Nick Cassavetes, Today, Over Five Hundred Tests discussed on The Unofficial Shopify Podcast


Someone approaches conversion rate optimization their first instinct is to do what the first instinct to syrup off everyone else. Okay see things that they think work. They think everyone else's smarter than them and so they take these ideas. No doubt looks interesting. They hear about a blogger. Doing something like oh. That's interesting and then or this this worked for this other store our competitor and they they take that and they run with it and it doesn't work for them and they're like line and this work well. There are a lot of reasons why it might not have worked. Main thing is that you didn't think about what really worked for you right. You didn't go back to first principles and think about the customers. That are coming into your store. I think it's a huge problem. So you it's <hes>. it's shiny toy syndrome. It's the grass is always greener. So i go outside. And i see. Oh well this across the street. This other store has this way cooler side than me. And i perceive them as being more successful reality i have no idea what their businesses like it all but i just perceive them as being more successful for whatever reason and i say all right well then i just attribute that to whatever thing i notice unlike yeah and thus we have some shiny toy syndrome action happening and i think that is where people get in trouble yeah. I think that's right like what ends up happening. I had this conversation with a client a few months ago where they were like our biggest competitor is doing this. We should do this. I'm like well. How do you know that they're doing it right. And they were just like just like shocked. And what do you think they're conversations were internally that led them to this decision and then the response to that was they. Didn't yeah exactly right. What you don't realize is that everyone is a group of smart people on a zoom call trying to figure it out in the dark like everyone else. Yes we're all in a cave with a candle and maybe there's eight people with candles. They might do slightly better but we still. It's such a young industry and it evolves so quickly that i literally. I don't think anybody knows what they're doing. No one knows what they're doing right. What i'm doing to go back to as we're firestone at a series. I think he's still has a series. This is called now right. And that's wildly popular because it gives you clarity and safety and a sense of strategy for cheap right like you can. Just go and look at this without works okay. Great and a lot of it actually does work because the problem with conversion rate optimization is that in many ways it's like getting to just basic first principles getting some best practices in place getting something that's familiar for customers and that makes sense to people right but then when it comes to doing something that's more like custom tailored to the specific needs of your customers. Everybody just like. I do what they don't know what to do with it. And that's where i come in <hes>. So what should people be doing instead. So we've established that like the shiny toy syndrome. The grass is always greener. that is problematic. And you're just kind of when you're doing that you are. You're blindly throwing stuff against the wall which there could be. You're gonna get success some of the time but we need a. We need a framework. We need a better approach here. So how should i be approaching it and then we'll get into the most common pitfalls or missed opportunities. Yeah i'll tell of an anecdote that i like to tell my clients especially when they first come in the door if you ran a physical store right assuming those still exist. I don't even know but if you ran a physical store people come in right and there's some about a foot traffic and you. The owner of that store are behind the counter. And you can observe right or you can talk to them. And so the problem is twofold number one. You can't. you aren't observing them and the second is that you can't talk to them necessarily can be like hey. Do you have any questions. And what happens in that. Process of observation conversation in a physical store is that you understand the customer's needs a little bit. Better you may not close the first few sales but eventually understand. Oh people are coming in for this. I should be making a couple changes to the store. Changing the way that i'm marketing myself or putting the this stuff over here or whatever it is right and so there's something that's observable that you can see right now. How do you take that process and apply to e commerce. Well i think that you can actually look at what customers are doing and ask them. What motivates them. I don't think that's difficult the problem that when you're stuck behind a computer all day and your as nerdy as i am you. It's not your default to go out and talk to customers. It's not your default to go out and observe what customers are doing. And when you try to do that you're stuck in an application like google analytics which is bad so the process of understanding what customers say and what customers do is a little bit more slippery and difficult but no less essential right. So how do you go about doing that. Well a lot of the tech industry has figured this out and it's using a lot of unsexy terms like research analytics and data right. I like these things. I'm getting excited. I like these things. Because that's why i get up in the morning i get up to research customers right and you may not. You may be if you're listening to this in your store owner. You're probably waking up to ship product to customers grow. The store grow the business. You might be thinking about stuff. If if i'm lucky and you're my client and i think that for me like the fundamental answer is that you need to go out and understand what your customers are doing. And you need to be a little bit more proactive about it. And it doesn't come naturally in retail as an industry right because normally the people come to you and you can just look at them and that's the research. The research already just happened because people were shopping with you and you understood what made them really light up and buy your stuff and you got that feedback on a daily basis but really all you're getting feedback as people complaining about that where their order is and occasionally anecdotes from your friends about the products. That's like your research process. And maybe if you're lucky you go in and look at g. nathan. Conversion rate is bad today. That's it but nick. I'm my best customer. I know what they want. I don't don don don right. I know what i want in my world view has quickly been wildly warped by being so close to everything. Yes the business owner. Yeah exactly like you are. Actually it gives me no pleasure to report that you are maybe the worst example of a customer. The storm okay. You're yeah and once we accept when you're starting out and you have no customers like you don't have a choice but like at some point you have to move beyond that and then that's where you start you need to start figuring out your customer and you're right online. It is so impersonal divorce that it gets strange. And so you need to go through and do the customer research talked to your customers on the phone. Oh my gosh. Pick up the phone call and try and uncover okay. How do they see themselves. Why do they buy and then also do it at a larger scale through customer surveys and what they have heard you say that i love and because i have found exactly the same thing to be true. Is you do a customer survey and often you could find that like that one magic phrase that suddenly becomes the headline on the website. And that's the thing that really increases conversion rate

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