Hello and welcome to another episode of Tuesday.
It's Tuesday Tea break talks is what we decided to call it last
week. It's a quick break from the
chaos to hear about all things Shopify.
First off, because it's a tea break, I'm interested to know
what sort of tea you guys are drinking.
I'm drinking a three chamomile pucker tea, which is absolutely
delicious to drink. A lot of this stuff in the
office, gallons of it here. And not only that, we've got
some lovely new winning with Shopify mugs.
I had a sudden idea to order some and they came literally
next day. I love the Internet these days.
Winning with Shopify and if you want to win one of these mugs,
then just give us a quick e-mail with either a cool fact about
Shopify, cool fact about your business on Shopify or some sort
of amazing quote that motivates you in life.
If we use any of those and I mentioned Jeff last week came up
with the tea break around the Tuesday talks.
We have sent one of these out to you.
Jeff, enjoy your cup. Please send me a selfie with it.
I designed them myself. I put the logo on as big as
possible on a small little online website thingy.
I can't remember who I used and it says solid authentic advice.
Nice and simple. But anyway, if you haven't got a
cup of tea, click, pause, go make a cup of tea.
If you listen to on your headphones you could make a cup
of tea whilst you continue listening to it.
Anyway, lots to go through this week.
These are going to get shorter and shorter and shorter.
We're going to be going through a few little bits and pieces.
We've got some news about Shopify, as always.
We've got some from our partners.
We've got 2 new features coming out, one of our partners and a
funky little discount you can get with those guys as well.
And also, as always, a few learnings from the agency.
And the trivia question. This week is probably one of my
favourites because it's about Shopify and it's super nerdy.
And I'll give you guys a chance to answer it as well.
Play a little game with your team if you are listening in a
group. Anyway, this week's quote,
absolute legend Bill Gates, he said something, and I'm taking
this slightly out of the context he said it and putting it into
our context in the e-commerce world, he said your most unhappy
customers are your greatest source of learning and he's
absolutely right. When I heard this quote, it was
probably about six months ago, maybe nine months ago now.
My memory is evading me as I get older.
But the reviews, customer service, etcetera and other
things that we look at in e-commerce and the way we talk
to our customers and hear from our customers, I think this is
so important. There was something that
happened with a brand recently and we're helping them kind of
get out of this rut at the moment.
What happened is their revenue started dropping and they didn't
know why. And we've got a look and it's
been a bit of a head scratch. We actually don't know why.
So what I love about this quote is it's saying you're unhappy.
Customers are the greatest source of learning.
So if you talk to customers that don't buy, it's the devil you
know rather than the devil that you don't.
So highly recommend you're not talking to your customers, you
start talking to them. We always say when we're talking
to various review platforms on here as well and various store
owners that actually are negative reviews are just
important as the positive ones. Obviously it does level your
star rating and that kind of thing and everyone wants to chat
about being a five star rated business, but the learnings from
the really important and it doesn't just tend to reviews.
I'd also think about, as I said earlier, customer service, talk
to customer service teams and say what are some of the biggest
issues you get? And it's interesting with
customer service especially to split them by pre sale and post
sale as well. So if somebody pre sale is
always asking about the dimensions of this product, even
if they're on the page that they're looking out on the
website, they're clearly not clear.
You need to make them as obvious as possible.
Let's talk about some Shopify news.
Slightly shorter, less than last week.
There's only been a few updates. Web pixels now load on customer
accounts and order status pages, which means you've got more room
for optimization. Those pages used to be locked
from putting any sort of tracking pixels or anything like
that on. There are some limitations that
you won't be able to capture somebody's e-mail address, of
course, but if you're the Shopify store master, then you
will have access to their e-mail address anyway.
But yeah, you can, you can certainly load the load the
pixels in there, which is quite cool.
We've done it for a couple of clients already.
It was only released last week. We did it for a couple of
clients literally this morning. I'm recording this on Monday,
28th of July, by the way, so literally did this morning,
which is quite cool. And I'm awaiting some data.
I want to see what actually happens on those pages, dwell
times and how many people drop off when they look at things
like or when they go to my account, what they actually
looking for. And how often do somebody view
the order status page between them buying a product and it
getting sent out because they might change some of the
communication that we send or some of the information that we
put on the web page. New enhanced costs editor being
rolled out. Woo, sorry, it shouldn't say
cost. There's a typhoon.
My it's a new enhanced code editor, not cost.
I must have been thinking about money at the time, but it's a
new code editor. So where you currently edit your
liquids templates and things you can do searches now.
We, I think before you could only search for the name of a
file in there, whereas now when you do a search, you can search
within the files. So if you see a bit of code on
the front of your site, you want to find it in the theme editor.
If it isn't the theme editor, not all code will be.
But if it is, you can do a search and it'll bring up unless
you search up the files and it will bring up the file that's
got that piece of code #3 out of four is bulk CSV importing is
now available for inventory transfers.
I don't get too involved in this, but one of my clients has
been praising this last week. He hasn't used it yet, so I
will. I will ask David once he's used
it, how he's finding it and then he's getting on with it.
But there is now a bulk CSV import for inventory transfers.
And finally, there is now and again point of sale.
Not my world, but for anyone that's using Shopify, Point of
Sale Unified Editor has come out now for point of sale
customization. You can go and check this out on
the Shopify website. There'll be more information on
there as well. Amazing.
We're like halfway and it's only been what, 4 and a bit minutes?
Excellent. I'm smashing through this and
I've not even had any tea yet. If you know any tea, we'll have
a quick sip of tea and then we'll carry on.
Delicious. I love chamomile.
I don't know why it's three. I don't know why.
I should probably read the packet.
Oh, there are three different types of chamomile listed on the
packet. That'll be the trio.
But it's delicious, very fruity. One of our partners then Yost
Yost have been busy with not one, but two new features, which
quite cool. Yost, one of our sponsors they
have created and they do a lot of the sorry, the plug insurance
do a lot of SEO stuff, which is why I absolutely love them is I
obviously work in the SEO world and they are the best, the
biggest, the biggest web website plug in in the entire world.
Last time I'm checking, I think it was we had them on the show a
few weeks ago, but it's yeah, biggest, the most used plug in
in the world for websites. And that's off the back of their
success on WordPress. They do not have a Shopify plug
in. They didn't sponsor the wrong
podcast by accident. They have a Shopify plug in
which is very very much worth you guys going to check out if
you want 15% the plug in WWS is the code.
So winning shop 5 but WWS stands for winning shop 5.
It's code to use get 50% off the two things they've released. 1
is amazing. My team love this.
They've been playing with it the last last few days.
Google Docs add on and that gives you SEO best practice,
optimize in real time, smart suggestions or making sentences
easier to read and keeping content balanced for SEO
purposes. So you make sure you've got the
right amount of content on the page, make it optimize around
keywords, blah, blah, blah, blah.
It's some really, really good stuff around that.
And as I say, it's all in real time as well.
So Google Docs are actually linked to your Shopify store I
believe. I've not touched it myself.
My team are raving about it, as are the guys at Yoast.
So go and check that out. I think it's £5 a month to use
it. I don't know if our discount
works on that particular plug in, but definitely go and check
it out if you're creating content because then most of us
will work in Google Docs. You can continue working in
Google Docs, but you also get the benefit of having that real
time plug in to make it more optimised.
The second one, now this one is big.
The there is a file that everybody needs to add to their
Shopify store or any store you're using or any website you
work on. It's called LLMTXT, an LLMTXT
file. So anyone that's listened to the
last few episodes where we talked about STO over the last
couple of months, LLM is for the AI bots.
So when somebody's look at asking ChatGPT or Gemini or
Claude, hey, I I want to find a new T-shirt to buy.
You need to make sure that the AI bots are reading your
website. So you get recommended with your
T-shirts. This will tell this file.
The LLM TXT file will tell Google what your website is
about, where the important content is, and some clean plain
text versions of your content for it to look at.
It reminds me of something that we used to do a lot with, still
exists, but we don't talk about it very much anymore, which is
AMP, which is the accelerated mobile project.
And it's where you basically have an article.
And we would make a very small, plain, well as plain as possible
version of that article. And Google would put that
article on.google.com.co.uk.de, whatever country you're in, and
would put a that simplified version of that on Google until
somebody clicked on something or clicked read more or wanted to
expand on their journey within that.
Then Google would send them into your website.
So you'd actually get loads of traffic to that whilst it looked
like it was actually on Google's domain because Google would have
downloaded, downloaded that content.
And it sounds like a very, very similar thing.
So Yosts, both the free and paid version on Shopify and on
WordPress for any of you guys using WordPress and ecommerce
and stuff like that, it will do it automatically.
Well, not what's meant to be. You've got the option to do it
on down the free and the paid versions.
So go and tick that box unless you're a complete numpty.
So those are your orders. Go and take that box.
Once you finish today's episode, we've got a few updates from the
agency. Just taking the time.
We're speeding through this. This is great.
I've got 12345. We've got six things this week
and these are quite fun. My team have listened to the
first couple of Tuesday tea break talks as I called and they
were very, very inspired to put out some more information and
also try some things that they could then share on this.
This one is from Daisy and our team PPC.
She's been AB testing, adding personalization to a collection
page on Shopify. There's also talk about
personalization. Everyone raves about it.
And we've seen some brands of rolled out personalization.
It's had 0 uplift. We've seen other brands where we
think it's had some uplift. We're not checked it or tested
properly. But having done an AB test on
this, the conversion rate now is 6% on this brand where it used
to be 2%. So where we've got
personalization on the collection page, when people
land on that collection page, we're getting a 6% conversion
rate instead of 2%. So literally threefold revenue.
So naturally it's being rolled out site wide at the moment.
Second one, we've got new client Classic.
We've mentioned this one, I think the last couple of weeks,
but this one I thought was brilliant.
Again, I think some Daisy Daisy's been very busy this
week. A few of the other guys been on
holiday. So Daisy's been picking up the
slack on on my list, 10,000 products in 1P Max campaign.
Loads of products not getting shown.
The ones that are only having a few cents spent on them every
month, USUS business obviously spending in dollars.
We split out the best ranges and allocated budget specifically to
those ranges. On average, we again we're
getting a * 3 uplift on each of these.
So although it's a simple exercise to do, the data didn't
suggest what ranges to pull out and that kind of thing.
We had to dig quite far to see which ones are actually being
engaged with the most because sales were low.
Had a threefold increase in sales since that started.
Got new SEO client and initially we rewrote all of their
collection descriptions using a formula to get our keywords into
those collections for SEO. Like anyone worth their money,
worth their weight in gold, or worth their money every month in
SEO woods. We've gone through and used AI
and other stuff to try and rewrite some of these things.
We have seen very little uplift from that.
So we set some humans to work and some humans have rewritten
them and we've seen that two, there's one in particular where
we went to town and rewriting this collection description.
So literally the description you see on the page of the
collection went absolutely to town on that.
And we've got 2 enormous keywords, thousands of searches
a month on each here in the UK. And we were ranking 5th and 6th
for those two variations, almost the same keyword.
But the two variations of they, of that keyword, we were 5th and
we were 6th within two weeks of making these changes.
We're first for both of them. And suddenly it's like, Oh my
gosh, we need to invest in content.
And I think in marketing so often, especially with things
like SEO, it's hard to go, let's double down on this, double down
on that and double down on that. I think it's so much going on
and it's like, should we do page speed?
We can't really measure, OK, page speed gets better, can't
really measure that back to revenue.
This is massive though in terms of saying we were 5th and 6th.
We're now first and traffic has gone up by thousands of clicks a
month just on that one page. And it's like, OK, we're now
rolling out to several more. So I'll keep you guys posted.
But it's going to be a long, long journey before we've done
all of them. They've got a lot of products in
their site #4 on my list, is it 1234?
I should have numbered them. I've just put bullet points #4
lots of customers are buying more than one item on one of our
clients sites. It's a very simply, we've added
a bulk discount. If you buy 2 or more, you get
10% off. Nice and simple.
And interestingly, it was 10% off, but the average order value
has increased by 10%. That's factor.
After you factor in that discount, we've got a 10%
increase in average order value, AKA 10% increase in revenue
across the entire business, which is insane.
Again, just from putting one line of code in and
automatically applying a discount code to the cart.
Again, I should say with all of these, they all sound really,
really simple like, oh, I'm going to go and try that.
We've done this on lots of brands and it doesn't always
work. And the devil is always in the
data. We call it data mining.
So we do a random data mining and get all the information we
need. Then we investigate all of that
data. Then we come back with a
normally a very simple test and learn.
Sometimes a bit complicated to deploy some things, but very
simple. Two more than say brand ad copy.
So many brands we talked to are like, yeah, I've got a brand
advert. If you search my brand name,
there's an advert running on Google.
It's grey. And nothing has changed in two
years. So I've not changed that.
We've done so much testing with all of our clients to see how we
might make that brand copy better.
The thing with brand as well is someone's already looking for
you. You don't want to be spending
loads and loads of your budget on your own name.
You want to be targeting people that are looking for an
unbranded term. So rather than saying I want to
buy one of Nick's, and if you're watching on YouTube, these are
real. Someone messaged us some
comments the other day saying, hey, I love your background.
Like can I have the same image? And it's like, it's not an
image, it's real. I'm touching the plants.
If you're listening to this, I'm touching plants in the office,
they're real plants. But say I was selling these
plants on my store, which I'm not, which this person was quite
disappointed about. So we're selling this plant.
So Nick's Plant Shop and I had this brand ad copy.
I might say actually Nick's Plant Shop, they're all
authentic plants. I might do some other ad copy
talking about how much my customers love me and the
reviews that I get. I might do another set of ad
copy talking about the pricing range.
I might say another set of ad copy talking about the guarantee
and the warranty. By testing all these things, we
can work out what's the most efficient and effective thing to
put in an advert. People already know about Nick's
Plant Shop, so I don't want to start bidding money when they're
searching Nick's Plant Shop on Google.
What I really want to do is target when people just say
artificial plants and we come up as a really compelling option
for artificial plants. So we do lots of tests on this.
Almost all of our clients, I, I, we've put a majority here.
It's over 80% of the brands we work with in their first six
months, we've managed to lower the cost per click on on brand
by between 60% and 90%. So massive savings on clicks so
that we're not spending too much on brand at all.
So one of the first things we look at when we order any brand
is it it's also not obvious because of performance Max
standard shopping display. It's not always obvious how many
people are being retargeted to or we're targeting because of
brand name versus not. As soon as you look at the
numbers, you want to keep that in in good correlation.
You want to spend as little as possible on your brand and as
much as possible on non brand tell you if you can convert
someone that's never heard of you, then you've got really
powerful business. So that's the thing we need to
focus on. And last one from the team
before we talk about Fun factor, the week competitor Adco copy
this. This is one of my secret sauce
that I've, I keep up my sleeve until somebody signed a contract
with us for many, many years. But I thought, do you know what?
We're all friends now, aren't we?
Guys, let's share this one. Competitor ad copy.
If you run ads on Google where if somebody searches up your
competitor name, you have an ad, don't just put the same advert
you've got in your brand campaign.
That's fine. It can work really well.
Someone's thinking, I'm going to go and buy some trainers from
these guys and suddenly your ad pops up.
You're trying to interrupt that journey.
Say, hey, why don't you come to our trainers, They're cheaper,
the better, the faster. They're made of better
materials. We've got better reviews, we've
got better warranty. Again, all those points you can
fight on. If you just put an ad up saying,
hey, we're an amazing brand, come check us out.
You're missing a trick. I think the biggest thing you
should be doing is looking at why people hate that brand that
you're bidding on and put those things in your advert.
Don't say everyone hates them because saying that, but if
everyone's, if everyone's moaning about, I don't know,
their delivery times. Lovely product, but delivery was
really, really slow. I needed this next day and it
took four days to arrive. Then you put in your advert
guaranteed next day delivery and it's like now I'm guaranteeing
it. And if you if we don't fulfil
that next day delivery or next working day delivery or
something, then we're going to give you a full refund and
you're going to get some, you're going to get way more clicks
from that more engagement. You need to make sure that when
they do land on that landing page, it's there.
And that's where some personalisation or dynamic
content might come in handy. I hope it's helpful.
That's a bit of a secret sauce for this week.
I hope you can improve your burgers using that sauce as a
metaphor for your advertising. Final one, then I'm going to
give you guys a little minute while I sip my tea.
I'm only one sip of tea whole show be going for 15 minutes.
But fun fact of the week, how many checkouts per minute has
Shopify tested the Shopify Plus checkout up to So how many
checkouts per minute can Shopify Plus definitely handle that
They've tested it to and quick tip of tea where you have a
quick think or turn to the person next to you as they say
in school and discuss delicious If you're not watching this is
good tea. This is really good If you are
watching you can see in my eyes anyway, how many checkouts per
minute Sure 5 plus below tested tea.
The answer which my colleague Liv got instantly with no
context 10,000. They've tested up to 10,000
checkouts per minute and on the report that they sent out, it
also said, and I've got this in writing here.
It also says in the report that I found, if anyone reached 8000
checkouts in a single minute, we would load test to 20,000 and we
expected Shopify plus to pass. How amazing is that 10,000 a
minute. We can all dream challenge
accepted guys. If you're getting close to that,
let me know and I can give Shopify nudge and be like, hey,
got to change this. They're probably watching it
anyway. They they got, I can't remember
how it is thousands of engineers at your fingertips and plus as
well, which is amazing. Anyway, thanks so much for
joining TuneIn next week and I hope you've had a lovely cup of
tea. And if you're not finished it
already, you go back and listen to other bits of this episode
and start writing notes and start deploying some of the
stuff. But anyway, nice to see you all.
Send me an e-mail and you can win a free cup.
Anyway, see you next week.