Ecomm Experiments: Recent Episodes
Brian Hall
Data-first optimization tips from ecommerce experts. Every episode features strategies on customer acquisition and conversion to help grow your store.
How do you improve onboarding for a complex product with distinct types of users who have different needs? 😅
Not easy, but it can be done - as explained in this conversation with Product Designer Rafa Studart.
AJ Davis, founder of Experiment Zone, breaks down results from an extremely effective category page tweak. She goes on to outline how to think about the role of each page on your site, where to add messaging about what makes your brand unique, and how to get that messaging right.
0:20 Intro
1:22 About the brand, and the category page experiment
3:53 Your default template might not be ideal
6:17 Different ways to explain your price point
7:39 Think of your ecomm website like a physical store
8:58 Remember humans have limited working memory when explaining your value
12:11 How to test your assumptions about what your value actually is
13:17 Where on the site to test value messaging
15:45 The surprising part of this experiment
17:45 A 30% increase in orders
20:43 How we knew this was worth testing
22:52 An example of why you shouldn't just go with intuition or best practices
25:30 What to do if you can't run experiments
26:43 Where to find AJ && a special offer :)
Watch on YouTube:Â
Conversion Deep Dive with AJ: https://experimentzone.com/services/conversion-deep-dive/
Katie McKee, founder of Morphology Consulting, explains how Amazon, retailers, and your branded site all fit together.
1:31 Why some brands have issues with Amazon
2:46 Amazon is not a retailer
5:04 Amazon scrapes pricing, deal with it
6:28 If your go to market is off, you'll likely make up for that in trade spend
7:29 Forecasting with retailers vs Amazon
8:40 Selling to traditional retailers presumes you'll run promotions
11:27 Amazon is a data platform
14:19 Amazon is rigid on operations
15:31 You need data people
15:52 ... all that free information ...
18:52 How to think about shoppers on Amazon vs brand store/site vs retailer
21:08 A brand store is not meant for revenue
22:48 A retailer is the third space ...
24:40 Example: deodorant!
26:47 Target doesn't punish you for not having stock. Amazon OTOH ...
28:45 One more example: furniture!
33:54 How to balance brand site, retailers, and Amazon
34:29 The 3 places where brands lose money
- Morphology Consulting: https://www.morphologylabs.com/
- Katie on Twitter: https://twitter.com/Katharine_Mckee
Alison Roach, the Operations Manager at Ready Set, breaks down All The Things when it comes to video ads.
Highlights
- 5:45 Downside of being too brand-focused
- 7:37 First concern is thumbstop
- 8:05 On messaging within an ad
- 8:33 After thumbstop, consideration
- 9:25 After consideration, a strong offer
- 10:37 Variables you can test with respect to single point of focus
- 12:19 Always go in with a framework
- 13:03 If you've only got one shot at a Facebook ad ...
- 17:20 Case study: Wild Alaskan Company
- 20:37 "The real test is when you try to scale"
- 22:09 First test was on the benefit messaging
- 27:45 User-generated content (UGC)
- 30:28 "A 4.5x increase in purchases and a 20% decrease in CPA"
- 33:39 Main takeaways from this series of experiments
- 35:23 Average video time
- 38:43 More on UGC
Links
- Ready Set
- The Wild Alaskan Company case study
- Alison on LinkedIn
Nichole Elizabeth DeMeré and Claudiu Cioba from Reeview reveal all the secrets to effectively using video content on your ecomm product pages.
5:08 Average ROI is 150x 🤯
6:17 Value of user-generated video for small stores
6:48 Value for large stores
9:07 In a word: what makes a good product video
9:26 Ideal length for a product video (and average view time across 100+ stores)
9:43 How many videos should you have per product?
11:12 Details from an experiment with grillrescue.com
12:22 Finding videos you didn't even know were out there :)
13:29 How many shoppers actually watch video reviews on-site?
16:32 What kind of widget works best?
21:06 Difference in video strategy for established brands vs newcomers
23:25 50% of shoppers concerned product won't look like the website when it arrives
25:04 What about site speed?
Links:
- https://reeview.app/
- Nichole on Twitter: https://twitter.com/NikkiElizDemere
- Claudiu on Twitter: https://twitter.com/claudiucioba
- Fatima Yousuf (Shopify) - thread on ecomm trends for 2021 https://twitter.com/fatimayusf/status/1346222109115244546
- Wyzowl report on shopper concerns: https://www.wyzowl.com/5-stats-ecommerce-needs-video/