Social Exchange Session #2 part 2 – the Ecommerce Whisperer


so I met Alice at Salamanca hands up Alice wherever you are so does everyone know Tailored Tasmania so Alice has got a challenge online because she is trying to tell everyone that she’s a media
business which she is but she’s also got some books to sell and when you’re
trying to do two things it’s really hard what do you put on the home page what do you focus on so we left this up
here because this is the pop-up that that jumps on your site when when you
first get there so to be clear these things are okay with Google right now
they are the best list building thing and you’ll ever use no one likes them
but they are particularly effective the challenge with them is every one that
sets them to find a plug-in that does this don’t set them to appear the second
I get there if I walk in the door of your shop don’t slap me in the face
let me discover something if all I’m doing when I first get your site
particularly on mobile is closing things you’re probably irritating me if I’m irritated i don’t want to buy so pop up email address caputures are great for any kind of business ecommerce
services you’re an accountancy business whatever they’re fantastic this one
is just out of the box the better ones pretty picture if you’re gonna offer
some kind of discount ten ten percent off for your first sale if you can think
of something creative that’s not just X dollars off or X percent off you
definitely have you definitely have more pull through but they are really good
just find ones now Alice’s on a platform which is reasonable your Weebly yeah
which are okay they’re kind of in the square space scenario when I talk
about good platforms and bad platforms they’re a bit like cars most of
platforms now are pretty good they’re pretty reliable what makes them what
makes the better ones is all the things the ecosystem that comes with it so your
iPhone is great but your iPhone by itself isn’t
gonna do much it’s all the apps you put on it allow you to do things platforms
like Shopify and WooCommerce because a part of WordPress have lots more plugins
out there in the old days 10 years ago when I was building those expensive
websites you would build sites off either a minimal 30% of it was usable
engine or you would build them you would code that from scratch what you do now
as a web developer is you pull in lots of components and you bolt them together
so if you’re if you’re a Formula One car the tires are one plug-in the engine is
one plug-in the steering wheel is one plug-in so what you do is you’re pulling things so web development does now they don’t build sites they weave things
together so there are on the platforms like Shopify WooCommerce Magento there
are lots more plugins that you can weave together so there’s you know for example
on Shopify there’s about I think there’s 11 different ways you can have an
Instagram feed display on WooCommerce as part of WordPress is the 250 of them so
it’s the ecosystem you’re getting as well and generally the better e-commerce
platforms are upgrading weekly daily and there’s more bits there so if you want to close that for me please so that’s good redesign it make it be prettier but
they’re super effective [question :what are they called?] yeah email capture pop-up email capture light box yeah opt in forms do you want to close this window we’re going to stay with Alice for a bit so love this big hero shot aspirational video – fantastic it
makes me want to stay I’m not exactly sure what the hell she does yet
but I’m I’m going I want to stay here so that’s a win now if especially if I’ve
come here because someone sent me here and they I don’t know much about their
business keeping my attention until I find out and and making me want to find
out that’s half the game so search is discrete one there’s a fair bit going on
on Alice’s site I like having a more obvious search bar that’s to be
balanced with it’s a design site and design businesses like to
have things a little bit more subtle oh I’d be a little bit inclined to have a
more visible box but super small thing lots going on on the Nav bar and that’s
great the key with a business like this where it’s partly publishing but I does
she sell anything does she not having the word shop as opposed to products
is really key now they can you could have products make me think okay she’s
maybe this business sells products but maybe they don’t sell them online shop
tells me I can buy things online so do you want to scroll scroll up so bit of wasted real estate here the home page is the most valuable real estate it is Salamanca Place it is Park Avenue it is Madison Avenue what’s on the
front of your homepage is needs to be again everything you need on there in
terms of telling the bits about your business to lure someone in I like to
have hero images some links through to things and if I’m Alice and selling
books is a big part of my business I don’t know how big a component that is I
would put one of those books as part of one of these tabs that maybe maybe
have it standout where even though it kind of breaks some design rules have it
actually the book as opposed to the square because it captures my eye a
little bit more and anything where it can just it almost disrupts without
irritating me I think is a really good things as a rule for home pages I’m
going to get to some within a couple of sites is hero image or video it’s a
lot of what you do and then a couple of your best-selling products maybe maybe
three or so depending on how big the business how much you’ve got just just
change these are rules of thumb that you can break really regularly but if I’ve
got if I’ve got a small product range I would put say three products on the home
page across two of my best sellers and maybe what I’ve got that’s new putting
your bestsellers up front is really key because if I’m jumping forth
let’s say I’ve come back to Alice’s site three times and I’ve come back to
purchase make it one less click for me to go through to purchase something you
don’t know you can you can rotate what you’ve got on the home page but home
page in any business is key so think about I’ve got here now where
am I going to go regardless whether it’s ecommerce it’s a blog again it’s a
services business all right so let’s click on the book okay so do you want to scroll up a little
bit so this there’s a few things you can do with with the site at an advanced
level is I want to see not even really an advanced level but I want to see a lot
of product images having five plus product images is well one of the really
easy wins in e-commerce is more product images equals more conversions they’ve got to be high quality images so what I want to see is I want to see that’s the front
cover of the book I want to see DPX book in this scenario on on a curve I want to
see some open pages of it if you’ve got the ability to find a plugin that allows
me to read the first couple of pages kind of Amazonish but maybe in a nicer
format now I’m thinking this is a gift type of book so and I’m a guy and I
can’t wrap things so when I go to buy gifts if they can show me a picture in
image number six of that thing wrapped that goes great I’ve just saved myself a wrap I’m buying that over something similar so packaging if you’ve got great packaging
or if you even if your your product comes nude ie without any any inner box
packaging show the way it would arrive to them especially if you’re selling
into a male market right or a busy person market knowing the package it’s going to come in makes it a real win especially if I’m buying this book not
for me to come and give it as a housewarming gift if I’m sending it to
my friend in the States it’s already packaged sorted and that
might literally be wrapped in brown paper with a ribbon and and if you
do handwritten notes you know the option of do you want a note with this
but actually showing a nudge everyone’s in the checkout process has
the do you want a note written with this but actually showing a note plants
the seed just because it’s it’s written there no one reads all the signs if you can
show something with imagery that’s great obviously fairly simple a simple check
out I would like to see some product reviews reviews for coming to forms one
is the product itself this product was I love this book it
changed my Tasmanian trip bought four of them and given them for friends they are product reviews the other form of review is service it arrived in two
days we sent it to the UK and it was there in five or whatever it might be or
I had to ask a bunch of questions Alice got straight back to me all the things
around service and whenever you’re talking about reviews and testimonials
you need both so what I would like to see down here is not a daggy inspo quotes but a beautiful review that’s written along here
and then a reviews tab that’s got some other ones that show them there again
you know obviously obviously this is not a full-scale ecommerce site it’s a
pretty stripped back one first thing to do though images so better imagery and
more of them show me some packaging the other thing is – at the call-to-action
button so a call-to-action button is anything anyone that you anytime that
you want someone to do something so join the email list submit Add to Cart
check out make those bright standout colours so Alice’s this is on brand with
the imagery up here and this is fine to have these and the same the same
colouring here this quantity box could even be blue but make that a bright
orange or pink or something that’s a complementary color it so there’s a take
away rule call to action buttons must stand out it’s one of the biggest things that fashion sites always break is fashion want to have white backgrounds
with black headers and black background and their call-to-action buttons are
black just it’s costing you sales so it’s finding that balance between we’ve got an
aesthetic that we wanted we’ve got a style sheet is our style book that’s
eight you know kilos heavy but you want to sell things online so all those
fashion brands that went with black call-to-action buttons didn’t sell
anything online they’re all doing it now especially the ones that can stay black
are the ones if you’ve got lots and lots of colourful products then you can get
away with having black as it actually stands out against really colourful
products let’s go to the party cupboard so Skye isn’t here she’s lacking staff and couldn’t come but she’s kindly allowed us to to review her site so this side is built on
Magento which is one of the bigger platforms it’s not a platform that
you’ll be able to build on yourself even if you can build on it yourself for the sake
of your sanity I wouldn’t recommend it it’s um it’s a bucking Bronco
lots of the bigger businesses in Australia Adore Beauty’s on is on
Magento costumes.com.au three of the last four years won the best boutique
level website in the country built on Magento but it is you need professional
help you need you know you’re not changing the grease and oil on this
you need a mechanic so big hero image I know what they do I
like this a search bar up here I’d like that arrow to be another colour just to
draw my eye in let’s scroll down alright there’s a lot these mix of tabs there’s
actually it’s a little bit overwhelming about I’d like to see these kind of
breaking up broken up in some way I’d also potentially maybe only have one row
of them and then interspersed down here a little bit more kind of about the
business always remember people buy stories and people then they buy
products and if you’ve got a small business then you’ve got a good story
I’m a mum these are my kids I started this business because we were having
parties and we couldn’t find the supplies or I was tired of I’ve started
making clothes for my kids tell that story people wouldn’t people go I can it’s
straight retail stuff I can empathize and that’s something I would have liked
to have done good on you for doing it it gives you a point of difference when
there are lots of sites out there selling kids products you need every
point different you can get just scroll down some more
so all pretty good Instagram feed is pretty good again the
blackness it all kind of fades in one of the things that this site really needs
is a footer down the bottom that has shipping handling and a little bit of
detail with others and that footers are things it’s this bottom bit here or the header is the bit the nav car and up that continues on
every other page and so on the more you put in terms and conditions shipping
delivery all of all the stuff you can do it any other anything that comes up FAQ
that are standard ones or our top 5 FAQs as a subsection of that they’re
things that Google picks up on and some people are going to go to your FAQs whilst they’re still the search part of Google and have a look or go to your
shipping and go free shipping or do they search for Express so if you offer express shipping have delivery underneath that shipping cutoff times if you ship
mail business haul we’re guaranteed if you ordered before
two o’clock it’d go out same day that’s not a big deal except for when
it’s at that time of the year in your world or it’s coming up to Christmas so
making making all of them look add-ons down there are going to show up in the way
Google breaks down your site we you know you can go to sites now where you can begin the site search bar in Google before you go the actual site some of
those things become really critical especially around express delivery all
right let’s click on one of the products the other things about this site is it’s a little bit slow to load you need to be two to three seconds and it’s these guys are about to
overhaul this site and one of the things that this version of Magento when you’ve
got when you’ve got a large amount of SKUs it comes up it becomes a bit heavy
a bit of its slow so click on one of these products when you’ve got big
ranges you need to have kind of searchable bars they’ve done a good job
with that alright so we’ve got a whole bunch of imagery which I like one of the
things if you look at imagery on a on a product page you need to show the
product itself so a deep edged image like this I want to see happy smiley
faces I want to see some kids or whoever that might be using that or sitting on
that or with that on their head I want to see the packaging it comes in any
variation on that if it’s if there’s a thickness to it
and show me a side angle so there’s effectively they’ve got lots of imagery
here but it’s kind of it’s it’s the imagery is focused on the different
color themes so this is a this is one of the challenges you face is do i and
fashion brands have the same scenario do i show each jacket as a different
product or do I show one jacket in the most common colour black and then have
dropdowns to white turquoise what so there’s a few choices you can you can
make around how you structure it this is a this is a structure that was probably
on trend four years ago and now because of a lot of the bigger sites that people
are used to buying from a moved away from that it’s a little bit where do I
start how do I Drive it’s like getting in a getting in a rental car I Drive
every day but what am i doing so it’s kind of its kind of leaning back to what
people used to do in terms of those in terms of those product page layouts the
other thing is here everything is black and white it makes it I’m not drawn to
any of the details one of the things you face one of the real challenges you face
in e-commerce is you put all this information online and people still call
you going asking you a question where the information is still there what that
means it’s a layout and a design issue so designing and segmenting the
layout of your promotion you face this in retail as well you’ve
got signs that say where this is what is it in stock is it not but
people still get lost in that stuff we’ve got duplicate of the add to bag
small stuff down here again i wouldn’t mind seeing some reviews can we scroll down the review testimonial social proof stuff even though it’s obvious having next to it
saying it’s in stock even though logically we’re thinking
well I wouldn’t have it in stock if it wasn’t in stock having the word in stock
and then a tick next to it is remarkably effective with lots of things so
pointing out the obvious is consumer psychology got nothing to do with logic
the other thing here product pages I want to know shipping is
shipping is here and it’s one of the best things you can do for your site
is to uncomplicate your shipping as best you can so having free shipping
is the holy grail very difficult to do out of Tasmania having free
shipping over $50 pretty good free shipping overa hundred is pretty much a
standard now unless you are in the furniture business having a clear scenario with
shipping where I don’t have to read all that because the reality is people won’t
read all that so pricing of pricing a product is a
little bit disjointed in terms of the layout of it there are if you go through
Shopify’s blog there’ll be what a great product page design looks like and
you can literally kind of work your way through that
but yeah having shipping clearly put there having it’s in stock it’s
probably only things and a lack of review and then that’s sorry lack of
reviewers and then I’m not seeing the image lifestyle and deep edged so let’s go
to Jill’s site can i make a comment here no generally one of the big jokes we’ve got
is whenever we get permission to do people’s sites generally someone always
drops out they get nervous going to the alter on the day going I know I said we’ll
let you do reviews but now it’s on the day I want to do it or the other thing that happens
is if we let them know too early they’ll spend the next two weeks fixing their site when I come in going we all clean our house
before the cleaner comes so just make time to go through this so Jill’s got more products and it’s a bigger business the first thing here
it’s a really really busy homepage so I would like to see hero shot along the
line to the last two sites with the last two sites we’ve seen so there’s this
nice imagery here but it’s obscured – this is making use of a
really big aspirational is a word that is a little bit overused but making it this
these products are beautiful and I want to see a little bit of that shown in a
really big corner open canvas scroll down search bar when you’ve got a lot of
products on your site you have to have a search bar sometimes they get lost if
they people are used to seeing them used to seeing them above the nav bar now
there’s a bit going on up here so hard to find where to put them but
having search bars if I was I probably have this over here somewhere above the
brand in a perfect world but when you’ve got a lot of products you just have to
have a search bar and make it really really clear scrolling down all right so
well the challenge you’ve got is if you and this is a really common across lots
of sites if you’ve got a product that’s got a long product description it throws
out the look and feel it’s a bit like being the grammar police just doesn’t
look awesome but it’s it’s hard to do when you’ve got when you’ve got product
descriptions that are sometimes two lines sometimes three lines
this is wasted real estate here people generally will only login if they are
coming back to purchase something and that can be a really small bar so I would
get rid of this and do picture of Jill picture of the story something that’s gonna
that’s something that’s kind of luring me in but I don’t need to I don’t need
to do that cuz I’m not gonna do that here one of the ways to test that is to
is to use one of the tools you can use is crazy egg which is a heat mapping
it’s a bunch of heat mapping tools which show you where people go around the site
in this case you can just figure out crazy egg
yeah it’s something we must say as part of the email that Nat and Jen will
send out after this event we have some links I think to some of the sites
around the testing and stuff
Jen : yeah I’ve done a summary of some key points it’s
actually a summary it’s 11 pages Scott : I got a bit excited so there’s things about testing site load speed there’s a whole bunch of stuff you can do around
those so I would get rid of this these this here is the information’s there but
it’s not in it it’s not presented in a way that I’m going to click on it so not
so great this is great down here so live chat live chat is awesome it is
the best thing you do [audience : it’s hell] as a merchant not so much fun so the good
thing about live chat is from a merchant perspective is there are now
apps to plugins that you can actually if you’re a one-person show that you can
respond to on your iPhone like it’s iMessage so if you’re trying to do this
the thing I most love is one that Jill’s got I it’s got live chat and two
it’s got times the worst the second so the worst you can do with with having
this is where it is unmanned and it doesn’t tell you which times it is manned so
frustrating don’t put it on your site if you can’t man it you just you’re actually
irritating people so this is great the the way this is designed I
would say for after hours leave us a message because it’s kind of the
structure this is kind of encouraging me to leave a message and they’ll get back to
me later so what you want is to is to maybe put this under here so it’s with a
little prompt it’s a call to action says start talking to us or what do you want
to know or whatever the language and tone of your business is have something
that prompts me to start and the concept of leaving a message if it’s after hours
put down here we want to leave a message I think you’ll get back to me later as
opposed to a quick response right now hey before I order if i order ten of
these are they all in stock whatever whatever I’m going to quickly ask my
chat’s huge and it’s exploding it’s absolutely exploding now because if
you’re especially if you’re selling to people that under 25 don’t
forget phone they won’t ring you business even if you’re selling to someone that’s
older than you know in their 40s if they’re at work they can’t be on a personal
phone call going have you got this product in stock where they can be
typing from an open tab while they’re supposedly working in this so live
chat is gonna grow and grow and grow if you’re in some kind of business where
you are selling things online or you want to be able to give quick answers it’s
your best friend let’s click on a product let’s go oh while we’re here so these
things here are called carousels or sliders so these things were all the
rage in the early two early mid-2000s then they went out of fashion they came
back in and around the 2010 time and I was I love them I had lots of them on my
websites they are really bad SEO Google Google never was a huge fan of them but
they kind of put up with them now they can’t see what’s in here
so Google can’t see that’s on your homepage and so there’s carousels or
sliders get rid of them so whenever you’re doing a site upgrade or you’re
looking to build a new site there are no go zone aesthetically they’re quite
beautiful and we like especially you’ve got big hero images just going from
one to the other but one one they can take up a whole lot of space and and
the challenge more space and you’re realizing and they can make your site
quite heavy as well so slow loading but yet carousels and sliders no okay so one of
the things that lots of really beautiful sites are doing now is having three of four images on their homepage and products and no text like almost none they’re
having their footer put some text tell a bit of your story on the homepage again
write that text to be like a human like a conversational don’t write it like you’re a bot trying to get every keyword meta meta tag known to man in there but
have some text on your homepage having long scroll pages is is a really
good thing especially if you’ve got a lot going on
there’s if your business does three or four different things having people
scroll once they do that first scroll down getting someone to do
the first scroll down is the hardest thing to do lots of sites now you’re seeing the
little tiny arrows that prompt you to do that because once people know that there are things below then you can have infinite scroll infinite scroll really works so
it’s a bit like pick your horse and go with it you’re into a diesel car a
petrol car so if you’re gonna do infinite scroll then do it throughout the site
but definitely on your home page you need the pretty pictures that we’ve
talked about we need it need to be inviting in terms of the way that that
information plays out and you need some text about you around your business
can we scroll back sorry scroll up to see that nav bar again so
I’ve got a phone number I’m not a huge fan of 1-800 numbers but you kind of
need to have them they one of the things that says you’re local and small is
often is if you’re a small you’ve got have a mobile number but a landline a
landline needs um there’s something a little bit more intimate about it but
hey you do what you do if you’ve got a physical store anyone that’s got a
physical store on your homepage I want to see the number to that store and I
want to see the hours that store is open and I need to know that if it’s a long
weekend and I’m down in Hobart that those hours have been updated for the
long weekend it’s if I’m if I’m um especially on mobile sites where it’s
tricky for us to go to mobile sites though they get crushed but you want to
have a hero image of your brand you want to have a big search bar above that
image and you want to have a phone number if you want people to call you if
you’re running this business as a sideline then phone numbers not really
an option but if I’m because the advantage you’ve got online if you have a physcial
store is that physical store people may never come into it but it’s gonna
encourage me to purchase from you because it seems like your business has got some
more substance so show me that but the other thing is have your phone number
have your hours and then have it linked off to a map if need be love this but it
gets a bit missed so message good delivery of message just
needs a little bit of design overall so Jill’s got a site that’s got everything
on there it needs a makeover that’s what it needs
I mean we haven’t gone into the structural stuff let’s have a click on one of these products and we’ll go into the cart [audience : we’re just about to do a big relaunch which platform is this woo commerce we were with Magento but I had a breakdown] Magento is particularly tricky as a as a merchant if you go into the backend of Shopify as a merchant if you go on the backend of Magento Magento looks like it’s come from a
hemisphere they have been really really slack that’s costing them enormous amount of customers because of that they’re gradually upgrading their usability and they’ve
been forced to Shopify have another product called Shopify Plus
which is their Magento competitor it’s 999 bucks a month so it’s medium
to enterprise level and it’s for you know it’s when you’ve outgrown Shopify
and you’re doing big numbers and you want a whole lot of functionality that
it’s–but allow it’s a smoother process it does all the little 1% things really
really well so again we’ve we’ve talked about this is kind of a nav bar for sorry
kind of a footer it comes across with all of the pages in the redesign don’t have
that there it’s it’s a little bit distracting and it’s not adding to that
experience while I’m in here so we’ve got some products having having Girl
Guide shower scrub having something like one of those sweeping
testimonials I like getting rid of some of these getting rid of some of
these kind of category tags don’t really need to be there again with these guys
this is these are plugins so you can find a plug-in that probably does a
better job of doing this some of the products on this site have reviews some
don’t so the challenge with with getting reviews on site is getting them out of
people the best way to do that is having a set time two weeks after that purchase
send them an email going hey we’ve seen you’ve got it will you send us a reivew don’t send too early don’t send too late becuase I’ve forgotten about it
it’s a tricky scenario between you don’t get a huge amount of take up I would
suggest sending personalized emails it’s laborious to do but people will respond
to a personalized email and if you especially if you need your first few
reviews having it come from you means I would more likely to respond there are
automated there are automated plugins that will pull reviews from your Google
reviews in and have them on your site none of them that I’ve seen look
particularly good so the reviews are there they’re just it feels a little bit
like this so reviews sending personalized emails to get the first batch
of them having people not send you an email back with the review as text
having it as a Google review if you’re in a service business having it as a
LinkedIn recommendation or whatever it might be have it so it’s linkable
one of the things you can do is some people people will put up an image of
them using your product on their Instagram feature that I mean there’s
lots of brands have done Frank the coffee scrub brand they’ve got people
with a scrub on in the shower that’s a review of a different form
if someone’s taken enough time to to use the product then you can incorporate
that in this description block of text [audience question : with the testimonials if it’s a personal email that you’re receiving are there any privacy laws that you have to take into account any disclosure?] so that’s why there’s a multiple reasons
one of them if someone emails you would yeah if someone emails you back one of the challenge of reviews is people would assume that half of them are fake people assume that your friends have given you those reviews so if you’ve actually got
that’s that’s a real challenge even with the Google reviews but having someone
give you a live linkable review wherever that might be whether that’s an Instagram
image with some text underneath it whether it is in Google
reviews in restaurants Yelp or Urban Spoon or whoever it might be but having it somewhere where it’s linkable there’s nothing to say that it wasn’t your
friend that did it but if once you’ve got 50 reviews for a product and
200 reviews for your service people then going okay they’re not just their
friends so getting them getting live linkable reviews is key and then a
sprinkling of like you mention having them sprinkled through here
[audience : can I just say something there about word of mouth?] please yeah
[we a the reason we put word of mouth which is the worst most hopeless
sight ever unfortunately it keeps dropping out and
this problems with it but because people believed external reviews they always
believe external reviews so for 30 bucks a month you can link to
word-of-mouth it pops up on your website it pops up on Facebook it harvests all
the things and if we put 250 continuously added to scrolling reviews
on the third-party site so they believe you because it’s a third-party site that
they have to physically go to and put the testimony out there]
the challenge is they haven’t Google wasn’t in the review business and all of a sudden Google got into the review business and because you’ve already got a gmail
account you don’t have to sign in to leave a review and they instantly
capture that market so Google reviews are probably the most powerful one it
still doesn’t say it’s not fake doesn’t have the legitimacy but getting people
to sign in to a third-party site when they’ve forgotten their password and
leave a review is difficult if you if you can get people to do it great so
look reviews are hard they’re just hard they’re frustrating this person they
rang us they said they love their product you’ve seen that email you’ve
dropped them a little text if you know them well and they still don’t respond
it’s it’s it’s really difficult but reviews are worth working for because
it’s the ultimate form of social proof remember you need two of them product and service all
right let’s go to thank you for letting us do that Jill let’s go to Hermes let’s
make it everyone feel better Hermes a two hundred and fifty year old leather brand they ‘re selling $500 and Northwind leather products must be the worst website you’ve ever seen it’s apalling and so they are a 1.2 billion
dollar company and that is just rubbish so there we go taking a deep breath it’s
not bad let’s go to Bellroy if you are a if you’re a brand and you sell your
own brand so you’re not retailing someone else’s brand these guys okay
Photography is the most powerful thing you can you can pay for in the early
days of your business these guys sell four different kinds of wallets and a and
a little small fiddly things this is one of those sites you go to and you just
get lost in it because it’s beautiful photography it’s aspirational in terms
of the way they do things they take really good care they’ve literally only got
a dozen products and there’s lots of other people out there selling versions
of leather you click through what what has a leather wallet got to do with a
guy standing on a mountain so they’ve got surfboard ones it’s like well I’m
take up a wallet in the salt water it doesn’t matter it’s just you you’re buying into
a lifestyle very aspirational they do a phenomenal job of it and they this site
constantly changes the other thing is too people often have an attitude around
websites is it’s kind of set and forget or we’ll update it next month this
changes weekly it’s beautiful you can click through they used to be on Magento
that’s a half a million dollar website not not as much for the photography Bellroy there’s a lot of ways you can sell overseas so you can either do bellroy.com bellroy.co.uk bellroy.co.jp in Japan what these guys
to do is everything comes off bellroy.com so websites like
this are not what you’re seeing this is an iceberg iceberg’s are the bit you see above the water underneath that there is this giant bit of ice underneath this there
is giant a bit of ice you’re not paying for the
pretty pictures in the layout you can this what you’re seeing here you do for
500 bucks and some good photography one what the reality of what’s underneath this is
it’s got a warehouse management system pulled to it it’s pulling out of
different databases from different countries if you go to their wallets if
it knows it does an IP check and goes okay you’re in Singapore so when it
shows you a wallet that’s open it doesn’t show you a wallet with
Australian dollars in it it shows you a walk with Singaporean dollars this is
heavy duty these kids come to play come Andy’s a really good mate of
mine that runs this business he comes from big surf he was a backpack designer
at Rip Curl for a while they have just built this thing over and over again if
you want to open a new tab carryology.com so before Andy started Bellroy he’s gone okay I’m gonna start a bag review website but
not just boring reviews so these guys a year before they started Bellroy
started Carryology and they built this list that people that were high end bags
this is not Samsonite this is just guys doing it like with people that have
bushwalkers that want that pocket in that zip in there and that interior
pocket has got some kind of material that won’t get wet and so they built
this they built this enormous database they became that go-to site in the
probably 2008 through about 2012 for high-end bag reviews and then
effectively he’s gone the hole in the market where that when you when you’re
hunting for all these different bags they were going to be a bag company so they their whole thing is about wanting to carry they’ve kind of coined this term but they
decided the real hole was in wallets and for the first two years I didn’t and I
know Andy I didn’t know this was his business there was nothing he wasn’t
advertising Bellroy it just was this it was a standalone product and now they
intersperse and send some some of their own stuff but it’s a really really
soft sell this is content marketing with a really long game associated with it so if you’re if you’re going into a
category and you’re thinking I’m gonna kind of I’m really into it anyway I
would be doing these reviews for my own interest this is the next level of that so
these guys really simple product Bellroy’s wallets but they are building an
aspirational lifestyle around so this is beautiful retail in the physical sense
people go there are certain things you can’t do online you can’t smell and you can’t touch but you go to these sites and it’s phenomenal it is literally
phenomenon all right so Hunting for George please this is this is what Natalie’s
next email pop-up capture will look like pretty picture of one of her books [Alice] Alice sorry yes thank you the other thing about this is it comes up 15 seconds
maybe 30 seconds after you get to the site 15 is your minimum 45 seconds
is great let me have a look around again before you before you interface if your
Google Analytics tell you that people are only spending 25 seconds on your
site before they go somewhere then you’ve got a choice you either put this
in front of them before they leave or you make your site better so they’ll stay longer
putting this in front of a site you’re about to leave isn’t probably gonna help
me that might help you that much so these guys are in a really interesting
space they forty percent of their sales is their own product they’ve got a Hunting
for George brand and the other 60% is other home wares so they are on one
level you know Amazon worried them because Amazon are gonna come in and
sell sheets and whatever else but they’re in a nice place they’ve got
their own their own brand as well so beautiful photography and not the
standard photography you get from the manufacturer if you’re selling someone
elses stuff they shoot all their own gear it’s beautifully designed site if you
want to scroll down they categorize things without going kitchen living room
dining make it really easy and they show you the lifestyle photography of what
that thing would look like in your kitchen mix of video without being too
distracting on the eye and then yeah yes they they’re really smart in
terms of their half art half commerce so they feature all their artists this is a
woman that it’s a painter they have a use they pulled in on the stuff off
their walls and use their use their little pop-up just pop up to the it’s
the place in front of their their little warehouse in Richmond is a gallery so
they really supportive of their artists they feature them in they feature them in
their email newsletters they do a little video series where they go and interview
them in their space they they take that content marketing and really do it at a
higher level really mix a mix of the squares plus deep edge products a little
bit like what we’ve talked about before instead of talking about going with
blocks of text they’ve got a kind of a nice little symbol system sprinkling of
some reviews they won they won the best boutique website this year at the the
Australian online retailer people buy human so you get to see a little bit of meet
the team so good thing about those kind of meet the team things they in any kind
of business is when I if I do ring the business and most people don’t like if I
go to live chat then I kind of got I feel a little bit closer to who I’m
talking to it really works so I did an interview
series with these guys and we’ll send you a link to it afterwards one of the
questions is so these are the two sisters that started this brand this is
Joe and Joe has a daughter called George and they inadvertently name the business
after her quirk i want to keep going down they’ve taken it off but they had a whole
bunch of the media they’ve got here you go so here’s a here’s a mix of that media stuff we
talked about before cool versus business see they way they’ve broken that up these are cool things these are businessy things hard to put the two in there nothing
cool about Telstra anytime soon but it’s separated from Vogue that’s
really well done that stuff’s hard to do and that’s where you’re paying for
design okay let’s go into so we’ve talked
about content marketing and what else can you do you’ve got you’ve got all your
products featured and you’ve got them categorized okay so these are 75% of their
customer base with no surprises there but guys buy stuff and so they’ve put all
these little quirky clues in here and it’s genius and so what this means for
them is they get media on that every every major media player that I know in
the design space or in the small business or in the social space love
this eats it up so it’s partly a media play but that wasn’t the reason they
did it it’s it’s really smart all right I’m buying for the favourite one
is I’ve got a friend I want to buy for a girl I want a kiss as opposed to girl I
don’t want a kiss it just puts things into really good catagories and they
change them all the time so coming up to Father’s Day it changes coming up to
Mother’s Day it changes it’s really really well done this is a lot of thoughts and
a lot of down time thought and then they’ve had someone go and design that
[audience: so how much would you expect they’re paying someone to upkeep] so websites like this aren’t like cars you don’t pay seventy five grand for it and it’s done
so they’ve got they don’t have an in-house developer if you if you listen to that
interview series we few questions from the audience goes into the nuts and
bolts of that a website like this is gonna cost you 50ish and then you’re probably gonna be spending 1000 bucks a week however what is your staff wages in a retail store cost what is a retail store fit out think of it in those terms this is a this is a really
small business with five staff and an outsourced developer that does a lot of
stuff for them they do their own in-house design and they do their own
in-house writing this is a copywriting business and it’s one of the best I’ve
ever seen it in any industry [audience : I was fortunate enough to listen to Lucy Glade-Wright who’s one of the team talk at life and style and she has
given a whole staff member a job of content writing so that’s a
full-time job this is a this is a full-time business that they had
marketed as and it works for them so brilliantly and she’s just nails
it every time but a full-time content writer so instead of just paying someone
to run your shop there is someone writing all the time all day long eight
hours a day]
you know there’s a bunch of interviews online will send me some
links Lucy talks about they were two sisters and then there were two sisters
with a husband and a boyfriend and they were all working in that in the
roles unpaid they grew from a really really tiny little business their first
web site they took it out they’d throw it out after six months because it was
rubbish they built the site they thought they wanted it didn’t sell they actually built
a proper one afterwards they went through all the mistakes they’re not that old as
a business they’ve done a cracking job this looks this competes with ASOS or any
of the huge sites it’s better because they’ve done all these little things here
that just take really what is a customer thinking about and what are the problems
or the problem points it’s really easy to buy from they they also have they
face some real challenges they they sell furniture and furniture’s hard to ship as
Lucy would know but they’ve done a really good job in finding stuff you
can pick up stuff at they will ship they made a really big decision warehousing
everything in their business so that everything if you ordered three things it would go in the same box and come to you it would have been much easier them to try a drop shipping model early on but they kind of bit the bullet and played the longer
game one because they could write notes in the bags they could see it’s one
thing about looking your data going okay most orders are coming in on Thursdays
when you’re there on Thursday afternoon and all those orders are coming in you’re
seeing all those satchels in front of you you make changes because you’re seeing how that’s worked so there’s a outsourcing is a huge term in small
business startups definitely in outsourcing as much you you’d make your back office someone else’s front office is the term you often here there’s a lot to be said for doing it yourself in the early days if you
can afford it or not because you learn about that volume because it’s right
there in front o fyou I’ve packed a lot of satchels I’ve chased Australia
Post trucks I’ve missed at six o’clock all over Melbourne making sure that
those bags were in there because things have to travel on a Friday because they
gonna that way they’re gonna get them on Tuesday so there’s a lot to be said you
you get to understand your business a lot more if you’re doing a lot of the
grunt work it’s no fun it’s unpaid but it’s just the best stuff
so this is um go carry it will go Rush faster okay this Rushfaster is an example of a
great e-commerce site they sell none of their own brands they sell all of
everyone else’s these guys have been rolling for 12 years it’s a business you
probably haven’t heard of and one of the reasons you probably haven’t heard of it
is they sell into a category which is men’s bags and men on average in
Australia buy a bag like a satchel like mine every two years women in Australia
by an average of three handbags a year in the u.s. they buy seven so these are
a good example of great execution they’re in the wrong category they
literally are in an area which is barely above flatline and I know these boys and they are literally as good at ecommerce as anyone I’ve ever seen we go if you click
through one of their products maybe something that’s so doing the
pre-ordering thing but let’s click through one of these guys in stock and
ready to ship stands out it’s written in green we picked a bad product it’s
let’s go to something that’s not new can we go back [audience: so if you items are not in stock and ready to ship is there anything else like I can get my stuff overnight from my supplies so the customer can have it the next day in my store yeah so how else can i ..]
I this is not I guess can we jump out of there yeah so this is an example of you don’t have to have everything in
and I’m not saying you have to have everything in shop and I’m not saying drop
shipping is the wrong model if that’s the way you’ve got your business set up what I’m saying it’s these what these guys are emphasizing the things they do well
and they’re also telling you instead of just going well it’s not saying out of
stock it’s in stock it’s the obvious or it’s not reverse psychology but it’s making
you it’s reaffirming that they’ve actually got it order within one hour eight
minutes and five seconds for dispatch today like they do everything well these
guys they’re just in a category which isn’t growing [audience: I actually bought something from them last week great service came really quickly but I’ve had like five or six emails from them within a week and it’s feeling a bit what do you recommend in terms of that follow up] were those emails how’s the service send
us a review [yep] I like the in a perfect world you would
send a did just checking that you’ve either received it or you like and we
just send us an email you’re doing two-for-one the reality is with emails if you
ask them to do more than one thing they don’t respond anyone that’s sent any email
non sales non business just government whatever it is you ask them more than
one thing it just people forget the other two things you’ve asked for so
give it a week send them one be upfront ask for that review do those a
bit like we talked about before stuffing satchels do it in an non automated way make it sound like it’s human look if it’s too well scripted like if
someone called your store and said hey just want to will I get this for my
husband Robb’s birthday when you write the email back to them going how did Rob like it for his birthday you will get a response to that
you won’t get it hi we saw you ordered from us two weeks ago don’t be a
robot in the automation is great when you get to the next level you’re
probably not going to grow a great brand if you’re automating everything straight
away just it’s a human touch that people talk about stick a fork in us
we’re done let’s do some Q&A [audience : what are your thoughts on afterpay?] afterpay is really good who’d have ever thought laybuy of our parents generation would come back its back and there’s been a few
variations of after pay that had come along before it good idea
clunky execution these guys have got it right it’s actually good and it’s exploding
all the bigger sites that I track and just look at every now and again because
I’m thinking what can I do for clients I’ve got all of them are adopting after
pay [audience: it’s a shame that they don’t like I’ve got a retail store in Moonah and i just have a normal website like a catalog yep I then had to get a Shopify website just so I could offer afterpay which now and my average
sale is $500 so being able to offer afterpay yeah has well and truly paid
off and and the fact that people can do it if they want to do it in store we’ve
actually going to jump on the website in store to do it so it’ll be good when they’ve got when they’ve got ] the other thing with them they’re new and so they’ve picked Shopify because that’s the biggest horse for the fastest growth and so they’ve gone if you’re
gonna build an app right now you don’t build it for blackberry you build it for
iPhone first then go to Android then work through whatever else and so that
that Shopify is just the fastest growth area over there that’s what [audience question muffled] so
the question is yeah the question is which which platforms integrate best
with retargeting who wouldn’t who doesn’t know what retargeting is
remarketing so if you’ve ever clicked on a product and then for the next two weeks
every website you go to that product comes up in the corner on the on the
bottom floor of the banner that’s remarketing or retargeting it’s
still a bit clunky get used to it it’s gonna be everywhere the irritating one
is if you buy a product you’ve actually done the transaction and then the
product still follows you around the web you’re like don’t you know I bought it
but we’re getting there with that they are that it’s it’s the quality of
the retargeting plug-in so it comes back to the to what we talked about before
the faster growth and the more users of those platforms a Shopify WooCommerce they’re gonna have more plugins and better ones because the builders of
those retargeting platforms that’s where they can make their money
so if you’re on a really old platform like an oz commerce or X carpet
getting updated but getting updated slowly then you’re not gonna get much
love out of all those plugins simply because there’s no growth from their
business and they’re not going to bother looking into it
[audience: home page hero shot still shots live show video what works] have you or if you’ve already got
one of them use what you’ve got unless you’ve got a big budget alternate it so
change it so we haven’t talked about this is I guess intermediate level e
commerce so AB split testing test one homepage for two weeks like for like so
make sure it’s a two-week period that’s that’s if you’re in the school business don’t test it school holidays and then a new page out of
school holidays so make sure it’s a like for like period that you are testing
over test and see what’s gets the better conversion so traffic
first check the Google Analytics and then and then the next stage of that is
to see what just see what sells better I like if it’s a product that I don’t know
anything about and its new in terms of its doing something completely new like one of those home devices that I need to
see how I can turn the lights off and then have three different songs
playing in three different rooms show me a video you’re not gonna be out explain
that to me with words in a photo if you’ve got a beautiful photo of one
of your pieces of jewelry I think the photo is probably more powerful depends
on depends on how good the videos and look from a cost perspective it’s cheaper to shoot photography than it is video but if you’ve got something that needs explaining then video jumps to the
top of the queue for me
[audience : I’m just thinking about number of posts especially with
Instagram and a service based business you mention that when you were setting up you were posting pictures of yourself in the combi van icecream van so how do you source these pictures IP is obviously an issue] yeah and IP is a big challenge and Instagram is going through its teenage years right now with lots of photographers going don’t use my shot and there’s a couple of interesting court cases coming
out and states and lots of photographers are watching that to see where they go
so what I would do it I was Instagram three years ago it was a different beast
than it is now and and so lots of the other ice cream truck operators with
whose trucks I was featuring were either not using it barely using it or using it
badly yeah the whole my kid does that we’ve got friends of got businesses like
that so I would go to them and go hey do you mind it I I would send them a direct message can I use your can I use your pic and do you want me to use a hashtag or anything with it so
I’d add that to the comment hashtags and so inadvertently I was
helping them use Instagram and quite quickly because there was no you know
global ice cream truck page or retro ice cream truck page they got a decent
little following and I would send some traffic towards those guys so it was
doing two things one it was yes it was using their image which is what I got from
it but for them was kind of giving them some tips around Instagram by showing
them as opposed to telling them and also sending a bit of traffic that way so the
other thing was over a period of time I’ve got a really of the big private
Instagram group with every cool ice cream truck operator in the world and
that’s my group they’ve all got use of it there’s probably 200 of them in there now and we all share information so it’s a bit like the iceberg effect Instagram
everyone sees their pretty pictures its drilling through hashtags
fine stuff and then what happens in the DM is the real power of Instagram for me
at this point I mean I’m on a bit of a lower about to fire up all things Icecream because I’ve been distracted by other stuff so that accounts not getting huge
amount of love but it’s been what’s happening in the back channel so I’ve
got guys what percentage of your business in the States is wedding event
or film shoot all the guys in LA it’s all film shoots and all the guys in
Madrid it’s all the wedding business so you can you know forming a community
even if you’re new to that community especially if you can give something to
them it all comes back at you and so Instagram and lots of those social sites there’s more going on than the front end how often to post find your way with
that account I was posting morning and evening 7 o’clock and 9 p.m. but for me
my that that the Instagram usage from my ice cream truck was my goal was
I need to build some numbers she need some numbers just just to show that you
know it’s a decent account and people are following it don’t buy followers for all
the reasons everyone will tell you and that’s more Jen’s space than mine but I
needed some numbers to show some life there and then of the 14 thousand
followers but at which two and a half thousand of them are in Melbourne and
they’re people they’re going to become potential customers but I wanted those
potential customers when they first followed me on insta to see that there
was lots of comments and lots of likes comments being far more valuable and
real comments not the spam bot stuff so there was signs of life there
in real life so that when my potential customers come along the Melbourne base one they were seeing there was interesting enough so there was two strategies one
get some numbers get some love and then when the crowd that I really wanted that
I was going to sell to that I’m going to book at events and festivals and photo
shoots for sports girl and all the things you use an ice cream truck
anything summer related then that’s all coming through Insta it’s a big lead so
Insta the whole game is for me has been types of hangtags
fashion shoot photo shoot film shoot little film community my ice cream truck
will be on the next to the last couple of episodes of offspring in this season
depending on whether we make the color gets thrown over and all that’s come
through Insta and me hunting down production managers which all of them
end up having a little site they’re all like journalists are frustrated writers
production managers are also frustrated videographers and photographers have all
got Instagram accounts doing stuff so drill into it that’s the real value of
insta [audience question muffled : artists selling on Insta would you recommend that] are they a known artist or are they a coming artists [a coming artist I’d say] yeah I would so Instagram’s changing it the algorithm has been it
has been a huge change too it’s harder to get the traction you got so that’s
a given I think if I was if I was not a known artist if I was someone that
was doing especially if I was doing something interesting that hadn’t really
been done before I would be doing lots of I’d do a similar mix to what I did
with the ice cream truck again broad rule of thumb don’t know the artists don’t know the business don’t know the landscape so general advice take it as you will I
would do some some finished art the beauty of it I would show sequences I
definitely use my Instagram’s stories to show me making it and I would get some
friends to show me actually making that it’s a postable shot the quality of
imagery has got to be super high but I would do feature some other artists in
that in that category it’s always a win it’s people want you know paying for
influences there’s pros and cons of it if you feature other people that are in the
same category as you or in a non-competitive category or maybe a
little bit further up the tree than you you often get reciprocal but don’t do it
just to get reciprocal do it is a genuine you know it’s amazing what comes or if you just featuring other people that are in and around your space you’re
kind of learning together it sounds a bit kumbaya but from the people I
know it’s super effective when you’ve got when it is to sell when you actually
got art you want to sell if that’s if I’ve got a gallery and exhibition
they’re definitely blend in hey we’re coming I want to offer my Instagram
people a pre showing so build an event around it gives them some love
that way if you’re selling online and you don’t have an exhibition then try
try create an event so try and create an online exhibition do something where
you’re sending the traffic somewhere so Instagram is not an endgame
Instagram’s about sending the traffic you’ve got somewhere to do something with capture it get an email address send them to a live event potentially when you have a
sale if you’ve got a new product whatever it is otherwise it’s just a
coffee table book that you’re posting nice pictures on and if that’s what your goal is and that’s fine as well but know what your goal is because lots of people
are just posting twice a day for what value getting spam bot comments going great pic and they’re fooling themselves into believing that Insta is where it’s all happening
because they’re reading posts about someone built a business on back of Instagram
2013 and the landscape’s dramatically changed so Jen: last question
[audience : do you have any good recommendations for scheduling posts ahead of time on all the different platforms] horses for courses where’s your market for me I didn’t finish my story that I wanted to build a bit of an international
audience first because so scheduling posts between 6:30 and 7:15 in the
morning and after 9:00 p.m. meant I could get Europe and the US now
that I’m back in Australia I don’t really care as much then it’s probably the after
9:00 p.m. stuff has been more valuable because now I’m after event planners brides
festival artists is quite specific Jen : it’d be worth checking your insights as well audiences
we could talk about this for hours if there are any questions that you would
like us to maybe answer online there is a little section over here where you can
pop in old-school your question and Scott and I will get together later and
and go through them and answer them in the meantime we have gone a little bit
over but we will stick around for a little bit so just a few things after
this we have actually videod this and all going well we will have it ready for you
fairly soon it takes a little while to get all the editing and eyes dotted and t’s crossed but that will come through to you via email
there will be a link to that and also the notes that I have created a summary of
what Scott has shared with us today also as part of this has been a Digital Ready partnership so my thanks to Nat Gee and their digital ready crew for
allowing this to happen and for allowing us to have events like this that are
free part of the other elements of Digital Ready is that there are
workshops so we’ve got the third visual content workshop coming up with
Natalie Mendham that has just the third one has just gone live and that’s in
November via Eventbrite we also have Digital Ready coaches one of whom I am
and they run between February and November so it’s two hours of free
coaching mentoring so please avail of that and that’s all via their Digital
Ready website that leaves me to really thank Scott for such a mega amount of
information so you know allow all that to to process and do please connect with
him online I have all the details all his contact details on our notes and thanks
Scott that was really valuable I know we could talk for probably all day but I
really hope it was valuable to you all and I really appreciate well we really
appreciate you taking this time out of your businesses to hopefully go back and
flourish so I’ll see you at the next social exchange session number three
which will be in the new year and please if there is anybody that you would love
to have here that I can chat to please feel free to reach out and let me know
who that might be so there is still treats over here for you to enjoy and
we’ll get off the stage and so thank you all very much

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