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From Data to Decision: Transforming eCommerce Growth with Anatoliy Labinskiy · Selling on Giants: The eCommerce Marketplace Podcast

• 0:04
  SPEAKER_01: Welcome to Selling on Giants, the podcast where we deliver actionable insights to help you grow your e-commerce brand.
• 0:12
  SPEAKER_01: In today's episode, we're diving deep into the numbers that truly matter for scaling your business: conversion rate, average order value, customer lifetime value, cost per acquisition, and return on ad spend.
• 0:27
  SPEAKER_01: These are the metrics that can make or break your success in e-commerce.
• 0:31
  SPEAKER_01: And today I'm joined by Antelee Lebinsky, a seasoned expert in optimizing these metrics to drive growth.
• 0:39
  SPEAKER_01: Annaly shares his valuable insights on how to increase your conversion rates, boost your average order value, and lower your cost per acquisition, all while maximizing your return on ad spend.
• 0:51
  SPEAKER_01: So whether you're just starting out or looking to take your business to the next level, this conversation is packed with actionable strategies that you can implement today.
• 1:02
  SPEAKER_01: So let's dive in.
• 1:05
  SPEAKER_01: Welcome back to Selling on Giants.
• 1:08
  SPEAKER_01: Before we dive into the interview with Antaly, I want to share some key takeaways that are particularly important for e-commerce brand owners.
• 1:17
  SPEAKER_01: In our conversation, Annalie breaks down five crucial metrics that every brand should focus on to drive growth.
• 1:24
  SPEAKER_01: Conversion rate, average order value, lifetime value, cost per acquisition, and return on ad spend.
• 1:31
  SPEAKER_01: We start with conversion rate.
• 1:33
  SPEAKER_01: Annaly explains how optimizing your website and product pages can significantly increase conversion rates, directly impacting your bottom line.
• 1:43
  SPEAKER_01: He highlights the need for clear call to actions and enhanced product descriptions to help turn browsers into buyers.
• 1:51
  SPEAKER_01: Next, we dived into average order value.
• 1:54
  SPEAKER_01: Annally shares strategies to increase this metric by building bundles, offering discounts, and using upsell tactics.
• 2:02
  SPEAKER_01: The goal is to get more out of each customer purchase, which can be a game changer for scaling your business.
• 2:10
  SPEAKER_01: We also talked about customer lifetime value and how to improve retention.
• 2:15
  SPEAKER_01: Annalise stresses the importance of building relationships with your customers beyond the first sale, using personalized email campaigns and loyalty programs to encourage repeat purchases and increase the value of each customer over time.
• 2:32
  SPEAKER_01: One of the most insightful parts of our discussion was around cost per acquisition.
• 2:37
  SPEAKER_01: Annalie walks us through how brands can lower their cost per acquisition by refining targeting strategies and making smarter decisions with their ad spend.
• 2:47
  SPEAKER_01: Finally, we recovered return on ad spend, a critical metric for ensuring you get the most out of your advertising budget.
• 2:55
  SPEAKER_01: Annalie shares some tips on how to measure ROAS across different channels and how to continually optimize campaigns to boost profitability.
• 3:05
  SPEAKER_01: These are all critical areas for e-commerce brands to focus on.
• 3:09
  SPEAKER_01: And Annalie provides actionable insights you can implement right now.
• 3:15
  SPEAKER_01: Now that you got a taste of what's coming, let's dive into the full interview with Annalie Lebinsky.
• 3:23
  SPEAKER_01: Antalie, thank you for coming to join the show.
• 3:25
  SPEAKER_01: I'm excited to have you on.
• 3:26
  SPEAKER_01: I've heard a lot of really great things about you, and I'm really excited to have you on the show today to talk about data to decisions, transforming e-commerce growth.
• 3:36
  SPEAKER_01: And I'm excited to talk about like kind of some of the tactics that you're using with your team.
• 3:40
  SPEAKER_01: So before we get started, can you tell me a bit about your journey?
• 3:43
  SPEAKER_01: What first sparked your interest in e-commerce and how did you evolve become an industry leader today?
• 3:49
  SPEAKER_03: Hey, Bill, thank you for having me here.
• 3:52
  SPEAKER_03: Uh yes, I started the e-commerce journey in back in 2017.
• 3:56
  SPEAKER_03: Uh I was working back then in Dubai uh in the gas company and was always always lied by the uh different uh employers about the like possibilities to move to make the commissions.
• 4:11
  SPEAKER_03: And I was sick and tired of that.
• 4:13
  SPEAKER_03: Like uh and my wife got pregnant, we had the financial struggles, we were not able to rent any uh uh personal apartment, it was just a master bedroom together with other couple in two bedroom apartments.
• 4:24
  SPEAKER_03: And I have seen how she was like scared when she came to me and said, Babe, I'm pregnant.
• 4:29
  SPEAKER_03: And she was crying and really scared that, like, how we're gonna manage.
• 4:34
  SPEAKER_03: And basically, like that that moment, that specific day, I promised myself that my baby will not come in the world where I grew up and uh where I am right now.
• 4:45
  SPEAKER_03: And that was the biggest promise which I made.
• 4:48
  SPEAKER_03: And the next year, it was one of the biggest challenging years for me in terms of like generally in life, and I switched completely myself from the being employees uh for some other companies to become a business owner in e-com.
• 5:03
  SPEAKER_03: Uh, and uh I started e-commerce business in 2017, August 25.
• 5:08
  SPEAKER_03: I found out what is e-commerce.
• 5:10
  SPEAKER_03: I was like, no way I can make money through the laptop.
• 5:15
  SPEAKER_03: Is it even real?
• 5:17
  SPEAKER_03: I mean, that was something huge.
• 5:19
  SPEAKER_03: And I opened my first Shopify store, so I'm basically an e-commerce in Shopify business.
• 5:24
  SPEAKER_03: I started my first Shopify store in 29th September uh 2017.
• 5:30
  SPEAKER_03: My first successful results 2018.
• 5:33
  SPEAKER_03: I was became completely broke, start borrowing money from the my friends because like nothing was working.
• 5:38
  SPEAKER_03: I was just investing, investing, investing.
• 5:40
  SPEAKER_03: I found a mentor, first 15 days together,$8,000 in profitable sales.
• 5:44
  SPEAKER_03: I like, yeah, it's working, and basically, exactly one year in the business, October 2018.
• 5:52
  SPEAKER_03: Uh, I made my first$50,000 in in a month with zero profits.
• 5:57
  SPEAKER_03: I mean, but it was a big yeah, yeah, and November over 100k, but already profitable, December 100 plus, uh, March 2019, 250 plus, and so on.
• 6:10
  SPEAKER_03: So basically, this is how I got started.
• 6:12
  SPEAKER_03: And by August 2019, I got my first uh seven uh seven uh figures award from Shopify mentor, and after that, like I started uh doing a lot of mentorship because people were asking me for that, and like I was shocked that oh my god, me, Ukrainian guy teaching the American people how to run the e-commerce business, it's like it's weird.
• 6:34
  SPEAKER_03: But basically, when I was sharing my strategies, they were replicatable, and for majority of people, business owners, it was working, so it means like it can work for several people out there, and I became super quite uh professional in it because I was looking on hundreds of ad accounts, hundreds of different products stores in the same time, and and this is allowed me and several uh guys out there who are doing the coaching, uh, have an omnipresent omnivision of the advertising, understanding the patterns which will show what will supposed to happen, what will be gonna be disaster, what's gonna be actually awesome, why, and like if this were doesn't work here, it it works here, like what strategy working there.
• 7:18
  SPEAKER_03: So that's allowed to have a real omnivision about the ads, especially Facebook advertising and general like CRO in the Shopify.
• 7:26
  SPEAKER_03: And uh then more people of my students start asking, Hey, can you manage for me?
• 7:31
  SPEAKER_03: It was 2019, and like manage, I'm not really sure.
• 7:35
  SPEAKER_03: And I just give a test, couple of people, it was okay, fine.
• 7:39
  SPEAKER_03: And one person, after seven months together, we find out a really strong uh product and the angle in the offer for her, and basically we just we scaled that store from zero to uh seven or actually six point five million in the less than two and a half years.
• 7:56
  SPEAKER_03: So, like uh it was significant success.
• 7:58
  SPEAKER_03: And after like that uh success started with that store, I said, okay, we can open the agency because I see that we can do something and start hiring people.
• 8:07
  SPEAKER_03: We opened the agency GSM Growth, and basically this is where fun began in 2021.
• 8:13
  SPEAKER_03: I received those two plugs from ClickFunnels for selling the offer which uh we have in the agency and in other offers in uh 2022.
• 8:22
  SPEAKER_03: And from that moment I just stopped applying for them because like I don't have that much walls uh to like uh put all together of them.
• 8:30
  SPEAKER_03: And so far, in the last four years as agency, we generated over four not over almost 40 million for our customers in profitable sales through Shopify store, Facebook, TikTok, Google, SMSML marketing ads, and then we jumped it last year to the SaaS uh direction with a Com Scout, which is attribution platform by using AI soft, and as well uh start investing into the real estate in the United States, already having seven doors there.
• 8:56
  SPEAKER_03: Uh, we just like helping uh uh low-income people to find out to get the rent for utter like uh affordable rent, uh in the good quality housing.
• 9:07
  SPEAKER_03: So we're using Burr method, and basically, this is like the horizontal scaling of the businesses.
• 9:13
  SPEAKER_03: So basically, in the last eight years, the life has been changed completely.
• 9:17
  SPEAKER_01: I can imagine that is amazing.
• 9:19
  SPEAKER_01: And those of you guys just tuning into the podcast, Antroley has these plaques behind him.
• 9:23
  SPEAKER_01: I commented on him once I uh joined the call.
• 9:26
  SPEAKER_01: I'm like, Do you have records?
• 9:27
  SPEAKER_01: Do you have gold records?
• 9:28
  SPEAKER_01: And he's like, These are the click funnel awards.
• 9:30
  SPEAKER_01: And I was like, Oh my goodness.
• 9:31
  SPEAKER_01: Uh, I'm a big fan of Russell Brunson.
• 9:33
  SPEAKER_01: So, like, I've read the quick click funnels.
• 9:35
  SPEAKER_01: It's not as applicable to Amazon businesses, but it's still amazing to see.
• 9:39
  SPEAKER_01: And also a credit to uh what Antoli does and with his business and the brands he works with.
• 9:44
  SPEAKER_01: And something crazy before we jump into the main topic.
• 9:47
  SPEAKER_01: So you came from the the gas, the power world, and you transitioned over to e-commerce.
• 9:53
  SPEAKER_01: Um, were there any like um skills or anything that you learned in the gas industry that you were able to apply to your e-commerce businesses, whether it's like a fundamental soft skill or like I guess what outside of having a baby and the pressure of that, like what gave you the tenacity to keep pushing um to learn e-commerce and not only that, but to deliver results and then eventually getting to uh agency life?
• 10:18
  SPEAKER_03: Yeah, sure.
• 10:19
  SPEAKER_03: Uh so to be honest, like in a gas section, I was working only for one and a half year.
• 10:25
  SPEAKER_03: It was my one of my last uh jobs for someone.
• 10:29
  SPEAKER_03: So, but uh I I came to UAE to Abu Dhabi and then moved to Dubai as a like food runner.
• 10:37
  SPEAKER_03: From I just came from Ukraine, didn't know uh English, and like I just like was trying to start start my life from scratch because I had uh university loan, I had my mom car loan, mortgage, and I promised to her that I'll help her to pay out.
• 10:52
  SPEAKER_03: And like I was 22 that time, and I moved to UAE as a just food runner, and it was embarrassing for me because I have a master's degree in finance and I came like as a like cleaning dirty plates from the tables, but you know, I was the happiest guy ever.
• 11:05
  SPEAKER_03: I'd never been abroad, I never see the world.
• 11:09
  SPEAKER_03: I was always in the small city in Ukraine and never never traveling, and I was so happy and impressed how much money around the world, how big is the world itself, and I'm like, no freaking way, I won't be better.
• 11:22
  SPEAKER_03: And I started hustling from that.
• 11:24
  SPEAKER_03: I was always hustling all my life, but that moment I was without parents, I didn't know a language, and this is where like all the hustle began.
• 11:31
  SPEAKER_03: I didn't know what it means, like the hustle muscle, but I actually was creating that moment on the surviving mood.
• 11:39
  SPEAKER_03: I was calling that survival survival mode.
• 11:42
  SPEAKER_03: Uh, I was just like trying to create possibilities for me, and I got like from food runner to assistant waiter to waiter to head waiter.
• 11:50
  SPEAKER_03: Then I finally moved from uh uh from uh the hospitality to like construction company, then to the gas company.
• 11:57
  SPEAKER_03: So, and why I'm sharing with you all that background, that gas company taught me only a few things about like people always get fired.
• 12:06
  SPEAKER_03: Uh, it doesn't matter how how many years they are in the company, and that was sadness.
• 12:10
  SPEAKER_03: But if to speak, what's uh actually taught me and I'm implementing in e-commerce is that uh hospitality job, uh customer service and upsells, those two things which are learning quite well from the best Italian uh waiters and supervisors.
• 12:28
  SPEAKER_03: And basically, I implement that in the business, and I became so good in customer service, I became so good in the upsells, and that's what was really the big difference.
• 12:40
  SPEAKER_03: Uh like made the big difference in the success of the agency and my uh coaching program program itself.
• 12:47
  SPEAKER_03: So that's why, like, I would say customer service is number one thing which is we uh you have no you must have in the super high level, especially in the commerce business when you are dealing with the customers through the emails, through the messages, you never meet them, you never spoke to them, but they are mad, there's some the shipping delays, pro item is uh arrived broken, and so on.
• 13:10
  SPEAKER_03: Different things.
• 13:11
  SPEAKER_03: So, but what allowed me to achieve that result and like what I was following to like be able uh to become where I am today, it was my why.
• 13:23
  SPEAKER_03: And the why, like every single person out there who is in e-commerce, who is Amazon, Shopify, eBay, doesn't matter, you usually start in because like you want to have extra bucks.
• 13:34
  SPEAKER_03: If you want to have just extra bucks or made a million, you'll quit quite fast because the money uh like money goals should not be the main goals, otherwise you're gonna quit because it's not strong enough goals.
• 13:47
  SPEAKER_03: Uh goal, it's not strong enough goal to keep pushing, uh even when it's tough, even when you're losing, even when you are having no any like possibilities for success.
• 13:57
  SPEAKER_03: But if you have a strong while, in my end, it was my son, it was upcoming baby, and I was broke.
• 14:04
  SPEAKER_03: That was pushed me so hard that I understood if I will stop, I have nothing behind.
• 14:10
  SPEAKER_03: I cannot go back to the previous life.
• 14:12
  SPEAKER_03: So, and that's why it was just no tomorrow.
• 14:15
  SPEAKER_03: I put everything in.
• 14:16
  SPEAKER_03: My wife was about to divorce with me.
• 14:18
  SPEAKER_03: Obviously, she would not, but she was telling me I will divorce with you if you want to stop.
• 14:22
  SPEAKER_03: I was like having black eyes, uh yellow skin because I was sleeping two, four hours a day max, have five different part-times just to handle the e-commerce business.
• 14:33
  SPEAKER_03: But what I'm saying, the strong why, this is what will allow you to overtake like any kind of struggles in business and move forward and achieve the first significant results.
• 14:43
  SPEAKER_01: That's beautiful, man.
• 14:44
  SPEAKER_01: It's just tenacity and the journey and uh being in the uh the service provider space too, customer service is everything.
• 14:50
  SPEAKER_01: Uh how you treat your customers and how you treat your employees there, they're your customers indirectly too, uh, makes a big difference.
• 14:57
  SPEAKER_01: And having the why, I I like how you put that a very Simon Seneck, I believe it came from one of his books, but knowing your why uh is really important, and that was really insightful.
• 15:08
  SPEAKER_01: And I'm excited to jump into our main topic, Annalie.
• 15:11
  SPEAKER_01: You have a ton of experience in e-commerce.
• 15:14
  SPEAKER_01: Actually, having been an e-commerce seller who pivoted to coaching, to agency life, and now you also have a SaaS product.
• 15:20
  SPEAKER_01: You're quite the entrepreneur.
• 15:22
  SPEAKER_01: And I'm excited to jump into our main topic from data to decisions, transforming e-commerce growth.
• 15:28
  SPEAKER_01: So, that note to start, can you explain why data is so crucial for e-commerce brands and how it could guide better decision making?
• 15:37
  SPEAKER_03: Of course.
• 15:38
  SPEAKER_03: I mean, there is a several points why it's so important, but like in general, if you don't know your data, you are like losing money on the table.
• 15:47
  SPEAKER_03: You most probably not profitable enough, or you just don't know how to make it profitable.
• 15:53
  SPEAKER_03: If you don't know the data, you are just like running from angle to angle, from wall to wall, and you don't know like what you're actually doing.
• 16:02
  SPEAKER_03: And that's the most like the most common thing with the business owners, with the brand owners, like they incredible uh implementers uh of building foundation, they are incredible of starting idea, implementing, finding out the solution for the audience which is looking for the solution in their industry, provided solution, but they're so sucks in the scaling and marketing and reading data.
• 16:30
  SPEAKER_03: And I cannot I cannot blame them.
• 16:33
  SPEAKER_03: They are not marketers, they are business owners, they are like focusing the creators, they focus on creating the products and solutions for their people.
• 16:41
  SPEAKER_03: But the marketers, this is people who are supposed to understand how to introduce to the audience that product and what kind of data to read to understand if that introduction is actually doing in the right way, and that's what most of business owners never know.
• 16:58
  SPEAKER_03: Like, what's your break-even RS?
• 16:59
  SPEAKER_03: What's your goal CPA?
• 17:01
  SPEAKER_03: What's your like current uh CTR in the ads?
• 17:05
  SPEAKER_03: They're like usually what uh uh what do you mean?
• 17:09
  SPEAKER_03: What this is like and he's making like 40k a month, 50k a month.
• 17:13
  SPEAKER_03: Like, yeah, okay, it's fine.
• 17:15
  SPEAKER_03: I mean, that's common stuff which is unfortunately happening, but fortunately for us, uh, it's good because we come with expertise, and like they're like, Okay, well, wow, that's insane.
• 17:25
  SPEAKER_03: Can we can we work together?
• 17:27
  SPEAKER_01: Especially when they have a great product, it's a lot easier.
• 17:29
  SPEAKER_01: Once you start putting in some basic marketing um, you know, strategies and tactics, you you're able to see growth when they have a market.
• 17:37
  SPEAKER_01: But I don't know what we're gonna dive deeper.
• 17:39
  SPEAKER_01: I'd love to know, like, you mentioned click-through rate, cost per acquisition, CPA, CTR.
• 17:44
  SPEAKER_01: Uh, what do you consider maybe the most important data to analyze as an e-commerce business?
• 17:50
  SPEAKER_01: So we're just getting started to working together.
• 17:52
  SPEAKER_01: I'm I'm a supplement company and I'm one of these brands that I just I'm really good at making supplements, but I don't know my marketing KPIs.
• 17:59
  SPEAKER_01: What are the KPIs we would focus on once we get started if we were working together?
• 18:03
  SPEAKER_03: Yeah, sure.
• 18:04
  SPEAKER_03: So usually, like for example, if client is coming to the agency, we have always onboarding form, which they need to fill up.
• 18:10
  SPEAKER_03: Uh and you know, when they fill in up, most of the time they have troubles, and on onboarding call, we fill in up together, especially metrics.
• 18:19
  SPEAKER_03: Hey, how to find out the uh ROS break-even?
• 18:22
  SPEAKER_03: Okay, let's let's go through and I will explain to you.
• 18:25
  SPEAKER_03: And like uh, what's need to be known for sure?
• 18:28
  SPEAKER_03: I mean, what's really average order value?
• 18:31
  SPEAKER_03: What's the profit margins?
• 18:32
  SPEAKER_03: And if profit margins are low and average order value, it's exactly like a price of one product, they are not working on the offers, they're not upselling, they are not working on the increasing the tickets of their uh of their average uh average sale, like what's their upsells?
• 18:48
  SPEAKER_03: Well, what's uh like uh their creatives are showing, like how the people are really actually interested about their ads, like what the level of the CTR.
• 18:57
  SPEAKER_03: If it's one uh uh less than one percent, there are problems.
• 19:00
  SPEAKER_03: If it's 1.3 and above, there it they're quite okay.
• 19:03
  SPEAKER_03: But what is their CPMs, what target, what country targeting their or what countries they are targeting, and so on.
• 19:10
  SPEAKER_03: There is different things, but the main one what's their margin.
• 19:13
  SPEAKER_03: So, what's their revenue, what's their margin, what's their AOV, and what's their LTV, uh, long-term uh term value of the customer.
• 19:20
  SPEAKER_03: So if they usually don't know the numbers, we are figuring it out together and then understanding where is the problem.
• 19:27
  SPEAKER_03: So they don't have email sequences, SMS sequences to bring the long LTV and uh higher uh AOV.
• 19:34
  SPEAKER_03: They don't have any CRO which is uh conversion rate optimization on their store, like uh because like the conversion rate uh like it's 0.6 zero just three days ago.
• 19:44
  SPEAKER_03: We onboarded customers with the quite health seven ROS in the ad account, which is quite good.
• 19:51
  SPEAKER_03: 44 per 44 profitability after the ads, it's a gross profit, 44 percent.
• 19:58
  SPEAKER_03: And they don't know break-even ROS and their their CRO uh conversion rate is actually 0.6.
• 20:06
  SPEAKER_03: It's disaster.
• 20:07
  SPEAKER_03: I mean in the Shopify store, and only improving their conversion rate to 0.6, we will already make double of what they are making, and they're making 44% profitability right now, again, from uh 35,000 a month.
• 20:21
  SPEAKER_03: So basically, if people are not working on the conversion uh like landing page optimization, uh average order value, uh LTO their customers through the SMSML marketing, working with the data which they already bought it.
• 20:35
  SPEAKER_03: In Amazon, it's not implementable because in Amazon you're not owning the like customer data.
• 20:40
  SPEAKER_03: That's why I love Shopify.
• 20:42
  SPEAKER_03: In Shopify, you own your data, uh, and basically, like by working on all those metrics, you understand like where to improve, like if your AV is too too small, if your LTV is too short, and then on the advertising, uh, the main main main main KPIs which need to follow it's a cross-pair acquisition.
• 21:02
  SPEAKER_03: What's the goal of cross-pair acquisition CPA, and what's uh the current CPA uh on that account, and what's the ROS?
• 21:11
  SPEAKER_03: Those two things, I mean CTR CPM are important, but those two things are what's actually printing the money or losing the money.
• 21:19
  SPEAKER_03: If the CPA is quite cheap, then cheaper CPA then better, then a higher ROS, then better.
• 21:26
  SPEAKER_03: And when you know your break-even ROS, break-even uh CPA, you know how to play with the ads and scale the horizontally and vertically quite fast, because like uh all the like all the things you just open, uh let's say true profit app, which is has like uh real profits in this particular moment in your store and your ad account, you're looking like profitability.
• 21:49
  SPEAKER_03: If you are today profitable over 35 percent, you can scale hard today, and you start surfing vertically with the ad budget, and basically by following the Profitability in real time by using the third-party apps and uh running uh advertising in the right way, you can scale significantly, like uh from thousand a day to ten thousand a day, from ten thousand a day to forty thousand a day easily if your metrics are healthy and you know how to read those metrics.
• 22:19
  SPEAKER_01: That's well said, too.
• 22:21
  SPEAKER_01: And I I love the oh man, all the KPIs you mentioned are the most important.
• 22:25
  SPEAKER_01: I want to dive deeper into each of those.
• 22:27
  SPEAKER_01: Um, but you make some really good points here.
• 22:29
  SPEAKER_01: It's you know, from um a non-advertising perspective, the conversion rates, your average order value, lifetime value, those are the gold standard.
• 22:38
  SPEAKER_01: And then from an advertising perspective, cost per acquisition and ROAS.
• 22:42
  SPEAKER_01: And you know, when we do advertising as an agency on Amazon, it's like, yeah, we want budgets, but we rather have like an efficiency.
• 22:49
  SPEAKER_01: Like if I can, if my cost per acquisition is under X, I should be able to spend as much as I want, provided that inventory is not allocated somewhere else.
• 22:57
  SPEAKER_01: So that's some really interesting stuff.
• 23:00
  SPEAKER_01: On that note, let's let's dive a little deeper into this.
• 23:03
  SPEAKER_01: I love nerding out with other marketers, so we're gonna we're gonna dive deep.
• 23:06
  SPEAKER_01: So from conversion rates, like what are some of the tactics you would so we're working together and I have a conversion rate issue.
• 23:12
  SPEAKER_01: And to your point, like the example you gave, 0.6% improvement would be a sizable amount of sales.
• 23:19
  SPEAKER_01: So, like, how how do you improve conversion rates on a Shopify site?
• 23:23
  SPEAKER_01: Like, what what are you what are you looking at?
• 23:25
  SPEAKER_01: Are we split testing?
• 23:26
  SPEAKER_01: Like, what tell me that story?
• 23:28
  SPEAKER_03: Yeah, there is a different ways, but number one, we check in what's wrong with the what with the landing page.
• 23:33
  SPEAKER_03: First of all, there are niches which is has really lower uh conversion rate to compare to like uh different niches.
• 23:42
  SPEAKER_03: Some niches can give you six, eight Ros, even ten ROS, or ROS, sorry, the conversion rate.
• 23:47
  SPEAKER_03: Yeah, so CR could be six, eight, even ten sometimes.
• 23:51
  SPEAKER_03: But uh some niches it's gonna be like 0.9.
• 23:55
  SPEAKER_03: No, it's a without optimization.
• 23:58
  SPEAKER_03: Let's say 1.52, like around that, because it's a super high ticket, or it's like has super like for example, we have one dressing uh brand brand, a lot of dresses, different prints, uh, different variations, different sizes, and like we optimize and we double that conversion rate actually.
• 24:18
  SPEAKER_03: Uh since they joined it, but it's still 1.9, so it's low, it's super low.
• 24:23
  SPEAKER_03: But we know the problem because of the variations, because of the prints, uh canvas, like that uh six million dollar store which I shared with you at the beginning.
• 24:32
  SPEAKER_03: It was a canvas.
• 24:33
  SPEAKER_03: We were struggling to work on the optimization of the conversion rate because it's a customized canva.
• 24:39
  SPEAKER_03: You need to upload the picture, you need to write the text, you need to add the song because there was a print of the song on the canva itself, you need to choose the frame on all frame sizing uh material, a lot of things.
• 24:53
  SPEAKER_03: So it's a destroying conversions.
• 24:55
  SPEAKER_03: Then more steps you need to do, then less your conversion will be.
• 25:00
  SPEAKER_03: So that's why customized products always has lower conversions, but uh, as well, like let's say you're in average niche, uh phone cases, whatever, which is like so easy to purchase, like cool stuff, uh low ticket, so people buying faster, and like uh basically or cosmetic, whatever beauty.
• 25:20
  SPEAKER_03: Uh, what kind of things for the optimization?
• 25:23
  SPEAKER_03: So, reviews number one.
• 25:25
  SPEAKER_03: Think about like when you jump in into the landing page.
• 25:28
  SPEAKER_03: Uh I mean, you saw the ad, ad is incredible, and you jump into the landing page of this ad and you think like I I want to buy this stuff, I want to find out more about this product, and you jump in into there, there is no reviews.
• 25:40
  SPEAKER_03: Oh, like, for example, again, the with the brand which we had borrowed three days ago, they have five stars, five stars, another product, one star review.
• 25:48
  SPEAKER_03: Like, why are you keeping even their one-star review?
• 25:51
  SPEAKER_03: Like, oh yeah, we just like just decided that it will be fair enough.
• 25:55
  SPEAKER_03: There is five stars, there is five stars, there is one star.
• 25:57
  SPEAKER_03: I said, Okay, three stars, four stars, but not one star.
• 26:01
  SPEAKER_03: Like, it's fair enough.
• 26:03
  SPEAKER_03: Anyway, uh, so like no reviews or one star review, like done, it's already like uh you feel suspicion.
• 26:11
  SPEAKER_03: So there is like no clear, clear explanation what this product is all about, like no FAQ.
• 26:18
  SPEAKER_03: If you add in FAQ with the right questions and answers there, uh by asking through SMS email marketing, especially through email marketing, your audience by having a survey and ask them why did you buy the product from us?
• 26:31
  SPEAKER_03: What's the most uh like uh important thing was on the landing page that allows you like to this to make the decision?
• 26:37
  SPEAKER_03: Or like people who already received the item after seven days when they receive it, what do you like about our products?
• 26:43
  SPEAKER_03: What do you think about the materials?
• 26:44
  SPEAKER_03: What do you think about the packaging?
• 26:46
  SPEAKER_03: What do you think about uh like uh whatever ingredients if it's some supplements?
• 26:51
  SPEAKER_03: And like why did you if people who left their data, you ask them in email service why you didn't buy from us?
• 26:58
  SPEAKER_03: What was wrong?
• 26:59
  SPEAKER_03: What did you like on our landing page?
• 27:01
  SPEAKER_03: When you collect all the data by asking service through the emails email marketing, you're finding out what kind of common objections are there, and you have you must add FAQ with the common question, common answer.
• 27:14
  SPEAKER_03: Check your comments under the ads in the meta or whatever traffic sources you are using, let's say it's uh Facebook, and read the comments.
• 27:22
  SPEAKER_03: In the comments, you'll find out a lot, a lot of uh points which you need to address as an objection handling into the landing page without having any kind of objection handling, conversion rate will be as well destroyed.
• 27:35
  SPEAKER_03: Another thing, people are saying uh no ironing, uh no gluten-free, some other stuff, America uh United States made, and it's all in the words, sometimes it's a lot of sentences.
• 27:47
  SPEAKER_03: Nobody allows to read that stuff.
• 27:49
  SPEAKER_03: It's too much text, a lot of uh real estate on your landing page takes by text, and people don't really like to read a lot.
• 27:56
  SPEAKER_03: It's supposed to be sharp and short.
• 27:58
  SPEAKER_03: That's why uh the main picture is supposed to be with the product, and the near to the product, it's supposed to be icons, not too much, not too many of them, but nicely made icons, like no ironing, gluten-free, made in US, but in picture, you know, like icon pictures.
• 28:14
  SPEAKER_03: They uh it shows instantly, like the I just landed on the landing page, like, oh, it's a gluten-free, or it is like has these uh like uh calcium inside if it's supplement.
• 28:25
  SPEAKER_03: Like I have a question, and answer I get the answers instantly when I just jump it, and first thing in front of me it's a picture, and on the picture it's already provided the bullet points.
• 28:35
  SPEAKER_03: What kind of bullet points?
• 28:36
  SPEAKER_03: You would make the survey, you understand what people mostly uh want to figure it out.
• 28:40
  SPEAKER_03: You add in those into the icons, and boom, people don't even scroll your landing page, they instantly buy in the add to call add to cart, or they instantly press the add to cart button.
• 28:50
  SPEAKER_03: Like there is a lot of things, but reviews, uh icons, uh speed of the landing page, uh, objection handling FAQ and the speed.
• 29:00
  SPEAKER_03: One of the things which is people are missing.
• 29:02
  SPEAKER_03: They have like a horrible conversion, good add-to-cart rate, let's say 10 person add to cart, but 0.7, 0.9, or 1.5.
• 29:12
  SPEAKER_03: The purchase, what's happening from 10 and they just drop down to 0.0, like even one, 10 10x down.
• 29:19
  SPEAKER_03: So basically, in checkout, the speed of the website has been by somehow destroyed, and it's super slow.
• 29:27
  SPEAKER_03: People don't like wait even an extra second.
• 29:30
  SPEAKER_03: So basically, you always have to check your website on the speed testing websites, and by checking them, you understand what landing page is actually good, what is actually slow.
• 29:39
  SPEAKER_03: If it's slow, how can I optimize?
• 29:41
  SPEAKER_03: You go to Fiverr or to agencies like us or to like to your employers and saying then to developers, hey, this is speed uh problems.
• 29:48
  SPEAKER_03: You have to optimize.
• 29:49
  SPEAKER_03: And optimization is going, your speed is going up, and from 10x uh 10% add to cart rate, it's uh going from 1.5 to purchase, it's going 3.54 to purchase.
• 30:00
  SPEAKER_03: So small micro steps you add in editing, and like it's gonna be the conversion killer.
• 30:06
  SPEAKER_01: Man, that is beautiful.
• 30:07
  SPEAKER_01: Well said.
• 30:08
  SPEAKER_01: I'm amazed at how much synergy there is between like marketplace uh and the Shopify.
• 30:13
  SPEAKER_01: I guess I shouldn't be surprised, but to your point earlier on, higher ticket items, things that are very subjective, jewelry, clothing, uh something custom, like those are gonna just naturally have lower conversion rates as opposed to like a small ticket item that's an easier buy-in from purchase.
• 30:32
  SPEAKER_01: And then improving conversion rates, this is where it's a little foreign to me because like we're Amazon handles a lot of that.
• 30:38
  SPEAKER_01: But to your point, a lot of the fundamentals are there.
• 30:40
  SPEAKER_01: Uh, the page should be relevant to the ad so that there's no surprises.
• 30:44
  SPEAKER_01: If I'm a shopper and I'm landing on that page, it should meet my expectations, if not exceed them.
• 30:49
  SPEAKER_01: Uh, I love what you said.
• 30:51
  SPEAKER_01: Text, nobody reads.
• 30:52
  SPEAKER_01: We all skim read.
• 30:53
  SPEAKER_01: I'm oh man, 100% on board.
• 30:55
  SPEAKER_01: But to your point, little icons on the images, I'm sure videos, we didn't mention it, but that's a great way to illustrate how the project is.
• 31:02
  SPEAKER_03: If they don't slow the speed of the website, then videos are good.
• 31:05
  SPEAKER_03: Yeah.
• 31:05
  SPEAKER_03: On Amazon, I know you're practicing a lot of videos.
• 31:08
  SPEAKER_03: In Shopify, sometimes they're slowing the speed on the website.
• 31:11
  SPEAKER_03: Oh, so it need to be taken attention as well.
• 31:13
  SPEAKER_01: Good point.
• 31:13
  SPEAKER_01: And then your points.
• 31:14
  SPEAKER_01: So just to summarize, because you hit a lot of good points on the conversion rates.
• 31:18
  SPEAKER_01: So when we're considering optimizing for conversion rates, we're looking at uh the landing page, we're objective handling with the fact sheet.
• 31:26
  SPEAKER_01: Uh, we're making sure that the checkout process is smooth and fast.
• 31:29
  SPEAKER_01: And what was the fourth one?
• 31:31
  SPEAKER_01: Which one am I missing?
• 31:32
  SPEAKER_03: Uh, objection handling icons, speed, and the reviews.
• 31:37
  SPEAKER_01: And the reviews, and reviews are huge everywhere.
• 31:39
  SPEAKER_01: Obviously, we want that validation and buy-in.
• 31:42
  SPEAKER_01: This was uh already super great.
• 31:44
  SPEAKER_01: So, for all our brands listening, I hope you guys are taking notes.
• 31:47
  SPEAKER_01: And uh, that's just converging.
• 31:49
  SPEAKER_01: Let's jump on the average order value.
• 31:50
  SPEAKER_01: So, I love, and I know we're gonna talk about click funnels, so I'm getting really excited.
• 31:54
  SPEAKER_01: How do you improve average order value?
• 31:57
  SPEAKER_01: So, provided uh let's stick with the supplement example or let's do a beauty brand.
• 32:00
  SPEAKER_01: Like, I'm coming to you and supplement is good.
• 32:02
  SPEAKER_03: We I I have a good example some supplements.
• 32:04
  SPEAKER_03: Yeah, it's fine.
• 32:06
  SPEAKER_01: Let's do some supplements.
• 32:07
  SPEAKER_01: I'm a supplement brand and I'm coming you with the challenge of like, how do I improve my average order value?
• 32:12
  SPEAKER_01: They're only buying one item.
• 32:14
  SPEAKER_01: Um, and let's just say I got a catalog of like 15 products that are all complementary.
• 32:18
  SPEAKER_01: What would it look like to like figure out how to improve our average order value?
• 32:21
  SPEAKER_01: What do you look at as an agency?
• 32:24
  SPEAKER_03: Yeah, so like supplements is a good point.
• 32:26
  SPEAKER_03: I mean, even creams, I mean, in the beauty industry or something similar, like the product which is refillable.
• 32:33
  SPEAKER_03: That's that's the easiest one which you can upsell.
• 32:36
  SPEAKER_03: So, first of all, if you have refillable products, you must have subscription option on your website.
• 32:42
  SPEAKER_03: It must have, because this is like uh really the killer in terms of like generating for you extra seven figures a year in the super highly profitable revenue, which you can use for the creating new products to for spending extra dollars on the ads and so on, by having like just subscription model on the store.
• 33:01
  SPEAKER_03: Let's say you are making like uh 800 sales, let's say easy thousand sales in a month, and from thousand sales, uh let's say 20 to 25 percent of people will be subscribed.
• 33:13
  SPEAKER_03: It's 250 extra subscribers for filling up the eye of to for buying items from you again in the future, or you even just uh offering them subscribe just to be in the VAP list for the future offers with the discounts 20 off.
• 33:27
  SPEAKER_03: Like, there is like so many t uh like uh different websites uh which is offering just basically they sell in air, they sell in air by like, hey, be in our VAP list, and any future purchase will be 20 off, blah blah blah.
• 33:42
  SPEAKER_03: Just subscribe for like 20, 14.99, and so on.
• 33:46
  SPEAKER_03: And basically, that's what's uh it can give you from hundred uh from thousand uh orders, two fifty will be actually a month subscribe, and you can count it like by 20 bucks.
• 33:58
  SPEAKER_03: It's five uh five thousand extra revenue, yeah, highly profitable revenue.
• 34:03
  SPEAKER_03: And if it's not a very fillable product, if it's just a VP list, you are able to generate five thousand next months.
• 34:10
  SPEAKER_03: Okay, retention rate, uh churn rate will be like 20% approximately, if all good.
• 34:15
  SPEAKER_03: So you will generate 4,000 next month, but you generate another 5,000 if you didn't scale just on the same level in revenue.
• 34:22
  SPEAKER_03: Next month you generate another 5,000 plus this 4,000, it's already 9,000 revenue, and it's just like significantly growing, and you have like healthy cash flow to spend more on ads, on the production, on the inventory, on everything.
• 34:35
  SPEAKER_03: So it's one thing which is like it's not about the AOV, it's about the like uh long-term value and about the subscription model, which is must have like if you have something refillable.
• 34:45
  SPEAKER_03: But about AOV, offer testing is everything, and uh you always has to test.
• 34:52
  SPEAKER_03: Like, I see like so common stuff when people are coming, like and they sell in like bottle for$19.99 or like$29.99, and like, hey, I have profitability problems.
• 35:02
  SPEAKER_03: Like, I okay, what's your winning item?
• 35:04
  SPEAKER_03: Yeah, like this bottle bottle, like$29.99.
• 35:07
  SPEAKER_03: Okay, what's your average order value?
• 35:09
  SPEAKER_03: Oh, it is$31.
• 35:11
  SPEAKER_03: Okay, nice, I got it.
• 35:13
  SPEAKER_03: So he never tested any offers, and he never tried to upsell.
• 35:17
  SPEAKER_03: So offers could be completely different from like decreasing price for five dollars, increasing five price for five dollars.
• 35:23
  SPEAKER_03: It's still offer testing, it's a price offer testing.
• 35:26
  SPEAKER_03: Then like uh offering one plus one fifty percent off the same item, one plus one as free gift, which is working so good, or even the most ridiculous in the jewelry brand one plus nine for free, one plus nine for free, the production two for two dollars fifty cents, uh, and selling for hundred bucks one item and nine for free.
• 35:53
  SPEAKER_03: Incredible margin, almost 10% uh conversion rate.
• 35:58
  SPEAKER_03: Because I don't know why, but like people are dumb.
• 36:02
  SPEAKER_03: I mean, you don't you feel that something is wrong?
• 36:04
  SPEAKER_03: Item is cost 29 bucks, but here is buy for 100 bucks and get like nine for free.
• 36:10
  SPEAKER_03: Like, obviously, there is something wrong in the in the math, but people just jumping like, Oh my goodness, wow, it's like one time offer I will buy.
• 36:17
  SPEAKER_03: And it's incredible game changer for the AOV.
• 36:21
  SPEAKER_03: And in supplements, like for example, one of the supplements which is on our end working so good, it's one plus three free.
• 36:27
  SPEAKER_03: Wow, and we're calling that like you, or like you're giving just one offer, one plus one, one plus two free, one plus three free, one plus one, uh, fifty percent off plus free, whatever it is.
• 36:39
  SPEAKER_03: Let's say if it's like uh for smokers who trying to quit smoking by having some supplements, or like people who try thinking that the sex will be longer, let's say about some shady supplements, you're offering them something extra in beauty niche.
• 36:55
  SPEAKER_03: Let's say for for cream, you're offering all uh oil for the hair growth, like one one of our winning offers one plus one for free, and plus free brush, which is making massage on the on the head.
• 37:11
  SPEAKER_03: So, like just small 50 cents product make the conversion so high, the margin is like staying 20 bucks, but uh people are buying on the higher level conversion, and the brand is like 35 profitability before it was barely 12 because like it was just a problem that people were not buying and buying not enough in terms of value.
• 37:32
  SPEAKER_03: And like, for example, one on supplements one plus three.
• 37:36
  SPEAKER_03: Uh there is uh could be an offer, like one bottle, one month supply, two bottles, two months supply, 25 25% off, three bottles, uh, like uh 30% off sub for three months supply, or like one plus three free, it's like four months supply, like most choosing option, you know.
• 37:54
  SPEAKER_03: Or or it's you can call that offer as well by one plus one with the 35 35 percent, and it's like uh family.
• 38:04
  SPEAKER_03: Uh like uh let's say uh how we call it that, like uh uh family choice, something like family choice.
• 38:12
  SPEAKER_00: Uh couple choice, yeah.
• 38:14
  SPEAKER_03: Yeah, the bundles, like different bundles we name it, couple choice, family choice, you know, and like oh oh it makes sense.
• 38:21
  SPEAKER_03: Like, I have a two kids, I have a yeah, so and bam, you just selling the higher.
• 38:25
  SPEAKER_03: Like, there is different offers plus free, plus gift, uh, plus and percentage off, and those plus plus and percentage off has to be name it smartly.
• 38:35
  SPEAKER_03: Because before it was like whatever you put and it's it's on sale, it's fine, but now you have to be creative, like family offer, couple offer, uh six months uh supply.
• 38:45
  SPEAKER_03: You just name it that in the way which is makes sense for person that you bring him a value.
• 38:50
  SPEAKER_03: You're not trying to upsell him, you're actually giving him a value to save the money because eventually next month he'll need the same product because he's buying to fix some stuff in his body, in his health.
• 39:02
  SPEAKER_03: So if he wants to continue implementing, he needs the bottle or he needs this kind of uh like pillows.
• 39:09
  SPEAKER_03: So in this case, six months supply, it makes sense.
• 39:12
  SPEAKER_03: I will save here 100 bucks, let's say 20 bucks, 30 bucks, but I will have enough supply.
• 39:17
  SPEAKER_03: And guess what?
• 39:18
  SPEAKER_03: On the post-purchase, when they already purchased it, you're offering exactly the same item, but extra off.
• 39:24
  SPEAKER_03: There is no expand, there is nothing, so you can really make a just five-10 dollars profit, but it's extra five, ten dollars profit, and you're offering extra three months bottles supply for significant 80% off.
• 39:36
  SPEAKER_03: Let's say it depends on your margin, and you're just making 10 bucks from that offer, but you have extra 10 bucks profitability.
• 39:43
  SPEAKER_03: And can you imagine it's thousand orders?
• 39:45
  SPEAKER_03: 10 bucks, it's like ten thousand dollars extra from nothing, so like something like that.
• 39:51
  SPEAKER_01: Yeah, that's amazing.
• 39:52
  SPEAKER_01: And offer testing.
• 39:53
  SPEAKER_01: I've actually never heard of that, but uh, I hear the click funnel methodology because I've read a lot of Russell Brunson's books, and obviously you guys are implementing it the right way.
• 40:01
  SPEAKER_01: And I love what I hear.
• 40:02
  SPEAKER_01: So uh tiering offers, then upon checkout, those pop-ups with those other offers of like, hey, get this, and you see it everywhere.
• 40:09
  SPEAKER_01: You see it, yeah, of course you see it in e-commerce, but you also see it if you're shopping at a Panera or Starbucks and you're about to check out online, they're like, hey, add a cookie to your order.
• 40:18
  SPEAKER_01: And you know, it's so easy that you're like, I love cookies, why not?
• 40:21
  SPEAKER_01: I get a dollar off the cookie.
• 40:22
  SPEAKER_01: So it makes it really easy.
• 40:25
  SPEAKER_01: And for those listening, it doesn't always have to be free.
• 40:27
  SPEAKER_01: To your point, Antoli, it should be profitable to some degree.
• 40:31
  SPEAKER_01: If it makes sense to do three bottles, great.
• 40:33
  SPEAKER_01: Uh, we've seen things like free shipping or buy one, get one, buy one, get one fifty.
• 40:37
  SPEAKER_01: So uh to your point, testing the offer and its impact on conversion rate, average order value, and sales is where it's at.
• 40:45
  SPEAKER_01: And that was uh really insightful.
• 40:47
  SPEAKER_01: So I love we're getting into the weeds.
• 40:48
  SPEAKER_01: And now this is gonna be like the million dollar questions because this is what uh I have tons of conversations about on Amazon, and it's so different than it is on Shopify.
• 40:58
  SPEAKER_01: So we're gonna take a moment to hear from one of our sponsors, Bellovics.
• 41:03
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• 41:08
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• 41:23
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• 41:29
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• 41:33
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• 41:37
  SPEAKER_01: How do you increase lifetime value?
• 41:39
  SPEAKER_01: Like, what are some of the tactics to get those people coming back and buying more?
• 41:43
  SPEAKER_03: Yeah, yeah, sure.
• 41:45
  SPEAKER_03: Just before like uh giving the answer on that, regarding what you said, like complementary products.
• 41:51
  SPEAKER_03: It is as well if you make that in the right.
• 41:53
  SPEAKER_03: I mean, make Amazon done really well about that.
• 41:56
  SPEAKER_03: That like you buying, let's say, some coffee and some cookies, like complementaries coming, buy as well, and you don't need to do even discount, it just makes sense purchase together.
• 42:06
  SPEAKER_03: And those kind of on the checkout upsells, it's another way of the testing average order value increasement because you're not trying, if you choose the right products, you're not trying to like get money from somewhere, you try to provide you value.
• 42:22
  SPEAKER_03: And for example, the good uh example on the bicycles, like the website, one of my friends selling bicycles, like uh thousand, thousand five hundred product, and so on.
• 42:31
  SPEAKER_03: And basically, when and I I remember I was buying for my son the small bicycle, like it's so unconvenient when you buy a bicycle and there is no upsell.
• 42:41
  SPEAKER_03: So, like, what the fuck?
• 42:42
  SPEAKER_03: I want I want the head, I want the bell, I want, I want the bottle holder, I want the bottle itself.
• 42:49
  SPEAKER_03: So if people are not putting the complementary product which is making sense, I will love a customer, uh customer experience on the website if all of that will be introduced to me because it makes sense products to purchase with the main product.
• 43:03
  SPEAKER_03: So that's why, like, if you have like some really general product and you know that some complementary products will make sense, you're gonna be not rubbing your customers, you're gonna be actually delivering them the high-end customer success level of the journey on your website.
• 43:18
  SPEAKER_03: And by that being said, when you're doing the great customer service uh on the website, I mean customer journey, uh, LTV, first of all, that's one of the points they will come back to you again, but because they were really feeling that in one time in one click, they were able to buy the bicycle, the bottle, the holder, the bell, blah blah blah.
• 43:36
  SPEAKER_03: They were able to buy everything and even more.
• 43:39
  SPEAKER_03: And if they were not feeling that you try to rub them, they were feeling that oh my goodness, like in Amazon or like in eBay or somewhere else, I was just has to search, I have to like check the vendors.
• 43:51
  SPEAKER_03: Let's say in Shopify, they jump it, and with the right uh brand owner and marketing team, they just done all the listing clicks, like done.
• 44:00
  SPEAKER_03: Like you have everything, and it's the best experience.
• 44:02
  SPEAKER_03: I will come back to them again.
• 44:04
  SPEAKER_03: I will like buy an X for my older son bicycle there as well.
• 44:08
  SPEAKER_03: Blah blah blah.
• 44:09
  SPEAKER_03: But it's one of the things how to bring the LTV hire of the same customers, but the major one, and again on Amazon it's not implementable, but on Shopify, email SMS marketing.
• 44:20
  SPEAKER_01: Oh, okay.
• 44:21
  SPEAKER_03: Like, first of all, you create the subscription through the emails.
• 44:24
  SPEAKER_03: This is how you like pushing them into the buying subscription.
• 44:28
  SPEAKER_03: If they didn't purchase subscription from you on the first touch because they didn't know you, they feel shady about you, like maybe you won't deliver the item and so on.
• 44:36
  SPEAKER_03: But when you are have the right communication with the customers, email marketing, and it's not just a newsletter, email marketing as it's 24 by 7 printing machine.
• 44:46
  SPEAKER_03: You make the professional segmentations and flows of that segmentations, you'll be able to engage uh to run the uh to run the emails to most engagement audience in your email list and selling them again and again different stuff: subscriptions, uh, new products, new collections, the same product for the refill.
• 45:08
  SPEAKER_03: If they were not on the subscription and they would never buy from you like more than one piece, and a lot of other stuff, because the email marketing it's a welcome sequence, it is the upsell sequences, it is the service, which is you finding out what they want to see as the next product on your website, and when you have the clear customer communication in your email sequences, and when you know what they want, you're offering them uh specific offers with the discounts.
• 45:35
  SPEAKER_03: Uh you're calling them VAP customer that you appreciate uh their their like uh loyalty to your brand.
• 45:41
  SPEAKER_03: Uh, you're offering them the gift card, like holidays coming, you're not selling them anything, but you know that your products are good for gifts.
• 45:48
  SPEAKER_03: Like, hey, buy a gift card for$100, and like it's a perfect way for your uh team member, your buddy at work to give him a gift card because you don't know what to buy to him, you don't know what he loves, but he definitely needs soap, and it's like you're a soul brand.
• 46:02
  SPEAKER_03: Like, buy a hundred dollars, like 50 bucks, like purchase of the gift card.
• 46:07
  SPEAKER_03: It makes sense.
• 46:07
  SPEAKER_03: And who you can sell the gift cards, uh, cold traffic, so so, but email marketing, they already know you, they already loves you, and you're just serving their problem.
• 46:17
  SPEAKER_03: You are not selling them something, you are providing them solution with the right message.
• 46:21
  SPEAKER_03: If the copywriting is good, you come into them after like months and months receiving messages from you, emails, and they bow bowed from you not once, several times, and they just like love your emails.
• 46:32
  SPEAKER_03: It's a nice pictures, it's a good copywriting.
• 46:35
  SPEAKER_03: There is a values between the offers.
• 46:37
  SPEAKER_03: You could not run only offer, offer, offer, offer.
• 46:42
  SPEAKER_03: They will unsubscribe, they'll hate you.
• 46:44
  SPEAKER_03: But value like how to take care of your skin, how to take care of uh like uh of specific season skin issues, like if it's a skin brand, whatever it is, and then you just like saying, Hey, by the way, it is the Thanksgiving season, like about to it's Thanksgiving about to happen.
• 47:02
  SPEAKER_03: Buy the$50 gift card for all your relatives who you're about to go and visit.
• 47:07
  SPEAKER_03: Boom, no need any gifts anymore.
• 47:10
  SPEAKER_03: He's he found out the solution.
• 47:11
  SPEAKER_03: I'll buy the gift card, and uh oh, you're going for the birthday of your best friend and you don't know what to purchase, or like, hey, you have a birthday of your co-worker and you're not that close friends, but you want to make nice gift,$50 gift card.
• 47:25
  SPEAKER_03: Receive an email or buy by mail the plastic one, that's it.
• 47:29
  SPEAKER_03: I mean, and it's money from the air, like the the they bought it not a product, they bought it just virtual virtual card, which is not always using that's another thing, and like you creating a huge like uh possibilities of upsell, and the people love the journey with you.
• 47:46
  SPEAKER_03: People loves to hear that someone is interested about their opinion, and as well, like by creating this kind of way of communication through ML SMS marketing, you can send them email after seven or thirty days of using your product, and like, hey, like uh thank you for your loyal loyalty, and we really appreciate that.
• 48:04
  SPEAKER_03: And you know, we decided to reward you with the extra discounts or gift cards or whatever you think is gonna be valuable for them, or like uh let's say you are supplement brand and you have now the the like uh let's say uh takeaway cup, coffee cup, uh like you know uh Starbucks is providing, so you make the merch on your website, and like, hey, we just giving for away free of this kind of coffee takeaway cup, just for everyone who will record a video for us about the our product and you giving them points.
• 48:36
  SPEAKER_03: What do you like about our product?
• 48:38
  SPEAKER_03: What do you think is the best ingredient there?
• 48:40
  SPEAKER_03: What do you think about the box and packaging, and in general, like uh experience with our uh brand?
• 48:47
  SPEAKER_03: So, and they you and they follow in the script, recording you a video and send it to you and are instantly receiving this cup by delivering to their address, or like it could be virtual the cashback, yeah, what gift card, whatever.
• 49:01
  SPEAKER_03: And it's incredible.
• 49:02
  SPEAKER_03: You're receiving e uh videos which you can use on your end in advertising completely free of charge instead of paying actors for that.
• 49:09
  SPEAKER_03: You have real customers who are sending to you a bunch of videos with them, or like you can segment that.
• 49:16
  SPEAKER_03: Like, if you will send us a photo uh with the product, we'll send you let's say$30 gift card.
• 49:22
  SPEAKER_03: But if you record a video and giving him a scenario, that will send it to you like$70 gift card.
• 49:28
  SPEAKER_03: You know, you're just giving them different levels.
• 49:30
  SPEAKER_03: He, I'm not comfortable to record myself on the video.
• 49:32
  SPEAKER_03: Oh, here is a picture possibilities.
• 49:35
  SPEAKER_03: So you you have a picture for the picture ads, for the reviews, for the like storytelling and all that stuff, you just generate for you unstoppable UGC content uh for your brand.
• 49:46
  SPEAKER_01: UGC is where it's at, and that's oh man, it's so many good points.
• 49:49
  SPEAKER_01: And what I'm hearing too, personalization, the ability to get feedback from customers.
• 49:54
  SPEAKER_01: Well, we talked about earlier, a good customer experience can lead to a lot of different outcomes.
• 49:59
  SPEAKER_01: And what amazes me, and it and this may sound crazy email marketing has been around what since the 90s, or email in general has been around since the 90s, and as technology continues to advance earlier than the ads itself.
• 50:11
  SPEAKER_01: Yeah, and it's still it's still relevant.
• 50:13
  SPEAKER_01: Like if you wanted to get a hold of me, shoot me an email.
• 50:15
  SPEAKER_01: It's just it's amazing how well it works.
• 50:18
  SPEAKER_01: Uh, and how but SMS even more powerful.
• 50:21
  SPEAKER_01: Yeah, SMS even more.
• 50:23
  SPEAKER_01: Oh, I can imagine right to my phone.
• 50:25
  SPEAKER_01: I mean, that's that's instant attention.
• 50:27
  SPEAKER_01: There's no spam filter on my phone.
• 50:29
  SPEAKER_01: And what's even crazier too, the the buy-in for some of these doesn't have to be a lot.
• 50:34
  SPEAKER_01: I'm a huge Yeti fan.
• 50:35
  SPEAKER_01: I have tons of Yeti cups around the house, and Yeti got me to sign up after my first purchase by promising to send me some swag, and I gave them my email address, and a week later they just sent me some stickers, it was nothing fancy, but I'm in their funnel.
• 50:48
  SPEAKER_01: I get their emails every week, and sometimes I look at them, sometimes I don't, but I have I've purchased more than once, so uh it definitely works, it's definitely effective.
• 50:57
  SPEAKER_01: Uh pausing real quick, Carlos.
• 51:00
  SPEAKER_01: Hey, um Antoli, we we're running a little uh low on time.
• 51:05
  SPEAKER_01: Can you hang out for like 15 more minutes to run?
• 51:08
  SPEAKER_01: I will if it's okay, I'd like to run through the advertising.
• 51:10
  SPEAKER_01: If it's not okay, I'll jump right to talking about your company.
• 51:14
  SPEAKER_03: I have like around 20 minutes.
• 51:15
  SPEAKER_03: 20 minutes.
• 51:16
  SPEAKER_01: Okay.
• 51:17
  SPEAKER_01: Carlos, re-engaging.
• 51:20
  SPEAKER_01: Um, beautiful.
• 51:21
  SPEAKER_01: This was really helpful and uh solid advice around email and SMS.
• 51:26
  SPEAKER_01: Uh, we are running low on time, and I did want to touch base real quick on cost per acquisition in ROAS when it comes to advertising.
• 51:33
  SPEAKER_01: Uh, if you could just give me a summary of just how e-commerce brands should think about advertising, specifically around acquiring customers, how it's tied to lifetime value, because that's important, um, as well as the ROAS, which return on ad spend.
• 51:48
  SPEAKER_03: Yeah, so uh we need to look uh again on the break UN ROS on the break even CPA because when we know that by purchasing one item, obviously your job will gonna be just like increasing your AOV, so your product is$19.99, you need to do whatever you can to increase that to$40.99 or$49.99, like$100, whatever.
• 52:10
  SPEAKER_03: So how we already discussed that, and when you find out how that you increased, you still need to focus on what's my breakeven point of one item, because someone will purchase only one item, someone will purchase like a couple, someone will purchase on 100 plus dollars.
• 52:24
  SPEAKER_03: So, like that's why whatever will be extra, it will be just your super high ROS, super high uh AOV.
• 52:30
  SPEAKER_03: It's cool, but still you need to understand if you're like uh let's say breakeven of your CPA, it is the$20, you cannot go more than$15 cost per acquisition because you need to leave at least$20 gap between the breakeven and uh the cost of acquisition itself.
• 52:53
  SPEAKER_03: Like from the beginning, you can go like my break-even is 20.
• 52:57
  SPEAKER_03: So if you spend in everything less than 20, you're profitable or break-even over the 20, you're losing money.
• 53:03
  SPEAKER_03: From the beginning, when you're on testing phase, you need to focus to bring at least at least like level, not not far than 20.
• 53:10
  SPEAKER_03: And you are on the break-even to understand what to optimize, what to change, what is your conversion rate, what your AOV.
• 53:15
  SPEAKER_03: You need to find out what's the problem, why your cost is like close to the break-even.
• 53:20
  SPEAKER_03: But when you're scaling, if you want to scale fast, as I was saying, from thousand to ten thousand a day instantly, not like in a matter of days, from 10,000 to 40,000.
• 53:30
  SPEAKER_03: How you you gonna be doing that?
• 53:32
  SPEAKER_03: You must have like real apps such as like True Profit.
• 53:36
  SPEAKER_03: Again, I'm not affiliating with them, I just like using them on a daily basis, awesome app, like which is calculated your profit in real life right now.
• 53:44
  SPEAKER_03: It's connected to Facebook, TikTok, all your custom costs, product costs, shipping, uh, and all the sales from Shopify.
• 53:52
  SPEAKER_03: And basically, you understand not now.
• 53:54
  SPEAKER_03: It's 9 a.m.
• 53:55
  SPEAKER_03: I'm already uh sold on$300, and it is like 35% profitability.
• 54:00
  SPEAKER_03: I'm definitely can try to scale today.
• 54:03
  SPEAKER_03: And you like have one tab open with the Shopify itself, with the conversion rate.
• 54:09
  SPEAKER_03: You need to understand if conversion rate is healthy, then your profitability in true profit, like 35%, let's say 9am 300 uh made, and like uh your ad account.
• 54:22
  SPEAKER_03: Nice.
• 54:22
  SPEAKER_03: I made 300, my profitability are high, my break-even uh uh my break-even ROS 20, but now my uh my goal uh uh my break-even CPA is 20 dollars, and uh my uh break-even CPA 20 dollars, my my goal CPA 15, but today I'm at six dollars CPA.
• 54:46
  SPEAKER_03: I have a huge room to spend the budget.
• 54:50
  SPEAKER_03: So you increase in budget for 20 sorry person or even 50 or 100 person.
• 54:54
  SPEAKER_03: Let's say you are spell you put the 100 a day uh budget for this campaign or this et cetera, you just add in 20% and waiting for two hours.
• 55:02
  SPEAKER_03: You can do that up to 3 p.m.
• 55:04
  SPEAKER_03: After 3 p.m., you should not touch any budget, you have to decrease that if it's performance going bad, or you just keep it on the level which you increase up to 3 p.m.
• 55:13
  SPEAKER_03: Because after 3 p.m.
• 55:14
  SPEAKER_03: the practice is showing that like ad account is perfect, it won't be like uh giving the best performance if you're gonna be continuous scaling the budget.
• 55:21
  SPEAKER_03: Sometimes it's working, but most of the time no.
• 55:23
  SPEAKER_03: So that's why on you are focusing on the morning on the media buying.
• 55:26
  SPEAKER_03: You're looking like, okay, uh, I'm super profitable, my CPA is lower than far away lower than my goal CPA, and then I can scale.
• 55:35
  SPEAKER_03: And then you look next couple of hours, if you'll get two plus sales from the same campaign ad set.
• 55:41
  SPEAKER_03: So if you scale that ad set for 20 or 30 percent, you're supposed to get at least one or two sales in the next two hours.
• 55:47
  SPEAKER_03: And if your CPA is staying exactly the same or a bit higher, which is completely fine because you have a huge gap, then uh you just increasing again for 20, 30, or 50 percent, or even 100%.
• 56:00
  SPEAKER_03: It depends how aggressive you are and how cool your uh CPA at the moment.
• 56:04
  SPEAKER_03: So on the scaling, you're focusing on as cheap as CPA as possible.
• 56:08
  SPEAKER_03: But if your average order value all the time is super high, then your ROS is incredibly high.
• 56:13
  SPEAKER_03: Let's say your break-even ROS two, but right now, because of high average order value, your ROS it's 5.5, like you're super profitable.
• 56:22
  SPEAKER_03: Then you can go on the break-even ROS 20, you can or break-even CPA 20, you can go in 25 because you know that people are buying high tickets on your end, so that's why you can you you push forward your break-even a bit forward if you need it, but you know, most of the time, especially when you're scaling on 30,000 a day, 40,000 a day, it's high risk that something could go wrong and you're already spending thousands and thousands an hour.
• 56:46
  SPEAKER_03: Then always keep your original break-even CPA to be super secured.
• 56:52
  SPEAKER_03: And we always like we have break-even 20, we we're trying to go not more than 20% below, so$15 CPA.
• 57:00
  SPEAKER_03: What is above uh above that, beyond the 15?
• 57:03
  SPEAKER_03: We just leaving as it is budget, we're not touching or decreasing slightly to be be saved because on the high spend, you could be super unaccurate and you have let's say 10 campaigns or even 20 campaigns running on the scaling phase.
• 57:17
  SPEAKER_03: You like media buyer must be focusing on real life uh profitability.
• 57:22
  SPEAKER_03: If profitability is staying the same, is it decreasing after increasing the budget?
• 57:27
  SPEAKER_03: Is it like uh conversion rate is the same?
• 57:30
  SPEAKER_03: If there is no problems with the inventory, one time you start spending like or spent in the beginning of the day already four thousand dollars, and we like shit, something happened.
• 57:38
  SPEAKER_03: The sales significantly stopped, and we already spent 3,000 and on 1000 revenue, it starts stopped.
• 57:44
  SPEAKER_03: We were like, What's going on?
• 57:45
  SPEAKER_03: And we find out that actually on the store the uh uh inventory on the product which we were advertised became zero, uh, and people were not able to purchase, and we were giving a hard time, uh hard time to our media buyer, like, how come?
• 58:02
  SPEAKER_03: And we figured it out that stock is available, we remove these limitations, and the sales again started, but uh it cost us 3,000 on spend without any like uh yeah revenues, so it was painful but lessened.
• 58:14
  SPEAKER_03: That's why you have to like focus on the controlling your media buying team, that they are focusing on the performance on the results of your ads.
• 58:22
  SPEAKER_03: So basically, different apps profitability, sales.
• 58:26
  SPEAKER_03: If there is two plus sales in uh that particular level, increase the budget next two hours, another sell up better too, increase the gain budget and again and again until 3 p.m.
• 58:37
  SPEAKER_03: If you increase in and you're feeling that actually CPA is going up, uh profitability going significantly down, decrease the budget back for 20% for the level when it was really profitable and keep it as it is.
• 58:50
  SPEAKER_03: And there is several campaigns you just like Papa Master just playing with the different campaigns with different budgets, and at the end, you just like ended up 22% profitability and like 15,000 in revenue with the much higher profitability than in ever before, but because you didn't know like what you are doing.
• 59:07
  SPEAKER_01: Yeah, that is solid.
• 59:08
  SPEAKER_01: And I'm advertising is my background, so a lot of that resonates to your cost per acquisition, knowing your break even.
• 59:14
  SPEAKER_01: And honestly, like what I love most about advertising, it's it's instantaneous to your point.
• 59:19
  SPEAKER_01: Like, how many different marketing avenues could you have the real-time dashboard and your ad campaigns up at the same time and be able to measure the impact in real time, the changes that you're making and its impact on the bottom line, conversion rates, ad sales, and all that other fun stuff.
• 59:35
  SPEAKER_01: So this is really insightful and it resonates.
• 59:38
  SPEAKER_01: And then obviously, when you're scaling advertising, there is a point of diminishing turns, returns as you as your audience gets larger, your ads become less relevant to that audience.
• 59:48
  SPEAKER_01: So you can expect a higher cost per acquisition, which will impact your return on ad span or your ROAS.
• 59:54
  SPEAKER_01: So Anthony, this was uh solid.
• 59:57
  SPEAKER_01: And we went through, I think, the the top five or six KPIs that any e-commerce brand should be discussing when they're trying to grow their sales for their Shopify account online.
• 1:00:08
  SPEAKER_01: Before we talk a little bit about e-comm scout and your agency, is there anything else you want to add that we might have missed?
• 1:00:16
  SPEAKER_03: Uh yeah, sure.
• 1:00:17
  SPEAKER_03: Like uh what you mentioned about the like uh creatives, it's in it's some criteria where like your performance start going down.
• 1:00:25
  SPEAKER_03: There is where is CTR, CPM coming on board, and you've seen you're trying to check is it your conversion to so offer is becoming down, doesn't work anymore, or it is your creatives dying dying off, and you need to work on the creatives because your CTR showing decreasements day by day.
• 1:00:42
  SPEAKER_03: So, yeah, like there is a lot of stuff which is like I can speak hours and hours about it, but uh definitely like the a lot a lot of things about the advertising.
• 1:00:52
  SPEAKER_03: And guys, if you are like brand owners and you don't know all the things which we just discussed, make sure that you have someone on the board who's gonna be like really doing that for you.
• 1:01:02
  SPEAKER_01: Beautiful.
• 1:01:02
  SPEAKER_01: Well said.
• 1:01:03
  SPEAKER_01: Now let's uh this was super helpful, and all our brands who are listening.
• 1:01:07
  SPEAKER_01: I hope you guys got a ton of value from all of Annalise's advice.
• 1:01:10
  SPEAKER_01: This was super helpful for me too.
• 1:01:12
  SPEAKER_01: I'm learning so much, but now I want to talk a bit about your agency and about your SaaS product, e-com Scout.
• 1:01:18
  SPEAKER_01: Um, so real quick, I think the agency will be the easiest.
• 1:01:21
  SPEAKER_01: Let's start there.
• 1:01:22
  SPEAKER_01: Um, you've been doing the agency since 2021, you said, give or take?
• 1:01:26
  SPEAKER_03: 2020.
• 1:01:27
  SPEAKER_03: March the 25th of March 2020.
• 1:01:30
  SPEAKER_03: So it's four and a half years.
• 1:01:32
  SPEAKER_01: Four and a half years.
• 1:01:33
  SPEAKER_01: That's beautiful.
• 1:01:34
  SPEAKER_01: So now that you've been in business for four and a half years, um, specifically, like if I was a brand deciding to work with you, and this is the most uh this is my favorite question to ask all agency owners what does the first 90 days look like working together?
• 1:01:47
  SPEAKER_01: So we signed the contract, what's your onboarding look like?
• 1:01:51
  SPEAKER_01: How what's that customer experience?
• 1:01:53
  SPEAKER_01: Could you share that a little bit of that with me?
• 1:01:56
  SPEAKER_03: It's a great question because like I see that you have a marketing background, uh, because brand owners are coming with the expectations that tomorrow the things will change.
• 1:02:07
  SPEAKER_03: I mean, they on board you now, now you have obligations that tomorrow they have to see the significant growth, like no tomorrow.
• 1:02:15
  SPEAKER_03: Uh realistically speaking, it's not working that way.
• 1:02:19
  SPEAKER_03: And uh anyone who you onboard, especially I mean, not especially the agency, because there is already marketing who is experienced, it's 60 to 90 days you need to give them.
• 1:02:29
  SPEAKER_03: If you're on boarding someone employee to your team, you need to really like give them up to three to six months.
• 1:02:36
  SPEAKER_03: It depends on their performance.
• 1:02:37
  SPEAKER_03: If they're showing you that they can, then like to let them be 100% automated, you need to give them at least three months.
• 1:02:44
  SPEAKER_03: But you obviously, if you see that they're like sucks in the first months, you'll you'll hire you'll fire them.
• 1:02:50
  SPEAKER_03: So that's why like uh with employee, it's harder with the brand owners trying to be everything in-house, and it's correct.
• 1:02:58
  SPEAKER_03: I understand why, I completely understand to control all that and so on.
• 1:03:01
  SPEAKER_03: But they hiring, firing, hiring, firing, hiring, firing, and losing money on this on the middle of this process by not scaling, by uh destroying the profitability of the right wrong person running the ads, by destroying the profitability by wrong person, optimize the landing page and giving all the chances for those people before finding the right one.
• 1:03:24
  SPEAKER_03: I I don't I'm not saying that it's not the option, it is the option, but it's long-term expensive option.
• 1:03:30
  SPEAKER_03: But if you're like starting with the agency which is like really has the team who will be implementing everything for you under your control and under your criteria, you are like from day one getting the experienced team.
• 1:03:45
  SPEAKER_03: Can you imagine?
• 1:03:46
  SPEAKER_03: Like, you have a business and like you want to build a corporation, you need like different, different, different, different experienced people in the in the company, and you need to hire them.
• 1:03:56
  SPEAKER_03: As I said, it's time consuming, firing, hiring, and so on.
• 1:03:59
  SPEAKER_03: And you need to be a good manager, you need you need to hire the good managers who are gonna be managing the team.
• 1:04:04
  SPEAKER_03: But by hiring the agency, you basically hire the management team who gonna who bring with them the technical team, which is media buyers, developers, copywriters, uh video editor, all of them gonna be from day one with their experience, within their internal processes, implement all the uh experience and uh and uh knowledge into your brand in one shot.
• 1:04:32
  SPEAKER_03: But to implement everything, you won't be able to make tomorrow three X from where you were.
• 1:04:40
  SPEAKER_03: You could in a week or two, because if your ads are killing, real really killing, and uh uh media buying just team jumping into the ad account after the welcome meeting and made the audit and said, like, listen, this stuff is working so well, let's scale.
• 1:04:54
  SPEAKER_03: And we implement and like fuck it's scaling, like let's move.
• 1:04:58
  SPEAKER_03: And like that's what was happening in May.
• 1:05:00
  SPEAKER_03: One brand joined us, like made 9,000 in the first 14 days of May, and then we ended up 37 million or 37,000 in 16 the next days.
• 1:05:09
  SPEAKER_03: So by from 15 to 31st of May, we made 37,000 to compare 9,000 in the first 14 days, so it because we see that something what is scalable is there, they don't know how to scale.
• 1:05:20
  SPEAKER_03: They've never been on 37 uh 000 in revenue, and we done in 14 in 16 days, less than a month.
• 1:05:26
  SPEAKER_03: So then those things you could like three X in instant, but majority of time it takes uh time to implement everything.
• 1:05:36
  SPEAKER_03: Our agency focusing on Shopify brand owners, shipify dropshippers with results, uh by implementing the advertising ecosystem.
• 1:05:43
  SPEAKER_03: So we coming in, we make an audit, and then uh we uh audit in the Facebook ads and start working on implementing our skills in the ad in the Facebook ads.
• 1:05:53
  SPEAKER_03: Then another Google team making audit of your Google, or you never run the Google connecting everything and Implementing testing phase, what's going to be working for your null, and it takes time.
• 1:06:04
  SPEAKER_03: Then, like email SMS marketing, studying your avatar, studying everything like what was prepared already for advertising.
• 1:06:12
  SPEAKER_03: We know what needed.
• 1:06:13
  SPEAKER_03: Now our graphic designer, our copywriter start working on copies on the design for your email sequences.
• 1:06:19
  SPEAKER_03: And we're preparing the structure of the sequences, which is going to be running for your uh internal audience to bring you higher LTV, to bring you higher AOV, and so on.
• 1:06:29
  SPEAKER_03: And that basically, like plus CRO and plus uh TikTok, if it's implementable for this for a specific brand, we run as well TikTok.
• 1:06:38
  SPEAKER_03: And it all of that, but it's a step of by step process, which is 60 to 90 days.
• 1:06:43
  SPEAKER_03: Sometimes it's 45 days and less.
• 1:06:45
  SPEAKER_03: But sometimes you test one, it doesn't work.
• 1:06:48
  SPEAKER_03: You test another one, it doesn't work, and you need to find out that kind of uh line where you can see that it's scalable, it's stay profitable, and now because you can like see ads are running great, but there is a conversion rate problem.
• 1:07:02
  SPEAKER_03: We need to test different offers, different landing pages to find out what's exactly the problem there.
• 1:07:07
  SPEAKER_03: Then, like landing pages, super high conversion rate, but the ads are not performing.
• 1:07:12
  SPEAKER_03: We need to figure out why.
• 1:07:14
  SPEAKER_03: So always like it's all it depends on the case, but you always need to give people 60 to 90 days to make sure that they're gonna be having enough time to make the difference in your store.
• 1:07:24
  SPEAKER_01: Yeah, that's beautiful.
• 1:07:25
  SPEAKER_01: And actually, it's the same thing here on Amazon.
• 1:07:27
  SPEAKER_01: We we say 60 to 90 days before you see some results.
• 1:07:30
  SPEAKER_01: Sometimes, to your point, it's earlier.
• 1:07:32
  SPEAKER_01: But I think what you're hitting on the head as a marketer and how it's changed from marketing profession in the past, we're data scientists.
• 1:07:39
  SPEAKER_01: A lot of what we do is gathering data, analyzing the data, whether it's testing or troubleshooting issues, and we're figuring out, based on our expertise, how we can solve this problem to improve these metrics, which will lead to more sales or like whatever that goal might be.
• 1:07:55
  SPEAKER_01: So I think you hit it, hit it out of the park.
• 1:07:57
  SPEAKER_01: And any of our brands that are listening, uh, it's it's kind of normal for any agency.
• 1:08:02
  SPEAKER_01: I would be very questionable if a brand or if an agency came up to me and they're like, I could double your sales in a week.
• 1:08:08
  SPEAKER_01: You know, good luck with that.
• 1:08:10
  SPEAKER_01: I haven't seen it.
• 1:08:11
  SPEAKER_01: Bye bye in that case.
• 1:08:16
  SPEAKER_01: So we are running a little low on time.
• 1:08:18
  SPEAKER_01: Really quick, can you just give us a summary of e-comm scout?
• 1:08:21
  SPEAKER_01: I know it's a new tool you guys are working with.
• 1:08:23
  SPEAKER_01: You developed it internally and have made it available um to the general public now as a SaaS platform.
• 1:08:30
  SPEAKER_01: So, real quick, how did you come up with e comm scout and what's some of its basic functionalities?
• 1:08:35
  SPEAKER_01: Why should a brand consider e comm scout?
• 1:08:38
  SPEAKER_03: Yeah, sure.
• 1:08:39
  SPEAKER_03: So it's an AI drifting platform uh for attribution of the advertising.
• 1:08:44
  SPEAKER_03: Uh, it's not a secret that uh in 2021, when iOS 14 was announced by Apple, they just destroyed the possibilities of tracking data by advertisers on social media, especially like Facebook.
• 1:08:58
  SPEAKER_03: And basically, like people start seeing on their ad accounts uh when they were running ads, uh significant lie in terms of what's performing, what's not.
• 1:09:07
  SPEAKER_03: Let's say it's showing you 100 sales, but at the end it's only 60 sales from it, so it's a fake sale showing, or opposite, it's actually 100 sales, but it's showing only 60, and attribution is not correct.
• 1:09:17
  SPEAKER_03: That's why from that moment it came like third-party attribution platforms, and we made our own the AI uh-based learning machine, which is like I was telling you about the different tabs open, and e com scout for us, it's a separate tab open.
• 1:09:32
  SPEAKER_03: So we comparing the Facebook ad account of data to come to a uh e com scout.
• 1:09:38
  SPEAKER_03: If we see the difference that Facebook is lying to us, we're gonna be focusing only on the data of e-comm scout and making decisions according to the numbers which we can see there because it's it looks uh quite similar to like your ad account, but on other platforms, and there is a separate pixel which is integrated to your store, and it's showing you the real data.
• 1:09:59
  SPEAKER_03: So, for example, it's showing like uh buy your pixel in the store from show from the Facebook uh 10 sales today, but the comm scout is showing it's 16 actually, and you like checking on Shopify store and like, oh yeah, six stores six sales are missing from where they came from, and you you see on the comm scout that it's from campaign number two, but in Facebook it's showing that campaign number one is the best, and campaign number two has no sales, and that's attribution problem which has exist for several years.
• 1:10:26
  SPEAKER_03: So when you scale into multiple five figures a day, it must have third-party attribution platforms with you.
• 1:10:34
  SPEAKER_03: There are a bunch of them, but they're quite expensive, and that's why we made the decision to ask our developers to build the uh attribution system for us for our internal team.
• 1:10:44
  SPEAKER_03: And uh, after that, we realized that it's quite cheap to compare what people are uh actually uh trying to charge for it, uh our competitors, and we just made it like hey, it's working, let's just make for everyone, and we decided to make it a simple hundred dollar a month subscription to compare to all other uh all other attribution platforms.
• 1:11:04
  SPEAKER_03: It's 300, 500, 3000 a month.
• 1:11:07
  SPEAKER_03: We just made it simple fix 100 bucks, and we want to make sure that advertisers can actually save on these stupid like issues uh instead of like pure companies are just uh overcharging for no reason.
• 1:11:20
  SPEAKER_03: So, and plus we're now implementing the true profit uh functionality to the summary page of Fecom Scout, so it will be showing all the data together in terms of like what's your profits, what's your loss, what's your custom costs.
• 1:11:33
  SPEAKER_03: So it will be we will be trying to make all the functionality of advertising in one single platform, which is it's gonna be super easier uh to scale during the day and read the data in one simple uh page.
• 1:11:47
  SPEAKER_01: That's beautiful too, and having one true source of data is so important because to your point, you know, the meta example you gave, you know, there's no third party, well, third-party cookies are doing what they're doing, but iOS stopped allowing us to track.
• 1:12:01
  SPEAKER_01: So there's gonna be inaccuracies with that data.
• 1:12:03
  SPEAKER_01: And having a third party tool like e-comm scout, which can gather that data because it's pixeled, you have a better idea of the performance of those campaigns and it makes it easier.
• 1:12:12
  SPEAKER_01: Campaigns are really anything you're doing, profitability, average order, like it all adds up over time.
• 1:12:17
  SPEAKER_01: So very cool.
• 1:12:18
  SPEAKER_01: I can see the value, and I love your pricing model, make it available for everybody.
• 1:12:22
  SPEAKER_01: And it sounds like you guys are making some drastic improvements, which is gonna be great.
• 1:12:28
  SPEAKER_01: And only this has been really helpful.
• 1:12:30
  SPEAKER_01: We have our tradition here, uh, the future of e-commerce.
• 1:12:33
  SPEAKER_01: So I'm gonna ask you a quick question.
• 1:12:34
  SPEAKER_01: I'm gonna ask you to pull out your crystal ball and let me know some of your thoughts on the future of e-com.
• 1:12:39
  SPEAKER_01: But as someone deeply involved in e-commerce, how do you see the role of data evolving over the next two to three years, especially with advancements in AI and machine learning?
• 1:12:50
  SPEAKER_03: Yeah, like it's a different level.
• 1:12:52
  SPEAKER_03: I mean, since ChatGPT was uh presented in the December 2022, it was the game changer for every business, but for the e-commerce, it was accelerator of the speed.
• 1:13:05
  SPEAKER_03: It's just insane.
• 1:13:06
  SPEAKER_03: We just like we were seeing on the cases, especially we are using for the conversion rate optimization.
• 1:13:12
  SPEAKER_03: We were seeing on the cases overnight from like 1.8% conversion rate to 3.5, just implementing the chat GPT, collecting data, giving the right tasks, and giving and receiving the like incredible landing page, which we I mean, uh copywriting for the landing page, which we can use, obviously, be making a bit touches uh by ourselves.
• 1:13:34
  SPEAKER_03: So it's and it was like that moment.
• 1:13:36
  SPEAKER_03: Wow, mind blowing.
• 1:13:38
  SPEAKER_03: Now that's like old school.
• 1:13:41
  SPEAKER_03: I mean, there are so so many uh apps already built, yeah.
• 1:13:46
  SPEAKER_03: Like we even UGC videos right now.
• 1:13:48
  SPEAKER_03: We're creating with AI internally.
• 1:13:51
  SPEAKER_03: We have AI platforms we qu which we can use and create the videos from nothing.
• 1:13:57
  SPEAKER_03: We just giving the link to the landing page, we're just giving the text of the reviews from Amazon for the same or similar product, and asking Chat GPT to give us an idea of the UGC video, and after that, to get that idea together with this link of landing page to the AI video generated tool, and it's generating us a video.
• 1:14:15
  SPEAKER_03: It's not perfect, but it's a good enough to take drafts and give it to our video editors and saying, like, okay, make it better.
• 1:14:22
  SPEAKER_03: And they just like implementing our winning ads together with that kind of AI generated content, and like one of those contents, like our media buyer made 800,000 in one single month with one single video created by AI.
• 1:14:36
  SPEAKER_03: It was just a picture slide show, but storytelling slide show, like voice lab, uh 11 lab uh voice uh AI software.
• 1:14:45
  SPEAKER_03: Well, like it was just like saying the words which we write by Chat GPT and the mid-journey pictures which created according to our needs.
• 1:14:54
  SPEAKER_03: Uh combine it into the video, and it was just storytelling of like product uh of the product uh benefits, and boom, 800,000 on one single video in one single month.
• 1:15:07
  SPEAKER_03: It's like it's insane, and it's what's now going on.
• 1:15:11
  SPEAKER_03: What's gonna be in the next couple of years?
• 1:15:14
  SPEAKER_03: Landing pages gonna be highly convertible building in one click, it's already almost exist.
• 1:15:20
  SPEAKER_03: Shopify working on implementation on their internal tool that you just give an idea of the product, couple of uh sub uh text explanations, press generate, it will generate you highly convertible landing page, one click.
• 1:15:33
  SPEAKER_03: It will be definitely easier and faster, but only for people who understand what they're doing and they are becoming a good operators for the new uh new people, like for the uh newbies, it's still gonna be easier to start from one hand, but from another hand, things will be things speeding up so fast of like adjusting, changing.
• 1:15:57
  SPEAKER_03: You need to adapt again and again.
• 1:15:59
  SPEAKER_03: When you have no experience, it's gonna be harder to jump on the board.
• 1:16:02
  SPEAKER_03: But when you figure it out, oh my god, I mean, there is a like unstoppable speed about like e-com in near future, and like even like this virtual shopping that you just wearing the glasses, and like you are changing the shorts and everything without leaving your room.
• 1:16:18
  SPEAKER_03: Even trying the one of the brands, like bicycle brand, what I was just sharing with you.
• 1:16:22
  SPEAKER_03: They just implemented the AI uh virtual tours where you have bicycle in your home, you're wearing the the AI uh glasses, and you just like sit down on the bicycle and just try and check, checking how how comfortable it is, how is it big for you?
• 1:16:39
  SPEAKER_03: Is it good?
• 1:16:40
  SPEAKER_03: What's color you want?
• 1:16:41
  SPEAKER_03: Like, it's a new level of the shopping, which is not here yet, but it looks like it's gonna be in the near future, like just incredible high-level experience for the customers.
• 1:16:52
  SPEAKER_01: Man, that is amazing.
• 1:16:53
  SPEAKER_01: Well, you guys heard it here first.
• 1:16:55
  SPEAKER_01: So, as e-commerce continues to develop, as content gets easier, as it gets easier to start up, and as AR is integrated more uh with our shopping experience, uh, you remember who said it here first.
• 1:17:06
  SPEAKER_01: On that note, thank you, Annalie, for sharing your invaluable insights and expertise with us today.
• 1:17:11
  SPEAKER_01: It's been a pleasure having you on the show.
• 1:17:13
  SPEAKER_01: Before we wrap up, could you let our listeners know where they can find you and if you have anything else you'd like to share?
• 1:17:18
  SPEAKER_03: Yeah, sure.
• 1:17:19
  SPEAKER_03: So uh the best place where I always answer in the by myself in DMs, it's Instagram, igbomb by Anatoly, Anatoly Labinski.
• 1:17:28
  SPEAKER_03: So basically you can just reach out to me and ask any kind of questions.
• 1:17:32
  SPEAKER_03: And you know, like uh I'm not doing any kind of consulting or anything, but uh if someone has like uh a Shopify brand or maybe they are in Amazon and they just uh have as well in Shopify their products and trying to scale that or like figure it out, you can reach out to me on Instagram and uh I will see if like uh if we are good fit to sp to speak together.
• 1:17:54
  SPEAKER_03: It's not about like trying to sell you something.
• 1:17:57
  SPEAKER_03: I will provide just for three people who you reach out to me because of the time availabilities, completely free audit.
• 1:18:03
  SPEAKER_03: So I will go exactly the same what we discussed in the store.
• 1:18:06
  SPEAKER_03: I will point in out on the problems and like just go and implement after after that on yourself without any issues.
• 1:18:13
  SPEAKER_03: Three people please so like reach out and I will definitely we'll take time and look on your stuff and try to help you optimize.
• 1:18:20
  SPEAKER_01: Beautiful.
• 1:18:21
  SPEAKER_01: Thanks, Analy.
• 1:18:21
  SPEAKER_01: That's very generous to our audience.
• 1:18:23
  SPEAKER_01: First three to here, chime in.
• 1:18:25
  SPEAKER_01: Uh, all the links will be in the show notes.
• 1:18:27
  SPEAKER_01: I got uh his website, all Annalie's social handles, and we'll also have his Instagram.
• 1:18:32
  SPEAKER_01: So if you guys are interested, this resonates, you're looking to improve your Shopify, uh, please follow up on Analy, and I hope you guys have the best.
• 1:18:38
  SPEAKER_01: On that note, Annalie, thanks so much for being on the show.
• 1:18:41
  SPEAKER_01: We'll catch you next time.
• 1:18:43
  SPEAKER_03: Thank you.
• 1:18:43
  SPEAKER_03: I appreciate you, Will.
• 1:18:44
  SPEAKER_03: Thank you for inviting me.
• 1:18:48
  SPEAKER_01: That's a wrap for this episode of Selling on Giants.
• 1:18:51
  SPEAKER_01: We've explored some game-changing insights from Annalie on optimizing conversion rates, lifetime value, return on ad spend, and more.
• 1:19:00
  SPEAKER_01: These strategies are key to unlocking serious growth for your e-commerce brand.
• 1:19:06
  SPEAKER_01: If you're ready to put these metrics to the work and take your business to the next level, now's the time to start applying what you've learned.
• 1:19:14
  SPEAKER_01: Before you go, if you found value in today's episode, we'd really appreciate it if you could leave us a review.
• 1:19:22
  SPEAKER_01: Your feedback helps us improve and reach more e commerce sellers like yourself.
• 1:19:28
  SPEAKER_01: And of course, don't forget to follow, like, and subscribe for more insights on growing your e commerce business.
• 1:19:35
  SPEAKER_01: This is Mr.
• 1:19:36
  SPEAKER_01: Will signing off.
• 1:19:37
  SPEAKER_01: Thanks for listening, and until next time, stay classy, people.