Hey Girl Mobilegeddon
In Conversion Rate Optimisation

Google Just Destroyed Your Website and you don’t even know it yet. Really?

I have bad news… By the time you wake up tomorrow your website is going to be totally smashed by the Internet God Google.

That’s right! Annihilate.

I’m calling bullshit and i totally agree with Ammon Johns who stated quite clearly:

It all began with a Google announcement ( http://goo.gl/joqjNq ) in February which said:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices

Now, this is not ‘out of the blue’ or unprecedented. Google had made similar but less extensive changes to smartphone search results much earlier. ( http://googlewebmastercentral.blogspot.co.uk/2013/06/changes-in-rankings-of-smartphone_11.html ). However, that one didn’t use the SEO trigger phrase of ‘ranking factors’ and merely said:

To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.

But in both cases this affects mobile search, not all search.

Let me repeat that so we are clear.

Google have announced that when you are searching using a mobile device it is finally going to try to send you to a result that works on the mobile device you are currently using, and down-grade the listings for sites you can’t fully use.

This is a obvious move and it’s been in the making for a while.

People and SEO MASTERS of the universe are writing story after story about this MASSIVE PROBLEM. That in reality its not a problem a all.

But this is still an algorithm update about mobile search and not desktop or default search results.

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

In reality if you didn’t care about mobile before because lets face it you have a billion other things to worry. Then you are probably not missing out on much anyway.

Your mobile experience sucked so you got zero conversions so now with less traffic you’re also going to get a big FAT zero anyway.

Mobilegeddon = Whatevergeddon

 

Source: Ammon Johns
what i learned building an ecommerce site
In Digital Marketing Strategy

Part 2: What I Learned the Hard Way Building an eCommerce Site

RESEARCHING MY ASS OFF

Last week I launched a new series about my experience and ‘What I learned the hard way about building an ecommerce site’. Now let’s go back to where it all began…

In February 2012, I was talking to a friend who had over the years started and managed many successful businesses. We would typically catch up once a year to talk over stuff, spark some ideas and learn from each other. I eagerly started telling him about the plans for my new ecommerce site which were at that time just a seed of an idea in my head.

His response: “Why would you enter a market that is so saturated with big players like Apple, Ebay, Amazon, JB Hifi, Harvey Norman and every other supermarket?”

He had a point. A very valid point. At no stage did I actually think it was going to be easy, though I was a little crushed at what he was saying.

I explained that this was different. But I couldn’t quite articulate how as I had not thought past how the idea would work in my head. We promptly changed the subject to family.

Time to take action

Being raised by an entrepreneur father, I knew all about the consequences of getting so wrapped up in the thinking that it only manifests itself into a shit storm of nothing.

I had to take action. You’ve got to put your money where your mouth is.

Data vs. real life research

Getting addicted to research is not hard these days. How many times have you started looking for something on Google and ended up in a rabbit hole of information overload that had nothing to do with your original search?

While it would be great to say that I was highly organised and used a tool like Evernote and a fancy spreadsheet to have everything in the one place, truth is I didn’t.

Three simple research questions

I called them questions instead of goals or objectives because I actually had very little knowledge about the smartphone industry. Of course, I had an iPhone, but my primary research was via an online business for sale site. So, drawing on my experience working in digital strategy (day job), I asked myself the same questions that I ask my clients:

  1. Why would someone buy from me?
  2. Who is that someone?
  3. How many ‘someones’ are there and are there enough to make money?

It took me a couple of days to work out that I didn’t have to be a Steve Jobs or <insert Richard Branson smile here> sort of entrepreneur.

What I realised was that I didn’t need to be anyone different. I just had to find a person to model the business on. Someone to build a brand around.

While I was trying to figure out who that person could be, I noticed one of my fiancé’s favourite shows on the TV.

It’s called Jerseylicious, and without boring you with too much of the shows’ details, what struck me is that most of the cast members had fancy-looking or upmarket smartphone cases. My fiancé loved this show. She and many of her friends would chat about it during and after the episodes aired.

She understood the lingo, cared about what her smartphone case said about her. Ultimately she was someone would relate well my business.

So my research for the “who” and “enough” began.

Step 1: STALK

Seriously, I found all the social media channels that Jerseylicious was using and noted them on my word doc.

Using Facebook I looked up random people’s profiles that I could see were highly engaged with the Jerseylicious page. I did the same on Twitter. No surprise, there was a big crossover with Facebook.

I also noted which other pages they engaged with on Facebook. I looked at who else they followed and noted their interests.

This process took me more than three days. In digital strategy parlance it’s called building a persona. This persona is that perfect someone I am trying to attract to my website to buy our products.

Now building the persona taught me one thing. While everyone is different, they still have one thing in common. In this case it was they love the show.

Other commonalities included their friends and the luxury brands they followed on Facebook which I duly noted down.

Step 2: DATA

When working with a large retailer in Australia I discovered a site called Quantcast which they used to extract data intelligence from overseas customers who shared the same persona.

So using Quantcast explored the Jerseylicious website and uncovered some interesting statistics.

FEMALES: 86%

AGE: 25-44 – 55% of the audience

INCOME: 50-100K – 31%

HOUSEHOLD: NO KIDS – 51%

Using this data I went back to my document and added a few notes. This audience has money, likely disposable income and is aged 25-44.

Step 3: Ask Google

I got onto Google Trends and searched for “iPhone 4 Case” which given the iPhone 4 had shortly been released, there was a massive spike. We have traction.

I then used the Google Keyword tool to search for the keyword “iPhone 4 cases”.

At the time, 5500 people in Australia were searching for the term.

HIGH competition.

While you can look at high competition inside Adwords or Keyword tool as a challenge, to me high competition in this space means people are making money.

I had the WHY, WHO, ENOUGH. This was looking promising.

Now what? What do they actually want to buy and at what price? How do I find out without spending a bucket load of time and money?

In the next article I’ll go through the products and how I toughened up in the face of suppliers slamming doors in my face. In the end, I started advertising my product before I even had one.

THE PROOF IN LEAN PROTOTYPING

THE FIRST CHA-CHING

THE PANIC

CHINA HERE WE COME

WHAT DEVELOPING WEBSITES ABROAD TAUGHT ME

MARKETING LIKE A MAD MAN

I’M UGLY SO I USED SOMEONE ELSE

BEING ADDICTED TO DATA

SOCIAL MEDIA AND ITS THREE SISTERS

GETTING SMASHED – BAD FEEDBACK
CUSTOMER SERVICE: WHO WOULD HAVE KNOWN?

THE LAUNCH THAT CHANGED US

OUR FIRST 300 UNIT ORDER

WORLDWIDE LOGISTICS AND CUSTOMS

FOCUSING ON GROWTH HACKING

THE LITTLE THINGS THAT COUNT

THE SCARE WHEN THE ACCOUNTANT CALLED

What I Learned the Hard Way Building an eCommerce Site
In Digital Marketing Strategy

What I Learned the Hard Way Building an eCommerce Site

Three years ago I felt the urge to do something different. At work, I’d slipped into neutral and was totally coasting along. Even in the world of digital marketing, there are just a finite number of ways to skin a cat.

But I realised, that if I shook things up a little and did things differently, I could completely regain my passion for digital marketing, make my clients a lot of money, and still have time to do other stuff.

So I turned off auto-pilot and I focused my mind on building something that I could tell the world about later, warts and all.

This something was going to become my muse. And it was something I was going to craft into a book, use as material for digital marketing talks around Australia. Even for case studies and a proof of concept.

Of course, most of my experience in digital marketing was based around spending other people’s money. No risk to myself, my family, my mortgage or even my lifestyle.

So this time, it would be totally different, with my business, my money, my reputation on the line.

In the series of articles that follow, I’ll talk about the good times and the bad. I’ll discuss the lessons we learnt from our own experiences. This includes prototyping a website; getting ripped off in China; the wins and fails of SEO and SEM backed up with numbers; the marketing strategy; and the design process. Plus customer service, social media and a whole lot more.

This is the sort of article I wish I had read the first time I started a business.

With my heart on my business sleeve I’m going to take you on my journey. A journey that many of you have embarked on before, or are about to embark on for the first time.

A bit of background on my business experience.

I started my first company straight out of college and ran it for eight years while working full time. I had two full time staff and eventually sold my business to my largest competitor at the time. So, when I started my next business, I wasn’t exactly new to running a business, but it was different. This business was in an industry I knew nothing about.

The unknown is usually the scariest part of a new start-up so I made a habit of trying to KNOW EVERYTHING as quickly as humanly possible.

THE POINT OF NO RETURN

I had two simple goals:

1. SELL SOMETHING

2. MAKE MONEY

Sounds simple in theory, right? But what does someone who’s been doing technical marketing (web development and digital strategy) for most of his life sell?

Well for me, I ended up wanting to sell iPhone cases.

Good one, right? Everyone has an iPhone. They’re an extension of who we are. People want to individualise their phones. BINGO!

It didn’t go exactly like that though…

I trawled and trawled (what felt like) millions of business listings on Flippa.com which is an online business marketplace, looking for something that I believed I could improve, expand and market hard to reach my goals.

I stumbled onto a listing for an ecommerce site selling only one type of iPhone case for $29. This business was being auctioned for over $5K USD and had some proof of sales, shady analytics and a website that I’m sure my four-year- old Cavoodle, Elvis, could create

But what actually attracted me to this business listing was the number of other people (like me) asking questions. And what really kept me interested was how quickly the bidding was moving.

Bidding jumped from $100 – $2100 overnight. During the morning, it hit the $5600 mark in no time at all. By the time I got back from lunch it was $6700. You get my drift it was ‘moving’. A day later it was gone. Sold for $15K.

Like my father says, “A business is worth nothing, until other people start making offers to buy it. Until then, you just created yourself a job.” This business clearly had some legs.

My mind was made up. I would create an ecommerce store that sold Apple products.

Now, where to start?

Join my newsletter for the latest articles in the series…

Coming soon…

RESEARCHING MY ASS OFF

THE PROOF IN LEAN PROTOTYPING

THE FIRST CHA-CHING

THE PANIC

CHINA HERE WE COME

WHAT DEVELOPING WEBSITES ABROAD TAUGHT ME

MARKETING LIKE A MAD MAN

I’M UGLY SO I USED SOMEONE ELSE

BEING ADDICTED TO DATA

SOCIAL MEDIA AND ITS THREE SISTERS

GETTING SMASHED – BAD FEEDBACK

CUSTOMER SERVICE: WHO WOULD HAVE KNOWN?

THE LAUNCH THAT CHANGED US

OUR FIRST 300 UNIT ORDER

WORLDWIDE LOGISTICS AND CUSTOMS

FOCUSING ON GROWTH HACKING

THE LITTLE THINGS THAT COUNT

THE SCARE WHEN THE ACCOUNTANT CALLED

conversion_rate_optimisation_fomo_conversion_rate_optimisation
In Conversion Rate Optimisation | Digital Marketing Strategy

They F***ED SO MUCH, They bought it!

It’s a phenomenon!
Experts keep ‘informing‘ everyone to avoid it like the plague.
“Remove the anxiety and they will progress”  
There’s a lot of bullshit in the world of “conversion rate optimization”. There’s also a lot of honest-to-god intentionality, forethought, hard work and perseverance that goes into a shit load of testing and analysis.

In Conversion Rate Optimisation

I Got Nervous When She Wanted to Watch Conversion Rate Optimisation Video

Conversion Rate Optimisation Expert Video…

In the video below you will discover some of the basics of Conversion Rate Optimisation.

!!!WARNING!!!

I present to room’s of over 200 people but shy away from cameras.

This is the first of many videos that I will be creating for ABCS so I would love your feedback 🙂

Have any question you would love me to cover for next time? Leave a comment below!

 

Brazil World Cup Girls
In Digital Marketing Strategy | How To

3 Ways To Score Big With 2014 World Cup Marketing

Ole ole ole ole not long now and the world will be captivated by the biggest sporting event which is held periodically every four years.
It’s a month of broken sleep, fingernails bitten back to bloody skin and office rivalries taking a turn for the worse as HR managers cringe.
For your business this is the perfect opportunity to get savvy with your marketing and treat the World Cup just like you would treat Christmas.
The opportunity to jump on the bandwagon and make some money…

conversion rate optimisation expert
In Conversion Rate Optimisation

Don’t let a HIPPO decide Conversion Rate Optimisation unless she is your wife.

In conversion rate optimisation HIPPO’s are not welcomed unless they are your wife.

We all know a HIPPO right? During the day, they remain cool by staying in the water (office) or mud(Café).

They emerge at dusk to graze on grasses and by now I hope you gathered that they are not the cute large mammals you’re thinking but the ‘Highest Paid Persons Opinion’.

Conversion_rate_optimisation_expert_responsive_design
In Digital Marketing Strategy

Responsive Design – The only way forward is sideways

What is responsive design?

I often get asked by clients, what are the best ways to insure my website supports mobile devices. The reply I use is quite simply that you have to ensure your site is built to support all devices no matter size, shape, platform, orientation or location.

Responsive web design is a design approach aimed at crafting sites to provide an optimal viewing experience easy reading and navigation with a minimum of resizing, panning, and scrolling across a wide range of devices. That includes smartphones, Tablets and desktop computers.

Aquistion Tab Google Analytics
In Adwords | Conversion Rate Optimisation | Digital Marketing Strategy

Acquisitions Tab in Google Analytics and what it means for you

You may have noticed in the last day that the TRAFFIC Sources Tab has changed name and added a few new reports to the Google Analytics experience.

According to Google Traffic sources in Google Analytics contains some of the most popular reports and are accessed daily by millions of users.

That’s why it was decided to add a few new key metrics to serve some of the most important elements for most users of analytics. Acquisitions.

Two new sub tabs join the freshly named Acquisition tab in Google Analytics

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