this is the issue.
Send in the three audiences and feedback what you find for each
audience. I hope it's been useful.
Super exciting and I hope I haven't sent too many of you
down the rabbit hole. I've wasted so much of my life
on AI. That annual leave system sounds
great. I'm 108 messages in because you
pay per message you send the AI 108 messages and I've made my
first app so super exciting. I've made quite a few now
anyway, but and I'm getting better at it.
But that's my point is like don't expect perfect result
overnight. And also the AI is still
learning. So the more information you give
it, the more it will learn. But there's also some
information you probably don't want to share with it or
shouldn't share with it from a GDPR or data protection
perspective. Hope you enjoyed today.
We'll be back again on Friday with some seriously exciting
episodes. Just after recording this, I'm
heading to a studio in London to record most incredible episode
with the DMA. I'm so excited to get the
episode out. We're talking about cookie
banners, laws and all sorts of other stuff that I'm not I'm not
qualified to comment on, but Chris is.
I'm looking forward to seeing Chris later today and and
recording that which be out in the next few weeks.
I don't know when the schedule is, but be out soon.
Yeah, thanks for shooting him. Hit subscribe button if you
haven't ready, go join newsletter on the website.
And if you got any ideas want to get involved in the show, you
got a story to tell, then please reach out to us.
Hello at winning with shopify.com.
I've been Nick, you've been great.
Thanks so much for tuning in. See you next time.