Hello, this is the winning Wish Shopify podcast and by popular
demand Janet has text us. I said text us.
Sounds like a radio phoning show.
We got a message from Janet saying, Janet, on your next tea
break talks, can you start the show differently?
So Janet, I thought if I read out your message, I've never
done that before. So I started the show
differently. Great to have you tuning in.
Hope the business is going well. Please don't shout out my
business. I'm slightly embarrassed by it,
but I'm making headway listening to your podcast.
So, yeah, good luck, Janet. All going very, very well.
I've always been asked by Lorna at the bean shop to to do a
coffee talks at some point, which I will.
Lorna, today, just before I tell you what we're actually doing
here, we're supposed to be tuned in.
You're like, who is this random guy?
This would all make sense if you listen to a few episodes, but
yeah, all of him good fun today I've got a cup of tea and I need
to read the label. Actually, I don't know what this
is when my team just made it Lemongrass and ginger.
It's organic bio, whatever that means.
It's organic, which must be healthy and lemongrass and
ginger. Delicious ginger, good for the
throat within the E com Expo over the next every Tuesday when
you listen to this should be Tuesday 23rd when you're
watching this, listening to this onwards and Wednesday 23rd no
24th Tuesday 23rd you listen to this.
I've so such a tired brain. Wednesday and Thursday this week
we're going to be at the e-commerce Expo.
So I'm drinking lots of ginger tea so I don't lose my voice at
the Expo. Going to spend all the everyday
talking, which anyone listens to the show knows I'm very good at
just talking, but I want to make sure my voice has substance and
things I'm saying. Welcome to the show.
If it's your first time tuning in, please do hit the subscribe
button. If it's not, then welcome back.
Great to have you. You know the deal.
Hit the subscribe button anyway, if you haven't already.
Today we're going to be talking about a few things, which we
always do on a Tuesday. This is next Tuesday tea break
talks. Because I'm British, I drink
tea. It seems like a good stereotype
to live up to globally and who doesn't have a good cup of tea?
Hence why I told you what tea I've got.
We're going to be talking a bit about.
I've got my notes here except just drop them.
We are going to be talking about the Shopify, latest Shopify news
and things that are going on. Well, we have something from our
partners and also a couple of bits going on in our agency.
We do PPC and SEO in our agency. It's called Spec.
I've been running it since 2011. It's all good fun.
I'm going to share some things going on that can help you guys
boost your PPC and SEO revenue. Without further ado, I have not
one, but two quotes this week. One that was sent in by Drew I
thought was really silly. So I've come up my own one for
this week and I'm going to read Drew's out anyway.
But yeah, so the one I've got is quite a well known saying and I
absolutely love this. I do think of this on a regular
basis actually. A bad plan well executed was
better than a brilliant plan executed late.
So a bad plan executed well executed was better than a
brilliant plan executed too late.
So sometimes come all these great ideas, just try something.
We have a rule actually in the agency, which is like try 10
things and if one of them works, great, you found something that
works. If none of the if you try one
thing and it doesn't work or you try no things, guaranteed
nothing's going to work. So increase your odds by trying
more things all the time and keep a log of which things
you've tried and which ones have worked well.
Nice and simple. And thanks, Drew, for this.
I'm not actually going to shout your business out because it is
funny, but it's nothing to do with the show did make me laugh.
He said I couldn't find my boomerang, but then it hit me.
Thanks, Drew. I don't even know what business
you're from. Drew, I wasn't going to shout
you out, but your e-mail address is just Drew and I won't read
the rest of our It's drewsomethingsomething@gmail.com.
There we go. Anyway, welcome to today's show.
Sorry if my camera's fading in and out.
I don't know what's going on. I'll have to ask the editors,
Josh, Sophie and Max, what's going on with that.
I'll give them a quick note. Anyway, Shopify News.
Then there's a few things going on. 2 are pretty cool, and the
third one is absolutely massive. And if you're not doing
something with the third one, you're an absolute numpty and
you shouldn't be listening to this show because then you're
ignoring our advice. And my advice is do something
with the third one. The first one is you can now do
a quick sale on the Shopify app for instant in purchase
transactions, which is quite good.
You have to use a point of sale system.
You just on the app on your phone, let's go have a sale.
Lovely. The second one is you can now
find and install apps through Sidekick AI.
If you haven't used Sidekick AI, it's pretty good.
The age of AI is officially here, as you probably have
noticed, but things like that are actually working quite well.
So if you need it to do something, have a conversation
with it and it can help not only find the app, but also install
it, which saves you a bit of time.
If we just use AI to speed things up and save time,
fantastic. It can do so much more than
that. But if we just used it for that
and that is great. And final one, this is what you
need to do something with. So you can now segment your
customers based on product categories they've browsed or
bought. So if Joe blogs is one of your
customers, Joe is currently on your site and Joe is browsing
your T-shirts, you can send her an e-mail or segment her into a
segmentation going she's been browsing T-shirts and start
emailing people. That is really such a simple
thing, but that is really, really cool.
The possibilities become endless about sending relevant content
on your emails all the time to increase your revenue.
So if somebody's been browsing shoes a lot and they've never
bought a pair of shoes from you, send them your shoe buying guide
on an e-mail with a 5% off discount code.
And we will come back to discount codes a little bit
later. Something very, very exciting is
afoot anyway. And that'll be on what's called
our Quivia at the end, trivia meets question.
I'm so proud of that. My wife said to me and he's sort
of smiling and said, Quivia, we've heard it before.
It's like not everyone's heard it.
And it's one of the best things I've ever come up with because
I'm not very creative in that sense.
All right, other news, I've already read that out.
We're going to be E com Expo tomorrow and Thursdays.
If you're in London, come say hi, say Nick, love the show.
And yeah, we've got chocolate. We'll give you free chocolate
and we can have a look at your website if you want.
We've got a little challenge going on, so come and see us if
you want. There's a 2 minutes to find two
major things that are holding back your PVC or SEO growth.
My team are primed and ready. We've got a giant stress button,
enter key so you can smash it with your hand.
A 2 minute timer starts on the screen.
Very exciting. And I used an AI bot.
Come back to AI. I used an AI bot to write the
code for that and put it all in our branding.
And there's little fireworks that go off while the time going
off. I think it's very, very cool and
took me about 10 minutes to make without touching any code
myself. Final point, Cyber weekend soon,
get ready for it. It's quite, it's in December
this year. I think it is a Google.
It's quite late. So you've got even more time to
get ready for it. But actually, normally people
kick off their Christmas activity on Black Friday or over
Cyber weekend and then kind of Christmas starts.
But actually if it's happening in December this year, you
probably want to start your Christmas activity a heck of a
lot earlier than that. It seems to be getting later
every year and I don't know if it's just where the week's fall.
I, I don't, you know how they come up with a date for it.
It might be because obviously Black Friday, it might be when
the most retailers go from the Reds making a loss into the
black when they start making a profit into peak, I believe is
how it started. And that's what it's supposed to
mean. So I don't know, maybe someone
said that people are buying Christmas stuff later and later.
So that's Black Friday now and it's later.
I don't know, but it's late this year.
Keep an eye on it every year. Put it in a massive calendar on
the wall and get ready for it nice and early, right?
Partner news, partner news or super.
I fill out all this stuff's about us this week.
So I don't, I don't write all these notes.
Partner news, Saguno and my agency spec and I'm going to be
hosting it have teamed up to do a webinar, which can be really
exciting. And it's all about peak.
It's all about holiday season this year, starting with Cyber
Cyber Weekend, someone's called it.
And yeah, starting with Black Friday through to Cyber Monday
and then into Peak and we're going to be talking about
mastering the e-commerce Peak as we call it.
We haven't fully come up with every title yet, but you can go
and sign up to it. It's going to be action-packed.
It's going to help you try and make as much money as possible
through Peak. It is on where are we, 8th of
October 2025, obviously, because this is a 2025 episode I'm
putting out right now, say 8th of October.
It's going to be, and it's going to be 3:00 UK time, which is
9:00 AM New York time. And if you're in LA, opportunity
for an early start, go out for a run, tune into the webinar.
It will be available to listen to afterwards I believe.
But if you come along, you can ask us questions.
There's going to be some Q&A sections in there as well.
There'll be no more than two hours.
I think we put it for 90 minutes.
It's going to be very, very exciting and it's part of a
two-part series. So the second one is going to be
in January. We haven't a date aside for it
yet, but we will before the first one happens because that's
good e-mail marketing. So when people come to the first
one, we've already got the second one announced.
Start getting people to sign up and everybody comes to the first
one or books. Is the first one all time to
come to the second one as well? The second one's going to be in
January and it's going to be Inventory Planner and Saguno
hosted by yours truly, and I'm going to be getting those guys
to chat about what they should be doing now.
It's post peak, we're in January, January Blues is
starting to hit. The most depressing day of the
year is around the corner. What can we do for our customers
to cheer them all up and make some more money selling products
and getting more customers into our website?
And the strategy for 2020, what you should be doing from an
e-mail, customer service, customer interaction, whatever
you want to call it, that internal communication to
existing customers perspective, but then also what you should be
doing with your stock and everything else on that side as
well. Some learnings from the agency.
I've kept it simple this week. We've got three, but the first
one's broken into a few bits. So the first one is it's about
SEO. We are doing a lot of SEO where
we're trying to target full funnel, which means when
somebody's sitting there thinking, not thinking about
buying your product, how do we convince them to come and buy
your products as top of funnel? It's the awareness to tell
people, hey, this product exists or we exist or this concept
exists. You should think about buying a
product to solve this problem in your life or improve this part
of your life, whatever it might be.
The second bit then is a middle of funnel, which is more like,
OK, I'm aware of this thing now I might start engaging in it.
Do I need it? Do I know what different types
are there? And you start doing a bit of
research. Both those stages happened to me
in a car garage recently where I paid a deposit before leaving.
When I just got in to go. I'm thinking about buying that
car. I went to glance at it and by
the time I'd left, I'd left the deposit and then had to explain
to my wife I'd bought a new car that day.
You left me alone for a day to do what I wanted.
I bought a car. I just popped into the tableau,
bought a car, and then the bottom of the final stage is
where people aren't ready to buy, which means some of them
might not have decided a few things about it, but they're
going, I'm going to buy one of these things.
Now which one shall I get? So an example of the top would
be, I wonder, you know, I wonder what things are going on in the
Internet or I'm reading the news and oh look, a new sofa.
There's a, there's a really nice sofa over there.
And that's the awareness. Now I'm aware of the fact that
some nice sofas out there, which you might be aware of already,
but it starts the process. Then the middle of funnel.
OK, I think I might, might, might want to buy a sofa.
What would a sofa do to my life? What kind of colours could I
look at? What would it, you know, there
are any types or I've got, there's a bit of content there.
I've got a bit of a bad back and this sofa apparently will help
my posture or help my back or help me feel more comfortable
after a long day sitting at my desk.
That's why I've got sandy desks and then the bottom of funnel,
which is I'm going to buy a sofa, which sofa I'm going to
buy. So the challenge then and this
way SEO can be really powerful and very cost effective is how
do you, this is this is my challenge to you is not just
doing all three of those things. The challenge is you do not want
to do this stuff and get lots of customers interested in buying a
sofa. And then when they get to that
bottom of funnel stage and they go, right, I'm going to go and
buy a sofa. They go to Google and you're the
least competitive. Or they start seeing ads for
people selling sofas because they've shown a bit of an
interest in Google or Meta and Bing and all the other big, big
advertising platforms. They've noticed that this person
is interested in buying a sofa now and they start advertising
all the sofa brands to them, even though you were the one
that did the awareness. So the challenge then is how do
you keep someone engaged throughout the funnel?
So what we've done is we've at the top of fun of the awareness
stage. We've, we've set a challenge.
So you can go and enter a challenge, a competition to get
people to give us their e-mail addresses.
And we could do the second and third phases of that, that, that
that tactical approach to get them to buy products.
We can do that over e-mail, which is a lot cheaper than
doing it any other way. But plus we've got them locked
into our ecosystem now. So they're receiving our emails.
Everyone else still has to pay you to get in front of that
customer. We can just e-mail them, which
is quite smart. So you want to convince, you
don't want to convince someone to buy the sofa and then they go
to a competitor. So our advice really is start at
the bottom, Nick other people's customers, say let other people
do the hard work and you then take the customer and they're on
Google going I want to buy a three person grey sofa.
Show your ads. Then get in front of them and
get as many of those guys as possible.
Wait until you don't think you can get statistically you're
aware of that. You can't get any more customers
at the bottom of the funnel. Now you need to go to the middle
of the funnel and go right. These are people that think they
might want to buy a sofa now. So let's start interjecting in
front of them and getting to come and buy our sofas again,
e-mail sign ups really, really important.
Get them to trade their e-mail to read your bulletproof guide
or get them to sign up to have a free one to one video personal
shop about buying that sofa again, make it relevant to your
business. And then top of again,
competition or something where it's we're not even really
talking about sofas at this stage.
We're just doing it as what I call a land grab.
You want to grab as much data as possible, as many e-mail
addresses as possible. So we're doing that on SEO.
Why would you do that more on SEO than on paid channels?
Well, because you'd have to pay for the SEO traffic.
If you ranked number one for something and you started
getting a million clicks a month on that.
Even if it's not, I want to buy a sofa right now, it might be
what is, what are the sofa trends for 2026?
Getting people to go and read that guy with little prompts
going, you know, sign up for more content like this or sign
up for 5% of your first order or sign up to get exclusive access
to our next sale. That might get people signing
up. And again, now you've got the
e-mail and you can nurture them. But the point is, if you pay for
that traffic on, on PPC, the total conversion rate of all of
those people compared to who actually purchases at the end is
going to be really, really low. And the advertising side of it's
probably not going to be cost effective.
So SEO is a fantastic way of doing that.
If you end up with people in your e-mail list that get in
your emails, click on your emails not purchasing, you can
do something with that. If people click on your ads are
not purchasing, it's costing you a lot of money and it's probably
making the business a massive loss as well.
So it's a real concern when that happens.
That's the longest of the three things for this week.
The second one, this one's quite simple, but it's one of the
biggest, most overlooked parts of SEO.
And we were doing this for a client recently and they said
like, yeah, yeah, we've had an agency do all of this before,
but no one's actually looked at it since.
And what it is, is so many people choose a keywords and
then they go and optimize their title tag, a message
description. That's what makes your SEO
listing on Google. So you optimize that and now
you've got a new listing. Fantastic.
What if that's not the best? And guarantee on the first go of
this, it will not be your best work because you've not tried
anything yet. So what you want to do is you
want to go and change all of them, all your types, tags, mess
descriptions to see what happens to my ranking.
Because you might find actually Google doesn't take any interest
the first time you change it. And also whether it takes
interest or not. The other metric you want to
look at is your click through rate.
So how many people now see me or how many people are seeing me?
And we now getting a higher percentage of people through one
of the biggest things we find with SEO, which is where SEO I
think can learn from PPC, where PPC can benefit from SEO doing
top of funnel. What SEO can learn from PPC is
those listings, that type of description that is your advert
on SEO, that is your advert is going to hook people in and a
lot of SEO agencies, a lot of SEO people and a lot of
e-commerce managers. I think we get quite guilty.
A lot of us are guilty of actually just writing what is
functional because we're trying to write it around the keyword
rather than thinking what do I need to put in here to get
someone to come and visit my site so don't have to pay for
the traffic. Traffic on SEO is free.
What do I need to write in here to get someone to want to come
and visit my website so we get as much traffic in as possible
and then we can work on the conversion bit once they arrive
on site. So that gets quite overlooked.
So we do that every few months for every single one of our
clients. It's a massive deep dive into
the data to see what's what trends are there around wordings
that work, sentences that work, title tags that seem to work
versus ones that don't. What's above and below our
average Ctr. right now? By changing them, you can see
traffic go up quite significantly, let alone if you
do it 3 or 4 * a year like we do some of our bigger clients
constantly changing that to see which one is going to be the
best fit. And then obviously looking back
as well to go right. Google's updated itself on all
of them now. So they're all reading the new
ones that I've written. How many of them is Google
actually ignoring and not using it at all?
How many are getting a better click through rate?
How many are actually getting a worse click through rate?
Again, if you just do it once and then hit and hope, it's a
complete gamble as to whether it's going to work and there's a
smarter way of doing stuff. And it's one of the easiest
things to do on SEO. It's not expensive.
It can be done quite quickly, so and that's a massive win.
And creative directors block your ears #3 We have simplified
APDP page for one of our clients that started an AB test.
I'm going to keep you guys posting this because it was only
Ruby and our team started this last week.
I'm going to keep you posted on it because I'm very excited to
see what happens. We've basically taken out a lot
of the USPS and reasons to buy, which is the opposite of what
I'm always preaching about. Start by simplifying the page.
It keeps the customers attention.
We believe that's what we're trying to prove.
Keeps the customers attention on the products and going.
I clicked on the ad knowing the product, knowing the price,
knowing what it looked like and knowing what it was.
So now I just need to buy it. So we make that as easy as
possible. Do we get more sales or less
sales? And it will vary from brand to
brand. We're doing that to brand at the
moment. Amazing.
Well, thank you so much for listening guys.
We're going to finish on one of the funniest bits of the show,
the Quivia. So conclusion you need to test
unique discount codes. Oh, don't I've just read out the
answer. Oh dear Max scrub that start
this bit again right. The most exciting part of the
show, one of the most exciting bits Quivia.
So you may have heard on a recent show, Saguno have done a
discount code report, which is quite exciting.
And on this discount code report, they have looked at the
average order value year on year for I didn't write it down,
sorry. It's, it's thousands of brands,
possibly 10s of thousands of brands they've audited to do
this. There's a huge amount of data
they've looked at and I'm going to give you some stats.
So in 2025, the so far the average order value, see man the
average customer places per order across all those brands,
the average is $90.00 when they without a discount code on the
e-mail to give you an idea that's that's their control
group, that's the benchmark. So $90.00 was the average order
value when there was not a discount code on the newsletter
that was sent to the customers when they added a generic
discount. And this is not the Quivia.
You can have a quick think, does it go up or down?
It went down by $4.00, which kind of makes sense because
you're offering a discount now. It did.
This doesn't factor in the conversion rate.
I didn't look at any of that. Just looking at the average
order values here. But with a with a generic
discount code, it went from $90.00 to no discount code to
$86 with a generic discount code.
It's the same code every anyone could use.
It's just, you know, welcome 10 or something 10% off for
everybody. And then the question I'm going
to ask you guys today is, and you might have heard me joke
about a second ago. Yeah, you might have heard me
joke about it. Yeah.
The answer is it does go up. But how much does it go up is
going to be this week's trivia. It's so when they added, when
brands were using a unique discount code.
So it's unique to each customer. So I would receive a different
one to you who'd receive a different one to the next
person, Different one to the next one.
Everybody got a unique code. How much higher or lower was the
average order value with unique codes?
And I'm going to, for the first time on today's show, have a
quick zip a tea. What do you think about that?
How much did the average value go up or down?
All righty. So it's $90.00 without a
discount code, 86 dollars with a generic discount code.
It was $120.00 with a unique discount code.
So compared to, I mean the other two were both, I mean average
between the two is $88.00. So it has gone up about 50% by
adding unique discount codes to the newsletter.
How exciting I've been. Nick, you guys have been great.
Thanks for tuning in back again. In fact, I don't know if we are
here on Friday. Sorry, I haven't checked the
schedule, but I think we might be missing a week.
If we are, you can listen to this three more times on Friday
because then you'll get your your fill of winning with
Shopify. If not, go read, read, go and
listen to an old episode. Thanks for tuning in though.
If you haven't already, please subscribe button, leave us a
review on whatever platform we're listening to and back
again next week for another Tuesday tea break talks.
Take care everybody and thanks for tuning in.