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Welcome to this special edition of the Winning With Shopify podcast! Byron is stepping in for Nick this week as Nick celebrates becoming a new dad. In this roundup, we're diving into the best tips, insights, and lessons from the past six months. From simple changes to your product pages to smarter influencer marketing, here’s everything you need to know.
Why Your Product Pages Are Letting You Down
When customers click on a Google Shopping ad, they land directly on your product page (PDP). Yet most product pages are incredibly unwelcoming. They don’t explain who you are, offer enough detail about the product, or suggest similar items.
Small PDP tweaks that drive huge results:
- Extend your product descriptions to answer customer questions.
- Add FAQs and highlight customer reviews.
- Replace multiple tabs (e.g., specifications, FAQs, reviews) with a single scrolling page layout.
Real results:
When brands moved content from hidden tabs into a continuous, scrollable page, they saw a 35–40% increase in revenue.
Pre-Order: The Silent Killer (Or Revenue Booster)
Pre-orders often scare customers off. Without clear expectations, shoppers see 'pre-order' and immediately leave.
What works better:
- Clearly state an estimated delivery window (e.g., 3–6 weeks).
- Under-promise and over-deliver on arrival times.
Results from testing:
- A 40% uplift in pre-order item revenue.
- Some brands even saw their total site revenue double after tweaking pre-order messaging.
Why Conversion Rate Is a Garbage Metric
Everyone in e-commerce obsesses over conversion rate. But is it the right KPI? Not really.
Instead, focus on session value:
Session value = Total revenue ÷ Total sessions.
This gives a much better view of how productive your traffic is, across all channels.
By tracking session value separately for Meta Ads, Google Ads, SEO, etc., you can easily see where to invest more budget.
Influencer Gifting: Setting Expectations Early
Gifting campaigns are a low-cost way to work with micro-influencers. However, setting expectations clearly is crucial.
Tips for success:
- State upfront if you want content usage rights (e.g., for your website or ads).
- Outline exactly what’s expected: revisions, deliverables, timelines.
- Use simple contracts to keep everything clear and professional.
Think of it like dating:
Start small, but leave the door open for ongoing collaborations if both sides are happy.
The Biggest Challenges for E-Commerce in 2025
Looking ahead, there are some major challenges on the horizon:
- Paid ads costs will continue to rise.
- Brands must focus on improving ROAS and lowering cost per acquisition.
- Website performance and customer experience will be even more crucial.
Top priorities for brands:
- Fix any website issues flagged during Black Friday or Christmas trading.
- Build a strong landing page strategy.
- If needed, migrate to Shopify early in the year (not in October when agencies are swamped!).
How Process Videos Can Build a Massive Audience
One creator shared how they built 500,000+ social followers without spending a penny on ads.
The secret?
Process videos.
Inspired by the TV show How It's Made, showing behind-the-scenes processes captures attention fast.
Top tips:
- Start videos mid-process to hook viewers.
- Keep videos short and eye-catching.
- Show real behind-the-scenes stories to build genuine connections.
A single quirky ceiling painting video even went viral — proving people love to see the magic behind the scenes.
Final Thought: Fascination Drives Engagement
Whether it's process videos, Skittles being crushed under a hydraulic press, or clever PDP designs — customers are fascinated by "how things are made" and "what’s behind the scenes."
Brands that tap into that natural curiosity will win big in 2025 and beyond.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.