Shownotes
So you worked really hard on getting people to see your stuff? But they are not buying (Less then 2% is the standard). Why? Jon walks us through how to parse your data to identify your buyers habits, then eliminate the noise where they are not buying. Think optimization. How has PPC optimization worked for you on Amazon? It is the game right now. So do the same on your own website and get the same results.
Mentioned:
Jon’s contact
4 points you should be tracking on your site
1- Analytics
2- Heat Mapping
3- User Testing
4- A/B Testing
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Here is transcript- It is automated so it is not perfect but it does seem to get better over time.
Jon: [00:00] Most people are using Google analytics. It’s free as we mentioned, but really dive in, get a good understanding from that. Once you feel like you have a good understanding of what people are doing on your site, move on to collecting those heat maps and other engagement types of tools and then just spend an hour a week looking at those.
Cool voice guy: [00:17] Welcome to the e-commerce momentum podcast where we focus on the people, the products, and the process of eating commerce selling today. Here’s your host
Stephen: [00:29] Stephen Peterson. Hey, wanted to take a second and talk about Gaye Lisby and Gary Ray’s Amazon seller tribe and their daily lists that are put out and incredible stories that you can read if you go out and check out, uh, amazing. freedom.com forward slash momentum hyphen arbitrage. I know that’s a lot to put in there. Amazing freedom.com forward slash momentum dash Arbitron and you’re going to get 14 day free trial, no money risk, no, no challenges. You don’t want it when you’re done, you get out. But imagine any list, I’m as grateful as like they call it mailbox money. I love that term, mailbox money. It’s where you can work from your house, buy things online, have them deliver it to you and then sell them on various marketplaces. But imagine you can have somebody else do that for you. So you want to buy time, you want to control, uh, what they’re buying while you take these lists.
Stephen: [01:28] And you can join multiple lists if you’re interested. And then you can segregate them for the merchandise you want and send them to them. They can make purchases for you on your behalf. Have it delivered to you or delivered to them for prep. Boom, sent into these marketplaces and you could sell. How about that? Wouldn’t it be awesome? I spoke at their conference and there were so many million dollar sellers just using online arbitrage. It’s still available. And again, 14 days. The only way you’re going to get 14 day free trial. So if you come through my link, um, it is an affiliate link. Uh, they do pay me, so I don’t want to mislead you in any way. Um, I would appreciate it, but I’d like to see you try the 14 days. I’ve had so many people that have joined have so much success. It’s very exciting to me and you know, quite humbling to me, um, that they trust me to recommend this group and I 100% recommend this group.
Stephen: [02:18] I’ve seen the results. These are great people that will also teach you to fish. This isn’t just a, hey, here’s the list. You’re on your own. No, this is, hey, here’s why that wasn’t a good deal. Or here, hey, there’s another opportunity and you get to join their groups. And it’s just a phenomenal group of people. Um, just great, great, uh, leaders in that group and these lists are phenomenal. So again, it’s amazing. freedom.com, forward slash momentum, how you Finn arbitrage amazing freedom.com, forward slash momentum hyphen arbitrage. Use that get two weeks free. Try it. You don’t like it, drop out, but give it a shot if you want to add that to your business. Welcome back to the e-commerce woman podcast. This is episode four Oh two John MacDonald. John owns a company, started a website called the the good.com, and owns a company, loved the name.
Stephen: [03:09] Um, and when you hear his mission, um, it’s really interesting and it’s going to be very relevant to you may who are trying to build a business. You’re trying to create something. And I would sell you the takeaways that I got from this is, you know, it’s like I used to sit on my kids do as I say, not as I do. Um, there’s a whole bunch of stuff that I’m still doing wrong because [inaudible] and I recognize it because I don’t like it when it’s done to me. And so I think that’s one of the biggest takeaways is to sit back and say, okay, what do you like about when you go to a website a lot, Amazon and let’s emulate that. And what don’t you like when you go to a website and they pop up that, you know, annoying ad right in your face or they, they shame you into closing the box.
Stephen: [03:54] Don’t do that. That’s about as deep as it gets from John explaining it to me. Um, and yet it, it’s just so powerful. I mean, it really is so powerful and he talks about amazing tools that you could use that are really low cost that can help you figure that out. That’s, that’s the depth of it right there. Do what works the best Allah, Amazon and get rid of the stuff that doesn’t work. Really good guy. Really good story. Um, very, very interesting. Let’s get into the podcast. Hey, welcome back to the e-commerce moment and podcast excited about today’s guest because he’s going to hopefully, hopefully help us, me, Steve, understand more about your own website. Lots of people in our pre-conversation we’re talking about this. Lots of people have their own sites now, right? Or they’re stuck trying to figure it out. And this is a company, uh, he owns a company that, that just does this and really helps convert customers who got to your site who are probably leaving and he’s going to help you make that sale.
Stephen: [04:55] And, and they have proven results, which I’m very interested here. John McDonald. Welcome John. Hi, how are you? Thanks for having me. Hey, thank you for coming on. That’s an accurate statement. What I described, right. Your, your focus is I got people to my site, but they’re not buying John and they’re leaving and they’re not saying, Steve, you’re great and uploading with their dollars. They’re walking away. Correct. That’s, that’s what your fortnight, right? Yeah, the good, which is the company I founded about 10 years ago now, which is a great name by the way. I mean like, thank you. Do you must get a lot of applause for that name? Well, it stems from our mission, which is the, uh, you know, we want to reduce all of the bad online shopping experiences until only the good ones remain. And how we do that is through conversion rate optimization, which means we help brains to convert more of their existing website traffic into buyers by essentially helping them understand how consumers using their site,
Jon: [05:58] having empathy for those consumers and creating a better consumer experience on their site. That’s a lot to unpack because when you think about it, you know, how do you know why somebody’s coming to my site or I got him at my site and how do, how do you help me know what people are doing at that site? What, what are you able to help me figure out? Yeah, great question. Well, look, there are four main key data points that every e-commerce site should be tracking, right? And the first of those is analytics. So of course, something like Google analytics, right? You want to understand the trends, the seasonality, the entry points to your site and the exit points, even the paths that people take through the site. There’s a ton of information there, uh, and Google analytics. But let’s be honest, Google analytics is set up to help Google sell more ads.
Jon: [06:49] Really know it’s free, right? If you’re not paying for the product, you are the product. And so it’s interesting that, uh, you know, most people take Google analytics, um, at first glance and just pay attention to what it’s in the default dashboard. Don’t dig any deeper, but there’s some great information in there. First thing people should be looking at that’s a lot of value is there’s a tool that in within Google analytics it’s available to everybody that helps you to understand the paths that people are taking through your site. This is great because you get to see the funnel of your site and how it’s working and what path people are taking through that funnel. Okay, so wait, dig me deeper in there. So a math, so is that the entry point and then the next click that they made and then the next click that they made or is that, is that kind of it?
Jon: [07:39] Okay. Yeah, exactly. And it actually allows you to click on a page title and then it will highlight all the different paths that people take over to the right. So you can kind of visualize, you have these columns that are the, you know, step one, step two, step three, and then there’s a horizontal lines that kind of cut across and show you all the different paths that people take from each step. And so it’s really helpful because it will tell you maybe you are injecting an extra page into the funnel that doesn’t need to be there. So, so when I’m looking at, I’m looking at the ones where the majority of them come in and then I’m looking at the outliers where hardly anybody’s coming in and those are the ones, does it slow down the algorithm? Is that what it does? Well it doesn’t necessarily slow it down.
Jon: [08:24] I think that it really just, it creates an extra step for folks to get right is the best way to be thinking about it. How can you eliminate the extra steps that people would have to take? Um, it’s just like a physical retail store. You’d want to put your bestsellers up front, right? Cause otherwise people would leave. Right. Give them a reasonably okay. All right. That makes sense to me. Oh cool. Yeah. So analytics is one piece of data. A second is heat mapping. So heat mapping is where you can track how are engaging with content on your site. Now there’s several different types of heat mapping. So I’ll break this down quickly. There’s a mouse movement, heat mapping, so you can see where people move their cursor on your site, right? And get an idea for what they’re engaging with. There’s touch heat mapping.
Jon: [09:12] So on mobile where people generally touching, I personally find that less helpful because you’ll have a big heat map along the right hand side of your page on mobile where people are scrolling more than anything. Uh, but there’s also things like click mapping. So this creates a, a nice image of hot spots where people are clicking on your site. It also is great for what I call rage clicking. This is where you understand where people are clicking on something that is not a link or not clickable, but obviously they think it should be. Oh, interesting. And so what, what, let’s give away the secret sauce here. John. What would you recommend to Steve? You say, Hey Steve, all these people are clicking on this picture. We need to make that picture go to x to help convert. Is that, I mean is that the kind of concept of what you guys would do?
Jon: [10:02] Yeah, exactly. That’s exactly what we do. Now. How we would figure that out. Um, that takes us to, to another data point that I would really recommend people do. And that’s called user testing. Now, user testing is where you have people come to your site. You can do this live, but you can just take your laptop out into the street and have people navigate on your website and ask them to tell you what they’re thinking. So how we do it is we do what’s called remote on moderated. Now all this means is that they’re at their home computer and we’re not standing over their shoulder. Okay? And what we do is we record their laptop screen or their computer screen and their audio, and these folks are all trained really quickly before they start to talk out loud about the experience they’re having as they’re completing these tasks that we’ve given them to do.
Jon: [10:51] What this does is it really helps us to understand it. We’re watching and hearing what people are thinking as they’re going through the site. So they start trying to click on an image and they’re like, man, I want to, why isn’t this clickable? I think it’s going to take me to x, Y, or z. So then we start to have some empathy for what the consumer is going through on the site, which really helps us to understand from their perspective what the site should be doing, what the functionality should do. And I say this quite often, but business owners, ecommerce site owners especially who are at that smaller stage where maybe they built the site themselves or they had a huge hand in building it and structuring all the content that navigation, etc. I often say it is very hard to read the label from inside the jar, right?
Jon: [11:44] So you’re so close to your site that you just don’t have a good understanding of what a new to file customer is, is experiencing. When they come to your site and they’re trying to get through your funnel, all they want to do is research and understand if your product can help solve their pain or their need that brought them to your site in the first place, right? They were maybe searching for something on Google and your site came up in their results and they were like, okay, well I’ll give this this site to try. Maybe they can help solve that problem I’m having. Once they get to your site and they say, Oh yeah, actually I’ve done a little bit of research, it looks like they can help me. All they want to do from there is convert....