1 00:00:03,960 --> 00:00:07,520 Hello and welcome to another episode of Tuesday. 2 00:00:07,520 --> 00:00:10,240 It's Tuesday Tea break talks is what we decided to call it last 3 00:00:10,240 --> 00:00:11,480 week. It's a quick break from the 4 00:00:11,480 --> 00:00:13,560 chaos to hear about all things Shopify. 5 00:00:14,040 --> 00:00:16,239 First off, because it's a tea break, I'm interested to know 6 00:00:16,239 --> 00:00:17,640 what sort of tea you guys are drinking. 7 00:00:17,880 --> 00:00:21,320 I'm drinking a three chamomile pucker tea, which is absolutely 8 00:00:21,320 --> 00:00:22,640 delicious to drink. A lot of this stuff in the 9 00:00:22,640 --> 00:00:25,640 office, gallons of it here. And not only that, we've got 10 00:00:25,640 --> 00:00:28,280 some lovely new winning with Shopify mugs. 11 00:00:28,280 --> 00:00:30,880 I had a sudden idea to order some and they came literally 12 00:00:30,880 --> 00:00:32,520 next day. I love the Internet these days. 13 00:00:32,880 --> 00:00:35,720 Winning with Shopify and if you want to win one of these mugs, 14 00:00:35,720 --> 00:00:39,040 then just give us a quick e-mail with either a cool fact about 15 00:00:39,040 --> 00:00:43,400 Shopify, cool fact about your business on Shopify or some sort 16 00:00:43,400 --> 00:00:45,640 of amazing quote that motivates you in life. 17 00:00:45,640 --> 00:00:49,360 If we use any of those and I mentioned Jeff last week came up 18 00:00:49,360 --> 00:00:51,600 with the tea break around the Tuesday talks. 19 00:00:51,800 --> 00:00:53,240 We have sent one of these out to you. 20 00:00:53,240 --> 00:00:55,840 Jeff, enjoy your cup. Please send me a selfie with it. 21 00:00:56,200 --> 00:00:58,320 I designed them myself. I put the logo on as big as 22 00:00:58,320 --> 00:01:00,560 possible on a small little online website thingy. 23 00:01:00,600 --> 00:01:03,000 I can't remember who I used and it says solid authentic advice. 24 00:01:03,000 --> 00:01:05,480 Nice and simple. But anyway, if you haven't got a 25 00:01:05,480 --> 00:01:06,880 cup of tea, click, pause, go make a cup of tea. 26 00:01:06,880 --> 00:01:08,320 If you listen to on your headphones you could make a cup 27 00:01:08,320 --> 00:01:10,320 of tea whilst you continue listening to it. 28 00:01:10,320 --> 00:01:12,440 Anyway, lots to go through this week. 29 00:01:12,440 --> 00:01:15,320 These are going to get shorter and shorter and shorter. 30 00:01:15,880 --> 00:01:18,440 We're going to be going through a few little bits and pieces. 31 00:01:18,440 --> 00:01:21,360 We've got some news about Shopify, as always. 32 00:01:21,360 --> 00:01:22,720 We've got some from our partners. 33 00:01:22,720 --> 00:01:25,000 We've got 2 new features coming out, one of our partners and a 34 00:01:25,000 --> 00:01:27,440 funky little discount you can get with those guys as well. 35 00:01:27,680 --> 00:01:29,960 And also, as always, a few learnings from the agency. 36 00:01:30,120 --> 00:01:32,920 And the trivia question. This week is probably one of my 37 00:01:32,920 --> 00:01:36,240 favourites because it's about Shopify and it's super nerdy. 38 00:01:36,240 --> 00:01:37,920 And I'll give you guys a chance to answer it as well. 39 00:01:37,920 --> 00:01:40,760 Play a little game with your team if you are listening in a 40 00:01:40,760 --> 00:01:42,440 group. Anyway, this week's quote, 41 00:01:42,800 --> 00:01:46,960 absolute legend Bill Gates, he said something, and I'm taking 42 00:01:46,960 --> 00:01:49,400 this slightly out of the context he said it and putting it into 43 00:01:49,400 --> 00:01:52,160 our context in the e-commerce world, he said your most unhappy 44 00:01:52,160 --> 00:01:55,720 customers are your greatest source of learning and he's 45 00:01:55,720 --> 00:01:59,400 absolutely right. When I heard this quote, it was 46 00:01:59,400 --> 00:02:02,040 probably about six months ago, maybe nine months ago now. 47 00:02:02,120 --> 00:02:04,560 My memory is evading me as I get older. 48 00:02:05,080 --> 00:02:07,280 But the reviews, customer service, etcetera and other 49 00:02:07,280 --> 00:02:09,800 things that we look at in e-commerce and the way we talk 50 00:02:09,800 --> 00:02:12,080 to our customers and hear from our customers, I think this is 51 00:02:12,080 --> 00:02:14,560 so important. There was something that 52 00:02:14,560 --> 00:02:17,280 happened with a brand recently and we're helping them kind of 53 00:02:17,320 --> 00:02:19,200 get out of this rut at the moment. 54 00:02:19,840 --> 00:02:22,360 What happened is their revenue started dropping and they didn't 55 00:02:22,360 --> 00:02:24,440 know why. And we've got a look and it's 56 00:02:24,440 --> 00:02:26,640 been a bit of a head scratch. We actually don't know why. 57 00:02:26,960 --> 00:02:29,920 So what I love about this quote is it's saying you're unhappy. 58 00:02:29,920 --> 00:02:31,480 Customers are the greatest source of learning. 59 00:02:31,480 --> 00:02:35,080 So if you talk to customers that don't buy, it's the devil you 60 00:02:35,080 --> 00:02:36,840 know rather than the devil that you don't. 61 00:02:36,840 --> 00:02:39,400 So highly recommend you're not talking to your customers, you 62 00:02:39,400 --> 00:02:41,400 start talking to them. We always say when we're talking 63 00:02:41,400 --> 00:02:45,000 to various review platforms on here as well and various store 64 00:02:45,000 --> 00:02:46,720 owners that actually are negative reviews are just 65 00:02:46,720 --> 00:02:48,960 important as the positive ones. Obviously it does level your 66 00:02:48,960 --> 00:02:51,200 star rating and that kind of thing and everyone wants to chat 67 00:02:51,200 --> 00:02:54,040 about being a five star rated business, but the learnings from 68 00:02:54,040 --> 00:02:57,080 the really important and it doesn't just tend to reviews. 69 00:02:57,080 --> 00:02:59,760 I'd also think about, as I said earlier, customer service, talk 70 00:02:59,760 --> 00:03:02,200 to customer service teams and say what are some of the biggest 71 00:03:02,200 --> 00:03:04,120 issues you get? And it's interesting with 72 00:03:04,120 --> 00:03:07,120 customer service especially to split them by pre sale and post 73 00:03:07,120 --> 00:03:09,560 sale as well. So if somebody pre sale is 74 00:03:09,560 --> 00:03:12,240 always asking about the dimensions of this product, even 75 00:03:12,240 --> 00:03:14,320 if they're on the page that they're looking out on the 76 00:03:14,320 --> 00:03:16,080 website, they're clearly not clear. 77 00:03:16,080 --> 00:03:18,120 You need to make them as obvious as possible. 78 00:03:18,840 --> 00:03:21,080 Let's talk about some Shopify news. 79 00:03:21,080 --> 00:03:22,600 Slightly shorter, less than last week. 80 00:03:22,600 --> 00:03:27,040 There's only been a few updates. Web pixels now load on customer 81 00:03:27,040 --> 00:03:31,160 accounts and order status pages, which means you've got more room 82 00:03:31,160 --> 00:03:33,240 for optimization. Those pages used to be locked 83 00:03:33,240 --> 00:03:35,360 from putting any sort of tracking pixels or anything like 84 00:03:35,360 --> 00:03:37,440 that on. There are some limitations that 85 00:03:37,440 --> 00:03:39,360 you won't be able to capture somebody's e-mail address, of 86 00:03:39,360 --> 00:03:42,640 course, but if you're the Shopify store master, then you 87 00:03:42,640 --> 00:03:44,240 will have access to their e-mail address anyway. 88 00:03:44,240 --> 00:03:46,040 But yeah, you can, you can certainly load the load the 89 00:03:46,040 --> 00:03:47,200 pixels in there, which is quite cool. 90 00:03:47,200 --> 00:03:48,920 We've done it for a couple of clients already. 91 00:03:48,920 --> 00:03:50,560 It was only released last week. We did it for a couple of 92 00:03:50,560 --> 00:03:52,440 clients literally this morning. I'm recording this on Monday, 93 00:03:52,440 --> 00:03:54,720 28th of July, by the way, so literally did this morning, 94 00:03:54,720 --> 00:03:56,840 which is quite cool. And I'm awaiting some data. 95 00:03:56,840 --> 00:03:59,200 I want to see what actually happens on those pages, dwell 96 00:03:59,200 --> 00:04:02,680 times and how many people drop off when they look at things 97 00:04:02,680 --> 00:04:04,320 like or when they go to my account, what they actually 98 00:04:04,320 --> 00:04:06,160 looking for. And how often do somebody view 99 00:04:06,240 --> 00:04:09,080 the order status page between them buying a product and it 100 00:04:09,080 --> 00:04:10,720 getting sent out because they might change some of the 101 00:04:10,720 --> 00:04:13,280 communication that we send or some of the information that we 102 00:04:13,280 --> 00:04:17,240 put on the web page. New enhanced costs editor being 103 00:04:17,240 --> 00:04:19,480 rolled out. Woo, sorry, it shouldn't say 104 00:04:19,480 --> 00:04:20,440 cost. There's a typhoon. 105 00:04:20,440 --> 00:04:24,640 My it's a new enhanced code editor, not cost. 106 00:04:24,920 --> 00:04:27,760 I must have been thinking about money at the time, but it's a 107 00:04:27,760 --> 00:04:30,040 new code editor. So where you currently edit your 108 00:04:30,040 --> 00:04:32,400 liquids templates and things you can do searches now. 109 00:04:32,640 --> 00:04:35,400 We, I think before you could only search for the name of a 110 00:04:35,400 --> 00:04:37,880 file in there, whereas now when you do a search, you can search 111 00:04:38,080 --> 00:04:40,240 within the files. So if you see a bit of code on 112 00:04:40,240 --> 00:04:42,080 the front of your site, you want to find it in the theme editor. 113 00:04:42,080 --> 00:04:44,040 If it isn't the theme editor, not all code will be. 114 00:04:44,040 --> 00:04:46,200 But if it is, you can do a search and it'll bring up unless 115 00:04:46,200 --> 00:04:48,240 you search up the files and it will bring up the file that's 116 00:04:48,240 --> 00:04:53,640 got that piece of code #3 out of four is bulk CSV importing is 117 00:04:53,640 --> 00:04:56,200 now available for inventory transfers. 118 00:04:56,200 --> 00:04:58,080 I don't get too involved in this, but one of my clients has 119 00:04:58,080 --> 00:05:01,480 been praising this last week. He hasn't used it yet, so I 120 00:05:01,480 --> 00:05:04,280 will. I will ask David once he's used 121 00:05:04,280 --> 00:05:06,200 it, how he's finding it and then he's getting on with it. 122 00:05:06,200 --> 00:05:09,160 But there is now a bulk CSV import for inventory transfers. 123 00:05:09,440 --> 00:05:12,240 And finally, there is now and again point of sale. 124 00:05:12,240 --> 00:05:14,720 Not my world, but for anyone that's using Shopify, Point of 125 00:05:14,720 --> 00:05:18,160 Sale Unified Editor has come out now for point of sale 126 00:05:18,160 --> 00:05:20,480 customization. You can go and check this out on 127 00:05:20,480 --> 00:05:22,680 the Shopify website. There'll be more information on 128 00:05:22,680 --> 00:05:25,000 there as well. Amazing. 129 00:05:25,000 --> 00:05:27,440 We're like halfway and it's only been what, 4 and a bit minutes? 130 00:05:27,480 --> 00:05:29,320 Excellent. I'm smashing through this and 131 00:05:29,320 --> 00:05:31,840 I've not even had any tea yet. If you know any tea, we'll have 132 00:05:31,920 --> 00:05:33,360 a quick sip of tea and then we'll carry on. 133 00:05:35,600 --> 00:05:37,200 Delicious. I love chamomile. 134 00:05:37,400 --> 00:05:39,280 I don't know why it's three. I don't know why. 135 00:05:39,280 --> 00:05:40,480 I should probably read the packet. 136 00:05:41,400 --> 00:05:43,520 Oh, there are three different types of chamomile listed on the 137 00:05:43,520 --> 00:05:45,000 packet. That'll be the trio. 138 00:05:45,040 --> 00:05:49,480 But it's delicious, very fruity. One of our partners then Yost 139 00:05:49,520 --> 00:05:52,160 Yost have been busy with not one, but two new features, which 140 00:05:52,160 --> 00:05:54,240 quite cool. Yost, one of our sponsors they 141 00:05:54,240 --> 00:05:56,800 have created and they do a lot of the sorry, the plug insurance 142 00:05:56,960 --> 00:06:00,760 do a lot of SEO stuff, which is why I absolutely love them is I 143 00:06:00,760 --> 00:06:03,360 obviously work in the SEO world and they are the best, the 144 00:06:03,360 --> 00:06:06,920 biggest, the biggest web website plug in in the entire world. 145 00:06:06,920 --> 00:06:09,600 Last time I'm checking, I think it was we had them on the show a 146 00:06:09,600 --> 00:06:13,200 few weeks ago, but it's yeah, biggest, the most used plug in 147 00:06:13,200 --> 00:06:14,880 in the world for websites. And that's off the back of their 148 00:06:14,880 --> 00:06:17,520 success on WordPress. They do not have a Shopify plug 149 00:06:17,520 --> 00:06:18,720 in. They didn't sponsor the wrong 150 00:06:18,720 --> 00:06:20,840 podcast by accident. They have a Shopify plug in 151 00:06:20,840 --> 00:06:23,160 which is very very much worth you guys going to check out if 152 00:06:23,200 --> 00:06:26,400 you want 15% the plug in WWS is the code. 153 00:06:26,400 --> 00:06:29,400 So winning shop 5 but WWS stands for winning shop 5. 154 00:06:29,600 --> 00:06:32,520 It's code to use get 50% off the two things they've released. 1 155 00:06:32,520 --> 00:06:34,320 is amazing. My team love this. 156 00:06:34,440 --> 00:06:36,200 They've been playing with it the last last few days. 157 00:06:36,520 --> 00:06:39,840 Google Docs add on and that gives you SEO best practice, 158 00:06:39,840 --> 00:06:43,520 optimize in real time, smart suggestions or making sentences 159 00:06:43,520 --> 00:06:46,920 easier to read and keeping content balanced for SEO 160 00:06:47,000 --> 00:06:48,600 purposes. So you make sure you've got the 161 00:06:48,600 --> 00:06:50,560 right amount of content on the page, make it optimize around 162 00:06:50,560 --> 00:06:51,400 keywords, blah, blah, blah, blah. 163 00:06:51,520 --> 00:06:53,040 It's some really, really good stuff around that. 164 00:06:53,200 --> 00:06:55,080 And as I say, it's all in real time as well. 165 00:06:55,080 --> 00:06:57,640 So Google Docs are actually linked to your Shopify store I 166 00:06:57,640 --> 00:06:59,760 believe. I've not touched it myself. 167 00:06:59,760 --> 00:07:02,400 My team are raving about it, as are the guys at Yoast. 168 00:07:02,400 --> 00:07:05,040 So go and check that out. I think it's £5 a month to use 169 00:07:05,040 --> 00:07:05,840 it. I don't know if our discount 170 00:07:05,840 --> 00:07:08,440 works on that particular plug in, but definitely go and check 171 00:07:08,440 --> 00:07:10,800 it out if you're creating content because then most of us 172 00:07:10,800 --> 00:07:12,560 will work in Google Docs. You can continue working in 173 00:07:12,560 --> 00:07:14,920 Google Docs, but you also get the benefit of having that real 174 00:07:14,920 --> 00:07:16,480 time plug in to make it more optimised. 175 00:07:16,760 --> 00:07:19,120 The second one, now this one is big. 176 00:07:20,400 --> 00:07:23,280 The there is a file that everybody needs to add to their 177 00:07:23,280 --> 00:07:26,400 Shopify store or any store you're using or any website you 178 00:07:26,400 --> 00:07:31,440 work on. It's called LLMTXT, an LLMTXT 179 00:07:31,440 --> 00:07:32,640 file. So anyone that's listened to the 180 00:07:32,640 --> 00:07:34,600 last few episodes where we talked about STO over the last 181 00:07:34,600 --> 00:07:37,760 couple of months, LLM is for the AI bots. 182 00:07:38,000 --> 00:07:40,560 So when somebody's look at asking ChatGPT or Gemini or 183 00:07:40,560 --> 00:07:43,520 Claude, hey, I I want to find a new T-shirt to buy. 184 00:07:43,880 --> 00:07:46,480 You need to make sure that the AI bots are reading your 185 00:07:46,480 --> 00:07:48,520 website. So you get recommended with your 186 00:07:48,520 --> 00:07:50,960 T-shirts. This will tell this file. 187 00:07:50,960 --> 00:07:53,400 The LLM TXT file will tell Google what your website is 188 00:07:53,400 --> 00:07:57,480 about, where the important content is, and some clean plain 189 00:07:57,480 --> 00:07:59,680 text versions of your content for it to look at. 190 00:08:00,080 --> 00:08:04,120 It reminds me of something that we used to do a lot with, still 191 00:08:04,120 --> 00:08:06,960 exists, but we don't talk about it very much anymore, which is 192 00:08:06,960 --> 00:08:09,000 AMP, which is the accelerated mobile project. 193 00:08:09,240 --> 00:08:10,600 And it's where you basically have an article. 194 00:08:10,720 --> 00:08:14,240 And we would make a very small, plain, well as plain as possible 195 00:08:14,960 --> 00:08:17,840 version of that article. And Google would put that 196 00:08:17,840 --> 00:08:22,080 article on.google.com.co.uk.de, whatever country you're in, and 197 00:08:22,080 --> 00:08:24,720 would put a that simplified version of that on Google until 198 00:08:24,720 --> 00:08:26,920 somebody clicked on something or clicked read more or wanted to 199 00:08:26,920 --> 00:08:28,960 expand on their journey within that. 200 00:08:28,960 --> 00:08:30,640 Then Google would send them into your website. 201 00:08:30,640 --> 00:08:33,159 So you'd actually get loads of traffic to that whilst it looked 202 00:08:33,159 --> 00:08:35,320 like it was actually on Google's domain because Google would have 203 00:08:35,320 --> 00:08:37,159 downloaded, downloaded that content. 204 00:08:37,559 --> 00:08:38,919 And it sounds like a very, very similar thing. 205 00:08:38,919 --> 00:08:43,919 So Yosts, both the free and paid version on Shopify and on 206 00:08:43,919 --> 00:08:45,920 WordPress for any of you guys using WordPress and ecommerce 207 00:08:45,920 --> 00:08:48,520 and stuff like that, it will do it automatically. 208 00:08:48,520 --> 00:08:50,320 Well, not what's meant to be. You've got the option to do it 209 00:08:50,320 --> 00:08:51,920 on down the free and the paid versions. 210 00:08:52,160 --> 00:08:55,560 So go and tick that box unless you're a complete numpty. 211 00:08:55,560 --> 00:08:56,960 So those are your orders. Go and take that box. 212 00:08:56,960 --> 00:08:59,520 Once you finish today's episode, we've got a few updates from the 213 00:08:59,560 --> 00:09:00,920 agency. Just taking the time. 214 00:09:00,920 --> 00:09:02,280 We're speeding through this. This is great. 215 00:09:02,520 --> 00:09:05,800 I've got 12345. We've got six things this week 216 00:09:06,560 --> 00:09:09,480 and these are quite fun. My team have listened to the 217 00:09:09,480 --> 00:09:12,640 first couple of Tuesday tea break talks as I called and they 218 00:09:12,760 --> 00:09:15,200 were very, very inspired to put out some more information and 219 00:09:15,200 --> 00:09:17,120 also try some things that they could then share on this. 220 00:09:17,520 --> 00:09:22,000 This one is from Daisy and our team PPC. 221 00:09:22,400 --> 00:09:26,520 She's been AB testing, adding personalization to a collection 222 00:09:26,520 --> 00:09:28,480 page on Shopify. There's also talk about 223 00:09:28,480 --> 00:09:30,000 personalization. Everyone raves about it. 224 00:09:30,000 --> 00:09:32,240 And we've seen some brands of rolled out personalization. 225 00:09:32,240 --> 00:09:34,600 It's had 0 uplift. We've seen other brands where we 226 00:09:34,600 --> 00:09:36,240 think it's had some uplift. We're not checked it or tested 227 00:09:36,240 --> 00:09:38,440 properly. But having done an AB test on 228 00:09:38,440 --> 00:09:43,360 this, the conversion rate now is 6% on this brand where it used 229 00:09:43,360 --> 00:09:45,920 to be 2%. So where we've got 230 00:09:45,920 --> 00:09:49,440 personalization on the collection page, when people 231 00:09:49,440 --> 00:09:52,080 land on that collection page, we're getting a 6% conversion 232 00:09:52,080 --> 00:09:54,680 rate instead of 2%. So literally threefold revenue. 233 00:09:54,960 --> 00:09:57,920 So naturally it's being rolled out site wide at the moment. 234 00:09:58,600 --> 00:10:01,120 Second one, we've got new client Classic. 235 00:10:01,120 --> 00:10:03,080 We've mentioned this one, I think the last couple of weeks, 236 00:10:03,080 --> 00:10:04,480 but this one I thought was brilliant. 237 00:10:04,720 --> 00:10:06,400 Again, I think some Daisy Daisy's been very busy this 238 00:10:06,400 --> 00:10:07,320 week. A few of the other guys been on 239 00:10:07,320 --> 00:10:08,720 holiday. So Daisy's been picking up the 240 00:10:08,720 --> 00:10:12,600 slack on on my list, 10,000 products in 1P Max campaign. 241 00:10:12,960 --> 00:10:14,320 Loads of products not getting shown. 242 00:10:14,320 --> 00:10:16,960 The ones that are only having a few cents spent on them every 243 00:10:16,960 --> 00:10:19,760 month, USUS business obviously spending in dollars. 244 00:10:20,120 --> 00:10:23,680 We split out the best ranges and allocated budget specifically to 245 00:10:23,680 --> 00:10:26,120 those ranges. On average, we again we're 246 00:10:26,120 --> 00:10:28,760 getting a * 3 uplift on each of these. 247 00:10:29,000 --> 00:10:32,200 So although it's a simple exercise to do, the data didn't 248 00:10:32,200 --> 00:10:34,080 suggest what ranges to pull out and that kind of thing. 249 00:10:34,080 --> 00:10:36,840 We had to dig quite far to see which ones are actually being 250 00:10:36,840 --> 00:10:38,440 engaged with the most because sales were low. 251 00:10:38,680 --> 00:10:40,960 Had a threefold increase in sales since that started. 252 00:10:41,720 --> 00:10:45,600 Got new SEO client and initially we rewrote all of their 253 00:10:45,600 --> 00:10:48,640 collection descriptions using a formula to get our keywords into 254 00:10:48,640 --> 00:10:51,880 those collections for SEO. Like anyone worth their money, 255 00:10:52,040 --> 00:10:54,560 worth their weight in gold, or worth their money every month in 256 00:10:54,600 --> 00:10:57,600 SEO woods. We've gone through and used AI 257 00:10:57,600 --> 00:10:59,400 and other stuff to try and rewrite some of these things. 258 00:11:00,120 --> 00:11:02,400 We have seen very little uplift from that. 259 00:11:02,760 --> 00:11:05,720 So we set some humans to work and some humans have rewritten 260 00:11:05,720 --> 00:11:09,080 them and we've seen that two, there's one in particular where 261 00:11:09,080 --> 00:11:11,680 we went to town and rewriting this collection description. 262 00:11:11,680 --> 00:11:13,520 So literally the description you see on the page of the 263 00:11:13,520 --> 00:11:15,600 collection went absolutely to town on that. 264 00:11:15,600 --> 00:11:17,880 And we've got 2 enormous keywords, thousands of searches 265 00:11:17,880 --> 00:11:21,720 a month on each here in the UK. And we were ranking 5th and 6th 266 00:11:22,040 --> 00:11:24,160 for those two variations, almost the same keyword. 267 00:11:24,160 --> 00:11:26,800 But the two variations of they, of that keyword, we were 5th and 268 00:11:26,800 --> 00:11:29,880 we were 6th within two weeks of making these changes. 269 00:11:29,880 --> 00:11:32,520 We're first for both of them. And suddenly it's like, Oh my 270 00:11:32,520 --> 00:11:33,920 gosh, we need to invest in content. 271 00:11:34,160 --> 00:11:36,560 And I think in marketing so often, especially with things 272 00:11:36,560 --> 00:11:39,240 like SEO, it's hard to go, let's double down on this, double down 273 00:11:39,240 --> 00:11:41,920 on that and double down on that. I think it's so much going on 274 00:11:41,920 --> 00:11:43,680 and it's like, should we do page speed? 275 00:11:43,680 --> 00:11:46,360 We can't really measure, OK, page speed gets better, can't 276 00:11:46,360 --> 00:11:47,680 really measure that back to revenue. 277 00:11:48,120 --> 00:11:50,480 This is massive though in terms of saying we were 5th and 6th. 278 00:11:50,480 --> 00:11:53,080 We're now first and traffic has gone up by thousands of clicks a 279 00:11:53,080 --> 00:11:55,800 month just on that one page. And it's like, OK, we're now 280 00:11:55,800 --> 00:11:57,640 rolling out to several more. So I'll keep you guys posted. 281 00:11:57,640 --> 00:11:59,920 But it's going to be a long, long journey before we've done 282 00:11:59,920 --> 00:12:01,840 all of them. They've got a lot of products in 283 00:12:01,840 --> 00:12:05,920 their site #4 on my list, is it 1234? 284 00:12:06,080 --> 00:12:08,440 I should have numbered them. I've just put bullet points #4 285 00:12:09,120 --> 00:12:11,920 lots of customers are buying more than one item on one of our 286 00:12:11,920 --> 00:12:14,120 clients sites. It's a very simply, we've added 287 00:12:14,120 --> 00:12:16,120 a bulk discount. If you buy 2 or more, you get 288 00:12:16,120 --> 00:12:18,200 10% off. Nice and simple. 289 00:12:18,520 --> 00:12:22,160 And interestingly, it was 10% off, but the average order value 290 00:12:22,160 --> 00:12:24,800 has increased by 10%. That's factor. 291 00:12:24,800 --> 00:12:27,240 After you factor in that discount, we've got a 10% 292 00:12:27,240 --> 00:12:30,680 increase in average order value, AKA 10% increase in revenue 293 00:12:30,680 --> 00:12:33,040 across the entire business, which is insane. 294 00:12:33,520 --> 00:12:35,800 Again, just from putting one line of code in and 295 00:12:35,920 --> 00:12:38,760 automatically applying a discount code to the cart. 296 00:12:39,000 --> 00:12:41,680 Again, I should say with all of these, they all sound really, 297 00:12:41,680 --> 00:12:43,320 really simple like, oh, I'm going to go and try that. 298 00:12:43,680 --> 00:12:45,400 We've done this on lots of brands and it doesn't always 299 00:12:45,400 --> 00:12:46,800 work. And the devil is always in the 300 00:12:46,800 --> 00:12:48,040 data. We call it data mining. 301 00:12:48,040 --> 00:12:50,200 So we do a random data mining and get all the information we 302 00:12:50,200 --> 00:12:51,240 need. Then we investigate all of that 303 00:12:51,240 --> 00:12:52,440 data. Then we come back with a 304 00:12:52,640 --> 00:12:54,280 normally a very simple test and learn. 305 00:12:54,280 --> 00:12:56,560 Sometimes a bit complicated to deploy some things, but very 306 00:12:56,560 --> 00:12:59,800 simple. Two more than say brand ad copy. 307 00:13:00,480 --> 00:13:02,640 So many brands we talked to are like, yeah, I've got a brand 308 00:13:02,640 --> 00:13:04,080 advert. If you search my brand name, 309 00:13:04,280 --> 00:13:05,680 there's an advert running on Google. 310 00:13:05,680 --> 00:13:08,440 It's grey. And nothing has changed in two 311 00:13:08,440 --> 00:13:09,560 years. So I've not changed that. 312 00:13:09,960 --> 00:13:13,720 We've done so much testing with all of our clients to see how we 313 00:13:13,720 --> 00:13:16,000 might make that brand copy better. 314 00:13:16,200 --> 00:13:18,240 The thing with brand as well is someone's already looking for 315 00:13:18,240 --> 00:13:19,440 you. You don't want to be spending 316 00:13:19,440 --> 00:13:21,040 loads and loads of your budget on your own name. 317 00:13:21,040 --> 00:13:23,000 You want to be targeting people that are looking for an 318 00:13:23,000 --> 00:13:24,920 unbranded term. So rather than saying I want to 319 00:13:24,920 --> 00:13:27,360 buy one of Nick's, and if you're watching on YouTube, these are 320 00:13:27,360 --> 00:13:28,480 real. Someone messaged us some 321 00:13:28,520 --> 00:13:30,880 comments the other day saying, hey, I love your background. 322 00:13:30,880 --> 00:13:32,920 Like can I have the same image? And it's like, it's not an 323 00:13:32,920 --> 00:13:34,280 image, it's real. I'm touching the plants. 324 00:13:34,280 --> 00:13:36,440 If you're listening to this, I'm touching plants in the office, 325 00:13:36,640 --> 00:13:38,520 they're real plants. But say I was selling these 326 00:13:38,520 --> 00:13:40,920 plants on my store, which I'm not, which this person was quite 327 00:13:40,920 --> 00:13:43,160 disappointed about. So we're selling this plant. 328 00:13:43,160 --> 00:13:45,920 So Nick's Plant Shop and I had this brand ad copy. 329 00:13:46,000 --> 00:13:48,000 I might say actually Nick's Plant Shop, they're all 330 00:13:48,320 --> 00:13:50,880 authentic plants. I might do some other ad copy 331 00:13:50,880 --> 00:13:52,440 talking about how much my customers love me and the 332 00:13:52,440 --> 00:13:55,160 reviews that I get. I might do another set of ad 333 00:13:55,160 --> 00:13:56,720 copy talking about the pricing range. 334 00:13:56,720 --> 00:13:58,640 I might say another set of ad copy talking about the guarantee 335 00:13:58,640 --> 00:14:00,720 and the warranty. By testing all these things, we 336 00:14:00,720 --> 00:14:02,840 can work out what's the most efficient and effective thing to 337 00:14:02,840 --> 00:14:05,240 put in an advert. People already know about Nick's 338 00:14:05,240 --> 00:14:08,240 Plant Shop, so I don't want to start bidding money when they're 339 00:14:08,240 --> 00:14:09,760 searching Nick's Plant Shop on Google. 340 00:14:09,920 --> 00:14:11,800 What I really want to do is target when people just say 341 00:14:11,920 --> 00:14:14,560 artificial plants and we come up as a really compelling option 342 00:14:14,560 --> 00:14:17,040 for artificial plants. So we do lots of tests on this. 343 00:14:18,040 --> 00:14:20,880 Almost all of our clients, I, I, we've put a majority here. 344 00:14:20,880 --> 00:14:24,200 It's over 80% of the brands we work with in their first six 345 00:14:24,200 --> 00:14:27,920 months, we've managed to lower the cost per click on on brand 346 00:14:27,920 --> 00:14:32,840 by between 60% and 90%. So massive savings on clicks so 347 00:14:33,040 --> 00:14:34,760 that we're not spending too much on brand at all. 348 00:14:34,760 --> 00:14:37,280 So one of the first things we look at when we order any brand 349 00:14:37,280 --> 00:14:39,440 is it it's also not obvious because of performance Max 350 00:14:39,440 --> 00:14:41,960 standard shopping display. It's not always obvious how many 351 00:14:41,960 --> 00:14:44,600 people are being retargeted to or we're targeting because of 352 00:14:44,600 --> 00:14:46,440 brand name versus not. As soon as you look at the 353 00:14:46,440 --> 00:14:48,600 numbers, you want to keep that in in good correlation. 354 00:14:48,600 --> 00:14:50,400 You want to spend as little as possible on your brand and as 355 00:14:50,400 --> 00:14:52,600 much as possible on non brand tell you if you can convert 356 00:14:52,600 --> 00:14:54,440 someone that's never heard of you, then you've got really 357 00:14:54,440 --> 00:14:56,120 powerful business. So that's the thing we need to 358 00:14:56,120 --> 00:14:58,360 focus on. And last one from the team 359 00:14:58,360 --> 00:15:01,440 before we talk about Fun factor, the week competitor Adco copy 360 00:15:01,680 --> 00:15:03,640 this. This is one of my secret sauce 361 00:15:03,640 --> 00:15:06,280 that I've, I keep up my sleeve until somebody signed a contract 362 00:15:06,280 --> 00:15:08,480 with us for many, many years. But I thought, do you know what? 363 00:15:08,480 --> 00:15:09,440 We're all friends now, aren't we? 364 00:15:09,440 --> 00:15:12,920 Guys, let's share this one. Competitor ad copy. 365 00:15:13,600 --> 00:15:17,400 If you run ads on Google where if somebody searches up your 366 00:15:17,400 --> 00:15:21,520 competitor name, you have an ad, don't just put the same advert 367 00:15:21,520 --> 00:15:22,920 you've got in your brand campaign. 368 00:15:22,920 --> 00:15:25,160 That's fine. It can work really well. 369 00:15:25,160 --> 00:15:27,120 Someone's thinking, I'm going to go and buy some trainers from 370 00:15:27,120 --> 00:15:29,160 these guys and suddenly your ad pops up. 371 00:15:29,160 --> 00:15:30,320 You're trying to interrupt that journey. 372 00:15:30,320 --> 00:15:31,920 Say, hey, why don't you come to our trainers, They're cheaper, 373 00:15:31,920 --> 00:15:33,920 the better, the faster. They're made of better 374 00:15:33,920 --> 00:15:35,400 materials. We've got better reviews, we've 375 00:15:35,400 --> 00:15:37,280 got better warranty. Again, all those points you can 376 00:15:37,280 --> 00:15:39,920 fight on. If you just put an ad up saying, 377 00:15:39,920 --> 00:15:42,360 hey, we're an amazing brand, come check us out. 378 00:15:42,840 --> 00:15:44,760 You're missing a trick. I think the biggest thing you 379 00:15:44,760 --> 00:15:47,400 should be doing is looking at why people hate that brand that 380 00:15:47,400 --> 00:15:50,240 you're bidding on and put those things in your advert. 381 00:15:50,720 --> 00:15:53,600 Don't say everyone hates them because saying that, but if 382 00:15:53,600 --> 00:15:55,160 everyone's, if everyone's moaning about, I don't know, 383 00:15:55,160 --> 00:15:57,680 their delivery times. Lovely product, but delivery was 384 00:15:57,680 --> 00:15:59,840 really, really slow. I needed this next day and it 385 00:15:59,840 --> 00:16:02,880 took four days to arrive. Then you put in your advert 386 00:16:02,880 --> 00:16:06,880 guaranteed next day delivery and it's like now I'm guaranteeing 387 00:16:06,880 --> 00:16:08,080 it. And if you if we don't fulfil 388 00:16:08,080 --> 00:16:09,880 that next day delivery or next working day delivery or 389 00:16:09,880 --> 00:16:12,440 something, then we're going to give you a full refund and 390 00:16:12,600 --> 00:16:14,200 you're going to get some, you're going to get way more clicks 391 00:16:14,200 --> 00:16:16,520 from that more engagement. You need to make sure that when 392 00:16:16,520 --> 00:16:18,480 they do land on that landing page, it's there. 393 00:16:18,520 --> 00:16:20,120 And that's where some personalisation or dynamic 394 00:16:20,120 --> 00:16:23,120 content might come in handy. I hope it's helpful. 395 00:16:23,120 --> 00:16:24,600 That's a bit of a secret sauce for this week. 396 00:16:24,600 --> 00:16:27,080 I hope you can improve your burgers using that sauce as a 397 00:16:27,080 --> 00:16:30,040 metaphor for your advertising. Final one, then I'm going to 398 00:16:30,040 --> 00:16:31,640 give you guys a little minute while I sip my tea. 399 00:16:31,640 --> 00:16:34,320 I'm only one sip of tea whole show be going for 15 minutes. 400 00:16:34,840 --> 00:16:41,080 But fun fact of the week, how many checkouts per minute has 401 00:16:41,080 --> 00:16:45,800 Shopify tested the Shopify Plus checkout up to So how many 402 00:16:45,800 --> 00:16:49,960 checkouts per minute can Shopify Plus definitely handle that 403 00:16:49,960 --> 00:16:52,560 They've tested it to and quick tip of tea where you have a 404 00:16:52,560 --> 00:16:54,520 quick think or turn to the person next to you as they say 405 00:16:54,520 --> 00:17:01,200 in school and discuss delicious If you're not watching this is 406 00:17:01,200 --> 00:17:02,600 good tea. This is really good If you are 407 00:17:02,600 --> 00:17:05,839 watching you can see in my eyes anyway, how many checkouts per 408 00:17:05,839 --> 00:17:07,400 minute Sure 5 plus below tested tea. 409 00:17:07,400 --> 00:17:10,599 The answer which my colleague Liv got instantly with no 410 00:17:10,599 --> 00:17:14,720 context 10,000. They've tested up to 10,000 411 00:17:14,720 --> 00:17:19,400 checkouts per minute and on the report that they sent out, it 412 00:17:19,400 --> 00:17:22,400 also said, and I've got this in writing here. 413 00:17:22,520 --> 00:17:26,800 It also says in the report that I found, if anyone reached 8000 414 00:17:26,800 --> 00:17:29,880 checkouts in a single minute, we would load test to 20,000 and we 415 00:17:29,880 --> 00:17:33,400 expected Shopify plus to pass. How amazing is that 10,000 a 416 00:17:33,400 --> 00:17:35,160 minute. We can all dream challenge 417 00:17:35,160 --> 00:17:36,480 accepted guys. If you're getting close to that, 418 00:17:36,480 --> 00:17:39,160 let me know and I can give Shopify nudge and be like, hey, 419 00:17:39,320 --> 00:17:40,880 got to change this. They're probably watching it 420 00:17:40,880 --> 00:17:42,760 anyway. They they got, I can't remember 421 00:17:42,760 --> 00:17:44,960 how it is thousands of engineers at your fingertips and plus as 422 00:17:44,960 --> 00:17:46,800 well, which is amazing. Anyway, thanks so much for 423 00:17:46,800 --> 00:17:49,320 joining TuneIn next week and I hope you've had a lovely cup of 424 00:17:49,320 --> 00:17:50,280 tea. And if you're not finished it 425 00:17:50,280 --> 00:17:52,960 already, you go back and listen to other bits of this episode 426 00:17:52,960 --> 00:17:54,680 and start writing notes and start deploying some of the 427 00:17:54,680 --> 00:17:56,320 stuff. But anyway, nice to see you all. 428 00:17:56,320 --> 00:17:57,600 Send me an e-mail and you can win a free cup. 429 00:17:57,720 --> 00:17:58,760 Anyway, see you next week.