Hello and welcome to another episode, the winning shop fight
podcast. If you haven't tuned in before,
my name's Nick and I'm a bit rusty because we pre recorded so
much. Then we missed two weeks of
Tuesday tea break talks. So I am so sorry I've had more
emails because we missed a few weeks and people were like,
where'd you get your news from Nick?
It's like I'm not giving you my sources or I've got no content,
but we're back. We're back, we're back.
We're going to be talking about just this week's news on
Shopify. What else we've got.
I'm going to tell you what T I'm drinking very exciting.
It's not the whole tea break Talks is not just the cool bit
of alliteration, although it's cool iteration.
There's a lot more to it than that.
So I'm trying to Scroll down my phone.
I've got my iPad today because I'm a numpty and I wish I bought
it. It'll be a lot easier.
We'll talk about, yeah, some shop fire news about some
partner news, a few things going on there, some learnings from my
agency. And then quote of the week, we
got some cool stats about Shopify.
You benchmark your store against some of these stats.
But anyway, a quick break from the chaos of the week.
We did a yoga breath last time I did this and no, I didn't didn't
get cancelled for doing yoga breaths and BA take a deep
breath if you want. While I'm introducing today's
tea. It is in fact, Daisy is doing my
notes. Thank you so much, Daisy.
Daisy's doing my notes for me now and she's put on here.
We're having lemongrass and ginger, which is what I've got
in this cup. In fact, it's got one of our
clients, Haven Knox Johnston, one of our clients on it.
They're a boat insurance company in the UK and Europe.
OK, shameless plug, we love our clients.
This apparently lemongrass and ginger aids.
It's aiding digestion, reducing inflammatory, gosh, please don't
get to that and also promoting relaxation, which is all very
exciting. So what's been going on then
let's talk about Shopify news first.
There's loads. We've just kept it to this
week's updates. There have been a few bits that
haven't covered. So I'm very, very sorry.
If you really, really do want them, send us an e-mail.
We do have them written down in our notes here for the weeks I
didn't do because the team's still got the notes together.
So apologies team. I've been a bit busy and you can
always tell the bags and my eyes haven't slept much.
So October 16th, So there's been a few updates here on the Shop
channel. You can now have shoppable
videos and posts migration, which is quite cool.
Shoppable videos and posts have been removed from Shop product
pages and Shop stores as part of platform migration.
That videos remain discoverable in the shop's home feed.
I've always wondered why Shopify and I know some of you guys
actually listen to this. If you take this idea, you heard
it here 1st and I want some. I don't want any money, I want
creditation for this. It's the next idea.
Shop should literally be Google slash Amazon, but only for
Shopify stores and you should launch the ability to search for
stuff in the Shop app. If you're listening to this, you
never used the Shop app, It's Shopify's own payment gateway.
But once you've bought from a retailer, you can see that
retailer in the the Shop app. So there's loads of stuff that
we're calling it Shop Channel here, but the Shop app which you
can go and use, which is amazing.
Anyway, another update. So we've increased the product
variant limit, which is good. Some of our clients have so many
variants. You can now create 2048.
Why 48, I've no idea, but 2048 variants of a single product.
It used to be quick trivia moment.
If you're listening to this with somebody else turns on and say,
I think it used to be this much. It used to be 100.
So you'd have 100 variants of a single product.
There's a few of our clients I know are going to absolutely go
to town on this. Now by having multiple variants
of the product, you can also make things like the title tag,
H1 and stuff change. So Google sees 2048 variants of
a single product, it has 2048 individual products, the size,
colour and stuff. There's always these debates in
the SEO world. We have a client about when do
we use a filtered version of a page, when do we have variants,
when do we have individual products?
And if you're on a collection, do we show the eight different
colours individually as different products of that item,
or do we put them under one with multiple colours underneath?
Try both and see what the conversion rate does is often
the the output and that's what you need an AB testing piece of
software for an improvement on some of the products.
So the refund screen for returns and exchanges has improved new
dedicated refund system in point of sale, which will let's start
off. This is cool because you can do
some Shopify. This is a new dedicated refund
screen for the point of sales when you're in a physical
location in the in the transaction.
If you give a refund, you don't just have to give money back.
Now you could say put the refund to the original payment device
which has always been available or you can do it to a gift card
store credit or split the refund.
So you could say do you want, if you got $100 to give back, do
you want $50.00 in a gift card, $50 back to your account, which
means you don't then lose the entire sale during the return,
which is which is good. You want to lose that sale.
Quick sip of lemongrass tea. It is delicious.
I boiled the kettle to 70°. We got one of these fancy
kettles. You can choose 7080 ninety 100°
and they've got a little label that came with the kettle.
Tells you how hot to boil it, but 70° is perfect for herbal
tea if you want an English breakfast tea, which I do drink
on the show quite a lot. Got to go up to 100 for that bad
boy. Wait for it to cool down a bit
and then add your milk. I'm not that obsessed.
That's just what I read on ChatGPT, right?
Partner news. So there is there is space for
another partner at the moment. So if you're looking at the show
and going, we could definitely tell more people about our
amazing app or agency or software or consultancy or
whatever you might provide. Feel free to reach out to us.
The other bit of partner news we've got at the moment from our
sponsor Saguna is we did a webinar a while ago.
I honestly, this is how long my weekends been.
I can't remember. It was last week, the week
before. If I'm just going to check my
diary while we're recording because dates are important
people. It was not last week.
It was no. Is it 3 weeks ago?
No, it's definitely not three weeks ago.
That's crazy talk. It was on the 8th.
So it was 2 weeks ago on the 8th of October.
It's on our YouTube channel. We also released it as a podcast
episode if you want to go and check that out.
We had a webinar where robbed my colleague who's literally just
the other side of that door right now on the phone to a
client in our one of our meeting rooms, which I have to tiptoe
through to get into the podcast room because I'm actually in a
cupboard, converted a cupboard. But we're, we're building a new
podcast room in the near future. So stay tuned for that.
If that's news to you, Byron, It's in my notes for our next
catch up. So we'll talk about it then.
And but Rob and the team at Saguno were both on the webinar
I was hosting and they were talking a lot about how to get
ready for Black Friday. Rob from a website, SEOPPCCRO
perspective and Saguno from an e-mail and discounting
perspective. If you haven't caught any of
these episodes or any of the stuff we've been talking about
from Saguno recently, Saguno did an enormous report from a huge
volume of brands about discounts and one of the big things that's
come out of it, you can hear more in the webinar.
You can also hear from, I think it was Kara Akira we had on the
show from Saguna as well, talking about unique discount
codes are phenomenally good and actually using generic discount
codes outweigh not using discount codes in some
situations. So there's a lot to look at in
that and there's a lot of money you can make getting discounting
right? So there's a webinar.
So definitely go and check that out.
It's one of the biggest things we've been doing over the last
few weeks. Again, I've been really
preoccupied. It's been very, very busy in the
agency and in my personal life, which has been very, very good
and I'm not complaining at all, but it's why I haven't been on
the ball with Tuesday talks at all, right?
Agency learnings then. So this time in the agency,
we've got 3 from BBC, One from SEO Daisy who's got the notes
together this week for me. And I think Daisy can do it
every week, she's brilliant. She also recommended What tea to
drink today. So I love that Daisy's put three
from PBC because she's in the PBC team and one from SEO.
So one of them was there. We're reviewing product titles.
I talk about product titles and Google Shopping quite a lot on
the show already for a coffee company.
We've added the roast type into the feed title and the click
through rate has gone up 85%, so 85% more clicks.
So if it was 2%, it's contest my mass now.
It's now 370%. I think that's right.
That's not bad for Monday. I record this on Monday and they
called Tuesday tea break talks because the guys need time to
edit. We've been using Target
impression share for lots and lots of brand campaigns.
So when people type in your brand name and trigger you and
we can lower your click cost quite significantly doing that.
We're now starting to move away from that.
Although it's great, it did lower the volume of impressions
and clicks quite significantly to get that low click cost.
So we're now using a combination of that and a few other ones to
get a higher ROI on those brand campaigns.
But most importantly, you want to get your brand clicks as
cheaply as possible while still converting people.
One of the biggest things brands get wrong on PPC is when the ads
come up, they just send into homepage and just go, we're this
say original Penguin. I'm wearing the shirt right now.
Love these shirts, so soft, don't need to plug how soft it
was, you can't see that. But if you are in the market for
a new shirt, I don't know if they sell them in the US but in
the UK, Original Penguin, such a good designer shirt.
It makes even me look slightly trim, which I know is a lie.
But anyway we're trying to have fun on Tuesday tea break talks
and as you can tell I've had too much coffee today.
I'm quite hyper. But so with PPC we find so often
when the ad comes up, so original Penguins ad, the ad
comes up and you've actually searched original Penguin blue
size medium shirt and what doesn't come up is one of their
shirts in size medium and dark blue and you click on it and it
lands on that page. You just get the generic brand
ads which lands you on the home page and then you've got to go
through that whole journey again.
So you'd lose people with that friction.
An original Penguin, you can buy it from lots and lots of
different shops. They are as much a retailer as
they are a wholesaler. So actually getting that sale
direct is worth paying a bit more.
You wouldn't even pay more, but just doing a bit more work in
the back end to to make sure those ads are more specific.
People look up specific products.
Third one on PPC then. So broad match keywords are
performing better than phrase and exact.
How crazy is that? So this is specifically on an an
not on an e-commerce clients. It's not a Shopify store
unfortunately, but we are testing it on a Shopify store at
the moment as well. And we're going to see what this
does. And it's quite a high budget
one, which is good. So we've been given quite a big
bucket of cash to spend on this to get some good data from our
clients because they're, they're absolutely intrigued as to how
well it works. But broad match keywords, the
CPA is down 25% year on year. So it's cost per acquisition or
in layman's terms, every lead they generate is costing them
25% less. And because of that, of course,
conversions are up 25% on the same budget.
So that's fantastic SEO. Let's talk about AI.
Let's talk about Bing. You can optimize Bing for
ChatGPT, sorry, it says it's probably, probably my fault.
There's a slight typo in that and it reads quite funny, but I
won't read it out because it's not very polite.
But chat to GBT optimizing Bing for ChatGPT in Bing Webmaster
Tools, you can do a site scan and implement index now, which
allows immediate indexing of content for Bing ChatGPT.
And it says in capitals here loves this.
And it's got 1233 exclamation marks in the end as well.
Sorry. I take my glasses off because
they reflect on the lights when I'm recording, so I can't
actually read things very well. But there we go.
I thought maybe we should just get yeah, if you want Daisy just
to run one of these, let me know.
She'd love to. She'd love to do one of them,
but podcasting's not her bag. But you've got Daisy to run 1
instead of me. To me, they'll let me know.
I did put some of these bits in there before that quote of the
week. We're going to call it Quivia.
Quivia trivia. Trivia, A question about some
trivia, which equals Quivia. So it's three on here.
So what is the average? There's three averages here.
We're going to go threes and turn.
I'm going to have three sips of tea between them.
The average customer retention rate on Shopify, and it's got a
little range here, so of 10, it's a 10% range.
What is the average customer retention rate on Shopify?
Quickly say someone near you or think out loud or shout the
number in the middle of the gym if you're on a treadmill.
The average customer retention rate on Shopify is between 70
and 80%. Seven, 080, between 70 and 80%.
That's insane. That's insane retention, right?
The conversion rate, we get asked quite a lot by brands and
businesses what's a good conversion rate?
And we always say the one that makes you money where some
clients with a naughty point, naughty, naughty, naughty 1%
conversion rate. Yes, it's that bad, but it makes
them so much money when they get conversion.
They only need 2 a year. And the business has grown like
we've got a client who only has one client and if we get them a
second client, which we've been working on and we're very close
to doing that now, then they've doubled the size of the entire
organization. So what is the average Shopify
conversion rate? Just as a percentage metric.
Any ideas? Numbers of AT so good and 70°
means it's drinkable. The average conversion rate on
Shopify is 1.4 percent, 1.4%. Slightly lower than I expected,
but that's fine I guess. There's a lot of bad stores out
there, isn't it? I don't know.
The thing I don't know on these stats is whether that's the
volume of all transactions on Shopify compared to all sessions
on Shopify. However, that's like 1
conversion rate per store and then an average across all
stores. But 1.4%.
I'd say it's lower than I expected, lower, lower than I
would expect on most brands that we work with.
But that's higher than I would expect across all stores.
That's quite impressive actually.
The global average order value on Shopify.
What is the global average order value on Shopify?
The average amount everybody pays.
Is it mean, median, something? But yeah, I was, I was always
good at maths. I can I can do maths sums,
remembering all the words. So the global average order
value is 144 dollars, 144, which again is very healthy across all
Shopify stores in the entire world.
That is quite healthy. So last thing Daisy said, make
she remind everybody, Nick, the Black Friday's coming up.
In case you can't remember, Black Friday is what what days
is right at the end of November now and then Cyber Monday, I
think is like the first, first or second of December, can't
remember. And yeah, Black Friday's coming
up in a few weeks. We're well into peak.
Black Friday is quite late this year as well.
So a lot of brands would hold off all their Christmas sales
and stuff until Black Friday was done.
But this year you want to get all of that live, probably
earlier based on the day of Black Friday, and then pump it
up at the end sort of thing. But yeah, make sure you tune in
on Friday. We have a phenomenally epic
episode going out this week. It's very, very exciting.
One of the biggest episodes I've ever done.
And I've been doing this for five and a half, five and a.
It's nearly 5 1/2 years since June 2020.
It's the biggest episode I've ever done in terms of the guest
we've got on the way. It's going to go behind it and
the amount of views we're going to get.
If you haven't already, check out our Instagram.
We go viral every week. We get nearly 1,000,000 views on
one single reel that we post every Friday.
It's absolutely insane. I think our our top one now is
about 800,000 views and all of them the last few weeks are up
in the 700,000 and we spend next to nothing advertising as we
just give it a tiny little boost and then the algorithm kicks in
from there. You can check us out on TikTok.
You can go on our website and sign on to our newsletter, which
Saguna help us run through an e-mail platform and they're one
of our sponsors. So yeah, make sure you engage
with the show as much as you possibly can.
Do you want any help with your business?
We start with companies that are doing sort of half a million to
a million a year on Shopify upwards.
So reach out if you want any help on that.
But anyway, it's been great to have you.
And so I'm a bit rusty today and a bit distracted with far too
much coffee, not enough sleep, and I haven't done one of these
for about 3 weeks. So it's great to be back.
And I hope you enjoyed Friday's episode as well.
If you haven't already, subscribed Button.
And that is enough from me. So thanks for tuning in.
See you next time.