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5 Irresistible Shopify Features You NEVER Knew About…But Must | Perpetual Traffic EP 653
23 ideas de marketing sacadas de «5 Irresistible Shopify Features You NEVER Knew About…But Must | Perpetual Traffic EP 653», de Perpetual Traffic. Sobre…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 1 h 01 min
- Publicada en 2024
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Diferenciar el CAC objetivo para la reactivación de clientes inactivos frente a nuevos clientes
Retención y relación con el clienteEn campañas de reactivación de clientes inactivos (lapsed customers), se deben fijar límites de costo de adquisición (CAC) y retorno de la inversión publicitaria (ROAS) independientes de los asignados a nuevos clientes, adaptando la puja al valor de vida residual (LTV) que se busca recuperar.
give tools for merchants to confidently Target customers based on their last purchase date so let's say hey if you want to engage customers who haven't bought from you for the last nine months but bought before uh here's the tool to do that so you can precisely Target those customers with with a very personal offer inside the shop app uh again you set the dedicated customer acquisition cost you're willing to pay you set the return ad spend Target for this call heart and you run the campaign and time again that hey I might be willing to pay this price for new customer but I'm not willing to…
Escúchalo en el minuto 21:10
Condicionar incentivos a un valor mínimo de pedido según el CAC y ROAS objetivo
Oferta y precioPara garantizar la rentabilidad de las campañas de adquisición, los incentivos o descuentos deben condicionarse a un valor mínimo de pedido (Minimum Order Value) alineado con el objetivo financiero; por ejemplo, con un CAC meta de $50 y un ROAS objetivo de 3x, la cesta debe forzarse a un mínimo cercano a los $150.
yes exactly and because you're able to set the your Target return on ad spend let's say you have the customer acquisition cost of 50 and your Target ad spend of three uh so this basically means that you expect the transaction to happen at roughly $150 basket size right um and and this uh we deploy things like minimum Mor value as necessary uh in order for you to unlock that in incentive as an
Escúchalo en el minuto 37:54
Usar benchmarks hipersegmentados en lugar de promedios genéricos de la industria
Medición y experimentosComparar métricas publicitarias como el CAC contra promedios amplios de la categoría o marcas respaldadas por gran capital genera expectativas irreales; es necesario contrastar el rendimiento únicamente frente a tiendas con modelos de negocio, tamaño de catálogo y estructuras de costos directamente similares.
also introduced a benchmark feature granular about it so let's say uh you have a merchant that is selling custom made t-shirts and they're an apparel retailer but they are not the same as let's say high-end dress designer and similar star cart for this Merchant so the benchmarks are really relevant for campaign performance to similar Merchants uh in that space not just like for XYZ and it becomes like irrelevant benchmarks and it's like this unicorn like I I can't compare you to a wealth funded t-shirt brand yes you're in the same category but there's a thousand and a half other things that…
Escúchalo en el minuto 30:53
Las tres variables que rigen la escalabilidad del presupuesto publicitario
Medición y experimentosEn comercio electrónico, la decisión de inversión publicitaria se reduce a tres factores clave: el coste máximo de adquisición aceptable (CAC), el retorno objetivo sobre el gasto (ROAS/ticket medio) y el presupuesto disponible. Si la adquisición por cliente es rentable y cumple el ROAS marcado, el presupuesto publicitario deja de ser un techo fijo y se convierte en una inversión escalable sin límite práctico.
from the merchant again Merchant says only three things that they care and they think about so how much I'm willing to pay for this what's my target return on that spend which basically means what's my target basket size and what is what is my budget and then and then usually increasing that budget because if theice per customer makes sense for you and it delivers the the right return on that spend you usually want to spend as much as you can on these things Lauren if you can just hit this number if you can hit this row as like sky the
Escúchalo en el minuto 40:40
Medición y experimentosEl costo de adquisición de clientes real no se limita al pago directo realizado a la plataforma publicitaria; incluye además el gasto o descuento adicional que el negocio asume de su propio margen para lograr que el cliente cierre la compra.
round yeah exactly so so your customer acquisition cost actually consists of at least two parts the first you pay to that platform and the second there's additional expense to get that customer across the Finish Line on your store from your own margin right and uh an
Escúchalo en el minuto 35:10
Canales de adquisiciónAnte las crecientes restricciones de privacidad y la pérdida de efectividad de cookies, agrupar datos de intención de compra de múltiples comercios (data pooling) y exportar esas audiencias enriquecidas a redes publicitarias permite reconstruir listas de retargeting de alto rendimiento.
can just install it uh you often into a data C where Merchants pull data together uh to generate like thousands and millions of insights that then are used uh to to deliver performance and then based on these insights and uh we create you an audience that is exported to those platforms and you can put into the algorithms because we're in this like data drought essentially like we you can't uh always circumvent the cookies and everything
Escúchalo en el minuto 28:11
Estructuración de campañas de adquisición y reactivación automatizadas por CAC y ROAS objetivo
Canales de adquisiciónEn sistemas automatizados de adquisición de clientes (como Shop Campaigns), la gestión publicitaria se reduce a definir tres variables comerciales —el CAC máximo dispuesto a pagar (por cliente nuevo o recuperado), el objetivo de ROAS y el presupuesto total—, delegando en el algoritmo la optimización de creatividades, segmentación, ubicaciones multicanal (app propia, Meta, Google) e incentivos de conversión.
very short term is your marketing on autopilot so we simplify the customer so when you go on to set up a shop product you have two types of campaigns you can do new customers or you can re-engage labs customers and that's by need to set three things uh first you name the prize that you're willing to pay for the new customer or re-engage customers so your customer acquisition cost or CAC that we often call in the industry you also indicate uh return ad spend Target so how how much gme you want in return for that uh spend and then you set the budget so three things the cost the return ad spent…
Escúchalo en el minuto 13:41
La doble erosión del margen al combinar tráfico pagado con descuentos de primera compra
Oferta y precioAdquirir usuarios mediante publicidad pagada y luego ofrecerles incentivos de bienvenida en la tienda (como 10% o $15 de descuento) supone un doble impacto sobre la rentabilidad unitaria: se paga por la impresión/clic y se cede margen adicional en la conversión.
the important topic is also incentives uh incentives that you you give to your buyers uh that's that's an important part of the customer journey in terms of incentives you deploy for example you run a campaign on uh any of the larger ad platforms out there you pay for visibility there right you pay for the traffic Impressions yeah The Impressions uh and then uh when the buyer actually lands on your store you most of the time you offer a first time purchases discount like a code to $15 off 10% off you have to incentivize them you just paid for them to be here now let me give away even more…
Escúchalo en el minuto 34:27
Medición y experimentosEl uso de audiencias basadas en datos comerciales agrupados permite a los comercios duplicar o más el tamaño de su audiencia de retargeting en las principales plataformas publicitarias, reduciendo significativamente el costo de adquisición (CPA) y duplicando las ventas atribuidas a ese segmento.
example we see that most Merchants using retargeting feature generating retargeting audiences and applying them on on these largest ad platforms they double or more they retargeting audience wow which then means a lot lower uh cost per acquisition of the customers this is an audience that is more you can you can double sales that are coming from the segment uh and and
Escúchalo en el minuto 28:53
Escalado dinámico del presupuesto según el rendimiento del canal
Canales de adquisiciónEn la adquisición pagada, los presupuestos no deberían fijarse como un techo rígido, sino ampliarse al máximo posible mientras el canal mantenga un rendimiento rentable.
like the what what is interesting about marketing and paid customer acquisition is that budgets are not usually not fixed right you are not limited by the budget you limited by performance of uh different channels so if you have a channel that is performant you try to spend against it as much as possible of course um and uh as long as you have
Escúchalo en el minuto 52:27
Canales de adquisiciónLas marcas de ecommerce pueden obtener presencia en pantalla móvil, descubrimiento de nuevos clientes y funciones de reactivación (como notificaciones push) mediante apps centralizadas como Shop App, evitando el alto costo y la barrera de adopción de crear una aplicación móvil nativa propia.
app uh and and all of that repeat buying behavior is that hey like Shop app is an app that uh that is a super tool super power that uh Shire meres have it's an app that other would be very hard for merchants to have individually uh but uh working together they can actually have that presence have that presence on the mobile phone uh have that real estate on the phone and uh an install base uh that is very hard if not impossible to achieve individually and then having leverage of tools that exist on a mobile phone like push very hard yeah that birden has always been put on the retailer to…
Escúchalo en el minuto 18:17
Medición y experimentosEn comercio electrónico existe una tendencia frecuente a cambiar continuamente de agencia o proveedor asumiendo que los resultados insuficientes son un fallo de marketing, cuando a menudo provienen de expectativas desmedidas (incluso frente a ROAS de dos dígitos) o de problemas en la estrategia global del negocio.
e-commerce is hard e-commerce is new we've had we've had clients with double digit row as that still thought it wasn't good enough and it's like this level of expectation because it's so new there's not as much loyalty there's not as much longevity so we find e-commerce clients hop from vendor to vendor to vendor thinking that it's a marketing issue because marketing's hard versus always a business strategy issues
Escúchalo en el minuto 57:39
ConversiónLos entornos de aplicaciones móviles maximizan la tasa de conversión al mantener sesiones iniciadas de forma persistente y almacenar datos de pago y envío, eliminando la necesidad de ingresar datos en el proceso de pago.
interesting about mobile apps is how much they reduce their friction that often exist in environments so you have the customer who signed in all the time uh they don't need to uh enter any details in the check out their experience can be personalized uh uh it's also frictional as that then enables both uh easier ability to reach that customer but also to convert them once they land in the app yeah and
Escúchalo en el minuto 24:02
La experiencia de compra personalizada en app como diferenciador frente a grandes marketplaces
Marca y posicionamientoFrente al modelo de 'centro comercial masivo' de gigantes como Amazon, los canales de compra en aplicaciones móviles personalizadas permiten a las marcas de e-commerce ofrecer una experiencia tipo 'boutique' exclusiva con ofertas a medida y datos de compra unificados, fortaleciendo la marca y la recompra.
like the app is a very visual experience where I go back to the competing against Amazon because when you go to Amazon it's like you're in a big shopping mall whereas I'm looking at my app and it looks like a boutique that was made for Lauren E pulo I actually asked you I said for your for your Shopify store have you actually done the app because it's a tremendous branding Play Just thatto itself I was like we we
Escúchalo en el minuto 56:10
Validar canales con herramientas nativas simples antes de migrar a software especializado
Canales de adquisiciónAl comenzar a operar un canal nuevo (como email o publicidad pagada), conviene empezar con las herramientas nativas y simples de la plataforma para obtener una prueba de concepto antes de migrar o integrar soluciones más complejas y costosas del ecosistema.
play in getting Comm Merchants to start doing something like if we take Shopify email as an example it can be a for you to start using email as a channel but then there are so many other tools right that are in the ecosystem that are providing so much value that can be very very useful for you in your journey so I but okay so as L like if it's a hey there's a lot of good places to start and then once you've got proof of concept then you can expand and explore do you need a more sophisticated solution um but what you're doing now at
Escúchalo en el minuto 45:37
Reducción de soporte posventa mediante seguimiento de pedidos en la página de agradecimiento
Retención y relación con el clienteIntegrar herramientas de rastreo de pedidos directamente en la página de confirmación de compra disminuye la carga de trabajo del equipo de atención al cliente posventa.
the typical integration experience uh historically has been a thank you page and Shop app is is a really good tool for buyers to start tracking the order tracking the package reducing the customer support workload for your start
Escúchalo en el minuto 53:24
Estandarizar el stack tecnológico como criterio de admisión de clientes en agencias
Estrategia y decisiones de negocioExigir que los clientes utilicen una plataforma tecnológica unificada y probada reduce drásticamente las fricciones de integración, colocación de píxeles y medición analítica, permitiendo a la agencia optimizar sus operaciones y evitar el soporte de ecosistemas fragmentados o incompatibles.
this platform in fact I know agencies that won't even accept clients unless they're on this platform here mine included yours included we are talking begin and end and then obviously the placement of the pixel and all the tracking that goes along with it is stated earlier I don't work with clients that use non- Shopify it's just it's it's too difficult of an ecosystem so
Escúchalo en el minuto 8:19
Aporte de Shop Campaigns en la captación de nuevos clientes
Medición y experimentosLas marcas más activas atribuyen aproximadamente una cuarta parte (25%) del crecimiento de sus nuevos clientes a las campañas publicitarias dentro de la aplicación Shop.
system and the most engaged Brands attribute around one4 of of their new customer growth to shoping BS uh we
Escúchalo en el minuto 50:55
Resultados de adquisición en Shop Campaigns de Caraway y Thrive Cosmetics
Canales de adquisiciónMarcas directas al consumidor logran volumen significativo mediante Shop Campaigns: Caraway generó más de 2 millones de dólares en ingresos y Thrive Cosmetics adquirió a más de 15.000 clientes a través de la plataforma.
a few data points for example Caraway uh very very wellknown Merchant on Shopify they they generated over two million in Revenue using shop campaigns um and and significantly we had the th Cosmetics uh acquire more than 15,000 customers using this this tool and so on so you can see
Escúchalo en el minuto 48:26
Estrategia de contenidosPara comunicar listados extensos de actualizaciones de producto sin aburrir a la audiencia, es efectivo presentarlos mediante interfaces interactivas lúdicas, estéticas nostálgicas (como emuladores retro o líneas telefónicas dedicadas) y merchandising irónico, convirtiendo un changelog técnico en una experiencia de marca atractiva.
150 plus updates well here click on all right this is how you used to absolutely hysterical so it's like this is just cool like Shopify is just a cool Welcome To Late Night with Shopify editions what this is the boring Edition to listen to our updates for automatically dialed from the boring page Shopify and it will read you these numbers yeah on this and I 100% want to buy this boring t-shirt now to totally I
Escúchalo en el minuto 5:27
Canales de adquisiciónFrente a las fricciones de atribución y privacidad generadas por disputas entre plataformas (como Apple, Meta y Google), operar y publicitarse dentro de un ecosistema que controla tanto la transacción como los datos propios permite una mayor precisión y control de la información sin depender de restricciones de terceros.
have so much control over the environment and so much data available that's proprietary to you all you're you're circumventing and you're saying look I get it Apple meta you guys have your Turf Wars the government and Google you're in our playground we play by our so stuck is playing in one platform's rules while abiding to another one and the merchant actually owns it not like you're giving that data to anyone else it's already in your home database it's it's in your source of Truth which makes this even more
Escúchalo en el minuto 41:28
Porcentaje de pedidos provenientes de clientes recurrentes en Shop App
Retención y relación con el clienteCasi el 60% de los pedidos realizados a través de Shop App provienen de compradores recurrentes, demostrando una alta propensión a la recompra dentro del ecosistema.
are a lot more likely to return uh we see that almost almost 60% of ERS are coming from repeat buyers um sorry wait that was 60% yeah our repeat buyers yeah and uh
Escúchalo en el minuto 18:01
Oferta y precioLas herramientas nativas que Shopify incorpora para funciones como empaquetado (bundling) o suscripciones ofrecen una alternativa gratuita para evitar costes de apps de terceros (que pueden superar los 400 USD mensuales), pero requieren que el negocio evalúe si la versión básica tiene suficiente madurez antes de prescindir de soluciones especializadas.
times you'll see uh these additions launch quasi attacks on apps where they're making a uh inferior version of popular apps available for free included in the Shopify subscriptions but this better than nothing solutions for Shopify store owners when there is a Platinum Premium app available but sometimes these apps cost 400 plus dollars a month and a lot of shopi store owners want basic bundling or subscription level products so Shopify creates a basic version and they're not always mature enough to use so this boring Edition is like going back to everything that they've created in many areas…
Escúchalo en el minuto 1:58
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