The E-commerce Leader

[00:00:00] Jason: The longer they’re on your product page, the more they’re starting to know you like you and trust you, they are associating with you.
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[00:01:08] Jason: the longer a customer camps on your website and or product listing. The more likely they are to buy your product. And in this episode, we’re explore ways to get your time on site. Increased so that you’ve got a better shot at making sales. It’s all part of our conversation related to conversion, frontiers and pop conversion, possibility, frontiers.
[00:01:29] And we’re really excited to continue the conversation. Michael, are you ready to jump into this?
[00:01:35] Michael: Absolutely. Yes. Perhaps we should just remind this is how this fits into the context of, the conversion rate. Possibility frontiers. I like that phrase. Yeah. Where does it fit into that conversation?
[00:01:45] Jason: Yeah, so basically this idea, if you haven’t listened to the prior episodes recently, what we’re talking about is looking at your conversion rate metric and asking the question, what would happen if it doubled and then what would happen if it doubled again?
[00:01:57] And if you do that work, you think it through, you can do math and Shopify. That makes it very easy on the analytics. Th just think to yourself. Okay. What if I did actually double my orders? The thesis here is you can actually make a lot more sales on, no increase in traffic. And, the, and the reason this is so vital is because so many people come to us.
[00:02:20] And, you know, because I, you know, I wrote Instagram power and YouTube marketing power and Pinterest power. A lot of people come to us, with that frame of mind, which is I need more traffic to my website and it is true. We need traffic, but it is also true that the better you convert it, the less you need.
[00:02:36] And so that’s the thinking behind this whole conversation. And there are these dynamic and interesting, aspects of, you know, improving your conversion rate. And so yeah, there you go.
[00:02:48] Michael: Fantastic just to put it in a slightly wider context as well. I think we’ve got a whole theme of content we do called profit strategy.
[00:02:55] And that is not even a phrase I hear very often. Obviously it should be because it’s all about profit. If you’re going to sell your business, it’s a profit multiplied by the, you know, the whatever multiplier you can get. That’s how e-commerce businesses are valued these days for better or for worse. And if you’re going to try and live off it, you can’t pay yourself dividends out of revenue.
[00:03:13] So, it’s just a simple thing, but it, again, it comes down to that profit focus. I know you and your followers have, which is I think really great stuff. So let’s dig into how this time of, how this idea of time on site impacts this conversion rate them
[00:03:25] Jason: So I think, just to circle back to your comment for one quick moment about, profitability, think about conversion rate like this.
[00:03:33] If you double your conversion rate, you’re double your revenue with zero additional market. If you double your conversion rate, you’ll radically improve the results of your advertising. And this is really key. We talked to a lot of people, Mike, I know you probably do as well, who were trying to make sales online through, through advertising, whether it’s, you know, Amazon’s a, you know, the AMS platform marketing platform or it’s, through Facebook ads or whatever, and they complain and groan about the ads not performing, but they frequently don’t make that next connection point and say to themselves, the conversion rate on my website is not supporting this effort or cause, and so, you know, think about it.
[00:04:12] If you double your conversion rate, you radically improve your Facebook ads or AMS ads. You’ll definitely make a lot more profit, with fewer customer. And you’re more than double your profits, if you double your conversion rate, because all things being equal, you know, your other fixed costs don’t change.
[00:04:29] And so all of this, all of this, is the benefit of looking at your conversion rate and really thinking it through. So anyway, so there you go a little bit more on that topic.
[00:04:39] Michael: Excellent. So I guess that kind of reminds us why this is important in general is focused on conversion rates. Why is time on site particularly important for conversion rate,
[00:04:48] Jason: do you think?
[00:04:49] Yeah, there’s, there’s an interesting thing that piqued my interest long ago, and it really got me thinking about this whole idea of time on site. And it was related to brick and mortar retailers. The statistic that I heard that caught my interest was in a brick and mortar, retail store. People who have done tons of.
[00:05:08] Analysis and in store data collection and information, you know, at the, at the store level, at these big stores, you know, target or Williams-Sonoma, or, you know, other amazing brick and mortar retailers. And what they have, discovered is the correlation between the duration of time someone’s in a store and the amount that they buy.
[00:05:28] And that’s an offline, old school brick and mortar reality. But I do think, that the corollary is just immediately relevant to e-commerce sellers as well. And that is at the time on the website that people spend or the time in, you know, on the product listing, if you’re on Amazon directly relates to their likelihood to purchase and in, so we want to talk through that detail now, there’s, there’s a few things that I think are entering.
[00:05:58] In terms of stats. People have done research on this. According to one group, the Brafton group, the average time on a page, they looked at a hundred and twenty, a hundred and eighty one websites. The average time on a page was two minutes and 17 seconds. The average time on a, on a, on a website in total or the number of pages, sorry, in total that people out on an average visit is two pages.
[00:06:22] So maybe a product page and your homepage or your homepage and a secondary page. So if you want to have some benchmarks to think about, as you look at your data, think about two minutes and 17 seconds being industry out. For how long somebody would be on a website and, the two pages or what’s on average looked at.
[00:06:40] And so that, that gives you a little bit of idea of what sort of industry average looks like. And the question is, can you improve that? And that’s what we’re going to talk about today. I think we’ve got nine tips here to help improve. Those numbers. Yeah.
[00:06:51] Michael: Excellent. Yeah. And it’s not something that, that, as an Amazon focused out of the overly being conscious of, because Amazon doesn’t share this with us, but it’s obviously something that now are thinking of it that way.
[00:07:01] I imagine that Shopify, like most Google, you know, any Google analytics link sites will have that, but we can still work to do that. We won’t be able to measure the results so easily directly in terms of, time on site, but we can measure it with the conversion rate, which is what matters. Right. So, sounds good.
[00:07:16] Now we’ve got a little graphic in our notes here about four types of customer purchase intent. Is that part of what we’re dealing with here? What what’s that all about?
[00:07:24] Jason: I think if you start to really research this and geek out over it, you’ll run across this phrase called buying intent. Or a customer purchase intent.
[00:07:30] And you’ve probably heard that phrase before from other online marketers. And so the question is why are people on your site? And this gets to a lot of the nuts and bolts of, of Google organic search work and that kind of thing where you’ll, you’ll hear this phrase, like, are there buying keywords or are they non buying keywords?
[00:07:49] And do customers have our visitors have the intent to buy when they visit your site? And so you clearly start to see these customer paths emerge or these, customer mindsets emerge and this little chart from Naimo go, I never heard of that company before, but they have a nice little graphic I saw.
[00:08:05] And it basically said there’s four types of customer intent and they categorize them as informational intent where someone’s just looking for information about a topic or a set of products or something like that. They have no intent. They just, they just want information. They’re trying to beef up their knowledge.
[00:08:22] So that’s the first one, the second one investigative intent where they’re considering buying and they’re evaluating the benefits or, you know, the, the opportunity of the product space what’s out there, that kind of thing. And then there’s navigational intent, consideration related to conversion. But it’s also because it may, maybe they’re reading an article somewhere else, or they’re on Pinterest looking at a topic that interests them and they see, you know, an item or image in Pinterest and they click through and they’ve got the navigational intent to follow the breadcrumbs to your product or to your, to your, your website.
[00:08:57] So that’s navigational intent. And then the fourth one is transactional intent where they’re definitely ready to buy. They want to just find the item, put it in their cart and you just don’t know. What people are doing on your website as obviously, as you would like, but you have to think through this framework and ask yourself the question, am I satiating these people’s desire or need, if they’re informational intent, you know, visitors, or if they’re investigative intent, visitors, this is the work that you’ve got to do as the product page owner or the, the, the listing owner in Amazon.
[00:09:29] You’ve got to think through how do I serve these for customers or for visitors? And, and so that there, you have it. I have an example I’ll share, but Michael, what are your thoughts on this diagram and the thinking here?
[00:09:39] Michael: Yeah, I think it’s really good. It’s again, another sort of funnel type thinking, which is kind of obvious as soon as you think about it and it makes sense.
[00:09:46] Another phrase I’ve used a third use is surface searches in shopper. So people are just knocking around the internet. They’re probably not people you’re ever gonna want, particularly to get they’re looking for cat videos. You probably less best to let them get on without, but searches are kind of looking for information as opposed to shoppers.
[00:10:00] You’re looking for products and they’ll guess that’s, you know, if you’re running your own Shopify direct to consumer store, you really have to differentiate with those two because if you keep making the, the classic kind of e-commerce engagement slash you know, quotes and quotes is hello, have 10% off my product.
[00:10:14] So when people don’t know who you are, they don’t know if they need your product yet. You’re much better off saying, you know, your search for X here’s a report about it. And I’ve been working with a client of mine. Who’s got a Shopify site. And for that exact reason to try and sort of say, well, where are they at in their journey?
[00:10:29] And it is. Hard to think it through. Once you think about it, it’s just one of those insights that people get and go, oh yeah, yeah. And then abandoned buildings, their sites. So I think that’s the key is to get some implementation on this stuff, isn’t it. Right.
[00:10:41] Jason: Yeah. I agree. But I also not to disagree, but, but, but along the same lines, I do think that we can make false dichotomies out of these things that are oversimplification.
[00:10:52] So for, for example, I’m not saying you’re doing that. I’m just saying it’s an easy thing to do to say, oh, someone with informational intent is not going to buy. Therefore I ignore them, exclude them or discard any interest in them. That is a huge mistake. I, in my thinking, because let’s just, you know, use the example, cat videos, cat videos are watched by people who like.
[00:11:15] People who like cats or people who have cats, people who have cats or people who buy cat food and whatever else. So if you’re in the cat biz, then cat videos are what you want to camp. So it’s just like thinking what is the information that’s also relevant to my ideal consumer, because I’ll tell you, you know, just think about our own behavior.
[00:11:38] There are many times where I’m looking at something for information. I am also a consumer. I’m just not a consumer at that moment of that specific product, but I’m in this swirl somehow of yes, I’m building a greenhouse. I’m watching all the YouTube videos. I’m not going to buy some random thing on an ad in a YouTube commercial related to some greenhouse.
[00:12:00] But I am looking for specific products for my greenhouse and I will buy them at some point. Now, when I walk into home Depot, they have no idea what I’m doing. They don’t know, but they don’t care because I’m there to buy something, you know? So it’s funny. Some of the content serves people well, and the, and the people who made the content don’t make this.
[00:12:20] And other people have the transaction intent. So ready that the information that prompted the transactional desire, they didn’t have anything to do with, so this is the world we live in and I think it’s as fascinating. There’s so many angles here. So anyway, all that to say, I think you do need to evaluate those four buckets and think through how you can serve them and also be a part of the transactional bank.
[00:12:42] Yeah,
[00:12:43] Michael: syncing just to your point too, to cut that off, I guess that’s one reason why I prefer sort of Google search driven type environments, whether that you YouTube itself or Google, because I guess that what you’re saying, for example, my wife is, is forever on Facebook, looking at pictures of cats, falling off things.
[00:12:58] And then she buys a lot of holidays there. And this sort of holiday porn turns up there, you know, looking at pictures of Italy or whatever. And so you’re right. I guess that’s the sort of browser surfer sort of mentality. That’s interruption marketing a bit more, whereas I suppose I’m more comfortable with the idea of people looking for things consciously and then serving them.
[00:13:16] So you’re right. We need to take both into account, but they need different things, I suppose, as well. Then they have a different type of intent. They need to be entertained. You need to entertain them primarily. I guess, for example,
[00:13:26] Jason: know w when I was looking at the research for this conversation, I saw one graphic.
[00:13:30] I didn’t, I didn’t say I won’t cite my source cause I don’t remember it, but it was fascinating. It said that 40% of baby products are purchased by people who do not have.
[00:13:41] Michael: That
[00:13:42] Jason: is very interesting. And so the tagline for that conversation was, purchasing intent. Trump’s demographic or psychographic is more important than demographic.
[00:13:54] If you just target people who have children, because you have a baby product, 40% of the buyers are not in that segment that you’re targeting. So, this is the piece that I think is really important psychographics, which is the mindset and the consumer psychology trumps demographics. And this is all about psychographic, you know, work that we’re talking about.
[00:14:16] So
[00:14:17] Michael: very interesting insight. We’ll look, talk you, which you’ve got nine tips, so you’ll protest for time on site. What’s our first
[00:14:24] Jason: yeah. Overall goal, I would just say, you know, Get your number sorted out, figure out how you can improve time on site. And, and I would just say this list of nine is things to ponder or consider or lean into.
[00:14:36] First one is you want to look at how video is included in your product, listing many, many people on Shopify fo throw in a photo or two, and the worst, not, you know, I’m not trying to be an, a kind, but the, the worst Shopify sites will only use a poor photo or two port photos, or maybe just the manufacturer’s photo, if you’re a reseller and they have nothing else beyond that.
[00:15:01] And in Shopify stores in particular, you’ve got an opportunity to embed video right in the product listing. And those videos are gold. Those videos honestly are the time onsite, super saturated. You know, like if you have an effective and engaging video, and it’s on your product page and you could have people on page for 10 minutes, The only, and the question is, how long can it be?
[00:15:25] And the only answer is it can’t be boring. If it is interesting to your ideal customer, let that sucker run, man, make it 10 minutes, make it, but make a docu-drama about the product who cares. It’s like they’re interested because here’s the thing about it. The longer they’re on your product page, the more they’re starting to know you like you and trust you, they are associating with you.
[00:15:50] And that is a big deal. They’re like, okay, I’m associated myself for 10 minutes with these people who are they? I don’t know, but, oh, here’s their backstory. Oh, here’s their warehouses. Oh, here’s them walking through their, whatever, oh, here’s their customers telling me, you know, whatever. That’s all about association and knowing, liking and trusting.
[00:16:10] And so video is, I think is the number one tip. And it is a huge opportunity for people to lean into. And of course on Amazon, I believe, there’s opportunity there as well.
[00:16:20] Michael: Absolutely. Yeah, I think you’re absolutely right about the video. The question of length is a funny one. Isn’t it, people are always asking the question, how long should a sales page be?
[00:16:26] And if it’s written and how long should the video be? And the answer is always a longer, generally converts better, as long as massive caveat it’s engaging. And I think the word is engagement for me, everything we’ve been talking about with time on sites, about engagement, and the reason why time matters is not in itself, I guess, is a proxy for engagement, right?
[00:16:45] As you said, knowing, liking and trusting, on Amazon, it is a lot narrower. And in some ways, Amazon, I think has made some very tasteful decisions, but in other ways they’re rather restrictive. So we just have to work within them. But the first thing is, I mean, generally last time I made one it’s been awhile now, but I think that the product listing, video is limited to about a minute.
[00:17:01] Maybe it’s 90 seconds or something, but you can’t have more than one in most of the time. So why not use more than one and focus on different aspects? I would say one of the big problems with this is not the people don’t understand. Theoretically, they think, oh yeah, one day I’ll do that. When I have the budget and the complication and stuff, here’s what I would say.
[00:17:17] Don’t complicate this. The most important thing is to clarify your selling points. We’ve been you and I know you’ve been watching mad men recently, right? And it’s the great Don Draper. The head of the creative is a writer and he comes up with the concept and then come up with words and then they get the visual people to express the words.
[00:17:33] And I think that’s the right way. Round clarify your selling points. First, your benefits and the unique features. If you have one, by the way, unique folks means the only one in the world, that’s the meaning of the words of it. Isn’t unique. Don’t obsess about it. Your customers won’t make a slide deck of the existing image data that you already have.
[00:17:50] Your image images there make a slide deck that shows those off as a short, punchy bit of clear text to highlight these. And by the way, the work on editing that is to shortened and shortened and shortened. It takes some work, but just be super clear. At a bit of music and then you’re done. You, you might add voiceover if you want, but you don’t have to, you could keep it very simple.
[00:18:10] And this stuff works from what I’ve seen with my clients. So keep it simple, but get it done. And you will automatically be ahead of everyone else. Who’s sitting there thinking this is too complicated and not doing it. That’s my
[00:18:19] Jason: main head. Oh man, you should just camped on a few things that are really interesting.
[00:18:23] The first one is what is unique about the product? Well, the answer is you are unique about your product and that immediately goes to branding. So if you have a video, it’s like, Hey everybody, here’s my product. In one minute, you’ve just expressed a brand to your customer. That’s uniquely yours that no one else can replicate.
[00:18:41] And that’s you. And whether you’ve got a formal, you know, a logo and brand and all that set up or not, your video can be an expression of uniqueness in that important way. I’ll also just say one other thing about this video. The other thing you meant. Mentioned reminded me of, Shaylene Johnson, the PIO infomercial lady.
[00:19:00] Who’s at least in the U S it’s a huge infomercial. That’s very successful. And I was at a Brendon Burchard conference where she spoke and she said, the people, I think it’s beach body who big, giant, you know, sellers of, training and products and stuff like that for weight loss and all that, they, they produce all their stuff and they, they made a huge, huge, huge video, like a really massive production, high value, high production value video, and the way those infomercials work as they run them.
[00:19:30] And then if they work, they keep running them for, you know, forever. And, you know, and then if they don’t work in a few test markets, they just, they ban abandoned the product or the video or whatever. Well, she, she had this huge, you know, product launch with this high impact video that was made for her. And it just didn’t work at all.
[00:19:48] And so in her telling of the story, she was so devastated that she just said to the producers, please let me make my own edits of the video and please test what I’m going to give you. And she literally, with her phone made clips of herself in her bathroom, in her kitchen, and then literally spliced it all together and created this sort of homemade looking TV, you know, 30 minute commercial, wherever is 22 minutes and it just crushed it and it worked and they refined it.
[00:20:23] And the reason it crushed it was because it was authentic. She was like, not hair and makeup. You know, she’s an inner kitchen. Like, Hey everybody, I know you’re struggling with food choices right now, blah, blah, blah, blah, blah. And she, she created a 22 minute thing that worked with her with her phone. So to your point, don’t over obsess.
[00:20:41] And in fact, maybe don’t deliver by deliberate choice. Don’t over-engineer. Try to do something that’s natural, organic, and really you in the video work. So, okay. So we camped on video for what, 10 minutes here, but we get, like, I don’t think it’s
[00:20:54] Michael: important stuff. I think you’re right. I think there’s a lot of slick and vape it’s stuff on Amazon.
[00:20:58] And these days, the Chinese, you know, producers that do their own marketing work, which I think they shouldn’t is they, they actually could, sort of reasonably slick, but very, very boring stuff. So slick is not going to win you tumors. I would start with engaging and then refine to slake rather than the other way.
[00:21:13] Exactly. To the point you just made the, the story with, Shaylene Johnson. Exactly the right way round, start with engagement and then refine exactly what yeah. So second points of video is obviously really important. What’s the next wave? Increasing time on sites.
[00:21:28] Jason: Yeah, long-form copywriting is the second big way to increase time on site.
[00:21:32] So in your product page, you would be shocked to see if you were with me on my coaching and consulting calls. When I talked to Shopify store owners, how many times when we do the first audit of people’s websites, how short the copywriting is on their product pages. And the first thing we always tell them to do is lists, you know, we give them kind of a list of seven or eight or nine things to create paragraphs for, with subheads, you know, and then we just say, you know, write and include these things on all your listings and that whole, and we’ve talked about this before, but that, that piece of it by itself would increase time on site because if people are really interested in the details and they are, if they’re on your product page, then they want to know.
[00:22:18] Technical details. They want to know about your guarantee. They want to know about your other reviews. They want to know about the dimensions of the box you’re going to ship in and how you ship and all of those things. You want all of that stuff right on the product page. And when I get pushed back on this, people will be like, oh, well that people don’t want to read all that stuff.
[00:22:37] And I’m like, do you read all that stuff? If you’re really serious about buying something? And the other piece that some people can say is, oh, well, we’ve got that somewhere else on our website. That too is also a big mistake. So you want a long, good list of, copywriting on your product pages. Bullet points are massively valuable.
[00:22:53] Lists are massively valuable. Little subhead section, little paragraphs are massively value, valuable, secondary videos that are embedded in, in Shopify can be put there as well. All of that stuff adds huge, you know, engagement in terms of people just looking through the listing and understanding what it is that you’re trying to do.
[00:23:12] Michael: Absolutely. So a couple of points to your points. I really liked the fact that you picked up on those, those objections by your clients. People don’t want to restart well, what does people mean? Yes. The average consumer may not, but maybe one in 10 does it, but in that case that might push your conversion rates up 2%, but that’s pure profit.
[00:23:27] So why would you not want to have that over the course of a year? That’s going to become thousands of dollars. The second thing is we have that elsewhere is a deadly mistake. In Amazon listing is, is forced by them, seems to be much simpler than the options you’d have in your own consumer side direct to consumer side.
[00:23:42] But, just because it’s in the bullets, doesn’t mean people read it. If you really have something important to communicate, like I would make it a rule for yourself that you have to put it in an image. You know, some people will real debates. The flip side of that is changing. The bullets will increase your conversion rate.
[00:23:55] If you get a good copywriter on it, I’ve seen that time and time again. And so. You know, I guess if something is important, it should be everywhere really should be repeated. Repetition is one of the keys to communication. Right. So I think,
[00:24:08] Jason: yeah, one little pro tip on this, just for example, your shipping details, your shipping details should be on your footer info and link to a shipping page there.
[00:24:16] It should also be on your product pages for sure. A hundred percent. It should also frequently it can be in the pop down at the top of your homepage or on your homepage. The reason that’s so important is because in the absence of that being in front of the customer so that they see it clearly, they will go through the checkout to discover what the shipping detail is.
[00:24:37] And then you’ll have poor conversion rate metrics because they’ll just be information seeking on your shipping needs. Through checkout. That is a mistake because it lowers your conversion, rate it really your, and you’ll see the spread in Shopify between added to cart and, completed purchase. And if that spread is really big, people are information seeking through your checkout process.
[00:25:00] It’s a big mistake anyway, so, so there you go. So that’s, that’s one of the reasons why you want that stuff on your private.
[00:25:05] Michael: By the way that’s totally mirrors my experience as a shopper on other people’s sites. I like most of the time I find I have to go to that. And so most people communicate shipping or pricing very, very poorly in my experience.
[00:25:15] So I’m sure you could easily win quite a lot of the time, a couple of points for those who are stuck on the Amazon, trying to make this stuff work. I mean, longer-form writing is possible and I’m sitting in two separate places. One is the description. And to your point about formatting, clearly they have got rules at any given point.
[00:25:30] HTML is out of the picture someplace. You can get away with it, some places not, but even if you can’t use that, you can use heads and paragraphs that are easy to absorb. And a few simple, simple tips. One is use really short, clear headers. Again, I find that the more important information is the more I have to write and rewrite it some 10 times to get really super clear communication.
[00:25:48] You short sentence. And use the Hemingway app is a fantastic way to clarify and simplify and useful paragraphs with plenty of space. It’s just easy to absorb for those who do read the other obvious place is a plus concept. We don’t get given that many options by Amazon, but they’re fairly tasteful. So at least we’re not going to do bad things.
[00:26:05] And again, just, just keep it very short, punchy, and really, really clear. And obviously it tends to tie in with photos, which can clarify things as well.
[00:26:15] Jason: Yeah, yeah. Yeah. Okay. Awesome. Number three. Yeah, in our list is, infographics and images that have stats and metrics on them. Now you just said images.
[00:26:28] Do we don’t we don’t have that on our list. Goodness. We have to have a 10th thing.
[00:26:35] Shoddy prep work on my part. Sorry, just a thorough number of images. You, you should have the maximum number of images you can. And on Shopify, you should really think through having a good, you know, six to 10 images. Okay. So anyway, but, but some of those images, you can also add, as infographics or I Al I like the product image with the, text overlay, with little arrows and little, you know, kind of infographic type, Aspects to one of your photos or a couple of your photos, for your products, with the call-out text being some feature or, or even benefit, of the product.
[00:27:13] So for example, if the knob is a push button, instead of a twist, why is that better? You know, or whatever. And do you want to put, put that on your progress thing? Those aspects, I think are highly engaging and people will we’ll look at those. And as soon as they see text on an image, they will click on that image to see what you’re trying to communicate.
[00:27:33] It is a visual magnet. It’s like a, it’s almost an open loop visually, especially on a website. Think about this, you see three or four images there that are really small thumbnails. And in that, in that first glance, when you see them, you cannot see what’s on those images, but you can see whether there’s text on one of them.
[00:27:53] And when you see that there’s text on an image, it’s almost in your mind a requirement. That you click on that image and see what that thing says. And so it really is an opportunity to engage, that visitor, that product page visitor for an extra, you know, two seconds, five seconds, whatever it is. And so, there you go.
[00:28:13] So infographic components I think are very, very helpful.
[00:28:15] Wrapup: Thanks so much for listening to another episode of the e-commerce leader. So today’s been all about increasing time on site or on your product pages. That’s part of conversion rate optimization, and let’s not forget that’s part of the profit strategy. This is all about making you more money that you keep.
[00:28:34] So that’s why Jason and I sort of banging on about this and, and really hoping to drive this thing home. Really so important to obsess about this stuff. So today we’ve had just to remind you of why Tom on site matters because it’s correlated directly with the probability of sale going up the longer, somebody sticks on your site or on your product listing and the Amazon.
[00:28:54] Ecosphere the longer, the more characteristically probable they are going to buy. So today’s simple ideas, surface searches, shoppers, or top, middle, bottom of the funnel, depending on where they are at the purchase intent. We need to sort of match that. And then a few pro tips, including video.
[00:29:12] Including long form writing, broken up by engaging sub-headers images, making sure you use the maximum number of images. Think about the mix of editorial and sort of product focus. And then don’t forget to use infographics as well. And depending on how far we’ve got through the list, there’s a few other things to come as well.
[00:29:30] So pretty straightforward stuff, but it’s something that you need to. Mika just simply use these 10 points that we’ve got over these couple of podcasts and make it a checklist, and then just go through every single listing or through your website as a whole. And just make sure you’re doing this stuff because in my experience, this is not complicated, but it’s very, very financially rewarding, but it’s a question of getting down to it.
[00:29:52] Isn’t it. So my challenge to you is. Find a way to make sure you actually get down to this stuff. One way of getting down to things is very simply having a coach for accountability. If you want to explore working with Jason and Kyle, if you have your own direct consumer sites or, and all that and an Amazon presence, then you can go to winning on Shopify and you can find them there.
[00:30:13] If you want to keep following this show on the podcast player of your choice, then obviously you just find the e-commerce leader spelt within. Dash commerce and subscribe. And if you can leave us your highest and best rating out of five stars on the apple podcasts out, that would be fantastic. So far, Spotify doesn’t seem to be doing the rating thing that may change depending when you’re listening to this.
[00:30:37] And the final thing is we are starting, we’ve had. An interesting new form of content for the e-commerce leader with our calling show. So we’ve got a four way panel. Most of the time, sometimes three or four different people. Jason and myself, are there sort of a couple of the core members. And we’ve also got Kyle Haimer Jason’s business partner.
[00:30:58] Who’s got an Amazon focus and Chris green who’s many different things, Amazon best known, probably for retail arbitrage, or making that. 10 famous and also now a KDP. So Kindle direct publishing person and got a background in merch as well. So it’s sort of real brains trust for e-commerce to do check that out.
[00:31:16] You can download the calling app on your iPhone. If you have an iPhone, if you’re on Android or windows. You’ll have to wait a little bit longer, I think, but it’s going to be worth checking out that show as well. And the general idea of that app is to make podcasting more interactive. So did he come and be part of the show and we could even sort of pull you into the discussion if it’s relevant as well.
[00:31:35] Thank you so much for taking the time and attention to follow us into, to follow what we have to offer. We’re working really hard to try and make you the best e-commerce leader. You can be thanks for your time.
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