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[SPEAKER_02]: Shopping in real life is very social experience.
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[SPEAKER_02]: People like me go to shop alone sometimes when I need a shirt or something, but typically people go with friends and family and it's like a more entertaining and social experience.
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[SPEAKER_02]: Right now the online shopping is very dry.
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[SPEAKER_02]: If you make it more social, people will just buy more.
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[SPEAKER_02]: You're listening to the Keep Optimizing Podcast.
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[SPEAKER_00]: Do increase your traffic improve your conversion rates and grow your profits.
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[SPEAKER_01]: Hello and welcome.
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[SPEAKER_01]: I'm Chloe Thomas the host of this e-commerce marketing focus podcast.
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[SPEAKER_01]: If you're not familiar with our format well we release five episode mini series each diving deep into one e-commerce marketing topic.
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[SPEAKER_01]: It could be channels, email, SEO, Facebook ads or a big topic like acquisition retention or conversion rates.
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[SPEAKER_01]: In each episode, new ones come out on Wednesdays, I get to interview a different expert to explore another way to make that marketing method work for you.
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[SPEAKER_01]: And then, after each five episodes, many series we get to take a week off, giving you time to implement.
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[SPEAKER_01]: Because there's no point if you don't implement.
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[SPEAKER_01]: Now, at the moment, we are deep in conversion rates.
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[SPEAKER_01]: Because,
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[SPEAKER_01]: conversion rates, improve all your marketing results.
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[SPEAKER_01]: In each of the episodes we're tackling a different angle, last time we got into the tricky big picture topic of building trust with your site visitors, this time we're getting far more into the nuts and bolts of things, operating some quick wins.
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[SPEAKER_01]: as our guest shares the five big mistakes quietly killing your e-commerce conversions.
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[SPEAKER_01]: And of course, we get into how to fix them as well.
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[SPEAKER_01]: So lots of cool practical advice that all of you can implement coming up in this episode.
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[SPEAKER_01]: Get your pen and paper ready or be ready to re-listen or download the transcript.
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[SPEAKER_01]: because we're going to be getting into all of this very shortly.
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[SPEAKER_01]: My guest, Ashiu, is also providing some brilliant insights and ideas and even a tool recommendation in the insider tips.
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[SPEAKER_01]: So make sure you listen to right to the end so you catch that as well.
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[SPEAKER_01]: In this episode, I'm chatting with conversion rate expert Ashud Dubay.
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[SPEAKER_01]: Ashud is CEO of Alhina AI, where they're focused on reshaping the future of online shopping through AI innovation from AI search engines right through to every customer interaction.
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[SPEAKER_01]: Clients include Victoria Beckham, Dryrobe, Crocus and Unilever Prestige.
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[SPEAKER_01]: Hello Ashud.
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[SPEAKER_01]: awesome to have you here too.
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[SPEAKER_01]: I'm really excited to get into this topic, but before we do that, how did you get into the world of conversion rates?
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[SPEAKER_02]: So before I started Alhina, I was leading growth at product growth, core growth at LinkedIn, where my job was to make sure when people visit LinkedIn, they we convert them either as a log in or sign up or make them download an app.
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[SPEAKER_02]: So that's all I did for five years before coming to Alhina.
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[SPEAKER_02]: So that's something very close to my heart.
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[SPEAKER_02]: I am nerdy about conversion and I always think when I go to a website, the first thing comes to my head and what I'm doing wrong with, you know, how can they improve their conversion?
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[SPEAKER_02]: Because that's what I have lived and breathed for last five years.
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[SPEAKER_02]: And last four years as well at El Hina, so in a way it's like more than five years.
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[SPEAKER_01]: You look at e-commerce as an easy place to drive conversions, compared to trying to get code traffic to LinkedIn.com to convert.
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[SPEAKER_01]: That must be an awful lot harder.
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[SPEAKER_02]: You're right.
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[SPEAKER_02]: I mean, both, I won't say e-commerce is easy, but there are different challenges.
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[SPEAKER_02]: When it comes to LinkedIn, what says e-commerce, in linking people are actively trying to not sign up a login, because people want to snoop on each other and not tell them that I'm looking at a profile.
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[SPEAKER_02]: in e-commerce, it's slightly different, and so, but what I found is two things in e-commerce, one people are very metrics oriented.
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[SPEAKER_02]: The, it's been the smaller teams.
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[SPEAKER_02]: They, they talk about a bit of staying at the, they run those experiments.
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[SPEAKER_02]: Second is even after that whole metrics orientation, I did see a lot of low-hanging fruits, which I'm sure will get into the details
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[SPEAKER_02]: What are some of the mistakes that companies are doing?
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[SPEAKER_02]: But I did see on the ACOM, there's a lot of low hanging foods that people can do to improve their conversion.
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[SPEAKER_01]: Awesome.
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[SPEAKER_01]: One more question for you before we start getting into that good stuff.
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[SPEAKER_01]: As somebody follows you on LinkedIn and the business you're building as well, I know how deep you are in the AI space and what's happening and what's going on.
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[SPEAKER_01]: ridiculously huge question, you know, answer this however you see fit.
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[SPEAKER_01]: But where do you think AI is going to bake the biggest impact in e-commerce in the next 12 months?
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[SPEAKER_01]: Because they seem like it seems to be happening in all different kinds of areas.
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[SPEAKER_01]: And I'm never quite sure what's going to be the big game change for us.
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: I think that's a great question.
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[SPEAKER_02]: And one thing I'm very sure about is we'll start to see AI agents like personally, I agents go and buy for us and buy things for us in e-commerce and specifically with e-commerce.
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[SPEAKER_02]: Now we've been hearing about it, but now we're at a stage with there are many into the us to our
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[SPEAKER_02]: spinning up their own personal agents.
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[SPEAKER_02]: It's just a matter of time where we start seeing this like personal shopping agents, go out and start making those purchases.
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[SPEAKER_02]: And I think all the LEGOs are in place and they just need to be put together.
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[SPEAKER_02]: In fact, I won't be surprised if they will be put together in next one or two months.
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[SPEAKER_02]: So that's going to happen.
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[SPEAKER_02]: And once it happens, it's going to take the world by storm.
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[SPEAKER_02]: Now it's how Ecommerce companies react to it.
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[SPEAKER_02]: It's a different question.
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[SPEAKER_02]: And I'll give you a bonus one as well which I have been thinking about.
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[SPEAKER_02]: The second one is from a company perspective.
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[SPEAKER_02]: And so what I mentioned is personal agents, but from an e-commerce brand as a company perspective, I think we are going to see by a focus on of agents in two main areas, two main buckets.
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[SPEAKER_02]: One is internal company agents, which are like merchant facing, how do I optimize my supply chain?
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[SPEAKER_02]: upload and image etc.
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[SPEAKER_02]: And the second would be a customer facing agent and we are going to see some consolidation in that.
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[SPEAKER_02]: In fact, we already see consolidation in how brands approach Alina, for example, we typically replace a four or five different solutions into one stack with Alina and the Alina is primarily customer facing.
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[SPEAKER_02]: And so I think that that trend is going to accelerate and we'll see like a customer facing AI and merchant facing AI into two clean buckets.
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[SPEAKER_01]: Yeah, just seem like when you're pulling so much information together, why would you do that multiple times when you can consolidate him one to exactly.
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[SPEAKER_02]: Yeah, so there's a natural bull natural gravitation towards like having one AI face all the customers.
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[SPEAKER_02]: And because you need to train it once all the information is there, you know, you put the guard rails once and you don't have to do it at five different places.
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[SPEAKER_01]: exactly.
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[SPEAKER_01]: Well, let's get into our topic.
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[SPEAKER_01]: I could carry on talking to you about that for a while, but it's not what the audience are doing for us.
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[SPEAKER_01]: So, you very coolly suggested this brilliant topic, which is the five mistakes quietly killing your e-commerce conversions.
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[SPEAKER_01]: which is very easy to talk about the Mustys.
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[SPEAKER_01]: It makes much more sense to look at the mistakes.
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[SPEAKER_01]: I know you and your team look at so many sites and what isn't working.
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[SPEAKER_01]: So I'm really looking forward to getting into these.
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[SPEAKER_01]: So let's tackle them one by one.
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[SPEAKER_01]: Actually, what's our first mistake to avoid?
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[SPEAKER_02]: great, very self-talk about this one.
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[SPEAKER_02]: The first one is making every CTS cream and what I mean by that is you you find something very flashy.
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[SPEAKER_02]: Let's say a new virtual try-on to your in a parallel brand you found a new virtual try-on to and you made a large juicy, flashy, very beautiful button.
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[SPEAKER_02]: That's very attractive.
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[SPEAKER_02]: People come to your product listing page.
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[SPEAKER_02]: They see that button and they click with it.
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[SPEAKER_02]: But just think about what it's competing against.
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[SPEAKER_02]: It's competing against that add to card button, where if that person was interested in buying, now all of a sudden you distracted them with this virtual try-on, which if it was not there, they could have gone to add to card.
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[SPEAKER_02]: And so
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[SPEAKER_02]: It's basically an attention game on the product listing pages and you want to be clear what you want that you just do on that screen.
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[SPEAKER_02]: Like there is a principle don't make me think when I'm visiting your site or product or anything and that's the same principle applies over here.
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[SPEAKER_02]: It's we see that mistake very commonly especially in e-commerce and I have learned it the hardware at LinkedIn because over there as well in any product you want to have like one specific action that customers would do and invariably
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[SPEAKER_02]: don't worry, the attention gets distracted if you introduce something new flashy.
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[SPEAKER_02]: And any comments, it's very common because people don't have that five years of experience coming into, you know, or 10 years experience coming to and doing conversion every day and day and day and day out.
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[SPEAKER_02]: And so I just give an example, but you can extrapolate it to anything.
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[SPEAKER_02]: You have a new offer coming in, sure.
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[SPEAKER_02]: Like you can just like plaster it all the everywhere on the PTP page, but it will compete with it at two cards.
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[SPEAKER_02]: Same on collection.
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[SPEAKER_02]: So think of like, what is the one action you want that you just do on home page?
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[SPEAKER_02]: If you want them to decide between two, three present them in that way, so that the hierarchy is clear.
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[SPEAKER_02]: On PTP page, I think it's very clear that you want them to add to card.
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[SPEAKER_02]: And every other CTS should be in service to add to card.
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[SPEAKER_02]: And only if the users are just exploring you want to bubble up other options and so it has to be done very thoughtfully rather than I like this experience and let me put it as a as a new seat here on on my side because it will hurt you people don't realize before they they run it for a month or two and then they say how I'm losing money in my beta.
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[SPEAKER_01]: It is kind of mad we have to keep saying it.
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[SPEAKER_01]: I think of big rules in email marketing.
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[SPEAKER_01]: You only need one link.
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[SPEAKER_01]: You don't need to put the link three times in the written text or whatever else.
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[SPEAKER_01]: And then because it works better, clarity works better.
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[SPEAKER_01]: And then you think about the Google homepage and the beauty and the simplicity of the Google search homepage and the fact they have someone in charge of keeping it empty of all other things.
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[SPEAKER_01]: And it's like,
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[SPEAKER_01]: It seems absolutely mad.
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[SPEAKER_01]: We have to keep saying it, but I'm sure many, I reckon at least 50% of the people listening to this.
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[SPEAKER_01]: If they went and looked to their product pages, with through the lens you've just given them would be like, oh dear, everything's going on.
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[SPEAKER_01]: So I love that as our first mistake.
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[SPEAKER_01]: And a super straightforward one to fix as well.
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[SPEAKER_01]: What's our mistake number two that we need to avoid, Ashie?
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[SPEAKER_02]: And so Mr. Commattu is related with AI.
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[SPEAKER_02]: And these days, the AI agents that you have on your site, they're very powerful.
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[SPEAKER_02]: But if you just have them hiding behind a chat bubble,
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[SPEAKER_02]: You are being a disservice to the capabilities that the AI isn't can do.
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[SPEAKER_02]: And so typically that AI isn't can help people find products, can help them with orders.
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[SPEAKER_02]: It can go deeper.
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[SPEAKER_02]: For example, if you're using, let's say you're a skincare company, and you're using Alhina.
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[SPEAKER_02]: This AI agent can analyze someone's facial image and recommend them stuff from your catalog.
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[SPEAKER_02]: It can run a quitch, very lightweight quitch, and do product recommendations build a routine.
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[SPEAKER_02]: And now, imagine you are hiding all of this behind a chat bubble.
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[SPEAKER_02]: And so they you just don't really know what it's inside unless they interact with the chat bubble.
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[SPEAKER_02]: And if you see the the engagement percentage of even the best chat, chat bots on a website is less than 1%.
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[SPEAKER_02]: And so if this is less than 1% of your users are engaging with your best sales associate, which is hiding behind a chat bubble.
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[SPEAKER_02]: You are doing a disservice to your users and to the technology that you work so hard to onboard and you
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[SPEAKER_02]: put it on your site and so the fix to that for me is put the contextual entry points, all across and we have some customers that do a really fantastic job in terms of like putting it in different places.
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[SPEAKER_02]: So one customer, they have it on home page and you know different contextual entry points for the people to discover.
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[SPEAKER_02]: On collection spaces, they have different
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[SPEAKER_02]: like a skin cream product and so they will say like, help, let us help you find the right skin cream and you click on that and then it opens that holding experience.
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[SPEAKER_02]: We also launched embedibles in that area just to, so embedable agents are like compact agents,
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[SPEAKER_02]: So let's say you are on collects this page and you want to run a quiz.
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[SPEAKER_02]: So that will start running a quiz.
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[SPEAKER_02]: And it's the same AI, but the idea here is, you spread your best sales associate, you make it actually available where the users are.
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[SPEAKER_02]: You'd, like, an analogy would be,
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[SPEAKER_02]: a physical store where your best sales associate is lying in a corner and the users have to walk all the way across the room to find your sales associate and get them.
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[SPEAKER_02]: So you don't do that.
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[SPEAKER_02]: You have multiple associates all over the all across the store so that they just can find them easily.
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[SPEAKER_02]: And that's what the mistake number 2 we see.
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[SPEAKER_02]: And so yeah.
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[SPEAKER_01]: I suppose it's like you build all this great functionality to help the customer, but then you leave it with a little button down the bottom right hand corner, which if they happen to click on it, they'll get the great experience.
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[SPEAKER_01]: So why I and your moisturizer category, would you not have exactly want help was finding the correct moisturizer for you click and away you go.
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[SPEAKER_02]: Right.
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[SPEAKER_02]: And typically to add to your point, people go to a chat bubble.
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[SPEAKER_02]: We have dreamed them to go to a chat bubble only for support queries, not for shopping queries.
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[SPEAKER_02]: and so people typically don't even think of going to a chat bubble and it's such a such a loss for everyone.
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[SPEAKER_01]: Yes, it's like it's we've been ingrained to think it's a post-purchase service, not a pre-purchase service.
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[SPEAKER_01]: Exactly.
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[SPEAKER_01]: Yeah, okay.
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[SPEAKER_01]: Mistake number three, please.
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[SPEAKER_02]: Yeah, the Mystic Number 3 is like, since time immemorial, if soppers are coming to your site, you cannot assume that they know what they want.
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[SPEAKER_02]: And it's also a function of this Mystic happens because that's how the Ecom was.
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[SPEAKER_02]: You have you prepared a collection page and you know, through some filters and grades and let the you just go and like figure out, you know, choose these filters and see what you would want.
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[SPEAKER_02]: Now, again, going back to a real story example, a good sales associate asks questions to understand like what they want and nudges them towards certain products and makes their decision easier.
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[SPEAKER_02]: There are other than leaving them, oh, you can buy this and you can buy this.
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[SPEAKER_02]: No, if you
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[SPEAKER_02]: If I go into a good restaurant and the good waiter tells you here is what is most popular.
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[SPEAKER_02]: Here is my favorite and so you have to lean into your customers and tell them the based on their requirements, what are the things they would want.
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[SPEAKER_02]: And so I think that's a very common mistake we see.
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[SPEAKER_02]: I mean it's not a mistake.
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[SPEAKER_02]: as because people make it intentionally or anything, but it's just a function of how ECOM has evolved so far, but with AI, it's easier to fix that kind of mistake because you can guide the shoppers now.
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[SPEAKER_02]: I think everyone should be doing that.
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[SPEAKER_01]: Could you say, is that something we deploy with our design of the site or is it again, there's kind of like need help to find what you're looking for buttons or something?
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[SPEAKER_01]: What does that, what does a better version look like?
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[SPEAKER_02]: I think what the way we solve it is, if we see, let's say our user comes and they have spent 30, 40 seconds, we'll let them read.
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[SPEAKER_02]: And if they have still not taken an action that that counts as a legitimate meaningful action like add to card or compare to products, then we gently nurse them with AI.
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[SPEAKER_02]: We tell them, hey, can I help you find this right dress or are you,
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[SPEAKER_02]: are you wondering about whether this dress will fit you or not or the care instruction.
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[SPEAKER_02]: So we will generate the AI will generate a contextual copy in the moment looking at what the user has been doing since they land it on the site.
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[SPEAKER_02]: It's same as a kind of storage issue.
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[SPEAKER_02]: You have to keep going back to that example because that's what we try to do.
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[SPEAKER_02]: And if you go back to that analogy, the lot of things fall into place.
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[SPEAKER_02]: And so if I walk into a store and don't do anything for some time,
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[SPEAKER_02]: As soon as you see, it will invariably come and say, like, it can help you with something.
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[SPEAKER_02]: And so it's the same experience we try to do over there.
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[SPEAKER_02]: And we guide them towards, we ask them two or three questions, and then we guide them towards.
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[SPEAKER_02]: We don't throw the whole grid at them.
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[SPEAKER_02]: Once we have understood what they need,
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[SPEAKER_02]: We tell them, like, here are the three things that will meet your requirements, the best, and we see the conversion rate go through the roof because there are people who engage with that, they buy 400% 500% times, like 4x5x times higher than people who don't engage primarily because of the way we make those recommendations.
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[SPEAKER_01]: So, a big old AOVM pre-first,
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[SPEAKER_01]: No, it's okay.
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[SPEAKER_01]: Number four, what's our fourth mistake to avoid?
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[SPEAKER_02]: Yeah.
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[SPEAKER_02]: And this is that shopping in real life is very social experience.
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[SPEAKER_02]: People like me go to shop alone sometimes when I need a shelter something, but typically people go with friends and family and it's like a more entertaining and social experience.
18:22.666 --> 18:25.988
[SPEAKER_02]: Right now, the online shopping is very dry.
18:26.909 --> 18:30.210
[SPEAKER_02]: And I want, we want to change this, I think we should all be changing.
18:30.230 --> 18:35.352
[SPEAKER_02]: There's, and if we, if we make it more so so, people will just buy more.
18:36.033 --> 18:40.194
[SPEAKER_02]: The add to cart will go up and add to cart to check cart will also go more.
18:40.915 --> 18:45.456
[SPEAKER_02]: And so my recommendation here is make the recommendations easy to share.
18:45.876 --> 18:49.418
[SPEAKER_02]: And so right now, I don't see any extra button on,
18:50.378 --> 18:53.040
[SPEAKER_02]: Let's say I did, I am looking at a PDP page.
18:53.320 --> 18:57.043
[SPEAKER_02]: I should be easily able to share this to my friends and get some feedback.
18:57.443 --> 19:03.367
[SPEAKER_02]: And that whole experience around social interaction of the shopping online shopping is currently missing.
19:03.907 --> 19:05.748
[SPEAKER_02]: And I think that's a big miss.
19:06.049 --> 19:07.810
[SPEAKER_02]: That's inherently how people shop.
19:08.370 --> 19:15.854
[SPEAKER_02]: Because of AI, for the first time, we have an opportunity to make online shopping actually even better than offline shopping.
19:16.295 --> 19:17.355
[SPEAKER_02]: And what do I mean by that?
19:17.415 --> 19:18.996
[SPEAKER_02]: So again, let's take an example.
19:19.316 --> 19:20.437
[SPEAKER_02]: I want to buy a shirt.
19:20.977 --> 19:26.060
[SPEAKER_02]: Now, I could go into a store and maybe I can try two, three shirts and see how do I look?
19:26.280 --> 19:26.621
[SPEAKER_02]: That's it.
19:26.881 --> 19:30.483
[SPEAKER_02]: Then maybe I'll send a picture to someone in my friends or family and they'll give me feedback.
19:31.303 --> 19:44.411
[SPEAKER_02]: The AI, I could try a hundred subserts, like tens, at least not a hundred bit will be too much, but actually it doesn't subserts and see how do I look and get feedback from others as well to to get that experience.
19:44.431 --> 19:52.516
[SPEAKER_02]: So the only experience in this case is meaningfully better than offline if you make it so so and like more entertaining.
19:52.677 --> 19:55.538
[SPEAKER_02]: And I think that we should be able to do that with
19:56.958 --> 20:08.855
[SPEAKER_01]: Well, it does feel like with the growth in, you know, TikTok shot and live shopping activity that the more social elements seem to slowly be coming in.
20:08.876 --> 20:10.177
[SPEAKER_01]: But yes, you're quite right.
20:10.197 --> 20:12.060
[SPEAKER_01]: It's like if I want to say here's an outfit.
20:12.796 --> 20:22.385
[SPEAKER_01]: Like am I going to go and manually gather three or four URLs to put together, and then expect my friends to look at each of those URLs or screen grabs?
20:22.445 --> 20:35.817
[SPEAKER_01]: It's, yeah, there has to be a better way that clearly can bring the consumer's friends back to the website rather than leaving them in WhatsApp or Facebook Messenger or wherever it is, they might be having those conversations.
20:36.455 --> 20:36.695
[SPEAKER_02]: Right.
20:36.795 --> 20:39.677
[SPEAKER_02]: And for what it's worth, I think TikTok shop is in the right direction.
20:39.737 --> 20:44.920
[SPEAKER_02]: It's definitely social entertaining, but there are many people who are not in TikTok.
20:45.040 --> 20:47.722
[SPEAKER_02]: And so it needs to be social even outside TikTok.
20:48.543 --> 20:49.183
[SPEAKER_01]: Oh, exactly.
20:49.203 --> 20:51.585
[SPEAKER_01]: A platform agnostic, I think.
20:51.905 --> 20:52.705
[SPEAKER_01]: Yeah, definitely.
20:53.005 --> 20:55.267
[SPEAKER_01]: Okay, our fifth and final mistake.
20:55.307 --> 20:55.987
[SPEAKER_01]: What could it be?
20:56.067 --> 20:56.888
[SPEAKER_01]: What is it, Ashie?
20:57.643 --> 21:08.085
[SPEAKER_02]: Yeah, and this is the fifth one is similar to what we mentioned around, it's kind of a little derivative of the second one, which is assuming that shoppers understand what modern AI can do.
21:08.346 --> 21:19.548
[SPEAKER_02]: So we talked about hiding your best sales associated in a corridor, but even if I walk to someone, if they don't tell me what their capabilities are, I would move what to do with that.
21:28.030 --> 21:34.812
[SPEAKER_02]: find my shade, style, address, like create a complete outfit, you know, build a hair care routine, all of that.
21:35.292 --> 21:53.738
[SPEAKER_02]: And now, if you don't tell educate the users as these are the capabilities of the AI or your, like whatever experience you have, they won't be able to ask for those questions, they won't be able to get that help and they will leave thinking, okay, it was a normal, normally I experience, I asked for words, my order and that's it.
21:54.518 --> 21:57.399
[SPEAKER_02]: And so there is a big education piece over here.
21:57.839 --> 22:11.224
[SPEAKER_02]: So whenever people walk into it, either show it contextually, or on youth some sort of a quick start buttons of when people are going to an AI to help them get started quickly.
22:11.264 --> 22:17.206
[SPEAKER_02]: So that it helps them think through, they tell them that this is more capable AI than what I've been used to in the past.
22:17.946 --> 22:21.610
[SPEAKER_01]: See, I really love that you've got that in two separate mistakes.
22:22.170 --> 22:35.862
[SPEAKER_01]: You know, the point about just not proactively telling people, and then the point about people don't understand the AI, because they're both such huge messages that we need to be hearing to enable consumers to shop better with us, because it's
22:36.603 --> 22:43.251
[SPEAKER_01]: it's like, unless you actually go, hello, we've got a fit finder, you know, hello, we know we can scan your face and help you.
22:43.672 --> 22:48.999
[SPEAKER_01]: People are just going to carry on going and you know, putting it on a blog page somewhere is not, it's not sufficient.
22:50.120 --> 22:52.984
[SPEAKER_02]: I think you said it better than me, um, it's.
22:54.726 --> 23:03.817
[SPEAKER_02]: I 100% agree, and the way to think about it is like a funnel, like one, you need people to understand that I have a very capable AI.
23:04.198 --> 23:08.723
[SPEAKER_02]: And when they come across it, then they need to know what are the things it can do.
23:09.584 --> 23:13.249
[SPEAKER_02]: And right now we see mistakes on both of those fronts, that's why these two are separate.
23:13.980 --> 23:15.681
[SPEAKER_01]: Yeah, I'm rightly so rightly so.
23:15.701 --> 23:28.712
[SPEAKER_01]: Well, it actually has been brilliant running through those five mistakes with you, given our audience, I know an awful lot to think about if they're not already browsing their websites, trying to work out how many of their falling fall off, I'd be very surprised.
23:40.236 --> 23:41.037
[SPEAKER_01]: OK, Ashuse.
23:41.097 --> 23:43.961
[SPEAKER_01]: So far, we've gone deep into the five mistakes.
23:44.481 --> 23:48.306
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of conversion rates.
23:48.606 --> 23:55.774
[SPEAKER_01]: So for the following questions, your answer could be anything to do with conversion rates, which of course does include everything we've already been talking about.
23:55.895 --> 23:57.797
[SPEAKER_01]: Ashuse, are you ready for the insider tips?
23:58.499 --> 23:59.439
[SPEAKER_02]: let's let's get going.
24:00.000 --> 24:00.820
[SPEAKER_02]: Let's get cool.
24:01.961 --> 24:03.461
[SPEAKER_01]: Let's start with the new advice.
24:03.702 --> 24:10.305
[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to get themselves the best chance of success?
24:11.646 --> 24:18.189
[SPEAKER_02]: I'm assuming this is a bar best chance of success when it comes to improving their online store.
24:18.729 --> 24:19.069
[SPEAKER_02]: Correct.
24:19.109 --> 24:20.530
[SPEAKER_01]: Sounds like a good assumption to me.
24:21.391 --> 24:22.032
[SPEAKER_02]: Okay, awesome.
24:22.432 --> 24:37.932
[SPEAKER_02]: Yeah, I think the first one, which is very hard to do if you're any com, if you're on the brand side, is to put yourself outside of that and think from you just perspective, what I do whenever we go live with a customer is I go through the whole flow as a user.
24:38.573 --> 24:40.355
[SPEAKER_02]: in multiple times from different angles.
24:41.075 --> 24:47.781
[SPEAKER_02]: And I think the the brand managers and you know all the eco professionals should be doing that as well.
24:48.221 --> 24:57.108
[SPEAKER_02]: And so what I would do is like I'll start from all the way from beginning, I landed, I searched on Google, find that product, then go all the way to check out.
24:57.208 --> 25:00.471
[SPEAKER_02]: We always order at least one piece from every customer.
25:00.491 --> 25:01.592
[SPEAKER_02]: So we have a whole museum of
25:03.973 --> 25:29.118
[SPEAKER_02]: a skin cream to dress as to shoes and everything and so we do that just to make sure we understand the full follow and I think from a user perspective and I look at is everyone in the company to do that as well and I think everyone should be do that that puts you in a different shoe from a user side and that will help you uncover many smaller so these mistakes I mentioned you'll be able to figure out on your own if you go from that angle.
25:29.955 --> 25:42.578
[SPEAKER_01]: Yeah, it's like one-o-one conversion rate improvements actually go and look at your own website on the devices, your customers are using, which will make myself included terrible at actually getting around to doing, so I love that.
25:42.638 --> 25:53.000
[SPEAKER_02]: So for example, one common mistake I have seen, and which is, you built the website, but since it's your work, you'll check it out only on your laptop, which is a big mistake.
25:53.280 --> 25:58.602
[SPEAKER_02]: Now 85% of users are on their phone, and so you need to first thing it to do is like once you build it,
26:00.162 --> 26:04.304
[SPEAKER_02]: and I think this goes without seeing it, this is such a common thing, but I see that mistake very often.
26:05.005 --> 26:09.227
[SPEAKER_01]: Yes, am making your desktop screen smaller does not count in this instant.
26:10.107 --> 26:14.649
[SPEAKER_02]: It does not exactly because the or different operating systems have their own nuances.
26:15.430 --> 26:16.130
[SPEAKER_01]: Oh, completely.
26:16.210 --> 26:21.633
[SPEAKER_01]: Okay, once you've started, of course, you've got to keep optimizing, so what's your favorite way to improve performance?
26:22.437 --> 26:29.667
[SPEAKER_02]: Yeah, actually, so all that, improving performance, it's slightly technical, but on Chrome, you have a tool called Lighthouse.
26:30.368 --> 26:36.917
[SPEAKER_02]: And I was showing this to a VP of Vcom at a apparel company, and it seems like,
26:37.498 --> 26:41.243
[SPEAKER_02]: I'm not sure I have seen that before and not sure whether my agency is doing that.
26:42.064 --> 26:46.249
[SPEAKER_02]: And so she quickly took a screenshot and said it to her agency and they were doing it.
26:46.269 --> 26:52.177
[SPEAKER_02]: I think that in that case, but even you don't need to be an engineer to do that, you just in your Chrome.
26:53.258 --> 26:56.843
[SPEAKER_02]: the Chrome gives you many tools and one of them is lighthouse.
26:57.043 --> 26:58.265
[SPEAKER_02]: It's in developer console.
26:58.525 --> 27:01.730
[SPEAKER_02]: If you write click and go into one of those options you'll find it.
27:02.250 --> 27:05.395
[SPEAKER_02]: If you're not just Google how to use Chrome lighthouse, it will tell you.
27:06.016 --> 27:07.938
[SPEAKER_02]: It gives you a lot of quick
27:09.260 --> 27:21.073
[SPEAKER_02]: It's not just even quick, it list of things that you can improve on is like, that Google measures in order to improve your act, and it gives you a score out of 100 in SEO, in performance, like there are five criteria as it gives you.
27:21.433 --> 27:22.355
[SPEAKER_02]: It's an amazing tool.
27:22.935 --> 27:24.197
[SPEAKER_02]: It's for free.
27:24.377 --> 27:25.258
[SPEAKER_02]: Everyone should be using it.
27:26.058 --> 27:35.304
[SPEAKER_01]: Yeah, so it's mad more people don't know about it, but I'm not surprised your VP commas hadn't seen it before because it feels like a secret opportunity.
27:35.324 --> 27:37.806
[SPEAKER_01]: So love that you've included that one for us.
27:38.426 --> 27:43.350
[SPEAKER_01]: If someone listening wants to learn even more, is there a cheap or free resource you would recommend?
27:44.320 --> 27:49.922
[SPEAKER_02]: So I would say two, one, we keep sharing some of these tips on our blog.
27:50.482 --> 27:57.404
[SPEAKER_02]: Second is on YouTube, you can go there a bunch of videos about like conversion mistakes, how to improve conversion.
27:58.064 --> 28:01.685
[SPEAKER_02]: And at least I was checking a few of them are good.
28:02.085 --> 28:07.547
[SPEAKER_02]: So people have gone through actual like e-commerce sites and sort of like a tear down.
28:08.027 --> 28:19.215
[SPEAKER_02]: That's a great place to get started and if you fix the common mistakes, you are 80% of the way they're anyways And so you don't need to watch all of them just like watch one or two and you'll be you'll be on your way
28:19.971 --> 28:31.180
[SPEAKER_01]: Yeah, it's amazing, this really is one of those areas where when you take that cold look, you know, or you watch a video with like the really obvious stuff like, oh my God, we're getting so much of that wrong.
28:31.400 --> 28:32.841
[SPEAKER_01]: So there are some really quick wins if you had.
28:32.861 --> 28:33.322
[SPEAKER_01]: So I love that.
28:33.342 --> 28:40.527
[SPEAKER_01]: And it is your blogger, if they go to alhina.ai and look for the blog that will find that content.
28:40.567 --> 28:43.189
[SPEAKER_02]: They'll find, find it or the URL is alhina.au.
28:43.209 --> 28:47.553
[SPEAKER_02]: Today I slash blog and they'll be able to search for these things.
28:48.211 --> 28:51.860
[SPEAKER_01]: marvelous and finally crystal ball time.
28:51.960 --> 28:55.307
[SPEAKER_01]: What's coming up in the next six to 12 months we should be getting ready for.
28:56.154 --> 28:59.935
[SPEAKER_02]: Yeah, I think we answered it in the beginning to make two things.
29:00.415 --> 29:19.602
[SPEAKER_02]: Yeah, which is we will see a lot of like agentic shopping happening, the agents and they won't be shopping for the considered purchases yet because people won't be comfortable, but they will be shopping for a lot of like regular things that we are using in our day to day life that we don't even think about that kind of things we buy on Amazon or somewhere.
29:20.062 --> 29:25.364
[SPEAKER_02]: I think agents will start doing that and then we'll see more consolidation around
29:26.184 --> 29:32.367
[SPEAKER_02]: a customer facing agent like one black font that is doing everything customer facing one on the margin side.
29:33.587 --> 29:34.888
[SPEAKER_01]: I completely agree with you.
29:34.908 --> 29:45.892
[SPEAKER_01]: And yes, I don't think the luxury fashion houses need to be too worried about agentic purchasing yet, but if you're selling batteries or washing powder, I think you're probably doing.
29:46.652 --> 29:48.113
[SPEAKER_02]: Yeah, that's coming.
29:48.763 --> 29:49.203
[SPEAKER_01]: Indeed.
29:49.243 --> 29:51.665
[SPEAKER_01]: Well, look, actually, we are very nearly at the end of the show.
29:51.685 --> 29:55.808
[SPEAKER_01]: So could you please at the list as day where they can get in contact with you and your business?
29:56.665 --> 29:58.266
[SPEAKER_02]: Thank you, Chloe, it was fun.
29:58.286 --> 30:01.909
[SPEAKER_02]: Yeah, you just can find us on our website, lhena.ai.
30:02.409 --> 30:04.471
[SPEAKER_02]: I'm also on LinkedIn and Twitter.
30:05.011 --> 30:07.853
[SPEAKER_02]: My slug is Ashud Dewey.
30:08.054 --> 30:10.055
[SPEAKER_02]: That's the first and last and together on LinkedIn.
30:10.155 --> 30:11.676
[SPEAKER_02]: Just success search for me on LinkedIn.
30:12.077 --> 30:16.680
[SPEAKER_02]: You'll find me and there's a little top-wise icon over there, so you'll see.
30:17.261 --> 30:19.582
[SPEAKER_02]: You'll find me easily in the search results, hopefully.
30:20.603 --> 30:20.823
[SPEAKER_01]: Yeah.
30:21.524 --> 30:21.844
[SPEAKER_01]: Awesome.
30:21.944 --> 30:30.310
[SPEAKER_01]: I highly recommend all of you go and follow Ashu on LinkedIn because both his e-commerce and AI insights are well worth being on top of.
30:30.510 --> 30:38.856
[SPEAKER_01]: So definitely go and find a one LinkedIn and then head to alhina.ai to check out what they're up to, what they could do for you and the blog.
30:39.257 --> 30:41.678
[SPEAKER_01]: And Ashu, thank you so much being on the show.
30:41.719 --> 30:46.102
[SPEAKER_01]: This has been a super practical, insightful session on conversion rates.
30:46.162 --> 30:47.503
[SPEAKER_01]: I really appreciate you joining us.
30:48.273 --> 30:48.775
[SPEAKER_02]: Thanks, Troy.
30:49.217 --> 30:51.647
[SPEAKER_02]: I had so much fun talking to you on this show.
30:52.410 --> 30:53.052
[SPEAKER_02]: Thanks for having me.
30:55.280 --> 30:57.541
[SPEAKER_01]: awesome to get to catch up with Ashie there.
30:57.561 --> 31:13.991
[SPEAKER_01]: And I think you'll agree some super practical, awesome tips and advice there to help you both improve the conversion rate of your, I guess, standard website, but also to help you make the most of those AI agents that I'm sure you're all deploying and working on training on your websites at the moment.
31:14.432 --> 31:19.475
[SPEAKER_01]: You get the links to all those things we discussed, the full transcripts, the episode and our notes at
31:19.935 --> 31:21.436
[SPEAKER_01]: keepoptimizing.com.
31:21.796 --> 31:34.125
[SPEAKER_01]: You can use our special direct episode short links just put keepopt.com for such the number of the episodes into the URL bar that that will take you straight to the correct page on the site and when you get there you can also add yourself to our email list.
31:34.245 --> 31:38.729
[SPEAKER_01]: So you don't miss out on any of the other things I share to help you improve your business.
31:39.409 --> 31:43.730
[SPEAKER_01]: Thank you so much for tuning in to this episode of The Keep Optimizing podcast.
31:44.090 --> 31:56.674
[SPEAKER_01]: If you've enjoyed it, then well, I was going to say check out episode 126, where I'm chatting with Adam Pearce of Blend and Ecommerce collab with that sounds familiar about improving customer experience with your product pages.
31:56.714 --> 31:58.054
[SPEAKER_01]: That's episode 126.
31:58.454 --> 32:01.715
[SPEAKER_01]: But I'm also going to say that in a couple of episodes time,
32:02.335 --> 32:12.783
[SPEAKER_01]: As part of this conversion rate series, we've got a deep dive into core web vitals, which is all the stuff light houses as she was mentioning there in the inside of tips.
32:13.203 --> 32:14.845
[SPEAKER_01]: Big deep dive in tool of that.
32:14.945 --> 32:18.067
[SPEAKER_01]: So I highly recommend you make sure you subscribe so you don't miss out on that one.
32:18.648 --> 32:26.834
[SPEAKER_01]: You can also find our full thread of conversion rates content by either scrub your feed or use the short link, keep up to dot com for us.
32:26.894 --> 32:29.015
[SPEAKER_01]: I should see our O to go to the
32:31.197 --> 32:38.601
[SPEAKER_01]: Please do tell your fellow Marx as about the show as well because we've produced it to help all of you improve your performance of your business as marketing.
32:38.661 --> 32:41.083
[SPEAKER_01]: So don't keep it as a secret.
32:41.363 --> 32:42.383
[SPEAKER_01]: Share, please share.
32:43.224 --> 32:48.807
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
32:51.568 --> 32:53.569
[SPEAKER_00]: Access everything, keep optimizing.
32:54.250 --> 32:55.951
[SPEAKER_00]: Act keep optimizing.com.
32:56.291 --> 32:57.872
[SPEAKER_00]: That's within us, not as it.
00:00.651 --> 00:03.412
[SPEAKER_02]: Shopping in real life is very social experience.
00:03.672 --> 00:12.355
[SPEAKER_02]: People like me go to shop alone sometimes when I need a shirt or something, but typically people go with friends and family and it's like a more entertaining and social experience.
00:12.775 --> 00:15.736
[SPEAKER_02]: Right now the online shopping is very dry.
00:15.996 --> 00:18.817
[SPEAKER_02]: If you make it more social, people will just buy more.
00:21.218 --> 00:23.818
[SPEAKER_02]: You're listening to the Keep Optimizing Podcast.
00:24.099 --> 00:28.160
[SPEAKER_00]: Do increase your traffic improve your conversion rates and grow your profits.
00:31.262 --> 00:32.943
[SPEAKER_01]: Hello and welcome.
00:33.143 --> 00:37.085
[SPEAKER_01]: I'm Chloe Thomas the host of this e-commerce marketing focus podcast.
00:37.545 --> 00:45.808
[SPEAKER_01]: If you're not familiar with our format well we release five episode mini series each diving deep into one e-commerce marketing topic.
00:45.848 --> 00:53.352
[SPEAKER_01]: It could be channels, email, SEO, Facebook ads or a big topic like acquisition retention or conversion rates.
00:53.992 --> 01:02.736
[SPEAKER_01]: In each episode, new ones come out on Wednesdays, I get to interview a different expert to explore another way to make that marketing method work for you.
01:03.316 --> 01:09.159
[SPEAKER_01]: And then, after each five episodes, many series we get to take a week off, giving you time to implement.
01:09.379 --> 01:11.360
[SPEAKER_01]: Because there's no point if you don't implement.
01:11.860 --> 01:14.541
[SPEAKER_01]: Now, at the moment, we are deep in conversion rates.
01:14.902 --> 01:15.302
[SPEAKER_01]: Because,
01:16.122 --> 01:19.283
[SPEAKER_01]: conversion rates, improve all your marketing results.
01:19.944 --> 01:33.549
[SPEAKER_01]: In each of the episodes we're tackling a different angle, last time we got into the tricky big picture topic of building trust with your site visitors, this time we're getting far more into the nuts and bolts of things, operating some quick wins.
01:34.309 --> 01:39.172
[SPEAKER_01]: as our guest shares the five big mistakes quietly killing your e-commerce conversions.
01:39.853 --> 01:41.814
[SPEAKER_01]: And of course, we get into how to fix them as well.
01:41.874 --> 01:47.538
[SPEAKER_01]: So lots of cool practical advice that all of you can implement coming up in this episode.
01:47.618 --> 01:52.201
[SPEAKER_01]: Get your pen and paper ready or be ready to re-listen or download the transcript.
01:53.002 --> 01:56.003
[SPEAKER_01]: because we're going to be getting into all of this very shortly.
01:56.943 --> 02:04.486
[SPEAKER_01]: My guest, Ashiu, is also providing some brilliant insights and ideas and even a tool recommendation in the insider tips.
02:04.886 --> 02:08.567
[SPEAKER_01]: So make sure you listen to right to the end so you catch that as well.
02:11.010 --> 02:15.834
[SPEAKER_01]: In this episode, I'm chatting with conversion rate expert Ashud Dubay.
02:16.334 --> 02:27.603
[SPEAKER_01]: Ashud is CEO of Alhina AI, where they're focused on reshaping the future of online shopping through AI innovation from AI search engines right through to every customer interaction.
02:28.003 --> 02:33.507
[SPEAKER_01]: Clients include Victoria Beckham, Dryrobe, Crocus and Unilever Prestige.
02:33.567 --> 02:34.468
[SPEAKER_01]: Hello Ashud.
02:40.146 --> 02:41.570
[SPEAKER_01]: awesome to have you here too.
02:41.590 --> 02:47.467
[SPEAKER_01]: I'm really excited to get into this topic, but before we do that, how did you get into the world of conversion rates?
02:48.298 --> 03:08.128
[SPEAKER_02]: So before I started Alhina, I was leading growth at product growth, core growth at LinkedIn, where my job was to make sure when people visit LinkedIn, they we convert them either as a log in or sign up or make them download an app.
03:08.568 --> 03:11.770
[SPEAKER_02]: So that's all I did for five years before coming to Alhina.
03:12.090 --> 03:14.432
[SPEAKER_02]: So that's something very close to my heart.
03:14.733 --> 03:26.063
[SPEAKER_02]: I am nerdy about conversion and I always think when I go to a website, the first thing comes to my head and what I'm doing wrong with, you know, how can they improve their conversion?
03:26.083 --> 03:28.766
[SPEAKER_02]: Because that's what I have lived and breathed for last five years.
03:29.347 --> 03:33.070
[SPEAKER_02]: And last four years as well at El Hina, so in a way it's like more than five years.
03:35.925 --> 03:43.209
[SPEAKER_01]: You look at e-commerce as an easy place to drive conversions, compared to trying to get code traffic to LinkedIn.com to convert.
03:43.269 --> 03:44.750
[SPEAKER_01]: That must be an awful lot harder.
03:45.410 --> 03:46.451
[SPEAKER_02]: You're right.
03:47.391 --> 03:51.393
[SPEAKER_02]: I mean, both, I won't say e-commerce is easy, but there are different challenges.
03:52.194 --> 04:03.079
[SPEAKER_02]: When it comes to LinkedIn, what says e-commerce, in linking people are actively trying to not sign up a login, because people want to snoop on each other and not tell them that I'm looking at a profile.
04:04.660 --> 04:13.244
[SPEAKER_02]: in e-commerce, it's slightly different, and so, but what I found is two things in e-commerce, one people are very metrics oriented.
04:13.624 --> 04:15.125
[SPEAKER_02]: The, it's been the smaller teams.
04:15.245 --> 04:19.467
[SPEAKER_02]: They, they talk about a bit of staying at the, they run those experiments.
04:19.967 --> 04:27.230
[SPEAKER_02]: Second is even after that whole metrics orientation, I did see a lot of low-hanging fruits, which I'm sure will get into the details
04:28.971 --> 04:31.873
[SPEAKER_02]: What are some of the mistakes that companies are doing?
04:32.174 --> 04:37.678
[SPEAKER_02]: But I did see on the ACOM, there's a lot of low hanging foods that people can do to improve their conversion.
04:38.399 --> 04:38.699
[SPEAKER_01]: Awesome.
04:38.919 --> 04:42.342
[SPEAKER_01]: One more question for you before we start getting into that good stuff.
04:42.522 --> 04:50.649
[SPEAKER_01]: As somebody follows you on LinkedIn and the business you're building as well, I know how deep you are in the AI space and what's happening and what's going on.
04:52.495 --> 04:56.097
[SPEAKER_01]: ridiculously huge question, you know, answer this however you see fit.
04:56.117 --> 05:01.540
[SPEAKER_01]: But where do you think AI is going to bake the biggest impact in e-commerce in the next 12 months?
05:01.560 --> 05:04.482
[SPEAKER_01]: Because they seem like it seems to be happening in all different kinds of areas.
05:05.002 --> 05:08.965
[SPEAKER_01]: And I'm never quite sure what's going to be the big game change for us.
05:09.930 --> 05:10.790
[SPEAKER_02]: Yeah.
05:10.950 --> 05:12.131
[SPEAKER_02]: I think that's a great question.
05:12.391 --> 05:27.956
[SPEAKER_02]: And one thing I'm very sure about is we'll start to see AI agents like personally, I agents go and buy for us and buy things for us in e-commerce and specifically with e-commerce.
05:28.256 --> 05:33.678
[SPEAKER_02]: Now we've been hearing about it, but now we're at a stage with there are many into the us to our
05:34.940 --> 05:37.522
[SPEAKER_02]: spinning up their own personal agents.
05:38.002 --> 05:43.785
[SPEAKER_02]: It's just a matter of time where we start seeing this like personal shopping agents, go out and start making those purchases.
05:44.266 --> 05:49.669
[SPEAKER_02]: And I think all the LEGOs are in place and they just need to be put together.
05:49.709 --> 05:53.631
[SPEAKER_02]: In fact, I won't be surprised if they will be put together in next one or two months.
05:53.951 --> 05:54.852
[SPEAKER_02]: So that's going to happen.
05:54.892 --> 05:58.154
[SPEAKER_02]: And once it happens, it's going to take the world by storm.
05:58.754 --> 06:02.436
[SPEAKER_02]: Now it's how Ecommerce companies react to it.
06:02.456 --> 06:03.297
[SPEAKER_02]: It's a different question.
06:05.077 --> 06:08.499
[SPEAKER_02]: And I'll give you a bonus one as well which I have been thinking about.
06:08.939 --> 06:12.300
[SPEAKER_02]: The second one is from a company perspective.
06:12.421 --> 06:24.385
[SPEAKER_02]: And so what I mentioned is personal agents, but from an e-commerce brand as a company perspective, I think we are going to see by a focus on of agents in two main areas, two main buckets.
06:24.526 --> 06:29.768
[SPEAKER_02]: One is internal company agents, which are like merchant facing, how do I optimize my supply chain?
06:30.628 --> 06:32.129
[SPEAKER_02]: upload and image etc.
06:32.569 --> 06:36.810
[SPEAKER_02]: And the second would be a customer facing agent and we are going to see some consolidation in that.
06:36.950 --> 06:49.494
[SPEAKER_02]: In fact, we already see consolidation in how brands approach Alina, for example, we typically replace a four or five different solutions into one stack with Alina and the Alina is primarily customer facing.
06:49.794 --> 06:57.937
[SPEAKER_02]: And so I think that that trend is going to accelerate and we'll see like a customer facing AI and merchant facing AI into two clean buckets.
06:58.618 --> 07:07.624
[SPEAKER_01]: Yeah, just seem like when you're pulling so much information together, why would you do that multiple times when you can consolidate him one to exactly.
07:07.644 --> 07:14.448
[SPEAKER_02]: Yeah, so there's a natural bull natural gravitation towards like having one AI face all the customers.
07:14.748 --> 07:22.273
[SPEAKER_02]: And because you need to train it once all the information is there, you know, you put the guard rails once and you don't have to do it at five different places.
07:22.937 --> 07:23.437
[SPEAKER_01]: exactly.
07:23.457 --> 07:25.079
[SPEAKER_01]: Well, let's get into our topic.
07:25.139 --> 07:28.961
[SPEAKER_01]: I could carry on talking to you about that for a while, but it's not what the audience are doing for us.
07:28.981 --> 07:37.528
[SPEAKER_01]: So, you very coolly suggested this brilliant topic, which is the five mistakes quietly killing your e-commerce conversions.
07:38.188 --> 07:40.191
[SPEAKER_01]: which is very easy to talk about the Mustys.
07:40.391 --> 07:42.133
[SPEAKER_01]: It makes much more sense to look at the mistakes.
07:42.213 --> 07:46.359
[SPEAKER_01]: I know you and your team look at so many sites and what isn't working.
07:46.399 --> 07:48.221
[SPEAKER_01]: So I'm really looking forward to getting into these.
07:48.682 --> 07:50.284
[SPEAKER_01]: So let's tackle them one by one.
07:50.304 --> 07:53.909
[SPEAKER_01]: Actually, what's our first mistake to avoid?
07:54.920 --> 07:57.161
[SPEAKER_02]: great, very self-talk about this one.
07:57.582 --> 08:05.746
[SPEAKER_02]: The first one is making every CTS cream and what I mean by that is you you find something very flashy.
08:06.607 --> 08:16.173
[SPEAKER_02]: Let's say a new virtual try-on to your in a parallel brand you found a new virtual try-on to and you made a large juicy, flashy, very beautiful button.
08:17.033 --> 08:18.033
[SPEAKER_02]: That's very attractive.
08:18.053 --> 08:20.134
[SPEAKER_02]: People come to your product listing page.
08:20.234 --> 08:22.494
[SPEAKER_02]: They see that button and they click with it.
08:22.974 --> 08:26.195
[SPEAKER_02]: But just think about what it's competing against.
08:26.255 --> 08:40.438
[SPEAKER_02]: It's competing against that add to card button, where if that person was interested in buying, now all of a sudden you distracted them with this virtual try-on, which if it was not there, they could have gone to add to card.
08:41.098 --> 08:41.478
[SPEAKER_02]: And so
08:42.418 --> 08:51.850
[SPEAKER_02]: It's basically an attention game on the product listing pages and you want to be clear what you want that you just do on that screen.
08:52.050 --> 08:59.579
[SPEAKER_02]: Like there is a principle don't make me think when I'm visiting your site or product or anything and that's the same principle applies over here.
09:00.760 --> 09:16.774
[SPEAKER_02]: It's we see that mistake very commonly especially in e-commerce and I have learned it the hardware at LinkedIn because over there as well in any product you want to have like one specific action that customers would do and invariably
09:17.975 --> 09:21.439
[SPEAKER_02]: don't worry, the attention gets distracted if you introduce something new flashy.
09:21.899 --> 09:31.688
[SPEAKER_02]: And any comments, it's very common because people don't have that five years of experience coming into, you know, or 10 years experience coming to and doing conversion every day and day and day and day out.
09:32.429 --> 09:36.553
[SPEAKER_02]: And so I just give an example, but you can extrapolate it to anything.
09:37.413 --> 09:40.354
[SPEAKER_02]: You have a new offer coming in, sure.
09:40.514 --> 09:46.195
[SPEAKER_02]: Like you can just like plaster it all the everywhere on the PTP page, but it will compete with it at two cards.
09:46.715 --> 09:47.495
[SPEAKER_02]: Same on collection.
09:47.535 --> 09:52.156
[SPEAKER_02]: So think of like, what is the one action you want that you just do on home page?
09:52.476 --> 09:57.677
[SPEAKER_02]: If you want them to decide between two, three present them in that way, so that the hierarchy is clear.
09:58.137 --> 10:01.417
[SPEAKER_02]: On PTP page, I think it's very clear that you want them to add to card.
10:01.837 --> 10:05.358
[SPEAKER_02]: And every other CTS should be in service to add to card.
10:05.758 --> 10:26.174
[SPEAKER_02]: And only if the users are just exploring you want to bubble up other options and so it has to be done very thoughtfully rather than I like this experience and let me put it as a as a new seat here on on my side because it will hurt you people don't realize before they they run it for a month or two and then they say how I'm losing money in my beta.
10:27.034 --> 10:29.055
[SPEAKER_01]: It is kind of mad we have to keep saying it.
10:29.736 --> 10:33.398
[SPEAKER_01]: I think of big rules in email marketing.
10:33.418 --> 10:34.579
[SPEAKER_01]: You only need one link.
10:34.739 --> 10:39.303
[SPEAKER_01]: You don't need to put the link three times in the written text or whatever else.
10:39.323 --> 10:42.725
[SPEAKER_01]: And then because it works better, clarity works better.
10:42.765 --> 10:51.671
[SPEAKER_01]: And then you think about the Google homepage and the beauty and the simplicity of the Google search homepage and the fact they have someone in charge of keeping it empty of all other things.
10:52.111 --> 10:52.512
[SPEAKER_01]: And it's like,
10:53.132 --> 10:54.413
[SPEAKER_01]: It seems absolutely mad.
10:54.453 --> 10:59.835
[SPEAKER_01]: We have to keep saying it, but I'm sure many, I reckon at least 50% of the people listening to this.
11:00.375 --> 11:07.339
[SPEAKER_01]: If they went and looked to their product pages, with through the lens you've just given them would be like, oh dear, everything's going on.
11:07.479 --> 11:09.800
[SPEAKER_01]: So I love that as our first mistake.
11:10.200 --> 11:12.921
[SPEAKER_01]: And a super straightforward one to fix as well.
11:13.582 --> 11:16.603
[SPEAKER_01]: What's our mistake number two that we need to avoid, Ashie?
11:17.648 --> 11:21.711
[SPEAKER_02]: And so Mr. Commattu is related with AI.
11:21.731 --> 11:27.876
[SPEAKER_02]: And these days, the AI agents that you have on your site, they're very powerful.
11:28.436 --> 11:32.420
[SPEAKER_02]: But if you just have them hiding behind a chat bubble,
11:33.403 --> 11:36.725
[SPEAKER_02]: You are being a disservice to the capabilities that the AI isn't can do.
11:37.465 --> 11:43.928
[SPEAKER_02]: And so typically that AI isn't can help people find products, can help them with orders.
11:44.409 --> 11:45.369
[SPEAKER_02]: It can go deeper.
11:45.789 --> 11:50.172
[SPEAKER_02]: For example, if you're using, let's say you're a skincare company, and you're using Alhina.
11:51.052 --> 11:58.640
[SPEAKER_02]: This AI agent can analyze someone's facial image and recommend them stuff from your catalog.
11:59.501 --> 12:05.828
[SPEAKER_02]: It can run a quitch, very lightweight quitch, and do product recommendations build a routine.
12:06.509 --> 12:10.673
[SPEAKER_02]: And now, imagine you are hiding all of this behind a chat bubble.
12:11.918 --> 12:18.921
[SPEAKER_02]: And so they you just don't really know what it's inside unless they interact with the chat bubble.
12:19.021 --> 12:25.604
[SPEAKER_02]: And if you see the the engagement percentage of even the best chat, chat bots on a website is less than 1%.
12:26.185 --> 12:32.667
[SPEAKER_02]: And so if this is less than 1% of your users are engaging with your best sales associate, which is hiding behind a chat bubble.
12:32.687 --> 12:39.330
[SPEAKER_02]: You are doing a disservice to your users and to the technology that you work so hard to onboard and you
12:40.931 --> 12:55.957
[SPEAKER_02]: put it on your site and so the fix to that for me is put the contextual entry points, all across and we have some customers that do a really fantastic job in terms of like putting it in different places.
12:56.017 --> 13:02.560
[SPEAKER_02]: So one customer, they have it on home page and you know different contextual entry points for the people to discover.
13:03.040 --> 13:04.521
[SPEAKER_02]: On collection spaces, they have different
13:07.782 --> 13:17.132
[SPEAKER_02]: like a skin cream product and so they will say like, help, let us help you find the right skin cream and you click on that and then it opens that holding experience.
13:17.552 --> 13:24.420
[SPEAKER_02]: We also launched embedibles in that area just to, so embedable agents are like compact agents,
13:24.800 --> 13:28.645
[SPEAKER_02]: So let's say you are on collects this page and you want to run a quiz.
13:29.066 --> 13:30.788
[SPEAKER_02]: So that will start running a quiz.
13:30.828 --> 13:38.558
[SPEAKER_02]: And it's the same AI, but the idea here is, you spread your best sales associate, you make it actually available where the users are.
13:39.339 --> 13:41.662
[SPEAKER_02]: You'd, like, an analogy would be,
13:42.523 --> 13:53.170
[SPEAKER_02]: a physical store where your best sales associate is lying in a corner and the users have to walk all the way across the room to find your sales associate and get them.
13:53.250 --> 13:54.271
[SPEAKER_02]: So you don't do that.
13:54.371 --> 14:00.415
[SPEAKER_02]: You have multiple associates all over the all across the store so that they just can find them easily.
14:00.475 --> 14:03.057
[SPEAKER_02]: And that's what the mistake number 2 we see.
14:03.457 --> 14:04.337
[SPEAKER_02]: And so yeah.
14:05.630 --> 14:15.075
[SPEAKER_01]: I suppose it's like you build all this great functionality to help the customer, but then you leave it with a little button down the bottom right hand corner, which if they happen to click on it, they'll get the great experience.
14:15.095 --> 14:24.020
[SPEAKER_01]: So why I and your moisturizer category, would you not have exactly want help was finding the correct moisturizer for you click and away you go.
14:24.040 --> 14:24.800
[SPEAKER_02]: Right.
14:25.240 --> 14:28.962
[SPEAKER_02]: And typically to add to your point, people go to a chat bubble.
14:29.603 --> 14:33.885
[SPEAKER_02]: We have dreamed them to go to a chat bubble only for support queries, not for shopping queries.
14:34.505 --> 14:41.948
[SPEAKER_02]: and so people typically don't even think of going to a chat bubble and it's such a such a loss for everyone.
14:42.508 --> 14:48.851
[SPEAKER_01]: Yes, it's like it's we've been ingrained to think it's a post-purchase service, not a pre-purchase service.
14:48.931 --> 14:49.531
[SPEAKER_01]: Exactly.
14:49.971 --> 14:51.132
[SPEAKER_01]: Yeah, okay.
14:51.152 --> 14:53.153
[SPEAKER_01]: Mistake number three, please.
14:54.173 --> 15:03.341
[SPEAKER_02]: Yeah, the Mystic Number 3 is like, since time immemorial, if soppers are coming to your site, you cannot assume that they know what they want.
15:03.981 --> 15:08.545
[SPEAKER_02]: And it's also a function of this Mystic happens because that's how the Ecom was.
15:09.286 --> 15:21.236
[SPEAKER_02]: You have you prepared a collection page and you know, through some filters and grades and let the you just go and like figure out, you know, choose these filters and see what you would want.
15:21.836 --> 15:34.481
[SPEAKER_02]: Now, again, going back to a real story example, a good sales associate asks questions to understand like what they want and nudges them towards certain products and makes their decision easier.
15:34.501 --> 15:38.563
[SPEAKER_02]: There are other than leaving them, oh, you can buy this and you can buy this.
15:38.663 --> 15:39.503
[SPEAKER_02]: No, if you
15:39.943 --> 15:44.947
[SPEAKER_02]: If I go into a good restaurant and the good waiter tells you here is what is most popular.
15:44.987 --> 15:52.193
[SPEAKER_02]: Here is my favorite and so you have to lean into your customers and tell them the based on their requirements, what are the things they would want.
15:52.634 --> 15:55.816
[SPEAKER_02]: And so I think that's a very common mistake we see.
15:55.896 --> 15:57.458
[SPEAKER_02]: I mean it's not a mistake.
15:57.858 --> 16:08.347
[SPEAKER_02]: as because people make it intentionally or anything, but it's just a function of how ECOM has evolved so far, but with AI, it's easier to fix that kind of mistake because you can guide the shoppers now.
16:08.807 --> 16:10.068
[SPEAKER_02]: I think everyone should be doing that.
16:11.049 --> 16:21.417
[SPEAKER_01]: Could you say, is that something we deploy with our design of the site or is it again, there's kind of like need help to find what you're looking for buttons or something?
16:22.178 --> 16:24.620
[SPEAKER_01]: What does that, what does a better version look like?
16:25.507 --> 16:34.470
[SPEAKER_02]: I think what the way we solve it is, if we see, let's say our user comes and they have spent 30, 40 seconds, we'll let them read.
16:34.890 --> 16:45.833
[SPEAKER_02]: And if they have still not taken an action that that counts as a legitimate meaningful action like add to card or compare to products, then we gently nurse them with AI.
16:46.194 --> 16:50.255
[SPEAKER_02]: We tell them, hey, can I help you find this right dress or are you,
16:50.815 --> 16:55.398
[SPEAKER_02]: are you wondering about whether this dress will fit you or not or the care instruction.
16:55.438 --> 17:04.004
[SPEAKER_02]: So we will generate the AI will generate a contextual copy in the moment looking at what the user has been doing since they land it on the site.
17:04.324 --> 17:06.025
[SPEAKER_02]: It's same as a kind of storage issue.
17:06.045 --> 17:09.288
[SPEAKER_02]: You have to keep going back to that example because that's what we try to do.
17:09.388 --> 17:13.611
[SPEAKER_02]: And if you go back to that analogy, the lot of things fall into place.
17:13.931 --> 17:16.553
[SPEAKER_02]: And so if I walk into a store and don't do anything for some time,
17:17.113 --> 17:20.678
[SPEAKER_02]: As soon as you see, it will invariably come and say, like, it can help you with something.
17:21.198 --> 17:23.701
[SPEAKER_02]: And so it's the same experience we try to do over there.
17:24.883 --> 17:29.068
[SPEAKER_02]: And we guide them towards, we ask them two or three questions, and then we guide them towards.
17:29.289 --> 17:31.592
[SPEAKER_02]: We don't throw the whole grid at them.
17:31.692 --> 17:33.214
[SPEAKER_02]: Once we have understood what they need,
17:33.614 --> 17:54.462
[SPEAKER_02]: We tell them, like, here are the three things that will meet your requirements, the best, and we see the conversion rate go through the roof because there are people who engage with that, they buy 400% 500% times, like 4x5x times higher than people who don't engage primarily because of the way we make those recommendations.
17:55.322 --> 17:57.323
[SPEAKER_01]: So, a big old AOVM pre-first,
18:01.248 --> 18:02.449
[SPEAKER_01]: No, it's okay.
18:02.909 --> 18:06.272
[SPEAKER_01]: Number four, what's our fourth mistake to avoid?
18:07.233 --> 18:07.753
[SPEAKER_02]: Yeah.
18:07.934 --> 18:12.637
[SPEAKER_02]: And this is that shopping in real life is very social experience.
18:13.078 --> 18:21.705
[SPEAKER_02]: People like me go to shop alone sometimes when I need a shelter something, but typically people go with friends and family and it's like a more entertaining and social experience.
18:22.666 --> 18:25.988
[SPEAKER_02]: Right now, the online shopping is very dry.
18:26.909 --> 18:30.210
[SPEAKER_02]: And I want, we want to change this, I think we should all be changing.
18:30.230 --> 18:35.352
[SPEAKER_02]: There's, and if we, if we make it more so so, people will just buy more.
18:36.033 --> 18:40.194
[SPEAKER_02]: The add to cart will go up and add to cart to check cart will also go more.
18:40.915 --> 18:45.456
[SPEAKER_02]: And so my recommendation here is make the recommendations easy to share.
18:45.876 --> 18:49.418
[SPEAKER_02]: And so right now, I don't see any extra button on,
18:50.378 --> 18:53.040
[SPEAKER_02]: Let's say I did, I am looking at a PDP page.
18:53.320 --> 18:57.043
[SPEAKER_02]: I should be easily able to share this to my friends and get some feedback.
18:57.443 --> 19:03.367
[SPEAKER_02]: And that whole experience around social interaction of the shopping online shopping is currently missing.
19:03.907 --> 19:05.748
[SPEAKER_02]: And I think that's a big miss.
19:06.049 --> 19:07.810
[SPEAKER_02]: That's inherently how people shop.
19:08.370 --> 19:15.854
[SPEAKER_02]: Because of AI, for the first time, we have an opportunity to make online shopping actually even better than offline shopping.
19:16.295 --> 19:17.355
[SPEAKER_02]: And what do I mean by that?
19:17.415 --> 19:18.996
[SPEAKER_02]: So again, let's take an example.
19:19.316 --> 19:20.437
[SPEAKER_02]: I want to buy a shirt.
19:20.977 --> 19:26.060
[SPEAKER_02]: Now, I could go into a store and maybe I can try two, three shirts and see how do I look?
19:26.280 --> 19:26.621
[SPEAKER_02]: That's it.
19:26.881 --> 19:30.483
[SPEAKER_02]: Then maybe I'll send a picture to someone in my friends or family and they'll give me feedback.
19:31.303 --> 19:44.411
[SPEAKER_02]: The AI, I could try a hundred subserts, like tens, at least not a hundred bit will be too much, but actually it doesn't subserts and see how do I look and get feedback from others as well to to get that experience.
19:44.431 --> 19:52.516
[SPEAKER_02]: So the only experience in this case is meaningfully better than offline if you make it so so and like more entertaining.
19:52.677 --> 19:55.538
[SPEAKER_02]: And I think that we should be able to do that with
19:56.958 --> 20:08.855
[SPEAKER_01]: Well, it does feel like with the growth in, you know, TikTok shot and live shopping activity that the more social elements seem to slowly be coming in.
20:08.876 --> 20:10.177
[SPEAKER_01]: But yes, you're quite right.
20:10.197 --> 20:12.060
[SPEAKER_01]: It's like if I want to say here's an outfit.
20:12.796 --> 20:22.385
[SPEAKER_01]: Like am I going to go and manually gather three or four URLs to put together, and then expect my friends to look at each of those URLs or screen grabs?
20:22.445 --> 20:35.817
[SPEAKER_01]: It's, yeah, there has to be a better way that clearly can bring the consumer's friends back to the website rather than leaving them in WhatsApp or Facebook Messenger or wherever it is, they might be having those conversations.
20:36.455 --> 20:36.695
[SPEAKER_02]: Right.
20:36.795 --> 20:39.677
[SPEAKER_02]: And for what it's worth, I think TikTok shop is in the right direction.
20:39.737 --> 20:44.920
[SPEAKER_02]: It's definitely social entertaining, but there are many people who are not in TikTok.
20:45.040 --> 20:47.722
[SPEAKER_02]: And so it needs to be social even outside TikTok.
20:48.543 --> 20:49.183
[SPEAKER_01]: Oh, exactly.
20:49.203 --> 20:51.585
[SPEAKER_01]: A platform agnostic, I think.
20:51.905 --> 20:52.705
[SPEAKER_01]: Yeah, definitely.
20:53.005 --> 20:55.267
[SPEAKER_01]: Okay, our fifth and final mistake.
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[SPEAKER_01]: What could it be?
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[SPEAKER_01]: What is it, Ashie?
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[SPEAKER_02]: Yeah, and this is the fifth one is similar to what we mentioned around, it's kind of a little derivative of the second one, which is assuming that shoppers understand what modern AI can do.
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[SPEAKER_02]: So we talked about hiding your best sales associated in a corridor, but even if I walk to someone, if they don't tell me what their capabilities are, I would move what to do with that.
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[SPEAKER_02]: find my shade, style, address, like create a complete outfit, you know, build a hair care routine, all of that.
21:35.292 --> 21:53.738
[SPEAKER_02]: And now, if you don't tell educate the users as these are the capabilities of the AI or your, like whatever experience you have, they won't be able to ask for those questions, they won't be able to get that help and they will leave thinking, okay, it was a normal, normally I experience, I asked for words, my order and that's it.
21:54.518 --> 21:57.399
[SPEAKER_02]: And so there is a big education piece over here.
21:57.839 --> 22:11.224
[SPEAKER_02]: So whenever people walk into it, either show it contextually, or on youth some sort of a quick start buttons of when people are going to an AI to help them get started quickly.
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[SPEAKER_02]: So that it helps them think through, they tell them that this is more capable AI than what I've been used to in the past.
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[SPEAKER_01]: See, I really love that you've got that in two separate mistakes.
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[SPEAKER_01]: You know, the point about just not proactively telling people, and then the point about people don't understand the AI, because they're both such huge messages that we need to be hearing to enable consumers to shop better with us, because it's
22:36.603 --> 22:43.251
[SPEAKER_01]: it's like, unless you actually go, hello, we've got a fit finder, you know, hello, we know we can scan your face and help you.
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[SPEAKER_01]: People are just going to carry on going and you know, putting it on a blog page somewhere is not, it's not sufficient.
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[SPEAKER_02]: I think you said it better than me, um, it's.
22:54.726 --> 23:03.817
[SPEAKER_02]: I 100% agree, and the way to think about it is like a funnel, like one, you need people to understand that I have a very capable AI.
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[SPEAKER_02]: And when they come across it, then they need to know what are the things it can do.
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[SPEAKER_02]: And right now we see mistakes on both of those fronts, that's why these two are separate.
23:13.980 --> 23:15.681
[SPEAKER_01]: Yeah, I'm rightly so rightly so.
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[SPEAKER_01]: Well, it actually has been brilliant running through those five mistakes with you, given our audience, I know an awful lot to think about if they're not already browsing their websites, trying to work out how many of their falling fall off, I'd be very surprised.
23:40.236 --> 23:41.037
[SPEAKER_01]: OK, Ashuse.
23:41.097 --> 23:43.961
[SPEAKER_01]: So far, we've gone deep into the five mistakes.
23:44.481 --> 23:48.306
[SPEAKER_01]: Now you get to hours with your insider knowledge about the whole of conversion rates.
23:48.606 --> 23:55.774
[SPEAKER_01]: So for the following questions, your answer could be anything to do with conversion rates, which of course does include everything we've already been talking about.
23:55.895 --> 23:57.797
[SPEAKER_01]: Ashuse, are you ready for the insider tips?
23:58.499 --> 23:59.439
[SPEAKER_02]: let's let's get going.
24:00.000 --> 24:00.820
[SPEAKER_02]: Let's get cool.
24:01.961 --> 24:03.461
[SPEAKER_01]: Let's start with the new advice.
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[SPEAKER_01]: If we've inspired someone to take their first step, what do they need to know to get themselves the best chance of success?
24:11.646 --> 24:18.189
[SPEAKER_02]: I'm assuming this is a bar best chance of success when it comes to improving their online store.
24:18.729 --> 24:19.069
[SPEAKER_02]: Correct.
24:19.109 --> 24:20.530
[SPEAKER_01]: Sounds like a good assumption to me.
24:21.391 --> 24:22.032
[SPEAKER_02]: Okay, awesome.
24:22.432 --> 24:37.932
[SPEAKER_02]: Yeah, I think the first one, which is very hard to do if you're any com, if you're on the brand side, is to put yourself outside of that and think from you just perspective, what I do whenever we go live with a customer is I go through the whole flow as a user.
24:38.573 --> 24:40.355
[SPEAKER_02]: in multiple times from different angles.
24:41.075 --> 24:47.781
[SPEAKER_02]: And I think the the brand managers and you know all the eco professionals should be doing that as well.
24:48.221 --> 24:57.108
[SPEAKER_02]: And so what I would do is like I'll start from all the way from beginning, I landed, I searched on Google, find that product, then go all the way to check out.
24:57.208 --> 25:00.471
[SPEAKER_02]: We always order at least one piece from every customer.
25:00.491 --> 25:01.592
[SPEAKER_02]: So we have a whole museum of
25:03.973 --> 25:29.118
[SPEAKER_02]: a skin cream to dress as to shoes and everything and so we do that just to make sure we understand the full follow and I think from a user perspective and I look at is everyone in the company to do that as well and I think everyone should be do that that puts you in a different shoe from a user side and that will help you uncover many smaller so these mistakes I mentioned you'll be able to figure out on your own if you go from that angle.
25:29.955 --> 25:42.578
[SPEAKER_01]: Yeah, it's like one-o-one conversion rate improvements actually go and look at your own website on the devices, your customers are using, which will make myself included terrible at actually getting around to doing, so I love that.
25:42.638 --> 25:53.000
[SPEAKER_02]: So for example, one common mistake I have seen, and which is, you built the website, but since it's your work, you'll check it out only on your laptop, which is a big mistake.
25:53.280 --> 25:58.602
[SPEAKER_02]: Now 85% of users are on their phone, and so you need to first thing it to do is like once you build it,
26:00.162 --> 26:04.304
[SPEAKER_02]: and I think this goes without seeing it, this is such a common thing, but I see that mistake very often.
26:05.005 --> 26:09.227
[SPEAKER_01]: Yes, am making your desktop screen smaller does not count in this instant.
26:10.107 --> 26:14.649
[SPEAKER_02]: It does not exactly because the or different operating systems have their own nuances.
26:15.430 --> 26:16.130
[SPEAKER_01]: Oh, completely.
26:16.210 --> 26:21.633
[SPEAKER_01]: Okay, once you've started, of course, you've got to keep optimizing, so what's your favorite way to improve performance?
26:22.437 --> 26:29.667
[SPEAKER_02]: Yeah, actually, so all that, improving performance, it's slightly technical, but on Chrome, you have a tool called Lighthouse.
26:30.368 --> 26:36.917
[SPEAKER_02]: And I was showing this to a VP of Vcom at a apparel company, and it seems like,
26:37.498 --> 26:41.243
[SPEAKER_02]: I'm not sure I have seen that before and not sure whether my agency is doing that.
26:42.064 --> 26:46.249
[SPEAKER_02]: And so she quickly took a screenshot and said it to her agency and they were doing it.
26:46.269 --> 26:52.177
[SPEAKER_02]: I think that in that case, but even you don't need to be an engineer to do that, you just in your Chrome.
26:53.258 --> 26:56.843
[SPEAKER_02]: the Chrome gives you many tools and one of them is lighthouse.
26:57.043 --> 26:58.265
[SPEAKER_02]: It's in developer console.
26:58.525 --> 27:01.730
[SPEAKER_02]: If you write click and go into one of those options you'll find it.
27:02.250 --> 27:05.395
[SPEAKER_02]: If you're not just Google how to use Chrome lighthouse, it will tell you.
27:06.016 --> 27:07.938
[SPEAKER_02]: It gives you a lot of quick
27:09.260 --> 27:21.073
[SPEAKER_02]: It's not just even quick, it list of things that you can improve on is like, that Google measures in order to improve your act, and it gives you a score out of 100 in SEO, in performance, like there are five criteria as it gives you.
27:21.433 --> 27:22.355
[SPEAKER_02]: It's an amazing tool.
27:22.935 --> 27:24.197
[SPEAKER_02]: It's for free.
27:24.377 --> 27:25.258
[SPEAKER_02]: Everyone should be using it.
27:26.058 --> 27:35.304
[SPEAKER_01]: Yeah, so it's mad more people don't know about it, but I'm not surprised your VP commas hadn't seen it before because it feels like a secret opportunity.
27:35.324 --> 27:37.806
[SPEAKER_01]: So love that you've included that one for us.
27:38.426 --> 27:43.350
[SPEAKER_01]: If someone listening wants to learn even more, is there a cheap or free resource you would recommend?
27:44.320 --> 27:49.922
[SPEAKER_02]: So I would say two, one, we keep sharing some of these tips on our blog.
27:50.482 --> 27:57.404
[SPEAKER_02]: Second is on YouTube, you can go there a bunch of videos about like conversion mistakes, how to improve conversion.
27:58.064 --> 28:01.685
[SPEAKER_02]: And at least I was checking a few of them are good.
28:02.085 --> 28:07.547
[SPEAKER_02]: So people have gone through actual like e-commerce sites and sort of like a tear down.
28:08.027 --> 28:19.215
[SPEAKER_02]: That's a great place to get started and if you fix the common mistakes, you are 80% of the way they're anyways And so you don't need to watch all of them just like watch one or two and you'll be you'll be on your way
28:19.971 --> 28:31.180
[SPEAKER_01]: Yeah, it's amazing, this really is one of those areas where when you take that cold look, you know, or you watch a video with like the really obvious stuff like, oh my God, we're getting so much of that wrong.
28:31.400 --> 28:32.841
[SPEAKER_01]: So there are some really quick wins if you had.
28:32.861 --> 28:33.322
[SPEAKER_01]: So I love that.
28:33.342 --> 28:40.527
[SPEAKER_01]: And it is your blogger, if they go to alhina.ai and look for the blog that will find that content.
28:40.567 --> 28:43.189
[SPEAKER_02]: They'll find, find it or the URL is alhina.au.
28:43.209 --> 28:47.553
[SPEAKER_02]: Today I slash blog and they'll be able to search for these things.
28:48.211 --> 28:51.860
[SPEAKER_01]: marvelous and finally crystal ball time.
28:51.960 --> 28:55.307
[SPEAKER_01]: What's coming up in the next six to 12 months we should be getting ready for.
28:56.154 --> 28:59.935
[SPEAKER_02]: Yeah, I think we answered it in the beginning to make two things.
29:00.415 --> 29:19.602
[SPEAKER_02]: Yeah, which is we will see a lot of like agentic shopping happening, the agents and they won't be shopping for the considered purchases yet because people won't be comfortable, but they will be shopping for a lot of like regular things that we are using in our day to day life that we don't even think about that kind of things we buy on Amazon or somewhere.
29:20.062 --> 29:25.364
[SPEAKER_02]: I think agents will start doing that and then we'll see more consolidation around
29:26.184 --> 29:32.367
[SPEAKER_02]: a customer facing agent like one black font that is doing everything customer facing one on the margin side.
29:33.587 --> 29:34.888
[SPEAKER_01]: I completely agree with you.
29:34.908 --> 29:45.892
[SPEAKER_01]: And yes, I don't think the luxury fashion houses need to be too worried about agentic purchasing yet, but if you're selling batteries or washing powder, I think you're probably doing.
29:46.652 --> 29:48.113
[SPEAKER_02]: Yeah, that's coming.
29:48.763 --> 29:49.203
[SPEAKER_01]: Indeed.
29:49.243 --> 29:51.665
[SPEAKER_01]: Well, look, actually, we are very nearly at the end of the show.
29:51.685 --> 29:55.808
[SPEAKER_01]: So could you please at the list as day where they can get in contact with you and your business?
29:56.665 --> 29:58.266
[SPEAKER_02]: Thank you, Chloe, it was fun.
29:58.286 --> 30:01.909
[SPEAKER_02]: Yeah, you just can find us on our website, lhena.ai.
30:02.409 --> 30:04.471
[SPEAKER_02]: I'm also on LinkedIn and Twitter.
30:05.011 --> 30:07.853
[SPEAKER_02]: My slug is Ashud Dewey.
30:08.054 --> 30:10.055
[SPEAKER_02]: That's the first and last and together on LinkedIn.
30:10.155 --> 30:11.676
[SPEAKER_02]: Just success search for me on LinkedIn.
30:12.077 --> 30:16.680
[SPEAKER_02]: You'll find me and there's a little top-wise icon over there, so you'll see.
30:17.261 --> 30:19.582
[SPEAKER_02]: You'll find me easily in the search results, hopefully.
30:20.603 --> 30:20.823
[SPEAKER_01]: Yeah.
30:21.524 --> 30:21.844
[SPEAKER_01]: Awesome.
30:21.944 --> 30:30.310
[SPEAKER_01]: I highly recommend all of you go and follow Ashu on LinkedIn because both his e-commerce and AI insights are well worth being on top of.
30:30.510 --> 30:38.856
[SPEAKER_01]: So definitely go and find a one LinkedIn and then head to alhina.ai to check out what they're up to, what they could do for you and the blog.
30:39.257 --> 30:41.678
[SPEAKER_01]: And Ashu, thank you so much being on the show.
30:41.719 --> 30:46.102
[SPEAKER_01]: This has been a super practical, insightful session on conversion rates.
30:46.162 --> 30:47.503
[SPEAKER_01]: I really appreciate you joining us.
30:48.273 --> 30:48.775
[SPEAKER_02]: Thanks, Troy.
30:49.217 --> 30:51.647
[SPEAKER_02]: I had so much fun talking to you on this show.
30:52.410 --> 30:53.052
[SPEAKER_02]: Thanks for having me.
30:55.280 --> 30:57.541
[SPEAKER_01]: awesome to get to catch up with Ashie there.
30:57.561 --> 31:13.991
[SPEAKER_01]: And I think you'll agree some super practical, awesome tips and advice there to help you both improve the conversion rate of your, I guess, standard website, but also to help you make the most of those AI agents that I'm sure you're all deploying and working on training on your websites at the moment.
31:14.432 --> 31:19.475
[SPEAKER_01]: You get the links to all those things we discussed, the full transcripts, the episode and our notes at
31:19.935 --> 31:21.436
[SPEAKER_01]: keepoptimizing.com.
31:21.796 --> 31:34.125
[SPEAKER_01]: You can use our special direct episode short links just put keepopt.com for such the number of the episodes into the URL bar that that will take you straight to the correct page on the site and when you get there you can also add yourself to our email list.
31:34.245 --> 31:38.729
[SPEAKER_01]: So you don't miss out on any of the other things I share to help you improve your business.
31:39.409 --> 31:43.730
[SPEAKER_01]: Thank you so much for tuning in to this episode of The Keep Optimizing podcast.
31:44.090 --> 31:56.674
[SPEAKER_01]: If you've enjoyed it, then well, I was going to say check out episode 126, where I'm chatting with Adam Pearce of Blend and Ecommerce collab with that sounds familiar about improving customer experience with your product pages.
31:56.714 --> 31:58.054
[SPEAKER_01]: That's episode 126.
31:58.454 --> 32:01.715
[SPEAKER_01]: But I'm also going to say that in a couple of episodes time,
32:02.335 --> 32:12.783
[SPEAKER_01]: As part of this conversion rate series, we've got a deep dive into core web vitals, which is all the stuff light houses as she was mentioning there in the inside of tips.
32:13.203 --> 32:14.845
[SPEAKER_01]: Big deep dive in tool of that.
32:14.945 --> 32:18.067
[SPEAKER_01]: So I highly recommend you make sure you subscribe so you don't miss out on that one.
32:18.648 --> 32:26.834
[SPEAKER_01]: You can also find our full thread of conversion rates content by either scrub your feed or use the short link, keep up to dot com for us.
32:26.894 --> 32:29.015
[SPEAKER_01]: I should see our O to go to the
32:31.197 --> 32:38.601
[SPEAKER_01]: Please do tell your fellow Marx as about the show as well because we've produced it to help all of you improve your performance of your business as marketing.
32:38.661 --> 32:41.083
[SPEAKER_01]: So don't keep it as a secret.
32:41.363 --> 32:42.383
[SPEAKER_01]: Share, please share.
32:43.224 --> 32:48.807
[SPEAKER_01]: Have a great week and make sure you listen to the next episode so I can help you to keep optimizing your marketing.
32:51.568 --> 32:53.569
[SPEAKER_00]: Access everything, keep optimizing.
32:54.250 --> 32:55.951
[SPEAKER_00]: Act keep optimizing.com.
32:56.291 --> 32:57.872
[SPEAKER_00]: That's within us, not as it.
