Customers Who Click: Recent Episodes
Will Laurenson
Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking.
In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business.
Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and what is important for the growth of your eCommerce business. We will discuss a variety of industry tools and methods, such as search engine optimization, social media, conversion rate optimization, customer loyalty, referral marketing, and more.
Join me, Will Laurenson of Customers Who Click, as we fight to keep your customers clicking!
If you're in ecommerce download your free podcast bonuses.
- Follow Paul Sherratt on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Gloveglu
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Hannah Lewis on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Lounge
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Jeremy Horowitz on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Coco
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Jess Allouf on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Tire Agent
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Gareth Johnson on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Pro Gamers Group
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Theresa Delgado on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Famous Smoke Shop
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Tim on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out The Bottle Club
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Mona on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out West Marine
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Jake on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Mid-Day Squares
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Garrett on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Duncan & Stone
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Jonathan on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Avery Row
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Brandon on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Montana Knife Company
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Nelly on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow John on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Scentbird
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Thomas on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Breanna on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Stratia
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Ottilia on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out AKT
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Nadia on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Wingback
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
- Follow Rob on LinkedIn
- Follow Will Laurenson on LinkedIn
- Check out Active Apparel Group
- Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
Follow Donal on LinkedIn
Follow Will Laurenson on LinkedIn
Check out Nomad the Label
Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
If you're in ecommerce download your free podcast bonuses.
Follow Rhea on LinkedIn
Follow Will Laurenson on LinkedIn
Check out Customers Who Click
Check out our 5 most downloaded episodes:
- Balancing Acquisition and Retention in Ecommerce
- Quick Product Validation and Flexibility: The Advantages of Owning Manufacturing
- Find Out How This D2C Brand Thrives in a Traditionally Retail Market
- How to Start Your Own Conversion Rate Optimisation Program
- How to Integrate SMS into your Marketing Automation
Rhea Fox, former Digital Director at Ted Baker, joins Will Laurenson to discuss the challenges and opportunities in e-commerce. From the rise of marketplaces and competing with Amazon to returns management and AI-powered sizing tools, Rhea shares her expertise on what brands should focus on in 2025. They also explore the importance of attribution models, SMS and WhatsApp marketing, and why retailers need to prioritise profitability over revenue growth. Whether you're a DTC brand or selling across multiple channels, this episode is filled with valuable insights on navigating the ever-changing e-commerce landscape.
In this episode of Customers Who Click, Ross Allsop joins host Will Laurenson to explore the balance between customer acquisition and sustainable growth. Ross shares his journey from DJ to ecommerce expert and offers insights into profitable growth, customer lifetime value, and the importance of focusing on customer experience and retention. He discusses the pitfalls of aggressive marketing tactics and the value of staying true to your brand’s core message. Tune in to learn how to build a robust financial model, enhance customer loyalty, and create memorable experiences that drive long-term success.
In this episode of Customers Who Click, Will Laurenson chats with Joel Garthwaite, CMO at Frive. Joel shares his unique journey from classical musician to e-commerce marketing leader. He emphasizes the importance of understanding the total addressable market, hyper-personalizing campaigns, and leveraging customer feedback and data. Joel also discusses Frive's rebranding efforts and their mission to provide high-quality, organic ready-to-eat meals. Tune in to hear valuable insights on effective marketing strategies, competition, and maintaining product quality.
In this episode of Customers Who Click, Will Laurenson talks with Frederica Watson, Head of E-Commerce at Rodial Group. Frederica shares her unique journey from law to e-commerce, stressing the importance of a full funnel approach and consistent customer experience. They discuss the significance of data-driven strategies, review mining, and the power of user-generated content. Frederica’s insights are invaluable for brands looking to enhance their e-commerce strategies and improve customer engagement.
In this episode of Customers Who Click, Neal Goyal, Director of Sales at Tapcart, joins Will Laurenson to discuss the pivotal role of mobile commerce in e-commerce strategy. Neal shares insights on the shift from rapid brand growth during COVID-19 to a focus on profitability and customer retention in 2024. He highlights the importance of personalized customer experiences and the strategic advantage of mobile apps. Tune in to learn about the transformative power of mobile commerce, real-world success stories, and how to future-proof your brand by prioritizing customer relationships.
Join us on Customers Who Click as we sit down with Stephen McNamara from The Little Greene Paint Company. Stephen delves into the world of e-commerce, discussing the importance of personalization and seamless checkouts. Learn about their approach to user and A/B testing and get practical advice on prioritizing website optimizations. Stephen also shares a personal career lesson about recognizing red flags in job interviews. Tune in for valuable insights to boost your e-commerce strategy.
In this episode of Customers Who Click, Doug Franklin, founder and CEO of Penny Black, discusses how brands can transform the unboxing experience into a powerful engagement tool. By leveraging data to personalize inserts, Penny Black turns standard ecommerce packaging into a profit center. Doug shares insights on the importance of personalization, successful use cases, and the future of physical touchpoints in ecommerce. Tune in to learn how your brand can enhance customer loyalty and drive sales through innovative unboxing strategies. Connect with Doug on LinkedIn or visit pennyblack.io for more information.
In this episode of Customers Who Click, Will Laurenson chats with Guljeet Samra. Guljeet shares her journey from digital media to e-commerce, emphasizing the importance of mapping the customer journey and having a well-structured team. She discusses strategies for dealing with tech bloat, the benefits of leveraging agencies, and the value of community in the e-commerce space. Tune in for practical insights on optimizing customer experience and driving growth in challenging times.
Explore the strategic depths of ecommerce and subscription models with Mihaela Mateescu, Head of Performance Marketing at Smol. In this episode of Customers Who Click, Mihaela shares valuable insights on driving customer retention and long-term value through innovative marketing and product strategies. Learn about the significance of customer engagement post-purchase and how Smol leverages data and customer feedback to optimize their offerings. Whether you're looking to enhance your marketing strategies or interested in the dynamics of subscription services, this episode provides actionable insights and proven tactics for nurturing customer relationships and boosting retention.
Explore the transformative impact of Customer Experience (CX) in ecommerce with Amanda Kwasniewicz, VP of Customer Experience at Love Wellness, on Customers Who Click. Amanda discusses how CX goes beyond traditional support, acting as a crucial driver of revenue and strategic insights. From her experiences at Hulu and Casper, she reveals how effective CX can strengthen customer retention, enhance satisfaction, and support business scalability. This episode is a must-listen for ecommerce professionals looking to leverage CX for more than just handling customer queries but as a core component of their business growth strategy.
Dive into the world of disruptive marketing with Oli Russell-Cowan, the mastermind behind Liquid Death’s cult branding, on this episode of Customers Who Click. Discover how authenticity, humor, and a solid understanding of your audience can transform even the simplest product into a viral sensation. From using Tony Hawk’s blood in skateboard artwork to creating music albums from hate comments, Liquid Death’s unique campaigns are not just about selling water; they're about capturing attention in an ad-saturated world. Tune in to learn how pushing boundaries can not only entertain but also build a fiercely loyal customer base.
Dive into the world of ecommerce with Stacey Howe, VP at Cotopaxi, as she explores how data and customer feedback drive brand evolution and consumer engagement. Learn why integrating your brand mission with customer insights is key to maintaining relevance and loyalty in a fast-paced market. This episode is a must-listen for ecommerce enthusiasts aiming to elevate their brand's impact and consumer connection.
Dive into an engaging discussion with Chloe Thomas on Customers Who Click, where she shares her two-decade journey in ecommerce and the art of continuous optimization. Chloe emphasizes the power of a well-curated tech stack and the need for a holistic approach to business improvement. Whether it's marketing strategies, operational policies, or technological enhancements, learn how constant refinement can propel your ecommerce venture forward. This episode is packed with actionable insights, making it an essential listen for ecommerce professionals seeking to elevate their business in a competitive landscape.
Join us on Customers Who Click for a deep dive into e-commerce marketing with Tim Brown, a maestro in performance marketing. Discover how understanding your customers can transform your brand, learn the art of creating value beyond your products, and gain insights into strategic leadership in marketing. Tim's journey at Huckberry and his insights from co-founding Ocana are packed with lessons on leveraging customer feedback, segmenting your audience, and empowering your team. Tune in for a masterclass on cultivating a customer-centric approach and scaling your e-commerce strategy.
Dive into the world of Amazon marketing with Hristo Arakliev, co-founder of Hyperzon, on Customers Who Click. Discover why Amazon's unique platform requires a dedicated approach, distinct from traditional social media marketing. Learn how to significantly enhance your brand's visibility and sales on Amazon with Hristo's expert strategies, from optimizing product listings to integrating SEO tactics for increased organic traffic. This episode is an essential listen for brands looking to expand their reach and double their business on Amazon.
Key Insights & Quotes: 1. The Unmatched Potential of TikTok Shops:
Insight: Jordan emphasizes the groundbreaking potential of TikTok shops in e-commerce, likening its impact to the rise of Amazon.
Quote: "TikTok shops is the biggest opportunity since Amazon."
Timestamp: 27:54.581 2. The Evolution of Influencer Marketing:
Insight: Jordan discusses how TikTok shops are transforming influencer marketing, promoting authenticity and effectiveness.
Quote: "It's changing the entire influencer ecosystem. Everything's changing. It's phenomenal."
Timestamp: 30:16.513 3. The Power of Customer-Generated Content:
Insight: Jordan highlights the significance of customer-generated content (CGC) over traditional user-generated content (UGC) in building genuine brand engagement.
Quote: "Customer-generated content is phenomenal."
Timestamp: 17:34.649 4. Focusing on Quality over Quantity in Marketing:
Insight: Jordan advocates for the creation of quality content, emphasizing its impact over mass-produced, low-quality content.
Quote: "Let's get some quality content from our customers."
Timestamp: 19:14.997 5. The Role of Empathy in Agency Success:
Insight: Jordan shares his belief in empathy as a crucial element for agencies to truly support and understand brand owners' challenges.
Quote: "I always take the side of the brand owner because it's so much bigger than what you think."
Timestamp: 22:34.619 6. The Importance of Focus in Business:
Insight: Reflecting on his career, Jordan mentions that a lack of focus was a major mistake, highlighting the importance of concentrating efforts for success.
Quote: "Not focusing sooner."
Timestamp: 30:46.765 7. Challenges with Agency-Brand Relationships:
Insight: Jordan points out the common misalignment between agencies and brand owners, stressing the need for agencies to truly understand and address the brands' goals.
Quote: "No one wants to hire an ad agency. That's not what they want to do."
Timestamp: 22:57.885 8. The Future of E-Commerce Lies in Social Platforms:
Insight: Jordan predicts that social platforms, particularly TikTok, will play a crucial role in the future landscape of e-commerce.
Quote: "The future of e-commerce lies in platforms like TikTok."
Timestamp: 29:19.793 9. The Essence of Candid Communication in Business:
Insight: Jordan emphasizes the need for honest and direct communication in business relationships to foster improvement and success.
Quote: "People will not change unless you're candid with them."
Timestamp: 31:46.055If you'd like to hear more from Jordan you can find him on LinkedIn or head over to the UpGrowth Commerce website.
In the 200th episode of Customers Who Click, guest host Nathan Lomax interviews Will Laurenson, diving deep into Will's career, the genesis of the podcast, and the nuances of Conversion Rate Optimization. The discussion reveals Will's strategic approach to understanding and meeting customer needs, the evolution of his podcast, and practical advice for podcasters. Will also shares personal insights, including his entrepreneurial journey and managing ADHD in a professional context. This episode offers a blend of professional wisdom, personal revelations, and actionable strategies for anyone interested in e-commerce, marketing, or content creation.
Explore the intricacies of DTC marketing with Shivali Bennion on Customers Who Click. Delve into the power of community, brand authenticity, and strategic engagement in today's competitive e-commerce landscape. Learn how brands like Fenty Beauty thrive through genuine connection and discover the operational challenges and solutions in DTC marketing. Whether you're a startup or an established brand, this episode is packed with actionable insights to enhance your marketing strategy, build stronger customer relationships, and navigate the ever-evolving digital marketplace. Tune in to master the art of DTC marketing and drive your brand forward.
Dive into the world of ecommerce video marketing with Stela Braje, VP of Sales at VideoWise, in this episode of Customers Who Click. Discover how video content revolutionizes consumer engagement and boosts conversion rates, offering a near-in-store experience online. Learn from Stella's expertise in implementing effective video strategies, hear success stories from top brands, and get a peek into the future of digital marketing. This episode is a treasure trove for marketers and e-commerce professionals looking to leverage video content to elevate their brand and connect deeply with their audience.
Dive into the future of ecommerce with Serge Milbank, CEO of Conferwith, as he discusses the power and potential of live video shopping to revolutionize online retail. Discover how personalized customer service and understanding consumer needs can significantly boost conversion rates and foster brand loyalty. This episode of Customers Who Click is a must-listen for anyone interested in the evolving landscape of e-commerce and the strategies that are setting successful brands apart.
Explore the critical world of CRO with Khalid Saleh, CEO of FigPii, on Customers Who Click. Dive into Khalid's journey from software architecture to conversion optimization, highlighting pivotal moments with major brands that underscored the importance of CRO. Discover the pitfalls of prioritizing design over functionality, the transformative power of A/B testing, and the role of social proof in increasing conversions. This episode offers invaluable insights into making websites work not just aesthetically, but functionally, for the ultimate goal of converting visitors into customers, backed by Khalid's extensive experience and data-driven approaches to optimization.
Join us as Nigel Thomas shares his transformative journey from an accountant to an e-commerce guru, emphasizing creativity, storytelling, and community. Learn how overcoming personal challenges and adopting innovative marketing strategies can lead to unprecedented success in the e-commerce space.
Dive into the fascinating world of email and SMS marketing with Jimmy Kim, the visionary behind Sendlane. Discover how Jimmy transitioned from automotive sales to a digital entrepreneur, revolutionizing e-commerce communication. Learn the secrets behind leveraging customer clicks for targeted marketing campaigns and hear Jimmy's expert strategies for boosting revenue through intelligent segmentation and retargeting. This episode is a treasure trove of insights for marketers aiming to enhance their digital strategies and deepen customer engagement in today's fast-paced online environment.
In this episode, Josh Hester, co-founder of Firsthand Supply, shares his insights on owning the manufacturing side of a B2C business and running a B2B operation alongside it. He discusses the importance of creating products that work well and fit into people's lifestyles, and highlights the advantages of owning the manufacturing setup. The conversation also delves into the challenges of running a business and finding what works best for oneself in terms of productivity. If you're interested in learning about the complexities of running a business and the importance of finding your own approach, this podcast is for you.
In this episode of the podcast we're joined by Trina Moitra, Head of Growth at Convert, an A/B testing & experimentation platform. We explored how brands can identify what works and what doesn't work for their brand, and how to pinpoint those unique selling points that really resonate with your audience.
In this episode, Jonny Longden, the Director of Digital Experience at Journey Further discusses the misunderstood concept of Conversion Rate Optimization (CRO). He emphasizes the importance of evidence-based decision-making and differentiation in CRO. The conversation also explores common mistakes and the need for a holistic approach. They address the challenge of explaining CRO's value to smaller brands and suggest gradually introducing them to its benefits. The use of Full Story as a CRO tool is recommended, along with investing in expertise.
In this episode of the Customers Who Click podcast, we welcome Sean McCarthy from Lucky Orange to discuss the world of behavioural analytics in conversion rate optimization (CRO). Sean emphasizes the importance of understanding customer motivations and anxieties through surveys and feedback loops. We delved into the role of behavioural analytics in CRO, highlighting Lucky Orange's tools such as heat maps and session recordings. We also discuss the need for hypothesis testing and data-driven decision-making. Overall, this podcast explores how behavioural analytics can optimize conversion rates and improve user experience on e-commerce websites.
In this episiode, Will Laurenson discusses the benefits of review mining with guest Lorenzo Carreri. They discuss how review mining can improve conversion rates and customer lifetime value by scraping and categorizing reviews. They also touch on the use of AI and data privacy challenges. The conversation concludes with a discussion on using review mining to improve product images and the need for better communication between Amazon and eCommerce platforms. They also talk about the "jobs to be done" framework and ChatGPT.
Join Will and his guest Arsh Sanwarwala, the founder of ThrillX, as they discuss the secrets to creating a successful website design and improving conversion rates. Discover the power of data-driven decisions, the significance of aesthetics and trust, and the importance of tailoring design choices. Learn how to remove friction and optimize user experience. Don't miss out on valuable insights and tips for ecommerce website design. Tune in now to revolutionize your online presence!
Join Ben Labay, CEO of Speero, as he discusses the power of conversion rate optimization (CRO) and how it can drive revenue for your business. Discover the secrets to motivating customers, showcasing ROI, and designing effective tests. Gain insights from a CRO expert and learn how to balance revenue goals with a customer-centric approach.
In this episode, we welcome Tracy Laranjo, an expert in harnessing the voice of the customer. We discuss the importance of customer feedback, customer service, and how it can improve business strategies. Tracy shares her expertise in conversion optimization and experimentation, emphasizing the value of customer reviews, support tickets, and surveys. We also discuss the challenges of aligning customer desires with leadership goals and the importance of prioritizing the customer experience. The conversation includes examples of how changes in return policies and discreet shipping can impact conversion rates. We also caution against blindly following best practices and copying competitors. Tracy also recommends using open-ended questions to gather customer insights and emphasizes the value of continuous testing and experimentation. If you want to learn more, tune in to this insightful podcast!
Join AJ Davis, a conversion rate optimization specialist, as she discusses the crucial role of research in business and its connection to goals, problems, and solutions. Learn about the importance of qualitative and quantitative skills in CRO and explore different research methods and approaches. Discover the value of customer surveys, usability studies, and customer interviews in gaining insights and understanding pain points. Hear AJ's unique tactic of using the sales team as a proxy for customers and uncover the significance of contextual research. Dive into the world of optimizing conversion rates and solving customer problems through thoughtful and targeted research.
In this episode, Simon Girardin discusses the importance of processes in conversion rate optimization (CRO). He emphasizes the value of strategic testing and a well-structured process to achieve the best results. The conversation covers improving customer conversion rates, building a delightful customer experience, and streamlining the CRO process for smaller businesses. The podcast highlights the importance of alignment with stakeholders, thorough research, and systematic testing. Listen in to gain insights on optimizing conversion rates and providing a great customer experience.
In this episode, Ruben de Boer discusses the importance of proper research and understanding the customer in improving conversion rates and customer lifetime value in e-commerce. He shares insights on various research methods and tools used at Online Dialogue, as well as the significance of documenting and sharing research findings. Ruben also emphasizes the importance of learning from each test and prioritizing future experiments based on evidence. Additionally, he discusses the application of habit formation principles in creating successful experimentation within a team.
Discover the secrets to improving your e-commerce conversion rates in this engaging podcast episode. Join Will Laurenson and CRO expert Matt Scaysbrook as he shares valuable insights and practical tips on how to optimize your website, increase customer lifetime value, and boost your bottom line. Don't miss out on this opportunity to learn from the founder of We Teach CRO and take your digital marketing to the next level!
Discover the challenges and rewards of selling CBD products in this insightful podcast. Learn how Batch has overcome advertising restrictions through creative marketing strategies, while prioritizing transparency and community-building. Gain valuable insights into the CBD market and find out how collaboration can lead to success. Don't miss this opportunity to grow your business in the industry!
In this episode, David Perry discusses the innovative transformation of drop shipping in e-commerce, highlighting the benefits of collaboration and the potential for influencers to build their own brands. He shares success stories of brands using Carro and emphasizes the opportunities for growth in the e-commerce space. The conversation also touches on marketing strategies and the evolving nature of the industry. If you're interested in learning about the future of e-commerce and how collaboration can drive success, this podcast is for you.
Discover the strategies, pitfalls, and nuances of scaling e-commerce brands from six to nine figures in this insightful podcast episode. Industry experts Blake Pinsker and Torii Rowe share their experiences and advice on digital marketing, data-driven decision-making, and key metrics for growth. From understanding product-market fit to expanding through omnichannel approaches, this episode is a must-listen for anyone looking to take their e-commerce business to new heights.
In this episode, Olly Richards shares his unique approach to marketing and sales in the language learning industry. He discusses the importance of branding, offering valuable products, and nurturing long-term relationships with customers through content marketing. Discover how to create a strong brand and engage customers through storytelling. Don't miss out on valuable insights that can help your business thrive!
Want to learn how funnels can boost conversion rates for direct-to-consumer brands? Join the conversation as we welcome Ethan Denney, CEO of Convert Flow. We discuss the power of personalized recommendations, quizzes, and incentives to increase average order values. Discover how funnels can make standard websites redundant for acquisition purposes and gain insights into effective strategies for implementing them. Don't miss out on this amazing podcast!
In this episode, Will Laurenson welcomes Shopify expert Kurt Elster to discuss the importance of themes in e-commerce websites. They cover common mistakes brands make with their Shopify websites and recommend useful apps for improving customer experience. The conversation includes tips on creating a well-designed main menu, the significance of content in driving conversions, and the importance of addressing customer inquiries. They also explore strategies to improve e-commerce sales without heavy discounting, including the use of free gifts with purchase. The podcast concludes with insights on Shopify's new AI tool, Sidekick, and advice for e-commerce business owners to be customer-centric.
In this Episode, Mary Ann Pruitt, CEO at Mosaic Media, discusses the power of programmatic media buying and audience targeting. Learn how brands can reach specific audiences with precision and the importance of individual persona targeting. Discover the value of testing different markets and demographics to find the perfect customer for your brand. Gain insights on messaging, customer experience, and the various targeting capabilities in programmatic advertising. Don't miss out on expert advice and tips for understanding your audience and finding the right partner. Tune in now to unlock the secrets of effective marketing strategies!
In this episode, Will Laurenson & Christian Hoppe discuss the importance of YouTube ads for e-commerce brands and how it can be a valuable channel for growth opportunities. They delve into the specifics of YouTube ads, including ideal length and addressing objections within the video. They also discuss the role of YouTube ads in the marketing mix and common mistakes to avoid. Overall, this podcast provides valuable insights into the world of YouTube ads and highlights the potential for growth and success that this channel can offer e-commerce brands.
Discover the power of handwritten notes in creating magical moments for customers in this episde. Learn how Ignite Post helps brands build deeper relationships with customers through personalized handwritten notes. Explore the effectiveness of handwritten notes as a retention mechanism and the impact on engagement metrics. Hear success stories and strategies for creating these magic moments. Don't miss out on this insightful conversation about personalization and humanization in marketing and customer retention strategies.
In this podcast episode, Will and guest, John Chan, CEO of 2X Growth Agency, discuss the challenges brands face in choosing the right marketing channels and when to expand. They share insights on generating demand, optimizing conversion rates, and selecting channels based on product category. They also delve into the importance of profitability, testing, and scaling channels sequentially. With practical advice and real-life examples, this podcast is a valuable resource for anyone looking to enhance their marketing strategies and grow their business.
In this episode, Will Laurenson & George Huff discuss the challenges of silos in businesses and how they can hinder creating a seamless customer experience. They emphasize the importance of prioritizing the consumer and aligning teams to deliver a cohesive and positive experience. The conversation also covers the need for a comprehensive system to streamline marketing efforts and improve collaboration. Additionally, they touch on marketing mishaps and the importance of effective leadership. If you're interested in learning how to overcome silos and create a great customer experience, this podcast is for you!
In this episode, Richard Harris, CEO of Black Crow AI, discusses the importance of data and machine learning for e-commerce brands. He emphasizes the overwhelming amount of data available and how his platform helps brands make sense of it. The conversation covers the potential uses of machine learning, personalization, and the importance of understanding user behaviour. Richard encourages brands to take ownership of their data and leverage it to their advantage. This podcast offers valuable insights for anyone interested in improving marketing efficiency and profitability.
In this podcast, Will Laurenson & Phill Manson discuss the importance of using customer data to gain a competitive advantage in marketing strategies and customer data analysis. They cover topics such as data segmentation, retargeting, and the importance of understanding customer data to identify good customers and traits. The conversation also covers retention strategies, the challenges of using artificial intelligence in marketing, and the importance of transparent and ethical data collection practices. With insights from Phil Manson, founder of PAASE, this podcast provides valuable knowledge for brands looking to grow their business and create a better customer experience.
In this podcast, digital marketing expert Courtney Lindau emphasizes the importance of quality web analytics and tracking the right metrics to enhance business performance. Courtney discusses the significance of monitoring traffic, conversion rates, and micro-conversion points, and recommends starting with an audit to identify missing data. The conversation also covers the challenges of using Google Analytics 4 and the importance of setting up analytics properly. Overall, this podcast provides valuable insights for businesses looking to improve their online presence and make better decisions based on data.
In this episode, the host interviews Burc Tanir, the CEO and co-founder of Prisync, a software startup that automates competitive intelligence and pricing for online retailers selling branded goods. The conversation centers around the importance of pricing and discounting strategies in e-commerce, and how businesses can use data to make informed decisions and optimize their profit margins.
This episode is centred around the importance of segmentation and personalized content for email and SMS marketing in the e-commerce industry. Will & Georgie discuss the various approaches to segmentation, including gathering data on demographics, preferences, and behaviors, and using RFM data to create targeted messaging. They emphasize the importance of measuring results and adapting strategies accordingly, while cautioning against both under-segmenting and over-segmenting.
In this episode, Will talks with Andres Glusman about the importance of conversion rate optimization (CRO) for businesses to improve their website and ad performance. They emphasize the need for A/B testing and experimentation, learning from failures, and proper research before launching a product or service. The conversation also covers the benefits and challenges of segmentation in marketing and the importance of understanding customers' needs and preferences. This podcast provides valuable insights and practical tips for marketers looking to improve their customer experience.
Join the conversation as Will Laurenson interviews Sophie Bond, marketing director at Nice Wine, a UK-based wine challenger brand. They discuss the importance of community-led growth, disrupting traditional categories, and the rise of canned wine. Learn how Nice Wine engages with its community and involves them in the product development process, and gain insights into the significance of customer feedback and community engagement in shaping the direction of a business. Don't miss out on this informative and engaging podcast!
Rarecircles website: https://www.rarecircles.com/
Ethans LinkedIn: https://www.linkedin.com/in/ethansong/
This podcast conversation discussed the importance of Customer Value Optimization (CVO) for agencies. CVO is a more intense approach than traditional Customer Acquisition Cost (CAC) metrics and focuses on qualitative research pieces such as jobs to be done surveys and data analysis such as RFM segmentation. This helps to create stronger hypotheses and plans based on data, rather than just looking at conversion rate, average order value, and other immediate metrics.
The challenge for agencies now is getting people to understand why CVO is important and getting alignment in teams in order to achieve an overarching goal. This podcast conversation discussed the importance of breaking down silos between departments and agencies in order to create better customer experiences.
Eli explains that the idea came from a need he noticed while preparing for a meeting with his brother; they were running late and had food stuck between their teeth. He found out that 70% of Americans regularly skip flossing due to it being too time consuming or painful. To get customers clicking, Eli has done crowdfunding through sites like Kickstarter or equity crowdfunding.
Instafloss successfully completed two types of crowdfunding campaigns: a regular Kickstarter campaign that pre-sold $2.5 million worth of products and an equity crowdfunding campaign that provided additional capital for manufacturing.
The conversation then shifted to advertising, noting that ads for electric toothbrushes often use CGI videos to show plaque being removed from teeth but people should base their purchases on numbers rather than visuals as they should be looking for products that actually reduce plaque and gingivitis.
The conversation concluded by discussing the importance of providing visual proof when marketing a product such as before and after pictures, reviews, testimonials from customers or scientific studies but not relying solely on data or scientific studies when marketing efforts are made. This podcast conversation discussed the use of A-B tests to determine the effectiveness of a product or service, and how risk tolerance should be taken into consideration when deciding how certain one needs to be in their test results before moving on.
This podcast conversation featured Konrad Sanders, CEO of the Creative Copywriter, discussing the importance of copywriting in crafting a story for websites and how it influences every touch point a customer has with a brand. Konrad shared his background in SEO and copywriting, as well as how he started his agency in 2014 and grew it with the help of his wife.
He discussed the use of clickbait in sport journalism, particularly football, and how it has a bad reputation for leading to low-quality articles. The psychology behind clickbait is referred to as the curiosity gap which encourages people to close the gap and find out more. Social proof was also discussed as an effective way to build trust and confidence with potential customers.
The Jones Theory was mentioned which suggests that if everyone else is doing something, it's probably going to be good. Personalizing content was also discussed using LaWannaGarret's jewelry brand as an example of using an outside-in approach when creating copywriting.
Lastly, data gathering and insights were highlighted as essential for understanding what resonates with customers and prospective customers, along with Conversion Rate Optimization (CRO) being suggested as a way to increase revenue without having to double monthly spend. This podcast conversation discussed the importance of conversion and how to make people click.
In this podcast conversation, Greg Writer, CEO and founder of LaunchCart, discusses the must-have apps for any brand selling online and the benefits of upsells, cross-sells and down-sells. He explains that his vision for LaunchCart was to create a better ecommerce platform with features not available out of the box with Shopify. He emphasizes the importance of creating an emotional connection with customers in order to get them to click.
Additionally, he suggests targeting a specific niche when creating a brand and using A/B split testing to increase conversions throughout the customer journey. He also talks about how many apps offer only one function and charge a monthly fee or commission for it without providing any additional value or managed services.
Finally, he mentions that they have incorporated customer reviews, exit pops, promotional bars, coupons, discounts and site-wide sales into their platform in order to increase speed to market, conversions and ease of use. This podcast conversation discussed the potential issues that can arise when installing apps on Shopify, such as code injection and slow loading times.
Valentin Radu, founder of OmniConvert and leader in the Customer Value Optimization (CVO) space, joined Will on the podcast Customers Who Click to discuss CVO. He shared his story of selling life insurance and how it taught him about optimization. He discussed his experience building an internet service provider, running the largest online car insurance player in Romania, and founding OmniConvert which helps companies convert more customers from their visitors.
This podcast conversation discussed how to get customers to click on a product or service by understanding what is bothering them and how it relates to their struggles. It highlighted the importance of customer research using Natural Language Processing (NLP) for larger companies or online surveys for smaller companies.
The conversation also discussed customer value optimization as a way to grow an e-commerce business by acquiring the right customers with the right messaging and products, as well as making customers buy more with higher AOV or purchase frequency.
Christoffer Flemstrom, founder of Clara Fadiga Film, a subscription video content agency, joined the podcast to discuss why video is so important for brands and how they can make their video content stand out. He believes that in order to get customers clicking with video, it needs to be kept short, sweet and interesting. The conversation discussed the concept of creating content for websites, with a focus on advertising.
It was noted that the company started out by creating shorter ads but has since become more adaptable to different client needs. The challenge of making something interesting in six seconds was discussed as well as the idea of wearing a funnel when trying to attract attention without selling something.
It is suggested that trial and error is the best way to figure out what works for a particular brand as well as making sure the video content is compelling and engaging. Additionally, it was mentioned that looking into competitors' ads libraries on Facebook can be a good indicator of success but should only be used for inspiration rather than copying.
Finally, personalization in emails and SMS can be improved by adding a personal touch such as grammar mistakes or icons in order to make them seem more organic or spicing them up with videos. This podcast conversation discussed the trend of user-generated content (UGC) videos and how they are becoming increasingly popular. It was noted that UGC videos are efficient to make, as they only require an iPhone and an actor or client.
Sandeep Shah, the Director of Product at Web Trends Optimise, discussed the importance of researching and understanding a company's needs before selecting a testing platform. He suggested that research is the first step in understanding customer needs and problems before running any solutions. Additionally, it is important to consider how much traffic, resources, tests, integrations and features are needed when selecting a platform.
It was also noted that having a CRO person is beneficial for success in convincing a board of directors to do testing and having strong developers focused on experimentation is also important.
Finally, it was concluded that Conversion Rate Optimization (CRO) is a complex role requiring expertise in UX, data science, development, strategy and business consultancy with two approaches: velocity-driven or research-driven. This podcast conversation discussed the importance of research and customer insights in website optimization. It was noted that without research, it is difficult to determine what solutions are going to be most effective.
Rytis Lauris, CEO and co-founder of Omnisend, joined the podcast to discuss why email is so important for business growth. He explained that the key to getting customers clicking is sending relevant promotional messages when they expect them and automating campaigns based on customer behavior rather than demographics.
The conversation then shifted to the importance of providing an excellent customer experience, including remembering where customers have come from and why they were acquired in the first place. It was also noted that customer acquisition costs have become much higher due to COVID-19, making it even more important for businesses to focus on getting recurring purchases in order to remain profitable.
Finally, it was suggested that businesses should ask customers for feedback on their delivery experience in order to build trust with the brand. This podcast conversation emphasizes the need for understanding customer behavior and using proper segmentation and automation when sending targeted messages in order to maximize business growth. This podcast conversation discussed how businesses can use automated communication to create a great customer experience.
This week I welcome Adam Kitchen back to the podcast, Adam joined me for one of the first episodes to talk about the essentials in marketing automation, and today we’re going to talk about whats important in 2023, and what really is the key to a good CRM program in 2023.
Matt Kelly is the founder of Space Goods, a successful e-commerce brand. He has been involved in e-commerce for seven years and has created several successful brands, such as Midnight City and Neon Beach. In this podcast conversation, Matt discusses the launch of his latest products including Rainbow Dust, the product is a mushroom-based supplement designed to help with focus, energy, and calmness.
Matt talks about how he had to pivot away from its original angle of being a psychedelic microdose imitation due to Instagram banning their account multiple times.
He also notes that many brands look and sound the same so he had to do something different in order to stand out; this includes designing an 80s synth-wave poster five years ago that was used in one of his brand movies as well as intentionally making it look naughty and illegal with pink and sparkly colors.
Lastly, he mentions that there is still education needed about what is in the product and what people can expect from it as many people are unfamiliar with mushroom-based supplements. This podcast conversation discussed strategies for improving e-commerce brand success. The speakers discussed the importance of looking at competitor reviews to see what customers like and dislike about their products, as well as launching a new product, subscription numbers, and customer retention.
Shiva Manjunath, a senior strategist at Speero, joined Will for a conversation about conversion rate optimization (CRO). Shiva discussed the big myths and mistakes brands face in CRO as well as what they need to be focusing on. He shared his own experiences with testing and optimization - from his coffee setup to training his dog - emphasizing the importance of testing out different approaches to find what works best.
They discussed the importance of personalization when it comes to best practices, using the gym analogy to explain how following basic workouts can only take one so far without understanding their own unique needs. They also discussed the importance of motivation versus friction when it comes to website usability and how discounts can be used as a motivator but should not be the only solution for increasing conversions.
Finally, they discussed how providing users with better information can educate and motivate them, such as adding more fields on conversion forms in B2B which allows salespeople to have a better understanding of user's needs. Shiva and Will discussed common myths, mistakes, and pet peeves related to conversion rate optimization (CRO).
This podcast episode focuses on email marketing and how to use customer research to optimise it.
The guest, Hannah Lipschitz, has a background in copywriting and marketing and specializes in helping e-commerce brands develop their email marketing strategy. The key to getting customers to click is having the customer journey in mind when crafting emails. This means writing emails that are tailored toward what the customer wants to see, read, and buy.
Additionally, it is important to consider the intent of a subscriber when crafting emails; for example, those who opt-in for discounts may only be interested in receiving a discount code. It is also important not to rely solely on discounts as a way to attract customers. The speaker suggests pitching an 80/20 approach where 80% of content is normal and 20% is taking a risk by trying something wild.
They suggest setting up four main automations: a welcome sequence, a nurture sequence, an onboarding sequence, and a re-engagement sequence with the welcome sequence being particularly important as it sets the tone for the entire future relationship with subscribers.
Lastly, they advise against using jargon or proper case when writing emails as it should be written in a friendly and personable manner while building trust with subscribers through reviews, testimonials, and customer success stories. This podcast conversation discussed the importance of creating effective email flows for e-commerce brands.
Eric Melchor, the Partnership and Personalisation Ambassador at OptiMonk, a website optimization platform for e-commerce companies, was featured in this podcast conversation. The discussion focused on Conversion Rate Optimization (CRO) and how it can be used to get customers to click on a website.
It was highlighted that many companies try to get customers to buy by bombarding them with pop-ups that appear immediately when they land on the site, which is not a good experience for customers. The speakers discussed how companies should strive for an in-store experience where customers are welcomed and asked what they are looking for rather than being pressured into buying something right away.
They also discussed the importance of personalization when it comes to online shopping, such as offering customers the option to shop from different websites based on their location and currency preferences. Additionally, data can be used to further personalize the experience by asking questions such as what type of flavors they prefer and which food they like.
This podcast conversation provided insight into how CRO can be used effectively by businesses in order to create a more personalized online shopping experience for their customers. This podcast conversation discussed the concept of personalization based on customer behavior and interests. An example was given of a website that collects data about what customers like and uses it to create a custom wine box tailored to their preferences.
It also touched on how brands can use personalization even if they are not as deep as the example given, such as asking one simple question and providing three options for customers to choose from. The conversation then shifted to discuss Noom's acquisition offer, which includes a quiz with 224 questions broken up into sections that ask for personal information.
Additionally, pricing tactics were discussed, such as "pay it forward" where customers can pay a certain amount and have someone else benefit from it without knowing who that person is. Low-hanging fruit tactics were also mentioned for businesses not using platforms like OptiMonk, such as removing bad experiences from the online journey or displaying the same coupon code regardless of season or month.
Finally, Will and Eric discussed creating a sense of urgency when it comes to sales by offering next day delivery or free delivery options. They suggested attending one of OptiMonk's personalization bootcamps in order to raise above the competition and learn how to uncover personalization opportunities on their website. This podcast conversation discussed the importance of education and support when it comes to personalization platforms and apps.
Eric suggested making easy changes as well as more involved changes that may require testing. He also mentioned the Trojan Horse method for building both an email and SMS list, as well as gamification or quizzes for collecting zero-party data. The platform is designed for marketers and does not require any coding or IT teams to manage it.
Eric will be hosting workshops every other week at OptiMonk.com/bootcamp, which will include a personalization project plan template and checklist. He recommended Abney for automated written assets, Canva for design work, SocialB for social media distribution and scheduling, and TextExpander for auto-populating messages.
Lastly, he invited listeners to contact him on LinkedIn with any questions or feedback regarding his upcoming bootcamps and e-commerce reality show which can be found on OptiMonk.com.
In today's digital world, video content is an essential tool for businesses looking to engage customers and increase conversion rates. Video content can be used to personalize the customer journey, provide a more immersive experience, and ultimately drive conversions. Here are some tips on how to use video content to personalize the customer journey and increase conversion rates. 1.
Utilize Video Content Throughout the Customer Journey Video content should be used throughout the customer journey in order to create a more personalized experience. From product demos and tutorials to customer testimonials and success stories, video content can help customers understand your product or service better and make them feel more connected with your brand.
Additionally, using video content at different stages of the customer journey can help keep customers engaged as they move through their buying process. 2. Leverage Personalized Video Content Personalized video content is an effective way to engage customers on a deeper level by providing them with tailored messages that are relevant to their interests or needs.
For example, you could create personalized videos that feature specific products or services that may be of interest to a particular customer segment or demographic group. This type of targeted messaging helps build trust with customers by showing them that you understand their needs and have taken the time to create something just for them. 3.
Focus on Quality Over Quantity When creating video content for your business, it's important to focus on quality over quantity in order to ensure that your videos are engaging and effective at driving conversions. Investing in high-quality equipment such as cameras, lighting kits, microphones, etc., will help ensure that your videos look professional and polished – which will go a long way towards increasing engagement levels with viewers.
Additionally, investing in professional editing software will also help you create videos that look great while still maintaining an authentic feel – which is key when it comes to connecting with viewers on an emotional level. 4 . Optimize Your Videos for Search Engines Optimizing your videos for search engines is essential if you want them to reach as many people as possible – especially those who may not already be familiar with your brand or product/service offering .
To do this effectively , you'll need include relevant keywords throughout the title , description , tags , etc., so that search engines can easily identify what each video is about . Additionally , including links back from other websites (such as social media profiles ) will also help boost visibility . 5 .
Measure Your Results Finally , it's important not only measure how many views each of your videos gets but also track other metrics such as engagement levels ( likes / comments / shares ) , click-through rates ( CTRs ) , etc., so you can get an accurate picture of how successful each piece of video content has been at driving conversions .
This data will then allow you make informed decisions about which types of videos work best for different audiences so you can continue optimizing future campaigns accordingly . By leveraging these tips , businesses can use video content effectively throughout the customer journey in order customize experiences while increasing conversion rates along the way .
With its ability reach large audiences quickly while providing engaging visuals & audio cues , there’s no doubt why businesses should consider investing in quality video production & marketing strategies moving forward .
This podcast conversation featured Laura Bull, Digital Marketing Manager at Gusto. She discussed the messaging used to drive sales for Gusto, a recipe box delivery service. It was noted that the messaging used to get people interested in the product is different from what drives them to purchase it.
Usability, anxiety and motivation all play a role in getting people excited about recipe boxes and then converting them into customers. Three main sources of ideas are used for CRO: customer interviews and surveys, moderated user testing, and behavioral data. The conversation also discussed the importance of balancing quick wins with bigger optimization tasks when it comes to marketing.
Finally, it was noted that copywriting can have a dramatic positive impact on conversion rate if it makes people feel like they are part of something which increases trust and confidence in the product. This podcast conversation discussed the use of social proof to increase conversions on a website.
It was suggested that data be used in other areas of the website and tested direct mail campaigns or insert heavy tactics to encourage referrals from neighbors. Additionally, an example was given from a few years ago where postcards with maps showing the closest car for a competitor to Zipcar were used and saw great results.
The conversation then shifted to understanding what motivates people when it comes to localization, such as the community aspect and social proof. CRO was discussed as being essentially problem solving and can be used for both acquisition and retention purposes. An example was given of a subscription business that has dedicated teams for both acquisition and retention, with each team using data-driven approaches to increase engagement from customers.
Strategies for customer acquisition and retention were also discussed, such as testing different discount structures over the course of a year or offering free trials with or without credit card.
Finally, it was concluded that creating an engaging customer journey that tells a story is important in order to make customers feel something about the product they are buying. In this podcast conversation, Laura discussed the importance of social proof in e-commerce marketing.
She highlighted how social proof is often incorrectly linked to reviews and that there are many other forms of social proof that can be used, such as media coverage, number of followers on social media, or in the case of Gusto, how many people near you are also ordering and part of that community.
Laura also discussed the importance of usability and customer excitement for a product as well as conversion rate optimization and adding positive friction to increase trust in a brand.
Lastly, she touched on the long copy vs short copy argument emphasizing quality over quantity for customer engagement. She recommended Data Studio and Facebook Ads Library as useful tools for marketers and invited listeners to connect with her on LinkedIn.
Tray Brunner joined the podcast to discuss how customer feedback has helped him scale Bamboo Avenue, his DTC brand. Tray graduated college four years ago and got a job at Facebook, inspiring him to start his own business. To get customers clicking at Bamboo Avenue, Tray sends out Typeform surveys to learn why people are or aren't buying their products as well as how they are using them.
This podcast conversation discussed the use of blast surveys to gather feedback from customers and how Van Buaaf used this information to pivot their marketing strategy from swimwear to athleisure and everyday clothing. The speaker also discussed how the company communicates with customers and why they love their product for its comfort and versatility, particularly for pickleball players.
They receive 1000-2000 responses from surveys sent out to customers which are read through thoroughly in order to create new products that meet customer requirements. This conversation focuses on the importance of customer feedback for a brand's growth. This podcast conversation focused on leveraging customer feedback to inform product and marketing decisions.
The speakers discussed the importance of responding to customer comments, diversifying their products and marketing channels in 2023, and using surveys and TikTok organic to get more feedback. They also discussed the opportunity for two brands to acquire free eyeballs and customers through social media, paid social media, ambassadors, affiliates, surveys, and TikTok.
Lastly, they discussed the expansion of a US-only online business into retail in a smaller scale in the US with potential pop up shops. Tray Brunner from Bamboo Av shared how they found out that people were using their shorts for everyday use such as going to the gym or walking the dog which opened up a wider potential market.
He also recommended Blip as a marketing tool that connects to Shopify, Klaviyo and Google Analytics for data analysis. Tray encouraged listeners to build relationships with customers in order to get valuable feedback for business growth by getting a couple of thousand responses per survey or 10 customers on a call every week.
This podcast conversation discusses the "try before you buy" model and how it fits into the customer journey.
Ben Davis, founder and CEO of Try Now, a platform that allows businesses to offer a try before you buy model to their customers, explains how this model eliminates the need for sampling or paying upfront. It is suggested that marketing messaging should be used in ads, email ads, and retargeting to drive customers to click this option.
The conversation then shifts to finding other ways to uncover extra revenue without assessing a penalty to the shopper such as renegotiating rates with 3PLs and carriers, changing packaging, or increasing prices by a dollar. Additionally, it is discussed that if customers return their first product but still make a second purchase, brands should waive the restocking fee for an exchange.
Lastly, it is noted that there is always going to be some imperfections when it comes to product imagery online due to different monitors and browsers used by customers. This podcast conversation emphasizes the importance of providing a good customer experience in e-commerce in order for brands to recoup costs from rising return rates. This podcast conversation discussed the issue of rising return rates and how to address it.
The advice given was to either solve the problem or change it, such as retaking a picture of a black t-shirt so that it looks more accurate in reality. It is also suggested that businesses should provide user-generated content, reviews, great photography and other stamps of approval to give shoppers confidence.
Free shipping and free returns are becoming expected models from customers, so not offering them can lead to lower conversion rates due to people not wanting to take risks with their money. The goal is to digitize the online experience as much as possible so that it mirrors the brick and mortar experience, where customers can try on items in fitting rooms before deciding which ones they want to purchase.
Two tools mentioned were Wear and Try Now which act as a sales associate and put a living room into the shopper's sitting room respectively. Shoe AI was also mentioned which recommends similar products if one size or product is out of stock. Customer Satisfaction (CSAT) was highlighted as a bellwether for businesses, with costs of acquisition increasing.
The speakers discussed how offering a free experience such as "Try Now" can help reduce costs while increasing customer loyalty, ultimately driving up net sales after returns and contribution margin. This podcast conversation discussed the importance of removing barriers to ordering for customers in an apparel business. Strategies to increase order frequency, such as sending emails and offering incentives like gift cards, were discussed.
Additionally, the try before you buy experience was discussed, which is a trial program that allows customers to test out products before committing to purchase. It was noted that this type of program does not typically lead to an increase in returns and extending the return period from 14 days to 30 days does not usually make an impact on returns either.
Returnmates was also mentioned as a product which offers customers doorstep pickup and label printing for their returns. Amazon Prime's launch in 2005 and its success in increasing shopper loyalty, reducing customer acquisition costs (CAC), and increasing conversion rates was also discussed.
Lastly, Nick Sharma and Kyle Goldman were mentioned as two people influential in the DTC marketing space, Zapier was recommended as a tool for remote companies to foster communication throughout their organization, Superhuman was suggested as an email client that has transformed life, and Ben from Try Now.io offered his services for allowing customers to purchase products without spending any money until they have tried them out and decided to keep them. Will from Customers Who Click welcomed Trey Brunner to discuss how Bamboo Avenue leverages customer feedback to inform their business and product development.
Trey discussed the importance of listening to customers, noting that it is essential for businesses to understand their customers’ needs and wants in order to create successful products. He highlighted the value of using customer feedback as a source of inspiration for product innovation, as well as a way to identify areas where improvements can be made.
Trey also discussed the various methods Bamboo Avenue uses to collect customer feedback, such as surveys, focus groups, and online reviews.
Finally, he emphasized the importance of taking action on customer feedback in order to ensure that customers feel heard and valued.
Today Will is talking with Shea Gerhardt, Founder of Budderflys about how they're disrupting the multi-billion dollar earbud market. We'll be learning about how the industry currently innovates, where it's headed over the next 5-10 years, and how Budderflys is going to be disrupting that.
As the world of e-commerce continues to grow, businesses are increasingly looking for ways to create a seamless customer experience. Wichita Furniture's Director of Ecommerce, Cale Ostby, has some tips on how to make sure your customers have a positive experience when shopping online. The first step in creating a seamless customer experience is to ensure that your website is easy to use and navigate.
Customers should be able to find what they are looking for quickly and easily without having to search through multiple pages or menus. Additionally, it's important that the checkout process is simple and straightforward so customers don't get frustrated or overwhelmed. Another key element of creating a seamless customer experience is providing excellent customer service.
This includes responding quickly and efficiently to any inquiries or complaints customers may have about their purchase or the website itself. Additionally, it's important that you provide helpful information such as product descriptions, sizing charts, and other relevant information so customers can make informed decisions about their purchases. Finally, it's essential that you keep up with the latest trends in e-commerce technology in order to stay competitive in today's market.
This means making sure your website is optimized for mobile devices as well as desktop computers so customers can access your site from any device they choose. Additionally, you should consider investing in features such as live chat support so customers can get help right away if they need it while shopping online.
By following these tips from Wichita Furniture's Director of Ecommerce John Smith, businesses can create a seamless customer experience with their e-commerce platforms and ensure their customers have an enjoyable shopping experience every time they visit their website. With these strategies in place, businesses will be well on their way towards building long-term relationships with their customers and increasing sales over time!
Will and Matt discussed the topic of subscriptions in ecommerce brands. Matt Holman, co-founder of Qpilot, shared his insights on how brands should focus on providing content and solutions to customers' problems to get them clicking on subscriptions instead of just offering discounts. They discussed the benefits of predictable revenue for SaaS companies, using Dollar Shave Club as an example.
They noted that successful subscription companies are able to craft powerful experiences for their customers, collect data, and upsell additional offers. Additionally, they discussed how some brands create a problem or need for customers to subscribe to their product such as skincare products. Will and Matt also discussed Subscribe & Save programs with Legion Athletics and iHeartDogs being used as examples.
They then moved on to discuss how brands are innovating to create a more engaged and tailored experience for customers by collecting data and understanding customer needs.
Finally, they discussed how brands should be educating customers on how to use their products so that they can get the desired effect while also positioning themselves as experts in their field. Will and Matt discussed strategies to reduce churn in subscription programs and how brands can personalize the experience for less sophisticated users.
Will and James Robinson, the head of CRO at Sophology, discussed conversion rate optimisation for high ticket products. They discussed their experiences in user research, analytics, conversion optimization, and marketing, focusing on the importance of measuring the impact of changes made to improve conversions.
They discussed a process of researching and understanding customers, prioritizing what should be done next, testing tactics that may require developer input or strategic changes, and bookending tests with post-user research. They also discussed tracking website activity to determine if people are likely to go into a store as a result of a test. The conversation then shifted to helping customers find the right product from a large selection.
Finally, they highlighted the importance of QA testing for websites to identify browsers and devices that are driving revenue as well as any potential bugs that could be hindering customer experience. Will and James discussed the approach to CRO at Sophology, focusing on the online e-commerce store.
Key highlights:
0:45 - Drew’s introduction1:09 - The background of how Wove came about 04:22 - How Drew gets customers clicking 08:20 - Drew’s method for qualifying customers 10:21 - Managing the high touchpoint process11:34 - What is so unique about Wove?14:18 - How Wove do marketing 19:13 - The evolution of Wove’s design process21:41 - Varying the number of touchpoints based on the type of customer26:43 - How to give the right amount of customer choice 33:28 - Wove’s main marketing channels 36:31 - Getting customer feedback and reviews40:49 - Drew’s ideal lunch guests 42:23 - Drew’s recommended marketing tools
If you’d like to connect with Drew, you can connect with him on Linkedinor email him at andrew@wovemade.com
Key highlights:0:46 - James’ introduction04:17 - Business intelligence and making everyone a data analyst for better results 06:20 - Using data to manage your brand’s first impressions 11:27 - How to get customers clicking on Amazon 14:00 - The formula for Amazon
16:46 - Brand tools on Amazon 18:51 - How to approach getting on to new channels 21:05 - The one thing that’s a no-brainer 25:54- Subscribe and Save on Amazon33:21 - Why to leave Amazon customers on Amazon 40:11 - Using Amazon data to launch in other places
45:04 - James’ ideal lunch guests 46:54 - James’ recommended marketing tools
If you’d like to connect with James, you can connect with him on Linkedin or email him on jf.gossling@gmail.com
Key highlights:0:51 - Carl’s introduction02:08 - How Carl gets customers clicking 03:40- Introduction to CRO06:07 - How to adjust your messaging style for your target audience09:22 - How to use the decision-driving factors behind purchases to tailor the customer experience11:40 - When social proof doesn’t work17:48 - Seeing CRO as the driver for customer feedback21:06 - AB Testing Strategy at different times of year27:59 - Analysing conversion triggers31:02 - CRO tips for the check-out page33:36 - Using customer surveys to improve copywriting37:07 - Carl’s ideal lunch guests 37:50 - Carl’s recommended marketing tools
If you’d like to connect with Carl, you can connect with him on Linkedinor check out his agency at www.acceleratedagency.com.
Key highlights:0:45 - Shri’s introduction02:18 - How Shri gets customers clicking 04:24 - How to stand out on Google Shopping 08:48 - Two functions of the ‘Title’ on Google Shopping11:35 - Keyword Stuffing - why it’s bad16:44 - Why bounce rate is important 17:23 - Changes to Google’s algorithm in the last 12 months 20:13 - Performance Max: good or bad? 21:27 - Shri’s recommendations to get the most of your ad spend25:21 - How to account for product returns in Google Ads26:41 - Differentiating between low intent and buying intent keywords27:45 - Using blog posts to educate and convert visitors 31:26 - Why so many ecommerce brands struggle to make search campaigns profitable quickly 32:50 - Is broad better than narrow targeting? 35:59 - Shri’s final advice on Google Ads38:39 - Shri’s ideal lunch guest
If you’d like to connect with Shri, you can connect with him on Linkedinor check out his agency at https://yorumarketing.com/
Key highlights:0:51 - Harry’s introduction3:00 - How Harry keeps customers clicking 3:48 - Why marketers only focus on events up until conversion07:34 - Seeing fulfillment as an opportunity to promote your brand identity09:08 - Why spend money on packaging that gets thrown away? 10:31 - Catfishing in marketing13:19: - The three tiers of packaging quality14:50 - Matching your packaging to your brand16:02 - Competing on fulfillment experience rather than price 17:09 - Reducing total reliance on couriers by having multiple warehouses22:17 - Selling low-margin items on Amazon to drive volume and brand awareness 24:20 - What to look for in a fulfillment partner 26:50 - How promotions impact fulfillment partners 32:46 - Communication & customer service 36:30 - How to lose customers through poor fulfillment 38:59 - Tips on avoiding mistakes 43:06 - Harry’s ideal lunch guest 44:58 - Harry’s recommended marketing tools
If you’d like to hear more from Harry you can find him on Linkedin.
Key highlights:0:09 - Ben’s introduction0:52 - Getting customers clicking for high-ticket dropshipping 1:12 - What dropshipping is and how long it’s been around 3:17 - Targeting customers who are already looking for a specific product 04:09 - Why go for high-ticket dropshipping? 05:37 - Differences between dropshipping and ecommerce 07:46 - Blending dropshipping with own product 09:41 - How to decide what to sell 12:41 - When do you need to get a team? 14:15 - Exiting a dropshipping business 15:10 - Choosing a dropshipping business partner 16:53 - How to pitch to companies (to sell their product)19:14 - Top Tips for getting into dropshipping21:50 - How to get set up with less than $500 23:25 - The importance of having a phone number25:44 - The most common mistakes made in dropshipping 27:07 - The importance of having website content (not just ads)29:15 - How to do SEO well 33:26 - Why transparency and honesty wins 35:03 - Using content to remarket to website visitors37:03 - The balance between offering enough choice and too much choice that distracts40:37 - Final comments on dropshipping43:21 - Ben’s ideal lunch guest44:53 - Ben’s recommended marketing tools
If you’d like to hear more from Ben and Dropship Breakthru you can connect with him on Linkedinor head to www.dropshipbreakthru.com to listen to his podcast.
Key highlights:0:49 - Intro to Scott & Tim
01:23 - What is PaddleSmash?
03:36 - Why PaddleSmash is taking off
06:04 - How the idea for PaddleSmash came about
11:43 - The difference between mass-market retailers and small D2C startups
16:11 - The strategy behind PaddleSmash’s launch
17:45 - How D2C ecommerce today shortens the cycle to get to market
20:29 - PaddleSmash’s G2M Strategy
24:28 - Using racquet sports players as low-hanging fruit
26:48 - How PaddleSmash got their first sale
28:17 - Figuring out who the decisionmaker is and discussing PaddleSmash’s main USP
30:37 - Mistakes made so far
34:00 - The complexities of selling on Amazon
38:30 - Learning from trial by fire & the kind of people who succeed at entrepreneurship
44:40 - Scott & Tim’s ideal lunch guests
46:31 - Scott & Tim’s recommended marketing tools
If you’d like to hear more from Scott and Tim you can connect with them on LinkedIn or head over to www.paddlesmash.com.
Key highlights:0:51 - Rich’s introduction02:12 - What are AR ads? 04:42 - The difference between AR and VR 07:06 - How brands can benefit from introducing AR09:20 - Try before you buy13:14 - Portal Filters 15:37 - The impact of AR on memory recall16:36 - AR ads lower return rates18:16 - Reducing customer anxiety with AR19:38 - Case Study: increasing AOV in a children’s sunglasses brand22:48 - The role of AR in alleviating sizing issues in clothing companies24:35 - Increasing cart value with style matching
26:15 - What are the costs involved with implementing AR?28:12 - How to implement AR well 30:57 - Don’t wait for AR glasses to become a thing!
32:08 - How to get started and test AR for your business 33:36 - Improving conversion rate with 3D & AR 34:40 - Seeing the potential of AR with Polycam & 3D Scanning36:52 - Rich’s ideal lunch guest40:12 - Rich’s recommended marketing tools
If you’d like to hear more from Rich and Augmented Hype you can connect with him on Linkedin.
Key highlights:
0:10 - Harvey’s intro1:03 - The catalyst for creating Blueprint4:25 - Making the reorder process personalised, quick & easy6:44 - Reordering for non-standard use cases11:43 - The logic behind Relo 13:37 - Keeping customers subscribed 15:00 - Making subscriptions flexible18:45 - Updating payment details19:23 - Subscribe and Save24:06 - Customer Gifts 25:54 - Offering increased experiences for subscribers29:43 - “One and done” customers33:35 - Customer Feedback35:56 - Managing & preventing Cancellations41:20 - Harvey’s recommended marketing tools
If you’d like to find out more about Harvey, you connect with him on Linkedin or head over to https://www.reloapp.co.
Key highlights:0:14 - Blake’s Introduction0:50 - How to keep customers clicking post-purchase09:49 - The importance of the tracking page12:17 - Tailored communication 14:48 - Branded transactional emails & Privacy laws 19:52 - Swipe file of great transactional emails20:47 - First time vs returning customers28:10 - Getting Customer Feedback36:11 - The Price of Communication40:45 - Top Tips for Tracking pages44:47 - Brands who are doing it right
If you’d like to hear more from Blake, you can connect with him on Linkedin or head over to https://www.wonderment.com
Key highlights:
0:10 - Jem’s Introduction01:07 - The switch from UGC to AGC02:56 - How the advertising landscape has changed since the pandemic 05:20 - What things are working well right now 07:03 - The importance of diversification09:34 - TikTok vs Facebook 14:02 - Will CTRs on TikTok improve? 16:33 - Ad Creative Software22:08 - The current problems clients are having26:28 - Keeping things simple 29:23 - How AGC works
31:56 - Jem’s tips on getting more money out of your business
36:37 - When to draw conclusions from tests
40:17 - Importance of looking at the whole customer cycle 46:20 - How to treat new vs returning customers
51:03 - Educating customers in the post-purchase phase55:41 - Jem’s dream marketing lunch guest56:21 - Jem’s recommended marketing tools
If you’d like to hear more from Jem and Adcubator you can connect with him on Linkedin.
Key highlights:0:10 - Chad’s Introduction03:12 - How does Chad keep customers clicking on forms?05:52 - Subtext is key, customers must understand why they’re providing data08:31 - Why clarity is important. Provide instructions to your users10:59 - Over-asking is a huge mistake. Only ask for the data you need14:10 - But length of form isn’t the key decider of conversion rate17:14 - The flow & structure of the form matters. Group your questions.20:19 - Video is also a great way to enhance forms26:09 - The big mistakes brands make building forms28:16 - What else can you use forms for? (Chad uses them for everything…)34:30 - Tools that Chad recommendsIf you’d like to hear more from Chad, you can find him on Linkedin or head over to https://www.jotform.com/
Key highlights:0:09 - Dean’s Introduction03:08 - Why Vaping is such a tough industry0405 - Being cheapest comes with its own problems08:17 - Every customer counts when acquisition is tough10:19 - Happy customers are valuable customers, 42k reviews says it all14:35 - Filling out their product portfolio to compete17:18 - Being number 1 on Google matters when you can’t do paid acquisition25:20 - Put some time aide to do customer service yourself29:11 - OOH advertising builds trust because surely you’re a big brand34:53 - Deans dream lunch guest37:52 - Deans top marketing toolsIf you’d like to hear more from Dean, you can connect with him on Linkedin or head over to https://www.88vape.com/
Key highlights:0:10 - Katrina’s Introduction01:25 - How to keep customers clicking with copy01:50 - What people really click on03:28 - Fun Drunk Auntie content07:21 - Viral content that people want to engage with10:00 - How to identify these opportunities10:50 - Is copy really just about the words?13:03 - The process behind creating good content26:29 - How to hire copywriters34:30 - What tools Katrina uses to manage content42:15 - Katrina’s dream lunch guest48:01 - How to get in touchIf you’d like to hear more from Katrina, you can find her on Linkedin or head over to https://copysmiths.com/
Key highlights:0:10 - Paul’s Introduction03:39 - Why product reviews are so important05:07 - Working with micro-influencers07:08 - Customers do social cross checking to verify a business11:43 - Connecting better with their online audience17:35 - Always making sure website load speed is kept down26:41 - Optimising for your traffic (mobile traffic)29:52 - 2 Second Lean (making life better by 2 seconds)40:26 - Exploring new search opportunities43:19 - Pauls dream marketing lunch guest44:41 - Pauls recommended marketing toolsIf you’d like to hear more from Paul, you can connect with him on Linkedin or head over to https://www.kukoonrugs.com/
Key highlights:02:32 - 10:23 - How Does Frost Keep Customers Clicking? - High quality, engaging content, to engage users in the long term instead of just trying to get that quick sale. Customers want to know that youre the right product for them, not just a little cheaper than the competition (or more expensive). Engaging video content allows you to show off the product, talk about all its pros and cons, give advice such as recipes or style guides. There’s so much use for it across the customer journey to really add value to the customers life, and convince them that this really is the right product for them.10:56 - 15:16 - How To Mass Product Video Content - Content doesnt have to be high end studio quality. In fact, a lot the time its the lower quality stuff that comes across more genuine and authentic. Customers are more engaged when the video feels real, rather than something thats got an entire team prepping every little aspect of itAnother way of course is UGC, getting your customers to talk about why your product is so amazing is the perfect way to sell. They’ll speak in a language your customers understand, they’ll describe the product differently to you and so cover those angles you might not have considered.Another plus side is there might only be one of you, but you might be able to recruit dozens of customers to produce video content.15:42 - 19:17 - What Content Works Best? - Sales content does have its place, but its the engaging, interactive, and informative content that works best. Everyone likes a 10% discount, but if they don’t believe in the product, don’t believe in the quality of it for example, it takes a big discount to get the to open their wallets. Educational content answers the ‘Why’, it answers the ‘Is this the right product for me?’ question, and justifies the price in doing so.20:15 - 28:27 - Frost’s Top Tips - Think of it as your entire marketing strategy, rather than just producing some content to go on your website. You’ll solve so many problems by just focusing on engaging content, answering questions about the product, how it can be used, styled, cooked, whatever. Don’t worry about trying to produce 200 pieces of content super quickly across your website. Focus on core areas, the 80:20 rule. If you’ve got hundreds or even thousands of SKUs itll take you ages to produce the content for them, so focus on the level above. Focus on brand or category level content that engages and educates the customer more generally about your business, rather than trying to focus on individual products.Finally, make sure you have some attribution in place. Find out whether people watching the videos actually improves conversion, get analytics in the video themselves so you can see where people drop off, or where people stop to actually make their purchase.If you’re not tracking performance, you don’t really know what the point is.29:00 - 40:33 - Mistakes to Avoid in Video Content - Be data driven, properly data driven. It takes time, this is a long term approach, you need to analyse video performance, but also think outside the box with your analysis. What time of the day are you doing video content? If you’re seeing dropoff at certain times, could there be external factors influencing this? For example, is everyone going for lunch? Or do people drop off exactly on the hour mark. It could have nothing to do with your content.Just like with advertising, you wouldn’t spend $100 and then make sweeping changes based on that data because its just not enough. You’d spend more, wait for enough data, analyse it and then make changes.41:14 - Who Would Frost Like to Take For Lunch in the D2C Marketing World?Someone from Nike to discuss their influencer and video strategy.42:43 - Frost’s Must-Have Ecommerce Tools:* Google Analytics
If you’d like to hear more from Frost, you can connect with her on LinkedIn or head over to https://socialchat.ai/.
Key highlights:11:25 - 25:18 - How Does Ruthie Keep Customers Clicking? - You’ve got to really nail your branding, and be really consistent with it. But this doesnt just apply to one single person, it applies to the business as a whole. Every touchpoint a consumer has with your brand should feel like its your brand. The whole business needs to be on board with it. If that message or brand experience isnt there, then a lot more campaigns fall flat because they seem out of place and random.25:26 - 32:40 - How Can You Identify Voice of Customer? - Speak to your customers. Interview them, call them, get on the sales floor or into customer service for a few days. Really experience what its like on the front line, and get that feedback from them. This is something I do all the time with my clients, Im always speaking to their customers so we can hear what they actually want from the brand.What you’ll also find out, is simply what information they’re looking for on your website, which might not be very visible or obvious. I’ve lost track of the number of websites i’ve reviewed where customers have been asking about their shipping & returns policies.33:06 - 43:58 - What Are the Common Mistakes Brands Make - Too many brands lean on the product itself to do the selling. They talk about its features, and maybe if they’ve done a good job, they talk about how it helps customers. But not often enough is the brand story really pushed through, the customers arent engaged by the product or brand, and so it comes down to comparing one product to another, not one brand to a product.There will be dozens of competing products out there, its not enough to just explain how your product works.44:06 - Who Would Ruthie Like to Take For Lunch in the D2C Marketing World?Heidi Zack, founder of Third Love.45:01 - Ruthie’s Must-Have Ecommerce Tools:* Marketing Made Simple
If you’d like to hear more from Ruthie, you can connect with her on LinkedIn or head over to https://www.ruthiesterrett.com/
Key highlights:00:58 - 09:40 - How does Shanif Keep Customers Clicking? - Personalisation. If you send the right message, to the right person, at the right time, you’ve got a far better chance of engaging them and hopefully getting the conversion. If you can find that right moment to delight them, educate them, or get that correct product in front of them, then you’re on to a winner.It’s a very data heavy space, but its important not to get too bogged down yourself creating hundreds of segments. It’s still OK to be fairly broad on this.You also need to weight your data. Some data is more important than others. Pure transactional data is pretty strong, but maybe geographic data has some indicators, but its still not going to be black and white.10:27 - 12:50 - How to Get this Right? - Firstly, centralise your data. Make sure you can get a good view on everything at once so you’re able to create segments, see how different audiences response and interact with your business.Then look at some simple opportunities. Look for where people are buying several different products together, and use this as the upsell idea for those who arent buying them together straight away.Come up with some high level objectives. What are you really trying to achieve here? Is it an improvement in email performance? PPC? Social ads? Explore that data, and come up with some ideas to target that specifically.13:21 - 19:56 - Automated vs Manual Recommendations - Smaller brands can definitely get started with manual. As recommended before, find products that are regularly bought in addition to your best sellers, and offers those as upsells to anyone who didnt buy them. Automation kicks in when you’ve got the data and the scale to support it. It works well for companies with loads of products, because it can match them up automatically, but again, this only really works if theres enough data to allow the matching.Automation also gives you other insights that you might have missed. If you have a product that almost never sells, and suddenly it gets picked up by the automation, you’re going to want to look into why.20:22 - 32:12 - What are the Challenges in Getting Started? - The biggest blockers here tend to be one of two things. Either a company doesnt have the resource to explore this, set up some manual automations, then manage the integration of automation, or they don’t have the knowledge to even begin targeting this.As we all know, sending the same message to everyone on your list just doesnt work, yet so many businesses still do it. So if this is you, just think how much more money you could be making, how many more customers you could be stealing from your competitors by just putting in a little work and leaving some emails on autopilot.32:25 - Who Would Shanif Like to Take For Lunch in the D2C Marketing World?Neil Patel, Nick Sharma, Chase Dimond.If you’d like to hear more from Shanif, you can connect with him on LinkedIn or head over to https://conversionadvocates.com/.
In episode 122 of the Customers Who Click podcast I spoke with Rachel Spedding, the Head of Copy at Photobox, one of the UKs biggest online photo printing companies. In this episode we explored how brands can speak to different audiences, even in different languages, while still maintaining that same tone of voice and brand consistency.It's pretty rare to find a photo company who are charging full price, so we need a point of difference.Differentiation is key, especially in highly competitive markets, and while you may have to introduce discounts to keep your pricing at a similar level to competitors, its essential to have those points of differentiation that convince customers youre the better service for them, and keep them coming back.Rachel is the Head of Copy at Photobox. You can connect with her on LinkedIn or head over to https://www.photobox.co.uk/.Key highlights:01:22 - 12:30 - How Does Photobox Keep Customers Clicking? - Photobox customers love a discount, and its a category where everyone discounts quite heavily, so its key to find differentiators. Photobox focuses on 3 key pillars. Ease of use, Quality, and Speed of delivery. The discount might be how you find the business in the first place, but they want to ensure that the experience you have is why you keep coming back for more. 13:12 - 17:43 - How to Maintain Brand Tone of Voice Across 11 Languages - Having English and French teams help as they can cross check with each other for that consistency, and then they use an agency to translate into other languages. The agency uses AI to learn and product content in their tone of voice, with the specific words they use, but there’s always some feedback from customers, or even internally that a certain word didnt really make sense in the context. So they go back to their international copy guide and make some tweaks. It’s not going to be perfect, but they keep trying to improve their systems.18:36 - 28:04 - How do Copywriters Produce Relevant Content for Different Channels - Working really closely with the other marketing teams is really important. Understanding the differences between Facebook, PPC, email etc is really important so that they can produce the copy that works best for them. Teams cant be siloed, they have to share insight and their experience, but it also works both ways. If it turns out that PPC are running some great campaigns that are off brand, copy steps in to make some changes.28:58 - 32:36 - How Photobox Reaches Different Audiences Simultaneously - Photobox focuses on 4 key audiences, so its important to understand the language they all use, the messages that appeal to them most, but also where they hang out. You might find that you have an older generation on email, a younger one via certain social media, and another different audience likes using your app. So you can still follow your key pillars for all audiences, and look to make smaller changes throughout the copy to appeal to the audience that you’re infront of at that moment.37:30 - 49:20 - What is Microcopy and How Does it Work? - Microcopy is these small nuggets of copy you dot around your website and app to create impact where previously things might have been a bit dry. They claim that their app is super easy to use, so the copy has to be super easy to read as well. You can’t go and put paragraph after paragraph of text in, because customers want it to be super quick and easy. There are some places where the copy is supposed to be quite formal, legal, things related to GDPR, tracking, notifications. Theres so much opportunity to explain this in fun, engaging ways that make the customer realise that it can be beneficial to them.49:31 - Who Would Rachel Like to Take For Lunch in the D2C Marketing World?Whitney Wolfe Herd, the founder of Bumble, how she managed to shifted the dating scene, or the marketing team at Gorilla, the delivery app, about how they’re trying to be the best in the market.52:27 - Rachel’s Must-Have Ecommerce Tools:* Grammarly * Facebook ads library * Milled.com
If you’d like to hear more from Rachel, you can connect with her on LinkedIn or head over to https://www.photobox.co.uk/.
In episode 121 of the Customers Who Click podcast I spoke with Shaun Brandt, Co-Founder of Oddit, a brand-led CRO service. As I’m sure you’re aware, CRO is incredibly important for brands. It can have a huge impact on your business, making you more efficient and more profitable.Oddit puts a focus on brand-led CRO, and this is important because it’s essential to have that brand consistency in the first place. You need to be recognisable, and you need to be consistent if you expect people to remember your brand and come back to purchase from you.There’s tremendous merit in customer surveys and A/B tests, but we really are kind of a step before that.They provide a UX teardown of a website with a focus on brand and consistency to help companies lay the foundation for optimisation.If you’d like to contact Shaun you can reach out to him on LinkedIn or visit the Oddit website.
Key highlights:01:57 - 13:57 - Biggest Opportunities for D2C Growth - Selling in more places. There’s a limit to what you can achieve if you only use your own website. Mainly limited by your ability to advertise and drive traffic, but also down to the fact that there are large audiences who will always go to a marketplace website first. Amazon, Ebay, Wayfair, there are plenty of massive websites out there that you can list your products on.You need to be where your customers are. Which also brings an additional benefit to being on certain websites. They have their own authority, their own audience which trusts them. If they list your product, then you gain that reputation by association. If your products are good enough for a huge brand to stock, then they must be good enough for the customers.14:10 - 20:22 - What are the Big Challenges? - The PPC bidding war right now is crazy, its got so expensive. Not only are more and more small brands moving into the space, but the bigger brands seem to be moving spend away from offline and in-store, to online. iOS updates, and the upcoming changes to Chrome are also having impacts. The data is missing to really critically analyse performance, its done more on a blended ROAS basis. 20:23 - 29:14 - Leveraging Tech for Growth - All of what we do is based around using tech to further improve the speed at which we can list or the efficiency with which we can sell. Whether its their central order management system or product information management, they’re always looking for ways to be more efficient, and automate processes that would take some time manually. It’s allowed them to expand from 5 channels to 13. Integration partners are key for this, and its becoming more and more common. Its got to the point where they can roll out a new channel so quickly and effortlessly, that it doesn’t really need a trial or test process it to, you just launch, and pull back if it doesnt work. The investment to do so is now so low.29:42 - 44:25 - Using AR and QR codes to Enhance the Customer Experience - AR can be used to enhance the customer experience pre-purchase, by allowing them to really understand the dimensions of a product. They can see how a sofa or cabinet will look like in their room, get a feel for the size and the style. QR codes are great for providing information to customers. You can keep them updated with the latest manuals, guides, product advice, and other content. Furniture Box have a hub for all their products, but each product has its own QR code linking you to the right place for it.44:34 - Who Would James Like to Take For Lunch in the D2C Marketing World?Someone from Sofology, or Made.com, a real leader in the ecommerce space. Find out more about what they do differently, but also what works and doesnt work for them.45:23 - James’s Must-Have Ecommerce Tools:* Klaviyo * Google Analytics
If you’d like to hear more from James, you can connect with him on LinkedIn or head over to https://www.furniturebox.co.uk/
Key highlights:01:05 - 10:11 - Why Shoppable Live Streaming? - The money being made in Asia through shoppable live streaming is insane, really insane amounts. While that might not translate across to the West, the fact that Amazon is doing it, there’s QVC, and Sarah is having great success should tell you there’s an opportunity here.Maybe during covid and lockdown was a better time to start as shops were closed so consumers were forced to shop online, but for those brands purely online, a shoppable live stream allows you to connect with consumers, and give them a good in-store experience, online. While you can’t touch the products yourself, the consumer gets the ability to ask very specific questions to the expert, ask their opinion on it and get a far more detailed response than a quick text description.10:20 - 17:11 - What are the Challenges with Shoppable Live Streams? - It can get overwhelming. The examples you see of it are super high production value. The likes of Amazon or QVC for example. They’ve got multiple cameras, directors, producers, professional lighting, audio etc. But really, you can do it on a phone. Most social platforms offer the function, you’ve got live stream functions via tools such as Restream.But outside of the technical stuff, you’ve also got to decide what the point is going to be. Is it going to be a sales channel for you, is it a community engagement piece? Whats the strategy, and are you going to commit to it?17:40 - 23:33 - How does Shoppable Live Streaming Differ from UGC? - Ideally, if youre going to connect with your audience and your consumers, you should know the brand insight and out, you should have expert level knowledge of your products. Its OK to request some information during the stream if you can’t answer something, but really you should know everything. If you use an influencer, you need to be aware that they’re not going to engage your audience so much, because they don’t know how to.23:44 - 27:43 - Top Tips for Shoppable Live Streams - Dive in, give it a go. Send an email out to your list or post it on social announcing that youre doing it, and that will commit you to giving it a go. If you have a founder that can do it thats perfect, otherwise you can use a sales rep, product developer, anyone really who has really good knowledge of the brand and products, and is comfortable doing a stream. Something that I think makes it slightly easier is that there will be a chat function there, so you do feel you’re speaking to people, rather than just at a screen hoping someone is watching.Your streams should ideally drive sales, engage the community, create content for you, and provide education to your audience.27:52 - 42:40 - Big Mistakes to Avoid - Getting a celebrity or influencer to do the stream. It sounds fun, it sounds like it’ll draw the audience in, but then they won’t be able to engage them so well. You need to at least pair them with someone from the brand. Another mistakes is not committing to it properly. Once a month wont get you anywhere. You need to do at least once per week for 6 months to build the program, develop and optimise it. You need to learn what your audience likes, what themes work, what content they want.42:41 - 50:55 - How to Constantly Improve? - Having a feedback loop is essential, both from your team and your audience. Make your own notes, you’ll know a few things happened that you liked or didnt like. Consider getting a coach to help you with your style, the way you present, and of course, keep ontop of the sector. Make sure you know what consumers want, how they want to engage, and the types of content that are working.51:08 - Who Would Sarah Like to Take For Lunch in the D2C Marketing World?Some of the producers and programmers at QVC, whats their secret sauce?51:58 - Sarah’s Must-Have Tools:* A simple LED light works better than a ring light for her * A tripod for your camera * Potentially broadcast software if you’re using a DSLR *
If you’d like to hear more from Sarah, you can connect with her on LinkedIn or head over to https://sarahwilliams.tv/
01:04 - 02:02 - Biggest Opportunities for D2C Growth - Neil actually posted about this on LinkedIn and the answer that came back was retention, doubling down on retention. Community, customer service, and conversion rate optimisation are all high on peoples agendas right now to get customers through the door, and then keep them retained. 02:37 - 10:17 - What Does Good Customer Service Look Like? - Good customer service can be measured using several metrics. First response time, resolution time, how many tickets are automated, how many channels are integrated, and revenue generated. Only about 3% of brands meet all the criteria for top customer service, and some of thi is quite challenging to do, they’re not easy setups. The majority of brands sit around level 2 of 5 though, so theres huge room for improvement, and quite a lot of that can be driven by automation.The average response time for a lot of brands is 12 hours, with a resolution time of 17. Thats a ridiculously long time these given the ease of access to competitors. If you can’t answer my question pre-purchase, im just going to go buy elsewhere.10:26 - 11:22 - Multi-Channel Customer Service - Gorgias integrates with a lot these days. Email, phone, SMS, live chat, Facebook posts, Facebook messenger, instagram posts, DMs, and soon Whatsapp. It might sound a bit overwhelming, but you can automate alot of initial responses, and really, you need to be where the customer is. These are all important channels, and lots of people prefer to contact a brand through those channels because thats where they hang out. If someone checks Instagram 20 times a day they’re more likely to see your response than in the email inbox they check once.12:59 - 33:24 - How to Monetise Customer Service - Revenue comes into play when you get a lot of pre-purchase inquiries. Now arguably, these questions should be dealt with on-site, but there’s always going to be some information missing, or someone has a specific use case for your product in mind so they want to check if it will work for them. In these cases, if you can answer quickly and effectively, this has a high chance of then leading to a conversion. That conversion can then be partially attributed to customer service, showing you the value of responding quickly. In Neils example, a company improved their revenue generated through customer service by over 80% because they got theright systems in place. In Gorgias, roughly one third of tickets are pre-purchase. So if that applies to every business, there’s a huge amount of opportunity to be converting customers. 24:17 - 27:54 - How Does Good Customer Service Contribute to Retention - If one third of inquiries are pre-purchase, that means the other two thirds are post purchase. So these are customers who have questions they need help with, after they have made a purchase. This is where retention comes in. You still need to answer these questions quickly and efficiently. Simply being fast in your responses is enough to impact retention, particularly when its subscription based. Customers don’t want to wait around, because they’ll end up cancelling their subscription because they don’t want to risk it re-newing before they have an answer.38:45 - 41:57 - Missed Opportunities with Customer Service - Two main things, be fast, and be on social media. Being fast on that first response will make a huge improvement because it lets customers know youre reacting to the inquiry. Being on social media is important because a lot of brands arent. Responding to DMs is great, but if youre also responding to comments on posts, not only does it help with the post itself, but everyone else can see you answering questions and being active in the community. The benefit of a platform like Gorgias is you can do it from the platform, you dont have to be logging in to every separate social channel.45:56 - 46:37 - How to Keep Improving Customer Service - Use the best tech available, and use the data available. Leveraging tech will make your life so much easier, while that data can be used to improve multiple other areas of the business.47:21 - Who Would Neil Like to Take For Lunch in the D2C Marketing World?Neil Patel and Gary Vaynerchuck50:09 - Neil’s Must-Have Ecommerce Tools:* Klaviyo * Shopify * Gorgias * Periscope
If you’d like to hear more from Neil, you can connect with him on LinkedIn or head over to https://www.gorgias.com/
Key highlights:01:02 - 11:41 - How Did ManMade Come About? - They all had that entrepreneurial itch, wanted to do something themselves and wanted it to be ecommerce. They got together in a cabin in Canada for a few days and just brainstormed different product ideas. Eventually underwear came about because everyone was unhappy with their underwear. None of them put any thought into underwear, normally its just something that gets picked off the shelf, so they saw an opportunity to make something that was really tailored to mens requirements, not simply just a ‘comfier fit’.They were determined not to white label the product. They had to find the right material, the right suppliers to work with. They wanted to do this properly, and build something quality, rather than quickly.12:11 - 16:33 - How Do They Make the Team Dynamic Work? - They’ve known each other for years now, the youngest relationship is about 16-17 years so its a while. They’re a close bunch, over time friend groups shink and you stay close to a smaller group, this is that smaller group. They’re all kinda similar in personality, they all have similar drive and responsibility. To top it off, they all have complementary skills. They have a logistics person, marketing, tech, that they all individually focus on, but of course support each other. 17:50 - 37:20 - Why They Build Their Own SMS Tool - They wanted something that would allow customers to order products whenever they wanted. It’s called the ManMade Concierge Tech Service. Customers can text in and place their order just with a few SMS messages, confirming the order, payment details and delivery. Once a customer has their account and has made that first purchase, they can opt-in to this service allowing ManMade to place future orders for them. Think of a subscription setup in terms of how payment etc is all there, but on-demand rather than at set periods.43:53 - 46:56 - What’s ManMade’s Biggest Challenge Right Now? - Logistics around manufacturing and costs is a problem and might also be. They work with a manufacturer overseas so sometimes they’re up until 1am because they need to have a call with the manufacturer to iron out some details. Order stock is a challenge because they need to invest enough to be able to avoid any potential delays further down the line, but not so much that it just bankrupts the company and puts a hold on advertising and acquisition.59:03 - 01:03:44 - How Do They Continue to Improve? - The founders meet twice a week to go over whats happening and keep everything updated. They look back at their KPIs, whether they’ve been profitable etc. They go over responsibilities, work with VAs who support them, and generally constantly keep an eye on the workings of the business to make sure everything is OK. He’ll also speak to customers all the time. Sometimes for 1 or 2 days just calling customers, asking for feedback.01:03:56 - Who Would Anthony Like to Take For Lunch in the D2C Marketing World?Gary Vaynerchuk, he’s the Lebron of entrepreneurship.01:06:35 - Anthony’s Must-Have Ecommerce Tools:* Google Analytics * Klavijo * Organic social generally
If you’d like to hear more from Anthony, you can connect with him on LinkedIn or head over to https://manmadebrand.com/
In episode 116 I had a chat with Pete Durant, the Head of Marketing at BAM, a bamboo clothing company. BAM places a big focus on sustainability, and is a climate positive brand. With brand values becoming more and more important to customers, how do you ensure you get these messages across, without overwhelming the key messages about your actual products?People do care, but they still want a product that does the job its being bought for.The key is to weave your messaging into the product page and the customer experience. Your sustainability messaging might draw them in to your website, but the product still has to sell itself. Thats always going to be the primary concern for a customer.Pete is the Head of Marketing at BAM, you can find him on LinkedIn or check out https://bambooclothing.co.uk/Key highlights:16:18 - 21:29 - Biggest Opportunities for D2C Growth - They’ve been a pioneer of natural activewear since 2006, so they’ve been doing this a long time now. Its not a VC backed company, its private. They’re a very mission led company, and this comes across in most of what they do. The founder is very passionate about creating the best activewear for performance, that is also positive for the environment.A particular big impact on growth has come from product innovation. They continue to develop new products, for different times of the year, they’ve developed circular products which are designed to be sent back and recycled, and this all really contributes not only to having amazing products, but also their mission and brand values.22:02 - 41:35 - Balancing Brand Values with Product Benefits - The key thing, the really important thing to be aware of, is that customers still need a product that will do the job for them. At the end of the day, they want to buy the activewear because its a great product and they’re going to love it, the sustainability is a secondary benefit. It might be really important to them, but if the product sucks, it doesnt matter how sustainable you are.You’ve got to go back to the basics of storytelling. Weave your message into the website, the product pages. Make sure people are aware of your values quickly, but that it doesnt overpower the product messaging. Once you’ve then won their attention, thats when you can move on to talk more about your brand values.Treat is like a movie or a tv show. You release a trailer, maybe some other teaser footage to get peoples interest up, and then they’ll start to search for more info themselves (or scroll down to find it).42:04 - 51:49 - What Does Sustainability Really Mean? - There is now a Green Claims Code introduced to try to eradicate greenwashing. Basically, you have to be able to back up your claims. If someone complains about your advertising or claims you make on a product, you have to be able to provide the proof and evidence to back it up. BAM works with Green Story, who are an independent company who measure their impact, but there’s no governing body for it right now. Transparency is really important. Your sustainability claims arent going to go down well if people realise its a fraction of your business, and you’re actually heavily involved in some pretty bad stuff.52:09 - 57:47 - Top Tips For Approaching Sustainability - Appreciate what you’re getting into. It requires proper commitment, investment and innovation. Focus on your why, and make that your truth, and stick with it. Make a promise, and make this a key part of your marketing messaging and your general business strategy. Finally, don’t shame people about their decisions. That approach doesnt really work as it pushes people away, but it just comes across quite hostile and aggressive. Instead focus on educating, and helping others.57:12 - Who Would Pete Like to Take For Lunch in the D2C Marketing World?Bob Mortimer as train guy, bit of a random choice but if you know Bob Mortimer you’ll know why.Otherwise, just anyone in the sustainable or plant based world who is doing something cool.1:00:36 - Pete’s Must-Have Ecommerce Tools:* Outlook and office365, Powerpoint etc * Teams for communication remotely * Anything audience data and analytics
If you’d like to hear more from Pete, you can connect with him on LinkedIn or head over to https://bambooclothing.co.uk/.
In episode 115 of the Customers Who Click podcast I spoke with Jon MacDonald, Founder of thegood, a CRO agency in the States. They’ve been optimising sites for over 13 years now, helping brands grow not just through conversion rate optimisation, but also by improving average order values and lifetime value.Our mission is to remove all the bad experiences, so only the good remain.If you really focus on the customer experience, the customer journey, and what their goals are, thats only going to work in your favour. Too many brands try to put pressure on customers to complete a purchase through FOMO or scarcity, or just run promotions. When actually, going back to basics, understanding customers and communicating to them properly is whats needed.Jon is the Founder & CEO of thegood. You can connect with him on LinkedIn or head over to https://thegood.com/.Key highlights:01:05 - 05:55 - Biggest Opportunities for D2C Growth - Getting back to basics is going to be crucial for businesses in 2022/23. Loads of smaller new brands jumped onto the explosive growth we saw in lockdown, while some larger brands suddenly and finally recognised the need to focus on ecom. But for both types of companies, the important thing is to take a step back, really understand your customers, and what they want from your website. Otherwise your website is just going to turn out like thousands of others - basically an online catalogue.There are 2 reasons a customer visits your website - to learn about your products and business, and to buy from it. Both of these need to be quick and easy for the customer to achieve.06:23 - 12:30 - Why is CRO misunderstood as a discipline? - There is this misunderstanding that CRO is just about making the odd tweak or fix here and there on a website, and that a lot of optimisation is tactical, it’s best practise led, and anyone can do it.But this couldnt be further from the truth. Real CRO requires a multidisciplinary approach. There’s no school you can learn all the skills you need for CRO because it requires so manyYou need an analyst, strategist, designer, developer, researcher and there are several specific skills required for each of these. It’s an entire marketing speciality in itself, its not something you just tag on to other services and expect good results from.14:03 - 19:00 - Best Practise Problems - The problem with misunderstanding CRO is that people tend to look at best practises and try to apply them everywhere. Forms are a great example. Best practise is that forms should be as short as possible to maximise conversion. But for some purchases, a larger number of forms is important for 2 reasons. Firstly it helps identify that particular customers journey and their needs, and secondly, it gives the feeling a brand really is an expert in what they do. Which doctor would you trust, the one that asked you 20 questions about your symptoms and lifestyle then wrote a pescription, or the one that just asked what youre looking for today and wrote a prescription while you answered?19:06 - 25:25 - How Discounting Ruins Your Brand Value - Discounting immediately tells customers your products arent worth what you say they are. The best way to optimise is to improve the customer experience, which will improve conversions, but what most brands do is target how to improve conversions, which then leads to bad and even black hat tactics that are more designed to manipulate customers to convert rather than showing them true value.Instead of removing value from the product with a discount, why not focus on adding value first. (The main reason most brands dont is because it is harder).Theres nothing wrong with certain types of discounts, sometimes it does help to make people comfortable making a first purchase. But other promotions can be used as well, bundles, free gifts etc.25:51 - 32:28 - What Other Benefits Are There to CRO? - There are the micro metrics you can target such as Cart Abandonment, Add to Cart, View Product etc, these are all metrics that you can think about improving, which will ultimately improve conversion rate as well. Its really important to look at your existing funnel and identify where the problems are in the first place. If you have a problem with people viewing products, you need to look at both your website and your advertising to improve this. If you’re sending all your traffic to the homepage, then of course a lot of it will never see a product page.Average order value, repeat purchase rate, lifetime value, and returns are all other metrics that CRO can be impacting on (positively and negatively).32:30 - 35:26 - How to Kill a CRO Program - Some of the most frustrating things that can happen when running a CRO program include not listening to the expert. We’ve both seen it happen where a client turns down an idea because ‘no one in the industry does that’. The other big one is just copying. Copying from competitors, copying from other brands in your company. Just ignore whats happening elsewhere and focus on where you’re going. You don’t know if something is working for a competitor, you don’t know if they even tested it and know for themselves.35:35 - 49:20 - Other CRO Mistakes - There 2 big ones already mentioned are discounting too much, and copying others. The other big one is not talking to your customers. They will literally just tell you what needs to be done to make your website amazing. Brands and the marketers within them get way too close to their websites, so its really important to take a step back, and get some feedback from the people who actually use them.49:33 - Who Would Jon Like to Take For Lunch in the D2C Marketing World?Chris Meade from Crossnet, hes very open, shares everything they work on, the numbers etc51:39 - Jon’s Must-Have Ecommerce Tools:* Microsoft Clarity * Google Optimize * Userinput.io
If you’d like to hear more from Jon, you can connect with him on LinkedIn or head over to https://thegood.com/
Key highlights:01:05 - 02:25 - Biggest Opportunities for D2C Growth - Real time customer experiences, and how you present yourself as a brand are two of the biggest for sure. There’s nothing more frustrating than finding the perfect product on a website then discovering its out of stock, especially if you only find out after you purchase it (yes this still happens).Being able to update shopping feeds externally and internally, automatically, is crucial to a good customer experience. But it also creates efficiencies for your brand. If you have perishable products about to go out of stock, instead of manually updating your clearance page, get automation to do it for you.At the same time you can update your website with various messaging, automatically, about shipping times or delays, products that are looking like going out of stock, and a variety of other opportunities.22:29 - 25:30 - Access to Data - Not every brand has a team of data scientists behind them, so a key thing with automation is do you have the data to do it? Can you get the data linked up. Because if you can’t you’re going to be limited in what you can do. But automation can also just apply to reporting, can you get a daily ecom report sent to you with key metrics, so you dont have to worry about logging in and looking over things yourself.In a previous role we had alerts set up to go to managers if certain KPIs spiked, whether it was a good or bad spike. This allowed us to react quickly, and not rely on someone looking into a dashboard first.33:14 - 22:08 - What Mistakes Do Brands Make With Automation? - Not testing enough is a huge mistake. You should always be running tests not only to improve current automations, but also to see if there are new opportunities being missed. Having too many tools can also be an issue. It’s really important that you have 1 clear view on your automation setup to avoid clashes and multiple messages hitting customers from various tools all at the same time.Don’t be siloed. Silos are so damaging, because theres absolutely so much crossover between what teams and tools do, but if they’re siloed it doesnt mean theres no interaction, it means there’s uncoordinated interaction.42:52 - Who Would Kaus Like to Take For Lunch in the D2C Marketing World?Julie Channing, ex head of global marketing at Allbirds. She really nailed the science of linking sustainability in with marketing, which is really tough to do.58:15 - Kaus’s Must-Have Ecommerce Tools:* Grammarly * GA * Amplitute * Mailchimp * Typeform
If you’d like to hear more from Kaus , you can connect with her on LinkedIn or head over to https://getmason.io/
https://www.linkedin.com/in/blakeimperl/
https://www.attentivemobile.com/
In episode 113 of the Customers Who Click podcast I sat down with Blake Imperl, the Head of Partner Community at Attentive, to discuss SMS, and how it will contribute to ecommerce growth over the coming years. Attentive is an SMS platform allowing for both highly personalised messaging and conversational SMS.SMS, at its core, is a relationship building channelThere’s more to SMS than just a revenue channel, and infact if you treat it as one, you’ll see your list disappear quicker than a Man Utd title challenge.Blake is the Head of Partner Community at Attentive, you can find him on LinkedIn or head over to the Attentive website.Key highlights:02:53 - 10:35 - Biggest Opportunities for D2C Growth - SMS has really developed and matured as a channel in the last couple of years. It got a bit of a stigma as a promotional, spammy channel, and actually what customers want from it is 2 way communication. They want to use it as a way of having a relationship with a brand. SMS can and does drive a lot of revenue as well, but when used properly to enrich the customer experience, rather than spam it.It’s the perfect channel to deliver important messages to customers. Whether those are transactional related to an order such as order confirmation, shipping updates, or giving customers ways to actually order products.10:51 - 38:08 - Top Tips & Best Practise for SMS - Invest in conversational commerce, this can require a team particularly for a concierge style service but it is so powerful and is going to get even better, particularly if you enrich your data. If you don’t want to go down the team route, then you can build out personalised, targeted automation flows that answer common questions. Attentive are finding that customers who engage with conversational SMS spend about 31% more on average.Allow customers to continue the conversation in their own time. One of the problems with live chat is that its difficult on phone because you have to keep that screen open, and even on a laptop, its very easy to lose yourself in some work while youre waiting for an agent, and when you come back they’ve already ditched you.SMS allows people to respond when they want to, quite similar to email support, but crucially, the customer is likely to receive their response quicker. 38:26 - 44:53 - What Results are Brands Seeing? - On average, Attentive sees a 42% response rate from the first SMS message. Thats insane really, you’re lucky to get 42% open rate on an email, let alone actual responses! As mentioned before, brands are seeing about a 31% uplift in spend, and then there are the unattributable benefits. The relationships you build, the word of mouth you generate by giving people great experiences. 45:53 - Who Would Blake Like to Take For Lunch in the D2C Marketing World?John Ivanco, he pokes holes in everything, and thinks really differently about the ecommerce space and the customer journey. 58:15 - Blake’s Must-Have Ecommerce Tools:* Pen & paper for notes and to do lists etc * Asana * Google suite
A roundtable would be amazing with Ben Jabbawy from Privy, Adam Kitchen, Jeremy Horowitz, myself, and hosted by the guys at Future Commerce.If you’d like to hear more from Blake, you can connect with him on LinkedIn or head over tohttps://www.attentivemobile.com/.
In episode 112 of the Customers Who Click podcast I spoke with Axel Folz, Head of Growth at Lalo, a baby and toddler brand in he US, about how they’ve been scaling the business recently, particularly with issues around the new iOS updates, and low frequency of purchase (once you have a highchair, you don’t need another one).It’s a matter of being strategic with where we’re spending our dollars, and understanding which channels are actually going to drive growth.Making sure a channel works organically for you is not only a great way to understand that channel, but also to ensure that you’re not solely reliant upon paid acquisition. All marketing costs money of course, but there are definitely advantages in enhancing a channel with paid, rather than being solely focused on paid.Axel is the Head of Growth at https://meetlalo.com/ and you can find him on LinkedIn.Key highlights:02:08 - 11:14 - Biggest Opportunities for D2C Growth - Lalo got funded around May 2021 and wanted to scale quickly. But Axel insisted on a strategic approach, ensuring that they fully understand channels and the opportunities available to them, rather than just hitting the button and spending.So scaling paid media effectively has been huge for them, but they’ve also been making more of a focus on retention, and providing new products, and replenishable products to help build on customer lifetime values.Understanding channels is particularly important for Lalo because their products are not impulse purchases. New parents take their time researching what they need, and what is going to be the best product for them. This obviously has an effect on paid channels such as Facebook, and you can’t always just be looking at direct conversion CPAs.12:23 - 16:30 - What Big Challenges Has Lalo Faced? - Forecasting, and inparticular trying to figure out when they’ll fit that inflection point where organic and word of mouth are taking over from paid as their primary channels. They do a huge amount of market research to understand how customers found out about them, what their general industry understanding is, and use that to help forecast media spend.16:41 - 31:25 - The Key Focuses for Growth at Lalo - Reducing friction, and improving conversion rates is a big focus for them right now. They’re focused on driving more and more traffic to the website and building their CRM list, but improving conversion rates is going to have a huge long term impact on them. How do they mirror the in-store experience online as much as possible, how do they get customers to reach that Magical Moment?Customer experience actually sits within marketing at Lalo which is quite unique, and now they provide super quick responses and a great experience to customers via direct messaging and conversational SMS.32:04 - 39:49 - Scaling Media Spend Efficiently - Shifting to Shopify 2.0 allows a lot more flexibility on-site, and is allowing them to build templated sections for landing pages so they can scale them quickly. They don’t have to build each page from scratch. This means they can much more easily test messaging, but also make sure the right type of messaging is in front of people when they land on the website.They’ve also started using a platform called Black Crow, which ranks customers based on data points such as pageviews, products purchased etc and allows them to identify good and bad audiences.40:01 - Who Would Axel Like to Take For Lunch in the D2C Marketing World?Former VP of growth at Uber, now at Baker, he basically invented the term virality. He taught a class at Stamford and every student went and created a viral product.Also Brandon Chu, he’s a VP of Product and puts really great content out on Twitter.41:29 - Axel’s Must-Have Ecommerce Tools:* Google Tag Manager * Inquire Labs for post purchase feedback * *
If you’d like to hear more from Axel, you can connect with him on LinkedIn or drop him an email to axel@meetlalo.com.
In episode 111 of the Customers Who Click podcast I’m joined by Grant Deken, the CEO of Unstack, and we’re going to be discussing landing pages in the ecommerce space, and how they can produce better ROI for your acquisition efforts.How do you put all that data into action to get better results for the marketing that you're already doing?Companies put so much time and effort into tweaking ad copy, creative, audiences to try to get that perfect mix, but then dump them all back onto the same generic homepage or product pages. Landing pages have always been key for B2B, but there’s no reason why they can’t be for B2C as well.Grant is the Co-Founder & CEO of Unstack, a Shopify landing page platform designed to create tailored experiences for your customers and drive better marketing ROI. You can connect with him on LinkedIn or head over to https://www.unstack.com/Key highlights:01:49 - 07:40 - Biggest Opportunities for D2C Growth - There’s a huge amount of data available out there, so the big opportunity now is how do you actually make use of it? How do you use that data to create better experiences for your customers? The missed opportunity is that all this paid traffic is landing in exactly the same space, with the same generic message that isnt tailored to anyone. If you know UTM parameters, the ad creative, messaging, location etc, you can use this data to personalise the experience the visitor gets when they arrive on your website, significantly increasing the chance they’ll go on to convert.09:51 - 25:03 - How Do Landing Pages Work for Ecom Brands? - If you’ve got hundreds of products it can seem overwhelming to try to create these bespoke experiences. The best place to start is simply to focus on your best sellers. Pick the top 20% of products that are earning you 80% of your revenue, and make these even better. You can also apply this to other pages though, like the product listing pages. Can you tailor the experience there so you’re giving customers a better experience for a bunch of products rather than just 1.This does’t have to be an epic project overhauling the entire site. Pick some key points to start at and work from there.25:17 - 42:51 - Mistakes to Avoid With Landing Pages - Recreating what you already have, just to be a bit more flexible is a waste of time. You’ve got the opportunity here to be more creative, think outside the box. Make sure you keep testing, keep running experiments. That’s part of the point of what you’re doing, so keep attacking it. And finally, think about all the other areas that could benefit from this data, and benefit from this personalisation. Email flows are a great place to start.46:07 - Who Would Grant Like to Take For Lunch in the D2C Marketing World?Joel who runs marketing at Crossnet47:31 - Grant’s Must-Have Ecommerce Tools:* Data studio * Google sheets
If you’d like to hear more from Grant, you can connect with him on LinkedIn or head over to https://www.unstack.com/.
In episode 110 of the Customers Who Click podcast I spoke with Ramon Van Meer, the owner of Alpha Paw, a pet company who specialised in dog ramps, but now offer a variety of pet based products. In this episode we’ll be talking through Ramon’s background, how he came to identify and purchase Alpha Paw, and how hes turned it into a multi million dollar business in such a short space of time.
If I had to built that from scratch, it would have taken me 12 months to get it to the same level as when I bought it.
The key thing really is to focus on what you’re good at. If you’re not good at getting a business started, buy one that has a decent base, and then put your skills to use growing it.
Ramon is the Founder of Alpha Paw, a brand selling vet recommended pet products. You can connect with him on LinkedIn or head over to https://www.alphapaw.com/
In episode 109 of the Customers Who Click podcast I spoke with Evan Padgett, the Chief Operating Officer at Stealth Venture Labs about how brands can launch their own subscription services.
The shift to online has lead to a really friendly atmosphere for subscriptions.
Subscriptions can be really powerful for a business, a great source of recurring revenue, but its also easy to get it wrong and have it cost you a lot of money. Evan joined me to explain how brands can get it right.
Evan is the Chief Operating Officer at Stealth Venture Labs, a performance marketing agency in the US. You can connect with him on LinkedIn or head over to https://www.stealthventurelabs.com/
In episode 108 of the Customers Who Click podcast I spoke with Bant Breen, the founder of Qnary who provide reputation management and talent branding solutions. In this episode we explored why building personal reputation is so important, and can really drive trust in a ecommerce brand.
Leveraging that human voice is critical to building trust in a business.
Some of the most powerful campaigns I’ve run for my clients have involved personal style communications. Ones that come from an employee and are written as if they are from a person. Consumers want to engage with brands that they feel are run by real people, and this is why building personal reputation is so important.
If you’d like to connect with Bant you can find him on LinkedIn or head over to https://www.qnary.com/.
In episode 107 of the Customers Who Click podcast I was joined by Dominick Keenan from ClickBank, one of the biggest affiliate platforms in the world. We’re going to be talking through what makes a good affiliate program, what mistakes brands make, and also what brands need to be aware of & cautious of when dealing with affiliates.
While it is a performance channel, affiliate marketing isn’t just a platform channel, its a relationship channel. You absolutely need to be building relationships with affiliates that you actually want to work with, and will perform for you, you can’t just signup anyone and let them do their thing.
Dominick is the VP of Sales & Account Management at ClickBank, an affiliate marketplace for entrepreneurs and ecommerce companies. You can connect with him on Linkedin or head over to https://www.clickbank.com/
In episode 106 of the Customers Who Click podcast I spoke with Ryan Rouse, the Chief Digital Officer at HighKey, who produces sugar-free versions of all your favourite snacks. In this episode, we delve into the Omnichannel vs D2C debate and Ryan explains the pros and cons of each, and how to approach each channel individually.
‘Solving a very real problem in the market, it sounds obvious, but it’s one of the core fundamentals.’
Ryan is the Chief Digital Officer of HighKey, producing sugar free snacks. Ryans had an amazing career including a meal kit business that he sold to HelloFresh. You can connect with him on LinkedIn or head over to https://highkey.com/
In episode 105 of the Customers Who Click podcast I spoke with Frederick Vallaeys, the CEO of Optmyzr about how you can get ahead of the competition in the PPC space, despite everyone having access to the same tools, the same ability to set up campaigns.
The human element will help you stand out and beat the competition.
It’s all about the human element, and this is where being a real marketer is worth its weight in gold. There are so many platform experts out there, or less experienced business owners who just set their campaigns up and let Google do its thing.
But real marketers who understand customer behaviour have a huge advantage.
Frederick is the CEO of Optmyz, a SaaS tool allowing for smarter automation in pay-per-click search. Prior to that Frederick spent almost 10 years at Google , half as their Adwords Evangelist. You can connect with him on LinkedIn or head over to https://www.optmyzr.com/.
In episode 104 of the Customers Who Click podcast I spoke with Navin Jain from Klaviyo about the impact SMS is having in the eCommerce world, and how brands can integrate it into their marketing automation strategy.
SMS is a very intrusive channel. You have to get it right to avoid unsubscribes and annoying your customers.
Talking to customers like you know them is so important these days, with the vast majority of customers stating they want brands to care, and they want to be spoken to directly, not as if they are 1 in a million other customers.
Jeremy is on the Customer Growth team at Klaviyo, a CRO agency specialising in turning data into business intelligence. Jeremy has been running CRO programs for over 14 years. You can connect with him on LinkedIn or head over to https://www.klaviyo.com/.
In episode 103 of the Customers Who Click podcast with Aaron Zagha, the Chief Marketing Officer at Newton Baby, we'll be exploring how Newton Baby has shifted their focus away from Average Order Value and towards Customer Lifetime Value.
“We are currently running, or have tested pretty much every ecommerce channel there is”
With both a pretty niche audience, and incredibly low purchase frequency products, it’s of course important that Newton Baby test and test and test to make sure that not only are they getting in front of as much of that audience as possible, but that it’s also converting and performing.
Aaron is the Chief Marketing Officer at Newton Baby, a consumer goods company selling various sleep related products for babies. You can connect with him on LinkedIn or head over to https://www.newtonbaby.com/.
In episode 102 of the Customers Who Click podcast I spoke with Amanda Holberg, the Director of Growth at Clare, a next generation paint brand that’s completely re-imagined the paint shopping experience for today’s consumer.
In this episode we’ll be talking through how Clare has managed to thrive in a market which has traditionally been driven by retail.
“We’ve pioneered an easier, faster, more inspiring way to shop for paint, and our mission is to help people everywhere create beautiful spaces”
At Clare, they know that the customer has a tough, and very important decision to make, as painting your home isn’t something you do every month. So they place a huge emphasis on education, and the sampling experience to ensure that customers are fully prepared for what they’re getting in to.
Amanda is the Director of Growth at Clare, disrupting the home decorating industry. Amanda has spent years building sustainable growth strategies for brands spanning D2C, eCommerce, Consumer Electronics, Subscription, and education. You can connect with her on Linkedin, or check out the Clare website.
In episode 101 of the Customers Who Click podcast I spoke with Alex McEachern, Director of Marketing at Repeat. In this episode we’re going to be talking about why retention marketing is so important, but also why there is so much more to it than just email marketing.
It’s getting tougher and more expensive every week to acquire new customers at the moment, so its absolutely vital that brands are putting in the time and effort into the retention side of the business.
But its not as simple as just setting up a few automations and then blasting out a campaign every week, there’s so much more to retention, and definitely more than 1 ‘retention marketer’ can do.
Alex is the Director of Marketing at Repeat. A SaaS platform that enables brands to turn one time buyers into repeat customers. You can connect with him on LinkedIn or head over to https://www.getrepeat.io/.
In episode 100 of the Customers Who Click podcast with Jeremy Epperson, the Chief Growth Officer at ConversionAdvocates, we'll be exploring how brands can get going with Conversion Rate Optimisation,
Jeremy is a leader in the Conversion Rate Optimisation space with over 14 years experience helping startups kick off their CRO programs You can connect with him on LinkedIn.
In episode 99 of the Customers Who Click podcast with Ian Young, VP of Growth at Parachute Home, we’ll be exploring how brands can move away from aggressive discount messaging.
Ian is the VP of Growth at Parachute Home, a DTC brand selling premium quality home essentials. Ian’s had some great experience in a few different industries, including the Flash Sales industry, with B2B and B2C experience as well as experience growing two-sided marketplaces. You can connect with him on LinkedIn, or head over to https://www.parachutehome.com/.
In episode 98 of the Customers Who Click podcast, Dan Shunn, the Head of CRM at Air Up, joins me to talk to us about how Air Up has grown over the last year, and how Word of Mouth has become such a huge part of their acquisition mix, as well as providing us with some insight into how he runs his CRM program there.
Dan is the Head of CRM at Air Up, developers of the revolutionary air up® drinking system that flavours water by scent alone. He’s an experienced CRM specialist with a history working in the food, FMCG, sport and telecoms industries.
In episode 95 of the Customers Who Click podcast, Joe Anhalt, VP of Marketing at Koio, joins me to talk about how they’ve diversified their marketing channels away from Facebook and paid social, how email and SMS fit into their marketing mix for both acquisition and retention, and how they stand out and really show the value of their products.
Joe is the VP of Marketing at Koio, a DTC brand selling handcrafted Italian leather sneakers. Before getting involved in direct-to-consumer marketing, Joe started as a copywriter, which quickly morphed into learning email and content marketing, social media, etc. During his journey, he’s worked with companies like Kool-Aid, Spot Hero, and Interior Define before finally settling at Koio. You can connect with him on Twitter, LinkedIn, or head over to https://www.koio.co/.
In episode 96 of the Customers Who Click podcast, I had a fantastic chat with Stephanie Bregman about how Manly Bands overcame attribution and other data issues caused by the recent iOS changes, how licensed partnerships have been a powerful contributor to growth, and how they keep on top of new technologies and emerging customer experiences.
Stephanie is the CMO of Manly Bands, an ecommerce business selling unique wedding bands for men. Stephanie has been involved in retail marketing for 20 years and started off as a marketing consultant for MB. You can connect with her on LinkedIn, Twitter or head over to https://manlybands.com/.
In episode 95 of the Customers Who Click podcast, I had a great chat with Ross Davies about how to design high-converting hero product pages.
Ross is the Managing Director of Strafe Creative, a design agency specialising in conversion-led design. He has years of experience in progressive Program/Project Management experience in Web Design, Graphic Design, Print Design, 3D Games Design, Product Development, & Information Technology and has helped Strafe Creative become one of the fastest-growing digital design agencies in Nottingham. You can connect with him on LinkedIn, Twitter or head over to https://www.strafecreative.co.uk/.
In episode 94 of the Customers Who Click podcast, I had a fantastic chat with Jeremy Horowitz about how SMS and Instant Messaging is the must-have channel for 2022.
Jeremy is the Director of Marketing at Daasity and host of the Messenger Mastermind Podcast. He’s also an early-stage investor for startup ecommerce brands and SaaS apps. Jeremy has been involved with SM marketing since 2017 when he first started experimenting with it. Today, for some of his clients, SMS revenue surpasses their email revenue. You can connect with him on LinkedIn, Twitter or head over to https://www.daasity.com/.
In episode 93 of the Customers Who Click podcast, I had a fantastic chat with Asad Hamir about how DTC brands can use content marketing to grow.
Asad is the Co-Founder of Nolii, a lifestyle-led tech accessories ecommerce brand. He has been involved in the telecoms and tech industry for 12 years but surprisingly, he comes from a medical background. Specifically, optometry. You can connect with him on Twitter, LinkedIn or head over to https://nolii.com/
“The number one driver of growth is always sales. And the number one way of getting more sales is to drive the customer behaviours that equate to sales.”
In episode 92 of the Customers Who Click podcast, I had a great chat with Howard Tiersky about how ecommerce businesses need to adapt and innovate to provide more value for the customer and grow.
Who doesn’t remember Blockbusters? It’s all that we have left today - a memory, because as we know Blockbusters failed to take advantage of the digital transformation and… Well. You know who rules the streaming world today cough Netflix cough .
Blockbusters, and many other long-established businesses ceased to exist in the recent years for one simple reason: they failed to serve their customers’ needs. The good news is, these are extreme examples, but I also know that many of today’s DTC brands struggle to provide more value for their customers and as a result, watch them leave one by one in favour of competitors who offer better customer experience.
How can you change that? If you feel like you’re forever a step behind your competitors, and can’t seem to really understand what drives your customers, this episode is for you.
Howard is a speaker, author and digital marketing consultant who helps the world's largest brands navigate digital transformation — to re-invent their customer journeys to earn the love of today's "Digital Customers." In the 20 years of his professional career, Howard has worked with many Fortune 1000 companies, including General Motors, General Electric, NBC, Universal, Avis or Airbus. You can connect with him on LinkedIn, Twitter or head over to https://www.from.digital/.
In episode 91 of the Customers Who Click podcast, I had an enlightening conversation with Brett Lane, a Search Engine Optimization (SEO) Consultant. In this conversation, we talk about Google algorithms, how they've changed over the years, the direction they're heading in, and how to better optimize your website for search. We also talked about how you can use SEO to ensure the diversification of traffic to your website.
In episode 90 of the Customers Who Click podcast, I had an insightful conversation with Simon Clark, head of CRO at Evolved Search ― UK’s best large SEO agency. In this episode, we talk about improving conversion rates in businesses and how to tackle issues related to conversion.
In episode 89 of the Customers Who Click podcast, I had an amazing conversation with Paul Davis, Chief Commercial Officer (CCO) of ShoeSize.Me, which is an AI-based shoe sales assistant for the e-commerce market. In this conversation, we talk about the customer journey and the impact of providing customers with alternatives.
In episode 88 of the Customers Who Click podcast, I had a wonderful chat with Chris Manderino, Co-Founder and CEO of Lyfe Fuel, a plant-based company producing organic nutritional supplements for a healthy lifestyle. In this conversation, we talk about customer experience, how to adopt tech early to help with friction, and why communication with the customer is crucial.
In episode 87 of the Customers Who Click podcast, I had a fantastic interview with Drew Himel about how to supplement your email marketing strategy with SMS marketing, how to personalize your email marketing strategy, and how to make conversion rate optimization (CRO) efforts more profitable.
In episode 86 of the Customers Who Click podcast, Brad Smith, Founder of Codeless Interactive and CEO at Wordable, shares great actionable tips on how you can give your SEO a boost, suggests where unexplored opportunities may lie, and discusses key challenges brands are facing in this space.
In episode 85 of the Customers Who Click podcast, we talk to Laur Fiatoa, Director of CRM and DEI Committee Chair at Helix Sleep. Laur manages three different brands under the Helix Sleep umbrella: Helix Sleep, Allform by Helix, and Birch by Helix. She explains how this diversification has helped grow this fantastic and still quite young D2C brand grow fast!
In episode 84 of the Customers Who Click podcast, I talked to Srdjan (Serge) Popovic, CMO of Crossrope, about how their brand navigated the challenge of privacy-first advertising by capitalizing on their Facebook community & affiliate partners.
In episode 83 of the Customers Who Click podcast, I talked to Joe Valley of Quiet Light Brokerage about various ways to plan a wealthy exit from your online business and the mistakes to avoid along the path.
Joe Valley is a serial entrepreneur and currently a co-owner at Quiet Light Brokerage, a leading online-focused M&A advisory firm. He has also built, bought, or sold over half a dozen of his own companies.
In episode 82 of the Customers Who Click podcast, I talked to Doe Lashes founder Jason Wong about their growth tactics and unconventional platforms that they use for content marketing of their D2C products.
In episode 81 of the Customers Who Click podcast, I had a profound conversation with Christopher Hann, Customer Acquisition Manager at Virgin Pure. We talked about the importance of data and how it helps to find opportunities to maximize your conversion rate. We also talked about the challenges of a D2C brand and the advantages and impact of being associated with a major brand like Virgin.
In episode 80 of the Customers Who Click podcast, I had an invigorating chat with Andrew Lees, Founder of Stoke Ventures and Co-founder of Maholla Products, a company that creates the Grassracks brand. We talked about how to build trust with your customer, simple steps to differentiate your brand through better customer service, and how affiliate marketing and Pinterest can help boost your online sales.
In episode 79 of the Customers Who Click podcast, I had a fantastic chat with Eli Weiss, Director of Customer Experience at OLIPOP, a deliciously refreshing tonic with prebiotics, botanicals, and natural plant fiber for a healthy gut. In this talk, we go through examples and anecdotes - from OLIPOP and other brands - to help you upgrade your definition of customer experience.
In episode 78 of the Customers Who Click podcast, I had an invigorating chat about UGC (User Generated Content) with very talented Saunder Schroeder.
In episode 77 of the Customers Who Click podcast, I talked about various ways to use micro-influencer-generated content in your marketing strategy with David Morneau.
In episode 76 of the Customers Who Click podcast, I talked to Gen Furukawa of Prehook about the power of marketing quizzes, what kind of data we can collect from quizzes, how we can use them, and also what mistakes we must avoid when using customer quizzes to develop your audience segments.
In episode 75 of the Customers Who Click podcast, I sat down with Arlen Robinson to discuss what affiliate marketing is and how it relates to influencer marketing. We also talk about what mistakes hold brands back from their profits, and how brands & affiliates can survive a cookie-free world.
In episode 74 of the Customers Who Click podcast, I had an invigorating chat with Jeremy Gillespie about how to make YouTube ads work for your eCommerce brand and what are the pitfalls to avoid.
In episode 73 of the Customers Who Click podcast, I had a great chat with Daniel McGaw about building your marketing tech stack, how to use data to help your customers in the best possible way, and why pro-privacy laws may just be scraping the bottom of the data barrel.
In episode 72 of the Customers Who Click podcast, I interview Raúl Galera, Chief Advocate at ReferralCandy about referral marketing and how you can run a successful referral program.
In episode 71 of the Customers Who Click podcast, I had a great chat with Shaahin Cheyene about influence and how to convince people to buy from you online.
The language needed to influence someone at the end of the sales funnel, where the Amazon customer is ready to buy, is not the same as the language needed to influence someone to click onto the product page from Google.
In episode 70 of the Customers Who Click podcast, I had a fantastic chat with Katharine Biggs about shipping and post-purchase experience.
Post-purchase experience… is not something many DTC brands take seriously - or so it seems to me. As soon as the order confirmation is sent to the customer, many ecommerce stores go radio silent (out of 150 UK’s top retailers, an astonishing 87% cease communications right after checkout). No shipping updates. Boring unboxing experience.
In episode 69 of the Customers Who Click podcast, we dive into the dreaded world of the iOS update with Shane Austrie.
The iOS 14.5 update shook marketers and brands to the core. With Apple users now being asked whether they allow apps to track their data, many simply have been opting out because they can. And, because of all the bad press about data tracking.
Shane is the CTO of Silicon Valley Consulting, a company helping companies to utilize data to build revenue-generating tools and insights.
In episode 68 of the Customers Who Click podcast, I’m diving into email marketing deliverability and inbox placement with Adrian Savage.
Deliverability and inbox placement: two most important things you should be considering when it comes to tracking your email’s performance. Far too often I see companies just doing a basic email setup, and then blasting out emails on a regular basis hoping for a 1-2% conversion rate.
I’m joined by Tyler Sullivan to talk about email marketing that converts.
Tyler is the founder of BombTech Golf, an eCommerce store with over $20 million sold online since 2012 and eCom Growers, a certified Klaviyo email marketing agency. He calls himself an accidental entrepreneur, as his journey with BombTech Golf started when he became frustrated with poor quality golf club assembly. Tylor decided to cash in his 401k, started making his own ones and sold them by engaging with his Facebook follower
In episode 66 of the Customers Who Click podcast, I had a great chat with Chase Clymer about optimising DTC brands for growth.
Chase Clymer is the Co-founder of Electric Eye, an agency that increases sales for ecommerce brands. Chase is also the host of Honest Ecommerce, a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business.
In episode 65 of the Customers Who Click podcast, I had a great chat with George Barnett Reid about selling on Amazon.
I know people on both sides of the fence on this. Some insist that selling through Amazon just cannibalises your business and makes data collection really difficult, and others will argue that it’s an incredibly powerful way of acquiring new customers.
I see it as a fantastic opportunity to get more visibility for your own brand.
In episode 64 of the Customers Who Click podcast, I had fun chatting to Jon Ivanco about the need for collecting better data from customers.
So forget asking for just their name & email address - we’re talking data on exactly what the customer is looking for, and when they’re looking to buy it. Those are the two pieces of information you’ll need to map out their shopping journey so that you can deliver the right message to the right person at the right time.
In episode 63 of the Customers Who Click podcast, I had the pleasure of chatting to Corey Haines about swipe files.
If you don’t yet have a swipe file… You need to change it ASAP. If you see a decent landing page, you can save it for future reference. A great email campaign from your favourite brand? You guessed it - you can keep it for inspiration for later.
In episode 62 of the Customers Who Click podcast, I had a fantastic chat with Lisa Popovici about building customer relationships using SMS marketing.
SMS marketing is the customer relationship channel. Intimate, personal and highly efficient, it enables brands to scale their customer relationships, while driving revenue like no other channel. I know it can be seen as quite intrusive, almost pestering customers but when done well and adds value to the customer journey - it works well.
In episode 61 of the Customers Who Click podcast, I had a great chat with Joseph Wilkis about how to create engaging, and funny videos for your advertising campaigns.
I mean, who doesn’t like funny videos? I challenge you to go on YouTube and not watch at least one that popped up in your recommendations… But if you’ve been trying to create something for your ads, you know that going “viral” isn’t as simple as getting your dog dressed up as a pirate on camera.
In episode 60 of the Customers Who Click podcast, I had the pleasure of speaking to James Denker about unified commerce.
James is the Director of Partnerships at Imagination Media, a digital agency helping eCommerce brands transform their tech stack to increase sales, decrease expenses and streamline their entire business. For the last ten years, he’s been managing, delivering, and selling various IT solutions in the private sector.
In episode 59 of the Customers Who Click podcast, I had a fantastic time chatting to Dun Burcaw about subscriptions.
We’re seeing subscriptions pop up everywhere for everything these days, from everyday household items to self-care products, magazines, newspapers, music, video, sports; there isn’t much that can’t be covered by a subscription. People love the convenience. But subscription brands are having trouble with converting, engaging, and retaining those customers.
In episode 57 of the Customers Who Click podcast, I was joined by Robert Rand to talk about site speed.
Robert is the Director of Partnerships & Alliances at JetRails, a mission-critical eCommerce hosting service. Robert has over a decade of experience in helping merchants benefit from sound eCommerce and digital marketing strategies, assisting organizations of all types and sizes to grow and succeed via digital commerce.
In episode 56 of the Customers Who Click podcast, I had a great chat with Mike Rhodes about PPC and the Profit Curve.
PPC is not the same as it was 5 years ago; it’s one of those areas in digital marketing that just never stops evolving. One thing that has never changed, however, is people desperately trying to pay less and less for each lead.
In episode 55 of the Customers Who Click podcast, I had the pleasure of speaking to Joris Bryon about conversion rate optimisation.
Lots of brands focus on adding more and more traffic to the mix and focusing on the conversion rate of that traffic as a whole, but there’s so much more to it...including the value side.Joris is the Founder and CEO of Dexter, a digital marketing agency focusing on helping 7 & 8-figure eCom brands increase revenues and margins without spending more on advertising.
With data-related issues around the death of third-party cookies and iOS14 updates, many brands are scrambling for an alternative and are rediscovering first-party data and how to make the most out of it.
In episode 54 of the Customers Who Click podcast, I spoke with Jon Halley about the importance of first-party data. Jon is the European Executive Director of Wunderkind, a performance marketing agency delivering one-to-one messages at scale at a scale that’s not otherwise possible.
In episode 53 of the Customers Who Click podcast, I had a fantastic chat with Kenda Macdonald about buyer’s psychology and customer journey.
Kenda is the CEO of Automation Ninjas, a digital agency specialising in behavioural marketing automation. Interestingly enough, Kenda started off as a Forensic psychology major, but while still in Uni, she got involved in marketing automation and realised there’s a massive mismatch between the way the brain works and how people put marketing together.
In episode 52 of the Customers Who Click podcast I spoke with the CLV Lady herself, Juliana Jackson about customer value optimisation.
Have you ever wondered how the biggest brands are built? By focusing on long-term strategy as opposed to looking for quick wins and gains. That’s exactly what customer value optimisation is - delivering an excellent and unforgettable shopping experience to create customers for life.
In episode 51 of the Customers Who Click podcast, I had a fantastic chat about DTC subscriptions with Racheal Vaughan Jones.
I love subscriptions and so do the customers - DTC subscription commerce has seen a steady 17% year over year growth in the past 5 years and according to a report by the Subscription Trade Association (SUBTA), 75% of DTC brands will offer some kind of subscription services by 2023.
In episode 50 of the Customers Who Click podcast, we’re exploring the power of storytelling with my good friend, Rishi Rawat.
Rishi is the Founder & Product Page Optimization Specialist at Frictionless Commerce, a digital marketing agency specialising in Shopify stores optimisation. He’s been involved in DTC storytelling and product page optimisation for about 13 years now and finds his inspiration in an 1897 Sears catalog (which he still owns).
In episode 49 of the Customers Who Click podcast, I had a fantastic chat with Tom Griffiths about the importance of monitoring customer sentiment.
Tom is the Chief Revenue Officer at talkAItive, the world's first AI Consumer Digital Intelligence tool to understand emotions. He has spent the last 7 years within media and Tech building relations, implementing strategy, growing revenue and raising capital. Tom has a thirst for knowledge and a strong fascination with Big Data, and Data Analytics.
In episode 48 of the Customers Who Click podcast, I spoke with Deri Jones about how to build a reliable tech stack.
If there’s a way to complete a task without getting a team of developers involved, you’d probably jump right onto it - I know I would (and I do!). Sometimes there really is no need to reinvent the wheel, especially when a single widget or a plugin can do the job, right? But, with so many options available to marketers today, choosing the right solution can be a bit of a nightmare.
In episode 47 of the Customers Who Click podcast, I had a fantastic chat with Robin Coles about promotional strategies.
Robin is the Managing Director EMEA at XCCommerce which is a leader in transformative, state-of-the-art, cross channel, promotion solutions. He’s been involved in retail for about 35 years, helping brands improve their omnichannel strategies. Robin is currently responsible for expanding XCommerce into the UK and Europe. You can connect with him on LinkedIn or Twitter.
In episode 46 of the Customers Who Click podcast, I chat with Damien Roux, Chief Executive Officer of Drimify, about gamification.
The beauty of gamification is that it can be applied to any aspect of your business, whether we’re talking onboarding new or re-engaging churned customers or even building employee happiness as well.
Gamification is much more than rewards and badges. It could be a quiz or a test - anything that augments the experience for the customer and provides value for everyone.
In episode 45 I had a really great chat with Charlotte Purvis, a customer service consultant, all about why brands need to make sure they are properly valuing and ‘exploiting’ their customer service teams.
Charlotte Purvis is a Customer Service Consultant, trainer, coach, speaker, and enthusiast. She developed the Customer Communication Formula and has tested it for over 20 years with clients in corporate, campus, and community settings. Her programs have influenced millions of customer interactions.
In episode 44 I had a fantastic chat with the MD of Trufit EMEA, Sarah Curran all about how brands can go much deeper with personalisation to create amazing customer experiences.
Personalisation is key to improving the customer experience, but we’re not just talking about first names, or loose category suggestions. You need to be doing this on a one to one basis, but on scale.
You need to be making use of your data, really understanding what your customers like to improve your customers experience.
I speak with Matt Davis, CEO of clean.io, a tech company specialising in malware and voucher fraud.
From a customer point of view, voucher extensions such as Honey are fantastic. No more scouring the internet for discount codes, you just hit the button and it automatically checks for you.
But for a business the effects can be devastating. Along with losing 20-30% of most of your sales because everyone is getting that voucher code, you also lose the ability to track a lot of your promotional marketing.
In episode 42, I spoke with Jeff Coyle the Co-Founder of MarketMuse all about how AI can help you take your content strategy to the next level.
Jeff Coyle is a data-driven search engine marketing executive with more than 20 years of experience in the search industry managing products and website networks. Jeff helps content marketers, search engine marketers, agencies and e-commerce managers build topical authority, improve content quality and turn semantic research into actionable insights
In episode 41 of the podcast i spoke with Oli Bridge the CMO at Bonjoro about how brands can go that step further and delight customers in a targeted, scalable manner.
Delighting customers is a great way to build loyalty and word of mouth, and it really helps show the human side of your brand.
It helps connect your employees with customers and helps them view the business on a more individual basis, rather than just looking at spreadsheets and data all day.
I speak with Sarah Krstyen Moss about data and how to integrate it into video advertising.
Sarah is Director of Media & Analytics at Molio Inc. that specialises in creating online video campaigns that not only drive results for their clients but also insights that later inform future campaigns. Sarah’s journey with data analysis began as a biostatistician in paediatrics where she felt like something was missing in her life - until she met my previous guest, the CEO of Molio, Jeff Davis.
Ayat Shukairy is a recognized expert on marketing strategy and an in-demand speaker who has presented at marketing conferences throughout the world. With over 14 years of entrepreneurial and marketing experience, Ayat helps companies create websites fall in love with, while increasing their online sales. Her clients include eBay, 3M, the Special Olympics, DISH Network, Discovery and many more.
Ayat is the co-author of “Conversion Optimization,” an Amazon.com best-selling boo
I speak with with Ryo Chiba, founder of usetopic.com all about how AI can assist with your SEO and content marketing strategy, to help you produce more, higher quality content.
AI is great for saving you time though. It can do huge amounts of research far quicker than you can, help you identify topics and keywords to target, and help influence your strategy. But the human aspect will always be needed in the end. The human aspect will produce the content that really ranks.
In episode 37 I spoke with Chris Jordan, founder of Carryr, all about how brands can use more flexible and convenient delivery options to improve conversion rates, average order values, and loyalty.
Allowing your customers to pick the time slots they want to receive an order (down to an hour or 2) significantly boosts your brand reputation. With customers happy to pay more to receive their orders at times that are actually convenient for them.
In episode 36 I spoke with Laura Higgins, founder of Lala Social, about how brands can make an impact through the use of organic social media channels.
Laura Higgins, founder of Lala Social Club and My Marketing Playbook is an online marketing expert. Based in Australia, Laura is a recognised marketing trainer with expertise in social media and content strategy.
Laura works with small business owners who want to cut through the noise. She is all about giving practical, proven strategies.
In episode 35 I speak with Fiona Stevens about how brands can build powerful loyalty program to acquire, engage, and retain customers.
Loyalty programs get a bad reputation at times, and in alot of cases rightly so. It’s unclear how you earn points, it’s unclear how you spend points, and so why bother?
Fiona Stevens is the Head of Marketing at LoyaltyLion, a data-driven loyalty and engagement platform for fast-growth ecommerce merchants.
In episode 34 I spoke with Mae Karwowski about how brands can use influencer marketing effectively to growth their businesses. While influencer marketing has been around for ages, it’s hugely developed as a marketing channel in the last few years.
Influencer marketing is more like a partnership or an affiliate model. You’re engaging with another brand and asking them to promote your product to their audience, and that needs to be respected.
In episode 33 I spoke with Zach Schiffman about how brands can excel at using customer activation experiences to explode their social media presences and engage customers for long term growth.
With a dual major in television production and entertainment marketing, Zach has cornered for himself a niche market that brings high-end photo and video activations to large brands and companies.
Brands trust Zach and Studio Z to add a creative spin on the age-old photo booth.
In episode 32 I spoke with Roger Nairn, Founder & CEO of JAR Audio, an agency which helps launch podcasts for brands. Podcasts are a great way for brands big and small to grow, provided you get your strategy right.
Roger has an extensive career in advertising including 8 years at DDB working with some of the worlds biggest brands. He founded JAR Audio in 2018 to help brands build ROI driven podcasts that help acquire, engage, and retain customers.
This weeks guest is Jeff Davis, the founder of Molio, a full service marketing agency that specialises in launching brands using video.
Video is such a powerful way to get your message out there. You can create powerful, engaging content that now only taps into the emotions of your audience, but can also explain the benefits of your product, and the brand values of your business at the same time.
It’s such an important channel now, especially given the increasing rise of video consumption.
This weeks guest was David Hoos of Conversmart, here with me to talk all about how brands can make use of SMS as a marketing and customer engagement channel.
It’s a difficult channel to use as its so intrusive, but this is exactly why it’s so powerful. With 90%+ open rates within minutes of sending you can ensure your message gets in front of your audience, but you just have to make it the right message. Too promotional too often and you’ll see those unsubscribe rates rocket.
This week I spoke with Rishi Raway, the founder of Frictionless Ecommerce, all about how copywriting is crucial for improving conversion rates.
Copywriting is such an underrated skill, mostly because its a misunderstood skill. It’s about more than just changing the words on the page, it’s about crafting a story that plays on the emotions of the reader.
Rishi has spent the last 13 years exploring shopper behaviour and has established 9 aspects of consumer psychology that are most important.
This week I spoke with Sam McNerney, a customer research consultant who works with some of the worlds biggest brands.
Customer research is such an important piece for any business, whether it’s getting feedback about your products or your website, or collecting data around brand affinity.
It’s difficult to do properly, and write questions that aren’t leading or create some sort of bias. Luckily, in this episode Sam gives a great example of what the right question might look like.
In this weeks episodes I spoke with Kris Reid, an SEO expert, all about the simple process required to win at SEO.
It’s not an easy channel to master, and it does require a lot of work, but ultimately there is 1 key thing that will set you aside, and almost guarantee success with SEO. And that is quality.
Most businesses fail because they can't get enough customer. Kris developed a simple system to get your message in front of your ideal customer to predictably grow your business.
In this episode I spoke with Callum McKeefery, the founder of Reviews.io about why collecting and using reviews are so important these days.
Trust is becoming more and more important, and so is the use of a trusted platform for this. Fake reviews and review fraud are a big problem. We explore the review landscape
Callum Mckeefery is the founder and CEO of Reviews. He bootstrapped the company to a $10m plus turnover. The company employs 73 people across the UK Germany, USA & Australia.
I spoke with Masood Akbarzai in this episode all about data and algorithms, and what brands need to be doing to make them work for their brands, not against them.
It hopefully won’t surprise you to know there is no hack, there’s no single approach that once implemented guarantees success for any business.
It simply doesn’t work like that. Your business, your brand, your product, your audience is different to that of any other business, and so simply copying another method will not work.
Quite often I see people brought in to do functional roles. They sit there just tweaking ad copy and keywords, but there’s little marketing understanding as to why these changes work and why customers respond to them better.
Josh Boone talks about the current status of the marketing world, the agency model, and how businesses should be looking at their approach to marketing. Josh is an advisor, speaker, and growth strategist with 17 years of marketing and leadership experience.
In this episode I spoke with Chris Dickey, the founder of Visably, a new tool for measuring search visibility for your brand.
We’re not talking SEO though, this approach takes into account SEO, PR, and other exposure you can get on other sites. The idea being that if you can’t get your own pages on page 1 of search, can you get your brand on the pages that are there already?
Chris is also the founder of Purple Orange, a creative communications firm specialising in meaningful PR.
Mikael da Costa, the CEO of Leadoo explains how businesses, both B2B and B2C can use on-page chatbots to convert more customers. While they can be used as a support function, there’s actually huge value in using them as part of the lead generation and conversion funnel.
Mikael da Costa is a serial entrepreneur with experience in various online businesses. Currently he is the CEO of Leadoo Marketing Technologies a fast growing MarTech startup.
Khaleel Gonzalez explains how you can use TikTok as a marketing channel both organically and with advertising.
In this episode you’ll learn the tactics and techniques for really getting value out of TikTok as a marketing channel. It’s not an easy one to use and requires a lot of work, but the content consumption on a daily basis is huge, and there aren’t many brands on the platform yet so there’s huge opportunity available.
Peter Carter, a marketing consultant specialising in Facebook ads explains the key do’s and don’t behind Facebook advertising.
You’ll learn some of the biggest mistakes people make when approaching Facebook advertising (including going to Facebook groups for the answers), and how easy it is to actually run these easily and profitably for your business.
Peter’s been running Facebook ads since 2013. Built and sold 2 of his own brands (one of them did $175,00 in month 2 after launch).
In this episode you’ll learn the biggest mistakes businesses use with transactional email, how to go about implementing these properly into your business, and the exciting trends we’ll be seeing over the next 18 months.
Matt Reibach is the Head of Community and Developer Relations at SocketLabs. He is an avid learner and always keeps an eye out for the latest trends in the email and software development spaces.
Peter Whent joins me on this episode to talk about how to define your brands position and messaging, a crucial element for business success.
In this episode, you’ll discover the biggest mistakes a lot of companies make when it comes to positioning, and the key elements in getting this right.
Every year somewhere north of 70% of startups go bust. A problem Peter witnessed consistently for several decades is brilliant founders who produce genius products, but don’t know how to explain it.
In this episode I spoke with Raj Anand the founder of Goodman Lantern about content marketing.
You’ll learn how to go about a content strategy for your business. It’s not particularly quick, its not that simple, but the results can be incredible. Raj goes into detail about Top, Middle and Bottom of funnel content to really explain what sort of content should go where.
Raj Anand is the founder of Goodman Lantern, a team of native English content writing and software development services.
Matthew Barnett, founder of Bonjoro takes us through how businesses can use personalised and unique videos to surprise and delight their customers.
In this episode, you’ll learn how quickly and easily you can create these videos and even send them to hundreds or thousands of customers easily to create a more engaged and loyal customer base.
In this episode, I spoke with David Fraser the founder of Ready10, a PR agency in London. You’ll learn about what PR really is, and how you should go about crafting a high performance PR strategy.
David Fraser is founder and Managing director of Ready10, the current PRCA Agency of the Year and whose clients include McDonald’s, Paddy Power, MoneySuperMarket and TotalJobs.
For a decade, David was Lord Sugar’s personal publicist as well as directing PR campaigns for many brands.
In this episode I spoke with Friday O’Flaherty, the founder of Running With Scissors, an agency based out of London and Auckland.
You’ll learn what a brand strategy really is, and the main myths, misconceptions, and mistakes companies make when putting together their brands approach.
Hint, there’s far more to it than colours, fonts and a logo! Brand strategy is about the vision, and the why, of the business. Why does it do what it does, and why should consumers care, among other things.
In this episode I spoke with Pete Dunn all about the art of copywriting and sales, and how putting a focus on just the words you write can have huge impacts on revenue.
Pete is a charming bon viveur who just so happens to sell stuff and write words good as he enjoys life.
A lifelong student of people, Pete is eternally curious what makes humans do what they do.
In this episode I spoke with Ben Stirling from Webloyalty all about the world of behavioural economics, and how the biggest brands use their understanding of consumer behaviour to grow.
Ben takes us through a study conducted by Webloyalty and London Economics which explains how behavioural economics can be used to convert traffic into paying customers, and retain them in the long term.
Ben has a wealth of experience, and has spent the last 2 years as Managing Director of Webloyalty.
In this episode, I spoke with John Preston from Superstar Bots all about chatbots, where they fit into the marketing mix, and importantly, how to use them.
Chatbots are a fantastic way of engaging with customers, but it's so crucial you get the long term strategy correct. With the 24hour rule in place, if you don’t get it right, chatbots can be an incredibly expensive and wasteful marketing channel.
Fortunately, John is here to tell you how to implement them properly!
In this episode I spoke with Lauren Meyer from Kickbox about deliverability, inbox placement, and how to ensure you maintain a healthy customer database.
While verifying your email data is very important, it only scratches the surface of deliverability and making sure customers actually read your emails. If you’re buying lists or engaging in some other dodgy tactics its highly likely you’ll end up with spam traps on your list, which will destroy your sending reputation.
In this episode I spoke with James Schad, Co-founder of We Grow Startups, about Facebook and Instagram advertising, and where they fit into business growth.
Contrary to popular belief, Facebook ads aren’t a guaranteed success. You can have the best ads and targeting in the world, but if your website sucks, you won’t make any sales. That said, Facebook offers an incredible ability to target potential customers based off their interests and demographics.
Nick Trueman, the founder of Spec Digital, joined me today to discuss SEO and how to build organic, stable businesses.
The key takeaway from this episode is that you need to be relevant, compelling, and most importantly you need to be the best. While it’s possible to make a lot of money just advertising and spending money, you’ll create a sustainable, long term business by building the conversation around your brand.
Tristan Burns, the analytics lead from Pizza Hut Digital Ventures joined me today to discuss the art of conversion rate optimisation.
In this episode you’ll learn how the team at Pizza Hut Digital Ventures grows one of the biggest brands in the world by analysing data and coming up with creative solutions to the customer experience.
What are the biggest myths with CRO? Where should you get started? and what’s probably the number 1 thing to consider when running your tests.
This week I spoke with Adam Kitchen, the co-founder of Magnet Monster, about how businesses can use behavioural emails to communicate the right messages, to the right customers, at the right time.
In this episode of Customers Who Click, you’ll hear about the different campaigns that a business can use, how to use segmentation properly, and some of the misconceptions and mistakes people still have about email marketing.
This week I spoke with David Miltner, the Head of Growth, DACH, for Fiverr. David’s worked in growth roles at some great companies including citeecar, Europcar Group (where we worked together), and Fiverr.
As a Growth marketer, David works across the whole marketing funnel from acquisition to retention, finding optimal communication channels and timings, and product improvements that will really stimulate their core KPIs.
James Bott joins me on Customers Who Click to discuss ASO (App Store Optimisation), and the key things any business should consider when launching a mobile app (or trying to grow an existing app).
James is a serial entrepreneur in the digital and mobile space. After launching the first online jewellers in the UK and successfully exiting 5 years later he went on to build a pioneering online music service which eventually joined forces with one of the UKs largest price comparison websites.
In this episode of Customers Who Click, I’m joined by Mick Rigby, CEO of Yodel Mobile, a leading mobile and app marketing consultancy. We discuss the world of Mobile and talk about how the mobile customer journey differs from the traditional online experience.
We also explore how the mobile marketing mix has developed over the years. And some key tips for anyone looking to get into the mobile space, or for those who might want to review their current mobile proposition.
In this episode of Customers Who Click, we discuss the use of AI in marketing, and how while there is huge potential there, at the moment it is a supporting technology, freeing up marketers to be more creative, and do what they do best.
AI is great at learning from data, and producing assets such as subject lines and ad copy, which humans are have natural restrictions and biases toward, but lacks the ability to influence marketing at a higher level. Parry Malm, CEO of Phrasee reveals all
3Radical champions customer engagement through gamification. In this first episode of the Customers Who Click podcast, I talk with Will Stuart-Jones of 3Radical about how businesses can use gamification to better engage their customers and enrich their customer data profile.
We discuss what gamification really is, some advice for companies looking to introduce it for themselves, and why most loyalty schemes are a waste of time.