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Unprepared Ep 7 - 3 Things You Should Be Focusing On Right Now

Timestamps

  • [00:00] - Intro
  • [02:36] - Choosing a platform
  • [04:58] - Important things that were overlooked
  • [07:20] - Does experience matter?
  • [09:05] - Where to find Alex

Resources:

Key Points:

  • Step back and reconsider the platform you're currently on and if it's really moving the needle for your business.
  • If you want to be sustainable over time, use a platform that can scale and grow with your business.
  • Choose a platform that allows you to continue to convert and communicate to shoppers when ads might not be performing.
  • So you have a longer sustainable business that you can rely on overtime, and having a platform that can support that is very important.
  • For people with a brick-and-mortar business, use your online store as a way to connect with your customers. Get your customer's email to continue to engage with them.
  • If you keep your Ecommerce updated and taken care of, you can give the customers a better experience.
  • If your website experience sucks, people are going to get to your website from that ad and then just bounce.

Transcript

Chase Clymer  

All right. Hey everybody, welcome back to another episode of Unprepared. If you noticed I'm wearing this shirt and like three of them because I've done a bunch today for some reason. 

Anyway, today we're going to welcome to the show a good friend of mine, Alex Schreck. Me and Alex met actually at Klaviyo Boston which is funny because we're going to talk a little bit about Klaviyo today. Anyway, Alex, welcome to the show. How's it going?

Alex Schreck  

Hey, Chase. It's going well.

Chase Clymer  

I just realized, I did kind of like my podcast spiel with this intro when it's, this is not a podcast.

Alex Schreck  

Yeah, it's like a mini little short podcast. But we seem much more unprepared than what the title of the podcast suggests.

Chase Clymer  

Yeah, we figured it out like two minutes ago. So anyway, let people know what you do. By the way, before we get into it. Because you haven't even been a guest on the podcast yet.

Alex Schreck  

Yeah, so I'm Alex Schreck. I work at an agency out of San Diego called Best Worlds. I'm based in Scottsdale, Arizona. We're a fully remote team. The owners have been doing Ecommerce for about 21 years. Started way back in 99 where he hosted the FIFA World Cup and online store and ever since then has been doing Ecommerce. I joined a little less than a year ago. 

I'm mainly focused on Magento [and] Shopify development. We specialize in conversion rate optimization, AB testing. We won the Magento innovations lab award for AB test extension. And that's not just your normal front end AB tests. 

We do shipping threshold tests where you're able to test to different stores with different free shipping threshold to see which one produces the highest revenue per visit. Anyone can, you know, go down to free shipping and increase their conversion rate but it's really the bottom line revenue impact that you need a look at. And yeah, so a lot of optimizations and I've been doing Ecommerce since 2015 since I came out of college and been loving it.

Chase Clymer  

Awesome. So beforehand, we outlined three things that your typical small business owner should be focusing on right now. And these are pretty spot on for the times. I think that right now is the time to tackle that project that you've been putting off because you have the time. 

So anyway, the first one that you brought up was kind of the platform. So I guess, do you want to kind of dive in a bit there and what you meant by that?

Alex Schreck  

Yeah, so I mean, if you look at...you want your ecommerce business to be sustainable, I mean, unless you're just trying to create a quick fad store that is hitting on a time where you know, ads are going to perform really well for it. And then just make as much money as you can with that store and then move on to the next one. You really need to look at what platform you're on. 

And if you want to be sustainable over a long period of time, you're going to want a platform that can scale and grow with your business that you can continue to convert shoppers when ads might not be performing and be able to communicate with customers when ads might not be conformed...performing as well. So you have a longer sustainable business that you can rely on overtime, and having a platform that can support that is very important.

Chase Clymer  

So it'd be taking a step back from that. Right now would probably be the time to reconsider or look at if you know your Squarespace or your WordPress site or your Etsy store...if that's really moving the needle for your business. 

And if you are...like he said, if it's a fad thing, if you're just trying to quickly sell some t-shirts or something, that's one thing.

But if you're looking to build a sustainable business here, you need to make sure that the backbone of your business can support your growth. And I know some of the platforms out there cannot support growth over time. And oftentimes, people are like, I wish I just did it right from the beginning.

Alex Schreck  

Right, if you're a brick and mortar store and you have a basic site set up right now to supplement that brick and mortar store, you're kind of realizing like, "Oh, crap, now I'm forced to shut down my store, I had this site or I can conduct business, but I maybe should have looked at putting a little more energy into this earlier on".

So now you can still communicate and do business with those customers. When you're forced to be online. 

Chase Clymer  

It's a great transition. Let's talk about it. What they should have been doing, what were the efforts they should have been doing on this website within the marketing space? What are things people are probably often overlooking that they're probably realizing right now that they shouldn't have?

Alex Schreck  

So if you have a brick and mortar store and have loyal customers that are coming in or even new customers from foot traffic...your store or your online store after they leave your store is a way for you to continue to engage with them. Especially even if they check out at the store. Grab their email address and you can now own that relationship with that person and continue to brand yourself to them and make them more loyal customers. 

If you're an essential good, it's now a space when your store does close sound, they can more efficiently go get your product. So, we work with some, and our agency we've had about half of our merchants get just hammered by this, and half of them are having a huge influx in their direct to consumer Ecommerce because they're wholesaling and Walmart and Whole Foods and stuff like that. 

And because that business was booming so much, they were neglecting their Ecommerce store. And while the Ecommerce store is there, and all these people that now can't go to Walmart and Whole Foods to get or don't want to, those stores are still open, but they're preferring to go online. There's a huge influx now. 

And, you know, good thing they were on a good supported platform. But it was also a little neglected. So now, the site is a little odd today. Now, everybody that's coming and experiencing your brand on there. And you're kind of thinking like, "Oh, man, if I would have had this more up to date before everybody came to my store, they'd be having a much better experience". It could actually hurt you if you're not set up correctly on your direct to consumer and it's more about supporting the site.

Chase Clymer  

Yeah, I mean, that's the name of the game right there with Ecommerce is experience. So oftentimes, people reach out to agencies and consultants and they like, "Hey, I want to scale I want to throw X amount of dollars at paid ads". That's only going to go so far if your experience is bad because people will...you can have the best ad in the world. You could hire the best advertiser in the world. 

But if your website experience sucks, people are going to get to your website from that ad and then just bounce because they don't want to deal with that experience. Experience matters, I would say parallel if not more, than your paid ad expert because without the experience to help people convert, you're just...it's not gonna happen.

Alex Schreck  

Yeah, I mean, a couple of years ago, the name of the game was to find a product where you could advertise and make a profit on that sale. That one sale. Then it started shifting to...that sometimes not even profiting on that first sale, just breaking even. 

And then recouping the money and profitability over time by remarketing to them on the back end with things like Klaviyo and your customer support systems and, post-purchase systems, and just every touchpoint social media. That's then when you can create that sustainable long term business over time because when you're...email marketing and all these other channels end up being a lot cheaper than acquiring the customer to get more sales from those customers, those repeat orders.

Chase Clymer  

Absolutely. Hey, we're all we're almost running out of time here. Let people know if they wanna get a hold of you, where they should go, what they should do?

Alex Schreck  

Find me on LinkedIn. The quickest way to get to my LinkedIn page just types into the address bar schreck.io. That's spelled s-c-h-r-e-c-k, not like the movie. And pulls up LinkedIn. You can connect with me there, or you can find me on Twitter at AP Schreck.

Chase Clymer  

Alex. Thank you.

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A few weeks ago the world changed forever. Every business, every entrepreneur, every single person was unprepared for the sudden change we'd all experience. I'm going to use this time to create content focused on what you can do right now to help your business grow. We're all in this together, we're all unprepared.