Skyrocket Conversions With Brand Scaling Frameworks From Chase Clymer

TLEP 40 | Conversion

 

“eCommerce is math and metrics don’t exist in a bubble”

Chase Clymer is the Co-founder at Electric Eye where he and his team create Shopify-powered sales machines from strategic design, development, and marketing decisions. He is also the host of Honest Ecommerce, a weekly podcast where we provide online store owners with honest, actionable advice to increase their sales and grow their business.

Find out why Chase doesn’t recommend offering coupon codes. Get tips on communicating with your business team and customers to create more clarity and reduce issues. Learn about Chase’s mathematical sales equation (his Brand Scaling Framework) and how it can improve KPI amongst privacy changes. Hear his perspective on optimizing conversation rates and how brands can maximize reach via video content. Discover the factors that enable you to increase Average Order Value (AOV). Uncover advice on cross selling with partners and the benefits of leading with value.

We also touch upon the importance of prepping for winter holiday sales. Gain tactical suggestions for getting ready for big days like Black Friday and gift shopping. eStreamly is launching a livestream shopping program to support your journey. With this program you will have support you, and we are partnering with expert in ads, training, finding the right host. Learn more by emailing [email protected]

Ready to get started livestreaming? We have a free PDF checklist that you can download here: https://try.estreamly.com/successchecklist

Get marketing best practices here: https://try.estreamly.com/marketingbestpractices

Skyrocket Conversions With Brand Scaling Frameworks From Chase Clymer

Our special guest is Chase Clymer. He is the Cofounder at Electric Eye, where he and his team create Shopify-powered sales machines from strategic design, development, and marketing decisions. He is also the host of Honest Ecommerce, which is a weekly podcast where he provides online store owners with honest actionable advice to increase their sales and grow their businesses.

It makes perfect sense for him to be on this show. We’re excited to explore a variety of different topics around eCommerce live streaming. Nicolas, you’ve developed some wonderful questions for him that I’m looking forward to hearing the answers to. Before we get into that, though, we start every episode with an update on what’s going on over at eStreamly. I’ll hand it over to Nicolas to share that.

I’m so excited to be here. We are in August, but we still have to think through what the end of the year is going to be. From that standpoint, at eStreamly, we are working on launching a livestreaming shopping program to support your journey. The idea is to try to get all the different elements that you need to have a successful campaign and try to find all the right partners with experts in ads training and finding the right host. It’s going to be a free program. We are thinking of doing it over the course of three months. If you’re interested in doing this program, please reach out to me at [email protected] with the whole idea to prepare you for the holidays.

It’s something that came up for us as I was going through some newsletters. I’m a big fan of Chase’s newsletter, by the way. He does a great job summarizing his episodes, as well as some industry news. I try to pay attention to what’s going on in the eCommerce world as much as possible. It feels so fast-moving.

A perfect example of that is how we are recording this at the very beginning of August 2022 and already getting emails about holiday sales and starting to prep as a brand. I went to Nicolas and said, “We should do whatever we can to support people with this as soon as possible,” because when you have a long runway, especially when it comes to marketing, you have a better chance of success. You have a lot of time to make adjustments. I’d love to use this as a lead into Chase’s perspective on this field. I’m curious, are you starting any holiday prep, whether for your podcast or any of your business relations? Are people already starting to talk about this with you as well?

I saw a tweet. I forget who it was. I wish I remembered. I followed some smart people on Twitter. Long story short, he said it’s less than 100 days or about 100 days to Black Friday and Cyber Monday. I was like, “That’s scary.” These days, we don’t offer managed marketing at the agency anymore. We’re doing CRO and website stuff. On our end, we’re going to start telling some clients like, “This is coming up. Are these things important?” We instill a code freeze on our clients’ websites to make sure that nothing is broken. For those big holiday sales, we want to make sure that everything is in place for them to be successful.

Right around now is when we’re going to tell them, “What is your plan for your sale? Do we need to build any functionalities on your site, like with Shopify scripts for BOGOs or whatnot? Is there some new bundle builder we want to get installed before the holiday that’s going to go with your sale?” You should think about it from a sales perspective first. My idea on how to do your holiday sales is to keep it simple. Keep the offer easy to understand.

Honestly, I try to tell people, “Make it one offer. Have one offer for your holiday sale,” because you got to think about it from your customer’s perspective. You’re not the only person reaching out to them. They’re going to get a bunch of emails, a bunch of texts, whatever, however they’re going to get reached out to however they like to get reached out to.

If your sales are confusing and hard to understand, they’re going to skip it in their inbox and go on to something that makes a little more sense to them. You got to treat your customers like they’re drunk and lazy and make it simple for them. That’s how I’d present the sales element of it. Your website better be spot-on and super easy to use.

If your sales is confusing and hard to understand, people are going to skip it in their inbox and go on to something that makes a little more sense to them. Click To Tweet

Clean UX sale needs to work. Coupon codes are a thing of the past personally. Make your sales happen automatically because all of that does is create pain for your customer service team. That’s a lot of rambling about my thoughts on holiday. To be honest, now I have something to message my team about after this show. I’ll be like, “Guys, we got to bring this up.” Thanks for that.

You’re welcome. We’re all in this together. This is exactly why we talk about these things on this show and get people’s wheels turning. You brought up so many great points. I imagine Nicolas has a follow-up question for at least one of them.

I think it’s interesting, especially when you say no code, having no discount code or promo code. It’s funny because we still live in this era of promo codes, coupon codes, and all that. There’s no one day that you receive that 100 letters in the mail where it’s like a coupon or someone sending you something. I love that perspective.

The other thing that I enjoy hearing from you is this idea of a code freeze. That’s interesting. I think that’s the first time we are hearing that. Although we haven’t talked to many folks in the show that are more focused on the tech aspect, it does make tons of sense. We are on the tech side as well and there’s so much that can go wrong with tech. When you have your tech stable, it takes time to make sure it’s stable, valid, and everything. Thinking through that, it’s interesting.

It made me think through that if the holiday is coming and you want to abide by that tech phrase, you have to think about it. If you want to think about live shopping or if you want to think about other things for the holidays, those experiences like metaverse or Web3 or anything that you want to think about, you may want to think about how to implement it now, so you can code freeze for October, November, December. That’s a very fascinating insight you gave here. I already feel empowered by this alone. It’s cool.

It truly comes from a place of love, but not where you think. It’s because I love my team and they have the holidays off. I don’t want anything breaking their time. We’re a pretty mature agency and we’ve got normal working hours, whatever. We’re not allowing ourselves to get into opportunities where things will break after hours or during the holidays. We don’t have a holiday bill charge because we’re not going to work during the holidays.

We’re going to make sure that everything is working beforehand. We’re going to walk you through it a dozen times because everyone has got friends and family, and they’re going to be spending their time with them. We’re not necessarily marketers anymore. We’re not working those holiday hours. Nothing is more insane than changing your theme right before the holidays.

Another great element that you touched upon here is planning for the holidays. Not just in terms of sales and marketing but customer communication. This is something that we indirectly touched upon in a recent episode in which we were discussing the crucial elements of customer service after the sale. I think throughout this whole customer journey, the more you can communicate, the better.

For example, in your case, Chase, if your team is taking time off, tell your customers in advance and probably multiple times, and make sure it’s on multiple parts of your website or wherever else you’re communicating so that they’re prepared. Versus when you reach out to customer service, for example, and nobody responds to you. You don’t have any frame of reference as to why that’s not happening, what hours they’re working, or how long it’s going to take for them to get back to you. That can be incredibly frustrating.

I think that’s something else worth thinking about. The element of giving your team time off, I think that’s also not stressed enough when it comes to business. I remember, for a while, I was doing a lot during Black Friday. My Thanksgiving was ruined every year because I would spend every moment I could before and after I ate my Thanksgiving meal working and prepping for Black Friday. I would spend that entire Black Friday stress. I’d be working throughout the weekend. I’d be working on Cyber Monday. It’s a long period of time. If you don’t create a structure for yourself and your team boundaries and clarity, it can have a ripple effect on your entire company.

As I alluded to earlier, we’re going to reach out to our clients. We’re going to be like, “What is your sale?” Even though we’re not doing marketing, we’re not running your ads, we’re not doing any of that stuff. It’s like, “You guys are doing something new. We have to make sure that your theme or your Shopify store or whatever will support your sale so when it goes live, it’ll work and you weren’t calling us. I’m not saying that because we’re mean. It’s because we like to work smart and get things done in advance. We’re always pushing our clients to have a playbook in the future that we’re always on the same page about so we can help them succeed.

TLEP 40 | Conversion
Conversion: We like to work smart and get things done in advance, and so we’re always pushing our clients to have a playbook in the future that we’re always on the same page about so we can help them succeed.

 

The other thing I love about what I’ve seen so far going through your website and having further conversations with you is I love how you clearly lay it out. You say that already a couple of times during this conversation, simplicity, and clarity. Those are words that you have been using quite a bit. I think there’s nothing better than on your About Us page of your website where you say, “eCommerce is math. It’s sales equal session by average order value by conversion rate.” When you think about it, that’s true. That’s a very simple way of putting it together. What I love more about this is the next sentence you have next to it. You say that when you think about Escapia, improving them by 26% just double your business.

This is insightful. I think we touched on that with Paul Carpenter when we talked at a previous event, which is a marketer. As a marketer, there is a lot of option out there and there’s a lot to think about. They have to think about their business, their customer acquisition, and all these different tools that they have to figure out, and all the day-to-day, and making sure that everything runs perfectly. The ability to bring down to free fundamental thing or free KPI that you have to derive toward to is sometimes forgotten. I feel this is a great equation.

I have one specific question when you come down to the session. It sounds like most of the work that you’re doing is specifically toward the ad. I’d love to hear your perspective when you talk to your clients, especially when it comes to the new change in privacy that happen with iOS and all that trend of privacy. What do you do to adjust your support toward your customer? What do you recommend as it relates to those privacy changes?

Back to that math equation, we call that the brand scaling framework. What you saw on our website was the starting point for the eBook that we should have out. All the words are done. Now, we’re it’s getting pretty. It will be out. I finally got this done. What you mentioned there, if you take these three KPIs, that’s conversion rate, average order value, and sessions, you multiply them together, and you’re going to get your sales for whatever timeline you’re talking about. The last 30 days are what we usually look at. If you can increase those by 26%, you’re going to double your sales during that period because that’s how compounding growth works, and math is cool.

Your follow-up question to that was how sessions affect that a lot and how you guys are dealing with attribution. We don’t deal with attribution anymore. At our agency, we’re doing less on the ad side of things and more on the in-store experience. We’re measuring it in AOV or when we’re kicking off conversations with potential clients in all of the stuff that we’re discussing, it is on the website experience. We do have a deep understanding of how the sessions play into it. These metrics don’t exist in a bubble. If you want your sessions to increase, usually paid traffic is the number one go-to.

You got influencer marketing and you got SEO, which is definitely a longer-term play. A bunch of ways to drive the traffic to your website up. Is that traffic qualified? Is that traffic the right kind of traffic? I could go spend a bunch of money on Google ads and get a bunch of visitors to both of our websites, but it could be the wrong ad or it could be the wrong people that were getting to see it. Just because it’s cheap traffic doesn’t mean it’s good traffic. You want highly qualified traffic to go to your website.

Now to your question about attribution, it is a giant pain for everybody. What I am suggesting to a lot of people these days if that’s a pain for them is to go to a third-party attribution software. There are a bunch of solutions out there. We’re pretty friendly with Triple Whale because they’re from here in Columbus, Ohio, where we’re from. They’re fantastic. They agreed to sponsor a meetup that we’re doing in a few months. That’s how friendly we are with them.

North Beam is another one and Elevar. You can go look at all of them, and see which one makes the most sense for you. This is where I’m talking a little out of my depth, but what these softwares do is they build your own version of a Facebook pixel or a Google tracking pixel or whatever on your website. The way that it circumvents all the weird flaws is that it’s your data because it’s your website and you’re not sharing it with anybody so you can use it. That’s a giant oversimplification of what these things do. If you’re spending tens of thousands of dollars a month on ads, you should probably be using attribution software to help you see what things are doing.

It’s definitely something that I think a lot of people in this industry have been struggling with, like trying to figure out how do you best address the new privacy trend. I do have another question as it relates to the conversion rate. We can see that video and livestream are good for two things. Engagement time. When you have videos on your site, you tend to double the lens and the engagement time on your site, but also for conversion rate. We see on livestream something in the average around 16%. We can see up to free time on conversion on video.

One of the things that we are seeing as well is that those brands when they think about video, use it for a short period of time. They don’t consider it much as an asset. I’m not talking specifically to eStreamly. I think everyone has seen a lot of brands doing a lot of videos and spending a lot of money on video and putting that video on one social media or maybe on YouTube or something, and not leveraging on eCommerce.

I wonder from your perspective being on the tech side, having experience with marketing, and having talked to so many brands, why do you think is that? Why do you think we see this behavior of a brand having this asset, knowing that it’s good but still it’s on that obscure page on YouTube or on social? Why don’t people use it more on their websites?

The easy answer is that it’s not easy adding video to a product page and making it appealing and on-brand takes custom development. There’s no way around that. You can get away with maybe using some off-the-shelf themes and whatnot. That’s a whole different conversation. Adding video to a product page is hard work. People take the easier routes, and I think there’s less education about the power of video as a sales device.

Here’s the short answer to why video is important. When people are on your product page, now this is getting into the fundamentals of Conversion Rate Optimization or CRO. In conversion rate optimization, we’re not talking about your conversion rate on your website. A conversion as described by Google is a user doing whatever event you want them to do.

If the event you want to solve for or make better is traffic or clicking on a certain button or time on a page or whatever, that is registered as a conversion rate. That’s your conversion and the rate at which you’re converting that. What I’m saying here is conversion rate optimization as a practice is a misnomer because we’re solving for things that aren’t just conversion rate when we’re doing this stuff.

Back to your product page, why aren’t people buying? They have fears, uncertainties, and doubts about your product and the claims that you’re making about your products. Will it fit me? What’s your return policy? What happens if I break this and it’s my own fault? There’s a whole bunch of questions that they might have. It’s all about your specific product. The number one way to increase your conversion rate is to answer all those questions before they press buy. It’s that simple.

The number one way to increase your conversion rate is to answer people’s questions before they press buy. Click To Tweet

A great way to do that is video. We do a lot more well-designed product pages. We try to highlight the products and the videos on those and build not landing pages but just normal product pages. We can talk about landing pages later if you want, but we try to incorporate video into these pages for our clients. Half the time, we’re directing them like, “Let’s 80-20 rule. Twenty percent of your products are selling more than the rest of them. Go and get a professional video made, spin that bad boy around, do an unboxing video, and add all that stuff to your product page.”

That will answer a lot of questions that people are genuinely going to be asking before they buy about the problem that your product will solve for them. Another question that people often get is about shipping and lead times. That’s a whole other rabbit hole. Use either fulfillment center or shipping integration and put that right on the product page, telling them when they should expect it. That will increase your conversion rate. Usually, all of this stuff is best practice and it all needs to be tested for your site. Do video. That’s where I’ll end that rant.

I think, Whitney, we will have to find someone that does unboxing to come on the show and share with us what learning has been for them with unboxing and so forth. It’s definitely something that could be a cool show to have. I love the no shipping. We have an episode coming for you where we talk about shipping and the importance of making sure that you communicate your lead time.

Not so much the lead time, but the communication altogether as it relates to when your product is supposed to arrive, what’s going to happen, and everything. What we’re saying is confirming those conversations we had. It’s very important to not think just about the sales, but also think through what happened after the sales. The customer wants to know after that.

I’m also glad you use the term fear, uncertainty, and doubt, which I learned while studying Web3. Is that something that came before Web3? Is that a common term in the eCommerce world?

I believe it’s common in the ecosystem of conversion rate optimization because conversion rate optimization is an art and science. That’s everything when there’s any design element to anything. It’s a lot about realizing there’s a problem and then trying to figure out why there’s a problem, and then guessing a solution. It’s a hypothesis.

Conversion rate optimization is both an art and a science. It's a lot about realizing there's a problem, trying to figure out why there's a problem, and then finding a solution. Click To Tweet

The other main fundamental of conversion rate optimization is every test isn’t going to be a winner. You’re going to have four tests that don’t matter, and then there’s going to be one test that’s awesome, and that one made it all worthwhile. Getting into that testing mindset is a struggle to explain to the clients. The worst part is you have to be of a certain size for this stuff to work.

You can’t do it when you’re just starting out as a merchant. You have to trust your gut and focus on sales. If I was going to draw a line in the sand, I would say, don’t even worry about CRO before $1 million a year. You don’t have the data to back it up and it is going to be more worth than it’s worth. A line in the sand is arbitrary. It leans either way, depending on what you’re trying to optimize for. If I was going to use a number, that’s what I’d tell merchants.

I’d love to continue on that equation that you had. I’d love to speak about AOV now. When you think about AOV, what are the factors that enable a brand to increase its AOV? The audience that we have on the show is on the brand side and the eTailer creators. For the ones that are tuning in, what do you think is the number one thing that you would recommend to them to have an impact on AOV? Is it doing less discount? Are you thinking about adding more products? I’d love for you to share your perspective on that specifically.

AOV or Average Order Value is the value of all your orders divided by the total number of orders. There are going to be some outliers, etc., and you can get more granular with it, but this is a pretty easy KPI. It’s on the back end of almost every eCommerce platform. It’s right there on the back end of Shopify. How do you increase your average order value? You improve the offer that you’re presenting to your customers. There are three more simple ways to do that. You’re going to be upselling, cross-selling, or doing bundles.

You can double the prices of your products. That would increase your average order value, but I’d probably say your conversion rate would tank. These things don’t exist in a bubble. If you want to see your conversion rate skyrocket or vice versa, mark everything 50% off and you’ll have the most total orders for the day, but it won’t be the most sales ever.

Back to the average order value, you present a better offer to your customer where they think they’re getting more value for the money that they’re investing in whatever purchase they’re making. Upsells and cross-sells get mismanaged and confused all the time. An upsell is when you’re buying a small Coke and then they get you to buy a medium Coke. You spend more money on the same purchase. I think Unbound Merino does a fantastic example of this. I featured them in our eBook. I interviewed them on the podcast too. We talk a lot about upsells on the podcast. They have this subtle link. If you’re on the single t-shirt page, there’s a link next to the Add To Cart button where it’s like, “Buy three and save.” Instead of buying one shirt, they sell you into buying three shirts. That’s such a good example of a good upsell.

Cross-sells, a good example would be you’re buying a replacement part for a small engine. You’re working on your lawn mower or something. You got a replacement part for the carburetor that broke. I don’t know. I’m not a small-engine guy. I don’t know why I use this as an example, but when you’re working on your small engine and you get this carburetor repair kit, they know that you’re probably going to need to replace the oil too. They know that most people that buy that X, they’re also going to want to buy Y. They try to say, “You should also get this thing.”

The way to do all of them better is by offering some incentives. It doesn’t always have to be a discount. That’s one thing. It could be free shipping. It could be a free product. It could be a discount. That’s the easiest one. When you think about it from that perspective, it’s more bundling. The bundle is the number one way to increase your AOV. The easiest way to increase your AOV is to sell people the things that they’re already buying together at the same time. We talked about Triple Whale earlier for attribution. There’s a feature in the back end of their product that will show you the products that are most bought together and be like, “Go build a bundle around this thing.”

TLEP 40 | Conversion
Conversion: The easiest way to increase your AOV (average order value) is to sell people the things that they’re already buying at the same time.

 

Bundles are intricate and difficult. I would say they’re as intricate and difficult as a subscription. There are all sorts of ways it could work. It seems it should be easier than it should be to build it the right way, but it’s not because computers are dumb. They only do exactly what you tell them to. To have a good UX there sometimes takes a bit of an investment. Keep that in mind. Some good examples of bundle builders would be an outfit builder. It will probably crush it for you, especially if you build your own outfit. Let’s say it’s a ski. I’m going to use an example because we built this outfit builder for a ski brand.

You get the jacket, you get the pants, and they’ll throw in the free matching toboggan if you use the bundle builder. That’s a way to incentivize buying more and making the experience better. It’s fun. The AOV is more fun to strategize around because it’s particular to the types of products. Buy one, get one works well for a particular type of product. I don’t need to buy one couch and get another couch because I don’t have room for two couches. You got to think about your customers and what they’re buying and what would go well with it.

A better offer is if I am selling couches on the internet, I buy the couch and I get the matching ottoman for free. That’s a sale. That’s something that I would love to do. That’d be a good bundle or for smaller products for BOGO stuff. Any consumable, if you’re buying one product and maybe sell them another product or try to upsell them another product. Now I’m going off on a rabbit hole about all these upsells and cross-sells. Do you have any questions for me about them?

I love the cross-selling aspect. That’s something that I and my cofounder, Smitha talk quite a bit and quite often about, and with the client as well. It’s like, “How do you cross-sell?”Not so much cross-sell with your own product, but cross-sell with products from different brands. It’s not that we don’t talk much about this, but in the media, it’s not talked much about.

I don’t think there’s a lot of offering around that, but I do see the power of you buying your wine and then as you sell your wine if you’re a winemaker, you can also sell the chocolate that maybe your neighbor is making or this other brand that you love and cherish. I wonder if it’s something that you have seen in your world coming across with a brand saying, “I want to do cross-sell, but I want to be able to cross-sell with relevant products that are within my space and not competing with me.” How do you approach that? I’d love for you to comment on that.

It’s an amazing marketing tool if you can do it and you’re friendly with a brand. It comes down to building the sale and finding a partner to do it with. You don’t need to solve this with some tech tool. You can build a combined bundle on the back end of your eCommerce store and get doing it. If you want to get a little more fancy with it, you could do some tracking or whatever. Now we’re getting into and into the weeds on how you’d want to do this from a fulfillment perspective.

For example, if you have a great wine and you know of a great product that pairs with it that you guys don’t manufacture, but you’re friendly with them, reach out to them. Maybe you do that combined sharing and then find another way to make it a little bit cooler. Maybe you get some free wine glasses with it or something or a little charcuterie board comes with the bundle or whatever to elevate it. Both brands are then marketing the same thing and you’re sharing all the leads that are coming in and you’re both growing your businesses. Hopefully, the sale goes well and you’re both making some money from it.

That’s an awesome idea for a live shopping event. Not even a live shopping event, but an event for the holiday itself altogether. Trying to do a special package. Very often, we talked on this show about attracting your audience for your live event, you do a price. Sometimes, if it’s not a price, try to do something that will create more value for the shopper.

Maybe it is the idea of creating a bundle, as Chase is mentioning, where you know that those customers love pairing products together and offering that as a gift or something. It’s an interesting idea as they come. The idea of taking the phone call and sending it to your favorite brand and giving them a call and trying to find some partnership is an easy one. Very often, we miss those. Those can be easy and please your customer and differentiate in the marketplace.

There are two things there. One, it is so easy to get ahold of anybody on the internet. If you lead with value and you’re genuine, most people will reply to you. It’s insane. I’ve gotten insane guests on the podcast from truly leading with value and being honest about my intentions. Back to the live selling thing, here’s what everyone should be doing this holiday. I think live selling is a fantastic thing, but you don’t have a discount.

If you lead with value and are genuine, most people will reply to you. Click To Tweet

We do this for all of our clients. We build out a holiday gift guide and these are the most visited pages during the holidays, and they send a lot of paid traffic to these pages. If you’re doing a live selling event that’s around gifting for the holidays and you’re saying, “This product is great for this type of person,” I think that would crush it.

Gift guide. I love that. That’s a cool idea. We should definitely get that in the books and part of the wonderful ideas. We were talking about that, Chase and Whitney. The reason why we had this show is everyone collectively has so much knowledge about different elements. When we get together and start exchanging about this group does that and this person has this perspective, tuning in to this show, I often feel that the knowledge and the learnings from different people that are maybe not adjacent to the field, but doing something similar is interesting. I don’t know for you, but thinking as a gift guide was something that is new to me. I’m learning a new thing and I’ll take that from you, Chase. That’s a cool insight. I love that.

Take that. Write the playbook for all merchants that are using your software, prospects, and whatever, and be like, “This is exactly how you should run this. This is when you should time it.” Give them the playbook and be like, “Go use this. Also, our software supports it.”

I see a partnership developing between the two of you. Partnerships can develop out of doing eBooks and guides like this. That to me is one of the biggest takeaways here. It’s examining partnerships. As we said from the beginning of this episode, given that the holidays feel simultaneously close and far away from the date of this release, they will be here before we know it. You do still have enough time to start developing something like this.

I’m curious, Chase, since the holiday season is kicking off about 2 or 3 months after this episode comes out, depending on when you consider the holiday starts. Some people are already prepping for Halloween. On that note, it’s interesting watching the sales that are happening. I’m going to pause my first question and go to a different one, which is, I always think about TikTok as a platform for sales.

I also spend a ton of time on there as a viewer and a consumer. It’s unbelievable. At the end of July 2022, and now at the beginning of August 2022, people are not only talking about Halloween already and posting videos about it, but they are buying products and setting things up. They’re getting ready for a holiday that’s still quite far away relatively.

As a brand, we see Starbucks, for example, capitalizing on that. They keep bumping up their fall drinks earlier and earlier. It’s not even September. I think that they’re coming out with their fall drinks soon. Why is that? People are eager. They want to get into that holiday spirit. Maybe it’s because things feel stressful, and people think about Halloween and Thanksgiving and all the other winter holidays as less stressful. What tips do you have beyond what we’ve already discussed, Chase, for getting a head start on this upcoming fall and winter holiday season?

Depending on when this comes out, you should absolutely have your sale finalized. You should list out where you need to share that sale information. What changes need to be made to our website, to our announcement bar, and to our product pages? Do we need to build a bundle script or whatever? Have all that figured out and get it done. It should be done way before you have to turn it live, and then decide when your sale go live, and how you are going to talk about your sale.

Those are some broad-ranging stuff, but some more tactical stuff. I know that’s what people like. You can run prospecting ads now which will be cheaper than running prospecting ads in the holiday. You run the ads now to either some sort of freebie like an eBook or some digital download or whatever and start to get some more customers at the top of your funnel to then retarget in the holiday for cheaper to try to drive up those Q4 sales.

That’s something that we were always doing when we were doing paid traffic. It’s being very specific about when we were spending more money on which part of the funnel. This goes back to the simplicity of everything. We’ve recommended that brands run the same sale through the holiday. Don’t change it every day because I don’t check my email every day and I want that sale from yesterday. Now you’ve upset a customer potentially. I think it’s more about making sure that the sale is what a customer wants as opposed to changing it every day and making sure that they can get that sale. I don’t know. It’s right around the corner. You should have a lot of this stuff already going, everybody.

TLEP 40 | Conversion
Conversion: Make sure that the sale is what a customer actually wants as opposed to changing it every day, and make sure that they can get that sale.

 

I remember last year seeing one of the brands that we were in conversation with. It was 50 days before the early days, and it was one different sale every day. Now that I’m thinking through that, I imagine the amount of work and frustration that generates. As a person, you tend to be overexcited and try to create that sense and create those sales because people want to be excited and create one of another. It’s another thing you can talk about. At the end of the day, having run a good one, it does make sense. I’m hoping that at least some folks that are considering what they should be making maybe will consider the one sale as a maybe smart play here.

The different sale every day is an old trick from when Black Friday was happening in the store and people had to leave the comfort of their home to go and experience these in-store-only things. That’s forcing someone to go leave their house and go to the department store to do this. That’s not a benefit of eCommerce. The benefit of eCommerce is I can sit on my couch and shop. “Let me get the sale that I want at the time I want” is what you think about.

To walk back what I said, you could probably do the same thing. You could do a different sale every day if it was an event and say, “This live stream is when we’re doing BOGO shirts. This live stream is when we’re doing the mix-and-match outfits.” You present it in that way as an event, as opposed to saying, “We’re going to have a different deal every day and deal with it.”

Just to say at eStreamly, we can easily do those events once you have your livestream shopping set up. You can easily do those sales and events already pre-built on the site. That could be interesting. It was a fantastic conversation. I believe the audience will have learned a bunch of new things. Personally, the idea of the code freeze. I bet my cofounder is going to call me and say, “That’s what I’ve been telling you.” The code freeze is an interesting one.

I love that idea, and then the idea of thinking through your sale now and then implementing it. The idea of if you want to mix and match and have multiple sales do it as an event per se as opposed to having sales for the year, and then maybe create a special page or through a livestream. That is an interesting play around that. The other thing is the simplicity that you want to think about when you think about growing your sales, and then the free element.

Is there AOV? Is there a session or number of visitors and making sure your visitors are qualified? The other thing that you want to think about is your conversion rate altogether. I hope that what the audience would have taken from that is the conversion rate is not what you think it is. It’s what you want it to be. Do you want more people, more emails, or more sales? You think through that.

The other thing that was interesting for that conversation that you’d say very well and that’s a tactical one is the idea of how do we reduce our spend? Maybe you want to use the time now to build and do an eBook and something and then spend a much more dollars now and then use those contact to retarget down the line. We know that retargeting is a much cheaper and easier way to do it. I think it’s been a lot of interesting tips you’ve been bringing, Chase, here to this show. I hope the audience has been enjoying that conversation. I’d love for you to share where can we find your eBook. How can we get in touch with you?

The eBook is not done yet, but if you sign up for our email list, you will get notified when the eBook is released. For the podcast, go to HonestEcommerce.co. You can sign up for the podcast newsletter there. It’s the normal newsletter and we feature the podcast shows in it as well. We have a Slack channel that we’re beta testing as well, so you can join our Slack community and ask people questions and learn stuff.

That eBook, once that’s out, we’re going to be blasting that everywhere. If you’ve got an eCommerce brand on Shopify and you’re looking for a partner to help you with maintenance and optimization, we are a fantastic partner there. We build extremely performant Shopify themes and optimize existing stores. That’s all we do all day long. That’s ElectricEye.io. That’s the agency I work at.

I joined the Slack group. I don’t know if you noticed that, Chase, but I was excited to see that, especially as we’ve been working on our own community and trying to figure out how to communicate with people and support them and connect them with one another. I love private communities for something like this. It’s incredibly valuable.

Nicolas, I hope to see you in there. I hope to see anyone in our audience there. That’s another way to connect with us and learn more from Chase. You’re a wealth of information with all the podcast episodes that you’ve done. That’s another unbelievable resource to provide people. We are absolutely thrilled to have had you as part of this show. Thanks again, Chase. We’ll be back with another episode. Thanks for tuning in.

 

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