{"version":"1.0.0","segments":[{"startTime":0.149,"endTime":2.789,"body":"All of our listeners who have"},{"startTime":0.149,"endTime":2.789,"body":"ecommerce stores that should"},{"startTime":2.849,"endTime":5.219,"body":"definitely be considering"},{"startTime":2.849,"endTime":5.219,"body":"seriously, I know I."},{"startTime":6.09,"endTime":9.81,"body":"So Paul is a leader in"},{"startTime":6.09,"endTime":9.81,"body":"conversion optimization, digital"},{"startTime":9.81,"endTime":12.18,"body":"leadership and UX design"},{"startTime":9.81,"endTime":12.18,"body":"thinking."},{"startTime":13.559,"endTime":17.429,"body":"Check that there's a market for"},{"startTime":13.559,"endTime":17.429,"body":"it before you go to the effort"},{"startTime":17.429,"endTime":18.959,"body":"of building it. If"},{"startTime":18.96,"endTime":22.59,"body":"you understand the intricacies"},{"startTime":18.96,"endTime":22.59,"body":"of a customer journey and their"},{"startTime":22.59,"endTime":26.82,"body":"user experience, it has a direct"},{"startTime":22.59,"endTime":26.82,"body":"impact on customer lifetime"},{"startTime":26.82,"endTime":29.52,"body":"value. And I don't think that's"},{"startTime":26.82,"endTime":29.52,"body":"ever been more critical."},{"startTime":30.24,"endTime":34.02,"body":"That kind of thing. A larger"},{"startTime":30.24,"endTime":34.02,"body":"companies can't compete with"},{"startTime":34.05,"endTime":36.24,"body":"that is your competitive"},{"startTime":34.05,"endTime":36.24,"body":"advantage."},{"startTime":38.07,"endTime":42.09,"body":"He shared on how foundational"},{"startTime":38.07,"endTime":42.09,"body":"customer experience can be not"},{"startTime":42.09,"endTime":44.76,"body":"only for increasing immediate"},{"startTime":42.09,"endTime":44.76,"body":"sales, which is something we all"},{"startTime":44.76,"endTime":48.03,"body":"want to do, but also for"},{"startTime":44.76,"endTime":48.03,"body":"building those long term"},{"startTime":48.03,"endTime":50.28,"body":"customer relationships, building"},{"startTime":48.03,"endTime":50.28,"body":"your brand."},{"startTime":61.26,"endTime":65.16,"body":"Welcome to the dropship unlocked"},{"startTime":61.26,"endTime":65.16,"body":"Podcast. I'm Louis Smith, the"},{"startTime":65.16,"endTime":68.64,"body":"founder of dropship unlocked and"},{"startTime":65.16,"endTime":68.64,"body":"with me is our Client Success"},{"startTime":68.64,"endTime":72.27,"body":"Coach James Eardley. Now, when"},{"startTime":68.64,"endTime":72.27,"body":"we're not recording the podcast"},{"startTime":72.27,"endTime":75.12,"body":"episodes, we're running our own"},{"startTime":72.27,"endTime":75.12,"body":"e commerce businesses and"},{"startTime":75.12,"endTime":78.63,"body":"helping aspiring entrepreneurs"},{"startTime":75.12,"endTime":78.63,"body":"launch their own high ticket"},{"startTime":78.63,"endTime":82.11,"body":"drop shipping businesses, keen"},{"startTime":78.63,"endTime":82.11,"body":"to build your own six or even"},{"startTime":82.11,"endTime":86.67,"body":"seven figure business. My book"},{"startTime":82.11,"endTime":86.67,"body":"the home turf advantage is your"},{"startTime":86.67,"endTime":90.24,"body":"blueprint for launching a"},{"startTime":86.67,"endTime":90.24,"body":"profitable online store. Grab"},{"startTime":90.24,"endTime":94.29,"body":"your copy at HTA books.com To"},{"startTime":90.24,"endTime":94.29,"body":"date, and let's get you started."},{"startTime":94.5,"endTime":98.04,"body":"Now sit back, relax, and let's"},{"startTime":94.5,"endTime":98.04,"body":"unlock your potential with the"},{"startTime":98.04,"endTime":101.28,"body":"dropship unlocked podcast."},{"startTime":98.04,"endTime":101.28,"body":"Welcome to today's episode,"},{"startTime":101.31,"endTime":106.11,"body":"where we are joined by Paul"},{"startTime":101.31,"endTime":106.11,"body":"BOAC, a maestro of digital"},{"startTime":106.11,"endTime":111.24,"body":"conversion and user experience."},{"startTime":106.11,"endTime":111.24,"body":"Now Paul's got over 27 years of"},{"startTime":111.24,"endTime":115.68,"body":"shaping the online landscapes"},{"startTime":111.24,"endTime":115.68,"body":"for giants like humor, and"},{"startTime":115.71,"endTime":119.52,"body":"doctors without borders. So Paul"},{"startTime":115.71,"endTime":119.52,"body":"brings a treasure trove of"},{"startTime":119.55,"endTime":122.79,"body":"insights into enhancing e"},{"startTime":119.55,"endTime":122.79,"body":"commerce businesses to today's"},{"startTime":122.79,"endTime":123.93,"body":"episode. Yes,"},{"startTime":123.96,"endTime":126.96,"body":"Louis. This was a very enjoyable"},{"startTime":123.96,"endTime":126.96,"body":"conversation to have with Paul."},{"startTime":127.2,"endTime":130.98,"body":"He really breaks down user"},{"startTime":127.2,"endTime":130.98,"body":"design principles and actionable"},{"startTime":130.98,"endTime":133.77,"body":"strategies that we can take"},{"startTime":130.98,"endTime":133.77,"body":"away. And we got into a great"},{"startTime":133.77,"endTime":138.0,"body":"conversation about designing a"},{"startTime":133.77,"endTime":138.0,"body":"customer experience that wows"},{"startTime":138.0,"endTime":141.48,"body":"your customers and will elevate"},{"startTime":138.0,"endTime":141.48,"body":"you beyond any competition that"},{"startTime":141.48,"endTime":145.44,"body":"you have. We'll explore how that"},{"startTime":141.48,"endTime":145.44,"body":"customer experience really makes"},{"startTime":145.47,"endTime":148.65,"body":"a huge difference. And it's not"},{"startTime":145.47,"endTime":148.65,"body":"just about the website, it's a"},{"startTime":148.68,"endTime":152.19,"body":"holistic view that he takes to"},{"startTime":148.68,"endTime":152.19,"body":"improving your business. And"},{"startTime":152.19,"endTime":155.79,"body":"that's crucial for capturing and"},{"startTime":152.19,"endTime":155.79,"body":"retaining customers in today's"},{"startTime":155.79,"endTime":159.54,"body":"digital marketplace. Yet it"},{"startTime":155.79,"endTime":159.54,"body":"certainly is Get ready to dive"},{"startTime":159.54,"endTime":163.65,"body":"deep into the world of customer"},{"startTime":159.54,"endTime":163.65,"body":"experience and optimization."},{"startTime":163.95,"endTime":167.46,"body":"Paul's going to reveal how minor"},{"startTime":163.95,"endTime":167.46,"body":"tweaks to your website's user"},{"startTime":167.46,"endTime":171.87,"body":"experience can lead to major"},{"startTime":167.46,"endTime":171.87,"body":"leaps in customer satisfaction,"},{"startTime":172.14,"endTime":176.04,"body":"and more importantly, business"},{"startTime":172.14,"endTime":176.04,"body":"growth for you. And Paul's got"},{"startTime":176.04,"endTime":179.01,"body":"some experience in quite an"},{"startTime":176.04,"endTime":179.01,"body":"interesting industry that"},{"startTime":179.01,"endTime":181.86,"body":"might surprise you. I won't"},{"startTime":179.01,"endTime":181.86,"body":"mention any more, but keep"},{"startTime":181.86,"endTime":184.98,"body":"listening to find out more. So"},{"startTime":181.86,"endTime":184.98,"body":"let's gear up for some golden"},{"startTime":185.01,"endTime":188.1,"body":"nuggets for making your e"},{"startTime":185.01,"endTime":188.1,"body":"commerce Store. Not just"},{"startTime":188.1,"endTime":190.2,"body":"functional, but fantastic."},{"startTime":188.1,"endTime":190.2,"body":"Today,"},{"startTime":190.2,"endTime":193.44,"body":"we're thrilled to be joined on"},{"startTime":190.2,"endTime":193.44,"body":"the dropship unlock podcast with"},{"startTime":193.44,"endTime":197.37,"body":"Paul Bomag. So Paul is a leader"},{"startTime":193.44,"endTime":197.37,"body":"in conversion optimization,"},{"startTime":197.64,"endTime":202.41,"body":"digital leadership and UX design"},{"startTime":197.64,"endTime":202.41,"body":"thinking. He has over 27 years"},{"startTime":202.41,"endTime":205.44,"body":"of experience working with"},{"startTime":202.41,"endTime":205.44,"body":"clients such as doctors without"},{"startTime":205.44,"endTime":209.91,"body":"borders, and Kuma. He is the"},{"startTime":205.44,"endTime":209.91,"body":"author of six books, and a well"},{"startTime":209.91,"endTime":213.12,"body":"respected presenter. So it"},{"startTime":209.91,"endTime":213.12,"body":"really is an honor to have you"},{"startTime":213.12,"endTime":216.09,"body":"with us today. Paul, thank you"},{"startTime":213.12,"endTime":216.09,"body":"for sharing your insights with"},{"startTime":216.09,"endTime":216.57,"body":"us today."},{"startTime":216.81,"endTime":219.36,"body":"Well, that's alright, honor. I"},{"startTime":216.81,"endTime":219.36,"body":"think he's maybe a bit of a"},{"startTime":219.36,"endTime":221.82,"body":"strong word, but we'll go with"},{"startTime":219.36,"endTime":221.82,"body":"it anyway. No,"},{"startTime":221.82,"endTime":223.95,"body":"absolutely. Probably you've got"},{"startTime":221.82,"endTime":223.95,"body":"lots of insights you can share"},{"startTime":223.95,"endTime":227.34,"body":"with us today about customer"},{"startTime":223.95,"endTime":227.34,"body":"experience. But let's start with"},{"startTime":227.34,"endTime":231.21,"body":"the basics initially, why do you"},{"startTime":227.34,"endTime":231.21,"body":"think customer experience is a"},{"startTime":231.21,"endTime":234.0,"body":"fundamental part for E commerce"},{"startTime":231.21,"endTime":234.0,"body":"success,"},{"startTime":234.21,"endTime":237.87,"body":"I mean, if you want to kind of"},{"startTime":234.21,"endTime":237.87,"body":"strip it back to its its"},{"startTime":238.05,"endTime":242.49,"body":"absolute minimum, what it"},{"startTime":238.05,"endTime":242.49,"body":"ultimately comes down to is the"},{"startTime":242.49,"endTime":247.65,"body":"cost of acquiring a new customer"},{"startTime":242.49,"endTime":247.65,"body":"is a lot higher than the cost of"},{"startTime":247.65,"endTime":251.43,"body":"maintaining an existing"},{"startTime":247.65,"endTime":251.43,"body":"customer. So if you provide a"},{"startTime":251.43,"endTime":254.46,"body":"good customer experience, those"},{"startTime":251.43,"endTime":254.46,"body":"people will come back to you"},{"startTime":254.46,"endTime":257.85,"body":"again and again. And again. And"},{"startTime":254.46,"endTime":257.85,"body":"that means that you have to"},{"startTime":257.85,"endTime":261.84,"body":"spend less on marketing and"},{"startTime":257.85,"endTime":261.84,"body":"acquiring those new customers."},{"startTime":262.02,"endTime":266.28,"body":"Also, if you do a really good"},{"startTime":262.02,"endTime":266.28,"body":"job, those existing customers"},{"startTime":266.28,"endTime":270.42,"body":"turn into advocates, and they"},{"startTime":266.28,"endTime":270.42,"body":"will be encouraging others to"},{"startTime":270.42,"endTime":274.23,"body":"buy. So that reduces your"},{"startTime":270.42,"endTime":274.23,"body":"marketing costs still further."},{"startTime":274.23,"endTime":278.49,"body":"So from a purely commercial"},{"startTime":274.23,"endTime":278.49,"body":"point of view, it's extremely"},{"startTime":278.49,"endTime":282.87,"body":"worthwhile. And then there is"},{"startTime":278.49,"endTime":282.87,"body":"another factor that a lot of"},{"startTime":282.87,"endTime":286.32,"body":"people, especially when they're"},{"startTime":282.87,"endTime":286.32,"body":"new to e commerce overlooked,"},{"startTime":286.89,"endTime":291.48,"body":"which is customer lifetime"},{"startTime":286.89,"endTime":291.48,"body":"value, which is how much a"},{"startTime":291.48,"endTime":295.74,"body":"customer is worth to your"},{"startTime":291.48,"endTime":295.74,"body":"business over their entire"},{"startTime":295.74,"endTime":300.09,"body":"engagement with you. And if you"},{"startTime":295.74,"endTime":300.09,"body":"can get that number by get When"},{"startTime":300.09,"endTime":302.55,"body":"people to come back again and"},{"startTime":300.09,"endTime":302.55,"body":"again and again, you're going to"},{"startTime":302.55,"endTime":306.36,"body":"end up with a much more"},{"startTime":302.55,"endTime":306.36,"body":"profitable business. So from a"},{"startTime":306.36,"endTime":310.86,"body":"purely, you know, kind of cold"},{"startTime":306.36,"endTime":310.86,"body":"hard cash point of view, that's,"},{"startTime":310.89,"endTime":313.86,"body":"that's the benefit of it. But"},{"startTime":310.89,"endTime":313.86,"body":"there are lots of other benefits"},{"startTime":313.86,"endTime":318.9,"body":"as well. building a good"},{"startTime":313.86,"endTime":318.9,"body":"reputation amongst people means"},{"startTime":318.9,"endTime":322.02,"body":"that you get lots of positive"},{"startTime":318.9,"endTime":322.02,"body":"reviews, and those reviews in"},{"startTime":322.02,"endTime":326.16,"body":"turn, turn into more business."},{"startTime":322.02,"endTime":326.16,"body":"So just a nice thing to do to"},{"startTime":326.16,"endTime":330.6,"body":"treat other people well, and to"},{"startTime":326.16,"endTime":330.6,"body":"give them a good service. And so"},{"startTime":330.81,"endTime":333.45,"body":"there's all that aspect to it as"},{"startTime":330.81,"endTime":333.45,"body":"well. Fantastic."},{"startTime":333.45,"endTime":336.06,"body":"Yeah, there's so much to dig"},{"startTime":333.45,"endTime":336.06,"body":"into there. So we talked about"},{"startTime":336.21,"endTime":340.29,"body":"customer experience, when you"},{"startTime":336.21,"endTime":340.29,"body":"look at a business and work with"},{"startTime":340.29,"endTime":343.38,"body":"it with a company, when you"},{"startTime":340.29,"endTime":343.38,"body":"think about how to improve their"},{"startTime":343.38,"endTime":346.98,"body":"customer experience, are you"},{"startTime":343.38,"endTime":346.98,"body":"purely focused on the website?"},{"startTime":347.07,"endTime":350.61,"body":"Or do you take a more sort of"},{"startTime":347.07,"endTime":350.61,"body":"holistic view at the business"},{"startTime":350.61,"endTime":351.36,"body":"model itself?"},{"startTime":351.42,"endTime":355.68,"body":"Yeah, you've you've got to look"},{"startTime":351.42,"endTime":355.68,"body":"at the the, the, the experience"},{"startTime":355.68,"endTime":361.17,"body":"in its entirety, because often"},{"startTime":355.68,"endTime":361.17,"body":"times, one part of the journey"},{"startTime":361.17,"endTime":364.5,"body":"can fall down, so you can have"},{"startTime":361.17,"endTime":364.5,"body":"the best website in the world."},{"startTime":364.98,"endTime":368.85,"body":"But if your products are"},{"startTime":364.98,"endTime":368.85,"body":"delivered, the you know, thrown"},{"startTime":368.85,"endTime":371.76,"body":"through the door, like Amazon"},{"startTime":368.85,"endTime":371.76,"body":"seem to do these days where they"},{"startTime":371.76,"endTime":374.31,"body":"get vaguely close to your house,"},{"startTime":371.76,"endTime":374.31,"body":"and then just throw the park"},{"startTime":374.31,"endTime":378.3,"body":"parcel at you, that undermines"},{"startTime":374.31,"endTime":378.3,"body":"the experience, you know, or,"},{"startTime":378.63,"endTime":383.46,"body":"equally, if you know, the emails"},{"startTime":378.63,"endTime":383.46,"body":"you receive are confusing,"},{"startTime":383.46,"endTime":386.25,"body":"you're not sure when it's going"},{"startTime":383.46,"endTime":386.25,"body":"to be delivered or, or whether"},{"startTime":386.25,"endTime":389.91,"body":"the order has gone through"},{"startTime":386.25,"endTime":389.91,"body":"properly, or when something goes"},{"startTime":389.91,"endTime":394.47,"body":"wrong. And that's often a"},{"startTime":389.91,"endTime":394.47,"body":"situation that that people"},{"startTime":394.47,"endTime":398.31,"body":"really underestimate that if"},{"startTime":394.47,"endTime":398.31,"body":"something goes wrong, and people"},{"startTime":398.34,"endTime":402.42,"body":"need to complain to you, that is"},{"startTime":398.34,"endTime":402.42,"body":"actually one of the best"},{"startTime":402.42,"endTime":407.16,"body":"opportunities to turn, what is a"},{"startTime":402.42,"endTime":407.16,"body":"disgruntled customer into an"},{"startTime":407.16,"endTime":410.58,"body":"advocate for your brand. And I"},{"startTime":407.16,"endTime":410.58,"body":"can give you a real example"},{"startTime":410.58,"endTime":418.02,"body":"recently that I will do as sleep"},{"startTime":410.58,"endTime":418.02,"body":"Maskey thing that, that, that I"},{"startTime":418.02,"endTime":421.83,"body":"wanted. So So I got that"},{"startTime":418.02,"endTime":421.83,"body":"through, tried it on, I didn't"},{"startTime":421.83,"endTime":424.29,"body":"find it particularly"},{"startTime":421.83,"endTime":424.29,"body":"comfortable, I wasn't really"},{"startTime":424.29,"endTime":428.1,"body":"quite sure about it. They said"},{"startTime":424.29,"endTime":428.1,"body":"they had a return policy, you"},{"startTime":428.1,"endTime":432.15,"body":"know, a 30 day return policy or"},{"startTime":428.1,"endTime":432.15,"body":"whatever it was. And you always"},{"startTime":432.15,"endTime":436.02,"body":"go into those situations. So the"},{"startTime":432.15,"endTime":436.02,"body":"natural kind of we're really,"},{"startTime":436.14,"endTime":438.27,"body":"where am I going to have a"},{"startTime":436.14,"endTime":438.27,"body":"problem here? Is it going to be"},{"startTime":438.27,"endTime":442.5,"body":"a battle? I contacted them? And"},{"startTime":438.27,"endTime":442.5,"body":"they said, absolutely fine."},{"startTime":442.5,"endTime":445.53,"body":"We've already issued your"},{"startTime":442.5,"endTime":445.53,"body":"refund, but you can keep it"},{"startTime":445.92,"endTime":449.04,"body":"because they knew that the cost"},{"startTime":445.92,"endTime":449.04,"body":"of actually returning it and"},{"startTime":449.04,"endTime":452.07,"body":"restocking it was so high, they"},{"startTime":449.04,"endTime":452.07,"body":"might as well just give it to"},{"startTime":452.07,"endTime":455.16,"body":"me. And of course that's turned"},{"startTime":452.07,"endTime":455.16,"body":"me into a massive advocate for"},{"startTime":455.16,"endTime":457.68,"body":"them would amazing customer"},{"startTime":455.16,"endTime":457.68,"body":"service look great people are"},{"startTime":457.68,"endTime":461.55,"body":"now promoting them on this"},{"startTime":457.68,"endTime":461.55,"body":"podcast, you know, so so you can"},{"startTime":461.55,"endTime":465.6,"body":"actually even a bad experience"},{"startTime":461.55,"endTime":465.6,"body":"can turn somebody into a huge"},{"startTime":465.6,"endTime":469.26,"body":"advocate for your brand, which"},{"startTime":465.6,"endTime":469.26,"body":"is is what you want. And"},{"startTime":469.259,"endTime":472.499,"body":"present it Yeah, they obviously"},{"startTime":469.259,"endTime":472.499,"body":"made a lasting impression on"},{"startTime":472.499,"endTime":475.289,"body":"you. And I've had similar"},{"startTime":472.499,"endTime":475.289,"body":"experiences where you're never"},{"startTime":475.289,"endTime":478.529,"body":"quite sure I with returns"},{"startTime":475.289,"endTime":478.529,"body":"processes. But it is a big"},{"startTime":478.529,"endTime":483.899,"body":"opportunity for that company to"},{"startTime":478.529,"endTime":483.899,"body":"actually turn in the detractors,"},{"startTime":483.899,"endTime":486.659,"body":"the possible detractors from the"},{"startTime":483.899,"endTime":486.659,"body":"website to actually become your"},{"startTime":486.659,"endTime":488.699,"body":"biggest fans, because I think"},{"startTime":486.659,"endTime":488.699,"body":"they're the ones that you"},{"startTime":488.699,"endTime":490.979,"body":"actually can turn around and"},{"startTime":488.699,"endTime":490.979,"body":"they can actually end up being"},{"startTime":490.979,"endTime":493.949,"body":"they're your biggest fans. Would"},{"startTime":490.979,"endTime":493.949,"body":"you agree with that? Yeah,"},{"startTime":493.95,"endTime":497.91,"body":"absolutely. Let me tell you a"},{"startTime":493.95,"endTime":497.91,"body":"story of the best, the best"},{"startTime":497.91,"endTime":503.85,"body":"customer experience story that I"},{"startTime":497.91,"endTime":503.85,"body":"ever came across with in my"},{"startTime":503.85,"endTime":508.59,"body":"work. And it's a bit of an"},{"startTime":503.85,"endTime":508.59,"body":"interesting example. So bear"},{"startTime":508.59,"endTime":512.43,"body":"with me, because it's about a"},{"startTime":508.59,"endTime":512.43,"body":"company called love honey. Now,"},{"startTime":512.46,"endTime":515.55,"body":"you might be familiar with love"},{"startTime":512.46,"endTime":515.55,"body":"honey living in the UK, or"},{"startTime":515.55,"endTime":519.24,"body":"they'll obviously your to,"},{"startTime":515.55,"endTime":519.24,"body":"you'll see why it's a sex toy"},{"startTime":519.24,"endTime":524.13,"body":"manufacturer, right. So it's not"},{"startTime":519.24,"endTime":524.13,"body":"the best example in some ways to"},{"startTime":524.13,"endTime":528.0,"body":"be using on the podcast. But"},{"startTime":524.13,"endTime":528.0,"body":"from a customer experience point"},{"startTime":528.0,"endTime":531.81,"body":"of view, they absolutely nailed"},{"startTime":528.0,"endTime":531.81,"body":"it. They became the biggest"},{"startTime":531.81,"endTime":537.12,"body":"retailer in the world of sex"},{"startTime":531.81,"endTime":537.12,"body":"toys, right. And the one of the"},{"startTime":537.12,"endTime":542.13,"body":"ways that they did it, and I was"},{"startTime":537.12,"endTime":542.13,"body":"working with them in this very"},{"startTime":542.13,"endTime":547.68,"body":"early period is that they, they"},{"startTime":542.13,"endTime":547.68,"body":"recognized would they wanted to"},{"startTime":547.68,"endTime":551.28,"body":"target a different market that"},{"startTime":547.68,"endTime":551.28,"body":"sex toys had traditionally been"},{"startTime":551.28,"endTime":556.26,"body":"targeted at men, and they wanted"},{"startTime":551.28,"endTime":556.26,"body":"to target women, and so that"},{"startTime":556.65,"endTime":559.11,"body":"they had to chose the branding"},{"startTime":556.65,"endTime":559.11,"body":"and all of the other stuff. But"},{"startTime":559.11,"endTime":562.11,"body":"they also recognize that for"},{"startTime":559.11,"endTime":562.11,"body":"many people, this was the last"},{"startTime":562.14,"endTime":566.22,"body":"the first time they'd ever"},{"startTime":562.14,"endTime":566.22,"body":"purchase something like this. So"},{"startTime":566.25,"endTime":570.45,"body":"they went into excruciating"},{"startTime":566.25,"endTime":570.45,"body":"detail to reassure their"},{"startTime":570.45,"endTime":575.37,"body":"audience about all the potential"},{"startTime":570.45,"endTime":575.37,"body":"pain points in that experience."},{"startTime":575.58,"endTime":578.97,"body":"So I'm worried that it's going"},{"startTime":575.58,"endTime":578.97,"body":"to start vibrating when the"},{"startTime":578.97,"endTime":583.14,"body":"postman delivers it right. Or"},{"startTime":578.97,"endTime":583.14,"body":"that the the package might be"},{"startTime":583.14,"endTime":587.22,"body":"torn or that it might have loved"},{"startTime":583.14,"endTime":587.22,"body":"honey written on it. Or I'm"},{"startTime":587.22,"endTime":590.04,"body":"worried that I won't like it"},{"startTime":587.22,"endTime":590.04,"body":"because I've never bought a sex"},{"startTime":590.04,"endTime":594.12,"body":"toy before and they"},{"startTime":590.04,"endTime":594.12,"body":"systematically addressed all of"},{"startTime":594.12,"endTime":597.48,"body":"those everything is triple"},{"startTime":594.12,"endTime":597.48,"body":"wrapped. The batteries are never"},{"startTime":597.63,"endTime":601.74,"body":"in the item when he gets"},{"startTime":597.63,"endTime":601.74,"body":"delivered You can return it. And"},{"startTime":601.74,"endTime":607.86,"body":"this is the killer for 365 days,"},{"startTime":601.74,"endTime":607.86,"body":"unconditional return policy. And"},{"startTime":607.86,"endTime":610.35,"body":"by the way, in case you're"},{"startTime":607.86,"endTime":610.35,"body":"wondering, they didn't resell"},{"startTime":610.35,"endTime":613.74,"body":"the items after that they"},{"startTime":610.35,"endTime":613.74,"body":"recycled. And so they really"},{"startTime":613.74,"endTime":617.55,"body":"cared about that level of"},{"startTime":613.74,"endTime":617.55,"body":"detail. And it's interesting,"},{"startTime":617.79,"endTime":620.28,"body":"right? Because you might think,"},{"startTime":617.79,"endTime":620.28,"body":"well, that's a very specific"},{"startTime":620.28,"endTime":624.57,"body":"story for a very specific"},{"startTime":620.28,"endTime":624.57,"body":"customer. But the guy that I"},{"startTime":624.57,"endTime":628.68,"body":"worked with at love honey, we"},{"startTime":624.57,"endTime":628.68,"body":"previously worked together at a"},{"startTime":628.68,"endTime":632.76,"body":"company called Wiltshire farm"},{"startTime":628.68,"endTime":632.76,"body":"foods. Now, will should farm"},{"startTime":632.76,"endTime":639.15,"body":"foods sell frozen ready meals to"},{"startTime":632.76,"endTime":639.15,"body":"old people? Okay, so, so you're"},{"startTime":639.18,"endTime":642.21,"body":"totally different audience, but"},{"startTime":639.18,"endTime":642.21,"body":"things that could be the same"},{"startTime":642.21,"endTime":645.78,"body":"principle. So if you're in your"},{"startTime":642.21,"endTime":645.78,"body":"80s, and you're getting frozen"},{"startTime":645.78,"endTime":649.95,"body":"ready meals delivered, you"},{"startTime":645.78,"endTime":649.95,"body":"you're scared about this guy"},{"startTime":649.95,"endTime":653.58,"body":"turning up at your door, right?"},{"startTime":649.95,"endTime":653.58,"body":"Because you're, you know, who is"},{"startTime":653.58,"endTime":656.82,"body":"he? They can't carry though, you"},{"startTime":653.58,"endTime":656.82,"body":"know, there's big things the"},{"startTime":656.82,"endTime":659.67,"body":"supermarket's give you the big"},{"startTime":656.82,"endTime":659.67,"body":"trays, and you've got to carry"},{"startTime":659.67,"endTime":662.97,"body":"them in the house and unpack,"},{"startTime":659.67,"endTime":662.97,"body":"they can't do any of that. They"},{"startTime":662.97,"endTime":666.36,"body":"don't really are a bit scared of"},{"startTime":662.97,"endTime":666.36,"body":"E commerce. So they would prefer"},{"startTime":666.36,"endTime":670.95,"body":"to pay cash on delivery. So what"},{"startTime":666.36,"endTime":670.95,"body":"will should farm food, same guy,"},{"startTime":671.1,"endTime":674.7,"body":"right, I was working with them"},{"startTime":671.1,"endTime":674.7,"body":"together, we worked this out, we"},{"startTime":674.7,"endTime":678.84,"body":"did police check every driver,"},{"startTime":674.7,"endTime":678.84,"body":"you got the same driver every"},{"startTime":678.84,"endTime":683.31,"body":"time, unlike Tescos, they would"},{"startTime":678.84,"endTime":683.31,"body":"come into your house and unpack"},{"startTime":683.31,"endTime":687.0,"body":"stuff directly into your freezer"},{"startTime":683.31,"endTime":687.0,"body":"for you. And you could pay cash"},{"startTime":687.0,"endTime":690.69,"body":"on the door and even older with"},{"startTime":687.0,"endTime":690.69,"body":"that driver for your next time."},{"startTime":691.53,"endTime":693.87,"body":"That's the power of good"},{"startTime":691.53,"endTime":693.87,"body":"customer service. And that"},{"startTime":693.87,"endTime":697.59,"body":"allowed love honey to become the"},{"startTime":693.87,"endTime":697.59,"body":"biggest in their sector. It"},{"startTime":697.59,"endTime":700.86,"body":"allowed Wiltshire farm foods to"},{"startTime":697.59,"endTime":700.86,"body":"compete with the likes of"},{"startTime":700.86,"endTime":704.55,"body":"Tescos, even though you could"},{"startTime":700.86,"endTime":704.55,"body":"only buy frozen ready meals to"},{"startTime":704.55,"endTime":709.59,"body":"them. And and you paid a premium"},{"startTime":704.55,"endTime":709.59,"body":"for it. But they could do that"},{"startTime":709.59,"endTime":711.66,"body":"because of their level of"},{"startTime":709.59,"endTime":711.66,"body":"customer service."},{"startTime":711.81,"endTime":714.6,"body":"Fantastic. I mean, you can learn"},{"startTime":711.81,"endTime":714.6,"body":"so much there because they're"},{"startTime":714.63,"endTime":717.51,"body":"across completely different"},{"startTime":714.63,"endTime":717.51,"body":"industries, and different"},{"startTime":717.51,"endTime":721.2,"body":"audiences. But the rules remain"},{"startTime":717.51,"endTime":721.2,"body":"the same. So we can apply this"},{"startTime":721.2,"endTime":723.84,"body":"across our E commerce"},{"startTime":721.2,"endTime":723.84,"body":"businesses, everyone listening"},{"startTime":723.84,"endTime":726.24,"body":"today, no matter what niche"},{"startTime":723.84,"endTime":726.24,"body":"we're in, there's, there's"},{"startTime":726.24,"endTime":729.6,"body":"things you can pick up on. So if"},{"startTime":726.24,"endTime":729.6,"body":"you were to work with with a"},{"startTime":729.6,"endTime":732.6,"body":"business, and when you work with"},{"startTime":729.6,"endTime":732.6,"body":"love honey, or Welsh or fallen"},{"startTime":732.6,"endTime":736.26,"body":"foods, how do you go about"},{"startTime":732.6,"endTime":736.26,"body":"finding out what's really"},{"startTime":736.26,"endTime":738.33,"body":"important to customers"},{"startTime":736.26,"endTime":738.33,"body":"straightaway?"},{"startTime":738.54,"endTime":741.66,"body":"That's does a really good"},{"startTime":738.54,"endTime":741.66,"body":"question. So that's where you"},{"startTime":741.66,"endTime":746.73,"body":"need to do user research. And"},{"startTime":741.66,"endTime":746.73,"body":"there are typically two types of"},{"startTime":746.73,"endTime":750.63,"body":"research I do. One is"},{"startTime":746.73,"endTime":750.63,"body":"qualitative, and the other is"},{"startTime":750.63,"endTime":754.59,"body":"quantitative. So in quantitative"},{"startTime":750.63,"endTime":754.59,"body":"research, you're looking at"},{"startTime":755.22,"endTime":758.64,"body":"speaking to a large number of"},{"startTime":755.22,"endTime":758.64,"body":"people. And that is typically"},{"startTime":758.64,"endTime":763.29,"body":"done through some form of"},{"startTime":758.64,"endTime":763.29,"body":"survey, right. So sometimes you"},{"startTime":763.29,"endTime":769.95,"body":"might use something like pull"},{"startTime":763.29,"endTime":769.95,"body":"fish, poke fish.com is a survey"},{"startTime":769.95,"endTime":773.1,"body":"tool. And you could put your"},{"startTime":769.95,"endTime":773.1,"body":"survey on there. And then"},{"startTime":773.13,"endTime":776.46,"body":"they'll do recruitment for you"},{"startTime":773.13,"endTime":776.46,"body":"for like $1 a person that you"},{"startTime":776.46,"endTime":780.75,"body":"want to get, you know, responses"},{"startTime":776.46,"endTime":780.75,"body":"from. And I'll ask them about"},{"startTime":780.75,"endTime":784.29,"body":"their pain points and their"},{"startTime":780.75,"endTime":784.29,"body":"objections why they might not"},{"startTime":784.29,"endTime":788.37,"body":"buy from a company, that kind of"},{"startTime":784.29,"endTime":788.37,"body":"thing. Alternatively, sometimes"},{"startTime":788.37,"endTime":792.45,"body":"I just run a single one question"},{"startTime":788.37,"endTime":792.45,"body":"survey on my E commerce sites."},{"startTime":792.45,"endTime":796.14,"body":"In fact, most of the E commerce"},{"startTime":792.45,"endTime":796.14,"body":"sites that I'm helping with has"},{"startTime":796.14,"endTime":799.71,"body":"a one question survey that only"},{"startTime":796.14,"endTime":799.71,"body":"appears on exit intent. So as"},{"startTime":799.71,"endTime":803.04,"body":"somebody goes to leave the"},{"startTime":799.71,"endTime":803.04,"body":"website, so we're not"},{"startTime":803.04,"endTime":805.53,"body":"interrupting their buying"},{"startTime":803.04,"endTime":805.53,"body":"experience, because there's"},{"startTime":805.53,"endTime":808.56,"body":"nothing more annoying than an"},{"startTime":805.53,"endTime":808.56,"body":"overlay saying, hey, sign up for"},{"startTime":808.56,"endTime":812.22,"body":"our newsletter, or did you have"},{"startTime":808.56,"endTime":812.22,"body":"a good experience today, and you"},{"startTime":812.22,"endTime":815.85,"body":"haven't even interacted with the"},{"startTime":812.22,"endTime":815.85,"body":"site yet? So only appears on"},{"startTime":815.85,"endTime":821.28,"body":"exit? And he asked one question,"},{"startTime":815.85,"endTime":821.28,"body":"if you decided not to buy today,"},{"startTime":821.82,"endTime":825.69,"body":"it would be great to know why."},{"startTime":821.82,"endTime":825.69,"body":"And then I list a whole load of"},{"startTime":825.69,"endTime":829.2,"body":"different reasons and allow"},{"startTime":825.69,"endTime":829.2,"body":"another field as well. And that"},{"startTime":829.2,"endTime":833.01,"body":"is the most powerful tool"},{"startTime":829.2,"endTime":833.01,"body":"possible for understanding what"},{"startTime":833.13,"endTime":836.07,"body":"you know what users are doing."},{"startTime":833.13,"endTime":836.07,"body":"So that's the quantitative side."},{"startTime":836.91,"endTime":842.91,"body":"On the quality side, I like to"},{"startTime":836.91,"endTime":842.91,"body":"do some user interviews. Now my"},{"startTime":842.91,"endTime":845.67,"body":"favorite type of user"},{"startTime":842.91,"endTime":845.67,"body":"interviews, which I actually did"},{"startTime":845.67,"endTime":848.85,"body":"with wheelchair farmfoods is"},{"startTime":845.67,"endTime":848.85,"body":"when I went to the people's"},{"startTime":848.85,"endTime":853.5,"body":"homes, right and met with them."},{"startTime":848.85,"endTime":853.5,"body":"But if you can't do that, that's"},{"startTime":853.5,"endTime":857.31,"body":"absolutely fine. But when you"},{"startTime":853.5,"endTime":857.31,"body":"chat with these people, like"},{"startTime":857.31,"endTime":862.44,"body":"with Wiltshire FOB foods, I've"},{"startTime":857.31,"endTime":862.44,"body":"went and visited one lady, you"},{"startTime":862.44,"endTime":866.91,"body":"know, typical, really old lady"},{"startTime":862.44,"endTime":866.91,"body":"with with hundreds of cats"},{"startTime":866.91,"endTime":870.24,"body":"everywhere. And you know, she"},{"startTime":866.91,"endTime":870.24,"body":"was running off of what was"},{"startTime":870.24,"endTime":874.11,"body":"effectively a Windows 95"},{"startTime":870.24,"endTime":874.11,"body":"computer. And, you know, there"},{"startTime":874.11,"endTime":876.99,"body":"was all these, you get all of"},{"startTime":874.11,"endTime":876.99,"body":"these insights that help you to"},{"startTime":877.02,"endTime":881.34,"body":"understand their struggles and"},{"startTime":877.02,"endTime":881.34,"body":"their pains and their"},{"startTime":881.34,"endTime":885.75,"body":"frustrations with the situation."},{"startTime":881.34,"endTime":885.75,"body":"And that's how you learn those"},{"startTime":885.75,"endTime":890.61,"body":"kinds of pain points and those"},{"startTime":885.75,"endTime":890.61,"body":"objections and the issues that"},{"startTime":890.61,"endTime":891.39,"body":"you can help with."},{"startTime":891.93,"endTime":895.14,"body":"Fantastic and that's the"},{"startTime":891.93,"endTime":895.14,"body":"foundation then for everything"},{"startTime":895.14,"endTime":897.69,"body":"else. Start with love honey or"},{"startTime":895.14,"endTime":897.69,"body":"wheelchair foreign fears. It's"},{"startTime":897.69,"endTime":900.57,"body":"all about what is the actual"},{"startTime":897.69,"endTime":900.57,"body":"most simple Certain things to"},{"startTime":900.57,"endTime":903.33,"body":"the customer, before you start"},{"startTime":900.57,"endTime":903.33,"body":"designing a business that"},{"startTime":903.33,"endTime":905.67,"body":"actually doesn't sue anyone,"},{"startTime":903.33,"endTime":905.67,"body":"because you haven't done that"},{"startTime":905.88,"endTime":909.51,"body":"foundational piece first, for"},{"startTime":905.88,"endTime":909.51,"body":"our E commerce sites, we can"},{"startTime":909.6,"endTime":912.66,"body":"easily set up that survey for"},{"startTime":909.6,"endTime":912.66,"body":"exit intent to find out what's"},{"startTime":912.66,"endTime":915.87,"body":"stopping people. And we can get"},{"startTime":912.66,"endTime":915.87,"body":"surveys in place. I think for"},{"startTime":915.87,"endTime":919.77,"body":"that qualitative data piece, I"},{"startTime":915.87,"endTime":919.77,"body":"would interpret that as maybe"},{"startTime":919.77,"endTime":923.52,"body":"just in the caveat, email flow,"},{"startTime":919.77,"endTime":923.52,"body":"after abandoned carts or welcome"},{"startTime":923.52,"endTime":926.88,"body":"series, you email them automated"},{"startTime":923.52,"endTime":926.88,"body":"and you ask them if they can"},{"startTime":926.88,"endTime":929.73,"body":"provide a phone number. So you"},{"startTime":926.88,"endTime":929.73,"body":"can give them a phone call, to"},{"startTime":929.73,"endTime":932.43,"body":"get in touch with people to ask"},{"startTime":929.73,"endTime":932.43,"body":"them those sort of questions."},{"startTime":932.79,"endTime":936.3,"body":"And when you're speaking with"},{"startTime":932.79,"endTime":936.3,"body":"people, customers to understand"},{"startTime":936.3,"endTime":939.36,"body":"their pain points, what are the"},{"startTime":936.3,"endTime":939.36,"body":"sorts of questions that you ask"},{"startTime":939.36,"endTime":943.35,"body":"them in that in that qualitative"},{"startTime":939.36,"endTime":943.35,"body":"research piece that you do? So"},{"startTime":943.35,"endTime":949.32,"body":"I often ask them? So let's say"},{"startTime":943.35,"endTime":949.32,"body":"you're selling glasses? I don't"},{"startTime":949.32,"endTime":953.7,"body":"know. That doesn't really"},{"startTime":949.32,"endTime":953.7,"body":"matter, whatever. Okay. You want"},{"startTime":953.7,"endTime":956.43,"body":"to sell glasses, right? So you"},{"startTime":953.7,"endTime":956.43,"body":"say, Well, where do you where do"},{"startTime":956.43,"endTime":960.54,"body":"you currently buy your glasses?"},{"startTime":956.43,"endTime":960.54,"body":"Right? So you find out that"},{"startTime":960.54,"endTime":964.68,"body":"first, and then you say, Okay,"},{"startTime":960.54,"endTime":964.68,"body":"what do you hate about that"},{"startTime":964.68,"endTime":968.49,"body":"experience? What makes it hard?"},{"startTime":964.68,"endTime":968.49,"body":"What makes it challenging? So"},{"startTime":968.49,"endTime":972.06,"body":"then you could, you know, they"},{"startTime":968.49,"endTime":972.06,"body":"might go, Oh, they're often I'm"},{"startTime":972.06,"endTime":974.49,"body":"talking about drinking glasses."},{"startTime":972.06,"endTime":974.49,"body":"By the way, I should have said"},{"startTime":974.49,"endTime":977.67,"body":"that, rather than these glasses."},{"startTime":974.49,"endTime":977.67,"body":"Oh, I've had several that have"},{"startTime":977.67,"endTime":982.08,"body":"arrived, cracked and damaged."},{"startTime":977.67,"endTime":982.08,"body":"Right? Okay, so now I need to"},{"startTime":982.08,"endTime":985.98,"body":"make sure that I address that on"},{"startTime":982.08,"endTime":985.98,"body":"the website that we triple wrap"},{"startTime":986.04,"endTime":990.03,"body":"things or whatever else. Or it"},{"startTime":986.04,"endTime":990.03,"body":"might be, I never sure whether"},{"startTime":990.03,"endTime":992.88,"body":"they're dishwasher friendly."},{"startTime":990.03,"endTime":992.88,"body":"Okay, so that needs to go on the"},{"startTime":992.88,"endTime":996.51,"body":"website. And you just basically"},{"startTime":992.88,"endTime":996.51,"body":"unpack what their concerns and"},{"startTime":996.51,"endTime":999.99,"body":"their feelings are, you know,"},{"startTime":996.51,"endTime":999.99,"body":"just in quite an informal chatty"},{"startTime":999.99,"endTime":1004.52,"body":"way. And, you know, and people"},{"startTime":999.99,"endTime":1004.52,"body":"love to have a mode or perhaps"},{"startTime":1004.52,"endTime":1006.86,"body":"is a British thing. Now, it"},{"startTime":1004.52,"endTime":1006.86,"body":"might be might be very"},{"startTime":1006.86,"endTime":1010.52,"body":"specifically British, but we"},{"startTime":1006.86,"endTime":1010.52,"body":"love emotion. We love to say"},{"startTime":1010.52,"endTime":1013.79,"body":"what's wrong with an experience."},{"startTime":1010.52,"endTime":1013.79,"body":"And you know, and I know"},{"startTime":1013.79,"endTime":1016.31,"body":"Americans are the same, you"},{"startTime":1013.79,"endTime":1016.31,"body":"know, if they get bad customer"},{"startTime":1016.31,"endTime":1019.55,"body":"service, they will, they will"},{"startTime":1016.31,"endTime":1019.55,"body":"let you know. So getting people"},{"startTime":1019.55,"endTime":1022.55,"body":"in a role of moaning about the"},{"startTime":1019.55,"endTime":1022.55,"body":"little things that that"},{"startTime":1022.55,"endTime":1026.69,"body":"frustrated them is often a good"},{"startTime":1022.55,"endTime":1026.69,"body":"way of identifying where you can"},{"startTime":1026.78,"endTime":1028.61,"body":"have a competitive advantage."},{"startTime":1028.849,"endTime":1032.089,"body":"Yeah, a good way I found to find"},{"startTime":1028.849,"endTime":1032.089,"body":"that out is actually scraping"},{"startTime":1032.089,"endTime":1035.239,"body":"some reviews of like competitor"},{"startTime":1032.089,"endTime":1035.239,"body":"websites in the same industry."},{"startTime":1035.779,"endTime":1039.379,"body":"And picking out the common"},{"startTime":1035.779,"endTime":1039.379,"body":"themes that people are getting"},{"startTime":1039.379,"endTime":1041.869,"body":"annoyed at, or reasons why they"},{"startTime":1039.379,"endTime":1041.869,"body":"were looking for products in the"},{"startTime":1041.869,"endTime":1046.429,"body":"first place is another is"},{"startTime":1041.869,"endTime":1046.429,"body":"another way. So for our E"},{"startTime":1046.429,"endTime":1049.909,"body":"commerce sites, we don't have"},{"startTime":1046.429,"endTime":1049.909,"body":"the we don't have the luxury or"},{"startTime":1049.909,"endTime":1052.759,"body":"we don't have the control over"},{"startTime":1049.909,"endTime":1052.759,"body":"the product itself or the"},{"startTime":1052.759,"endTime":1056.269,"body":"packaging. Because we're often"},{"startTime":1052.759,"endTime":1056.269,"body":"drop shipping from suppliers. So"},{"startTime":1056.449,"endTime":1059.779,"body":"we can't directly influence"},{"startTime":1056.449,"endTime":1059.779,"body":"necessarily the products or the"},{"startTime":1059.779,"endTime":1063.289,"body":"packaging. So I wonder if you"},{"startTime":1059.779,"endTime":1063.289,"body":"were to work with it with our"},{"startTime":1063.289,"endTime":1066.949,"body":"type of website, the biggest"},{"startTime":1063.289,"endTime":1066.949,"body":"impact we can make is on the"},{"startTime":1066.949,"endTime":1070.459,"body":"communications to the customers,"},{"startTime":1066.949,"endTime":1070.459,"body":"the ads and the website, in"},{"startTime":1070.459,"endTime":1072.829,"body":"terms of everything that"},{"startTime":1070.459,"endTime":1072.829,"body":"communications to a customer."},{"startTime":1073.369,"endTime":1077.809,"body":"What sort of changes like best"},{"startTime":1073.369,"endTime":1077.809,"body":"practices, I guess, would you be"},{"startTime":1077.809,"endTime":1080.869,"body":"making with that data that we've"},{"startTime":1077.809,"endTime":1080.869,"body":"picked up? How would you apply"},{"startTime":1080.869,"endTime":1083.809,"body":"that to a website to make a"},{"startTime":1080.869,"endTime":1083.809,"body":"difference to that customer"},{"startTime":1083.809,"endTime":1084.559,"body":"experience?"},{"startTime":1084.679,"endTime":1088.129,"body":"Yeah, a lot of it comes down. If"},{"startTime":1084.679,"endTime":1088.129,"body":"somebody has got as far as"},{"startTime":1088.129,"endTime":1092.449,"body":"visiting your website, they've"},{"startTime":1088.129,"endTime":1092.449,"body":"already expressed a desire for"},{"startTime":1092.449,"endTime":1095.659,"body":"the product, right? Because"},{"startTime":1092.449,"endTime":1095.659,"body":"they've clicked on an ad or"},{"startTime":1095.689,"endTime":1099.769,"body":"search results or whatever else."},{"startTime":1095.689,"endTime":1099.769,"body":"So they want the product. And on"},{"startTime":1099.919,"endTime":1103.429,"body":"on websites, we spend a lot of"},{"startTime":1099.919,"endTime":1103.429,"body":"time convincing people they want"},{"startTime":1103.429,"endTime":1107.419,"body":"the product, when that's not the"},{"startTime":1103.429,"endTime":1107.419,"body":"primary problem here. The"},{"startTime":1107.419,"endTime":1112.579,"body":"primary problem is, is objection"},{"startTime":1107.419,"endTime":1112.579,"body":"handling, it's understanding why"},{"startTime":1112.579,"endTime":1117.859,"body":"they might decide not to act,"},{"startTime":1112.579,"endTime":1117.859,"body":"right. And so that's why I I've"},{"startTime":1117.859,"endTime":1120.919,"body":"run that survey that I mentioned"},{"startTime":1117.859,"endTime":1120.919,"body":"about if you decided not to buy"},{"startTime":1120.919,"endTime":1124.159,"body":"today would be great to know"},{"startTime":1120.919,"endTime":1124.159,"body":"why? Because you want to get to"},{"startTime":1124.159,"endTime":1128.659,"body":"the heart of what what that is."},{"startTime":1124.159,"endTime":1128.659,"body":"And it can be a variety of"},{"startTime":1128.659,"endTime":1132.559,"body":"different reasons. It might be"},{"startTime":1128.659,"endTime":1132.559,"body":"that they don't trust you. It"},{"startTime":1132.559,"endTime":1136.189,"body":"might be that they don't know"},{"startTime":1132.559,"endTime":1136.189,"body":"whether the product, your"},{"startTime":1136.189,"endTime":1139.189,"body":"particular version of the"},{"startTime":1136.189,"endTime":1139.189,"body":"product will fulfill their need."},{"startTime":1139.519,"endTime":1143.389,"body":"Or it might be that you don't"},{"startTime":1139.519,"endTime":1143.389,"body":"answer some specific questions"},{"startTime":1143.389,"endTime":1146.029,"body":"about the product, maybe the"},{"startTime":1143.389,"endTime":1146.029,"body":"price is too high, could be a"},{"startTime":1146.029,"endTime":1148.849,"body":"lot of things. Some of those"},{"startTime":1146.029,"endTime":1148.849,"body":"things we can influence and some"},{"startTime":1148.849,"endTime":1153.109,"body":"we can. So let's take for"},{"startTime":1148.849,"endTime":1153.109,"body":"example, that delivery example"},{"startTime":1153.109,"endTime":1156.409,"body":"that I gave you, right? Like you"},{"startTime":1153.109,"endTime":1156.409,"body":"say you can't control the"},{"startTime":1156.409,"endTime":1159.079,"body":"packaging, you can't control"},{"startTime":1156.409,"endTime":1159.079,"body":"whether that glass is going to"},{"startTime":1159.079,"endTime":1163.369,"body":"turn up cracked or not. But what"},{"startTime":1159.079,"endTime":1163.369,"body":"you can do is very clearly say"},{"startTime":1163.369,"endTime":1168.229,"body":"on the website, you know, if if"},{"startTime":1163.369,"endTime":1168.229,"body":"you are unhappy with the product"},{"startTime":1168.229,"endTime":1171.769,"body":"in any way you are welcome to"},{"startTime":1168.229,"endTime":1171.769,"body":"return it on I would encourage"},{"startTime":1171.769,"endTime":1175.819,"body":"you to give an outrageous return"},{"startTime":1171.769,"endTime":1175.819,"body":"period right? You're out you"},{"startTime":1175.819,"endTime":1180.499,"body":"could return it for up to a year"},{"startTime":1175.819,"endTime":1180.499,"body":"you can return it yet even if"},{"startTime":1180.499,"endTime":1185.089,"body":"you just fell in a in a snotty"},{"startTime":1180.499,"endTime":1185.089,"body":"mood and you decided you wanted"},{"startTime":1185.089,"endTime":1189.859,"body":"to annoy me and return it right"},{"startTime":1185.089,"endTime":1189.859,"body":"make outrageous claims. claims"},{"startTime":1189.859,"endTime":1193.279,"body":"to that because not everybody"},{"startTime":1189.859,"endTime":1193.279,"body":"freaks out a little bit about"},{"startTime":1193.279,"endTime":1196.849,"body":"this and goes yeah, but But you"},{"startTime":1193.279,"endTime":1196.849,"body":"know, it's gonna cost me a"},{"startTime":1196.849,"endTime":1201.679,"body":"fortune. People very rarely"},{"startTime":1196.849,"endTime":1201.679,"body":"abused This kind of stuff, that"},{"startTime":1201.679,"endTime":1206.479,"body":"the increase you will see in"},{"startTime":1201.679,"endTime":1206.479,"body":"sales due to that way offset the"},{"startTime":1206.479,"endTime":1209.779,"body":"additional costs that you have"},{"startTime":1206.479,"endTime":1209.779,"body":"that comes from, you know,"},{"startTime":1209.779,"endTime":1212.719,"body":"having a return a few more"},{"startTime":1209.779,"endTime":1212.719,"body":"things that maybe you previously"},{"startTime":1212.719,"endTime":1216.289,"body":"would have done. So don't worry"},{"startTime":1212.719,"endTime":1216.289,"body":"too much about that. But then a"},{"startTime":1216.289,"endTime":1220.429,"body":"lot of it is about surreally was"},{"startTime":1216.289,"endTime":1220.429,"body":"about is clear communication on"},{"startTime":1220.429,"endTime":1223.849,"body":"the website is saying, We've got"},{"startTime":1220.429,"endTime":1223.849,"body":"this outrageous return policy,"},{"startTime":1224.149,"endTime":1229.009,"body":"yellow is saying that you can"},{"startTime":1224.149,"endTime":1229.009,"body":"easily contact us, we will"},{"startTime":1229.009,"endTime":1232.159,"body":"respond quickly. That's another"},{"startTime":1229.009,"endTime":1232.159,"body":"really important one is the"},{"startTime":1232.159,"endTime":1236.209,"body":"speed of response to emails that"},{"startTime":1232.159,"endTime":1236.209,"body":"you receive and those kinds of"},{"startTime":1236.209,"endTime":1239.869,"body":"things. So in love is about"},{"startTime":1236.209,"endTime":1239.869,"body":"objection handling, a lot of it"},{"startTime":1239.869,"endTime":1244.339,"body":"is about communication, and back"},{"startTime":1239.869,"endTime":1244.339,"body":"and forth, letting people know"},{"startTime":1244.339,"endTime":1246.919,"body":"what's going on with their"},{"startTime":1244.339,"endTime":1246.919,"body":"order, when they've placed it is"},{"startTime":1246.919,"endTime":1252.049,"body":"a big one as well. So when it's"},{"startTime":1246.919,"endTime":1252.049,"body":"been dispatched, where it is, at"},{"startTime":1252.049,"endTime":1255.619,"body":"any particular time when it's"},{"startTime":1252.049,"endTime":1255.619,"body":"going to arrive, you know, all"},{"startTime":1255.619,"endTime":1259.249,"body":"of that kind of information,"},{"startTime":1255.619,"endTime":1259.249,"body":"often times if it's a reasonably"},{"startTime":1259.249,"endTime":1264.469,"body":"valuable product, it's worth"},{"startTime":1259.249,"endTime":1264.469,"body":"having end to end tracking, so"},{"startTime":1264.469,"endTime":1269.929,"body":"people can actually see where it"},{"startTime":1264.469,"endTime":1269.929,"body":"is at any particular time. So"},{"startTime":1270.229,"endTime":1274.039,"body":"it's about paying attention to"},{"startTime":1270.229,"endTime":1274.039,"body":"that level of details. Not that"},{"startTime":1274.189,"endTime":1277.189,"body":"let me just think about yourself"},{"startTime":1274.189,"endTime":1277.189,"body":"when you're out buying things"},{"startTime":1277.189,"endTime":1281.989,"body":"online. Right, what annoys you?"},{"startTime":1277.189,"endTime":1281.989,"body":"What do you worry about? Because"},{"startTime":1282.049,"endTime":1283.849,"body":"that will be the same with other"},{"startTime":1282.049,"endTime":1283.849,"body":"people?"},{"startTime":1284.119,"endTime":1287.239,"body":"Yeah. And by doing that research"},{"startTime":1284.119,"endTime":1287.239,"body":"as well, qualitative,"},{"startTime":1287.239,"endTime":1290.329,"body":"quantitative, you've got those"},{"startTime":1287.239,"endTime":1290.329,"body":"lists. So I'm going through this"},{"startTime":1290.329,"endTime":1293.479,"body":"process in my mind, I've got the"},{"startTime":1290.329,"endTime":1293.479,"body":"list of objections. And then we"},{"startTime":1293.479,"endTime":1296.749,"body":"need to then translate that onto"},{"startTime":1293.479,"endTime":1296.749,"body":"the website to approach those."},{"startTime":1296.929,"endTime":1299.179,"body":"And I love the way you mentioned"},{"startTime":1296.929,"endTime":1299.179,"body":"their call about not just"},{"startTime":1299.179,"endTime":1301.579,"body":"talking about selling the"},{"startTime":1299.179,"endTime":1301.579,"body":"product, actually, what we're"},{"startTime":1301.579,"endTime":1304.879,"body":"doing is overcoming objections,"},{"startTime":1301.579,"endTime":1304.879,"body":"and answering the difficulties"},{"startTime":1304.879,"endTime":1307.129,"body":"that they're having in their"},{"startTime":1304.879,"endTime":1307.129,"body":"lives that brought them to the"},{"startTime":1307.129,"endTime":1310.129,"body":"website, in the first place, I"},{"startTime":1307.129,"endTime":1310.129,"body":"think is a new way of looking at"},{"startTime":1310.129,"endTime":1311.419,"body":"things really. Yeah,"},{"startTime":1311.45,"endTime":1315.32,"body":"I mean, I'm not saying you know,"},{"startTime":1311.45,"endTime":1315.32,"body":"some of those objections or"},{"startTime":1315.32,"endTime":1319.52,"body":"questions that people have, are"},{"startTime":1315.32,"endTime":1319.52,"body":"things like, why is your product"},{"startTime":1319.52,"endTime":1323.42,"body":"better than somebody else's?"},{"startTime":1319.52,"endTime":1323.42,"body":"Right? So you are selling in"},{"startTime":1323.42,"endTime":1327.08,"body":"that regards? Absolutely. Of"},{"startTime":1323.42,"endTime":1327.08,"body":"course you are. But it's still"},{"startTime":1327.08,"endTime":1330.56,"body":"an objection. It's still, you"},{"startTime":1327.08,"endTime":1330.56,"body":"know, why should I give you my"},{"startTime":1330.86,"endTime":1334.67,"body":"money to you rather than to"},{"startTime":1330.86,"endTime":1334.67,"body":"somebody else, but all of that,"},{"startTime":1334.7,"endTime":1339.38,"body":"really, you've got to think of,"},{"startTime":1334.7,"endTime":1339.38,"body":"you're not trying to basically"},{"startTime":1339.38,"endTime":1342.56,"body":"tell someone that they need a"},{"startTime":1339.38,"endTime":1342.56,"body":"glass, they know they need a"},{"startTime":1342.56,"endTime":1345.62,"body":"glass, that they're on that"},{"startTime":1342.56,"endTime":1345.62,"body":"website, because they want the"},{"startTime":1345.62,"endTime":1347.81,"body":"glass, you're telling them why"},{"startTime":1345.62,"endTime":1347.81,"body":"your glass is better than"},{"startTime":1347.81,"endTime":1351.35,"body":"somebody else's class. You know,"},{"startTime":1347.81,"endTime":1351.35,"body":"why pick glasses? It's such a"},{"startTime":1351.35,"endTime":1352.4,"body":"terrible example. But"},{"startTime":1352.4,"endTime":1355.22,"body":"there you go, it works. It still"},{"startTime":1352.4,"endTime":1355.22,"body":"works at get illustrates the"},{"startTime":1355.22,"endTime":1358.19,"body":"point, doesn't it have, you"},{"startTime":1355.22,"endTime":1358.19,"body":"know, the glass is a means to an"},{"startTime":1358.19,"endTime":1360.95,"body":"end, isn't it? And we've got to"},{"startTime":1358.19,"endTime":1360.95,"body":"talk about the end that people"},{"startTime":1360.95,"endTime":1364.37,"body":"are trying to get to, and I love"},{"startTime":1360.95,"endTime":1364.37,"body":"the point about the the"},{"startTime":1364.4,"endTime":1367.82,"body":"outrageous guarantee or the"},{"startTime":1364.4,"endTime":1367.82,"body":"outrageous returns policy as"},{"startTime":1367.82,"endTime":1371.81,"body":"well, because of the influx of"},{"startTime":1367.82,"endTime":1371.81,"body":"sales and how that outweighs and"},{"startTime":1371.84,"endTime":1374.69,"body":"we can we can facilitate that"},{"startTime":1371.84,"endTime":1374.69,"body":"even if our suppliers won't take"},{"startTime":1374.69,"endTime":1378.68,"body":"the return beyond like 14 days,"},{"startTime":1374.69,"endTime":1378.68,"body":"but we suggest that we have like"},{"startTime":1378.68,"endTime":1382.13,"body":"a 90 day returns policy or a"},{"startTime":1378.68,"endTime":1382.13,"body":"year returns policy, we can"},{"startTime":1382.13,"endTime":1385.43,"body":"still get those back to our"},{"startTime":1382.13,"endTime":1385.43,"body":"freight forwarding, warehouse,"},{"startTime":1385.46,"endTime":1390.65,"body":"sell them quickly on Gumtree and"},{"startTime":1385.46,"endTime":1390.65,"body":"eBay to retain the sales cost"},{"startTime":1390.65,"endTime":1394.22,"body":"that you sold that that product"},{"startTime":1390.65,"endTime":1394.22,"body":"for. And so you don't lose out."},{"startTime":1394.43,"endTime":1398.18,"body":"But the actual influx in sales,"},{"startTime":1394.43,"endTime":1398.18,"body":"I guess, do you have to like put"},{"startTime":1398.18,"endTime":1402.11,"body":"a threshold in mind before you"},{"startTime":1398.18,"endTime":1402.11,"body":"were to test like be warranty?"},{"startTime":1402.32,"endTime":1405.47,"body":"Or a big guarantee? Would you"},{"startTime":1402.32,"endTime":1405.47,"body":"have to like know the numbers up"},{"startTime":1405.47,"endTime":1408.65,"body":"front as to what the increase"},{"startTime":1405.47,"endTime":1408.65,"body":"would need to be? Yeah,"},{"startTime":1408.68,"endTime":1413.06,"body":"I mean, yes, that's the sensible"},{"startTime":1408.68,"endTime":1413.06,"body":"way of doing it, isn't it and"},{"startTime":1413.09,"endTime":1415.76,"body":"you know, if you're doing it in"},{"startTime":1413.09,"endTime":1415.76,"body":"a grown up way, you would sit"},{"startTime":1415.76,"endTime":1419.84,"body":"down and you would work all of"},{"startTime":1415.76,"endTime":1419.84,"body":"that kind of stuff out. I'm a"},{"startTime":1419.84,"endTime":1424.73,"body":"little bit more fly by my pants,"},{"startTime":1419.84,"endTime":1424.73,"body":"if I'm honest with you, I like"},{"startTime":1424.76,"endTime":1429.17,"body":"to try things in the real world"},{"startTime":1424.76,"endTime":1429.17,"body":"and work out what happens,"},{"startTime":1429.23,"endTime":1434.48,"body":"right? So for me, I would would"},{"startTime":1429.23,"endTime":1434.48,"body":"probably run a trial of that for"},{"startTime":1434.48,"endTime":1437.33,"body":"a length of time and just tag"},{"startTime":1434.48,"endTime":1437.33,"body":"customers that have got the"},{"startTime":1437.33,"endTime":1443.15,"body":"longer returns policy, either"},{"startTime":1437.33,"endTime":1443.15,"body":"using a be testing if you've got"},{"startTime":1443.21,"endTime":1448.64,"body":"adequate levels of traffic, or"},{"startTime":1443.21,"endTime":1448.64,"body":"alternatively, to do do it for a"},{"startTime":1448.64,"endTime":1452.3,"body":"limited time. The other thing"},{"startTime":1448.64,"endTime":1452.3,"body":"that I've done before is I've"},{"startTime":1452.3,"endTime":1457.82,"body":"set a separate landing page and"},{"startTime":1452.3,"endTime":1457.82,"body":"a separate campaign built around"},{"startTime":1457.82,"endTime":1460.91,"body":"just that thing. And that as a"},{"startTime":1457.82,"endTime":1460.91,"body":"selling point, hey, you know,"},{"startTime":1460.91,"endTime":1465.59,"body":"sign up now and you'll get a 365"},{"startTime":1460.91,"endTime":1465.59,"body":"day return policy, that kind of"},{"startTime":1465.59,"endTime":1469.19,"body":"thing could work well, I tend to"},{"startTime":1465.59,"endTime":1469.19,"body":"use a lot of landing pages. I"},{"startTime":1469.19,"endTime":1473.6,"body":"mean, that's a whole nother"},{"startTime":1469.19,"endTime":1473.6,"body":"subject where I tailor specific"},{"startTime":1473.81,"endTime":1478.16,"body":"messaging and specific campaigns"},{"startTime":1473.81,"endTime":1478.16,"body":"and specific approaches to"},{"startTime":1478.16,"endTime":1481.67,"body":"different people, even like for"},{"startTime":1478.16,"endTime":1481.67,"body":"example, you know, if you've got"},{"startTime":1481.67,"endTime":1485.15,"body":"a product, well, let's go back"},{"startTime":1481.67,"endTime":1485.15,"body":"to our glasses. I've committed"},{"startTime":1485.15,"endTime":1488.9,"body":"myself we might as well follow"},{"startTime":1485.15,"endTime":1488.9,"body":"through. So you know, there will"},{"startTime":1488.9,"endTime":1492.29,"body":"be certain features that would"},{"startTime":1488.9,"endTime":1492.29,"body":"make your glasses stand out."},{"startTime":1492.32,"endTime":1495.65,"body":"There will be one where maybe"},{"startTime":1492.32,"endTime":1495.65,"body":"it's dishwasher friendly,"},{"startTime":1495.98,"endTime":1500.45,"body":"another where it's super tough"},{"startTime":1495.98,"endTime":1500.45,"body":"and durable, another might be"},{"startTime":1500.45,"endTime":1505.61,"body":"its design aesthetic. So you"},{"startTime":1500.45,"endTime":1505.61,"body":"know, what, what I often do is I"},{"startTime":1505.61,"endTime":1510.08,"body":"will create an ad hoc page for"},{"startTime":1505.61,"endTime":1510.08,"body":"each of those key benefits, run"},{"startTime":1510.11,"endTime":1513.32,"body":"ads driving people to those"},{"startTime":1510.11,"endTime":1513.32,"body":"different landing pages to find"},{"startTime":1513.32,"endTime":1517.1,"body":"out which converts the better so"},{"startTime":1513.32,"endTime":1517.1,"body":"that I can learn about what's"},{"startTime":1517.1,"endTime":1520.13,"body":"the thing people most care"},{"startTime":1517.1,"endTime":1520.13,"body":"about. See could do things like"},{"startTime":1520.13,"endTime":1522.53,"body":"that Bill added pages. Well,"},{"startTime":1520.13,"endTime":1522.53,"body":"sorry, I've gone off on landing"},{"startTime":1522.53,"endTime":1524.09,"body":"pages now. I apologize."},{"startTime":1524.299,"endTime":1527.389,"body":"No, no, no, that's super"},{"startTime":1524.299,"endTime":1527.389,"body":"interesting. It all ties into"},{"startTime":1527.389,"endTime":1529.909,"body":"that, that testing what's most"},{"startTime":1527.389,"endTime":1529.909,"body":"important to customers to"},{"startTime":1529.939,"endTime":1532.399,"body":"understand what's really going"},{"startTime":1529.939,"endTime":1532.399,"body":"to move the needle for your"},{"startTime":1532.399,"endTime":1535.789,"body":"business is ultimately giving"},{"startTime":1532.399,"endTime":1535.789,"body":"customers what they they need."},{"startTime":1535.849,"endTime":1538.939,"body":"And yeah, you can test that"},{"startTime":1535.849,"endTime":1538.939,"body":"through different landing pages,"},{"startTime":1538.969,"endTime":1542.449,"body":"or Yeah, or different emails and"},{"startTime":1538.969,"endTime":1542.449,"body":"see how all different ad copy"},{"startTime":1542.449,"endTime":1544.729,"body":"and see which performs the best"},{"startTime":1542.449,"endTime":1544.729,"body":"to get a feel for what's most"},{"startTime":1544.729,"endTime":1547.549,"body":"important. And the surveys as"},{"startTime":1544.729,"endTime":1547.549,"body":"well. If you ask that question"},{"startTime":1547.549,"endTime":1550.099,"body":"to customers, what's most"},{"startTime":1547.549,"endTime":1550.099,"body":"important, I guess, you get that"},{"startTime":1550.099,"endTime":1550.819,"body":"info as well."},{"startTime":1551.119,"endTime":1553.999,"body":"I'll tell you another thing that"},{"startTime":1551.119,"endTime":1553.999,"body":"you can, you can do if your"},{"startTime":1554.029,"endTime":1556.729,"body":"cause, because I know that a lot"},{"startTime":1554.029,"endTime":1556.729,"body":"of people that listening to"},{"startTime":1556.729,"endTime":1561.859,"body":"this, this podcaster may be"},{"startTime":1556.729,"endTime":1561.859,"body":"toying with this for the first"},{"startTime":1561.859,"endTime":1565.639,"body":"time. And you might feel"},{"startTime":1561.859,"endTime":1565.639,"body":"slightly intimidated by the"},{"startTime":1565.639,"endTime":1569.539,"body":"whole thing. So one of the"},{"startTime":1565.639,"endTime":1569.539,"body":"things you can do is even before"},{"startTime":1569.539,"endTime":1574.399,"body":"you've got a dropship supplier,"},{"startTime":1569.539,"endTime":1574.399,"body":"and everything set up to"},{"startTime":1574.399,"endTime":1578.689,"body":"actually deliver, you can run"},{"startTime":1574.399,"endTime":1578.689,"body":"test campaigns to a landing"},{"startTime":1578.689,"endTime":1582.799,"body":"page. So you have a run an ad"},{"startTime":1578.689,"endTime":1582.799,"body":"that drives people to a landing"},{"startTime":1582.799,"endTime":1587.269,"body":"page that sells the product,"},{"startTime":1582.799,"endTime":1587.269,"body":"except when you click the Buy"},{"startTime":1587.269,"endTime":1591.589,"body":"button, it says this isn't"},{"startTime":1587.269,"endTime":1591.589,"body":"currently available, would you"},{"startTime":1591.589,"endTime":1594.919,"body":"like to join a waiting list. So"},{"startTime":1591.589,"endTime":1594.919,"body":"when it comes back in stock, and"},{"startTime":1594.919,"endTime":1598.039,"body":"that allows you to even test"},{"startTime":1594.919,"endTime":1598.039,"body":"whether there is a valid market"},{"startTime":1598.039,"endTime":1600.859,"body":"there for you before you go to"},{"startTime":1598.039,"endTime":1600.859,"body":"all the hassle of, you know,"},{"startTime":1600.859,"endTime":1604.069,"body":"sorting out suppliers and"},{"startTime":1600.859,"endTime":1604.069,"body":"connecting to drop shipping and"},{"startTime":1604.339,"endTime":1608.149,"body":"all of those other things are"},{"startTime":1604.339,"endTime":1608.149,"body":"involved. And that really works,"},{"startTime":1608.179,"endTime":1610.729,"body":"even if you've got an existing"},{"startTime":1608.179,"endTime":1610.729,"body":"drop shipping business, and"},{"startTime":1610.729,"endTime":1613.369,"body":"you're talking about adding a"},{"startTime":1610.729,"endTime":1613.369,"body":"new product or a new, you know,"},{"startTime":1613.369,"endTime":1616.639,"body":"something else alongside it. So"},{"startTime":1613.369,"endTime":1616.639,"body":"that that's another use of"},{"startTime":1616.639,"endTime":1620.149,"body":"landing pages I use lot you"},{"startTime":1616.639,"endTime":1620.149,"body":"know, and I work with a lot of"},{"startTime":1620.629,"endTime":1624.679,"body":"sass apps, people that want to"},{"startTime":1620.629,"endTime":1624.679,"body":"develop a SAS app or sort of"},{"startTime":1624.679,"endTime":1628.099,"body":"software as a service app. And"},{"startTime":1624.679,"endTime":1628.099,"body":"then that costs takes a lot of"},{"startTime":1628.099,"endTime":1630.829,"body":"time and a lot of money to build"},{"startTime":1628.099,"endTime":1630.829,"body":"the product. And I'm saying well"},{"startTime":1630.829,"endTime":1633.709,"body":"look, check that there's a"},{"startTime":1630.829,"endTime":1633.709,"body":"market for it before you go to"},{"startTime":1633.709,"endTime":1635.959,"body":"the effort of building it, you"},{"startTime":1633.709,"endTime":1635.959,"body":"know?"},{"startTime":1636.26,"endTime":1639.05,"body":"Yeah, absolutely. We're, we're"},{"startTime":1636.26,"endTime":1639.05,"body":"on the subject of landing pages."},{"startTime":1639.05,"endTime":1643.37,"body":"So I mean, we use Shopify, the"},{"startTime":1639.05,"endTime":1643.37,"body":"majority of our businesses that"},{"startTime":1643.37,"endTime":1646.22,"body":"we were actually, that's the way"},{"startTime":1643.37,"endTime":1646.22,"body":"that we that we teach is through"},{"startTime":1646.22,"endTime":1650.15,"body":"Shopify. So how would you go"},{"startTime":1646.22,"endTime":1650.15,"body":"about? And do you use Shopify?"},{"startTime":1650.15,"endTime":1653.57,"body":"Or do you separate landing page"},{"startTime":1650.15,"endTime":1653.57,"body":"providers to create separate"},{"startTime":1653.57,"endTime":1656.15,"body":"landing pages if you're going to"},{"startTime":1653.57,"endTime":1656.15,"body":"test different things?"},{"startTime":1656.48,"endTime":1660.14,"body":"First of all, I love Shopify,"},{"startTime":1656.48,"endTime":1660.14,"body":"I've worked with them a number"},{"startTime":1660.14,"endTime":1663.74,"body":"of times over the years. And"},{"startTime":1660.14,"endTime":1663.74,"body":"yeah, you is personal"},{"startTime":1663.74,"endTime":1668.72,"body":"preference. Basically, if you're"},{"startTime":1663.74,"endTime":1668.72,"body":"creating landing pages, with the"},{"startTime":1668.72,"endTime":1673.58,"body":"primary intention of just moving"},{"startTime":1668.72,"endTime":1673.58,"body":"people through to purchase and"},{"startTime":1673.58,"endTime":1676.46,"body":"to buy, so you're not using it"},{"startTime":1673.58,"endTime":1676.46,"body":"for a test campaign, for"},{"startTime":1676.46,"endTime":1681.38,"body":"example, that it makes sense to"},{"startTime":1676.46,"endTime":1681.38,"body":"create an additional page in in"},{"startTime":1681.44,"endTime":1685.7,"body":"in Shopify, and you know, that"},{"startTime":1681.44,"endTime":1685.7,"body":"doesn't need to be a part of the"},{"startTime":1685.7,"endTime":1688.55,"body":"overall site in information"},{"startTime":1685.7,"endTime":1688.55,"body":"architecture, it can be like a"},{"startTime":1688.55,"endTime":1693.17,"body":"standard standalone page. But"},{"startTime":1688.55,"endTime":1693.17,"body":"yeah, that absolutely can work."},{"startTime":1693.5,"endTime":1696.92,"body":"That said, I really liked some"},{"startTime":1693.5,"endTime":1696.92,"body":"of the kind of landing page"},{"startTime":1696.92,"endTime":1700.1,"body":"builders because it's so easy"},{"startTime":1696.92,"endTime":1700.1,"body":"just to shove something up like"},{"startTime":1700.19,"endTime":1704.9,"body":"quick and dirty. So things like"},{"startTime":1700.19,"endTime":1704.9,"body":"Unbounce, for example, a lot of"},{"startTime":1704.9,"endTime":1708.77,"body":"them have got integration into"},{"startTime":1704.9,"endTime":1708.77,"body":"Shopify anyway. And then once"},{"startTime":1708.77,"endTime":1711.23,"body":"you've created one of those, you"},{"startTime":1708.77,"endTime":1711.23,"body":"can just copy and paste it for"},{"startTime":1711.23,"endTime":1714.41,"body":"every other landing page that"},{"startTime":1711.23,"endTime":1714.41,"body":"you do, and just tweak it as"},{"startTime":1714.44,"endTime":1717.65,"body":"necessary. So there are lots of"},{"startTime":1714.44,"endTime":1717.65,"body":"different ways of doing it. I"},{"startTime":1717.65,"endTime":1720.26,"body":"mean, another way, of course, is"},{"startTime":1717.65,"endTime":1720.26,"body":"that if you're already making"},{"startTime":1720.26,"endTime":1724.31,"body":"small changes, like, for"},{"startTime":1720.26,"endTime":1724.31,"body":"example, you're just changing"},{"startTime":1724.34,"endTime":1729.05,"body":"headlines or copy or you know,"},{"startTime":1724.34,"endTime":1729.05,"body":"that kind of thing, then a B"},{"startTime":1729.05,"endTime":1732.2,"body":"testing is another good way to"},{"startTime":1729.05,"endTime":1732.2,"body":"go. Unfortunately, that's a"},{"startTime":1732.2,"endTime":1735.41,"body":"little bit trickier than it was"},{"startTime":1732.2,"endTime":1735.41,"body":"it used to be, we could all use"},{"startTime":1735.41,"endTime":1739.67,"body":"Google Optimize, and it was free"},{"startTime":1735.41,"endTime":1739.67,"body":"and easy. These days, that has"},{"startTime":1739.67,"endTime":1742.91,"body":"gone away, unfortunately, which"},{"startTime":1739.67,"endTime":1742.91,"body":"is really mean of them and has"},{"startTime":1742.91,"endTime":1746.63,"body":"ruined my life. But there are"},{"startTime":1742.91,"endTime":1746.63,"body":"things like CrazyEgg that will"},{"startTime":1746.63,"endTime":1750.05,"body":"enable you to do that kind of"},{"startTime":1746.63,"endTime":1750.05,"body":"stuff as well. So you know,"},{"startTime":1750.08,"endTime":1753.59,"body":"yeah, costs a bit, but it's not"},{"startTime":1750.08,"endTime":1753.59,"body":"as crazy as that. I mean, some"},{"startTime":1753.62,"endTime":1758.78,"body":"some like A B testing platforms"},{"startTime":1753.62,"endTime":1758.78,"body":"are costing 345 $100 a month,"},{"startTime":1758.81,"endTime":1761.93,"body":"which seems like a little"},{"startTime":1758.81,"endTime":1761.93,"body":"overkill in my humble opinion."},{"startTime":1762.14,"endTime":1762.59,"body":"Yeah, well,"},{"startTime":1762.59,"endTime":1765.56,"body":"that that just takes it away"},{"startTime":1762.59,"endTime":1765.56,"body":"from sort of small business"},{"startTime":1765.56,"endTime":1768.47,"body":"owners that we are when we first"},{"startTime":1765.56,"endTime":1768.47,"body":"get started with this type of"},{"startTime":1768.47,"endTime":1771.8,"body":"business. So it's just puts it"},{"startTime":1768.47,"endTime":1771.8,"body":"into the hands of the Wii"},{"startTime":1771.8,"endTime":1772.55,"body":"enterprises."},{"startTime":1772.639,"endTime":1775.789,"body":"Yeah, CrazyEgg is a lot cheaper,"},{"startTime":1772.639,"endTime":1775.789,"body":"right? I think, you know, it's"},{"startTime":1775.789,"endTime":1780.379,"body":"only 10s of dollars per month,"},{"startTime":1775.789,"endTime":1780.379,"body":"if I remember correctly. So if"},{"startTime":1780.379,"endTime":1782.989,"body":"you want to play around with a B"},{"startTime":1780.379,"endTime":1782.989,"body":"test is probably the best place"},{"startTime":1782.989,"endTime":1785.329,"body":"to start these days. Fantastic."},{"startTime":1785.63,"endTime":1788.15,"body":"And I wanted to tie back round"},{"startTime":1785.63,"endTime":1788.15,"body":"to something you mentioned at"},{"startTime":1788.15,"endTime":1791.09,"body":"the the top of the podcast,"},{"startTime":1788.15,"endTime":1791.09,"body":"which was the importance of"},{"startTime":1791.12,"endTime":1794.63,"body":"lifetime value for a business"},{"startTime":1791.12,"endTime":1794.63,"body":"and not always been focused on"},{"startTime":1794.87,"endTime":1797.36,"body":"new customers because obviously"},{"startTime":1794.87,"endTime":1797.36,"body":"new customers are going to be"},{"startTime":1797.36,"endTime":1800.99,"body":"the most expensive to acquire"},{"startTime":1797.36,"endTime":1800.99,"body":"with him. marketing campaigns."},{"startTime":1801.32,"endTime":1805.91,"body":"So, yeah, how I guess how would"},{"startTime":1801.32,"endTime":1805.91,"body":"you focus on improving the"},{"startTime":1805.91,"endTime":1808.97,"body":"lifetime value of a business"},{"startTime":1805.91,"endTime":1808.97,"body":"that you are working with?"},{"startTime":1809.15,"endTime":1813.11,"body":"I mean, let's be honest, that"},{"startTime":1809.15,"endTime":1813.11,"body":"suits some businesses more than"},{"startTime":1813.11,"endTime":1817.37,"body":"others, right. So this is where"},{"startTime":1813.11,"endTime":1817.37,"body":"my glasses analogy falls down,"},{"startTime":1817.61,"endTime":1821.33,"body":"you know, you're not buying"},{"startTime":1817.61,"endTime":1821.33,"body":"glasses regularly. So, as a"},{"startTime":1821.33,"endTime":1825.38,"body":"result, you know, if you're just"},{"startTime":1821.33,"endTime":1825.38,"body":"drop shipping a single product,"},{"startTime":1825.41,"endTime":1829.01,"body":"lifetime, customer value"},{"startTime":1825.41,"endTime":1829.01,"body":"probably isn't going to be as"},{"startTime":1829.01,"endTime":1832.01,"body":"big a deal. If it's something"},{"startTime":1829.01,"endTime":1832.01,"body":"that's bought just occasionally,"},{"startTime":1832.19,"endTime":1834.83,"body":"If, however, you're selling"},{"startTime":1832.19,"endTime":1834.83,"body":"something like pet food,"},{"startTime":1835.46,"endTime":1839.72,"body":"absolutely, lifetime value is a"},{"startTime":1835.46,"endTime":1839.72,"body":"huge issue. And when it comes to"},{"startTime":1839.72,"endTime":1844.61,"body":"improving lifetime customer"},{"startTime":1839.72,"endTime":1844.61,"body":"value, it is all about the"},{"startTime":1844.61,"endTime":1850.19,"body":"customer experience, and the"},{"startTime":1844.61,"endTime":1850.19,"body":"details of that customer"},{"startTime":1850.19,"endTime":1855.32,"body":"experience. So it's identifying"},{"startTime":1850.19,"endTime":1855.32,"body":"every friction point, everything"},{"startTime":1855.32,"endTime":1860.72,"body":"that might slightly irritate"},{"startTime":1855.32,"endTime":1860.72,"body":"people, and offering a level of"},{"startTime":1860.72,"endTime":1866.3,"body":"service that they wouldn't find"},{"startTime":1860.72,"endTime":1866.3,"body":"elsewhere. So that is where the"},{"startTime":1866.3,"endTime":1870.74,"body":"kind of Wiltshire farm foods and"},{"startTime":1866.3,"endTime":1870.74,"body":"love honey elements begin to"},{"startTime":1870.74,"endTime":1876.56,"body":"really matter. You know, it, but"},{"startTime":1870.74,"endTime":1876.56,"body":"it's also obviously, you might"},{"startTime":1876.56,"endTime":1880.25,"body":"be struggling to think well, how"},{"startTime":1876.56,"endTime":1880.25,"body":"does that interpret to my, my"},{"startTime":1880.25,"endTime":1883.28,"body":"particular product, and it will"},{"startTime":1880.25,"endTime":1883.28,"body":"be very niche for each different"},{"startTime":1883.28,"endTime":1887.12,"body":"type of product. But what"},{"startTime":1883.28,"endTime":1887.12,"body":"everybody can offer is a"},{"startTime":1887.12,"endTime":1893.66,"body":"personalized, fast communication"},{"startTime":1887.12,"endTime":1893.66,"body":"with clients, you know, there is"},{"startTime":1893.66,"endTime":1899.15,"body":"this tendency to pretend to be"},{"startTime":1893.66,"endTime":1899.15,"body":"bigger than you are, right? So"},{"startTime":1899.3,"endTime":1901.73,"body":"we, you know, all the"},{"startTime":1899.3,"endTime":1901.73,"body":"communications we send to our"},{"startTime":1901.73,"endTime":1905.66,"body":"customers are all like, you"},{"startTime":1901.73,"endTime":1905.66,"body":"know, we are really pleased you"},{"startTime":1905.66,"endTime":1907.73,"body":"place the order, and it's just"},{"startTime":1905.66,"endTime":1907.73,"body":"you sitting in your back"},{"startTime":1907.73,"endTime":1913.07,"body":"bedroom, actually leverage the"},{"startTime":1907.73,"endTime":1913.07,"body":"fact that it's just you go in"},{"startTime":1913.16,"endTime":1917.36,"body":"with them and go, you know, I'm"},{"startTime":1913.16,"endTime":1917.36,"body":"so grateful that you bought from"},{"startTime":1917.36,"endTime":1920.87,"body":"me, you know, if there's"},{"startTime":1917.36,"endTime":1920.87,"body":"anything I could do to help word"},{"startTime":1920.87,"endTime":1924.5,"body":"everything very personally, in"},{"startTime":1920.87,"endTime":1924.5,"body":"such a way that you're there and"},{"startTime":1924.5,"endTime":1928.82,"body":"you're giving them individual"},{"startTime":1924.5,"endTime":1928.82,"body":"service, that kind of thing, a"},{"startTime":1928.82,"endTime":1932.42,"body":"larger companies can't compete"},{"startTime":1928.82,"endTime":1932.42,"body":"with that is your competitive"},{"startTime":1932.42,"endTime":1936.62,"body":"advantage is the fact that you"},{"startTime":1932.42,"endTime":1936.62,"body":"can be personable, you can be"},{"startTime":1936.62,"endTime":1940.88,"body":"friendly, you can be you with"},{"startTime":1936.62,"endTime":1940.88,"body":"them and build a relationship."},{"startTime":1941.21,"endTime":1945.17,"body":"So it's about speed, it's about"},{"startTime":1941.21,"endTime":1945.17,"body":"being personal, and it's about"},{"startTime":1945.17,"endTime":1949.13,"body":"going the extra mile, you know,"},{"startTime":1945.17,"endTime":1949.13,"body":"that that's really, it's not"},{"startTime":1949.13,"endTime":1950.66,"body":"rocket science. Yeah,"},{"startTime":1950.66,"endTime":1954.11,"body":"it's about leaning into our"},{"startTime":1950.66,"endTime":1954.11,"body":"strengths, which I agree, it's"},{"startTime":1954.11,"endTime":1957.2,"body":"easy to see as weaknesses, you"},{"startTime":1954.11,"endTime":1957.2,"body":"know, being a one man band when"},{"startTime":1957.2,"endTime":1960.53,"body":"you first get started, but"},{"startTime":1957.2,"endTime":1960.53,"body":"actually, that you can do things"},{"startTime":1960.53,"endTime":1964.37,"body":"that large companies can't do,"},{"startTime":1960.53,"endTime":1964.37,"body":"or struggle to do, because they"},{"startTime":1964.37,"endTime":1967.85,"body":"haven't got like, the"},{"startTime":1964.37,"endTime":1967.85,"body":"personalized aspect. And they"},{"startTime":1967.85,"endTime":1970.76,"body":"even like giving your customer a"},{"startTime":1967.85,"endTime":1970.76,"body":"call, and just saying, Yeah, how"},{"startTime":1970.76,"endTime":1973.52,"body":"did you get on it, it means a"},{"startTime":1970.76,"endTime":1973.52,"body":"lot that you've chosen us. And"},{"startTime":1973.52,"endTime":1975.26,"body":"that can mean a lot to a"},{"startTime":1973.52,"endTime":1975.26,"body":"customer to know that they're"},{"startTime":1975.26,"endTime":1977.54,"body":"getting a call from the founder"},{"startTime":1975.26,"endTime":1977.54,"body":"of the company because you"},{"startTime":1977.54,"endTime":1980.27,"body":"really care about their"},{"startTime":1977.54,"endTime":1980.27,"body":"experience. I think we can we"},{"startTime":1980.27,"endTime":1982.22,"body":"can learn a lot from that call."},{"startTime":1980.27,"endTime":1982.22,"body":"hash rate,"},{"startTime":1982.22,"endTime":1986.12,"body":"the sorry that the other little"},{"startTime":1982.22,"endTime":1986.12,"body":"thing that I quite like is where"},{"startTime":1986.57,"endTime":1989.69,"body":"things like little handwritten"},{"startTime":1986.57,"endTime":1989.69,"body":"notes that go in with the"},{"startTime":1989.69,"endTime":1993.41,"body":"product. Thanks. So buy in, it's"},{"startTime":1989.69,"endTime":1993.41,"body":"obviously handwritten, rather"},{"startTime":1993.41,"endTime":1997.28,"body":"than another one you get became"},{"startTime":1993.41,"endTime":1997.28,"body":"this big trend on Etsy for a"},{"startTime":1997.28,"endTime":1999.98,"body":"while, whenever I bought stuff"},{"startTime":1997.28,"endTime":1999.98,"body":"from Etsy, they put a little"},{"startTime":2000.22,"endTime":2004.54,"body":"thing of Haribo in, in in the"},{"startTime":2000.22,"endTime":2004.54,"body":"box with you, you know, with the"},{"startTime":2004.54,"endTime":2007.33,"body":"product now, okay, maybe, you"},{"startTime":2004.54,"endTime":2007.33,"body":"know, if you're drop shipping"},{"startTime":2007.33,"endTime":2010.09,"body":"that that's those kinds of"},{"startTime":2007.33,"endTime":2010.09,"body":"things are not so easy to do."},{"startTime":2010.54,"endTime":2014.56,"body":"But yeah, like you say, you can"},{"startTime":2010.54,"endTime":2014.56,"body":"call them, you can also maybe go"},{"startTime":2014.59,"endTime":2018.37,"body":"the extra mile, if you've got"},{"startTime":2014.59,"endTime":2018.37,"body":"someone that, say has bought"},{"startTime":2018.4,"endTime":2021.94,"body":"five times from your 10 times"},{"startTime":2018.4,"endTime":2021.94,"body":"from your whatever, you might"},{"startTime":2021.94,"endTime":2025.54,"body":"want to send them a thank you"},{"startTime":2021.94,"endTime":2025.54,"body":"card, right? Or a little free"},{"startTime":2025.54,"endTime":2031.45,"body":"gift or something like that. So"},{"startTime":2025.54,"endTime":2031.45,"body":"in psychology, there is this"},{"startTime":2031.96,"endTime":2038.38,"body":"human characteristic that says,"},{"startTime":2031.96,"endTime":2038.38,"body":"if I give you a gift, if I do"},{"startTime":2038.38,"endTime":2041.35,"body":"something for you, whether I"},{"startTime":2038.38,"endTime":2041.35,"body":"give you a gift, I helped you"},{"startTime":2041.35,"endTime":2048.34,"body":"out or something like that, then"},{"startTime":2041.35,"endTime":2048.34,"body":"you feel the desire to respond"},{"startTime":2048.37,"endTime":2053.29,"body":"and balance the scales in our"},{"startTime":2048.37,"endTime":2053.29,"body":"relationship, right? So if you"},{"startTime":2053.29,"endTime":2059.08,"body":"send a customer a little out of"},{"startTime":2053.29,"endTime":2059.08,"body":"the blue a free gift, then that"},{"startTime":2059.32,"endTime":2062.35,"body":"they feel the need to then"},{"startTime":2059.32,"endTime":2062.35,"body":"respond and often they'll share"},{"startTime":2062.35,"endTime":2064.63,"body":"it. I'll give you a real"},{"startTime":2062.35,"endTime":2064.63,"body":"example. Right? I use MailChimp"},{"startTime":2064.63,"endTime":2067.54,"body":"for years, right? And then one"},{"startTime":2064.63,"endTime":2067.54,"body":"day through the post, I got a"},{"startTime":2067.54,"endTime":2070.24,"body":"little there Freddy character, I"},{"startTime":2067.54,"endTime":2070.24,"body":"don't know whether you've ever"},{"startTime":2070.24,"endTime":2072.85,"body":"seen it's like a little mascot"},{"startTime":2070.24,"endTime":2072.85,"body":"they have. They sent me a little"},{"startTime":2072.85,"endTime":2076.57,"body":"toy through thanking me for"},{"startTime":2072.85,"endTime":2076.57,"body":"being a customer, right? So my"},{"startTime":2076.57,"endTime":2079.66,"body":"immediate response to them was"},{"startTime":2076.57,"endTime":2079.66,"body":"to post it to social media"},{"startTime":2079.66,"endTime":2082.66,"body":"because I felt this need to"},{"startTime":2079.66,"endTime":2082.66,"body":"balance the scale and publicly"},{"startTime":2082.66,"endTime":2086.98,"body":"thanked them. And that is very"},{"startTime":2082.66,"endTime":2086.98,"body":"different from an incentive,"},{"startTime":2087.19,"endTime":2091.81,"body":"right? An incentive that it gets"},{"startTime":2087.19,"endTime":2091.81,"body":"calculated into the price. So if"},{"startTime":2091.81,"endTime":2096.67,"body":"you buy our glasses, you'll get"},{"startTime":2091.81,"endTime":2096.67,"body":"a free whatever. That becomes a"},{"startTime":2096.67,"endTime":2099.97,"body":"part of the transaction but"},{"startTime":2096.67,"endTime":2099.97,"body":"giving them a little free gift"},{"startTime":2100.0,"endTime":2103.66,"body":"Every now and again or sending"},{"startTime":2100.0,"endTime":2103.66,"body":"them a card thanking them, that"},{"startTime":2103.66,"endTime":2107.26,"body":"creates this sense of wanting to"},{"startTime":2103.66,"endTime":2107.26,"body":"give back it creates a sense of"},{"startTime":2107.26,"endTime":2111.07,"body":"loyalty to any opportunity to do"},{"startTime":2107.26,"endTime":2111.07,"body":"anything like that is really"},{"startTime":2111.07,"endTime":2112.24,"body":"worth the effort. And"},{"startTime":2112.24,"endTime":2115.06,"body":"you can get outsize returns. I"},{"startTime":2112.24,"endTime":2115.06,"body":"mean, the cost of our bag of"},{"startTime":2115.06,"endTime":2117.22,"body":"Haribo especially if you're"},{"startTime":2115.06,"endTime":2117.22,"body":"buying in bulk, you could"},{"startTime":2117.22,"endTime":2121.6,"body":"probably get the 50 p per bag,"},{"startTime":2117.22,"endTime":2121.6,"body":"you know, you send that along"},{"startTime":2121.63,"endTime":2124.78,"body":"with your high ticket products."},{"startTime":2121.63,"endTime":2124.78,"body":"And you know, you're making"},{"startTime":2124.78,"endTime":2128.95,"body":"average profits of like 300"},{"startTime":2124.78,"endTime":2128.95,"body":"pounds per order. They post that"},{"startTime":2128.95,"endTime":2132.76,"body":"to their social media, get one"},{"startTime":2128.95,"endTime":2132.76,"body":"friend, you know, from your 50 P"},{"startTime":2133.03,"endTime":2136.51,"body":"investment in a Haribo bag, you"},{"startTime":2133.03,"endTime":2136.51,"body":"know, 300 pound order comes from"},{"startTime":2136.51,"endTime":2139.6,"body":"their family member, because"},{"startTime":2136.51,"endTime":2139.6,"body":"you're the customer, you're the"},{"startTime":2139.63,"endTime":2142.09,"body":"you're the place that they got a"},{"startTime":2139.63,"endTime":2142.09,"body":"Haribo bag for free from because"},{"startTime":2142.09,"endTime":2144.52,"body":"they just place an order with"},{"startTime":2142.09,"endTime":2144.52,"body":"you. And it's just ways to"},{"startTime":2144.52,"endTime":2148.12,"body":"differentiate yourself, isn't"},{"startTime":2144.52,"endTime":2148.12,"body":"it? Yeah, absolutely. Simple as"},{"startTime":2148.12,"endTime":2150.79,"body":"that. Yeah. Awesome. Well, Paul,"},{"startTime":2148.12,"endTime":2150.79,"body":"I've really enjoyed our"},{"startTime":2150.82,"endTime":2154.09,"body":"conversation on the podcast"},{"startTime":2150.82,"endTime":2154.09,"body":"today. incredibly enlightening."},{"startTime":2154.12,"endTime":2157.66,"body":"Now for our listeners that want"},{"startTime":2154.12,"endTime":2157.66,"body":"to learn more from you. Where"},{"startTime":2157.66,"endTime":2158.68,"body":"would you recommend that they"},{"startTime":2158.68,"endTime":2163.03,"body":"go? The main thing I'm doing"},{"startTime":2158.68,"endTime":2163.03,"body":"these days is I have a mailing"},{"startTime":2163.03,"endTime":2166.45,"body":"list where I send out weekly"},{"startTime":2163.03,"endTime":2166.45,"body":"advice spec verse route"},{"startTime":2166.45,"endTime":2169.87,"body":"optimization, user experience,"},{"startTime":2166.45,"endTime":2169.87,"body":"customer experience, that kind"},{"startTime":2169.87,"endTime":2173.41,"body":"of thing. So you can get that by"},{"startTime":2169.87,"endTime":2173.41,"body":"going to my website, which is Bo"},{"startTime":2173.41,"endTime":2178.33,"body":"ag world.com, bo ag world.com If"},{"startTime":2173.41,"endTime":2178.33,"body":"you want to have a look at some"},{"startTime":2178.33,"endTime":2182.2,"body":"previous newsletters, etc, by"},{"startTime":2178.33,"endTime":2182.2,"body":"google.com, forward slash"},{"startTime":2182.2,"endTime":2185.32,"body":"subscribe, and you can see the"},{"startTime":2182.2,"endTime":2185.32,"body":"kind of thing that I send out,"},{"startTime":2185.59,"endTime":2187.81,"body":"so that they're more than"},{"startTime":2185.59,"endTime":2187.81,"body":"welcome to join that if they"},{"startTime":2187.81,"endTime":2188.38,"body":"like to."},{"startTime":2188.68,"endTime":2192.34,"body":"Amazing, we'll make sure that is"},{"startTime":2188.68,"endTime":2192.34,"body":"linked in the description, or"},{"startTime":2192.34,"endTime":2195.19,"body":"the show notes of this episode."},{"startTime":2192.34,"endTime":2195.19,"body":"So definitely check it out. Paul"},{"startTime":2195.19,"endTime":2197.95,"body":"has been enlightening loads of"},{"startTime":2195.19,"endTime":2197.95,"body":"actionable steps, people can"},{"startTime":2197.95,"endTime":2200.62,"body":"take away lots of fascinating"},{"startTime":2197.95,"endTime":2200.62,"body":"insights from all different"},{"startTime":2200.62,"endTime":2203.35,"body":"types of industries, which I"},{"startTime":2200.62,"endTime":2203.35,"body":"particularly enjoyed getting"},{"startTime":2203.38,"endTime":2207.7,"body":"involved into today. So thank"},{"startTime":2203.38,"endTime":2207.7,"body":"you, Paul. Appreciate it. In"},{"startTime":2207.7,"endTime":2211.0,"body":"welcome. That was a great"},{"startTime":2207.7,"endTime":2211.0,"body":"session with Paul barog. Lewis,"},{"startTime":2211.03,"endTime":2213.94,"body":"I think now we can see clearly"},{"startTime":2211.03,"endTime":2213.94,"body":"that if you understand the"},{"startTime":2214.27,"endTime":2217.18,"body":"intricacies of a customer"},{"startTime":2214.27,"endTime":2217.18,"body":"journey and their user"},{"startTime":2217.18,"endTime":2221.02,"body":"experience, it has a direct"},{"startTime":2217.18,"endTime":2221.02,"body":"impact on customer lifetime"},{"startTime":2221.02,"endTime":2223.69,"body":"value. And I don't think that's"},{"startTime":2221.02,"endTime":2223.69,"body":"ever been more critical."},{"startTime":2223.9,"endTime":2227.92,"body":"Absolutely, yeah, his insights"},{"startTime":2223.9,"endTime":2227.92,"body":"and the light that he shared on"},{"startTime":2227.92,"endTime":2231.52,"body":"how foundational customer"},{"startTime":2227.92,"endTime":2231.52,"body":"experience can be not only for"},{"startTime":2231.52,"endTime":2234.04,"body":"increasing immediate sales,"},{"startTime":2231.52,"endTime":2234.04,"body":"which is something we all want"},{"startTime":2234.04,"endTime":2237.58,"body":"to do, but also for building"},{"startTime":2234.04,"endTime":2237.58,"body":"those long term customer"},{"startTime":2237.58,"endTime":2241.0,"body":"relationships, building your"},{"startTime":2237.58,"endTime":2241.0,"body":"brand. I loved Paul's approach"},{"startTime":2241.0,"endTime":2245.95,"body":"to weaving brand identity with"},{"startTime":2241.0,"endTime":2245.95,"body":"that user centric user focused"},{"startTime":2245.98,"endTime":2249.52,"body":"design is something that all of"},{"startTime":2245.98,"endTime":2249.52,"body":"our listeners who have ecommerce"},{"startTime":2249.52,"endTime":2252.55,"body":"stores should definitely be"},{"startTime":2249.52,"endTime":2252.55,"body":"considering seriously. I know I"},{"startTime":2252.82,"endTime":2256.36,"body":"exactly. And it's impressive."},{"startTime":2252.82,"endTime":2256.36,"body":"How actually will pause advices"},{"startTime":2256.39,"endTime":2259.18,"body":"I'm sure it will get the cogs"},{"startTime":2256.39,"endTime":2259.18,"body":"whirring in people's minds that"},{"startTime":2259.18,"endTime":2261.91,"body":"are listening about how they can"},{"startTime":2259.18,"endTime":2261.91,"body":"implement the lessons that we've"},{"startTime":2261.91,"endTime":2264.82,"body":"learned today. And I think it's"},{"startTime":2261.91,"endTime":2264.82,"body":"just a few simple adjustments"},{"startTime":2264.85,"endTime":2267.85,"body":"and also some bigger changes to"},{"startTime":2264.85,"endTime":2267.85,"body":"your customer journey. There's"},{"startTime":2267.85,"endTime":2271.72,"body":"lots that people can take away"},{"startTime":2267.85,"endTime":2271.72,"body":"from this episode to start make"},{"startTime":2271.75,"endTime":2273.46,"body":"those improvements straightaway."},{"startTime":2273.64,"endTime":2277.6,"body":"Yeah, exactly. And for those"},{"startTime":2273.64,"endTime":2277.6,"body":"looking to dive even deeper into"},{"startTime":2277.6,"endTime":2281.26,"body":"this, remember, Paul has added"},{"startTime":2277.6,"endTime":2281.26,"body":"some additional in depth"},{"startTime":2281.26,"endTime":2284.56,"body":"training into our Premium"},{"startTime":2281.26,"endTime":2284.56,"body":"Members area as well. So if you"},{"startTime":2284.56,"endTime":2287.65,"body":"combine that, with the"},{"startTime":2284.56,"endTime":2287.65,"body":"systematic approach outlined in"},{"startTime":2287.65,"endTime":2292.6,"body":"my book that you can get at HTA"},{"startTime":2287.65,"endTime":2292.6,"body":"book.com, you are well on your"},{"startTime":2292.6,"endTime":2296.86,"body":"way to transforming your E"},{"startTime":2292.6,"endTime":2296.86,"body":"commerce site to visit HTA"},{"startTime":2296.89,"endTime":2301.24,"body":"book.com. To get started, and"},{"startTime":2296.89,"endTime":2301.24,"body":"leverage the full potential for"},{"startTime":2301.24,"endTime":2302.2,"body":"your online store."},{"startTime":2302.77,"endTime":2306.34,"body":"Enjoying the podcast, we'd love"},{"startTime":2302.77,"endTime":2306.34,"body":"to hear from you leave a comment"},{"startTime":2306.37,"endTime":2309.46,"body":"or a review. And we might just"},{"startTime":2306.37,"endTime":2309.46,"body":"feature it on an upcoming"},{"startTime":2309.49,"endTime":2313.63,"body":"episode. Also, for detailed show"},{"startTime":2309.49,"endTime":2313.63,"body":"notes and resources, head to"},{"startTime":2313.63,"endTime":2317.41,"body":"dropship unlock.com forward"},{"startTime":2313.63,"endTime":2317.41,"body":"slash podcast. If"},{"startTime":2317.41,"endTime":2321.16,"body":"you found value from any episode"},{"startTime":2317.41,"endTime":2321.16,"body":"of this podcast, please take"},{"startTime":2321.16,"endTime":2324.25,"body":"just 10 seconds to leave us a"},{"startTime":2321.16,"endTime":2324.25,"body":"quick five star review on your"},{"startTime":2324.25,"endTime":2327.58,"body":"podcast app of choice. It helps"},{"startTime":2324.25,"endTime":2327.58,"body":"us more than you could imagine."},{"startTime":2327.7,"endTime":2330.4,"body":"And who knows, you might just"},{"startTime":2327.7,"endTime":2330.4,"body":"hear your comments on the show."},{"startTime":2330.67,"endTime":2333.01,"body":"Thanks for being part of our"},{"startTime":2330.67,"endTime":2333.01,"body":"community. Your support helps us"},{"startTime":2333.01,"endTime":2335.74,"body":"keep delivering a new episode"},{"startTime":2333.01,"endTime":2335.74,"body":"every week. Now"},{"startTime":2335.74,"endTime":2338.32,"body":"it's time to answer a question"},{"startTime":2335.74,"endTime":2338.32,"body":"that we've had in from a"},{"startTime":2338.32,"endTime":2340.66,"body":"listener of the podcast. And"},{"startTime":2338.32,"endTime":2340.66,"body":"remember, if you want your"},{"startTime":2340.66,"endTime":2344.05,"body":"questions answered, simply"},{"startTime":2340.66,"endTime":2344.05,"body":"comment below the YouTube video"},{"startTime":2344.05,"endTime":2348.16,"body":"version of this episode. So"},{"startTime":2344.05,"endTime":2348.16,"body":"that's exactly what Mark Chapman"},{"startTime":2348.25,"endTime":2352.09,"body":"for three double seven has done."},{"startTime":2348.25,"endTime":2352.09,"body":"And he is asked if a supplier"},{"startTime":2352.09,"endTime":2356.56,"body":"does offer direct dispatch, aka"},{"startTime":2352.09,"endTime":2356.56,"body":"drop shipping. Would you be"},{"startTime":2356.56,"endTime":2360.67,"body":"discussing API integrated"},{"startTime":2356.56,"endTime":2360.67,"body":"systems to manage stock levels?"},{"startTime":2360.91,"endTime":2361.15,"body":"Great"},{"startTime":2361.15,"endTime":2364.48,"body":"question mark. And the I like"},{"startTime":2361.15,"endTime":2364.48,"body":"your thinking. I mean, whilst"},{"startTime":2364.48,"endTime":2367.87,"body":"some suppliers provide those"},{"startTime":2364.48,"endTime":2367.87,"body":"livestock feeds that, like you"},{"startTime":2367.87,"endTime":2370.57,"body":"say, you can integrate directly"},{"startTime":2367.87,"endTime":2370.57,"body":"with our systems and you can use"},{"startTime":2370.57,"endTime":2373.66,"body":"tools to do it. Keeping our"},{"startTime":2370.57,"endTime":2373.66,"body":"product listings updated in real"},{"startTime":2373.66,"endTime":2377.05,"body":"time with their inventory isn't"},{"startTime":2373.66,"endTime":2377.05,"body":"always quite the case. So it's"},{"startTime":2377.05,"endTime":2381.25,"body":"important to understand that"},{"startTime":2377.05,"endTime":2381.25,"body":"such a sophisticated API level"},{"startTime":2381.28,"endTime":2384.1,"body":"integration that you talked"},{"startTime":2381.28,"endTime":2384.1,"body":"about is more of an exception"},{"startTime":2384.13,"endTime":2386.83,"body":"than the norm in the drop"},{"startTime":2384.13,"endTime":2386.83,"body":"shipping industry. And certainly"},{"startTime":2386.83,"endTime":2389.44,"body":"as things stand at the moment,"},{"startTime":2386.83,"endTime":2389.44,"body":"not all suppliers are going to"},{"startTime":2389.44,"endTime":2393.01,"body":"have those API connections. Some"},{"startTime":2389.44,"endTime":2393.01,"body":"will some you might have to take"},{"startTime":2393.01,"endTime":2396.64,"body":"a bit more of a manual approach."},{"startTime":2393.01,"endTime":2396.64,"body":"More often we'd adapt the"},{"startTime":2396.64,"endTime":2399.82,"body":"suppliers existing systems that"},{"startTime":2396.64,"endTime":2399.82,"body":"they have whether that's like a"},{"startTime":2400.0,"endTime":2403.72,"body":"or tool, or even if it's just a"},{"startTime":2400.0,"endTime":2403.72,"body":"website, or maybe it's a Monday"},{"startTime":2403.72,"endTime":2405.88,"body":"PDF that comes through, you"},{"startTime":2403.72,"endTime":2405.88,"body":"know, sometimes it's just as"},{"startTime":2405.88,"endTime":2409.24,"body":"simple as that, that they send"},{"startTime":2405.88,"endTime":2409.24,"body":"through. However they do it,"},{"startTime":2409.51,"endTime":2413.26,"body":"there are ways that we can plug"},{"startTime":2409.51,"endTime":2413.26,"body":"into make sure that it takes the"},{"startTime":2413.26,"endTime":2416.95,"body":"data from what they send us in"},{"startTime":2413.26,"endTime":2416.95,"body":"whichever format they do, and"},{"startTime":2416.95,"endTime":2420.79,"body":"plugs that in directly into"},{"startTime":2416.95,"endTime":2420.79,"body":"update our Shopify store on the"},{"startTime":2420.79,"endTime":2424.21,"body":"back end, to instead of relying"},{"startTime":2420.79,"endTime":2424.21,"body":"solely on API integrations,"},{"startTime":2424.21,"endTime":2428.2,"body":"which, yes, there will be"},{"startTime":2424.21,"endTime":2428.2,"body":"suppliers that have those that"},{"startTime":2428.2,"endTime":2431.08,"body":"you'll find that some of the"},{"startTime":2428.2,"endTime":2431.08,"body":"best suppliers Mark are the ones"},{"startTime":2431.08,"endTime":2436.0,"body":"that are not as maybe set up for"},{"startTime":2431.08,"endTime":2436.0,"body":"that kind of method. As as"},{"startTime":2436.21,"endTime":2438.88,"body":"perhaps some suppliers aren't,"},{"startTime":2436.21,"endTime":2438.88,"body":"you know, it's not necessarily"},{"startTime":2438.88,"endTime":2442.18,"body":"the ones that have these huge"},{"startTime":2438.88,"endTime":2442.18,"body":"great API systems, that will be"},{"startTime":2442.18,"endTime":2445.12,"body":"your most profitable and highest"},{"startTime":2442.18,"endTime":2445.12,"body":"selling products. Sometimes it's"},{"startTime":2445.12,"endTime":2448.48,"body":"just the suppliers that focus"},{"startTime":2445.12,"endTime":2448.48,"body":"all their attention on making"},{"startTime":2448.48,"endTime":2452.23,"body":"incredible products, that you"},{"startTime":2448.48,"endTime":2452.23,"body":"can then kind of help them with"},{"startTime":2452.23,"endTime":2456.43,"body":"the stock extraction data"},{"startTime":2452.23,"endTime":2456.43,"body":"method. So we go through all of"},{"startTime":2456.43,"endTime":2459.37,"body":"this, how it's done, we employ a"},{"startTime":2456.43,"endTime":2459.37,"body":"variety of different approaches"},{"startTime":2459.37,"endTime":2461.98,"body":"to ensure that our stock levels"},{"startTime":2459.37,"endTime":2461.98,"body":"are well managed and well"},{"startTime":2461.98,"endTime":2465.01,"body":"synchronized. So this could"},{"startTime":2461.98,"endTime":2465.01,"body":"include setting up periodic"},{"startTime":2465.01,"endTime":2468.43,"body":"checks and balances, or using"},{"startTime":2465.01,"endTime":2468.43,"body":"software and tools and Shopify"},{"startTime":2468.43,"endTime":2472.27,"body":"apps that can just alert us to"},{"startTime":2468.43,"endTime":2472.27,"body":"any stock changes. And then just"},{"startTime":2472.27,"endTime":2474.61,"body":"making sure you have that open"},{"startTime":2472.27,"endTime":2474.61,"body":"line of communication with"},{"startTime":2474.61,"endTime":2477.37,"body":"suppliers. Again, that's one of"},{"startTime":2474.61,"endTime":2477.37,"body":"the benefits of the home turf"},{"startTime":2477.37,"endTime":2479.95,"body":"advantage model. You're dealing"},{"startTime":2477.37,"endTime":2479.95,"body":"with UK suppliers, you could"},{"startTime":2479.95,"endTime":2481.9,"body":"just pick up the phone to them"},{"startTime":2479.95,"endTime":2481.9,"body":"if you wanted to, or your"},{"startTime":2481.9,"endTime":2485.38,"body":"virtual assistant could just"},{"startTime":2481.9,"endTime":2485.38,"body":"say, is the product in stock? So"},{"startTime":2485.38,"endTime":2488.17,"body":"hopefully that explains how we"},{"startTime":2485.38,"endTime":2488.17,"body":"go about it. Exactly. And"},{"startTime":2488.17,"endTime":2490.45,"body":"there's plenty of different ways"},{"startTime":2488.17,"endTime":2490.45,"body":"to keep your stock up to date,"},{"startTime":2490.45,"endTime":2493.81,"body":"Mark, but it is a great"},{"startTime":2490.45,"endTime":2493.81,"body":"question. And there's Yeah, all"},{"startTime":2493.81,"endTime":2495.31,"body":"explained inside the master"},{"startTime":2493.81,"endTime":2495.31,"body":"class, we"},{"startTime":2495.31,"endTime":2498.73,"body":"actually have a member"},{"startTime":2495.31,"endTime":2498.73,"body":"contributed module, and one of"},{"startTime":2498.73,"endTime":2502.63,"body":"the members has created for us"},{"startTime":2498.73,"endTime":2502.63,"body":"to share his method of keeping"},{"startTime":2502.63,"endTime":2505.6,"body":"stock up to date. And so there's"},{"startTime":2502.63,"endTime":2505.6,"body":"different ways and being part of"},{"startTime":2505.6,"endTime":2508.42,"body":"a community, you can really get"},{"startTime":2505.6,"endTime":2508.42,"body":"to the heart of how other people"},{"startTime":2508.45,"endTime":2510.76,"body":"are keeping their stock up to"},{"startTime":2508.45,"endTime":2510.76,"body":"date, because we all have to do"},{"startTime":2510.97,"endTime":2514.15,"body":"as ecommerce business owners. So"},{"startTime":2510.97,"endTime":2514.15,"body":"thank you for that question."},{"startTime":2514.27,"endTime":2516.73,"body":"We're now going to highlight a"},{"startTime":2514.27,"endTime":2516.73,"body":"recent review that we've had in"},{"startTime":2516.76,"endTime":2520.51,"body":"for the podcast as well. So a"},{"startTime":2516.76,"endTime":2520.51,"body":"big thank you to Tracy Leary,"},{"startTime":2520.69,"endTime":2523.69,"body":"who has left a YouTube comment."},{"startTime":2520.69,"endTime":2523.69,"body":"And she has simply said,"},{"startTime":2523.93,"endTime":2526.42,"body":"listening to the podcast really"},{"startTime":2523.93,"endTime":2526.42,"body":"inspires me."},{"startTime":2526.54,"endTime":2529.39,"body":"Thank you so much for your"},{"startTime":2526.54,"endTime":2529.39,"body":"review, Tracy, and I'm glad to"},{"startTime":2529.39,"endTime":2531.49,"body":"hear that it inspires you."},{"startTime":2529.39,"endTime":2531.49,"body":"That's definitely one of the"},{"startTime":2531.49,"endTime":2535.42,"body":"aims of what we're trying to do"},{"startTime":2531.49,"endTime":2535.42,"body":"with this podcast. Before we go,"},{"startTime":2535.78,"endTime":2538.54,"body":"I have one question for you that"},{"startTime":2535.78,"endTime":2538.54,"body":"I'd appreciate if you could help"},{"startTime":2538.54,"endTime":2543.13,"body":"me with. Have you left us a"},{"startTime":2538.54,"endTime":2543.13,"body":"review yet? If not, please,"},{"startTime":2543.13,"endTime":2545.38,"body":"could you leave us a review?"},{"startTime":2543.13,"endTime":2545.38,"body":"Wherever you're listening to the"},{"startTime":2545.38,"endTime":2548.23,"body":"podcast, it should take you"},{"startTime":2545.38,"endTime":2548.23,"body":"about 10 seconds. But it does"},{"startTime":2548.23,"endTime":2550.87,"body":"wonders for us. And it's a"},{"startTime":2548.23,"endTime":2550.87,"body":"really big part of what drives"},{"startTime":2550.87,"endTime":2554.38,"body":"us and means we'll continue to"},{"startTime":2550.87,"endTime":2554.38,"body":"be able to release new episodes"},{"startTime":2554.38,"endTime":2558.01,"body":"to you. So if you'd like us to"},{"startTime":2554.38,"endTime":2558.01,"body":"continue with the podcast, and"},{"startTime":2558.01,"endTime":2561.04,"body":"you haven't left us a review,"},{"startTime":2558.01,"endTime":2561.04,"body":"please just take a quick moment"},{"startTime":2561.04,"endTime":2564.19,"body":"to do so now. And hopefully, we"},{"startTime":2561.04,"endTime":2564.19,"body":"can read out for you on the next"},{"startTime":2564.19,"endTime":2565.09,"body":"episode. Thanks for"},{"startTime":2565.09,"endTime":2568.93,"body":"joining us on this episode of"},{"startTime":2565.09,"endTime":2568.93,"body":"the dropship on lot podcast. We"},{"startTime":2568.93,"endTime":2572.35,"body":"hope you're walking away with"},{"startTime":2568.93,"endTime":2572.35,"body":"insights and inspiration. to"},{"startTime":2572.35,"endTime":2575.71,"body":"kickstart your E commerce"},{"startTime":2572.35,"endTime":2575.71,"body":"journey. Grab a copy of my book"},{"startTime":2575.77,"endTime":2581.74,"body":"The home of turf advantage at HT"},{"startTime":2575.77,"endTime":2581.74,"body":"A book.com is a distilled guide"},{"startTime":2581.74,"endTime":2584.74,"body":"based on real experience to help"},{"startTime":2581.74,"endTime":2584.74,"body":"you build your E commerce"},{"startTime":2584.74,"endTime":2585.16,"body":"venture."},{"startTime":2585.22,"endTime":2587.5,"body":"Don't forget to hit the"},{"startTime":2585.22,"endTime":2587.5,"body":"subscribe button for more"},{"startTime":2587.5,"endTime":2589.21,"body":"strategies and success stories."},{"startTime":2589.57,"endTime":2592.03,"body":"If you like what you heard a"},{"startTime":2589.57,"endTime":2592.03,"body":"five star review would mean the"},{"startTime":2592.03,"endTime":2594.85,"body":"world to us and you might just"},{"startTime":2592.03,"endTime":2594.85,"body":"get a shout out on an upcoming"},{"startTime":2594.85,"endTime":2598.33,"body":"episode. And finally, thank you"},{"startTime":2594.85,"endTime":2598.33,"body":"for deciding to spend your time"},{"startTime":2598.33,"endTime":2601.06,"body":"with us today. We can't wait to"},{"startTime":2598.33,"endTime":2601.06,"body":"bring you more insights on the"},{"startTime":2601.06,"endTime":2603.85,"body":"next episode of the dropship"},{"startTime":2601.06,"endTime":2603.85,"body":"unwrapped podcast."}]}