Chew on This - Digestable DTC Content Chew on This

In this episode of Chew on CRO, Ron, Ash, and Ned delve into the challenges of pursuing topline growth and question the belief system behind it. They highlight the advantages of e-commerce data richness and discuss the impact of discounting on conversion rates. Alternative strategies to discounting for increasing sales velocity are explored, emphasizing the use of scarcity tactics on landing pages. The importance of behavioral psychology conversion tactics and messaging about delayed shipping are also discussed. This episode underscores the significance of scarcity and urgency in marketing, showcasing the effectiveness of scarcity messaging on revenue. It concludes by discussing the psychology behind creating urgency in consumers and the use of holdout audiences for experimentation.

🛒 Reduce Discouting: Explore alternative conversion strategies like scarcity and urgency to increase revenue and preserve profits.
📈 Utilize Scarcity: Highlight high demand and limited availability to create a sense of urgency and encourage immediate purchases.
📣 Leverage Urgency: Use on-page messaging such as “Order within the next hour” or “Only a few left” to create a sense of time-sensitive urgency.
📺 Incorporate Social Proof: Display real-time sales data or testimonials to demonstrate product popularity and build credibility.
⚖️ Balance Growth and Profitability: Consider the long-term impact of discounting on repeat purchases and overall profitability.

0:00 - Intro
​0:32 - Benefits of e-commerce data richness.
​1:10 - Impact of discounting on conversion rates.
​2:01 - Alternatives to discounting for increasing sales velocity.
​3:32 - Scarcity tactics on landing pages for increased effectiveness.
​4:05 - Behavioral psychology conversion tactics.
​5:04 - Impact of messaging about delayed shipping.
​6:03 - Importance of scarcity and urgency in marketing.
​8:09 - Effectiveness of scarcity messaging on revenue.
​10:00 - Psychology behind creating urgency in consumers.
​16:50 - Personalization and segmentation for new audiences.
​17:32 - Testing landing page tactics for audience targeting.
​18:01 - Exclusion-based behavior for audience targeting.
​18:26 - Withholding audiences from ongoing experiments for better results.
​20:00 - Importance of customer life cycle in marketing strategies.
​21:00 - Impact of repeat purchase behavior on revenue.
​22:02 - Balancing conversion rate and lifetime value for sustainable growth.
​24:05 - Avoiding over-reliance on discounts for short-term gains.
​28:04 - Urgency and scarcity tactics in marketing.
​29:02 - Implementing scarcity tactics.
32:03 - Final chew.

Innovative Digital Marketing Solutions to Unlock Growth: https://powerdigitalmarketing.com/

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Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In this special edition of Chew on This, Ash is joined again by Jared Ward, Founder and CEO of Luminous, to chew on more ​benefits of implementing an inventory system with Luminous. The discussion highlights how Luminous simplifies inventory management, including the ease of implementation and tracking product movement between warehouses. This episode stresses the importance of free implementation and the power of Luminous in streamlining operations. It also touches on the challenges of implementing additional tools on top of ERP systems.


📈 Simplify forecasting and replenishment with the user-friendly luminous platform.

🔧 Customize your inventory flow with hands-on support and unlimited training from luminous.

💸 Eliminate the high cost of implementation and save money with luminous’ transparent monthly fee.

⌛ Ensure accurate inventory counts and streamline operations with real-time data synchronization across multiple channels.

🚀 Scale your business confidently with luminous’ support for complex operations and growth initiatives.


0:00 - Intro

​1:15 - Luminous' New Commercial.​

4:21 - Luminous tracks how to move products between warehouses.

​5:04 - Emphasizing the simplicity and power of Luminous implementation.​

10:01 - Implementation with Luminous is free.​

11:03 - Luminous makes implementation feel like a half-million-dollar solution.​

13:42 - The importance of implementation being free.

16:07 - Discussing the challenges of implementing additional tools on top of ERP systems.

​22:48 - Missing a data export led to under-purchasing by 7k units, highlighting the need for a system of record.

24:00 - Importance of forecasting accurately to avoid inventory management challenges.​

26:21 - Impact of missing orders on customer experience and brand reputation.​

28:01 - Addressing customer concerns and the repercussions of delayed orders.

​29:12 - Negative effects of poor inventory management on customer retention and brand reputation.​

31:00 - Discussion on building tools to handle complex inventory scenarios.

​32:40 - Different archetypes of businesses and their increasing complexity.​

36:11 - Complexity of managing bundles and scaling operations.​

38:06 - Challenges of managing wholesale and retail flows without a proper system.​

39:23 - Integrating with technology to streamline inventory management processes.

42:54 - Final Chew.



💡 Luminous - Spreadsheets suck. Cheap software doesn't work. Enterprise software is overkill. Enter Luminous: the first system for scaling your ecommerce business from painful growth to lasting success.🔗 https://www.joinluminous.com/

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
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Jared Ward - https://twitter.com/JaredWardc
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

​In S3 E12 of COT, Ron and Ash sit down with Arthur Root, Founder and CEO of Nostra AI, as he discusses his journey from starting an e-commerce business to developing a personalization engine focused on enhancing site speed and customer experience. The conversation highlights the importance of listening to brands for feedback, optimizing user experience to compete with major platforms like Facebook, and the significant impact of deploying Nostra on e-commerce metrics. Case studies demonstrate improved conversion rates with faster loading times, emphasizing continuous improvement and collaboration with brands to achieve better results. Arthur's insights underscore the value of prioritizing user experience and leveraging tools like Nostra to enhance performance in the competitive e-commerce landscape.


🏢 Embrace a solution-oriented mindset to identify and address customer pain points.

👂 Prioritize customer feedback to constantly improve products and services.

🚀 Leverage partnerships to expand reach, gain expertise, and drive innovation.

🎯 Set clear and focused goals to guide decision-making and track progress.

📈 Simplify business processes and strategies to enhance efficiency and clarity.


0:00 - Intro

​1:11 - Arthur's background in starting an e-commerce business and working on personalization tools.​

3:02 - Launching a personalization engine and the importance of listening to brands for feedback.​

6:03 - Evolution from a personalization tool to focusing on site speed and customer experience.

​9:08 - The impact of deploying Nostra on e-commerce metrics like site speed, conversion, and revenue.​

11:05 - Importance of optimizing user experience to compete with big companies like Facebook.

​13:16 - Case study with Facebook showing improved conversion rates with faster loading times.​

15:09 - Emphasizing continuous improvement outside of the ad account for better results.

​17:05 - Collaboration with brands to test and optimize performance using Nostra.​

21:57 - Companies struggle with profitability, impacting the entire business.​

24:16 - Concerns about traffic being driven by major platforms like Amazon and TikTok.​

26:04 - Predictions about changes in internet processes over the next decade.​

28:06 - Importance of site speed for SEO and utilizing an Edge delivery engine.

​30:04 - Addressing the issue of crawl budget with static content on websites.​

31:01 - Shopify's SEO limitations compared to other platforms.​

33:01 - Long-term approach needed for SEO success.

35:04 - Building organic search traffic over time.

​37:12 - Importance of having a good team for business growth.​

39:01 - Emphasizing the need for rigorous expectations in managing employees.

Sponsored by:
📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself.
🔗 https://motionapp.com/chewonthis

📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In Episode 2 of Chew on This: Retention & Subscription powered by Stay Ai, ​Ron and Ash sit down with Gina to discuss the significance of leading offers with subscriptions first to enhance retention. They emphasize starting retention strategies from the moment site visitors land on the page and suggest shipping bundles quarterly for better business margins. The importance of storytelling and targeting the right customers for acquisition is highlighted, along with the implementation of punch cards in subscription programs. The episode also touches on testing different discount strategies and their impact on customer retention. Overall, the key focus is on building sustainable businesses through effective subscription management and customer engagement strategies.


💸 Focus on acquisition first, as a profitable AOV is needed to afford a high enough customer acquisition cost.

🤝 You don’t have to do monthly shipments or bundles only. Quarterly shipments can also work.

💡 Product education and storytelling are crucial for subscription success.

🔍 Cancellation surveys are highly valuable for understanding why customers cancel and improving your program.

📧 Optimize your upcoming order email subject lines to build accountability and remind customers to take their supplements.


0:00 - Intro

​1:00 - Increasing average order value (AOV) by selling more of the same product.​

2:25 - Offering bundle deals to encourage longer subscriptions.

​3:06 - Implementing bundle offers to increase average order value.​

5:02 - Best practices for subscriber acquisition include running multiple offers simultaneously.​

6:00 - Building community and storytelling to retain subscribers.​

9:29 - Testing different subscription lengths to optimize conversion rates.​

11:00 - Addressing customer pain points to reduce cancellations.​

14:01 - Providing flexibility in subscription options to enhance customer experience.​

15:06 - Utilizing communication tools to reduce churn and improve retention.​

18:27 - Highlighting new products to encourage subscription upgrades.​

19:04 - Implementing subscription portals for brands.

20:08 - Utilizing banner ads to upsell additional products.

21:06 - Educating customers through communication tools like email and SMS.​

22:01 - Offering bundle deals to increase subscription frequency.​

23:29 - Focusing on customer retention strategies.​

25:00 - Using cancellation surveys to understand reasons for churn.​

26:02 - Implementing quick actions to reactivate canceled subscriptions.

​28:04 - Providing educational content to engage subscribers.​

29:37 - Encouraging brands to keep customers engaged through the subscription journey.

​30:05 - Discussing building healthy habits and accountability through subscription emails.

​31:04 - Building accountability and routine through subscription products.​

33:02 - Discussing the effectiveness of email and SMS for customer engagement.

37:14 - Final Chew



🩷 Stay Ai - Supercharge growth with Stay Ai, the next gen subscription app for Shopify brands that are serious about growth and performance! Designed by and for marketers, built by world-class engineers and data scientists.🔗 https://stay.ai

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

​In this special episode of Chew on This, Ash sits down with Jared Ward, Founder and CEO of Luminous, a company aimed at streamlining warehouse and inventory management for mid-sized brands at a fraction of the cost. Jared highlights the importance of having the right tools for inventory management, especially for mid-sized e-commerce companies facing growth challenges. The conversation delves into the evolution of e-commerce towards being omni-channel and the struggles with forecasting and replenishment. Jared emphasizes the need for a tailored inventory solution from brand to brand, and how Luminous accomplishes this in ways Netsuite doesn't. Jared shares insights into building a complex company like Qualtry and the fundraising process for developing a platform like Luminous to streamline warehouse management for mid-market e-commerce companies.


💸 Save money and streamline warehouse management with Luminous, the all-in-one platform for mid-market e-commerce companies.

🛠️ Customize your system with multiple distribution points and seamless integration with tools like FBA and Shopify.

📊 Streamline inventory planning and forecasting with real-time data and AI-powered insights.

🤝 Gain access to free implementation and 100% support to ensure a smooth onboarding process.

🚀 Scale your business and optimize operations with Luminous’s scalable team and sustainable growth model.


0:00 - Intro.

​0:58 - What is Luminous?

2:15 - Challenges Faced by Mid-Sized Businesses.​

4:51 - Importance of having the right tools for inventory management.​

7:16 - Evolution of Modern E-commerce Companies Towards Being Omni Channel.

​9:02 - Challenges in Forecasting and Replenishment.

10:06 - Luminous VS. Netsuite.​

13:06 - Building a Complex Company like Qualtry.​

13:58 - Fundraising and Investment in Building Luminous.

21:08 - Challenges of Onboarding with Other Platforms like Netsuite.​

22:01 - 100% Implementation with No Extra Charge.

23:25 - Filling in the Gaps Based on Customer Needs and Market Research.

25:43 - Luminous Integrates the Best Features from Other Platforms.​

26:55 - Finding the Right Co-Founders.​

34:00 - What Makes Luminous Better.

36:17 - Luminous' Growth.

39:33 - Final Chew.


💡 Luminous - Spreadsheets suck. Cheap software doesn't work. Enterprise software is overkill. Enter Luminous: the first system for scaling your ecommerce business from painful growth to lasting success.
🔗 https://www.joinluminous.com/

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc

In this episode of Chew on This, Ron, Ash and Ankit sit down to chew on how to expand your brand's team the right way, from knowing when you need to hire, to hiring the right people, to providing fair pay and empowering your employees to succeed. They go on to discuss what they have been improving at Obvi and how you can use the same tools to improve customer communication and streamline your marketing!




💸 Pay more for great talent.

📈 Look for better-than-you candidates.

📅 Create a structured onboarding process.

👋 Communicate what’s working and what’s not.

🎁 Empower your team to innovate.




0:00 - Intro

1:13 - Hiring the Right People

3:28 - The Importance of Fair Pay

7:07 - When is it Time to Start Hiring?

10:15 - Prerequisites Before Hiring

13:19 - How to Empower Your Employees

14:33 - Analyzing Top-Performing Creatives

16:56 - Staying Lean VS. Fattening Up

20:35 - Remote VS. In-Office

24:52 - How to Hire and Onboard Effectively

28:45 - Obvi Critical Updates

34:19 - How to Unify Email and SMS

35:18 - Improving Customer Communication

38:01 - New Product Launches

40:13 - Selling a Solution VS. a Product

41:20 - Final Chews



Sponsored by:
📊 Motion - Motion will take your creative game to the next level. It allows all media buyers/marketers to do an in-depth creative analysis and create multiple reports which, otherwise may not be possible on the ads manager itself.
🔗 https://motionapp.com/chewonthis

📨 Sendlane - Tired of paying for hosting unnecessary contacts on your email list? Thats why we switched to Sendlane where we are only charged for the number of contacts we send to. You will unlock huge savings by signing up with them.
🔗 https://sendlane.com/chewonthis

Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/

Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc