Ecommerce A/B Tests That Won (and the Best Practices That Lost) | EP 40

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And so I'm anonymizing

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these numbers intentionally.

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think of like high high ish AOV appliance

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that goes in the

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And something that you interact

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with on a daily basis.

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And we did a price test

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where we the price was originally

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MSP was 279

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and the kind of

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like not business as usual,

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but when there was discounting

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running discounted

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down to 229 so $50 off.

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So there's there's two things going on

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It's discounted by $50.

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And also the 229

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We test that against running it at 199

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which is $80 off.

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So 279 down to 199.

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the lower list price one like an insane

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revenue per visitor was up like 44%.

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the more than covered

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the gross margin hit

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that we took by doing the discount.

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So after we ran that test,

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that kind of became business as usual.

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And spend

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has continued to grow behind that.

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And now

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let's take a

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listen to the Scalability School podcast.

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Welcome to another episode

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of Scalability School.

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Just Brad and I today

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talking about the season

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we're in, split test season,

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which is really going

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to be a great episode.

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Super stoked to be with you, Brad.

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As always, how are you doing?

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I'm great.

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Missing missing Zach dearly,

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but he's traveling the world,

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I think, or something.

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You know, he's he's busy, I don't.

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Not sure what he could possibly be

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busy with,

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you know,

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that small little company

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he's running, but, you know, that's big.

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Yeah, exactly.

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Who knows?

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Yeah. Who knows? We don't we don't even.

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We don't even know.

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We only talk to him on the podcast

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so we're not hear from him otherwise.

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Look, we're talking about

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a bunch of tests that you

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have run running today.

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Tell me about

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let's talk through some of these tests

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because you did like a price test.

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You did a quiz test.

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I mean, there's a ton of stuff.

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This outlining semi is absurd.

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So let's go through

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wherever you want to start.

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Yeah.

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So I tried to

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I tried to order them somewhat by impact,

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but they all there's,

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there's some winners

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and there's some losers.

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And I think there's much to

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learn from the losers

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as the, as the winners.

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But we can kick it off with the price,

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the price test.

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So I will for probably obvious reasons,

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going to keep these anonymous.

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But feel free to ask

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any follow up questions.

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I'll do do what I can to answer that.

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So price test

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which we actually I talked about this

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when Brian was on the podcast

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probably a couple of weeks ago

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now when this one was coming out.

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You should go listen to that.

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If you haven't, it's fantastic.

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He's a he's a beast.

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But we ran a price test.

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And so I'm anonymizing

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these numbers intentionally.

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But think of like high high ish

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AOV appliance that goes in the kitchen.

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And yeah,

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something that you interact

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with on a daily basis.

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And so we did a price test where we

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the price was originally the MSP was 279

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and the kind of

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like not business as usual,

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but when there was discounting

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running

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discounted down to 229 so $50 off.

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So there's there's two things

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going on there.

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It's discounted by $50.

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And also the 229 number.

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We test that against running it at 199

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which is $80 off.

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So 279 down to 199.

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And the lower list price one

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like an insane amount,

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revenue per visitor was up like 44%.

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And that more than covers

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the more than covered

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the gross margin hit

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that we took by doing the discount.

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So after we ran that test,

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that kind of became the business

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as usual.

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And spend

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has continued to grow behind that.

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So that like during that,

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during that period, revenue

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visitor was up 44% on Intel Jim

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split test.

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And we've been able to scale

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into that consistently.

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What could cause that?

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I mean,

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I think just like getting the 279,

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the 229.

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279 less so,

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but 212 just feels like,

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man, you're almost at under 200 bucks.

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Like, can you?

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It just feels so random.

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Like,

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can you just get under the 200 bucks?

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Like what?

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259 or 249 have done better

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because it's like close to 250.

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I don't I'm not a pricing psychology guy,

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but maybe I should be.

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But something about just like

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getting it down

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under the next dollar amount

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I think was pretty impactful.

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And obviously the discount

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went up 30 bucks.

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So like that's meaningful to you.

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But I think a lot of the lift

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actually came from

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just like getting it down to below

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that, that next number.

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So yeah 40% increase

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So what does this tell you

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about the way

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people price stuff generally.

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Do you think that there's just not enough

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price testing

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generally and also testing a lower price

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plus percentage off

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is is like a huge part of it.

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Or what does this say to you?

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Yeah, I'd call

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back to the episode with Brian

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because I think we spend a lot of time

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talking about offers,

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but I think people just

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don't spend enough time

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doing price tests.

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And then also on top of that,

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I think people

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are scared to play with the MSP number

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maybe more than they should be.

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I think what most people do for pricing

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is they go

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look at what other people

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are charging in the market,

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and you can't be tone deaf to that.

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But if you've built a product

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that has like some unique attributes

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about it,

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or your marketing is

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is unique enough

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that you can position it to have,

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you know,

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perceived, unique,

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unique attributes, then I think you can

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you can play with pricing quite a bit,

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particularly that MSRP number.

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There are definitely

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like legal considerations

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for what you should be doing

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with MSRP and dollars off

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and how long

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you can be running discounts,

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but I think more people can get away

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with, like

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playing with the MSP number

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to make the offer

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more compelling as a result.

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And I think that that is

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that's not actually

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what we did in this case,

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but what we could do is go manipulate

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that MSRP number even more.

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And our,

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you know,

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gross margin ends up being the same.

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One of the biggest questions

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that comes up inside the foxhole founders

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community is around hiring.

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How do you know,

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and how do you find great people

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that you can actually trust

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to do the job?

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That's why

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I want to talk to you about propel.

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Propel has placed more than 75 employees

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for members of Foxhole Founders,

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some of the hardest roles

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our members have been trying to fill

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for months.

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They filled quickly and efficiently.

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We're talking from video editors

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to graphic designers,

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media buyers

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and more in Latin

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America, to managers, directors

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and heads of department. And in the US.

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They have done it all.

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They can help you build

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that team that scales faster.

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I know that this is an ad read,

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and I know that it's

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totally one of those things

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you're like, well, it's whatever it's.

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And that

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honestly though,

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I literally use this and have used propel

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and the team over at propel

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for all of these things.

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They filled offshore.

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They feel domestic.

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Like I just said,

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it's absolutely incredible.

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And honestly,

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the founder, Leandro, used to run an econ

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brand and performance marketing agency,

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so he gets it.

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That's one of the things

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I've always loved about Leandro

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and what I love about dealing with him.

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I have never even heard

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a negative review

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about working with them.

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One time

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somebody said it wasn't

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working out, and Leandro immediately

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replaced the candidate

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that he had put in the position.

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For a person

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that's like the only feedback

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I've ever heard.

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The way that they work is simple.

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It's performance based.

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You only pay one off fee

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once you actually hire someone.

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There's no retainers,

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no ongoing

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costs, and every hire is backed

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by a three month guarantee.

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So go to the show notes,

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check it out, let me know what you think.

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And if you have questions about this,

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feel free to hit me up.

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Andrew at Fox Digital.

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Com I'm happy to talk about it.

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If you go to the link in the show

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notes, you get 10% off your first hire

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with them.

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It's a great deal

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really special for podcast

290
00:07:01,254 --> 00:07:01,921
listeners, so

291
00:07:01,921 --> 00:07:03,131
I look forward to hopefully

292
00:07:03,131 --> 00:07:05,258
helping your brand grow and scale.

293
00:07:05,258 --> 00:07:07,009
Yeah, I think I think that's very true.

294
00:07:07,009 --> 00:07:08,136
And a cool call out.

295
00:07:08,136 --> 00:07:10,304
So so let's talk about the quiz idea.

296
00:07:10,304 --> 00:07:13,057
So the quiz piece

297
00:07:13,057 --> 00:07:14,851
go through the arc of all that. Yeah.

298
00:07:14,851 --> 00:07:16,352
So we ran this one.

299
00:07:16,352 --> 00:07:17,687
This is like the most

300
00:07:17,687 --> 00:07:19,272
like developed test

301
00:07:19,272 --> 00:07:19,647
to go through

302
00:07:19,647 --> 00:07:21,023
because it had a bunch of different steps

303
00:07:21,023 --> 00:07:22,024
throughout it.

304
00:07:22,024 --> 00:07:25,695
And so we basically set up a product

305
00:07:25,695 --> 00:07:27,280
quiz where

306
00:07:27,280 --> 00:07:28,823
we only have one product on the website.

307
00:07:28,823 --> 00:07:28,990
Right.

308
00:07:28,990 --> 00:07:30,867
So it wasn't like we were actually

309
00:07:30,867 --> 00:07:32,076
coaching people down,

310
00:07:32,076 --> 00:07:33,661
like we were finding your product.

311
00:07:33,661 --> 00:07:35,079
It's not a makeup finder.

312
00:07:35,079 --> 00:07:36,164
It's like we're just

313
00:07:36,164 --> 00:07:36,789
just it's like

314
00:07:36,789 --> 00:07:37,915
a psychological play

315
00:07:37,915 --> 00:07:40,918
of getting people to say yes or

316
00:07:41,669 --> 00:07:42,962
like, self-identify

317
00:07:42,962 --> 00:07:44,672
as what's important to them.

318
00:07:44,672 --> 00:07:46,215
And so they are feeling

319
00:07:46,215 --> 00:07:48,342
there's a psychology play happening.

320
00:07:48,342 --> 00:07:50,428
So the way that we tested this at first,

321
00:07:50,428 --> 00:07:51,471
and I've talked about this

322
00:07:51,471 --> 00:07:53,264
on the previous landing page test, is

323
00:07:53,264 --> 00:07:54,098
we build the quiz out

324
00:07:54,098 --> 00:07:55,516
and then we just launched it into meta

325
00:07:55,516 --> 00:07:58,227
and let meta dictate spend to that thing.

326
00:07:58,227 --> 00:07:59,270
And it quickly picked up.

327
00:07:59,270 --> 00:08:00,438
How did you build the quiz.

328
00:08:01,439 --> 00:08:02,148
Like I mean there's a

329
00:08:02,148 --> 00:08:02,982
bunch of different options.

330
00:08:02,982 --> 00:08:04,775
Honestly, I hate every single quiz

331
00:08:04,775 --> 00:08:06,569
builder of ever used for the most part.

332
00:08:06,569 --> 00:08:08,446
So caught for this one.

333
00:08:08,446 --> 00:08:09,155
Okay. Love it.

334
00:08:09,155 --> 00:08:10,865
So you built this quiz and Claude.

335
00:08:10,865 --> 00:08:12,992
Yes, which is a great, great takeaway.

336
00:08:12,992 --> 00:08:14,327
It's like we knew the questions

337
00:08:14,327 --> 00:08:15,077
that we wanted to ask

338
00:08:15,077 --> 00:08:16,162
in kind of the general psychology,

339
00:08:16,162 --> 00:08:17,121
but actually building it out.

340
00:08:17,121 --> 00:08:18,080
We just like cloud build it

341
00:08:18,080 --> 00:08:18,498
and then

342
00:08:18,498 --> 00:08:19,749
just put it straight

343
00:08:19,749 --> 00:08:21,834
into straight into Shopify.

344
00:08:21,834 --> 00:08:22,210
Caveat

345
00:08:22,210 --> 00:08:22,543
there is like,

346
00:08:22,543 --> 00:08:23,377
if you want to store

347
00:08:23,377 --> 00:08:24,295
the answers to the quiz,

348
00:08:24,295 --> 00:08:25,296
that makes it a little bit trickier

349
00:08:25,296 --> 00:08:26,797
and you got to do some extra work.

350
00:08:26,797 --> 00:08:28,007
But that could be for another,

351
00:08:28,007 --> 00:08:30,009
another episode.

352
00:08:30,009 --> 00:08:31,344
So launch it

353
00:08:31,344 --> 00:08:31,928
quickly picked up

354
00:08:31,928 --> 00:08:33,179
a bunch of spend was comparable

355
00:08:33,179 --> 00:08:33,513
to the other

356
00:08:33,513 --> 00:08:34,555
landing page tests that we had,

357
00:08:34,555 --> 00:08:35,890
but we wanted to continue

358
00:08:35,890 --> 00:08:38,768
to get this sucker to perform better.

359
00:08:38,768 --> 00:08:40,853
So round one test.

360
00:08:40,853 --> 00:08:41,729
I've talked about this

361
00:08:41,729 --> 00:08:43,773
a couple of times, but frustrating test,

362
00:08:43,773 --> 00:08:44,440
but it's like I

363
00:08:44,440 --> 00:08:46,150
pulled up the screen recordings

364
00:08:46,150 --> 00:08:48,069
and I noticed something

365
00:08:48,069 --> 00:08:48,903
about the screen recordings.

366
00:08:48,903 --> 00:08:50,321
People would land on the quiz page

367
00:08:50,321 --> 00:08:52,782
and I watched 1015 in a row.

368
00:08:52,782 --> 00:08:53,699
Nobody took the quiz

369
00:08:53,699 --> 00:08:54,575
and I was a single person

370
00:08:54,575 --> 00:08:55,409
to click the quiz.

371
00:08:55,409 --> 00:08:57,203
They click the menu to go shop.

372
00:08:57,203 --> 00:08:58,913
They click the footer to try and go shop.

373
00:08:58,913 --> 00:08:59,872
They were clicking everywhere

374
00:08:59,872 --> 00:09:01,499
but start quiz and I was like,

375
00:09:01,499 --> 00:09:02,917
okay, what's going on here?

376
00:09:02,917 --> 00:09:03,918
So we added literally

377
00:09:03,918 --> 00:09:05,378
a button below that that said

378
00:09:05,378 --> 00:09:07,255
shop the product name

379
00:09:07,255 --> 00:09:09,090
and that increased

380
00:09:09,090 --> 00:09:11,133
revenue per visitor by 20%

381
00:09:11,133 --> 00:09:12,343
because it just gave the people

382
00:09:12,343 --> 00:09:14,428
who didn't want to shop a path to go

383
00:09:14,428 --> 00:09:16,222
and do whatever they wanted.

384
00:09:16,222 --> 00:09:17,431
Now, what's interesting about that

385
00:09:17,431 --> 00:09:17,932
and I thought,

386
00:09:17,932 --> 00:09:18,349
I, you know,

387
00:09:18,349 --> 00:09:19,183
I've thought a lot about this

388
00:09:19,183 --> 00:09:21,269
and I'm not sure what the takeaway is

389
00:09:21,269 --> 00:09:21,936
entirely yet,

390
00:09:21,936 --> 00:09:22,895
but like that,

391
00:09:22,895 --> 00:09:24,689
that business that I'm talking about,

392
00:09:24,689 --> 00:09:26,732
they run almost no traffic

393
00:09:26,732 --> 00:09:27,817
through their product page

394
00:09:27,817 --> 00:09:28,985
because it never ends up

395
00:09:28,985 --> 00:09:29,652
performing better.

396
00:09:29,652 --> 00:09:31,195
So even though people are clicking

397
00:09:31,195 --> 00:09:32,822
shop now,

398
00:09:32,822 --> 00:09:33,948
listicles perform better,

399
00:09:33,948 --> 00:09:35,616
advertorial perform better, quizzes

400
00:09:35,616 --> 00:09:37,535
perform better than the PDP.

401
00:09:37,535 --> 00:09:38,536
Even though people are landing

402
00:09:38,536 --> 00:09:39,287
on this quiz page

403
00:09:39,287 --> 00:09:40,288
and they're they're clicking off

404
00:09:40,288 --> 00:09:42,373
to go to go shop immediately.

405
00:09:42,373 --> 00:09:43,791
So that was that was round one.

406
00:09:43,791 --> 00:09:45,084
It's just literally adding a button

407
00:09:45,084 --> 00:09:46,752
that made a lot of the people

408
00:09:46,752 --> 00:09:48,379
who wanted to go shop, to go shop,

409
00:09:48,379 --> 00:09:49,130
and then allowed people

410
00:09:49,130 --> 00:09:50,131
who want to take the quiz

411
00:09:50,131 --> 00:09:51,257
to to take the quiz.

412
00:09:52,341 --> 00:09:54,927
Round two was

413
00:09:54,927 --> 00:09:57,305
what something I'm trying to do more

414
00:09:57,305 --> 00:09:59,098
of is when we think about tests is like,

415
00:09:59,098 --> 00:10:00,433
what's going to be high impact?

416
00:10:00,433 --> 00:10:03,436
Is testing ten questions into the quiz

417
00:10:03,436 --> 00:10:05,896
going to be more impactful than the hook

418
00:10:05,896 --> 00:10:07,898
or the the the image that people first

419
00:10:07,898 --> 00:10:09,483
see when they land on the quiz page?

420
00:10:09,483 --> 00:10:11,527
Well, everybody sees that page.

421
00:10:11,527 --> 00:10:12,570
Not many people are getting

422
00:10:12,570 --> 00:10:13,404
to the end of the quiz.

423
00:10:13,404 --> 00:10:13,863
That doesn't mean

424
00:10:13,863 --> 00:10:14,864
that's not worth optimizing

425
00:10:14,864 --> 00:10:15,531
and thinking about,

426
00:10:15,531 --> 00:10:17,408
but trying to just get more people

427
00:10:17,408 --> 00:10:18,534
to actually engage and take

428
00:10:18,534 --> 00:10:19,827
the quiz was something

429
00:10:19,827 --> 00:10:20,620
that we were thinking about.

430
00:10:20,620 --> 00:10:23,831
So we the original, the original

431
00:10:24,874 --> 00:10:27,001
kind of image on the quiz

432
00:10:27,001 --> 00:10:27,793
was kind of this

433
00:10:27,793 --> 00:10:28,377
like 3D

434
00:10:28,377 --> 00:10:31,380
graphic of the product that like, showed

435
00:10:31,380 --> 00:10:32,632
its components is kind of

436
00:10:32,632 --> 00:10:34,008
how I'll phrase that.

437
00:10:34,008 --> 00:10:36,761
We changed that to a lifestyle photo.

438
00:10:36,761 --> 00:10:37,928
So it's like a real photo, like,

439
00:10:37,928 --> 00:10:40,056
I'm pretty sure I actually took the photo

440
00:10:40,056 --> 00:10:40,765
in my, in my,

441
00:10:40,765 --> 00:10:41,390
in my office,

442
00:10:41,390 --> 00:10:42,224
and I was comparing

443
00:10:42,224 --> 00:10:43,809
an alternative product to ours.

444
00:10:43,809 --> 00:10:45,186
And we like had key call outs for

445
00:10:45,186 --> 00:10:47,229
like what was uniquely different about it

446
00:10:47,229 --> 00:10:48,439
and importantly,

447
00:10:48,439 --> 00:10:50,107
the the product that we were comparing it

448
00:10:50,107 --> 00:10:52,485
against was like a popular product.

449
00:10:52,485 --> 00:10:53,486
Like a lot of people

450
00:10:53,486 --> 00:10:55,071
switched from this product

451
00:10:55,071 --> 00:10:55,988
when they consider

452
00:10:55,988 --> 00:10:57,531
when they consider this brand.

453
00:10:57,531 --> 00:10:58,115
And so it was like

454
00:10:58,115 --> 00:10:59,367
a direct, direct comparison

455
00:10:59,367 --> 00:11:00,951
to something that people recognize.

456
00:11:00,951 --> 00:11:02,745
But it was also representative

457
00:11:02,745 --> 00:11:04,997
of how other people tend

458
00:11:04,997 --> 00:11:06,624
to build this product.

459
00:11:06,624 --> 00:11:07,792
So I get very quickly showed

460
00:11:07,792 --> 00:11:08,793
what was unique about

461
00:11:08,793 --> 00:11:10,169
what was unique about our product.

462
00:11:10,169 --> 00:11:12,338
That helps conversion rate on the quiz.

463
00:11:12,338 --> 00:11:14,006
And ultimately revenue per session

464
00:11:14,006 --> 00:11:15,758
go up about 14%.

465
00:11:15,758 --> 00:11:17,426
So that was on top of the

466
00:11:17,426 --> 00:11:20,429
the original shop button.

467
00:11:20,471 --> 00:11:20,721
Wow.

468
00:11:20,721 --> 00:11:22,807
So just just to change in the image

469
00:11:22,807 --> 00:11:24,892
on the top of the page.

470
00:11:24,892 --> 00:11:25,893
Yeah, literally.

471
00:11:25,893 --> 00:11:26,727
And I think you could

472
00:11:26,727 --> 00:11:29,563
and yeah, interestingly,

473
00:11:29,563 --> 00:11:30,564
the other thing that stands out

474
00:11:30,564 --> 00:11:31,857
is that the photo that we ended up

475
00:11:31,857 --> 00:11:33,609
using was one of the top statics

476
00:11:33,609 --> 00:11:34,694
that we had in the ad account.

477
00:11:34,694 --> 00:11:35,069
It wasn't

478
00:11:35,069 --> 00:11:36,195
the only thing driving to the quiz,

479
00:11:36,195 --> 00:11:36,696
but that was

480
00:11:36,696 --> 00:11:37,905
it was a top performing static.

481
00:11:37,905 --> 00:11:39,365
And so the idea was people

482
00:11:39,365 --> 00:11:41,742
already like and click on this, this ad,

483
00:11:41,742 --> 00:11:42,410
maybe it could work

484
00:11:42,410 --> 00:11:44,120
well on the quiz page.

485
00:11:44,120 --> 00:11:44,537
Yeah, yeah.

486
00:11:44,537 --> 00:11:45,287
And it's just

487
00:11:45,287 --> 00:11:46,247
and it was

488
00:11:46,247 --> 00:11:48,207
you showed the competitive product

489
00:11:48,207 --> 00:11:50,042
people are switching from.

490
00:11:50,042 --> 00:11:52,128
And I mean obviously that

491
00:11:52,128 --> 00:11:53,713
that helps a ton okay.

492
00:11:53,713 --> 00:11:55,798
So so we've got that we've got

493
00:11:55,798 --> 00:11:57,299
we've got the the adding

494
00:11:57,299 --> 00:11:58,134
a shop now button.

495
00:11:58,134 --> 00:12:00,594
We've got swapping the image

496
00:12:00,594 --> 00:12:03,013
to have a comparison image at the top.

497
00:12:03,013 --> 00:12:04,807
What did we do for the third one here.

498
00:12:04,807 --> 00:12:06,475
So the nice thing about the third

499
00:12:06,475 --> 00:12:08,978
one is as you as you asked

500
00:12:08,978 --> 00:12:09,687
how do we build it?

501
00:12:09,687 --> 00:12:10,980
It was built in Claude.

502
00:12:10,980 --> 00:12:13,607
And so it was very easy to kind of

503
00:12:13,607 --> 00:12:15,985
have this hypothesis like I was, I was

504
00:12:15,985 --> 00:12:16,777
I know everybody

505
00:12:16,777 --> 00:12:17,361
kind of like

506
00:12:17,361 --> 00:12:19,280
is already copying Mars Man's quiz

507
00:12:19,280 --> 00:12:20,614
funnel and a bunch of other stuff.

508
00:12:20,614 --> 00:12:21,532
My friends

509
00:12:21,532 --> 00:12:22,908
and I just like spending some time

510
00:12:22,908 --> 00:12:23,951
clicking through a bunch of these

511
00:12:23,951 --> 00:12:24,910
different bunch

512
00:12:24,910 --> 00:12:26,662
of these different brands.

513
00:12:26,662 --> 00:12:27,955
Our first round of the quiz

514
00:12:27,955 --> 00:12:29,915
had like four questions. That was it.

515
00:12:29,915 --> 00:12:32,334
It was very short, straight to the point.

516
00:12:32,334 --> 00:12:33,377
But a lot of these other ones,

517
00:12:33,377 --> 00:12:33,919
like let you

518
00:12:33,919 --> 00:12:34,795
sit in the problem

519
00:12:34,795 --> 00:12:35,588
a little bit longer,

520
00:12:35,588 --> 00:12:37,965
like it's a little bit more diagnostic

521
00:12:37,965 --> 00:12:39,508
of like what the issue is or

522
00:12:39,508 --> 00:12:41,302
like why is an issue. So

523
00:12:42,553 --> 00:12:43,345
so we spend some time

524
00:12:43,345 --> 00:12:44,138
researching like, okay,

525
00:12:44,138 --> 00:12:44,930
well what what are

526
00:12:44,930 --> 00:12:46,390
what alternatives are people considering.

527
00:12:46,390 --> 00:12:47,933
What else are they thinking about?

528
00:12:47,933 --> 00:12:48,851
Like what makes them

529
00:12:48,851 --> 00:12:50,478
feel the problem a little bit more?

530
00:12:50,478 --> 00:12:51,896
What helps them understand the solution

531
00:12:51,896 --> 00:12:52,646
a little bit more,

532
00:12:52,646 --> 00:12:53,439
and then what helps them

533
00:12:53,439 --> 00:12:54,273
ultimately understand

534
00:12:54,273 --> 00:12:55,191
why we are the best solution

535
00:12:55,191 --> 00:12:56,567
for this product.

536
00:12:56,567 --> 00:12:58,694
And so we put together those questions,

537
00:12:58,694 --> 00:12:59,820
an easy version of this.

538
00:12:59,820 --> 00:13:00,654
And I was kind of alluding

539
00:13:00,654 --> 00:13:01,530
to a billion cards.

540
00:13:01,530 --> 00:13:01,697
Like,

541
00:13:01,697 --> 00:13:03,407
you could just go to Claude and say like,

542
00:13:03,407 --> 00:13:04,867
hey, I've got this quiz,

543
00:13:04,867 --> 00:13:07,870
can you help me sit in the problem and

544
00:13:07,870 --> 00:13:09,622
in the problem for a few more questions,

545
00:13:09,622 --> 00:13:10,831
like, just add a couple of questions.

546
00:13:10,831 --> 00:13:11,707
Now, maybe you want to feed it

547
00:13:11,707 --> 00:13:12,625
like customer data,

548
00:13:12,625 --> 00:13:13,751
maybe have some post-purchase

549
00:13:13,751 --> 00:13:15,544
survey data, maybe you have some reviews.

550
00:13:15,544 --> 00:13:16,796
You have some other insights that you can

551
00:13:16,796 --> 00:13:17,463
you can share.

552
00:13:17,463 --> 00:13:18,881
But just like tell Claude

553
00:13:18,881 --> 00:13:20,424
to add a few more questions to help it

554
00:13:20,424 --> 00:13:21,509
sit in the problem longer.

555
00:13:21,509 --> 00:13:22,092
And I think that would

556
00:13:22,092 --> 00:13:23,594
probably get you pretty far.

557
00:13:23,594 --> 00:13:25,387
And I don't remember. Oh, okay.

558
00:13:25,387 --> 00:13:26,096
So conversion

559
00:13:26,096 --> 00:13:27,973
and revenue per visitor for this,

560
00:13:27,973 --> 00:13:29,850
that ended up doubling the performance.

561
00:13:29,850 --> 00:13:32,228
So 100% increase in revenue by

562
00:13:32,228 --> 00:13:33,521
by making the quiz

563
00:13:33,521 --> 00:13:35,606
six extra questions okay.

564
00:13:35,606 --> 00:13:37,149
So six extra questions.

565
00:13:37,149 --> 00:13:38,901
And when you say having it

566
00:13:38,901 --> 00:13:40,110
sit in the problem longer

567
00:13:40,110 --> 00:13:41,445
I mean I have an idea what that is.

568
00:13:41,445 --> 00:13:41,987
But like

569
00:13:41,987 --> 00:13:43,989
what are you prompting to to

570
00:13:43,989 --> 00:13:46,075
to to do that.

571
00:13:46,075 --> 00:13:47,326
Yeah, I mean I think

572
00:13:47,326 --> 00:13:48,327
literally you could say

573
00:13:48,327 --> 00:13:49,537
sit in the problem longer and Claude

574
00:13:49,537 --> 00:13:50,329
will be able to figure it out

575
00:13:50,329 --> 00:13:51,580
because it'll it'll have the context

576
00:13:51,580 --> 00:13:51,914
of like what

577
00:13:51,914 --> 00:13:53,457
your quiz is already saying

578
00:13:53,457 --> 00:13:55,167
and it'll do a fantastic job of

579
00:13:55,167 --> 00:13:55,793
just like,

580
00:13:55,793 --> 00:13:58,796
okay, your question, question two says,

581
00:13:59,004 --> 00:14:00,506
are you tired? Okay.

582
00:14:00,506 --> 00:14:01,382
You say, yes.

583
00:14:01,382 --> 00:14:03,592
On a scale of 1 to 10, how tired are you?

584
00:14:03,592 --> 00:14:06,136
It's it's it's eight out of ten okay.

585
00:14:06,136 --> 00:14:07,346
And then it's going to ask two more

586
00:14:07,346 --> 00:14:09,139
follow up questions to that.

587
00:14:09,139 --> 00:14:10,683
That's going to allow you to be like,

588
00:14:10,683 --> 00:14:11,809
man, I really am tired.

589
00:14:11,809 --> 00:14:13,185
Yes. That you know what I do?

590
00:14:13,185 --> 00:14:14,436
I do act out the next day

591
00:14:14,436 --> 00:14:16,438
because it makes me makes me really bad.

592
00:14:16,438 --> 00:14:16,814
And yeah,

593
00:14:16,814 --> 00:14:18,399
I would, I would like to

594
00:14:18,399 --> 00:14:19,692
I don't want to yell at my kids

595
00:14:19,692 --> 00:14:20,526
because they're not sleeping.

596
00:14:20,526 --> 00:14:21,360
I'm making this up.

597
00:14:21,360 --> 00:14:21,861
But like,

598
00:14:21,861 --> 00:14:23,863
it just it forces the person to like,

599
00:14:23,863 --> 00:14:24,280
sure.

600
00:14:24,280 --> 00:14:25,656
It's kind of that psychological play of

601
00:14:25,656 --> 00:14:27,032
just like making people like, sit

602
00:14:27,032 --> 00:14:28,242
and think about it a little bit more,

603
00:14:28,242 --> 00:14:29,326
and it's like,

604
00:14:29,326 --> 00:14:30,870
we know what they're going to answer.

605
00:14:30,870 --> 00:14:31,954
We're just we're forcing them

606
00:14:31,954 --> 00:14:32,997
to read through and reconcile

607
00:14:32,997 --> 00:14:33,956
what that answer,

608
00:14:33,956 --> 00:14:35,165
what it reminds me of, is like,

609
00:14:35,165 --> 00:14:36,876
you can set up automation to send you

610
00:14:36,876 --> 00:14:37,626
your your business

611
00:14:37,626 --> 00:14:38,961
report numbers every single day.

612
00:14:38,961 --> 00:14:40,462
But you know what else is?

613
00:14:40,462 --> 00:14:40,671
You know

614
00:14:40,671 --> 00:14:41,213
it's better than that

615
00:14:41,213 --> 00:14:42,631
is like going into your dashboard

616
00:14:42,631 --> 00:14:44,049
and looking at it and saying,

617
00:14:44,049 --> 00:14:46,051
okay, yeah, yeah, that's a problem.

618
00:14:46,051 --> 00:14:47,136
I got to fix that.

619
00:14:47,136 --> 00:14:48,262
Or like having to type it out

620
00:14:48,262 --> 00:14:48,929
to somebody

621
00:14:48,929 --> 00:14:51,932
and saying, yep, we're down 20% today.

622
00:14:52,141 --> 00:14:54,310
So yeah, just sitting in the longer

623
00:14:54,310 --> 00:14:55,227
so sitting in it.

624
00:14:55,227 --> 00:14:56,937
So you're giving it.

625
00:14:56,937 --> 00:14:58,147
So just making sure I understand.

626
00:14:58,147 --> 00:14:59,899
So you're giving this to Claude the quiz.

627
00:14:59,899 --> 00:15:01,066
It's in saying look like

628
00:15:01,066 --> 00:15:01,734
what are the things

629
00:15:01,734 --> 00:15:02,693
we need to add to this

630
00:15:02,693 --> 00:15:04,069
to get into psychology.

631
00:15:04,069 --> 00:15:06,071
What's the prompt that you're using to

632
00:15:06,071 --> 00:15:08,449
like give you better questions

633
00:15:08,449 --> 00:15:10,492
that you added on literally

634
00:15:10,492 --> 00:15:11,535
just in the like.

635
00:15:11,535 --> 00:15:12,786
That's it.

636
00:15:12,786 --> 00:15:13,454
SAT in

637
00:15:13,454 --> 00:15:14,580
sit in the problem longer

638
00:15:14,580 --> 00:15:16,790
and like I'll let a proposal like I won't

639
00:15:16,790 --> 00:15:18,417
I won't just use

640
00:15:18,417 --> 00:15:20,252
I won't just use what it has

641
00:15:20,252 --> 00:15:21,545
but like give me,

642
00:15:21,545 --> 00:15:23,339
give me 20 additional questions

643
00:15:23,339 --> 00:15:24,131
I could add to help

644
00:15:24,131 --> 00:15:25,674
sit in the problem longer.

645
00:15:25,674 --> 00:15:27,051
And it'll come up with

646
00:15:27,051 --> 00:15:28,052
a handful of diesel ones.

647
00:15:28,052 --> 00:15:28,677
And then you just pick

648
00:15:28,677 --> 00:15:29,553
the ones you like the most

649
00:15:29,553 --> 00:15:31,972
and the ones that it came up with.

650
00:15:31,972 --> 00:15:34,183
What were different about them?

651
00:15:34,183 --> 00:15:34,683
They were just

652
00:15:34,683 --> 00:15:36,393
sort of doubling down, as you said, like

653
00:15:36,393 --> 00:15:37,019
they were just like

654
00:15:37,019 --> 00:15:39,021
sort of making you reflect on it further

655
00:15:39,021 --> 00:15:40,606
and then making it be like,

656
00:15:40,606 --> 00:15:41,523
like lining you up

657
00:15:41,523 --> 00:15:42,608
and readying you for the fact

658
00:15:42,608 --> 00:15:43,317
that you probably do

659
00:15:43,317 --> 00:15:44,234
need a product to help

660
00:15:44,234 --> 00:15:47,196
because you're very in need of this,

661
00:15:47,196 --> 00:15:48,948
because you have sleep issues or whatever

662
00:15:48,948 --> 00:15:49,949
it is. Yeah.

663
00:15:49,949 --> 00:15:51,241
So think of like, like

664
00:15:51,241 --> 00:15:53,911
like let's say you have like three USPS,

665
00:15:53,911 --> 00:15:54,578
you have three things

666
00:15:54,578 --> 00:15:55,579
that people buy your product

667
00:15:55,579 --> 00:15:56,956
for like three, you know, maybe,

668
00:15:56,956 --> 00:15:57,706
maybe the first one

669
00:15:57,706 --> 00:15:58,707
is like the most important thing.

670
00:15:58,707 --> 00:15:59,625
And then it progressively

671
00:15:59,625 --> 00:16:00,542
goes down from there.

672
00:16:02,127 --> 00:16:03,253
The previous quiz was like

673
00:16:03,253 --> 00:16:04,254
it asked one question

674
00:16:04,254 --> 00:16:05,339
about each of those things,

675
00:16:05,339 --> 00:16:08,300
which was like, basically like,

676
00:16:08,300 --> 00:16:10,094
do you have this problem?

677
00:16:10,094 --> 00:16:12,721
And then the longer version went from,

678
00:16:12,721 --> 00:16:14,098
do you have this problem to like,

679
00:16:14,098 --> 00:16:16,976
does this problem cause you this?

680
00:16:16,976 --> 00:16:18,519
And what would you like to be

681
00:16:18,519 --> 00:16:19,812
the outcome instead,

682
00:16:19,812 --> 00:16:21,021
as opposed to just like,

683
00:16:21,021 --> 00:16:22,481
do you have this problem

684
00:16:22,481 --> 00:16:23,440
and then moving on?

685
00:16:23,440 --> 00:16:24,900
So just like it just progressively

686
00:16:24,900 --> 00:16:26,110
pushed that person down,

687
00:16:26,110 --> 00:16:27,611
the understanding of

688
00:16:27,611 --> 00:16:29,530
maybe it was like the forced reflection,

689
00:16:29,530 --> 00:16:30,322
a little bit of like

690
00:16:30,322 --> 00:16:31,115
realizing the

691
00:16:31,115 --> 00:16:31,532
the problems

692
00:16:31,532 --> 00:16:33,784
that they experienced from, from,

693
00:16:33,784 --> 00:16:36,328
from not having the problem product

694
00:16:36,328 --> 00:16:38,080
as the solution.

695
00:16:38,080 --> 00:16:39,498
Nice. Okay. Interesting.

696
00:16:39,498 --> 00:16:39,873
Okay.

697
00:16:39,873 --> 00:16:41,125
So that doubled.

698
00:16:41,125 --> 00:16:43,252
So that helped so people.

699
00:16:43,252 --> 00:16:44,378
So and what percentage of people

700
00:16:44,378 --> 00:16:45,379
are taking the quiz

701
00:16:45,379 --> 00:16:46,046
of the people

702
00:16:46,046 --> 00:16:47,798
that land on the page at this point.

703
00:16:47,798 --> 00:16:48,590
Yeah that's a good question.

704
00:16:48,590 --> 00:16:49,758
I actually have no idea.

705
00:16:49,758 --> 00:16:50,926
I don't I don't know for this one

706
00:16:50,926 --> 00:16:51,719
I have to go back and look,

707
00:16:51,719 --> 00:16:53,303
but I'm not sure I've stop my head.

708
00:16:53,303 --> 00:16:55,681
Okay. So 20% are taking it or something.

709
00:16:55,681 --> 00:16:57,141
But but it doesn't.

710
00:16:57,141 --> 00:16:58,350
The conversion helps

711
00:16:58,350 --> 00:16:59,143
because they're looking

712
00:16:59,143 --> 00:16:59,852
at these questions

713
00:16:59,852 --> 00:17:00,728
even if they're not taking

714
00:17:00,728 --> 00:17:01,979
the quiz like can you

715
00:17:01,979 --> 00:17:03,105
is it a progressive quiz?

716
00:17:03,105 --> 00:17:04,148
Or can you see the whole quiz

717
00:17:04,148 --> 00:17:05,566
from the page?

718
00:17:05,566 --> 00:17:06,275
Yeah, progressive.

719
00:17:06,275 --> 00:17:07,317
You have to go. One question of time.

720
00:17:07,317 --> 00:17:07,735
It tells you

721
00:17:07,735 --> 00:17:08,444
there's a breadcrumb

722
00:17:08,444 --> 00:17:09,445
for like how many questions like

723
00:17:09,445 --> 00:17:11,613
it says what you are on out of ten,

724
00:17:11,613 --> 00:17:12,364
which I think is important.

725
00:17:12,364 --> 00:17:13,240
So people don't feel like

726
00:17:13,240 --> 00:17:14,199
they're in a never ending quiz.

727
00:17:14,199 --> 00:17:15,242
But there's a progress bar

728
00:17:15,242 --> 00:17:15,868
and it tells you

729
00:17:15,868 --> 00:17:16,910
how many and can they

730
00:17:16,910 --> 00:17:18,912
can they look at the quiz

731
00:17:18,912 --> 00:17:19,830
before they take it?

732
00:17:19,830 --> 00:17:20,956
Like, can I look at question eight

733
00:17:20,956 --> 00:17:23,125
even if I haven't done question seven?

734
00:17:23,125 --> 00:17:24,877
No, you got to go one by one

735
00:17:24,877 --> 00:17:26,295
at any point.

736
00:17:26,295 --> 00:17:27,004
At any point

737
00:17:27,004 --> 00:17:28,130
it shows up in a different spot

738
00:17:28,130 --> 00:17:28,547
on the quiz.

739
00:17:28,547 --> 00:17:30,132
I'm looking at it right now.

740
00:17:30,132 --> 00:17:30,883
I would love to share it,

741
00:17:30,883 --> 00:17:32,593
but I can't at any point.

742
00:17:32,593 --> 00:17:33,969
You can still click off to go shop

743
00:17:33,969 --> 00:17:34,636
the product though,

744
00:17:34,636 --> 00:17:34,970
like there's

745
00:17:34,970 --> 00:17:36,305
a little bit of a menu at the top

746
00:17:36,305 --> 00:17:36,847
that says like,

747
00:17:36,847 --> 00:17:38,307
go shop this instead, instead of like

748
00:17:38,307 --> 00:17:39,892
continuing to take this.

749
00:17:39,892 --> 00:17:40,768
Interesting. Okay.

750
00:17:40,768 --> 00:17:41,769
So conversion

751
00:17:41,769 --> 00:17:43,020
revenue per visitor doubled.

752
00:17:43,020 --> 00:17:43,353
Love it.

753
00:17:43,353 --> 00:17:44,813
So round four.

754
00:17:44,813 --> 00:17:47,274
You did what? To make this even better.

755
00:17:47,274 --> 00:17:50,110
So we have a question in the quiz

756
00:17:50,110 --> 00:17:52,988
which is like what are you using now.

757
00:17:52,988 --> 00:17:57,326
And so after somebody said I'm using X,

758
00:17:57,367 --> 00:17:58,702
we presented a review

759
00:17:58,702 --> 00:18:00,370
from our actual customer database

760
00:18:00,370 --> 00:18:01,163
where somebody

761
00:18:01,163 --> 00:18:03,165
switched from that product.

762
00:18:03,165 --> 00:18:04,917
Now there's a couple of things

763
00:18:04,917 --> 00:18:06,126
that I'm thinking about a real time

764
00:18:06,126 --> 00:18:07,878
as we're as we're saying this,

765
00:18:07,878 --> 00:18:09,671
but that's in work.

766
00:18:09,671 --> 00:18:11,423
Like it gets to get to the end of it.

767
00:18:11,423 --> 00:18:13,092
It's like you said, hey, you're using

768
00:18:13,092 --> 00:18:14,927
you're using this product.

769
00:18:14,927 --> 00:18:15,719
We said, okay, here's

770
00:18:15,719 --> 00:18:17,721
somebody who who loved

771
00:18:17,721 --> 00:18:20,641
who switched and used this instead.

772
00:18:20,641 --> 00:18:21,892
And so yeah, it

773
00:18:21,892 --> 00:18:24,144
it actually made it worse by about 8%.

774
00:18:24,144 --> 00:18:24,812
So he turned that off.

775
00:18:24,812 --> 00:18:26,438
So I don't know if that added

776
00:18:26,438 --> 00:18:27,356
too many steps in the quiz.

777
00:18:27,356 --> 00:18:28,982
Like did it add friction.

778
00:18:28,982 --> 00:18:29,942
The other thing that I know

779
00:18:29,942 --> 00:18:30,901
now that I'm thinking about is

780
00:18:30,901 --> 00:18:31,693
was it too early?

781
00:18:31,693 --> 00:18:32,736
Like we asked that question

782
00:18:32,736 --> 00:18:33,695
very early on.

783
00:18:33,695 --> 00:18:35,531
It's like, what are you using now?

784
00:18:35,531 --> 00:18:38,117
And so is it too early to say, oh yeah.

785
00:18:38,117 --> 00:18:39,284
Like you should totally switch

786
00:18:39,284 --> 00:18:40,202
like this person. Love that.

787
00:18:40,202 --> 00:18:40,661
You should switch.

788
00:18:40,661 --> 00:18:41,036
It's like, well,

789
00:18:41,036 --> 00:18:41,745
they don't even understand

790
00:18:41,745 --> 00:18:43,038
what their problem is at this point.

791
00:18:43,038 --> 00:18:44,665
So would it be better to maybe

792
00:18:44,665 --> 00:18:46,959
move the brand towards the back end

793
00:18:46,959 --> 00:18:48,710
and then present that review

794
00:18:48,710 --> 00:18:49,920
once they're a little bit more convinced

795
00:18:49,920 --> 00:18:50,879
that they need a solution?

796
00:18:50,879 --> 00:18:52,464
Maybe, maybe that's a

797
00:18:52,464 --> 00:18:53,674
that's a V6 of this test

798
00:18:53,674 --> 00:18:54,424
that I need to go run.

799
00:18:54,424 --> 00:18:57,886
But yeah, TLDR it went backwards.

800
00:18:58,846 --> 00:18:59,263
Okay.

801
00:18:59,263 --> 00:19:01,098
Well hey, so these are some good ideas.

802
00:19:01,098 --> 00:19:01,682
So this works.

803
00:19:01,682 --> 00:19:02,516
So what do you think

804
00:19:02,516 --> 00:19:04,726
are other things that you'll you'll test

805
00:19:04,726 --> 00:19:06,019
next as it relates to this.

806
00:19:06,019 --> 00:19:06,728
Like I mean

807
00:19:06,728 --> 00:19:08,021
what are the things that, you know,

808
00:19:08,021 --> 00:19:09,231
I mean switching the image

809
00:19:09,231 --> 00:19:11,358
change it significantly. Like.

810
00:19:11,358 --> 00:19:13,110
Yeah I mean

811
00:19:13,110 --> 00:19:14,778
are you building this thing for mobile

812
00:19:14,778 --> 00:19:15,946
like is it does it look great?

813
00:19:15,946 --> 00:19:16,864
It looks great on mobile

814
00:19:16,864 --> 00:19:18,031
I assume like

815
00:19:18,031 --> 00:19:18,991
it looks terrible on desktop.

816
00:19:18,991 --> 00:19:21,243
It looks great on mobile though. Yeah.

817
00:19:21,243 --> 00:19:22,870
Well that makes sense. Yeah.

818
00:19:22,870 --> 00:19:24,288
So you're building it

819
00:19:24,288 --> 00:19:27,332
for mobile specifically load time.

820
00:19:27,374 --> 00:19:29,793
Let's see. What other things

821
00:19:29,793 --> 00:19:31,336
are you going to test, do you think?

822
00:19:31,336 --> 00:19:32,588
Yeah, I think we could make it

823
00:19:32,588 --> 00:19:34,298
a little bit more visual throughout.

824
00:19:34,298 --> 00:19:36,133
Like there's no

825
00:19:36,133 --> 00:19:37,259
there's our steps

826
00:19:37,259 --> 00:19:39,136
along the way that aren't questions

827
00:19:39,136 --> 00:19:41,138
that like pause and like tell you

828
00:19:41,138 --> 00:19:42,181
like here's here's

829
00:19:42,181 --> 00:19:43,056
it gives you a response

830
00:19:43,056 --> 00:19:43,891
based on what you said

831
00:19:43,891 --> 00:19:45,058
so far that helps you.

832
00:19:45,058 --> 00:19:46,977
Like we understand you.

833
00:19:46,977 --> 00:19:48,437
We know what you're going through.

834
00:19:48,437 --> 00:19:49,396
So like it's not asking

835
00:19:49,396 --> 00:19:50,230
for you to ask a question.

836
00:19:50,230 --> 00:19:51,398
But I think on those pages

837
00:19:51,398 --> 00:19:52,566
we could probably do a little bit

838
00:19:52,566 --> 00:19:55,527
more of making it visual to help,

839
00:19:55,527 --> 00:19:56,486
maybe on the question page,

840
00:19:56,486 --> 00:19:58,113
but also on those like in between pages,

841
00:19:58,113 --> 00:20:01,241
just like add a little bit more of a

842
00:20:01,742 --> 00:20:02,492
quick understanding,

843
00:20:02,492 --> 00:20:03,327
like there's a lot of

844
00:20:03,327 --> 00:20:04,328
I mean, it's not a lot of text,

845
00:20:04,328 --> 00:20:06,205
it's a quiz with very short answers.

846
00:20:06,205 --> 00:20:07,414
But, you know,

847
00:20:07,414 --> 00:20:08,832
people get distracted very easily.

848
00:20:08,832 --> 00:20:09,166
So like,

849
00:20:09,166 --> 00:20:10,125
can we add some more visuals

850
00:20:10,125 --> 00:20:12,085
throughout this that make it

851
00:20:12,085 --> 00:20:13,128
make it work better?

852
00:20:13,128 --> 00:20:14,463
The other thing that I, that I like

853
00:20:14,463 --> 00:20:16,340
is just like making the quiz

854
00:20:16,340 --> 00:20:17,883
maybe a little bit more

855
00:20:18,926 --> 00:20:20,010
persona specific.

856
00:20:20,010 --> 00:20:20,344
Like now

857
00:20:20,344 --> 00:20:22,054
that we know what people care about,

858
00:20:22,054 --> 00:20:23,138
can we make

859
00:20:23,138 --> 00:20:26,391
the quiz entirely about one USP or do

860
00:20:26,391 --> 00:20:27,976
we need to coach people through like here

861
00:20:27,976 --> 00:20:29,686
are all the things that you care about.

862
00:20:29,686 --> 00:20:31,021
So I said three earlier.

863
00:20:31,021 --> 00:20:32,648
Like should the quiz just be about one?

864
00:20:32,648 --> 00:20:34,191
Should it be about all three?

865
00:20:34,191 --> 00:20:35,275
That's the nice thing about quizzes

866
00:20:35,275 --> 00:20:35,567
is it's

867
00:20:35,567 --> 00:20:36,526
like it's progressive

868
00:20:36,526 --> 00:20:38,654
and personalized to the person

869
00:20:38,654 --> 00:20:39,446
that's taking it.

870
00:20:39,446 --> 00:20:41,281
So you kind of have the flexibility to

871
00:20:41,281 --> 00:20:43,533
to just like jam all your USPS into it.

872
00:20:43,533 --> 00:20:45,160
And it's still build your own,

873
00:20:45,160 --> 00:20:46,828
build your own adventure

874
00:20:46,828 --> 00:20:48,789
like goosebumps back in the day.

875
00:20:48,789 --> 00:20:50,999
But yeah, I'd be curious

876
00:20:50,999 --> 00:20:51,875
like what other people are doing.

877
00:20:51,875 --> 00:20:53,126
So if you're if you're if you're a

878
00:20:53,126 --> 00:20:54,336
if you're a quiz guru,

879
00:20:54,336 --> 00:20:55,963
please tell me what you've done that

880
00:20:55,963 --> 00:20:56,588
change your quiz

881
00:20:56,588 --> 00:20:57,798
because of quiz funnels

882
00:20:57,798 --> 00:21:00,634
have been super fun to dig into recently.

883
00:21:00,634 --> 00:21:02,594
Yeah. Cool. Okay. That's great.

884
00:21:02,594 --> 00:21:06,431
Okay, so now you have another

885
00:21:06,640 --> 00:21:08,433
testing stuff that you ran through,

886
00:21:08,433 --> 00:21:10,560
which is the trust bucket

887
00:21:11,770 --> 00:21:13,981
is what you're calling this for.

888
00:21:13,981 --> 00:21:14,690
Tests.

889
00:21:14,690 --> 00:21:17,734
One lesson more trust signals

890
00:21:17,776 --> 00:21:19,861
did not mean more conversion.

891
00:21:19,861 --> 00:21:21,530
Tell us about friends, quick break.

892
00:21:21,530 --> 00:21:22,614
This episode is brought to you

893
00:21:22,614 --> 00:21:23,532
by North Beam,

894
00:21:23,532 --> 00:21:25,200
the marketing attribution platform

895
00:21:25,200 --> 00:21:26,159
that we love over here

896
00:21:26,159 --> 00:21:27,369
at Scalability School.

897
00:21:27,369 --> 00:21:28,245
If you're a marketer,

898
00:21:28,245 --> 00:21:29,538
I mean, you probably agree, right?

899
00:21:29,538 --> 00:21:31,248
Incremental testing is broken.

900
00:21:31,248 --> 00:21:32,040
They were.

901
00:21:32,040 --> 00:21:32,541
These tests

902
00:21:32,541 --> 00:21:34,167
require tons of labor

903
00:21:34,167 --> 00:21:36,461
spreadsheets to reference,

904
00:21:36,461 --> 00:21:38,422
and the designing of the test

905
00:21:38,422 --> 00:21:39,631
is slow and error prone.

906
00:21:39,631 --> 00:21:40,674
How are you supposed to know

907
00:21:40,674 --> 00:21:42,134
what to test in the first place?

908
00:21:42,134 --> 00:21:42,342
Right.

909
00:21:42,342 --> 00:21:43,510
There's a million factors

910
00:21:43,510 --> 00:21:44,845
that can make incremental

911
00:21:44,845 --> 00:21:45,846
testing difficult.

912
00:21:45,846 --> 00:21:47,431
But the good news is North

913
00:21:47,431 --> 00:21:48,890
Beam has completely changed the game,

914
00:21:48,890 --> 00:21:49,975
and they fix this.

915
00:21:49,975 --> 00:21:51,101
Only North Beam

916
00:21:51,101 --> 00:21:52,311
incrementally automates

917
00:21:52,311 --> 00:21:53,645
your incremental test

918
00:21:53,645 --> 00:21:54,980
design and monitoring,

919
00:21:54,980 --> 00:21:55,897
while protecting you

920
00:21:55,897 --> 00:21:56,982
from the major mistakes

921
00:21:56,982 --> 00:21:59,359
that plague incremental testing.

922
00:21:59,359 --> 00:22:00,861
North beam builds tests

923
00:22:00,861 --> 00:22:02,738
using your own MTA data,

924
00:22:02,738 --> 00:22:03,864
launches them directly

925
00:22:03,864 --> 00:22:04,823
in ad platforms,

926
00:22:04,823 --> 00:22:05,699
and automatically

927
00:22:05,699 --> 00:22:07,242
monitors them throughout.

928
00:22:07,242 --> 00:22:09,077
If something threatens validity,

929
00:22:09,077 --> 00:22:10,078
you're alerted before

930
00:22:10,078 --> 00:22:11,371
it ruins the result.

931
00:22:11,371 --> 00:22:12,289
With North Beam,

932
00:22:12,289 --> 00:22:14,291
you can launch tests in platform

933
00:22:14,291 --> 00:22:15,542
with a single click,

934
00:22:15,542 --> 00:22:17,044
saving you tons of time

935
00:22:17,044 --> 00:22:19,046
and reducing any chance for errors.

936
00:22:19,046 --> 00:22:20,380
And when the

937
00:22:20,380 --> 00:22:22,007
test concludes, your results

938
00:22:22,007 --> 00:22:24,009
flow straight into your MTA,

939
00:22:24,009 --> 00:22:25,093
meaning you can easily

940
00:22:25,093 --> 00:22:25,802
see results

941
00:22:25,802 --> 00:22:27,512
alongside the rest of your data.

942
00:22:27,512 --> 00:22:29,181
Incrementally. Was broken.

943
00:22:29,181 --> 00:22:30,390
North beam fixed

944
00:22:30,390 --> 00:22:32,142
So trust is

945
00:22:32,142 --> 00:22:32,684
maybe not like

946
00:22:32,684 --> 00:22:33,643
the best way to phrase this.

947
00:22:33,643 --> 00:22:35,145
But that's like kind of the summation

948
00:22:35,145 --> 00:22:36,104
that I can think of with this.

949
00:22:36,104 --> 00:22:38,607
But trust guarantees

950
00:22:38,607 --> 00:22:39,566
like those kinds of things.

951
00:22:39,566 --> 00:22:40,692
So they all kind of fall

952
00:22:40,692 --> 00:22:41,777
found into this,

953
00:22:41,777 --> 00:22:43,111
fell into the same bucket,

954
00:22:43,111 --> 00:22:45,030
which was like a product page test.

955
00:22:45,030 --> 00:22:47,240
So this is all on a specific PDP.

956
00:22:47,240 --> 00:22:51,745
So test number one, we the product

957
00:22:51,745 --> 00:22:54,748
that I'm thinking of has a warranty

958
00:22:54,790 --> 00:22:55,165
that is

959
00:22:55,165 --> 00:22:55,957
like industry

960
00:22:55,957 --> 00:22:57,417
leading, like it is substantially better

961
00:22:57,417 --> 00:22:59,002
than anything else that you can get.

962
00:22:59,002 --> 00:23:00,879
It is like it's an expensive product.

963
00:23:00,879 --> 00:23:03,340
It means it means a lot to the customer.

964
00:23:03,340 --> 00:23:04,383
Or our perception was that

965
00:23:04,383 --> 00:23:05,509
it means a lot to the customer.

966
00:23:05,509 --> 00:23:07,052
So it shows up on the product page.

967
00:23:07,052 --> 00:23:10,138
But it didn't show up on mobile

968
00:23:10,180 --> 00:23:13,225
until after the price, after the ad cart.

969
00:23:13,225 --> 00:23:13,683
And like

970
00:23:13,683 --> 00:23:15,185
somebody may have already made a decision

971
00:23:15,185 --> 00:23:15,977
that like,

972
00:23:15,977 --> 00:23:18,230
I don't know how I'm feeling about this.

973
00:23:18,230 --> 00:23:19,106
So it was a

974
00:23:19,106 --> 00:23:20,315
it was a bit of a progressive test

975
00:23:20,315 --> 00:23:21,733
where we had three sells.

976
00:23:21,733 --> 00:23:24,736
So first was no changes.

977
00:23:25,028 --> 00:23:26,905
Second actually have been four cells,

978
00:23:26,905 --> 00:23:28,532
but I think only three were interesting.

979
00:23:28,532 --> 00:23:29,991
So normal product page.

980
00:23:29,991 --> 00:23:32,494
The second one was under the price.

981
00:23:32,494 --> 00:23:33,036
It's said

982
00:23:33,036 --> 00:23:33,745
free shipping

983
00:23:33,745 --> 00:23:37,124
and we added plus x year warranty.

984
00:23:37,165 --> 00:23:38,375
We added the warranty information

985
00:23:38,375 --> 00:23:39,793
right there to make it super visible.

986
00:23:39,793 --> 00:23:42,087
That was the one. And step two.

987
00:23:43,130 --> 00:23:43,839
Step two.

988
00:23:43,839 --> 00:23:45,507
We just like bolded it

989
00:23:45,507 --> 00:23:46,049
like to make it

990
00:23:46,049 --> 00:23:46,633
way more obvious

991
00:23:46,633 --> 00:23:47,592
because it's kind of like faint,

992
00:23:47,592 --> 00:23:48,051
like you couldn't

993
00:23:48,051 --> 00:23:49,678
actually see it very well. Okay.

994
00:23:49,678 --> 00:23:50,470
And so just like wasn't

995
00:23:50,470 --> 00:23:51,304
super obvious that existed

996
00:23:51,304 --> 00:23:52,139
since we just tried to

997
00:23:52,139 --> 00:23:53,890
put it in people's face like, hey,

998
00:23:53,890 --> 00:23:54,474
free shipping.

999
00:23:54,474 --> 00:23:55,725
Plus we have an industry

1000
00:23:55,725 --> 00:23:56,601
leading warranty.

1001
00:23:56,601 --> 00:23:57,978
They used to be really pumped about

1002
00:23:57,978 --> 00:23:59,604
and it's on a product page.

1003
00:23:59,604 --> 00:24:02,232
And

1004
00:24:02,232 --> 00:24:04,234
adding that warranty information up

1005
00:24:04,234 --> 00:24:05,485
actually dropped

1006
00:24:05,485 --> 00:24:06,236
conversion rate

1007
00:24:06,236 --> 00:24:09,990
by 7.5% compared to the other variant.

1008
00:24:10,198 --> 00:24:10,532
I.

1009
00:24:10,532 --> 00:24:12,909
Honestly, I have zero hypothesis for why.

1010
00:24:12,909 --> 00:24:14,494
Like I don't get it.

1011
00:24:14,494 --> 00:24:15,120
It doesn't feel like

1012
00:24:15,120 --> 00:24:16,997
it was too early to say it.

1013
00:24:16,997 --> 00:24:17,914
So I you know,

1014
00:24:17,914 --> 00:24:18,874
people are on a product page.

1015
00:24:18,874 --> 00:24:19,374
They're trying to make

1016
00:24:19,374 --> 00:24:20,083
a purchase decision.

1017
00:24:20,083 --> 00:24:21,168
You would think they'd want

1018
00:24:21,168 --> 00:24:23,086
more affirmation of the fact.

1019
00:24:23,086 --> 00:24:25,338
But, you know, maybe at the same time

1020
00:24:25,338 --> 00:24:26,006
they're they're

1021
00:24:26,006 --> 00:24:26,756
they're saying like, hey,

1022
00:24:26,756 --> 00:24:27,716
this is an expensive product.

1023
00:24:27,716 --> 00:24:27,841
Like,

1024
00:24:27,841 --> 00:24:29,676
I just expect that you're going to deal

1025
00:24:29,676 --> 00:24:30,552
with my problems

1026
00:24:30,552 --> 00:24:31,970
if I have them, no matter what

1027
00:24:31,970 --> 00:24:33,847
the warranty is or isn't.

1028
00:24:33,847 --> 00:24:35,640
Or maybe the warranty wasn't explained

1029
00:24:35,640 --> 00:24:36,725
very clearly there.

1030
00:24:36,725 --> 00:24:37,893
Maybe we could add like an info

1031
00:24:37,893 --> 00:24:39,769
icon that kind of explained it all,

1032
00:24:39,769 --> 00:24:40,312
I don't know.

1033
00:24:40,312 --> 00:24:41,646
But yeah, I dropped

1034
00:24:41,646 --> 00:24:44,232
it, dropped it by 7.5%. Yeah.

1035
00:24:44,232 --> 00:24:45,066
I mean it's interesting

1036
00:24:45,066 --> 00:24:47,319
like like you know,

1037
00:24:47,319 --> 00:24:49,154
so I think warranty is

1038
00:24:49,154 --> 00:24:50,405
and I was talking to another member

1039
00:24:50,405 --> 00:24:51,615
about this recently

1040
00:24:51,615 --> 00:24:54,242
because they had been experimenting

1041
00:24:54,242 --> 00:24:54,993
with a warranty

1042
00:24:54,993 --> 00:24:55,535
with their product

1043
00:24:55,535 --> 00:24:56,578
and the messaging around that.

1044
00:24:56,578 --> 00:24:58,580
And basically my thought was,

1045
00:24:58,580 --> 00:24:59,331
you know, warranty

1046
00:24:59,331 --> 00:25:00,874
sometimes has been diluted

1047
00:25:00,874 --> 00:25:02,334
by a lot of brands in terms of

1048
00:25:02,334 --> 00:25:03,793
like what a warranty actually means.

1049
00:25:03,793 --> 00:25:05,337
And it means that you have to follow up.

1050
00:25:05,337 --> 00:25:07,380
It means that you have to, you know,

1051
00:25:07,380 --> 00:25:08,215
do this.

1052
00:25:08,215 --> 00:25:08,423
You know,

1053
00:25:08,423 --> 00:25:09,966
you have to send in the issue

1054
00:25:09,966 --> 00:25:10,926
to an address.

1055
00:25:10,926 --> 00:25:12,427
And, you know, sometimes it means more.

1056
00:25:12,427 --> 00:25:13,845
So it also can signal

1057
00:25:13,845 --> 00:25:14,554
maybe it's like

1058
00:25:14,554 --> 00:25:16,932
has a little bit of a negative signal.

1059
00:25:16,932 --> 00:25:19,226
So it might might be kind of interesting.

1060
00:25:19,226 --> 00:25:19,893
Like

1061
00:25:21,561 --> 00:25:22,979
this particular brand had

1062
00:25:22,979 --> 00:25:24,606
had done a lot with the word protect.

1063
00:25:24,606 --> 00:25:26,816
So basically protect

1064
00:25:26,816 --> 00:25:28,944
my purchase was what they, they did.

1065
00:25:28,944 --> 00:25:30,570
And it was like

1066
00:25:30,570 --> 00:25:31,071
it was

1067
00:25:31,071 --> 00:25:32,364
it was essentially a warranty,

1068
00:25:32,364 --> 00:25:35,200
but it was a protection plan.

1069
00:25:35,200 --> 00:25:37,702
And that's language that they added

1070
00:25:37,702 --> 00:25:39,579
because they saw that

1071
00:25:39,579 --> 00:25:41,248
Delta Airlines was using that

1072
00:25:41,248 --> 00:25:42,457
in trying to sell insurance

1073
00:25:42,457 --> 00:25:43,708
when they purchased a ticket.

1074
00:25:43,708 --> 00:25:47,379
And so protect kind of interesting word.

1075
00:25:47,379 --> 00:25:48,129
And so I think it's

1076
00:25:48,129 --> 00:25:49,172
maybe not the warranty.

1077
00:25:49,172 --> 00:25:50,507
The warranty makes sense.

1078
00:25:50,507 --> 00:25:53,134
But it's also just renaming it.

1079
00:25:53,134 --> 00:25:53,969
And like yeah,

1080
00:25:53,969 --> 00:25:54,344
calling it

1081
00:25:54,344 --> 00:25:55,762
the protect purchase might be something

1082
00:25:55,762 --> 00:25:57,389
to give a shot to do.

1083
00:25:57,389 --> 00:25:59,140
They do they charge for that.

1084
00:25:59,140 --> 00:26:01,184
They did not charge.

1085
00:26:01,184 --> 00:26:03,311
It's basically it says included.

1086
00:26:03,311 --> 00:26:04,479
So it makes it sound.

1087
00:26:04,479 --> 00:26:05,063
So it's like

1088
00:26:05,063 --> 00:26:06,940
yeah like Delta

1089
00:26:06,940 --> 00:26:07,732
of course charges

1090
00:26:07,732 --> 00:26:09,192
like Allianz charges for this.

1091
00:26:09,192 --> 00:26:10,986
But basically they know there's this like

1092
00:26:10,986 --> 00:26:12,737
oh you get free product protection.

1093
00:26:12,737 --> 00:26:16,491
Basically that's and you know

1094
00:26:17,242 --> 00:26:18,034
so you can

1095
00:26:18,034 --> 00:26:18,952
I mean there's a lot of things

1096
00:26:18,952 --> 00:26:20,537
you could play with in that was my point.

1097
00:26:20,537 --> 00:26:22,247
Like protections. Good.

1098
00:26:22,247 --> 00:26:22,831
That was kind of

1099
00:26:22,831 --> 00:26:23,832
a suggestion that I had made.

1100
00:26:23,832 --> 00:26:25,208
And then

1101
00:26:25,208 --> 00:26:28,295
we talked about other phrasing of

1102
00:26:29,337 --> 00:26:30,171
functionality.

1103
00:26:30,171 --> 00:26:33,174
Functionality guarantee

1104
00:26:33,508 --> 00:26:35,343
never stops working promise.

1105
00:26:35,343 --> 00:26:36,595
Like, you know, so

1106
00:26:36,595 --> 00:26:37,429
we were like playing

1107
00:26:37,429 --> 00:26:40,432
with this kind of stuff of like like a

1108
00:26:40,432 --> 00:26:43,435
no, no worry guarantee,

1109
00:26:44,436 --> 00:26:46,396
you know, zero

1110
00:26:46,396 --> 00:26:49,024
zero issue or like,

1111
00:26:49,024 --> 00:26:50,442
oh, what was the thing that we know?

1112
00:26:50,442 --> 00:26:51,401
Was that something like that?

1113
00:26:51,401 --> 00:26:52,485
Yeah. No questions asked.

1114
00:26:52,485 --> 00:26:53,069
Like it was

1115
00:26:53,069 --> 00:26:54,696
we basically were playing around

1116
00:26:54,696 --> 00:26:55,697
with these types of language

1117
00:26:55,697 --> 00:26:57,115
and protect was the one I want.

1118
00:26:57,115 --> 00:26:58,700
So that's crazy.

1119
00:26:58,700 --> 00:26:59,618
It's like it's insane

1120
00:26:59,618 --> 00:26:59,993
how much

1121
00:26:59,993 --> 00:27:02,037
like small wording

1122
00:27:02,037 --> 00:27:02,871
changes can make such

1123
00:27:02,871 --> 00:27:03,705
a meaningful difference,

1124
00:27:03,705 --> 00:27:05,332
like protection plan.

1125
00:27:05,332 --> 00:27:07,292
I'm going to go test that right now

1126
00:27:07,292 --> 00:27:08,126
because it's like,

1127
00:27:08,126 --> 00:27:08,418
yeah,

1128
00:27:08,418 --> 00:27:09,461
it's like I wonder

1129
00:27:09,461 --> 00:27:10,629
how many of those things are out,

1130
00:27:10,629 --> 00:27:12,172
like different pages or ads

1131
00:27:12,172 --> 00:27:13,381
you just like don't think about, but

1132
00:27:13,381 --> 00:27:15,925
like inverting it slightly

1133
00:27:15,925 --> 00:27:16,843
makes a huge difference.

1134
00:27:16,843 --> 00:27:18,637
That's cool, I like that.

1135
00:27:18,637 --> 00:27:19,888
Cool. Yeah. I'm glad. Yeah.

1136
00:27:19,888 --> 00:27:21,681
I mean, it's interesting little changes.

1137
00:27:21,681 --> 00:27:22,682
I mean, everybody's got

1138
00:27:22,682 --> 00:27:24,309
looking at these landing pages

1139
00:27:24,309 --> 00:27:25,935
that we're building so quickly. Right.

1140
00:27:25,935 --> 00:27:26,770
Like anyway.

1141
00:27:26,770 --> 00:27:28,563
So it's like the little words like

1142
00:27:28,563 --> 00:27:30,732
actually make quite a bit of difference.

1143
00:27:30,732 --> 00:27:31,900
So review counts.

1144
00:27:31,900 --> 00:27:32,442
Let's talk about

1145
00:27:32,442 --> 00:27:34,235
that was another test that you ran.

1146
00:27:34,235 --> 00:27:34,444
Yeah.

1147
00:27:34,444 --> 00:27:36,529
This is this this also these next

1148
00:27:36,529 --> 00:27:37,906
two copies me off

1149
00:27:37,906 --> 00:27:38,740
because it's just like it's

1150
00:27:38,740 --> 00:27:39,991
things that you feel like

1151
00:27:39,991 --> 00:27:40,909
this is a no brainer.

1152
00:27:40,909 --> 00:27:41,701
Like it just makes sense.

1153
00:27:41,701 --> 00:27:43,328
Like this should just win.

1154
00:27:43,328 --> 00:27:45,914
And so both both losers in this case.

1155
00:27:45,914 --> 00:27:47,123
And so

1156
00:27:47,123 --> 00:27:49,918
we noticed that the review count

1157
00:27:49,918 --> 00:27:51,294
on the home page

1158
00:27:51,294 --> 00:27:54,839
for a particular brand was like like

1159
00:27:54,964 --> 00:27:57,842
the review count was in the thousands,

1160
00:27:57,842 --> 00:28:00,387
but the review rating was like

1161
00:28:00,387 --> 00:28:01,137
pretty low.

1162
00:28:01,137 --> 00:28:02,889
Like it was it was close to four.

1163
00:28:02,889 --> 00:28:03,682
Like it wasn't close to five.

1164
00:28:03,682 --> 00:28:05,392
It was closer to four than it was five.

1165
00:28:05,392 --> 00:28:06,059
But they had a

1166
00:28:06,059 --> 00:28:08,269
they had, you know, tons of reviews.

1167
00:28:08,269 --> 00:28:12,148
And that was prior to like some product

1168
00:28:12,148 --> 00:28:13,400
and branding changes

1169
00:28:13,400 --> 00:28:14,275
where they were pulling in

1170
00:28:14,275 --> 00:28:15,193
everything like it was.

1171
00:28:15,193 --> 00:28:17,362
It was all of the products all time,

1172
00:28:17,362 --> 00:28:18,029
including products

1173
00:28:18,029 --> 00:28:18,988
they didn't even sell anymore.

1174
00:28:18,988 --> 00:28:20,073
But if you remove the products

1175
00:28:20,073 --> 00:28:20,615
that had issues

1176
00:28:20,615 --> 00:28:22,158
and they don't sell anymore,

1177
00:28:22,158 --> 00:28:23,326
and you go to the actual reviews

1178
00:28:23,326 --> 00:28:23,827
of the product,

1179
00:28:23,827 --> 00:28:26,204
it was like way closer to five,

1180
00:28:26,204 --> 00:28:26,788
like a,

1181
00:28:26,788 --> 00:28:29,874
like a 0.4 jump in the overall rating.

1182
00:28:29,999 --> 00:28:30,875
But they had less reviews

1183
00:28:30,875 --> 00:28:33,878
so went from mid mid

1184
00:28:33,920 --> 00:28:36,589
to a couple a couple thousand.

1185
00:28:36,589 --> 00:28:37,799
Like a meaningful meaningful drop.

1186
00:28:37,799 --> 00:28:38,675
Like probably like

1187
00:28:38,675 --> 00:28:39,759
more than a 50% drop

1188
00:28:39,759 --> 00:28:41,803
in the quantity of reviews.

1189
00:28:41,803 --> 00:28:42,345
But there's like

1190
00:28:42,345 --> 00:28:43,972
a substantially higher rating

1191
00:28:43,972 --> 00:28:46,391
and the quantity of reviews

1192
00:28:46,391 --> 00:28:47,892
at this lower star rating.

1193
00:28:48,852 --> 00:28:52,480
One well, I guess let me invert that.

1194
00:28:52,522 --> 00:28:53,815
The

1195
00:28:53,815 --> 00:28:57,527
the higher rating, less reviews had 16%

1196
00:28:57,527 --> 00:29:00,530
less revenue per session by doing that.

1197
00:29:01,614 --> 00:29:02,699
So yeah,

1198
00:29:02,699 --> 00:29:03,825
I'm sure there's been a lot of like

1199
00:29:03,825 --> 00:29:05,201
testing to to be done on this.

1200
00:29:05,201 --> 00:29:05,952
Like if you go to

1201
00:29:05,952 --> 00:29:06,536
if you go to Google

1202
00:29:06,536 --> 00:29:07,662
my business, you're not going to.

1203
00:29:07,662 --> 00:29:08,246
You're not going to

1204
00:29:08,246 --> 00:29:10,248
you're not going to call the guy who has

1205
00:29:10,248 --> 00:29:11,958
you need your toilet fix immediately.

1206
00:29:11,958 --> 00:29:13,084
You're not calling the guy who has one

1207
00:29:13,084 --> 00:29:13,752
five star review.

1208
00:29:13,752 --> 00:29:15,670
You're calling the person that has 4.4,

1209
00:29:15,670 --> 00:29:18,131
but they've got 7000 reviews.

1210
00:29:18,131 --> 00:29:19,799
Yes, but it just felt like a big

1211
00:29:19,799 --> 00:29:21,259
it felt like a big difference to me.

1212
00:29:21,259 --> 00:29:22,510
Like it was it was meaningful.

1213
00:29:22,510 --> 00:29:23,261
Like it was,

1214
00:29:23,261 --> 00:29:24,095
if I remember correctly,

1215
00:29:24,095 --> 00:29:27,474
it was like a 4.1 versus a 4.6.

1216
00:29:27,474 --> 00:29:28,141
Like, is it.

1217
00:29:28,141 --> 00:29:29,267
That's pretty big, right?

1218
00:29:29,267 --> 00:29:31,227
That's a pretty big jump.

1219
00:29:31,227 --> 00:29:33,021
So totally it's a huge jump.

1220
00:29:33,021 --> 00:29:34,564
But it's validated that it's you know,

1221
00:29:34,564 --> 00:29:36,024
I think people are skeptical

1222
00:29:36,024 --> 00:29:37,484
when it's perfect ratings. Right.

1223
00:29:37,484 --> 00:29:38,943
Like it just doesn't not real.

1224
00:29:38,943 --> 00:29:40,445
And so people are like

1225
00:29:40,445 --> 00:29:41,446
it's going to be better

1226
00:29:41,446 --> 00:29:42,989
if it's like a real number

1227
00:29:42,989 --> 00:29:44,699
of if it's like over a four, it's like,

1228
00:29:44,699 --> 00:29:45,200
yeah, you know,

1229
00:29:45,200 --> 00:29:46,159
like if you're

1230
00:29:46,159 --> 00:29:46,868
you were also used

1231
00:29:46,868 --> 00:29:49,078
to looking at five star ratings now

1232
00:29:49,078 --> 00:29:50,538
across so much of what we do. Right.

1233
00:29:50,538 --> 00:29:53,124
Like if you look at a restaurant

1234
00:29:53,124 --> 00:29:55,376
and it has a 401 rating, you're like,

1235
00:29:55,376 --> 00:29:56,336
I don't know, you know,

1236
00:29:56,336 --> 00:29:57,378
but like I'll give it a shot.

1237
00:29:57,378 --> 00:29:58,838
I mean, if it's kind of your choice,

1238
00:29:58,838 --> 00:30:00,632
but if you do enough in the landing page

1239
00:30:00,632 --> 00:30:02,634
to convince like that, you know,

1240
00:30:02,634 --> 00:30:04,636
that's pretty powerful. So,

1241
00:30:05,762 --> 00:30:06,346
you know,

1242
00:30:06,346 --> 00:30:06,596
yeah,

1243
00:30:06,596 --> 00:30:07,680
there's there's a lot of nuance

1244
00:30:07,680 --> 00:30:10,391
there, of course, but yeah, it's

1245
00:30:10,391 --> 00:30:12,101
I think I think it has

1246
00:30:12,101 --> 00:30:13,686
the number has a lot of

1247
00:30:13,686 --> 00:30:15,855
and making it as real as you can

1248
00:30:15,855 --> 00:30:17,816
is actually quite powerful.

1249
00:30:17,816 --> 00:30:17,899
Yeah.

1250
00:30:17,899 --> 00:30:19,818
So

1251
00:30:19,818 --> 00:30:22,362
that's you widget is an extra.

1252
00:30:22,362 --> 00:30:23,279
So it's very interesting

1253
00:30:23,279 --> 00:30:23,738
you say that

1254
00:30:23,738 --> 00:30:25,698
because the real nice is like

1255
00:30:25,698 --> 00:30:27,242
okay so I was looking at this next one.

1256
00:30:27,242 --> 00:30:30,245
And on the product page there is,

1257
00:30:30,411 --> 00:30:31,246
there's a section

1258
00:30:31,246 --> 00:30:33,289
that's the review widget.

1259
00:30:33,289 --> 00:30:35,416
And we had an AI summary version.

1260
00:30:35,416 --> 00:30:36,042
There was no

1261
00:30:36,042 --> 00:30:37,919
you couldn't see a single actual review.

1262
00:30:37,919 --> 00:30:40,880
It said here's the reviews you could see.

1263
00:30:40,880 --> 00:30:42,215
You could see the total review

1264
00:30:42,215 --> 00:30:42,882
rating overall,

1265
00:30:42,882 --> 00:30:44,050
the quantity of the reviews.

1266
00:30:44,050 --> 00:30:44,843
And you could see

1267
00:30:44,843 --> 00:30:45,927
the individual star rating.

1268
00:30:45,927 --> 00:30:47,053
So it's like how many five stars,

1269
00:30:47,053 --> 00:30:48,054
how many four stars, whatever.

1270
00:30:48,054 --> 00:30:51,057
And then like a 2 to $0.03 AI summary

1271
00:30:51,057 --> 00:30:52,183
like very very short

1272
00:30:52,183 --> 00:30:52,725
with like here's

1273
00:30:52,725 --> 00:30:54,894
what here's what people generally say.

1274
00:30:54,894 --> 00:30:57,272
And I looked at this and I'm like,

1275
00:30:57,272 --> 00:30:58,273
I just want to see like

1276
00:30:58,273 --> 00:30:59,107
I want to see pictures.

1277
00:30:59,107 --> 00:30:59,858
I want to see what people

1278
00:30:59,858 --> 00:31:00,608
are complaining about.

1279
00:31:00,608 --> 00:31:01,818
I want to see what people like, like

1280
00:31:01,818 --> 00:31:02,902
I want to see the reviews

1281
00:31:02,902 --> 00:31:04,654
and read them for myself

1282
00:31:04,654 --> 00:31:05,822
because I want to make a decision

1283
00:31:05,822 --> 00:31:08,408
based on that information. And so

1284
00:31:09,367 --> 00:31:12,245
we swapped in a full review

1285
00:31:12,245 --> 00:31:13,329
where, you know, like it was

1286
00:31:13,329 --> 00:31:14,247
it showed a summary of it,

1287
00:31:14,247 --> 00:31:16,249
it was reviews.

1288
00:31:16,249 --> 00:31:16,916
So it's like a

1289
00:31:16,916 --> 00:31:17,625
it's a summary of it

1290
00:31:17,625 --> 00:31:19,752
and you can expand it and see more.

1291
00:31:19,752 --> 00:31:23,089
And that was horrible.

1292
00:31:23,631 --> 00:31:24,090
It was a

1293
00:31:24,090 --> 00:31:24,924
it was a 10%

1294
00:31:24,924 --> 00:31:26,885
drop in profit per session

1295
00:31:26,885 --> 00:31:28,678
from going from

1296
00:31:28,678 --> 00:31:29,387
AI summary

1297
00:31:29,387 --> 00:31:30,388
only where you couldn't

1298
00:31:30,388 --> 00:31:33,391
see any actual reviews to.

1299
00:31:34,601 --> 00:31:37,353
Full review with no AI summary at all.

1300
00:31:37,353 --> 00:31:39,856
And so the question to ask myself

1301
00:31:39,856 --> 00:31:42,191
from here is like, well, why is that?

1302
00:31:42,191 --> 00:31:43,943
And maybe the AI summary is, you know,

1303
00:31:43,943 --> 00:31:44,903
people are comfortable.

1304
00:31:44,903 --> 00:31:46,070
I thought that there would be

1305
00:31:46,070 --> 00:31:47,655
an aversion to AI like I,

1306
00:31:47,655 --> 00:31:47,864
you know,

1307
00:31:47,864 --> 00:31:49,198
I think there is a general aversion,

1308
00:31:49,198 --> 00:31:50,617
but I think it's context dependent,

1309
00:31:50,617 --> 00:31:53,244
which is when you go to Amazon,

1310
00:31:53,244 --> 00:31:53,786
they have an AI

1311
00:31:53,786 --> 00:31:54,454
summary of reviews

1312
00:31:54,454 --> 00:31:56,122
at Amazon, normalize this

1313
00:31:56,122 --> 00:31:57,999
like AI review thing.

1314
00:31:57,999 --> 00:31:58,958
And so we have a we have a

1315
00:31:58,958 --> 00:32:00,084
we have a

1316
00:32:00,084 --> 00:32:01,461
step two of this going right now

1317
00:32:01,461 --> 00:32:03,755
where all of the variants

1318
00:32:03,755 --> 00:32:05,673
do actually include the AI summary.

1319
00:32:05,673 --> 00:32:07,258
Because it didn't it didn't win this

1320
00:32:07,258 --> 00:32:08,843
this test that lost.

1321
00:32:08,843 --> 00:32:11,804
We have the AI review summary,

1322
00:32:11,971 --> 00:32:12,847
just the AI review

1323
00:32:12,847 --> 00:32:14,682
summary, the Arab summary.

1324
00:32:14,682 --> 00:32:16,225
But the ability to expand

1325
00:32:16,225 --> 00:32:17,393
but shows no reviews by default.

1326
00:32:17,393 --> 00:32:18,144
But you can't expand.

1327
00:32:18,144 --> 00:32:19,187
So it's default collapsed

1328
00:32:19,187 --> 00:32:20,980
and default expanded

1329
00:32:20,980 --> 00:32:22,982
with the ability to see like a handful,

1330
00:32:22,982 --> 00:32:24,400
like six reviews and you can expand it.

1331
00:32:24,400 --> 00:32:25,401
Read more.

1332
00:32:25,401 --> 00:32:28,029
And the expanded version is losing,

1333
00:32:28,029 --> 00:32:29,322
so it's like the other two.

1334
00:32:29,322 --> 00:32:31,407
The class one has no difference.

1335
00:32:31,407 --> 00:32:33,910
Like like those are the same.

1336
00:32:33,910 --> 00:32:34,494
But yeah,

1337
00:32:34,494 --> 00:32:36,496
the expanded version hers performance.

1338
00:32:36,496 --> 00:32:38,414
So it's like two much information

1339
00:32:38,414 --> 00:32:39,499
maybe or something might be right.

1340
00:32:39,499 --> 00:32:41,209
It's like people just hurting

1341
00:32:41,209 --> 00:32:43,920
load speed I don't know it's crazy.

1342
00:32:45,213 --> 00:32:46,381
And what's the A?

1343
00:32:46,381 --> 00:32:46,839
Is it the

1344
00:32:46,839 --> 00:32:47,256
same product

1345
00:32:47,256 --> 00:32:49,258
we're talking about 279 or whatever.

1346
00:32:49,258 --> 00:32:50,426
Yes. This this is yes.

1347
00:32:50,426 --> 00:32:51,803
This is also an expensive product.

1348
00:32:51,803 --> 00:32:52,804
Yep. Yep. Yeah.

1349
00:32:52,804 --> 00:32:53,429
It sounds around

1350
00:32:53,429 --> 00:32:54,138
a little bit on the brands

1351
00:32:54,138 --> 00:32:55,765
but that one is expensive one.

1352
00:32:55,765 --> 00:32:57,475
Yeah it's interesting.

1353
00:32:57,475 --> 00:32:58,935
So do you think like

1354
00:32:58,935 --> 00:33:01,688
you want to see what it looks like

1355
00:33:01,688 --> 00:33:02,647
in somebody else's house.

1356
00:33:02,647 --> 00:33:03,648
Like you want to see, you know, like

1357
00:33:03,648 --> 00:33:04,774
you want to see what it looks like.

1358
00:33:04,774 --> 00:33:06,025
You want to see how people are using it.

1359
00:33:06,025 --> 00:33:06,401
You want to

1360
00:33:06,401 --> 00:33:07,235
you want to read

1361
00:33:07,235 --> 00:33:08,486
real people's experiences?

1362
00:33:08,486 --> 00:33:10,822
Apparently not really not. Yeah.

1363
00:33:10,822 --> 00:33:12,323
Apparently not. Yeah.

1364
00:33:12,323 --> 00:33:13,449
Yeah. Interesting I don't know.

1365
00:33:13,449 --> 00:33:15,410
I mean, it might be

1366
00:33:15,410 --> 00:33:17,203
maybe maybe it

1367
00:33:17,203 --> 00:33:18,413
like once people get into the reviews,

1368
00:33:18,413 --> 00:33:19,956
it causes more questions for them.

1369
00:33:19,956 --> 00:33:21,541
And so they're like held back

1370
00:33:21,541 --> 00:33:22,542
and they're like, I don't know.

1371
00:33:22,542 --> 00:33:23,042
You know,

1372
00:33:23,042 --> 00:33:25,086
I must think about it a little bit more

1373
00:33:25,086 --> 00:33:26,379
because this person said this

1374
00:33:26,379 --> 00:33:27,463
or this said that, you know,

1375
00:33:27,463 --> 00:33:28,381
so it's like

1376
00:33:28,381 --> 00:33:28,881
instead of

1377
00:33:28,881 --> 00:33:30,967
sort of optimizing it directly

1378
00:33:30,967 --> 00:33:33,386
for a purchase more, more quickly.

1379
00:33:33,386 --> 00:33:34,387
Yeah, that's a good point.

1380
00:33:34,387 --> 00:33:35,221
It's a good point. Yeah.

1381
00:33:35,221 --> 00:33:35,847
It causing

1382
00:33:35,847 --> 00:33:37,098
more questions is definitely

1383
00:33:37,098 --> 00:33:37,765
could be a piece

1384
00:33:37,765 --> 00:33:39,726
like if you

1385
00:33:39,726 --> 00:33:40,935
you have the ability to see

1386
00:33:40,935 --> 00:33:42,478
maybe some of the lower ratings.

1387
00:33:42,478 --> 00:33:45,148
And that causes enough hesitation

1388
00:33:45,148 --> 00:33:46,065
to to wonder.

1389
00:33:46,065 --> 00:33:47,358
Yeah that's a good point. Okay.

1390
00:33:47,358 --> 00:33:48,735
Interesting okay.

1391
00:33:48,735 --> 00:33:51,779
So we've got so we've got that.

1392
00:33:52,822 --> 00:33:53,990
And now

1393
00:33:53,990 --> 00:33:56,784
now we're under the headline test.

1394
00:33:56,784 --> 00:33:59,412
There's so many I've got we've got more.

1395
00:33:59,412 --> 00:34:00,163
We can keep going.

1396
00:34:00,163 --> 00:34:00,455
We could

1397
00:34:00,455 --> 00:34:01,748
we could always turn it into a part two

1398
00:34:01,748 --> 00:34:03,332
if we need to.

1399
00:34:03,332 --> 00:34:05,126
But yes. So the headline test.

1400
00:34:05,126 --> 00:34:09,255
So shout out to Nate Lego on Twitter.

1401
00:34:09,297 --> 00:34:09,505
Yeah.

1402
00:34:09,505 --> 00:34:10,840
He's been talking about

1403
00:34:10,840 --> 00:34:12,633
copywriting and headline tests.

1404
00:34:12,633 --> 00:34:14,886
And so this is like

1405
00:34:14,886 --> 00:34:15,678
somewhat inspired

1406
00:34:15,678 --> 00:34:17,513
by some of the things that he's been he's

1407
00:34:17,513 --> 00:34:17,972
been putting out

1408
00:34:17,972 --> 00:34:18,473
because I think

1409
00:34:18,473 --> 00:34:21,642
like go to a high traffic page

1410
00:34:21,642 --> 00:34:24,270
on your website, I might be,

1411
00:34:24,270 --> 00:34:25,563
not explaining what he does really well,

1412
00:34:25,563 --> 00:34:28,066
but like go to a high traffic site

1413
00:34:28,066 --> 00:34:29,734
on our page on your site

1414
00:34:29,734 --> 00:34:32,612
and look at the headline and say like,

1415
00:34:32,612 --> 00:34:34,280
is this actually descriptive enough?

1416
00:34:34,280 --> 00:34:36,282
Is it describing my most common customer?

1417
00:34:36,282 --> 00:34:36,741
Like, is it

1418
00:34:36,741 --> 00:34:37,825
speaking to that person

1419
00:34:37,825 --> 00:34:40,912
or is it just a label for what this is?

1420
00:34:40,953 --> 00:34:42,830
So in this case

1421
00:34:42,830 --> 00:34:44,373
we test it on a collection page.

1422
00:34:44,373 --> 00:34:45,166
The collection page is like

1423
00:34:45,166 --> 00:34:46,292
a pretty popular destination

1424
00:34:46,292 --> 00:34:46,876
for this brand.

1425
00:34:46,876 --> 00:34:47,835
A lot of traffic ends up

1426
00:34:47,835 --> 00:34:49,003
going through the home page,

1427
00:34:49,003 --> 00:34:49,962
and then when you click the shop,

1428
00:34:49,962 --> 00:34:51,672
it sends you to a collection page.

1429
00:34:51,672 --> 00:34:53,549
Not it's not just use,

1430
00:34:53,549 --> 00:34:55,676
but like less than less

1431
00:34:55,676 --> 00:34:56,803
than, less than ten SKUs.

1432
00:34:56,803 --> 00:34:58,471
So it's like pretty limited

1433
00:34:58,471 --> 00:35:00,139
and not a ton too to shop from.

1434
00:35:00,139 --> 00:35:03,142
And so we ran for headlines

1435
00:35:03,142 --> 00:35:04,519
for about three weeks,

1436
00:35:04,519 --> 00:35:05,269
and there was about

1437
00:35:05,269 --> 00:35:06,270
$2 million in revenue

1438
00:35:06,270 --> 00:35:06,979
collected through this test.

1439
00:35:06,979 --> 00:35:08,272
So it's like not not a small test.

1440
00:35:08,272 --> 00:35:09,524
It was pretty meaningful

1441
00:35:09,524 --> 00:35:12,527
in terms of overall the control

1442
00:35:12,527 --> 00:35:15,905
described the product like very standard

1443
00:35:15,905 --> 00:35:17,156
collection page, headline

1444
00:35:17,156 --> 00:35:19,158
t shirts, shorts like that.

1445
00:35:19,158 --> 00:35:20,284
That's you can think of it like that.

1446
00:35:20,284 --> 00:35:22,161
It was just explain what the product was,

1447
00:35:22,161 --> 00:35:23,704
what the category of product was.

1448
00:35:23,704 --> 00:35:25,998
That's all all it said

1449
00:35:25,998 --> 00:35:27,458
two of the variants that we tested.

1450
00:35:27,458 --> 00:35:29,293
So there's four total headlines.

1451
00:35:29,293 --> 00:35:30,211
Two of the variants

1452
00:35:30,211 --> 00:35:32,380
use persona adjectives.

1453
00:35:32,380 --> 00:35:33,047
So basically

1454
00:35:33,047 --> 00:35:33,631
what we did is

1455
00:35:33,631 --> 00:35:36,175
we went to the customer reviews.

1456
00:35:36,175 --> 00:35:37,468
We ran it through Claude

1457
00:35:37,468 --> 00:35:38,970
Nate actually kind of gave this tip.

1458
00:35:38,970 --> 00:35:39,762
You run it through Claude

1459
00:35:39,762 --> 00:35:40,513
and you say like,

1460
00:35:40,513 --> 00:35:42,682
how do people describe themselves

1461
00:35:42,682 --> 00:35:43,766
using their actual words?

1462
00:35:43,766 --> 00:35:45,017
Like, what do they say?

1463
00:35:45,017 --> 00:35:46,686
And how do people identify?

1464
00:35:46,686 --> 00:35:47,687
The other thing that we did

1465
00:35:47,687 --> 00:35:50,022
is there's outer signal,

1466
00:35:50,022 --> 00:35:51,149
I think has been pretty popular

1467
00:35:51,149 --> 00:35:52,733
recently, is we looked at like,

1468
00:35:52,733 --> 00:35:54,235
who are the customers?

1469
00:35:54,235 --> 00:35:56,195
Are they executives?

1470
00:35:56,195 --> 00:35:58,656
Are they, you know, are they, you know,

1471
00:35:58,656 --> 00:36:01,325
stay at home parents. Like what are they.

1472
00:36:01,325 --> 00:36:02,326
And so we used

1473
00:36:02,326 --> 00:36:03,369
we used insights from that

1474
00:36:03,369 --> 00:36:03,911
to write

1475
00:36:03,911 --> 00:36:05,705
a more persona descriptive

1476
00:36:05,705 --> 00:36:08,124
headline that spoke to that person.

1477
00:36:08,124 --> 00:36:10,042
And then the final variant was,

1478
00:36:11,085 --> 00:36:11,627
we took the

1479
00:36:11,627 --> 00:36:12,837
category of the product,

1480
00:36:12,837 --> 00:36:13,963
but we added a little bit of

1481
00:36:13,963 --> 00:36:14,881
like the US piece.

1482
00:36:14,881 --> 00:36:15,965
So like we made it a little bit

1483
00:36:15,965 --> 00:36:18,176
more emotionally driven.

1484
00:36:18,176 --> 00:36:19,510
And it added like,

1485
00:36:19,510 --> 00:36:21,095
here's why people buy this product to it.

1486
00:36:21,095 --> 00:36:22,555
So it went from two words,

1487
00:36:22,555 --> 00:36:25,433
which was like white shirts to something

1488
00:36:25,433 --> 00:36:26,601
a little bit more descriptive

1489
00:36:26,601 --> 00:36:27,727
about what made the product

1490
00:36:27,727 --> 00:36:28,394
actually unique,

1491
00:36:28,394 --> 00:36:28,686
and like

1492
00:36:28,686 --> 00:36:29,478
why people were interested

1493
00:36:29,478 --> 00:36:30,688
in the category,

1494
00:36:30,688 --> 00:36:32,523
which was like the persona.

1495
00:36:32,523 --> 00:36:33,900
Adjectives were kind of

1496
00:36:33,900 --> 00:36:34,817
versions were a little bit

1497
00:36:34,817 --> 00:36:36,777
more copywriting, saucy

1498
00:36:36,777 --> 00:36:37,403
like they were a little bit

1499
00:36:37,403 --> 00:36:37,945
more exciting,

1500
00:36:37,945 --> 00:36:39,030
had a little more flair to them,

1501
00:36:39,030 --> 00:36:39,947
like they weren't as clear,

1502
00:36:39,947 --> 00:36:41,741
but they had a little flair to them.

1503
00:36:41,741 --> 00:36:43,367
And this last one was just like,

1504
00:36:43,367 --> 00:36:44,076
here's what it is.

1505
00:36:44,076 --> 00:36:45,703
And like why you're going to love it.

1506
00:36:45,703 --> 00:36:47,079
Very, very straightforward.

1507
00:36:47,079 --> 00:36:49,832
And that plain USP headline

1508
00:36:49,832 --> 00:36:51,083
crushed everything.

1509
00:36:51,083 --> 00:36:53,002
That last one buried for

1510
00:36:53,002 --> 00:36:54,879
by like 3 to 5% more revenue

1511
00:36:54,879 --> 00:36:56,672
per visitor fluctuated a little bit.

1512
00:36:56,672 --> 00:36:58,090
And that was on $2 million in revenue.

1513
00:36:58,090 --> 00:36:59,508
So like 3 to 5% doesn't

1514
00:36:59,508 --> 00:37:01,052
sound that exciting, but is over

1515
00:37:01,052 --> 00:37:02,136
a ton of revenue.

1516
00:37:02,136 --> 00:37:03,846
Like makes a huge difference.

1517
00:37:03,846 --> 00:37:05,473
And yeah,

1518
00:37:05,473 --> 00:37:07,016
that's the over a three week period.

1519
00:37:07,016 --> 00:37:08,559
So yeah,

1520
00:37:08,559 --> 00:37:09,685
nice little little headline test.

1521
00:37:09,685 --> 00:37:11,395
You can just go like doom scroll

1522
00:37:11,395 --> 00:37:11,938
Nate's Twitter.

1523
00:37:11,938 --> 00:37:13,522
He puts out a ton of like

1524
00:37:13,522 --> 00:37:14,106
examples of this.

1525
00:37:14,106 --> 00:37:15,358
They have a great podcast

1526
00:37:15,358 --> 00:37:16,359
that I'm forgetting the name on

1527
00:37:16,359 --> 00:37:16,651
right now.

1528
00:37:16,651 --> 00:37:17,944
Tactical and practical

1529
00:37:17,944 --> 00:37:20,988
and brain driven brands with former

1530
00:37:21,030 --> 00:37:22,865
former guest Sarah Levin.

1531
00:37:24,033 --> 00:37:24,867
Great content.

1532
00:37:24,867 --> 00:37:25,326
You can just

1533
00:37:25,326 --> 00:37:27,036
you can just steal that right from him

1534
00:37:27,036 --> 00:37:28,371
and tell him I sent you. So.

1535
00:37:28,371 --> 00:37:30,373
Yeah. Banger.

1536
00:37:30,373 --> 00:37:31,332
So what is this?

1537
00:37:31,332 --> 00:37:31,999
So, I mean,

1538
00:37:31,999 --> 00:37:32,708
what does this tell you

1539
00:37:32,708 --> 00:37:33,834
in terms of a headline test?

1540
00:37:33,834 --> 00:37:37,630
This is this is using their words to

1541
00:37:37,713 --> 00:37:38,547
to to sell it

1542
00:37:38,547 --> 00:37:40,716
essentially more effectively.

1543
00:37:40,716 --> 00:37:41,425
Yeah I think you could.

1544
00:37:41,425 --> 00:37:42,260
And that's what Nate sees

1545
00:37:42,260 --> 00:37:44,720
a lot of success with in this case.

1546
00:37:44,720 --> 00:37:45,096
If I,

1547
00:37:45,096 --> 00:37:46,847
if I look back on those two personas

1548
00:37:46,847 --> 00:37:49,058
specific headlines,

1549
00:37:49,058 --> 00:37:51,102
I wish I could be more more more clear

1550
00:37:51,102 --> 00:37:51,560
about what they,

1551
00:37:51,560 --> 00:37:53,354
what they specifically said.

1552
00:37:53,354 --> 00:37:55,690
But dates got a bunch of great examples

1553
00:37:55,690 --> 00:37:57,149
I think they were doing.

1554
00:37:57,149 --> 00:37:59,318
They were being cute and clever,

1555
00:37:59,318 --> 00:38:00,069
but not clear,

1556
00:38:00,069 --> 00:38:01,237
like they weren't as clear

1557
00:38:01,237 --> 00:38:03,030
as the one that ended up winning.

1558
00:38:03,030 --> 00:38:04,407
Like it was just a matter of fact.

1559
00:38:04,407 --> 00:38:05,533
Like this is the

1560
00:38:05,533 --> 00:38:07,660
this is the product and the specific USP

1561
00:38:07,660 --> 00:38:08,494
for why you're going to buy

1562
00:38:08,494 --> 00:38:09,954
it as opposed to like,

1563
00:38:09,954 --> 00:38:10,746
here's who you are

1564
00:38:10,746 --> 00:38:11,831
and why it matters to you.

1565
00:38:11,831 --> 00:38:12,081
You know,

1566
00:38:12,081 --> 00:38:13,040
like it was just like it

1567
00:38:13,040 --> 00:38:14,000
played it up a little bit too much.

1568
00:38:14,000 --> 00:38:16,127
And so I think it was clear over

1569
00:38:16,127 --> 00:38:18,879
clever was the takeaway here. Love it.

1570
00:38:18,879 --> 00:38:20,798
So the checkout block

1571
00:38:20,798 --> 00:38:22,258
assuming everybody loves a good checkout

1572
00:38:22,258 --> 00:38:23,050
block right.

1573
00:38:23,050 --> 00:38:23,718
Like it's

1574
00:38:23,718 --> 00:38:24,093
you know

1575
00:38:24,093 --> 00:38:25,428
there is not customized

1576
00:38:25,428 --> 00:38:26,679
enough in my opinion.

1577
00:38:26,679 --> 00:38:28,306
And this is something that Mr.

1578
00:38:28,306 --> 00:38:29,348
Stock has done

1579
00:38:29,348 --> 00:38:31,892
fantastically well over many years.

1580
00:38:31,892 --> 00:38:33,477
And we've learned a lot from him.

1581
00:38:33,477 --> 00:38:34,895
What did you guys do?

1582
00:38:34,895 --> 00:38:37,732
I and so I went into this, I was like,

1583
00:38:37,732 --> 00:38:40,735
man, Shopify Plus no brainer.

1584
00:38:40,735 --> 00:38:42,278
Like, let's go, let's go

1585
00:38:42,278 --> 00:38:44,530
add and customize the checkout.

1586
00:38:44,530 --> 00:38:46,240
And we just used

1587
00:38:46,240 --> 00:38:47,074
intelligence has like

1588
00:38:47,074 --> 00:38:47,908
a nice little checkout

1589
00:38:47,908 --> 00:38:50,411
checkout block tests that you can run.

1590
00:38:50,411 --> 00:38:52,163
And we tried it was a three sell three

1591
00:38:52,163 --> 00:38:53,247
cell test.

1592
00:38:53,247 --> 00:38:55,541
The first was just normal checkout.

1593
00:38:55,541 --> 00:38:57,626
The second was adding a USP block

1594
00:38:57,626 --> 00:38:59,211
which again just like takes the core.

1595
00:38:59,211 --> 00:39:00,963
A couple of reasons that people buy

1596
00:39:00,963 --> 00:39:03,174
and just like puts it in the checkout.

1597
00:39:03,174 --> 00:39:05,760
And then the the third sell was

1598
00:39:06,802 --> 00:39:07,678
the USP block.

1599
00:39:07,678 --> 00:39:09,096
Plus like some of the great reviews,

1600
00:39:09,096 --> 00:39:10,598
like just reviews that were sick

1601
00:39:10,598 --> 00:39:11,098
like really,

1602
00:39:11,098 --> 00:39:12,600
really good short to the point

1603
00:39:12,600 --> 00:39:13,809
people love the product.

1604
00:39:13,809 --> 00:39:14,977
Added it

1605
00:39:14,977 --> 00:39:15,519
and I was like,

1606
00:39:15,519 --> 00:39:16,645
there's no way this doesn't win.

1607
00:39:16,645 --> 00:39:18,856
Like, this is this is free.

1608
00:39:18,856 --> 00:39:20,775
And it didn't make a difference at all.

1609
00:39:20,775 --> 00:39:21,025
No.

1610
00:39:21,025 --> 00:39:23,402
Literally made no difference in any case.

1611
00:39:23,402 --> 00:39:24,528
Like none of them really made

1612
00:39:24,528 --> 00:39:26,322
a huge difference across the board.

1613
00:39:26,322 --> 00:39:29,075
Like I think at best

1614
00:39:29,075 --> 00:39:31,202
it was maybe like a 2% swing,

1615
00:39:31,202 --> 00:39:32,620
but like there was no, I didn't

1616
00:39:32,620 --> 00:39:33,287
I didn't feel

1617
00:39:33,287 --> 00:39:34,830
like very confident in that.

1618
00:39:34,830 --> 00:39:35,790
But the good news is like

1619
00:39:35,790 --> 00:39:36,540
it didn't go backwards,

1620
00:39:36,540 --> 00:39:37,833
like it didn't make anything worse.

1621
00:39:37,833 --> 00:39:40,586
So I just liked the fact that we had

1622
00:39:40,586 --> 00:39:41,420
ups in the checkout.

1623
00:39:41,420 --> 00:39:42,463
I just liked the fact that we had

1624
00:39:42,463 --> 00:39:43,214
reviews in the checkout,

1625
00:39:43,214 --> 00:39:44,090
so we ended up rolling it out

1626
00:39:44,090 --> 00:39:44,840
anyways because there was

1627
00:39:44,840 --> 00:39:47,093
no there's no downside to doing so, but

1628
00:39:47,093 --> 00:39:47,968
I just made an assumption

1629
00:39:47,968 --> 00:39:48,427
that I was like,

1630
00:39:48,427 --> 00:39:48,844
we're going to

1631
00:39:48,844 --> 00:39:50,221
we're going to see a least

1632
00:39:50,221 --> 00:39:52,973
a 2 to 3 to 5% impact by doing this,

1633
00:39:52,973 --> 00:39:53,599
because people are going

1634
00:39:53,599 --> 00:39:54,517
to get to check out,

1635
00:39:54,517 --> 00:39:55,476
they're going to know, like,

1636
00:39:55,476 --> 00:39:57,436
hey, we've got,

1637
00:39:57,436 --> 00:39:59,522
you know, a fantastic guarantee

1638
00:39:59,522 --> 00:40:00,564
you're going to love this product.

1639
00:40:00,564 --> 00:40:01,399
Here's a bunch of people

1640
00:40:01,399 --> 00:40:03,109
who are obsessed with it.

1641
00:40:03,109 --> 00:40:04,402
And it just yeah,

1642
00:40:04,402 --> 00:40:05,361
all those trust signals

1643
00:40:05,361 --> 00:40:07,696
made no, no difference.

1644
00:40:07,696 --> 00:40:08,948
And I'm sure people see different things,

1645
00:40:08,948 --> 00:40:10,241
but I don't I don't want to do it.

1646
00:40:10,241 --> 00:40:11,409
That information.

1647
00:40:11,409 --> 00:40:12,868
It's interesting.

1648
00:40:12,868 --> 00:40:14,203
Yeah. It's interesting.

1649
00:40:14,203 --> 00:40:15,246
So it didn't really do anything.

1650
00:40:15,246 --> 00:40:16,622
It didn't didn't move it.

1651
00:40:16,622 --> 00:40:18,457
I mean, I think, you know, there's

1652
00:40:18,457 --> 00:40:19,208
there's some of these,

1653
00:40:19,208 --> 00:40:19,708
some of these

1654
00:40:19,708 --> 00:40:20,543
where a checkout block

1655
00:40:20,543 --> 00:40:21,836
might actually be really effective,

1656
00:40:21,836 --> 00:40:22,711
where, you know,

1657
00:40:22,711 --> 00:40:24,880
you're pushing people through

1658
00:40:24,880 --> 00:40:27,508
on a quick sub product potentially.

1659
00:40:27,508 --> 00:40:27,800
Right.

1660
00:40:27,800 --> 00:40:28,259
And it's

1661
00:40:28,259 --> 00:40:29,927
and it's like if they're at the

1662
00:40:29,927 --> 00:40:30,636
they're at the box

1663
00:40:30,636 --> 00:40:31,470
and they're like, whoa.

1664
00:40:31,470 --> 00:40:32,471
And then you know, they're like,

1665
00:40:32,471 --> 00:40:33,347
what should I buy this?

1666
00:40:33,347 --> 00:40:33,764
And then it's

1667
00:40:33,764 --> 00:40:35,349
like if there's some,

1668
00:40:35,349 --> 00:40:36,392
you know, USP

1669
00:40:36,392 --> 00:40:37,601
kind of pieces there, it's like,

1670
00:40:37,601 --> 00:40:37,893
oh, okay.

1671
00:40:37,893 --> 00:40:39,270
You know what? Like yeah, I'm good.

1672
00:40:39,270 --> 00:40:40,521
And then they buy it and like

1673
00:40:40,521 --> 00:40:42,189
so it might be also product dependent

1674
00:40:42,189 --> 00:40:43,232
because it was this

1675
00:40:43,232 --> 00:40:44,567
the expensive product.

1676
00:40:44,567 --> 00:40:45,651
Yeah. Yeah.

1677
00:40:45,651 --> 00:40:47,278
Because because it's like at that point

1678
00:40:47,278 --> 00:40:48,279
they've already done the research.

1679
00:40:48,279 --> 00:40:49,613
They're like I don't it doesn't.

1680
00:40:49,613 --> 00:40:50,531
I don't care.

1681
00:40:50,531 --> 00:40:51,198
You know what I mean.

1682
00:40:51,198 --> 00:40:51,365
Like it

1683
00:40:51,365 --> 00:40:52,825
doesn't really mean anything to me.

1684
00:40:52,825 --> 00:40:53,993
That would be my guess.

1685
00:40:53,993 --> 00:40:55,995
That's a good point. That's a good point.

1686
00:40:55,995 --> 00:40:58,664
It's like if I'm going to buy a $280

1687
00:40:58,664 --> 00:41:00,374
product or 275 bucks,

1688
00:41:00,374 --> 00:41:01,834
you know, it's like I'm looking at that.

1689
00:41:01,834 --> 00:41:02,626
I'm like, okay, like

1690
00:41:02,626 --> 00:41:03,085
I don't it's

1691
00:41:03,085 --> 00:41:03,586
not going to make

1692
00:41:03,586 --> 00:41:04,420
a huge difference to me.

1693
00:41:04,420 --> 00:41:05,463
Whether you've been through Reddit,

1694
00:41:05,463 --> 00:41:06,547
you've been through YouTube. Like,

1695
00:41:07,715 --> 00:41:08,299
you know,

1696
00:41:08,299 --> 00:41:09,550
it's like, all right, that's fine.

1697
00:41:09,550 --> 00:41:09,842
You know,

1698
00:41:09,842 --> 00:41:12,136
like I don't need to it's invalidated

1699
00:41:12,136 --> 00:41:13,804
actually making it faster

1700
00:41:13,804 --> 00:41:14,513
for me to buy it.

1701
00:41:14,513 --> 00:41:15,097
It's actually

1702
00:41:15,097 --> 00:41:16,515
what I'm looking for, probably.

1703
00:41:16,515 --> 00:41:17,683
Right. Yeah.

1704
00:41:17,683 --> 00:41:19,518
That's interesting, I heard this.

1705
00:41:19,518 --> 00:41:20,352
I don't remember where

1706
00:41:20,352 --> 00:41:22,730
I heard this, but, like,

1707
00:41:22,730 --> 00:41:23,314
it was this,

1708
00:41:23,314 --> 00:41:24,398
like, story about people, like,

1709
00:41:24,398 --> 00:41:27,193
having to say like, oh, yeah, I promise.

1710
00:41:27,193 --> 00:41:27,443
Well, it's

1711
00:41:27,443 --> 00:41:29,153
like if you are just a person

1712
00:41:29,153 --> 00:41:30,237
who you stick to your word,

1713
00:41:30,237 --> 00:41:31,572
you don't have to say, I promise

1714
00:41:31,572 --> 00:41:32,531
until you just need

1715
00:41:32,531 --> 00:41:33,324
just like the

1716
00:41:33,324 --> 00:41:34,325
the emphasis of saying like,

1717
00:41:34,325 --> 00:41:35,284
oh, you can trust me

1718
00:41:35,284 --> 00:41:36,619
or I promise or whatever.

1719
00:41:36,619 --> 00:41:37,953
It's just like it's the unsaid

1720
00:41:37,953 --> 00:41:39,038
thing that doesn't need to be said.

1721
00:41:39,038 --> 00:41:39,288
It's like,

1722
00:41:39,288 --> 00:41:39,914
are we forcing

1723
00:41:39,914 --> 00:41:40,831
too much into this checkout?

1724
00:41:40,831 --> 00:41:42,249
We're like, we're like,

1725
00:41:42,249 --> 00:41:43,250
customers know the game.

1726
00:41:43,250 --> 00:41:44,752
Like they know what you're trying to do.

1727
00:41:44,752 --> 00:41:45,753
Like they're trying to butter

1728
00:41:45,753 --> 00:41:46,462
me up at checkout,

1729
00:41:46,462 --> 00:41:47,254
make me feel comfortable

1730
00:41:47,254 --> 00:41:48,130
with my purchase.

1731
00:41:49,381 --> 00:41:49,882
Yeah.

1732
00:41:49,882 --> 00:41:51,050
No, that's a

1733
00:41:51,050 --> 00:41:51,300
I think

1734
00:41:51,300 --> 00:41:51,759
the research

1735
00:41:51,759 --> 00:41:52,551
thing is a really good point.

1736
00:41:52,551 --> 00:41:55,221
I hadn't thought about that.

1737
00:41:55,221 --> 00:41:55,971
Well, let's.

1738
00:41:55,971 --> 00:42:00,184
Okay, so now we have more destinations.

1739
00:42:00,184 --> 00:42:01,101
Test I love this.

1740
00:42:01,101 --> 00:42:03,854
So what do you what does this mean?

1741
00:42:03,854 --> 00:42:05,523
This one's super easy to do,

1742
00:42:05,523 --> 00:42:07,316
especially if you're in apparel.

1743
00:42:07,316 --> 00:42:09,026
So apparel category

1744
00:42:09,026 --> 00:42:09,818
you tend to have like

1745
00:42:09,818 --> 00:42:10,778
a ton of different pages

1746
00:42:10,778 --> 00:42:11,695
that you can send people to.

1747
00:42:11,695 --> 00:42:13,197
You can send people to a home page.

1748
00:42:13,197 --> 00:42:14,657
If you don't have like a ton of SKUs,

1749
00:42:14,657 --> 00:42:16,116
you can send people to a collection page.

1750
00:42:16,116 --> 00:42:17,618
You can send people to a product page.

1751
00:42:17,618 --> 00:42:18,494
You probably have different

1752
00:42:18,494 --> 00:42:19,453
versions of collection pages

1753
00:42:19,453 --> 00:42:20,079
depending on me.

1754
00:42:20,079 --> 00:42:20,663
SKUs you have

1755
00:42:20,663 --> 00:42:21,497
which like present them

1756
00:42:21,497 --> 00:42:22,122
in different ways,

1757
00:42:22,122 --> 00:42:22,623
like fall

1758
00:42:22,623 --> 00:42:23,290
versus somewhere

1759
00:42:23,290 --> 00:42:24,625
versus whatever,

1760
00:42:24,625 --> 00:42:25,125
where colors

1761
00:42:25,125 --> 00:42:26,418
and different orders of them.

1762
00:42:26,418 --> 00:42:28,712
I think Metab has talked about

1763
00:42:28,712 --> 00:42:29,588
like even the way

1764
00:42:29,588 --> 00:42:30,256
like a B testing

1765
00:42:30,256 --> 00:42:31,757
the way you sort collections

1766
00:42:31,757 --> 00:42:32,716
and the impact of that.

1767
00:42:32,716 --> 00:42:33,759
But in general,

1768
00:42:33,759 --> 00:42:35,219
like you kind of default just like

1769
00:42:35,219 --> 00:42:37,137
have these pages.

1770
00:42:37,137 --> 00:42:40,140
And so for a brand, we noticed that

1771
00:42:40,683 --> 00:42:43,686
comfort was actually running all of

1772
00:42:43,727 --> 00:42:44,478
their traffic

1773
00:42:44,478 --> 00:42:46,939
on meta through collections pages.

1774
00:42:46,939 --> 00:42:47,606
And for this brand,

1775
00:42:47,606 --> 00:42:48,440
we were doing it all

1776
00:42:48,440 --> 00:42:49,525
through product pages

1777
00:42:49,525 --> 00:42:49,984
and like

1778
00:42:49,984 --> 00:42:50,734
we had tested

1779
00:42:50,734 --> 00:42:51,694
collection pages in the past

1780
00:42:51,694 --> 00:42:52,069
and didn't

1781
00:42:52,069 --> 00:42:54,113
really seem to make a difference.

1782
00:42:54,113 --> 00:42:55,906
But comfort recently was doing this,

1783
00:42:55,906 --> 00:42:56,448
and so I was like,

1784
00:42:56,448 --> 00:42:57,074
oh, okay, well, that's

1785
00:42:57,074 --> 00:42:59,201
that's interesting and worth

1786
00:42:59,201 --> 00:43:00,202
giving it a shot again.

1787
00:43:00,202 --> 00:43:01,912
And so,

1788
00:43:01,912 --> 00:43:04,039
but before we did that,

1789
00:43:04,039 --> 00:43:04,623
I'm getting I'm

1790
00:43:04,623 --> 00:43:05,749
getting a little bit ahead of myself.

1791
00:43:05,749 --> 00:43:06,709
Before we did that,

1792
00:43:06,709 --> 00:43:07,501
we all traffic

1793
00:43:07,501 --> 00:43:09,128
was going to the product page.

1794
00:43:09,128 --> 00:43:10,754
We first launched

1795
00:43:10,754 --> 00:43:12,715
a list of all based on the top performing

1796
00:43:12,715 --> 00:43:14,008
ad that helped

1797
00:43:14,008 --> 00:43:15,884
increase overall spend by 20%

1798
00:43:15,884 --> 00:43:17,094
and efficiency held.

1799
00:43:17,094 --> 00:43:18,804
So like huge win there.

1800
00:43:18,804 --> 00:43:21,223
And then we added another list

1801
00:43:21,223 --> 00:43:22,516
with some of the other top USPS

1802
00:43:22,516 --> 00:43:23,642
that bumped up spend again

1803
00:43:23,642 --> 00:43:24,727
a little bit as well.

1804
00:43:24,727 --> 00:43:26,353
And then we launched two more versions

1805
00:43:26,353 --> 00:43:28,564
of the collection page, all the same ads.

1806
00:43:28,564 --> 00:43:30,149
So like one ad,

1807
00:43:30,149 --> 00:43:30,941
one top performing

1808
00:43:30,941 --> 00:43:32,318
ad, going to five different destinations

1809
00:43:32,318 --> 00:43:34,236
within a CEO and letting

1810
00:43:34,236 --> 00:43:35,696
like individual ad sets per.

1811
00:43:35,696 --> 00:43:36,947
So we could just control the bids

1812
00:43:36,947 --> 00:43:37,615
if we wanted to

1813
00:43:37,615 --> 00:43:40,284
and just like figure it out one at one,

1814
00:43:41,910 --> 00:43:43,203
there's there was more.

1815
00:43:43,203 --> 00:43:44,955
But like the

1816
00:43:44,955 --> 00:43:45,831
most important takeaway,

1817
00:43:45,831 --> 00:43:47,541
I think, is that,

1818
00:43:47,541 --> 00:43:49,335
the top performing ad was the same across

1819
00:43:49,335 --> 00:43:50,294
all of them.

1820
00:43:50,294 --> 00:43:51,337
It still went to all those

1821
00:43:51,337 --> 00:43:52,463
different destinations.

1822
00:43:52,463 --> 00:43:53,547
And did you copy

1823
00:43:53,547 --> 00:43:54,506
and then put the new one in,

1824
00:43:54,506 --> 00:43:57,343
or would you just swap it

1825
00:43:57,343 --> 00:43:57,843
duplicate

1826
00:43:57,843 --> 00:43:59,428
duplicate the duplicate destination.

1827
00:43:59,428 --> 00:44:00,971
Yeah okay. Right. Okay.

1828
00:44:00,971 --> 00:44:02,306
So you duplicated it,

1829
00:44:02,306 --> 00:44:03,974
put it in the new destination

1830
00:44:03,974 --> 00:44:07,936
and by by allowing and then like

1831
00:44:08,020 --> 00:44:08,604
and it wasn't

1832
00:44:08,604 --> 00:44:10,648
like any bidding nuances

1833
00:44:10,648 --> 00:44:11,774
or anything like that.

1834
00:44:11,774 --> 00:44:12,941
They're all there's all the same

1835
00:44:12,941 --> 00:44:14,068
because it's. Yeah.

1836
00:44:14,068 --> 00:44:15,986
So you put it in and it

1837
00:44:15,986 --> 00:44:18,572
and it goes through and says like

1838
00:44:18,572 --> 00:44:20,366
we love the variety.

1839
00:44:20,366 --> 00:44:21,492
Yeah. Basically. Yeah.

1840
00:44:21,492 --> 00:44:24,286
It's like you're meeting, you're allowing

1841
00:44:24,286 --> 00:44:25,704
meta okay.

1842
00:44:25,704 --> 00:44:26,163
We talked

1843
00:44:26,163 --> 00:44:27,748
we talked about this a trillion times.

1844
00:44:27,748 --> 00:44:28,415
So I'm falling on deaf

1845
00:44:28,415 --> 00:44:29,541
ears a little bit here. But

1846
00:44:31,085 --> 00:44:32,670
like Andromeda is

1847
00:44:32,670 --> 00:44:34,004
trying to do personalization at scale.

1848
00:44:34,004 --> 00:44:34,213
Right.

1849
00:44:34,213 --> 00:44:34,546
Like they are

1850
00:44:34,546 --> 00:44:37,383
just trying to match you to okay.

1851
00:44:37,383 --> 00:44:39,176
You you in particular okay.

1852
00:44:39,176 --> 00:44:40,135
Here's a sick new bike.

1853
00:44:40,135 --> 00:44:40,886
You're going to love this.

1854
00:44:40,886 --> 00:44:41,762
You're gonna love this bike.

1855
00:44:41,762 --> 00:44:43,681
Andrew, you need this bike, okay?

1856
00:44:43,681 --> 00:44:44,682
You need that.

1857
00:44:44,682 --> 00:44:46,725
I know you should get anybody.

1858
00:44:46,725 --> 00:44:48,185
Yeah, yeah.

1859
00:44:48,185 --> 00:44:49,603
It's like they know what you're doing.

1860
00:44:49,603 --> 00:44:51,271
They're trying to personalize that scale.

1861
00:44:51,271 --> 00:44:51,480
Like,

1862
00:44:51,480 --> 00:44:52,773
I just think this extends

1863
00:44:52,773 --> 00:44:53,982
to landing pages

1864
00:44:53,982 --> 00:44:54,817
and at different points

1865
00:44:54,817 --> 00:44:55,818
in the shopping journey.

1866
00:44:55,818 --> 00:44:58,195
So I think this is like common knowledge.

1867
00:44:58,195 --> 00:44:59,530
But like a lot of brands scale

1868
00:44:59,530 --> 00:45:00,739
through quiz funnels.

1869
00:45:00,739 --> 00:45:01,824
But then some of their lower funnel

1870
00:45:01,824 --> 00:45:03,409
traffic goes through the product page.

1871
00:45:03,409 --> 00:45:04,535
And in this case we're just saying

1872
00:45:04,535 --> 00:45:06,120
here's five options. Meta.

1873
00:45:06,120 --> 00:45:06,912
Like you determine

1874
00:45:06,912 --> 00:45:08,288
how to spend between them all.

1875
00:45:08,288 --> 00:45:11,458
And the net impact of this one was like

1876
00:45:11,875 --> 00:45:13,460
the weekly spend basically doubled

1877
00:45:13,460 --> 00:45:14,753
and efficiency went up over this

1878
00:45:14,753 --> 00:45:15,963
over this period. So

1879
00:45:16,922 --> 00:45:17,297
just like

1880
00:45:17,297 --> 00:45:18,674
a huge net win,

1881
00:45:18,674 --> 00:45:19,633
I'd say what I will say

1882
00:45:19,633 --> 00:45:20,801
is like the first couple of days

1883
00:45:20,801 --> 00:45:21,427
looked really bad.

1884
00:45:21,427 --> 00:45:22,845
Like the collection page was horrible,

1885
00:45:22,845 --> 00:45:23,679
like it was not good.

1886
00:45:23,679 --> 00:45:24,680
And I don't know if that was better.

1887
00:45:24,680 --> 00:45:25,389
Trying to figure out

1888
00:45:25,389 --> 00:45:26,557
who's going to prefer the collection

1889
00:45:26,557 --> 00:45:27,433
page over the product page

1890
00:45:27,433 --> 00:45:28,976
because it's the same ad.

1891
00:45:28,976 --> 00:45:29,977
But yeah, once we once

1892
00:45:29,977 --> 00:45:30,728
we gave it enough time

1893
00:45:30,728 --> 00:45:31,812
like it, it's sat in

1894
00:45:31,812 --> 00:45:32,813
and it looked really good.

1895
00:45:32,813 --> 00:45:34,231
And it wasn't just like a week over week

1896
00:45:34,231 --> 00:45:35,858
thing, like year over year, this, this,

1897
00:45:35,858 --> 00:45:37,818
it was a specific product category

1898
00:45:37,818 --> 00:45:38,736
that specific product

1899
00:45:38,736 --> 00:45:39,820
categories up a ton,

1900
00:45:39,820 --> 00:45:41,113
like way more than it should be

1901
00:45:41,113 --> 00:45:42,448
for at this point during the year.

1902
00:45:42,448 --> 00:45:43,657
And like that was really the fun.

1903
00:45:43,657 --> 00:45:44,408
That was the only thing

1904
00:45:44,408 --> 00:45:45,200
that really changed.

1905
00:45:45,200 --> 00:45:47,703
I mean, beautiful like great.

1906
00:45:47,703 --> 00:45:48,704
Okay, cool.

1907
00:45:48,704 --> 00:45:49,830
I mean, it's

1908
00:45:49,830 --> 00:45:51,081
I mean, it's a good idea, right?

1909
00:45:51,081 --> 00:45:52,374
It's like it's using

1910
00:45:52,374 --> 00:45:53,292
it's using the thinking

1911
00:45:53,292 --> 00:45:53,834
that we know,

1912
00:45:53,834 --> 00:45:56,962
which is to give and give give options.

1913
00:45:57,212 --> 00:45:58,589
And it's giving you a structure

1914
00:45:58,589 --> 00:46:00,299
to do that. So it makes sense.

1915
00:46:00,299 --> 00:46:02,509
Somebody else in the membership

1916
00:46:02,509 --> 00:46:03,051
had talked

1917
00:46:03,051 --> 00:46:04,970
about a very similar thing,

1918
00:46:04,970 --> 00:46:05,596
where they had

1919
00:46:05,596 --> 00:46:07,097
a bunch of different types of landers

1920
00:46:07,097 --> 00:46:08,182
that they built,

1921
00:46:08,182 --> 00:46:08,932
and they actually had,

1922
00:46:08,932 --> 00:46:10,517
I think it was like 13 of them

1923
00:46:10,517 --> 00:46:11,602
running or something.

1924
00:46:11,602 --> 00:46:14,438
And, and had them in a CBO, same thing.

1925
00:46:15,731 --> 00:46:17,065
And just let it rip on the,

1926
00:46:17,065 --> 00:46:18,692
on a variety of top ads.

1927
00:46:18,692 --> 00:46:20,194
They weren't using the same one.

1928
00:46:20,194 --> 00:46:22,154
And it had been something

1929
00:46:22,154 --> 00:46:23,614
that was able to continue

1930
00:46:23,614 --> 00:46:25,199
to hold scale was their point.

1931
00:46:25,199 --> 00:46:26,909
So very similar concepts.

1932
00:46:26,909 --> 00:46:28,911
That's cool to hear.

1933
00:46:28,911 --> 00:46:30,162
Okay.

1934
00:46:30,162 --> 00:46:31,747
I mean, we're getting whoever's

1935
00:46:31,747 --> 00:46:32,122
listening to

1936
00:46:32,122 --> 00:46:33,791
this is fucking getting insane.

1937
00:46:33,791 --> 00:46:36,126
Sucks because this is good shit.

1938
00:46:36,126 --> 00:46:39,129
And also I,

1939
00:46:39,421 --> 00:46:41,131
I am slow on my bike right now.

1940
00:46:41,131 --> 00:46:42,591
I haven't been on the bike and like,

1941
00:46:42,591 --> 00:46:43,342
I've been on the bike

1942
00:46:43,342 --> 00:46:45,677
like four times in a month,

1943
00:46:45,677 --> 00:46:47,262
which is very unusual for me.

1944
00:46:47,262 --> 00:46:49,014
And I went up yesterday.

1945
00:46:49,014 --> 00:46:50,265
It was a billion degrees

1946
00:46:50,265 --> 00:46:51,266
in Santa Barbara was like

1947
00:46:51,266 --> 00:46:52,643
it was literally a hundred degrees.

1948
00:46:52,643 --> 00:46:54,019
It's never is here.

1949
00:46:54,019 --> 00:46:56,563
And I like went up the mountain

1950
00:46:56,563 --> 00:46:57,856
and like started up with the buddy

1951
00:46:57,856 --> 00:46:59,399
and like got to the midpoint.

1952
00:46:59,399 --> 00:47:00,484
I'm like, all right I cooled off.

1953
00:47:00,484 --> 00:47:02,027
I'm like, I think I'm gonna keep going.

1954
00:47:02,027 --> 00:47:03,862
Got up like almost got to the top.

1955
00:47:03,862 --> 00:47:05,072
And I was like, I'm gonna barf,

1956
00:47:05,072 --> 00:47:06,323
I gotta turn.

1957
00:47:06,323 --> 00:47:07,574
I was like, I'm going.

1958
00:47:07,574 --> 00:47:09,493
I look at my GPS and I'm going.

1959
00:47:09,493 --> 00:47:10,869
Three miles an hour.

1960
00:47:10,869 --> 00:47:11,912
I'm like, this is dumb.

1961
00:47:11,912 --> 00:47:12,830
We got it, Nick.

1962
00:47:12,830 --> 00:47:13,664
Normally I'll try to aim

1963
00:47:13,664 --> 00:47:14,998
for like five miles an hour, which is,

1964
00:47:14,998 --> 00:47:15,457
you know, because you're

1965
00:47:15,457 --> 00:47:16,124
but you're going uphill.

1966
00:47:16,124 --> 00:47:18,252
It's like a 3800ft climb

1967
00:47:18,252 --> 00:47:20,379
over seven miles, but like I,

1968
00:47:20,379 --> 00:47:22,005
it's a great climb. It's very difficult.

1969
00:47:22,005 --> 00:47:24,049
But with the heat, I was like,

1970
00:47:24,049 --> 00:47:25,801
I can't like, I can't do this.

1971
00:47:25,801 --> 00:47:27,052
And so I am slow right now.

1972
00:47:27,052 --> 00:47:28,595
So you're about to,

1973
00:47:28,595 --> 00:47:29,596
you're about to get a bunch of ads

1974
00:47:29,596 --> 00:47:30,806
for crazy and gummies

1975
00:47:30,806 --> 00:47:32,474
and electrolytes and peptides.

1976
00:47:32,474 --> 00:47:34,601
So I hope you're ready.

1977
00:47:34,601 --> 00:47:35,143
Oh yeah, I know

1978
00:47:35,143 --> 00:47:36,979
because I set it into the ether now.

1979
00:47:36,979 --> 00:47:37,813
Yeah.

1980
00:47:37,813 --> 00:47:39,523
Meta's listening of course. Always.

1981
00:47:39,523 --> 00:47:40,482
Absolutely.

1982
00:47:40,482 --> 00:47:41,149
Okay. Love it.

1983
00:47:41,149 --> 00:47:42,734
So the post-purchase swap,

1984
00:47:42,734 --> 00:47:44,570
what have we got for that one. Yeah.

1985
00:47:44,570 --> 00:47:45,070
Here's the

1986
00:47:45,070 --> 00:47:45,904
like the big takeaway from

1987
00:47:45,904 --> 00:47:46,947
this is like just go audit

1988
00:47:46,947 --> 00:47:48,240
your post purchase upsell

1989
00:47:48,240 --> 00:47:49,366
because this is like the

1990
00:47:49,366 --> 00:47:49,908
the actual

1991
00:47:49,908 --> 00:47:50,742
like tactical change

1992
00:47:50,742 --> 00:47:52,244
here was not like it's

1993
00:47:52,244 --> 00:47:53,078
not that meaningful.

1994
00:47:53,078 --> 00:47:54,204
I'll explain it anyways.

1995
00:47:54,204 --> 00:47:56,290
But I'm sure

1996
00:47:56,290 --> 00:47:57,499
half the people listening to this haven't

1997
00:47:57,499 --> 00:47:58,709
thought about their post-purchase upsell.

1998
00:47:58,709 --> 00:48:00,043
Although after sell

1999
00:48:00,043 --> 00:48:00,711
not a sponsor

2000
00:48:00,711 --> 00:48:01,920
but certainly could be

2001
00:48:01,920 --> 00:48:03,380
has been ripping on Twitter lately

2002
00:48:03,380 --> 00:48:04,756
given given a bunch of free game.

2003
00:48:04,756 --> 00:48:06,592
So maybe maybe that's sparking people

2004
00:48:06,592 --> 00:48:07,467
to go and audit

2005
00:48:07,467 --> 00:48:08,635
their their post-purchase flow.

2006
00:48:08,635 --> 00:48:10,178
But if you haven't looked at it,

2007
00:48:10,178 --> 00:48:11,263
go set something up

2008
00:48:11,263 --> 00:48:12,472
and there's a ton of different options

2009
00:48:12,472 --> 00:48:13,181
you can do for this.

2010
00:48:13,181 --> 00:48:14,600
You can go upselling

2011
00:48:14,600 --> 00:48:15,976
more of the same product

2012
00:48:15,976 --> 00:48:18,103
you can do trying to cross-sell products.

2013
00:48:18,103 --> 00:48:18,979
You can try to cross-sell

2014
00:48:18,979 --> 00:48:20,355
multiple products.

2015
00:48:20,355 --> 00:48:20,981
You could

2016
00:48:20,981 --> 00:48:22,482
try to upsell people into a subscription

2017
00:48:22,482 --> 00:48:23,233
if they didn't subscribe.

2018
00:48:23,233 --> 00:48:24,276
Like there's just so many options

2019
00:48:24,276 --> 00:48:25,736
and things that you could do.

2020
00:48:25,736 --> 00:48:27,362
I really I haven't done this,

2021
00:48:27,362 --> 00:48:28,322
but I really want to set up

2022
00:48:28,322 --> 00:48:29,615
like a post-purchase flow.

2023
00:48:29,615 --> 00:48:30,866
You've got like a nice little video

2024
00:48:30,866 --> 00:48:32,242
that's like, hey, thanks for buying.

2025
00:48:32,242 --> 00:48:33,118
You know, it's going to make this

2026
00:48:33,118 --> 00:48:34,369
great is if you buy this

2027
00:48:34,369 --> 00:48:35,495
or like it starts to like

2028
00:48:35,495 --> 00:48:35,954
get them ready

2029
00:48:35,954 --> 00:48:36,997
for their purchase in a way

2030
00:48:36,997 --> 00:48:37,664
and maybe tries

2031
00:48:37,664 --> 00:48:38,540
to sell them on something,

2032
00:48:38,540 --> 00:48:39,541
but actually, just like

2033
00:48:39,541 --> 00:48:41,710
it's got a sick video post-purchase,

2034
00:48:41,710 --> 00:48:42,920
maybe that helps with retention,

2035
00:48:42,920 --> 00:48:44,254
take rate, whatever.

2036
00:48:44,254 --> 00:48:45,797
In any case, here's the test.

2037
00:48:47,007 --> 00:48:48,675
Then this brand had like

2038
00:48:48,675 --> 00:48:49,843
a small subscription

2039
00:48:49,843 --> 00:48:51,637
service was basically like,

2040
00:48:51,637 --> 00:48:52,220
hey, this is like,

2041
00:48:52,220 --> 00:48:54,014
here's a complimentary subscription to

2042
00:48:54,014 --> 00:48:54,681
to your product.

2043
00:48:54,681 --> 00:48:55,682
Like you'll just get this

2044
00:48:55,682 --> 00:48:56,475
and it's going to help you

2045
00:48:56,475 --> 00:48:57,517
like take care of your product,

2046
00:48:57,517 --> 00:48:58,560
but it costs money.

2047
00:48:58,560 --> 00:48:59,519
So you have to subscribe on this.

2048
00:48:59,519 --> 00:49:00,646
But we're going to give you a great deal.

2049
00:49:00,646 --> 00:49:02,147
Like you pay quarterly

2050
00:49:02,147 --> 00:49:03,190
and you get a sick bundle

2051
00:49:03,190 --> 00:49:03,857
that's going to help you

2052
00:49:03,857 --> 00:49:05,525
take care of your your product.

2053
00:49:05,525 --> 00:49:06,443
Huge value.

2054
00:49:06,443 --> 00:49:07,861
And it worked like it worked fine.

2055
00:49:07,861 --> 00:49:08,528
And like,

2056
00:49:08,528 --> 00:49:08,862
you know, it's

2057
00:49:08,862 --> 00:49:09,279
nice to have

2058
00:49:09,279 --> 00:49:11,448
a little subscription revenue coming in.

2059
00:49:11,448 --> 00:49:12,199
But they launched

2060
00:49:12,199 --> 00:49:14,284
a complimentary product

2061
00:49:14,284 --> 00:49:16,870
and I just like put a Navy test in

2062
00:49:16,870 --> 00:49:18,872
for scientists subscription

2063
00:49:18,872 --> 00:49:20,582
and upselling to this way more.

2064
00:49:20,582 --> 00:49:20,999
That's like

2065
00:49:20,999 --> 00:49:23,085
way more complimentary product

2066
00:49:23,085 --> 00:49:23,919
that just goes with it.

2067
00:49:23,919 --> 00:49:25,420
And the

2068
00:49:25,420 --> 00:49:27,255
the revenue per visitor went up

2069
00:49:27,255 --> 00:49:28,382
like five x.

2070
00:49:28,382 --> 00:49:30,968
I went from $2 to $10.

2071
00:49:30,968 --> 00:49:31,760
And that's holding.

2072
00:49:31,760 --> 00:49:32,427
And like,

2073
00:49:32,427 --> 00:49:33,512
you know, realistically

2074
00:49:33,512 --> 00:49:35,013
it doesn't make a huge difference

2075
00:49:35,013 --> 00:49:36,682
like take rate and conversion take

2076
00:49:36,682 --> 00:49:37,307
take great actually

2077
00:49:37,307 --> 00:49:37,975
went down a little bit,

2078
00:49:37,975 --> 00:49:39,643
but AOV just went up so much

2079
00:49:39,643 --> 00:49:41,144
because the product pricing

2080
00:49:41,144 --> 00:49:42,354
was much better.

2081
00:49:42,354 --> 00:49:43,397
So it didn't matter.

2082
00:49:43,397 --> 00:49:44,272
And like the subscription

2083
00:49:44,272 --> 00:49:45,148
revenue is not meaningful.

2084
00:49:45,148 --> 00:49:46,233
Like it's not going to compound it.

2085
00:49:46,233 --> 00:49:47,776
Beat that over time.

2086
00:49:47,776 --> 00:49:47,985
You know,

2087
00:49:47,985 --> 00:49:49,611
maybe it increases from that $2

2088
00:49:49,611 --> 00:49:50,988
per person to $4 per person

2089
00:49:50,988 --> 00:49:51,947
over the course of the year

2090
00:49:51,947 --> 00:49:53,240
or even two years.

2091
00:49:53,240 --> 00:49:54,491
The take rate on

2092
00:49:54,491 --> 00:49:55,325
going to like a net

2093
00:49:55,325 --> 00:49:57,619
new product is a huge one.

2094
00:49:57,619 --> 00:49:58,036
That's hard

2095
00:49:58,036 --> 00:50:00,080
to make that useful for people

2096
00:50:00,080 --> 00:50:00,706
because like,

2097
00:50:00,706 --> 00:50:01,248
you have to come out

2098
00:50:01,248 --> 00:50:02,499
with a completely new product

2099
00:50:02,499 --> 00:50:03,166
in order to do that.

2100
00:50:03,166 --> 00:50:03,917
But yeah,

2101
00:50:03,917 --> 00:50:04,918
that's how I'm saying, just like,

2102
00:50:04,918 --> 00:50:06,086
go look at your post-purchase upsell

2103
00:50:06,086 --> 00:50:07,838
and just like try something different.

2104
00:50:07,838 --> 00:50:08,964
Even the wording.

2105
00:50:08,964 --> 00:50:10,048
We did this test one time

2106
00:50:10,048 --> 00:50:11,758
where it was like a

2107
00:50:11,758 --> 00:50:14,261
it was like a testing kit, like,

2108
00:50:14,261 --> 00:50:15,929
you know, like think of

2109
00:50:15,929 --> 00:50:16,930
what are the popular ones right now

2110
00:50:16,930 --> 00:50:18,598
like superhuman or whatever,

2111
00:50:18,598 --> 00:50:19,599
like a testing kit like that.

2112
00:50:19,599 --> 00:50:20,475
It wasn't superhuman,

2113
00:50:20,475 --> 00:50:21,393
but it was like that.

2114
00:50:21,393 --> 00:50:23,353
We added messaging in the upsell,

2115
00:50:23,353 --> 00:50:25,063
post-purchase upsell that was like, hey,

2116
00:50:25,063 --> 00:50:26,064
did you know that

2117
00:50:26,064 --> 00:50:28,150
97% of people hit their goals

2118
00:50:28,150 --> 00:50:30,819
when they have an accountability partner?

2119
00:50:30,819 --> 00:50:32,112
Like just added that messaging

2120
00:50:32,112 --> 00:50:33,780
and had an upsell to an additional unit

2121
00:50:33,780 --> 00:50:34,114
because, like,

2122
00:50:34,114 --> 00:50:34,823
you're not going to use

2123
00:50:34,823 --> 00:50:36,491
another testing kit,

2124
00:50:36,491 --> 00:50:38,285
especially not at the same time.

2125
00:50:38,285 --> 00:50:39,369
And that crush like that

2126
00:50:39,369 --> 00:50:41,496
messaging was just like helped people

2127
00:50:42,497 --> 00:50:43,373
think like, oh yeah, like

2128
00:50:43,373 --> 00:50:43,874
I'll buy this

2129
00:50:43,874 --> 00:50:45,709
and then I'll Venmo request my or like,

2130
00:50:45,709 --> 00:50:46,334
I'll get my spouse

2131
00:50:46,334 --> 00:50:47,961
to do this or whatever.

2132
00:50:47,961 --> 00:50:49,379
And that messaging

2133
00:50:49,379 --> 00:50:50,047
made a huge difference.

2134
00:50:50,047 --> 00:50:53,383
So audit your post-purchase upsell okay.

2135
00:50:53,425 --> 00:50:54,593
Beautiful okay.

2136
00:50:54,593 --> 00:50:57,179
So let's talk about the argument PDP

2137
00:50:57,179 --> 00:50:59,765
as it relates to a premium watchband.

2138
00:50:59,765 --> 00:51:02,642
Yes. So

2139
00:51:02,642 --> 00:51:03,727
pretty expensive.

2140
00:51:03,727 --> 00:51:06,563
Several thousand dollar watch product.

2141
00:51:06,563 --> 00:51:09,566
And we basically just took the

2142
00:51:09,691 --> 00:51:10,609
the product page.

2143
00:51:10,609 --> 00:51:11,610
And like the

2144
00:51:11,610 --> 00:51:12,611
the general premise

2145
00:51:12,611 --> 00:51:15,280
for product page tests that I like to do.

2146
00:51:15,280 --> 00:51:15,781
And shout out

2147
00:51:15,781 --> 00:51:19,409
to Konica, who's the crow goat

2148
00:51:19,868 --> 00:51:20,702
she like,

2149
00:51:20,702 --> 00:51:23,413
I probably mixing up her words here,

2150
00:51:23,413 --> 00:51:25,707
but the basic premise was just like,

2151
00:51:25,707 --> 00:51:27,834
add more to the page.

2152
00:51:27,834 --> 00:51:29,377
Like just add depth to it.

2153
00:51:29,377 --> 00:51:30,629
Now, intentional

2154
00:51:30,629 --> 00:51:31,463
about what you're adding.

2155
00:51:31,463 --> 00:51:33,090
But like, people will scroll

2156
00:51:33,090 --> 00:51:34,591
if they want to consume more content

2157
00:51:34,591 --> 00:51:34,883
like that

2158
00:51:34,883 --> 00:51:35,425
is kind of

2159
00:51:35,425 --> 00:51:36,676
one of the one of the bigger takeaways

2160
00:51:36,676 --> 00:51:39,304
is like just add content to this.

2161
00:51:39,304 --> 00:51:43,475
And so we added in, in in the old page,

2162
00:51:43,475 --> 00:51:44,017
it was like

2163
00:51:44,017 --> 00:51:46,561
the flow of the page was by box.

2164
00:51:46,561 --> 00:51:48,647
Hey, it includes these things for free.

2165
00:51:48,647 --> 00:51:50,107
Here's like your normal accordions,

2166
00:51:50,107 --> 00:51:50,732
which is like here's

2167
00:51:50,732 --> 00:51:51,691
the warranty information,

2168
00:51:51,691 --> 00:51:53,068
blah blah blah blah blah.

2169
00:51:53,068 --> 00:51:56,029
Here's the full image gallery.

2170
00:51:56,029 --> 00:51:56,571
Here's like

2171
00:51:56,571 --> 00:51:57,989
the specs of what it's made out of.

2172
00:51:57,989 --> 00:51:59,533
Here's how it compares.

2173
00:51:59,533 --> 00:52:01,409
Like in nighttime versus daytime,

2174
00:52:01,409 --> 00:52:02,494
here's how it looks.

2175
00:52:02,494 --> 00:52:03,495
And then all of the

2176
00:52:03,495 --> 00:52:04,913
different product reviews.

2177
00:52:04,913 --> 00:52:06,706
But the reviews were specific

2178
00:52:06,706 --> 00:52:08,416
to only that product,

2179
00:52:08,416 --> 00:52:09,543
not their entire collection,

2180
00:52:09,543 --> 00:52:11,044
which matters because like they sell,

2181
00:52:11,044 --> 00:52:11,920
they sell a premium watch.

2182
00:52:11,920 --> 00:52:12,295
They don't sell

2183
00:52:12,295 --> 00:52:13,672
a ton of individual units,

2184
00:52:13,672 --> 00:52:14,589
but they sell a lot across

2185
00:52:14,589 --> 00:52:15,757
their entire collection.

2186
00:52:15,757 --> 00:52:18,593
The new page added sitewide proof.

2187
00:52:18,593 --> 00:52:19,177
So that's kind of why

2188
00:52:19,177 --> 00:52:20,679
just what I just explained.

2189
00:52:20,679 --> 00:52:22,139
It added a little bit more of like

2190
00:52:22,139 --> 00:52:23,056
it moved the

2191
00:52:23,056 --> 00:52:23,974
the specs up

2192
00:52:23,974 --> 00:52:24,641
a little bit more

2193
00:52:24,641 --> 00:52:25,267
because these are people

2194
00:52:25,267 --> 00:52:26,434
who are buying watches

2195
00:52:26,434 --> 00:52:27,853
because they care about how it's built,

2196
00:52:27,853 --> 00:52:28,770
like they want to

2197
00:52:29,896 --> 00:52:30,313
like the

2198
00:52:30,313 --> 00:52:30,689
they're like the

2199
00:52:30,689 --> 00:52:31,731
person that over explains that.

2200
00:52:31,731 --> 00:52:32,858
She was like, did I never ask?

2201
00:52:32,858 --> 00:52:33,233
But like,

2202
00:52:33,233 --> 00:52:34,442
they want to be able to tell you that

2203
00:52:34,442 --> 00:52:35,527
it's Swiss made and blah,

2204
00:52:35,527 --> 00:52:36,528
blah, blah, blah blah,

2205
00:52:36,528 --> 00:52:37,404
because they're a watch collector

2206
00:52:37,404 --> 00:52:39,406
and they care about that.

2207
00:52:39,406 --> 00:52:41,575
It included what you get in the box.

2208
00:52:41,575 --> 00:52:42,075
It moved,

2209
00:52:42,075 --> 00:52:43,785
move the demo up a little bit,

2210
00:52:43,785 --> 00:52:45,412
and then it had like a comparison chart.

2211
00:52:45,412 --> 00:52:45,996
So like,

2212
00:52:45,996 --> 00:52:47,289
well, look, I got ahead of myself.

2213
00:52:47,289 --> 00:52:49,416
It had a why no two

2214
00:52:49,416 --> 00:52:50,750
watches are alike on it.

2215
00:52:50,750 --> 00:52:51,918
It said why it's different.

2216
00:52:51,918 --> 00:52:53,295
It added a value comparison.

2217
00:52:53,295 --> 00:52:54,880
Like you can buy ours for Christmas,

2218
00:52:54,880 --> 00:52:56,882
or you can buy this super expensive

2219
00:52:56,882 --> 00:52:57,632
Swiss alternative

2220
00:52:57,632 --> 00:52:58,800
for tens of thousands of dollars.

2221
00:52:58,800 --> 00:53:00,093
And here's how they compare.

2222
00:53:00,093 --> 00:53:01,052
It showed how

2223
00:53:01,052 --> 00:53:02,554
how people would wear it,

2224
00:53:02,554 --> 00:53:03,722
where it was built, which it was,

2225
00:53:03,722 --> 00:53:04,598
it was made.

2226
00:53:04,598 --> 00:53:06,016
It was not like made overseas.

2227
00:53:06,016 --> 00:53:06,474
And that was

2228
00:53:06,474 --> 00:53:08,059
that was valuable to this buyer.

2229
00:53:08,059 --> 00:53:08,852
It made the the

2230
00:53:08,852 --> 00:53:10,187
the risk reversal slash

2231
00:53:10,187 --> 00:53:11,813
like warranty and guarantee more obvious.

2232
00:53:11,813 --> 00:53:13,398
We added more depth of the FAQs.

2233
00:53:13,398 --> 00:53:14,774
We had a more reviews.

2234
00:53:14,774 --> 00:53:15,442
And then one other thing

2235
00:53:15,442 --> 00:53:16,318
that I didn't list here

2236
00:53:16,318 --> 00:53:18,570
is like in the box section,

2237
00:53:18,570 --> 00:53:19,821
you could previously like

2238
00:53:19,821 --> 00:53:21,781
switch to a different

2239
00:53:21,781 --> 00:53:23,200
there's not technically a variant

2240
00:53:23,200 --> 00:53:24,159
because it's like a different

2241
00:53:24,159 --> 00:53:26,286
it's a different skew of watch.

2242
00:53:26,286 --> 00:53:27,329
But we just like made

2243
00:53:27,329 --> 00:53:28,705
those much more visual.

2244
00:53:28,705 --> 00:53:29,915
Like they went from

2245
00:53:29,915 --> 00:53:30,624
like kind of hard

2246
00:53:30,624 --> 00:53:31,416
to see icons

2247
00:53:31,416 --> 00:53:32,542
like bigger circles

2248
00:53:32,542 --> 00:53:34,586
in like right at the top of the by box.

2249
00:53:34,586 --> 00:53:35,879
People are clicking the shit out of that

2250
00:53:35,879 --> 00:53:36,546
because they can just like,

2251
00:53:36,546 --> 00:53:37,088
actually see, like, oh,

2252
00:53:37,088 --> 00:53:39,549
I think I prefer that color. And so,

2253
00:53:40,550 --> 00:53:43,094
depth of page like went from like,

2254
00:53:43,094 --> 00:53:44,137
yeah, just we just like made

2255
00:53:44,137 --> 00:53:45,180
the page substantially longer

2256
00:53:45,180 --> 00:53:45,889
and then changed a couple

2257
00:53:45,889 --> 00:53:46,640
of those things throughout

2258
00:53:46,640 --> 00:53:48,099
and just like added more information

2259
00:53:48,099 --> 00:53:48,850
that we thought would help

2260
00:53:48,850 --> 00:53:49,726
answer your questions

2261
00:53:49,726 --> 00:53:51,102
to your point earlier about like

2262
00:53:51,102 --> 00:53:52,145
people are going to do their research

2263
00:53:52,145 --> 00:53:53,438
before they're by, well, great.

2264
00:53:53,438 --> 00:53:55,815
What if it's all on the product page?

2265
00:53:55,815 --> 00:53:56,107
Yeah.

2266
00:53:56,107 --> 00:53:56,816
I mean, if you're buying

2267
00:53:56,816 --> 00:53:58,235
like a high dollar thing, right.

2268
00:53:58,235 --> 00:53:59,569
The more that there's there

2269
00:53:59,569 --> 00:54:01,071
that there is there the better, right.

2270
00:54:01,071 --> 00:54:01,947
That's like

2271
00:54:01,947 --> 00:54:03,490
I think you're talking about it

2272
00:54:03,490 --> 00:54:04,241
going through it.

2273
00:54:04,241 --> 00:54:05,575
You're deeply getting into it.

2274
00:54:05,575 --> 00:54:07,661
Like the more info you have

2275
00:54:07,661 --> 00:54:09,996
and the more that you can consume

2276
00:54:09,996 --> 00:54:12,165
and be bought into the story

2277
00:54:12,165 --> 00:54:14,042
watches so much of it as a story

2278
00:54:14,042 --> 00:54:15,252
because people are going to ask.

2279
00:54:15,252 --> 00:54:16,336
Oh, where'd you get that?

2280
00:54:16,336 --> 00:54:17,545
You know, like the more

2281
00:54:17,545 --> 00:54:19,256
that you can tell that narrative is huge.

2282
00:54:19,256 --> 00:54:20,799
And, yeah,

2283
00:54:20,799 --> 00:54:21,383
I heard

2284
00:54:21,383 --> 00:54:24,302
I heard one from another watch brand.

2285
00:54:24,302 --> 00:54:24,678
I worked

2286
00:54:24,678 --> 00:54:27,681
with a watch brand for a while, and

2287
00:54:27,722 --> 00:54:30,517
they had to people that had bought their

2288
00:54:31,810 --> 00:54:33,395
watches, their watches were

2289
00:54:33,395 --> 00:54:36,398
average about 250 to, you know, ish.

2290
00:54:38,900 --> 00:54:40,860
There they sent something

2291
00:54:40,860 --> 00:54:44,531
like 17 emails over 45 days

2292
00:54:44,531 --> 00:54:46,491
talking about the story and then also,

2293
00:54:46,491 --> 00:54:47,534
like constantly invited them

2294
00:54:47,534 --> 00:54:48,451
to this Facebook group

2295
00:54:48,451 --> 00:54:50,203
and this Instagram group.

2296
00:54:50,203 --> 00:54:51,037
You could choose which one

2297
00:54:51,037 --> 00:54:52,414
you wanted to be a part of

2298
00:54:52,414 --> 00:54:52,956
or like

2299
00:54:52,956 --> 00:54:55,000
a Instagram group, what it was,

2300
00:54:55,000 --> 00:54:56,835
and it was like a owners

2301
00:54:56,835 --> 00:54:59,879
like cohort thing that they had built,

2302
00:54:59,921 --> 00:55:01,464
like anyway. And it was crazy.

2303
00:55:01,464 --> 00:55:02,799
Like, people want to talk about it.

2304
00:55:02,799 --> 00:55:03,216
It's the point.

2305
00:55:03,216 --> 00:55:04,134
People want to be into it.

2306
00:55:04,134 --> 00:55:05,343
People want to be a part of it.

2307
00:55:05,343 --> 00:55:07,012
And the more that you can pump them

2308
00:55:07,012 --> 00:55:08,263
up, the better outfits going to be.

2309
00:55:08,263 --> 00:55:08,888
So it makes sense

2310
00:55:08,888 --> 00:55:11,891
that it's on the PDP that way to

2311
00:55:11,975 --> 00:55:12,726
yeah that's cool.

2312
00:55:12,726 --> 00:55:13,893
Yeah, I like the Facebook group thing

2313
00:55:13,893 --> 00:55:14,352
because you're right.

2314
00:55:14,352 --> 00:55:14,936
It's like

2315
00:55:14,936 --> 00:55:16,646
even if you haven't purchased yet,

2316
00:55:16,646 --> 00:55:18,148
it's like you want to go see other people

2317
00:55:18,148 --> 00:55:18,940
that are pumped about it.

2318
00:55:18,940 --> 00:55:21,192
And like Facebook groups are like

2319
00:55:21,192 --> 00:55:21,985
you can kind of say,

2320
00:55:21,985 --> 00:55:23,111
I mean, I know there's moderators,

2321
00:55:23,111 --> 00:55:23,737
like you can kind of

2322
00:55:23,737 --> 00:55:24,404
say whatever you want.

2323
00:55:24,404 --> 00:55:25,071
So it's like you at least

2324
00:55:25,071 --> 00:55:26,656
get the real authentic version of

2325
00:55:26,656 --> 00:55:28,283
like what people think about it.

2326
00:55:28,283 --> 00:55:30,368
It's like it's like the, the,

2327
00:55:30,368 --> 00:55:31,953
the thing that Zach said

2328
00:55:31,953 --> 00:55:33,371
probably a year ago now, which was like,

2329
00:55:33,371 --> 00:55:34,497
add Facebook

2330
00:55:34,497 --> 00:55:36,166
comment screenshots to your landing page

2331
00:55:36,166 --> 00:55:37,042
or product page.

2332
00:55:37,042 --> 00:55:37,959
It's because like, it's

2333
00:55:37,959 --> 00:55:39,544
hard to fake that.

2334
00:55:39,544 --> 00:55:40,962
Yeah, totally.

2335
00:55:40,962 --> 00:55:42,047
Well that's cool. That's interesting.

2336
00:55:42,047 --> 00:55:42,964
So that makes sense.

2337
00:55:42,964 --> 00:55:43,465
So these are

2338
00:55:43,465 --> 00:55:45,050
I mean tons of good tests here.

2339
00:55:45,050 --> 00:55:48,470
So now we have bonus preorder versus

2340
00:55:48,511 --> 00:55:49,679
sold out.

2341
00:55:49,679 --> 00:55:52,682
Same out of stock product two framings.

2342
00:55:52,724 --> 00:55:54,225
The hypothesis is the sold out

2343
00:55:54,225 --> 00:55:56,227
signals demand should convert better.

2344
00:55:56,227 --> 00:55:57,562
What happened.

2345
00:55:57,562 --> 00:55:57,896
Yeah.

2346
00:55:57,896 --> 00:56:00,565
So you you don't have the product.

2347
00:56:00,565 --> 00:56:02,484
You can either say preorder or sold out.

2348
00:56:02,484 --> 00:56:03,151
You can probably do

2349
00:56:03,151 --> 00:56:04,235
some combination of the two.

2350
00:56:04,235 --> 00:56:05,445
But to me, to me

2351
00:56:05,445 --> 00:56:05,945
sold out

2352
00:56:05,945 --> 00:56:06,404
says like

2353
00:56:06,404 --> 00:56:07,906
we have this product at one point

2354
00:56:07,906 --> 00:56:10,116
and we had so much demand

2355
00:56:10,116 --> 00:56:11,034
that we couldn't keep up on it.

2356
00:56:11,034 --> 00:56:12,535
You could still buy it, like it

2357
00:56:12,535 --> 00:56:13,995
said, sold out, but you can buy it.

2358
00:56:13,995 --> 00:56:15,372
You can be part of the next,

2359
00:56:15,372 --> 00:56:17,582
the next run or next batch.

2360
00:56:17,582 --> 00:56:20,543
Or you can say, hey, this is a preorder.

2361
00:56:20,543 --> 00:56:22,921
And I thought that the

2362
00:56:23,880 --> 00:56:25,382
the sold out messaging would

2363
00:56:25,382 --> 00:56:27,217
be like a little more FOMO in that

2364
00:56:27,217 --> 00:56:28,718
I don't want to miss this,

2365
00:56:28,718 --> 00:56:30,762
and the it just made no difference.

2366
00:56:30,762 --> 00:56:31,721
Like it just made no difference.

2367
00:56:31,721 --> 00:56:32,722
Like preorder work just fine.

2368
00:56:32,722 --> 00:56:33,056
Even if

2369
00:56:33,056 --> 00:56:34,224
like the product had been at stock

2370
00:56:34,224 --> 00:56:35,183
at one point.

2371
00:56:35,183 --> 00:56:36,226
Preorder versus sold out

2372
00:56:36,226 --> 00:56:37,268
just made made literally

2373
00:56:37,268 --> 00:56:38,395
no difference at all.

2374
00:56:38,395 --> 00:56:39,813
And so yeah, it's L

2375
00:56:39,813 --> 00:56:42,107
for that type of scarcity in this case

2376
00:56:42,107 --> 00:56:45,110
I suppose that's interesting.

2377
00:56:45,110 --> 00:56:45,527
All right.

2378
00:56:45,527 --> 00:56:46,861
Well look,

2379
00:56:46,861 --> 00:56:47,862
you know, if you listen to this,

2380
00:56:47,862 --> 00:56:48,363
you've gotten

2381
00:56:48,363 --> 00:56:49,114
thousands of dollars

2382
00:56:49,114 --> 00:56:51,616
worth of advice for zero

2383
00:56:51,616 --> 00:56:52,409
thanks to Brad.

2384
00:56:52,409 --> 00:56:53,660
Brad, anything you want to say

2385
00:56:53,660 --> 00:56:55,787
before we close this out?

2386
00:56:55,787 --> 00:56:56,996
Not really.

2387
00:56:56,996 --> 00:56:58,498
Just like there's there's

2388
00:56:58,498 --> 00:56:59,499
so many different types of tests

2389
00:56:59,499 --> 00:57:00,083
that you can do.

2390
00:57:00,083 --> 00:57:02,043
So, you know, if you don't constantly

2391
00:57:02,043 --> 00:57:03,002
have like an intelligence

2392
00:57:03,002 --> 00:57:03,670
test of some kind

2393
00:57:03,670 --> 00:57:03,962
running,

2394
00:57:03,962 --> 00:57:05,588
you should probably consider doing that.

2395
00:57:05,588 --> 00:57:06,673
And if you need ideas,

2396
00:57:06,673 --> 00:57:08,007
download the transcript from this

2397
00:57:08,007 --> 00:57:11,177
and rip it through and give you something

2398
00:57:11,719 --> 00:57:13,430
so you have enough

2399
00:57:13,430 --> 00:57:14,639
ideas for the next year.

2400
00:57:15,682 --> 00:57:16,850
Thanks everybody for listening.

2401
00:57:16,850 --> 00:57:17,350
As always,

2402
00:57:17,350 --> 00:57:18,852
we enjoy and appreciate

2403
00:57:18,852 --> 00:57:20,228
any ratings that you give us.

2404
00:57:20,228 --> 00:57:23,231
Have a great rest of your day.

2405
00:57:24,315 --> 00:57:25,650
The only way that we grow

2406
00:57:25,650 --> 00:57:27,527
this podcast is by

2407
00:57:27,527 --> 00:57:28,820
you sharing it with your friends.

2408
00:57:28,820 --> 00:57:29,946
Honestly, like reviews

2409
00:57:29,946 --> 00:57:30,738
kind of don't really mean

2410
00:57:30,738 --> 00:57:31,739
anything too much anymore.

2411
00:57:31,739 --> 00:57:32,782
They're really meaningful,

2412
00:57:32,782 --> 00:57:33,992
but they don't do a lot

2413
00:57:33,992 --> 00:57:35,618
for the growth of the podcast.

2414
00:57:35,618 --> 00:57:37,662
And so sharing YouTube links,

2415
00:57:37,662 --> 00:57:38,580
sharing Spotify

2416
00:57:38,580 --> 00:57:39,664
links, sharing

2417
00:57:39,664 --> 00:57:40,957
Apple, whatever

2418
00:57:40,957 --> 00:57:43,126
we call it under the podcast app now,

2419
00:57:43,126 --> 00:57:44,627
anything you can share,

2420
00:57:44,627 --> 00:57:46,838
the better we're going to be.

2421
00:57:46,838 --> 00:57:47,547
Guys, anything else

2422
00:57:47,547 --> 00:57:48,631
you want to say on this?

2423
00:57:48,631 --> 00:57:50,592
Yeah, please go check us out on YouTube.

2424
00:57:50,592 --> 00:57:51,801
Rack up those views for us.

2425
00:57:51,801 --> 00:57:53,553
We'd love to see it and then subscribe.

2426
00:57:53,553 --> 00:57:54,721
Make sure to subscribe on YouTube

2427
00:57:54,721 --> 00:57:55,054
as well.

2428
00:57:55,054 --> 00:57:56,014
And I relentlessly

2429
00:57:56,014 --> 00:57:57,140
refresh the YouTube comments

2430
00:57:57,140 --> 00:57:58,016
because it dictates

2431
00:57:58,016 --> 00:57:58,933
my mental health for the day.

2432
00:57:58,933 --> 00:57:59,684
So please say something

2433
00:57:59,684 --> 00:58:00,768
nice about all of us.

2434
00:58:02,020 --> 00:58:02,896
Thank you everyone.

2435
00:58:02,896 --> 00:58:04,481
Thanks for listening. Honestly.