1 00:00:00,120 --> 00:00:02,280 Today on the Winning with Shopify podcast. 2 00:00:02,520 --> 00:00:04,800 This one is absolutely fascinating. 3 00:00:04,800 --> 00:00:08,640 Total site revenue doubled. Total site revenue doubled. 4 00:00:08,680 --> 00:00:10,440 Customer reviews are super important. 5 00:00:10,440 --> 00:00:13,360 That one really was a diamond that we found by doing enough 6 00:00:13,360 --> 00:00:14,640 mining. It's a little reference to 7 00:00:14,640 --> 00:00:17,360 Minecraft and the results in this are absolutely 8 00:00:17,360 --> 00:00:19,400 astronomical. Block your ears or cry as I 9 00:00:19,400 --> 00:00:21,040 share the next few stats on this. 10 00:00:22,560 --> 00:00:25,240 Do you ever find that in your warehouse you have dead stock? 11 00:00:25,360 --> 00:00:27,240 You can't sell it, no one wants to buy it, and you can't get a 12 00:00:27,240 --> 00:00:30,040 refund on it. Or alternatively, you're missing 13 00:00:30,040 --> 00:00:31,440 inventory in your warehouse that you need. 14 00:00:31,440 --> 00:00:33,880 You've got sales coming in and you're low on stock and you 15 00:00:33,880 --> 00:00:36,040 haven't ordered more stock. In time. 16 00:00:36,160 --> 00:00:38,080 All these things hit profit. And I've been there. 17 00:00:38,080 --> 00:00:40,680 I've run my own Shopify store and had exactly that problem. 18 00:00:40,840 --> 00:00:42,840 But we've partnered it up with Inventory Planner who have the 19 00:00:42,840 --> 00:00:46,440 most incredible app to help you manage that and forecast exactly 20 00:00:46,440 --> 00:00:49,760 what products, what skews even down to what color of products 21 00:00:49,760 --> 00:00:52,840 you need to order in advance to make sure stock levels remain 22 00:00:52,840 --> 00:00:55,560 consistent throughout. They're also running a seven day 23 00:00:55,600 --> 00:00:57,800 boot camp and if you want to go and sign up to that, it's 7 24 00:00:57,800 --> 00:01:00,520 emails over 7 days and it takes the same amount of time as your 25 00:01:00,520 --> 00:01:03,000 morning coffee. And in seven days, like me, you 26 00:01:03,000 --> 00:01:04,760 can become an inventory management pro. 27 00:01:05,200 --> 00:01:06,840 Both links are in the description. 28 00:01:07,080 --> 00:01:13,200 Enjoy. Just before we dive into the 29 00:01:13,200 --> 00:01:14,640 things I want to talk about today, there's a couple of 30 00:01:14,640 --> 00:01:16,440 things I just want to signpost really quickly. 31 00:01:16,640 --> 00:01:18,600 One is the growth hub. It's our free Shopify community. 32 00:01:18,600 --> 00:01:20,240 If you haven't already signed up, go and sign up now. 33 00:01:20,240 --> 00:01:22,840 There's so much chat going on and people sharing ideas, asking 34 00:01:22,840 --> 00:01:24,880 questions, sharing some of the challenges they're going through 35 00:01:24,880 --> 00:01:26,720 and we've got a few events and things coming up as well. 36 00:01:26,720 --> 00:01:28,280 It's completely free for you to join in. 37 00:01:28,520 --> 00:01:31,400 And the second thing as well is if you guys want to sponsor the 38 00:01:31,400 --> 00:01:34,600 show, you can do that. Go onto our website, there's a 39 00:01:34,600 --> 00:01:36,880 button that says sponsor, fill out one of the forms and either 40 00:01:36,880 --> 00:01:38,760 Byron, myself or somebody else on our team will come back to 41 00:01:38,760 --> 00:01:41,640 you and have a quick chat about what that involves and how you 42 00:01:41,720 --> 00:01:45,280 can get involved if you haven't already as well, hit up our 43 00:01:45,280 --> 00:01:46,960 newsletter. We are sending out amazing 44 00:01:46,960 --> 00:01:48,200 offers. We've been emailing at least 45 00:01:48,200 --> 00:01:50,960 once, sometimes twice a week and with updates going on in Shopify 46 00:01:50,960 --> 00:01:53,040 and bits and pieces that are coming from some of our partners 47 00:01:53,040 --> 00:01:54,640 and sponsors as well. There's some really good offers 48 00:01:54,640 --> 00:01:56,880 and discounts in those. There's events coming up and 49 00:01:56,880 --> 00:01:59,800 there's a few little plugs as well as the episode coming out 50 00:01:59,800 --> 00:02:03,040 every Friday. So today I've got a big long 51 00:02:03,040 --> 00:02:04,200 list of notes over here on my screen. 52 00:02:04,200 --> 00:02:05,920 So if you're watching on YouTube and I'm looking over there, I'm 53 00:02:05,920 --> 00:02:08,440 looking at my notes because there's quite a lot I want to 54 00:02:08,440 --> 00:02:11,080 talk through and again, I don't have a guest this week, but what 55 00:02:11,080 --> 00:02:14,760 we do have is quite a long list of things five and a bonus one 56 00:02:15,000 --> 00:02:18,560 also known as six, but 5 looked better in the title so recording 57 00:02:18,560 --> 00:02:22,240 it 5 and a bonus 15 things that you guys can can do on your 58 00:02:22,240 --> 00:02:24,920 websites on your Shopify stores or other platform that you're 59 00:02:24,920 --> 00:02:27,600 using to boost conversion rate to increase the amount of 60 00:02:27,600 --> 00:02:29,520 conversions you're getting through your site conversion. 61 00:02:29,720 --> 00:02:32,720 Obviously, in the e-commerce game, the top type of conversion 62 00:02:32,720 --> 00:02:35,120 is somebody buying a product from your website. 63 00:02:35,120 --> 00:02:39,640 So 5 things and a bonus, 16 things we've been doing with 64 00:02:39,640 --> 00:02:41,400 some of our clients. I'm going to share some of this 65 00:02:41,400 --> 00:02:44,240 actual stats that we've got on some of these as well, and also 66 00:02:44,240 --> 00:02:46,440 some of the uplift we've seen from some of the tests we've 67 00:02:46,440 --> 00:02:49,520 done and how we've done them. So a lot of this stuff is done 68 00:02:49,520 --> 00:02:51,200 on an AB test. So before I dive into point 69 00:02:51,200 --> 00:02:53,920 number one, just to say that if you guys want to do any of these 70 00:02:53,920 --> 00:02:57,200 things and try these and I highly recommend that you get an 71 00:02:57,240 --> 00:02:59,760 AB testing piece of software on your site. 72 00:02:59,920 --> 00:03:02,280 We are in discussions with with somebody about partnering or 73 00:03:02,280 --> 00:03:05,520 sponsoring winning Shopify, who is an AB testing piece of 74 00:03:05,520 --> 00:03:08,040 software and it's actually the main one we use here at spec. 75 00:03:08,240 --> 00:03:10,960 We do have a few other bits of software we use. 76 00:03:11,200 --> 00:03:13,720 And if you've heard me say spec and go and had a quick thought, 77 00:03:13,720 --> 00:03:15,080 what is that? The other side of this wall 78 00:03:15,080 --> 00:03:17,600 behind me is my agency. We're a consultancy working PPC 79 00:03:17,600 --> 00:03:19,520 and SEO. So we're driving new customer 80 00:03:19,520 --> 00:03:21,880 acquisition into site. So all the conversion rate stuff 81 00:03:21,880 --> 00:03:25,000 and people actually buying products and you guys generating 82 00:03:25,000 --> 00:03:27,840 revenue is everything that we're trying to achieve with what 83 00:03:27,840 --> 00:03:30,520 we're doing in PPC and SEO. So paid search and SEO stuff. 84 00:03:30,520 --> 00:03:32,600 So that's the angle I'm coming in at on this. 85 00:03:32,600 --> 00:03:35,080 So there are other types of conversions you might get, like 86 00:03:35,080 --> 00:03:37,400 I said earlier about newsletter sign ups, you might get somebody 87 00:03:37,400 --> 00:03:41,520 joining a competition or signing up for your VIP club or reaching 88 00:03:41,520 --> 00:03:42,720 out to customer service or something else. 89 00:03:42,720 --> 00:03:44,200 These could all be different conversions on your site. 90 00:03:44,480 --> 00:03:47,080 I'm only going to focus today at revenue driving stuff because 91 00:03:47,840 --> 00:03:50,480 let's face it, if I could double, well, if anyone can 92 00:03:50,480 --> 00:03:52,280 double the revenue on your website right now, you 93 00:03:52,320 --> 00:03:55,440 absolutely would. So let's jump in then. 94 00:03:55,440 --> 00:03:58,520 So as I say, try and test some of these things on an AB testing 95 00:03:58,720 --> 00:04:01,240 piece of software. And the reason I would suggest 96 00:04:01,240 --> 00:04:05,240 that is if something has a very small 5% impact in your revenue, 97 00:04:05,600 --> 00:04:07,480 5% still all right, we'll take that. 98 00:04:07,720 --> 00:04:11,080 But you can learn that whatever it was that you changed has had 99 00:04:11,240 --> 00:04:14,360 a smaller impact and is therefore less important or less 100 00:04:14,360 --> 00:04:17,760 of a priority to your customers. If something obviously doubled 101 00:04:18,000 --> 00:04:20,160 your revenue and you managed to find one of those diamonds, 102 00:04:20,160 --> 00:04:23,320 which we do for brands from time to time, about 7 or 8 things. 103 00:04:23,560 --> 00:04:25,280 Some of the things I'm going to share today were some of those 104 00:04:25,280 --> 00:04:27,480 diamonds we found where we did one little thing and revenue 105 00:04:27,480 --> 00:04:30,280 doubled or tripled literally instantaneously. 106 00:04:30,720 --> 00:04:33,720 But again, if you don't use an AB piece of piece of software, 107 00:04:33,880 --> 00:04:35,640 you might see all the revenue lift and go, oh, it's because 108 00:04:35,640 --> 00:04:38,440 we've launched a sale or it's payday or it's Friday and more 109 00:04:38,440 --> 00:04:40,440 people spend money over the weekend and try and come up with 110 00:04:40,440 --> 00:04:43,760 some of these crazy hypothesis that may not actually be correct 111 00:04:43,960 --> 00:04:46,520 if you AB test it. All of that seasonality is 112 00:04:46,520 --> 00:04:47,760 irrelevant. You've got two versions of your 113 00:04:47,840 --> 00:04:50,440 site or the page or the content right now, and therefore you can 114 00:04:50,440 --> 00:04:53,400 see how much the new one is over or underperforming compared to 115 00:04:53,400 --> 00:04:55,160 the old one. And actually, sometimes if you 116 00:04:55,160 --> 00:04:57,600 run a test that is a negative result. 117 00:04:57,640 --> 00:05:00,320 So we change something and revenue has dropped on the thing 118 00:05:00,320 --> 00:05:02,400 that we've changed. As much as that is quite 119 00:05:02,400 --> 00:05:05,160 upsetting, at least you now know what that thing is. 120 00:05:05,160 --> 00:05:07,400 And obviously you don't want that to be running too long 121 00:05:07,400 --> 00:05:09,720 because you don't want to be running a test that's making you 122 00:05:09,720 --> 00:05:12,280 a loss anyway. First thing, this relates 123 00:05:12,280 --> 00:05:14,640 massively to Google Shopping, which is one of the things we 124 00:05:14,720 --> 00:05:18,000 spend a lot of time and money investing in for our clients. 125 00:05:18,400 --> 00:05:20,800 Now on Google Shopping, when somebody clicks on a product 126 00:05:20,800 --> 00:05:22,720 listing, they land on a product page. 127 00:05:22,720 --> 00:05:27,120 That bit is obvious, what's not so obvious to a lot of brands. 128 00:05:27,120 --> 00:05:29,160 And something we've found a lot of fruit in doing, and we've 129 00:05:29,160 --> 00:05:31,840 increased a lot of conversion rates by doing this, is if you 130 00:05:31,840 --> 00:05:34,360 look at the page they land on, it's obviously a product page, 131 00:05:34,640 --> 00:05:36,880 but the product pages are probably one of the least 132 00:05:36,880 --> 00:05:40,400 welcoming pages on any store that I've ever looked at. 133 00:05:41,200 --> 00:05:43,240 On the page, it doesn't say anything about who you are. 134 00:05:43,240 --> 00:05:45,800 It doesn't say anything in enough detail about this 135 00:05:45,800 --> 00:05:47,760 product. It also doesn't show similar 136 00:05:47,760 --> 00:05:49,720 products they might be interested in if this one isn't 137 00:05:49,720 --> 00:05:52,280 quite right. So actually there's a big 138 00:05:52,280 --> 00:05:54,640 opportunity to change that. And again, if you did an AB 139 00:05:54,720 --> 00:05:57,760 test, you could redesign your PDP, your product description 140 00:05:57,760 --> 00:05:59,880 page and have two versions of them and run that in a test to 141 00:05:59,880 --> 00:06:03,000 go the old version that's just got maybe like an image, your 142 00:06:03,640 --> 00:06:05,600 pricing, little bit of information, little description. 143 00:06:05,600 --> 00:06:08,240 And the next thing underneath is like people also bought this. 144 00:06:08,240 --> 00:06:10,800 And then into your footer. There's not a lot of information 145 00:06:10,800 --> 00:06:13,080 actually on that page to make a buying decision. 146 00:06:13,560 --> 00:06:16,320 Equally, if you just put 20 paragraphs in there and had this 147 00:06:16,320 --> 00:06:20,360 big essay, long form content, piece of text, that also might 148 00:06:20,360 --> 00:06:21,920 put people off because it's like, I'm not reading all of 149 00:06:21,920 --> 00:06:23,440 that. You know, customers are lazy. 150 00:06:23,440 --> 00:06:25,960 And unfortunately almost every AB test I've ever run, I've 151 00:06:25,960 --> 00:06:28,680 learnt that customers are lazier than I even thought they were 152 00:06:28,680 --> 00:06:31,160 based on previous tests. So customers are lazy. 153 00:06:31,800 --> 00:06:34,680 Well, what you can do on APDP is you can actually add a bit of 154 00:06:34,680 --> 00:06:36,720 information, a bit of content, say who we are. 155 00:06:36,920 --> 00:06:39,960 You can also extend the product description because most people 156 00:06:39,960 --> 00:06:42,560 are buying a product for a specific reason, so they'll have 157 00:06:42,560 --> 00:06:44,320 some questions. So you can extend the product 158 00:06:44,320 --> 00:06:47,320 description, you can add FAQs, you could feature your reviews 159 00:06:47,320 --> 00:06:48,720 on the page and that sort of thing. 160 00:06:49,080 --> 00:06:51,960 We've even done a test last year where somebody had reviews, but 161 00:06:51,960 --> 00:06:54,280 they had sort of five tabs. The first one was the product 162 00:06:54,280 --> 00:06:56,280 description that was open and you can click over to go to 163 00:06:56,280 --> 00:07:00,680 specifications, dimensions, reviews, FAQs, all on different 164 00:07:00,680 --> 00:07:03,880 tabs when we actually just put them on rows of content on top 165 00:07:03,880 --> 00:07:06,320 of one another and just had them all visible down the page. 166 00:07:06,320 --> 00:07:08,000 You don't have to Click to display anything. 167 00:07:08,280 --> 00:07:10,400 Conversion rate on that one in particular actually lifted. 168 00:07:10,400 --> 00:07:14,320 I think it was 35 or 40% more revenue because customers now 169 00:07:14,320 --> 00:07:17,080 didn't have to click about and try and find how to find that 170 00:07:17,080 --> 00:07:19,160 information under the tabs and then read the text. 171 00:07:19,360 --> 00:07:21,600 It was all just presented down the page as they scrolled and we 172 00:07:21,600 --> 00:07:23,680 saw on marks of clarity, more people now were scrolling to the 173 00:07:23,680 --> 00:07:26,040 bottom of the page. So the content was working well 174 00:07:26,040 --> 00:07:27,880 and it's broken down really, really nicely. 175 00:07:27,880 --> 00:07:30,560 Lots of images, bullet point lists, using colouring in a 176 00:07:30,560 --> 00:07:33,160 clever way just to keep the page nice and entertaining to the 177 00:07:33,160 --> 00:07:35,320 user to get that information across in a in a nice way. 178 00:07:35,800 --> 00:07:39,640 When we've run PDP redesigned tests, I'm going to say 179 00:07:39,640 --> 00:07:41,440 redesign. You don't need to get a designer 180 00:07:41,440 --> 00:07:43,960 and get your crayons out and try and design something new just by 181 00:07:43,960 --> 00:07:46,360 changing the content about and changing the length of content 182 00:07:46,360 --> 00:07:48,000 and adding more information to each product. 183 00:07:48,520 --> 00:07:52,160 We've seen, we've seen the 20% uplift on, on on average across 184 00:07:52,160 --> 00:07:54,560 all of our clients. And actually it's quite an easy 185 00:07:54,560 --> 00:07:56,320 thing to do. It's just time consuming to 186 00:07:56,320 --> 00:07:58,000 actually write the content. But it's certainly not 187 00:07:58,000 --> 00:08:00,040 complicated. And on Shopify, you shouldn't 188 00:08:00,040 --> 00:08:02,760 really need a designer. It depends what a developer, 189 00:08:02,760 --> 00:08:05,560 sorry, depends what theme, what templates you're using and that 190 00:08:05,560 --> 00:08:06,960 kind of thing. So that's number one. 191 00:08:07,320 --> 00:08:11,120 Extend those PDPS and focus on welcoming people to your website 192 00:08:11,280 --> 00:08:13,480 when they land on APDP, especially for doing Google 193 00:08:13,480 --> 00:08:18,040 Shopping #2. Feature actual customer reviews. 194 00:08:18,320 --> 00:08:20,960 You've probably heard a few review platforms on the show or 195 00:08:20,960 --> 00:08:24,440 seen me involved in a few things with Judge Me, Trustpilot, Yacht 196 00:08:24,440 --> 00:08:26,880 Ho, and a whole range of other review platforms recently. 197 00:08:27,360 --> 00:08:29,800 It's been a common theme we've seen on people's websites 198 00:08:29,800 --> 00:08:32,159 recently where people, the people that think they're not 199 00:08:32,159 --> 00:08:34,240 getting enough value from the review platform. 200 00:08:34,600 --> 00:08:36,760 We go and have a look at this and we, we review, we actually 201 00:08:36,760 --> 00:08:38,760 review the way people are using it for some of those platforms 202 00:08:38,760 --> 00:08:40,760 I've just mentioned. It's a bit of a freebie and 203 00:08:40,760 --> 00:08:41,840 we're happy to get for any of you guys. 204 00:08:41,840 --> 00:08:43,919 If you want to reach out to us, it's hello at Winning with 205 00:08:43,919 --> 00:08:47,400 shopify.com, drop us an e-mail and I'm very happy to look at 206 00:08:47,400 --> 00:08:49,000 this on your site. A lot of people just have a 207 00:08:49,000 --> 00:08:51,720 widget that says like rated excellent or we're a five star 208 00:08:51,720 --> 00:08:53,800 company. And what that's missing is it 209 00:08:53,800 --> 00:08:56,320 doesn't say how many reviews you've actually got and it also 210 00:08:56,320 --> 00:08:58,080 doesn't say what your exact rating is. 211 00:08:58,080 --> 00:09:00,720 It's just five kind of stars filled in in colour. 212 00:09:01,080 --> 00:09:04,480 When actually, if you're 4.84 point 9, by doing some tests, we 213 00:09:04,480 --> 00:09:07,360 found out that actually writing 4.8 or 4.9 and having that 214 00:09:07,360 --> 00:09:09,400 displayed rather than just 5 gold stars. 215 00:09:09,400 --> 00:09:11,440 Actually having the rating and the number of reviews, 216 00:09:11,840 --> 00:09:14,520 especially once you reach about 500 reviews for your business, 217 00:09:14,760 --> 00:09:18,720 having that number of over 500, that actually helps to convert 218 00:09:18,720 --> 00:09:21,320 customers much, much more. We've got a test running at the 219 00:09:21,320 --> 00:09:24,640 moment where the conversion rate is increased 30% just by 220 00:09:24,640 --> 00:09:28,280 branching out and having a bigger widget that says how many 221 00:09:28,280 --> 00:09:30,560 reviews there are and, and the exact star rating. 222 00:09:30,800 --> 00:09:33,000 And the second thing we've done on that particular test as well. 223 00:09:33,280 --> 00:09:35,760 And if you guys are listening, David and Kate, you know who you 224 00:09:35,760 --> 00:09:37,760 are, you're absolutely legends and they're we're really excited 225 00:09:37,760 --> 00:09:39,440 to get to the end of this test as well and see the result. 226 00:09:39,760 --> 00:09:42,640 And, but on that test in particular and the result on 227 00:09:42,640 --> 00:09:45,520 that we've one, well, sorry, one way we've got the result is 228 00:09:45,520 --> 00:09:47,760 we've actually listed out some of the customer reviews as well. 229 00:09:47,920 --> 00:09:50,920 They used to just have the icon that would say like, you know, 230 00:09:50,920 --> 00:09:54,040 we've we're rated, rated five star, rated excellent and that 231 00:09:54,040 --> 00:09:55,280 was it. It's a classic rated excellent 232 00:09:55,280 --> 00:09:56,760 on Trustpilot. You see quite a lot on the 233 00:09:56,760 --> 00:09:59,160 Trustpilot ones, but actually putting some reviews halfway 234 00:09:59,160 --> 00:10:01,000 down the homepage, putting them on product pages, putting them 235 00:10:01,000 --> 00:10:03,920 on collection pages, there's only three displayed, but it's 236 00:10:03,920 --> 00:10:07,160 like Bob said this, Janet said this, Nigel said this, it's like 237 00:10:07,360 --> 00:10:09,720 wow, these are real people that have bought from this business. 238 00:10:09,720 --> 00:10:11,640 It's got the date on them. So you can see all these people 239 00:10:11,640 --> 00:10:14,280 have bought in the last few days or left their review in the last 240 00:10:14,280 --> 00:10:16,720 few days. This is a real live business. 241 00:10:16,720 --> 00:10:19,000 These are real customers and they're sharing really, really 242 00:10:19,000 --> 00:10:20,800 good stuff. So again, we've currently got 243 00:10:20,800 --> 00:10:25,000 about 30% uplift on that. I've got a couple of stats here 244 00:10:25,000 --> 00:10:27,120 though. Three other tests we did prior 245 00:10:27,120 --> 00:10:29,040 to that where we've that that one we've not enough data to 246 00:10:29,040 --> 00:10:30,320 share today. We might share in the future. 247 00:10:30,320 --> 00:10:33,760 But prior to that three tests we did, we have an average of a 30% 248 00:10:33,760 --> 00:10:37,760 increase in conversions and two of those in particular the 249 00:10:37,760 --> 00:10:40,080 average order value also doubled. 250 00:10:40,480 --> 00:10:43,080 So sorry, when I say conversions or conversion rates with a 30% 251 00:10:43,080 --> 00:10:46,000 increase in the number of people converting on the site. 252 00:10:46,160 --> 00:10:50,560 So for every 10 people, we now had 13 people converting and we 253 00:10:50,560 --> 00:10:53,040 also the managed to double the average order value. 254 00:10:53,120 --> 00:10:55,800 And that test I mentioned a minute ago, we're we're actually 255 00:10:55,800 --> 00:10:57,960 seeing the same kind of thing that the average order value 256 00:10:57,960 --> 00:11:00,080 appears to have doubled. Now that we've got those 257 00:11:00,080 --> 00:11:02,960 customer reviews on there. What it might actually be is 258 00:11:02,960 --> 00:11:05,360 people buying a product or looking at a product and going 259 00:11:05,520 --> 00:11:08,040 in the reviews, everybody said, mention this one massive 260 00:11:08,040 --> 00:11:10,360 flagship product to this brand has I should go and find that 261 00:11:10,360 --> 00:11:12,560 and check that out and actually start buying that as well. 262 00:11:12,560 --> 00:11:14,480 And we're starting to see that in the data on, on some of the 263 00:11:14,480 --> 00:11:17,600 more recent tests we're doing. So customer reviews are super 264 00:11:17,600 --> 00:11:19,840 important. Don't spend all this time 265 00:11:19,840 --> 00:11:23,840 generating reviews and having this amazing set of reviews on 266 00:11:23,840 --> 00:11:26,680 the review platforms website, like get that content on your 267 00:11:26,680 --> 00:11:29,320 site, get it front and centre and just decide how important it 268 00:11:29,320 --> 00:11:31,640 is on the page. So it's not as important as the 269 00:11:31,640 --> 00:11:33,880 product image, the product price, the product description. 270 00:11:34,040 --> 00:11:36,200 But straight away under that, this is what our amazing 271 00:11:36,200 --> 00:11:39,200 customers say under that, here's some additional information 272 00:11:39,200 --> 00:11:42,040 about this product or why you should buy from us or you know, 273 00:11:42,040 --> 00:11:44,520 going green, commitment to packaging where we don't use 274 00:11:44,520 --> 00:11:45,880 plastic. All that kind of stuff can come 275 00:11:45,960 --> 00:11:48,560 on a bit later, which as I said in the first point, you want to 276 00:11:48,560 --> 00:11:50,760 extend some of these pages and see if they perform better. 277 00:11:51,080 --> 00:11:53,960 Some situations as well. Just to jump back to .1, it's 278 00:11:53,960 --> 00:11:56,400 relevant to customer reviews. Sometimes we found actually the 279 00:11:56,400 --> 00:11:59,520 reviews, the extended copy and stuff it, it hasn't actually 280 00:11:59,520 --> 00:12:01,040 helped. We've taken a load of that stuff 281 00:12:01,040 --> 00:12:03,320 away and conversion's gone up and, and average order value's 282 00:12:03,320 --> 00:12:06,200 gone up and revenue's gone up. And sometimes it depends on the 283 00:12:06,200 --> 00:12:08,720 price of product, depends on the pain point to actually purchase 284 00:12:08,720 --> 00:12:10,720 that product. So if it's going to cost you 285 00:12:10,720 --> 00:12:15,280 quite a lot to remove your old sofa, find a new one, wait three 286 00:12:15,280 --> 00:12:17,880 months for your sofa to be made, and it's going to cost you 287 00:12:17,880 --> 00:12:19,880 thousands of dollars to have that product actually 288 00:12:19,920 --> 00:12:22,240 manufactured and purchased and bought to your house and fitted 289 00:12:22,520 --> 00:12:24,880 into your house. Then actually, you need probably 290 00:12:24,880 --> 00:12:27,680 more content when you're buying something super small, super 291 00:12:27,680 --> 00:12:30,840 simple, actually just making it quick and easy tends to convert 292 00:12:30,840 --> 00:12:33,400 better as well. But those are both trends. 293 00:12:33,400 --> 00:12:36,200 That's not the 11 size fits all. Like work out. 294 00:12:36,200 --> 00:12:39,480 What works for your business is the most important thing #3 Now 295 00:12:39,480 --> 00:12:43,120 this one, this one is absolutely fascinating. 296 00:12:43,480 --> 00:12:46,840 There are a lot of apps that do this in Shopify and some of them 297 00:12:46,840 --> 00:12:49,120 we found to be absolutely awful and some of them have been 298 00:12:49,120 --> 00:12:52,520 fantastic. So it's about AB testing product 299 00:12:52,520 --> 00:12:54,920 pricing. Our partners at Saguna have 300 00:12:54,920 --> 00:12:58,160 released a brand new app for Shopify and it's called Shopify 301 00:12:58,160 --> 00:13:00,880 Connect for Canva. You can essentially look at all 302 00:13:00,880 --> 00:13:03,960 of your product images from Shopify directly in Canva and 303 00:13:03,960 --> 00:13:07,240 export them straight back. This can save you a lot of time. 304 00:13:07,240 --> 00:13:09,520 If you want to find out a bit more about this or go and find 305 00:13:09,520 --> 00:13:13,120 the app yourself, you can go to saguna.com/canva. 306 00:13:13,320 --> 00:13:16,080 Enjoy. Now some of you won't be able to 307 00:13:16,080 --> 00:13:18,280 do this because you sell somebody else's product. 308 00:13:18,280 --> 00:13:21,040 They dictate the RRP and you have to sell it at the price 309 00:13:21,040 --> 00:13:22,920 that they've said and you can only go on sale with their 310 00:13:22,920 --> 00:13:24,680 permission. And those are some of the terms 311 00:13:24,680 --> 00:13:26,920 of you stocking that brand and that's absolutely fine. 312 00:13:27,200 --> 00:13:29,280 So you guys block your ears or cry. 313 00:13:29,280 --> 00:13:31,120 As I share the next few stats on this. 314 00:13:31,720 --> 00:13:35,760 We've had more than one client over the years that have doubled 315 00:13:35,760 --> 00:13:40,720 the price of their products before and the conversion rate 316 00:13:40,800 --> 00:13:43,680 has dropped by, sorry, the revenue or conversion rate of 317 00:13:43,680 --> 00:13:47,240 number of conversions has dropped by less than 50% or the 318 00:13:47,240 --> 00:13:49,280 revenue has dropped by less than 50%. 319 00:13:49,920 --> 00:13:53,120 The argument there is if you were charging $10 per product 320 00:13:53,360 --> 00:13:56,200 and now you're charging 20, but you lose less than half your 321 00:13:56,200 --> 00:13:59,880 sales or half your revenue, you're making more profit now 322 00:13:59,960 --> 00:14:02,000 because you've doubled the price of the item and you've lost less 323 00:14:02,000 --> 00:14:05,120 than half your sales. And Rory Sutherland, some of you 324 00:14:05,120 --> 00:14:06,480 might know he's an absolutely legend. 325 00:14:07,120 --> 00:14:08,760 I've I've read his book recently. 326 00:14:08,960 --> 00:14:10,440 I listen to a lot of his podcast style. 327 00:14:10,840 --> 00:14:13,040 He talks quite a lot about this. And I've got a little quote here 328 00:14:13,040 --> 00:14:17,000 from him about premium products have to have a painful price 329 00:14:17,000 --> 00:14:19,560 point and say if you're trying to sell something and you're 330 00:14:19,560 --> 00:14:22,920 trying to tell people this product, it does so much, it's a 331 00:14:22,960 --> 00:14:25,560 valuable product. It, it achieves lots of things. 332 00:14:25,560 --> 00:14:27,720 Maybe it's AI don't know a health vitamin or a health 333 00:14:27,720 --> 00:14:30,680 capsule or something that claims to like help with your muscles, 334 00:14:30,680 --> 00:14:33,400 your hair, your skin, your sleep, your awakeness, your 335 00:14:33,400 --> 00:14:36,880 focus, all this stuff. Well, his argument and, and I 336 00:14:36,880 --> 00:14:38,560 completely agree with this, hence what I'm talking about in 337 00:14:38,560 --> 00:14:39,880 the show. And we've, we've seen this in 338 00:14:39,880 --> 00:14:43,120 our own studies, you have to charge a lot of money. 339 00:14:43,120 --> 00:14:45,240 And obviously a lot is a is a relevant term. 340 00:14:45,400 --> 00:14:47,600 You need to work out what is that balance where we're now 341 00:14:47,600 --> 00:14:51,640 charging enough that the price matches how incredibly effective 342 00:14:51,640 --> 00:14:55,280 this product is without it being so much that now we can only 343 00:14:55,280 --> 00:14:58,800 target the, the Super rich people of, of, of, of this 344 00:14:58,800 --> 00:15:01,680 planet. And so, and what we've done with 345 00:15:01,680 --> 00:15:05,880 some clients is you can set an AB testing app up on Shopify and 346 00:15:05,880 --> 00:15:08,280 you basically say to it, look, all the current prices I've got 347 00:15:08,280 --> 00:15:10,440 are the minimum, don't go any lower than that. 348 00:15:10,840 --> 00:15:12,240 And you can tell some of the tools to do that. 349 00:15:12,240 --> 00:15:14,200 But I quite like starting with a don't tell it to go any lower 350 00:15:14,200 --> 00:15:18,040 than that, but let it increase the prices by up to 40% or up to 351 00:15:18,040 --> 00:15:21,320 100% higher or something and just let it run and it will come 352 00:15:21,320 --> 00:15:24,040 back and start reporting back product by product, order by 353 00:15:24,040 --> 00:15:27,440 order, customer by customer. This is how much you should be 354 00:15:27,440 --> 00:15:31,240 charging for these products. Not once have I ever seen anyone 355 00:15:31,240 --> 00:15:34,320 use one of these tools on their website and it's come back and 356 00:15:34,320 --> 00:15:37,880 said you need to lower your prices or like there's no 357 00:15:37,880 --> 00:15:39,280 change. It's just you just need to keep 358 00:15:39,280 --> 00:15:40,720 all your prices exactly as they are. 359 00:15:41,040 --> 00:15:42,840 It quite often comes back and goes, do you know what, when we 360 00:15:42,840 --> 00:15:45,600 position these two products at this price and then this one at 361 00:15:45,600 --> 00:15:49,400 A, at your current base price, the current base price one sells 362 00:15:49,400 --> 00:15:51,280 way more effectively and you make more money. 363 00:15:51,520 --> 00:15:52,840 There's a whole psychology behind this. 364 00:15:52,840 --> 00:15:54,360 There's some really good apps to do this. 365 00:15:54,560 --> 00:15:56,520 But as I say, we've had more than one client over the years 366 00:15:56,520 --> 00:15:59,440 double their product prices and they've lost less than half 367 00:15:59,440 --> 00:16:01,480 their sales, which now means they are so much more 368 00:16:01,480 --> 00:16:04,480 profitable, which means we can start spending more on Google 369 00:16:04,480 --> 00:16:07,000 Ads because we're making more profit per order that's coming 370 00:16:07,000 --> 00:16:09,160 in. So it, it really is a win win 371 00:16:09,160 --> 00:16:14,600 to, to, to, to do that #4 and this one's fascinating. 372 00:16:14,600 --> 00:16:18,000 This is one of those ones that when I say what it is, you might 373 00:16:18,000 --> 00:16:20,000 go, what the heck has that got to do with anything? 374 00:16:20,480 --> 00:16:23,280 And the results in this are absolutely astronomical. 375 00:16:23,280 --> 00:16:25,600 And I don't use that word often. I try not to exaggerate too 376 00:16:25,600 --> 00:16:28,480 much, especially when I'm hosting a podcast. 377 00:16:28,480 --> 00:16:31,520 But this one, it's all around pre-order. 378 00:16:32,080 --> 00:16:33,680 So a lot of sites have pre-order on them. 379 00:16:33,840 --> 00:16:36,280 So you can order this product, but we don't have it right now. 380 00:16:36,280 --> 00:16:38,720 We're going to order it in or it's on the way and you can 381 00:16:38,720 --> 00:16:41,440 pre-order this product. The conversion rate on 382 00:16:41,440 --> 00:16:45,480 pre-order, unless you've absolutely nailed your marketing 383 00:16:45,480 --> 00:16:48,680 and you're advertising yourself as a Kickstarter, Indiegogo 384 00:16:48,680 --> 00:16:51,560 brand, something like that, where actually pre-order makes 385 00:16:51,560 --> 00:16:54,160 sense. Where we've seen brands using 386 00:16:54,160 --> 00:16:57,720 pre-order and when we had three last year in particular, we 387 00:16:57,720 --> 00:17:01,000 looked at pre-order and we use Microsoft Clarity and Hot Jar to 388 00:17:01,000 --> 00:17:05,359 watch people use the website and see what the, you know, see, see 389 00:17:05,400 --> 00:17:07,040 what they were doing when they see pre-order. 390 00:17:07,560 --> 00:17:10,720 Two out of the three sites, as soon as someone saw pre-order, 391 00:17:10,720 --> 00:17:14,240 they left the site all together. They were just gone. 392 00:17:15,040 --> 00:17:19,319 So what we did, two of those brands replaced pre-order with 393 00:17:19,319 --> 00:17:23,480 in stock and then the third brand kept pre-order, but also 394 00:17:23,480 --> 00:17:27,119 did the next thing that all three brands did above the adsic 395 00:17:27,119 --> 00:17:29,800 basket or buy it now button or whatever, whatever your call to 396 00:17:29,800 --> 00:17:34,080 action is above that they gave some sort of delivery estimates. 397 00:17:34,840 --> 00:17:37,000 So what we learnt, and this does, I mentioned Rory 398 00:17:37,000 --> 00:17:38,680 Sutherland already, it does go back to something Rory 399 00:17:38,680 --> 00:17:41,160 Sutherland talks about quite a lot, which is about expectation 400 00:17:41,160 --> 00:17:44,200 and entertainment. So the unknown is scary to 401 00:17:44,200 --> 00:17:46,120 people. So if you just say pre-order, 402 00:17:46,440 --> 00:17:47,720 it's like, when's it going to arrive? 403 00:17:47,720 --> 00:17:50,400 I've it basically is a tell me when it's back in stock, but 404 00:17:50,400 --> 00:17:51,720 you're asking me to pay for it now. 405 00:17:52,040 --> 00:17:54,400 People don't want to do that. So if you give an expectation, 406 00:17:54,400 --> 00:17:56,000 it's going to take three to six weeks. 407 00:17:56,320 --> 00:17:59,360 Suddenly people start ordering these products because they know 408 00:17:59,360 --> 00:18:00,800 it's going to be three to six weeks. 409 00:18:01,160 --> 00:18:04,000 And if you've done your research in marketing well, that three to 410 00:18:04,000 --> 00:18:06,560 six weeks is totally achievable. It's actually going to be like 411 00:18:06,560 --> 00:18:09,680 one to three, but we're going to put 3:00 to 4:00 as the 412 00:18:09,680 --> 00:18:11,560 estimate. So we're going to under promise 413 00:18:11,920 --> 00:18:13,840 over deliver and customers, we're really happy. 414 00:18:13,840 --> 00:18:15,640 We'll get better reviews. We can feature those reviews on 415 00:18:15,640 --> 00:18:17,720 the site like I was talking about earlier, and our whole 416 00:18:17,720 --> 00:18:20,080 business starts to grow nicely and organically. 417 00:18:20,440 --> 00:18:23,680 So this one's been amazing and the worst result we had out of 418 00:18:23,680 --> 00:18:28,320 those 3 was a 40% uplift on pre-order items. 419 00:18:28,640 --> 00:18:32,080 So we we're now making 40% more revenue on pre-order and we were 420 00:18:32,080 --> 00:18:34,240 actually, I, I didn't get the stat for this, but we're making 421 00:18:34,240 --> 00:18:37,160 more money on the non, the general, the non pre-order, the 422 00:18:37,160 --> 00:18:39,960 general in stock stuff anyway, because people now weren't 423 00:18:39,960 --> 00:18:42,680 leaving the site having seen one or two pre-order items. 424 00:18:42,680 --> 00:18:44,680 So we're still browsing the site, found a few things in 425 00:18:44,680 --> 00:18:46,960 stock and and bought stuff in stock, but just pre-order alone, 426 00:18:46,960 --> 00:18:50,400 40% uplift on pre-order items and that particular brand as 427 00:18:50,400 --> 00:18:52,320 well. And they had I think about 30 or 428 00:18:52,320 --> 00:18:54,800 40% of their product range was pre-order. 429 00:18:54,960 --> 00:18:57,800 So you get an idea as to how much revenue they made out of 430 00:18:57,800 --> 00:18:59,640 this thing. And it wasn't obvious when we 431 00:18:59,640 --> 00:19:00,880 first started any of these tests. 432 00:19:01,240 --> 00:19:03,240 The best result. This is insane, right? 433 00:19:03,560 --> 00:19:06,720 We had a 1200% uplift on pre-order items. 434 00:19:06,720 --> 00:19:11,720 Total site revenue doubled, total site revenue doubled and 435 00:19:11,720 --> 00:19:14,800 we did that in September last year just in time for peak. 436 00:19:15,040 --> 00:19:17,920 What I'm not saying it was an accident, like we did stuff to 437 00:19:17,920 --> 00:19:21,040 make it happen, but we were not expecting that kind of result. 438 00:19:21,320 --> 00:19:24,160 So if you have anything on your side that's pre-order or even if 439 00:19:24,160 --> 00:19:26,840 you've got stuff that's out of stock but you know it's coming 440 00:19:26,840 --> 00:19:30,280 back, if you can put something on those products to say we know 441 00:19:30,280 --> 00:19:31,960 it's going to be back by this date. 442 00:19:32,280 --> 00:19:35,280 So out of stock becomes pre-order, you know, and 443 00:19:35,280 --> 00:19:39,200 delivery by this date, your revenue could be significantly 444 00:19:39,200 --> 00:19:42,600 higher than it is at the moment. So that one really was a diamond 445 00:19:42,600 --> 00:19:45,680 that we found by doing enough mining, which is a little 446 00:19:45,680 --> 00:19:48,280 reference to Minecraft, which I don't have any time to play 447 00:19:48,280 --> 00:19:49,360 anymore. It's a fantastic game. 448 00:19:50,480 --> 00:19:52,960 Final one, this one we recommend to everybody. 449 00:19:52,960 --> 00:19:56,440 We don't always AB test this. This one I think is kind of 450 00:19:56,440 --> 00:19:59,520 obvious and it's a Shopify specific thing and what it is, 451 00:19:59,520 --> 00:20:03,160 it relates to shop pay. So lots of brands have shop Pay 452 00:20:03,240 --> 00:20:05,520 on their website, so you can add to basket. 453 00:20:05,520 --> 00:20:08,080 So when you're on the product page, you can add to basket or 454 00:20:08,080 --> 00:20:11,160 you can click Shop Pay. So buy with Shop pay now 455 00:20:11,160 --> 00:20:14,680 depending on the settings you use on Shop Pay and Shopify have 456 00:20:14,680 --> 00:20:17,960 done quite a lot to try. And I was going to say fix this. 457 00:20:18,360 --> 00:20:22,040 It to me is broken when I explain why, but they've not 458 00:20:22,040 --> 00:20:23,920 declared it as broken, which is fair enough. 459 00:20:24,360 --> 00:20:26,880 And for anyone we get emails saying are we endorsed by shop 460 00:20:26,880 --> 00:20:28,440 of fire affiliated with them? No, we're not. 461 00:20:28,440 --> 00:20:30,440 We're completely independent, which one can make statements 462 00:20:30,440 --> 00:20:32,920 like that. But shop pay on a lot of sites 463 00:20:32,920 --> 00:20:36,160 when you say you had like four or five items to basket and then 464 00:20:36,160 --> 00:20:39,000 say you've added five and you land on your 6th item and you 465 00:20:39,120 --> 00:20:43,160 click buy with shop pay, it takes you to a single item. 466 00:20:43,200 --> 00:20:47,120 Check out all the stuff in your basket has been ignored because 467 00:20:47,120 --> 00:20:49,880 you're now going through the shop pay system. 468 00:20:50,560 --> 00:20:52,760 Now we've seen some of the issues caused this at the 469 00:20:52,760 --> 00:20:54,640 settings in shop pay. Some of them must do with cookie 470 00:20:54,640 --> 00:20:57,600 banners where the cookie is not being carried across now from 471 00:20:57,600 --> 00:21:00,400 your website into the shop pay system when they go to try and 472 00:21:00,400 --> 00:21:02,840 make their purchase. What we actually recommend to 473 00:21:02,840 --> 00:21:05,600 everybody to increase average order value and get people to 474 00:21:05,600 --> 00:21:08,880 buy multiple products is just have the add to cart button. 475 00:21:09,160 --> 00:21:12,280 Don't have a shop pay option to check out and shop pay just 476 00:21:12,280 --> 00:21:14,720 don't run the risk with it. What we do instead is we have 477 00:21:14,720 --> 00:21:18,760 the add to cart button and underneath list out Visa, 478 00:21:18,760 --> 00:21:21,800 MasterCard, American Express, shop pay, Google Pay, Apple Pay, 479 00:21:22,040 --> 00:21:25,160 PayPal, Amazon pay, whatever your payment options you offer 480 00:21:25,160 --> 00:21:27,800 on the website. Just list all those as icons. 481 00:21:27,800 --> 00:21:30,440 Just to reassure people like we take all of these payments. 482 00:21:30,520 --> 00:21:32,440 So whichever 1 you want to use, because some people might go, 483 00:21:32,720 --> 00:21:35,520 oh, Amex, I can get cash back by using Amex or some people might 484 00:21:35,520 --> 00:21:38,200 go, oh, I've got I get a really good term cash back rate on my 485 00:21:38,200 --> 00:21:39,760 MasterCard. Actually, I get air miles or 486 00:21:39,760 --> 00:21:41,040 something so I can use my MasterCard. 487 00:21:41,360 --> 00:21:45,200 And so by listing those icons we've also seen ROI increase by 488 00:21:45,200 --> 00:21:47,480 doing AB test on it doesn't take tend to be massive. 489 00:21:48,160 --> 00:21:51,000 Most people expect these days that any store, especially on 490 00:21:51,000 --> 00:21:54,240 Shopify, you take basically all the payment options, all the 491 00:21:54,240 --> 00:21:56,600 different payment providers or different types of card. 492 00:21:56,960 --> 00:21:59,720 But and do have a look at this shop pay 1. 493 00:21:59,720 --> 00:22:02,720 And what I recommend you do is go Incognito on a browser or 494 00:22:02,720 --> 00:22:05,560 borrow somebody's phone for 5 minutes, one of your team and 495 00:22:05,560 --> 00:22:08,240 say, can we go on the website on your phone, Let's add 3 or 4 496 00:22:08,240 --> 00:22:10,160 items to cart. Now let's go on another product 497 00:22:10,160 --> 00:22:13,040 and click buy with shop paid. If it takes you a single item 498 00:22:13,040 --> 00:22:15,920 check out, you are probably missing out on loads and loads 499 00:22:15,920 --> 00:22:18,000 of revenue from that as well, which is a massive shame. 500 00:22:18,560 --> 00:22:21,320 And again, it's so simple to fix and it's not obvious until 501 00:22:21,320 --> 00:22:23,160 someone like myself comes along to tell you. 502 00:22:23,480 --> 00:22:25,000 So there we go. I hope you've enjoyed these five 503 00:22:25,000 --> 00:22:26,400 points. As mentioned earlier, we 504 00:22:26,400 --> 00:22:27,920 actually have 6. There's a bonus one at the end. 505 00:22:28,480 --> 00:22:30,640 You might have got an episode. I did with Chase Climber 506 00:22:30,640 --> 00:22:32,400 recently, who's another podcaster. 507 00:22:32,760 --> 00:22:34,600 He's an absolutely legend. We've become really good friends 508 00:22:34,600 --> 00:22:36,120 recently and we've been on each other's shows. 509 00:22:36,360 --> 00:22:38,240 He and I agree on this. He mentioned at one of his 510 00:22:38,240 --> 00:22:40,120 shows, I went back and realised we were already testing this in 511 00:22:40,120 --> 00:22:42,280 my agency and I looked at some of the results and it's 512 00:22:42,280 --> 00:22:45,080 fantastic. If you if you feel like people 513 00:22:45,080 --> 00:22:47,840 really want your products, but they're just struggling to do 514 00:22:47,840 --> 00:22:51,400 that conversion at the 11th hour, at the last minute, then 515 00:22:51,680 --> 00:22:54,480 one thing that you can do is next to the add to cart button 516 00:22:54,480 --> 00:22:57,400 or around the add to cart button or something is just reaffirm 517 00:22:57,400 --> 00:22:59,160 what I would describe as the law. 518 00:22:59,160 --> 00:23:02,080 And I don't know, I don't know exactly what the laws are in the 519 00:23:02,360 --> 00:23:04,240 US because I've never lived in the US and therefore ordered a 520 00:23:04,240 --> 00:23:05,560 lot of stuff. But certainly in the UK and I 521 00:23:05,560 --> 00:23:08,200 know in the EU and it probably is the same in the US, if you 522 00:23:08,200 --> 00:23:11,200 buy a product and you're not happy, you have what are called 523 00:23:11,200 --> 00:23:13,960 in the UK consumer rights. You can return that product, you 524 00:23:13,960 --> 00:23:16,160 can send that product back. So what we do next to it is we 525 00:23:16,160 --> 00:23:17,960 just reaffirm the law. And what we put is something 526 00:23:17,960 --> 00:23:21,400 along the lines of free 30 day money back guarantee, something 527 00:23:21,400 --> 00:23:23,000 like that. And all we're doing is saying we 528 00:23:23,000 --> 00:23:26,120 have to offer you a money back guarantee and it has to be free. 529 00:23:26,440 --> 00:23:28,560 It might be that we offer free returns or something. 530 00:23:29,040 --> 00:23:31,200 But most importantly is you're reassuring people at the last 531 00:23:31,200 --> 00:23:33,400 minute. Look, I know you're keen on this 532 00:23:33,400 --> 00:23:35,280 product because you're looking at it, but you've not purchased 533 00:23:35,280 --> 00:23:36,680 it yet. Chuck it in the basket. 534 00:23:36,680 --> 00:23:37,960 If you're not happy, it'll be fine. 535 00:23:37,960 --> 00:23:40,960 But we know you're going to love this product with the free 536 00:23:40,960 --> 00:23:43,200 returns, which kind of relates this as well, the money back 537 00:23:43,200 --> 00:23:45,240 guarantees. We've run tests before where 538 00:23:45,240 --> 00:23:47,320 we've convinced clients and it's not easy. 539 00:23:47,320 --> 00:23:49,600 Sometimes bigger organization takes a just gets approved, but 540 00:23:49,960 --> 00:23:52,440 convince them to do free returns and say, look, offer free 541 00:23:52,440 --> 00:23:54,320 returns. And what we tend to find is the 542 00:23:54,320 --> 00:23:57,000 return rate doesn't change, but the conversion rate goes up. 543 00:23:57,040 --> 00:23:59,920 People are now reassured because you're showing confidence in 544 00:23:59,920 --> 00:24:02,240 your products. So if you're not confident in 545 00:24:02,240 --> 00:24:04,680 your product and you're not confident that your customers 546 00:24:04,680 --> 00:24:07,560 are going to want to return it or not, I suggest looking at the 547 00:24:07,560 --> 00:24:09,640 products first, getting the products absolutely nailed, 548 00:24:09,840 --> 00:24:12,000 making sure the marketing the products is really clear as to 549 00:24:12,000 --> 00:24:13,840 what it is. And then you can start offering 550 00:24:13,840 --> 00:24:16,880 guarantees like this and making free returns a really big 551 00:24:16,880 --> 00:24:20,680 prominent thing on your website. So I'm just going to relay your 552 00:24:20,680 --> 00:24:23,360 six pieces of well, five and a bonus piece of homework, but six 553 00:24:23,360 --> 00:24:24,800 bits of homework for the next week. 554 00:24:25,280 --> 00:24:27,680 And number one, look at your PDPS welcome people into the 555 00:24:27,680 --> 00:24:29,840 site, add some more information and make sure you're covering 556 00:24:29,840 --> 00:24:31,640 all of their questions. So they can make a buying 557 00:24:31,640 --> 00:24:34,720 decision #2 is feature actual customer reviews. 558 00:24:34,720 --> 00:24:36,360 So when somebody reviews something, make the review is 559 00:24:36,360 --> 00:24:38,400 actually visible on lots of different pages, especially 560 00:24:38,400 --> 00:24:41,040 those product pages. Test your product pricing to see 561 00:24:41,040 --> 00:24:43,280 if you can put your prices up and not lose any conversion 562 00:24:43,280 --> 00:24:45,720 whatsoever, but make a load more money and bigger margins which 563 00:24:45,720 --> 00:24:48,440 you can spend more on. Advertising channels #4 is 564 00:24:48,440 --> 00:24:50,920 address pre-order. If you use that or out of stock, 565 00:24:50,920 --> 00:24:53,200 have a think about could we make it pre-order or back in stock 566 00:24:53,200 --> 00:24:55,520 soon or order now for delivery On this date. 567 00:24:55,520 --> 00:24:57,800 Imagine if a truck turned up and you'd already sold 10% of the 568 00:24:57,800 --> 00:25:00,200 stock that was in that truck delivering products to your 569 00:25:00,200 --> 00:25:03,040 website. Fantastic #5 is check your shop 570 00:25:03,040 --> 00:25:05,040 pay settings to make sure you're not doing a single item. 571 00:25:05,040 --> 00:25:08,240 Check out through shop pay and number six bonus point from 572 00:25:08,240 --> 00:25:11,000 Chase. And I'm reaffirmed by me, free 573 00:25:11,000 --> 00:25:13,760 money back guarantee next to the add to cart button and maybe 574 00:25:13,760 --> 00:25:15,600 even look at free returns as well. 575 00:25:15,640 --> 00:25:16,680 I hope you find this useful guys. 576 00:25:16,880 --> 00:25:19,320 Back again next week, we're posting every Friday, sign up on 577 00:25:19,320 --> 00:25:21,480 newsletter if you don't want to miss an episode and make sure 578 00:25:21,480 --> 00:25:22,960 you guys check out some of this stuff. 579 00:25:22,960 --> 00:25:25,600 And if some of this stuff works as well, please do e-mail me 580 00:25:25,600 --> 00:25:27,440 over the next few months and say, look, I changed this on my 581 00:25:27,440 --> 00:25:29,000 website and revenue's gone up this much. 582 00:25:29,280 --> 00:25:30,920 I'd love to shout some of that out on the podcast. 583 00:25:30,920 --> 00:25:32,840 I'd love to hear from you and see what is going on. 584 00:25:33,040 --> 00:25:35,040 Hope today's been useful. See you all again next week.