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5 Deadly Shopify Store Mistakes You're Making Right Now
23 ideas de marketing sacadas de «5 Deadly Shopify Store Mistakes You're Making Right Now», de Professor Charley T. Sobre todo de medición y experimentos…
- 23 ideas despiezadas
- Fuente Professor Charley T
- Dura 50 min
- Publicada en 2024
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Retención y relación con el clienteAl inyectar contactos fríos o adquiridos por resolución de identidad en el flujo regular de email, la cantidad añadida no debe superar el 10% del segmento de usuarios activos en los últimos 30 días por cada envío. Superar el 20% o 30% dispara los indicadores de spam y daña la reputación del remitente.
makes this tricky is you just need to keep the inflow of emails versus your existing mailstream like under 10% increase each send of your 30-day actives right that's the constraint on get to like 20 or 30% each send you make their metrics are very comfortably below what would cause a problem sure but they that you have to be very careful about because if you break it it is going to be very annoying to Unbreak we have a
Escúchalo en el minuto 21:29
Medición y experimentosPara determinar el valor real de un contacto de email, calcula el ingreso promedio generado por suscriptor a lo largo del tiempo, resta el margen bruto del negocio y aplica un descuento estimado por la menor efectividad de los contactos captados en frío o de menor calidad frente a la base orgánica.
SAS businesses he's like brands do not know the value of an email address he's like if you could go into their clay account and tell them what the average revenue knew over what period of time an email address was then subtract their gross margin that is the profitability of owning an email address to them yeah could go across your entire system and see what the discount for your lower quality email address is you could go and say look an email address is worth a $160 to you your gross margin is 30% so we're down to $125 or whatever $120 our emails are 25% less effective than that for these…
Escúchalo en el minuto 16:19
Retención y relación con el clienteAl captar correos de visitantes web que no completaron formularios, enviarlos de inmediato a una secuencia automatizada de bienvenida puede dañar la reputación del remitente por un pico concentrado de quejas de spam y desuscripciones. En su lugar, conviene mezclar estos contactos en pequeños lotes dentro de la newsletter habitual; el alto engagement del listado base diluye las señales negativas y filtra a los…
what happens if you use the first product in correctly and it can be used incorrectly in several different ways is you blow your deliverability up why because these emails have incredibly High positive and quite High negative Shopify stores is because what we're doing is we're hiding the negative engagement in the existing mailstream if up was just make a welcome series with engagement statistics of that welcome series look like [ __ ] because the unsubscribes in the spam rates are so it the Bruce bolt implementation is instead of sending the welcome series first Yeah we actually hold the…
Escúchalo en el minuto 10:56
Retención y relación con el clientePara proteger la reputación de entregabilidad en email marketing al incorporar contactos nuevos o de captura externa, es recomendable incluirlos primero dentro de envíos regulares de newsletters en lugar de dispararles secuencias aisladas de bienvenida o carritos abandonados. De este modo, se aprovecha la reputación positiva del dominio y se depuran quejas y cancelaciones antes de iniciar secuencias directas.
problem is you know when it was self-served like the the biggest thing that people would do is they just like let it run for two weeks not even send a welcome series to these contacts wait for two weeks blast them alone not even in another newsletter but Play account when you when you tell people the reason this works is because you blend and you borrow reputation that you've built some that and what it's doing is it's holding them until a newsletter goes out and then it's sending them with the newsletter and then it's doing a welcome series afterwards once the complainers and the…
Escúchalo en el minuto 26:44
Retención y relación con el clientePara proteger a la marca frente a litigios por el uso de píxeles de captura de identidad, es imprescindible recabar consentimiento explícito mediante plataformas de gestión de cookies (CMP) y especificar con claridad en los términos que los identificadores anónimos de navegación podrán cruzarse con datos personales como el correo electrónico.
whatever so we're pushing all of our customers to use cookie Pro one trust is yeah if you very conspicuously preferably on the banner but you can put it in your terms of service say these two sentences about what we do which the essence of it is effectively we will take Anonymous identifiers and we will match them to personal identifiable information in some cases an email and in some cases we might email you if that sure and the consumer hits accept there is literally not a leg to stand on with it's a debate about whether consent is the way that you completely eliminate
Escúchalo en el minuto 2:28
Medición y experimentosPara sostener un crecimiento exponencial y no solo incremental, es necesario ejecutar múltiples experimentos en paralelo mientras el negocio principal funciona, asumiendo que cada nueva etapa o empresa requiere rediseñar el posicionamiento y la estrategia de salida al mercado en lugar de replicar fórmulas pasadas.
is about stacking S curves so it's like spending time on things that can become incremental or exponential excuse me not incremental and like making sure you always have several experiments going at once while your core business is working always be looking for the next scurve that what your success is on this Venture it will have nothing to do with how you built your last business everything about it would be different the go to market motion the product they're not open to actually having the type of mindset that would allow them to be disruptive in how they position the
Escúchalo en el minuto 46:33
Sustituir el autoservicio por onboarding asistido para evitar el abandono en herramientas técnicas
Retención y relación con el clienteCuando la principal causa de insatisfacción y rotación de clientes proviene de errores de configuración por desconocimiento y no de fallas de la tecnología, sustituir el modelo de autoservicio por un onboarding guiado y gestionado ('white glove') previene malas prácticas del usuario y reduce drásticamente el churn.
99.9% if we don't let someone launch who hasn't set that up then we will have no like you get is a fully white glove onboarding now we will set up the segments in your clayo account that do saying our biggest liability is misuse of the product not by any malice but more just by ignorance and we have we have experience yeah so we're literally GNA hold your hand so that you can see would imagine your churn rate on the managed onboarding which is just this that's yeah it's gotten a lot better since it was versus being self-served tell you that much yeah no
Escúchalo en el minuto 26:35
Dominar los fundamentos operativos antes de apostar a un hipercrecimiento
Estrategia y decisiones de negocioSe recomienda no asumir apuestas de riesgo extremo en la primera empresa; conviene primero aprender los fundamentos de ventas, marketing, soporte y gestión técnica para identificar fortalezas propias antes de arriesgar ingresos presentes en busca de una escala gigante.
it's also very helpful right like maybe don't go for it on your first rodeo do something that you learn how to run a company and you whatever you know what I mean you learn about marketing and sales and support and how to manage a tech team and all that [ __ ] and then yeah once you sort of have the skill it's like pretty aware of what I'm good at like I'm foregoing a lot of current income to try to hit a [ __ ] massive
Escúchalo en el minuto 44:07
ConversiónMientras que un formulario web estándar convierte alrededor del 2% del tráfico, las tecnologías de captura e identificación alcanzan tasas del 17% al 18% (entre 6x y 7x más), exigiendo una tasa de depuración de lista (pruning) el doble de agresiva.
and this just math you you're creating you're you're converting 2% on a form will'll give you I don't know maybe 17 18% if we're getting really judicious on all the [ __ ] we're thrown out so it's like you know it's definitely like a six sevenx and you know you got to prune them at a rate that's like twice what you would prune other people but it ends
Escúchalo en el minuto 23:46
Canales de adquisiciónEl email no tiene por qué limitarse a la retención de clientes existentes ni a prospección fría; puede utilizarse eficazmente como punto de contacto de consideración intermedia (mid-funnel) para impactar repetidamente a usuarios que mostraron atención inicial.
strategy here because we think of email as either it's a retention effort or it's some like black hat cold email at it as I'm now letting people that have shown some attention it's a bit of it's not prospecting it's not top of funnel but it takes email up from the bottom of the funnel and retention into much more of that mid middle right yeah it really becomes more of that like second third fourth fifth touch point that Facebook would already be doing and
Escúchalo en el minuto 18:47
Canales de adquisiciónEl email no tiene por qué limitarse a la retención de clientes existentes ni a prospección fría; puede utilizarse eficazmente como punto de contacto de consideración intermedia (mid-funnel) para impactar repetidamente a usuarios que mostraron atención inicial.
strategy here because we think of email as either it's a retention effort or it's some like black hat cold email at it as I'm now letting people that have shown some attention it's a bit of it's not prospecting it's not top of funnel but it takes email up from the bottom of the funnel and retention into much more of that mid middle right yeah it really becomes more of that like second third fourth fifth touch point that Facebook would already be doing and
Escúchalo en el minuto 18:47
Desalineación entre plazos de medición de ROI y el ciclo de conversión de los leads
Medición y experimentosEvaluar la rentabilidad de una adquisición de contactos con ventanas de atribución cortas (como 60 días) distorsiona los resultados si el comportamiento real de conversión de esos usuarios se extiende a 18 o 24 meses.
but like we're putting our balls in the blender because we're like hey 12-month deal with the 60-day out if we haven't showed you Roi in 60 days and the nature of what's happening is we're selling people emails that are converting over two years and we're putting ourselves on a 60-day Roi like burden or whatever you want to call yeah well this window to proof yeah so cents and they're going to convert over a year and a half like of course you would do that and then we would be out of this 60-day you know what I mean it's
Escúchalo en el minuto 15:49
Investigación de mercado y clienteCuando una solución tecnológica ofrece un resultado inesperadamente superior (como captar datos no declarados), la primera reacción del cliente es de desconfianza, activando tres objeciones clave: cómo funciona, si es legal y si dañará la reputación de su marca.
form it's like the three questions everybody has how is it legal how does it work what do I bigger like will my brand get damaged this hurt will this hurt me is is what they're saying because it feels like it should right it feels dirty unfair advantages feel like there's a downside
Escúchalo en el minuto 36:53
La fase incómoda en la transición de flujo de caja a escala masiva
Estrategia y decisiones de negocioTransformar una empresa optimizada para maximizar flujo de caja en un negocio de escala masiva exige atravesar un periodo incómodo de compresión de márgenes, aumento de costos fijos y crecimiento plano antes de volver a ser altamente rentable a un volumen superior.
you want to he's like there'll be an uncomfortable period but after a while it would be very cash flow positive too went from the most beautiful cash flow business in the world that literally creating a $20 million a year turn machine where I'm not making any money
Escúchalo en el minuto 40:21
La competencia con alto financiamiento infla el costo de adquisición de clientes
Medición y experimentosEl principal detonante de un costo de adquisición de clientes (CAC) elevado es competir en mercados con rivales fuertemente financiados que pujan agresivamente en los canales publicitarios sin preocuparse por la rentabilidad inmediata.
this software is a service blogger Jason Lenin he's like the reason the reason for high customer acquisition cost is well-funded competition because you're just like battling each other in and I operations I drop a million dollars a day for like CBS and I didn't even care about Revenue right like people have no
Escúchalo en el minuto 35:47
Desactivación directa de objeciones críticas por parte del fundador
ConversiónCuando un producto enfrenta objeciones complejas y paralizantes (como dudas regulatorias o de legalidad), ofrecer llamadas individuales directas con el fundador para explicar los detalles ayuda a derribar la desconfianza y cerrar prospectos dudosos.
it's an unabated thing if if you're caught up on the legality just email me at Adam retention. if if you made it all the way through this podcast and you're still hung up on the legality I am willing to get on the phone with you personally and explain it all to you
Escúchalo en el minuto 49:55
Investigación de mercado y clienteEl principal desafío en el email marketing es la degradación constante de la lista de suscriptores (list shrinkage por bajas, rebotes o desinterés), lo que genera una necesidad permanente en cualquier negocio digital de adquirir nuevos contactos a escala.
website no like no questions the biggest problem in email is list shrinkage everybody needs a bigger list everybody wants a bigger list so shrinkage yeah it
Escúchalo en el minuto 32:41
Medición y experimentosLa implementación de tecnología de captura e identificación en páginas de segundo y tercer nivel de ingresos multiplicó el valor por visitante de 0,5 centavos de dólar a 3 centavos de dólar.
one of the tests that I did initially was I put the tech not on my primary page I actually put it on I index all my pages based on revenue and I put it on all of the second and third tier pages and used it to amplify the revenue value of all those second and third tier pages and it was undeniable page went from half a cent per user to like three cents per user I'm curious what you think
Escúchalo en el minuto 20:29
Retención y relación con el clienteA diferencia del marco GDPR europeo que exige consentimiento explícito previo (opt-in) para la recolección y contacto de datos, la legislación federal estadounidense CAN-SPAM opera bajo un régimen de opt-out, permitiendo el envío de comunicaciones comerciales siempre que se ofrezca un mecanismo claro para darse de baja.
couldn't do it if you're gdpr worldwide either because gdpr is opt in for data collection on the internet that's not what the law says here you are allowed to do this in the US even the state level stuff there's a federal level can spam law that was made in 2003 and reviewed in 2019 it is an opt out law period there is no room for interpretation yeah it is opt out it says nothing about opt-in anywhere in
Escúchalo en el minuto 6:21
Estrategia y decisiones de negocioLas marcas pequeñas a menudo se paralizan por temores legales y demandas colectivas ante nuevas tecnologías, sin notar que los litigios oportunistas van dirigidos exclusivamente contra marcas masivas y ampliamente reconocidas; el problema prioritario de una marca pequeña es generar tracción y notoriedad, no el riesgo de demandas.
that this is legal and like look if a class if an ambulance chasing CL there's think about the brands that were named in the lawsuit it's not [ __ ] underwear socks.com it's P's [ __ ] coffee it's like right somebody that everybody knows right like if everybody doesn't know your brand and mean everybody you're not going to get named in a class action lawsuit for anything it's not even worth time yeah exactly it's like that's not your biggest problem right now your biggest problem is getting your brand to where everybody knows it yeah exactly
Escúchalo en el minuto 8:11
Medición y experimentosDurante una etapa de rápida expansión de plantilla y cambios estructurales, el ritmo de crecimiento mensual disminuyó consecutivamente: febrero 10%, marzo 8%, abril 4.6% y mayo 4%.
tread so our growth was February I looked it today February 10% March 8% April 4.6% May 4% like that's gota go back up to 10% or I hired way too many
Escúchalo en el minuto 41:41
Medición y experimentosLa empresa de software de email marketing Robly operaba de manera altamente rentable con 3 millones de dólares de facturación anual (ARR) y un equipo de 6 empleados, logrando venderse a una firma de capital privado por 10 millones de dólares.
like so robly we sold it but it was like the mothership at the time and it was that was $3 million a year Topline you know we had six employees it was like very profit it was a lifestyle business get emails was we sold robly for $10 million to a private Equity Firm my plan
Escúchalo en el minuto 32:13
Marca y posicionamientoOperar en una categoría donde la tecnología y el marco legal son ampliamente malinterpretados por el mercado actúa como una barrera de entrada para competidores, permitiendo a una empresa alcanzar 20 millones de dólares en ingresos recurrentes anuales (ARR) antes de enfrentar competencia relevante.
the way sure I hope to Forever operate in an environment that is this poorly understood because it keeps competitors out we were able to get to we were able to literally to 20 million AR before we
Escúchalo en el minuto 4:48
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