eCommerce Evolution

To date, this was one of my favorite episodes to record. Partially because I love Amazon and love hearing behind the scenes stories from people who’ve worked there. Brad does share a couple of great stories. Mostly I love this interview because the advice shared is pure gold. Brad Moss has a unique perspective on business and growth. At Amazon he served as the first business lead over all of Seller Central. To say he’s had the inside scoop on seller central would be a gross understatement. I met Brad at an event in Miami. When I found out he was a former Amazonian I was eager to find out a few things - 1. A good Jeff Bezos story. 2. What is was like to work there. The stories he told when we met and the stories told on this episode did not disappoint! In this episode we cover some pretty powerful lessons including: How Amazon thinks about and deals with areas of the business that stop growing. As you might guess, they don’t have warm and fuzzy sentiments here. How Amazon looks at analytics…this is truly brilliant. Understand how Amazon decides what data to measure, and what to change to get better results. This is part of the key to Amazon's speed and their ability to scale successfully. Two mindset shifts that Amazon looks for in their employees that will help instantly make you a better entrepreneur. A few funny (and potentially painful stories) about how little Amazon celebrates successes. These stories underscore the Bezos mantra that “it’s always day one.” Top mistakes Brad sees Amazon sellers making and how to avoid them. Plus more!

Paulina Masson is the founder of Shopkeeper and a longtime Amazon seller. She has a wealth of knowledge when it comes to pricing products. She understands the competitive forces behind pricing decisions as well as the psychological factors. Ultimately you want to price in such a way to maximize total profits. While you should consider profit per transaction, that might not be the ultimate metric to try and maximize. Here’s what we look at: How to run pricing split test and why it’s so complex. How to price your products at launch including a free margin calculator How to balance competitive price factors with consumer perception and psychology When to end your price in 99, or 97 rather than 00. And how a premium product or your target market might influence this. 3 Types of Shoppers on Amazon and how to price for each When and how to use coupons - when to do a % off vs. a $ off How price impacts conversion rates Plus more!

Is AI coming for all of our jobs? As agencies and marketers, are we on the road to irrelevance? Probably not fully, but our roles and our perspectives better shift and shift quickly. Frederick Vallaeys is a brilliant marketer and programmer. He was one of Google’s first 500 employees and was on the original AdWords Quality Score team. In this episode, we discuss how agencies and marketers of the near future should think more like pilots or doctors, or coaches (my metaphor). Pilots increasingly rely on instruments and AI to do their job. So do doctors. But, deep expertise, strategy, and a human element are still really important. Here’s a hopeful but eyes-wide-open look at the future with Frederick Vallaeys. How Quality Score was yesterday’s black box and AI is today’s black box. Using Fred’s Two Levels of Automation - Leveraging things like AI and Machine Learning (ML) and then creating a layer of automation to keep the machines in check. How is AI most impacting marketing now and how will it impact marketing in the next few years. What new changes to Google Ads is Fred most excited about. Some of Fred’s favorite Google Ad Scripts? Automation can be simple. AI and ML are cool but you can achieve a lot with the simple stuff

A few months ago I delivered a talk at Social Media Marketing World 2019 on how to create a full funnel with YouTube ads. Feedback on the session was great so I wanted to share it here on the podcast. Why YouTube ads? Watch time for “which product to buy” videos on YouTube doubled this past year. Nearly 70% of shoppers say they are open to learning about products on YouTube directly from brands. In this talk, we’ll explore 3 ways to utilize YouTube ads for growth. We’ll uncover 3 proven YouTube ad formulas to put the right video in front of the right prospect at the right time. We’ll also examine the best bidding strategies and winning campaign structures to implement for success.

Christian Zeron started selling vintage watches online in college. We started mainly with some free time, a lot of creativity and a serious watch obsession (he’s a self-described watch geek). He’s since leveraged that into millions of YouTube views, millions in sales and over 1.8 Million monthly page views… without running ads. I’m an ads guy so my experience with organic YouTube is minimal. I wanted to have Christian on the podcast to walk through his story and to give us practical tips on how to succeed on YouTube with organic content. Here’s a look at what we cover: How Christian uses Gary V’s jab, jab, jab, right hook in his approach to YouTube content. How he’s learned from and grown from his YouTube failures How he grew from 0 to 68,000 YouTube Subscribers and millions of views How he comes up with ideas for 3 shows a week that generates raving fans. How his new pivot was an epic failure and how he’s retooled to make it a smashing success. What watches are his personal favorite Why selling a $10,000 watch is easier than selling a $300 watch

Casey Guass started Viral Launch as a broke 24-year-old college drop out. The rest is history. It’s now one of the most beloved SaaS platforms for Amazon sellers. Like most great companies it’s gone through some serious product evolutions. But, the core has remained the same - helping Amazon Sellers rank better on Amazon. In this podcast, we cover a lot…and get pretty nerdy with data. Here’s a quick look at what we discuss. 3 Amazon ranking factors you might be overlooking including considering your canonical url for better ranking on Google (we explain what this means in the podcast). How conversion rate factors into organic rankings and what to do about it. Why you’re likely focusing on the wrong keywords and how to shift your approach. Casey’s 6-step road map for ranking a product on Amazon - this is pure gold. Casey’s advice that he would NOT give to clients, but might try for selling his own products. Why you’re thinking about Amazon PPC is probably off a bit and how you should adjust. How to use brand analytics data for some “blow your mind” insights. Plus more!

In just a few short years Bill D transitioned from investment banker to single brand eCommerce store owner, to now owning and leading a portfolio of 10 eComm brands through his company, Elements Brands. I wanted to pick Bill’s brain - one, because he’s just wicked smart, but, two, because I think all eCommerce store owners could benefit from his perspective. In this power-house episode we uncover: How Bill went from investment banker to owning a portfolio of growing eCommerce brands. What Bill looks for when he’s considering buying an eCommerce business (there are lessons here for you, whether you’re looking to sell right now or not). Why diversity of traffic is so important and what to consider here. What’s the metric to rule all metrics? No, it’s not conversion rate, or AOV, or Return on Ad Spend. (Hint: you’re probably ignoring it or not calculating it the way you should.) Why profits are sanity and revenue is vanity. How well document processes build value now and later. Plus much, much more!

I’ve always loved the psychology behind why people buy. It’s what originally attracted me to sales and marketing when I was in college. I’ve always loved the study of persuasive headlines and compelling video ads. I’ll admit that I think less about shipping than I probably should. If we want to talk about pure conversion rates and growth, shipping is a huge deal. That’s why I decided to invite Akhilesh Srivastava, CEO of Fenix Commerce, on to the show to talk about improving shipping, both pre and post-sale. Akhilesh knows a thing or two about this topic. He’s worked for big brands like Walmart, Nike, Petco, Staples, and Microsoft. Prior to starting Fenix Commerce, he was in charge of shipping and returns for eBay. He’s spent the last 10+ years living in the data behind shipping practices both on its impact on sales and the costs behind it for merchants. Here’s a quick look at some of the fascinating points we dive into: How studies of eBay customers consistently revealed that 2 of the top 5 reasons people decide to buy or not buy are related both to shipping costs and shipping time. How the “get it by” feature can improve conversions and reduce abandoned carts by 20% or more. How Men’s Wearhouse is using the “get it by” feature and how it’s now been identified as their largest top-line growth opportunity for 2019….wow! Practical tips to lower shipping costs and improve your speed. How the USPS can “fill in some gaps” for you and help improve your speed of shopping

Michael Jackness is the President & CEO of Terran.com - owner of multiple commerce brands including tactical.com, wildbaby.com, icewraps.com, color it and more. He’s also the host of the EcomCrew podcast and is a fantastic trainer and speaker. I got to hang out with Mike recently at an event and I was reminded of why so many people in the eComm space look up to him. He’s a brilliant marketer and eComm store owner. In this podcast, we dive into some of the most powerful growth levers available to commence merchants today and how to best use them. What are Mike’s tips and advice online extension? How important is it, and how and when should store owners consider it? Mike’s favorite tips for cross-selling & upselling because “you win or lose by what you do on the backend.” The most under-leveraged assets Mike sees in his students’ businesses? Favorite growth levers to pull when tasked with growing an eComm biz. Some of your favorite recent marketing wins from Mike’s many eCommerce companies Underutilized growth tips for Amazon. How important is User Generated Content (UGC) and how to get it.

My guest today is a man who needs no introduction. His podcast, Ecommerce Fuel, is one of the most downloaded Ecommerce podcasts on the planet. And Andrew runs one of the largest most successful private eCommerce forums - EcommerceFuel.com. Each year Andrew sends out a poll to hundreds of successful merchants to get a pulse check on all things eCommerce. It covers an incredible number of details including growth rates, conversion rates, On-Amazon and Off-Amazon performance, ad performance, profitability trends and much, much more. I wanted to have Andrew on the podcast to dig into some of the most fascinating insights from the report and to share what we believe these insights mean to our community and to you as a merchant. Here are a few things we cover: What is the future of drop-shipping as a business model? What surprises came from the on-Amazon growth stats that weren’t maybe as high as expected this year? The stark growth contrast between private label sellers vs. resellers The number #1 traffic source for successful eCommerce merchants The most popular vs. most effective ad channel…spoiler alert - they aren’t the same channel! The most popular channel according to the survey was nowhere near the most effective. Quite the contrary. We explore why. We explore Andrew’s spin on KPI - the Kardashian Performance Indicator…this is pretty funny Plus much more actionable data!

As some of you may know, my very first foray into online marketing was in the crazy world of SEO. That was circa 2004. After creating some wins for an online print shop I was hooked on SEO. In the early days of OMG Commerce SEO was our bread and butter. Now it’s still an important channel, but as Google has become more of a pay-to-play environment, more companies come to us wanting help with ads. But…ignoring SEO is a mistake. The best, biggest and enduring eCommerce companies have an SEO strategy and they execute it. My guest on the podcast today is one of the very first OMG Commerce employees, Brandi Johnston. She runs our SEO department and works with Amazon organic optimization. In this episode we cover a host of practical tips and insights related to SEO including: How SEO had changed since 2013 and what that means for us today. What are the easiest SEO wins merchants should focus on? What are some SEO wins that take a little more work but still pay off in the long run? What is a rel=canonical tag and a cross-domain rel=canonical tag and could we get any nerdier? What is a zombie page and how doe they impact SEO results? What are the top SEO tools, blogs and extensions to consider? Plus more!

Connor Young is a bit of a health nut - and an exercise enthusiast. He’s also an entrepreneur. He’s combined his passions into a powerful and growing commerce business called Ample Foods. Connor and his team are doing a lot of things right with Ample. What potentially stands above the other wins is that they have achieved two very successful crowdfunding campaigns. The first was a traditional crowdfunding campaign on Indiegogo, which set the platform’s record for highest funded project in the food category. The second was an equity crowdfunding campaign that raised just under $800,000 on a $15 million valuation. If you’re launching a new product or considering a crowdfunding project or equity funding project you need to check out this episode. Here’s a look at what we cover: 3 elements of any great crowdfunding pitch Why your crowdfunding pitch needs to go viral and how Connor did it for Ample Foods Use crowdfunding both to launch a company or a new product Why Connor would skip hiring a PR firm for his crowdfunding campaign if he had to do it all over again How to use Facebook Ads and Influencers for a successful campaign How “all the work” is in the pre-launch How to set your goal and why it’s important to be strategic about your goal Why momentum especially in the first 2 days is so important. When to consider your campaign a failure Plus more!

The first glowing testimonial I heard about Joana Galvao was from Ezra Firestone. Next was my buddy, Jared Mitchell of Skincare by Alana. Joana was described as a designer who “Gets it” - who understands how design impacts online experience and sales. She recently spoke at Traffic & Conversion Summit in San Diego and I heard she brought down the house. So I wanted her to come on the podcast and talk about how design and visuals impact shopping behavior. Here’s a look at what we cover: The branding triad and where most businesses fall short How color can influence experience and results…and a truly mind-blowing laundry detergent user experience that illustrates this beautifully. How we’re wired to make assumptions at the subconscious level about whether something is expensive or cheap, quality or shoddy…all within in seconds. You need to incorporate this for your products! How your product packaging should engage all of the senses. How to make your copy more visually appealing Joana’s 5-Step Process that every brand should go through for better performance. Plus more!

Austin Brawner is a legend in the eCommerce space, namely because his podcast - Ecommerce Influence - is one of the most popular in the industry. Austin has worked with, and is friends with, many of the top DTC brands in eCommerce - MVTM Watches, Pura Vida Bracelets, Blenders Eyewear, Four Sigmatic and many others. In fact, we reminisce on the podcast about a dinner we both attended in San Diego with the founders of those companies all together in a room hanging out and swapping stories. What separates eCommerce brands that scale vs. those that stall and plateau? What separates the Bonobos and Away Luggage companies of the world from an eCommerce company that hits a ceiling at 5 or 10 million per year in sales? Austin has a unique perspective on this topic, having walked alongside dozens of the biggest eCommerce brands of our generation. In this episode Austin and I break down the following: What you need to know about AOV and LTV and how it directly impacts your ability to scale. How product market fit impacts scale potential - and why combining a hungry market with a product people want to identify with is so important. Demand Generation vs. Demand Capture…which is better and which lends itself to scale. The road map to building a team and scaling your business Why a CEO’s role is mainly about people and product and what that means. How and when to hire an agency. Why it’s hard to scale single SKU businesses and why line extension is imperative.

My buddy, Johnny Pinto has a unique product, a unique story, and a unique approach to eCommerce growth. He’s the CEO and Co-Founder of BoomBoom. BoomBoom produces an essential oil based inhaler that refreshes and energizes you. These types of inhalers are super popular in South East Asia, and BoomBoom is determined to make them popular in the US too. The story of BoomBoom is chock full of fantastic marketing and entrepreneurial lessons. John got his start in business working for an LA start-up that would later become SnackNation which is now a 200 person thriving company. When John joined he was one of 3 employees. That’s also where he met our mutual friend and host of the Ecommerce Influence podcast - Austin Brawner. I thoroughly enjoyed this interview and I’m confident you will too. Here’s a look at what we cover: How John has masterfully used bootstrap marketing and “sampling” to propel his company’s growth - you should too! How John and his wife Chelsea got on Shark Tank. What he learned from being in the tank and why the ultimately walked away from a deal. How the went viral on Twitter AND ended up on Ellen. How he’s perfected the art of boot-strap marketing. Most ecommerce companies overlook this to their detriment. Their philosophy for building long-form PDP pages that convert! What’s next for BoomBoom!

Ro Bhatia has some serious eCommerce chops. He started his career at Google, then spent 5 years at Yahoo, then worked for eBay with merchants, then ran the dot com division for Home Depot. Now he’s the Chief Product and Strategy officer at Limelight Ecommerce. In this episode we dig into growth tactics that you probably either haven’t thought of or aren’t leveraging properly. Ro has a wealth of experience and he dishes it out in this episode. Here’s a quick look at what we cover: If you’re using chat on your site, you’re probably making one fatal flaw. Here’s how to fix it quickly, plus Ro’s favorite chat tool. Cross-sells and upsets make up 30% of eCommerce sales! We talk about Ro’s favorite ways to boost cross-sells, upsells and downsells. In the new relationship economy cost of acquisition is high, and bumping AOV is critical. If you don’t have a high enough AOV your marketing options will be limited. How to properly use data to create buckets of users to show them the right message at the right time (plus an embarrassing eBay story). How to delight your customers like Netflix does…(and how “stale” is a kiss of death) How to build loyalty and beat friendly churn. The best remarketing cohorts to build and how to communicate with them differently. How to put all of this together to create a compounding growth effect!

I just got back from a trip to the Amazon HQ in Seattle. Chris Tyler, our Director of Amazon Services, and I were there visiting with our Amazon DSP reps (more on DSP in a minute). We recently found out we were the fastest growing agency in 2018 in terms of DSP spend. We got to preview new audience targeting options, discuss new ad options coming soon to the Amazon ecosystem and more…Blow your mind kinda awesome stuff. If you’re not familiar with it, Amazon DSP (stands for Demand Side Platform) is a way to run display ads on and off Amazon targeting Amazon shoppers. With DSP you can run retargeting ads targeting people who’ve visited your product listings on Amazon but didn’t purchase. You can also target people who’ve visited your competitors' products on Amazon but haven’t purchased. And there are a TON more audience targeting options to consider. Here’s a quick look at what we cover on the episode: Highlights from our Amazon trip including dogs, domes, and, of course, great coffee! What about Amazon DSP makes it “blow your mind awesome?” What are the top audiences to target with DSP and where should you start? What kind of return can you expect from DSP? How to use DSP to build loyalty with Recapture, Reorder and/or Cross-sell/Up-sell campaigns. How does Amazon DSP compliment Sponsored Products and Sponsored Brands - the core of Amazon advertising? Plus more!

My guest today is John Li, co-founder of Pickfu. John is a really sharp dude, with a very unique service. A service that started as a side project and became a standalone business sort of on accident…more on that in the episode. Pickfu is a consumer feedback tool that allows you to get real customer feedback in minutes. This has driven insights into product page enhancements, better product imagery, better ads, better Amazon listings and more. In this episode, we dive into some of the top learnings John and his team have gained from the myriad of tests run on their platform. Some are quite surprising. I’m confident that you’ll take away a few things you need to test or change to improve your sales on and off Amazon. Here’s a highlight of what we cover: Surprising learnings from testing images and how your biases might be hurting your results on and off Amazon. 3 keys to better descriptions on your Amazon listings that consistently outperform the norm. How to find out what features and benefits a customer is really buying when they buy your product so you can highlight those features and benefits in your ads. How there are probably some things that you think are “good enough” that are probably costing you sales. How to properly run a test and how to ask consumers good questions. If you ask bad questions, you’ll get bad feedback...the kind that’s unhelpful and not actionable. Plus more!

Steve Chou is an eCommerce podcast host, eCommerce store owner, and former microprocessor designer. In fact, the microprocessor running the phone in your hand was likely designed by Steve’s team. All of that to say, Steve is a pretty smart dude. I recently saw Steve in San Diego at Social Media Marketing World where we were both speaking. We had lunch and talked a little about Chatbots. I was instantly intrigued. Chatbots and Messenger ads have huge potential to create more helpful, more personal experiences with your brand. All with the goal of increasing sales and building loyalty. Here’s a quick look at what Steve and I discuss... The rules behind using Messenger as a business. Facebook is very strict here. If you don’t know the rules, you’ll likely get yourself into trouble. How often should you send promotional messages on Messenger? When to run true Messenger Ads vs. when you can run other ad types on Facebook but tie in Messenger in a stealthy way (this will save you some money on ads). How Steve is using Messenger bots to cut down on customer service calls by 70%. How Steve sees using chatbots in the future. Steve’s favorite tools for chatbots. Plus more!

My guest on this show is a legend in the eCommerce space. He’s the founder of the Shopify Agency, Ethercycle. He’s the host of the wildly popular Unofficial Shopify Podcast. And, he’s just an overall really smart dude. When most ecommerce companies consider conversion rate optimization they usually immediately think of split testing, multivariate testing, cart optimization, etc. BUT, most merchants fail to ask a very important question - “where should I start with my conversion optimization efforts?” And, according to our guest today, the answer to that question is rarely - if ever - split testing. I knew the general direction of this interview before we started to record, but I didn’t know specifics. I was blown away by the simplicity, but also the power of Kurt’s suggestions. EVERY store owner would benefit from going through the exercises discussed in this episode. Here’s a quick glimpse at what we covered: The power of surveys for your best customers and how a recent survey totally transformed a brick oven seller. How to ask questions of your best customers including Kurt’s 3 favorite questions to ask. What information to glean from people who visit your site and don’t convert. How to harness the power of heat maps and scroll maps. The little known “coffee shop gift card” test for watching how users interact with your site. Some of Kurt’s favorite tools for testing Tips for split testing if you chose to go that route. Plus much more

Video ads on YouTube, Facebook and Instagram continue to rank among the best performing ads right now for ecommerce companies. The difference between a great video and an OK video is HUGE. To really scale on any of those platforms though, you have to know how to craft a video that converts. Enter Andrew Eckblad. Andrew Eckblad was killing it with online video before it was the cool thing to do. Andrew has spent the last 10 years serving as Frank Kern’s video guy. He’s also the Manager of Video Marketing and Production for Kartra. And he’s the founder of ConvertViews.com a collective of direct response video editors. His videos have directly grossed over $100 million in product sales. Here’s a glimpse of what Andrew and I cover in this interview: Andrew’s simple but profound 2 keys to a video that sells Nuances to consider for videos that work on Facebook vs. Videos that work on YouTube How to apply the “do I care” test to your videos. The importance of pacing, transitions, and on-screen text Using the principles of a good headline to craft the perfect video opener How to use pattern interrupts How Andrew got the job working for Frank Kern The difference between videos for gurus vs. videos that sell ecommerce products. How to get people to take action Plus much more! This is one of my favorite interviews of late. I hope you enjoy it as much as I did….then go out and create some killer videos! Brett

There probably isn’t a more consistent rule in business or in life like the 80/20 rule. Usually, 80% or more of your results and success come from just 20% of your efforts. I’m all about finding the 20% of activities, changes, etc. to focus on to deliver the biggest impact. In this episode, I bring back my business partner Chris Brewer to outline the 7 key areas you should focus on to grow your business both on Google and on Amazon this year. These are 7 factors that should provide a big return for you. We’ll cover a variety of topics including: How and why you should invest in YouTube ads What to expect and what to consider with Google’s automation and smart bidding options How the SEO practices that everyone has forgotten may be a secret weapon for you. How Amazon is pouring more money and time into their ad platforms and what that means for growing your business. Plus more!

Ross Beyeler knows a thing or two about ecommerce sites that convert. He’s built a few sites that I really love. Charley Hustle (mostly because I’m a huge Chiefs Fan and KU Jayhawks fan), Bottle Keeper, Johnny Cupcakes, Assoline and more. We get into several key design, UX and conversion rate optimization topics and examples including: Home page optimization and how the approach shifts if you have a large vs. small SKU count Storytelling in ecommerce and why successful ecommerce brands are great storytellers Product Detail Page (PDP) “must haves” for a better experience and better conversions Creating better collection and improved navigation 4 conversion killers to avoid like the plague Site search and recommendations for doing this better especially for larger SKU counts How to mine site search data for improvements Plus more!

Tom Wang is a true Amazon success story. He builds a very successful brand on Amazon after a pretty big crash and burn experience. Literally a “burn” experience as his first venture was in hoverboards. In this episode we breakdown Tom’s success and talk about what is relevant for growth on Amazon in 2019. We tackle Tom’s advice for some pretty critical Amazon tasks. How to get reviews now and not violate Amazon’s terms of service. How to diversify traffic and boost organic rankings Product line extension and how to launch your next product on Amazon How to successfully use Amazon Giveaways and lightning deals Plus more! Don’t miss it!

Matt Ward built an Amazon business from nothing with a goal of selling it for $1million in 12 months. His goal once the sale was final was to work on stuff that mattered more to him….He reached his goal of selling his company and now he’s running a podcast and writing books on some pretty interesting topics. He’s had the privilege of interviewing some pretty stellar people including one of my marketing heroes - Seth Godin. Matt is a fascinating person and extremely bright. In this episode we get into some pretty interesting territory, including: How Matt scaled so quickly, What AMZ sellers should consider now and what the future holds What’s next for Amazon What’s Amazon’s goal with Echo devices and owned brands (like Amazon Basics) and who will continue to win as Amazon’s domination grows. Voice Search and Smart home - and what it means for Amazon and Google and YOU. Facebook Portal and our predictions on it. Why 10x results doesn’t require 10x effort Plus, more...

The Cyber Five (Thanksgiving - Cyber Monday) this year broke all kinds of records and was an interesting departure from years past in several ways. In this episode I welcome back to the podcast my business partner, Chris Brewer. We look at this holiday shopping season from a few different perspectives. We talk in general terms about how our clients who are mostly in the $5 to $50 Million per year in sales did during the Cyber 5 and after. We also looked at trends and data from the largest ecomm companies. By the numbers….a Look at the Industry as a Whole. Here are just a few of the highlights we look at in this episode. Thanksgiving weekend was up 23% - total spend was $24.2 billion. Thanksgiving through Cyber Monday. Mobile spend was $10 billion of that (approaching half) and that’s up 44% from last year. So doubling the growth rate of the holiday trend as a whole. Main Drivers of online sales Email at 26% - up 2% YoY Paid Search at 22% - up 6% YoY Social - minimal impact 1.3% of sales….(remember this stat is from the big guys, not mid-sized companies). Surprises from our clients: Black Friday was our clients biggest day by a long shot with Cyber Monday finishing 2nd. Social continues to be a big investment for our clients but getting the same results as last year has been difficult mainly due to rising ad costs. YouTube big as well - one of the top 3 channels for several of our clients. Winning Formula: We talk about what our most successful clients did well so you can properly plan for next year. We look at several winning tactics including: Email - build, cultivate and prime your email list for Cyber 5. Multiple email reminders - often 3 per day. Start early - Wednesday even. We found our most successful clients started sales or at least started promoting sales early. Consumers have finite dollars to spend, get their attention early and you’ll have a better chance to grab your share of wallet. Build your retargeting audiences early - our clients who had the most success had large lists of people who’ve visited their site in the past or viewed a YouTube video who we could then retarget.

If you’re like me then you’re not overly familiar with affiliate marketing. It is a bit of a mystery for a lot of us marketers and ecomm entrepreneurs. However it does have some huge positives: Scalable: Once you attract the right affiliates and have the right offer, you can go from 0 to thousands of orders in no time. Predictable - As you know, I’m a PPC guy. I’ll always love PPC, but there are variables there. With Affiliate marketing you pay the same cost per acquisition every time giving you some predictability. My guest on this episode is Nate Lind. Nate is an eCommerce entrepreneur, a marketer and the founder of the Online Seller’s Summit. He’s also a guy who knows a thing or two about affiliate marketing. Nate’s best single day using affiliate marketing was $4.6 million in sales. He now has a student doing up to $1million in sales per day from affiliate marketing. Not only has Nate built multiple businesses off the profits from affiliate marketing, he also built a tool to better manage affiliate marketing called Offer Profit. This tool was so successful - he sold to Limelight. On the podcast we discuss what it takes to succeed with affiliate marketing: Keys to a good offer Making the math work - how to structure your affiliate offers to both motivate affiliates and maximize your growth. Customer lifetime value and Nate’s favorite marketing mantra The best businesses for affiliate marketing How Nate lives a 4 hour workweek Why getting punched in the mouth is OK Plus more!

Recently I had a chance to catch up with my friend and fellow entrepreneur, Dave Woodward. Dave is the Chief Business Development Officer at ClickFunnels. He’s a motivator, a marketing mastermind, and an all around awesome guy. I first met Dave in 2009 or so when my business partner, Chris Brewer, and I were partnering with Russell Brunson (Co-Found of ClickFunnels) on a project. It’s been amazing watching click funnel scale from just an idea to a $200million + per year software as a service (SaaS) company in just a few years. So how do you achieve that kind of growth? That’s what I wanted to hear from Dave. Here’s a look at what we covered. I hope you enjoy this interview as much as I did! Philosophy and mindset that allows for meteoric growth How the founders of Click Funnels got the team side of things right in order to scale How ClickFunnels acquired customers at a profit or breakeven when approximately zero SaaS companies have achieved that mark Marketing channels that are the most important to the growth of ClickFunnels What makes for a great eCommerce funnel What’s next for ClickFunnels Plus more!

Interested in better email campaigns, more persuasive product detail pages and more irresistible videos? Maybe you need to start incorporating a little humor. By now we’ve all seen a Harmon Brother’s video (Think Poo Pourri and Squatty Potty) and we’ve seen the magical effect those videos can have when launching a product….Or maybe you recall the simple, Dollar Shave Club video that launched an empire that Unilever bought for $1 Billion. But...we’ve also seen some funny ads that did zero selling. Sometimes we can’t even remember what product the ad was for after we saw it, but it did make us laugh. So what’s the difference? How can you use humor to actually sell? A few months ago I was speaking at a Blue Ribbon Mastermind event run by Ezra Firestone and I heard another speaker and immediately fell in love with her topic - using humor to sell more. Lianna Patch is the Founder of Punchline Copy. She has a wealth of experience as a standup comedian, and improv actor, and a copywriter for eCommerce brands. In this episode we dive into the following: How to blend humor with persuasion for better conversion rates Where you should use humor first What ecommerce companies properly use humor How a jewelry store leverage humor for double digit improvements in conversion rates How to use humor in emails even if (or especially if) your product category is “boring” or even “B2B”. Plus more Check it out!

If you want an inside look at Amazon you’d be hard pressed to find a better person to talk to than James Thomson co-founder of Buy Box Experts and the wildly popular Prosper Show. In this episode we get into the details of what sellers on Amazon should be thinking and doing right now on a variety of important topics including: Sales Tax! This can be some scary stuff. We talk about the Wayfair Supreme Court decision, the recent ruling in California and what it all means to you. Not the sexiest of topics, but one that could kill your business if you’re not taking action now. Brand equity. There’s never been a better time to build a brand on Amazon. We’ll talk about what it means to build and try to hold on to brand equity on Amazon. 1p vs. 3p vs. Hybrid - what’s best and why. Most common mistakes sellers are making right now and how to avoid them How Amazon approaches their private label game and when are they coming for your category. Prosper Show 2019 details Plus more!

The best eCommerce companies I know are on a quest to constantly improve conversion rates. Every lift in conversion rates means more money for product development, or traffic to grow your brand or just more money for your pocket. On this episode I interview Jon MacDonald, CEO of the Good. Jon and team have worked on Conversion rate optimization projects for companies like Nike, Xerox, Adobe and the Economist as well as many other ecommerce companies. Jon’s perspective and approach are unique and I’m confident you’ll pick up several CRO nuggets including: The 4 types of data that should influence your conversion rate optimization What data to ignore vs. what’s critical and actionable Must have elements for UX Product detail page essentials Making the complex simple and bringing products to life on your site Great eCommerce examples for UX to pay attention to Plus more

In recent years SEO has lost its luster as a “hot” traffic source. Panda and Penguin updates have made it all but impossible to “game the system” and trick Google into ranking your site. That said, organic traffic can still be insanely powerful for your brand. SEO can help drive relevant traffic at nearly every stage of the shopping funnel - helping your build a following and sell more stuff. While there are no viable SEO tricks now, there are proven strategies that will help you rank well and rank relatively quickly. While I’ve been an SEO practitioner since the early 2000s and even though OMG Commerce offers SEO services for eCommerce - I still wanted to have Dale Bertrand on to talk SEO. Dale is the Owner and Digital Strategist for fireandspark.com and he knows his SEO. Here’s a look at the SEO topics we cover in this episode. Link building that works in 2018 and beyond. Quality backlinks are still one of the most powerful ranking signals in Google’s algorithm. The catch is that Google is better than ever at sniffing out and ignoring or penalizing spammy backlinks. In this episode we discuss the right way to approach link building. Building content without being a writer. My guess is that creating content isn’t your favorite activity. But good content is CRUCIAL for effective SEO strategies. We discuss how to generate content without the pain of writing. How to make category and product detail pages rank. Category and product detail pages are your money makers, but getting them to rank can be a challenge. We discuss how. The value of “pillar content” and how to create it. Without “pillar content” your SEO will be at a disadvantage. We discuss what it is and how to go about creating it. Technical structure for a solid page. We nerd out a little bit on technical SEO, but not too much. Plus more!

This episode is a treat both in terms of topic and guest. I have my long-time business partner Chris Brewer on to talk about the most important topic of the year for most eCommerce companies - Holiday Sales. For most eComm companies the Holiday season will determine whether you have a good year or a not so good year. For some companies every day of holiday sales is the equivalent of a week or two the rest of the year. Having a great holiday season requires planning, attention to detail and some creativity. I see things lining up for most eCommerce companies to break sales records this Holiday. Will you be one of them? Here’s a look at what we cover: Getting Your Google Ad Campaigns Ready - getting your search, shopping and brand campaigns ready to “make hay” this holiday season. Getting Your YouTube Ads Ready - Do you have remarketing in place? Are you capitalizing on your competition? Do you have a unique holiday message? All of this and more is important to maximize YouTube results. Getting Your Amazon Ads Ready - Amazon is poised to CRUSH IT this holiday season. Are your ad campaigns ready? Getting Your Email Marketing in Place - Email marketing could be your x-factor this holiday. Remember to segment and remember the rule of 3! Planning your promotions - Get your promo calendar finished now! Staying on Top of Everything - We talk about ways to stay on top of everything and make sure nothing is missed this holiday season. Here’s to making Holiday 2018 your best ever...

There are two critical ways Patent Law impacts online merchants: Making sure you protect your unique products and intellectual property (IP) Making sure you don’t infringe on someone else’s patents My guest for this episode is Patent Attorney, Rich Goldstein. Rich is a wealth of knowledge on patent law and has carved out a niche in the eCommerce space. I am NOT a legal expert, to say the least, so I was really excited to dive into this topic and learn more myself. Here’s a look at what we covered: When should you consider a patent and how much do they cost? What’s the number 1 reason for a patent? What are the 2 factors to see if a product is patentable? Talk about the different enough test? 2 Types of patents and when to consider each type How to protect against knock off and specifically protecting yourself on Amazon. How do you avoid patent infringement? Top resources and guides for patents and IP.

I’m convinced that the most successful eCommerce companies in the years to come will be those who build a brand. Building a community, telling a brand story that resonates, building products that people are passionate about, differentiating from the competition - all are part of what it asked to build a successful brand. Companies that just learn a few tricks and tactics to sell more on Amazon or those that rely on just a few google traffic hacks, or those who only sell products that are available from other sellers are in a much weaker position than those who build a brand. That’s why I was super excited to bring on the show a brand building powerhouse like Rick Cesari. Rick has been involved with some pretty stellar brands over the years including the George Foreman Grill, GoPro Cameras, Sonicare Toothbrush, Oxiclean and others. He knows what it takes to position and market a product to make turn it into a massive winner. Here’s a look at what we cover: Using direct response ads principles and building a brand at the same time. Tips to building a great brand including feedback loops, crafting a USP, getting to the benefit and more. Learn how Rick helped the Juiceman brand go head-to-head with Krups and Braun and generate $75 million in sales in just 4 years. How to differentiate. We both love Sally Hogshead’s quote “Different is better than better.” Tips for great videos. One of our favorite topics and an area that Rick is an expert in. We talk about what makes for a great video. Using Ricks brand-building and marketing tips on Amazon. Plus more

Whether you’re planning to sell your eCommerce business in 1 year or 3 years or never, the information in this podcast is pure eCommerce gold. Regardless of your exit plans, it’s important to know how to make your business more valuable now. My guest for this episode is Joe Valley, Director of Brokerage Services at Quiet Light Brokerage. Joe is a seasoned eComm expert and a former business owner. As a broker of eCommerce businesses his perspective is unique and insightful. Here’s a look at what we discuss: What is my eComm business worth? Everyone wants to know this. Joe lays out some quick guidelines to keep in mind. The 4 Pillars of a sellable company. The beauty of these pillars is that they also will help you run a better business NOW! Biggest mistakes people make when they decide to sell? Biggest success story of someone who sold? Most important financial metrics to determine value? The story of profitability and why cash flow isn’t the whole story Trend analysis and how it impacts value How long does it take to sell an eCommerce business How does a company being on Amazon vs. not being on Amazon impact value? Plus more!

The company with the best data feeds wins. That’s maybe not the kind of comment you hear too often and it’s not going to be the headline for any motivational posters. But, there is some truth to it. On this episode my guest is Brian Roizen, Co-Founder and Chief Architect for Feedonomics, a full-service product feed platform. While it’s not always true that the company with the best data feed wins, I do believe that your marketing efforts can only be as good as the data that feeds them. In this episode we get slightly nerdy, but also really practical. Here’s a look at what we cover. - Why it’s worth the time to build a good feed. In a saturated environment you have to differentiate. A good data feed is one way to help your products stand out. - How the perfect feed + perfect campaign structure is where you can really gain a competitive edge in Google Shopping and other channels. - Top feed mistakes to avoid - Amazon feed tips for world-class Amazon product listings - How to automate Amazon repricing for competitive niches - Benefits of Amazon Brand Registry - Facebook feed tips - How Walmart is growing ecommerce through acquisition and how to profit from their marketplace. - Google Manufacturer Center why and when you should take control of it - Plus more!

While I’ve spent most of my marketing career focused on driving traffic that converts, I know the importance of a good landing page and sales funnel. A few months ago I met The Lady Boss. Kaelin Poulin and her husband Brandon when I spoke at an event in Atlanta. I was struck by how good they’ve been at building funnels, building community, and selling products. First a little about Brandon, then an overview of our discussion. Brandon Poulin is CEO and Co-Founder of LadyBoss, the first global weight loss system and support community for women. With the help of his rockstar wife Kaelin and their leadership team, he has helped transform the lives of over 140,000 customers across the world. With its 4 unique product lines having accumulated tens of millions in revenue, Brandon and his team at LadyBoss are disrupting the weight loss industry by simply focusing on helping women lose weight while loving themselves again. What we cover in this episode: How to approach building a new funnel? Keys to a successful funnel Diagnosing and improving struggling funnels Building a community and a following like a Boss Plus more!

When I first met Charlie Youakim the CEO and co-founder or Sezzle I was surprised by a few things he told me: Millennials prefer to pay with debit cards Only 1 in 3 millennials have credit cards Not having credit cards impacts the way millennials shop online and most don’t like the hassle of applying for a card. Some regulations put into place after the recession in 2008 like prohibiting credit card companies from marketing on college campuses and raising the legal age to sign up for a credit card to 21 instead of 18 have all played into this. Sezzle has put together an interesting product that allows both merchants and customers to get what they want. The interesting thing is that Sezzle didn’t start with their current offering. As a long-time entrepreneur I was fascinated to hear how Sezzle pivoted from their original idea (which just didn’t take off) to its current offering with great success. How outerwear company 686 raised AOVs by 22% and increased total sales by 5% by offering payment plans How athleisure store Inflow Style raised AOVs by 40% and increased totals sales by 8% by offering payment plans How and when to pivot as an entrepreneur The 3 ways to grow a business and how payment plans can help with all 3. Plus the history of credit cards (call me a nerd, but this was interesting to me)...

While exit pops, lead magnets, page takeovers are not necessarily new, I love the approach that Lindsey and her team at Hello Bar take to improve online conversions. I met Lindsey through a good friend of mine and was immediately impressed with her approach. She’s strategic in her use of conversion tools. Many merchants just sort of throw tools together and hope that something works. Anyone who’s listened to this podcast for any length of time knows that I’m a huge fan of good data and letting data speak. Lindsey takes a data driven approach to creating better use of conversion tools and lead magnets. Here’s a quick look at what we dive into on this call: Why customers actually prefer page takeovers to other exit pops (and the numbers back it up) Headline tips from marketing masters and why your current headlines might suck How Neil Patel gets more conversions on his properties Headline formulas to get more clicks, signups and sales Lead magnet ideas that drive conversion vs. lead magnets that lead to eye rolls. Plus more conversion optimization gold Want a free 30-day trial of hellobar? Check it out here.

f you aren’t using YouTube at least for remarketing - you’re missing out. With over 1 Billion monthly users and average session durations of over 40 min. (longer than what most people spend on Facebook in a day) YouTube has the attention of your prospects and customers. Not only does YouTube have your prospects and customers eyes and ears, they also have a really attractive advertising offering - TrueView. With the TrueView pre-roll (aka “before” videos) you as the advertiser only pays if someone actually watches your video or clicks through to your site. If someone skips before the :30 mark, you pay nothing. Pretty cool. Throw some really advanced audience targeting features on top of that and you have all kinds of options for both top and bottom of the funnel marketing on YouTube. This episode is a recording of a talk I gave in San Diego at Social Media Marketing World. In it I cover the following: How your prospects are using YouTube and how that should influence your strategy The best audiences to target with your ads 5 Tips to creating great video ads that hook prospects and get them to take action YouTube for Top of Funnel - the bulk of this talk is about remarketing, but YouTube has some great benefits for Top of Funnel which I outline here. Targeting options - If you go Top of Funnel what kind of targeting options should you consider. Plus more!

Tracey Wallace has a unique perspective on eCommerce. As Editor-in-Chief at BigCommerce she has the distinct privilege of rubbing shoulders with the top eCommerce brands on the BigCommerce platform. And the BigCommerce is home to some pretty impressive eCommerce stores such as Skullcandy, Cargill, Sharp, Camelbak and more…. In this podcast we talk about some key eCommerce success factors and how some of the best and brightest store owners on BigCommerce are winning. We dive into important topics such as: Why you need to spend time perfecting your Product Detail Pages (PDPs). As a reference see what companies like Bliss World Cosmetics, Kelty and Solo store have created amazing PDPs. How to build community by leveraging micro influencers and by creating amazing content. Payments! How understanding Amazon Pay, Apple Pay and Consumer Financing can help you improve checkout and increase conversion rates. Plus more!

Even if you’re on another platform you have to pay attention to what Shopify is up to. Now with over 500,000 stores using the platform, when Shopify makes a shift the whole industry feels it. I wanted to know the latest and greatest from Shopify so I invited on the King of Shopify himself, Kurt Elster on to the podcast. In this episode we dig into some new releases and how they impact you including: How Shopify Stacks up in the ecommerce platform ecosystem Shopify myths that need to be busted - such as “Shopify is bad for SEO.” Dynamic check out - Now that Amazon’s one click checkout patent has expired Shopify has built their own version...and it’s awesome. Now Fraud protection is built in and available for those who use Shopify pay. Want to get all of your marketing app data in one place? You can with Shopify’s new Marketing dashboard. Kit how you can have a legitimate automated “bot” employee Thinking of replatforming? What questions should you ask before you do? Plus more!

To scale an ecommerce business you can’t be a one-trick pony when it comes to traffic generation. Pushing past 7 figures into 8 figures and beyond requires a focus on reaching customers at every stage of the shopping funnel. Having a “hodge podge” mix of campaigns won’t cut it either. You need a team of campaigns that attract customers at different stages of the funnel and pulls them through to conversion. Recently I spoke at a marketing conference in St. Louis on the topic of full funnel growth. I outlined 7 keys for smart full funnel growth including: Why You Need a Team of Campaigns - how getting your campaigns to work together is a lot like building a world-class basketball team. Better measurement - when you apply the wrong measurements to your campaigns you stifle growth. Bad data leads to killing successful campaigns prematurely or running weak campaigns for too long. How Google Shopping, AdWords and YouTube work together - While Google Shopping is super competitive now, I remain extremely bullish on using it as a channel. Add to that a powerful AdWords strategy and then a YouTube strategy built for eCommerce and look out! Big things can happen.

I know what you're thinking…Ross and Rachel?!? From Friends? Well, no, but this is even better (for your business). It’s really Ross Johnson and Rachel Bell of Trill Media. One of the topics that I'm super interested in is influencer marketing. What was made popular by the Kardashians is actually something that's been around forever - endorsements. But with social influencers it's a whole new ball game and one you can do and succeed at…and sometimes for as little as $100 paid to an influencer. Along with influencer marketing we also lay a foundation for growth using Instagram. Many of the fastest growing eComm brands I know are investing both time and money into Instagram. Here are some of the growth tips we tackle in this episode: - How to collaborate with influencers - How to partner with complementary brands on Insta - Tips for using giveaways to add engaged followers - How to use Story Takeovers - How to be transformational rather than transactional Check out the episode here…

Even if you're not a numbers person, you need to understand the math behind your marketing. The good news is that this is not nearly as complex as it seems. This does NOT mean you need to be a math wiz kid, or a coder, or a master of analytics. But you do need to know the story your data is telling you. Chris Mercer (known mostly as Mercer) is one of the smartest analytics guys I know. But more than just understanding the technical side of analytics, Mercer knows how to find actionable data. That's what understanding the math behind your marketing is all about…finding what needs to be fixed or improved to help you grow. In this episode we discuss: - Go to Google Analytics with a specific question in mind. This is important. Most people pop open their Google Analytics account and just wander around. You need to go to the data asking a specific question. - Learn to ask good questions of your data. Often you don't take the right action, because you aren't asking the right questions. - Why averages are worthless, but segmentation is key - Understand the usefulness behind Mercer's Mantras "Find the truth in the trend" and "the power is in the pattern". - Why properly tagging your traffic may be the most important data cleanup step you take - How Google Analytics, Data Studio, and Google Tag Manager fit together - Plus more! Check out these great resources from Mercer: https://measurementmarketing.io/

For most marketers, Facebook Messenger is the ultimate black box. What is it really? How are customers using it? What's a marketer to do with it? These are a few of the many important questions that marketers may have a hard time answering. The temptation for some marketers is to treat Messenger marketing like they would email marketing. Big mistake. It's a very different platform at a very different stage of maturity compared to email. Then there's the question of chatbots…what are they? How can we use them without being super creepy? I had the perfect guest for this Episode - Dan Gamito of ManyChat. ManyChat is leading the charge in a lot of ways when it comes to Messenger Marketing and the use of chatbots. In this episode Dan does an amazing job of demystifying and educating. Here's a look at what we cover: - Understanding tribal mentalities on Facebook and how that influences Messenger - Understanding how consumers are using Messenger and, more importantly for this discussion, how they want to interact with brands on Messenger (and how they DON'T want to interact with brands). - How a pregnancy brand used messenger to deliver the perfect message at the perfect stage of pregnancy to an interested audience. - How a shoe company used messenger to reduce product returns by almost 30% - Much more!

I've been looking forward to this interview for months. I met Bryant Garvin at Ezra Firestone's Blue Ribbon Mastermind in Nashville back in January. Hearing the details of how Bryant and team leveraged YouTube (as well as other channels) to achieve massive scale at incredible speed blew me away. I knew immediately I wanted to have him on the podcast. Purple Mattress has grown from obscurity to being one of the most popular mattress-in-a-box offerings in just a few short years. In 2017 they posted annual revenues in excess of $187 million. Purple Mattress was largely made famous because of a brilliant video made in partnership with the Harmon Brothers staring Goldilocks and featuring the "broken egg test." It's an amazing example of demonstrating the uniqueness of a product in a fresh, creative way. Here's a quick look at what we cover on this episode… - How to hook someone properly in the first 5 seconds of a YouTube video ad - Surprising test results - even really smart people are wrong half the time or more. - How to approach YouTube for prospecting…YT isn't search ads, so stop treating them the same. - Elements of a great video - learn Bryant's formula for high performing video ads, plus the story behind the broken egg test. - How to diversify and launch ads on new platforms. - Plus a lot more!

Today I’m excited to welcome back my business partner and the co-founder of OMG Commerce - Chris Brewer. Chris Brewer is a seasoned entrepreneur who’s successfully started and sold multiple businesses in the advertising and marketing space. In 2010 he and I started OMG Commerce. Since then we’ve consulted with, partnered with and provided agency services for HUNDREDS of eCommerce stores. We’ve seen nearly everything - the good, the bad, and the ugly of eCommerce. In this episode, we break down the biggest X Factors of success from our perspective as we’ve observed a lot of winners and a lot of, um….not so much winners. Hopefully, you have as much fun listening as we did recording this... Here’s a quick look at what we cover: The importance of Lifetime Value of a Customer (LTV) and how to measure it and cultivate it. Why businesses that are too “romantic” about their own ideas are destined to struggle. How the best eCommerce stores think about and leverage Amazon Pop Quiz - Chris lays out his top eCommerce metrics and give you the ability to rate yourself on how well you know your core numbers. A big mistake eCommerce store owners make when looking for an agency How to start on a new traffic source Plus much more! As always, we’d love your feedback on iTunes.

Amazon truly is a jungle. Legitimate competitors are chomping at your heels vying for your rankings and clicks. Unscrupulous and even fraudulent competitors are wreaking havoc and forcing a “race to the bottom” with product prices. In this episode I interview John Bullard Sr. John has a unique perspective on Amazon. First off, he’s a successful seller with a $3 million per year private label Amazon business. He also has 30 years of experience as a retail wholesaler. On top of that, he owns and operates a fulfillment center. Finally, he’s the host of Pro Seller Talk a paid community bringing insights and training to Amazon sellers. Here’s a quick look at what we cover as John and I get “in the trenches”... Top Amazon Trends for 2018 - including the end of retail arbitrage Brand registry and brand gating - what you need to know How to diversify using Walmart marketplace - plus a couple of little known functionality on Walmart you have to know about to be successful. The need for multiple streams of traffic. Fulfillment tips and trends - how to keep up with consumers growing demands on fulfillment. As always we’d love your feedback, comments, or questions on our Facebook page (link).