1 00:00:00,080 --> 00:00:03,000 Today on the Winning with Shopify podcast, the amount of 2 00:00:03,000 --> 00:00:05,560 things that get posted about best Black Friday Deals. 3 00:00:05,600 --> 00:00:07,880 This is a good opportunity to then start discounting that 4 00:00:07,880 --> 00:00:10,720 stock segment new customers into holiday shoppers. 5 00:00:10,720 --> 00:00:13,160 They're not normal customers. 12 days of Christmas, 12 days of 6 00:00:13,160 --> 00:00:15,040 holiday season, you can run again, dead stock. 7 00:00:15,040 --> 00:00:17,600 Great opportunity to get rid of some of that really big 8 00:00:17,600 --> 00:00:20,480 opportunity to that Christmas bundles that include dead stock. 9 00:00:20,520 --> 00:00:23,200 It's genius pivot every single day. 10 00:00:23,360 --> 00:00:24,440 Then you might go, do you know what? 11 00:00:24,440 --> 00:00:27,680 Let's not do one of those today. Let's let's do something else. 12 00:00:31,360 --> 00:00:33,920 Hello and welcome to another episode of the winning Shopify 13 00:00:33,920 --> 00:00:36,040 podcast. If you're watching this, rather 14 00:00:36,040 --> 00:00:39,200 than just listening to it in excitement, I threw my hands 15 00:00:39,200 --> 00:00:40,800 forward and I just hit the microphone. 16 00:00:40,800 --> 00:00:43,440 Apologies with any weird noises, but it's great to have you all 17 00:00:43,440 --> 00:00:46,040 tuning into this week. Hello and welcome. 18 00:00:46,240 --> 00:00:49,440 Why am I so chirpy? Because it's just me and I'm a 19 00:00:49,440 --> 00:00:52,240 massive extrovert. So I'm stuck in a small cupboard 20 00:00:52,240 --> 00:00:54,880 on my own with some nice lights and a cool microphone and a nice 21 00:00:54,880 --> 00:00:57,000 video camera recording an episode for you all. 22 00:00:57,200 --> 00:00:58,720 This week we're doing a solo Hello episode. 23 00:00:58,720 --> 00:01:02,160 It's very, very exciting time of year because it is coming up to 24 00:01:02,160 --> 00:01:04,480 Black Friday and Peak and we're going to be talking about what 25 00:01:04,480 --> 00:01:07,960 we call in the US holiday season, what we call in the UK 26 00:01:07,960 --> 00:01:12,800 Christmas, and what we call in retail life or death, which is 27 00:01:12,800 --> 00:01:14,520 basically Peak. We need to make lots and lots of 28 00:01:14,520 --> 00:01:16,840 money through peak so we can go through that in a SEC. 29 00:01:17,200 --> 00:01:22,080 If you are watching this then you are most likely watching me 30 00:01:22,080 --> 00:01:24,120 on your television, which is quite exciting. 31 00:01:24,360 --> 00:01:28,440 We had a look at some of the data this week and TV YouTube. 32 00:01:28,440 --> 00:01:31,400 So watching this on YouTube on your through YouTube, sorry on 33 00:01:31,400 --> 00:01:34,160 your television, probably in your lounge or office. 34 00:01:34,160 --> 00:01:37,000 This is the most popular channel, So what an excellent 35 00:01:37,000 --> 00:01:39,440 week it is to announce such a statistic. 36 00:01:39,800 --> 00:01:44,480 We have almost overtaken views purely on YouTube TV's on TV 37 00:01:44,480 --> 00:01:46,520 devices through YouTube of all channels. 38 00:01:46,680 --> 00:01:50,240 So if you are watching this, I can literally tell my mother at 39 00:01:50,240 --> 00:01:52,080 some point in the next couple of days, on the next see, you hear 40 00:01:52,080 --> 00:01:54,520 that I'm on the telly, which is really exciting. 41 00:01:54,520 --> 00:01:55,840 What a brave new time to be alive. 42 00:01:55,840 --> 00:01:59,080 When I was very, very young and we had a very well, very, I say 43 00:01:59,080 --> 00:02:01,160 small, it was a small screen, but a massive television. 44 00:02:01,400 --> 00:02:03,520 Never thought I would have been on one of these boxes. 45 00:02:03,560 --> 00:02:05,560 How exciting. Great to have you with. 46 00:02:06,120 --> 00:02:08,320 Anyway, we're going to be going through quite a few different 47 00:02:08,320 --> 00:02:11,320 bits and pieces. We've got 23 things help you 48 00:02:11,320 --> 00:02:13,760 scale your Shopify store through holiday season. 49 00:02:14,120 --> 00:02:15,920 I have been working in this industry. 50 00:02:15,920 --> 00:02:22,280 I went out, it was June 2007, so I'm a bit older than I look, 51 00:02:22,280 --> 00:02:24,680 which is a joke I keep making and now I am actually a dad. 52 00:02:24,680 --> 00:02:26,400 I'm allowed to make dad jokes. So that is one. 53 00:02:26,720 --> 00:02:29,080 I'm a bit older than I look. 2007, I started. 54 00:02:29,080 --> 00:02:34,000 So I've been through 18 peaks. I think it is we worked out 1718 55 00:02:34,000 --> 00:02:35,840 peaks, some of that. So I've done quite a few of 56 00:02:35,840 --> 00:02:39,680 these things and I've got 23 bits of advice, having looked 57 00:02:39,680 --> 00:02:41,680 over previous years, looked at what some of our clients are 58 00:02:41,680 --> 00:02:44,200 doing this year, what some of our clients did the last three 59 00:02:44,200 --> 00:02:46,320 or four years and also think about some of the hilarious 60 00:02:46,320 --> 00:02:48,120 things happened before. I've got 23 things in no 61 00:02:48,120 --> 00:02:51,040 particular order. If one of these 23 things is 62 00:02:51,040 --> 00:02:53,960 relevant to you, then it's worthwhile listening to this 63 00:02:53,960 --> 00:02:56,440 whole episode. If more than one are relevant, 64 00:02:56,440 --> 00:02:57,880 I've done my job. Well, if all of them are 65 00:02:57,880 --> 00:02:59,400 relevant, then something's wrong. 66 00:02:59,400 --> 00:03:02,200 They won't all be relevant, so you guys make of it what you 67 00:03:02,200 --> 00:03:03,280 are. I'm going to speed through these 68 00:03:03,280 --> 00:03:05,280 things and if you have any questions, send us an e-mail 69 00:03:05,280 --> 00:03:09,800 hello@winningwishshopfight.com. I read and I don't answer all of 70 00:03:09,800 --> 00:03:12,360 them because some of them a bit weird, but I read every single 71 00:03:12,360 --> 00:03:14,480 e-mail that comes in and try to answer them all. 72 00:03:14,480 --> 00:03:17,600 So feel free to to reach out. I am. 73 00:03:17,760 --> 00:03:19,680 I don't normally wear my glasses during the show. 74 00:03:19,680 --> 00:03:21,960 I do on summers and Tuesdays, but only because the lights 75 00:03:21,960 --> 00:03:23,560 reflect on them. But anyway, we're just going to 76 00:03:23,560 --> 00:03:26,120 roll with it today because I'm getting old and I need to be 77 00:03:26,120 --> 00:03:28,040 able to see what's on my screen. Here we've got a list of things 78 00:03:28,040 --> 00:03:29,920 which I don't normally have on one of these episodes. 79 00:03:29,920 --> 00:03:33,600 So without further ado, let's go through the list. 80 00:03:33,840 --> 00:03:37,200 So #1 SEO. All the press is about retail, 81 00:03:37,240 --> 00:03:39,880 so get some links. If you are not planning to gain 82 00:03:39,880 --> 00:03:42,360 any links on your SEO strategy, you are absolutely missing a 83 00:03:42,360 --> 00:03:44,000 trick. The amount of things that get 84 00:03:44,000 --> 00:03:47,000 posted about best Black Friday Deals, cheapest place to find 85 00:03:47,000 --> 00:03:49,960 XYZ, The most awesome bundles packages. 86 00:03:50,120 --> 00:03:52,360 If you need a new vacuum cleaner, there's probably 50 87 00:03:52,360 --> 00:03:54,320 billion different vacuum cleaners on discounts. 88 00:03:54,320 --> 00:03:56,120 So get some links from the press. 89 00:03:56,120 --> 00:03:58,200 This is such a good time to increase your domain authority 90 00:03:58,440 --> 00:04:01,920 by getting some good mentions and some good links through #2 91 00:04:01,920 --> 00:04:03,840 I'm going to mention this quite a lot, but I thought I'd bring 92 00:04:03,840 --> 00:04:06,520 this in really early. There's different ways we can do 93 00:04:06,520 --> 00:04:07,360 this. We'll comment in a minute. 94 00:04:07,360 --> 00:04:10,000 But number 2 is offloading dead stock. 95 00:04:10,400 --> 00:04:12,840 What do you mean by dead stock? It's not stock that's gone out 96 00:04:12,840 --> 00:04:14,760 of date. Well, if it has, then throw it 97 00:04:14,760 --> 00:04:15,680 away. Don't try and sell it to 98 00:04:15,680 --> 00:04:18,000 customers. But this is about stock that's 99 00:04:18,000 --> 00:04:19,800 sitting in your warehouse that you've been trying to sell all 100 00:04:19,800 --> 00:04:23,920 year and haven't been able to. So this is a good opportunity to 101 00:04:23,920 --> 00:04:28,680 start discounting that stock we declined a while ago who 40% of 102 00:04:28,680 --> 00:04:32,600 their stock that they had or 40% their skews, they only had about 103 00:04:32,600 --> 00:04:36,360 one or two quantity of those skews sitting in the warehouse, 104 00:04:36,600 --> 00:04:38,520 but it made-up 40% of all their skews. 105 00:04:38,640 --> 00:04:41,360 So during Black Friday and Cyber Monday, we just discounted all 106 00:04:41,360 --> 00:04:43,080 of that. It was like massive discount on, 107 00:04:43,400 --> 00:04:45,560 which also meant loads of it sold out really quickly because 108 00:04:45,560 --> 00:04:48,040 we put a big discount on it. And let's face it, like they'd 109 00:04:48,040 --> 00:04:50,160 made profit on those ranges. They just had one or two left. 110 00:04:50,160 --> 00:04:52,520 They weren't promoting those products very heavily anymore. 111 00:04:53,120 --> 00:04:55,440 What was amazing is because they were selling out, you look at 112 00:04:55,440 --> 00:04:57,840 the Black Friday range and it's we actually had a live counter. 113 00:04:57,840 --> 00:05:02,160 Eventually it said 44 percent, 80 percent, 90% sold out. 114 00:05:02,360 --> 00:05:04,640 People go, wow, this stuff's selling like hotcakes. 115 00:05:05,280 --> 00:05:08,880 And I think it even said at one point Black Friday sale is only 116 00:05:08,880 --> 00:05:12,760 on from 9:00 AM till 5 PM, 80% of discounted lines still 117 00:05:12,760 --> 00:05:14,160 available. And it was like quick go, go, 118 00:05:14,200 --> 00:05:15,440 go. Create that urgency. 119 00:05:15,440 --> 00:05:18,720 So think about offloading dead stock products you haven't been 120 00:05:18,720 --> 00:05:21,880 able to sell through other channels #3 segment new 121 00:05:21,880 --> 00:05:25,240 customers into holiday shoppers. I just want to take a moment out 122 00:05:25,240 --> 00:05:28,120 today's show to tell you about sales tax, which you probably 123 00:05:28,120 --> 00:05:30,960 find overwhelming. Never mind the stress that comes 124 00:05:30,960 --> 00:05:33,400 with when you're working with a provider that's overpriced, 125 00:05:33,440 --> 00:05:35,520 unreliable, and leaves you waiting days to get a reply. 126 00:05:35,600 --> 00:05:37,720 Tax Cloud is here to tell you that there's a better way. 127 00:05:37,800 --> 00:05:39,960 They're not just at all. They're a trusted filing partner 128 00:05:39,960 --> 00:05:42,560 for growing Shopify brands. They'll work directly with the 129 00:05:42,560 --> 00:05:45,880 states on your behalf to handle registrations, filings, and 130 00:05:45,880 --> 00:05:48,480 ongoing compliance so you can stay focused on growing your 131 00:05:48,560 --> 00:05:50,800 business. Plus, for the 4.9 star rating on 132 00:05:50,800 --> 00:05:53,640 the Shopify App Store, merchants trust Tax Cloud to get it right 133 00:05:53,800 --> 00:05:55,800 and you can too. Go ahead and check them out, Tax 134 00:05:55,800 --> 00:05:58,800 cloud.com/winning or mention us when you sign up. 135 00:05:58,960 --> 00:06:02,040 Us being the winning Shopify podcast listeners get a free 136 00:06:02,040 --> 00:06:04,400 migration and boarding service when they decide to make the 137 00:06:04,400 --> 00:06:07,840 switch. That's Tax cloud.com/winning 138 00:06:08,320 --> 00:06:11,160 back to the show to target them differently next year. 139 00:06:11,320 --> 00:06:14,240 We're going to talk about that on next week's webinar a little 140 00:06:14,240 --> 00:06:16,200 bit with Saguno. Come along, it's on. 141 00:06:16,200 --> 00:06:18,040 Let me check the diary. I didn't have this in my notes 142 00:06:18,040 --> 00:06:21,400 today. It is on Wednesday the 8th, 3:00 143 00:06:21,400 --> 00:06:24,320 PM UK time, which I believe is either 10 or 11 AM New York 144 00:06:24,320 --> 00:06:26,840 time, but you guys can check it. A quick Google will give you the 145 00:06:26,840 --> 00:06:28,760 answer. Both 3:00 PM UK time. 146 00:06:28,760 --> 00:06:31,640 Saguno and one of my team here are going to be talking about 147 00:06:31,800 --> 00:06:34,040 holiday season and loads of stuff coming up, what you should 148 00:06:34,040 --> 00:06:36,120 be doing. A bit of a offshoot from today's 149 00:06:36,120 --> 00:06:39,560 episode, but make sure you segment. 150 00:06:39,560 --> 00:06:41,680 So this is for e-mail purposes, but in Shopify, make sure you 151 00:06:41,680 --> 00:06:44,840 create some segmentations of people you gained that bought a 152 00:06:44,840 --> 00:06:47,800 discounted product or a holiday themed product during holiday 153 00:06:47,800 --> 00:06:50,320 season because you should target them differently next year. 154 00:06:50,480 --> 00:06:53,480 They're not normal customers. Some will want deals, some only 155 00:06:53,480 --> 00:06:55,320 want to buy gifting products, and some are only going to buy 156 00:06:55,320 --> 00:06:56,960 once a year. So if you don't talk to, if you 157 00:06:56,960 --> 00:06:58,440 talk to them a little bit throughout the year on e-mail 158 00:06:58,440 --> 00:07:01,400 and then suddenly, bang, you talk about next year's holiday 159 00:07:01,400 --> 00:07:03,800 range or Black Friday offers, that kind of thing, you can sell 160 00:07:03,800 --> 00:07:07,640 more of them and be accumulating that segmentation in size every 161 00:07:07,640 --> 00:07:10,880 single year #4 this one's an absolute winner. 162 00:07:10,880 --> 00:07:12,600 Loads of brands do this and it works really, really 163 00:07:12,840 --> 00:07:15,960 effectively. And there's a 4A and A4B4A is 164 00:07:15,960 --> 00:07:21,400 give early sale access to VIP customers and 4B is or say if 165 00:07:21,400 --> 00:07:24,720 you sign up to e-mail, you get exclusive access to Black Friday 166 00:07:25,000 --> 00:07:28,320 or two exclusive offers or you get early sale access as we go 167 00:07:28,320 --> 00:07:31,160 on sale through Peak. Really, really smart because A, 168 00:07:31,240 --> 00:07:33,440 you can get more subscribers into your e-mail, which is going 169 00:07:33,440 --> 00:07:36,000 to generate money at some point. If you do your e-mail really 170 00:07:36,000 --> 00:07:38,240 well and use someone like Saguna who are beautiful partners. 171 00:07:38,240 --> 00:07:39,560 And I'm not just promoting for the sake of it. 172 00:07:39,560 --> 00:07:43,840 They are actually incredible. And B, this gives early access, 173 00:07:43,840 --> 00:07:47,600 then it gives them a reason so that 9798% of people, whatever 174 00:07:47,600 --> 00:07:49,720 your the inversion of your conversion rate is the 175 00:07:49,880 --> 00:07:52,520 essentially people that don't buy when they come on your site, 176 00:07:52,920 --> 00:07:55,720 you start selling to those guys by getting them to sign up to 177 00:07:55,720 --> 00:07:57,680 e-mail. So if you get twice as many 178 00:07:57,680 --> 00:08:00,680 sales now, because half, half actually buy something for 179 00:08:00,680 --> 00:08:03,760 e-mail later and half buy on that first visit, which is your 180 00:08:03,760 --> 00:08:06,440 current conversion rate, you've just doubled the output of all 181 00:08:06,440 --> 00:08:08,920 your advertising campaigns. I make it sound really easy, but 182 00:08:08,920 --> 00:08:11,720 if you don't start doing this and try and stuff like this to 183 00:08:11,720 --> 00:08:14,040 get people to sign up to, to newsletters and to e-mail, 184 00:08:14,040 --> 00:08:17,320 you're definitely not going to make any headway with it #5 I'm 185 00:08:17,320 --> 00:08:18,520 looking at the time. We're going to have to speed 186 00:08:18,520 --> 00:08:22,480 these up #5 add urgency to e-mail campaigns, for example, 187 00:08:22,720 --> 00:08:26,200 24 hour flash sale. You could even use old stock 188 00:08:26,240 --> 00:08:28,560 again, come back to that dead stock, old stock, stock stock. 189 00:08:28,560 --> 00:08:31,120 You want to shift that dusty corner of the warehouse 190 00:08:31,160 --> 00:08:32,520 undusted. We're going to need that for 191 00:08:32,520 --> 00:08:34,280 Christmas. So you can start selling that 192 00:08:34,280 --> 00:08:36,720 stock through some sort of urgency e-mail, 24 hour flash 193 00:08:36,720 --> 00:08:39,600 sale for example, and get rid of as much of it as possible. 194 00:08:39,919 --> 00:08:42,039 If you don't get rid of much of it, you can then say, hey, we're 195 00:08:42,039 --> 00:08:44,240 extending this for another 24 hours due to popularity. 196 00:08:44,520 --> 00:08:46,760 You guys so popular, let's do it and see if you get any more 197 00:08:46,760 --> 00:08:50,440 sales in the next bit. On your site, on social, in 198 00:08:50,440 --> 00:08:53,840 e-mail, you could do a 12 days of Christmas deals. 199 00:08:54,240 --> 00:08:56,120 I know you guys call it holiday season in the US because you 200 00:08:56,120 --> 00:08:58,920 like to be very, very unanimous. Let's face it, we call it 201 00:08:58,920 --> 00:09:01,600 Christmas here in the UK. Every church is open with people 202 00:09:01,600 --> 00:09:03,640 in them, which is good fun. Notice of other religions 203 00:09:03,640 --> 00:09:05,160 celebrate that time of year as well and have a good break, 204 00:09:05,160 --> 00:09:06,640 which is all fine. I'm not going to talk about 205 00:09:06,640 --> 00:09:08,200 religions too much on the show because it's not. 206 00:09:08,360 --> 00:09:10,800 It's not my place to do that. I'll probably say something that 207 00:09:10,800 --> 00:09:12,680 gets me in trouble, but everyone's welcome to their own 208 00:09:12,680 --> 00:09:15,160 views. But the 12 days of Christmas, 12 209 00:09:15,160 --> 00:09:17,520 days of holiday season, you could run again, dead stock. 210 00:09:17,520 --> 00:09:22,000 Great opportunity to get rid of some of that #7 Saguna took a 211 00:09:22,000 --> 00:09:25,640 lot about this win. Back campaigns are better in 212 00:09:25,640 --> 00:09:27,440 holiday seasons. If someone's not engaged with 213 00:09:27,440 --> 00:09:30,080 you for a while, holiday season gives you a reason to e-mail 214 00:09:30,080 --> 00:09:32,880 people, a reason to push gifts upon people, a reason to say, 215 00:09:33,200 --> 00:09:34,880 hey, that product you bought from us three years ago probably 216 00:09:34,880 --> 00:09:36,400 needs replacement now. That gift you bought for 217 00:09:36,400 --> 00:09:39,120 somebody, did they like it? If yes, come back and buy 218 00:09:39,120 --> 00:09:42,200 another one. How exciting #8 recommend 219 00:09:42,200 --> 00:09:44,360 personalized holiday picks for customers. 220 00:09:44,640 --> 00:09:47,600 There are so many good apps and good ways of doing this on 221 00:09:47,600 --> 00:09:49,520 Shopify. And if you're not using Shopify, 222 00:09:49,520 --> 00:09:51,160 there's lots of other ways of doing it on other sites. 223 00:09:51,160 --> 00:09:54,680 But lots of good apps where you can basically personalize an 224 00:09:54,680 --> 00:09:57,600 entire collection, or if it was the 12 days of Christmas, you 225 00:09:57,600 --> 00:10:00,960 could say 12 deals of Christmas and everyday have one exclusive 226 00:10:01,120 --> 00:10:04,200 unique discount code, which again, plug in Saguno a lot. 227 00:10:04,200 --> 00:10:06,040 It's just talk to them a lot. I know what they're up to. 228 00:10:06,040 --> 00:10:08,680 But through Saguno, you can do unique discounting codes for 229 00:10:08,680 --> 00:10:10,400 each customer. So you can give a unique 230 00:10:10,400 --> 00:10:13,480 discount code everyday with a personalized offer for one 231 00:10:13,480 --> 00:10:15,640 single product. You can do that if you get your 232 00:10:15,640 --> 00:10:17,320 tech right. And that's a great way of 233 00:10:17,320 --> 00:10:19,720 getting more sales through peak number. 234 00:10:20,200 --> 00:10:24,080 Where are we? That was #8 #9 ramp up e-mail 235 00:10:24,080 --> 00:10:28,040 frequency gradually to avoid upsetting spam filters. 236 00:10:28,440 --> 00:10:32,040 And what this is, is if you sending an e-mail once a week or 237 00:10:32,040 --> 00:10:34,320 once a month and suddenly you're sending one every day for a 238 00:10:34,320 --> 00:10:38,000 week, the spam filters at Google Outlook, the people receiving 239 00:10:38,000 --> 00:10:40,720 these emails, the spam filters will start freaking out and 240 00:10:40,720 --> 00:10:43,200 saying hang in a minute. We don't like that because 241 00:10:43,200 --> 00:10:45,960 suddenly you've gone from low frequency of emails to really 242 00:10:45,960 --> 00:10:48,200 high frequency of emails. We don't like that. 243 00:10:48,200 --> 00:10:49,880 That scares us. So we're going to block you and 244 00:10:49,880 --> 00:10:54,080 you being blocked on people's inboxes because of what is your 245 00:10:54,080 --> 00:10:57,120 emails are being deemed as spam at this time of year. 246 00:10:57,520 --> 00:11:00,480 I have seen it before where it's been almost catastrophic to 247 00:11:00,480 --> 00:11:02,800 businesses. So that is a absolute must if 248 00:11:02,800 --> 00:11:04,520 you're going to send more. So plan ahead and if you are 249 00:11:04,520 --> 00:11:07,320 going to send more emails, slowly ramp them up, tease in 250 00:11:07,320 --> 00:11:08,440 bits and pieces. They don't have to be 251 00:11:08,440 --> 00:11:09,960 transactional emails. They can just be, hey, how you 252 00:11:09,960 --> 00:11:12,440 doing trying to get people to click on the stuff so that the 253 00:11:12,440 --> 00:11:14,800 spam filter see that people do like these emails, they interact 254 00:11:14,800 --> 00:11:17,120 with them and then spam filters don't freak out when you 255 00:11:17,120 --> 00:11:20,440 suddenly increase that frequency number. 256 00:11:20,560 --> 00:11:22,800 I should have put spaces between each item on this list. 257 00:11:23,400 --> 00:11:26,640 I just don't know one massive list #10 I love this one. 258 00:11:26,680 --> 00:11:29,640 This one's so good. Live video on TikTok and 259 00:11:29,640 --> 00:11:32,520 Instagram. So as soon as your holiday 260 00:11:32,760 --> 00:11:35,960 products arrive, we gift or just when you decide to launch those 261 00:11:35,960 --> 00:11:40,600 ranges, do some live video contents on Instagram and this 262 00:11:40,600 --> 00:11:42,240 could be in your shop. If you've got one a physical 263 00:11:42,240 --> 00:11:43,440 shop. This could also be in your 264 00:11:43,440 --> 00:11:46,480 warehouse. Another good way to do this is 265 00:11:46,480 --> 00:11:49,240 to actually post some of this content on your product pages on 266 00:11:49,240 --> 00:11:51,680 the website, maybe on the homepage as well, saying you 267 00:11:51,680 --> 00:11:54,880 know this is a big promotion. Our gift ranges here, there's a 268 00:11:55,160 --> 00:11:58,920 company that have some sort of online wine shop and it's all 269 00:11:58,920 --> 00:12:01,400 discounted. And I see so many videos of them 270 00:12:01,400 --> 00:12:03,560 walking around the warehouse picking up the odd bottle of 271 00:12:03,560 --> 00:12:05,720 wine going this in the supermarket costs this. 272 00:12:05,960 --> 00:12:08,720 But if you buy it from our warehouse or from us, like it 273 00:12:08,720 --> 00:12:11,480 costs this massive discounts because we get ones that have 274 00:12:11,480 --> 00:12:13,680 slightly shorter dates, but you still got months to drink them. 275 00:12:13,680 --> 00:12:15,360 And they talk about they talk about that kind of wine because 276 00:12:15,360 --> 00:12:17,400 it's in the warehouse. It feels to me like, oh, just 277 00:12:17,400 --> 00:12:18,440 click a button and I can order that. 278 00:12:18,440 --> 00:12:20,200 I can order that bottle of wine he's holding right now. 279 00:12:20,640 --> 00:12:23,840 This is very, very simple, very effective marketing to do that 280 00:12:23,840 --> 00:12:26,040 live video. If you don't have a massive 281 00:12:26,040 --> 00:12:28,280 audience on social, then you can still put it on the page itself. 282 00:12:28,520 --> 00:12:30,640 You have a big banner saying like you know, our Christmas 283 00:12:30,640 --> 00:12:33,680 gifting range or Black Friday range is now now available. 284 00:12:33,680 --> 00:12:35,560 When they click on it, have a little video at the top, little 285 00:12:35,560 --> 00:12:37,360 title tag description, and then you Scroll down and straight 286 00:12:37,360 --> 00:12:39,400 into products. So you can use this live video 287 00:12:39,400 --> 00:12:41,880 in lots of different ways and have to be live all the time. 288 00:12:42,480 --> 00:12:45,800 Giveaways are really popular to get people to sign up to e-mail, 289 00:12:45,800 --> 00:12:47,680 get them sign up to your social campaigns. 290 00:12:48,000 --> 00:12:50,760 Giveaways are also a good way of driving people into sight and 291 00:12:50,760 --> 00:12:53,480 then emailing them afterwards some series of emails, which 292 00:12:53,480 --> 00:12:55,800 again, the 12 days of Christmas or something that could work and 293 00:12:55,800 --> 00:12:57,880 try and convince them to buy from you a bit later. 294 00:12:58,440 --> 00:13:01,160 The problem with giveaways I find is if you just do a mass 295 00:13:01,160 --> 00:13:03,800 giveaway to the wrong audience and you target too many people 296 00:13:03,800 --> 00:13:05,800 with it, you actually finally get the wrong people signing up 297 00:13:05,800 --> 00:13:07,200 and a lot of them don't buy from you. 298 00:13:07,200 --> 00:13:08,240 So be careful with the giveaways. 299 00:13:08,240 --> 00:13:11,120 But doing a giveaway of stock that's like this stuff's 300 00:13:11,120 --> 00:13:12,880 actually going to go out of date in three months. 301 00:13:12,880 --> 00:13:15,800 We just need to get rid of it. Give that away because you can 302 00:13:15,800 --> 00:13:18,960 have to burn it all soon. Not burn it, but dispose of it 303 00:13:18,960 --> 00:13:22,000 in an eco friendly manner. But you're gonna have to get rid 304 00:13:22,000 --> 00:13:24,360 of all of that stuff very shortly anyway, so why not just 305 00:13:24,360 --> 00:13:26,960 give it away to gain some e-mail addresses and then try and 306 00:13:26,960 --> 00:13:29,440 generate some cells thereafter? Now it's gone from gonna have to 307 00:13:29,440 --> 00:13:33,000 throw it all the way to it's done something amazing. 308 00:13:33,000 --> 00:13:36,680 Where are we? That was #11 #12 unboxing videos 309 00:13:36,680 --> 00:13:39,640 to demonstrate gift wrapping really big on socials, 310 00:13:39,640 --> 00:13:41,760 especially if you can show the gift wrapping with a few 311 00:13:41,760 --> 00:13:44,480 influencers or ambassadors or just stage some customers 312 00:13:44,480 --> 00:13:47,040 opening them going like going, oh, this is a gift for you, 313 00:13:47,040 --> 00:13:48,920 honey. And then your partner, you know, 314 00:13:48,920 --> 00:13:51,560 the partners then opening it go, wow, this is absolutely amazing. 315 00:13:51,560 --> 00:13:53,800 And as they open it, it's like, it's like, oh, it's like 316 00:13:53,800 --> 00:13:55,600 perfumed. It smells amazing and all. 317 00:13:55,600 --> 00:13:57,800 It's a beautiful candle. It's a Christmas theme Cam 318 00:13:57,800 --> 00:13:59,440 candle. We're going to pop that up on 319 00:13:59,440 --> 00:14:01,920 our up on our shelf and we're going to light that and have 320 00:14:01,920 --> 00:14:05,040 that burn and it burns for it burns for 12 days solid. 321 00:14:05,160 --> 00:14:08,240 The 12 days of Christmas like health and safety fire rules. 322 00:14:08,440 --> 00:14:10,560 I've been on AHR course recently, as you probably tell. 323 00:14:10,560 --> 00:14:12,480 So half things I'm saying I'm thinking then I shouldn't say 324 00:14:12,480 --> 00:14:15,000 that, but that's fine. So the unboxing videos can be 325 00:14:15,000 --> 00:14:16,680 really, really powerful, especially when you're offering 326 00:14:16,680 --> 00:14:19,240 gift wrapping. I see most sites that offer gift 327 00:14:19,240 --> 00:14:22,160 wrapping, it doesn't actually say what the gift wrapping looks 328 00:14:22,160 --> 00:14:23,880 like. Remember Amazon, you've probably 329 00:14:23,880 --> 00:14:25,200 seen this in Amazon. When you do gift wrapping, you 330 00:14:25,200 --> 00:14:27,680 get that green bag. It's got some weird colours and 331 00:14:27,680 --> 00:14:30,240 stuff on it. And I thought, oh great, it's 332 00:14:30,240 --> 00:14:31,560 gift wrapping and I'm quite lazy. 333 00:14:31,560 --> 00:14:33,560 I'll take that. When I handed it to my wife, she 334 00:14:33,560 --> 00:14:37,840 went, oh, Amazon, Oh darn it, because Amazon always have that 335 00:14:37,840 --> 00:14:39,880 same green wrapping. I didn't know it was going to 336 00:14:39,880 --> 00:14:41,400 look like that when I first ordered it from Amazon. 337 00:14:41,400 --> 00:14:43,240 I don't know if they've changed now, but I didn't know the gift 338 00:14:43,240 --> 00:14:44,720 wrapping. Would that even look like that? 339 00:14:44,920 --> 00:14:47,000 But when it did arrive, I did think, I think I've seen that 340 00:14:47,000 --> 00:14:49,640 bag in our house before. So we've obviously had one in 341 00:14:49,640 --> 00:14:52,240 the past. So unboxing videos to show gift 342 00:14:52,240 --> 00:14:53,400 wrapping is really, really important. 343 00:14:53,640 --> 00:14:56,520 I think as well in Shopify it's very easy and very nice for 344 00:14:56,520 --> 00:14:58,880 customers if you show a range of gift wrapping. 345 00:14:59,200 --> 00:15:02,000 The other thing you could do as well. 346 00:15:03,040 --> 00:15:06,360 Just checking further on. I don't know if we did this. 347 00:15:07,840 --> 00:15:10,120 No. Oh yeah, I did #22 we'll come 348 00:15:10,120 --> 00:15:11,200 back to gift wrapping in a minute. 349 00:15:11,240 --> 00:15:13,640 Try to keep them a little bit random in order. 350 00:15:14,000 --> 00:15:17,560 So that's an unboxing video #13 unlike if some fill up them. 351 00:15:17,560 --> 00:15:22,480 Bingo. 131413 collaborate with other brands for cross selling. 352 00:15:22,760 --> 00:15:24,320 Really big opportunity to that Christmas. 353 00:15:24,600 --> 00:15:27,560 So if you're a brand that sell these green check tartan shirts 354 00:15:27,560 --> 00:15:30,040 that I'm wearing right now, why not team up with the company 355 00:15:30,040 --> 00:15:32,200 that sell the T-shirts I'm wearing underneath? 356 00:15:32,480 --> 00:15:34,480 Feel like I'm a model now demonstrating what I'm wearing. 357 00:15:34,880 --> 00:15:37,360 I've had too much coffee today. But you, if you team up with a 358 00:15:37,360 --> 00:15:39,440 nice T-shirt brand, you and the brand can come up with like 359 00:15:39,440 --> 00:15:43,240 these are our top 20 combos of shirt and T-shirt. 360 00:15:43,440 --> 00:15:46,120 And then you can start mixing and matching between the two 361 00:15:46,120 --> 00:15:48,120 because we're selling their product, they're selling ours 362 00:15:48,120 --> 00:15:50,760 and you can still dispatch them from your own warehouses and two 363 00:15:50,760 --> 00:15:52,480 products arrive. But then suddenly you cross 364 00:15:52,480 --> 00:15:55,000 selling, increasing average order value, etcetera, etcetera, 365 00:15:55,000 --> 00:15:59,600 etcetera #14 lots of behind the scene videos to show how popular 366 00:15:59,600 --> 00:16:01,040 and busy you are. So great. 367 00:16:01,040 --> 00:16:04,120 One is to be like, here's today's massive stack of boxes 368 00:16:04,360 --> 00:16:07,200 that are going out to customers. Like we can't get the stuck in 369 00:16:07,200 --> 00:16:09,200 quick enough guys, sorry if we've sold out. 370 00:16:09,480 --> 00:16:10,640 Here's everything that's going on. 371 00:16:10,880 --> 00:16:14,120 There's a real psychology in marketing that's you either want 372 00:16:14,120 --> 00:16:16,480 to have something exclusive and you're the only person with that 373 00:16:16,480 --> 00:16:19,440 thing or, or you want to be part of the crowd and be a sheep. 374 00:16:19,440 --> 00:16:22,840 Is like everybody's talking about this new item or even 375 00:16:22,840 --> 00:16:25,520 really ones like this is the best kept secret. 376 00:16:25,800 --> 00:16:30,000 How do people with nice phones and no cases on them not smash 377 00:16:30,000 --> 00:16:31,680 them all the time? Well, they've got a really good 378 00:16:31,680 --> 00:16:33,840 screen protector on. It's the best care secret. 379 00:16:34,080 --> 00:16:36,920 That's a good way to sell it. Or this is the UK or US or this 380 00:16:36,920 --> 00:16:39,080 is the world's favorite screen protector. 381 00:16:39,240 --> 00:16:40,400 Do you see how it's the same product? 382 00:16:40,400 --> 00:16:43,040 But it's just when you're in the middle going like, yeah, a few 383 00:16:43,040 --> 00:16:44,960 100 people have bought this screen protector. 384 00:16:44,960 --> 00:16:46,840 It's kind of like it's not world class. 385 00:16:46,840 --> 00:16:49,440 It's also not exclusive. It's kind of in the middle 386 00:16:49,440 --> 00:16:51,240 somewhere. So lots of behind the scenes, 387 00:16:51,240 --> 00:16:54,000 which how busy and popular you are all behind the scenes to 388 00:16:54,000 --> 00:16:56,280 show how you are personalizing and engraving products. 389 00:16:56,520 --> 00:16:59,200 And again, if it's an engravable product or a personalizable 390 00:16:59,200 --> 00:17:02,640 product, put a video of it being personalized behind the scenes 391 00:17:02,640 --> 00:17:05,760 on that product page really helps sell the experience. 392 00:17:05,920 --> 00:17:08,680 And also it gives the gifter the person that's bought it as a 393 00:17:08,680 --> 00:17:10,760 gift for someone else, gives them an opportunity to say, do 394 00:17:10,880 --> 00:17:12,880 you know, I actually watched the video on them personalizing this 395 00:17:12,880 --> 00:17:15,160 thing. And if you can, this is way, 396 00:17:15,240 --> 00:17:18,720 way, way further 1 is when I take my car to get it serviced, 397 00:17:18,960 --> 00:17:20,560 they send me a text message with a link. 398 00:17:20,560 --> 00:17:23,560 I click on the link and someone has my car raised up and a 399 00:17:23,560 --> 00:17:26,480 mechanic will be talking and we're walking under under the 400 00:17:26,480 --> 00:17:29,520 car with a camera and talking saying, yeah, just having a 401 00:17:29,520 --> 00:17:30,760 look. Your brake discs are doing this 402 00:17:30,760 --> 00:17:32,680 your tires are doing this generally underneath looking 403 00:17:32,680 --> 00:17:35,360 very clean. Clearly you live in a dirt Rd. 404 00:17:35,360 --> 00:17:37,960 because it's covered in mud. Do the same sort of thing going. 405 00:17:38,240 --> 00:17:40,520 Thank you so much for buying this product Jack and Jack. 406 00:17:40,560 --> 00:17:42,400 I made Jack up. But Jack, we're we're 407 00:17:42,400 --> 00:17:45,880 personalizing it now, saying, you know, to the love of my life 408 00:17:45,880 --> 00:17:48,400 from from Jack for Jack saying I learned I've got a video of them 409 00:17:48,400 --> 00:17:51,200 actually engraving this necklace or this phone case. 410 00:17:51,200 --> 00:17:53,280 Whatever the product is, is really, really cool. 411 00:17:53,920 --> 00:17:57,360 Again, Christmas is as much about the experience buying the 412 00:17:57,360 --> 00:17:59,720 product as it is the experience of giving the product as it is 413 00:17:59,720 --> 00:18:02,560 the experience of somebody then enjoying a really nice, well 414 00:18:02,600 --> 00:18:04,560 thought out. Well, so they think thought out 415 00:18:04,560 --> 00:18:06,040 gift. If we do our job right in 416 00:18:06,040 --> 00:18:08,880 marketing, it's all very easy for the the buyer. 417 00:18:09,600 --> 00:18:10,880 Amazing. Where are we? 418 00:18:10,880 --> 00:18:15,280 So I keep losing my place in this lift, Lift list #15 right? 419 00:18:15,280 --> 00:18:18,920 Pivot PPC and SEO keywords to holiday and gifting terms. 420 00:18:19,320 --> 00:18:21,400 Yes, there will probably be a spike in the terms you're 421 00:18:21,400 --> 00:18:24,720 targeting anyway, but it costs nothing on Shopify to go into 422 00:18:24,720 --> 00:18:27,320 your products, click collections, and then click new 423 00:18:27,320 --> 00:18:29,480 collection. So create a set of Christmas 424 00:18:29,480 --> 00:18:32,000 collections around gifting. Have a keyword strategy for 425 00:18:32,000 --> 00:18:33,640 them. Be really tactical, especially 426 00:18:33,640 --> 00:18:36,360 from an SEO point of view, on the date that you launch those 427 00:18:36,360 --> 00:18:38,600 categories so Google can actually start indexing them and 428 00:18:38,600 --> 00:18:41,600 Bing can start indexing those categories and actually having 429 00:18:41,600 --> 00:18:43,920 them indexed on a keyword. Even if the traffic fact keyword 430 00:18:44,000 --> 00:18:46,320 is still quite low. You want to get there nice and 431 00:18:46,320 --> 00:18:48,120 early. Even if there's no products yet. 432 00:18:48,120 --> 00:18:51,800 You could put a coming soon sign up to here when our Christmas 433 00:18:51,800 --> 00:18:53,360 range launches in the first few months. 434 00:18:53,360 --> 00:18:54,920 You actually sent out saying Christmas range is going to 435 00:18:54,920 --> 00:18:56,000 launch in a few weeks time. We'll let you know. 436 00:18:56,000 --> 00:18:57,040 It's live. But have you thought about 437 00:18:57,040 --> 00:18:59,040 buying any of this? All our products are giftable. 438 00:18:59,040 --> 00:19:00,800 They come and buy now. You might start getting some 439 00:19:00,800 --> 00:19:03,680 sales from people that waiting for Christmas and and holiday 440 00:19:03,680 --> 00:19:06,080 season, but actually they're going to buy now anyways. 441 00:19:06,080 --> 00:19:10,440 You start generating some revenue from that activity #16 442 00:19:10,920 --> 00:19:13,560 this is really big. Actually, this is less of a 443 00:19:13,560 --> 00:19:15,120 doing 1 and more of a monitoring. 444 00:19:15,120 --> 00:19:18,640 Something to do to track. It's very worthwhile to monitor 445 00:19:18,760 --> 00:19:20,880 how people signed up to your e-mail. 446 00:19:21,440 --> 00:19:25,760 So if your paid channel ROI suddenly starts dropping, you 447 00:19:25,760 --> 00:19:29,360 might panic until you check the statistics and go, actually 448 00:19:29,360 --> 00:19:31,200 loads of people that are clicking on our paid ads right 449 00:19:31,200 --> 00:19:32,920 now are signing up to our e-mail campaigns. 450 00:19:33,200 --> 00:19:36,920 Again, segmentation, you could, you could segment or tag all of 451 00:19:36,920 --> 00:19:40,360 your e-mail customers that signed up through paid activity 452 00:19:40,360 --> 00:19:41,840 if you set your tracking up correctly. 453 00:19:42,200 --> 00:19:44,720 So then all the paid activity going on and we just, a lot of 454 00:19:44,720 --> 00:19:47,200 clients, all the paid activity we're doing, we monitor how many 455 00:19:47,200 --> 00:19:49,800 people sign up to e-mail, create an account within Shopify or 456 00:19:50,000 --> 00:19:52,840 whatever the, the call to action or the actual trigger for that. 457 00:19:53,280 --> 00:19:55,840 We monitor all of that. And then we can report back six 458 00:19:55,840 --> 00:19:58,760 months later and say, do you know what, 6 months ago we were 459 00:19:58,760 --> 00:20:02,280 gaining about 2-3 hundred new e-mail subscribers a month that 460 00:20:02,280 --> 00:20:05,160 hadn't purchased. But almost all of those guys 461 00:20:05,160 --> 00:20:06,800 have now purchased over the last six months. 462 00:20:07,000 --> 00:20:09,360 But that gets attributed in all your reports to e-mail because 463 00:20:09,360 --> 00:20:11,400 they clicked on an e-mail to make their purchase. 464 00:20:11,760 --> 00:20:13,520 But they only clicked on an e-mail because they joined your 465 00:20:13,520 --> 00:20:16,560 newsletter and you emailed them having first clicked on a paid 466 00:20:16,560 --> 00:20:18,160 advert. What you don't want to do, and 467 00:20:18,160 --> 00:20:20,600 this is really dangerous in the ecommerce, is you don't want to 468 00:20:20,600 --> 00:20:23,480 start shifting budgets around different campaigns or heavily 469 00:20:23,480 --> 00:20:26,840 investing in certain activity or uninvesting and reducing budgets 470 00:20:26,840 --> 00:20:29,800 and certain things. If actually they were working, 471 00:20:30,200 --> 00:20:31,640 you just weren't tracking them properly. 472 00:20:31,840 --> 00:20:34,720 So though the e-mail sign ups are going to be massive through 473 00:20:34,720 --> 00:20:36,720 through peak hopefully, especially if you're giving 474 00:20:36,760 --> 00:20:40,320 early access VIP, you know, Black Friday's only available to 475 00:20:40,320 --> 00:20:41,760 existing customers. Click here to create a free 476 00:20:41,760 --> 00:20:44,040 account. Genius, genius. 477 00:20:44,040 --> 00:20:47,000 Because everybody needs to do that to actually see what your 478 00:20:47,000 --> 00:20:48,440 products are, let alone even shop them. 479 00:20:49,240 --> 00:20:50,200 So yeah, do some stuff like that. 480 00:20:50,960 --> 00:20:56,000 That's number where are we 1617 bundles that include dead stock. 481 00:20:56,000 --> 00:20:57,920 It's genius. Hey guys, I just want to take a 482 00:20:57,920 --> 00:21:00,120 moment aside from today's episode to introduce one of our 483 00:21:00,120 --> 00:21:02,560 amazing sponsors, Covella. They are the all in one platform 484 00:21:02,560 --> 00:21:05,400 that helps you design, sample and launch your product lines. 485 00:21:05,440 --> 00:21:09,600 Covella are helping Shopify brands save up to 40% on stock 486 00:21:09,600 --> 00:21:12,440 costs thanks to their smart, streamlined supply chain. 487 00:21:12,520 --> 00:21:16,080 That means more profit for you, less costs, and loads of time 488 00:21:16,080 --> 00:21:19,760 saved in trying to get stock on your shelves right now. 489 00:21:19,800 --> 00:21:23,720 You can fast track their waiting list and get 50% of your first 490 00:21:23,720 --> 00:21:27,440 sample order just by using the code winning at checkout. 491 00:21:27,600 --> 00:21:30,240 This exclusive offer for winning with Shopify podcast listeners. 492 00:21:30,520 --> 00:21:32,800 Just go to the link in our description or in our bio to 493 00:21:32,800 --> 00:21:34,400 unlock the savings and skip the cube. 494 00:21:34,400 --> 00:21:37,040 You build your brand, save on stock and step into the future 495 00:21:37,040 --> 00:21:40,960 of e-commerce with Covella. That code again winning says if 496 00:21:40,960 --> 00:21:45,720 most people buy 2 T-shirts from you, why not say buy 2, get one 497 00:21:45,720 --> 00:21:48,400 half price, and the half price one that you get when you add to 498 00:21:48,440 --> 00:21:51,400 it then pops up saying choose your half price T-shirt, all 499 00:21:51,400 --> 00:21:54,040 dead stock, but to someone else, wow, half price T-shirt. 500 00:21:54,320 --> 00:21:56,520 And if you're really smart, that half price T-shirt, you're 501 00:21:56,520 --> 00:21:59,520 getting a refund on whatever the T-shirt cost you to stock in the 502 00:21:59,520 --> 00:22:02,000 1st place. Yeah, done this before. 503 00:22:02,160 --> 00:22:03,280 It's actually very effective doing that. 504 00:22:03,280 --> 00:22:05,440 It doesn't work for every brand, but the brands that do do that 505 00:22:05,600 --> 00:22:09,640 tend to do very, very well with it #18 another bundle, 1 bundle 506 00:22:09,640 --> 00:22:13,400 gifts for the entire family, especially when they match. 507 00:22:13,440 --> 00:22:16,000 In my wife's family, they love it when something matches. 508 00:22:16,320 --> 00:22:18,080 It could be a different colour, but same style. 509 00:22:18,080 --> 00:22:20,440 It could be an identical thing. And if they think they're the 510 00:22:20,440 --> 00:22:22,560 same, someone says, oh, you 2 need to open these two things 511 00:22:22,560 --> 00:22:24,360 together. That's a great way to go from 512 00:22:24,360 --> 00:22:27,440 somebody buying one item from you to buying 234. 513 00:22:27,440 --> 00:22:29,840 And especially if you can just then choose very simply on the 514 00:22:29,840 --> 00:22:32,480 UX of your Shopify store. Choose the sizes. 515 00:22:32,480 --> 00:22:34,760 Nice and simple, but then somebody's actually bought a 516 00:22:35,440 --> 00:22:37,800 five presents in one for five of the family. 517 00:22:38,040 --> 00:22:40,200 You could even say why don't you get yourself one as well? 518 00:22:40,280 --> 00:22:41,560 You know how many family members you got? 519 00:22:41,560 --> 00:22:42,640 There's four of us in the family. 520 00:22:42,640 --> 00:22:45,400 So actually mum, dad and the two kids can all have the same 521 00:22:45,400 --> 00:22:47,040 matching Christmas pyjamas or something. 522 00:22:47,240 --> 00:22:49,640 Yes, I have done that. My wife and I got matching 523 00:22:49,640 --> 00:22:52,640 pyjamas and the baby is getting a matching little Christmas 524 00:22:52,680 --> 00:22:55,120 onesie as well and it says Christmas with the Trumans. 525 00:22:55,280 --> 00:22:58,200 How exciting. Which is our surname anyway, and 526 00:22:58,200 --> 00:22:59,760 we got it from Etsy. Love Etsy. 527 00:23:00,080 --> 00:23:03,720 I had to e-mail the lady saying I'm very sorry but I've grown 528 00:23:03,840 --> 00:23:07,640 and my wife's now taken one of my bits of the Christmas pajama. 529 00:23:07,640 --> 00:23:10,040 I don't want to share this on the podcast, but my wife's taken 530 00:23:10,040 --> 00:23:12,960 part of my set of Christmas pajamas because she was pregnant 531 00:23:12,960 --> 00:23:16,560 at the time and I didn't fit it anyway so I'm going to need a 532 00:23:16,560 --> 00:23:18,320 new one please. So she sent me another one as 533 00:23:18,320 --> 00:23:20,280 well, the same seller. So there we go. 534 00:23:20,480 --> 00:23:22,800 Every few years we have to upgrade as we get bigger, which 535 00:23:22,800 --> 00:23:24,200 is not good. I need to get back down the gym. 536 00:23:24,200 --> 00:23:29,800 Anyway, that's #1819. Enough about me #19 ensure your 537 00:23:29,800 --> 00:23:33,320 site doesn't go down during Black Friday, Cyber Monday, 538 00:23:33,520 --> 00:23:36,680 especially those days or when you do a big drop or there's 539 00:23:36,680 --> 00:23:38,920 just some sort of surge of traffic to your site, which 540 00:23:38,920 --> 00:23:40,680 obviously cyber, Black Friday, Cyber Monday. 541 00:23:40,840 --> 00:23:42,880 If you're not on Shopify, this applies to you. 542 00:23:43,200 --> 00:23:49,080 Shopify had, I think it was 99.98% uptime, which meant that 543 00:23:49,160 --> 00:23:51,800 only a tiny percentage of sites went down and for no more than 544 00:23:51,800 --> 00:23:54,280 like a minute. And in the middle of the night. 545 00:23:54,480 --> 00:23:58,120 Shopify's uptime is insane. Some of us are good enough and 546 00:23:58,120 --> 00:24:00,880 experienced enough to remember the days of when you would phone 547 00:24:00,880 --> 00:24:02,760 your hosting company and you couldn't get through because 548 00:24:02,760 --> 00:24:05,240 everyone was phoning them going, we need a bigger server, more 549 00:24:05,240 --> 00:24:06,400 servers. The site's gone down. 550 00:24:06,400 --> 00:24:09,600 Magento can't handle this. Like even last year there were a 551 00:24:09,600 --> 00:24:12,360 few brands that were panicking and I was emailing them going 552 00:24:12,360 --> 00:24:13,840 like, hey, your site's gone down. 553 00:24:13,840 --> 00:24:15,640 You clearly need a better marketing agency and tried to 554 00:24:15,640 --> 00:24:17,520 capitalise on it and didn't really work. 555 00:24:17,520 --> 00:24:20,760 But yeah, not not the time is what I found out. 556 00:24:20,960 --> 00:24:22,360 Make sure your site doesn't go down though. 557 00:24:22,360 --> 00:24:26,200 Be the worst thing if everyone's on there trying to buy products 558 00:24:26,200 --> 00:24:28,800 and they can't. It's the worst thing ever is is 559 00:24:28,800 --> 00:24:30,520 anyone who's worked in marketing for a few years, you'll know 560 00:24:30,640 --> 00:24:33,280 it's hard enough trying to sell products or sell services or get 561 00:24:33,280 --> 00:24:36,920 inquiries or some sort of ROI, let alone when a site goes down 562 00:24:36,920 --> 00:24:40,120 or something on SEO. Google hates sites going down. 563 00:24:40,120 --> 00:24:42,320 So if you're with Shopify, you're probably safe. 564 00:24:42,560 --> 00:24:45,560 The thing to stress test on Shopify is probably your apps. 565 00:24:46,200 --> 00:24:47,880 You want to make sure your apps aren't going to have issues 566 00:24:47,880 --> 00:24:50,560 because some of them don't run from within the Shopify 567 00:24:50,560 --> 00:24:52,160 framework. So if you've got a developer or 568 00:24:52,160 --> 00:24:54,320 something, have a chat with them and say, can you stress test our 569 00:24:54,320 --> 00:24:56,720 site somehow? And they can do stress test like 570 00:24:56,720 --> 00:24:58,400 in the middle of the night when none of your customers are 571 00:24:58,400 --> 00:25:00,200 online. So definitely have a look at 572 00:25:00,200 --> 00:25:03,360 that #20. Last three, make sure your shop 573 00:25:03,360 --> 00:25:09,320 pay button doesn't ignore items already in the cart. 574 00:25:10,040 --> 00:25:11,680 Why am I pausing for dramatic effect? 575 00:25:11,680 --> 00:25:15,920 Well, loads of brands we talked to, if you add multiple products 576 00:25:15,920 --> 00:25:18,200 to the carts, you had like three of these, four of these, six of 577 00:25:18,200 --> 00:25:20,160 these, two of these, or even just two products. 578 00:25:20,440 --> 00:25:23,000 Then when you go on a product and you click the shop pay 579 00:25:23,000 --> 00:25:26,720 button, it create, it basically creates a second check out that 580 00:25:26,720 --> 00:25:29,880 you go into in the shop pay check out and it's a fast 581 00:25:29,880 --> 00:25:33,120 express check out for that item and that item only, it will 582 00:25:33,120 --> 00:25:35,200 probably be multiple quantities of that item. 583 00:25:35,800 --> 00:25:38,520 How frustrating is a customer if you've added 20 things or three 584 00:25:38,520 --> 00:25:41,680 things to your basket and then when you click shop with shop 585 00:25:41,680 --> 00:25:44,560 page, you're shop and you click that and your other items have 586 00:25:44,560 --> 00:25:46,520 gone missing. And we've also had instances of 587 00:25:46,520 --> 00:25:48,600 some of our clients where people then contacted customer service 588 00:25:48,600 --> 00:25:51,280 going, I'm sure I just bought 8 things, but on my order 589 00:25:51,280 --> 00:25:53,440 confirmation e-mail or the products arrive, now there are 590 00:25:53,440 --> 00:25:56,520 only two in there and you say, no, no, you only ordered these, 591 00:25:56,520 --> 00:25:57,480 We've only charged you for those. 592 00:25:57,480 --> 00:25:59,320 And that's that. And actually you've a, you've 593 00:25:59,320 --> 00:26:01,400 missed out on a bigger sale. And again, it's hard enough to 594 00:26:01,400 --> 00:26:03,240 make the sale. So for a lot of people, we're 595 00:26:03,240 --> 00:26:04,760 just turning the shop pay button off. 596 00:26:04,760 --> 00:26:07,000 Or there are ways you can reconfigure it. 597 00:26:07,240 --> 00:26:08,840 But definitely during Black Friday, if you're pushing 598 00:26:08,840 --> 00:26:12,280 bundles or bundling or multi buys or just people buying more 599 00:26:12,280 --> 00:26:15,520 products than usual per order, you do not want the shop pay 600 00:26:15,520 --> 00:26:18,240 button making it difficult because either they'll end up 601 00:26:18,240 --> 00:26:20,520 buying one item and one item only instead of five things. 602 00:26:20,520 --> 00:26:21,920 Or worse case, now they're buying nothing. 603 00:26:22,160 --> 00:26:24,480 And actually they were ready to buy and you made it difficult. 604 00:26:24,520 --> 00:26:26,400 So that that is something you need to absolutely look at is 605 00:26:26,400 --> 00:26:28,960 that go on your site, add loads of products to basket and click 606 00:26:28,960 --> 00:26:32,960 Shop Pay or on iPhone, going to do the same journey, add loads 607 00:26:32,960 --> 00:26:35,600 of stuff to cart, then click Apple Pay on one of your items. 608 00:26:35,800 --> 00:26:37,800 Same with Google Pay on an Android device. 609 00:26:37,800 --> 00:26:39,800 Go and test that. If it's doing that, then you 610 00:26:39,800 --> 00:26:42,760 want to make sure those express checkout buttons either removed 611 00:26:42,760 --> 00:26:45,280 or they can still use shop pay through the normal cart. 612 00:26:45,280 --> 00:26:46,560 Maybe just send them through the normal cart. 613 00:26:47,720 --> 00:26:51,720 Last three, yeah, that was, hang on, that was 20. 614 00:26:51,720 --> 00:26:53,400 We got 23. So there's still three more to 615 00:26:53,400 --> 00:26:54,440 go. Sorry you have to listen me for 616 00:26:54,440 --> 00:26:56,680 a little bit longer. Ensure you have a loyalty 617 00:26:56,680 --> 00:27:01,040 program to encourage purchases. Sorry to encourage further 618 00:27:01,040 --> 00:27:04,480 purchases post peak. So what you could do as your 619 00:27:04,480 --> 00:27:07,480 campaign is say we're doing double loyalty points for the 620 00:27:07,480 --> 00:27:10,320 whole of November or this weekend only double loyalty 621 00:27:10,320 --> 00:27:12,040 points and try and get some extra orders for that. 622 00:27:12,240 --> 00:27:14,640 What you're actually doing is saying I'm going to e-mail you 623 00:27:14,640 --> 00:27:17,520 in January customer and I'm going to say, hey, you've got 624 00:27:17,520 --> 00:27:19,720 not enough points for a another product. 625 00:27:19,960 --> 00:27:22,920 But if you spend another $100.00 with us in January, February, 626 00:27:22,920 --> 00:27:24,800 which when you're desperate for sales because it's quite a time 627 00:27:24,800 --> 00:27:28,360 of year and we're not in Peak anymore, we're in through, we 628 00:27:28,360 --> 00:27:29,840 need to make sure we get out that through as fast as 629 00:27:29,840 --> 00:27:31,520 possible. It's a great way to get people 630 00:27:31,520 --> 00:27:33,440 to buy a bit more and then give them a free gift and keep those 631 00:27:33,440 --> 00:27:35,600 transactions rolling. Plus, if they were a new 632 00:27:35,600 --> 00:27:38,840 customer during Peak and during Cyber Weekend, some of that, 633 00:27:39,120 --> 00:27:42,080 this is a great way to then encourage them to create some 634 00:27:42,080 --> 00:27:44,680 sort of habit of being a repeat customer. 635 00:27:45,640 --> 00:27:51,320 Last two last 222 upgraded gift packaging mentioned this earlier 636 00:27:51,560 --> 00:27:55,400 upgraded gift packaging over specific over a specific spend 637 00:27:55,600 --> 00:27:57,800 to encourage an increased average order value. 638 00:27:58,040 --> 00:28:01,480 It's again, super easy, but just say you get our premium gift 639 00:28:01,480 --> 00:28:02,880 wrapping. You know, you can almost tell 640 00:28:02,880 --> 00:28:05,360 that how much do you love them? Do they get, do they get the 641 00:28:05,360 --> 00:28:07,160 premium? So you can either pay 5 or 642 00:28:07,160 --> 00:28:10,600 $10.00 for the premium packaging, or you could just say 643 00:28:10,600 --> 00:28:13,200 that if you spend over a certain amount, you get the premium 644 00:28:13,200 --> 00:28:14,200 packaging. So either you can make a bit 645 00:28:14,200 --> 00:28:17,280 more money giving them premium gift packaging, gift wrapping, 646 00:28:17,600 --> 00:28:19,240 or try and get the average order vote to go up. 647 00:28:19,240 --> 00:28:21,480 And last and final point, look at the clock. 648 00:28:21,480 --> 00:28:23,200 We smashed this team. Well done everybody. 649 00:28:23,200 --> 00:28:24,880 This is what happens when I'm not interrupted. 650 00:28:24,880 --> 00:28:28,040 You see, I'm checking. I'm very sarcastic. 651 00:28:28,040 --> 00:28:29,960 If you're in the US going like this guy's a bit rude. 652 00:28:30,160 --> 00:28:31,920 I'm very sorry. I'm trying to be a nice person, 653 00:28:31,920 --> 00:28:35,360 but I'm very, we're very sarcastic here in the UK, Final 654 00:28:35,360 --> 00:28:40,280 point pivots every single day. The worst strategy is one that 655 00:28:40,280 --> 00:28:43,640 you created months ago. It's fine to have a target and a 656 00:28:43,640 --> 00:28:47,160 way of doing things, an initial plan during peak, especially of 657 00:28:47,160 --> 00:28:50,080 a Black Friday, you should be having a team meeting for 5 658 00:28:50,080 --> 00:28:52,320 minutes every single day. And the questions you want to 659 00:28:52,320 --> 00:28:53,920 ask are like what happened yesterday? 660 00:28:54,240 --> 00:28:56,400 Are we hitting target? What can we do today to make 661 00:28:56,400 --> 00:28:59,040 more money to hit target? And if you say, do you know 662 00:28:59,040 --> 00:29:00,560 what? Yesterday's 24 hour flash sale 663 00:29:00,560 --> 00:29:02,840 was an absolute flop and we've planned four more of the next 664 00:29:02,840 --> 00:29:04,880 four days, then you might go, do you know what? 665 00:29:04,880 --> 00:29:08,040 Let's not do one of those today. Let's let's do something else 666 00:29:08,400 --> 00:29:10,280 and then we'll try another flash sale in a couple of days, but we 667 00:29:10,280 --> 00:29:11,720 need to change all the messaging and stuff. 668 00:29:12,120 --> 00:29:14,600 If you don't pivot, it's going to be rubbish compared to if you 669 00:29:14,600 --> 00:29:16,720 do pivot. It could still be a success, but 670 00:29:16,760 --> 00:29:19,240 it's definitely going to be better if you pivot and be 671 00:29:19,240 --> 00:29:21,120 looking at the data every single day. 672 00:29:21,440 --> 00:29:25,160 If you want to look at the data every single day and 5 minutes 673 00:29:25,160 --> 00:29:28,760 past 9:00 every single morning throughout peak, you cannot use 674 00:29:28,760 --> 00:29:31,600 GA 4 because it takes a while to process data. 675 00:29:31,840 --> 00:29:33,360 Thanks Google. It's rubbish. 676 00:29:33,480 --> 00:29:35,840 Nobody likes GA four and we've got very, very good at using it 677 00:29:35,840 --> 00:29:36,840 here. We're very good at setting it up 678 00:29:36,840 --> 00:29:38,680 and getting good data and getting accurate as well. 679 00:29:38,680 --> 00:29:41,280 But you probably want to use your Shopify data for that. 680 00:29:41,560 --> 00:29:44,800 Google Ads tends to be pretty good, so I would use that as 681 00:29:44,800 --> 00:29:47,280 well. But Shopify data, so you won't 682 00:29:47,280 --> 00:29:49,680 be able to split it by channel and other stuff accurately like 683 00:29:49,680 --> 00:29:52,320 you would in GA 4 because you need to wait until two or three 684 00:29:52,320 --> 00:29:54,680 in the afternoon for it to have processed yesterday. 685 00:29:54,680 --> 00:29:55,720 So it's still worth looking at that. 686 00:29:55,920 --> 00:29:59,080 Maybe use that for a bit more, you know two to five day view or 687 00:29:59,080 --> 00:30:01,400 a week Longview through peak Shopify. 688 00:30:01,400 --> 00:30:03,880 What do people buy yesterday, what are they buying today? 689 00:30:03,880 --> 00:30:06,640 Are we seeing anything increase in order volumes that we've got 690 00:30:06,640 --> 00:30:08,640 low stock of? We seeing anything increase in 691 00:30:08,640 --> 00:30:11,040 order volumes that we've not been pushing and we need to 692 00:30:11,040 --> 00:30:14,280 investigate that 8, like by 11 AM I, if I was marketing 693 00:30:14,280 --> 00:30:17,720 director at this organization, I would want to know by 11:00 AM, 694 00:30:17,960 --> 00:30:19,240 how are we selling so many of them? 695 00:30:19,240 --> 00:30:21,480 How much stock do we have? What is pushing them? 696 00:30:21,480 --> 00:30:23,040 What channels are driving traffic in? 697 00:30:23,280 --> 00:30:27,040 Find all the above out for me as fast as possible guys, because 698 00:30:27,160 --> 00:30:29,280 A, we can't miss these sales and B, we can't afford to have that 699 00:30:29,280 --> 00:30:31,520 product run out or if the product's going to run out, we 700 00:30:31,520 --> 00:30:33,520 need to do something specific to that product page to make sure 701 00:30:33,520 --> 00:30:36,840 people got another product. That kind of pivot makes money. 702 00:30:36,840 --> 00:30:39,840 Otherwise you're going to miss stuff and some nerds like me and 703 00:30:39,840 --> 00:30:41,640 my team are going to come in off the peak and go. 704 00:30:41,880 --> 00:30:44,680 You do realize you guys missed loads and loads of tricks here. 705 00:30:45,560 --> 00:30:47,840 Anyway, I've really enjoyed being on your television set if 706 00:30:47,840 --> 00:30:49,720 you're watching on YouTube because most of you guys watch 707 00:30:49,720 --> 00:30:51,320 on TV. So thank you so much for giving 708 00:30:51,320 --> 00:30:53,640 me the honour of being in your lounge or office, wherever you 709 00:30:53,640 --> 00:30:55,120 guys are watching it. Thanks for tuning in. 710 00:30:55,120 --> 00:30:57,280 If you have questions about any of this stuff, hello at winning 711 00:30:57,280 --> 00:30:59,400 shopify.com. I'd love to hear your questions. 712 00:30:59,400 --> 00:31:00,800 I don't shout them out enough. Apologies. 713 00:31:00,800 --> 00:31:03,120 I need to get better at that. And my team are starting to 714 00:31:03,120 --> 00:31:05,120 queue them up for our Tuesday tea break talks. 715 00:31:05,280 --> 00:31:08,240 But yeah, tell us, tell us your name, where you're from, as in 716 00:31:08,240 --> 00:31:10,800 what business you're from, locations still cool, but what 717 00:31:10,800 --> 00:31:12,560 business you're from. We'll shout out your store on 718 00:31:12,560 --> 00:31:14,040 the show. And obviously I'll try and come 719 00:31:14,040 --> 00:31:16,640 back and answer your question if I can have an amazing peek. 720 00:31:16,640 --> 00:31:18,840 Make sure you listen to Tuesday tea break talks on Tuesday next 721 00:31:18,840 --> 00:31:20,280 week. It's on Tuesday because it's 722 00:31:20,280 --> 00:31:22,640 Tuesday tea break talks and again, sarcasm. 723 00:31:22,840 --> 00:31:26,120 And then on Wednesday, we've got the the webinar as well. 724 00:31:26,120 --> 00:31:27,920 There'll be a link in the description below, probably on 725 00:31:27,920 --> 00:31:30,520 the e-mail you received if you're subscribed to our emails. 726 00:31:30,520 --> 00:31:32,280 And I would highly recommend going and subscribing to our 727 00:31:32,280 --> 00:31:34,400 emails because we're going to be doing something super, mega, 728 00:31:34,400 --> 00:31:37,360 extremely exciting in the next year. 729 00:31:37,440 --> 00:31:39,280 And it sounds miles away, but we're going to be teasing some 730 00:31:39,280 --> 00:31:40,480 stuff out early next year as well. 731 00:31:40,480 --> 00:31:42,600 We've also got another webinar coming up in January and loads 732 00:31:42,600 --> 00:31:44,240 of other stuff going on. You guys have been great. 733 00:31:44,320 --> 00:31:45,520 I've been. Nick, thank you so much for 734 00:31:45,520 --> 00:31:46,680 tuning in today. I hope you enjoyed today's 735 00:31:46,680 --> 00:31:48,840 episode and we hope to have you listen to the show again. 736 00:31:49,040 --> 00:31:51,040 Leave us a review and thanks and goodbye for now. 737 00:31:51,560 --> 00:31:54,280 Do you ever find that in your warehouse you have dead stock? 738 00:31:54,400 --> 00:31:56,240 You can't sell it, no one wants to buy it and you can't get a 739 00:31:56,240 --> 00:31:59,080 refund on it. Or alternatively, you're missing 740 00:31:59,080 --> 00:32:00,440 inventory in your warehouse that you need. 741 00:32:00,440 --> 00:32:02,920 You've got sales coming in and you're low on stock and you 742 00:32:02,920 --> 00:32:05,040 haven't ordered more stock in time. 743 00:32:05,200 --> 00:32:07,040 All these things hit profit. And I've been there. 744 00:32:07,040 --> 00:32:09,680 I've run my own Shopify store and had exactly that problem. 745 00:32:09,840 --> 00:32:11,840 But we've partnered up with Inventory Planner who have the 746 00:32:11,840 --> 00:32:15,400 most incredible app to help you manage that and forecast exactly 747 00:32:15,400 --> 00:32:18,760 what products, what skews even down to what colour of products 748 00:32:18,760 --> 00:32:21,840 you need to order in advance to make sure stock levels remain 749 00:32:21,840 --> 00:32:24,560 consistent throughout. They're also running a seven day 750 00:32:24,560 --> 00:32:26,640 boot camp and if you want to go and sign up to that, it's 7 751 00:32:26,640 --> 00:32:29,520 emails over 7 days and it takes the same amount of time as your 752 00:32:29,520 --> 00:32:32,000 morning coffee. And in seven days, like me, you 753 00:32:32,000 --> 00:32:33,800 can become an inventory management pro. 754 00:32:34,400 --> 00:32:35,880 Both links are in the description. 755 00:32:36,120 --> 00:32:36,520 Enjoy.