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eCommerce Evolution

eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
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Now displaying: 2019
Nov 13, 2019

Matt Clark is the Chairman and Co-founder of Amazing.  Amazing is the company behind the most successful info product/training course of all time - Amazing Selling Machines.   He and his partner Jason Katzenback also run SellerCon - one of the leading events for Amazon Sellers.  

In this episode we take a quick look into what’s new on Amazon and then we dive deep into a subject I’m quite passionate about - making better decisions.  I’m not sure of another skill more valuable than this one. This doesn’t need you need to always be right...you just need to get it right. We share a great Steve Jobs story in the podcast to illustrate this point.  

Here’s a look at a few of the topics we cover:

  • Confirmation Bias - and getting it right vs. being right
  • Mitigating Risks - with lessons from Sarah Blakely and Richard Branson.  Here Matt shares how he wasted $1million in Ad Spend when he could have tested with only $20,000.  Also we discuss the the Fire bullets, then cannonballs framework from Jim Collins.  
  • Diderot Effect - This deals with how to handle success and how success can lead to bankruptcy.  We also discuss 2nd and 3rd order consequences.  
  • Keep a decision log - Why and how and what this looks like for Matt. 
  • Some of Matt’s favorite books on the subject
  • Plus more!
Nov 6, 2019

If you’re currently running ads to cold audiences - whether that’s on Facebook, YouTube, Google Display Network or anywhere else - you need to consider where you’re sending that cold traffic.  Do you send it to your home page? Product detail page? Those options can work, but you need to test sending traffic to pre-sale content.  

What is pre-sale content?  To explain, I brought in one of the foremost experts on the subject, Lindsay Marder.  

Lindsay Marder is a self-proclaimed content marketing nerd.  She served as Managing Editor for Digital marketer for 4 years.  Now she’s working with brands to spread their missions and engage with customers.  She’s also the Co-founder of Digital Strategy Bootcamps with Molly Pittman and John Grimshaw.  

Here’s what we cover on the show:

  • What is pre-sale content?  
  • Why pre-sale engagement content is PERFECT for cold traffic, especially paid cold traffic.  
  • Real-world examples including the legendary 5 make up tips for older women - page used by Ezra Firestone and Boom by Cindy Joseph.  
  • How Third Love used pre-sale content to show women everywhere that they were putting on their bra all wrong.  
  • How do you identify topics using free Google tools and some simple online research?
  • How to let customers write your ad headlines and content headlines for you. 
  • What can you learn from 5-star and 1-star reviews from your competitor’s products (this is so brilliant).  
  • Dos and Don’ts for the page itself
  • Plus more!
Oct 23, 2019

What’s the ultimate metric you should measure to grow your business?  Smart direct response marketers might say Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS).  Advanced direct response marketers might say Lifetime Customer Value. But what does John Grimshaw say?  Well, you’ll have to tune in, but I’ll give you a hint? It’s CVV.

John Grimshaw is traffic Marketing Director at Smart Marketer.  He runs a consulting business called Data Centric Marketing. More importantly than any of that, he’s wicked smart.  

I LOVE this episode.  Here’s a quick look at what we cover:

  • What is lifetime customer value (LCV)?  Why it’s important and why it’s so tough to calculate.
  • How should you calculate LCV and why it’s such a head-scratcher for most entrepreneurs.  
  • Why LCV is often a flawed or imperfect metric and why Customer Value Velocity (CVV)  is a better metric for scaling your business.  
  • Real world example of how to use CVV to scale?
  • Why you should ignore the canned Lifetime value metric in Google Analytics (but we got nothin’ but love for GA in general.  Just not this metric.).
  • John’s favorite tools and resources for measuring CVV.
  • Plus more!
Oct 16, 2019

Building an irresistible culture.  Creating raving fans. Treating your customers like friends of 10+ years.  These are some of the philosophies that’s taken LiveBearded from a single product lifestyle business to now a leader in the men’s personal care space. 

The only thing more impressive than Anthony Mink’s beard is the culture of raving fans he and co-founder Spencer Bryce have built together. 

Mink has gone from traveling to 30 countries in 7 years to now having a warehouse, office and an incredible team.  

This episode is critically important to any eCommerce company.  Especially as competition heats up and more and more products are becoming commoditized.  

Here’s a look at what we cover:

  • Why culture is the most valuable asset you have
  • How adding value should be your objective ...but this doesn’t always mean cash value.  
  • Why every touch point matters and how to create memorable experiences
  • How Live Bearded has created its own mottos and lingo that fans have adopted.  
  • Treat your customers the way you would a friend of 10 years
  • Your main job is to build raving fans
  • Some crazy Live Bearded stories
  • Plus more!
Oct 9, 2019

Kiri Masters is the founder & CEO of Bobsled Marketing and marketplace institute and host of ECommerce BrainTrust. Author of Amazon Expansion Plan and new book Amazon for CMOs.  We talk Amazon a lot on this podcast.  I wanted to have Kiri on to discuss her philosophy both in how to expand and how to manage growth.  We discuss some really interesting topics including:

  • What CMOs of big brands know about Amazon that we don’t
  • Who you need on your Amazon team
  • How to assemble your own all-star Amazon team?
  • How to take advantage of the full Amazon stack rather than just focusing on one area.
  • Plus more!
Oct 2, 2019

Arri is a whizkid of sorts when it comes to messenger marketing and SMS marketing.  At the ripe old age of 22 he’s leading his team at Conversmart and has worked with some pretty impressive brands including Tuft & Needle, Poo-Pourri and the Beard Club just to name a few.   

 

I know very little about SMS marketing for eCommerce so I was super excited to have Arri on the podcast to learn how he does it.  We both spoke at Ezra Firestone’s event in Seattle a few months ago. I was so impressed by his talk that we immediately scheduled a time to record the podcast.  

 

Here’s a quick look at what we cover on this episode.  

 

  • Some stats around mobile usage related to text messaging that are important to note?
  • How does SMS marketing compare to email marketing
  • What are some of the top ways eCommerce companies should consider using SMS marketing
  • How to grow SMS subscribers
  • Most common SMS campaigns and tactics with some real examples
  • How to combine SMS + email + messenger for mind-boggling results
Sep 25, 2019

To date, this was one of my favorite episodes to record.  Partially because I love Amazon and love hearing behind the scenes stories from people who’ve worked there.  Brad does share a couple of great stories. 

Mostly I love this interview because the advice shared is pure gold.  Brad Moss has a unique perspective on business and growth. At Amazon he served as the first business lead over all of Seller Central.  To say he’s had the inside scoop on seller central would be a gross understatement.  

 I met Brad at an event in Miami.  When I found out he was a former Amazonian I was eager to find out a few things - 1. A good Jeff Bezos story.  2. What is was like to work there. The stories he told when we met and the stories told on this episode did not disappoint!  

In this episode we cover some pretty powerful lessons including:

  • How Amazon thinks about and deals with areas of the business that stop growing.  As you might guess, they don’t have warm and fuzzy sentiments here.
  • How Amazon looks at analytics…this is truly brilliant.  Understand how Amazon decides what data to measure, and what to change to get better results.  This is part of the key to Amazon's speed and their ability to scale successfully.
  • Two mindset shifts that Amazon looks for in their employees that will help instantly make you a better entrepreneur.
  • A few funny (and potentially painful stories) about how little Amazon celebrates successes.  These stories underscore the Bezos mantra that “it’s always day one.”
  • Top mistakes Brad sees Amazon sellers making and how to avoid them.
  • Plus more!
Sep 18, 2019

Paulina Masson is the founder of Shopkeeper and a longtime Amazon seller.  She has a wealth of knowledge when it comes to pricing products. She understands the competitive forces behind pricing decisions as well as the psychological factors.  

Ultimately you want to price in such a way to maximize total profits.  While you should consider profit per transaction, that might not be the ultimate metric to try and maximize.  Here’s what we look at:

  • How to run pricing split test and why it’s so complex.
  • How to price your products at launch including a free margin calculator
  • How to balance competitive price factors with consumer perception and psychology
  • When to end your price in 99, or 97 rather than 00.  And how a premium product or your target market might influence this.
  • 3 Types of Shoppers on Amazon and how to price for each
  • When and how to use coupons - when to do a % off vs. a $ off
  • How price impacts conversion rates
  • Plus more!
Sep 11, 2019

Is AI coming for all of our jobs?  As agencies and marketers, are we on the road to irrelevance?  Probably not fully, but our roles and our perspectives better shift and shift quickly.  Frederick Vallaeys is a brilliant marketer and programmer. He was one of Google’s first 500 employees and was on the original AdWords Quality Score team.  In this episode, we discuss how agencies and marketers of the near future should think more like pilots or doctors, or coaches (my metaphor). Pilots increasingly rely on instruments and AI to do their job.  So do doctors. But, deep expertise, strategy, and a human element are still really important. Here’s a hopeful but eyes-wide-open look at the future with Frederick Vallaeys.   

  • How Quality Score was yesterday’s black box and AI is today’s black box.
  • Using Fred’s Two Levels of Automation - Leveraging things like AI and Machine Learning (ML) and then creating a layer of automation to keep the machines in check.  
  • How is AI most impacting marketing now and how will it impact marketing in the next few years.
  • What new changes to Google Ads is Fred most excited about.
  • Some of Fred’s favorite Google Ad Scripts?
  • Automation can be simple. AI and ML are cool but you can achieve a lot with the simple stuff
Sep 4, 2019

A few months ago I delivered a talk at Social Media Marketing World 2019 on how to create a full funnel with YouTube ads.  Feedback on the session was great so I wanted to share it here on the podcast.  

 

Why YouTube ads? Watch time for “which product to buy” videos on YouTube doubled this past year. Nearly 70% of shoppers say they are open to learning about products on YouTube directly from brands. In this talk, we’ll explore 3 ways to utilize YouTube ads for growth. We’ll uncover 3 proven YouTube ad formulas to put the right video in front of the right prospect at the right time. We’ll also examine the best bidding strategies and winning campaign structures to implement for success.

Aug 28, 2019

Christian Zeron started selling vintage watches online in college.  We started mainly with some free time, a lot of creativity and a serious watch obsession (he’s a self-described watch geek).  He’s since leveraged that into millions of YouTube views, millions in sales and over 1.8 Million monthly page views… without running ads.

I’m an ads guy so my experience with organic YouTube is minimal.  I wanted to have Christian on the podcast to walk through his story and to give us practical tips on how to succeed on YouTube with organic content.

Here’s a look at what we cover:

  • How Christian uses Gary V’s jab, jab, jab, right hook in his approach to YouTube content.  
  • How he’s learned from and grown from his YouTube failures
  • How he grew from 0 to 68,000 YouTube Subscribers and millions of views
  • How he comes up with ideas for 3 shows a week that generates raving fans.
  • How his new pivot was an epic failure and how he’s retooled to make it a smashing success.
  • What watches are his personal favorite 
  • Why selling a $10,000 watch is easier than selling a $300 watch
Aug 20, 2019

Casey Guass started Viral Launch as a broke 24-year-old college drop out.  The rest is history. It’s now one of the most beloved SaaS platforms for Amazon sellers.  Like most great companies it’s gone through some serious product evolutions. But, the core has remained the same - helping Amazon Sellers rank better on Amazon.  

In this podcast, we cover a lot…and get pretty nerdy with data.  Here’s a quick look at what we discuss. 

  • 3 Amazon ranking factors you might be overlooking including considering your canonical url for better ranking on Google (we explain what this means in the podcast). 
  • How conversion rate factors into organic rankings and what to do about it.
  • Why you’re likely focusing on the wrong keywords and how to shift your approach.
  • Casey’s 6-step road map for ranking a product on Amazon - this is pure gold.  
  • Casey’s advice that he would NOT give to clients, but might try for selling his own products.
  • Why you’re thinking about Amazon PPC is probably off a bit and how you should adjust. 
  • How to use brand analytics data for some “blow your mind” insights.  
  • Plus more!
Aug 7, 2019

In just a few short years Bill D transitioned from investment banker to single brand eCommerce store owner, to now owning and leading a portfolio of 10 eComm brands through his company, Elements Brands.  

 I wanted to pick Bill’s brain - one, because he’s just wicked smart, but, two, because I think all eCommerce store owners could benefit from his perspective. In this power-house episode we uncover: 

  • How Bill went from investment banker to owning a portfolio of growing eCommerce brands.  
  • What Bill looks for when he’s considering buying an eCommerce business (there are lessons here for you, whether you’re looking to sell right now or not).
  • Why diversity of traffic is so important and what to consider here.
  • What’s the metric to rule all metrics? No, it’s not conversion rate, or AOV, or Return on Ad Spend. (Hint: you’re probably ignoring it or not calculating it the way you should.)
  • Why profits are sanity and revenue is vanity.
  • How well document processes build value now and later.
  • Plus much, much more!
Jul 31, 2019

I’ve always loved the psychology behind why people buy.  It’s what originally attracted me to sales and marketing when I was in college.  I’ve always loved the study of persuasive headlines and compelling video ads. I’ll admit that I think less about shipping than I probably should. If we want to talk about pure conversion rates and growth, shipping is a huge deal.

 

That’s why I decided to invite Akhilesh Srivastava, CEO of Fenix Commerce, on to the show to talk about improving shipping, both pre and post-sale. Akhilesh knows a thing or two about this topic. He’s worked for big brands like Walmart, Nike, Petco, Staples, and Microsoft. Prior to starting Fenix Commerce, he was in charge of shipping and returns for eBay. He’s spent the last 10+ years living in the data behind shipping practices both on its impact on sales and the costs behind it for merchants.

Here’s a quick look at some of the fascinating points we dive into:

  • How studies of eBay customers consistently revealed that 2 of the top 5 reasons people decide to buy or not buy are related both to shipping costs and shipping time.
  • How the “get it by” feature can improve conversions and reduce abandoned carts by 20% or more.
  • How Men’s Wearhouse is using the “get it by” feature and how it’s now been identified as their largest top-line growth opportunity for 2019….wow!
  • Practical tips to lower shipping costs and improve your speed.
  • How the USPS can “fill in some gaps” for you and help improve your speed of shopping
Jul 24, 2019

Michael Jackness is the President & CEO of Terran.com - owner of multiple commerce brands including tactical.com, wildbaby.com, icewraps.com, color it and more.  He’s also the host of the EcomCrew podcast and is a fantastic trainer and speaker.  I got to hang out with Mike recently at an event and I was reminded of why so many people in the eComm space look up to him.  He’s a brilliant marketer and eComm store owner. In this podcast, we dive into some of the most powerful growth levers available to commence merchants today and how to best use them.

  • What are Mike’s tips and advice online extension?  How important is it, and how and when should store owners consider it?
  • Mike’s favorite tips for cross-selling & upselling because “you win or lose by what you do on the backend.”  
  • The most under-leveraged assets Mike sees in his students’ businesses?
  • Favorite growth levers to pull when tasked with growing an eComm biz.
  • Some of your favorite recent marketing wins from Mike’s many eCommerce companies
  • Underutilized growth tips for Amazon. 
  • How important is User Generated Content (UGC) and how to get it.  
Jul 17, 2019

My guest today is a man who needs no introduction.  His podcast, Ecommerce Fuel, is one of the most downloaded Ecommerce podcasts on the planet.  And Andrew runs one of the largest most successful private eCommerce forums - EcommerceFuel.com.

Each year Andrew sends out a poll to hundreds of successful merchants to get a pulse check on all things eCommerce.  It covers an incredible number of details including growth rates, conversion rates, On-Amazon and Off-Amazon performance, ad performance, profitability trends and much, much more.  I wanted to have Andrew on the podcast to dig into some of the most fascinating insights from the report and to share what we believe these insights mean to our community and to you as a merchant. 

Here are a few things we cover:

  • What is the future of drop-shipping as a business model?
  • What surprises came from the on-Amazon growth stats that weren’t maybe as high as expected this year?
  • The stark growth contrast between private label sellers vs. resellers
  • The number #1 traffic source for successful eCommerce merchants
  • The most popular vs. most effective ad channel…spoiler alert - they aren’t the same channel!  The most popular channel according to the survey was nowhere near the most effective. Quite the contrary.  We explore why.
  • We explore Andrew’s spin on KPI - the Kardashian Performance Indicator…this is pretty funny
  • Plus much more actionable data!
Jul 10, 2019

As some of you may know, my very first foray into online marketing was in the crazy world of SEO.  That was circa 2004. After creating some wins for an online print shop I was hooked on SEO. In the early days of OMG Commerce SEO was our bread and butter.  Now it’s still an important channel, but as Google has become more of a pay-to-play environment, more companies come to us wanting help with ads. But…ignoring SEO is a mistake.  The best, biggest and enduring eCommerce companies have an SEO strategy and they execute it. My guest on the podcast today is one of the very first OMG Commerce employees, Brandi Johnston.  She runs our SEO department and works with Amazon organic optimization.   

In this episode we cover a host of practical tips and insights related to SEO including:

  • How SEO had changed since 2013 and what that means for us today.
  • What are the easiest SEO wins merchants should focus on?
  • What are some SEO wins that take a little more work but still pay off in the long run?
  • What is a rel=canonical tag and a cross-domain rel=canonical tag and could we get any nerdier?
  • What is a zombie page and how doe they impact SEO results?
  • What are the top SEO tools, blogs and extensions to consider?
  • Plus more!
Jul 3, 2019

Connor Young is a bit of a health nut - and an exercise enthusiast.  He’s also an entrepreneur.  

 

He’s combined his passions into a powerful and growing commerce business called Ample Foods.  Connor and his team are doing a lot of things right with Ample. What potentially stands above the other wins is that they have achieved two very successful crowdfunding campaigns.  The first was a traditional crowdfunding campaign on Indiegogo, which set the platform’s record for highest funded project in the food category. The second was an equity crowdfunding campaign that raised just under $800,000 on a $15 million valuation.

 

If you’re launching a new product or considering a crowdfunding project or equity funding project you need to check out this episode.  

 

Here’s a look at what we cover:

  • 3 elements of any great crowdfunding pitch
  • Why your crowdfunding pitch needs to go viral and how Connor did it for Ample Foods
  • Use crowdfunding both to launch a company or a new product
  • Why Connor would skip hiring a PR firm for his crowdfunding campaign if he had to do it all over again
  • How to use Facebook Ads and Influencers for a successful campaign
  • How “all the work” is in the pre-launch
  • How to set your goal and why it’s important to be strategic about your goal
  • Why momentum especially in the first 2 days is so important.
  • When to consider your campaign a failure
  • Plus more!
Jun 25, 2019

The first glowing testimonial I heard about Joana Galvao was from Ezra Firestone.  Next was my buddy, Jared Mitchell of Skincare by Alana. Joana was described as a designer who “Gets it” - who understands how design impacts online experience and sales.

She recently spoke at Traffic & Conversion Summit in San Diego and I heard she brought down the house.  So I wanted her to come on the podcast and talk about how design and visuals impact shopping behavior. Here’s a look at what we cover:

  • The branding triad and where most businesses fall short
  • How color can influence experience and results…and a truly mind-blowing laundry detergent user experience that illustrates this beautifully. 
  • How we’re wired to make assumptions at the subconscious level about whether something is expensive or cheap, quality or shoddy…all within in seconds.  You need to incorporate this for your products!
  • How your product packaging should engage all of the senses.  
  • How to make your copy more visually appealing
  • Joana’s 5-Step Process that every brand should go through for better performance.  
  • Plus more!
Jun 18, 2019

Austin Brawner is a legend in the eCommerce space, namely because his podcast - Ecommerce Influence - is one of the most popular in the industry.  Austin has worked with, and is friends with, many of the top DTC brands in eCommerce - MVTM Watches, Pura Vida Bracelets, Blenders Eyewear, Four Sigmatic and many others.  In fact, we reminisce on the podcast about a dinner we both attended in San Diego with the founders of those companies all together in a room hanging out and swapping stories.

What separates eCommerce brands that scale vs. those that stall and plateau? What separates the Bonobos and Away Luggage companies of the world from an eCommerce company that hits a ceiling at 5 or 10 million per year in sales?  Austin has a unique perspective on this topic, having walked alongside dozens of the biggest eCommerce brands of our generation.

In this episode Austin and I break down the following:

  • What you need to know about AOV and LTV and how it directly impacts your ability to scale.
  • How product market fit impacts scale potential - and why combining a hungry market with a product people want to identify with is so important.  
  • Demand Generation vs. Demand Capture…which is better and which lends itself to scale.
  • The road map to building a team and scaling your business
  • Why a CEO’s role is mainly about people and product and what that means.
  • How and when to hire an agency.
  • Why it’s hard to scale single SKU businesses and why line extension is imperative.
Jun 5, 2019

My buddy, Johnny Pinto has a unique product, a unique story, and a unique approach to eCommerce growth.  He’s the CEO and Co-Founder of BoomBoom. BoomBoom produces an essential oil based inhaler that refreshes and energizes you.  These types of inhalers are super popular in South East Asia, and BoomBoom is determined to make them popular in the US too. The story of BoomBoom is chock full of fantastic marketing and entrepreneurial lessons.

John got his start in business working for an LA start-up that would later become SnackNation which is now a 200 person thriving company.  When John joined he was one of 3 employees. That’s also where he met our mutual friend and host of the Ecommerce Influence podcast - Austin Brawner.  

I thoroughly enjoyed this interview and I’m confident you will too.  Here’s a look at what we cover:

  • How John has masterfully used bootstrap marketing and “sampling” to propel his company’s growth - you should too!  
  • How John and his wife Chelsea got on Shark Tank.
  • What he learned from being in the tank and why the ultimately walked away from a deal.
  • How the went viral on Twitter AND ended up on Ellen.  
  • How he’s perfected the art of boot-strap marketing.  Most ecommerce companies overlook this to their detriment.  
  • Their philosophy for building long-form PDP pages that convert!
  • What’s next for BoomBoom!
May 29, 2019

Ro Bhatia has some serious eCommerce chops.  He started his career at Google, then spent 5 years at Yahoo, then worked for eBay with merchants, then ran the dot com division for Home Depot.  Now he’s the Chief Product and Strategy officer at Limelight Ecommerce.

In this episode we dig into growth tactics that you probably either haven’t thought of or aren’t leveraging properly.  Ro has a wealth of experience and he dishes it out in this episode. Here’s a quick look at what we cover:

  • If you’re using chat on your site, you’re probably making one fatal flaw.  Here’s how to fix it quickly, plus Ro’s favorite chat tool.
  • Cross-sells and upsets make up 30% of eCommerce sales! We talk about Ro’s favorite ways to boost cross-sells, upsells and downsells.
  • In the new relationship economy cost of acquisition is high, and bumping AOV is critical.  If you don’t have a high enough AOV your marketing options will be limited.
  • How to properly use data to create buckets of users to show them the right message at the right time (plus an embarrassing eBay story).
  • How to delight your customers like Netflix does…(and how “stale” is a kiss of death)
  • How to build loyalty and beat friendly churn.
  • The best remarketing cohorts to build and how to communicate with them differently.  
  • How to put all of this together to create a compounding growth effect!
May 15, 2019

I just got back from a trip to the Amazon HQ in Seattle. Chris Tyler, our Director of Amazon Services, and I were there visiting with our Amazon DSP reps (more on DSP in a minute).  We recently found out we were the fastest growing agency in 2018 in terms of DSP spend. We got to preview new audience targeting options, discuss new ad options coming soon to the Amazon ecosystem and more…Blow your mind kinda awesome stuff.

If you’re not familiar with it, Amazon DSP (stands for Demand Side Platform) is a way to run display ads on and off Amazon targeting Amazon shoppers.  With DSP you can run retargeting ads targeting people who’ve visited your product listings on Amazon but didn’t purchase. You can also target people who’ve visited your competitors' products on Amazon but haven’t purchased.  And there are a TON more audience targeting options to consider. Here’s a quick look at what we cover on the episode:

  • Highlights from our Amazon trip including dogs, domes, and, of course, great coffee!
  • What about Amazon DSP makes it “blow your mind awesome?”
  • What are the top audiences to target with DSP and where should you start?
  • What kind of return can you expect from DSP?
  • How to use DSP to build loyalty with Recapture, Reorder and/or Cross-sell/Up-sell campaigns.
  • How does Amazon DSP compliment Sponsored Products and Sponsored Brands - the core of Amazon advertising?
  • Plus more!
May 1, 2019

My guest today is John Li, co-founder of Pickfu.  John is a really sharp dude, with a very unique service.  A service that started as a side project and became a standalone business sort of on accident…more on that in the episode.   

Pickfu is a consumer feedback tool that allows you to get real customer feedback in minutes.  This has driven insights into product page enhancements, better product imagery, better ads, better Amazon listings and more.  

In this episode, we dive into some of the top learnings John and his team have gained from the myriad of tests run on their platform.  Some are quite surprising. I’m confident that you’ll take away a few things you need to test or change to improve your sales on and off Amazon.  Here’s a highlight of what we cover:

  • Surprising learnings from testing images and how your biases might be hurting your results on and off Amazon.
  • 3 keys to better descriptions on your Amazon listings that consistently outperform the norm.
  • How to find out what features and benefits a customer is really buying when they buy your product so you can highlight those features and benefits in your ads.  
  • How there are probably some things that you think are “good enough” that are probably costing you sales.  

 

  • How to properly run a test and how to ask consumers good questions.  If you ask bad questions, you’ll get bad feedback...the kind that’s unhelpful and not actionable.  

 

  • Plus more!
Apr 24, 2019

Steve Chou is an eCommerce podcast host, eCommerce store owner, and former microprocessor designer.  In fact, the microprocessor running the phone in your hand was likely designed by Steve’s team. All of that to say, Steve is a pretty smart dude.

I recently saw Steve in San Diego at Social Media Marketing World where we were both speaking.  We had lunch and talked a little about Chatbots. I was instantly intrigued. Chatbots and Messenger ads have huge potential to create more helpful, more personal experiences with your brand.  All with the goal of increasing sales and building loyalty.

Here’s a quick look at what Steve and I discuss...

  • The rules behind using Messenger as a business.  Facebook is very strict here. If you don’t know the rules, you’ll likely get yourself into trouble.
  • How often should you send promotional messages on Messenger?
  • When to run true Messenger Ads vs. when you can run other ad types on Facebook but tie in Messenger in a stealthy way (this will save you some money on ads).
  • How Steve is using Messenger bots to cut down on customer service calls by 70%.
  • How Steve sees using chatbots in the future.
  • Steve’s favorite tools for chatbots.  
  • Plus more!
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