The Conversion Show – Details, episodes & analysis

In this episode of The Conversion Show, Erik Christiansen interviews Adam Tuttle, who shares his extensive 13 year experience with ActiveCampaign, an email and marketing automation company. They discuss the evolution of ActiveCampaign, its market position, the impact of AI on sales operations, and the importance of building relationships in sales. Adam also reflects on his time in Australia, highlighting cultural differences in work-life balance and the growing tech scene. The conversation emphasizes the need for companies to adapt to changing market dynamics and the significance of human connection in sales.

In this conversation, Erik Christiansen and Larry Kim delve into the complexities of the website visitor identification industry, discussing its current state, the accuracy of data, and the implications of using such data in marketing strategies. They explore the differences between first-party and third-party data, the challenges of ensuring data accuracy, and the potential costs associated with using inaccurate data. The discussion emphasizes the need for transparency and understanding in the industry, highlighting the importance of accurate data for effective marketing.

Chapters

Understanding Website Visitor Identification Technology

Transparency and Accuracy in Visitor Identification

Challenges of Data Accuracy and Its Implications

Establishing a Baseline for Testing Accuracy

First-Party vs. Third-Party Data

The Importance of Accurate Data in Marketing

The Cost of Poor Data Quality

Match Rate vs. Accuracy in Visitor Identification

The Dangers of Relying on Inaccurate Data

Industry Reactions and Future Directions

Concluding Thoughts and Lessons Learned

In this episode of "The Conversion Show," Erik Christiansen, CEO of Justuno, interviews Drew Sanocki, Founder of PostPilot. Drew has an extensive background in retail and shares his insights on how direct mail can be a game-changer for e-commerce businesses and explains the features of PostPilot, including segmentation, automation, remarketing, retargeting, and acquisition.

Erik and Drew discuss:

• The integration capabilities of Post Pilot with platforms like Shopify and Klaviyo.
• The concept of the discount ladder and the 30, 60, 90 plan.
• Optimizing retention, basket size, and conversion rates before focusing on customer acquisition. 
• The key to effective postcard designs is treating direct mail like a Facebook ad.
•  The shift in mindset regarding direct-to-consumer brands.

Watch the episode on The Conversion Show YouTube channel

Host: Erik Christiansen https://www.linkedin.com/in/erikc/

Guest: Drew Sanocki https://www.linkedin.com/in/sanocki/

Justuno https://www.justuno.com/

PostPilot https://postpilot.com/

Transcript:

Intro 00:00:05

Welcome to the Conversion Show, a podcast that's all about. You guessed it, conversions, everything that gets you to your goal, whether that's purchase, lead capture app, install content downloads, chat engagement, or demo requests. We're talking conversions hosted by Erik Christiansen, CEO and co-founder of the leading conversion optimization platform, Justuno. On the conversion show, Erik sits down with industry-leading marketers, e-commerce growth experts, founders, and entrepreneurs to chat all things conversion marketing. Be sure to follow the conversion show podcast to be notified when a new episode goes live. Like what you hear? Leave us some love with a review. And now here's your host, Eric Christiansen.

Erik 00:00:51

Welcome to the conversion show today. I'm really proud to have my guest, Drew Sanocki, who we go back ten-plus years and I encourage anyone listening if you're in front of a computer and type Drew Sanocki into LinkedIn and you're going to find a background that is is very well, what's the word? Diverse. 

Drew 00:01:17

Long and boring.

Erik 00:01:18

It's well-versed. KarmelLoop retailer he's been a retailer himself he is now CEO of Post Pilot a direct-to-consumer postcards highly segmented which is what we're going to get into today. Very exciting. So let's welcome to the show Drew.

Drew 00:01:37 

Thanks, Eric. It's good to see you again. As you said, we've known each other for ten-plus years. I remember when we took over Karmaloop you know, we got it out of bankruptcy. And one of the first things we did was put Justuno up. And that was probably 2014, 2015, just to reengineer the pop up. And they were amazed at how we went from, I don't know, we probably ten next to the opt-ins in a week back then.

Erik 00:02:02

Drew has always been a...

In this episode of "The Conversion Show" podcast, Erik Christiansen interviews Blair Beckwith, head of E-commerce at Tidio and Founder at Railspur.

Erik and Blair, with their combined experience of 20 years in the Shopify ecosystem, discuss their experiences and reflect on the changes in the Shopify app store over the past 10 years and what's yet to come in the next few.

Erik and Blair discuss:

• The need for businesses to diversify platforms to truly thrive.
• Brands aren't doing product-led growth correctly.
• Anxiety and concern among app partners regarding competition from Shopify
• Experimentation and impeccable products are key in today's dynamic ecosystem.
• Is "freemium" still a sexy term?
• Product-led growth, pricing models, and the challenges faced by developers.

Host: Erik Christiansen

Guest: Blair Beckwith

Sponsored by: 38 Proven Email Pop Up designs by Justuno

Tidio

Railspur

Transcript:

Erik 00:51

All right, folks. Today is a special day for the conversion show because one of the top questions I get asked personally is having been in the shop ecosystem for ten plus years, one of the first questions I always get asked is, hey, what's what's the check? What's the deal with the Shopify App Store? And you know, anyone who's in this world today is the show for you because you have combined 20 years exactly of Shopify App Store experience between Blair and I. I just looked it up March 19, 2013, Blair and I first emailed each other. So today's show, you saw the title, you know who's on here, Blair Beckwith, welcome to the show.

Blair 01:44

Thanks for having me. Eric, I was looking today, too, and I was I mean, I was thinking back, I think that we met in person maybe that summer in San Francisco. It was one of my first trips as a Shopify employee. Shopify was so small back then, I barely had a budget for a hotel. I remember staying in the Tenderloin and meeting up with you for lunch. You had a little office, and I think I want to call like the financial district. Was that what that area was called?

Erik 02:15

Yeah, we moved offices every year for a while and, we were probably on 2nd and Mission.

Blair 02:26

It was a little bit more like a corporate building. It was a little bit more modern. It was on a nonground floor. I remember taking an elevator. I remember walking with you to go get sandwiches down by the water.

Erik 02:28

I was trying to impress you, huh?

Blair 02:39

Yeah. Yeah, it was, man, it was a long time ago.

Erik 02:43

I do have to correct you because you said you were. It was early days as an employee, but technically, weren't you an intern?

Blair 02:53

By that point, I had graduated to full-time employment status. No. Yeah, I started. Yeah. Yeah. I mean, we can get into all that we can get into. Well, for sure.

Erik 03:03

It's funny. Like, I'm trying to remember back the earliest memory, and in talking about budgets, you know, Shopify. I didn't have the budget for a hotel for you. We've always just seen as always...

In this episode of "The Conversion Show" podcast, Erik Christiansen interviews Kyle Brucculeri VP of E-commerce at Gorjana.

Kyle highlighted the need for businesses to own their first-party data, moving away from reliance on third-party pixels like Facebook. Kyle also emphasizes the importance of understanding user needs and providing clarity in the value exchange between customers and omnichannel brands.

Kyle and Erik discuss:

• How changes in first-party and zero-party data are reshaping the way businesses interact with their customers.
• Bridging the gap between online and offline experience.
• Reliance on discounts and sales isn't necessary to maintain brand value.
• The value of retail stores in enhancing the customer experience and building trust.
• Owning first-party data and moving away from relying on third-party pixels.
• Importance of understanding visitor identities for personalization and conversion optimization.
• Creative alternatives for engaging visitors and capturing data.

Host: Erik Christiansen

Guest: Kyle Brucculeri

Justuno

Gorjana

In this special *CROSSOVER* episode of "The Conversion Show" podcast, we're sharing an episode of Show Me Your Tech Stack, where Erik sits down with Matthew Seifert, Senior Director of Retention and Monetization at Pretty Litter to talk about their MarTech stack and customer retention strategies.

Matthew shares his approach to building a strategy, which involves starting from the top with company goals and working his way down to specific tactics, always keeping ROI in mind. The episode provides insights into the MarTech stack and customer retention strategies of a successful e-commerce brand.

Erik and Matthew dive into:

• Apps used by Pretty Litter and their cart technology
• Incentivizing First-Time Customers
• Pretty Litter's referral program
• The Realities of Being a Digital Marketer
• Migrating SMS providers
• Expanding to international markets
• How digital marketers are always hungry for more information

Host: Erik Christiansen - https://www.linkedin.com/in/erikc/

Guest: Matthew Seifert - https://www.linkedin.com/in/matthewseifert/

Justuno - https://www.justuno.com/

Pretty Litter - https://www.prettylitter.com/

In this episode of The Conversion Show podcast, Erik Christiansen interviews Mona Sutherland, Director, Digital Marketing, North America at Grendene Global Brands (Shop Melissa and Shop Ipanema).

Mona shares her insights on conversion marketing, focusing on return on ad spend (ROAS) and analyzing sales conversions, as well as the importance of leveraging technology to improve efficiency and the overall customer experience.

Mona and Erik discuss:

• the role of AI tools and automation in reducing bounce rates
• improving relevancy for the consumer
• the challenges of managing paid media and digital marketing for multiple brands
• leveraging influencer marketing and user-generated content to drive traffic and sales
• how to provide a better customer experience
• the importance of customer data and segmentation for personalization at scale
• overcoming challenges with the right tech stack

Host: Erik Christiansen - https://www.linkedin.com/in/erikc/

Guest: Mona Sutherland - https://www.linkedin.com/in/monasutherland/

Justuno - https://www.justuno.com/

Grendene Global Brands (Melissa) - https://www.shopmelissa.com/

In this podcast episode, Erik Christiansen, CEO and Co-founder of Justuno, and Rita Zahir, VP of Marketing & E-Commerce at Awe Inspired discuss the important of investing in zero and first-party data to optimize every facet of your marketing efforts.

Rita and Erik talk through:

• The importance of using data effectively, not just collecting it.
• Providing true value to customers
• Mobile-first customer experience’s & the role of mobile apps
• Channel diversification & segmentation for prioritization and acquisition
• New mediums like YouTube shorts & the importance of staying up-to-date on emerging technologies to elevate your brand

Host: Erik Christiansen - https://www.linkedin.com/in/erikc/

Guest: Rita Zahir - https://www.linkedin.com/in/ritazahir

Justuno - https://www.justuno.com/

Awe Inspired - https://aweinspired.com/

In this podcast episode, Erik Christiansen, CEO and Co-founder of Justuno, and John Gross, Founder, CEO, & Head of Growth Strategy at Fat Earth Media discuss the importance of trust in conversion and how investing in brand identity can make it easier to convince customers to purchase.

Erik and John talk through:

• the importance of storytelling and investing in brand, particularly for mission-driven brands
• analyzing a brand's mission and story, and how to calibrate the mission to the product
• investing in brand and customer feedback to build a community and create word-of-mouth supporters
• leveraging user-generated content (UGC) to improve brand awareness
• building touch points to give customers a better experience with the brand
• the potential of subscription services as a marketing strategy
• the importance of a holistic approach to marketing

Host: Erik Christiansen - https://www.linkedin.com/in/erikc/

Guest: John Gross - https://www.linkedin.com/in/johntgross/

Justuno: https://www.justuno.com/

Fat Earth Media: https://www.fat-earth.com/

In this episode of "The Conversion Show" podcast, Erik sits down with Allen Burt, Founder & CEO of Blue Stout, a Shopify Plus partner that helps DTC brands drive more conversions and revenue without spending more on ads.

Erik & Allen talk discuss the importance of understanding the audience and their emotional and logical decision-making processes, as well as the need for brands to focus on Conversion Rate Optimization in order to improve profitability and scale revenue. The episode emphasizes the need for brands to focus on customer-centricity and building sustainable businesses by capturing customer data and owning their channels.

Key topics discussed:

• The Hangover Stage that most DTC brands are in right now
• Understanding consumer psychology and empathy
• The "three Ps" framework for logical selling
• Reducing perceived risk for customers
• Building trust early in the customer journey
• Improving profitability and scaling revenue with CRO
• Challenges of capturing zero party data
• Understanding customer friction points

Host: Erik Christiansen - https://www.linkedin.com/in/erikc/

Guest: Allen Burt - https://www.linkedin.com/in/allenburt/

Justuno: https://www.justuno.com/

Blue Stout: https://bluestout.com/