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 262 - The Missing Piece to Your Attribution & CRO
In some ways, we know everything and nothing about our customers at the same time.
We have mountains of data at our fingertips for every customer interaction.
But we can’t see our customers.
We don’t really know what they love, why they buy, or what they’re into—even insights into why they bought from us or how they first learned about us are muddy.
Even when we think we know, our view is incomplete.
That’s where KNO Commerce comes in.
Sure, you have a few different attribution tools. They can be helpful but also confusing.
And they have biases.
Sure, you know conversion rate optimization best practices, but every brand and every customer is slightly different.
Getting customer insights through post-purchase or abandon cart surveys can provide clarity into what your attribution or CRO data is telling you…or, more importantly, what it’s NOT telling you.
The good news is you don’t have to use KNO to get great customer insights. Any survey tool can work.
In this episode with KNO Founder and CEO Jeremiah Prummer, we discuss the following:
40% of your shoppers buy in less than 1 week of learning about your brand. 60% take longer than 1 week. (This probably contradicts what GA and your attribution tools tell you).The biases in surveys and how to work around them?The biases in the attribution model.How abandoned cart surveys can be a game changer in addition to email flows.What questions to ask your customers for the most actionable insightsAnd More!
Episode 261 - 11 Youtube Success Factors
Download The YouTube Ads Checklist Here
YouTube offers TREMENDOUS scale opportunities.
Just ask Dr. Squatch, Purple Mattress, Organifi, and Manscapped.
But it's NOT the easiest platform to scale with. We're one of the top spenders on YouTube ads. We've spent more than almost any agency our size on the platform and learned what works and what doesn't.
In this episode, I break down the 11 factors that determine YouTube's success.
Here's a sneak peak:
What has to be true about your landing pages before you can fully accelerate on YouTube?When should you launch a YouTube ad campaign?How to approach YouTube ad performance measurement.What creative elements need to be in place?What role do email, search, and shopping play in your YouTube success?How to think about remarketing and YouTube.
Plus, much, much more.
Episode 260 - Lessons From Chubbies with Co-Founder Preston Rutherford
Few DTC brands have been as polarizing or as successful as Chubbies.
The Chubbies story is a wild one. It started with humble beginnings, selling shorts one by one in parks around the Stanford campus, leading to an IPO.
Four Stanford college students had 3 things in common:
1. They were tired of working for the man.
2. They didn't fit the "Abercrombie" fashion mold of the late 2000s and
3. They loved shorter shorts - BEFORE the short shorts trend.
And so, Chubbies was born.
This is a deep dive with Co-founder Preston Rutherford on what Chubbies got right, what they got wrong, and how to think about building a brand.
Here's a look at what we cover:
Feedback loops. This started when the co-founders were selling their shorts in person. They could immediately read customers' reactions and hear what they liked, what they didn't like and what needed to be tweaked. As the company grew, this shifted to digital and online feedback loops tied to ad creatives, social posts, and user experience.Downplaying vanity metrics. We all want to brag about ROAS and revenue. But, these metrics can be misleading. If you maximize ROAS, you sacrifice long-term growth for a sale today. And you get into a trap that squeezes profits and becomes hard to break. Obsessing over core metrics. We should focus on metrics like contribution margin, total profits and branded search growth (as a sign of a growing, healthy brand).Building a brand. Want to have a big exit? Want to charge a premium? Want to drive consistent demand? It's all about brand.
Episode 259 - 5 Untapped Growth Opportunities
“If you do what you’ve always done, you’ll get what you’ve always gotten.”
“The definition of insanity is doing the same things over and over again and expecting different results.”
Not sure where I first heard these quotes, but they definitely apply to this week’s episode.
I firmly believe that to grow like no one else is growing, you must do what no one else is doing.
In this episode, I walk through 5 growth opportunities that you’re likely under-leveraging or completely missing.
This is the recording from a recent talk I gave in Austin, Texas, to a group of 1,200 eager Amazon Sellers and DTC brand owners, where I unpacked these 5 growth opportunities.
While there are a few cases where seeing the video might be more helpful (watch it here), the audio should still be helpful!
I hope you enjoy it.
Episode 258 - Cyber 5: How the Best Brands Approach it
How can you make the most of the Cyber 5?
It all comes down to strategy, planning and execution.
Ideally, you’re planning all year and working on the perfect strategies to attract new customers and inspire existing customers to buy more.
But planning is only part of the success equation. Making adjustments and tweaks based on what’s working and what’s not is also crucial.
On this episode, I’m bringing on a star-studded cast of OMG experts. We talk about Black Friday and Cyber Monday success from essentially every angle.
We talk about successful email and SMS promotions. We cover do’s and don’ts for maximizing Amazon profits and share insights for getting the most from Google, YouTube and other channels.
Bill Cover, Google StrategistNick Flint, Email StrategistTrenton Bodenbach, Amazon Growth Strategist
What we discuss:
Top BFCM mistakes merchants make.What you need to plan ahead of time and lock in vs. what you can change on the fly during the Cyber 5.Or favorite Cyber 5 growth strategies.Protecting margin while still driving purchases from customers who expect deals. Can you make a 10% off deal irresistible?
Episode 257 - Grow Your Leadership, Grow Your Business
I believe in the who, not the how, for more business problems and opportunities.
Want to grow faster?
Need to solve a nagging problem?
Rather than thinking about how to solve it, you might want to start with who.
But that only works well if you have strong leadership skills. As your business grows, you’ll be doing less and leading more.
My buddy Peter Awad joins the show today. He’s an eCommerce vet. He launched his first online venture in 2000 and co-founded Mission Meats, an online snack company, in 2015.
Now, Peter’s passion is coaching and building great leaders.
I’m a big believer that culture and leadership will trump strategy any day of the week.
Here are a few of the things we discussed:
What’s it like on the other side of me?Knowing yourself first.Radical candor or ruinous empathy.The nothing to lose, nothing to prove, nothing to hide approach to discussions.The fact that the life you want, the business you want, is on the other side of a few hard conversations.How to lead vendors, freelancers, and agencies better.How to have better meetings.
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