33 search results for “Tommy Walker”

Warning: Most Conversion Optimization Tips Are BS ( Here's Why! )

Warning: Most Conversion Optimization Tips Are BS ( Here's Why! )

Why are Conversion Optimization Tips BS?

There's something that's been bothering me lately.

In the past year or so, I've seen a huge influx of conversion optimization tips which use case studies to support the claim that's being made. 

Now, I myself am paid to write these kinds of stories, but something I'm adamant about when I chose which case studies to use is researching the validity of the cases being used. 

There is a certain amount of drama in the statement "and clicks improved by 200%!"  but it's really inauthentic, especially when you learn that the absolute clicks went from 10 to 30. 

In this article, I'm going to share with you a story about how one man used bad (but technically correct) science to fool major media outlets to spread misinformation about how adding chocolate to your diet can help you lose weight. 

We'll break down how the bad science was manipulated to show headline-worthy results, and as you read through it, I think you'll see the parallels between this and other CRO "case studies" that bombard you on a daily basis.

The goal here isn't to paint all case studies as liars - because there are some really good ones out there. Rather, I want to help you question if whether the information you're reading is valid, or published simply for PR reasons. 

Also, it's kind of fun (and scary) to read about how easily the press was manipulated. 

If you have any questions, or would like to discuss this further, please feel free to email me at plus.editor@shopify.com and we can talk 

Continue reading

This Week in Podcasts: The Hiring Edition

This Week in Podcasts: The Hiring Edition

Like podcasts? Us too, but we know it can be hard to figure out where to start. 

We decided to do a round-up of episodes of our favorite podcasts and our takeaways along with further reading suggestions. The goal? Help to contextualize the information, introduce you to some new podcasts (and resources) and experiment with a new format.

This week, you'll hear about:

  • Tips on motivation and creating processes to offset bad habits from our very own Tommy Walker
  • Hiring secrets from Zappos and Warby Parker
  • Why enterprise businesses are turning to crowdfunding
  • The perils of inflated/vanity metrics
  • And more! 

So get cozy, put on some headphones, and learn something this weekend.

Check it out and let us know what you think!

Continue reading

Usability 101: Are You Making it Difficult For Visitors to Purchase?

Usability 101: Are You Making it Difficult For Visitors to Purchase?

Usability 101: Are You Making it Difficult For Visitors to Purchase?

 

What's the most important factor in making sales online? 

Research shows only 10% of consumers say a beautiful appearance is the most important factor of web design.

76% of consumers, however, say that a site that makes it easy to find what they want to buy is what they value most.

Now, what if I told you that by reallocating only 10% of your design budget you could double your key performance metrics? 

This is going to be a good year. 

 

Continue reading

What Sets Top Performing Ecommerce Companies Apart?

What Sets Top Performing Ecommerce Companies Apart?

feature

Ever wonder how some ecommerce companies come out of the gate so strong? 

You know the ones I'm talking about. The ones that have such a strong presence that by the end of their first year, it seems like they're absolutely everywhere? 

In this article, we'll dissect data provided by RJ Metrics that shows the exact difference between top performing companies and everyone else. 

Hint: They're getting traction really early

Continue reading

7 Conversion Rate Optimization Experts Answer the Questions You Were Too Afraid to Ask

7 Conversion Rate Optimization Experts Answer the Questions You Were Too Afraid to Ask

feature

2014 was the year “Conversion Rate Optimization” became the new “social media marketing.”

Hype riding marketers published story after story about how these “tiny little tweaks” were producing enormous gains, and it got you fantasizing about double and triple digit percentage increases.

Maybe you dipped your toe in and experimented with some of the “tips & tricks” only to be disappointed, wondering why you ever wasted your time.

Continue reading

Designing The New Customer Experience: What Happens After Checkout?

Designing The New Customer Experience: What Happens After Checkout?

feature

Hey,

Congratulations! You got someone to buy from you… Now what?

You can either:

A.) Have a run of the mill purchase experience just like everyone else… or
B.) Blow their freaking mind with how you pay attention to all the little details and make buying a fun, on brand experience.


Following up Ott's "Add to Cart" article, and my "Checkout Optimization" piece from last week, let's look at how we can continue the momentum of buying and how we can build excitement from the "thank you" page, to their doorstep and beyond.

Continue reading

How to Reduce Shopping Cart Abandonment by Optimizing the Checkout

How to Reduce Shopping Cart Abandonment by Optimizing the Checkout

feature

Hey there, 

It's Tommy Walker, editor of the Shopify Plus blog. I hope you've had a nice cup of morning coffee and are getting ready for a great week!

Last Monday, my colleague Ott wrote an excellent article on the research you can do to get more people clicking the "Add to Cart" button. If you missed it, check it out here

This week, I'm going to build on his piece, and explore how we can get more people to continue moving through the checkout to become paying customers. 

When I work with merchants, this is my favorite area to explore, because it's where visitors are the most serious about buying, and where minor lifts can have major impacts. 

For example, let’s say your site brings in $400k in 30 days, with only 0.92% of your visitors making a purchase.

If we increased the amount of visitors who purchased to a mere 1.00%, you’d add roughly an extra $34,800 to your revenue every month.

Cumulatively, that’s an extra $417,600 every year.

Interested? Keep reading. 

Continue reading

The Death of Advertising as We Know It

The Death of Advertising as We Know It

Pretty soon, the way we buy things is never going to be the same.

Did you know that the earliest advertisements date back to 4,000 B.C.? 

That's right, in early civilization, business owners would paint on highly visible rocks encouraging people to visit their store.

6,000 years later, the paint's a little different, but the principle is essentially the same. 

But what if I told you everything is primed to change in a massive way? What if the rocks we're painting our messages could soon be direct sales channels? 

The following is a thought-experiment that begins to explore what's possible.

 


Continue reading

Your Marketing Organization Is a Mess, You're Wasting Money & a Boatload of Time. (Don't Worry, I'll Help You Fix It)

Your Marketing Organization Is a Mess, You're Wasting Money & a Boatload of Time. (Don't Worry, I'll Help You Fix It)

feature

Hi *|FNAME|*, 

Tommy, editor of the Shopify Plus blog here.

The other day, I was on a video-call with the CMO of a well-known mobile accessory company, and I asked, "As CMO, what's your biggest challenge?"

She thought about it for a minute than said, "Honestly? Just trying to keep track of everything."

"I've got different reps handling bulk orders with Best Buy, we've got a team of people working with Amazon in different parts of the world, we've got a ton of marketplaces we sell on, not to mention the people who deal with our own social media, email, ecommerce, et cetera."

 

She paused for a moment, taking a sip of her coffee. "I mean, I get reports on everything, but sometimes it's really hard to keep track of it all and see how it's all progressing, not just individually, but in relation to each other. Sometimes it takes me hours just to get the right reports together."

I know we're wasting money in some areas, and not getting the most ROI out of others, but I'm just so inundated, that I can't even begin to sort it all out."

Even though were on a video call, I could tell by her look this was a problem she'd been thinking about a lot, and fortunately one that I had overcome a few years back when my freelance writing career became very busy. 

I asked, "Do you mind sharing your screen with me?" 

"Not at all"

As I suspected, her desktop was a mis-mash of assorted spreadsheets, folders, images, and word documents. 

I grinned, "You're about to get a lot of time and money back into your day."


 

Continue reading