The E-commerce Leader

[00:00:00] Michael: be very clear what your product doesn’t do and who it is not for. And it sounds like a very counter-intuitive thing because selling feels like the number one thing that we should be doing, but what you should be doing is preventing sales to people who are going to hate it.
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[00:00:41] Intro: Hey folks, welcome back to the e-commerce leader. So today we are in the middle of talking about how to improve time on site, which is a very Google analytics metric all the time on your product listing on an Amazon sort of focus. Obviously we can’t get. Bits of data as Amazon sellers, unlike people with our own direct to consumer site.
[00:01:37] But in both cases, it comes down to really getting your engagement level up through various different things we’re talking through. Now, the reason this matters is it drives your conversion rate and that drives your profits because if you increase your conversion rates, that basically means you get more sales without extra money, each time being spent on, on PPC or anything else.
[00:01:57] So it’s really kind of like the golden magic. Skillset to hone. And today we’re going to give you several more tips on how to do that. So stay tuned and let’s plunge in.
[00:02:09] Michael: So just the images slightly more broadly. I agree. Have, if you use the maximum number you can, if you’re an Amazon and they give you seven images, why put two up, that’s just ridiculous. And by the way, the biggest brands in the world do that and they don’t understand what they’re doing.
[00:02:20] They rely on their brand name to do all the heavy lifting that we have to do with better quality work. Um, to your point as well about the, the text in images, never thought of that. That’s really smart thinking. What I would say though, is, is that, um, having worked with quite a few very, very good Amazon copywriters and image makers, it’s really important to use texts, to focus.
[00:02:39] What is the point you’re making? Cause beautiful imagery is going to do a lot of the work for you, but it doesn’t do all of it. And I think. So you’ve seen simple, simple points. I would, if you want to default to a very simple, but very effective way of doing on the product detail page on Amazon, I would say have the benefit at the top of the listing under some kind of branded font and unbranded color.
[00:02:59] Um, that’s consistent maybe with your local there, if you want. And then I would put the feature that gives that benefit or that result in, you know, little, little bit of text, like two, three words, and then a little arrow to it in a picture that shows that. And then you’ve, you’ve immediately taught me, why am I looking at this?
[00:03:14] Because it gives you this result. So it’s, results-based selling really. And again, if it benefits the backbone of everything you do in your marketing, particularly the product detail page, then you’re never going to go wrong. And my experience yeah. Really drives conversion rate very heavily. Yeah.
[00:03:29] Jason: Okay.
[00:03:29] Right. The number five. Now we added images. So we’re yes. So we’ve got video, we’ve got long form writing. We’ve got images and we’ve got infographics and stat metrics on
[00:03:41] Michael: photos just before we move off images, actually I ought to just put across being seen your thoughts about this. So I find different characteristic, different products need slightly different mix of the different types of images available.
[00:03:52] So a lot of people do image on white. I personally think unless you have two and on Amazon, you only have to do that in the main. Product photo that has no engagement, nobody experiences, products floating and avoid everyone experiences them in a context. I would say all the other photos need to have the picture of the product in, in a context, sometimes focus on the product.
[00:04:12] Sometimes focusing on the context, for example, are you selling something that’s using the bedroom and then sometimes infographic, and then there’s the pure lifestyle editorial images. So I think everything’s a mixture of those two things and those few things. And then mixed depends on the product. There is more tactical.
[00:04:26] You have more infographics. If it’s more lifestyle based, you have more lifestyle. So that’s my basic summary on images. What are your thoughts on that?
[00:04:33] Jason: Totally agree. And we encourage people to mirror this activity on both Shopify and Amazon, where the primary image is a shot on white. We call it the product image.
[00:04:43] And then the, the phrase you mentioned is lifestyle or editorial. Some, uh, you know, photographers, we’ll call it editorial photography, uh, that, that would be the product in the wild, the product out on a table, the product in your backyard, the product at the beach with the, you know, the happy people, whatever it is.
[00:05:00] So that editorial or lifestyle photography is absolutely, uh, central to engagement. Now, will that extend the time on site? I don’t know, but you know, if they have six photos to look at, they’ll look at them, um, and you know, it does plant the concept, oh, I can use this in the rain. I can, I can use this, uh, in this snow, I can use this, uh, at the beach, you know, you want to think through what your lifestyle photos are helping, uh, communicate.
[00:05:26] Um, and so, yeah, I think that is important to, uh, to, uh, add to the, to the listings for sure. Sure.
[00:05:31] Michael: Okay. Yeah, but that’s an interesting point about the fact that it doesn’t necessarily extend the time. I guess that’s a, it’s a different lens through which to look isn’t it. So number five, you were about to give us, just kind of grab the image thing.
[00:05:43] Yeah.
[00:05:43] Jason: It’s uh, use, uh, testimonials from your customers. So in any product listing there’s, um, several different ways you could do this, you can use it in the copy writing section, or you could use an image of testimonials and having that be front and center is, is vital in the listing itself. You can also use the reviews.
[00:06:04] Of course. Um,
[00:06:04] sorry, technical difficulties. I don’t usually lose my voice while I’m talking. Okay. So you can also use, um, have a reviews tool on Shopify. Um, stamped IO or other apps that allow you to have good solid review functionality. And of course on Amazon, people will read the reviews of the product that you want to harvest those and use them strategically in your copywriting and on your listing, uh, to help people see front and center.
[00:06:28] Oh, look at this review. Look at that review. It will definitely improve. Time on site.
[00:06:32] Michael: Yeah, absolutely. Yeah. People would definitely read reviews. I mean, one of the things you’ll guarantee is whether you like it or not, by the way, sometimes you won’t, they will read other people’s reviews because they’re from other consumers and people feel that identity when they’re shopping.
[00:06:44] Um, I would say a couple of things that Amazon, obviously we don’t get to control what goes up in the reviews, but we can influence it in lots of different ways. A very, very simple but effective thing is to take a photo of one of your best reviews that isn’t too lengthy. Li readable on the mobile and, and then use it as one of your photos.
[00:07:00] Uh, I’ve seen that work quite well. Uh, the other thing to do is obviously much, much bigger. Uh, naughtier problem is the whole question of how do you generate reviews now? That is not just for Amazon though. I would have some, I’ve got quite a specific, um, technique that I’ve used in the past for gathering video testimonials, which works for physical products and, uh, other things I’m not going to go into that here because it would take a bit long, but to tease that up for the future, but there are ways of structuring it if you have your own, uh, site and your own control over it.
[00:07:24] But if you’re on Amazon, you can have people that you approach regularly who are consumers that are, seem to be happy. We may be contact you through different channels. And, and then, you know, say, would you mind writing a review best done outside the Amazon ecosphere? I would suggest as well for safety.
[00:07:39] Jason: Yeah. And we’ve talked about reviews and the morality of even on Amazon, where you just hound the customer service desk at Amazon until they removed. The four star review. That’s not good. You know, totally glowing. I think that’s immoral. I’m sorry, but, uh, there you have my opinion. Sorry.
[00:07:57] Michael: I say,
[00:08:01] well, I’ve
[00:08:02] Jason: heard people, I’ve heard people who have their own strategies for how to go after that. And I would just say that to me, here’s the lens to look through at alternate lens to look through the more reviews you have, the more a serious buyer will read all the reviews. I don’t know about you, but I tend to read the one-star reviews at first.
[00:08:24] And what’s interesting about my like, cause you know, I do have a bone to pick on this topic a little bit, but what’s interesting is I do also observe my own behavior. And if I’m interested in a product, I’ll go to the one-star reviews, not to disqualify the product. But to understand what it won’t do or the way in which people encountered it, that wasn’t positive.
[00:08:49] And, and I’m not really, I’m not trying to dump the product. Now, if I hear a review that says this didn’t work for me, I, I try to use it and here in Australia or the UK or Europe, but just doesn’t work. And if it’s electronics, I’m like, well, okay, do you know the difference between the U S electronics? You know, like you have to assume that all the ones that are reviews, maybe it’s the person, not the product.
[00:09:13] And that’s a mindset I was going to, maybe it was the user. Um, and so I just, I think if you’re looking at time on site is a specific standalone metric. You might be better off leaving some of those marginal reviews in there and not towing with Amazon to try to get them scraped off or whatever, ridiculous reason.
[00:09:31] Um, because to your point, it won’t work anyway, maybe, but to my point, I’m not sure you would want to do that anyway, to. Make the fake illusion that your product is perfect. People won’t encounter it that way.
[00:09:44] Michael: I think to your point, just to refine this a little bit, I mean, the, the best way to not have negative reviews is to prevent them in the first place and to your point that that everyone thinks.
[00:09:54] So it’s all about product quality. Well, sometimes, but to your point, sometimes products work very, very well for certain types of people and really don’t work for other people. And in certain contexts like geographically, this will not work in Canada or whatever it is. It’s incredibly important in your copy and your photos.
[00:10:10] And if it’s often coming up in your first photo, I suggest to be very clear what your product doesn’t do and who it is not for. And it sounds like a very counter-intuitive thing because selling feels like the number one thing that we should be doing, but what you should be doing is preventing sales to people who are going to hate it.
[00:10:24] And that that’s really important. And I’m glad you brought that up. I actually, haven’t spoken about it for a while. It’s my clients, but every so often there’s a product that I work with with one of my clients in the past where you have to be super clear. Yeah. You don’t just leave it to the questions, which a few people scroll down to.
[00:10:37] If it keeps coming up, does this work with ex. And people keep asking, not, you should make damn sure that you answer it very early on. Preferably I would say in the bullets and in the question, if you can get a friend to ask a question, just to surface that and in the description and in the A-plus content and in their photo, because you’re preventing unhappy customers and you’ve prevent a few sales, but then you prevent a damage to a future conversion rate.
[00:11:00] So that’s a very good, important point you’ve just raised. Yeah.
[00:11:03] Jason: So let’s not lose the forest for the trees. The fo the big picture here is include reviews. That’s the topic. Okay. So number six is include user generated content. So can you get photos of happy customers? Can you get videos of happy customers?
[00:11:20] Um, user generated content beyond reviews is marketing gold, and there are apps in Shopify that let you do this. Uh, video ask is an interesting tool you can use to get video, uh, con content, but there are other, um, uh, apps that you can use in your Shopify store. Looks for example, or, um, covet picks. These are tools that you use that allow you to solicit, uh, you know, customers taking photos or videos with the product, and then you circle those into the, uh, the listings.
[00:11:50] And it can really create very powerful selling secondary content. I guess you could call it, maybe call it a B plus content. Um, and that is really, really powerful. So, um, the more you can do that, the more you’re going to have a time on site increase. Um, and we, it on pixie fare, we have an inspiration page that is all user generated content and we, because we use covet picks.
[00:12:17] Every one of those images will link to the associated product on our website. So you can look at somebody’s user generated content, you can see what they bought and then you can buy that same thing. Um, and that is a really, really valuable tool to use on Shopify and, um, and, and brought. Integrating, uh, you know, user generated content, I think is marketing.
[00:12:39] Michael: Absolutely agree with that. I mean, this is one of those things where if you’re an Amazon focused seller, you need to get outside Amazon and, and work hard. Um, Instagram, I think is, is proving very, very effective. And I, Ben Leonard who’s my, uh, friend, uh, sold a business for seven figures after about three years.
[00:12:51] Uh, I’m very much an Amazon focused business, or they did have Shopify very, very good at off Amazon marketing for Amazon focused businesses. Um, the most effective thing I’ve personally seen is one of the group members. Mastermind group. Um, he’s, it’s gone on to eight figures a year, uh, ran a Facebook group for buyers, and they really worked really, really hard to get user generated content and it really, uh, shot their review rate up.
[00:13:12] And as a result, genuine reviews from genuine enthusiastic, and that really has hugely helped those listings. Uh, it’s a lot of hard legwork, but I think it’s incredibly important. I think people overrate the underestimate the value of a genuine review and rating. The less we forget rating is not the same as review.
[00:13:29] Um, we can just get stars on the Amazon platform. I’m sure there are equivalent other platforms in other, other platforms as well, where you don’t have to write the review, you get the star rating, but the two combined are worth, I’d say several hundred dollars per each. And I’m not saying you should go and buy them, but effectively you have to allocate the time and resources to get in them.
[00:13:46] But I think you have to work really hard at this. And Amazon sellers are used to working hard, but not in mine. And suddenly we have to. And so, uh, yeah, I think it’s worth the effort and you’re absolutely right. It’s, it’s also a sort of wave and a trend that keeps growing isn’t it user generated content becoming more and more part of what consumers expect to experience and equally kind of expect to produce as well.
[00:14:06] So there’s a kind of culture shift
[00:14:08] Jason: going on, I think. Yeah, I totally agree. Okay. We got three left, uh, and our list here and, uh, this, this last three is, um, you’re in the paradox of choice here with these last three, because there is a counter-argument to not including. That I want to point out. And the counter-argument and the last three are basically links that, um, in essence, take people off the product page.
[00:14:27] Um, and this would be Shopify centric, uh, but Amazon does this to you, Amazon seller. So they’ve already made this choice for you on Amazon, on Shopify. You get to make this choice. And so, but so let’s frame it this way. There’s competing theories about how best to work with a product page. One theory is what you might call the squeeze page thesis, where you really want to have your, um, your page only.
[00:14:54] Focus on the shopping cart, finishing step in the journey, you know, this, this, uh, complete the transaction and anything that, uh, distraction complete the transaction is a mistake. That’s that? That’s one thesis, that’s a squeeze page thesis. The other fees. This is your, um, serving the customer with as much information about purchasing as possible, which will increase the conversion rate.
[00:15:19] And they’re smart enough to get back to the product. Uh, once they answer the questions that are top of mind for them. And so serving them with maximum information is more valuable. So those are the tension points are the two camps you might find yourself in. So when, when you hear somebody hardcore say something like, you know, never have any links on your product page that take people somewhere else, you know that they have squeeze, squeeze page.
[00:15:42] If that’s a phrase that would be a pretty good
[00:15:45] Michael: phrase, squeeze paste. Mindset’s definitely a thing. Yeah. I agree,
[00:15:49] Jason: man.
[00:15:51] Michael: Mindset. You can have it. And you’re happy to leave that with you. I think that the, the, the mindsets may it’s like anything else. I mean, somebody does something that works for a particular type of product in a particular platform.
[00:16:04] And then they start saying, it’s got to work university. So it’s the problem of generalization is it’s a kind of, it’s a thinking error. I would say. I mean, the truth is that either approach might be the best for your particular products. I mean, you’ve just got to think it through, I guess. Because we don’t have much options for this and the Amazon.
[00:16:19] It’s not something I’ve had to think through deeply personally, but I guess for example, if you’ve got a very expensive product, then people generally do more research and I would be inclined towards the sort of serving people with more information as possible. Cause they probably will just refuse to buy if they don’t feel they’ve, they’ve ticked every box and answered every objection.
[00:16:35] Um, you know, as opposed to fairly cheap product where you probably just want them to just make an impulse buy. So for me, that would be one obvious distinction, but again, that’s the theoretical one. The only way you’re really gonna know is to test it. Isn’t it? I mean, if you can probably set up an AB testing framework or at least test with one batch of a product and another button over time, I guess the truth will emerge from the data, won’t it?
[00:16:54] Yeah, absolutely.
[00:16:55] Jason: Right. Um, so, so let’s go through this list of the final three things, which, you know, with that context given. So the, the, the first one here, which is number seven on our list is invite them to join your newsletter list or a Facebook group. And you can invite them. Product user group. If you wanted to, for example, before they buy the product, why not?
[00:17:14] All they get is, you know, a ton of info about the product. So Facebook groups are incredibly valuable. Um, we do this for our charity in particular, I think very effectively where we invite people to our, our, uh, purse makers group, um, on the homepage in, you know, when we respond to people and auto responders in our welcome series, um, you know, everywhere, we ha we can, we invite them to that group because we figure if they’re stuck into that group, they’re going to be then just hearing more and more about what we’re doing in that, uh, Facebook context.
[00:17:44] So, so there you have, so that’s the first one and putting them on your newsletter list. If they’re not ready to buy, as of course. Secondary option. Cause then they’ll get all your subsequent marketing. So that’s the first thing. Um, and I think it’s valuable to do again. You have to decide whether you want to do that on your product page or not.
[00:18:00] And of course you can’t do that in, in Facebook. I’m sorry, in Amazon, except in one context in which you can do that. Of course, which is authors on Amazon have a follow, uh, feature Amazon doesn’t explain how it works, how you manage them, how many people are in your list, but they do have a follow this author on Amazon and it is next to every author.
[00:18:24] And I’ve never seen the value proposition for it because I’m not sure how to use it, but, uh, anyway, so that’s the only context in which on Amazon. I think something is similar, but Michael, what are your thoughts on this
[00:18:34] Michael: topic? Yeah, I think you’re right. Sadly, this is the direct to consumer site sort of thing.
[00:18:38] And, and really what I would say, some of the smart farmers in sellers out there are, um, I know Amazon sell is not a very good character. To use what to use, but let’s say they sell on Amazon. Okay, fine. But sales is only part of the picture. And what we’re talking about here is, is lead nurture, I guess lead capture is implied by that.
[00:18:55] And, and a lot of the smarter people I know have really obsessing with finding prospective clients, nurturing that relationship and then taking them through Amazon as a selling point. But crucially, they have got their details. They have our relationship to them. Their brand has a sort of relationship to them before they use brand the brand of Amazon.
[00:19:13] If you’d like to wrap that up as a trusted retail space and that’s a different relationship already. And I think going forward, that’s the way to approach things with, um, another way to put it is flip it on its head. One of the, most of my members be waiting, working, running an agency for a very big seller, got to be careful with not disclosing things here, but broadly they started, they got two pretty serious sizes, Amazon sellers.
[00:19:32] And then what they do is they run. Uh, Facebook ads to email capture in order to drive sales of their own direct to consumer site. And that’s been great working like absolutely crazy. They got up to spending, you know, $50,000 a week and making a return on it, obviously crazy stuff. But again, what’s their path.
[00:19:47] Jason: How do they
[00:19:47] Michael: do it? They, they basically, they, they got their almost insight to the Amazon sales to a certain size. They set up their own direct to consumer site and they’re driven Facebook ads to email capture and then great email nurturing sequences. And that has really blown up there, their direct to consumer site.
[00:20:02] But the reason it’s a kind of Amazon relevant story is that as a kind of side effect, they’ve doubled their Amazon revenue, which is not a small side effect. So in the end, I guess we have to just kind of think bigger than Amazon, I suppose, as well. Totally
[00:20:13] Jason: agree. Okay. So that’s, so that’s a good one. That was number seven.
[00:20:17] Number eight is, um, you can include links to, um, other articles, blog articles, uh, videos on your website, other pages on your site that will have additional information. And to our earlier point, this is serving the information. Uh, site visitor and it’s not serving the person who’s ready to transact, but then again, if the person’s ready to transact, they’re not going to click off to some informational video.
[00:20:40] So, you know, I think there’s a case for saying, if you’re interested in this product, here is a blog about the 10 benefits of this product or the here’s a video about comparing this product to our other option, which is the, the large size or the red one or the, you know, whatever. Um, and having those types of links and resources on your product page, um, I think can be valuable in the right context.
[00:21:06] And I think it’s starting to think about.
[00:21:08] Michael: Yeah, absolutely. Again, it’s looking at what Amazon does. I mean, if we selling on Amazon is third party sell it. We may not have much option to do that, but if you creating your own direct to consumer site, then looking at what Amazon does is, is a smart starting point because they must test the wazoo, everything with crazy amounts of data points.
[00:21:24] So they’re doing it. The chances are Husky for good reason, really, I guess.
[00:21:28] Jason: Yeah. And one of the features in Shopify, people will be familiar with it or users of that platform would be the related products. So, you know, you’ve got an opportunity in your Shopify store to set it up in a way like Amazon sets up their pages, um, and have a very nice presentation of related products that, um, that is, is right on the product page.
[00:21:47] Um, and you know, on Amazon it’s customers also viewed, or customers also bought or whatever, uh, it was very common, you know, mirroring that stuff on your Shopify site. My thinking would be, there’s a reason Amazon. And if there’s a reason Amazon does it and has continued to do it for 20 years. Um, they would have not included those pieces.
[00:22:06] So liberally. If it didn’t add to ultimate conversion, uh, now of course, Amazon doesn’t care if it’s your product or your competitor’s product, um, which is the only distinction there, but nonetheless, it’s there visually for the customer to click into. You can do all of that on your own Shopify site with the right apps.
[00:22:24] Michael: Yeah. So a couple of things, I mean, first of all, Amazon does it, I think for good reason, I imagine it’s because it, it, it increases average order value, average order frequency. Cause if you’re going to come back and you didn’t like the blue and gold options, but you can see a red one, then maybe you buy something when you wouldn’t have bought at all, et cetera.
[00:22:39] Um, it’s obviously going to increase time on site. I mean, amazon.com is a website. I mean, it’s so colossal, it doesn’t feel like a site, but it is just a site and, um, Copying that and your Inc website makes, is a no brainer for me because it works for the giant, uh, e-commerce marketplace. The other thing is if you’re caught in the crossfire of Amazon, you know, forcing consumers to go and look at what I’ve given them, multiple options.
[00:22:59] Again, look at your competition’s products. Just a couple of hints. First of all, you can try to engineer a link between your products and the other products by using coupon codes, because you can offer a coupon code that offers a discount of two, three or four, a bundle of products that you can put together, not a bundle in any physically bundled sense, but in a sense of, if you buy these two together, Then you get a massive discount and that’s obviously a way to engineer and I would definitely spend the money.
[00:23:19] And if you can get that engineered, you’re going to really increase your sales of both products. You cannot necessarily get consistency with that. But the other one is to, um, this is not exactly a time on site thing, but it’s related to the problem I’ve just flagged up, which is if you advertise on your competitors listings, especially if you choose ones that are more expensive, but about the same as yours, or like a specific feature that yours really has, uh, then you can actually win quite a lot of business that way as well.
[00:23:43] So that’s, that’s an advertising, um, strategy, but it kind of relates to the fact that you’re trying to claw back, having been a victim of Amazon saying people also bought this and they click on that listing. There’s your product, again, just looking cheaper and better that can actually win you quite a bit of business
[00:23:57] Jason: as well.
[00:23:57] Yeah. I love that. Um, that coupon hack is awesome. Um, okay. The 10th thing, the final thing to increase your time on your product listing time on site is including links to other details. Other pages on your site, for example, your shipping policy. You’re a guarantee, a detailed page. Um, anything else that might be, uh, outstanding question.
[00:24:19] Now, again, you might already have had those content pieces in your listing, but the question is, can you click, you know, have a clickable link to another page, um, pros and cons are there, you know, um, that does take people away from the shop. But if it satiates their need for interest or, or information and their interest in a topic, then it’s wise to do.
[00:24:38] And so, um, pretty straightforward piece there. Um, you know, obviously if they’re on a product page, for example, on Shopify and they want to know your shipping policy, they’ll probably just scroll down to the bottom and look at your footer links anyway. So technically it’s there, whether you, you know, on your product page, in essence, if you just think about your footer being on your product page.
[00:24:56] Um, and so that’s, uh, that’s some of the thinking that you want to consider is, you know, do you want to have those links be readily available right. In the listing on the top of it, but that’s the 10th item. And so all together, the goal of all of those 10 things is to increase your time on site. And, uh, so there you have it.
[00:25:15] Michael, what are your thoughts on that last one? Any comments.
[00:25:17] Michael: Uh, the only thing that you can really directly can control as a third party seller is putting your guarantee and then you definitely shouldn’t have a guarantee and you should mention it. I think it could even be again, you need to look at the competition and see, is this going to stand up or not?
[00:25:29] If, if everyone else is lamely offering a three-year guarantee and that’s buried in that description somewhere, you could put it into your, one of your photos and put some kind of little icon in there. And as long as you’re not breaking terms of service, I don’t think that’s going to break to us. Um, do not put it in your main image, uh, with a little kind of cutesy icon or some, some kind of infographic because that’s not allowed.
[00:25:49] And yet you might get away with it for a while, I suppose, but definitely guarantees are worth flagging up again. I would just say it’s a tiny point. Yeah. The thing that you may think is really, really obvious and everyone should know, and everyone else is offering. It may not be obviously consumer. So you might say something like guaranteed next day shipping and we guarantee three year return, even if it’s written elsewhere and your competition is saying it, if they’re not saying it well, and you are, you can still win business from it.
[00:26:14] Yeah, absolutely tiny point there. Yeah. This is great stuff. I really liked the, these 10 tips. So can you just summarize this, uh, your protests for increasing time on site for
[00:26:23] Jason: us first one include video and it can be as long as it, it needs to be, as long as it’s not boring. The second one is include long form copywriting, bullets, subheads, little paragraphs, all of that.
[00:26:37] Third one is include as many images as you can in Shopify. You don’t want to go crazy, but I would say, you know, eight to 12, it’s possible. The fourth one is use infographics or the stats overlaid on images to really draw out features and benefits. The fifth thing is include testimonials from happy cuts.
[00:26:55] Six thing is include user generated content, either photos or videos. In addition to the testimonials, seven thing is include links to your newsletter or Facebook groups. Eight thing is linked to articles or videos that are on your website. Things that, um, you know, your customer might be interested in.
[00:27:14] Knight thing is linked to related products, uh, that might be of interest. Um, and the 10th thing is linked to shipping details, guarantees pages and other informational content on your website that might help them.
[00:27:26] Michael: Excellent. All solid stuff and a nicely straightforward to do. I think none of this stuff strikes me that it’s going to take people a huge amount of time.
[00:27:34] I mean, yes, if you have a ton of products, maybe you start with your biggest selling products and see if you can tweak those up. But this is all great, very doable stuff. So I like it a lot, like typical of your approach, uh, Jason, I think you often take the complex and boil it down to the very doable, which is a very good thing, is that as a coach, so people want to approach you.
[00:27:51] And, uh, Kyle for coaching is it’s the winning on Shopify. You know, you’ve got your new brand coming out soon. What’s what’s going on with them on
[00:27:58] Jason: Shopify or new brands taking forever. But nonetheless, winning on shopify.com, we have a coaching, uh, application. We only take clients by application and it has to be a good fit for you as well as a good fit for us.
[00:28:09] But we have other, uh, uh, content available on the site in terms of, uh, resources and small groups that you can join. And so we’d love to have you check that out.
[00:28:18] Michael: Excellent. Yeah. And I know that you can do some great small group work as, as a sort of particular passion of mine. Numbers could get to see what you guys are doing with that as well.
[00:28:26] And, um, yeah, yeah. Yeah. How do people connect? I guess the best work we do for established sellers is the Amazon lost money. It’s definitely got back to a sort of in-person focus in London. So it’s probably going to be for those, uh, based in, uh, European, uh, UK, we have had inquiries for some very enthusiastic people based in the states, but I just don’t think it’s practical.
[00:28:45] So that’s the Amazon mastermind.com. So it hasn’t been taken down by Amazon’s lawyers. so.com. I do have my own site somewhere else, but it’s just, you know, it’s an easy one to remember and you can check out what the 10 K collected, most ones doing that and going great guns. We were adding people all the time and, um, you know, generally speaking, it’s a great deal of growth, but also a lot of people stressing out about the international freight situation and it’s a great place to, to share practical things.
[00:29:11] I think it’s very important to have other people in the trenches. Experiencing the same problems and coming up with solutions as well. So it’s working well as ever, even in difficult times. Uh, I guess the final thing we’ll talk about is, uh, uh, e-commerce leader calling out. I was actually sick for the one on Tuesday, so I hear you had guys had a great time without me.
[00:29:27] So, so set us up for, how do we get hold of that? What’s that about as well? Yeah.
[00:29:31] Jason: Yeah. In your app store, download the call-in app. It’s only available for apple iOS right now, but I would imagine it’ll be available on the Google play store soon for Android phones. Uh, it is the e-commerce leader Collins show, and we have, uh, the fourth episode plus we had episode zero.
[00:29:49] So I guess there’s five in total. This last week’s conversation was. Our hot takes on selling your e-commerce business. And so Chris green had perspective, Kyle hammer had perspective and I did as well. And we had a great conversation about that. So if you’re interested in that round table conversation, Michael, you’ve been a part of those.
[00:30:06] Usually it’s the four of us. Um, then we’re, uh, we’re excited to have you jump in, join the Collin app, find our show, follow our show, follow us on Collin. It’s a new, basically social podcasting app, I guess you could call it and we’re excited to have people check it out.
[00:30:23] Michael: Excellent. Well, that just remains to say, uh, thanks for sharing your wisdom with everyone here.
[00:30:26] And it’s always fun to have these conversations and for anyone listening, please know, join the party, come on over to Colin because the trouble with podcasts is not very interactive and we do our lives and that’s kind of one way to interrupt, but it’d be lovely to see you over there and to get your takes and, uh, you know, get more interactive with you.
[00:30:44] Jason: Awesome. All right, buddy.
[00:30:45]