Kasim sits down with Matthew Stafford of Build Grow Scale™ as he shares the same eCommerce website optimization practices he applied to help a business earn half a million dollars in just 48 hours!

One topic Matthew shares is how your slow website is affecting your sales and business. The longer your website takes to load, the higher the chances of visitors bouncing off. You don't want to lose potential customers, do you? With faster page loading times, you can boost your customer retention by up to 60%! Because Google rewards fast-loading sites with organic traffic.

To learn more expert eCommerce website optimization tips, watch the full interview here:

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Matthew Stafford on LinkedIn: https://www.linkedin.com/in/matthewst...

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Build Grow Scale on YouTube:   

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0:00 Intro

2:14 About Matthew Stafford of BuildGrowScale.com

6:45 Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

7:51 The shocking truth about slow site speed

9:55 The part of your website that will make you the most money

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It's costing with your day, the Google News, and I'm so excited.

Today we're talking to Matthew Stafford owner and c e o of Build Growth Scale,

which has been one of the, I'd say top.

E-commerce education companies for quite some time.

Man, I feel like you've been at for at least as long as I've been in the game.

When did y'all start this?

it's probably been around eight or nine years.

So 10 years.

Yeah.

That's like a million years in internet.

Years ago.

Yeah.

Yeah.

Approaching a decade.

Yeah.

I love it cuz on the top of your website it says over 400

million in e-commerce sales.

And I asked you about that before we started recording and you were like,

yeah, we stopped counting years ago.

So it's probably like a billion dollars at this point.

I bet.

Yeah.

For me I feel like.

When we say those really big numbers, for the average normal

person who is looking at what we do, it's hard for them to fathom.

And in interviewing a bunch of our customers, I've asked 'em questions like,

Hey, what did you think of the website?

Because obviously we're always optimizing websites.

And a bunch of 'em said, oh, well, we thought you were too big.

To help us.

And so I realized, us saying what the number maybe, what the actual number is

now doesn't actually do us any favors.

actually pigeonholed us into people that thought that they couldn't

deal with us, that we actually get the most enjoyment outta serving.

So that's one of the dangers of branding.

It's such a double-edged sword.

Yeah.

Because you can actually brand yourself out of your target demographic.

Yeah.

I'm gonna try to encapsulate what you do and then maybe you'll fix it for me.

Okay?

Sure.

Sounds good.

you're something of an education and mastermind that teaches people how

to optimize their e-commerce store.

At every stage of the process.

How did I do there?

Yeah, we have like a, it's called E-commerce.

Business Blueprint, which is a program that teaches them how to set their store

up with all the best practices, all the stuff that we've figured out over the

years, and then how to run traffic, try to get 'em up to about five grand a month.

Then the grow portion of it is our guided mentoring, which is the mastermind

part that you were talking about.

It's got a couple hundred store owners in there.

I always say that what we teach now, we've been teaching it so long, it's

kind of a commodity, but what you can't commoditize is the community.

And so in this type of business you spend a lot of time behind

your computer and away from people.

so that community becomes really valuable and there's no way

that you can know everything.

E-commerce is just so big, and so to have that community that you can be like,

Hey, I'm running into this, and all of a sudden seven or eight or 10 store owners.

Jump in and, oh, we use this app.

Or Oh, you know, here's somebody that can help you out or whatever.

Like, we refer you guys all the time cuz we're like, oh, who does Google ads?

Da da da.

and we'll tell 'em you.

like that community actually is super valuable.

And then the scale part is where we partner with the stores.

We do all their data and analytics and split testing and developer work.

And then that's where we're getting all of this data Then can teach

the smaller store owners, you know, what's working right now.

So it's not like theory or things that we did 10 years ago.

It's like we do it all day every day.

What, what a huge value proposition that is too, that you'd help partner with.

I think the thing that business owners are missing most is the

ability to interpret their numbers.

And so to just have a partner that can take that and own it would be huge.

Yeah.

And we teach that inside the group too, Yeah.

I love that you said you can't commoditize community, right?

That's an absolutely brilliant statement.

I feel like If you're watching this or you want our, our subscribers,

there's nothing more powerful you can do for yourself than build a community.

Right.

And you can do it in any niche, any industry, any business, any vertical.

well that you get to revisit all the time for every, like we get leads from

our community of course, but I also get like, Employees from our community.

You know, like the same majority of our hiring now comes from our YouTube channel.

And the same, yeah, strategic partners and referrals and I'm supposed to

be the thought leader in Google Ads and I'm getting hit up all the time

on LinkedIn and Twitter saying like, Hey dude, have you seen this yet?

And I'm like, I haven't.

Thank you so much.

Yeah.

You know, like they feed me now.

It's crazy.

Yeah.

Cuz we get busy running the business.

Right.

Yeah.

And so what we've always said is we're not a guru business.

Like we only focus on one thing when someone lands on your website to get

them to have a good customer journey and spend money with you, and that's it.

our best referral sources are like venture capital firms and ads companies, because

we help the site convert better, make more sales, they can scale media, et cetera.

We don't compete with them, so we actually have.

People like you and, sawtooth and whatever teach inside of our community

because we can't, we can't know at all.

And if we tried to project that we did we would just give 'em mediocre advice.

we actually have a developer that teaches Tech Tuesday.

We have a Facebook company that teaches Facebook Fridays and et cetera.

it's a great community.

That's really awesome.

if you don't mind, I'm gonna ask you to give away as much of the

farm as you're comfortable with.

Sure, sure.

Half of my listeners are agencies.

The other half are business owners.

Yeah.

And, and what I'd like to focus on are, I'm stealing this

from Ralph Burns, by the way.

He always says the little hinge that swings the big door.

Yeah.

And I love.

That specific contextualization, cuz there's a lot of

improvement opportunities.

There's a lot of little like 1% here or 1% there, but then there's

a couple of things, you know, that just make a huge difference,

just give you a lot of leverage.

So when you're dealing with e-commerce stores, especially smaller ones, what are

the little hinges that swing the big door?

We talk about it a lot.

Site speed is a huge factor in conversion rate.

I think yeah, the monthly marketing thing that we put out coming out

this month is all about site speed.

So one second will reduce like 16% of your buyers two seconds.

It's like 46%, three seconds.

It's over 60%.

people really want the site to load fast, and if it doesn't, they bounce.

Three seconds reduces 60% of your buyers.

Wow.

Yeah.

That's the little hint, the big door right there.

Up site speed.

I knew site speed was important.

I didn't realize it was that bad.

Three seconds.

60 Google gives a lot of stats around it because they actually.

The faster your site loads, the more organic traffic they'll give you.

Cuz they, expect that to be a good site experience.

So when we go in and do we have it as a service, but when we go

in and fix people's site speed we watch their organic traffic go up.

A lot in some cases.

Uh, Do you only work with Shopify or are you doing everything big Commerce

has commerce illusion, SamCart?

No, we'll do like Shopify WooCommerce, some big commerce.

that's like 90% of Who we deal with.

it'd be great to say we do everything, but we don't.

So Anybody who says they do everything, I'm always like, no.

Yeah.

I'm skeptical of you now.

I love what you said about the search bar search is 10% of your

traffic, but 30% of your sales.

that's, so I love that you have all these data points too.

Typically less, like we had a store that about 7% of their search traffic

was bringing in 37% of their volume.

huge.

The other thing that I would tell everybody, you want, like these

little tidbits, they always start on their homepage cuz that's what

makes 'em feel good and that's what they're always looking at.

But the thing that will make you the most money the fastest is to

fix your checkout in your cart.

So you do those first.

Then every change that you make on your site translates into more money.

If you spend, a week fixing your homepage and doing all that, but your

cart and your checkout's still broken, it feels like you did a bunch of work,

but you're not getting any more money.

It's very demoralizing and you end up not really doing the work that you need to.

Because you get frustrated.

So if you fix the things that are gonna give you money first, then every change

you make, you can see if it's good or bad right away, and it gets you a lot

more excited to work on your store.

And what are some of the things you can do for checkout and cart?

Make sure that all your buttons are the exact same color from

start to finish of your store.

It's funny how many, even really big brands that are on Shopify Plus that

it's a default checkout or it's a default checkout button that doesn't

match all of their rest of their store branding and colors, because

you have to go to a different setting.

To do it.

The other thing is, a lot of times it just uploads whatever

logo you have on your site.

Well, that's valuable real estate cuz that's where the

transaction's about to take place.

And so we teach there's a lot of different things that you can do to increase trust.

Like put an email, put a phone number, things like that, have a

question, call us, email us along.

So you create an image that has your logo and then trust.

Right there.

And they go, oh, wow.

In their head they're like, if I have a problem, I'm gonna be able to get ahold

of 'em instead of just this generic thing.

I love that you just said that.

I feel like so many e-commerce and SaaS people, they're the worst at this.

Yeah.

They don't want, checkout is terrible.

Any human connection whatsoever.

Yeah.

So I love that you're saying like, Hey, give 'em a way to reach

out to you, because I can't tell you how many clients they have.

It's more than not.

They're like, oh no, we don't want them to be able to call

us, email us, find us on social.

The thing is, they won't people go, oh, that's, they just want the option.

They literally wanna see that you're available if they can.

And so we encourage people to just get a Google Voice number, put a phone

number that will send it to an email.

And then your customer service can take care of it.

The other thing and I just talked at Copy Accelerator.

I was really surprised another.

Whole niche that gets blamed for everything not working is the copy.

the people that write the copy, but like if the store owner or the site owner

hasn't like optimized the checkout, it's default to a poor experience, and

that's where they lose a lot of people.

It's not the copy, not doing the job, it's the store, the checkout page.

in your form field, you have the ability to put text in there.

typically it's always default email.

First name, last name, phone, optional second address or business.

All these things that they can go in and adjust.

So like in the email field, we put email for order confirmation.

The moment that you do that, it's reduced our in the email field up to 70%.

if you think about it, and I thought of it way back when I was reading.

I think it was contagious or something else where people will give you

information if they have a reason why.

If you tell 'em the reason why.

80% of people will let some cut in line.

If they go, Hey, can I cut in line?

I'm running late.

Like it makes no difference what the reason is.

You just give them a reason and they'll be like, yeah, go ahead.

I'm like, okay.

So if we give 'em a reason why we're asking for their email,

maybe we'll get a better email or maybe we'll get less errors.

And so we put in there.

The number one open email that gets sent out is order confirmation, and that is

the email that we need to send them that.

So we just said email for your order confirmation and it reduced the errors.

Then for phone, SMS is about 30 to 40% of your rev.

You know the SMS and email is about 30 to 40% of your revenue.

In e-commerce, we put.

Phone required for shipping notifications.

So both ones were giving them what the field is, why we need it, and that

is like, made a massive difference.

and we've tested all kinds of language in there, we will never call you, but

when we did, we will never call you.

We literally tanked Conversions.

It was like a four x, like worse.

And we're like, okay.

So what we did is we introduced a problem that they weren't considering

that, oh, if I put my phone number in there, they're gonna call me.

And so as soon as we went back to for shipping notifications, we

went right back to where it was.

So like we know that that farm field text matters a lot.

That's brilliant.

I forget who it was I was talking to.

It was some authority in email marketing.

And he said that when you put a notification under an email saying, you

know, we hate spam too, or we'll never spam you, he's like, it actually hurts.

Conversions.

Yeah.

Yeah.

Because it's like, why are you bringing up spam?

You know, so I, we get that same with too many trust symbols.

It makes a site feel untrustworthy.

we actually, when people are putting all kinds of those types of things on

their site or like get rid of 'em, like you feel like a dropshipper, you know?

Yeah.

He who doth protest most.

Yeah.

Yeah.

God, that's really brilliant man.

It's so funny cuz there's all these little micro optimizations you can make,