Today on the Winning with Shopify podcast, the amount of
things that get posted about best Black Friday Deals.
This is a good opportunity to then start discounting that
stock segment new customers into holiday shoppers.
They're not normal customers. 12 days of Christmas, 12 days of
holiday season, you can run again, dead stock.
Great opportunity to get rid of some of that really big
opportunity to that Christmas bundles that include dead stock.
It's genius pivot every single day.
Then you might go, do you know what?
Let's not do one of those today. Let's let's do something else.
Hello and welcome to another episode of the winning Shopify
podcast. If you're watching this, rather
than just listening to it in excitement, I threw my hands
forward and I just hit the microphone.
Apologies with any weird noises, but it's great to have you all
tuning into this week. Hello and welcome.
Why am I so chirpy? Because it's just me and I'm a
massive extrovert. So I'm stuck in a small cupboard
on my own with some nice lights and a cool microphone and a nice
video camera recording an episode for you all.
This week we're doing a solo Hello episode.
It's very, very exciting time of year because it is coming up to
Black Friday and Peak and we're going to be talking about what
we call in the US holiday season, what we call in the UK
Christmas, and what we call in retail life or death, which is
basically Peak. We need to make lots and lots of
money through peak so we can go through that in a SEC.
If you are watching this then you are most likely watching me
on your television, which is quite exciting.
We had a look at some of the data this week and TV YouTube.
So watching this on YouTube on your through YouTube, sorry on
your television, probably in your lounge or office.
This is the most popular channel, So what an excellent
week it is to announce such a statistic.
We have almost overtaken views purely on YouTube TV's on TV
devices through YouTube of all channels.
So if you are watching this, I can literally tell my mother at
some point in the next couple of days, on the next see, you hear
that I'm on the telly, which is really exciting.
What a brave new time to be alive.
When I was very, very young and we had a very well, very, I say
small, it was a small screen, but a massive television.
Never thought I would have been on one of these boxes.
How exciting. Great to have you with.
Anyway, we're going to be going through quite a few different
bits and pieces. We've got 23 things help you
scale your Shopify store through holiday season.
I have been working in this industry.
I went out, it was June 2007, so I'm a bit older than I look,
which is a joke I keep making and now I am actually a dad.
I'm allowed to make dad jokes. So that is one.
I'm a bit older than I look. 2007, I started.
So I've been through 18 peaks. I think it is we worked out 1718
peaks, some of that. So I've done quite a few of
these things and I've got 23 bits of advice, having looked
over previous years, looked at what some of our clients are
doing this year, what some of our clients did the last three
or four years and also think about some of the hilarious
things happened before. I've got 23 things in no
particular order. If one of these 23 things is
relevant to you, then it's worthwhile listening to this
whole episode. If more than one are relevant,
I've done my job. Well, if all of them are
relevant, then something's wrong.
They won't all be relevant, so you guys make of it what you
are. I'm going to speed through these
things and if you have any questions, send us an e-mail
hello@winningwishshopfight.com. I read and I don't answer all of
them because some of them a bit weird, but I read every single
e-mail that comes in and try to answer them all.
So feel free to to reach out. I am.
I don't normally wear my glasses during the show.
I do on summers and Tuesdays, but only because the lights
reflect on them. But anyway, we're just going to
roll with it today because I'm getting old and I need to be
able to see what's on my screen. Here we've got a list of things
which I don't normally have on one of these episodes.
So without further ado, let's go through the list.
So #1 SEO. All the press is about retail,
so get some links. If you are not planning to gain
any links on your SEO strategy, you are absolutely missing a
trick. The amount of things that get
posted about best Black Friday Deals, cheapest place to find
XYZ, The most awesome bundles packages.
If you need a new vacuum cleaner, there's probably 50
billion different vacuum cleaners on discounts.
So get some links from the press.
This is such a good time to increase your domain authority
by getting some good mentions and some good links through #2
I'm going to mention this quite a lot, but I thought I'd bring
this in really early. There's different ways we can do
this. We'll comment in a minute.
But number 2 is offloading dead stock.
What do you mean by dead stock? It's not stock that's gone out
of date. Well, if it has, then throw it
away. Don't try and sell it to
customers. But this is about stock that's
sitting in your warehouse that you've been trying to sell all
year and haven't been able to. So this is a good opportunity to
start discounting that stock we declined a while ago who 40% of
their stock that they had or 40% their skews, they only had about
one or two quantity of those skews sitting in the warehouse,
but it made-up 40% of all their skews.
So during Black Friday and Cyber Monday, we just discounted all
of that. It was like massive discount on,
which also meant loads of it sold out really quickly because
we put a big discount on it. And let's face it, like they'd
made profit on those ranges. They just had one or two left.
They weren't promoting those products very heavily anymore.
What was amazing is because they were selling out, you look at
the Black Friday range and it's we actually had a live counter.
Eventually it said 44 percent, 80 percent, 90% sold out.
People go, wow, this stuff's selling like hotcakes.
And I think it even said at one point Black Friday sale is only
on from 9:00 AM till 5 PM, 80% of discounted lines still
available. And it was like quick go, go,
go. Create that urgency.
So think about offloading dead stock products you haven't been
able to sell through other channels #3 segment new
customers into holiday shoppers. I just want to take a moment out
today's show to tell you about sales tax, which you probably
find overwhelming. Never mind the stress that comes
with when you're working with a provider that's overpriced,
unreliable, and leaves you waiting days to get a reply.
Tax Cloud is here to tell you that there's a better way.
They're not just at all. They're a trusted filing partner
for growing Shopify brands. They'll work directly with the
states on your behalf to handle registrations, filings, and
ongoing compliance so you can stay focused on growing your
business. Plus, for the 4.9 star rating on
the Shopify App Store, merchants trust Tax Cloud to get it right
and you can too. Go ahead and check them out, Tax
cloud.com/winning or mention us when you sign up.
Us being the winning Shopify podcast listeners get a free
migration and boarding service when they decide to make the
switch. That's Tax cloud.com/winning
back to the show to target them differently next year.
We're going to talk about that on next week's webinar a little
bit with Saguno. Come along, it's on.
Let me check the diary. I didn't have this in my notes
today. It is on Wednesday the 8th, 3:00
PM UK time, which I believe is either 10 or 11 AM New York
time, but you guys can check it. A quick Google will give you the
answer. Both 3:00 PM UK time.
Saguno and one of my team here are going to be talking about
holiday season and loads of stuff coming up, what you should
be doing. A bit of a offshoot from today's
episode, but make sure you segment.
So this is for e-mail purposes, but in Shopify, make sure you
create some segmentations of people you gained that bought a
discounted product or a holiday themed product during holiday
season because you should target them differently next year.
They're not normal customers. Some will want deals, some only
want to buy gifting products, and some are only going to buy
once a year. So if you don't talk to, if you
talk to them a little bit throughout the year on e-mail
and then suddenly, bang, you talk about next year's holiday
range or Black Friday offers, that kind of thing, you can sell
more of them and be accumulating that segmentation in size every
single year #4 this one's an absolute winner.
Loads of brands do this and it works really, really
effectively. And there's a 4A and A4B4A is
give early sale access to VIP customers and 4B is or say if
you sign up to e-mail, you get exclusive access to Black Friday
or two exclusive offers or you get early sale access as we go
on sale through Peak. Really, really smart because A,
you can get more subscribers into your e-mail, which is going
to generate money at some point. If you do your e-mail really
well and use someone like Saguna who are beautiful partners.
And I'm not just promoting for the sake of it.
They are actually incredible. And B, this gives early access,
then it gives them a reason so that 9798% of people, whatever
your the inversion of your conversion rate is the
essentially people that don't buy when they come on your site,
you start selling to those guys by getting them to sign up to
e-mail. So if you get twice as many
sales now, because half, half actually buy something for
e-mail later and half buy on that first visit, which is your
current conversion rate, you've just doubled the output of all
your advertising campaigns. I make it sound really easy, but
if you don't start doing this and try and stuff like this to
get people to sign up to, to newsletters and to e-mail,
you're definitely not going to make any headway with it #5 I'm
looking at the time. We're going to have to speed
these up #5 add urgency to e-mail campaigns, for example,
24 hour flash sale. You could even use old stock
again, come back to that dead stock, old stock, stock stock.
You want to shift that dusty corner of the warehouse
undusted. We're going to need that for
Christmas. So you can start selling that
stock through some sort of urgency e-mail, 24 hour flash
sale for example, and get rid of as much of it as possible.
If you don't get rid of much of it, you can then say, hey, we're
extending this for another 24 hours due to popularity.
You guys so popular, let's do it and see if you get any more
sales in the next bit. On your site, on social, in
e-mail, you could do a 12 days of Christmas deals.
I know you guys call it holiday season in the US because you
like to be very, very unanimous. Let's face it, we call it
Christmas here in the UK. Every church is open with people
in them, which is good fun. Notice of other religions
celebrate that time of year as well and have a good break,
which is all fine. I'm not going to talk about
religions too much on the show because it's not.
It's not my place to do that. I'll probably say something that
gets me in trouble, but everyone's welcome to their own
views. But the 12 days of Christmas, 12
days of holiday season, you could run again, dead stock.
Great opportunity to get rid of some of that #7 Saguna took a
lot about this win. Back campaigns are better in
holiday seasons. If someone's not engaged with
you for a while, holiday season gives you a reason to e-mail
people, a reason to push gifts upon people, a reason to say,
hey, that product you bought from us three years ago probably
needs replacement now. That gift you bought for
somebody, did they like it? If yes, come back and buy
another one. How exciting #8 recommend
personalized holiday picks for customers.
There are so many good apps and good ways of doing this on
Shopify. And if you're not using Shopify,
there's lots of other ways of doing it on other sites.
But lots of good apps where you can basically personalize an
entire collection, or if it was the 12 days of Christmas, you
could say 12 deals of Christmas and everyday have one exclusive
unique discount code, which again, plug in Saguno a lot.
It's just talk to them a lot. I know what they're up to.
But through Saguno, you can do unique discounting codes for
each customer. So you can give a unique
discount code everyday with a personalized offer for one
single product. You can do that if you get your
tech right. And that's a great way of
getting more sales through peak number.
Where are we? That was #8 #9 ramp up e-mail
frequency gradually to avoid upsetting spam filters.
And what this is, is if you sending an e-mail once a week or
once a month and suddenly you're sending one every day for a
week, the spam filters at Google Outlook, the people receiving
these emails, the spam filters will start freaking out and
saying hang in a minute. We don't like that because
suddenly you've gone from low frequency of emails to really
high frequency of emails. We don't like that.
That scares us. So we're going to block you and
you being blocked on people's inboxes because of what is your
emails are being deemed as spam at this time of year.
I have seen it before where it's been almost catastrophic to
businesses. So that is a absolute must if
you're going to send more. So plan ahead and if you are
going to send more emails, slowly ramp them up, tease in
bits and pieces. They don't have to be
transactional emails. They can just be, hey, how you
doing trying to get people to click on the stuff so that the
spam filter see that people do like these emails, they interact
with them and then spam filters don't freak out when you
suddenly increase that frequency number.
I should have put spaces between each item on this list.
I just don't know one massive list #10 I love this one.
This one's so good. Live video on TikTok and
Instagram. So as soon as your holiday
products arrive, we gift or just when you decide to launch those
ranges, do some live video contents on Instagram and this
could be in your shop. If you've got one a physical
shop. This could also be in your
warehouse. Another good way to do this is
to actually post some of this content on your product pages on
the website, maybe on the homepage as well, saying you
know this is a big promotion. Our gift ranges here, there's a
company that have some sort of online wine shop and it's all
discounted. And I see so many videos of them
walking around the warehouse picking up the odd bottle of
wine going this in the supermarket costs this.
But if you buy it from our warehouse or from us, like it
costs this massive discounts because we get ones that have
slightly shorter dates, but you still got months to drink them.
And they talk about they talk about that kind of wine because
it's in the warehouse. It feels to me like, oh, just
click a button and I can order that.
I can order that bottle of wine he's holding right now.
This is very, very simple, very effective marketing to do that
live video. If you don't have a massive
audience on social, then you can still put it on the page itself.
You have a big banner saying like you know, our Christmas
gifting range or Black Friday range is now now available.
When they click on it, have a little video at the top, little
title tag description, and then you Scroll down and straight
into products. So you can use this live video
in lots of different ways and have to be live all the time.
Giveaways are really popular to get people to sign up to e-mail,
get them sign up to your social campaigns.
Giveaways are also a good way of driving people into sight and
then emailing them afterwards some series of emails, which
again, the 12 days of Christmas or something that could work and
try and convince them to buy from you a bit later.
The problem with giveaways I find is if you just do a mass
giveaway to the wrong audience and you target too many people
with it, you actually finally get the wrong people signing up
and a lot of them don't buy from you.
So be careful with the giveaways.
But doing a giveaway of stock that's like this stuff's
actually going to go out of date in three months.
We just need to get rid of it. Give that away because you can
have to burn it all soon. Not burn it, but dispose of it
in an eco friendly manner. But you're gonna have to get rid
of all of that stuff very shortly anyway, so why not just
give it away to gain some e-mail addresses and then try and
generate some cells thereafter? Now it's gone from gonna have to
throw it all the way to it's done something amazing.
Where are we? That was #11 #12 unboxing videos
to demonstrate gift wrapping really big on socials,
especially if you can show the gift wrapping with a few
influencers or ambassadors or just stage some customers
opening them going like going, oh, this is a gift for you,
honey. And then your partner, you know,
the partners then opening it go, wow, this is absolutely amazing.
And as they open it, it's like, it's like, oh, it's like
perfumed. It smells amazing and all.
It's a beautiful candle. It's a Christmas theme Cam
candle. We're going to pop that up on
our up on our shelf and we're going to light that and have
that burn and it burns for it burns for 12 days solid.
The 12 days of Christmas like health and safety fire rules.
I've been on AHR course recently, as you probably tell.
So half things I'm saying I'm thinking then I shouldn't say
that, but that's fine. So the unboxing videos can be
really, really powerful, especially when you're offering
gift wrapping. I see most sites that offer gift
wrapping, it doesn't actually say what the gift wrapping looks
like. Remember Amazon, you've probably
seen this in Amazon. When you do gift wrapping, you
get that green bag. It's got some weird colours and
stuff on it. And I thought, oh great, it's
gift wrapping and I'm quite lazy.
I'll take that. When I handed it to my wife, she
went, oh, Amazon, Oh darn it, because Amazon always have that
same green wrapping. I didn't know it was going to
look like that when I first ordered it from Amazon.
I don't know if they've changed now, but I didn't know the gift
wrapping. Would that even look like that?
But when it did arrive, I did think, I think I've seen that
bag in our house before. So we've obviously had one in
the past. So unboxing videos to show gift
wrapping is really, really important.
I think as well in Shopify it's very easy and very nice for
customers if you show a range of gift wrapping.
The other thing you could do as well.
Just checking further on. I don't know if we did this.
No. Oh yeah, I did #22 we'll come
back to gift wrapping in a minute.
Try to keep them a little bit random in order.
So that's an unboxing video #13 unlike if some fill up them.
Bingo. 131413 collaborate with other brands for cross selling.
Really big opportunity to that Christmas.
So if you're a brand that sell these green check tartan shirts
that I'm wearing right now, why not team up with the company
that sell the T-shirts I'm wearing underneath?
Feel like I'm a model now demonstrating what I'm wearing.
I've had too much coffee today. But you, if you team up with a
nice T-shirt brand, you and the brand can come up with like
these are our top 20 combos of shirt and T-shirt.
And then you can start mixing and matching between the two
because we're selling their product, they're selling ours
and you can still dispatch them from your own warehouses and two
products arrive. But then suddenly you cross
selling, increasing average order value, etcetera, etcetera,
etcetera #14 lots of behind the scene videos to show how popular
and busy you are. So great.
One is to be like, here's today's massive stack of boxes
that are going out to customers. Like we can't get the stuck in
quick enough guys, sorry if we've sold out.
Here's everything that's going on.
There's a real psychology in marketing that's you either want
to have something exclusive and you're the only person with that
thing or, or you want to be part of the crowd and be a sheep.
Is like everybody's talking about this new item or even
really ones like this is the best kept secret.
How do people with nice phones and no cases on them not smash
them all the time? Well, they've got a really good
screen protector on. It's the best care secret.
That's a good way to sell it. Or this is the UK or US or this
is the world's favorite screen protector.
Do you see how it's the same product?
But it's just when you're in the middle going like, yeah, a few
100 people have bought this screen protector.
It's kind of like it's not world class.
It's also not exclusive. It's kind of in the middle
somewhere. So lots of behind the scenes,
which how busy and popular you are all behind the scenes to
show how you are personalizing and engraving products.
And again, if it's an engravable product or a personalizable
product, put a video of it being personalized behind the scenes
on that product page really helps sell the experience.
And also it gives the gifter the person that's bought it as a
gift for someone else, gives them an opportunity to say, do
you know, I actually watched the video on them personalizing this
thing. And if you can, this is way,
way, way further 1 is when I take my car to get it serviced,
they send me a text message with a link.
I click on the link and someone has my car raised up and a
mechanic will be talking and we're walking under under the
car with a camera and talking saying, yeah, just having a
look. Your brake discs are doing this
your tires are doing this generally underneath looking
very clean. Clearly you live in a dirt Rd.
because it's covered in mud. Do the same sort of thing going.
Thank you so much for buying this product Jack and Jack.
I made Jack up. But Jack, we're we're
personalizing it now, saying, you know, to the love of my life
from from Jack for Jack saying I learned I've got a video of them
actually engraving this necklace or this phone case.
Whatever the product is, is really, really cool.
Again, Christmas is as much about the experience buying the
product as it is the experience of giving the product as it is
the experience of somebody then enjoying a really nice, well
thought out. Well, so they think thought out
gift. If we do our job right in
marketing, it's all very easy for the the buyer.
Amazing. Where are we?
So I keep losing my place in this lift, Lift list #15 right?
Pivot PPC and SEO keywords to holiday and gifting terms.
Yes, there will probably be a spike in the terms you're
targeting anyway, but it costs nothing on Shopify to go into
your products, click collections, and then click new
collection. So create a set of Christmas
collections around gifting. Have a keyword strategy for
them. Be really tactical, especially
from an SEO point of view, on the date that you launch those
categories so Google can actually start indexing them and
Bing can start indexing those categories and actually having
them indexed on a keyword. Even if the traffic fact keyword
is still quite low. You want to get there nice and
early. Even if there's no products yet.
You could put a coming soon sign up to here when our Christmas
range launches in the first few months.
You actually sent out saying Christmas range is going to
launch in a few weeks time. We'll let you know.
It's live. But have you thought about
buying any of this? All our products are giftable.
They come and buy now. You might start getting some
sales from people that waiting for Christmas and and holiday
season, but actually they're going to buy now anyways.
You start generating some revenue from that activity #16
this is really big. Actually, this is less of a
doing 1 and more of a monitoring.
Something to do to track. It's very worthwhile to monitor
how people signed up to your e-mail.
So if your paid channel ROI suddenly starts dropping, you
might panic until you check the statistics and go, actually
loads of people that are clicking on our paid ads right
now are signing up to our e-mail campaigns.
Again, segmentation, you could, you could segment or tag all of
your e-mail customers that signed up through paid activity
if you set your tracking up correctly.
So then all the paid activity going on and we just, a lot of
clients, all the paid activity we're doing, we monitor how many
people sign up to e-mail, create an account within Shopify or
whatever the, the call to action or the actual trigger for that.
We monitor all of that. And then we can report back six
months later and say, do you know what, 6 months ago we were
gaining about 2-3 hundred new e-mail subscribers a month that
hadn't purchased. But almost all of those guys
have now purchased over the last six months.
But that gets attributed in all your reports to e-mail because
they clicked on an e-mail to make their purchase.
But they only clicked on an e-mail because they joined your
newsletter and you emailed them having first clicked on a paid
advert. What you don't want to do, and
this is really dangerous in the ecommerce, is you don't want to
start shifting budgets around different campaigns or heavily
investing in certain activity or uninvesting and reducing budgets
and certain things. If actually they were working,
you just weren't tracking them properly.
So though the e-mail sign ups are going to be massive through
through peak hopefully, especially if you're giving
early access VIP, you know, Black Friday's only available to
existing customers. Click here to create a free
account. Genius, genius.
Because everybody needs to do that to actually see what your
products are, let alone even shop them.
So yeah, do some stuff like that.
That's number where are we 1617 bundles that include dead stock.
It's genius. Hey guys, I just want to take a
moment aside from today's episode to introduce one of our
amazing sponsors, Covella. They are the all in one platform
that helps you design, sample and launch your product lines.
Covella are helping Shopify brands save up to 40% on stock
costs thanks to their smart, streamlined supply chain.
That means more profit for you, less costs, and loads of time
saved in trying to get stock on your shelves right now.
You can fast track their waiting list and get 50% of your first
sample order just by using the code winning at checkout.
This exclusive offer for winning with Shopify podcast listeners.
Just go to the link in our description or in our bio to
unlock the savings and skip the cube.
You build your brand, save on stock and step into the future
of e-commerce with Covella. That code again winning says if
most people buy 2 T-shirts from you, why not say buy 2, get one
half price, and the half price one that you get when you add to
it then pops up saying choose your half price T-shirt, all
dead stock, but to someone else, wow, half price T-shirt.
And if you're really smart, that half price T-shirt, you're
getting a refund on whatever the T-shirt cost you to stock in the
1st place. Yeah, done this before.
It's actually very effective doing that.
It doesn't work for every brand, but the brands that do do that
tend to do very, very well with it #18 another bundle, 1 bundle
gifts for the entire family, especially when they match.
In my wife's family, they love it when something matches.
It could be a different colour, but same style.
It could be an identical thing. And if they think they're the
same, someone says, oh, you 2 need to open these two things
together. That's a great way to go from
somebody buying one item from you to buying 234.
And especially if you can just then choose very simply on the
UX of your Shopify store. Choose the sizes.
Nice and simple, but then somebody's actually bought a
five presents in one for five of the family.
You could even say why don't you get yourself one as well?
You know how many family members you got?
There's four of us in the family.
So actually mum, dad and the two kids can all have the same
matching Christmas pyjamas or something.
Yes, I have done that. My wife and I got matching
pyjamas and the baby is getting a matching little Christmas
onesie as well and it says Christmas with the Trumans.
How exciting. Which is our surname anyway, and
we got it from Etsy. Love Etsy.
I had to e-mail the lady saying I'm very sorry but I've grown
and my wife's now taken one of my bits of the Christmas pajama.
I don't want to share this on the podcast, but my wife's taken
part of my set of Christmas pajamas because she was pregnant
at the time and I didn't fit it anyway so I'm going to need a
new one please. So she sent me another one as
well, the same seller. So there we go.
Every few years we have to upgrade as we get bigger, which
is not good. I need to get back down the gym.
Anyway, that's #1819. Enough about me #19 ensure your
site doesn't go down during Black Friday, Cyber Monday,
especially those days or when you do a big drop or there's
just some sort of surge of traffic to your site, which
obviously cyber, Black Friday, Cyber Monday.
If you're not on Shopify, this applies to you.
Shopify had, I think it was 99.98% uptime, which meant that
only a tiny percentage of sites went down and for no more than
like a minute. And in the middle of the night.
Shopify's uptime is insane. Some of us are good enough and
experienced enough to remember the days of when you would phone
your hosting company and you couldn't get through because
everyone was phoning them going, we need a bigger server, more
servers. The site's gone down.
Magento can't handle this. Like even last year there were a
few brands that were panicking and I was emailing them going
like, hey, your site's gone down.
You clearly need a better marketing agency and tried to
capitalise on it and didn't really work.
But yeah, not not the time is what I found out.
Make sure your site doesn't go down though.
Be the worst thing if everyone's on there trying to buy products
and they can't. It's the worst thing ever is is
anyone who's worked in marketing for a few years, you'll know
it's hard enough trying to sell products or sell services or get
inquiries or some sort of ROI, let alone when a site goes down
or something on SEO. Google hates sites going down.
So if you're with Shopify, you're probably safe.
The thing to stress test on Shopify is probably your apps.
You want to make sure your apps aren't going to have issues
because some of them don't run from within the Shopify
framework. So if you've got a developer or
something, have a chat with them and say, can you stress test our
site somehow? And they can do stress test like
in the middle of the night when none of your customers are
online. So definitely have a look at
that #20. Last three, make sure your shop
pay button doesn't ignore items already in the cart.
Why am I pausing for dramatic effect?
Well, loads of brands we talked to, if you add multiple products
to the carts, you had like three of these, four of these, six of
these, two of these, or even just two products.
Then when you go on a product and you click the shop pay
button, it create, it basically creates a second check out that
you go into in the shop pay check out and it's a fast
express check out for that item and that item only, it will
probably be multiple quantities of that item.
How frustrating is a customer if you've added 20 things or three
things to your basket and then when you click shop with shop
page, you're shop and you click that and your other items have
gone missing. And we've also had instances of
some of our clients where people then contacted customer service
going, I'm sure I just bought 8 things, but on my order
confirmation e-mail or the products arrive, now there are
only two in there and you say, no, no, you only ordered these,
We've only charged you for those.
And that's that. And actually you've a, you've
missed out on a bigger sale. And again, it's hard enough to
make the sale. So for a lot of people, we're
just turning the shop pay button off.
Or there are ways you can reconfigure it.
But definitely during Black Friday, if you're pushing
bundles or bundling or multi buys or just people buying more
products than usual per order, you do not want the shop pay
button making it difficult because either they'll end up
buying one item and one item only instead of five things.
Or worse case, now they're buying nothing.
And actually they were ready to buy and you made it difficult.
So that that is something you need to absolutely look at is
that go on your site, add loads of products to basket and click
Shop Pay or on iPhone, going to do the same journey, add loads
of stuff to cart, then click Apple Pay on one of your items.
Same with Google Pay on an Android device.
Go and test that. If it's doing that, then you
want to make sure those express checkout buttons either removed
or they can still use shop pay through the normal cart.
Maybe just send them through the normal cart.
Last three, yeah, that was, hang on, that was 20.
We got 23. So there's still three more to
go. Sorry you have to listen me for
a little bit longer. Ensure you have a loyalty
program to encourage purchases. Sorry to encourage further
purchases post peak. So what you could do as your
campaign is say we're doing double loyalty points for the
whole of November or this weekend only double loyalty
points and try and get some extra orders for that.
What you're actually doing is saying I'm going to e-mail you
in January customer and I'm going to say, hey, you've got
not enough points for a another product.
But if you spend another $100.00 with us in January, February,
which when you're desperate for sales because it's quite a time
of year and we're not in Peak anymore, we're in through, we
need to make sure we get out that through as fast as
possible. It's a great way to get people
to buy a bit more and then give them a free gift and keep those
transactions rolling. Plus, if they were a new
customer during Peak and during Cyber Weekend, some of that,
this is a great way to then encourage them to create some
sort of habit of being a repeat customer.
Last two last 222 upgraded gift packaging mentioned this earlier
upgraded gift packaging over specific over a specific spend
to encourage an increased average order value.
It's again, super easy, but just say you get our premium gift
wrapping. You know, you can almost tell
that how much do you love them? Do they get, do they get the
premium? So you can either pay 5 or
$10.00 for the premium packaging, or you could just say
that if you spend over a certain amount, you get the premium
packaging. So either you can make a bit
more money giving them premium gift packaging, gift wrapping,
or try and get the average order vote to go up.
And last and final point, look at the clock.
We smashed this team. Well done everybody.
This is what happens when I'm not interrupted.
You see, I'm checking. I'm very sarcastic.
If you're in the US going like this guy's a bit rude.
I'm very sorry. I'm trying to be a nice person,
but I'm very, we're very sarcastic here in the UK, Final
point pivots every single day. The worst strategy is one that
you created months ago. It's fine to have a target and a
way of doing things, an initial plan during peak, especially of
a Black Friday, you should be having a team meeting for 5
minutes every single day. And the questions you want to
ask are like what happened yesterday?
Are we hitting target? What can we do today to make
more money to hit target? And if you say, do you know
what? Yesterday's 24 hour flash sale
was an absolute flop and we've planned four more of the next
four days, then you might go, do you know what?
Let's not do one of those today. Let's let's do something else
and then we'll try another flash sale in a couple of days, but we
need to change all the messaging and stuff.
If you don't pivot, it's going to be rubbish compared to if you
do pivot. It could still be a success, but
it's definitely going to be better if you pivot and be
looking at the data every single day.
If you want to look at the data every single day and 5 minutes
past 9:00 every single morning throughout peak, you cannot use
GA 4 because it takes a while to process data.
Thanks Google. It's rubbish.
Nobody likes GA four and we've got very, very good at using it
here. We're very good at setting it up
and getting good data and getting accurate as well.
But you probably want to use your Shopify data for that.
Google Ads tends to be pretty good, so I would use that as
well. But Shopify data, so you won't
be able to split it by channel and other stuff accurately like
you would in GA 4 because you need to wait until two or three
in the afternoon for it to have processed yesterday.
So it's still worth looking at that.
Maybe use that for a bit more, you know two to five day view or
a week Longview through peak Shopify.
What do people buy yesterday, what are they buying today?
Are we seeing anything increase in order volumes that we've got
low stock of? We seeing anything increase in
order volumes that we've not been pushing and we need to
investigate that 8, like by 11 AM I, if I was marketing
director at this organization, I would want to know by 11:00 AM,
how are we selling so many of them?
How much stock do we have? What is pushing them?
What channels are driving traffic in?
Find all the above out for me as fast as possible guys, because
A, we can't miss these sales and B, we can't afford to have that
product run out or if the product's going to run out, we
need to do something specific to that product page to make sure
people got another product. That kind of pivot makes money.
Otherwise you're going to miss stuff and some nerds like me and
my team are going to come in off the peak and go.
You do realize you guys missed loads and loads of tricks here.
Anyway, I've really enjoyed being on your television set if
you're watching on YouTube because most of you guys watch
on TV. So thank you so much for giving
me the honour of being in your lounge or office, wherever you
guys are watching it. Thanks for tuning in.
If you have questions about any of this stuff, hello at winning
shopify.com. I'd love to hear your questions.
I don't shout them out enough. Apologies.
I need to get better at that. And my team are starting to
queue them up for our Tuesday tea break talks.
But yeah, tell us, tell us your name, where you're from, as in
what business you're from, locations still cool, but what
business you're from. We'll shout out your store on
the show. And obviously I'll try and come
back and answer your question if I can have an amazing peek.
Make sure you listen to Tuesday tea break talks on Tuesday next
week. It's on Tuesday because it's
Tuesday tea break talks and again, sarcasm.
And then on Wednesday, we've got the the webinar as well.
There'll be a link in the description below, probably on
the e-mail you received if you're subscribed to our emails.
And I would highly recommend going and subscribing to our
emails because we're going to be doing something super, mega,
extremely exciting in the next year.
And it sounds miles away, but we're going to be teasing some
stuff out early next year as well.
We've also got another webinar coming up in January and loads
of other stuff going on. You guys have been great.
I've been. Nick, thank you so much for
tuning in today. I hope you enjoyed today's
episode and we hope to have you listen to the show again.
Leave us a review and thanks and goodbye for now.
Do you ever find that in your warehouse you have dead stock?
You can't sell it, no one wants to buy it and you can't get a
refund on it. Or alternatively, you're missing
inventory in your warehouse that you need.
You've got sales coming in and you're low on stock and you
haven't ordered more stock in time.
All these things hit profit. And I've been there.
I've run my own Shopify store and had exactly that problem.
But we've partnered up with Inventory Planner who have the
most incredible app to help you manage that and forecast exactly
what products, what skews even down to what colour of products
you need to order in advance to make sure stock levels remain
consistent throughout. They're also running a seven day
boot camp and if you want to go and sign up to that, it's 7
emails over 7 days and it takes the same amount of time as your
morning coffee. And in seven days, like me, you
can become an inventory management pro.
Both links are in the description.
Enjoy.