1 00:00:03,880 --> 00:00:06,320 Hello and welcome to another episode of the Winning with 2 00:00:06,320 --> 00:00:09,120 Shopify podcast. Well, is it another episode? 3 00:00:09,160 --> 00:00:11,600 No, it's not. Interesting times ahead. 4 00:00:11,720 --> 00:00:14,480 Tuesdays we're going to start posting a talk Tuesday or 5 00:00:14,480 --> 00:00:16,160 Tuesday talks. I've got the name wrong on the 6 00:00:16,160 --> 00:00:17,840 very, very first thing I've said. 7 00:00:18,200 --> 00:00:21,560 Tuesday talks are calling it and it's just going to be me talking 8 00:00:21,640 --> 00:00:23,440 on a Tuesday. It's quite simple. 9 00:00:23,640 --> 00:00:25,440 And we were playing around with my surname as well. 10 00:00:25,440 --> 00:00:27,600 Truman. Tuesday talks, we're just going 11 00:00:27,600 --> 00:00:30,920 to call it Tuesday talks. I'm not that big headed when we 12 00:00:30,920 --> 00:00:34,080 are doing a solo little midweek episode to bring your all things 13 00:00:34,080 --> 00:00:36,240 Shopify. We're going to add in. 14 00:00:36,360 --> 00:00:38,880 I've got a little agenda for today as well and we're going to 15 00:00:38,880 --> 00:00:41,000 add in all things Shopify. In fact, the agenda's on my 16 00:00:41,000 --> 00:00:42,560 screen up here. So we're going to talk about a 17 00:00:42,600 --> 00:00:44,720 motivating quote. This is how we're going to kick 18 00:00:44,720 --> 00:00:46,000 off every week. I'm going to kick it off in a 19 00:00:46,000 --> 00:00:49,280 minute. Shopify news and updates as much 20 00:00:49,280 --> 00:00:51,520 as the e-commerce world. It's a bit of an update as to 21 00:00:51,520 --> 00:00:53,720 like what's going on some of the stuff we're reading so you don't 22 00:00:53,720 --> 00:00:55,520 have to filter through and be like where are the opportunities 23 00:00:55,520 --> 00:00:56,680 right now? We're going to bring this 24 00:00:56,680 --> 00:00:58,160 straight to you guys. We're going to talk about what 25 00:00:58,160 --> 00:01:00,560 some of our sponsors and partners are up to. 26 00:01:00,560 --> 00:01:02,120 We'll talk about some of our own events. 27 00:01:02,120 --> 00:01:04,840 There's only one in the diary right now, only one physical 28 00:01:04,959 --> 00:01:07,320 one, which is in London is coming up to talk about that. 29 00:01:07,600 --> 00:01:10,280 Some cool learnings from one of my teams in my agency. 30 00:01:10,360 --> 00:01:12,360 There's a few things we're going to share from last week. 31 00:01:12,400 --> 00:01:15,920 I think we have, if I just check in my notes here, we've got four 32 00:01:15,920 --> 00:01:17,440 things we're sharing. They're actually about 30. 33 00:01:17,440 --> 00:01:19,720 They put four and I thought 30's too much. 34 00:01:19,720 --> 00:01:21,240 We're trying to keep these things short and snappy. 35 00:01:21,240 --> 00:01:24,400 And then we're going to finish with fact of the week, a fun 36 00:01:24,400 --> 00:01:27,920 fact about Shopify. So these little snippet episodes 37 00:01:27,920 --> 00:01:30,160 on Tuesdays, we're never going to have a guest on them as far 38 00:01:30,160 --> 00:01:32,760 as I'm planning to, and we're going to keep them going just so 39 00:01:32,760 --> 00:01:35,160 long as I can be bothered to do these things. 40 00:01:35,560 --> 00:01:37,120 I'm joking. It's mostly about diary 41 00:01:37,120 --> 00:01:39,200 management and not because I'm busy or important. 42 00:01:39,360 --> 00:01:42,280 I'm just bad at diary management at times and I'm very bad at 43 00:01:42,280 --> 00:01:43,560 keeping up the same sort of things. 44 00:01:43,760 --> 00:01:46,400 That's why I'm a good sort of CEO business owner as opposed to 45 00:01:46,720 --> 00:01:48,960 someone that has to do the same thing over and over every day. 46 00:01:48,960 --> 00:01:50,600 Anyway, enough about my failures. 47 00:01:50,800 --> 00:01:54,520 So firstly, written on the iPad of Glory today is Quote of the 48 00:01:54,520 --> 00:01:55,560 week. I thought we'd kick off with 49 00:01:55,560 --> 00:01:58,280 Winston Churchill. This one's really stuck with me 50 00:01:58,440 --> 00:02:00,680 the last few months, especially with all the turbulence that's 51 00:02:00,680 --> 00:02:03,360 going on globally and in the e-commerce and business world. 52 00:02:03,360 --> 00:02:05,960 It's been no exception at all to the turbulence. 53 00:02:05,960 --> 00:02:08,800 I think we've actually experienced, in my opinion, 54 00:02:08,800 --> 00:02:12,320 experienced more over the last probably 12 to 18 months, 55 00:02:12,320 --> 00:02:14,920 especially in the UK market and starting to over the last sort 56 00:02:14,920 --> 00:02:18,240 of 12 months in the US market as well in e-commerce, more than we 57 00:02:18,240 --> 00:02:21,240 experienced during COVID. And a lot of people couldn't go 58 00:02:21,240 --> 00:02:23,040 to a shop during COVID, say e-commerce did well. 59 00:02:23,280 --> 00:02:25,600 This is hitting us, I would say much harder. 60 00:02:25,840 --> 00:02:28,200 But when we go into the news headlines in a minute, there are 61 00:02:28,200 --> 00:02:29,520 some big opportunities out there. 62 00:02:29,520 --> 00:02:32,200 But anyway, the quote from Winston Churchill is success is 63 00:02:32,200 --> 00:02:36,080 not final, failure is not fatal. It is the courage to continue 64 00:02:36,080 --> 00:02:37,640 that count. I will read that again. 65 00:02:38,040 --> 00:02:41,120 Success is not final. Failure is not fatal. 66 00:02:41,120 --> 00:02:43,000 It is the courage to continue that count. 67 00:02:43,280 --> 00:02:45,000 Winston Churchill was a very wise man. 68 00:02:45,240 --> 00:02:48,000 And if you've not read up on him, Oh my gosh, he's an 69 00:02:48,000 --> 00:02:52,160 absolute hero of Britain and absolutely worth reading up 70 00:02:52,160 --> 00:02:54,680 about him. But having read this, it's stuck 71 00:02:54,680 --> 00:02:55,640 with me. And when we talk about 72 00:02:55,640 --> 00:02:58,840 especially about the courage to continue that count, that when I 73 00:02:58,840 --> 00:03:02,760 hear the word courage, and this is all part of my mind trying to 74 00:03:02,760 --> 00:03:05,600 take more of a positive approach to things in the last five years 75 00:03:05,760 --> 00:03:07,880 where it used to be quite negative and always be moaning 76 00:03:08,040 --> 00:03:10,120 positive approach to things. When you talk about being 77 00:03:10,120 --> 00:03:13,360 courage rather than struggles or whatever, that positive language 78 00:03:13,360 --> 00:03:16,240 of courage makes me feel genuinely like, let's go and do 79 00:03:16,240 --> 00:03:17,360 this thing. Let's keep going. 80 00:03:17,360 --> 00:03:20,960 Let's have the courage to to carry on Section 2 then. 81 00:03:20,960 --> 00:03:22,600 So let's talk about some Shopify news. 82 00:03:22,600 --> 00:03:24,360 And this is from some of my team. 83 00:03:24,360 --> 00:03:26,720 I use the few AI bots to find something to be Googling. 84 00:03:26,920 --> 00:03:29,880 And also I've I've subscribed to a number of newsletters and 85 00:03:29,880 --> 00:03:31,760 writing things down over the last week as they've been coming 86 00:03:31,760 --> 00:03:33,480 in. So there's a few from Shopify 87 00:03:33,480 --> 00:03:35,000 initially. First one is that there's been a 88 00:03:35,000 --> 00:03:38,040 lot of chat about Black Friday, Cyber Monday, cyber weekend, 89 00:03:38,040 --> 00:03:39,800 whatever you want to call it. And then obviously heading into 90 00:03:39,800 --> 00:03:41,760 peak, if you haven't already, get planning. 91 00:03:41,760 --> 00:03:44,440 You do not want to be making up your strategy during Black 92 00:03:44,440 --> 00:03:46,960 Friday. More of my clients than I or 93 00:03:46,960 --> 00:03:49,640 they would like to admit do Black Friday quite last minute. 94 00:03:49,840 --> 00:03:53,080 You don't need to at the time of recording this, this is the 14th 95 00:03:53,080 --> 00:03:55,040 of July. You'll be listening to it no 96 00:03:55,040 --> 00:03:58,080 earlier than the 15th of July. You're already quite late. 97 00:03:58,080 --> 00:04:01,200 So let's play catch up and, and and get a get a strategy in 98 00:04:01,200 --> 00:04:02,920 place there. The second one, one is that 99 00:04:02,920 --> 00:04:05,120 Shopify, this is quite interesting. 100 00:04:05,760 --> 00:04:07,080 A lot of you guys have reached out to us. 101 00:04:07,080 --> 00:04:09,800 We've been surprised how many of you are not B to C Brands. 102 00:04:09,800 --> 00:04:11,840 When we started, well, I said when I started hosting the 103 00:04:11,840 --> 00:04:14,320 podcast, which would have been five years ago now I don't 104 00:04:14,320 --> 00:04:16,200 really look old enough to be working five years, but five 105 00:04:16,200 --> 00:04:19,079 years ago, the obviously I look much older than that. 106 00:04:19,519 --> 00:04:21,480 But five years ago when I started running this, we were 107 00:04:21,480 --> 00:04:25,240 surprised how many we thought it was all B to C brands, business 108 00:04:25,240 --> 00:04:28,080 to consumer, direct to consumer and consumer products. 109 00:04:28,080 --> 00:04:30,040 But actually a lot of you guys are in B to B and this one's for 110 00:04:30,080 --> 00:04:31,600 you. B to B stores can now Access 111 00:04:31,600 --> 00:04:35,360 Bank transfers, checks, still a thing in the United States. 112 00:04:35,480 --> 00:04:37,400 We don't really touch paper anymore here in the UK. 113 00:04:37,840 --> 00:04:39,960 We do touch bank transfers there, which is now available 114 00:04:39,960 --> 00:04:41,840 for you on B to B. And the third thing is always 115 00:04:41,840 --> 00:04:44,080 international wires. So bank transfers checks and 116 00:04:44,080 --> 00:04:47,080 international wires within Shopify's checkout B to B 117 00:04:47,080 --> 00:04:48,440 company. You've got to be using that. 118 00:04:48,680 --> 00:04:51,680 One of the biggest things we've been using in the checkout with 119 00:04:51,680 --> 00:04:54,480 our clients have in the B to B space has been that payment on 120 00:04:54,520 --> 00:04:56,600 on invoice. Somebody can order everything 121 00:04:57,200 --> 00:04:58,960 because they've got a credit account with you and you know 122 00:04:58,960 --> 00:05:00,520 they're a safe pair of hands financially. 123 00:05:00,720 --> 00:05:02,640 Send that stuff straight out and they compare an invoice because 124 00:05:02,640 --> 00:05:04,680 that's how businesses operate. Someone's ordering half 125 00:05:04,680 --> 00:05:07,400 $1,000,000 worth of kit. They're not going to be putting 126 00:05:07,400 --> 00:05:09,840 that on a credit card. Imagine the cash back, it'd be 127 00:05:09,840 --> 00:05:12,880 $5000 in cash back at 1%. Not bad. 128 00:05:13,360 --> 00:05:15,160 Anyway, those are available in the Shopify check out. 129 00:05:15,480 --> 00:05:18,760 Shopify is the third one. Shopify Now have launched a 130 00:05:18,920 --> 00:05:21,560 three month trial for just $1.00. 131 00:05:21,920 --> 00:05:24,600 You go to shopify.com/free Hyphen trial. 132 00:05:24,720 --> 00:05:26,920 We are not endorsed at all by Shopify. 133 00:05:26,920 --> 00:05:28,400 I just think that's a great deal. 134 00:05:28,960 --> 00:05:30,760 And I've written in my notes here as well. 135 00:05:30,760 --> 00:05:32,880 The excuses end now. So if you're thinking of 136 00:05:32,880 --> 00:05:35,880 starting a store, you've got three months for just a single 137 00:05:35,960 --> 00:05:37,760 dollar. So go and sign up. 138 00:05:37,760 --> 00:05:40,640 Once you've finished today's episode and before Friday, set 139 00:05:40,640 --> 00:05:42,880 up a store, start playing with it, upload some products and 140 00:05:42,880 --> 00:05:44,560 start working out how you're going to run this business 141 00:05:44,560 --> 00:05:45,640 you've been planning for so long. 142 00:05:45,800 --> 00:05:48,560 Because we don't want passengers here, we want business owners. 143 00:05:48,560 --> 00:05:50,320 So go in there, go and get involved. 144 00:05:50,960 --> 00:05:53,720 Digital commerce 360 have released a really interesting 145 00:05:53,720 --> 00:05:57,000 article. Amazon Prime event has spurred 146 00:05:57,000 --> 00:06:04,520 on a $7.9 billion in U.S. sales. Get this on day one. 147 00:06:05,160 --> 00:06:07,920 So you know, Amazon do their annual prime event day one is 148 00:06:07,920 --> 00:06:10,960 $7.9 billion. I, I was having a discussion 149 00:06:10,960 --> 00:06:13,600 with someone about this. You know, when governments or 150 00:06:13,600 --> 00:06:17,240 councils, they announce a budget for something and you hear like, 151 00:06:17,240 --> 00:06:20,360 oh, it's going to be billions or trillions or zillions or I 152 00:06:20,360 --> 00:06:22,480 struggle to even imagine that amount of money. 153 00:06:22,480 --> 00:06:26,160 When you say 7.9 billion in U.S. sales day one of the Amazon 154 00:06:26,160 --> 00:06:29,040 Prime event, you just that's a ludicrous amount of money, isn't 155 00:06:29,040 --> 00:06:29,960 it? So if you're not selling on 156 00:06:29,960 --> 00:06:32,880 Amazon, you are missing out. Amazon is very much still 157 00:06:32,880 --> 00:06:35,240 growing and very much important to businesses. 158 00:06:35,760 --> 00:06:37,120 Next one down. And I thought there's some 159 00:06:37,120 --> 00:06:39,880 interesting news out there, Mexico business news. 160 00:06:40,160 --> 00:06:42,640 And then the article's actually about France, and this is really 161 00:06:42,640 --> 00:06:44,720 interesting. And forgive me, there's at least 162 00:06:44,720 --> 00:06:48,440 three pronunciations to this brand, but France has fined, I'm 163 00:06:48,600 --> 00:06:52,280 going to call them Shein or Shein as some people SHEIN, 164 00:06:52,520 --> 00:06:57,000 they've been fined $47 million over misleading discounts. 165 00:06:57,440 --> 00:06:59,960 We are very, very hot on this in the agency. 166 00:06:59,960 --> 00:07:02,280 If we think something is misleading, not clear, or if 167 00:07:02,280 --> 00:07:03,520 someone says, oh, it's half price. 168 00:07:03,520 --> 00:07:05,360 And then when you get to check out, it's actually not half 169 00:07:05,360 --> 00:07:07,480 price. We're very hot with our clients 170 00:07:07,480 --> 00:07:09,080 and say that's that's misleading. 171 00:07:09,520 --> 00:07:12,520 There are laws and rules around that in most countries about 172 00:07:12,520 --> 00:07:15,200 misleading sales. And obviously France have have 173 00:07:15,200 --> 00:07:17,480 cracked the whip here $47 million. 174 00:07:17,480 --> 00:07:20,280 So worth taking that with a pinch to sight everybody and 175 00:07:20,280 --> 00:07:22,520 going what are my offers and are we honouring those things? 176 00:07:22,520 --> 00:07:24,800 Are they misleading? Are they clear and are they the 177 00:07:24,800 --> 00:07:27,280 right offer just thinking about from a marketing perspective? 178 00:07:27,720 --> 00:07:30,640 Well, three more so Premier Construction News again, random 179 00:07:30,640 --> 00:07:35,520 news outlet, but talking about e-commerce, UK and European E 180 00:07:35,520 --> 00:07:38,760 com order values. So number of transactions, order 181 00:07:38,760 --> 00:07:41,600 volumes, values volumes, sorry, not values. 182 00:07:41,880 --> 00:07:44,960 Order volumes are up 18% Q2 this year. 183 00:07:45,520 --> 00:07:48,760 I was not surprising, sorry, I was, I, I was not expecting 184 00:07:48,760 --> 00:07:50,720 that. I am surprised and you probably 185 00:07:50,720 --> 00:07:53,040 tell I've I'm very tired today at the point of recording this, 186 00:07:53,040 --> 00:07:55,120 but very surprised there up so much. 187 00:07:55,120 --> 00:07:57,640 I, I thought it was going to be a really bleak year and I love 188 00:07:57,640 --> 00:07:59,880 being wrong when I think it's going to be bad and it's good. 189 00:07:59,880 --> 00:08:02,360 So it's been a really good year for a lot of us so far. 190 00:08:02,640 --> 00:08:05,040 Last couple then. So Drapers UK suppliers have 191 00:08:05,040 --> 00:08:08,560 described tariffs as traumatic. Very interesting article. 192 00:08:08,560 --> 00:08:13,640 Very much worth a read over there and startups.co.uk lovely. 193 00:08:13,640 --> 00:08:15,320 I've actually featured on that site a couple of times. 194 00:08:15,760 --> 00:08:19,200 E com has outpaced the High Street again in June. 195 00:08:19,200 --> 00:08:21,640 It didn't actually say where, but because it's the KDK, we're 196 00:08:21,640 --> 00:08:24,600 going to assume the UK, but it does reference a couple of US 197 00:08:24,600 --> 00:08:26,640 brands as well. So hopefully that's some 198 00:08:26,640 --> 00:08:29,960 uplifting news, but also some of those bits like the B2B payments 199 00:08:30,200 --> 00:08:32,840 and also looking at Amazon Prime and missing discounts. 200 00:08:32,919 --> 00:08:34,960 Hopefully some good learnings for you guys there as well. 201 00:08:35,520 --> 00:08:37,200 I mentioned the next part of this, then there's going to be a 202 00:08:37,200 --> 00:08:38,960 couple of partners. So two, we're putting in a 203 00:08:38,960 --> 00:08:40,880 spotlight today. One of them is Yost. 204 00:08:40,880 --> 00:08:43,000 If you didn't catch Yost's episode, they're one of our 205 00:08:43,000 --> 00:08:44,840 sponsors. They were on a few weeks ago. 206 00:08:45,080 --> 00:08:49,800 Yost is the most used plug in on WordPress and as far as we're 207 00:08:49,800 --> 00:08:52,000 aware, and last time they counted was the exact words they 208 00:08:52,000 --> 00:08:55,320 used on the show, They were the most used website plug in in the 209 00:08:55,320 --> 00:08:58,000 world, the most used plugin in the world. 210 00:08:58,200 --> 00:09:01,560 They now have a Shopify plugin. I love it because it's all about 211 00:09:01,560 --> 00:09:04,320 SEO and it helps you Shopify store rank better on Google. 212 00:09:04,440 --> 00:09:07,960 You can get 15% off for life on either Shopify or WordPress and 213 00:09:07,960 --> 00:09:10,680 it's WWS 15. So that's winning Shopify 15, 214 00:09:11,040 --> 00:09:13,560 but it's WWS 15 is the code that you need to use. 215 00:09:13,560 --> 00:09:15,280 And the second one as well as Covella. 216 00:09:15,440 --> 00:09:17,480 I know a few of you guys have reached out to Covella since an 217 00:09:17,480 --> 00:09:20,320 episode we had them on recently. With everything going on 218 00:09:20,320 --> 00:09:22,080 globally at the moment, it's quite turbulent. 219 00:09:22,080 --> 00:09:26,000 You can get up to 40% or sorry, the average saving is 40% on 220 00:09:26,000 --> 00:09:28,360 your stock costs. So say you were selling these 221 00:09:28,360 --> 00:09:31,840 T-shirts, you spend 40% less stocking these T-shirts. 222 00:09:31,840 --> 00:09:34,520 Plus you can use their their product finding or supplier 223 00:09:34,520 --> 00:09:37,560 finding system, which will save you a huge amount of time 224 00:09:37,560 --> 00:09:40,800 digging through Alibaba or flying out to China and Vietnam 225 00:09:40,800 --> 00:09:42,200 visiting factories and that kind of thing. 226 00:09:42,480 --> 00:09:44,440 They will do that for you. And then they put their own 227 00:09:44,440 --> 00:09:46,320 guarantee and warranty on it as well. 228 00:09:46,840 --> 00:09:49,760 And that includes all of the tariffs, which is amazing. 229 00:09:50,000 --> 00:09:53,560 You also can do a product sample and they will give you 50% off. 230 00:09:53,560 --> 00:09:55,640 It's a half price product sample run. 231 00:09:55,640 --> 00:09:58,640 If you use the code winning when you sign up, a few of you guys 232 00:09:58,640 --> 00:10:00,480 that signed up, we know you came through us, but you didn't use 233 00:10:00,480 --> 00:10:03,240 the code winning. So we've been thanked by Covella 234 00:10:03,240 --> 00:10:05,200 for all the great work, but you've not used the codes. 235 00:10:05,200 --> 00:10:06,280 You've paid more than you need to. 236 00:10:06,280 --> 00:10:08,440 So half price product sample run. 237 00:10:08,440 --> 00:10:10,640 See how good the products are for that code. 238 00:10:10,680 --> 00:10:13,040 Winning fun and a bit of news from our side. 239 00:10:13,520 --> 00:10:15,280 London. We're going to be in London on 240 00:10:15,280 --> 00:10:18,360 the 4th of September at Molly. We haven't quite announced the 241 00:10:18,360 --> 00:10:20,600 speakers yet, but I will mention that over the next couple of 242 00:10:20,600 --> 00:10:22,880 weeks as they are announced. I'm just waiting for a couple to 243 00:10:22,880 --> 00:10:24,600 confirm. We've got three amazing brands 244 00:10:24,800 --> 00:10:26,240 that we are talking to. They're keen. 245 00:10:26,240 --> 00:10:28,040 We're just trying to work out logistics at this stage. 246 00:10:28,040 --> 00:10:31,160 So 4th of September in London, you come and meet me and my team 247 00:10:31,160 --> 00:10:32,320 and there's gonna be a few amazing talks. 248 00:10:32,440 --> 00:10:35,080 There's going to be pizzas and cocktails being made, beer, all 249 00:10:35,280 --> 00:10:36,440 sorts. It's going to be a super fun 250 00:10:36,440 --> 00:10:39,120 night and there's also a balcony where you can have a nice drink 251 00:10:39,120 --> 00:10:40,600 on the balcony overlooking London. 252 00:10:40,600 --> 00:10:43,280 We're hoping the weather's going to be, if it's raining, classic 253 00:10:43,280 --> 00:10:46,440 London, we will look out of the window from the warmth of the 254 00:10:46,440 --> 00:10:50,560 inside interior, right? There are a few things I want to 255 00:10:50,560 --> 00:10:52,640 share from our agency and I hope these things spark some ideas 256 00:10:52,640 --> 00:10:54,120 from you guys. We're going to put these in 257 00:10:54,120 --> 00:10:55,800 every week and we're going to change the topic every week. 258 00:10:55,800 --> 00:10:57,160 We're going to start with PPC this week. 259 00:10:57,320 --> 00:10:59,440 Haven't decided what we're doing next week, so please don't ask. 260 00:10:59,440 --> 00:11:02,760 Not that you did anyway. Our PVC team, they have come 261 00:11:02,760 --> 00:11:05,280 back to me with, as I say, with over 30 things. 262 00:11:05,280 --> 00:11:07,680 I whittled it down to 26. I'm going to read out four of 263 00:11:07,680 --> 00:11:09,440 them this week and I might save some for a few other weeks. 264 00:11:10,040 --> 00:11:12,680 But these are interesting statistics we found in people's 265 00:11:12,920 --> 00:11:16,080 data, which has now LED them to a decision change, a strategy 266 00:11:16,080 --> 00:11:18,720 change, tactic change, and there will be similar things in your 267 00:11:18,720 --> 00:11:20,840 data. So thought actually if we shared 268 00:11:20,840 --> 00:11:22,680 some of these things, it would spark some ideas. 269 00:11:22,680 --> 00:11:24,840 You can go and look at your own data on some of these and see if 270 00:11:24,840 --> 00:11:27,840 there's anything striking enough to go that's worrying or that's 271 00:11:27,840 --> 00:11:30,840 exciting or that's interesting, or most of my marketing budget's 272 00:11:30,840 --> 00:11:32,680 been wasted. What a disaster. 273 00:11:32,680 --> 00:11:34,200 Well, now you know and you can change it. 274 00:11:34,440 --> 00:11:36,920 So the first thing is that on one of our clients who sell 275 00:11:36,920 --> 00:11:40,800 personalized jewellery, only one in 10 products that was added to 276 00:11:40,800 --> 00:11:44,360 CAR actually got purchased. So 9 out of 10 things added to 277 00:11:44,360 --> 00:11:47,000 CAR are not purchased. Running some AB tests at the 278 00:11:47,000 --> 00:11:49,360 moment. One's had absolutely 0 change 279 00:11:49,360 --> 00:11:51,720 and one's had quite a nice change, which is why we run the 280 00:11:51,720 --> 00:11:54,000 tests. What we're looking at here is 281 00:11:54,000 --> 00:11:56,400 how many products were in their collections and there were 282 00:11:56,400 --> 00:11:58,520 thousands upon thousands of products. 283 00:11:58,520 --> 00:12:00,600 So people probably weren't finding the right products. 284 00:12:00,600 --> 00:12:02,760 So they were finding something they like and going let's add it 285 00:12:02,760 --> 00:12:05,440 to cart because this site has so many products I might not be 286 00:12:05,440 --> 00:12:06,720 able to find it again. So that was one of our 287 00:12:06,720 --> 00:12:08,800 hypotheses. And the second one as well is 288 00:12:08,800 --> 00:12:10,080 what happens when you add to cart? 289 00:12:10,320 --> 00:12:12,360 Are we not giving people enough information to then go through 290 00:12:12,360 --> 00:12:14,320 and make the purchase? Are we not exciting people 291 00:12:14,320 --> 00:12:16,080 enough to then want to go through and make the purchase? 292 00:12:16,440 --> 00:12:19,480 The second thing we've learnt over this last week that when 293 00:12:19,960 --> 00:12:22,680 customers land on one of our clients sites we have this 294 00:12:22,680 --> 00:12:25,000 beautiful NAV and we have SEO the NAV. 295 00:12:25,280 --> 00:12:28,400 We also have lovely links within the collection. 296 00:12:28,400 --> 00:12:31,360 So if you look at a collection of perfumes, you can go, oh, 297 00:12:31,400 --> 00:12:33,960 actually I'm going to buy, I was going to say coffee machine, 298 00:12:33,960 --> 00:12:35,960 totally unrelated, but actually I'm going to buy a specific type 299 00:12:35,960 --> 00:12:38,840 of perfume or perfume by gender or perfume by send or prices. 300 00:12:38,840 --> 00:12:40,560 And we've got little links going after all of those. 301 00:12:40,840 --> 00:12:43,720 But actually when people land on almost every single page, they 302 00:12:43,720 --> 00:12:46,240 go straight into the search bar and they just search for the 303 00:12:46,240 --> 00:12:48,160 thing they want. And the site search on that 304 00:12:48,160 --> 00:12:50,720 client's site is really, really underwhelming. 305 00:12:51,000 --> 00:12:53,840 So we're now testing a new app to improve site search that will 306 00:12:53,840 --> 00:12:56,720 bring up collections, products, blog posts, etcetera, to give 307 00:12:56,720 --> 00:12:59,120 people the information and things that they want. 308 00:12:59,360 --> 00:13:00,720 At the moment it's just very clunky. 309 00:13:01,000 --> 00:13:02,440 Again, we're going to test that and see what that does. 310 00:13:02,920 --> 00:13:06,720 The third thing we've learnt from another client, what most 311 00:13:06,720 --> 00:13:09,920 users click on, they don't tend to go on to buy. 312 00:13:09,920 --> 00:13:12,480 When we say click on, sorry that we're talking about PPC here, my 313 00:13:12,480 --> 00:13:15,600 PPC team came out with these, but most people when they click 314 00:13:15,600 --> 00:13:19,440 on a product on Google Shopping, they land on that product that 315 00:13:19,440 --> 00:13:23,160 is not the one that they buy. It's always other products. 316 00:13:23,640 --> 00:13:27,120 Now this is really interesting. 99% of the time when we come 317 00:13:27,120 --> 00:13:30,280 into a brand, we say to people, show us your website journey, 318 00:13:30,400 --> 00:13:32,280 show us what a customer do and they go straight to the home 319 00:13:32,280 --> 00:13:34,680 page and we're like, OK, fine, you're on the home page. 320 00:13:34,680 --> 00:13:36,760 Then they go into a collection, then a product and start digging 321 00:13:36,760 --> 00:13:38,520 around. When we look at the data though, 322 00:13:38,520 --> 00:13:41,040 and again, this is all about the data does the talking, the data 323 00:13:41,040 --> 00:13:43,160 tells you what's wrong, what's good, what's the opportunity. 324 00:13:43,400 --> 00:13:45,960 The data says that actually most people land on products. 325 00:13:45,960 --> 00:13:48,280 And if you're running Google Shopping, that is exactly where 326 00:13:48,280 --> 00:13:50,080 they land. And SEO, if you've done your 327 00:13:50,080 --> 00:13:52,720 SEO, well, it's probably been always collections, probably 328 00:13:52,720 --> 00:13:54,200 collections. So people are landing on your 329 00:13:54,200 --> 00:13:55,840 products. What are you actually doing to 330 00:13:55,840 --> 00:13:58,640 tell them about your brand, about who you are and if they 331 00:13:58,640 --> 00:14:00,320 land? I'm probably going, that's nice. 332 00:14:00,320 --> 00:14:01,840 Oh, quite right, but that is nice. 333 00:14:01,840 --> 00:14:04,480 Someone will click on your ads when they think it's nice but 334 00:14:04,480 --> 00:14:06,760 not quite right. So how then you have the colour 335 00:14:06,760 --> 00:14:10,000 variants, the sizes and other related products and how you 336 00:14:10,000 --> 00:14:11,680 bring that to the forefront is really important. 337 00:14:12,040 --> 00:14:14,520 What order you put things in a product page, That's the billion 338 00:14:14,520 --> 00:14:16,120 dollar question. And for every brand it's 339 00:14:16,120 --> 00:14:17,760 completely different. But this is just really 340 00:14:17,760 --> 00:14:19,800 interesting when we're looking at the data of going, people 341 00:14:19,800 --> 00:14:22,520 have clicked on these products, but when we actually matched the 342 00:14:23,080 --> 00:14:25,040 things that people had clicked on compared to the things people 343 00:14:25,040 --> 00:14:27,880 had actually bought, the trends did not match at all. 344 00:14:27,880 --> 00:14:30,680 People were browsing around the site and finding other things 345 00:14:30,680 --> 00:14:31,840 they actually wanted to purchase. 346 00:14:31,840 --> 00:14:34,520 So have a look at how you get someone from the product they've 347 00:14:34,520 --> 00:14:36,120 landed onto the one they actually want. 348 00:14:36,120 --> 00:14:38,800 So bread crumbs, back to the collection tags maybe to go, 349 00:14:38,800 --> 00:14:42,560 this product is made of glass. This product has it is runs on 350 00:14:42,600 --> 00:14:44,760 electricity. This product is blue whatever. 351 00:14:44,880 --> 00:14:47,440 If you have little tags on the product, people can click ah, 352 00:14:47,440 --> 00:14:49,480 I'm just going to call the blue items and you click on that and 353 00:14:49,480 --> 00:14:51,920 it goes to all blue items were also filtered by lighting. 354 00:14:51,920 --> 00:14:53,880 And then they go, OK, I was looking at a blue lamp, but 355 00:14:53,880 --> 00:14:56,160 actually I don't want a lamp. I just want blue items. 356 00:14:56,160 --> 00:14:58,000 I love this brand. Take that off and go right 357 00:14:58,000 --> 00:15:00,120 blue's the accent of my lounge. What else am I going to buy? 358 00:15:00,440 --> 00:15:03,160 All those little things can make such a difference to conversion 359 00:15:03,400 --> 00:15:05,320 on the right brand, the wrong brand. 360 00:15:05,520 --> 00:15:07,480 All the things I've just said as examples will completely fail. 361 00:15:07,480 --> 00:15:08,880 So you've got to test these things. 362 00:15:09,440 --> 00:15:12,480 And last one from the team suite, when the cost per 363 00:15:12,480 --> 00:15:15,040 conversion, I love this, when the cost per conversion is 364 00:15:15,040 --> 00:15:17,920 higher on Google Ads. So when say you were spending 365 00:15:17,920 --> 00:15:22,480 $20 per conversion on Campaign A, but you're spending $40 per 366 00:15:22,480 --> 00:15:24,600 conversion on Campaign B, remember that we're talking 367 00:15:24,600 --> 00:15:26,640 about Campaign B here. When the cost per conversion is 368 00:15:26,640 --> 00:15:29,560 higher to Campaign B, we also make more revenue. 369 00:15:29,800 --> 00:15:32,360 More expensive sales are worth paying more for. 370 00:15:32,840 --> 00:15:35,640 We've seen some brands that do not have conversion tracking 371 00:15:35,640 --> 00:15:38,760 that brings in the revenue to say that actually, although 372 00:15:38,760 --> 00:15:40,680 you've had less sales in this campaign, that average auto 373 00:15:40,680 --> 00:15:42,680 value is really good. Otherwise, you're just going to 374 00:15:42,680 --> 00:15:45,000 be making the wrong decisions. You'll say we've only sold four, 375 00:15:45,000 --> 00:15:48,960 I don't know, 4 garden furniture sets, but we sold 50 lampshades. 376 00:15:49,160 --> 00:15:51,200 Well, the four garden furniture sets will probably make you more 377 00:15:51,200 --> 00:15:55,160 money at $3000 per garden furniture set than a lampshade 378 00:15:55,160 --> 00:15:58,080 at 30 or $40.00. So you see the the economics of 379 00:15:58,080 --> 00:15:59,720 those things really, really important. 380 00:15:59,720 --> 00:16:02,040 So just because there's a high cost per conversion in the 381 00:16:02,040 --> 00:16:04,400 campaign, don't shy away from it, don't ignore it. 382 00:16:05,080 --> 00:16:07,360 To finish off then fact of the week. 383 00:16:07,840 --> 00:16:10,680 So the fact of the week, this week is Shopify's first ever 384 00:16:10,680 --> 00:16:13,880 thing that Shopify ever did, the first thing that the core team 385 00:16:13,880 --> 00:16:16,360 at Shopify ever did before letting people build e-commerce 386 00:16:16,360 --> 00:16:19,520 sites is that they were selling, they made their own store and 387 00:16:19,520 --> 00:16:23,360 they were selling surfboards. And that was just over 10 years 388 00:16:23,360 --> 00:16:26,480 ago saying just over 10 years, Shopify has become what it is 389 00:16:26,480 --> 00:16:28,200 today. But they started as an 390 00:16:28,200 --> 00:16:30,280 e-commerce store. They obviously built a really, 391 00:16:30,280 --> 00:16:32,520 really good back end platform that is now Shopify. 392 00:16:32,760 --> 00:16:34,920 What a crazy amount of growth they've had since. 393 00:16:34,920 --> 00:16:36,400 I hope you've enjoyed today Friday. 394 00:16:36,400 --> 00:16:38,720 We will have a guest on with a full length episode and I'll be 395 00:16:38,720 --> 00:16:41,520 back again next Tuesday. If you have any cool facts, cool 396 00:16:41,520 --> 00:16:44,240 bits and news, any amazing quotes or anything you've been 397 00:16:44,240 --> 00:16:45,440 learning that you want me to share as well. 398 00:16:45,760 --> 00:16:47,840 I'd love to shout out some brands on these on these little 399 00:16:47,840 --> 00:16:49,520 Tuesday ones. So please do reach out. 400 00:16:49,760 --> 00:16:52,240 Otherwise I won't be I won't be asking for volunteers. 401 00:16:52,240 --> 00:16:53,640 I'll be forcing volunteers forward. 402 00:16:53,840 --> 00:16:55,360 Obviously I'm, I'm joking. Have an amazing week. 403 00:16:55,520 --> 00:16:56,280 See you guys on Friday.