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Hello Tuesday tea break talks. 
It's time to listen to some of 

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the ramblings of me, Nick 
Truman, your host. 

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I'm going to talk about some 
exciting things today. 

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If you haven't already, I'm 
going to stop shouting this out.

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Actually, I'm going to say it 
now just so I don't sound 

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really, really vague, but go and
check out Growth Summit. 

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It's happening in 1st of 
September 2026. 

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It's going to be going live. 
It's basically a conference, a 

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show, an Expo, whatever you want
to call it, but everything's 

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going live in one single moment.
We're going to try and we don't 

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know what the record is. 
We couldn't really work it out, 

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put a number on it, but we're 
going to try and break or even 

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set the record for the most 
Shopify related content in one 

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place at one time ever. 
And then we will have that as a 

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benchmark. 
And then come 1st of September 

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2027, we're going to launch a 
bigger 1. 

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And there'll be some stuff going
on throughout the year as well. 

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So if you want to get access to 
all of that content, I'm not 

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going to be on most of it, which
should be a Hallelujah moment 

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for a lot of you guys. 
You can just hear from the 

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experts and some of it's going 
to be apps talking about how 

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they develop things, brand 
sharing their stories. 

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It's going to be super exciting 
and we are currently signing up 

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speakers, sponsors and brands 
and lots of other stuff and 

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we're starting to get first few 
bits of content coming in the 

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next few weeks to put on the 
platform. 

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We're building a platform for 
it. 

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It's super exciting. 
It's quite scary these things 

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because it was all my idea and 
now thousands of you are sitting

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here listening to me say hey, go
and do this. 

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It's going to be fun and we're 
possibly going to launch a bit 

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of a community off the back of 
it as well. 

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We launched something a while 
ago and just didn't really take 

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off, but this felt like a better
opportunity to launch a little 

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community. 
So let's have a look then. 

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So this week we are talking 
about and one of my lovely 

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friends, you know, your friends 
are always your biggest critics.

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One of them said to not use the 
word so in the entire episode 

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because he listened to two of 
them and I kept saying so. 

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So we're going to talk about 
data today. 

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I'm going to have a little 
ramble about data. 

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I've got 9 points of things you 
should be looking at and then I 

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got 123. 
I didn't number these 123456 and

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88 recent examples of things we 
learned about clients of ours 

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were actually quite a big 
statistical change needs to 

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happen or behavioral change to 
change the data based on the bit

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of data that we saw. 
This is the third thing I'm 

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recording today and I've had two
coffees so this will not take 

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long whatsoever. 
If I'm talking too quick, just 

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slow the thing down. 
I'm absolutely buzzing. 

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It's only a Monday, so I yeah, 
kicking the day off and the week

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off in a good style. 
Let's look at some of the bits 

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of data you guys I think you 
should be looking at and some of

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the things that our clients 
either look at regularly and I 

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agree with it or don't look at 
enough and I don't agree with 

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it. 
They should look at these things

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more. 
First one is how often do you 

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find yourself in meetings or 
reviewing your business data on 

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Shopify and you talk about 
revenue, how exciting revenue, 

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how much money's come in? 
There's a problem with revenue 

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and that is that it doesn't 
include the costs. 

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So you need to look at gross 
profit and net profit and those 

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are two very, very important 
things to look at. 

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Taking that step further though,
and I mentioned this a bit on 

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the show before, we're working 
with some clients now where 

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they've got their cost of 
product data in Shopify, which 

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means something very, very 
exciting. 

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We can see that one product 
might have an 80% margin. 

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So if we sell it for $100, we 
make 80 as profit, 20 covers the

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price of the product. 
And out of the 80, that's where 

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our margin either for agency 
fees or for marketing costs or 

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there'll be a set part of that 
for running a business at your 

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end as well. 
But that's an 80% margin. 

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And in the same business, you'll
have products that have like a 

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20 or 30% margin, which is 
completely different ball game. 

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So why then, why are you running
campaigns with a return on ad 

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spend? 
Just one flat, 1 flat cost. 

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You could make more profit if 
you spent more acquiring 

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customers or acquiring sales 
from the products that have 

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bigger margins. 
And you're probably spending too

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much then on some of your 
products that don't have a good 

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margin. 
In terms of running a business 

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in a smarter way, you start to 
build your campaigns out based 

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on margins. 
There's one small problem there 

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is if you have the same product 
to say it's a pair of trainers, 

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you've one pair of trainers with
a 20% margin and one pair of 

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trainers with an 80% margin. 
The problem then is you don't 

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really want 2 campaigns on 
Google, both targeting, I'm 

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going to be really, really kind 
of firm ignorant here and say 

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the the keyword trainers. 
You want to have a bit more of a

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breakdown in the campaigns than 
just that. 

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But the point being is you 
should be optimizing campaign 

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performance to profit. 
And actually, if you've got an 

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80% profit margin on something, 
go and get 3 to 1 or 4 to 1 ROI 

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on that. 
And then when you've got a 20% 

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margin where you need a 5 to 1 
to break even or just add cost, 

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agency cost and then the cost of
product that's break even, it's 

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not very exciting. 
But when I talk about the second

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metric in a second, that might 
still be profitable for you 

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longer term, but we've got to, 
we've got to work these things 

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out. 
We need to do a bit of maths and

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work out what we're going to do 
with this stuff. 

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So try and focus on profits or 
what we call PO as profit on ad 

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spend, not return on ad spend. 
Again, there's a smarter way to 

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run it. 
And just having one blanket ROI 

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target for the whole account, 
unless that is actually like, 

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you know, if you, if you bought 
material and, and everything's 

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made of silver, then fine. 
Like you just got, you do have a

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blanket, that's fine. 
The second one though, which 

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might affect that is you might 
make a loss on that first order 

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and that might be OK. 
But I did a bit of a, again, I, 

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I called it a rant on my Friday 
episode the other day. 

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It's a bit, a bit of a rant the 
other day to say that a lot of 

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businesses, they don't have a 
metric or a target for lifetime 

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value. 
There's no sort of people are 

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buying 1.2 times, you know, from
us in total. 

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And we need to make that 1.5, 
which means there's 1.5 as an 

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average. 
Half our customers buy a second 

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time from us. 
Fantastic. 

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Which means you just boosted 
your entire ROI or POI profit on

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profit on investment. 
You've just managed to scale 

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that up quite significantly 
across all channels. 

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So lifetime value, like you want
to increase the average order, 

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average orders per user. 
So I say that again because I 

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totally mumbled that increase 
the average orders per user, the

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average number of orders. 
You want people ordering from 

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you again and again and again. 
If your delivery costs are quite

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high and you offer free 
delivery, then maybe you want 

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them to actually order slightly 
less but increase the AOV. 

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So instead of making 10 orders 
of 1 product, you want 2 orders 

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of five products each. 
It's more profitable for you, 

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which means you could sell it as
a bundle or a set or something 

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to try and get those guys to do 
that more often. 

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Third bit of data, the every 
time I mention this to clients, 

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the moment they say like what 
customer cohort analysis, it's 

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called the customer cohort 
analysis Shopify, everyone 

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should be familiar with it. 
I work so often in my agency 

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mostly focused on acquisition. 
Here I'm going to give you an 

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example of where a client 
thought they were working an 

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acquisition of weren't, which is
going to be number. 

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It's going to be in my recent 
examples without mentioning any 

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client or, or brand names #4 
when we get to #4 So I'm really,

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really important on this. 
But you you want to look at that

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customer cohort analysis. 
We don't look at it off things. 

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We work in acquisition on PPC 
and SEO. 

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So you want to look at it from 
the business wide. 

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You also want to then try and 
make some filters and sidekick. 

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Shopify's AI is very, very good 
in the back end of Shopify. 

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Help them with this. 
You want to make some filters to

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then see it just by PPC, just by
SEO. 

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The thing is, the thing with 
Shopify analytics is the 

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attribution's pretty rubbish. 
It thinks everybody's come in 

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direct. 
GA 4 gives you a much truer 

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value if you set it up correctly
and you've got your cookies 

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working correctly. 
And yes, we're going to do an 

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episode very, very soon on 
cookies. 

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How exciting. 
So face to face recording, which

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I am doing next week. 
So that be very, very exciting. 

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Cool. 
So I just got a message from my 

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team. 
Just checking if it's important 

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or not. 
It's not. 

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I can get back to a minute and 
check performance in #4 check 

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performance in GA 4 product 
view, then add to cart. 

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So how many product views do you
get per add to cart? 

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How many add to carts do you get
per begin checkout? 

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How many begin checkouts do you 
get to each checkout complete? 

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You got to set GA 4 up 
correctly. 

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It's going to be far in the 
right tags out to GA four more 

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often than not, depending on 
what cookie banner and things 

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you're using. 
More often than not, it will. 

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It should work just from the 
integration with the Google and 

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YouTube app, straight to Shopify
and straight to GA 4. 

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But if not, you might need to do
some manual tagging, use tag 

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Manager or manually tag it 
through your theme, which you 

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you can do, you can do. 
I'm not going to get into that 

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today. 
We can talk about how to set up 

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GO-4 another time. 
There's so many good guides on 

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it online. 
So go and check out those guys 

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who have done that. 
But the thing you're trying to 

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work out is where do you lose 
people here? 

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And you want to set, almost set 
a benchmark for the web team and

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say, look, we want to improve 
every single one of these 

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metrics. 
We want more people looking at 

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products, more people adding to 
cart, more people beginning the 

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check out and more people 
completing the check out. 

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So say lots of people begin 
check out but they don't 

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complete go on the website 
yourself on an Incognito browser

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or a new device, ideally mobile.
If most of your customers are on

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mobile, do it as a customer word
and get to that begin check out 

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and go. 
What did I not know that I now 

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know. 
If it's not obvious to you, ask 

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one of your mates down the pub 
to do it. 

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Say hey, if I buy a glass of 
wine, can you use the website 

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and just verbal verb. 
I was about to use a horrible 

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phrase my dad used to say that I
did because I talk too much. 

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But just ask them to verbalize 
is the is the PC word. 

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Verbalize all of the things 
you're thinking out loud whilst 

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using from the site. 
Go what they and it's probably 

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something like the taxes, 
delivery costs, something like 

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that is putting people off when 
they reach the checkout or they 

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get there and go, Oh my gosh, I 
live in Canada and you're an 

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American brand in the US and you
don't deliver to Canada so they 

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leave. 
And so again, there's things you

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can then do to either cater for 
the Canadian audience or try and

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stop targeting the Canadian 
audience in the 1st place. 

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Again, look at that data in GA 4
by channel, you'll see a very 

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different well, you might not, 
but chances are you'll probably 

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find some nuances between 
PPCSEO, meta, e-mail, etcetera, 

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etcetera, etcetera. 
So you want to look at that and 

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see what where are people 
actually dropping off and then 

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go and make some changes like 
and you don't even need to AB 

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test this because you've got a 
benchmark of what was it over 

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the last three, 6 or 12 months. 
Make some changes and then go 

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right. 
We've got more people adding to 

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cart now and we're getting more 
checkouts as a result. 

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But now we're now we're getting 
now we need to work on how do we

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go from add to cart to begin 
check out. 

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So let's look at the usability 
and functionality of the site. 

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Try and make a change to that 
number 5. 

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I love this one. 
I love this phrase I use and 

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this is pop up rage count. 
How many pop ups and overlays do

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you actually have on your site? 
More than one is too many, and 

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that will probably be your 
cookie banner. 

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I saw a site recently where it 
was cookie banner. 

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Live chat then popped up and a 
mobile that took up the whole 

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screens had to close that. 
Then it said would I like 10% if

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I join the newsletter? 
It's like I don't know I haven't

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00:10:20,400 --> 00:10:22,760
even seen the website yet and 
you're asking me if I want 10% 

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00:10:22,760 --> 00:10:25,680
off the newsletter and say take 
it or leave it right now No I'm 

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00:10:25,680 --> 00:10:28,680
not ready to get 10% off. 
But if I can't find that banner 

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later, then I'm going to want 
the 10% off and probably not buy

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because you did offer me 
something. 

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Now I can't find it or I'm going
to change device. 

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You lose the attribution, but 
you still get the sale, which we

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don't get the marketing data you
need. 

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So the third one then was like 
the e-mail banner. 

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Then a big thing popped up 
saying spin this magic wheel and

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we'll give you a discount. 
It's like, hang on, I just got 

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the discount from the e-mail 
banner. 

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Why are you now offering me this
thing? 

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And then it pops up with 
something else saying like 4 

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00:10:51,240 --> 00:10:53,280
people just bought this and it's
like, I don't care. 

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00:10:53,280 --> 00:10:57,320
Like I'm just that's 55 pop ups.
Genuine, genuine website that 

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asked us to come and pitch them 
last week and we said we will 

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come and pitch, but clean that 
up in the in the in the process.

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00:11:02,480 --> 00:11:05,680
So have a look at pop up rage. 
How many pop ups are there? 

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00:11:05,880 --> 00:11:08,040
Again, if you look in GA 4 and 
look in Shopify analytics, you 

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can see what percentage of 
people are on mobile versus 

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desktop based on the percentage 
of people that are mobile versus

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desktop. 
You then want to you then want 

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to try and see if there is a way
that you can optimize that 

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experience. 
So the pop ups either happen in 

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more of a sequential order. 
So it's only one at one time and

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00:11:24,680 --> 00:11:27,960
things only happen like maybe 
offer the 10% off when somebody 

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adds the car. 
So you can have 10% off if you 

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00:11:30,320 --> 00:11:33,320
give us your e-mail address and 
the spin the wheel thing, offer 

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00:11:33,320 --> 00:11:36,280
that maybe post purchase. 
So say get a discount off your 

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00:11:36,280 --> 00:11:38,720
next order, click here to spin 
the wheel because that's cheaper

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00:11:38,720 --> 00:11:40,840
than paying Google or Meta to 
get another order in. 

260
00:11:41,080 --> 00:11:42,680
So you see sequentially, here's 
what I'm saying. 

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00:11:42,680 --> 00:11:45,760
So make sure there's a the right
sequence of user does this. 

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00:11:45,880 --> 00:11:48,800
Now here's a pop up rather than 
just you've just landed on the 

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site for the first time and 
bang, bang, bang, bang, bang 

264
00:11:51,240 --> 00:11:53,960
people just leave and see what 
happens to your bounce rate. 

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00:11:53,960 --> 00:11:56,440
That's been really important 
metric, which we've got a #8 

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00:11:56,440 --> 00:11:58,280
anyway, but have a look what 
happens to your bounce rate when

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00:11:58,280 --> 00:12:01,160
you clean that up? 
I love this one. 

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00:12:01,160 --> 00:12:05,040
Returning customer frequency. 
So session sessions from 

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00:12:05,040 --> 00:12:07,760
returning customers. 
How many users are new versus 

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00:12:07,760 --> 00:12:11,040
returning this data is a bit 
hard to track because if 

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somebody changes devices and 
come on the on the store for a 

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long time and their cookie 
expires or they again change 

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device or, you know, I've, I've 
seen something and I tell my 

274
00:12:19,960 --> 00:12:21,640
wife, hey, we should go and buy 
this product. 

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She then goes on and buys it. 
You're not always going to have 

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00:12:24,320 --> 00:12:27,320
accurate data on this, but have 
a look at what Shopify Analytics

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is telling you and also have a 
look at what GA 4 is telling you

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00:12:30,640 --> 00:12:33,560
for returning new versus 
returning visitors and see what 

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00:12:33,560 --> 00:12:36,440
that starts to do. 
And also by channel, which I'm 

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00:12:36,440 --> 00:12:38,880
going to, although this was 
number six, I'm going to add 

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00:12:38,880 --> 00:12:41,400
this in with #8 on my list, 
which is also then the bounce 

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00:12:41,400 --> 00:12:44,440
rate from ad channels is your 
targeting wrong? 

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00:12:45,120 --> 00:12:47,520
And so six and eight, returning 
customer frequency and the 

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00:12:47,520 --> 00:12:50,320
bounce rate from each channel, 
you want to have a really, 

285
00:12:50,320 --> 00:12:53,280
really hard think about what you
want each channel to do and let 

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the data do the talking. 
So actually, if everyone is a 

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00:12:55,880 --> 00:12:59,120
repeat purchaser, that's really 
good on one level. 

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00:12:59,280 --> 00:13:01,080
But if you're paying Google Ads,
which is one of the things we 

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00:13:01,080 --> 00:13:04,800
did find in one of our clients, 
it's in my list of 12345678 to 

290
00:13:04,800 --> 00:13:08,040
go through in a minute, eight 
things that eight real examples 

291
00:13:08,040 --> 00:13:09,840
from some of our clients and 
some of the people we've pitched

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00:13:09,840 --> 00:13:12,960
to or met recently. 
You, you don't want to be paying

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00:13:12,960 --> 00:13:15,440
Google ads and Meta ads just to 
bring in people who are 

294
00:13:15,640 --> 00:13:18,920
searching your name already and 
they are existing customers. 

295
00:13:19,320 --> 00:13:22,120
I'm going to ignite the brand 
versus non brand Google ads fire

296
00:13:22,120 --> 00:13:23,440
in a minute. 
So I'll come on to that. 

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00:13:23,640 --> 00:13:26,360
But argument says that if you're
emailing people regularly, 

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00:13:26,360 --> 00:13:28,400
they'll come in through e-mail. 
If they remember who you are and

299
00:13:28,400 --> 00:13:30,880
have you in the browser, they'll
just come back direct. 

300
00:13:31,240 --> 00:13:33,920
So you want, if, if direct is 
lots and lots of new users, 

301
00:13:33,920 --> 00:13:35,640
you've probably got a tracking 
problem. 

302
00:13:36,160 --> 00:13:38,320
So there's things like that that
I would, I would certainly 

303
00:13:38,360 --> 00:13:40,600
suggest having a look at. 
And I really by mentioning those

304
00:13:40,600 --> 00:13:42,760
two things, I really have open 
Pandora's box. 

305
00:13:42,760 --> 00:13:45,120
So good luck. 
Lots and lots to learn. 

306
00:13:46,400 --> 00:13:50,680
Excuse me, I still got my cold 
cart abandonments number 7. 

307
00:13:50,680 --> 00:13:53,120
And then we just got #9 to go on
this list and we've got the 

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00:13:53,120 --> 00:13:56,240
other list, cart abandonments, 
abandoned basket revenue 

309
00:13:56,240 --> 00:13:58,280
attributed to the original 
source. 

310
00:13:58,880 --> 00:14:01,200
So one of the issues we find 
certainly when we're running 

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00:14:01,200 --> 00:14:04,120
Google Ads, it's we find that 
lots of people are saying, look,

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00:14:04,120 --> 00:14:08,520
I'm spending 50 or £100,000 a 
month with you or dollars and 

313
00:14:08,920 --> 00:14:10,040
we're not making enough money 
back. 

314
00:14:10,040 --> 00:14:12,280
And we say, well, look, we when 
we did a dramatic increase of 

315
00:14:12,280 --> 00:14:16,800
budget or something, we also saw
a dramatic increase in total and

316
00:14:16,800 --> 00:14:20,400
e-mail and direct. 
So we think that we're bringing 

317
00:14:20,440 --> 00:14:23,200
people in, but they're actually 
making the final last click 

318
00:14:23,400 --> 00:14:26,120
purchase through another 
channel. 

319
00:14:26,680 --> 00:14:29,400
So abandoned car abandonments 
and then sending what we call 

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00:14:29,400 --> 00:14:32,160
abandoned basket emails, which 
is you got as far as putting 

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00:14:32,160 --> 00:14:34,920
your e-mail address in the in 
the checkout, but you didn't 

322
00:14:34,920 --> 00:14:37,640
check out, sending them an 
e-mail to try and convince them 

323
00:14:37,640 --> 00:14:40,280
to check out. 
It's really important that you 

324
00:14:40,320 --> 00:14:43,560
attribute this back to how 
people found you in the first 

325
00:14:43,560 --> 00:14:46,800
place. 
So if you can see that, OK, 50% 

326
00:14:46,800 --> 00:14:50,120
of our car abandonments was 
Google ads bought them in or SEO

327
00:14:50,120 --> 00:14:53,000
bought them in or TikTok ads or 
something bought them in and 

328
00:14:53,000 --> 00:14:55,800
then they came through e-mail to
actually make the purchase 

329
00:14:55,800 --> 00:14:57,800
afterwards, then you know you're
on to. 

330
00:14:58,800 --> 00:15:00,320
So I'm getting so many 
notifications today. 

331
00:15:02,080 --> 00:15:03,520
My next meeting just said 
they're on their way. 

332
00:15:03,520 --> 00:15:05,640
How exciting. 
So we better wrap this up soon. 

333
00:15:05,640 --> 00:15:08,520
But yeah, if you see that 
though, you're bringing those 

334
00:15:08,520 --> 00:15:10,720
people in through paid channels 
basically, but then they're 

335
00:15:10,720 --> 00:15:14,800
using e-mail as their last 
click, actual conversion point, 

336
00:15:14,960 --> 00:15:16,840
that's fine. 
That's an OK journey. 

337
00:15:17,040 --> 00:15:19,400
But from a tracking point of 
view, you want to be really, 

338
00:15:19,400 --> 00:15:21,960
really clear that actually that 
revenue you got that says it's 

339
00:15:21,960 --> 00:15:24,480
through e-mail because of the 
abandoned basket, it's not 

340
00:15:24,480 --> 00:15:26,560
actually e-mail. 
Another channel triggered that 

341
00:15:26,560 --> 00:15:28,800
in the 1st place. 
So again, it's really important 

342
00:15:28,800 --> 00:15:32,120
to to be aware of that. 
And then the final one on the 

343
00:15:32,120 --> 00:15:33,920
list of the metrics that you 
should be looking at. 

344
00:15:34,040 --> 00:15:35,640
And again, this isn't the full 
list. 

345
00:15:35,640 --> 00:15:37,720
This is just these are things 
that have been coming up a lot 

346
00:15:37,720 --> 00:15:40,760
in the last sort of three or 
four months, product performance

347
00:15:40,760 --> 00:15:43,800
based on sales and revenue. 
So lots of people look at 

348
00:15:43,800 --> 00:15:47,120
product performance and say, oh,
we've only sold six of those. 

349
00:15:47,520 --> 00:15:52,800
I would say to get a, an 
enormous CSV file of all product

350
00:15:52,800 --> 00:15:56,320
performance and you want to see 
things in that like how many of 

351
00:15:56,320 --> 00:15:58,920
these products did we buy in and
how many did we sell? 

352
00:15:59,520 --> 00:16:02,680
When we start to look at product
performance rather than what we 

353
00:16:02,680 --> 00:16:05,160
normally look at is acquisition 
channel performance and just go 

354
00:16:05,480 --> 00:16:08,000
Google ads, we spent 100 grand, 
we made a million back. 

355
00:16:08,000 --> 00:16:10,080
Great. 
We got a 10/10 to one ROI 

356
00:16:10,080 --> 00:16:11,200
target. 
That's fantastic. 

357
00:16:11,480 --> 00:16:14,320
When we start to break it down, 
we say to the client, do you 

358
00:16:14,320 --> 00:16:16,680
know 50 like, and here's a 
genuine learning, which wasn't 

359
00:16:16,680 --> 00:16:18,280
actually on the list, but I've 
just remembered this. 

360
00:16:18,920 --> 00:16:24,760
It was about 15% of the product 
sales on PPC we had then sold 

361
00:16:24,760 --> 00:16:27,360
out. 
So we'd sold one item, so 15% of

362
00:16:27,360 --> 00:16:29,800
all sales. 
Well, we'd sold one item of 

363
00:16:29,800 --> 00:16:32,280
something and it had then sold 
out. 

364
00:16:32,680 --> 00:16:35,560
And when we looked then deeper 
into those products themselves 

365
00:16:35,560 --> 00:16:38,640
and this big CSV file of 
products, number crunching on 

366
00:16:38,640 --> 00:16:41,480
it, we realised a lot of them 
are most profitable products, 

367
00:16:41,480 --> 00:16:44,080
our highest conversion rate 
products and the products we 

368
00:16:44,080 --> 00:16:47,360
therefore made the highest 
profit per, you know, power as 

369
00:16:47,360 --> 00:16:50,480
profit on AD spend. 
When we made the best profit on 

370
00:16:50,480 --> 00:16:53,160
these products, we would have, 
the client would have bought in 

371
00:16:53,160 --> 00:16:56,560
like 8 of them and then we sold 
8 and the same. 

372
00:16:56,560 --> 00:16:58,320
And then we, then you can dig a 
bit deeper into some of those 

373
00:16:58,320 --> 00:17:01,440
and go, well, when was that OK? 
It was March 2025 and we haven't

374
00:17:01,440 --> 00:17:03,360
had any since. 
We're like, client, why are you 

375
00:17:03,360 --> 00:17:04,960
not buying more of these back? 
And they're like, well, we 

376
00:17:04,960 --> 00:17:07,160
didn't think it was a best 
seller because we only sold 

377
00:17:07,160 --> 00:17:08,200
eight of them. 
It's like, well, you only 

378
00:17:08,200 --> 00:17:11,359
stocked 8. 
Can we get like 30 this time and

379
00:17:11,359 --> 00:17:13,240
see if we sell those? 
And if we sell those, can you 

380
00:17:13,240 --> 00:17:14,599
get 100 and then we'll sell 
those. 

381
00:17:15,400 --> 00:17:18,000
Obviously it depends on lead 
time, but the point being is you

382
00:17:18,000 --> 00:17:20,160
don't want to end up, if you've 
got quite a wide and and deep 

383
00:17:20,160 --> 00:17:23,560
product range, you don't want to
end up having like one or two 

384
00:17:23,560 --> 00:17:25,839
orders here and then one or two 
orders here and one or two 

385
00:17:25,839 --> 00:17:28,600
orders here only to find that 
actually if we'd stocked 100 of 

386
00:17:28,600 --> 00:17:30,560
those products, we could have 
made a huge amount of profit 

387
00:17:30,760 --> 00:17:33,240
selling those products. 
So combine some of the what do 

388
00:17:33,240 --> 00:17:36,840
we actually spend driving people
on ads into that product versus 

389
00:17:36,840 --> 00:17:39,160
how much, how much stock do we 
have and how many did we did we 

390
00:17:39,160 --> 00:17:40,880
sell? 
The other way to look at this is

391
00:17:40,880 --> 00:17:43,680
download all of your out of 
stock products and go how many 

392
00:17:43,680 --> 00:17:45,320
did we buy? 
How many did we sell? 

393
00:17:45,320 --> 00:17:49,400
What was the time frame between 
us stocking it or selling our 

394
00:17:49,400 --> 00:17:50,840
first one and selling our last 
one? 

395
00:17:51,040 --> 00:17:53,680
And if it was quite a short time
frame, we need more of that 

396
00:17:53,680 --> 00:17:54,400
stuff. 
Guys. 

397
00:17:54,720 --> 00:17:56,840
If you're in a bigger, more 
corporate business and what 

398
00:17:56,840 --> 00:18:00,920
enterprise, enterprise grade 
e-commerce set up, then your 

399
00:18:00,920 --> 00:18:03,240
merchant buying a merchandising 
team, this is gold dust for 

400
00:18:03,240 --> 00:18:05,640
them. 
And as marketers, if you're only

401
00:18:05,640 --> 00:18:08,080
stocking stuff on the site that 
you know is super popular and 

402
00:18:08,080 --> 00:18:10,960
sells well, your reports are 
going to look incredible. 

403
00:18:11,040 --> 00:18:12,720
You're going to look like an 
absolute genius. 

404
00:18:12,920 --> 00:18:15,960
So we need to close that loop 
between what have we got on the 

405
00:18:15,960 --> 00:18:18,000
shelf, what we actually selling,
therefore, what do we need on 

406
00:18:18,000 --> 00:18:19,280
the shelf, Therefore, what are 
we selling? 

407
00:18:19,280 --> 00:18:21,280
Therefore, what should we now 
get on the shelf to what are we 

408
00:18:21,280 --> 00:18:23,200
selling to quantities on the 
shelf to what are we selling? 

409
00:18:23,360 --> 00:18:26,320
It's that constant loop that 
needs to go round and round and 

410
00:18:26,320 --> 00:18:28,120
round. 
My brain works at 1,000,000 

411
00:18:28,120 --> 00:18:29,560
miles an hour. 
So sorry if I haven't explained 

412
00:18:29,560 --> 00:18:31,480
any of those points very well. 
I'm going to give you a few, 

413
00:18:31,480 --> 00:18:33,960
just I'm just going to read 
these out and I'm not going to 

414
00:18:33,960 --> 00:18:35,400
comment on them too much because
they should be quite 

415
00:18:35,400 --> 00:18:37,200
self-sufficient. 
But these are some examples I've

416
00:18:37,200 --> 00:18:39,000
been keeping from client 
meetings. 

417
00:18:39,000 --> 00:18:41,280
I'm not going to mention any of 
the clients, but if you spot 

418
00:18:41,280 --> 00:18:43,720
yourself then great. 
We fixed something or we found 

419
00:18:43,720 --> 00:18:46,800
something, we fixed it. 
First one, the about us page 

420
00:18:46,800 --> 00:18:48,880
never gets visited on one of our
clients sites. 

421
00:18:49,040 --> 00:18:51,760
It's nested between two 
different collections on Shopify

422
00:18:51,760 --> 00:18:54,560
in the main NAV of the site. 
So we decided to remove from the

423
00:18:54,560 --> 00:18:57,640
NAV and introduce more brand 
story later in the buying 

424
00:18:57,640 --> 00:18:59,720
journey. 
The customer is focused on 

425
00:18:59,720 --> 00:19:03,360
product at this initial stage, 
so we need to talk to them about

426
00:19:03,360 --> 00:19:05,440
brand in another forum. 
They're not clicking through to 

427
00:19:05,440 --> 00:19:07,400
the about us page, which is 
quite common. 

428
00:19:07,800 --> 00:19:09,840
It's the same with wish lists 
and loads of other functionality

429
00:19:09,840 --> 00:19:12,280
on sites. 
Number 2, when pre-order shows 

430
00:19:12,280 --> 00:19:18,120
on a page, bounce rate was 
almost 100% from advertising and

431
00:19:18,120 --> 00:19:22,280
exit rate was nearly 100% from 
anyone that visited that page. 

432
00:19:22,440 --> 00:19:25,160
So as soon as somebody saw the 
phrase pre-order left the site, 

433
00:19:25,160 --> 00:19:26,560
I've used the example a few 
times before. 

434
00:19:26,800 --> 00:19:30,760
So we relabeled pre-order with 
in stock and we just increased 

435
00:19:30,760 --> 00:19:33,800
the delivery estimate time on it
because we're going to have to 

436
00:19:33,800 --> 00:19:37,040
pre-order it in then send it on.
By doing that conversion rate 

437
00:19:37,040 --> 00:19:39,640
lifted, the revenue actually 
went up nearly 80% as a result 

438
00:19:39,640 --> 00:19:41,640
of doing that was incredible. 
And some of these we've only 

439
00:19:41,640 --> 00:19:43,040
done we've only talked about 
recently as well. 

440
00:19:43,040 --> 00:19:45,320
So I don't have the outputs on 
all of them and less than nought

441
00:19:45,320 --> 00:19:49,640
.5% of users are leaving reviews
on an awesome product, amazing 

442
00:19:49,640 --> 00:19:52,120
brand. 
So we then recommended they get 

443
00:19:52,120 --> 00:19:55,680
a new e-mail template designed 
up for that. 

444
00:19:55,760 --> 00:19:58,080
Please leave us a review e-mail 
that gets sent out by their 

445
00:19:58,080 --> 00:20:04,280
review partner. 83 percent is 
#483% of PPC spend was on brand.

446
00:20:04,280 --> 00:20:08,040
I mentioned this earlier, 83% of
PPC spend was on brand, not 

447
00:20:08,040 --> 00:20:12,280
targeting new customers. 
If you are spending that kind of

448
00:20:12,280 --> 00:20:16,120
money on PPC or that percentage 
of your budget on PPC, just 

449
00:20:16,120 --> 00:20:19,160
getting people into your site 
who are already looking for you,

450
00:20:19,160 --> 00:20:20,920
that's what you mean by spent on
brand. 

451
00:20:20,920 --> 00:20:22,960
That's if you're if it was 
Nick's T-shirt shop. 

452
00:20:22,960 --> 00:20:25,840
That's people typing in Nick's 
T-shirt shop to Google, then 

453
00:20:25,840 --> 00:20:27,720
clicking on an ad and it's 
costing you money. 

454
00:20:28,280 --> 00:20:30,480
Now I'm going to open Pandora's 
box and just sort of leave it 

455
00:20:30,480 --> 00:20:32,760
here if you want me to talk more
about this later, because it's 

456
00:20:32,760 --> 00:20:34,680
very it's been a very 
controversial topic over the 

457
00:20:34,720 --> 00:20:37,040
last 20 years of my career in 
the PBC space. 

458
00:20:37,520 --> 00:20:41,360
But you my vote is you should 
spend something on brand, but 

459
00:20:41,480 --> 00:20:44,160
you've got to keep it as lean as
possible and on brand. 

460
00:20:44,160 --> 00:20:45,840
It should just be bottom of 
funnel. 

461
00:20:46,080 --> 00:20:48,760
When somebody's like, I'm coming
back to buy that T-shirt that I 

462
00:20:48,760 --> 00:20:50,160
was looking at on Nick's T-shirt
shop. 

463
00:20:50,360 --> 00:20:52,440
It's like, fine, just show an 
ad, get them through the car as 

464
00:20:52,440 --> 00:20:54,720
quickly and cheaply cheaply as 
on ads. 

465
00:20:54,720 --> 00:20:57,360
So the ads need to be as cheap 
as possible, get them through, 

466
00:20:57,360 --> 00:21:01,000
check out as fast as possible. 
But spending eighty was it 83% 

467
00:21:01,000 --> 00:21:04,360
on this client far too much, 
which meant only 17% of their 

468
00:21:04,360 --> 00:21:06,800
entire ad budget was actually 
acquiring new customers. 

469
00:21:07,680 --> 00:21:10,680
We think some of those people 
would be searching for a T-shirt

470
00:21:10,680 --> 00:21:12,800
and going, oh, I've shot there 
before and coming in anyway. 

471
00:21:13,120 --> 00:21:16,520
So even that 17% isn't 
completely on new customers 

472
00:21:17,160 --> 00:21:19,400
number. 
Well, 2345 I should have 

473
00:21:19,400 --> 00:21:23,320
numbered these idiot #5 over 
reliant on Google channels. 

474
00:21:23,400 --> 00:21:27,640
So one of our clients is 75% of 
their revenue and users come 

475
00:21:27,640 --> 00:21:33,600
from PPC and SEO, which is just 
Google and the rest was direct. 

476
00:21:33,600 --> 00:21:36,320
So people coming back. 
The problem with that is you're 

477
00:21:36,320 --> 00:21:39,560
so over aligned on search. 
I mean, obviously we've done a 

478
00:21:39,560 --> 00:21:42,280
good job growing those two 
channels for this client, but 

479
00:21:42,600 --> 00:21:44,880
diversify your risk, spend some 
money on Meta. 

480
00:21:44,880 --> 00:21:47,360
We need to nail Meta and get 
Meta work and we need TikTok to 

481
00:21:47,360 --> 00:21:50,080
be doing something. e-mail was 
non existent for that client. 

482
00:21:50,120 --> 00:21:52,320
Yeah, they've got so many 
products that anything somebody 

483
00:21:52,320 --> 00:21:54,480
had bought, there is another 
product on the site they could 

484
00:21:54,480 --> 00:21:56,520
have bought with it or they 
could have bought afterwards. 

485
00:21:56,520 --> 00:21:59,840
So again, massive amount of work
to be doing there on e-mail. 

486
00:21:59,840 --> 00:22:04,560
They should be investing in 
e-mail from there number 123456 

487
00:22:05,120 --> 00:22:08,960
orders per customer. 
Only 5% of these customers for 

488
00:22:08,960 --> 00:22:10,840
one of our clients had ordered 
twice. 

489
00:22:11,320 --> 00:22:14,560
I'm sorry, this was a pitch. 
We did only 5% of the customers 

490
00:22:14,560 --> 00:22:18,600
for this, this brand had ordered
twice. 95% of people had only 

491
00:22:18,600 --> 00:22:20,640
bought once. 
It's just, it's just revenue 

492
00:22:20,640 --> 00:22:22,960
left on the table. 
It's like saying no, when 

493
00:22:22,960 --> 00:22:25,440
someone says here's your change,
Sir, and you say, no, I don't 

494
00:22:25,440 --> 00:22:27,600
want my change. 
And there's much bigger and 

495
00:22:27,600 --> 00:22:29,960
better than change. 
And then when we got to that's 

496
00:22:30,000 --> 00:22:34,560
only 5% have ordered twice or 
more, Only 5 or more orders for 

497
00:22:34,560 --> 00:22:37,520
this brand didn't even register 
as a percentage. 

498
00:22:38,000 --> 00:22:40,160
Didn't even register as a 
percentage. 

499
00:22:40,640 --> 00:22:42,760
Investing all this money and 
Google ads with us and stuff, 

500
00:22:42,760 --> 00:22:45,360
which is great, but we can be so
much more aggressive and spend 

501
00:22:45,360 --> 00:22:48,760
so much more money and make less
profit but higher volume. 

502
00:22:48,760 --> 00:22:51,880
If we're getting those repeat, 
there's customers doing repeat 

503
00:22:51,880 --> 00:22:55,240
orders, buy more stuff from us. 
e-mail is just the key here. 

504
00:22:55,320 --> 00:22:57,600
We had Brian on the show from 
Schooner a week or two ago 

505
00:22:57,800 --> 00:23:00,400
talking about AI with an e-mail.
Like it's never been so easy to 

506
00:23:00,400 --> 00:23:03,160
make some incredible emails and 
get some incredible e-mail 

507
00:23:03,160 --> 00:23:05,080
content out there. 
You need to set a target and 

508
00:23:05,080 --> 00:23:07,560
say, right, we're going to do X 
percent of our revenue is going 

509
00:23:07,560 --> 00:23:10,720
to come from repeat orders from 
e-mail and just go for it. 

510
00:23:12,160 --> 00:23:15,520
What do we say? 
123-4567, number seven out of 

511
00:23:15,520 --> 00:23:17,080
eight. 
If we remember 8, I can just say

512
00:23:17,080 --> 00:23:21,200
8 on the next point #7 Bing only
had 5% of total budget and it 

513
00:23:21,200 --> 00:23:24,560
was currently limited. 
We could spend more on Bing. 95%

514
00:23:24,560 --> 00:23:27,280
spent on Google Ads, 5% spent on
Bing Ads. 

515
00:23:27,280 --> 00:23:29,240
They're both search engines. 
They're both front shopping. 

516
00:23:29,240 --> 00:23:32,200
They both have Performance Max. 
And also, I found this out a few

517
00:23:32,200 --> 00:23:36,720
months ago, the guy who invented
Performance Max on Google Now 

518
00:23:36,720 --> 00:23:39,960
works at Bing and is doing all 
the things he wanted to do with 

519
00:23:39,960 --> 00:23:43,520
Performance Max on Bing that 
Google said no to. 

520
00:23:43,960 --> 00:23:46,600
Bing are going for it. 
You should be trying trying 

521
00:23:46,600 --> 00:23:48,240
stuff on Bing. 
We've got to make we can get 

522
00:23:48,240 --> 00:23:50,160
vouchers for Bing as well. 
So if you want to spend some 

523
00:23:50,160 --> 00:23:52,800
money and you basically like if 
you spend, I think it's up to 

524
00:23:52,880 --> 00:23:56,880
it's either, it's either 5000 or
$10,000, you get the same back 

525
00:23:57,200 --> 00:23:59,320
in free credit. 
So we're literally getting 

526
00:23:59,320 --> 00:24:00,920
whatever you spend, you get that
back. 

527
00:24:01,520 --> 00:24:03,600
And I think there's also a 
multiple going on at the moment 

528
00:24:03,600 --> 00:24:05,400
as well. 
So if you want to try Bing, give

529
00:24:05,400 --> 00:24:07,040
us a shout. 
We'd be very interested to try 

530
00:24:07,040 --> 00:24:09,000
and get you set up on Bing. 
We also work with an 

531
00:24:09,000 --> 00:24:12,960
intermediary agency that are 
direct and a direct agency with 

532
00:24:12,960 --> 00:24:14,800
Bing. 
They don't manage accounts. 

533
00:24:14,800 --> 00:24:17,200
They just support agencies like 
us who do manage the accounts. 

534
00:24:17,400 --> 00:24:19,880
So come to talk about Bing. 
The thing with Bing here though 

535
00:24:19,880 --> 00:24:22,120
is it was only had 5% of total 
budget and it was currently 

536
00:24:22,120 --> 00:24:26,480
limited, but it delivered five 
times the ROI that Google did. 

537
00:24:27,000 --> 00:24:28,960
So it was like we just need to 
allocate more money over to 

538
00:24:28,960 --> 00:24:30,280
Bing. 
Nice and simple. 

539
00:24:30,680 --> 00:24:33,560
Final point number, let's say 8,
we're going to go with eight 

540
00:24:33,600 --> 00:24:36,280
number eight business customer 
retention. 

541
00:24:36,880 --> 00:24:38,840
So this, this particular 
client's on a subscription, 

542
00:24:39,920 --> 00:24:43,880
business customers, they stay on
average for six years. 

543
00:24:44,000 --> 00:24:47,720
On a subscription, consumers 
average six months. 

544
00:24:49,120 --> 00:24:54,120
By 12 months, 95% of consumers 
had left and stopped their 

545
00:24:54,120 --> 00:24:57,160
subscriptions. 
So at 12 months, only 5% of 

546
00:24:57,160 --> 00:25:01,120
consumers still going, but 
business customers on average 

547
00:25:01,320 --> 00:25:04,800
six years. 
So we're getting, I did the 

548
00:25:04,800 --> 00:25:08,360
maths earlier. 
So consumers, consumers cost a 

549
00:25:08,360 --> 00:25:11,720
little bit less, but business 
customers are worth on average 

550
00:25:11,720 --> 00:25:15,920
12 times as much. 
The cost to acquire a business 

551
00:25:15,920 --> 00:25:19,920
customer was higher, but not 12 
times higher, not even double. 

552
00:25:20,600 --> 00:25:22,840
And as soon as we looked at 
that, we agreed with the client,

553
00:25:23,320 --> 00:25:27,160
your ROI now is going to drop. 
So you say it was 8 to 1, it's 

554
00:25:27,160 --> 00:25:30,080
now going to be 6 to 1, but 
we're only going to be targeting

555
00:25:30,080 --> 00:25:33,520
those business customers because
we get 6 years of monthly 

556
00:25:33,520 --> 00:25:36,920
subscription revenue from them. 
Again, let the numbers do the 

557
00:25:36,920 --> 00:25:38,760
talking. 
The business starts to scale 

558
00:25:38,760 --> 00:25:40,440
itself. 
I hope you've enjoyed today. 

559
00:25:40,480 --> 00:25:42,240
Back on Friday with another 
interview with guests. 

560
00:25:42,240 --> 00:25:43,600
Go and check out Growth Summit, 
probably us. 

561
00:25:43,600 --> 00:25:45,240
We're going to mention it for a 
little while unless something 

562
00:25:45,240 --> 00:25:46,840
exciting happens. 
Thanks for tuning in, Hope it's 

563
00:25:46,840 --> 00:25:48,120
been useful. 
If you've got any questions, 

564
00:25:48,120 --> 00:25:49,320
send us an e-mail. 
Hello at Winning with 

565
00:25:49,320 --> 00:25:51,080
shopify.com. 
You're going to sponsor the show

566
00:25:51,080 --> 00:25:52,800
speak at growth Summit, Growth 
summit. 

567
00:25:53,280 --> 00:25:55,920
That's not the name you speak at
growth vault and or sponsor 

568
00:25:55,920 --> 00:25:58,920
growth vault or get involved in 
any other way with all the fun 

569
00:25:58,920 --> 00:26:00,520
stuff we're doing again, send us
an e-mail. 

570
00:26:00,520 --> 00:26:02,880
Hello at winning with shop5.com.
I've been Nick, you've been 

571
00:26:02,880 --> 00:26:03,760
great. 
Thanks for tuning in. 

572
00:26:03,880 --> 00:26:04,520
See you all next time.