1 00:00:00,360 --> 00:00:03,160 What if I told you you could double your conversion rate in 2 00:00:03,160 --> 00:00:06,680 three very simple steps and almost overnight, almost, but 3 00:00:06,680 --> 00:00:08,680 not quite simply because it takes time to click buttons. 4 00:00:08,680 --> 00:00:10,160 Well, that's what I'm going to be talking about today. 5 00:00:10,240 --> 00:00:12,480 So welcome to today's Tuesday Tea Break talks with me, your 6 00:00:12,480 --> 00:00:13,800 host, Nick Truman. Thanks for tuning in. 7 00:00:13,800 --> 00:00:16,120 Hit the subscribe button if you haven't already, and let's get 8 00:00:16,120 --> 00:00:21,920 cracking. So I'm going to talk through 9 00:00:21,920 --> 00:00:23,960 both of these clients. But first of all, I'm going to 10 00:00:23,960 --> 00:00:28,200 talk you through the steps we took step number one, and this 11 00:00:28,200 --> 00:00:31,640 comes from some extensive audiobook listening, which I 12 00:00:31,640 --> 00:00:33,400 love because you can put an audiobook on when you're at the 13 00:00:33,400 --> 00:00:35,920 gym, in the car. And I think people should always 14 00:00:35,920 --> 00:00:38,400 be learning. I often ask in interviews, what 15 00:00:38,400 --> 00:00:40,160 have you learnt recently? What books are you reading? 16 00:00:40,160 --> 00:00:41,360 What audiobooks are you listening to? 17 00:00:41,360 --> 00:00:44,120 What YouTube videos have really inspired you to want to learn 18 00:00:44,120 --> 00:00:46,320 more recently? And so I've been listening to 19 00:00:46,320 --> 00:00:48,800 audiobooks and a lot of them have been about sales. 20 00:00:48,800 --> 00:00:50,600 I thought that's one area I really need to brush up and 21 00:00:50,600 --> 00:00:53,640 haven't really done any learning education in it recently. 22 00:00:54,200 --> 00:00:56,640 And this applies I think perfectly to an e-commerce 23 00:00:56,640 --> 00:01:00,160 store, specifically a Shopify store and one of the things we 24 00:01:00,160 --> 00:01:02,080 need to do in sales, which was the first step. 25 00:01:02,200 --> 00:01:04,519 Having now reflected on this, thinking about this over the 26 00:01:04,519 --> 00:01:07,600 over the weekend ahead of today, the first step you need to 27 00:01:07,600 --> 00:01:10,160 determine with your website if you're going to improve the site 28 00:01:10,160 --> 00:01:13,840 and create some conversion rate doubling as as we've quite 29 00:01:13,840 --> 00:01:15,480 literally done. And I have statistics to prove 30 00:01:15,480 --> 00:01:17,800 that for both of these clients, we're pending a case study. 31 00:01:17,840 --> 00:01:20,160 One of the tests is still ongoing, so when it's finished, 32 00:01:20,160 --> 00:01:22,320 we'll get a case study out. But the first thing we need to 33 00:01:22,320 --> 00:01:26,560 do in sales is work out what people's rejections are and the 34 00:01:26,560 --> 00:01:28,640 rejection. What that means is why didn't 35 00:01:28,640 --> 00:01:31,120 they buy this product? Why were they not keen to buy? 36 00:01:31,120 --> 00:01:34,320 What happens? What question were we asking? 37 00:01:34,360 --> 00:01:36,680 And the question, I'll come back to you a bit later, send in the 38 00:01:36,680 --> 00:01:39,840 second example, what question are we asking the customer? 39 00:01:39,840 --> 00:01:42,560 What are we asking them to do and what do they need to know to 40 00:01:42,560 --> 00:01:45,960 buy this product coupled with what are their objections? 41 00:01:46,200 --> 00:01:48,800 And what you do not want to do in sales and you definitely do 42 00:01:48,800 --> 00:01:52,160 not want to do on a website is have anybody go away and say, 43 00:01:52,560 --> 00:01:55,000 cool, that's great. Let me go away and think about 44 00:01:55,000 --> 00:01:57,400 it. If someone goes away to think 45 00:01:57,400 --> 00:02:00,680 about it, they're not going to buy where, whereas on an 46 00:02:00,720 --> 00:02:03,200 ecommerce website, if they do need to go away and check things 47 00:02:03,200 --> 00:02:06,000 like measurements or it's a big engaged purchase, you need to 48 00:02:06,000 --> 00:02:08,360 get an e-mail address from them in that point of view. 49 00:02:08,360 --> 00:02:12,280 So step one to to doubling a conversion rate is you need to 50 00:02:12,280 --> 00:02:15,160 determine what your customer's biggest objections are. 51 00:02:15,640 --> 00:02:18,840 Step 2, then once you've worked out what the objections are, you 52 00:02:18,840 --> 00:02:21,360 need to do some AB testing and come up with some creative 53 00:02:21,360 --> 00:02:24,080 solutions to break down those objections. 54 00:02:24,080 --> 00:02:26,640 Reassure them that this is a fantastic product and they 55 00:02:26,640 --> 00:02:29,080 should try it out. And I love using that phrase for 56 00:02:29,080 --> 00:02:31,600 the right products, the right sales pitches of why don't you 57 00:02:31,600 --> 00:02:33,240 try it out? It really is good. 58 00:02:33,240 --> 00:02:35,760 We're not going to let you down. Why don't you try it out? 59 00:02:36,040 --> 00:02:38,880 And I think that's a fantastic point with some products and you 60 00:02:38,880 --> 00:02:41,480 can even find quite a cheap item somebody's thinking of 61 00:02:41,480 --> 00:02:43,920 purchasing on a website and they just don't seem to have that 62 00:02:43,920 --> 00:02:46,160 impetus to go. Why don't you just try it out? 63 00:02:46,360 --> 00:02:49,120 And I think with marketing, sometimes we go too far down the 64 00:02:49,120 --> 00:02:51,600 features route and not enough down the benefits route. 65 00:02:51,600 --> 00:02:53,840 I say it a lot. It's very well known saying that 66 00:02:53,840 --> 00:02:57,840 features tell benefits sell. This is going to improve your 67 00:02:57,840 --> 00:03:00,160 life because this is going to improve your life. 68 00:03:00,320 --> 00:03:02,240 How? This is the best phone case you 69 00:03:02,240 --> 00:03:03,640 could buy. This is the best mug you could 70 00:03:03,640 --> 00:03:05,280 possibly drink your morning coffee out of. 71 00:03:05,480 --> 00:03:07,440 This is the best lighting for a podcast studio. 72 00:03:07,680 --> 00:03:09,840 This is not, if you're watching doing this, we are currently 73 00:03:09,840 --> 00:03:11,640 working on the structure. You'll notice some new plants 74 00:03:11,640 --> 00:03:13,240 have appeared. We're working on the structure 75 00:03:13,240 --> 00:03:15,320 thing. But that AB test you're going to 76 00:03:15,320 --> 00:03:17,200 run is this is the current version. 77 00:03:17,200 --> 00:03:20,000 And based on what we believe the rejections to be, this is the 78 00:03:20,000 --> 00:03:22,720 new version, which then brings us back to .1. 79 00:03:22,720 --> 00:03:25,160 Well, how do we work out what the rejections are to know what 80 00:03:25,160 --> 00:03:27,560 to test, to know what to make a change on? 81 00:03:28,080 --> 00:03:31,160 There's two ways to do this. And I, I love using the, the 82 00:03:31,160 --> 00:03:33,080 phrase as well. The analytics will tell you what 83 00:03:33,080 --> 00:03:36,440 happened, not why. And so the what happened Look in 84 00:03:36,440 --> 00:03:39,520 the analytics use something like Microsoft Clarity or which is a 85 00:03:39,520 --> 00:03:43,520 free version of a recording tool so you can see recordings of 86 00:03:43,520 --> 00:03:45,640 people using your website. It does slow down page to be a 87 00:03:45,640 --> 00:03:47,320 little bit to be a little bit careful using it. 88 00:03:47,360 --> 00:03:49,600 Some clients, we turn it on for a week or two, get a ton of data 89 00:03:49,600 --> 00:03:51,880 and turn it back off and leave it off for a few months or until 90 00:03:51,880 --> 00:03:55,280 we next need some data. Hot Jar is a paid for version 91 00:03:55,280 --> 00:03:58,120 not endorsed by them at all. But if Hot Jar are listening, 92 00:03:58,200 --> 00:03:59,480 reach out. We'd love you to sponsor the 93 00:03:59,480 --> 00:04:02,480 show and but we need to work out what these rejections are so the 94 00:04:02,480 --> 00:04:06,080 data can show you that somebody landed on this page, like 95 00:04:06,080 --> 00:04:08,520 product page or they're just on their collection page and 96 00:04:08,520 --> 00:04:10,040 everyone seems to click on these products. 97 00:04:10,040 --> 00:04:11,280 Why? And I'll come on to that. 98 00:04:11,280 --> 00:04:13,080 My first example because that was part of the part of the 99 00:04:13,080 --> 00:04:15,000 picture here. The other thing that you want to 100 00:04:15,000 --> 00:04:18,160 think about though, is actually talking to customers to find out 101 00:04:18,160 --> 00:04:20,120 the more qualitative why did they do something? 102 00:04:20,360 --> 00:04:22,680 So again, analytics, I think I just said why, but analytics 103 00:04:22,680 --> 00:04:25,640 will show you what happened, but you need to talk to them to find 104 00:04:25,640 --> 00:04:27,760 out why. How can you talk to them very 105 00:04:27,760 --> 00:04:30,560 quickly and easily use an AI tool to scrape all of your 106 00:04:30,560 --> 00:04:32,880 customer reviews? What are some of the biggest 107 00:04:32,880 --> 00:04:34,640 reasons people were unhappy with this product? 108 00:04:35,000 --> 00:04:37,880 What are some of the biggest reasons people bought from us? 109 00:04:38,000 --> 00:04:42,000 Were there any soft objections in any of the review content? 110 00:04:42,000 --> 00:04:44,920 It's a fantastic question to ask the AI or better than that. 111 00:04:45,080 --> 00:04:46,560 Get yourself a glass. I call it a glass of wine 112 00:04:46,560 --> 00:04:48,200 project. Get yourself a glass of wine one 113 00:04:48,200 --> 00:04:49,960 night and sit there and just keep scrolling through customer 114 00:04:49,960 --> 00:04:52,600 reviews and and start tallying up the themes. 115 00:04:52,920 --> 00:04:55,040 What themes are there around things people said? 116 00:04:55,240 --> 00:04:57,560 Oh, I was nervous, but I nearly didn't buy it. 117 00:04:57,560 --> 00:05:00,520 But, and one of the things we found out for a client recently, 118 00:05:00,520 --> 00:05:02,720 as people say, I don't really know who this brand are. 119 00:05:02,720 --> 00:05:05,200 And that's example one, which I'll come onto in a second. 120 00:05:05,880 --> 00:05:09,560 But you can also run feedback surveys and you get a focus 121 00:05:09,560 --> 00:05:11,560 group together and ask them questions. 122 00:05:11,560 --> 00:05:15,120 You could phone every customer 1 by 1 and say, hey, you bought 123 00:05:15,120 --> 00:05:17,000 from a website 10 minutes ago. We're going to get that sent 124 00:05:17,000 --> 00:05:18,280 out. And also, could I have two 125 00:05:18,280 --> 00:05:21,080 minutes of your time just to ask about how you found our website 126 00:05:21,080 --> 00:05:22,320 and our business and everything else? 127 00:05:22,320 --> 00:05:24,360 And we'll put a free product in which might be one of those 128 00:05:24,360 --> 00:05:26,120 products sitting in the corner of the warehouse that you can't 129 00:05:26,120 --> 00:05:29,120 sell. Ask them about things like that. 130 00:05:29,400 --> 00:05:32,440 You know what, what were some of your rejection reasons? 131 00:05:32,440 --> 00:05:34,440 How many products did you browse before you bought the one that 132 00:05:34,440 --> 00:05:36,240 you bought? Do you find our site easy to 133 00:05:36,240 --> 00:05:38,360 navigate? Was it a little bit difficult? 134 00:05:38,960 --> 00:05:41,440 Anyway, it's Tuesday tea break talks, quick cup, a quick sip of 135 00:05:41,440 --> 00:05:43,480 tea and it's currently a heat wave in the UK, like it's 136 00:05:43,800 --> 00:05:45,800 blooming hot here. It's like 32°C. 137 00:05:46,000 --> 00:05:47,640 I'm drinking out of a Christmas mug to make me feel a bit 138 00:05:47,640 --> 00:05:52,080 cooler, which might make me just look like a mug. 139 00:05:52,080 --> 00:05:54,160 But you guys can decide and don't pay anything mean in the 140 00:05:54,160 --> 00:05:55,560 comments. I am I am a person. 141 00:05:56,120 --> 00:05:58,880 But anyway, the the other thing you can do now to get that 142 00:05:58,880 --> 00:06:02,640 feedback from customers quite quickly and quite efficiently is 143 00:06:02,640 --> 00:06:05,560 using a thing called agentic AI. So if you've got ChatGPT 144 00:06:05,560 --> 00:06:08,040 premium, like almost all of us do now, it's the best Co 145 00:06:08,040 --> 00:06:10,840 founder, best assistant. And as I put on LinkedIn 146 00:06:10,840 --> 00:06:14,160 recently, very empathetic. There's I took the post down in 147 00:06:14,160 --> 00:06:16,240 the end because I had a bit of hate on it, which I thought was 148 00:06:16,240 --> 00:06:18,360 quite funny and I just thought I haven't got time for this. 149 00:06:18,360 --> 00:06:22,040 Life's too short for hatred. But the but yeah, the agentic 150 00:06:22,120 --> 00:06:24,720 AI. You can tell ChatGPT go onto my 151 00:06:24,720 --> 00:06:28,160 website or assume you'd seen this image and take a picture of 152 00:06:28,160 --> 00:06:31,080 an advert of your one of your ads and say assume you'd seen 153 00:06:31,080 --> 00:06:33,240 this advert and you landed on this page on my website. 154 00:06:33,600 --> 00:06:36,880 Go and visit that page and you put it in agent mode and it goes 155 00:06:36,880 --> 00:06:38,960 on the site as an agent and tells you some of the things it 156 00:06:38,960 --> 00:06:41,360 doesn't know, some of the things it thinks that customers are 157 00:06:41,360 --> 00:06:43,680 going to struggle with bits of the site that don't work. 158 00:06:43,680 --> 00:06:44,920 That button there doesn't do anything. 159 00:06:44,920 --> 00:06:48,080 Or if I click this, there's a bug or a problem or a fault on 160 00:06:48,080 --> 00:06:50,240 your site, and that needs to be needs to be sorted. 161 00:06:50,840 --> 00:06:53,680 So that's how we can get some of these rejection reasons, which 162 00:06:53,680 --> 00:06:55,360 then means we can get creative with the testing again. 163 00:06:55,360 --> 00:06:57,080 I'm going to show you 2 examples of that in a SEC. 164 00:06:57,360 --> 00:07:01,440 And then #3 this is one of the biggest opportunities, I think, 165 00:07:01,440 --> 00:07:04,280 for brands that get completely missed purely because you don't 166 00:07:04,280 --> 00:07:06,960 know what you don't know. When you run an AB test, 167 00:07:07,880 --> 00:07:10,320 everybody gets the results and they get very excited about 168 00:07:10,320 --> 00:07:11,600 them. It gets warm fuzzy feeling. 169 00:07:11,600 --> 00:07:14,240 I'm looking at one right now where we've just over doubled a 170 00:07:14,240 --> 00:07:15,600 conversion rate, which is quite exciting. 171 00:07:15,600 --> 00:07:18,640 And I'm watching it every day like a hawk to be like, because 172 00:07:18,640 --> 00:07:20,320 I've made the changes. So now I'm excited like, you 173 00:07:20,320 --> 00:07:22,080 know, how much revenue we're going to get from this thing and 174 00:07:22,080 --> 00:07:23,600 how much higher is the conversion rate? 175 00:07:23,960 --> 00:07:25,920 And just to say as well, conversion rate's not the main 176 00:07:25,920 --> 00:07:28,400 metric. It's revenue per user is what 177 00:07:28,400 --> 00:07:30,800 you really want to focus on because actually, if people 178 00:07:30,800 --> 00:07:33,640 spend more and you have a lower conversion rate, but they spend 179 00:07:33,640 --> 00:07:35,880 more per order, that's actually a good outcome. 180 00:07:35,880 --> 00:07:39,040 Less orders to dispatch more, more revenue and more profit for 181 00:07:39,040 --> 00:07:41,360 you as well and less delivery cost if you're order offer free 182 00:07:41,360 --> 00:07:44,040 delivery. But anyway, the third thing that 183 00:07:44,040 --> 00:07:48,000 people completely miss in this process is retesting, which I 184 00:07:48,000 --> 00:07:49,680 know sounds slightly bizarre because you're like, hang on a 185 00:07:49,680 --> 00:07:50,880 minute, Nick, I've got this result. 186 00:07:50,880 --> 00:07:53,040 Like I'm excited now let's just get on with the next test. 187 00:07:53,440 --> 00:07:58,240 The reason you retest is because the philosophy of to not retest, 188 00:07:58,240 --> 00:08:00,240 you just run something once and go, well, that's better. 189 00:08:00,240 --> 00:08:03,400 Turn it on means you miss the opportunity to make it even 190 00:08:03,480 --> 00:08:05,320 better. It was probably by chance. 191 00:08:05,320 --> 00:08:06,560 Remember this is all hypothetical. 192 00:08:06,560 --> 00:08:09,800 You're trying something, so it's all a little bit by chance, 193 00:08:09,800 --> 00:08:13,040 whether it's worked or not. That version 1, or maybe you did 194 00:08:13,040 --> 00:08:16,280 an ABC test and you had two new versions against the original 195 00:08:16,400 --> 00:08:20,800 version, often called the control, and then you lose the 196 00:08:20,800 --> 00:08:23,960 opportunity to go all right, the one with this particular feature 197 00:08:23,960 --> 00:08:26,760 worked well. Let's try another version or two 198 00:08:26,760 --> 00:08:28,600 of that. Let's go even harder on that. 199 00:08:28,600 --> 00:08:31,280 If that's a big thing for people, what's another way we 200 00:08:31,280 --> 00:08:35,600 can get that same message across to our customers in different 201 00:08:35,600 --> 00:08:37,280 wording, different way, different widget, different 202 00:08:37,280 --> 00:08:39,640 design, different layout. Let's make it the first thing, 203 00:08:39,640 --> 00:08:40,919 right? Right now it's the third thing 204 00:08:40,919 --> 00:08:43,000 they see on the page on mobile, for example, let's make it the 205 00:08:43,000 --> 00:08:45,520 first thing. Let's put it above the title on 206 00:08:45,520 --> 00:08:46,640 the page, which could be like the price. 207 00:08:46,720 --> 00:08:47,920 Let's just put the price up at the top. 208 00:08:47,920 --> 00:08:50,280 Everyone loves our pricing and talk about it and reviews a lot. 209 00:08:50,440 --> 00:08:52,560 That's what we tested. Let's make it more prominent, 210 00:08:52,600 --> 00:08:53,760 OK? It's too prominent now. 211 00:08:54,160 --> 00:08:56,560 And sometimes having a test that doesn't work does give you more 212 00:08:56,560 --> 00:08:58,440 information than a test that just does. 213 00:08:58,760 --> 00:09:01,320 If all your tests come out conclusive, great conversion 214 00:09:01,320 --> 00:09:03,920 rate, revenue per user are going up, but you're not really 215 00:09:03,920 --> 00:09:05,960 learning anything. And the more you learn about 216 00:09:05,960 --> 00:09:08,320 your customers and you learn that doesn't work and that does 217 00:09:08,760 --> 00:09:11,600 that's more insightful than just the stuff that does work. 218 00:09:11,600 --> 00:09:14,960 You might find that you run a test once and get a 20% uplift 219 00:09:14,960 --> 00:09:17,480 in revenue per user and you're thinking 20% more revenue 220 00:09:17,760 --> 00:09:19,920 without spending any more. That's fantastic. 221 00:09:20,120 --> 00:09:23,320 What if it could be 70%? What if it could be 90%? 222 00:09:23,880 --> 00:09:28,480 I think our record test here was 140% uplift and that was 111% 223 00:09:28,480 --> 00:09:31,760 uplift in SEO alone, which was amazing. 224 00:09:32,280 --> 00:09:35,680 So again, and that's, that's total revenue per user, which is 225 00:09:35,680 --> 00:09:37,680 awesome. So those are the three steps you 226 00:09:37,680 --> 00:09:39,920 want to determine what the customer's biggest objections 227 00:09:39,920 --> 00:09:41,120 are. You want to run some tests. 228 00:09:41,120 --> 00:09:43,720 And the most important part, I would say after the test is you 229 00:09:43,720 --> 00:09:47,400 now want to retest and rehash the thing that you believe one 230 00:09:47,680 --> 00:09:49,440 to see if actually it was something else. 231 00:09:49,800 --> 00:09:52,280 And also the thing we're testing, and this is the hardest 232 00:09:52,280 --> 00:09:54,840 part we're testing, I think is when you're small, running an AB 233 00:09:54,880 --> 00:09:56,880 test is difficult because you don't have much data. 234 00:09:56,880 --> 00:09:58,960 And sometimes you'll run it and the tool you're using within, 235 00:09:58,960 --> 00:10:01,240 there's lots of apps to do this for you, But the tool you're 236 00:10:01,240 --> 00:10:04,600 running in Shopify to run the test, it says to you like, it's 237 00:10:04,600 --> 00:10:06,960 inconclusive, I'm going to need to run this for like 8 months. 238 00:10:07,560 --> 00:10:09,800 And so you're like, OK, eight months is a long time. 239 00:10:10,680 --> 00:10:13,840 You really want to get at least sort of 2 or 300 transactions 240 00:10:13,840 --> 00:10:16,360 through the site to get a fair output from a test. 241 00:10:16,360 --> 00:10:18,600 Ideally 1000. A thousand seems to be the real 242 00:10:18,600 --> 00:10:20,520 sweet spot. We've had some tests that have 243 00:10:20,520 --> 00:10:22,480 started for the first week and it's like, wow, we're up like 244 00:10:22,480 --> 00:10:25,440 100%. Week 2, we're down 40%. 245 00:10:25,440 --> 00:10:27,520 So in total, now we're still up, but we're down. 246 00:10:28,280 --> 00:10:29,880 You know, we're still up, but we're down from where we were 247 00:10:29,880 --> 00:10:31,840 after week 1. Or you might find actually the 248 00:10:31,840 --> 00:10:34,320 new version takes two weeks before it overtakes the old 249 00:10:34,320 --> 00:10:36,120 version. Because if you're using a good 250 00:10:36,120 --> 00:10:38,680 piece of tech, it will make sure returning visitors get the old 251 00:10:38,680 --> 00:10:40,920 version because they come back to purchase, which is quite 252 00:10:40,920 --> 00:10:42,760 exciting if that is part of the journey. 253 00:10:42,760 --> 00:10:44,720 And again, you want to get them signed up to e-mail so you can 254 00:10:44,720 --> 00:10:46,880 keep nudging them somehow, say come back and make that 255 00:10:46,880 --> 00:10:48,640 purchase. Here's more reasons to buy from 256 00:10:48,640 --> 00:10:50,600 us and try and again, breakdown those rejections. 257 00:10:50,960 --> 00:10:53,360 Client 1 then some notes I'm going to read through. 258 00:10:54,120 --> 00:10:58,000 The biggest thing we saw were in the reviews, especially it was 259 00:10:58,000 --> 00:11:01,080 people and this on Trustpilot. People were saying like, not so 260 00:11:01,080 --> 00:11:02,720 sure if these guys are legit or not. 261 00:11:03,320 --> 00:11:06,320 Sorry, legit is a very British thing, say bit they're 262 00:11:06,320 --> 00:11:07,640 legitimate, they're a real company. 263 00:11:07,640 --> 00:11:09,960 I've never heard of them. I don't have any sentiment 264 00:11:09,960 --> 00:11:12,720 towards them and a lot of e-commerce sites, let's face it, 265 00:11:12,800 --> 00:11:14,800 they're quite similar. You know, there's white 266 00:11:14,800 --> 00:11:17,680 background, there's products, there's some cool images of the 267 00:11:17,680 --> 00:11:20,480 products, there's a bit of branding, but generally a 268 00:11:20,480 --> 00:11:23,200 collection on Shopify looks pretty similar across all sites. 269 00:11:23,840 --> 00:11:26,280 And so actually trust is really, really important. 270 00:11:26,880 --> 00:11:29,280 And so that was one thing that we, we highlighted. 271 00:11:29,280 --> 00:11:32,080 And the second thing as well was when people were on collections, 272 00:11:32,240 --> 00:11:35,320 some products, it would say like 3IN stock, 2IN stock. 273 00:11:35,320 --> 00:11:37,200 And we asked the client what's the highest stock level you'd 274 00:11:37,200 --> 00:11:40,240 ever have on site, you know, in the warehouse. 275 00:11:40,240 --> 00:11:43,120 And they said probably about 5 or 6, because as soon as we get 276 00:11:43,120 --> 00:11:46,320 down to like one or two, if they sell quite quickly, our software 277 00:11:46,320 --> 00:11:48,560 automatically gets a few more from the supplier and puts them 278 00:11:48,560 --> 00:11:50,440 in. And we were like, you're always 279 00:11:50,440 --> 00:11:53,600 really in stock, aren't you? Like it's only going to be 2448 280 00:11:53,600 --> 00:11:55,640 hours, you're out of stock while more stocks arriving. 281 00:11:55,920 --> 00:11:57,800 And even then, if they get a load of orders, some of their 282 00:11:57,800 --> 00:11:59,240 suppliers can send direct to customer. 283 00:12:00,080 --> 00:12:00,880 And they were like, yeah, yeah, yeah. 284 00:12:00,880 --> 00:12:02,920 And it was like, OK, when we looked at the data, people were 285 00:12:02,920 --> 00:12:06,120 ignoring the ones that had like 2, sorry, ignoring the ones that 286 00:12:06,120 --> 00:12:09,440 didn't have a like 3IN stock. And some of them they order in 287 00:12:09,440 --> 00:12:11,800 and then send on to customer. They're big bulky items. 288 00:12:11,800 --> 00:12:13,760 It's quite quick and customers are actually fine with it. 289 00:12:13,800 --> 00:12:15,880 They don't mind at all. So we've got these two issues 290 00:12:15,880 --> 00:12:17,360 then. So people, some people are only 291 00:12:17,360 --> 00:12:19,600 clicking on the ones that are in stock, but all the bigger, 292 00:12:19,600 --> 00:12:22,760 bulkier, more expensive items with bigger profit margins. 293 00:12:23,080 --> 00:12:25,240 They, they didn't stay out of stock, but they don't have the 294 00:12:25,240 --> 00:12:27,720 stock label on collections. People aren't visiting them 295 00:12:27,720 --> 00:12:30,680 anymore and looking long term. Then average major order value 296 00:12:30,680 --> 00:12:32,840 had been coming down over time and it certainly dropped when 297 00:12:32,840 --> 00:12:35,400 they turned on that feature within Shopify. 298 00:12:35,680 --> 00:12:38,880 So we got that and we got trust. So what we did is we we tested 299 00:12:38,880 --> 00:12:40,560 more prominent Trustpilot widgets. 300 00:12:40,760 --> 00:12:43,480 We also made sure on mobile. And this was something that we 301 00:12:43,480 --> 00:12:45,600 had tested previously and it had really good results. 302 00:12:45,920 --> 00:12:48,040 But the way the widgets had changed, somebody had made an 303 00:12:48,040 --> 00:12:50,840 update to the theme and now the widgets weren't showing how many 304 00:12:50,840 --> 00:12:54,000 reviews they had on mobile and they had thousands. 305 00:12:54,720 --> 00:12:58,120 So when it comes to that whole trust issue, it's like, right, I 306 00:12:58,120 --> 00:13:00,200 don't trust this brand. Oh, look, they've got thousands 307 00:13:00,200 --> 00:13:03,160 of, you know, 4.84 point 9 stars on Trustpilot. 308 00:13:03,360 --> 00:13:06,120 I trust Trustpilot and they've got thousands of verified 309 00:13:06,120 --> 00:13:07,480 reviews. This is fantastic. 310 00:13:07,640 --> 00:13:10,280 That's, that's one of my rejections or objections to 311 00:13:10,280 --> 00:13:12,840 buying this product. Ticks like that's sorted now and 312 00:13:13,120 --> 00:13:15,480 we see conversion rate lift and the stock levels as well. 313 00:13:15,480 --> 00:13:18,720 Having taken those out, those two things alone doubled 314 00:13:18,720 --> 00:13:20,480 conversion rate in the first week. 315 00:13:20,720 --> 00:13:22,120 We're now in about week 8 of that. 316 00:13:22,120 --> 00:13:24,160 And we just wrote out two other clients that are doing similar 317 00:13:24,160 --> 00:13:26,120 things as well. But we're in week 8 and it's 318 00:13:26,120 --> 00:13:28,040 going so well. Like conversion rate is just 319 00:13:28,040 --> 00:13:30,720 over double. It's about 110% higher than it 320 00:13:30,720 --> 00:13:32,960 was on the original version. Why haven't you just rolled it 321 00:13:32,960 --> 00:13:34,520 out, Nick? Well, we're still getting data. 322 00:13:34,520 --> 00:13:37,560 And actually when we look at it by channel breakdown, 1 channel, 323 00:13:37,560 --> 00:13:40,680 which is e-mail has actually dropped a little bit, which 324 00:13:40,680 --> 00:13:43,320 doesn't surprise me because we've made the, if you don't 325 00:13:43,320 --> 00:13:46,360 know who we are messaging more prominent, but you do know who 326 00:13:46,360 --> 00:13:48,360 we are if you're subscribed to e-mail and coming in. 327 00:13:48,560 --> 00:13:51,960 So we're looking for a solution to that next as Step 3, which is 328 00:13:51,960 --> 00:13:55,120 going to be the the retest bit. So that's number one. 329 00:13:55,120 --> 00:13:58,280 So people didn't trust them. And when the stock levels were 330 00:13:58,280 --> 00:13:59,480 there, it just created confusion. 331 00:13:59,680 --> 00:14:01,960 And I love using, I love using this question as well in sales 332 00:14:01,960 --> 00:14:03,920 when you're trying to sell a product or a service to somebody 333 00:14:03,920 --> 00:14:06,400 and it's like you're asking the wrong question. 334 00:14:06,400 --> 00:14:09,000 Like questions are powerful, but you're asking the, the question 335 00:14:09,000 --> 00:14:11,240 is, do you want one of these ones with these these stocks? 336 00:14:11,240 --> 00:14:13,240 I mean, the people only want to buy one item generally anyway, 337 00:14:13,520 --> 00:14:15,680 but this one's got 3 in stock. This one's got one in stock. 338 00:14:15,680 --> 00:14:17,720 Which of those two do you want? It's the wrong question. 339 00:14:17,920 --> 00:14:19,480 The question is, which product do you want to buy? 340 00:14:19,480 --> 00:14:21,640 Like let's choose the product you want us fantastic product, 341 00:14:21,640 --> 00:14:23,680 great choice. Let's talk about the benefits of 342 00:14:23,680 --> 00:14:25,240 that product. Put that in your home, it's 343 00:14:25,240 --> 00:14:27,280 going to look amazing. You put this on your body, it's 344 00:14:27,280 --> 00:14:29,200 going to feel awesome. You're going to use that on your 345 00:14:29,200 --> 00:14:30,200 skin. Your skin's going to feel 346 00:14:30,200 --> 00:14:31,920 incredible. And here's the proof. 347 00:14:32,200 --> 00:14:35,400 And so again, wrong question that we're asking with them. 348 00:14:36,040 --> 00:14:38,280 Client #2 this one's fascinating. 349 00:14:38,280 --> 00:14:39,680 So this was a prescription product. 350 00:14:39,680 --> 00:14:43,000 It was a few years ago, but these guys, we found that there 351 00:14:43,000 --> 00:14:45,520 was only one product somebody could actually buy from them, 352 00:14:45,520 --> 00:14:48,560 which was interesting. So you had to buy the product 353 00:14:48,560 --> 00:14:51,480 based on what your doctor or medical professional had told 354 00:14:51,480 --> 00:14:52,960 you. You need this exact one. 355 00:14:53,720 --> 00:14:56,080 So there wasn't really a decision making process, but the 356 00:14:56,080 --> 00:14:58,520 way the hierarchy of the site was geared was like go into this 357 00:14:58,520 --> 00:15:00,760 category and then into this subcategory and then into this 358 00:15:00,760 --> 00:15:02,480 one. And it was like a very kind of, 359 00:15:02,800 --> 00:15:04,920 I don't know, clothing boutique experience, right? 360 00:15:05,160 --> 00:15:06,600 Let's find the one that's perfect for you. 361 00:15:06,600 --> 00:15:07,920 The right colour, the right fit, the right. 362 00:15:07,920 --> 00:15:11,720 So that's not this item. And what we found was the search 363 00:15:11,720 --> 00:15:14,200 box was hidden under a little magnifying glass that was really 364 00:15:14,200 --> 00:15:16,400 faint. But when somebody had clicked 365 00:15:16,400 --> 00:15:21,000 the magnifying glass button, we had 10 times the conversion rate 366 00:15:21,160 --> 00:15:23,680 than if they didn't 10 times. Yeah. 367 00:15:24,160 --> 00:15:27,560 So for everyone customer that bought trying to find the item 368 00:15:27,720 --> 00:15:30,800 themselves, clicking through multiple pages, everyone sale, 369 00:15:30,800 --> 00:15:32,600 we got 10 if they clicked on the magnifying glass. 370 00:15:33,000 --> 00:15:34,960 So what do we do? We made this search box more 371 00:15:34,960 --> 00:15:36,760 prominent sales. They didn't go up tenfold, but 372 00:15:36,760 --> 00:15:39,920 they went up pretty quick. And then what we did is we and 373 00:15:39,920 --> 00:15:42,200 we we eventually again managed to double the conversion rate in 374 00:15:42,200 --> 00:15:46,400 total. We converted the home page into 375 00:15:46,400 --> 00:15:49,040 a search engine, so we still would like the main NAV and 376 00:15:49,040 --> 00:15:50,960 everything, but the main thing on the homepage was not this big 377 00:15:50,960 --> 00:15:53,200 banner going, hey, we've got this new stuff or buy this or 378 00:15:53,200 --> 00:15:56,120 try this. The homepage was like, find your 379 00:15:56,120 --> 00:15:58,440 item right now. And as you started typing, one 380 00:15:58,440 --> 00:16:00,920 of the things we made sure is that search results came up as 381 00:16:00,920 --> 00:16:04,320 fast as possible and it told you how many products were there on 382 00:16:04,320 --> 00:16:06,200 the site. And that counter would keep 383 00:16:06,200 --> 00:16:08,880 every time you added another letter, it would count down 384 00:16:09,080 --> 00:16:11,240 until they were like there's 8 items, there's two items. 385 00:16:11,240 --> 00:16:13,040 There's we found your item and it would go green. 386 00:16:13,080 --> 00:16:16,440 We found your item which was awesome and you just you click 387 00:16:16,440 --> 00:16:18,840 on the item, it was had a short add to basket. 388 00:16:18,840 --> 00:16:21,440 And when you click add to basket, then asked, do you want 389 00:16:21,440 --> 00:16:23,080 this size, this size or this size? 390 00:16:23,320 --> 00:16:26,000 And what is your quantity? And you just go, I want that one 391 00:16:26,000 --> 00:16:28,840 quantity 5 bang. And then as soon as you added it 392 00:16:28,840 --> 00:16:31,320 to cart, it said would you like to start a subscription or check 393 00:16:31,320 --> 00:16:33,400 out now? And you went straight into check 394 00:16:33,400 --> 00:16:34,680 out. You start a subscription, save 395 00:16:34,680 --> 00:16:37,960 10%, etcetera. We made it so quick and easy. 396 00:16:37,960 --> 00:16:40,200 And again, it's the opposite of what we would normally be trying 397 00:16:40,200 --> 00:16:43,440 to do on another website. But the reason we did that again 398 00:16:43,440 --> 00:16:46,000 is we we saw the data and we didn't even need to speak to 399 00:16:46,000 --> 00:16:48,240 customers. But we knew from the reviews, we 400 00:16:48,240 --> 00:16:50,360 know from the customer service and we know from that website 401 00:16:50,360 --> 00:16:53,960 analytics immediately that people need to find that one 402 00:16:54,000 --> 00:16:56,040 exact item. If they don't find that one 403 00:16:56,040 --> 00:17:00,240 exact item, then they are not going to buy from you because 404 00:17:00,240 --> 00:17:02,200 they can only buy that one exact item. 405 00:17:02,760 --> 00:17:05,560 So we did loads and stuff. So the search box as well, you 406 00:17:05,560 --> 00:17:08,560 could search by SKU specific codes like prescription numbers 407 00:17:08,560 --> 00:17:10,040 and things like that. And they were different in 408 00:17:10,040 --> 00:17:13,079 different countries as well. And then we also tried to kick 409 00:17:13,079 --> 00:17:16,079 start a consultative discussion. If it didn't know, and this is 410 00:17:16,079 --> 00:17:18,720 before the before AI really boomed over the last couple of 411 00:17:18,720 --> 00:17:21,599 years, we tried to start a consultative discussion through 412 00:17:21,599 --> 00:17:24,440 the search box to basically say the thing you're looking for, we 413 00:17:24,440 --> 00:17:26,200 think is this. We don't stock that, but we do 414 00:17:26,200 --> 00:17:28,440 stock these. Would you like to check if this 415 00:17:28,440 --> 00:17:29,840 matches your prescription or not? 416 00:17:29,840 --> 00:17:31,920 And you could send them a message on live chat and there 417 00:17:31,920 --> 00:17:35,280 would be a doctor at the end of that live chat ready to say yes 418 00:17:35,280 --> 00:17:37,160 or no. That doctor could rewrite a 419 00:17:37,160 --> 00:17:39,920 prescription for you to allow you to buy. 420 00:17:39,920 --> 00:17:42,440 That doctor was super. There were about six or seven of 421 00:17:42,440 --> 00:17:45,080 them just working on live chat. Very expensive as sales went 422 00:17:45,080 --> 00:17:47,560 through the roof. But you see how we solved a 423 00:17:47,560 --> 00:17:50,360 problem with all the things that you would normally hear on a 424 00:17:50,360 --> 00:17:53,440 podcast, like they're saying, like add more information, give 425 00:17:53,440 --> 00:17:56,880 people a why buy, add a 123 on how to use the products that 426 00:17:57,200 --> 00:17:59,600 doesn't work, doesn't work for prescriptions. 427 00:17:59,800 --> 00:18:02,280 And so that was incredibly powerful for them. 428 00:18:02,280 --> 00:18:05,360 And we did so much retesting for that as well. 429 00:18:06,040 --> 00:18:09,280 The other output that came out of that client as well is we, we 430 00:18:09,280 --> 00:18:12,320 then started looking beyond the website and said if someone's 431 00:18:12,320 --> 00:18:15,960 found this product on Google Shopping, they wouldn't find it 432 00:18:15,960 --> 00:18:17,840 on Meta ads. Meta ads didn't really work. 433 00:18:17,840 --> 00:18:20,080 Meta ads was like a come sign up to our newsletter and then when 434 00:18:20,080 --> 00:18:22,320 you need a prescription, come buy it from us, come buy it 435 00:18:22,320 --> 00:18:26,240 online, etcetera, etcetera, which was great, fine. 436 00:18:26,680 --> 00:18:30,000 And but one of the things we found massively with the, the 437 00:18:30,200 --> 00:18:33,480 customers is they needed to be able to search to find the item 438 00:18:33,480 --> 00:18:35,480 or it didn't work. So Google search, Bing search, 439 00:18:35,640 --> 00:18:38,240 so important. But then we also realised that 440 00:18:38,240 --> 00:18:40,600 when someone's product came up, because they use the, we made 441 00:18:40,600 --> 00:18:43,440 sure that we could be searched for when the product types 442 00:18:43,440 --> 00:18:46,280 everything by the, the SKU, the prescription number, the name of 443 00:18:46,280 --> 00:18:48,680 the product, the brand of the item, because you'd, there'd be 444 00:18:48,840 --> 00:18:50,920 multiple brands you could buy for that one prescription. 445 00:18:51,760 --> 00:18:53,880 And so with all of that, we realised that when people landed 446 00:18:53,880 --> 00:18:57,280 on the site, having a more traditional page, trying to sell 447 00:18:57,280 --> 00:19:01,760 that item didn't really work. We completely minified the page. 448 00:19:01,760 --> 00:19:03,680 There are only three piece of information we want people to 449 00:19:03,880 --> 00:19:07,480 find out before we then it just explained the very bare bones of 450 00:19:07,480 --> 00:19:10,560 things like the delivery times and how you can get it tomorrow 451 00:19:10,560 --> 00:19:13,200 and click and collect because again, it's prescription. 452 00:19:13,200 --> 00:19:16,000 Somebody's unwell or they want to improve something so they 453 00:19:16,000 --> 00:19:18,560 need it quickly. So that product page, we 454 00:19:18,560 --> 00:19:21,920 basically just had the title, the price, the image and the buy 455 00:19:21,920 --> 00:19:24,120 button. There's pretty much nothing else 456 00:19:24,320 --> 00:19:27,320 about that item on there. And then we even split tested 457 00:19:27,320 --> 00:19:29,040 and sometimes they work, sometimes they didn't. 458 00:19:29,080 --> 00:19:32,480 So we used a a little funky tool that would decide where, if they 459 00:19:32,480 --> 00:19:34,680 thought people would dwelling. And I mean, and I'm about buying 460 00:19:34,680 --> 00:19:38,320 it, it would pop up saying here are three or four alternative 461 00:19:38,520 --> 00:19:40,760 items to this that do the same thing, have the same 462 00:19:40,760 --> 00:19:43,720 prescription on them as well. So then there were alternatives 463 00:19:43,720 --> 00:19:46,680 that did exactly the same thing. And again, you could say add 464 00:19:46,680 --> 00:19:50,360 this one to basket or send a message to our on site doctor 465 00:19:50,560 --> 00:19:53,960 about this old pharmacist about this item them as well. 466 00:19:54,680 --> 00:19:58,080 So determine why people are not buying from your site. 467 00:19:58,080 --> 00:20:00,880 Find out what their rejections are and do not be scared. 468 00:20:00,880 --> 00:20:02,960 So many people are scared to understand that information. 469 00:20:03,200 --> 00:20:04,680 Be brave. Find out better. 470 00:20:04,680 --> 00:20:08,360 The devil you know #2 run some AB tests and try and determine 471 00:20:08,400 --> 00:20:11,320 which output, which piece of content, which design, which 472 00:20:11,320 --> 00:20:14,560 flow, which navigation on your site, which search box, 473 00:20:14,880 --> 00:20:17,800 etcetera, etcetera, etcetera. Which output is actually going 474 00:20:17,800 --> 00:20:20,160 to work for you. You might be wrong first time, 475 00:20:20,160 --> 00:20:22,800 but don't give up. Run that test and then once. 476 00:20:22,880 --> 00:20:25,400 You're getting some results, run another test and another test 477 00:20:25,400 --> 00:20:27,280 and another test and keep testing this thing until you're 478 00:20:27,280 --> 00:20:30,760 like, we have no more creative juice for this test, right? 479 00:20:30,760 --> 00:20:33,480 What's the second rejection reason and start that flow 480 00:20:33,480 --> 00:20:35,080 again. I hope you've enjoyed today. 481 00:20:35,080 --> 00:20:37,720 Please hit the subscribe button if you haven't already. 482 00:20:37,880 --> 00:20:39,560 And if you understand, like if you haven't enjoyed it, 483 00:20:39,560 --> 00:20:40,680 subscribe. If you haven't enjoyed it, it's 484 00:20:40,680 --> 00:20:43,080 fine. Send me your rejection reasons. 485 00:20:43,080 --> 00:20:45,000 If you want to reach out and get any help as well, check out my 486 00:20:45,000 --> 00:20:48,240 agency Spec dot Digital, SPEC dot digital. 487 00:20:48,960 --> 00:20:50,920 And we'll be back again on Friday with incredible guests. 488 00:20:50,920 --> 00:20:52,800 Got some amazing guests coming out this week. 489 00:20:52,800 --> 00:20:55,600 I believe it's John and Ben from Sub Summit who interviewed 2 490 00:20:55,600 --> 00:20:58,960 CEOs who are absolutely Titans of the subscription space. 491 00:20:59,040 --> 00:21:01,720 And we had a chat Sub Summit in Kansas City, which was super 492 00:21:01,720 --> 00:21:02,560 fun. Thanks, tuning in. 493 00:21:02,640 --> 00:21:03,200 See you on Friday.