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Here’s what I learned this week

Beehiiv, that’s the company that I use for this newsletter just rolled something out that’s kind of crazy.

Got to love a SaaS company that is shelling out $2 per unique click within 72 hours of sending to be included in a relevant newsletter.

Takes you to a nice landing page too when you click on the links.

I actually like the model, similar to what we’re building for DTC but on the acquisition side of things. I might actually get a demo and pricing, looks like my friend Elliot Roazen likes them enough to give them a testimonial.

I’m intrigued. I would be more intrigued if we didn’t launch ads for our UGC play on Friday.

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I do like what they are offering if they can deliver actually, so I’ll probably give it a click on Sunday so I can make that $2.00.

From a newsletter perspective though I think this sort of marketing paired with a really good offer will make a lot of sense.

I think though this is the future of advertising, it’s a captive audience around a specific topic.

Build a list, aggregate content, share it, get people to click on an ad to support.

Who knows?

There’s a list growth business model in this, I’m sure of it.

Maybe even for my aggregated Shopify ecosystem product updates.

What I learned this week

Fairing, (formerly Enquire Labs), doesn’t have logic mapping in their post purchase forms.

They should probably add that.

But a long time ago I took a look at their question bank and was shocked by what questions they were asking.

Here’s access to their old question bank, tab 1 is their questions, tab 2 is my take on customer journey v. company journey, tab 3 is reworded questions that are more customer journey.

If a brand has upgraded to checkout extensibility in Shopify, post purchase surveys aren’t working super well either, although Shopify built them into an opensource Github file but it strips out all scripts.

These are some interesting changes and kind of hint that Shopify might take this on internally in the very near future.

The have some announcements coming next week, I’m interested to hear more about what they are working on and focused on.

Experiments for the week

Last week I added forms based on cart value and removed forms on landing pages, hit them with that offer later in the journey.

Well it’s increased our subscription to conversion rate average to over 60%.

Why is this important?

As most of you know by now I’m a bit obsessed with understanding why people convert and seeing how I can maximize conversions from people that show intent and subscribe.

Well looking at my answers that I see

The efficiency of our customer journey is working pretty well.

Of those that say they are interested in buying today, 60% are converting.

I’m stoked for this for another reason.

MATH TIME!

Assuming you have 100 subscribers.

50 came from ordering

50 came from your popup

normally only 10 people from your popup convert

meaning of your 100 subscribers, 60 will have purchased

But when you have 60% of your subscribers purchasing…

Now you have 80 of those 100 will have purchased

Guess where 80%+ of your email revenue comes from?

Yup. People that have purchased already.

So this small tweak will improve the overall quality of our list as well as increase compounding sales over time.

It’s going to take a while to notice the differences, probably 30-90 days, but the differences are definitely going to happen.

All in all I like the change, it might be a bit much for some, but it hasn’t negatively impacted any of our metrics which is great.

Experiment for next week

Random question to existing subscribers about hobbies.

In truth, we’re not sure what we’re going to learn from this one, but we’re going to throw it out there to see what engagement looks like on a single question.

This is going to be focused on existing subscribers and targeted to them.

In truth, most forms don’t retarget existing customers, but this came up in a conversation with a client of ours that is on the publishing side, they have a list with millions of people on it that come back to their website often and they know nothing about them.

I haven’t run this type of form in a while and now seems like the right time to make a good use of it.

We need a bit more logic mapping to use it extensively based on multiple previous for behavior, but I like where it’s headed.

Other news, I had my all time most engagement LinkedIn post…

Nearly 50k impressions, 272 comments, and it was an ironic satire on the platform itself.

But this is the LinkedIn post that you should read 🙂 

Also had a lot of good conversations with people this last week about CRO, experimentation, budgets, how companies view agencies as an expense etc.

A lot is changing in the markets these days, I’m going to start doubling down on building systems to help brands grow their assets.

More to come next week.

The Takeaway

Sorry this one is a bit weird, been doing a lot of product work lately, so lots of conversations with people but also a ton of testing.

So this one was more resource driven about what’s going on currently.

Next week will have some data back from these tests that I’ll share.

Keep on keeping on.

Have a great week!

-Jon

Catch up on past posts: https://ecomwithjon.beehiiv.com/