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Do you want actionable advice from the best and brightest eCommerce & D2C professionals? Customers Who Click presents D2C eCommerce specific advice to keep your customers clicking. In each episode, you’ll learn from experts sharing tools, success stories and insights on how to grow your eCommerce business. Will Laurenson interviews marketing leaders, from companies such as Fiverr, Virgin Pure, and Jellyfish Group, to help you understand the complete customer journey, their expectations and w ...
 
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show series
 
Key highlights: 01:02 - 11:41 - How Did ManMade Come About? - They all had that entrepreneurial itch, wanted to do something themselves and wanted it to be ecommerce. They got together in a cabin in Canada for a few days and just brainstormed different product ideas. Eventually underwear came about because everyone was unhappy with their underwear.…
 
In episode 116 I had a chat with Pete Durant, the Head of Marketing at BAM, a bamboo clothing company. BAM places a big focus on sustainability, and is a climate positive brand. With brand values becoming more and more important to customers, how do you ensure you get these messages across, without overwhelming the key messages about your actual pr…
 
In episode 115 of the Customers Who Click podcast I spoke with Jon MacDonald, Founder of thegood, a CRO agency in the States. They’ve been optimising sites for over 13 years now, helping brands grow not just through conversion rate optimisation, but also by improving average order values and lifetime value. Our mission is to remove all the bad expe…
 
Key highlights: 01:05 - 02:25 - Biggest Opportunities for D2C Growth - Real time customer experiences, and how you present yourself as a brand are two of the biggest for sure. There’s nothing more frustrating than finding the perfect product on a website then discovering its out of stock, especially if you only find out after you purchase it (yes t…
 
https://www.linkedin.com/in/blakeimperl/ https://www.attentivemobile.com/ In episode 113 of the Customers Who Click podcast I sat down with Blake Imperl, the Head of Partner Community at Attentive, to discuss SMS, and how it will contribute to ecommerce growth over the coming years. Attentive is an SMS platform allowing for both highly personalised…
 
In episode 112 of the Customers Who Click podcast I spoke with Axel Folz, Head of Growth at Lalo, a baby and toddler brand in he US, about how they’ve been scaling the business recently, particularly with issues around the new iOS updates, and low frequency of purchase (once you have a highchair, you don’t need another one). It’s a matter of being …
 
In episode 111 of the Customers Who Click podcast I’m joined by Grant Deken, the CEO of Unstack, and we’re going to be discussing landing pages in the ecommerce space, and how they can produce better ROI for your acquisition efforts. How do you put all that data into action to get better results for the marketing that you're already doing? Companie…
 
In episode 110 of the Customers Who Click podcast I spoke with Ramon Van Meer, the owner of Alpha Paw, a pet company who specialised in dog ramps, but now offer a variety of pet based products. In this episode we’ll be talking through Ramon’s background, how he came to identify and purchase Alpha Paw, and how hes turned it into a multi million doll…
 
In episode 109 of the Customers Who Click podcast I spoke with Evan Padgett, the Chief Operating Officer at Stealth Venture Labs about how brands can launch their own subscription services.The shift to online has lead to a really friendly atmosphere for subscriptions.Subscriptions can be really powerful for a business, a great source of recurring r…
 
In episode 108 of the Customers Who Click podcast I spoke with Bant Breen, the founder of Qnary who provide reputation management and talent branding solutions. In this episode we explored why building personal reputation is so important, and can really drive trust in a ecommerce brand. Leveraging that human voice is critical to building trust in a…
 
In episode 107 of the Customers Who Click podcast I was joined by Dominick Keenan from ClickBank, one of the biggest affiliate platforms in the world. We’re going to be talking through what makes a good affiliate program, what mistakes brands make, and also what brands need to be aware of & cautious of when dealing with affiliates.While it is a per…
 
Key highlights: 01:14 - 09:16 - Biggest Contributor to Growth Recently - Solving an actual problem in the market is so important. This is going to be such a powerful driver of growth. It sounds obvious but so many companies either dont, or they don’t position themselves properly and explain that benefit. Being almost an incubator has worked really …
 
In episode 105 of the Customers Who Click podcast I spoke with Frederick Vallaeys, the CEO of Optmyzr about how you can get ahead of the competition in the PPC space, despite everyone having access to the same tools, the same ability to set up campaigns. The human element will help you stand out and beat the competition. It’s all about the human el…
 
Key highlights: 01:25 - 04:19 - Biggest Opportunities for D2C Growth - SMS of course, it’s really easy to ask for phone numbers these days, particularly if you frame your ask in a way that helps the customer. If you’ve already got a big email list but not SMS, ask your current subscribers to add their phone number in exchange for a small incentive.…
 
In episode 103 of the Customers Who Click podcast with Aaron Zagha, the Chief Marketing Officer at Newton Baby, we'll be exploring how Newton Baby has shifted their focus away from Average Order Value and towards Customer Lifetime Value. “We are currently running, or have tested pretty much every ecommerce channel there is” With both a pretty niche…
 
In episode 102 of the Customers Who Click podcast I spoke with Amanda Holberg, the Director of Growth at Clare, a next generation paint brand that’s completely re-imagined the paint shopping experience for today’s consumer. In this episode we’ll be talking through how Clare has managed to thrive in a market which has traditionally been driven by re…
 
Key highlights: 01:15 - 07:56 - Biggest Opportunities for D2C Growth - Retention is getting more and more important as brands struggling with increasing costs of acquisition, and difficulty targeting the right customers online. But once that customers in, and has made that first purchase, its so important to be working hard to get that 2nd purchase…
 
In episode 100 of the Customers Who Click podcast with Jeremy Epperson, the Chief Growth Officer at ConversionAdvocates, we'll be exploring how brands can get going with Conversion Rate Optimisation, Jeremy is a leader in the Conversion Rate Optimisation space with over 14 years experience helping startups kick off their CRO programs You can connec…
 
In episode 99 of the Customers Who Click podcast with Ian Young, VP of Growth at Parachute Home, we’ll be exploring how brands can move away from aggressive discount messaging. Avoiding overdiscounting in the DTC space is something I’ve been very vocal about for ages. I’m not saying to not do it at all, I’m just saying that doing it without any kin…
 
In episode 98 of the Customers Who Click podcast, Dan Shunn, the Head of CRM at Air Up, joins me to talk to us about how Air Up has grown over the last year, and how Word of Mouth has become such a huge part of their acquisition mix, as well as providing us with some insight into how he runs his CRM program there. Testing and experimenting are cruc…
 
In episode 95 of the Customers Who Click podcast, Joe Anhalt, VP of Marketing at Koio, joins me to talk about how they’ve diversified their marketing channels away from Facebook and paid social, how email and SMS fit into their marketing mix for both acquisition and retention, and how they stand out and really show the value of their products. It c…
 
In episode 96 of the Customers Who Click podcast, I had a fantastic chat with Stephanie Bregman about how Manly Bands overcame attribution and other data issues caused by the recent iOS changes, how licensed partnerships have been a powerful contributor to growth, and how they keep on top of new technologies and emerging customer experiences. I thi…
 
In episode 95 of the Customers Who Click podcast, I had a great chat with Ross Davies about how to design high-converting hero product pages. Even companies with a couple of hundred products will probably find that the majority of their revenue comes from a tiny number of products, it's the 80/20 rule really. So how do you ensure those products sel…
 
94. Driving ecommerce sales with SMS & Instant Messaging In episode 94 of the Customers Who Click podcast, I had a fantastic chat with Jeremy Horowitz about how SMS and Instant Messaging is the must-have channel for 2022. SMS has been around for years, but it's only in the last maybe 12 months that the tech has really evolved and allowed brands to …
 
In episode 93 of the Customers Who Click podcast, I had a fantastic chat with Asad Hamir about how DTC brands can use content marketing to grow. I’ve noticed that DTC brands have this tendency to hide their blog somewhere in the footer of their website and never speak of it again. Why though? Content marketing is an amazing way to engage your custo…
 
92. Give your customers what they want and watch your sales grow “The number one driver of growth is always sales. And the number one way of getting more sales is to drive the customer behaviours that equate to sales.” “You can't take the mindset that says, well, it's worked for the last 10 years. So we should just keep doing what we're doing. That…
 
“...It's like having a conversation when you walk into any store, and you're going to buy something, people are asking you questions to figure out what it is you're looking to achieve. So, when we write content, we'll do it in a conversational tone, and we'll think from the standpoint of what are our customers’ biggest needs.” In episode 91 of the …
 
"Obviously managing...and getting those people...face-to-face is another challenge, and that does take time. But as I say,...don't put too much pressure on yourself. Just do one...a week…[It is] very cost-effective as well." In episode 90 of the Customers Who Click podcast, I had an insightful conversation with Simon Clark, head of CRO at Evolved S…
 
"The opportunity to turn anything into a feel-good purchase is a really great thing to do for a shopper, because I think also that the next following things is okay, not only how you help the shopper buy right now, the thing that they're looking for, but also then how do you create an ongoing interaction with them." It's one thing to have one-time …
 
"The more transparent you can be about…what's going on,...the better that expense will be from the customer standpoint" In episode 88 of the Customers Who Click podcast, I had a wonderful chat with Chris Manderino, Co-Founder and CEO of Lyfe Fuel, a plant-based company producing organic nutritional supplements for a healthy lifestyle. In this conve…
 
"So, giving them that flexibility, while it might sound counterintuitive to make it really easy for them to cancel or be able to pause the shipment, data actually shows that it increases the lifetime value by twenty to thirty percent of that customer" Email and SMS marketing are powerful tools for brands to get to know their customers. SMS, particu…
 
"The good news is long-term SEO… is a lot more profitable. Advertising is only gonna get more expensive, and in [the] long term, you don't have to keep investing the same amount [in SEO]." With customer acquisition costs on the rise, your ads have a target on their back. They have to be precisely accurate, like a laser. If you don’t nail your targe…
 
"When things work on [one] brand, don't work on another brand, you at least know you're putting your best foot forward when you are testing or you're building a new site and it gives you a confidence with some foundation" A low conversion rate makes D2C brands try new things. Trying new things is good; it’s at the heart of growth marketing. You won…
 
"... A whole PhD thesis on discounting strategies and the psychological implications of that. So, it can be a drug as a brand … we know it's going to drive conversions, whether it's going to bring you the right type of customers that's for every brand to experiment with" Most brands selling their product online know how affiliate marketing works. T…
 
"My point here is every single dollar matters when you're selling your business and everybody's going to exit their business someday, so you pay attention to those little details.’’ If you want to exit an online D2C business, you can’t just start pitching to VCs. There’s got to be a method to your madness! No matter how promising your industry migh…
 
"The foundation needs to be set properly and the foundation [that] comes up organically when Facebook and … other platforms. The only thing left is how you are able to reach your customers off of these platforms. So … we focus very heavily on these native platforms like TikTok, Snapchat, YouTube shorts, and Pinterest - these four platforms that typ…
 
"You've got to understand what you need to throw the money up, to get the best results. There's no guarantee it’ll work but having insights that you can glean from all this data is and being smart is making sure that you have the best chance of succeeding!" In episode 81 of the Customers Who Click podcast, I had a profound conversation with Christo…
 
"As a business owner, you put your blood, sweat, and tears in your business. It's so easy to be super defensive about your product or your service. It's really important to remember that they don't care about that. They just care about figuring out whatever their issue is." In episode 80 of the Customers Who Click podcast, I had an invigorating cha…
 
"The future of CX is viewing it as a marketing channel. And obviously allocating spend towards it and letting the voice of the customer be part of all these decisions" In episode 79 of the Customers Who Click podcast, I had a fantastic chat with Eli Weiss, Director of Customer Experience at OLIPOP, a deliciously refreshing tonic with prebiotics, bo…
 
"There is something to be said about raw and organic content and it tends to resonate with exactly who you're targeting because you're using your target audience to communicate what they love about it." In episode 78 of the Customers Who Click podcast, I had an invigorating chat about UGC (User Generated Content) with very talented Saunder Schroede…
 
"Massive campaigns that you run where everything is red tape and making sure that we say exactly the right thing. That's not where your brand is built. Your brand is being built with that user that posts a picture ... on a boat." In episode 77 of the Customers Who Click podcast, I talked about various ways to use micro-influencer-generated content …
 
"Personalization.. [is] only going to get more important and the customer expectations are only going to get bigger. [It’s] where the opportunity lies [for] a lot of marketers" In episode 76 of the Customers Who Click podcast, I talked to Gen Furukawa of Prehook about the power of marketing quizzes, what kind of data we can collect from quizzes, ho…
 
"You would want to be in line with an affiliate that is of [the] same mindset because they're gonna have a following of people… that are in line with who you think your ideal customer is." In episode 75 of the Customers Who Click podcast, I sat down with Arlen Robinson to discuss what affiliate marketing is and how it relates to influencer marketin…
 
"When they look at their direct performance on YouTube, they go ‘this doesn't work’. But then you'd say, ‘well, what is the direct performance of that TV advert?’" In episode 74 of the Customers Who Click podcast, I had an invigorating chat with Jeremy Gillespie about how to make YouTube ads work for your eCommerce brand and what are the pitfalls t…
 
“When first-party data is combined with third-party data about a users’ environment, it will give your marketing team... superpowers.” In episode 73 of the Customers Who Click podcast, I had a great chat with Daniel McGaw about building your marketing tech stack, how to use data to help your customers in the best possible way, and why pro-privacy l…
 
"Having a poor brand image or product experience and expecting your referral program to make customers forget those... is a big mistake." In episode 72 of the Customers Who Click podcast, I interview Raúl Galera, Chief Advocate at ReferralCandy about referral marketing and how you can run a successful referral program. Online stores can use their e…
 
"All these elements of influence work throughout the ages, across platforms across categories, it doesn't matter what you're doing." In episode 71 of the Customers Who Click podcast, I had a great chat with Shaahin Cheyene about influence and how to convince people to buy from you online. The language needed to influence someone at the end of the s…
 
In episode 70 of the Customers Who Click podcast, I had a fantastic chat with Katharine Biggs about shipping and post-purchase experience. Post-purchase experience… is not something many DTC brands take seriously - or so it seems to me. As soon as the order confirmation is sent to the customer, many ecommerce stores go radio silent (out of 150 UK’s…
 
In episode 69 of the Customers Who Click podcast, we dive into the dreaded world of the iOS update with Shane Austrie. The iOS 14.5 update shook marketers and brands to the core. With Apple users now being asked whether they allow apps to track their data, many simply have been opting out because they can. And, because of all the bad press about da…
 
In episode 68 of the Customers Who Click podcast, I’m diving into email marketing deliverability and inbox placement with Adrian Savage. Deliverability and inbox placement: two most important things you should be considering when it comes to tracking your email’s performance. Far too often I see companies just doing a basic email setup, and then bl…
 
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