1 00:00:04,280 --> 00:00:06,200 Hello, welcome to another episode Waiting with Shopify 2 00:00:06,200 --> 00:00:07,560 podcast. If you've ever tuned in before, 3 00:00:07,560 --> 00:00:10,520 my name is Nick and I'm hosting the show which is why I'm the 4 00:00:10,520 --> 00:00:13,600 first voice that you've heard. Welcome to Tuesday tea break 5 00:00:13,600 --> 00:00:15,720 talks. We are resuming normal service 6 00:00:15,720 --> 00:00:17,960 on Fridays with guests starting this week. 7 00:00:18,200 --> 00:00:21,160 I had only 1 complaint that we didn't post last week so 8 00:00:21,160 --> 00:00:24,000 apologies but we are resuming normal service. 9 00:00:24,000 --> 00:00:26,560 So I just froze my microphone's in complete the wrong place, but 10 00:00:26,560 --> 00:00:28,240 there we go. We are now organised and ready 11 00:00:28,240 --> 00:00:30,760 to start the show. 26 seconds in, who knew? 12 00:00:31,120 --> 00:00:33,280 But anyway, thank you. Thank you so much for joining me 13 00:00:33,280 --> 00:00:34,400 today. We're going to be talking 14 00:00:34,400 --> 00:00:35,760 through a few things. If you never been on one of 15 00:00:35,760 --> 00:00:37,400 these before, I got some notes on my phone I'm going to read 16 00:00:37,400 --> 00:00:39,680 through, have a little discussion about a few bits and 17 00:00:39,680 --> 00:00:43,440 pieces and some stuff that's going on in the world and all 18 00:00:43,440 --> 00:00:44,960 things Shopify ecommerce related. 19 00:00:45,360 --> 00:00:47,440 And so we're going to go through what tea I'm drinking today. 20 00:00:47,440 --> 00:00:48,880 It's kind of irrelevant, but it's kind of fun. 21 00:00:48,880 --> 00:00:50,840 People have actually been sending me drinks. 22 00:00:51,040 --> 00:00:53,320 Some I've drunk on the show, some I'm yet to drink on the 23 00:00:53,320 --> 00:00:54,920 show. We talk about quote or fact of 24 00:00:54,920 --> 00:00:57,200 the week relating to e-commerce. Some of the big topics going on 25 00:00:57,200 --> 00:00:58,920 at the moment, things are clients talking about. 26 00:00:58,920 --> 00:01:01,160 We've got another big stat in there that I want to discuss 27 00:01:01,160 --> 00:01:03,120 with you guys. We're going to talk about any 28 00:01:03,120 --> 00:01:05,560 big things going on. Every week I'll have something I 29 00:01:05,560 --> 00:01:06,960 want to talk about. And this week we're going to 30 00:01:06,960 --> 00:01:08,840 talk about CRO and how to increase the conversion rate on 31 00:01:08,840 --> 00:01:10,160 your website. Some of the stuff that's going 32 00:01:10,160 --> 00:01:12,920 on in my world, that's that can help. 33 00:01:13,640 --> 00:01:15,520 And then we're going to finish with a thing called Quivia, a 34 00:01:15,520 --> 00:01:18,600 question about piece of trivia. Interestingly, more people reach 35 00:01:18,600 --> 00:01:20,560 out off the back of one of these, probably because I'm 36 00:01:20,560 --> 00:01:23,440 ranting and occasionally saying the wrong thing, which I'm well 37 00:01:23,440 --> 00:01:27,320 known for in my family circles, saying the wrong thing or saying 38 00:01:27,320 --> 00:01:28,640 something that really resonates for people. 39 00:01:28,640 --> 00:01:30,600 As some people reach out, we get more people reaching out from a 40 00:01:30,600 --> 00:01:33,200 Tuesday tea break talk than we do generally from a Friday 41 00:01:33,200 --> 00:01:35,240 interview. We've also got a few bits and 42 00:01:35,240 --> 00:01:37,520 pieces coming up that I'll announce as we go through. 43 00:01:37,520 --> 00:01:39,320 But anyway, it's new year, new me. 44 00:01:39,480 --> 00:01:42,000 I bought a smoothie maker. So in the smoothie today, we've 45 00:01:42,000 --> 00:01:44,040 got some berries. We got Black Breeze, 46 00:01:44,040 --> 00:01:47,280 raspberries, strawberries, blueberries, which is hence why 47 00:01:47,280 --> 00:01:50,120 the colours gone a bit purple. I put some vegan protein in, 48 00:01:50,120 --> 00:01:52,000 which if you're watching on video, there's a little yellow 49 00:01:52,000 --> 00:01:54,200 bit at the bottom. The vegan protein isn't quite 50 00:01:54,200 --> 00:01:56,040 mixed, so I'm not really looking too forward to the end of it. 51 00:01:56,040 --> 00:01:57,120 And I didn't put enough water in. 52 00:01:57,120 --> 00:01:59,520 It's very gloopy, but it's really healthy. 53 00:01:59,680 --> 00:02:01,480 It's also got creatine in there as well. 54 00:02:01,480 --> 00:02:04,240 It's got creatine, protein, all the other stuff. 55 00:02:04,240 --> 00:02:07,400 Why vegan protein? Well, I'm not vegan, but my body 56 00:02:07,400 --> 00:02:09,400 doesn't like dairy, so I'm drinking a smoothie. 57 00:02:09,400 --> 00:02:11,640 Anyway, on with on with this week's show. 58 00:02:11,960 --> 00:02:15,280 So there's two interesting stats here I want to discuss. 1 is 59 00:02:15,280 --> 00:02:19,440 that smartphones account for over 70 cent, 77% of retail 60 00:02:19,560 --> 00:02:22,800 website data worldwide, which comes from a thing on a HubSpot. 61 00:02:22,800 --> 00:02:24,880 And the main thing I actually want to talk about is HubSpot, 62 00:02:24,880 --> 00:02:30,760 not this particular statistic. This stat is actually from 2024, 63 00:02:30,760 --> 00:02:33,160 not even 2025, and we're currently in 2026. 64 00:02:33,520 --> 00:02:37,120 What I want to talk about though, is this HubSpot, it's 65 00:02:37,120 --> 00:02:40,240 called, sorry, I'm getting a phone call right now, marketing 66 00:02:40,240 --> 00:02:43,960 statistics which come from HubSpot and they release these 67 00:02:44,480 --> 00:02:46,840 every year and they've, this is taken from the one they released 68 00:02:46,840 --> 00:02:49,560 at the beginning of 2025. So how to grow in 2025? 69 00:02:49,800 --> 00:02:53,440 They're about to release one as well for 2026, which is quite 70 00:02:53,440 --> 00:02:55,800 exciting. So we're going to keep an eye on 71 00:02:55,800 --> 00:02:57,640 that. There's some stuff in the old 72 00:02:57,640 --> 00:02:59,920 one about conversion and optimization, but there's some 73 00:02:59,920 --> 00:03:01,440 really, really interesting things. 74 00:03:01,440 --> 00:03:04,800 So for example, e-mail marketing was the most effective channel 75 00:03:04,800 --> 00:03:08,320 in 2024 and actually looking at some of the updates, it's also 76 00:03:08,960 --> 00:03:12,040 sources at the end of 2025 quoting the same thing. e-mail 77 00:03:12,040 --> 00:03:14,800 generally has been the most or one of the most effective, but 78 00:03:14,800 --> 00:03:17,640 in a lot of cases the most effective channel for, for 79 00:03:18,200 --> 00:03:22,240 conversion and 2.8 conversion rate for B to CE commerce 80 00:03:22,240 --> 00:03:24,160 brands, 2.8 conversion rate, which is good. 81 00:03:24,320 --> 00:03:27,080 I, I see brands all day everyday smashing that and having a much 82 00:03:27,080 --> 00:03:28,560 better conversion rate than that on their e-mail. 83 00:03:28,840 --> 00:03:31,400 The problem brands normally come up against an e-mail is actually 84 00:03:31,400 --> 00:03:33,320 getting the volume of sales through it. 85 00:03:33,680 --> 00:03:36,280 And a lot of brands we talk to are spending so much time, 86 00:03:36,280 --> 00:03:38,920 energy and money sending emails out and not getting that direct 87 00:03:38,920 --> 00:03:41,200 conversion. So I would highly suggest having 88 00:03:41,200 --> 00:03:43,160 a sit down with your team and and genuinely putting a 89 00:03:43,160 --> 00:03:47,760 statistic on the table saying we want one third 33% of all of our 90 00:03:47,760 --> 00:03:51,000 sales coming from at least repeat buyers predominantly 91 00:03:51,000 --> 00:03:53,480 driven by e-mail this year in 2026. 92 00:03:53,480 --> 00:03:57,480 So e-mail is a massively missed opportunity and I think one of 93 00:03:57,480 --> 00:04:00,000 the things people forget on e-mail is most businesses will 94 00:04:00,000 --> 00:04:03,360 design an e-mail on desktop. I I found some stats recently 95 00:04:03,360 --> 00:04:06,080 from I think it was dot digital and MailChimp released the 96 00:04:06,080 --> 00:04:09,400 numbers on how many people actually clicked on the mobile 97 00:04:09,400 --> 00:04:11,640 view to see what their e-mail looked like on mobile. 98 00:04:11,840 --> 00:04:15,680 Yet here we are going right back to my initial statistic, 70% of 99 00:04:15,680 --> 00:04:19,920 retail website visitors in 2024 and and it's going to be 100 00:04:19,920 --> 00:04:23,240 similar, possibly higher in twenty, 2577% of retail website 101 00:04:23,240 --> 00:04:26,320 visitors in the entire world were on a smartphone. 102 00:04:26,560 --> 00:04:29,080 So you've got to be building stuff for smartphones. 103 00:04:29,360 --> 00:04:31,360 I mostly check my personal emails and the smartphone. 104 00:04:31,360 --> 00:04:32,440 I'm sure lots you guys do as well. 105 00:04:32,760 --> 00:04:35,360 I use my laptop a lot, but as soon as I'm on the go, it's it's 106 00:04:35,360 --> 00:04:37,480 phone to keep an eye on things while I'm in and out of meetings 107 00:04:37,480 --> 00:04:39,440 and whatever. So a lot of people are not 108 00:04:39,440 --> 00:04:41,760 optimizing those emails for mobile. 109 00:04:41,760 --> 00:04:43,680 And it's not just the design, it's also the size. 110 00:04:44,040 --> 00:04:47,240 You think that you're on a 3G-4G connection somewhere middle of 111 00:04:47,240 --> 00:04:50,880 nowhere, or you're on a bus, a train, you're on a flight and 112 00:04:50,880 --> 00:04:53,320 you've just landed. You've got minimal time for 113 00:04:53,320 --> 00:04:54,960 people to look at that e-mail you've just sent them. 114 00:04:55,160 --> 00:04:57,840 So actually having the most important data in the subject 115 00:04:57,840 --> 00:05:00,080 line, most important thing at the top, and not having too much 116 00:05:00,080 --> 00:05:02,440 of a heavy load of data for that device to download. 117 00:05:02,440 --> 00:05:04,400 Really, really important. I think email's probably where 118 00:05:04,400 --> 00:05:08,160 most, most brands I see and talk to are going wrong. 119 00:05:08,320 --> 00:05:10,400 So busy with acquisition, they're not busy enough with 120 00:05:10,400 --> 00:05:12,000 retention. And actually the problem with 121 00:05:12,000 --> 00:05:14,400 that is if you retain your customers and they buy multiple 122 00:05:14,400 --> 00:05:15,880 times, it's going to cost you a lot less. 123 00:05:15,880 --> 00:05:18,720 Lower marketing budget, more revenue equals more profit. 124 00:05:18,960 --> 00:05:21,840 How exciting Second thing in quote or fact of the week as 125 00:05:21,840 --> 00:05:24,240 well. Sorry, an off point, not a 126 00:05:24,240 --> 00:05:25,880 second point. It's just another line on my 127 00:05:25,880 --> 00:05:28,240 notes. Reminder to optimize for mobile. 128 00:05:28,280 --> 00:05:32,960 So both the websites as well as as the actual e-mail campaigns 129 00:05:32,960 --> 00:05:34,640 themselves. So yeah, make sure make sure you 130 00:05:34,640 --> 00:05:36,760 have a look at that. I would even go on go on Google 131 00:05:36,760 --> 00:05:39,040 search for your brand on mobile, look at everything and go. 132 00:05:39,040 --> 00:05:41,240 Why does it say that? Why is this thing over here? 133 00:05:41,320 --> 00:05:43,120 When I was loading the page, I tried to click something and it 134 00:05:43,120 --> 00:05:46,160 moved in the the SEO, well we call it CLS Commutative Layout 135 00:05:46,160 --> 00:05:49,320 Shift and you can even get a score on CLS using Google's free 136 00:05:49,320 --> 00:05:51,760 page Speed Insight tool. So go and see what your CLS 137 00:05:51,760 --> 00:05:54,160 score is as things moving around a mobile and the biggest killers 138 00:05:54,160 --> 00:05:56,680 of SEO and killers of conversion as well. 139 00:05:57,760 --> 00:05:59,560 So this is what I want to talk about this week. 140 00:05:59,720 --> 00:06:02,120 This is one of our big topics before we talk about CRO and 141 00:06:02,160 --> 00:06:04,560 then we'll talk about CRO once we've not talked about CRO, Talk 142 00:06:04,880 --> 00:06:07,960 about this thing first. Lots, lots of our clients, we're 143 00:06:07,960 --> 00:06:10,320 on a call with one. It'll be yesterday when this 144 00:06:10,320 --> 00:06:11,800 goes out. It's today when I'm recording 145 00:06:11,800 --> 00:06:14,000 this, record this on Monday because it takes a little while 146 00:06:14,000 --> 00:06:15,960 for the guys to do the edit and everything. 147 00:06:15,960 --> 00:06:19,680 But the one of our clients said they're using synthetic focus 148 00:06:19,680 --> 00:06:22,840 groups, and they're not the first client to mention this, 149 00:06:23,320 --> 00:06:26,200 but I don't think I've ever mentioned this on the show. 150 00:06:26,760 --> 00:06:30,720 So let's talk about what a synthetic focus group is. 151 00:06:31,640 --> 00:06:35,920 It uses AI and you change the way a page looks, or you give a 152 00:06:35,920 --> 00:06:38,720 web page or an e-mail campaign or any bit of your marketing 153 00:06:38,720 --> 00:06:42,320 video to this synthetic focus group, this AI. 154 00:06:42,920 --> 00:06:46,040 And the AI pulls it apart. And it's not bulletproof. 155 00:06:46,160 --> 00:06:48,520 You need to take some things with a pinch of salt, but a 156 00:06:48,600 --> 00:06:51,240 majority of the things it comes back with are really, really 157 00:06:51,240 --> 00:06:53,720 interesting. And what it's trying to do is 158 00:06:53,720 --> 00:06:55,800 get in the head of customers and it looks at the data of how 159 00:06:55,800 --> 00:06:58,600 people use a web page anyway, tries to learn how people engage 160 00:06:58,600 --> 00:07:01,320 with your site. And then that AI gives you some 161 00:07:01,320 --> 00:07:04,280 feedback to say when this page loads, people's attention's 162 00:07:04,280 --> 00:07:06,560 probably going to be over here. Most people click on these 163 00:07:06,560 --> 00:07:09,120 buttons. So on this new design you've 164 00:07:09,120 --> 00:07:10,920 given me, probably going to click over here. 165 00:07:11,240 --> 00:07:13,760 And it starts to try and estimate actually how much more 166 00:07:13,760 --> 00:07:15,560 engagement or less engagement you're going to get if you 167 00:07:15,560 --> 00:07:17,080 rolled out the new design of this thing. 168 00:07:17,400 --> 00:07:20,240 So very exciting that you could quite simply screenshot your 169 00:07:20,240 --> 00:07:24,720 website, open it in Photoshop or a similar editing tool, Canva, 170 00:07:25,040 --> 00:07:28,000 move a few things about, change some wording and then put that 171 00:07:28,000 --> 00:07:30,800 into a synthetic focus group and get some data pretty much 172 00:07:30,800 --> 00:07:33,320 immediately to say. I say pretty much you probably 173 00:07:33,320 --> 00:07:35,280 might take 5 or 10 minutes for it to actually render the data. 174 00:07:35,280 --> 00:07:38,080 But if it then starts telling you all this funky data about 175 00:07:38,400 --> 00:07:41,240 how many people are actually on on your site, they does it think 176 00:07:41,240 --> 00:07:43,160 you're going to interact with this, You can start to get a 177 00:07:43,160 --> 00:07:45,400 kind of, is this going to be a good or a bad change? 178 00:07:45,680 --> 00:07:47,400 Start to get some of that insight before you go any 179 00:07:47,400 --> 00:07:49,600 further. So I definitely go on Google and 180 00:07:49,600 --> 00:07:53,000 look at synthetic focus groups and see what's, you know, see 181 00:07:53,000 --> 00:07:55,760 what, see what this, see what that could do for your business. 182 00:07:55,760 --> 00:07:57,440 And also getting it to use your website. 183 00:07:57,680 --> 00:07:59,600 You might disagree with some of the points on it, but it's all, 184 00:07:59,600 --> 00:08:01,400 this is all subjective. It's one of the things I love 185 00:08:01,400 --> 00:08:03,880 and hate about designers and branding is it's quite 186 00:08:03,880 --> 00:08:06,080 subjective. As a data guy, I like putting 187 00:08:06,080 --> 00:08:08,440 numbers on stuff, but I fully accept that's my world. 188 00:08:08,440 --> 00:08:10,400 There's another world of design and creativity on the other 189 00:08:10,400 --> 00:08:12,000 side. The second. 190 00:08:12,000 --> 00:08:14,400 So that's one thing I want to flag today is to have a look at 191 00:08:14,400 --> 00:08:16,000 those things. Second thing I want to bring up, 192 00:08:16,000 --> 00:08:19,120 which is really interesting and this is from a publication which 193 00:08:19,120 --> 00:08:22,200 I think's UK only if it is in the US, apologies guys. 194 00:08:23,160 --> 00:08:27,840 And it's 93% of people read online reviews before making a 195 00:08:28,040 --> 00:08:32,520 purchase, which is interesting. That starts to give quite a few 196 00:08:32,520 --> 00:08:34,720 insights and quite a few things we need to think about and 197 00:08:34,720 --> 00:08:37,679 actually does tie into the CRO bit as well about what customers 198 00:08:37,679 --> 00:08:40,200 are actually saying in in the space of reviews. 199 00:08:40,600 --> 00:08:43,480 What I haven't read any further into this, but what would be 200 00:08:43,480 --> 00:08:46,040 really interesting is to find out how much, how much more 201 00:08:46,040 --> 00:08:50,440 weight than 93% actually is put towards brands people don't know 202 00:08:51,160 --> 00:08:54,720 versus the ones they do know. I'm I, I, I would hazard a guess 203 00:08:54,720 --> 00:08:57,120 people are less likely to look at the reviews of a company that 204 00:08:57,120 --> 00:09:00,000 they do know compared to one that I've never heard of this 205 00:09:00,000 --> 00:09:01,680 brand, but I like the products I'm looking at. 206 00:09:02,200 --> 00:09:04,000 How authentic is this? Well, let's see if people have 207 00:09:04,000 --> 00:09:06,600 actually gone and reviewed it. One of the interesting things 208 00:09:06,600 --> 00:09:08,840 that I don't think brands do enough is if you type in your 209 00:09:08,840 --> 00:09:10,920 brand name into Google and type in your brand name. 210 00:09:10,920 --> 00:09:12,480 So say it was Nick's T-shirt shop. 211 00:09:12,480 --> 00:09:14,720 So Nick's T-shirt Shop and then just put reviews on the end. 212 00:09:15,040 --> 00:09:17,640 See what sites come up. We, we work with quite a few of 213 00:09:17,640 --> 00:09:20,160 them. We've had Trustpilot judge me on 214 00:09:20,160 --> 00:09:22,240 the show before. You can do some product review 215 00:09:22,240 --> 00:09:24,960 stuff through Saguna, one of our existing partners, and a whole 216 00:09:24,960 --> 00:09:27,160 suite of other tools, FIFO reviews dot IO. 217 00:09:27,160 --> 00:09:29,080 There's loads of review review partners. 218 00:09:29,320 --> 00:09:33,360 That's that we work with and what's interesting is Trustpilot 219 00:09:33,360 --> 00:09:36,680 by far have the best domain authority in the SEO space. 220 00:09:36,920 --> 00:09:38,560 They have the best content. They're probably the most 221 00:09:38,560 --> 00:09:40,880 trustworthy as far as Google and, and they're probably 222 00:09:40,880 --> 00:09:43,680 customers as well are concerned. More people search for 223 00:09:43,680 --> 00:09:46,800 Trustpilot by about tenfold. Again, I probably, I probably 224 00:09:46,800 --> 00:09:48,920 should have had the numbers on the screen in front of me, but I 225 00:09:48,920 --> 00:09:50,840 did a report on this. In fact, while we're talking, 226 00:09:50,840 --> 00:09:52,640 I'm going to bring the report up because I've got my laptop in 227 00:09:52,640 --> 00:09:54,880 front of me. So let me pull this up. 228 00:09:54,960 --> 00:09:57,280 Basically, the long story is, and I'll give you the numbers of 229 00:09:57,280 --> 00:10:00,840 this in a SEC here it is. So this was January last year. 230 00:10:00,840 --> 00:10:03,960 I pulled this these numbers off. More people look for Trustpilot 231 00:10:03,960 --> 00:10:06,840 than any other platforms by several fold. 232 00:10:06,840 --> 00:10:09,920 Let's get the actual numbers. So I'm speeding through a guide 233 00:10:09,920 --> 00:10:11,000 here. Here we go. 234 00:10:11,000 --> 00:10:14,280 So just in the UK and then I'll tell you the global one as well. 235 00:10:14,600 --> 00:10:20,360 673,000 people searching the word Trustpilot to Google FIFO 236 00:10:20,360 --> 00:10:24,800 was 8000, Yoppo was 2900 reviews, the IO was 1900. 237 00:10:25,120 --> 00:10:28,440 What's interesting, Shopify is one of the biggest platforms for 238 00:10:28,440 --> 00:10:30,960 any website in the world. Obviously for e-commerce, it's a 239 00:10:30,960 --> 00:10:34,440 huge player in that space. Judge me at the most used app in 240 00:10:34,440 --> 00:10:37,560 the entire world for Shopify specific Shopify apps, Judge me. 241 00:10:37,760 --> 00:10:39,480 More people use judge me than any other app. 242 00:10:39,680 --> 00:10:43,120 Not just reviews, but any app at all and they're not listed on 243 00:10:43,120 --> 00:10:46,040 our leaderboard at the top 4. The global search volume for 244 00:10:46,040 --> 00:10:48,760 these things. Trustpilot, 2.7 million people a 245 00:10:48,760 --> 00:10:50,680 month on average across the world. 246 00:10:50,960 --> 00:10:53,440 Type the just the word Trustpilot into Google, let 247 00:10:53,440 --> 00:10:56,280 alone Trustpilot and then a brand Trustpilot and a domain or 248 00:10:56,280 --> 00:10:58,040 a URL to see what these guys are doing as well as well. 249 00:10:58,040 --> 00:11:03,240 So the reviews bit, when I read that 93% of people look at 250 00:11:03,240 --> 00:11:06,680 reviews before purchasing a product on this drum report, not 251 00:11:06,680 --> 00:11:08,960 surprising the slightest. So I think a few things you guys 252 00:11:08,960 --> 00:11:11,560 should do 1 is look at how many reviews you've got, how many 253 00:11:11,560 --> 00:11:14,480 you're gaining per month and do a bit of a cost analysis, not 254 00:11:14,640 --> 00:11:17,480 just cost, but SWAT analysis of all the different review 255 00:11:17,480 --> 00:11:19,880 platforms you could go for, Trustpilot is one of the more 256 00:11:19,880 --> 00:11:22,440 expensive ones. Judge me is a bit cheaper if you 257 00:11:22,440 --> 00:11:24,640 want a review platform as well. Once you've decided or you want 258 00:11:24,640 --> 00:11:27,160 some advice, send us an e-mail, be happy to advise on that and 259 00:11:27,160 --> 00:11:28,840 we can get you guys discounts on those things. 260 00:11:29,200 --> 00:11:31,480 None of them are existing sponsors at the moment to say, 261 00:11:31,480 --> 00:11:33,000 but we can certainly comment on that. 262 00:11:34,080 --> 00:11:37,200 Send me an e-mail, Nick, at whichisnick@winningshopify.com. 263 00:11:37,200 --> 00:11:40,680 Happy to comment on that, but type your brand plus or your 264 00:11:40,680 --> 00:11:42,680 website plus the word reviews into Google and see which ones 265 00:11:42,680 --> 00:11:44,440 come up and you basically want to go. 266 00:11:44,480 --> 00:11:46,400 One of them might have thousands of reviews and the second one 267 00:11:46,400 --> 00:11:49,520 down, it's got like 10 reviews and it's one star that's bad. 268 00:11:49,720 --> 00:11:52,000 You might want to think about even just generating some 269 00:11:52,000 --> 00:11:55,080 reviews from real customers, but on the free platform for some of 270 00:11:55,080 --> 00:11:57,440 the other review platforms just to mitigate that risk. 271 00:11:57,640 --> 00:11:59,920 And also look at how prominent reviews are on your website. 272 00:11:59,920 --> 00:12:02,320 Based on the fact that we on average 93% of people are going 273 00:12:02,320 --> 00:12:03,760 to look at reviews before buying a product. 274 00:12:03,760 --> 00:12:05,960 So you want to make them more prominent if they're not 275 00:12:05,960 --> 00:12:07,120 already. You can either have product 276 00:12:07,120 --> 00:12:09,040 reviews, service reviews. I didn't realize I was going to 277 00:12:09,040 --> 00:12:11,120 go into so much detail about reviews, but I could talk about 278 00:12:11,120 --> 00:12:12,880 it all day. We have we have some fantastic 279 00:12:12,880 --> 00:12:15,120 partnerships with me and Trustpilot, So I know a lot 280 00:12:15,120 --> 00:12:16,880 about this space. And so I'd say had them on the 281 00:12:16,880 --> 00:12:20,960 show quite a bit before as well. All right, so little thing from 282 00:12:20,960 --> 00:12:21,960 me and then we'll talk about CRO. 283 00:12:22,200 --> 00:12:23,720 The little thing from me is we're going to make a big 284 00:12:23,720 --> 00:12:25,280 announcement on Friday about something we're doing this year. 285 00:12:25,280 --> 00:12:26,760 I've been teasing this for a while. 286 00:12:27,080 --> 00:12:29,960 And then next Tuesday I'm going to do predominantly an episode 287 00:12:30,240 --> 00:12:32,560 about that thing. Going to talk in a lot of detail 288 00:12:32,560 --> 00:12:35,360 about how you guys can get involved about how tech 289 00:12:35,360 --> 00:12:37,520 platforms, apps and others I can get involved as works can be 290 00:12:37,520 --> 00:12:39,680 very, very exciting. And it's easily hands down going 291 00:12:39,680 --> 00:12:41,600 to be the biggest thing I've ever done we've ever done as a 292 00:12:41,600 --> 00:12:44,360 business in terms of reach, volume and how many of you, how 293 00:12:44,360 --> 00:12:46,920 many of you guys we want involved and and signing up for 294 00:12:46,920 --> 00:12:48,600 it as well. So yeah, you can probably work 295 00:12:48,600 --> 00:12:50,400 out roughly what it is. Any good guesses? 296 00:12:50,400 --> 00:12:53,000 I'll maybe I'll send it a free winning we Shopify mug out if 297 00:12:53,000 --> 00:12:55,480 you send me a guess, nick@winningweshopify.com. 298 00:12:55,560 --> 00:12:58,320 If it arrives before next Monday, I'll next Tuesday when 299 00:12:58,320 --> 00:13:00,560 this goes out. I'm sorry, Friday, Friday, we'll 300 00:13:00,560 --> 00:13:02,640 announce it. Sorry, very scatty, 7A very, 301 00:13:02,840 --> 00:13:05,320 very mixed morning. But let's talk about CRO. 302 00:13:05,520 --> 00:13:08,200 So I've got a few points on how you can increase your conversion 303 00:13:08,200 --> 00:13:09,800 rate. These are these are the winning 304 00:13:09,800 --> 00:13:13,760 things from 2025 that we found here at Spec and we should put 305 00:13:13,760 --> 00:13:16,360 these into a blog post. I don't know why we haven't, but 306 00:13:16,360 --> 00:13:18,440 we should. In fact, we are going to do, I'm 307 00:13:18,440 --> 00:13:19,800 going to do that. I'm going to get my team to do 308 00:13:19,800 --> 00:13:21,360 that and make a blog post out of this because it's great. 309 00:13:21,600 --> 00:13:23,240 There'll be a lot more than this, but these were some of the 310 00:13:23,240 --> 00:13:26,240 big ones that I have case studies for or have statistics 311 00:13:26,240 --> 00:13:29,760 on as well. So the first thing I would say, 312 00:13:29,760 --> 00:13:32,760 and this is a bit of advice rather than a test, assume that 313 00:13:32,760 --> 00:13:35,520 all of your customers are very, very lazy. 314 00:13:36,080 --> 00:13:38,880 Make sure your website has big buttons, clear offers, clear. 315 00:13:38,880 --> 00:13:41,800 Expectations are set amongst your customers as to what's 316 00:13:41,800 --> 00:13:43,960 going to happen next. If you purchase this product, if 317 00:13:43,960 --> 00:13:46,600 you use this product, if you buy this product, if you purchase 318 00:13:46,600 --> 00:13:48,640 from our website, clear expectation. 319 00:13:48,880 --> 00:13:52,240 You would not believe some of the best AB tests and CRO 320 00:13:52,240 --> 00:13:54,800 uplifts we've ever had are where we've just gone. 321 00:13:55,120 --> 00:13:56,760 Is that obvious enough and everyone's gone? 322 00:13:56,760 --> 00:13:59,120 Yes, it's pretty obvious. But then we make it a bit more 323 00:13:59,120 --> 00:14:00,840 obvious. It might be that it's free 324 00:14:00,840 --> 00:14:04,560 delivery on all orders or it's 40% off today only we make it a 325 00:14:04,560 --> 00:14:08,440 bit more obvious in the design of the of the page and more 326 00:14:08,440 --> 00:14:11,240 people just kind of buy stuff. They're also lazies just make it 327 00:14:11,240 --> 00:14:15,240 really, really easy. This second and third one, I'm 328 00:14:15,240 --> 00:14:17,760 going to link these together because they relate to it. 329 00:14:17,760 --> 00:14:20,600 One's a statement and the second one's actually having to think 330 00:14:20,600 --> 00:14:21,960 about how you might change some processes. 331 00:14:22,160 --> 00:14:25,120 The statement is, and I'm really sorry about this because I wish 332 00:14:25,120 --> 00:14:28,480 this wasn't true, but it it it, it has been pretty much 333 00:14:28,480 --> 00:14:29,920 unanimously. I can't think of an example 334 00:14:29,920 --> 00:14:33,000 where it hasn't doesn't mean it hasn't, but don't always assume 335 00:14:33,000 --> 00:14:35,120 that your customers care about the things you're passionate 336 00:14:35,120 --> 00:14:37,800 about. Always assume they're selfish 337 00:14:37,880 --> 00:14:39,320 and I've put in brackets. Ouch. 338 00:14:39,600 --> 00:14:43,120 Because actually, when we've focused more on discounts, 339 00:14:43,120 --> 00:14:46,360 loyalty schemes, fast delivery, how amazing your life's going to 340 00:14:46,360 --> 00:14:49,400 be if you purchase this product, we found that sales have gone 341 00:14:49,400 --> 00:14:51,160 up. It's the hard truth about 342 00:14:51,160 --> 00:14:55,120 marketing is people generally are buying for themself, whether 343 00:14:55,120 --> 00:14:57,760 that's buying a gift for someone else to make you feel good that 344 00:14:57,760 --> 00:15:00,640 you gave them the best gift. Do you see me almost every 345 00:15:00,640 --> 00:15:03,120 situation and I, and I hate this because I try to be as selfless 346 00:15:03,120 --> 00:15:06,360 as I can in life. It's just the reality. 347 00:15:07,080 --> 00:15:09,040 So then that begs a massive question, which leads on to my 348 00:15:09,040 --> 00:15:10,880 next point, which is actually going well. 349 00:15:10,880 --> 00:15:14,240 What if we are planting trees? What if we're helping orphans? 350 00:15:14,240 --> 00:15:17,640 What if we are providing running water to people that don't have 351 00:15:17,640 --> 00:15:20,040 water? And all these incredible causes, 352 00:15:20,040 --> 00:15:22,920 both for the world, you know, hoovering up plastic from the 353 00:15:22,920 --> 00:15:24,440 ocean. We had last Object on the show, 354 00:15:24,440 --> 00:15:26,200 an amazing brand called Last Object. 355 00:15:26,840 --> 00:15:28,920 And the the whole thing is if you buy a product from us, it 356 00:15:28,920 --> 00:15:30,880 lasts forever. All their products are made from 357 00:15:30,880 --> 00:15:33,120 plastic. Then it's actually been hoovered 358 00:15:33,120 --> 00:15:35,760 up, basically vacuumed. Sorry, Hoovers, a brand vacuumed 359 00:15:35,760 --> 00:15:38,040 up from the ocean. So plastics come out of the 360 00:15:38,040 --> 00:15:40,200 ocean, they've made products and they sell them and the idea is 361 00:15:40,200 --> 00:15:42,080 it's such a good product, you'll never need another one again. 362 00:15:42,160 --> 00:15:44,360 So if you buy a toothbrush from them, it's the last toothbrush 363 00:15:44,360 --> 00:15:46,320 you should never need to buy. Amazing, amazing. 364 00:15:46,480 --> 00:15:48,920 So how does that then feed in? Because loads of brands go 365 00:15:48,920 --> 00:15:51,280 really heavy on that. When you've never heard of the 366 00:15:51,280 --> 00:15:53,160 brand, you land on the website to look at a product because you 367 00:15:53,160 --> 00:15:55,360 clicked on a Google Shopping listing or you've landed on the 368 00:15:55,360 --> 00:15:57,080 homepage because someone's recommended the brand or you've 369 00:15:57,080 --> 00:16:00,520 seen a advert somewhere. Brands go so heavy on how much 370 00:16:00,520 --> 00:16:03,240 plastic they're saving about the fact that all their deliveries 371 00:16:03,240 --> 00:16:07,600 done via green, you know, electric vans rather than petrol 372 00:16:07,960 --> 00:16:09,440 ones. Everything's made in this 373 00:16:09,440 --> 00:16:11,280 country, It's vegan, it's organic. 374 00:16:11,880 --> 00:16:13,360 People go so heavy on this stuff. 375 00:16:14,440 --> 00:16:17,480 But again, in CRO tests, I've had Hawaii B tests to increase 376 00:16:17,480 --> 00:16:19,840 conversion rate. I've been kind of impressed 377 00:16:19,840 --> 00:16:22,280 we've increased the conversion rate, but also saddened and 378 00:16:22,280 --> 00:16:24,520 disappointed by the fact that when we've taken some of that 379 00:16:24,520 --> 00:16:28,240 messaging away or tried to, as my good friend James Carnes from 380 00:16:28,240 --> 00:16:32,320 Rapa Nui said on the show would just over a year ago, you know, 381 00:16:32,320 --> 00:16:35,720 he, he sort of said to us that actually we try not to greenwash 382 00:16:35,720 --> 00:16:37,000 too much. He called it greenwash. 383 00:16:37,160 --> 00:16:39,880 I know it's quite one I face green washing is is is an 384 00:16:39,880 --> 00:16:42,760 interesting way of putting it. So what do we do? 385 00:16:42,760 --> 00:16:44,400 Like we still want to plant trees. 386 00:16:44,400 --> 00:16:47,240 And there's a guy actually who's on the show later on this week. 387 00:16:47,240 --> 00:16:49,720 I won't say too much, but he's doing some of this on his own 388 00:16:49,720 --> 00:16:52,800 land, which is incredible. Like he's actually bought a, you 389 00:16:52,800 --> 00:16:54,200 know, bought bought a few acres of land. 390 00:16:55,080 --> 00:16:56,920 So TuneIn and Friday to him more about that. 391 00:16:57,200 --> 00:16:59,880 But what do you do then you do all this good stuff and Nick's 392 00:16:59,880 --> 00:17:01,840 sitting and telling me on his podcast that we don't actually 393 00:17:01,840 --> 00:17:03,520 care. I think it's about finding the 394 00:17:03,520 --> 00:17:06,319 right place for it where it's most effective from a marketing 395 00:17:06,319 --> 00:17:10,839 point of view because in a way, if we, my personality type is 396 00:17:10,839 --> 00:17:13,079 debater, so I like playing devil's advocate, turn it on his 397 00:17:13,079 --> 00:17:15,000 head and see what happens. So if we turn it on his head and 398 00:17:15,000 --> 00:17:18,240 say, actually, if we just focused on in the kind of 399 00:17:18,240 --> 00:17:21,920 selfish, lazy sales route for our customers here and we made 400 00:17:21,920 --> 00:17:23,200 things really easy, made it clear. 401 00:17:23,200 --> 00:17:26,240 And we try not to greenwash too much or tell them what fantastic 402 00:17:26,240 --> 00:17:28,079 charitable work we're doing and and how much we're helping the 403 00:17:28,079 --> 00:17:30,360 planet, which is all things I would endorse and all things 404 00:17:30,360 --> 00:17:32,160 that I love. Telling people I bought this 405 00:17:32,160 --> 00:17:35,200 product and like a kids got an education, which genuine thing I 406 00:17:35,200 --> 00:17:38,000 did did recently and I bought something and I got an e-mail 407 00:17:38,000 --> 00:17:40,400 saying this young lad has now got an education thanks to you 408 00:17:40,400 --> 00:17:42,480 for the next year. So I need to buy another product 409 00:17:42,560 --> 00:17:44,000 in the next year. That's my response. 410 00:17:44,400 --> 00:17:47,360 So part of it is going well if you just make the sale and you 411 00:17:47,360 --> 00:17:49,880 increase conversion rate, increase revenue by focusing on 412 00:17:49,920 --> 00:17:52,000 how this product's going to change your life as a consumer, 413 00:17:52,240 --> 00:17:53,520 you can do more of the charity work. 414 00:17:53,520 --> 00:17:56,640 So that's that's a positive. The second thing, which I think 415 00:17:56,640 --> 00:17:58,720 is really interesting is looking at where you bring that 416 00:17:58,720 --> 00:18:00,360 messaging into the customer journey. 417 00:18:00,800 --> 00:18:03,360 So actually, if you bring that into the customer journey post 418 00:18:03,360 --> 00:18:06,080 purchase, you send them an e-mail saying, by the way, 419 00:18:06,320 --> 00:18:09,360 you've just placed an order with us, thanks for your order. 420 00:18:09,920 --> 00:18:11,920 But let let's show you what happens next. 421 00:18:11,920 --> 00:18:15,760 And actually it becomes both informative and entertaining as 422 00:18:15,760 --> 00:18:19,080 much as it is actually doing good work and now spreading 423 00:18:19,080 --> 00:18:22,040 what's happening as a result of you purchasing that product. 424 00:18:22,040 --> 00:18:24,920 Again, listen to the show on Friday and hear what this guy 425 00:18:25,160 --> 00:18:27,080 then tells his customers he's done on their behalf. 426 00:18:27,080 --> 00:18:28,080 And I don't want to spoil too much. 427 00:18:28,320 --> 00:18:30,080 So I want you to listen to the show because you'll hear it. 428 00:18:30,080 --> 00:18:32,240 He said it way better than I can and, and you'll hear it from 429 00:18:32,240 --> 00:18:34,040 him. But it's really interesting that 430 00:18:34,040 --> 00:18:36,240 actually, if you had an e-mail saying thanks for purchasing 431 00:18:36,240 --> 00:18:39,120 from us, you've just stopped 9 plastic bottles going in the 432 00:18:39,120 --> 00:18:41,280 ocean because we only use plastic packaging. 433 00:18:41,720 --> 00:18:45,560 Our the products are bought on trains and all those trains that 434 00:18:45,560 --> 00:18:48,240 bring the products here are either electric or they are 435 00:18:48,320 --> 00:18:51,400 diesel, but they're super low emission compared to a plane 436 00:18:51,400 --> 00:18:54,280 from China, for example. It's going to fly across from 437 00:18:54,280 --> 00:18:57,400 China all the way to the US. It's a long journey or to the UK 438 00:18:57,400 --> 00:18:59,800 or Europe or something. So actually thinking about like, 439 00:18:59,840 --> 00:19:02,880 you know, buy this product, it's for good causes, but this 440 00:19:02,880 --> 00:19:05,040 amazing product, go buy it and you start with that messaging, 441 00:19:05,400 --> 00:19:07,600 then the e-mail campaign actually starts to nurture that 442 00:19:07,600 --> 00:19:09,680 person to a lifetime customer saying if you start a 443 00:19:09,680 --> 00:19:13,040 subscription with us, we're able to invest more of the revenue 444 00:19:13,040 --> 00:19:16,440 from your order in good causes and doing good things. 445 00:19:16,480 --> 00:19:18,600 Then we are trying to get another order in from another 446 00:19:18,600 --> 00:19:21,360 customer. So actually, if you now have a 447 00:19:21,400 --> 00:19:24,640 monthly subscription with us, you will make there's 12 months 448 00:19:24,640 --> 00:19:27,920 and it's a monthly subscription, you will make 20 times the 449 00:19:27,920 --> 00:19:30,520 impact than 20 individual customers. 450 00:19:30,520 --> 00:19:34,560 Would that that's a fantastic or you know, more than 12 would if 451 00:19:34,560 --> 00:19:36,520 we had one a month because we've got to spend more money on 452 00:19:36,520 --> 00:19:37,880 marketing and running operations. 453 00:19:37,920 --> 00:19:40,160 So that's amazing. So have a think about that. 454 00:19:40,160 --> 00:19:43,640 And almost every business now is planting trees, clothing, kids, 455 00:19:44,120 --> 00:19:46,240 providing running water to people, providing equal 456 00:19:46,240 --> 00:19:49,440 opportunities, supporting some sort of medical condition like 457 00:19:49,600 --> 00:19:51,080 some fantastic charities out there. 458 00:19:51,080 --> 00:19:53,040 And I rarely see a business that's not doing that. 459 00:19:53,120 --> 00:19:55,320 So have a think where that fits in the journey such if you can 460 00:19:55,320 --> 00:19:57,680 increase conversion then increase awareness to a wider 461 00:19:57,680 --> 00:19:59,960 group of people because you increase conversion, business 462 00:19:59,960 --> 00:20:02,640 runs faster. The charitable work is then 463 00:20:02,720 --> 00:20:04,760 increased multiple fold which is fantastic. 464 00:20:06,240 --> 00:20:08,360 Next one, delivery threshold testing. 465 00:20:08,360 --> 00:20:11,400 Test it at multiple levels. Say is it $50.80 dollars, 100 466 00:20:11,400 --> 00:20:14,240 dollars, 200 dollars, $800. I bought quite an expensive 467 00:20:14,240 --> 00:20:16,680 jacket the other day, not this one, but I bought quite an 468 00:20:16,680 --> 00:20:18,600 expensive jacket of the day for an event we're doing. 469 00:20:18,600 --> 00:20:21,400 Seeing that I want to be incredibly smart at as much as 470 00:20:21,400 --> 00:20:23,600 other events and weddings because my wife thinks I'm 471 00:20:23,600 --> 00:20:25,560 really scruffy so I'm working on that at the moment. 472 00:20:25,560 --> 00:20:27,520 So if any of you run a any sort of fashion business I'd love 473 00:20:27,520 --> 00:20:29,640 some advice on new. I'm going to regret saying this 474 00:20:29,640 --> 00:20:32,280 but send me some advice on clothing I should wear, new 475 00:20:32,280 --> 00:20:34,200 haircut, whatever, I'm open to all ideas. 476 00:20:34,200 --> 00:20:37,080 At the moment I'm trying those things, hence this new over over 477 00:20:37,080 --> 00:20:39,840 shirt I think it's called. But try these different delivery 478 00:20:39,840 --> 00:20:42,840 thresholds, you know, try a try trying one at a higher points. 479 00:20:42,840 --> 00:20:45,920 That jacket I purchased was for me quite an expensive item, but 480 00:20:46,040 --> 00:20:48,440 it was only actually like 5 lbs above the delivery threshold and 481 00:20:48,440 --> 00:20:50,480 it's like flipping. It's a really high delivery 482 00:20:50,480 --> 00:20:54,080 threshold but again, that's based on their total customer as 483 00:20:54,400 --> 00:20:56,880 I am now but wasn't before I purchased. 484 00:20:56,880 --> 00:20:59,680 I'm having a change of life and decided to dress more like my 485 00:20:59,680 --> 00:21:02,800 age and my, my, my, my role in life. 486 00:21:02,800 --> 00:21:05,800 All my roles. You can test on your products, 487 00:21:06,400 --> 00:21:08,840 white background images versus lifestyle ones. 488 00:21:09,160 --> 00:21:12,560 Most businesses have both, which is good, and I think everybody 489 00:21:12,560 --> 00:21:15,680 should have both. So in terms of testing them, I 490 00:21:15,680 --> 00:21:16,920 would test them on Google Shopping. 491 00:21:17,320 --> 00:21:19,640 So to see, do we sell more when we have a white background or 492 00:21:19,640 --> 00:21:20,640 when we have a lifestyle background? 493 00:21:20,640 --> 00:21:23,600 And I would literally do that granularity every single product 494 00:21:24,080 --> 00:21:26,880 on collection and have some in white, some not in white. 495 00:21:26,880 --> 00:21:28,720 Try different. And also just because the 496 00:21:28,720 --> 00:21:30,680 lifestyle background didn't win doesn't mean lifestyle's not 497 00:21:30,680 --> 00:21:33,480 going to win. You can try multiple lifestyle 498 00:21:33,480 --> 00:21:34,880 backgrounds. You can also, even though it's a 499 00:21:34,880 --> 00:21:37,960 white background, you can test different subtle changes. 500 00:21:37,960 --> 00:21:39,400 You can put a shadow behind the product. 501 00:21:39,560 --> 00:21:41,200 You can go for a different colour background instead of 502 00:21:41,200 --> 00:21:42,600 white. So there's lots of things you 503 00:21:42,600 --> 00:21:45,480 can do with that. Collections on your site is 504 00:21:45,480 --> 00:21:46,760 another good place. Do you want everything with a 505 00:21:46,760 --> 00:21:49,240 white background background? Do you want every 4th or 5th 506 00:21:49,240 --> 00:21:51,160 product something to have a full background on it? 507 00:21:51,320 --> 00:21:53,800 Do you actually want to not have a product every 6th product? 508 00:21:54,080 --> 00:21:56,680 So instead of not instead of a product, have a full background 509 00:21:56,680 --> 00:21:59,960 screen square that brings across some part of lifestyle of your 510 00:21:59,960 --> 00:22:02,400 business every 3rd or 5th or 8th product or something. 511 00:22:02,480 --> 00:22:04,160 So as they're scrolling through a list of products, it's like, 512 00:22:04,320 --> 00:22:06,960 do you know we offer zero percent finance on if you want 513 00:22:07,000 --> 00:22:10,240 to buy, buy now, pay later and it's 0% finance. 514 00:22:10,400 --> 00:22:12,840 Another one, but they're saying you know you're buying a fitted 515 00:22:12,840 --> 00:22:14,920 shirt. Well, here's our sizing guide to 516 00:22:14,920 --> 00:22:17,840 help you find the right shirt. Or, you know, put your 517 00:22:17,840 --> 00:22:20,520 measurements in measurement based shopping or something. 518 00:22:20,520 --> 00:22:22,520 So you say put your measurements in and we'll tell you how to 519 00:22:22,520 --> 00:22:24,720 measure yourself and then we'll filter all of our products by 520 00:22:24,720 --> 00:22:26,040 just the ones you can get in this size. 521 00:22:26,280 --> 00:22:29,200 Fantastic. You can put people in pictures 522 00:22:29,400 --> 00:22:31,200 and test having people in the images. 523 00:22:31,200 --> 00:22:34,440 Not having people in the images. There's a beds business that we 524 00:22:34,440 --> 00:22:37,760 did a bit of work with and then pitched to a while ago and they 525 00:22:37,800 --> 00:22:40,320 had no people in any of their pictures. 526 00:22:40,600 --> 00:22:42,640 And I was, I sort of said, who are these products for? 527 00:22:42,640 --> 00:22:44,640 And they're obviously people, their beds. 528 00:22:44,640 --> 00:22:46,560 Like obviously this is for a person, a human. 529 00:22:46,840 --> 00:22:49,320 I said, where are they? There's not one picture of 530 00:22:49,320 --> 00:22:52,480 somebody laying in one of these beds, big smile on their face, 531 00:22:52,480 --> 00:22:54,880 hands behind their head. Some of the beds TV's, you could 532 00:22:54,880 --> 00:22:57,400 have ATV in the not the headboard, the footboard, I 533 00:22:57,400 --> 00:22:58,640 think it's called. I don't you know what that is. 534 00:22:58,880 --> 00:23:00,560 But anyway, at the end of the bed, you can click a button and 535 00:23:00,560 --> 00:23:03,360 ATV pops out, someone watching, you know, husband and wife 536 00:23:03,360 --> 00:23:04,840 cuddled up watching late night telly. 537 00:23:05,080 --> 00:23:07,960 That's a fantastic shot. Or maybe the whole family all in 538 00:23:07,960 --> 00:23:09,920 mum and dad's bed watching a film in bed. 539 00:23:09,920 --> 00:23:12,520 Bit of popcorn wouldn't allow that in my house without any 540 00:23:12,520 --> 00:23:13,840 food in the bed. Don't want crumbs. 541 00:23:14,560 --> 00:23:17,000 But anyway, the point is people in pictures versus without. 542 00:23:17,200 --> 00:23:19,240 The amount of products I see where it's like there's products 543 00:23:19,240 --> 00:23:20,920 everywhere. There's not one single person 544 00:23:20,920 --> 00:23:23,160 enjoying any of these products. I'm not buying this product 545 00:23:23,160 --> 00:23:24,520 because I need it. I'm buying it because I want to 546 00:23:24,520 --> 00:23:26,800 look and feel good. So show me a picture of this 547 00:23:26,920 --> 00:23:31,320 over shirt on someone you know Makes a lot of sense filtering 548 00:23:31,320 --> 00:23:33,320 options on collections. So you could test changing the 549 00:23:33,320 --> 00:23:35,480 filter options make them easier to use. 550 00:23:35,720 --> 00:23:38,120 Better than that, look at the statistics of what thing, what 551 00:23:38,120 --> 00:23:40,960 things people generally sort your collection by and what 552 00:23:40,960 --> 00:23:42,640 filters they start to put on your collection. 553 00:23:42,960 --> 00:23:46,240 If everybody filters this same collection to blue, blue 554 00:23:46,240 --> 00:23:48,360 products because they want blue, for example, you should probably 555 00:23:48,360 --> 00:23:50,920 make a blue collection and work out how that fits in your site 556 00:23:50,920 --> 00:23:52,520 hierarchy. So there's loads can be done 557 00:23:52,520 --> 00:23:55,040 with filtering to help people find especially got thousands of 558 00:23:55,040 --> 00:23:56,920 products to find the right product. 559 00:23:56,920 --> 00:23:59,160 You can increase conversion by helping them get to that product 560 00:23:59,160 --> 00:24:02,480 again quickly easily. You might have some of the stuff 561 00:24:02,480 --> 00:24:04,880 on your site again, play the game of make it obvious. 562 00:24:05,160 --> 00:24:08,160 Is it obvious where to filter? No, it's not because it's in the 563 00:24:08,160 --> 00:24:09,640 same colour as all the other buttons. 564 00:24:09,840 --> 00:24:12,560 But we know that when people filter, we make twice as much 565 00:24:12,560 --> 00:24:15,000 revenue than when they don't. So that those are the kind of 566 00:24:15,000 --> 00:24:17,640 statistics you want to start looking at last couple. 567 00:24:18,720 --> 00:24:21,320 I love this one. Shopify does, I think it does 568 00:24:21,320 --> 00:24:23,160 this automatically. I don't actually know. 569 00:24:23,160 --> 00:24:24,800 I don't spend much of my life in the car. 570 00:24:24,800 --> 00:24:26,960 I spend a lot of my time on the main part of the site. 571 00:24:27,360 --> 00:24:29,480 But I know in Shopify Plus plenty of brands have changed 572 00:24:29,480 --> 00:24:30,520 this. And if you're not on Shopify, 573 00:24:30,520 --> 00:24:31,920 probably got more control to change this anyway. 574 00:24:32,120 --> 00:24:34,880 But when you reach the checkout, make it as quick and easy and 575 00:24:34,880 --> 00:24:36,680 fast as possible. One of the ways to do that is to 576 00:24:36,680 --> 00:24:39,880 have like a 123 that it tells you maybe at the car before you 577 00:24:39,880 --> 00:24:42,840 go into checkout. For example, number one, you 578 00:24:42,840 --> 00:24:45,360 know #1 choose your items. Number two, place your order. 579 00:24:45,360 --> 00:24:48,800 Number three, we ship it within we within one to in two days, 580 00:24:49,080 --> 00:24:50,120 we're going to ship this product. 581 00:24:50,600 --> 00:24:52,600 Super simple, but it at least reassures people and it's 582 00:24:52,600 --> 00:24:54,520 setting the expectation going back to what I said earlier 583 00:24:54,520 --> 00:24:57,280 about big buttons, clear offers and clear expectations. 584 00:24:57,320 --> 00:24:59,280 So tell them this is the process you're about to go through in 585 00:24:59,280 --> 00:25:01,280 the car. If you've got a more complicated 586 00:25:01,280 --> 00:25:05,000 product which you need to have like a booked delivery slot or 587 00:25:05,000 --> 00:25:08,200 you need to put a huge amount of measurements in before someone 588 00:25:08,200 --> 00:25:10,840 can order this or actually this product has to integrate or work 589 00:25:10,840 --> 00:25:13,080 with something else. So we need to ask some questions 590 00:25:13,080 --> 00:25:14,760 before that. Again, these steps are 591 00:25:14,760 --> 00:25:18,120 absolutely imperative. So it's like step one, make sure 592 00:25:18,120 --> 00:25:19,600 we've got the right product step. 593 00:25:19,600 --> 00:25:21,520 And again, using the right wording doesn't sound like a Oh 594 00:25:21,520 --> 00:25:24,120 my gosh, this can be so long. The user goes, oh, that's good. 595 00:25:24,160 --> 00:25:27,200 I do, I need to make sure I'm buying the right part for my car 596 00:25:27,440 --> 00:25:29,720 and it's going in the right place and it's the right bit of 597 00:25:29,920 --> 00:25:32,320 the engine that I'm putting this part in, for example. 598 00:25:32,520 --> 00:25:34,240 So I need to be absolutely abundantly sure. 599 00:25:34,240 --> 00:25:36,760 So this is, you know, but just we check out, do a number plate, 600 00:25:36,760 --> 00:25:38,640 look up to make sure it's the right part or something of the 601 00:25:38,640 --> 00:25:40,960 right colour for your vehicle or whatever. 602 00:25:41,240 --> 00:25:43,600 And then you go into like, you know, do that place your order, 603 00:25:43,600 --> 00:25:45,240 we ship. It's a nice simple. 604 00:25:45,360 --> 00:25:47,440 So even if it does take 5 or 10 minutes, people are like, you're 605 00:25:47,440 --> 00:25:49,560 doing this to my own benefit, I'm going to sneeze. 606 00:25:52,920 --> 00:25:56,040 Excuse me, Winter colds, the UK common cold, we call it. 607 00:25:57,280 --> 00:26:01,360 And finally, increasing and decreasing the number of payment 608 00:26:01,360 --> 00:26:03,040 options. Why would you decrease it? 609 00:26:03,040 --> 00:26:05,080 Nick makes it simple. People are lazy. 610 00:26:05,560 --> 00:26:09,560 Back to my original point. So actually, I would test having 611 00:26:09,880 --> 00:26:11,840 PayPal on the site. Take PayPal off the site. 612 00:26:11,840 --> 00:26:15,800 So many people use PayPal. Excuse me, I'm sneezing again. 613 00:26:15,800 --> 00:26:18,000 This is why I'm drinking smoothies, immune boosting 614 00:26:18,000 --> 00:26:20,360 smoothies and I have had multiple herbal teas today. 615 00:26:21,240 --> 00:26:23,600 But anyway, changing the amount of payment options to give 616 00:26:23,600 --> 00:26:26,320 people the options to whether it's if you just say like all 617 00:26:26,320 --> 00:26:28,720 major cards accepted or you say we're just taking credit card. 618 00:26:29,280 --> 00:26:32,720 Having all the options sometimes can, I think can put people off. 619 00:26:33,040 --> 00:26:36,800 If you have three different payment options that give you 00 620 00:26:36,800 --> 00:26:40,480 percent finance, reducing that to 1, you might find more people 621 00:26:40,480 --> 00:26:41,800 check out. You might find it's actually 622 00:26:41,800 --> 00:26:44,520 confusing people going. I do want to do finance, but 623 00:26:44,520 --> 00:26:47,320 now, now you've you the, the merchant have raised the 624 00:26:47,320 --> 00:26:51,160 question to me, the customer, which one do I actually want or 625 00:26:51,160 --> 00:26:53,480 which one should I go for? Of the three, now I'm like 626 00:26:53,480 --> 00:26:54,960 looking at terms and conditions and stuff. 627 00:26:54,960 --> 00:26:57,440 And actually they pretty much all provide a very similar 628 00:26:57,440 --> 00:27:00,240 service or if not the same. So why don't you, the merchant, 629 00:27:00,240 --> 00:27:02,240 do your homework? Just have 10 percent finance 630 00:27:02,240 --> 00:27:04,480 option. Like don't talk about Apple Pay 631 00:27:04,480 --> 00:27:07,320 if someone's on a desktop, don't talk about Google Pay if 632 00:27:07,320 --> 00:27:11,080 someone's on a, on an iPhone. Don't offer shop pay if no one's 633 00:27:11,080 --> 00:27:13,680 using it. And I think this kind of stems 634 00:27:13,680 --> 00:27:15,760 from a much deeper thing that I find with a lot of brands. 635 00:27:15,760 --> 00:27:18,400 And it's nobody's fault, but a lot of brands will do things for 636 00:27:18,400 --> 00:27:20,320 their own benefit, not for the customers benefit. 637 00:27:20,480 --> 00:27:22,720 It's like, well, let's call it this on the side. 638 00:27:22,720 --> 00:27:26,520 And again, guy on Friday talks about this quite a bit in 639 00:27:26,520 --> 00:27:28,240 regards to, to the clothing that he sells. 640 00:27:29,520 --> 00:27:32,720 We, we want to call this a garment, but I call it a T-shirt 641 00:27:32,720 --> 00:27:34,680 as a customer. So call it a T-shirt, not a 642 00:27:34,680 --> 00:27:36,280 garment. We spoke on Friday as well about 643 00:27:36,280 --> 00:27:38,920 colours and how the suppliers colour. 644 00:27:38,920 --> 00:27:42,560 He's actually had to Google some of the colours that suppliers 645 00:27:42,560 --> 00:27:45,080 use when he's buying the products in because he was like, 646 00:27:45,080 --> 00:27:46,760 what the heck's that? And they're going, it's pink. 647 00:27:46,760 --> 00:27:48,240 Do you know what? I don't think anyone's going to 648 00:27:48,240 --> 00:27:51,000 type in whatever magenta or whatever colour that is, they're 649 00:27:51,000 --> 00:27:53,120 going to type in pink. So I'm just going to call it 650 00:27:53,240 --> 00:27:55,040 pink. So there we go. 651 00:27:55,480 --> 00:27:56,880 Anyway, that's almost it for me today. 652 00:27:56,880 --> 00:27:58,960 We're going to have a bit of fun now, Quivia, I'm going to have a 653 00:27:58,960 --> 00:28:01,640 sip of this smoothie. If it does decide to pour, it's 654 00:28:02,320 --> 00:28:04,280 the vegan protein's. Still not things. 655 00:28:04,440 --> 00:28:06,680 I need to up my game with these. I need to work out what order to 656 00:28:06,680 --> 00:28:08,800 put things in. And maybe I need to mix the 657 00:28:08,800 --> 00:28:11,760 protein with the water 1st and then put the fruit in and blend 658 00:28:11,760 --> 00:28:12,560 it. That's what I'm gonna do 659 00:28:12,760 --> 00:28:15,200 tomorrow. But anyway, what content 660 00:28:15,640 --> 00:28:17,400 formats? So I'm reading this terribly. 661 00:28:17,400 --> 00:28:22,840 What content formats deliver the highest ROI on TikTok Content 662 00:28:22,840 --> 00:28:24,800 formats. Your options are short form 663 00:28:24,800 --> 00:28:27,560 content. The second one is image content 664 00:28:27,600 --> 00:28:29,440 and the third one is a live stream video. 665 00:28:29,480 --> 00:28:31,320 I'm going to try and have a sip of this thing where you decide 666 00:28:31,320 --> 00:28:34,200 that says is it short form images or live stream videos 667 00:28:34,280 --> 00:28:41,120 that get the best ROI. It is nice you're going from 668 00:28:41,120 --> 00:28:44,440 unflavored vegan protein because one's the fruit. 669 00:28:45,480 --> 00:28:47,280 It's a bit stodgy. I'm still going to drink it. 670 00:28:47,360 --> 00:28:50,640 It's full of health. Anyway, in last place, I could 671 00:28:50,640 --> 00:28:53,160 do this like a like some sort of judge announcing the winners. 672 00:28:53,440 --> 00:28:59,520 And in last place, the live stream videos is 16%. 673 00:28:59,760 --> 00:29:00,720 So that was the third of the two. 674 00:29:00,720 --> 00:29:04,080 So 16% ROI. Sorry, 16. 675 00:29:04,080 --> 00:29:05,720 I don't know what the percentage actually mean. 676 00:29:06,520 --> 00:29:08,440 I've taken this off a study, but I don't know what the 677 00:29:08,440 --> 00:29:10,640 percentages mean. Anyway, live stream videos have 678 00:29:10,640 --> 00:29:12,760 the best ROI. Maybe it's, let's assume it's 679 00:29:12,760 --> 00:29:15,440 percentages of brands, but anyway, the top one does make 680 00:29:15,440 --> 00:29:17,880 sense. So live stream videos, 16% of 681 00:29:17,880 --> 00:29:21,560 brands got the best ROI on live stream videos, 19% of brands got 682 00:29:21,560 --> 00:29:24,680 the best ROI on images. And then the top winner was 683 00:29:24,680 --> 00:29:29,920 short form. 22% of brands get a good ROI from short form over 684 00:29:29,920 --> 00:29:32,440 the other two. So have a think about short form 685 00:29:32,440 --> 00:29:33,760 content. If you don't know what that is, 686 00:29:33,760 --> 00:29:35,600 Google it. I've gone way too long today. 687 00:29:35,600 --> 00:29:37,720 These are supposed to be quick. But anyway, thank you so much 688 00:29:37,720 --> 00:29:38,720 for tuning in. My name's been Nick. 689 00:29:38,720 --> 00:29:40,200 You guys have been great. And if you haven't already, hit 690 00:29:40,200 --> 00:29:41,400 the subscribe button. See you on Friday. 691 00:29:41,680 --> 00:29:43,240 And yeah, big announcement on Friday. 692 00:29:43,320 --> 00:29:45,800 I only subtly talk about it for a minute on Friday or for a few 693 00:29:45,800 --> 00:29:47,720 seconds next Tuesday. I'm going to do a whole episode, 694 00:29:48,240 --> 00:29:50,160 probably better news, but we'll generally talk about what's 695 00:29:50,160 --> 00:29:52,120 happening later in the year. Thanks so much for tuning in. 696 00:29:52,120 --> 00:29:53,600 You've been great and I hope you can join us again soon.