eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
Episode 142 - Turning Conversational Commerce Into a Competitive Advantage with Phil Roireau
Conversational commerce. What is it? Basically, it’s taking the in-person shopping experience of asking questions and talking to retail sales staff and moving it into multiple online channels seamlessly. Today shoppers want to interact with you in a variety of ways and they want near-instant feedback. Messenger. SMS. Chat. Facebook comments. Your customers expect you to be everywhere they are when they need you.
In this interview, Phil and I talk about some of the foundations of conversational commerce - both strategies and tactics. This will help guide all of your conversational commerce efforts. Here’s a quick look at what we discuss.
What components of conversational commerce should you consider? What impact can conversational commerce have on conversion rates? How to look at the dashboard and KPIs related to conversational commerce. How this impacts your paid acquisition efforts. Lots of real-world examples Plus more
Episode 141 - Prime Day + Early Holiday Insights with Chris Tyler of OMG Commerce
Very little about 2020 has been normal - including Prime Day. This year’s Prime Day was in October vs. Amazon’s usual July time frame. What did this mean for 2020 Prime Day vs. 2019 Prime Day? Would this year’s Prime Day make the official launch of holiday sales?
In this episode, I bring back OMG Commerce’s Amazon Director Chris Tyler to discuss what we noticed this year during Prime Day with our clients.
Here’s a look at what we discuss:
Total prime day sales grew 70% year-over-year in 2019 vs. 2018, but only grew 45% year-over-year in 2020 compared to 2019 (Statista report). $3.5 billion of the estimated $10 billion in total sales on Prime Day were from 3rd party sellers, but the most popular item on Prime Day was Amazon’s deeply discounted Echo Dot. What categories of products we saw perform the best for our OMG clients. 62% of Prime Day purchases this year were for gifts for someone else according to Digital Commerce 360. Why we didn’t see as dramatic of a list for 2020 Prime Day vs. 2019 Prime Day, but sales immediately after prime day this year have been strong. The impact of Prime Day on Sponsored Brand Video Ads and overall ad performance Interesting Amazon DSP trends during Prime Day and since Plus more!
Episode 140 - 6-Figure Product Launches on Kickstarter with Khierstyn Ross
Khierstyn Ross is a wealth of knowledge when it comes to launching products on Kickstarter. She’s experienced the highs of multiple 6-figure product launches, plus she’s endured the heartache of a launch gone bad. She knows what to do and, just as importantly, what to avoid.
In this podcast, we talk about the keys to building a 6-figure crowd-funded product launch including:
What products work best for a Kickstarter launch Why audience building is so important, how to do it, and why so many people underestimate it. What kind of targets to set for your first day of your Kickstarter launch What to consider when it comes to shipping Top mistakes to avoid How storytelling fuels crowd-funding launches Plus more!
Episode 139 - Making Data Actionable and Developing a Data 6-Pack with Dan LeBlanc of Daasity
What do six-packs, successful pilots and 2020 have in common? No, it’s not a drinking game. We’re talking data here people! Do you know your data…like really know your data? Do you have a feel for it? Do you look at the right numbers daily?
Let’s talk pilots for just a second. If you’ve ever seen a cockpit, it looks kinda like most eCommerce dashboards - an overwhelming amount of buttons, data, dials, and meters. But pilots actually focus mostly on just a few key instruments. The rest is there to help if there’s trouble. The same should be true for the dashboards you use to run your business.
I absolutely loved this interview with Dan LeBlanc at Daasity. We cover some really important topics to help you really get a handle on managing your business. Here’s a quick rundown:
Is your data accurate? Seems like an easy question. Not always an easy answer. Do you know what your metrics mean? It’s all in the definition. If you don’t have the right definition, you can’t make good decisions. How you should look at your Lifetime Value (LTV) and why Cohorts matter Why contribution margin is super important plus an easy way to calculate it Knowing your RFM - Recency, frequency, and monetary value. Here’s how to look at this and why it matters.
Episode 138 - The Integrated YouTube Influencer Strategy Ridge Wallets Used to Build a $60 Million eCommerce Business with Sean Frank
There are two different types of sponsored YouTube influencer videos:
An integrated sponsored video and Stand-alone sponsored video. Stand-alone sponsored influencer videos are what most brands use and what most people think of when they hear “YouTube influencer marketing.” Stand-alone videos are typically an influencer providing a quick review or endorsement about a particular product. So the video is titled “Widget 12 Pro Unboxing and review.”
An integrated sponsored influencer videos is an ad put inside of video on a separate topic. The video might be about fortnite or camping, or whatever, but inside the video is a 30 second ad, read by the creator, for your product. These integrated video ads are Ridge Wallets secret sauce.
Here’s a quick look at what we uncover on the show:
Why integrated sponsored videos are so great and why they scale better than stand alone influencer videos. How to approach influencers Why subscribers on YouTube is largely a vanity metric How to spot a dead channel vs. an active channel How to measure the impact of your influencer videos What to pay influencers and how to think about CPMs (cost per thousand) How to achieve scale in your outreach and deployment of influencer videos Plus more!
Episode 137 - SEO, Content & Influencer Marketing with Kevin Urrutia from Chester Travel
During a pandemic, marketing for a travel company isn’t easy. Kevin Urrutia and team at Chester Travel are getting creative and hustling to drive sales now and set themselves up for success in the future. In this episode, we talk about the perfect combination of short term and long term growth strategies. Using influencer marketing for short term growth and SEO for long term traffic and growth has proved to be a winning combination for Chester Travel and their line of modern luggage.
Here’s a look at what we cover in this episode:
Leveraging returns and unsold inventory for influencer marketing. Understanding the value of your product in influencer marketing. Simple outreach for influencer marketing….you’re probably overthinking it. Try this one sentence approach. How a solid Instagram account is a necessary prerequisite for influencer marketing. Leveraging your homepage to rank your blog posts Combining remarketing and SEO to drive sales.