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Today on the Winning with 
Shopify podcast. 

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My take away from it but all of 
you guys listening or watching 

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this afterwards is like there's 
no excuse. 

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Start using unique code. 
They clearly work better. 

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Really easy to set up you're you
just go into Shopify set up your

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discount like normal. 
Just like you were saying, the 

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progress bar saying hey, spend 
another $25 to reach the second 

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discount. 
The big message I think from for

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me today really is we need to 
think laterally about this. 

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You were the 1 without any tech 
issues before we started as 

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well. 
It's just that Hello everybody. 

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Just we're going to give a few 
minutes for people to come in. 

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I can see a small barrage of you
all coming in now, which is 

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fantastic. 
Great to have you all tuning in.

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We're going to give a couple of 
quick minutes. 

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I say quick minutes, the 60 
seconds per minute. 

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Going to give two or three 
minutes just for people to join 

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in. 
If anybody is just trying to get

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things working, we all know what
it's like when you try and 

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launch a Zoom. 
So yeah, just going to go a few 

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minutes. 
I can see loads of you guys 

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coming in now, which is 
fantastic as well. 

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Great to have you all with us. 
I'm going to introduce our 

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speakers very shortly and then 
we're going to jump into first 

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talk a little bit of 
housekeeping before that as 

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well. 
Just so everybody knows some of 

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the ways you can interact with 
the four of us today. 

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And also there will be a 
recording of this as well. 

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I always like to see who leaves 
at that moment just in case we 

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want to watch it later. 
But mate, great to have you all 

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with us. 
And as I say, we're just going 

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to give just going to give a few
quick minutes before we before 

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we hand over to our first 
speaker, which will be Tracy. 

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But I'll introduce our speakers 
in a second. 

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As I say, we're just going to 
give a little bit of time. 

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I can see more people coming in,
which is great. 

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Great to have you all with us. 
One person has left since I said

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it will be available on 
recording. 

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So we'll see if they rejoin in a
minute. 

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But but anyway, let's do a bit 
of housekeeping before I 

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introduce our incredible 
speakers. 

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I'm super excited today. 
Today I'm normally a speaker, so

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it's delight to be hosting. 
My name is Nick. 

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I run a business called Spec and
some of you guys might see my 

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face around the Internet. 
I also host the podcast called 

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Winning Shopify and the team do 
an incredible job of promoting 

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that. 
And so do people like Saguno. 

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Rob's been on it before. 
I'm going to introduce these 

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guys in a moment as well. 
We're talking today about how to

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master your way through peak in 
an e-commerce business. 

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A lot of you guys are going to 
Shopify, so we can talk quite a 

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lot about Shopify today and we 
can take questions off piste and

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off topic. 
I've only regretted saying that 

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once and I've done hundreds, 
possibly 1000 webinars in my 

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time. 
So challenge accepted. 

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If you ask me any medical 
questions, I will not be able to

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help, although my wife is a 
doctor. 

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But without further deal, let me
introduce our speakers quickly. 

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First of all, we have Tracy 
who's content manager and 

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Tracy's going to talk about 
discounting for both pre and 

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during Cyber Weekend. 
Tracy, give us a quick wave. 

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Great to have you with us. 
Then we're going to hand over to

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Rob. 
We might do a toilet drinks 

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break either before or after 
Rob. 

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We'll see how the time's going. 
Rob's one of our senior SEO 

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consultants here at Spec. 
He's also nicked my podcasting 

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studio for today. 
I let him have it. 

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But it does look, it does look 
good. 

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It's nice to see it from a 
different view rather than just 

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in my tiny corner of my window. 
Rob's going to be talking about 

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5 things to acquire more 
customers through Peak, through 

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PBCSEO and a little bit of CRO 
in there as well. 

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And then we've got the amazing 
Sorry Rob, give us a wave as 

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well. 
Sorry, we'll get away from you. 

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I think you waved already, 
didn't you? 

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I have waved. 
I'll waved twice. 

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I don't mind. 
They're free there. 

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You. 
Go. 

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Good, good. 
He's very friendly. 

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Rob, we can have as many waves 
as we want from from Rob and 

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Murray, great to have you with 
us as well. 

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You're the director of growth at
Saguno and you're going to talk 

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about leveraging BFCM. 
So Black Friday, Cyber Monday to

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close out the years. 
What happens after? 

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So Murray, give us a quick wave.
Great to have you with us. 

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I've embarrassed all three of 
our speakers already, which is a

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good start and been it's so good
to have so many of you guys 

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tuning in. 
If you're watching this 

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afterwards on YouTube, on the 
recording gets sent out, then 

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great to have you with us. 
Let us know what things are like

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in the future. 
We have AQ and a button, so you 

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can click that and ask 
questions. 

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I might repeat some of this very
quickly because I've just seen a

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barrage of more people joining, 
which always seems to happen, 

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but there's AQ and a button at 
the bottom. 

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So while the three of my amazing
speakers here, there are three 

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panellists, I think they're 
officially called here on Zoom. 

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While these guys are going 
through each of their talks, I'm

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going to be keeping an eye on 
the Q&A. 

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I'll ask them some questions 
either after their talk or one 

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or two after the talk, and then 
we'll save a few for the end. 

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If there are quite a few, I have
a couple that have been sent in 

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in advance as well. 
Just looking at the topic and 

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I'd say if you're listening on 
YouTube, give us a quick like 

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hit the subscribe button. 
If you're listening on Zoom, 

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we've got a YouTube channel 
under winning with Shopify. 

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We've got our first Q&A 
question. 

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Yes, sorry, Terry, the chat is 
disabled. 

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We're just going to use the Q&A 
functionality for today. 

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So if you can ask questions in 
there, we'll either, either I'll

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type an answer if I can answer 
it. 

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But if I have to defer to these 
three amazing experts in front 

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of me and in front of you guys, 
then we will do that after their

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talk. 
So without further ado, Tracy, 

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I'm going to pray very, very 
quickly that your tech works are

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trying to get Canva working. 
So yeah, over to you, Tracy, as 

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our first speaker. 
Awesome. 

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All right, let's get going. 
Let's jump right in. 

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All right, we're good. 
All right, Awesome. 

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All right, so let's let's get 
right into it. 

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Prepping for peak and using 
discounts during peak. 

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What I'm going to talk about is 
based on our advice that stems 

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from research of Saguno user 
data. 

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So we've analyzed a bunch of 
things over the past year. 

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Most recently is our unique 
discount benchmarking report 

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here looking at how brands are 
using unique discount codes. 

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Those are one time use coupons. 
I will get into that a little 

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bit, but this new benchmarking 
report includes how they're 

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using it, use cases, as well as 
by industry, by region, and the 

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most popular Shopify discount 
types 2. 

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We've also narrowed in on e-mail
marketing, specifically how 

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brands are using discounts in 
their newsletters and their 

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campaigns and the impact that 
they're seeing overall. 

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And #3 we've, we're putting in 
some Nuggets from our analysis 

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of, we do a yearly analysis of 
e-mail performance from BFCM. 

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So we're looking at the 2024 
results. 

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So we will be sharing these 
links in chat so we can dig a 

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little bit deeper. 
I'm kind of pulling the the 

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bigger, bigger insights for 
this. 

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So, but we do want you to keep 
in mind that all of this advice 

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might not fit your brand. 
You obviously know your brand 

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best. 
So what might work, what makes 

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sense for you? 
So let's get into discounting. 

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There's different ways of 
discounting. 

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Most common is the site wide 
sale where you do not need a 

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discount code to take advantage 
of the promotion. 

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But then there's also generic 
codes and unique codes. 

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So generic codes are just like 
what they sound like, easy to 

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remember, easy to type in. 
It's less friction for your 

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customers. 
So it's like something like this

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example, save 10 or you're 
running a fall promotion, fall 

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and 15% off. 
So fall 15, less friction for 

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your customers. 
But it also means that they can 

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also be easily leaked and get 
out there, go viral on coupon 

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sites. 
So you really do not have 

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control over who is using them. 
Unique discount codes though, on

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the other end of it give you a 
lot more greater control since 

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they are built for one person 
and they are alphanumeric 

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string. 
You're not only protecting 

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against coupon abuse, but you're
adding a touch of 

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personalization. 
And we all know in marketing 

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that that's really enticing to 
customers, making them feel a 

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little bit special. 
So more and more brands are 

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definitely using them as a 
strategic tool for growth for 

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those reasons. 
But they also provide 

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attribution that you can't get 
from generic codes. 

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You can get your hands on data 
that shows what's working with 

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unique codes, what's not 
working. 

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You've got just so many more 
insights that a generic code is 

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not going to give you. 
So essentially you can take all 

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of those findings and use them 
to plan better campaigns. 

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Bigger brands are doing this. 
They are using unique codes. 

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Our research indicates that that
they're using unique codes more.

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So two data points I have for 
you. 

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First, Shopify Plus brands are 
creating nearly triple the 

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number of discount code sets, 
unique discount code sets than 

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non Shopify Plus brands. 
And then if you look by GMV, the

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highest tier for what we 
analyzed in the $20 million plus

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tier, they are creating the 
greatest amount of discount, 

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unique discount codes like by 
far. 

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If you look like at the second 
tier underneath that, which is 2

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million to $20 million range, 
they're like producing more than

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double the number of those in 
that tier. 

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So definitely a strategy that 
brands are using for growth. 

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So I'm going to get into a 
little bit of math here, 

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hopefully, bear with me here. 
Hopefully this is all going to 

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make sense. 
So prepping for peak, obviously 

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there's BFCM creep, right? 
Like people are shopping early. 

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We know this Amazon Prime deals 
are happening right now. 

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Holiday shopping starts early. 
It's happening now. 

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According to a McKenzie report 
from August, 44% of consumers 

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were planning to start their 
holiday shopping this month, 

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October. 
If you expand that out and you 

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look at all of those who are who
are planning to start shopping 

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into November and before Black 
Friday, it rises to 65%. 

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So for these earlier shoppers, 
we highly recommend that you 

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send out some unique discount 
codes because the data shows 

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that they really outperform. 
So we segmented data by e-mail 

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sent with no discount code. 
They could have been running a 

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site wide sale, but we can't see
that. 

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And then those who sent emails 
with a generic code and then 

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those who sent emails with a 
unique code, we wanted to see 

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differences. 
Are there differences in 

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engagement? 
Are there differences in sales? 

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And what we found is that unique
codes consistently perform the 

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best like year round, but 
especially in November, we're 

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seeing that shoppers are 
motivated early and they're 

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willing to spend more when sent 
that unique code. 

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So looking at specifically ASP 
and AOVASP average, that's 

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average selling price in 
particular like you can see from

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this chart here like really 
skyrockets in November here has 

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an edge in driving those higher 
priced items selling them. 

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And so November is the highest 
for the entire year with unique 

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codes for ASP at $43. 
That's that's the substantial 

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difference from the average 
yearly ASP when using unicodes 

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of $35. 
And then you can see the 

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comparison here with the no code
or emails with no codes $25, 

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it's average ASP and emails with
generic codes average ASP of 

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$17.00. 
Then when you look at the AOV, 

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it's not as stark of a 
difference, but it it still is 

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the best performing. 
So average order value is 

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$131.00 with unique codes. 
That's better than the yearly 

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average for emails with unique 
codes of $120.00. 

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It also beats as you can see 
emails with no codes $121.00 and

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then emails with the generic 
which is really low compared to 

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the other $289. 
So what do we do with all this 

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data? 
Recommend you test out those 

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unique codes in November and 
even started this month. 

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The the data is there, it shows 
it works. 

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00:12:55,240 --> 00:12:58,800
You want to capitalize on that 
tendency for shoppers to spend 

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00:12:58,800 --> 00:13:03,840
more and buy higher priced items
when they're offered a unique 

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code before BFCM. 
So a couple of ideas here. 

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00:13:07,880 --> 00:13:12,640
You could offer your best 
customers early VIP access to BF

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to a BFCM sale. 
You could run a shop a fiber 

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00:13:17,160 --> 00:13:21,920
report and target those who 
spent big during BFCM 2024. 

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00:13:22,840 --> 00:13:26,080
Maybe those who have spent a 
certain amount over the the past

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00:13:26,360 --> 00:13:31,360
three months say, however you 
determine your VIP customers. 

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00:13:32,160 --> 00:13:36,320
Also you'll see a lot of brands 
that will invite subscribers to 

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sign up for early BFCM access 
and join the VIP list. 

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That is going to be an easy way 
to set up those tags and 

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00:13:44,800 --> 00:13:47,840
segments really easily to be 
able to send those codes to 

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them. 
Another way you want to maybe 

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00:13:51,400 --> 00:13:56,280
entice high intent shoppers is 
to run a promotion using bundles

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00:13:56,720 --> 00:14:01,000
or a smaller discount on your 
premium SKUs. 

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And we also like the idea of 
experimenting with buy X get buy

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00:14:07,320 --> 00:14:15,160
discounts in Shopify. 
They're minimally used compared 

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to especially percent off and 
dollar off amount discounts. 

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00:14:20,600 --> 00:14:26,760
But from our research, we see 
that Shopify Plus merchants are 

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are more apt to use them. 
They create them at about 6 

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00:14:30,600 --> 00:14:36,600
times the amount then non 
Shopify merchants so might be 

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00:14:36,600 --> 00:14:39,760
something you want to test out, 
see how it goes and then 

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00:14:40,160 --> 00:14:43,440
leverage it again in December if
it was successful I. 

253
00:14:43,840 --> 00:14:46,480
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263
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264
00:15:17,680 --> 00:15:21,720
Now back to the show. 
So I know I just said that 

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00:15:21,720 --> 00:15:26,800
generic codes according to that 
data was poor performing, but 

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you might have a reason to use 
them. 

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00:15:30,680 --> 00:15:34,800
They're you can squeeze a little
bit more juice out of generic 

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00:15:34,800 --> 00:15:39,120
codes more so than unique codes 
is what we are finding. 

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00:15:39,480 --> 00:15:44,040
So we looked at the average 
revenue generated when sending 

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00:15:44,520 --> 00:15:49,440
both discount generic codes and 
unique codes the first time or 

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00:15:49,440 --> 00:15:52,000
the second time a second time. 
And we were surprised to find 

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00:15:52,000 --> 00:15:55,360
that generic codes were better 
performing. 

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00:15:55,680 --> 00:16:04,120
On average, there's a 25% lift 
on 2nd sending as opposed to 11%

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00:16:04,120 --> 00:16:08,040
lift for unique codes. 
So our advice is if you want to 

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00:16:08,040 --> 00:16:11,560
send generic codes a second time
and get more bang for your buck,

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00:16:12,160 --> 00:16:18,400
we urge you to send it within 24
to 48 hours after that first 

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00:16:18,400 --> 00:16:22,520
send. 
And really with the intent of 

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00:16:22,520 --> 00:16:25,240
attracting those coupon deal 
seekers. 

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00:16:25,840 --> 00:16:30,480
If you if you want to go the 
unique code route, just know 

280
00:16:30,480 --> 00:16:34,040
that you're probably not going 
to get as much of A revenue 

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00:16:34,040 --> 00:16:37,600
lift. 
And then we would also suggest 

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00:16:37,600 --> 00:16:41,360
that you add urgency or 
exclusivity to it. 

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00:16:43,640 --> 00:16:47,360
So let's take a look at the week
of BFCM or Cyber Week. 

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00:16:47,720 --> 00:16:51,600
So we consider that the 8 days 
between the Monday before 

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00:16:51,600 --> 00:16:54,840
Thanksgiving and Cyber Monday. 
So this year, that would be 

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00:16:54,840 --> 00:17:01,280
November 24th to December 1st. 
Couple things we found. 

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00:17:01,720 --> 00:17:08,400
First of all, site wide offers 
dominate codes really don't make

288
00:17:08,400 --> 00:17:12,720
an impact whether it's unique 
codes or generic codes like uni 

289
00:17:12,720 --> 00:17:14,440
codes completely lose their 
impact. 

290
00:17:14,440 --> 00:17:18,480
Overall generic codes don't make
a noticeable impact either. 

291
00:17:18,480 --> 00:17:20,400
So just stick to those site wide
sales. 

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00:17:22,560 --> 00:17:26,760
If you are and it's really 
because it's easily accessible, 

293
00:17:26,760 --> 00:17:27,440
right? 
Nobody. 

294
00:17:27,440 --> 00:17:29,800
It's it's all set up for them. 
There's nothing they have to 

295
00:17:29,800 --> 00:17:33,360
enter all good to go. 
You want it to be what you know 

296
00:17:33,680 --> 00:17:38,520
is very low on the friction 
level for for people during 

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00:17:38,520 --> 00:17:43,800
BFCM. 
So we also kind of looked at, 

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00:17:43,800 --> 00:17:48,920
you know what is going on during
BF that BFCM week, What what is 

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00:17:48,920 --> 00:17:53,960
the engagement like Black Friday
and Cyber Monday emails are 

300
00:17:53,960 --> 00:17:56,680
table stakes you should be 
sending on those days. 

301
00:17:58,120 --> 00:18:01,360
They they account for the 
biggest share of revenue 

302
00:18:01,960 --> 00:18:05,560
combined. 
It's 38% revenue that our 

303
00:18:05,560 --> 00:18:09,000
merchants made those days over 
the eight day period. 

304
00:18:10,720 --> 00:18:15,400
And then going back to the early
idea like shoppers really are on

305
00:18:15,400 --> 00:18:19,120
the hunt earlier in the week, 
they're often spending more per 

306
00:18:19,120 --> 00:18:23,480
order as well. 
So start your BFCM campaign on 

307
00:18:23,480 --> 00:18:28,480
Monday or Tuesday. 
Tuesday especially is kind of an

308
00:18:28,480 --> 00:18:33,200
overlooked day we think and we 
say that because it was the 

309
00:18:33,280 --> 00:18:37,280
lowest sending day as far as 
emails going out, but it had the

310
00:18:37,280 --> 00:18:39,840
best conversion rate of all of 
the days. 

311
00:18:40,600 --> 00:18:45,280
And also send on Wednesday, 
Thanksgiving Eve. 

312
00:18:45,640 --> 00:18:49,920
There's a lot going on for that 
day, at least this past year 

313
00:18:49,920 --> 00:18:54,480
there was. 
It's, it has the highest ROI if 

314
00:18:54,480 --> 00:18:59,320
you divine and we're defining 
ROI in this case as revenue 

315
00:18:59,320 --> 00:19:03,520
generated divided by the number 
of emails delivered. 

316
00:19:05,240 --> 00:19:10,320
It was also the top day for AOV 
at $155. 

317
00:19:10,520 --> 00:19:17,080
The second highest day for AOV 
was $24.00 less than that. 

318
00:19:18,120 --> 00:19:23,920
And then I'm just looking at 
volume for that Wednesday, 

319
00:19:23,920 --> 00:19:28,360
Thanksgiving Eve. 
So comparing it to Cyber Monday,

320
00:19:28,880 --> 00:19:35,080
77% more emails were sent on 
Cyber Monday then on Wednesday, 

321
00:19:36,080 --> 00:19:41,280
yet Cyber Monday emails only 
generated 4% more revenue. 

322
00:19:41,960 --> 00:19:47,040
That's huge, right? 
Huge opportunity potentially. 

323
00:19:49,280 --> 00:19:54,960
So if there is anything I'd like
you to take away from free peak 

324
00:19:55,000 --> 00:19:58,520
and BFCM week, it would be in 
November. 

325
00:19:58,560 --> 00:20:01,000
Use unique codes. 
You want to try to entice your 

326
00:20:01,000 --> 00:20:05,000
subscribers to spend more and 
purchase higher priced items. 

327
00:20:06,240 --> 00:20:08,080
Generic codes. 
If you want to use them, use 

328
00:20:08,080 --> 00:20:11,440
them selectively. 
Send them a second time and then

329
00:20:11,440 --> 00:20:14,440
during cyber week just skip the 
discount codes. 

330
00:20:14,840 --> 00:20:19,120
Run site wide sales. 
Amazing. 

331
00:20:19,240 --> 00:20:22,080
Thank you so much. 
Tracy and I, I have to say as 

332
00:20:22,080 --> 00:20:27,240
well, we had your colleague Cara
on the podcast recently winning 

333
00:20:27,240 --> 00:20:29,000
with Shopify. 
If anyone's not come across that

334
00:20:29,000 --> 00:20:31,600
yet, Saguna are one of our 
biggest, longest, most amazing 

335
00:20:31,600 --> 00:20:33,400
sponsors as well. 
So we get you guys on regularly.

336
00:20:33,400 --> 00:20:36,120
But Cara was on talking about 
this report and I was absolutely

337
00:20:36,120 --> 00:20:40,160
gobsmacked to the ASP and AOV 
changes when it was like, 

338
00:20:40,240 --> 00:20:43,280
actually, if you're using 
generic discount codes, you in 

339
00:20:43,280 --> 00:20:45,520
theory, maybe not the volume, 
but certainly in terms of 

340
00:20:45,520 --> 00:20:48,200
average order value, you make 
more money not using codes at 

341
00:20:48,200 --> 00:20:50,000
all. 
And then the unique codes for 

342
00:20:50,000 --> 00:20:52,200
the ones that work best. 
And I just find it amazing 

343
00:20:52,200 --> 00:20:55,200
because so many brands just send
out generic codes of like it's 

344
00:20:55,200 --> 00:20:58,280
holiday season or it's Labour 
days and Labour Day 10, you get 

345
00:20:58,280 --> 00:21:00,720
10% off and just send those 
generic codes out when actually 

346
00:21:00,720 --> 00:21:04,400
your data and you can't argue 
with data, it actually says 

347
00:21:04,400 --> 00:21:07,040
that's not a good way to do it. 
So I find it fascinating, some 

348
00:21:07,040 --> 00:21:08,880
of those statistics. 
So thank you so much. 

349
00:21:09,320 --> 00:21:13,000
And we've got one question that 
was pre sent in and this is 

350
00:21:13,000 --> 00:21:15,080
someone who listened to the show
and I, I don't know if you if 

351
00:21:15,080 --> 00:21:17,360
you're listening live or 
watching live Ware on this now 

352
00:21:17,360 --> 00:21:19,560
or watching it later. 
I saw you did sign up the person

353
00:21:19,560 --> 00:21:21,720
that asked this, but they were 
saying how do you set up? 

354
00:21:21,720 --> 00:21:23,000
And this is always like kind of 
teeing up. 

355
00:21:23,120 --> 00:21:26,200
Tell us about Zaguno. 
How do you set up unique codes 

356
00:21:26,200 --> 00:21:28,240
on Shopify? 
And do you have to be on Shopify

357
00:21:28,240 --> 00:21:32,160
plus to use unique codes or can 
you do it on standard Shopify? 

358
00:21:33,600 --> 00:21:35,520
No, you can do it on standard 
Shopify. 

359
00:21:35,520 --> 00:21:42,520
So if specifically for e-mail, 
it is a built in function of 

360
00:21:42,520 --> 00:21:47,360
Seguno. 
So it's really easy to set up 

361
00:21:47,360 --> 00:21:52,240
your, you just go into Shopify 
and set up your your discount 

362
00:21:52,240 --> 00:21:54,280
like normal. 
And then within Seguno there's 

363
00:21:54,280 --> 00:21:57,720
the option to create the unique 
codes and then that's going to 

364
00:21:58,000 --> 00:22:00,760
follow throughout. 
So you can also do it for 

365
00:22:00,760 --> 00:22:05,680
automations as well. 
And then beyond that, we also 

366
00:22:05,680 --> 00:22:12,800
have a bulk discount code bot 
that is available for all these 

367
00:22:12,800 --> 00:22:16,280
different types of use codes 
where you can generate unique 

368
00:22:16,280 --> 00:22:21,200
codes in bulk and pull them and 
upload them into your other 

369
00:22:21,200 --> 00:22:25,200
channels, whether it be SMS, 
different e-mail provider 

370
00:22:27,400 --> 00:22:29,840
prints. 
So yeah, whatever you need. 

371
00:22:30,040 --> 00:22:34,680
But no, you don't need to be 
regular Shopify plan is is all 

372
00:22:34,680 --> 00:22:35,920
you need. 
Amazing. 

373
00:22:35,920 --> 00:22:38,440
So my take away from it for all 
of you guys listening or 

374
00:22:38,440 --> 00:22:40,320
watching this afterwards is like
there's no excuse. 

375
00:22:40,320 --> 00:22:42,920
Start using unique code. 
They clearly work better. 

376
00:22:43,520 --> 00:22:46,880
And and also I just while we're 
moving on to Rob, what we'll do 

377
00:22:46,880 --> 00:22:48,800
is we'll on the follow up e-mail
to everybody. 

378
00:22:48,800 --> 00:22:52,080
We'll send a link to that whole,
the whole report as well, 

379
00:22:52,080 --> 00:22:53,600
because it's, it's well worth a 
read. 

380
00:22:53,600 --> 00:22:55,600
I've been quoting it since Cara 
came on the show. 

381
00:22:55,600 --> 00:22:57,240
I think it was probably four or 
five weeks ago. 

382
00:22:57,240 --> 00:22:58,600
Now. 
We we record them in advance. 

383
00:22:58,600 --> 00:23:00,200
So I start to lose track as to 
which week it is. 

384
00:23:00,640 --> 00:23:01,920
And but thank you so much, 
Tracy. 

385
00:23:02,000 --> 00:23:03,760
And if you guys have any other 
questions for Tracy, of course, 

386
00:23:04,000 --> 00:23:06,240
put them in the Q&A at the 
bottom as well and we can answer

387
00:23:06,240 --> 00:23:07,960
those. 
Same for Rob, who I'm going to 

388
00:23:07,960 --> 00:23:09,360
hand over to you now is from our
team here. 

389
00:23:09,360 --> 00:23:12,320
So Rob, over to you. 
Thanks, Nick. 

390
00:23:12,320 --> 00:23:14,680
Thanks Tracy as well. 
That was really insightful. 

391
00:23:14,720 --> 00:23:20,200
I think that the inclusivity 
part about when you get to Black

392
00:23:20,200 --> 00:23:24,240
Friday and Cyber Week, the 
actually removing the unique 

393
00:23:24,240 --> 00:23:28,200
codes and doing site wide gets a
better ROI or you know, a better

394
00:23:28,200 --> 00:23:30,360
conversion rate. 
It makes a lot of sense. 

395
00:23:30,360 --> 00:23:32,440
Make it as easy as possible for 
your customers. 

396
00:23:32,720 --> 00:23:35,000
There's a lot of competition 
around Black Friday, so why make

397
00:23:35,000 --> 00:23:38,000
it more difficult to get the 
discounts on your site versus 

398
00:23:38,000 --> 00:23:39,840
your competitor? 
Cool. 

399
00:23:40,120 --> 00:23:44,160
So what I'm talking about today 
is I've tried to grab a couple 

400
00:23:44,160 --> 00:23:46,720
of cool ideas. 
I've got 5 things that I'm 

401
00:23:46,720 --> 00:23:50,600
hoping you can just go away with
today and you can just anything 

402
00:23:50,600 --> 00:23:52,200
that you like the look of, you 
can just roll out too. 

403
00:23:52,200 --> 00:23:54,040
I'm just going to move the 
microphone if it doesn't rattle 

404
00:23:54,040 --> 00:23:55,240
in everyone's ears. 
There we go. 

405
00:23:56,120 --> 00:23:59,280
I'm hoping that I'm sure you've 
all seen a lot of things about 

406
00:23:59,280 --> 00:24:01,680
what to do with a Black Friday, 
like coming up to it and 

407
00:24:01,680 --> 00:24:03,720
preparing for it or even post 
Black Friday. 

408
00:24:04,160 --> 00:24:06,960
I've tried to pick some things 
that aren't necessarily on that 

409
00:24:06,960 --> 00:24:09,320
usual list. 
We'll talk a bit about some of 

410
00:24:09,320 --> 00:24:11,640
those bits as well. 
And don't forget to go and check

411
00:24:11,640 --> 00:24:14,320
out the podcast as well. 
Shameless plug, I think it was 

412
00:24:14,320 --> 00:24:17,000
last week's episode when Nick 
went through a ton of different 

413
00:24:17,000 --> 00:24:19,360
things that you can do during 
Black Friday. 

414
00:24:20,120 --> 00:24:21,200
So there's lots of stuff in 
there. 

415
00:24:22,080 --> 00:24:24,360
I wanted to highlight something 
that we saw. 

416
00:24:24,360 --> 00:24:27,760
This was some data that was 
given to one of our clients at 

417
00:24:27,760 --> 00:24:33,600
Spec by one of the Google reps 
Now this, this is just the UK. 

418
00:24:33,720 --> 00:24:36,960
So unless you are selling 
internationally, anyone that's 

419
00:24:36,960 --> 00:24:39,120
over in the US that you're 
selling internationally during 

420
00:24:39,120 --> 00:24:43,000
Black Friday and peak or anyone 
that is based in the UK, This is

421
00:24:43,000 --> 00:24:47,040
a forecast looking at when the 
peak is to be expected this 

422
00:24:47,040 --> 00:24:48,920
year. 
And I'm not sure well, I'm not 

423
00:24:48,920 --> 00:24:51,840
sure if I can zoom in on my 
laptop while I'm presenting. 

424
00:24:51,840 --> 00:24:55,600
No, I can't. 
But what it's showing is that 

425
00:24:55,600 --> 00:24:59,600
actually in the UK, the Sunday 
after Black Friday is when they 

426
00:24:59,600 --> 00:25:03,160
expect the, the, the most amount
of search demand to come 

427
00:25:03,160 --> 00:25:05,360
through. 
So bear that in mind when you're

428
00:25:05,360 --> 00:25:08,160
planning your, your sort of your
calendar for what you're doing 

429
00:25:08,160 --> 00:25:12,200
during that time that it doesn't
all just end on the Friday. 

430
00:25:12,200 --> 00:25:14,320
Obviously you're expecting the 
Monday to be a boost. 

431
00:25:14,600 --> 00:25:17,000
Sunday should be a, a, a focus 
point as well. 

432
00:25:17,120 --> 00:25:19,800
And actually you should be 
hammering sort of all of your 

433
00:25:19,800 --> 00:25:21,680
channels at every point during 
that. 

434
00:25:21,680 --> 00:25:26,080
So when you're preparing your 
sort of during peak strategy, 

435
00:25:26,640 --> 00:25:28,960
make sure you've got something 
planned for every day and make 

436
00:25:28,960 --> 00:25:31,280
sure you're sort of, well, 
spoiler alert, I've got that as 

437
00:25:31,280 --> 00:25:33,800
a final thought, but make sure 
you are agile. 

438
00:25:33,800 --> 00:25:36,480
You need to move with this 
because it, it happens quickly. 

439
00:25:36,480 --> 00:25:38,920
Before you know it, it's going 
to be coming up to Christmas and

440
00:25:38,920 --> 00:25:40,400
you think, oh, well, Black 
Friday went really well. 

441
00:25:41,200 --> 00:25:44,560
You know, it's just a flash in 
the past, but I thought this was

442
00:25:44,560 --> 00:25:46,840
some really cool data. 
Apologies to anyone in the US, 

443
00:25:46,840 --> 00:25:49,960
it might not mean too much to 
you, but anyone that is selling 

444
00:25:49,960 --> 00:25:52,920
in the UK or or based in the UK 
for that was really interesting.

445
00:25:53,600 --> 00:25:57,000
Again, this the, these slides 
are available to anyone that 

446
00:25:57,000 --> 00:25:59,240
requests them. 
Same for the recording as well. 

447
00:26:00,000 --> 00:26:05,200
So point #1 so this is for PPC. 
So anyone that's running ads to 

448
00:26:05,200 --> 00:26:07,760
their site, hopefully this is a,
a nugget that you could 

449
00:26:07,760 --> 00:26:09,880
potentially use. 
Maybe you're already planning 

450
00:26:09,880 --> 00:26:13,520
this anyway. 
Target your competitors, Black 

451
00:26:13,520 --> 00:26:16,840
Friday keywords. 
So first of all, who are my 

452
00:26:16,840 --> 00:26:20,080
competitors? 
So don't sort of not saying that

453
00:26:20,080 --> 00:26:22,880
it's not good to aim high, but 
obviously if when we're talking 

454
00:26:22,880 --> 00:26:25,440
about competitors, it's those 
that are very close to your 

455
00:26:25,440 --> 00:26:30,240
market, same, you know, product 
base, similar audience counts, 

456
00:26:30,240 --> 00:26:32,240
similar amount of traffic, that 
kind of thing. 

457
00:26:32,440 --> 00:26:34,560
We used to have a client, I 
won't mention any names. 

458
00:26:35,000 --> 00:26:37,720
They were a designer and when we
asked them who their competitors

459
00:26:37,720 --> 00:26:40,640
were, they started naming the 
big ones, Louis Vuitton, Gucci, 

460
00:26:40,640 --> 00:26:42,640
things like that. 
It's like, OK, we're going to 

461
00:26:42,640 --> 00:26:45,000
have to bring you down a little 
bit because you're not quite at 

462
00:26:45,000 --> 00:26:46,600
that level. 
Let's go and find some 

463
00:26:46,600 --> 00:26:49,280
competitors that are actually in
your bracket. 

464
00:26:50,000 --> 00:26:52,200
So go and have a look go and 
find your competitors. 

465
00:26:52,200 --> 00:26:55,400
You probably know who they are 
already and then set up some ads

466
00:26:55,400 --> 00:27:00,640
that target an exact match or 
possibly phrase match for Black 

467
00:27:00,640 --> 00:27:04,280
Friday, their name or their name
followed by Black Friday sale. 

468
00:27:05,080 --> 00:27:08,520
And the reason we're doing this 
is because they're obviously 

469
00:27:08,520 --> 00:27:10,080
going to be running some brand 
protection. 

470
00:27:10,160 --> 00:27:12,920
We want to appear next to them 
and what we're going to try and 

471
00:27:12,920 --> 00:27:15,160
do is we're going to try and 
trump their sale. 

472
00:27:15,400 --> 00:27:18,240
So if they're offering perhaps 
10% on a limited amount of 

473
00:27:18,240 --> 00:27:23,200
products, we and we're offering 
15% site wide, let's get that in

474
00:27:23,200 --> 00:27:26,160
front of their customer base. 
It's a great way to sort of do a

475
00:27:26,160 --> 00:27:29,280
bit of customer poaching from 
our competitors. 

476
00:27:29,880 --> 00:27:32,000
And I've got an example as well 
that I'll show you just sort of 

477
00:27:32,000 --> 00:27:34,520
how impacting that can be side 
by side on the next slide. 

478
00:27:36,160 --> 00:27:38,800
But also another thing I wanted 
to add that bonus tip at the end

479
00:27:39,200 --> 00:27:41,600
test where you're sending that 
traffic to. 

480
00:27:42,120 --> 00:27:44,880
So this is what I meant about 
being agile that we want to be 

481
00:27:45,000 --> 00:27:47,360
looking at the data as we're 
doing it. 

482
00:27:47,360 --> 00:27:49,920
If you do have that time, any 
marketers that are here that are

483
00:27:50,240 --> 00:27:54,520
sort of planning for the, the 
big battle ahead, do be looking 

484
00:27:54,520 --> 00:27:58,560
at the data constantly. 
Anybody that's, you know, runs 

485
00:27:58,560 --> 00:28:01,880
PPC, normally they'll be 
checking that every day, 

486
00:28:02,000 --> 00:28:04,840
possibly every hour. 
We highly recommend that because

487
00:28:04,840 --> 00:28:07,000
things are going to move, trends
are going to move and if you can

488
00:28:07,000 --> 00:28:10,240
move with those, you're going to
be capitalizing on, you know the

489
00:28:10,240 --> 00:28:13,920
potential ROI that's out there. 
But what I've put there is test 

490
00:28:13,920 --> 00:28:17,040
sending to perhaps a head to 
head comparison between your 

491
00:28:17,040 --> 00:28:21,600
competitor and you sort of what 
are your USPS versus their USPS?

492
00:28:21,920 --> 00:28:24,240
Let's be brash about it. 
Let's really put it in front of 

493
00:28:24,240 --> 00:28:26,200
their faces. 
Why would you choose this brand 

494
00:28:26,200 --> 00:28:30,560
versus your competitor brand? 
Obviously you want that to act 

495
00:28:30,560 --> 00:28:33,720
as part of a funnel. 
So don't just have a they're 

496
00:28:33,720 --> 00:28:35,640
rubbish, we're great. 
That's it. 

497
00:28:35,640 --> 00:28:38,320
Make sure that has a purpose and
you're leading towards certain 

498
00:28:38,320 --> 00:28:41,840
products or certain categories 
or collections, and then compare

499
00:28:41,840 --> 00:28:44,720
that, compare that with sending 
traffic directly to your sale 

500
00:28:44,720 --> 00:28:46,560
page or to, to your sale 
categories. 

501
00:28:46,880 --> 00:28:49,800
See which one performs better. 
It might change, it might move 

502
00:28:49,800 --> 00:28:51,600
around. 
This is why we want to test and 

503
00:28:51,600 --> 00:28:53,320
make sure that we're getting the
most out of it. 

504
00:28:54,600 --> 00:28:56,800
So that's just a quick example 
of what it might look like. 

505
00:28:57,000 --> 00:29:00,160
I think I've managed to get rid 
of most of the, the, the, you 

506
00:29:00,160 --> 00:29:02,360
know, anything that gives away 
who those brands were. 

507
00:29:03,240 --> 00:29:05,680
But you can see I've searched 
for brand X Black Friday. 

508
00:29:05,840 --> 00:29:07,520
We've then got brand X appears 
at the top. 

509
00:29:08,680 --> 00:29:10,720
They've got their they're 
heading 10% off of some things. 

510
00:29:10,920 --> 00:29:14,920
And then there's our brand 
targeting their keyword saying 

511
00:29:14,920 --> 00:29:17,760
25% off everything. 
And you could easily find that 

512
00:29:17,760 --> 00:29:19,840
out by just searching for some, 
you know, searching for some 

513
00:29:19,840 --> 00:29:22,880
keywords, seeing what your 
competitors are appearing for, 

514
00:29:23,080 --> 00:29:25,920
looking at their titles, looking
or their their headings and 

515
00:29:25,920 --> 00:29:28,400
looking at their descriptions, 
what they're using as their USPS

516
00:29:28,400 --> 00:29:30,440
and their call outs. 
How can we trumpet? 

517
00:29:30,440 --> 00:29:33,360
How can we be better than them 
so that when you're, when you're

518
00:29:33,360 --> 00:29:37,360
looking at this and it's a side 
by side, how can we make those 

519
00:29:37,360 --> 00:29:40,000
customers click on us even 
though they've searched for a 

520
00:29:40,000 --> 00:29:42,200
competitor? 
Because that's going to be big 

521
00:29:42,200 --> 00:29:43,960
wins. 
Obviously your competitor is 

522
00:29:43,960 --> 00:29:45,920
going to be devastated. 
We can send them a Christmas 

523
00:29:45,920 --> 00:29:48,320
card apologizing after Black 
Friday. 

524
00:29:49,000 --> 00:29:50,800
Cool. 
So point #2 an apology. 

525
00:29:50,840 --> 00:29:52,560
I said I was going to zip 
through this so that we've got 

526
00:29:52,560 --> 00:29:54,360
lots of time for questions later
on as well. 

527
00:29:55,080 --> 00:29:58,680
So reuse and recycle. 
This is more about SEO this one.

528
00:29:59,000 --> 00:30:03,000
So anybody that is creating a 
Black Friday specific page or 

529
00:30:03,000 --> 00:30:06,560
maybe a Cyber Monday specific 
page or collections as well, 

530
00:30:07,160 --> 00:30:11,200
don't try and create a new one 
every time and then create 

531
00:30:11,200 --> 00:30:13,360
redirects pointing to the next 
one. 

532
00:30:13,800 --> 00:30:16,240
Yes, that will cover your bases 
slightly. 

533
00:30:16,360 --> 00:30:20,240
If you've had PR going let's say
2024, we had a Black Friday 

534
00:30:20,240 --> 00:30:22,840
page. 
We actually had APR company at 

535
00:30:22,840 --> 00:30:25,520
the time generated loads of 
backlinks from some great 

536
00:30:25,520 --> 00:30:30,440
publications to our 2024 page. 
We've now created a 2025 page 

537
00:30:30,440 --> 00:30:33,360
for this year and therefore are 
going to create a redirect going

538
00:30:33,360 --> 00:30:36,480
from 2024 to 2025. 
Now that's OK. 

539
00:30:36,480 --> 00:30:39,960
At the moment Google has said 
that it's fine with one layer of

540
00:30:39,960 --> 00:30:43,960
redirect, it will follow, you 
know the sort of the SEO value 

541
00:30:43,960 --> 00:30:49,320
can travel across one redirect. 
But if we do that every year and

542
00:30:49,320 --> 00:30:52,200
then we create 20/26/2027 and 
we're redirecting and 

543
00:30:52,200 --> 00:30:56,440
redirecting those original links
that we had from publications 

544
00:30:56,440 --> 00:30:58,440
and places like linking to our 
Black Friday page. 

545
00:30:58,800 --> 00:31:03,560
Well, that's now going from 20 
to 24 to 2025 to 20262027. 

546
00:31:03,720 --> 00:31:05,800
You end up with a redirect chain
and you're going to lose all 

547
00:31:05,800 --> 00:31:09,640
that SEO value that you gained. 
So the best thing to do, have 

548
00:31:09,640 --> 00:31:13,040
that one Black Friday collection
or that one Black Friday page. 

549
00:31:13,920 --> 00:31:16,680
That's your starting point and 
keep that the same every year. 

550
00:31:16,960 --> 00:31:19,160
Obviously optimize it, improve 
things. 

551
00:31:19,320 --> 00:31:21,920
If you do want to add the date, 
obviously there's a lot of 

552
00:31:22,480 --> 00:31:26,200
keyword value in by by putting 
Black Friday 2025, but don't put

553
00:31:26,200 --> 00:31:28,960
it in the URL, Put it in the 
title tag, put it in the meta 

554
00:31:28,960 --> 00:31:32,080
description, get it in the copy 
on the page as well. 

555
00:31:32,080 --> 00:31:35,680
That's all going to benefit you.
But the point being, don't just 

556
00:31:35,680 --> 00:31:37,800
keep creating them. 
If you make one good one and you

557
00:31:37,800 --> 00:31:39,760
generate links to that page, 
they're going to. 

558
00:31:39,880 --> 00:31:42,280
That's going to be a value long 
term. 

559
00:31:43,160 --> 00:31:46,040
Sales tax is overwhelming. 
Never mind the stress that comes

560
00:31:46,040 --> 00:31:48,360
with a provider that's 
overpriced, unreliable, or 

561
00:31:48,360 --> 00:31:50,040
leaves you waiting days to get a
reply. 

562
00:31:50,120 --> 00:31:51,960
Tax Cloud is here to tell you 
there's a better way. 

563
00:31:52,000 --> 00:31:54,400
They're not just at all. 
They're a trusted filing partner

564
00:31:54,400 --> 00:31:56,840
for growing Shopify brands. 
They will work directly with the

565
00:31:56,840 --> 00:32:00,080
states on your behalf to handle 
registrations, filings, and 

566
00:32:00,080 --> 00:32:02,560
ongoing compliance so you can 
stay focused on growing your 

567
00:32:02,560 --> 00:32:05,520
business. 
Plus, with a 4.9 star rating on 

568
00:32:05,520 --> 00:32:08,920
the Shopify App Store, merchants
trust Tax Cloud to get it right.

569
00:32:09,040 --> 00:32:11,280
And you can too. 
Go ahead and check them out at 

570
00:32:11,280 --> 00:32:14,280
taxcloud.com. 
Forward slash winning, this is 

571
00:32:14,280 --> 00:32:16,960
exclusive for the Winning the 
Shop by podcast listeners and 

572
00:32:16,960 --> 00:32:20,440
you will get a free migration on
boarding service when you decide

573
00:32:20,440 --> 00:32:23,840
to make the switch. 
So that's tax cloud.com/winning.

574
00:32:24,600 --> 00:32:28,880
And another bonus tip as well, 
we have sort of gone on about 

575
00:32:28,880 --> 00:32:31,000
this quite a lot. 
If you listen to any webinars 

576
00:32:31,000 --> 00:32:34,080
that Spec have put forward over 
the past five years, probably 

577
00:32:34,080 --> 00:32:38,840
longer, is keep your Black 
Friday page live all year round.

578
00:32:39,160 --> 00:32:43,680
So pop it down into the footer, 
maybe create a page for seasonal

579
00:32:43,720 --> 00:32:47,280
events or something like that 
and have your Black Friday link 

580
00:32:47,400 --> 00:32:49,200
in there and have it live all 
year round. 

581
00:32:49,440 --> 00:32:51,360
Obviously you're not going to 
have any products available in 

582
00:32:51,360 --> 00:32:54,160
there, but if you update that 
with things like an e-mail sign 

583
00:32:54,160 --> 00:32:56,560
up, let's start grabbing emails 
straight away. 

584
00:32:56,560 --> 00:32:58,840
Be the first to find out about 
our Black Friday Deals. 

585
00:32:59,600 --> 00:33:01,560
Sign up now, put them into a 
workflow. 

586
00:33:01,560 --> 00:33:04,520
Maybe we can offer them other 
things throughout the year, but 

587
00:33:04,520 --> 00:33:06,480
they are going to get that first
batch of emails. 

588
00:33:06,480 --> 00:33:10,360
I think Tracy mentioned about 
your VIP customers getting early

589
00:33:10,360 --> 00:33:11,880
access. 
Well, that's it. 

590
00:33:11,880 --> 00:33:16,840
That's where they can start kind
of getting into that workflow on

591
00:33:16,840 --> 00:33:20,000
that page though to avoid having
software fours. 

592
00:33:20,000 --> 00:33:23,120
Obviously, if we're using 
Shopify or something like that, 

593
00:33:23,120 --> 00:33:25,800
just an e-mail capture on a page
isn't very enticing. 

594
00:33:26,160 --> 00:33:28,920
So let's try and get some other 
links on that page as well, 

595
00:33:28,920 --> 00:33:33,080
perhaps links to buying guides 
or other categories and possibly

596
00:33:33,120 --> 00:33:36,480
sales throughout the year. 
But the purpose of that page is 

597
00:33:36,480 --> 00:33:39,480
Black Friday and, and the, the 
main purpose is, is e-mail 

598
00:33:39,480 --> 00:33:42,240
capture. 
But once we get to Black Friday 

599
00:33:42,280 --> 00:33:45,320
the next year, we've got that 
page, it's already ranking, we 

600
00:33:45,320 --> 00:33:48,040
can then populate it with our 
products and away we go. 

601
00:33:48,040 --> 00:33:51,320
And then we just, you know, 
rotate that so that we're not 

602
00:33:51,320 --> 00:33:57,080
starting a fresh each time. 
Cool #3 So this is a bit more 

603
00:33:57,080 --> 00:34:01,000
about conversion rate and 
increasing average order value. 

604
00:34:01,440 --> 00:34:04,240
So I'm sure you've all heard 
about gamifying things, you 

605
00:34:04,240 --> 00:34:06,840
know, making it more exciting. 
You've only got to go on Teamu's

606
00:34:06,840 --> 00:34:10,159
app to see, you know what that 
is on the far end of the 

607
00:34:10,159 --> 00:34:12,280
spectrum. 
It takes so long to actually buy

608
00:34:12,280 --> 00:34:14,800
a product because you get sent 
through a spin the wheel and 

609
00:34:14,800 --> 00:34:16,760
then Add all the products and 
things like that, trying to make

610
00:34:16,760 --> 00:34:18,199
it fun. 
It does work. 

611
00:34:18,199 --> 00:34:20,320
It certainly works for, you 
know, increasing conversion 

612
00:34:20,320 --> 00:34:22,920
rate. 
So this idea that we have here 

613
00:34:23,199 --> 00:34:26,920
is show a progress bar for 
adding more products to your 

614
00:34:26,920 --> 00:34:29,280
basket to get a greater 
discount. 

615
00:34:29,520 --> 00:34:32,679
So the example we've given here 
is spend £20 more, spend $20 

616
00:34:32,679 --> 00:34:35,719
more to unlock up 25% off your 
whole cart. 

617
00:34:36,080 --> 00:34:38,000
So it makes it fun. 
They start adding things in. 

618
00:34:38,000 --> 00:34:40,520
You can also, you know, your, 
your recommended products or 

619
00:34:40,520 --> 00:34:42,280
similar products that you might 
have in your cart. 

620
00:34:42,719 --> 00:34:44,840
When they're adding those 
things, they can see how far 

621
00:34:44,840 --> 00:34:47,679
they need to how much more they 
need to add in before they can 

622
00:34:47,679 --> 00:34:50,960
generate that discount. 
It works really well. 

623
00:34:50,960 --> 00:34:54,560
We've seen uplifts of conversion
rate and average order value 

624
00:34:54,600 --> 00:34:56,199
from previous years. 
So we're speaking from 

625
00:34:56,199 --> 00:35:00,760
experience where I have tried to
make these points or these, you 

626
00:35:00,760 --> 00:35:03,040
know, these ideas quick and easy
to do. 

627
00:35:03,600 --> 00:35:06,040
There is an apologies, I did 
mean to put a link. 

628
00:35:06,040 --> 00:35:10,160
There is a guy on YouTube that 
has a channel for how to quickly

629
00:35:10,160 --> 00:35:12,000
code things. 
If you're, if you don't have a 

630
00:35:12,000 --> 00:35:15,080
development team and you're, you
know, you run your own Shopify 

631
00:35:15,080 --> 00:35:16,920
store and you love some of these
ideas. 

632
00:35:17,400 --> 00:35:20,840
This guy shows you step by step 
and you can download certain 

633
00:35:20,840 --> 00:35:23,200
assets as well that you can just
drop in so that when you're 

634
00:35:23,200 --> 00:35:26,160
building your template, if 
you're on Shopify, that you can 

635
00:35:26,440 --> 00:35:30,200
quickly drop in this cool stuff.
The if you want to do it before 

636
00:35:30,200 --> 00:35:33,360
we get a chance to send this 
out, I will update the deck that

637
00:35:33,360 --> 00:35:35,680
we send out with a link to his 
YouTube channel. 

638
00:35:36,120 --> 00:35:40,080
But if you can't wait, the thing
to find him with was a countdown

639
00:35:40,080 --> 00:35:42,560
timer. 
So if, if you search on YouTube 

640
00:35:42,560 --> 00:35:45,840
for how to add a countdown timer
to Shopify, you'll find him. 

641
00:35:45,840 --> 00:35:47,720
It's sort of a four or five 
minute video. 

642
00:35:47,720 --> 00:35:49,480
He shows you how to add it all 
in. 

643
00:35:49,680 --> 00:35:52,040
But he's got loads of stuff for 
quickly adding in all these 

644
00:35:52,040 --> 00:35:53,880
little things that benefit 
conversion rate. 

645
00:35:55,200 --> 00:35:58,360
So yeah, hopefully a quick thing
if you don't have a dev team and

646
00:35:58,360 --> 00:36:00,800
you're not too confident with 
Shopify coding, it can be a 

647
00:36:00,800 --> 00:36:03,560
little bit daunting, but worth a
look. 

648
00:36:03,560 --> 00:36:08,240
I'm, I'm worth having a look at 
that guy on YouTube as well #4 

649
00:36:08,360 --> 00:36:10,080
So again, this is a bit more 
SEO. 

650
00:36:11,400 --> 00:36:14,720
One thing that I've seen on a 
lot of forums that I'm part of 

651
00:36:14,760 --> 00:36:19,160
and just chatting with other SEO
is that Pinterest boards have 

652
00:36:19,160 --> 00:36:23,200
been making a big splash. 
And the term that people have 

653
00:36:23,200 --> 00:36:27,480
been using for it is parasitic 
SEO, which sounds a bit gross. 

654
00:36:27,880 --> 00:36:31,760
And I think it's to do with sort
of like getting into search 

655
00:36:31,760 --> 00:36:38,720
listings, sort of an unnatural 
way, benefiting from the, I 

656
00:36:38,760 --> 00:36:42,880
guess the authority that 
Pinterest already has, but using

657
00:36:42,880 --> 00:36:45,680
it for a separate purpose. 
We know that Pinterest is used 

658
00:36:45,680 --> 00:36:49,560
for sort of mood boarding and 
creating visual ideas. 

659
00:36:50,720 --> 00:36:54,160
What I have used as the example 
here was I searched for Black 

660
00:36:54,160 --> 00:36:56,760
Friday gift ideas. 
Again, this is just in the UK, 

661
00:36:56,920 --> 00:37:00,200
but this was on the first page. 
I want to say it was it was 

662
00:37:00,200 --> 00:37:04,400
about 8th, but it was 8th below 
some of the the biggest hitters 

663
00:37:04,400 --> 00:37:06,600
in the UK, some of the biggest 
brands in the UK who have got 

664
00:37:06,600 --> 00:37:09,400
sort of the top bunch. 
But this was on the first page. 

665
00:37:09,600 --> 00:37:13,600
And it's actually a sort of a 
small website that had a page of

666
00:37:13,640 --> 00:37:18,520
all of their top sale products 
that every image or every sort 

667
00:37:18,520 --> 00:37:22,720
of card on this page linked to a
different page on their website.

668
00:37:23,040 --> 00:37:26,160
So essentially they were using 
it as a top of funnel that that 

669
00:37:26,200 --> 00:37:28,120
tofu, what I've added there. 
I'm not talking about tofu, the 

670
00:37:28,120 --> 00:37:31,800
food top of funnel way to drive 
users into your top sale 

671
00:37:31,800 --> 00:37:34,960
products because they're looking
for gifting ideas. 

672
00:37:35,120 --> 00:37:38,120
Well, here's some gifting ideas.
I mean, they've put 150 on 

673
00:37:38,120 --> 00:37:39,920
there. 
It's not something that I've 

674
00:37:39,920 --> 00:37:42,720
tested, but I have seen the 
results being shared on on sort 

675
00:37:42,720 --> 00:37:44,520
of SEO forums and things like 
that. 

676
00:37:45,400 --> 00:37:47,200
How long does it take to build a
Pinterest board? 

677
00:37:47,520 --> 00:37:49,760
Not very long at all. 
You could probably ask ChatGPT 

678
00:37:49,760 --> 00:37:52,120
for some tips if you're not used
to Pinterest. 

679
00:37:52,360 --> 00:37:54,920
What's the best way to create a 
good looking Pinterest board? 

680
00:37:55,320 --> 00:37:57,720
Use a good keyword. 
The idea of sort of using a 

681
00:37:57,720 --> 00:38:00,400
keyword that you might not 
necessarily want to use on your 

682
00:38:00,400 --> 00:38:04,720
page, something like best Black 
Friday Deals perhaps that's not 

683
00:38:04,720 --> 00:38:07,360
really the tone of voice for 
your brand, so you'd rather not 

684
00:38:07,440 --> 00:38:10,200
put that on your page or use it 
in your metadata. 

685
00:38:10,440 --> 00:38:12,800
Well, this could be something 
that you could absolutely use, 

686
00:38:13,280 --> 00:38:16,760
you know, especially if you drop
in a category or a product name 

687
00:38:16,760 --> 00:38:19,560
or something like that. 
So my best furniture, best cheap

688
00:38:19,560 --> 00:38:22,000
furniture deals Black Friday UK 
or something like that. 

689
00:38:22,000 --> 00:38:24,680
Something horrendous driving 
traffic to your website through 

690
00:38:24,680 --> 00:38:27,040
this is looks to be a bit of a 
game changer. 

691
00:38:27,160 --> 00:38:30,920
Again, sort of piggybacking off 
of the authority that Pinterest 

692
00:38:30,920 --> 00:38:34,800
already has. 
And the last one, number five, 

693
00:38:34,800 --> 00:38:37,440
probably a little bit. 
Well, I'd, I'd like to think it 

694
00:38:37,440 --> 00:38:40,360
was a bit more obvious, but it's
all about internal linking. 

695
00:38:40,520 --> 00:38:43,480
This is how we show Google the 
importance of certain pages. 

696
00:38:43,840 --> 00:38:47,000
So the reason I'm flagging this 
here is because a lot of brands 

697
00:38:47,000 --> 00:38:50,760
just have that one link to their
sale page in the navigation that

698
00:38:51,000 --> 00:38:52,880
Black Friday. 
Maybe it's just you've got all 

699
00:38:52,880 --> 00:38:55,360
your products on one page. 
Maybe you've broken that down by

700
00:38:55,360 --> 00:38:58,560
categories, which is really nice
if you have, but do try and 

701
00:38:58,560 --> 00:39:02,200
generate more links internally. 
So you've got no excuse. 

702
00:39:02,200 --> 00:39:03,680
You have the keys to your 
website. 

703
00:39:03,880 --> 00:39:05,760
You can create links where they 
feel natural. 

704
00:39:06,040 --> 00:39:07,680
So I've given some examples 
there. 

705
00:39:07,760 --> 00:39:11,080
Navigation obviously. 
Have you written any articles, 

706
00:39:11,080 --> 00:39:12,880
any buying guides for Black 
Friday? 

707
00:39:13,720 --> 00:39:17,880
Use your website to sort of be 
quite, you know, black and white

708
00:39:17,880 --> 00:39:19,320
about it. 
Here are the products that I'm 

709
00:39:19,320 --> 00:39:20,640
really trying to push this Black
Friday. 

710
00:39:20,640 --> 00:39:23,680
These are our top products that 
are going on sale this peak. 

711
00:39:24,120 --> 00:39:27,040
And obviously that's going to 
involve some links to to sell 

712
00:39:27,040 --> 00:39:31,600
pages or to sell categories, 
mini NAV links within 

713
00:39:31,600 --> 00:39:35,200
collections. 
So what I mean by this is if you

714
00:39:35,200 --> 00:39:37,640
have a description at the top of
your page, at the top of your 

715
00:39:37,640 --> 00:39:42,120
collection or your category 
page, can you get sub links to 

716
00:39:42,320 --> 00:39:45,160
sort of sub collections 
underneath that just hyperlinked

717
00:39:46,320 --> 00:39:49,920
text that takes you deeper into 
your sale area. 

718
00:39:50,360 --> 00:39:52,440
We're creating links, we're 
showing Google how important 

719
00:39:52,440 --> 00:39:55,600
these pages are to us. 
And the other one sale banners. 

720
00:39:55,840 --> 00:39:58,720
If you if you have some 
creatives, let's Chuck some sale

721
00:39:58,720 --> 00:40:00,960
banners perhaps on the homepage,
perhaps you could put them at 

722
00:40:00,960 --> 00:40:03,560
the footer of other pages as 
well, you know, just above the 

723
00:40:03,560 --> 00:40:06,200
footer of other pages. 
We are creating more links to 

724
00:40:06,200 --> 00:40:08,640
our sale page. 
So that is going to push the 

725
00:40:08,640 --> 00:40:11,480
authority and the. 
Importance of those pages and 

726
00:40:11,480 --> 00:40:12,880
therefore helping you rank a bit
better. 

727
00:40:14,160 --> 00:40:16,920
So the closing point, and I did 
give a bit of a spoiler alert at

728
00:40:16,920 --> 00:40:21,080
the beginning of my section, but
do try and be agile. 

729
00:40:21,080 --> 00:40:23,000
Do try and react with this in 
real time. 

730
00:40:23,000 --> 00:40:26,560
Have your Google Analytics open,
have your Google ads open Search

731
00:40:26,560 --> 00:40:27,920
Console a little bit more 
tricky. 

732
00:40:28,360 --> 00:40:33,160
I think that's, I think it does 
do 24 hours now as one of the 

733
00:40:33,160 --> 00:40:36,320
sort of the date settings that 
you can put in, but do try to 

734
00:40:36,320 --> 00:40:39,080
monitor it and do try to 
navigate based on what you're 

735
00:40:39,240 --> 00:40:42,240
what you're seeing. 
Have a look at trends, tap into 

736
00:40:42,760 --> 00:40:44,280
other forums and things like 
that. 

737
00:40:44,280 --> 00:40:47,120
If you can join any groups, 
whether you've got Telegram or 

738
00:40:47,320 --> 00:40:51,600
Facebook groups where there are 
other marketers, Seos, e-mail 

739
00:40:51,600 --> 00:40:53,800
marketers talking about what 
they're doing, what they're 

740
00:40:53,800 --> 00:40:56,280
seeing, use it. 
Gather all that information and 

741
00:40:56,280 --> 00:40:59,160
try and move quickly. 
I appreciate that that's easier 

742
00:40:59,160 --> 00:41:01,240
said than done. 
A lot of you are wearing a lot 

743
00:41:01,240 --> 00:41:04,960
of hats in your business. 
You might be a sole trader. 

744
00:41:04,960 --> 00:41:07,520
It's just you doing all of it, 
marketing, making sure the 

745
00:41:08,040 --> 00:41:09,880
products are packaged and sell 
and sending out. 

746
00:41:10,120 --> 00:41:11,680
Maybe you do have some people 
helping you out. 

747
00:41:11,920 --> 00:41:14,360
I appreciate that. 
It's not easy, but the more you 

748
00:41:14,360 --> 00:41:17,200
can move, the better it will be.
You got to think that if we're 

749
00:41:17,200 --> 00:41:21,200
up against some of these mammoth
sized businesses, they don't 

750
00:41:21,200 --> 00:41:23,920
have agility on their side. 
They do have to have things 

751
00:41:23,920 --> 00:41:26,960
signed off by three or four 
different levels of, you know, 

752
00:41:26,960 --> 00:41:29,440
senior management before they 
can even get out a bit of 

753
00:41:29,440 --> 00:41:32,200
creative. 
Some of you won't have that 

754
00:41:32,200 --> 00:41:33,640
issue. 
Some of you will have the final 

755
00:41:33,640 --> 00:41:35,960
say and be able to move as and 
when you need to. 

756
00:41:36,440 --> 00:41:38,960
So keep your head to the ground.
Do have a look at what's going 

757
00:41:38,960 --> 00:41:42,520
on and don't just be set. 
We spend all this time building 

758
00:41:42,520 --> 00:41:45,040
up to peak. 
When it happens, we don't know 

759
00:41:45,040 --> 00:41:47,280
what's going to happen. 
So do try and move with it as 

760
00:41:47,280 --> 00:41:49,920
you go. 
And that's it. 

761
00:41:49,920 --> 00:41:50,920
I've tried to keep it quite 
short. 

762
00:41:50,920 --> 00:41:52,680
Obviously, the questions I think
we're going to hold for a bit 

763
00:41:52,680 --> 00:41:54,800
later, but yeah, hopefully that 
was helpful. 

764
00:41:55,120 --> 00:41:56,280
Amazing. 
Thank you so much, Rob. 

765
00:41:56,280 --> 00:41:59,360
And I mean, yeah, the what what 
I love is the amount of things 

766
00:41:59,360 --> 00:42:01,400
you mentioned, Tracy, that have 
actually fed into what Rob's 

767
00:42:01,400 --> 00:42:04,680
talking about, especially with 
the gamified codes where it's 

768
00:42:04,840 --> 00:42:06,520
OK, you've got to spend a 
certain amount to get a 

769
00:42:06,520 --> 00:42:09,560
discount, but there's a unique 
code for that discount above a 

770
00:42:09,560 --> 00:42:11,240
threshold. 
Having then a loading bar in the

771
00:42:11,240 --> 00:42:13,880
car, like you say, Rob, it flows
it really nicely. 

772
00:42:13,880 --> 00:42:16,440
So it doesn't feel like I've 
received one e-mail and now I'm 

773
00:42:16,440 --> 00:42:19,080
like in the online shop or even 
the physical shop, which 

774
00:42:19,080 --> 00:42:21,560
obviously totally unrelated to 
all of us, all in the digital 

775
00:42:21,560 --> 00:42:23,880
world, but on the online shop, 
you want that journey to be 

776
00:42:23,880 --> 00:42:25,360
continued. 
So actually having a loading bar

777
00:42:25,360 --> 00:42:27,880
telling you when you've reached 
the threshold, I think can be, 

778
00:42:27,920 --> 00:42:30,880
can be really, really powerful. 
And just before we hand over to 

779
00:42:31,160 --> 00:42:34,320
Marie as well, we, we've got 
some amazing bits that have been

780
00:42:34,320 --> 00:42:36,840
shared on the chat internally 
between the three of us while 

781
00:42:36,840 --> 00:42:38,680
you were talking, Rob, which I'm
going to share at the end. 

782
00:42:38,840 --> 00:42:40,720
There's some cool links to some 
of the guides you guys can go 

783
00:42:40,720 --> 00:42:43,040
and download. 
There's also, I didn't know this

784
00:42:43,040 --> 00:42:44,520
Marie until you just shared it 
as well. 

785
00:42:44,520 --> 00:42:45,720
And we'll share a link to this 
in a minute. 

786
00:42:45,960 --> 00:42:47,640
You guys have your own banners 
app. 

787
00:42:47,760 --> 00:42:49,920
So I'll get you just to tell us 
about that really quickly and 

788
00:42:49,920 --> 00:42:53,560
just at the end as well, because
which does the countdown as as 

789
00:42:53,560 --> 00:42:55,840
you've just said, Rob, I'm 
getting for everybody who's 

790
00:42:55,840 --> 00:42:58,080
tuning in, there's a whole load 
of you and more of you guys have

791
00:42:58,080 --> 00:43:02,400
joined since since we started. 
Just as I hand over to Marie to 

792
00:43:02,400 --> 00:43:06,520
start talking about our final, 
final part on this, I'm just 

793
00:43:06,520 --> 00:43:08,600
going to post a quick poll for 
all of you guys. 

794
00:43:08,600 --> 00:43:11,680
So you will. 
It's just asking me if I want to

795
00:43:11,680 --> 00:43:12,680
clear it. 
There we go. 

796
00:43:12,720 --> 00:43:15,360
So everyone should see a quick 
poll on the screen with three 

797
00:43:15,360 --> 00:43:16,680
questions. 
I can see people answering them 

798
00:43:16,680 --> 00:43:18,160
already. 
You guys know what you're doing,

799
00:43:18,360 --> 00:43:19,840
but I'm going to close that in 
about a minute. 

800
00:43:19,840 --> 00:43:21,800
But Marie, without further ado, 
I'm going to hand over to you 

801
00:43:21,800 --> 00:43:25,160
and let's start your section. 
And yeah, guys, feel free to 

802
00:43:25,160 --> 00:43:27,000
fill out some of those some of 
those questions. 

803
00:43:27,240 --> 00:43:30,240
And just just to share quickly, 
it's 100% on people in the first

804
00:43:30,240 --> 00:43:32,800
question saying that their 
preparation for Black Friday has

805
00:43:32,800 --> 00:43:35,320
been a bit rushed. 
So you're watching the right 

806
00:43:35,320 --> 00:43:37,200
webinar, guys. 
And we'll talk again in January 

807
00:43:37,200 --> 00:43:39,680
on Part 2 of this webinar. 
Marie, over to you. 

808
00:43:40,680 --> 00:43:43,920
Yeah, real quick about the 
Banners app, So Rob, just like 

809
00:43:43,920 --> 00:43:47,440
you were saying, the progress 
bar saying, hey, spend another 

810
00:43:47,440 --> 00:43:51,400
$25 to reach the second 
discount, Our Banners app does 

811
00:43:51,400 --> 00:43:53,280
that as well as a countdown 
timer. 

812
00:43:53,280 --> 00:43:56,680
So if you have a flash sale 
running, it'll countdown how 

813
00:43:56,680 --> 00:43:59,600
much time is left and you just 
install it. 

814
00:43:59,600 --> 00:44:02,080
It is free for anybody who's 
using Seguno e-mail. 

815
00:44:02,080 --> 00:44:04,080
It's part of the e-mail 
marketing suite. 

816
00:44:04,120 --> 00:44:06,280
I've just shared it and why wait
till the end is you're talking 

817
00:44:06,280 --> 00:44:07,720
about it now? 
I've just shared it in the chat,

818
00:44:07,840 --> 00:44:10,840
so yeah. 
So yeah, check it out in the 

819
00:44:10,840 --> 00:44:15,200
Shopify App Store. 
But yeah, back to our what I'm 

820
00:44:15,200 --> 00:44:22,560
supposed to be presenting about.
Let me oh, now I'm having that. 

821
00:44:22,800 --> 00:44:25,640
The one with the tech issues. 
You were the 1 without any tech 

822
00:44:25,640 --> 00:44:27,080
issues before we started as 
well. 

823
00:44:27,080 --> 00:44:30,680
It's just that, yes, it's always
going to be the way. 

824
00:44:32,120 --> 00:44:33,160
Cool. 
I'm going to give you guys about

825
00:44:33,160 --> 00:44:35,240
20 seconds on that pole as well.
There we go. 

826
00:44:35,240 --> 00:44:37,400
We can see your screen now, 
Marie, so over to you. 

827
00:44:39,560 --> 00:44:41,320
Yes. 
So yeah, we're going to be 

828
00:44:41,320 --> 00:44:44,160
talking about leveraging BFCM to
close out the year. 

829
00:44:44,160 --> 00:44:48,040
So if spoiler, if you take away 
nothing else, I hope you will 

830
00:44:48,040 --> 00:44:50,960
continue to e-mail people after 
Black Friday. 

831
00:44:51,560 --> 00:44:54,520
You can make more money to close
out the year after Black Friday.

832
00:44:57,640 --> 00:45:02,080
So yeah, here's some ideas of 
how to e-mail these people. 

833
00:45:02,080 --> 00:45:03,720
This is like Rob was saying, 
right? 

834
00:45:03,720 --> 00:45:06,800
Use your some of your data that 
you gather during Black Friday 

835
00:45:06,800 --> 00:45:10,760
to segment your list and send 
segment specific emails. 

836
00:45:10,760 --> 00:45:13,480
So here's some ideas of 
segments. 

837
00:45:13,480 --> 00:45:16,760
BFCM only buyers. 
These are people who maybe only 

838
00:45:16,760 --> 00:45:19,080
bought during BFCM and have 
never bought before. 

839
00:45:19,080 --> 00:45:23,280
Or maybe they bought BFCM this 
year and in 2024 but never buy 

840
00:45:23,280 --> 00:45:27,200
outside of that sale period. 
High intent window shoppers. 

841
00:45:27,200 --> 00:45:30,240
These are people who added to 
cart, browsed multiple times, 

842
00:45:30,240 --> 00:45:33,240
but never purchased. 
This is a great group to 

843
00:45:33,240 --> 00:45:37,000
continue emailing right after 
Black Friday and try to capture 

844
00:45:37,840 --> 00:45:39,960
in December. 
VI. 

845
00:45:39,960 --> 00:45:42,240
PS Who went silent right? 
These are people who've 

846
00:45:42,240 --> 00:45:45,560
previously engaged, opened 
emails or even purchased but 

847
00:45:45,560 --> 00:45:51,440
didn't buy during Black Friday. 
And for all of these, right, 

848
00:45:52,080 --> 00:45:54,240
unique codes keep momentum in 
December. 

849
00:45:54,240 --> 00:45:58,160
So this is right, we were saying
use the generic site wide sales 

850
00:45:58,160 --> 00:46:00,800
during Black Friday, but 
afterwards is a great time to 

851
00:46:00,800 --> 00:46:05,280
use unique codes and rewarding 
loyalty with exclusivity. 

852
00:46:05,280 --> 00:46:08,360
So a few of ideas for the 
specific segments, right? 

853
00:46:08,360 --> 00:46:12,160
So for BFCM shoppers, you could 
promote A complimentary item, 

854
00:46:12,600 --> 00:46:16,080
right, especially with an offer,
right, a unique discount to get 

855
00:46:16,080 --> 00:46:20,520
a second one to purchase for 
yourself or right, some sort of 

856
00:46:20,520 --> 00:46:22,960
complimentary thing depending on
your product line. 

857
00:46:23,760 --> 00:46:26,360
And for high intent window 
shoppers, right, this is where 

858
00:46:26,360 --> 00:46:31,200
you could continue to promote 
their browsed items along with 

859
00:46:31,200 --> 00:46:33,880
reviews, testimonials. 
Again, unique discount codes 

860
00:46:33,880 --> 00:46:37,720
could help push people over the 
line into a conversion here. 

861
00:46:38,240 --> 00:46:42,200
And then with your VI PS right, 
you can reward their previous 

862
00:46:42,200 --> 00:46:46,240
loyalty with an exclusive offer.
And again, this is where using a

863
00:46:46,240 --> 00:46:50,720
unique code can really help 
create that special feeling, 

864
00:46:54,880 --> 00:46:57,080
right? 
And more ideas without 

865
00:46:57,080 --> 00:47:01,560
discounting. 
So 74% of shoppers research 

866
00:47:01,560 --> 00:47:03,480
gifts for themselves during the 
holidays. 

867
00:47:03,480 --> 00:47:05,960
And this is more common with 
women than with men. 

868
00:47:06,800 --> 00:47:11,200
So, right, creating a segment to
your to women on your list and 

869
00:47:11,200 --> 00:47:14,200
sending sort of like a treat 
yourself e-mail could be a good 

870
00:47:14,200 --> 00:47:15,960
way to drive some more 
conversions. 

871
00:47:16,800 --> 00:47:21,400
And this also luckily is not any
sort of there's no shipping 

872
00:47:21,400 --> 00:47:23,080
deadlines potentially that 
apply, right? 

873
00:47:23,080 --> 00:47:25,760
If you're buying for yourself, 
you may not be worried about 

874
00:47:25,840 --> 00:47:30,040
when the item arrives. 
And then shipping reminders are 

875
00:47:30,040 --> 00:47:32,400
great way. 
This isn't a good example from 

876
00:47:32,400 --> 00:47:36,400
Graza, the olive oil company, 
very visual too. 

877
00:47:36,400 --> 00:47:39,680
I think this is a great, 
beautifully designed e-mail and 

878
00:47:39,680 --> 00:47:42,600
shipping reminders can be a 
great way to drive those last 

879
00:47:42,600 --> 00:47:47,400
minute conversions in December 
and can be paired with a 

880
00:47:47,400 --> 00:47:53,200
discount or without a discount. 
And if you are going to 

881
00:47:53,200 --> 00:47:56,960
discount, like Tracy mentioned 
before, we're a big fan of Buy 

882
00:47:56,960 --> 00:47:58,840
X, Get Y. 
This is a good way to clear 

883
00:47:58,840 --> 00:48:02,080
inventory. 
It also fits really well with 

884
00:48:02,080 --> 00:48:04,920
sort of the gifting theme of the
season, right? 

885
00:48:05,760 --> 00:48:08,400
Either it's an additional gift 
you can give somebody or a gift 

886
00:48:08,400 --> 00:48:11,920
you can keep for yourself. 
This may resonate better with 

887
00:48:12,080 --> 00:48:16,600
products that are generally 
purchased more by women and then

888
00:48:16,600 --> 00:48:19,080
using generic codes for flash 
sales, Right. 

889
00:48:19,080 --> 00:48:24,120
That 24 hour urgency is 
important and right, you can use

890
00:48:24,120 --> 00:48:27,040
the countdown timer on your 
website, but they reduce 

891
00:48:27,160 --> 00:48:31,440
friction and the the generic 
codes for flash sales could 

892
00:48:31,480 --> 00:48:33,720
really pair well with a shipping
deadline. 

893
00:48:36,640 --> 00:48:40,880
And then I know Rob, you share 
that chart about the schedule. 

894
00:48:41,480 --> 00:48:43,920
We were, we've done some 
research into Super Saturday, 

895
00:48:43,920 --> 00:48:48,080
which is the Saturday before 
Christmas, which is December 

896
00:48:48,080 --> 00:48:51,160
20th this year. 
And it's forecasted at least in 

897
00:48:51,200 --> 00:48:54,240
the US that the Super Saturday 
will be the second largest 

898
00:48:54,360 --> 00:48:56,640
shopping day after black and 
Friday. 

899
00:48:56,640 --> 00:48:58,800
But this is mostly for brick and
mortar stores. 

900
00:49:00,120 --> 00:49:02,680
The argument we're making here 
is that a, if you have bricks 

901
00:49:02,680 --> 00:49:05,440
and mortar, if you're have a 
physical occasion, you should 

902
00:49:05,440 --> 00:49:07,880
definitely think about your 
Super Saturday strategy. 

903
00:49:08,240 --> 00:49:11,040
But it's also kind of slept on 
by e-commerce. 

904
00:49:12,160 --> 00:49:13,760
And there's an opportunity here,
right? 

905
00:49:14,040 --> 00:49:16,880
Even if you can't ship this 
late, this is a great 

906
00:49:16,880 --> 00:49:20,720
opportunity for gift cards. 
If you have a subscription 

907
00:49:20,720 --> 00:49:26,520
offer, that could be a great 
thing to promote, right? 

908
00:49:26,520 --> 00:49:30,320
And sort of self gifting, again,
not related to a deadline. 

909
00:49:32,800 --> 00:49:37,920
So a few takeaways for December,
don't stop emailing in December,

910
00:49:38,680 --> 00:49:41,160
but segment your list and think 
about how you're going to target

911
00:49:41,160 --> 00:49:44,360
these different audiences, 
especially if you can use some 

912
00:49:44,360 --> 00:49:47,280
of that BFCM data and you can 
create those segments ahead of 

913
00:49:47,280 --> 00:49:49,800
time in Shopify. 
So you can use the Shopify 

914
00:49:49,800 --> 00:49:54,480
segments to create those 
segments of people who purchase 

915
00:49:54,840 --> 00:49:58,240
or browse during BFCM and don't 
purchase, right? 

916
00:49:58,240 --> 00:50:01,640
So you are people who purchased 
during BFCM or people who don't 

917
00:50:01,800 --> 00:50:04,280
purchase and only browse. 
All those segments can be 

918
00:50:04,280 --> 00:50:07,680
created ahead of time so that 
you're in the moment. 

919
00:50:07,680 --> 00:50:11,560
You can create, send those 
emails and then a few deadlines 

920
00:50:11,560 --> 00:50:14,600
to remember whatever your 
shipping deadline is, make sure 

921
00:50:14,600 --> 00:50:16,920
you communicate that to your 
customers. 

922
00:50:17,520 --> 00:50:20,920
It's another opportunity for a 
promotion for sale for 

923
00:50:20,920 --> 00:50:24,840
additional conversions and Super
Saturday is December 20th. 

924
00:50:25,160 --> 00:50:28,040
Maybe this is a great 
opportunity for your brand and 

925
00:50:28,040 --> 00:50:29,400
if it is, you should take 
advantage. 

926
00:50:31,760 --> 00:50:35,640
That's it. 
Amazing, thank you so much and 

927
00:50:35,640 --> 00:50:38,760
and what leads on I think really
nicely from that is to say I I 

928
00:50:38,760 --> 00:50:41,280
dropped a couple of Easter eggs 
on this earlier and that we 

929
00:50:41,400 --> 00:50:42,720
should not be talking about 
Easter right now. 

930
00:50:42,720 --> 00:50:44,840
It's obviously coming into 
holiday season and Christmas 

931
00:50:44,960 --> 00:50:48,240
Santa is on the way. 
He's he sent me a text or 

932
00:50:48,240 --> 00:50:49,920
WhatsApp and said he's going to 
be visiting this year. 

933
00:50:50,720 --> 00:50:54,160
But just to say that actually we
are doing a Part 2 to this as 

934
00:50:54,160 --> 00:50:55,840
well, everybody. 
So if you watch this on YouTube 

935
00:50:55,840 --> 00:50:59,040
and it's not January 26th yet or
if you're watching this live as 

936
00:50:59,040 --> 00:51:00,880
well, guys, I'm going to see 
quite a few of you tuned into 

937
00:51:00,880 --> 00:51:02,600
this. 
We are going to be doing a Part 

938
00:51:02,600 --> 00:51:04,200
2. 
We've got inventory planner 

939
00:51:04,200 --> 00:51:05,840
coming along and also the guys 
from Saguna. 

940
00:51:05,840 --> 00:51:08,560
We're going to talk about what 
you can do post peek heading 

941
00:51:08,560 --> 00:51:11,000
into next year. 
But I love what you've been 

942
00:51:11,000 --> 00:51:14,720
sharing, Murray, actually about 
how it's not just, and I think 

943
00:51:14,720 --> 00:51:17,840
the, the big message I think 
from for me today really is we 

944
00:51:17,840 --> 00:51:19,560
need to think laterally about 
this. 

945
00:51:19,560 --> 00:51:22,000
There are so many more 
opportunities than just it's 

946
00:51:22,000 --> 00:51:24,320
Friday, let's discount stuff. 
And then you get to kind of 

947
00:51:24,560 --> 00:51:27,160
midnight on Monday and you're 
like, stop the discounts. 

948
00:51:27,160 --> 00:51:29,040
We're in holiday season now and 
here's some gifts. 

949
00:51:29,240 --> 00:51:32,360
There's so much more going on. 
I, I laughed when you mentioned 

950
00:51:32,360 --> 00:51:34,080
about other people shopping for 
themselves. 

951
00:51:34,080 --> 00:51:36,800
I was like, that's when I buy 
most of my things for the year. 

952
00:51:36,800 --> 00:51:39,680
I even start buying summer stuff
thinking everyone's going to 

953
00:51:39,680 --> 00:51:41,520
have some shorts leftover in 
their warehouse. 

954
00:51:41,520 --> 00:51:44,400
I'm going to buy my shorts and 
T-shirts and sunglasses now in 

955
00:51:44,400 --> 00:51:46,440
the middle of Windsor because 
they've got to be cheaper. 

956
00:51:46,720 --> 00:51:49,000
And I bought an air conditioning
unit last year in middle of 

957
00:51:49,000 --> 00:51:52,320
December, ready for the summer 
to cool my cool my bedroom down.

958
00:51:52,320 --> 00:51:54,800
So I think there's all these 
different little use cases going

959
00:51:54,800 --> 00:51:56,400
on. 
And I think, I think you've all 

960
00:51:56,400 --> 00:51:57,600
mentioned it. 
I remember you mentioned it 

961
00:51:57,600 --> 00:52:00,000
specifically, Rob, about 
actually being a small, nimble, 

962
00:52:00,000 --> 00:52:02,600
agile brand. 
And there's a lot you can do 

963
00:52:02,600 --> 00:52:05,200
which the big guys can't to 
suddenly go actually, if we 

964
00:52:05,200 --> 00:52:08,160
carve out a niche and get 50 
orders or 100 orders here and 

965
00:52:08,160 --> 00:52:11,320
there on random little campaigns
that almost don't make sense, 

966
00:52:11,320 --> 00:52:12,680
but we found a use case for 
them. 

967
00:52:13,080 --> 00:52:14,480
The big brands are not going to 
be doing that. 

968
00:52:14,480 --> 00:52:16,640
They won't be able to do that 
across like 1000 different 

969
00:52:16,640 --> 00:52:18,840
segments in one hit. 
So actually, there's really good

970
00:52:18,840 --> 00:52:20,760
opportunities for all of you 
guys that are niching up. 

971
00:52:21,280 --> 00:52:23,120
As promised, I'm going to share 
now. 

972
00:52:23,120 --> 00:52:25,320
This is from you, Tracy. 
So do you want to talk us 

973
00:52:25,320 --> 00:52:27,800
through the three links I've 
just shared on the chat quickly 

974
00:52:27,800 --> 00:52:28,920
as well? 
Because there's three different 

975
00:52:28,920 --> 00:52:31,120
areas we can go to to to find 
out a bit more? 

976
00:52:33,360 --> 00:52:37,080
So there are the reports that I 
mentioned at the start. 

977
00:52:38,120 --> 00:52:43,360
So the unique codes benchmark 
report is looking at all of 

978
00:52:43,360 --> 00:52:49,360
those use cases, looking at how 
Shopify Plus non plus are using 

979
00:52:49,360 --> 00:52:53,800
unique discount codes. 
So this does beyond e-mail as 

980
00:52:53,800 --> 00:52:57,080
well, covers, you know, lots of 
different ways that they're 

981
00:52:57,080 --> 00:53:01,720
using it. 
The e-mail discount code report 

982
00:53:02,280 --> 00:53:09,720
is that analysis of emails with 
no codes, emails with generic 

983
00:53:09,720 --> 00:53:15,320
codes, emails with unique codes 
and performance impact. 

984
00:53:16,120 --> 00:53:21,120
And then the BFCM 2024 insights 
are just the yearly roundup that

985
00:53:21,120 --> 00:53:25,360
we do. 
We look to see what brands are 

986
00:53:25,360 --> 00:53:28,920
doing and and where they're 
having success seemingly with 

987
00:53:29,760 --> 00:53:32,160
engagement. 
Amazing. 

988
00:53:32,160 --> 00:53:34,080
So thank you. 
Yeah, thank you for sharing 

989
00:53:34,080 --> 00:53:35,000
those. 
I think you were digging them 

990
00:53:35,000 --> 00:53:36,200
out while one of the other guys 
was talking. 

991
00:53:36,200 --> 00:53:38,080
So yeah, I appreciate you 
putting this in the chat for 

992
00:53:38,080 --> 00:53:39,960
everyone listening. 
If you're watching on YouTube as

993
00:53:39,960 --> 00:53:43,280
well, I think I'll I'll get 
Byron who runs of the podcast. 

994
00:53:43,280 --> 00:53:45,800
He's he, he makes me look good, 
which is a very difficult 

995
00:53:45,800 --> 00:53:47,360
challenge as my wife will tell 
you all. 

996
00:53:47,800 --> 00:53:50,320
But I'll make sure Byron puts in
the description those links as 

997
00:53:50,320 --> 00:53:51,160
well. 
So if you're watching this 

998
00:53:51,160 --> 00:53:53,720
afterwards, what I think is 
amazing actually is that third 

999
00:53:53,720 --> 00:53:56,760
link you've shared, Tracy, I 
think ties in really nicely. 

1000
00:53:56,960 --> 00:53:59,320
I'm going to share quickly now 
just before we, just before we 

1001
00:53:59,320 --> 00:54:01,200
wrap up. 
And if you've got any questions,

1002
00:54:01,200 --> 00:54:04,200
fire them on the Q&A as well. 
I, there's been several, but 

1003
00:54:04,200 --> 00:54:06,000
you, we've covered them all kind
of as we've gone. 

1004
00:54:06,000 --> 00:54:08,240
You guys have asked them just 
before whoever was speaking was 

1005
00:54:08,240 --> 00:54:09,800
about Steam, which I haven't 
read many out. 

1006
00:54:10,160 --> 00:54:14,040
But actually that last bit about
Black Friday 2024 and Cyber 

1007
00:54:14,040 --> 00:54:16,480
Monday, although we're quite 
getting quite close to that now,

1008
00:54:16,480 --> 00:54:17,880
it's getting a bit late to plan 
stuff. 

1009
00:54:18,200 --> 00:54:20,640
The first question we asked in 
the poll was how has your 

1010
00:54:20,640 --> 00:54:24,960
preparation Black Friday been? 
We got 17% of you said fairly 

1011
00:54:24,960 --> 00:54:27,280
well prepared, which I think 
either you're not being honest 

1012
00:54:27,280 --> 00:54:29,760
with yourself or well done. 
Those are probably the two polar

1013
00:54:29,760 --> 00:54:33,480
opposites there. 
The next one is 67% of you guys 

1014
00:54:33,480 --> 00:54:36,440
said you feel a bit rushed. 
And I can certainly relate to 

1015
00:54:36,440 --> 00:54:38,560
that because even if you planned
it in January, a lot does 

1016
00:54:38,560 --> 00:54:41,000
change. 
And 17% of you guys said you 

1017
00:54:41,000 --> 00:54:44,520
felt completely unprepared. 
So thank you for your honesty. 

1018
00:54:44,520 --> 00:54:46,440
We're here to help. 
There's lots of good tech to 

1019
00:54:46,440 --> 00:54:48,120
help you. 
And the good thing is it's not 

1020
00:54:48,120 --> 00:54:50,080
the first time this has ever 
happened. 

1021
00:54:50,080 --> 00:54:52,160
So Black Friday isn't going to. 
And we always talk about Black 

1022
00:54:52,240 --> 00:54:54,000
Friday because it's the 
beginning of that weekend and 

1023
00:54:54,000 --> 00:54:56,600
it's kind of like when peak 
really starts to kick off, 

1024
00:54:56,800 --> 00:54:59,160
whereas Rob showed maybe it's 
the week after if specifically 

1025
00:54:59,160 --> 00:55:01,320
for the parent market. 
Question 2. 

1026
00:55:01,400 --> 00:55:04,760
When did you start preparation? 
8% of you was in Q1. 

1027
00:55:05,000 --> 00:55:06,720
I'm sorry, the dates on these 
are completely wrong. 

1028
00:55:06,720 --> 00:55:09,960
I realized this is an old poll. 
So it says 2023, it should say 

1029
00:55:09,960 --> 00:55:12,080
2025. 
That's how long Rob said we've 

1030
00:55:12,080 --> 00:55:15,360
been doing webinars for years. 
I mean, it is true Q1, I'm going

1031
00:55:15,440 --> 00:55:19,960
to assume this year 8% of you 
started in Q1 of this year, 25% 

1032
00:55:19,960 --> 00:55:23,000
started Q3. 
So the Q where we've just 

1033
00:55:23,000 --> 00:55:27,400
finished and then 42% of you 
have started now and 25% not 

1034
00:55:27,400 --> 00:55:29,160
applicable. 
So you've not either not done 

1035
00:55:29,160 --> 00:55:31,920
any prep or it doesn't matter. 
And when will you review and 

1036
00:55:31,920 --> 00:55:36,040
analyze Black Friday's results? 
75% of you said straight away, 

1037
00:55:36,040 --> 00:55:39,240
which is obviously the wisest 
way to do it, if you can carve 

1038
00:55:39,240 --> 00:55:41,640
that time out. 
The other 25%, you guys said, 

1039
00:55:41,680 --> 00:55:43,880
no, wait till after Christmas. 
So I think it's quite 

1040
00:55:43,880 --> 00:55:45,080
interesting seeing some of those
stats. 

1041
00:55:45,080 --> 00:55:46,680
So thank you so much for your 
honesty guys. 

1042
00:55:47,000 --> 00:55:49,960
And if you want to catch Part 2 
of this, Saguno, we're going to 

1043
00:55:49,960 --> 00:55:51,720
e-mail you because Saguno do 
e-mail. 

1044
00:55:51,720 --> 00:55:53,680
So we're going to add you into 
the Winning with Shopify store. 

1045
00:55:53,680 --> 00:55:55,120
You should get an e-mail coming 
through from 

1046
00:55:55,120 --> 00:56:00,120
wwspodcastithinkitsemail@wwspodcast.com.
I should know that given that 

1047
00:56:00,120 --> 00:56:02,680
it's it's our podcast, but 
Saguno going to send you an 

1048
00:56:02,680 --> 00:56:05,040
e-mail from winning with Shopify
because they help run all our 

1049
00:56:05,040 --> 00:56:06,360
e-mail on there. 
You'll get an e-mail inviting 

1050
00:56:06,360 --> 00:56:08,520
you to the next one. 
I want to say a very special 

1051
00:56:08,520 --> 00:56:09,920
thank you for everybody for 
tuning in. 

1052
00:56:09,960 --> 00:56:12,240
Thank you so much to Tracy, to 
Rob and to Marie as well. 

1053
00:56:12,680 --> 00:56:14,720
Appreciate you guys putting time
and energy into this. 

1054
00:56:14,920 --> 00:56:17,200
If you want a copy of the 
slides, just reply to one of 

1055
00:56:17,200 --> 00:56:19,080
those emails we're going to send
you saying thanks for coming. 

1056
00:56:20,080 --> 00:56:22,120
Yeah, drop us a note. 
We're happy to send slides over.

1057
00:56:22,120 --> 00:56:23,960
And if you want to watch a rerun
of this as well, I'll be on our 

1058
00:56:23,960 --> 00:56:26,080
YouTube channel very shortly. 
Just search winning with Shopify

1059
00:56:26,080 --> 00:56:27,960
on YouTube. 
So thank you, speakers, thank 

1060
00:56:27,960 --> 00:56:30,240
you attendees, and thanks for 
joining us, everybody and anyone

1061
00:56:30,240 --> 00:56:31,760
who's watching this in the 
future. 

1062
00:56:31,880 --> 00:56:32,880
Hope this has been really 
useful. 

1063
00:56:32,960 --> 00:56:34,320
Thanks for tuning in. 
Hey guys. 

1064
00:56:34,360 --> 00:56:36,560
I just want to take a moment 
aside from today's episode to 

1065
00:56:36,560 --> 00:56:38,360
introduce one of our amazing 
sponsors, Kavella. 

1066
00:56:38,360 --> 00:56:40,880
They are the all in one platform
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1067
00:56:40,880 --> 00:56:43,680
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Kavella are helping Shopify 

1068
00:56:43,680 --> 00:56:48,200
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1069
00:56:48,200 --> 00:56:51,120
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That means more profit for you, 

1070
00:56:51,360 --> 00:56:55,560
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1071
00:56:55,560 --> 00:56:58,480
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You can fast track their waiting

1072
00:56:58,480 --> 00:57:02,760
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1073
00:57:02,760 --> 00:57:05,920
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This exclusive offer for Winning

1074
00:57:05,920 --> 00:57:08,520
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Just go to the link in our 

1075
00:57:08,520 --> 00:57:11,080
description or in our bio to 
unlock the savings and skip the 

1076
00:57:11,080 --> 00:57:12,800
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1077
00:57:12,800 --> 00:57:15,400
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1078
00:57:15,560 --> 00:57:17,040
That code again winning.