The Ecommerce Influence Podcast: Advanced Acquisition and Retention Strategies for Fast-Growing Online Brands

I just completed a successful two-day Private Intensive here in ATX with a client. We floated down the Guadalupe River and even played a little Top Golf, but most importantly made some big improvements to their website.

In today’s episode, I want to share a big win we got from those two days so you can replicate it at home.

Problem:The client had seen a 10% drop in conversion rate over the last month. The last 9 months were rock solid consistent, so it was very strange. A 10% drop in CR cost them around $35K a month!

Solution:We installed HotJar and activated the screen recording function. After running a Google Analytics for exit pages and watching screen recordings, we identified a bug preventing users from customizing the product they wanted. It was literally stopping people dead in their tracks! After identifying the bug, the devs fixed it in a few hours.

Episode Highlights

  • 2:43 How a drop in conversions may be the result of issues (a bug) on your site.
  • 4:46 Why step one should always be to confirm your inventory and that you are not out of stock on key products
  • 6:27 Once you've used HotJar to record your site user's journey, here's what you want to look for.
  • 7:12 What you should look at first once you've defined your top exit pages.
  • 11:24 How a screen recording coupled with a screen shot can help your dev team quickly correct site issues and get you back to converting.
  • 14:15 Recap: The 3 steps you can take to making sure your site is converting the best it possibly can

Links and Resources

Direct download: EI154_Flash_CRO.mp3
Category:general -- posted at: 3:00am CST

Are you an ecommerce business owner using Shopify? Then this episode is a must-listen.

Kurt Elster is a master at helping Shopify businesses uncover hidden profits from their stores and increase their conversion rates. The Ethercycle founder joins us today to share his expert tips on where to look for profits you may be missing out on, the design mistakes people consistently make, and the #1 thing that will give you the biggest competitive advantage over Amazon. Plus, he talks about the test you should do today to see how your customers are really engaging with your site. Enjoy!

Episode Highlights:

  • 7:26 The 30,000-foot-view-quick win when it comes to optimizing your Shopify site.
  • 9:48 The things top brands are getting right with website optimization.
  • 12:37 The maximum number of apps your Shopify site should be running and why they maybe slowing you down, even if you've uninstalled them.
  • 14:13 How simply improving your website's messaging can increase your conversions overnight.
  • 15:01 Don't over complicate the landing page and why a "quickie" product page could end up being your best landing page
  • 18:15 The things you can do to make your cart and checkout page more seamless and more user friendly.
  • 19:46 Why if you're not using "order notes" for something meaningful you should have them turned off
  • 25:45 The post checkout optimizations you should be making to increase your AOV.
  • 29:46 The two misconceptions Kurt regularly sees when it comes to CRO.

Links and Resources:

 

Membership

 

Doors are now open for the Brand Growth Experts Membership, a community of top ecommerce business owners and marketers who I coach one-on-one to help scale up their businesses. Together we’ll create a plan that will help you scale up your business, and then I’ll help you execute it.

The Membership is open for a limited time only, and doors close at midnight CST on Tuesday, July 24. If you want to join, make sure you don’t miss your chance. Click here to learn more.

 

Sponsors:

 

Klaviyo

 

This episode is brought to you by Klaviyo. If you’re running an ecommerce business and sending emails to your customers, you should be using Klaviyo. It will help you find out who your best customers are and target them one-to-one to make more money.

I’ve been using Klaviyo since they were just two employees. Now they have a team of 150 and are rolling out new features almost weekly. If you aren’t already a customer, head over to www.ecommerceinfluence.com/klaviyo and you’ll get a free trial + priority on-boarding.

Sezzle

Looking for an easy and effective way to increase your e-commerce site’s conversion rate while also providing your customers a simple and convenient way to pay? Then Sezzle is the payment app you’ve been looking for.

Sezzle allows your customers to buy now and pay in monthly installments. Sezzle settles up directly with the merchant through the purchase process and handles all verification and repayments directly with the customer so you never have to worry about dealing with missed payments. On average Sezzle customers saw a 6.5% increase in sales and a 55% growth of their average order value. Learn more at http://www.sezzle.com/influence.


Direct download: EI_153_Kurt_Elster.mp3
Category:general -- posted at: 3:00am CST

 

Here’s the deal with Dynamic Product Ads or “DPAs” as you might know them. Everyone is using them and they work well. But as you’ll learn in today’s episode, the effectiveness of DPAs can create some unique problems for ad buyers.

WFor example, you might have a DPA with a high return on ad spend and a low relevance score. Meaning it’s driving sales but people are indicating they don’t want to see it. How confusing is that!?

In this episode, you’ll learn how to tweak your DPAs for top performance. We’ll talk about managing frequency, bidding, copywriting, and why you need to be thinking about your prospecting traffic. It’s a bit technical but if you’re running these ads (or want to) you’ll get a ton out of this episode. Enjoy!

Episode Highlights

  • 6:10 The biggest error in how most brands are structuring their dynamic product ads (DPAs).
  • 8:05 Why turning up the spend on your successful DPA may actually be killing your audience.
  • 9:25 How to structure your DPA budgets so you're ad frequencies don't skyrocket.
  • 11:06 Why you need to watch your DPAs over time and the key things you should be watching for.
  • 12:12 How changing copy of even top performing DPAs on a weekly basis can increase your results.
  • 14:00 The step by step process you should take to improving your DPAs.

Links and Resources

 

Sponsor: Klaviyo

If you’re running an ecommerce business and sending emails to your customers, you should be using Klaviyo. It will help you find out who your best customers are and target them one-to-one to make more money.

I’ve been using Klaviyo since they were just two employees. Now they have a team of 150 and are rolling out new features almost weekly. If you aren’t already a customer, head over to www.ecommerceinfluence.com/klaviyoand you’ll get a free trial + priority on-boarding.

Sponsor: Sezzle

Looking for an easy and effective way to increase your e-commerce site's conversion rate while also providing your customers a simple and convenient way to pay? Then Sezzle is the payment app you've been looking for.

Sezzleallows your customers to buy now and pay in monthly installments. Sezzle settles up directly with the merchant through the purchase process and handles all verification and repayments directly with the customer so you never have to worry about dealing with missed payments. On average Sezzle customers saw a 6.5% increase in sales and a 55% growth of their average order value. Learn more at http://www.sezzle.com/influence.

Direct download: 152__Flash_Dynamic_Product_Ads.mp3
Category:general -- posted at: 3:00am CST

Today, I have a special episode for you. For our American listeners, July 2nd is two days before the 4th of July holiday. From here on out it will also be known as the day Custom Audience terms got updated! This is huge stuff right before the holiday.

We’re talking about this because after Cambridge Analytica, Facebook has decided to evaluate their process and in my opinion cover their own ass. If you’re delivering ads to custom audiences (you should be) you’re going to need to accept new terms and start specifying exactly where your list came from. These changes will have a direct impact on how you’ll be able to advertise. In this episode, we’ll share what you need to know and how to stay above board. Enjoy!

Episode Highlights

  • 4:15 Why Facebook is changing up their custom audience terms
  • 6:00 What you will be required acknowledge when uploading a new custom audience
  • 7:55 How consumers will now be able to see more info on why they are being served ads
  • 8:58 Why you may just have to validate current audiences vs. uploading them all over again
  • 10:10 Here is what you will have to do if you are sharing custom audiences as an agency/with clients
  • 13:04 The importance of reading the new custom audience terms and conditions

Links and Resources

Sponsors

This episode is brought to you by Klaviyo. If you’re running an ecommerce business and sending emails to your customers, you should be using Klaviyo. It will help you find out who your best customers are and target them one-to-one to make more money.

I’ve been using Klaviyo since they were just two employees. Now they have a team of 150 and are rolling out new features almost weekly. If you aren’t already a customer, head over to www.ecommerceinfluence.com/klaviyoand you’ll get a free trial + priority on-boarding.

Looking for an easy and effective way to help your ecommence site increase it's conversion rate while also providing your customers an easy and convenient way to pay? Then Sezzleis the payment app you've been looking for. Sezzle allows your customers to buy now and pay in monthly installments. Sezzle settles up directly with the merchant through the purchase process and handles all verification and repayments directly with the customer, so you never have to worry about dealing with missed payments. On average Sezzle customers saw a 6.5% increase in sales and a 55% growth of their average order value. Learn more on how Sezzle can help your bottom line today at: http://www.sezzle.com/influence

Direct download: EI_151_Flash_Facebook_Custome_Audience_Update.mp3
Category:general -- posted at: 3:00am CST

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