Note: there were some issues with the video being a bit choppy - sorry about that!
Gen is the Co-Founder of Prehook.com -- helping Shopify merchants create amazing shopping experiences through quizzes and product recommendations.
The interactive quizzes give shoppers an engaging experience, and help merchants create personalized recommendations as they generate more leads, and a higher conversion rate.
He has 10+ years in digital marketing, from bootstrapped SaaS to venture-backed SaaS and ecommerce companies.
Full Transcript: http://v3.commercehero.io/podcast/96
0:00:00.000,0:00:03.840 there's a quiz like component of like 0:00:02.159,0:00:05.600 click the patterns or click the styles 0:00:03.840,0:00:06.160 that you do like or what you don't like 0:00:05.600,0:00:08.400 or 0:00:06.160,0:00:09.760 what an ideal saturday night looks for 0:00:08.400,0:00:11.440 you uh 0:00:09.760,0:00:13.200 you know like you like to go to the club 0:00:11.440,0:00:14.799 you like to go for swanky cocktails you 0:00:13.200,0:00:16.560 like to you know lounge at home 0:00:14.799,0:00:18.640 uh and then they also actually have a 0:00:16.560,0:00:31.840 little bit of me too 0:00:18.640,0:00:31.840 of course yeah 0:00:35.600,0:00:39.200 again welcome to the show how you doing 0:00:38.000,0:00:41.120 man 0:00:39.200,0:00:43.120 doing fantastic happy friday thanks for 0:00:41.120,0:00:45.680 having me happy friday as well 0:00:43.120,0:00:46.719 it's a beautiful uh sunny day here in 0:00:45.680,0:00:48.559 austin 0:00:46.719,0:00:49.920 it's uh i i've only been here for a few 0:00:48.559,0:00:52.239 years but i hear that 0:00:49.920,0:00:54.320 it's a lot warmer this year definitely 0:00:52.239,0:00:56.840 for us like last year i remember 0:00:54.320,0:00:59.039 around like halloween it was like 0:00:56.840,0:01:00.960 freezing um so it's like 0:00:59.039,0:01:03.520 super warm last year in austin last year 0:01:00.960,0:01:05.439 in austin was nice i remember 0:01:03.520,0:01:07.439 yeah it was two years ago it's cold and 0:01:05.439,0:01:08.560 wet uh i might be thinking yeah last 0:01:07.439,0:01:11.200 year was actually nice 0:01:08.560,0:01:12.000 okay i just remember it was either last 0:01:11.200,0:01:13.439 of the year before 0:01:12.000,0:01:15.439 it was like halloween because then we 0:01:13.439,0:01:16.720 saw people out trick-or-treating 0:01:15.439,0:01:18.799 and we were trying to figure out whether 0:01:16.720,0:01:22.240 to go out or not and it was like 0:01:18.799,0:01:23.280 freezing outside oh yeah and uh so i was 0:01:22.240,0:01:25.520 like yeah this is 0:01:23.280,0:01:27.200 this is wild yeah no last year i 0:01:25.520,0:01:29.280 definitely remember was nice because me 0:01:27.200,0:01:31.360 and my wife wanted to trick-or-treat 0:01:29.280,0:01:32.880 my daughter was elsa and she was three 0:01:31.360,0:01:33.759 was too scared to go into some of the 0:01:32.880,0:01:36.159 houses 0:01:33.759,0:01:37.840 right so you're like oh a nice day on 0:01:36.159,0:01:40.079 halloween you kind of 0:01:37.840,0:01:41.439 you're lucky to have those waste yeah 0:01:40.079,0:01:44.479 yeah absolutely 0:01:41.439,0:01:48.079 um so you are building a quiz 0:01:44.479,0:01:51.200 um product for e-commerce stores 0:01:48.079,0:01:53.680 um how did you uh get the idea for that 0:01:51.200,0:01:56.159 what was kind of the impetus for that 0:01:53.680,0:01:58.640 yeah sure so it's called pre-hook we're 0:01:56.159,0:02:01.920 focusing just on shopify stores now 0:01:58.640,0:02:02.560 uh as a quiz builder and the way that i 0:02:01.920,0:02:05.439 i 0:02:02.560,0:02:06.079 came up to the problem and i'm building 0:02:05.439,0:02:08.800 it with 0:02:06.079,0:02:10.800 uh two co-founders partners that i met 0:02:08.800,0:02:11.520 uh they were early developers at jungle 0:02:10.800,0:02:13.760 scale 0:02:11.520,0:02:15.360 and so we were the early team at jungle 0:02:13.760,0:02:16.560 scout which is an amazon product 0:02:15.360,0:02:18.239 research tool 0:02:16.560,0:02:20.239 to help people find products to sell on 0:02:18.239,0:02:22.720 amazon and 0:02:20.239,0:02:24.160 uh long story short i was uh leading the 0:02:22.720,0:02:26.319 marketing team there was the first 0:02:24.160,0:02:28.080 person to take the marketing range from 0:02:26.319,0:02:29.360 founder ceo greg mercer who did a 0:02:28.080,0:02:30.720 fantastic job 0:02:29.360,0:02:33.519 really focused on the educational 0:02:30.720,0:02:36.720 content and the thought leadership part 0:02:33.519,0:02:38.480 um but leading the the marketing 0:02:36.720,0:02:40.319 uh one of the things that i was always 0:02:38.480,0:02:42.879 aware of was 0:02:40.319,0:02:43.360 in terms of growth was how it related to 0:02:42.879,0:02:46.160 churn 0:02:43.360,0:02:47.120 so as a sas product we relied on 0:02:46.160,0:02:50.000 recurring revenue 0:02:47.120,0:02:51.920 monthly subscriptions churn was always a 0:02:50.000,0:02:54.000 benchmark that i needed to clear in 0:02:51.920,0:02:57.040 order to guarantee that we'd be growing 0:02:54.000,0:02:59.440 month over month uh it becomes a 0:02:57.040,0:03:01.680 bigger problem of course as the install 0:02:59.440,0:03:04.879 base gets bigger 0:03:01.680,0:03:06.560 in 2019 i started an agency to help b2b 0:03:04.879,0:03:09.760 sas companies reduce churn 0:03:06.560,0:03:12.159 which sounds like a big challenge and 0:03:09.760,0:03:13.519 strategically super important tactically 0:03:12.159,0:03:16.080 that basically broke down 0:03:13.519,0:03:16.959 into the onboarding phase and onboarding 0:03:16.080,0:03:19.680 as in 0:03:16.959,0:03:20.080 helping users identify we're helping the 0:03:19.680,0:03:22.080 the 0:03:20.080,0:03:23.360 companies the sas companies and then 0:03:22.080,0:03:26.000 identify 0:03:23.360,0:03:28.000 what users were looking for as they 0:03:26.000,0:03:29.280 signed up as in like what problem were 0:03:28.000,0:03:31.040 they trying to solve 0:03:29.280,0:03:32.560 and help guide them through the 0:03:31.040,0:03:35.120 onboarding process 0:03:32.560,0:03:36.319 to that to that point of the aha moment 0:03:35.120,0:03:38.480 or the activation 0:03:36.319,0:03:39.920 so that they get more engaged quickly 0:03:38.480,0:03:41.280 and 0:03:39.920,0:03:43.360 it kind of started to realize that this 0:03:41.280,0:03:44.239 was something that e-commerce brands 0:03:43.360,0:03:46.000 also 0:03:44.239,0:03:47.840 have a challenge with in terms of 0:03:46.000,0:03:51.120 understanding what their 0:03:47.840,0:03:52.959 customers are looking for so we started 0:03:51.120,0:03:53.439 speaking my co-founders diedrich and 0:03:52.959,0:03:57.200 asked 0:03:53.439,0:03:57.840 uh that this was an opportunity a a need 0:03:57.200,0:03:59.519 for 0:03:57.840,0:04:01.920 e-commerce brands as well and i started 0:03:59.519,0:04:03.680 to speak with other merchants and 0:04:01.920,0:04:04.959 learn more about the challenges of how 0:04:03.680,0:04:06.560 they're actually 0:04:04.959,0:04:08.000 learning about their customers what 0:04:06.560,0:04:09.599 they're getting in terms of data and 0:04:08.000,0:04:11.920 then how they're creating segments 0:04:09.599,0:04:12.799 on the back end whether with clavio or 0:04:11.920,0:04:14.400 omnisend or 0:04:12.799,0:04:16.799 or whatever it is that they're 0:04:14.400,0:04:18.959 communicating with their 0:04:16.799,0:04:20.239 with their customer base so yeah long 0:04:18.959,0:04:23.120 story short is really just 0:04:20.239,0:04:23.759 that we identified the need that 0:04:23.120,0:04:26.800 merchants 0:04:23.759,0:04:27.360 and companies just want to have a better 0:04:26.800,0:04:29.840 channel 0:04:27.360,0:04:30.639 to get feedback directly from customers 0:04:29.840,0:04:32.400 and a quiz 0:04:30.639,0:04:33.759 is kind of like the first step towards 0:04:32.400,0:04:36.400 that in terms of 0:04:33.759,0:04:37.280 creating a fun and engaging interactive 0:04:36.400,0:04:40.560 experience 0:04:37.280,0:04:42.639 and therefore leading them from there to 0:04:40.560,0:04:44.880 what the most appropriate or relevant 0:04:42.639,0:04:46.639 experience or product might be 0:04:44.880,0:04:48.720 yeah i think it's a cool idea because 0:04:46.639,0:04:52.240 you're kind of gamifying 0:04:48.720,0:04:54.479 the experience of uh that customer 0:04:52.240,0:04:55.440 you know giving you more information on 0:04:54.479,0:04:58.800 them 0:04:55.440,0:05:01.039 um and it it takes something that 0:04:58.800,0:05:02.720 you know instead of just putting them 0:05:01.039,0:05:04.000 through like a form or whatever you're 0:05:02.720,0:05:04.880 giving something that's kind of fun to 0:05:04.000,0:05:06.560 do 0:05:04.880,0:05:09.120 and then you're getting a ton of data to 0:05:06.560,0:05:11.840 kind of segment off of on the back end 0:05:09.120,0:05:12.560 um what are some like what are some of 0:05:11.840,0:05:14.960 your favorite 0:05:12.560,0:05:17.360 like quizzes that you've seen that you 0:05:14.960,0:05:20.320 think do a good job 0:05:17.360,0:05:20.960 yeah that's a great question i i think 0:05:20.320,0:05:22.560 that there 0:05:20.960,0:05:24.400 are there are different types and i 0:05:22.560,0:05:27.039 think the ones that i find 0:05:24.400,0:05:28.000 most interesting are those that are most 0:05:27.039,0:05:31.360 accessible 0:05:28.000,0:05:33.919 um but i think my favorite quizzes 0:05:31.360,0:05:34.479 are and where i see maybe like this 0:05:33.919,0:05:37.600 whole 0:05:34.479,0:05:40.639 movement going towards is this notion of 0:05:37.600,0:05:44.400 personalized products so 0:05:40.639,0:05:47.680 pros shampoo for example or gainful 0:05:44.400,0:05:49.759 new protein or farmer's 0:05:47.680,0:05:50.960 dog which is customized dog food all 0:05:49.759,0:05:54.080 these products 0:05:50.960,0:05:58.080 take inputs from the customer and then 0:05:54.080,0:06:01.440 create products specific uh at scale 0:05:58.080,0:06:02.240 based on the needs of needs that i'm 0:06:01.440,0:06:04.800 identifying 0:06:02.240,0:06:06.160 as a shopper so you know if i live in 0:06:04.800,0:06:08.880 austin texas for example 0:06:06.160,0:06:09.919 it might be dry i might shampoo my hair 0:06:08.880,0:06:11.520 every day i might 0:06:09.919,0:06:13.680 you know do all these things and 0:06:11.520,0:06:16.479 therefore pros is taking that 0:06:13.680,0:06:17.360 and then creating a product that you 0:06:16.479,0:06:20.000 know 0:06:17.360,0:06:21.759 just for me based on my needs i think 0:06:20.000,0:06:22.160 that's super exciting and really cool i 0:06:21.759,0:06:23.600 think 0:06:22.160,0:06:26.319 more and more companies are starting to 0:06:23.600,0:06:30.319 do that in terms of what i'm seeing 0:06:26.319,0:06:34.080 maybe one step that's more accessible 0:06:30.319,0:06:37.360 is skin say so skin say is 0:06:34.080,0:06:39.360 a a skin care brand uh but they they say 0:06:37.360,0:06:42.960 it's a personalized skincare brand 0:06:39.360,0:06:45.520 so you're answering i think it's a 27 0:06:42.960,0:06:46.479 part holistic quiz and that includes 0:06:45.520,0:06:48.400 things like 0:06:46.479,0:06:49.840 what your diet is what your skin type is 0:06:48.400,0:06:51.599 where you're living how much you 0:06:49.840,0:06:52.720 exercise what your anxiety and sleep 0:06:51.599,0:06:55.680 stress levels 0:06:52.720,0:06:56.560 all of these things combine to create 0:06:55.680,0:07:00.000 you know 0:06:56.560,0:07:02.479 me as a unique case of 0:07:00.000,0:07:03.759 needing certain skin care and what i 0:07:02.479,0:07:07.520 think is interesting about 0:07:03.759,0:07:10.720 skin say is they have i think it's like 0:07:07.520,0:07:13.120 uh three or five or seven uh 0:07:10.720,0:07:14.240 unit packages you know it's like a 0:07:13.120,0:07:17.520 cleanse or a 0:07:14.240,0:07:19.599 moisturizer an exfoliant or whatever but 0:07:17.520,0:07:21.039 they're creating different permutations 0:07:19.599,0:07:22.160 based on the quiz 0:07:21.039,0:07:24.720 so it's not like they're actually 0:07:22.160,0:07:25.520 creating a specific product just for me 0:07:24.720,0:07:27.280 it's just the 0:07:25.520,0:07:28.800 the what they're picking and choosing 0:07:27.280,0:07:31.680 from their inventory line 0:07:28.800,0:07:32.319 that is personalized towards me and so i 0:07:31.680,0:07:33.919 think like 0:07:32.319,0:07:36.240 that's more accessible because not 0:07:33.919,0:07:37.520 everybody can it's very operationally 0:07:36.240,0:07:39.520 intensive to 0:07:37.520,0:07:41.199 scale out manufacturing for you know 0:07:39.520,0:07:43.680 units of one per month but 0:07:41.199,0:07:44.879 right if you're able to use a quiz and 0:07:43.680,0:07:46.800 kind of cherry pick 0:07:44.879,0:07:48.479 what these data points are and then 0:07:46.800,0:07:51.919 present to the customer 0:07:48.479,0:07:53.520 something that is unique to them 0:07:51.919,0:07:55.039 in terms of like the combination i think 0:07:53.520,0:07:58.400 that that's really cool 0:07:55.039,0:08:00.319 um yeah pet in 0:07:58.400,0:08:02.400 does something very similar as well they 0:08:00.319,0:08:06.160 only have four products i think it's a 0:08:02.400,0:08:08.639 cbd brand for uh for dogs 0:08:06.160,0:08:10.319 um but yeah and they're personalizing 0:08:08.639,0:08:12.800 this this experience through the quiz 0:08:10.319,0:08:14.080 and i should clarify like these are not 0:08:12.800,0:08:16.400 my 0:08:14.080,0:08:18.479 customers or you know i'm not affiliated 0:08:16.400,0:08:20.000 with these these are just what i see 0:08:18.479,0:08:22.080 as an observer because i've spent a lot 0:08:20.000,0:08:23.759 of time going into quizzes and 0:08:22.080,0:08:26.000 seeing how different brands are using 0:08:23.759,0:08:27.199 them right that's interesting like when 0:08:26.000,0:08:30.720 you when you talk about 0:08:27.199,0:08:31.919 um uh producing customized products at 0:08:30.720,0:08:33.839 scale 0:08:31.919,0:08:36.360 um which was like sort of the first 0:08:33.839,0:08:38.560 examples you gave where they're actually 0:08:36.360,0:08:40.240 manufacturing i'm guessing the products 0:08:38.560,0:08:41.120 specific to what a customer needs 0:08:40.240,0:08:42.640 whether that's 0:08:41.120,0:08:44.560 you know a supplement you know with 0:08:42.640,0:08:46.959 certain um 0:08:44.560,0:08:48.399 characteristics to it the actual makeup 0:08:46.959,0:08:50.080 of the supplement or whatever 0:08:48.399,0:08:51.760 how do they how do they do i know that's 0:08:50.080,0:08:53.279 a little off topic from just the quizzes 0:08:51.760,0:08:54.320 but how do they do you know how they do 0:08:53.279,0:08:58.240 that how they 0:08:54.320,0:09:01.360 manufacture in that way yeah so 0:08:58.240,0:09:03.120 uh pros for example i think like i read 0:09:01.360,0:09:04.080 an article earlier this summer because i 0:09:03.120,0:09:06.880 think they raised maybe 0:09:04.080,0:09:08.720 25 million but basically it's as you'd 0:09:06.880,0:09:12.000 imagine it's just a huge 0:09:08.720,0:09:15.440 machine that that uh that actually 0:09:12.000,0:09:15.839 manufactures it um and so i'll send you 0:09:15.440,0:09:17.279 the 0:09:15.839,0:09:19.360 articles you could add it to the show 0:09:17.279,0:09:21.519 notes or whatever but it is really 0:09:19.360,0:09:24.480 interesting because it's 0:09:21.519,0:09:24.880 i mean it's just creating things kind of 0:09:24.480,0:09:27.040 like 0:09:24.880,0:09:28.640 almost what you might imagine of a 3d 0:09:27.040,0:09:31.920 printer but for 0:09:28.640,0:09:35.120 shampoo or or protein or dog food 0:09:31.920,0:09:36.399 yeah the farmers farmers dog i think 0:09:35.120,0:09:38.880 that they're really just 0:09:36.399,0:09:40.800 making the food to order that's wild 0:09:38.880,0:09:41.440 because i i've kind of been interested 0:09:40.800,0:09:43.360 in like 0:09:41.440,0:09:44.959 automated manufacturing is kind of a 0:09:43.360,0:09:47.760 separate thing like you look at how 0:09:44.959,0:09:49.360 tesla has automated their manufacturing 0:09:47.760,0:09:50.720 process and kind of turned a lot of it 0:09:49.360,0:09:52.160 into like software 0:09:50.720,0:09:54.080 you know taking things that were just 0:09:52.160,0:09:55.920 very like physical 0:09:54.080,0:09:57.839 manufacturing custom-built things and 0:09:55.920,0:09:59.920 kind of really turned them into software 0:09:57.839,0:10:02.839 and i feel like that's going to happen 0:09:59.920,0:10:04.480 across every category in the economy 0:10:02.839,0:10:06.640 eventually um 0:10:04.480,0:10:08.480 and i was talking to a buddy that works 0:10:06.640,0:10:09.920 for a distributor 0:10:08.480,0:10:11.760 about some of the things that they well 0:10:09.920,0:10:14.000 they manufacture and distribute 0:10:11.760,0:10:15.519 and i'm like why can't you just 3d print 0:10:14.000,0:10:17.120 stuff you know 0:10:15.519,0:10:18.720 and i cuz i don't know really anything 0:10:17.120,0:10:20.320 about manufacturing i'm just like a 0:10:18.720,0:10:23.760 developer guy but 0:10:20.320,0:10:26.399 um i like you know i i guess 0:10:23.760,0:10:28.800 3d printing works sort of for prototypes 0:10:26.399,0:10:31.600 for like individual prototypes 0:10:28.800,0:10:34.160 but being able to do something at scale 0:10:31.600,0:10:36.160 is like a totally different thing 0:10:34.160,0:10:38.000 like i even looked into phone cases one 0:10:36.160,0:10:41.200 day i was like surely 0:10:38.000,0:10:41.680 like like plastic phone cases have to be 0:10:41.200,0:10:44.560 something 0:10:41.680,0:10:46.320 you could mass print at scale but i 0:10:44.560,0:10:49.600 guess you can't for whatever reason 0:10:46.320,0:10:51.519 it's interesting well wait mass print at 0:10:49.600,0:10:54.000 scale 0:10:51.519,0:10:54.959 like like in other words could you could 0:10:54.000,0:10:58.800 you have 0:10:54.959,0:11:01.360 um could you sell a phone case 0:10:58.800,0:11:03.360 that instead of you know having it 0:11:01.360,0:11:05.760 manufactured in in typical 0:11:03.360,0:11:07.279 uh you know manufacturing centers you 0:11:05.760,0:11:08.079 know like in china whatever like could 0:11:07.279,0:11:10.880 you 0:11:08.079,0:11:14.720 just 3d print all of those phone cases 0:11:10.880,0:11:16.720 and sell them at a competitive price 0:11:14.720,0:11:18.000 yeah yeah that that's really interesting 0:11:16.720,0:11:20.720 because i've also 0:11:18.000,0:11:21.279 kind of been looking into print on 0:11:20.720,0:11:22.880 demand 0:11:21.279,0:11:24.800 just because i want to like you know get 0:11:22.880,0:11:25.600 my hands dirty as well and so it's a 0:11:24.800,0:11:27.760 nice 0:11:25.600,0:11:29.120 easy lo no investment up front and it's 0:11:27.760,0:11:30.240 really almost just like a marketing 0:11:29.120,0:11:31.760 exercise 0:11:30.240,0:11:34.240 and that's what printful does so 0:11:31.760,0:11:35.360 printful has fulfillment centers i think 0:11:34.240,0:11:38.480 in like charlotte 0:11:35.360,0:11:41.920 um la tijuana and across the world 0:11:38.480,0:11:42.560 barcelona and so i the way i think is 0:11:41.920,0:11:44.720 that 0:11:42.560,0:11:45.920 they they get the order that comes in 0:11:44.720,0:11:48.000 it's um 0:11:45.920,0:11:50.240 the location is identified and then is 0:11:48.000,0:11:53.200 fulfilled printed and fulfilled 0:11:50.240,0:11:53.839 from that location that's closest to 0:11:53.200,0:11:55.440 yeah 0:11:53.839,0:11:57.279 so that's printful.com i think it's 0:11:55.440,0:11:59.040 really cool i'm excited to try i can 0:11:57.279,0:11:59.680 report back in a few weeks when i have 0:11:59.040,0:12:02.480 more 0:11:59.680,0:12:04.079 hands-on experience but yeah there are 0:12:02.480,0:12:06.560 no minimums there are 0:12:04.079,0:12:08.480 no monthly fees so anybody could 0:12:06.560,0:12:10.560 literally just like spin up a shopify 0:12:08.480,0:12:13.440 store it also integrates with 0:12:10.560,0:12:15.279 magento bigcommerce etsy and then all of 0:12:13.440,0:12:18.240 a sudden you're just like basically 0:12:15.279,0:12:18.639 selling designs and it becomes about 0:12:18.240,0:12:20.560 like 0:12:18.639,0:12:22.720 how big your audience is how well you're 0:12:20.560,0:12:25.760 able to convert visitors into 0:12:22.720,0:12:26.880 shop into customers and 0:12:25.760,0:12:28.880 and really it's kind of like an 0:12:26.880,0:12:30.320 interesting play now especially as there 0:12:28.880,0:12:33.519 are all these like 0:12:30.320,0:12:36.800 people who are building an audience with 0:12:33.519,0:12:39.200 content and it's just one one kind of 0:12:36.800,0:12:40.480 easy step towards commercializing that 0:12:39.200,0:12:43.120 audience into 0:12:40.480,0:12:44.880 right yeah i think i had i think i had 0:12:43.120,0:12:45.519 actually used printful once for like a 0:12:44.880,0:12:47.920 t-shirt 0:12:45.519,0:12:48.560 or like a mug or something but i didn't 0:12:47.920,0:12:50.639 realize 0:12:48.560,0:12:53.200 they were getting into so you're saying 0:12:50.639,0:12:56.320 they're getting into printing arbitrary 0:12:53.200,0:12:58.639 3d printed objects that you design 0:12:56.320,0:13:00.720 a you design an object in like 3d 0:12:58.639,0:13:03.120 software and they just can print 0:13:00.720,0:13:04.639 arbitrary oh no no no no yeah sorry that 0:13:03.120,0:13:06.959 so that that's that is a difference 0:13:04.639,0:13:08.079 it's more like you have a set number of 0:13:06.959,0:13:09.839 skus and that but 0:13:08.079,0:13:11.839 you're customizing basic based on the 0:13:09.839,0:13:13.360 design yeah 0:13:11.839,0:13:16.000 putting your logo on your t-shirt or 0:13:13.360,0:13:19.680 whatever yeah yeah yeah i mean i think 0:13:16.000,0:13:20.959 when when like objects can be 3d printed 0:13:19.680,0:13:23.360 at scale 0:13:20.959,0:13:24.959 um it's going to change everything you 0:13:23.360,0:13:27.360 know like if a fan 0:13:24.959,0:13:29.279 like if a fan can be printed or like you 0:13:27.360,0:13:30.639 know headphones you know like anything 0:13:29.279,0:13:34.000 like that's going to be 0:13:30.639,0:13:36.959 super interesting um yeah but um 0:13:34.000,0:13:37.519 but getting back to the quiz stuff um 0:13:36.959,0:13:40.079 how 0:13:37.519,0:13:41.839 so you're building the the product what 0:13:40.079,0:13:42.320 kind of stage are you in right now are 0:13:41.839,0:13:45.279 you 0:13:42.320,0:13:46.880 um still building it is it gonna be live 0:13:45.279,0:13:49.920 soon 0:13:46.880,0:13:52.720 yeah so we are still building it uh 0:13:49.920,0:13:53.040 i would i would guess probably by you 0:13:52.720,0:13:56.320 know 0:13:53.040,0:13:58.639 the beginning of 2021 uh you know 0:13:56.320,0:13:59.360 as your your developer there's uh there 0:13:58.639,0:14:00.639 are always 0:13:59.360,0:14:02.560 steps and especially when you're 0:14:00.639,0:14:03.360 building on the shopify platform in 0:14:02.560,0:14:04.639 particular 0:14:03.360,0:14:06.880 there's there's a little bit of a 0:14:04.639,0:14:10.000 learning curve with the 0:14:06.880,0:14:11.279 shopify language and framework and uh 0:14:10.000,0:14:12.959 you know i might be speaking a little 0:14:11.279,0:14:14.320 bit out of turn here because i'm not 0:14:12.959,0:14:16.639 actually developing 0:14:14.320,0:14:17.920 my two co-founders are but uh to answer 0:14:16.639,0:14:20.959 your question probably 0:14:17.920,0:14:23.120 uh early 2021 i'm hoping okay 0:14:20.959,0:14:25.120 cool and so you're more of a marketing 0:14:23.120,0:14:28.720 marketing business guy 0:14:25.120,0:14:30.959 yeah yeah yeah nice nice what are 0:14:28.720,0:14:32.959 um so what are some of the things that 0:14:30.959,0:14:35.279 so i was i was looking uh doing a little 0:14:32.959,0:14:37.440 bit of research i know octane ai 0:14:35.279,0:14:38.800 is big when it comes to quizzes and 0:14:37.440,0:14:40.720 stuff like that 0:14:38.800,0:14:43.440 what are what are you guys thinking 0:14:40.720,0:14:46.560 about doing differently 0:14:43.440,0:14:48.639 yeah so that that's a good point because 0:14:46.560,0:14:50.399 octane ai i think they launched maybe 0:14:48.639,0:14:52.639 like a month or so ago 0:14:50.399,0:14:54.480 um jebit as well it's kind of like an 0:14:52.639,0:14:56.079 enterprise 0:14:54.480,0:14:57.600 customer experience platform that's 0:14:56.079,0:15:00.399 moving towards quizzes 0:14:57.600,0:15:01.600 and i think what i'm hoping for from the 0:15:00.399,0:15:04.720 feedback that i've gotten 0:15:01.600,0:15:07.839 from merchants is in terms of how 0:15:04.720,0:15:08.880 granular the product recommendations can 0:15:07.839,0:15:11.360 be 0:15:08.880,0:15:12.880 because and i think this is where a quiz 0:15:11.360,0:15:13.920 can be really interesting and then it 0:15:12.880,0:15:16.880 can segue to 0:15:13.920,0:15:17.199 what you're talking about in terms of a 0:15:16.880,0:15:20.480 a 0:15:17.199,0:15:23.920 custom built product but as a 0:15:20.480,0:15:26.000 user is going through the quiz 0:15:23.920,0:15:27.199 every answer is basically like leaving a 0:15:26.000,0:15:29.839 breadcrumb towards 0:15:27.199,0:15:30.399 what they might look what they might 0:15:29.839,0:15:32.880 prefer 0:15:30.399,0:15:34.079 or what their their goals are or their 0:15:32.880,0:15:35.759 preferences 0:15:34.079,0:15:37.199 ultimately would be and how that 0:15:35.759,0:15:39.839 correlates to 0:15:37.199,0:15:40.320 the right product recommendation and so 0:15:39.839,0:15:43.440 that that 0:15:40.320,0:15:45.120 is a a very difficult challenge but 0:15:43.440,0:15:47.759 that's where we're hoping to 0:15:45.120,0:15:49.279 to really add a lot of value in terms of 0:15:47.759,0:15:51.839 uh on the user 0:15:49.279,0:15:52.839 end as in the merchant end to build out 0:15:51.839,0:15:57.120 the experience 0:15:52.839,0:15:59.040 because right now the alternatives like 0:15:57.120,0:16:01.040 type form for example 0:15:59.040,0:16:02.320 it gets a little bit clunky because you 0:16:01.040,0:16:04.880 have to basically score 0:16:02.320,0:16:06.399 each question and then at the very end 0:16:04.880,0:16:08.880 based on the score 0:16:06.399,0:16:10.720 you know they can go into one of x 0:16:08.880,0:16:12.800 number of 0:16:10.720,0:16:13.839 recommendations and i think as you're 0:16:12.800,0:16:17.040 able to 0:16:13.839,0:16:19.519 get more nuanced and detailed into how 0:16:17.040,0:16:20.880 each question and the corresponding 0:16:19.519,0:16:24.000 answer 0:16:20.880,0:16:26.480 will lead a customer to um 0:16:24.000,0:16:28.399 to the right product uh that's that 0:16:26.480,0:16:31.440 that's a big value that i've 0:16:28.399,0:16:33.120 heard um so that's one thing and then i 0:16:31.440,0:16:34.160 think also there's an interesting play 0:16:33.120,0:16:37.600 in terms of like 0:16:34.160,0:16:39.360 uh you know clavio's kind of like 0:16:37.600,0:16:41.440 playing in this space as well but 0:16:39.360,0:16:42.639 what would that recommendation be or 0:16:41.440,0:16:45.199 what are 0:16:42.639,0:16:46.240 the the different types of personas or 0:16:45.199,0:16:49.600 segments that 0:16:46.240,0:16:52.399 are coming here and what types of people 0:16:49.600,0:16:53.759 end up doing you know what behaviors or 0:16:52.399,0:16:56.240 what products or 0:16:53.759,0:16:57.600 what feedback so in terms of 0:16:56.240,0:16:59.600 differentiation i think 0:16:57.600,0:17:00.880 uh the product recommendation and then 0:16:59.600,0:17:03.920 what actually happens 0:17:00.880,0:17:05.360 with the customer data that is gathered 0:17:03.920,0:17:06.240 and how they can actually benefit 0:17:05.360,0:17:08.720 merchants to 0:17:06.240,0:17:09.679 make more make better data-driven 0:17:08.720,0:17:11.600 decisions 0:17:09.679,0:17:13.199 could you give an example so i think i 0:17:11.600,0:17:15.919 kind of follow what you're saying 0:17:13.199,0:17:17.520 where like like maybe some of the other 0:17:15.919,0:17:18.880 options give more of a simplistic 0:17:17.520,0:17:20.240 approach well you gotta score each 0:17:18.880,0:17:21.120 question and that takes you to certain 0:17:20.240,0:17:22.959 products 0:17:21.120,0:17:24.400 and yeah that's like a type form for 0:17:22.959,0:17:26.480 example 0:17:24.400,0:17:27.839 and could you give like an example of 0:17:26.480,0:17:29.600 maybe 0:17:27.839,0:17:31.039 walk me through an example of a specific 0:17:29.600,0:17:32.880 type of a merchant 0:17:31.039,0:17:34.320 and what types of questions they'd be 0:17:32.880,0:17:35.679 able to do what types of flows they'd be 0:17:34.320,0:17:39.120 able to do that would be 0:17:35.679,0:17:42.480 maybe a little more nuanced yeah sure 0:17:39.120,0:17:44.880 uh you know like one one niche that 0:17:42.480,0:17:46.960 really relies on quizzes is skin care 0:17:44.880,0:17:50.080 brands and i think like 0:17:46.960,0:17:52.400 the reason is well first of all uh 0:17:50.080,0:17:53.840 you know we're we're in the clovid 0:17:52.400,0:17:57.039 crisis in pandemic 0:17:53.840,0:18:00.160 going in person to a store is 0:17:57.039,0:18:01.919 is far harder and uh but 0:18:00.160,0:18:03.360 it's it's really important of course the 0:18:01.919,0:18:05.120 customer experience 0:18:03.360,0:18:06.960 and the customer satisfaction that 0:18:05.120,0:18:07.679 they're finding a foundation finder for 0:18:06.960,0:18:10.960 example 0:18:07.679,0:18:14.240 that matches your exact skin tone and so 0:18:10.960,0:18:17.120 quiz is one way um 0:18:14.240,0:18:18.240 you know i i'm not a savvy consumer of 0:18:17.120,0:18:20.400 this but there's 0:18:18.240,0:18:22.080 uh your your basic like skin tone and 0:18:20.400,0:18:24.320 then there's a uh 0:18:22.080,0:18:25.520 your shade and then a tone and then an 0:18:24.320,0:18:29.280 undertone 0:18:25.520,0:18:30.960 and so there's like different nuances so 0:18:29.280,0:18:34.400 if you can imagine that there's three 0:18:30.960,0:18:37.360 times say five times five uh so say 0:18:34.400,0:18:38.320 like 75 different right permutations of 0:18:37.360,0:18:41.039 what this could be 0:18:38.320,0:18:42.640 right and and then there are a lot of 0:18:41.039,0:18:44.720 different skus 0:18:42.640,0:18:45.760 fenty beauty for example which is 0:18:44.720,0:18:48.160 rihanna's 0:18:45.760,0:18:49.600 skincare brand and beauty brand they're 0:18:48.160,0:18:53.200 differentiating because they have 0:18:49.600,0:18:54.559 50 different foundations so that's a lot 0:18:53.200,0:18:56.799 of different 0:18:54.559,0:18:57.760 foundations with like very slight 0:18:56.799,0:18:59.760 nuances 0:18:57.760,0:19:00.799 that's hard to understand when you're 0:18:59.760,0:19:02.160 behind a screen 0:19:00.799,0:19:03.760 and you can't actually like put it on 0:19:02.160,0:19:04.559 your on your skin to see how it fits 0:19:03.760,0:19:07.679 right 0:19:04.559,0:19:11.120 right as well as all right there are 0:19:07.679,0:19:14.320 let's say 75 different shade 0:19:11.120,0:19:17.440 tone and undertone matches so to combine 0:19:14.320,0:19:19.840 those two to get the perfect match 0:19:17.440,0:19:21.200 is is very difficult and that's where 0:19:19.840,0:19:22.320 the quiz and the resulting 0:19:21.200,0:19:24.480 recommendations 0:19:22.320,0:19:26.080 can be really helpful towards guiding 0:19:24.480,0:19:27.520 people to the right product 0:19:26.080,0:19:30.000 and then you can imagine you know play 0:19:27.520,0:19:32.799 it forward like all right if i 0:19:30.000,0:19:34.160 am not happy with what i got as a con as 0:19:32.799,0:19:36.080 a customer 0:19:34.160,0:19:38.160 do i do i no longer just become a 0:19:36.080,0:19:40.400 customer or if i am happy 0:19:38.160,0:19:42.559 do i buy additional products and do i 0:19:40.400,0:19:45.440 become a recurring customer so there's 0:19:42.559,0:19:47.520 a lot of i think direct implications on 0:19:45.440,0:19:50.480 how it could impact lifetime value 0:19:47.520,0:19:52.720 and repeat purchases it's interesting it 0:19:50.480,0:19:55.440 makes me think of whether there's 0:19:52.720,0:19:57.200 um like an augmented reality play 0:19:55.440,0:19:58.880 specific to 0:19:57.200,0:20:00.960 skin care products because like you're 0:19:58.880,0:20:02.799 saying like you want to see if it 0:20:00.960,0:20:04.480 matches your skin tone 0:20:02.799,0:20:06.480 and that's probably hard to do visually 0:20:04.480,0:20:08.159 but maybe there's an ar app that can 0:20:06.480,0:20:10.320 make sure the lighting is all correct 0:20:08.159,0:20:13.520 and you know get the 0:20:10.320,0:20:16.240 color matched yeah so skin say 0:20:13.520,0:20:17.120 actually uh does have one and i wasn't 0:20:16.240,0:20:18.480 able to do it 0:20:17.120,0:20:20.480 it might have been a technical issue it 0:20:18.480,0:20:22.559 didn't work but uh they 0:20:20.480,0:20:23.760 this is the problem with stuff like that 0:20:22.559,0:20:25.520 it's like yeah 0:20:23.760,0:20:26.880 yeah does it actually work cool in 0:20:25.520,0:20:29.600 concept uh 0:20:26.880,0:20:30.000 execution probably a very challenging 0:20:29.600,0:20:31.200 problem 0:20:30.000,0:20:33.200 right it might have been my computer as 0:20:31.200,0:20:35.679 well uh but yeah they they 0:20:33.200,0:20:38.080 do have an option for that and mind you 0:20:35.679,0:20:40.960 i think skin say is owned by 0:20:38.080,0:20:42.400 l'oreal or procter gamble or a large cp 0:20:40.960,0:20:44.799 cpg brand 0:20:42.400,0:20:45.760 uh so it's an interesting example and 0:20:44.799,0:20:48.880 they definitely have the 0:20:45.760,0:20:50.080 pockets or funding to support that yeah 0:20:48.880,0:20:51.679 one thing i was thinking about with 0:20:50.080,0:20:53.200 quizzes is like i was looking at some 0:20:51.679,0:20:55.360 example quizzes and there's some 0:20:53.200,0:20:57.200 some nice ones that um you know have a 0:20:55.360,0:20:58.799 nice layout they make it easy for you to 0:20:57.200,0:21:00.240 visually see what options you're 0:20:58.799,0:21:02.159 selecting and things like that and there 0:21:00.240,0:21:03.919 and it creates a nice flow 0:21:02.159,0:21:06.000 but for some reason when i was thinking 0:21:03.919,0:21:08.480 quizzes i was thinking about 0:21:06.000,0:21:09.600 like a quiz like a game like the type of 0:21:08.480,0:21:11.520 thing that 0:21:09.600,0:21:13.039 like a lot of the quizzes are basically 0:21:11.520,0:21:14.720 product filter 0:21:13.039,0:21:17.200 you're basically going through a search 0:21:14.720,0:21:17.600 process that's boiled into like a couple 0:21:17.200,0:21:20.320 step 0:21:17.600,0:21:22.080 form with some images right do you want 0:21:20.320,0:21:23.600 this do you like this to like that 0:21:22.080,0:21:25.840 but i was kind of thinking to myself 0:21:23.600,0:21:28.240 well are there quizzes that 0:21:25.840,0:21:30.000 are like a game that you would do the 0:21:28.240,0:21:31.120 quiz like in the way somebody would do a 0:21:30.000,0:21:33.280 quiz for fun 0:21:31.120,0:21:35.360 on facebook or something like that where 0:21:33.280,0:21:38.320 like the quiz itself 0:21:35.360,0:21:40.960 isn't just a search filter to land you 0:21:38.320,0:21:43.200 on a product but like the quiz itself 0:21:40.960,0:21:44.400 is like a fun kind of a game like 0:21:43.200,0:21:48.000 content almost 0:21:44.400,0:21:49.919 in and of itself um that may be tied in 0:21:48.000,0:21:51.520 a little more indirectly into product 0:21:49.919,0:21:53.280 recommendations is there anything out 0:21:51.520,0:21:56.400 there like that 0:21:53.280,0:21:57.280 yeah i i think that stitch fix is an 0:21:56.400,0:22:01.039 example of that 0:21:57.280,0:22:03.840 so stitch fix is a subscription 0:22:01.039,0:22:04.159 box for for clothing they started i 0:22:03.840,0:22:06.320 think 0:22:04.159,0:22:07.600 mainly on women but now they offer 0:22:06.320,0:22:10.720 stitch fix for men 0:22:07.600,0:22:12.159 uh but they basically walk you through a 0:22:10.720,0:22:13.679 quiz and it's it's 0:22:12.159,0:22:15.280 it's far more than a quiz it's almost 0:22:13.679,0:22:17.600 like a consultation or 0:22:15.280,0:22:19.679 questionnaire i think it's actually like 0:22:17.600,0:22:21.840 80 something 0:22:19.679,0:22:23.919 questions but before you can actually 0:22:21.840,0:22:26.559 even receive your first stitch 0:22:23.919,0:22:27.760 stitch fix box you need to complete this 0:22:26.559,0:22:30.080 and it's obvious because 0:22:27.760,0:22:30.960 there's some basic things like what your 0:22:30.080,0:22:34.159 size is for 0:22:30.960,0:22:36.640 shirts pants i think maybe even 0:22:34.159,0:22:38.080 perfume or other things and that's just 0:22:36.640,0:22:41.679 the very basics but then it gets 0:22:38.080,0:22:42.400 far more intimate or detailed in terms 0:22:41.679,0:22:44.480 of 0:22:42.400,0:22:46.559 what your preferences are and so there's 0:22:44.480,0:22:48.320 there's a quiz like component of like 0:22:46.559,0:22:50.000 click the patterns or click the styles 0:22:48.320,0:22:50.640 that you do like or what you don't like 0:22:50.000,0:22:52.799 or 0:22:50.640,0:22:54.159 what an ideal saturday night looks for 0:22:52.799,0:22:55.919 you uh 0:22:54.159,0:22:57.600 you know like you like to go to the club 0:22:55.919,0:22:58.080 you like to go for swanky cocktails you 0:22:57.600,0:22:59.840 like to 0:22:58.080,0:23:02.320 you know lounge at home uh and then they 0:22:59.840,0:23:05.520 also actually have a little bit of 0:23:02.320,0:23:07.039 me too of course yeah 0:23:05.520,0:23:09.200 but then so when you're talking about 0:23:07.039,0:23:09.679 gamifying it they actually do gamify it 0:23:09.200,0:23:12.559 in this 0:23:09.679,0:23:14.320 tinder like you know swipe left or swipe 0:23:12.559,0:23:15.919 right in terms of a lookbook like do you 0:23:14.320,0:23:17.360 like this or not like that 0:23:15.919,0:23:19.520 and i think where this gets really 0:23:17.360,0:23:21.760 important is and this is 0:23:19.520,0:23:23.520 where stitch fix which are they public 0:23:21.760,0:23:25.520 or multi-billion dollar evaluation 0:23:23.520,0:23:28.000 they're incredibly successful 0:23:25.520,0:23:29.280 but a lot of it is based on the data 0:23:28.000,0:23:31.919 that they're gathering and 0:23:29.280,0:23:32.559 it's almost like um a data science play 0:23:31.919,0:23:34.720 because 0:23:32.559,0:23:35.679 they know what the what the preference 0:23:34.720,0:23:38.320 and the 0:23:35.679,0:23:38.880 interest goals of the customer are up 0:23:38.320,0:23:41.840 front 0:23:38.880,0:23:43.120 but then after every box they're getting 0:23:41.840,0:23:44.720 feedback and then kind of like 0:23:43.120,0:23:47.200 correlating it back to 0:23:44.720,0:23:48.880 what the initial feedback was and you 0:23:47.200,0:23:51.919 can imagine how important 0:23:48.880,0:23:52.640 the information is up front especially 0:23:51.919,0:23:55.520 for 0:23:52.640,0:23:57.039 a subscription business every month you 0:23:55.520,0:23:58.400 know they need to make sure that they're 0:23:57.039,0:23:59.919 sending the right products 0:23:58.400,0:24:02.320 especially when you consider what their 0:23:59.919,0:24:04.000 business model is which is 0:24:02.320,0:24:05.520 you're paying a monthly fee but then 0:24:04.000,0:24:09.360 also uh 0:24:05.520,0:24:11.440 they're making uh a cut on every 0:24:09.360,0:24:12.799 piece that you keep so of course it's in 0:24:11.440,0:24:16.880 their best interest to send you 0:24:12.799,0:24:18.480 as many products as you as they can 0:24:16.880,0:24:20.000 so that you as a customer are happy you 0:24:18.480,0:24:22.880 keep them you buy them 0:24:20.000,0:24:24.080 and you can imagine how that compounds 0:24:22.880,0:24:26.080 in terms of 0:24:24.080,0:24:27.679 revenue per customer and it really all 0:24:26.080,0:24:29.840 does come back to 0:24:27.679,0:24:31.679 the data that's gathered in a quiz which 0:24:29.840,0:24:32.640 is done in a fun way like you are 0:24:31.679,0:24:35.520 alluding to 0:24:32.640,0:24:38.080 that's awesome i like that um i i like 0:24:35.520,0:24:39.840 uh one of the other examples you posted 0:24:38.080,0:24:41.440 which i thought was super interesting 0:24:39.840,0:24:44.400 was a 0:24:41.440,0:24:46.000 a a brand that gives you a free they 0:24:44.400,0:24:49.360 only give you free shipping 0:24:46.000,0:24:50.880 if you uh fill out the quiz um 0:24:49.360,0:24:52.240 and i thought that was so interesting 0:24:50.880,0:24:52.880 because free shipping is one of these 0:24:52.240,0:24:56.320 things it's 0:24:52.880,0:24:59.120 so standard gotta have it it's an 0:24:56.320,0:25:00.799 expectation so like this is the first 0:24:59.120,0:25:02.240 time i've seen a twist on that where 0:25:00.799,0:25:03.039 it's like yeah you are getting free 0:25:02.240,0:25:04.880 shipping 0:25:03.039,0:25:06.559 but you got to take this little step 0:25:04.880,0:25:07.840 it's like a micro step you don't you 0:25:06.559,0:25:09.679 don't have to pay for it but 0:25:07.840,0:25:12.640 you're kind of paying for it with data 0:25:09.679,0:25:14.240 but it's in like a fun way with a quiz 0:25:12.640,0:25:16.240 so i thought that was super interesting 0:25:14.240,0:25:18.240 as an example of a way to 0:25:16.240,0:25:20.799 kind of monetize something that's like 0:25:18.240,0:25:23.520 not monetizable a lot of the time 0:25:20.799,0:25:24.320 totally yeah that that was actually your 0:25:23.520,0:25:27.039 skin 0:25:24.320,0:25:28.400 uh which is another skincare brand funny 0:25:27.039,0:25:28.799 enough i don't think that they're doing 0:25:28.400,0:25:30.799 that 0:25:28.799,0:25:32.080 anymore because i've checked back and i 0:25:30.799,0:25:33.760 don't see 0:25:32.080,0:25:36.000 you know free shipping if you take the 0:25:33.760,0:25:38.640 quiz and it's also funny because 0:25:36.000,0:25:40.159 in that same screenshot uh there was a 0:25:38.640,0:25:41.679 banner at the top which is you know 0:25:40.159,0:25:44.159 basically everybody gets free shipping 0:25:41.679,0:25:46.480 so it wasn't free shipping for 0:25:44.159,0:25:48.159 the quiz per se or at least they didn't 0:25:46.480,0:25:50.159 coordinate the user experience 0:25:48.159,0:25:51.919 to make it seem like you have to take 0:25:50.159,0:25:54.799 the quiz to get the free shipping 0:25:51.919,0:25:57.440 right but yeah i think if you think 0:25:54.799,0:25:59.279 about what the unit economics are 0:25:57.440,0:26:00.720 uh all right shipping you know it's 0:25:59.279,0:26:02.559 skincare it's not going to be that much 0:26:00.720,0:26:06.000 let's say it's five dollars 0:26:02.559,0:26:08.640 but how much is the the lead worth 0:26:06.000,0:26:10.640 and how can you how many leads you need 0:26:08.640,0:26:12.159 to convert into a customer 0:26:10.640,0:26:14.720 and all of us all of a sudden you can 0:26:12.159,0:26:17.840 see that all right the quiz 0:26:14.720,0:26:21.200 and to get a shopper to take a quiz 0:26:17.840,0:26:22.720 uh let us know as your skin what their 0:26:21.200,0:26:25.520 skin care problems are 0:26:22.720,0:26:27.840 what their daily regimen is what they're 0:26:25.520,0:26:29.840 currently using all these things 0:26:27.840,0:26:32.000 can really help create a far more 0:26:29.840,0:26:33.279 tailored and stronger marketing campaign 0:26:32.000,0:26:35.360 down the line 0:26:33.279,0:26:36.640 if it's you know if they don't purchase 0:26:35.360,0:26:39.440 on-site then 0:26:36.640,0:26:40.240 they do fill out they do enter an email 0:26:39.440,0:26:43.360 address 0:26:40.240,0:26:45.520 so that that basically begins the 0:26:43.360,0:26:47.919 relationship the customer journey where 0:26:45.520,0:26:48.799 your skin can now create tailored 0:26:47.919,0:26:50.400 campaigns 0:26:48.799,0:26:52.480 it could even just be as many as like 0:26:50.400,0:26:55.679 three different segments on the back end 0:26:52.480,0:26:58.400 uh for you know anti-aging or 0:26:55.679,0:26:58.799 uh wrinkles or dark spots or whatever 0:26:58.400,0:27:01.039 you know 0:26:58.799,0:27:02.240 their customers deal with at a high 0:27:01.039,0:27:05.760 level 0:27:02.240,0:27:07.600 they already have the data from the quiz 0:27:05.760,0:27:10.720 all from offering this you know quid pro 0:27:07.600,0:27:13.039 quo of free shipping in exchange for 0:27:10.720,0:27:14.240 sharing this data in the quiz yeah and i 0:27:13.039,0:27:17.520 should note like 0:27:14.240,0:27:20.640 in some ways customers want 0:27:17.520,0:27:21.360 to share this data there's a study and i 0:27:20.640,0:27:23.679 actually forget 0:27:21.360,0:27:24.559 who did it might have been accenture but 0:27:23.679,0:27:26.799 um 0:27:24.559,0:27:28.000 a very large percentage i would say like 0:27:26.799,0:27:31.440 70 0:27:28.000,0:27:33.919 of shoppers want to provide personal 0:27:31.440,0:27:35.039 data in order to experience a 0:27:33.919,0:27:38.559 personalized experience 0:27:35.039,0:27:40.240 shopping experience so a lot of um 0:27:38.559,0:27:42.480 shoppers are looking for this but 0:27:40.240,0:27:45.039 there's a gap a customer experience gap 0:27:42.480,0:27:46.480 where marketers aren't necessarily 0:27:45.039,0:27:49.679 fulfilling that promise 0:27:46.480,0:27:50.559 so those that do and those that are able 0:27:49.679,0:27:54.399 to 0:27:50.559,0:27:55.919 provide you know like um emails specific 0:27:54.399,0:27:59.120 to my needs or 0:27:55.919,0:28:01.679 uh the content that i'm looking for to 0:27:59.120,0:28:02.480 overcome the aging problem that i'm 0:28:01.679,0:28:04.720 experiencing 0:28:02.480,0:28:06.640 uh that that's the type of experience 0:28:04.720,0:28:08.559 that we're looking to have 0:28:06.640,0:28:10.000 and we're willing to frequent these 0:28:08.559,0:28:12.640 shops more often 0:28:10.000,0:28:14.080 um spend more and ultimately have a 0:28:12.640,0:28:15.120 higher conversion rate and lifetime 0:28:14.080,0:28:17.919 value so yeah 0:28:15.120,0:28:19.360 i think coming across the data points 0:28:17.919,0:28:21.919 like that and again i can share it with 0:28:19.360,0:28:23.919 you so that you can have 0:28:21.919,0:28:26.000 your audience look at it it's just 0:28:23.919,0:28:28.880 really interesting that they're actually 0:28:26.000,0:28:30.559 dollars behind the value of the data 0:28:28.880,0:28:33.760 that's gathered whether it's even in a 0:28:30.559,0:28:35.919 quiz or a questionnaire or 0:28:33.760,0:28:37.760 it's like advertising like i i don't 0:28:35.919,0:28:38.880 want to see ads but if i'm going to see 0:28:37.760,0:28:41.919 ads i could rather 0:28:38.880,0:28:43.760 see ads that are relevant to me you know 0:28:41.919,0:28:46.080 so it's like yeah sure like 0:28:43.760,0:28:48.000 you know show me ads for the categories 0:28:46.080,0:28:51.200 i'm i'm actually interested in 0:28:48.000,0:28:54.159 um i i'd prefer that you know yeah 0:28:51.200,0:28:56.159 um when it comes to kind of the data on 0:28:54.159,0:28:58.159 the back end and the segmenting like you 0:28:56.159,0:28:58.559 gave that one example there of you know 0:28:58.159,0:29:01.440 like 0:28:58.559,0:29:02.720 segmenting people out by um you know age 0:29:01.440,0:29:04.399 or things like that 0:29:02.720,0:29:06.480 what are some interesting things that 0:29:04.399,0:29:09.120 you've seen or thought about 0:29:06.480,0:29:10.080 uh when it comes to taking that quiz 0:29:09.120,0:29:12.640 data 0:29:10.080,0:29:14.320 um and using it in interesting ways you 0:29:12.640,0:29:16.080 know like i can think of basic stuff 0:29:14.320,0:29:18.559 like you look at gender and maybe you 0:29:16.080,0:29:19.919 target things that way um but what are 0:29:18.559,0:29:20.320 some of the interesting things that 0:29:19.919,0:29:23.279 you've 0:29:20.320,0:29:23.760 you've seen yeah that's a great question 0:29:23.279,0:29:27.039 uh 0:29:23.760,0:29:29.039 so i should preface that i don't know 0:29:27.039,0:29:30.640 the back end of what i'm seeing as a 0:29:29.039,0:29:33.120 shopper of the quiz 0:29:30.640,0:29:33.840 but one that i liked one question that i 0:29:33.120,0:29:37.120 liked a lot 0:29:33.840,0:29:40.159 and i think it's from the farmer's dog 0:29:37.120,0:29:41.840 again customized pet food is 0:29:40.159,0:29:44.240 at the very beginning of the quiz they 0:29:41.840,0:29:46.880 they ask um 0:29:44.240,0:29:49.440 i am a believer that healthy food is 0:29:46.880,0:29:50.320 important or i am skeptical or i don't 0:29:49.440,0:29:53.440 believe it 0:29:50.320,0:29:56.559 and what that does is it it basically 0:29:53.440,0:29:59.679 helps self-segment health helps 0:29:56.559,0:30:02.000 the quiz take or self-select into 0:29:59.679,0:30:03.279 uh maybe like where in the funnel they 0:30:02.000,0:30:05.919 are 0:30:03.279,0:30:06.799 which would then lead you as a marketer 0:30:05.919,0:30:08.880 to think 0:30:06.799,0:30:10.480 well this person does not believe that 0:30:08.880,0:30:13.520 healthy food is important 0:30:10.480,0:30:15.440 and so the the food of uh 0:30:13.520,0:30:17.440 freshly prepared food for a dog as you 0:30:15.440,0:30:18.640 might imagine is far more expensive than 0:30:17.440,0:30:20.640 what dried kibble 0:30:18.640,0:30:22.240 from the grocery store would be so this 0:30:20.640,0:30:24.960 this customer would 0:30:22.240,0:30:27.520 require a lot more problem education and 0:30:24.960,0:30:29.919 then education around the product itself 0:30:27.520,0:30:31.200 as opposed to somebody who might answer 0:30:29.919,0:30:33.120 i'm a firm believer 0:30:31.200,0:30:35.120 that healthy food is important for my 0:30:33.120,0:30:38.399 dog that person might go 0:30:35.120,0:30:42.159 more towards uh a path of 0:30:38.399,0:30:45.520 um maybe where this food might compare 0:30:42.159,0:30:49.360 to a similar competitor or 0:30:45.520,0:30:51.279 how it saves time for the the dog owner 0:30:49.360,0:30:52.559 or other things that aren't so much 0:30:51.279,0:30:54.640 about convincing 0:30:52.559,0:30:55.919 the problem at a high level but at the 0:30:54.640,0:30:57.519 bottom of the funnel 0:30:55.919,0:31:00.799 the marketing campaigns that are most 0:30:57.519,0:31:04.000 compelling to drive a purchase 0:31:00.799,0:31:07.200 yeah um i the other thing i like about 0:31:04.000,0:31:10.080 the uh the quiz is it's a way to 0:31:07.200,0:31:11.519 um drive revenue without offering a 0:31:10.080,0:31:14.640 discount 0:31:11.519,0:31:15.200 and uh so much of the time the the kind 0:31:14.640,0:31:17.039 of the 0:31:15.200,0:31:18.480 the the techniques and tactics that you 0:31:17.039,0:31:20.080 would use to 0:31:18.480,0:31:21.760 kind of bump conversion rates and things 0:31:20.080,0:31:23.600 like that relate to a discount right 0:31:21.760,0:31:26.320 maybe it's sms maybe it's email maybe 0:31:23.600,0:31:29.039 it's a welcome sign up whatever 0:31:26.320,0:31:31.039 what are some other ways that you can 0:31:29.039,0:31:33.760 think of other than this 0:31:31.039,0:31:34.880 that merchants can you know offer 0:31:33.760,0:31:36.399 incentives 0:31:34.880,0:31:38.399 and things like that that don't involve 0:31:36.399,0:31:39.840 a discount or how should how should 0:31:38.399,0:31:41.679 like i was talking to somebody about sms 0:31:39.840,0:31:43.519 marketing and they were like 0:31:41.679,0:31:45.440 you know i'd love to do it but you kind 0:31:43.519,0:31:46.880 of have to do a discount to do sms 0:31:45.440,0:31:48.159 marketing this just kind of seems to be 0:31:46.880,0:31:50.720 the way it's done 0:31:48.159,0:31:52.000 and and for brands that are sensitive 0:31:50.720,0:31:53.360 about discounting 0:31:52.000,0:31:56.159 like what are some things that they 0:31:53.360,0:31:56.159 should be thinking about 0:31:56.799,0:32:04.240 yeah so there are some companies that 0:32:00.880,0:32:06.159 require a quiz in order to purchase and 0:32:04.240,0:32:08.720 so 0:32:06.159,0:32:09.840 another example is wink in direct to 0:32:08.720,0:32:13.519 consumer 0:32:09.840,0:32:15.360 wine and stitch fix or 0:32:13.519,0:32:17.120 or anything that's like a customized 0:32:15.360,0:32:18.799 product and there of course it makes 0:32:17.120,0:32:21.279 sense because 0:32:18.799,0:32:21.840 in order to complete the fulfillment 0:32:21.279,0:32:23.360 fulfill 0:32:21.840,0:32:25.440 the order you need to understand at 0:32:23.360,0:32:25.840 least you know is it a red wine a white 0:32:25.440,0:32:29.120 wine 0:32:25.840,0:32:32.880 a cab a chardonnay whatever but that's 0:32:29.120,0:32:35.360 one way at least in order to get 0:32:32.880,0:32:36.080 users to uh enter their email address 0:32:35.360,0:32:37.919 and 0:32:36.080,0:32:40.240 and enter some basic information of 0:32:37.919,0:32:42.399 course they aren't compelled to purchase 0:32:40.240,0:32:45.679 once they start the quiz 0:32:42.399,0:32:49.120 but that's that's one way to kind of 0:32:45.679,0:32:53.120 guide everybody towards the same 0:32:49.120,0:32:53.120 path the 0:32:55.760,0:33:02.480 in terms of other other incentives to 0:32:59.279,0:33:04.000 take a quiz i think it might come down 0:33:02.480,0:33:07.120 to 0:33:04.000,0:33:10.080 like simple copywriting basically 0:33:07.120,0:33:11.200 like create enough curiosity or intrigue 0:33:10.080,0:33:13.200 and i think that's where 0:33:11.200,0:33:15.440 a quiz is really interesting is because 0:33:13.200,0:33:16.000 it just incites this natural curiosity 0:33:15.440,0:33:17.679 of 0:33:16.000,0:33:20.320 us as humans to learn more about 0:33:17.679,0:33:22.480 ourselves and maybe learn like all right 0:33:20.320,0:33:24.399 if i complete this then i'll know what 0:33:22.480,0:33:25.919 my perfect 0:33:24.399,0:33:28.159 fill in the blank you know the perfect 0:33:25.919,0:33:31.760 golf ball titleist has a 0:33:28.159,0:33:35.120 golf ball fitter or you know my perfect 0:33:31.760,0:33:38.399 uh lotion or hawthorne does men's 0:33:35.120,0:33:39.120 products customize you know based on my 0:33:38.399,0:33:41.600 needs and 0:33:39.120,0:33:42.480 so i think that's where you can if you 0:33:41.600,0:33:45.120 can 0:33:42.480,0:33:46.799 tweak enough uh curiosity and intrigue 0:33:45.120,0:33:49.600 in the headline 0:33:46.799,0:33:50.559 make that gap that curiosity gap strong 0:33:49.600,0:33:52.480 enough 0:33:50.559,0:33:53.600 then you're getting users to take the 0:33:52.480,0:33:55.519 quiz uh 0:33:53.600,0:33:56.960 you know honestly i don't know if that 0:33:55.519,0:34:00.080 will be as 0:33:56.960,0:34:02.880 strong as a 10 15 discount 0:34:00.080,0:34:04.559 um but it is one way to to compel more 0:34:02.880,0:34:04.880 people to take a quiz without offering 0:34:04.559,0:34:06.799 it 0:34:04.880,0:34:08.560 yeah the other thing related discounting 0:34:06.799,0:34:10.240 i i saw you posted recently that i 0:34:08.560,0:34:11.679 thought was interesting was 0:34:10.240,0:34:14.639 you were kind of asking the question 0:34:11.679,0:34:16.320 about um discount strategies related to 0:34:14.639,0:34:19.280 geographic location 0:34:16.320,0:34:20.000 uh so somebody is geographically located 0:34:19.280,0:34:21.839 in an 0:34:20.000,0:34:24.240 area where shipping is just naturally 0:34:21.839,0:34:26.560 like going to be less expensive to them 0:34:24.240,0:34:28.639 can you identify them and then give them 0:34:26.560,0:34:30.480 some kind of a discount based on that 0:34:28.639,0:34:31.760 i thought was a was an interesting idea 0:34:30.480,0:34:33.280 i don't know if you ended up figuring 0:34:31.760,0:34:35.280 that out or not 0:34:33.280,0:34:36.800 no i i don't do you have an answer i 0:34:35.280,0:34:39.280 don't 0:34:36.800,0:34:40.720 so yeah hopefully somebody on the 0:34:39.280,0:34:41.679 internet will figure that out let us 0:34:40.720,0:34:43.839 know 0:34:41.679,0:34:46.159 well you know now that i think about it 0:34:43.839,0:34:46.159 maybe 0:34:47.599,0:34:51.679 maybe you know if you are there there 0:34:50.320,0:34:53.919 are many quizzes that will 0:34:51.679,0:34:54.800 ask you uh where you live just simply 0:34:53.919,0:34:56.639 because it 0:34:54.800,0:34:57.839 they can't fulfill outside of certain 0:34:56.639,0:34:59.920 areas at the moment 0:34:57.839,0:35:01.520 uh you know maybe the the country is 0:34:59.920,0:35:03.200 divided up into 0:35:01.520,0:35:05.839 you know thirds or fifths and then 0:35:03.200,0:35:08.640 therefore there might be like high level 0:35:05.839,0:35:10.079 shipping rates based on what checkout 0:35:08.640,0:35:12.480 flow they go through 0:35:10.079,0:35:13.920 um you know spitballing there but maybe 0:35:12.480,0:35:16.000 that's that's an option 0:35:13.920,0:35:17.200 yeah no i have a buddy that um is a 0:35:16.000,0:35:20.560 trucker 0:35:17.200,0:35:23.280 and uh he wanted to move to this area 0:35:20.560,0:35:23.760 outside of reno because that's like the 0:35:23.280,0:35:25.760 main 0:35:23.760,0:35:26.880 hub for truckers like that if you work 0:35:25.760,0:35:29.520 for walmart or 0:35:26.880,0:35:30.000 everybody works there and so like that's 0:35:29.520,0:35:31.760 like the 0:35:30.000,0:35:33.359 place to be it makes all his trucking 0:35:31.760,0:35:34.960 jobs really simple 0:35:33.359,0:35:36.480 and stuff like that so observe i'm sure 0:35:34.960,0:35:40.240 if you're in some kind of a hub 0:35:36.480,0:35:44.320 everything is real cheap to ship to um 0:35:40.240,0:35:45.280 but uh so you uh you have a podcast cart 0:35:44.320,0:35:47.359 overflow 0:35:45.280,0:35:48.480 which i love the name by the way it's a 0:35:47.359,0:35:50.400 great dave 0:35:48.480,0:35:51.760 uh reminds me of stack overflow how's 0:35:50.400,0:35:53.359 that going for you how'd you get that 0:35:51.760,0:35:57.119 started 0:35:53.359,0:36:00.160 yeah it you know it's been fun uh it was 0:35:57.119,0:36:00.720 i started with my buddy jeremy who i 0:36:00.160,0:36:02.720 know from 0:36:00.720,0:36:04.240 jungle scout and he's also working on a 0:36:02.720,0:36:07.839 shopify app and 0:36:04.240,0:36:10.320 uh you know what i was in e-commerce 0:36:07.839,0:36:11.680 sas e-commerce before focusing a lot on 0:36:10.320,0:36:14.240 amazon like i was saying 0:36:11.680,0:36:15.280 you know with marketing at jungle scout 0:36:14.240,0:36:18.000 a little bit different 0:36:15.280,0:36:18.960 when it's it's not so much centered 0:36:18.000,0:36:21.839 around this 0:36:18.960,0:36:22.480 behemoth of amazon and the the 0:36:21.839,0:36:25.760 challenges 0:36:22.480,0:36:26.000 of a standalone brand on say shopify are 0:36:25.760,0:36:29.040 very 0:36:26.000,0:36:33.280 different so i approached it really as 0:36:29.040,0:36:35.920 a a way to learn more from 0:36:33.280,0:36:37.359 leading operators and and people with 0:36:35.920,0:36:39.680 you know in the weeds 0:36:37.359,0:36:41.520 and share those learnings and so it's 0:36:39.680,0:36:43.359 been it's been tremendously fun 0:36:41.520,0:36:46.000 uh it was also kind of like a covid 0:36:43.359,0:36:48.480 related project as well 0:36:46.000,0:36:50.160 uh in the house people are in the house 0:36:48.480,0:36:52.320 so maybe it might be 0:36:50.160,0:36:54.320 people are more willing to spend time 0:36:52.320,0:36:56.000 and frankly like 0:36:54.320,0:36:57.599 new connections speaking with new people 0:36:56.000,0:36:59.599 like you doing cool things 0:36:57.599,0:37:01.520 uh has been really inspiring and 0:36:59.599,0:37:02.079 energizing and so i'm having a great 0:37:01.520,0:37:05.359 time 0:37:02.079,0:37:06.000 uh you know not seasoned by any means 0:37:05.359,0:37:10.640 like you i 0:37:06.000,0:37:11.280 i'm uh maybe 25 episodes in but i'd like 0:37:10.640,0:37:14.079 to con 0:37:11.280,0:37:16.000 continue into the foreseeable future um 0:37:14.079,0:37:19.599 but yeah i i tried to 0:37:16.000,0:37:20.400 um just speak with as many people and 0:37:19.599,0:37:22.160 i'm just 0:37:20.400,0:37:23.599 curious to hear how they're doing and 0:37:22.160,0:37:26.320 people have been tremendously 0:37:23.599,0:37:28.079 transparent and helpful in terms of 0:37:26.320,0:37:28.720 sharing their learnings and and how 0:37:28.079,0:37:30.560 they're actually 0:37:28.720,0:37:32.960 approaching things the different 0:37:30.560,0:37:35.599 challenges that they're addressing 0:37:32.960,0:37:37.599 and i just like to uh publish it you 0:37:35.599,0:37:39.599 know audio version but then also some 0:37:37.599,0:37:41.839 write-ups and everything else that's 0:37:39.599,0:37:43.119 awesome yeah i've had a similar thing 0:37:41.839,0:37:43.599 recently where i've been doing more of 0:37:43.119,0:37:46.480 these 0:37:43.599,0:37:48.800 uh with code i've just it's like i feel 0:37:46.480,0:37:50.800 like i want to connect more with people 0:37:48.800,0:37:52.320 and that's kind of part of the reason 0:37:50.800,0:37:56.079 i've been doing more of them 0:37:52.320,0:37:58.240 and uh it's um you know it it's uh 0:37:56.079,0:38:00.079 it can be hard right to connect over the 0:37:58.240,0:38:01.440 internet and video like i don't know i 0:38:00.079,0:38:02.880 think there's 0:38:01.440,0:38:04.560 kind of an art to it you know there's 0:38:02.880,0:38:06.240 zoom fatigue and stuff like that and 0:38:04.560,0:38:07.280 then sometimes it's better just hang out 0:38:06.240,0:38:09.760 in person 0:38:07.280,0:38:11.119 um but i think that it can you know 0:38:09.760,0:38:11.760 depending on how you do it it can be a 0:38:11.119,0:38:14.640 good 0:38:11.760,0:38:15.359 option you know to stay connected yeah 0:38:14.640,0:38:18.400 yeah 0:38:15.359,0:38:21.520 absolutely and i think i 0:38:18.400,0:38:22.640 i'm not necessarily like the mo the 0:38:21.520,0:38:24.880 first person like you know 0:38:22.640,0:38:27.040 raise my hand or go out there and and 0:38:24.880,0:38:30.400 not necessarily public in that sense 0:38:27.040,0:38:32.480 but it's just been 0:38:30.400,0:38:34.079 fun and i think getting more comfortable 0:38:32.480,0:38:36.000 as well in doing that 0:38:34.079,0:38:37.680 is a step towards like personal 0:38:36.000,0:38:41.200 development that i was hoping to 0:38:37.680,0:38:43.359 achieve as well and you know like 0:38:41.200,0:38:44.800 i go through the editing process and i 0:38:43.359,0:38:46.880 use this script and it's like 0:38:44.800,0:38:48.480 you can remove all filler words like you 0:38:46.880,0:38:50.800 know at once 0:38:48.480,0:38:52.560 and it's both awesome because it's so 0:38:50.800,0:38:53.280 easy but then painful like oh man all 0:38:52.560,0:38:55.040 these 0:38:53.280,0:38:56.400 filler words in there that you got to 0:38:55.040,0:38:59.359 delete yeah 0:38:56.400,0:39:00.000 yeah yeah the script is wild i mean the 0:38:59.359,0:39:02.480 overdub 0:39:00.000,0:39:03.040 feature and like all the stuff they're 0:39:02.480,0:39:05.680 doing is 0:39:03.040,0:39:07.839 incredible i i love it i actually don't 0:39:05.680,0:39:11.280 use the overdub that much 0:39:07.839,0:39:15.200 uh i i don't know i i just it 0:39:11.280,0:39:17.359 doesn't quite sound totally natural 0:39:15.200,0:39:18.800 at least from the way i've completed it 0:39:17.359,0:39:21.040 but what is awesome 0:39:18.800,0:39:23.200 is that the audio automatically 0:39:21.040,0:39:26.240 transcribes and then therefore you can 0:39:23.200,0:39:28.320 edit the audio recording based on 0:39:26.240,0:39:30.160 what the text is and i think that's just 0:39:28.320,0:39:31.119 a huge time saver and it's easy to 0:39:30.160,0:39:34.720 export 0:39:31.119,0:39:37.520 the video the audio the subtitles 0:39:34.720,0:39:38.000 yeah and on the on the podcast are you 0:39:37.520,0:39:39.839 um 0:39:38.000,0:39:41.200 interviewing combination of merchants 0:39:39.839,0:39:42.800 and other 0:39:41.200,0:39:44.480 vendors and stuff like that in the 0:39:42.800,0:39:48.079 ecosystem 0:39:44.480,0:39:50.640 yeah yeah it's been operators 0:39:48.079,0:39:52.480 so you know whether founders or people 0:39:50.640,0:39:56.240 it's focused on marketing uh 0:39:52.480,0:39:59.680 marketers or agency folks or 0:39:56.240,0:40:02.400 vendors yeah nice that's awesome 0:39:59.680,0:40:05.280 um i saw that uh i think you posted 0:40:02.400,0:40:07.680 about like live stream selling recently 0:40:05.280,0:40:09.359 uh posted a link to an article and 0:40:07.680,0:40:12.400 that's something i've seen 0:40:09.359,0:40:12.880 um bubbling up recently i think singles 0:40:12.400,0:40:16.000 day 0:40:12.880,0:40:18.640 happened somewhat recently uh the big 0:40:16.000,0:40:20.079 live stream uh selling event in china 0:40:18.640,0:40:22.079 and it seems like 0:40:20.079,0:40:23.200 that's probably gonna start to become a 0:40:22.079,0:40:26.240 thing here in the 0:40:23.200,0:40:28.720 in the in in the us right i 0:40:26.240,0:40:30.160 i think so and whether it's live 0:40:28.720,0:40:33.520 streaming or not 0:40:30.160,0:40:34.160 another bad covet covered related habit 0:40:33.520,0:40:38.160 is like 0:40:34.160,0:40:39.839 i discovered tick tock right a fair 0:40:38.160,0:40:42.079 amount of time to it 0:40:39.839,0:40:43.760 but then i also see like all right you 0:40:42.079,0:40:45.440 thumb through and then you see like 0:40:43.760,0:40:46.720 live video and so it's really just like 0:40:45.440,0:40:47.920 people kind of like chatting and 0:40:46.720,0:40:51.040 engaging with their audience 0:40:47.920,0:40:53.839 i haven't seen as much direct 0:40:51.040,0:40:55.359 selling um but you can easily take the 0:40:53.839,0:40:56.319 leap of imagination that all right 0:40:55.359,0:40:57.839 they're actually like 0:40:56.319,0:41:00.079 picking a random product that they're 0:40:57.839,0:41:02.240 actually using and it's very much like a 0:41:00.079,0:41:04.400 an affiliate model it's just a different 0:41:02.240,0:41:07.200 platform in a different channel 0:41:04.400,0:41:07.839 but i do think that it's it's going to 0:41:07.200,0:41:10.000 be 0:41:07.839,0:41:10.960 uh the case and i think you know changes 0:41:10.000,0:41:12.880 that instagram 0:41:10.960,0:41:14.240 is making or are made in terms of 0:41:12.880,0:41:16.720 facilitating 0:41:14.240,0:41:18.560 commerce within the platform tick tock 0:41:16.720,0:41:20.880 is probably going to be there 0:41:18.560,0:41:21.920 and yeah what's happening in china where 0:41:20.880,0:41:24.640 they are 0:41:21.920,0:41:25.280 a little bit more advanced or a little 0:41:24.640,0:41:28.720 more 0:41:25.280,0:41:30.640 uh maybe reliant or used to e-commerce 0:41:28.720,0:41:33.520 um and if you look at the numbers it 0:41:30.640,0:41:36.240 bears out to tell that story in terms of 0:41:33.520,0:41:37.040 e-commerce sales as opposed or as a part 0:41:36.240,0:41:39.440 of 0:41:37.040,0:41:40.319 total retail and so there's definitely a 0:41:39.440,0:41:42.400 lot more growth 0:41:40.319,0:41:44.319 and i think we're edging towards in the 0:41:42.400,0:41:47.359 states where 0:41:44.319,0:41:48.079 whether it's live video sales or i've 0:41:47.359,0:41:50.000 even 0:41:48.079,0:41:53.359 one of my friends is now involved in 0:41:50.000,0:41:54.800 this app that actually has 0:41:53.359,0:41:57.119 where it used to where it would be just 0:41:54.800,0:41:59.440 a chat it's a live video 0:41:57.119,0:42:01.040 and and you see videos embedded on 0:41:59.440,0:42:02.880 product description pages 0:42:01.040,0:42:05.520 this is more just like an actual live 0:42:02.880,0:42:07.920 sales person which makes sense for 0:42:05.520,0:42:09.119 a product that's a high average order 0:42:07.920,0:42:11.359 value where 0:42:09.119,0:42:13.280 you do kind of want to speak with a real 0:42:11.359,0:42:15.119 person have a real dialogue 0:42:13.280,0:42:16.560 you know like we'll consider an old 0:42:15.119,0:42:18.079 school quiz where you're you're 0:42:16.560,0:42:19.920 speaking to somebody who's knowledgeable 0:42:18.079,0:42:21.359 about the product can answer any 0:42:19.920,0:42:21.920 questions or objections that you might 0:42:21.359,0:42:23.599 have 0:42:21.920,0:42:24.960 yeah yeah that's one of those things i 0:42:23.599,0:42:26.480 thought i'd imagine 0:42:24.960,0:42:28.240 existing for a while where it's just 0:42:26.480,0:42:30.319 like you kind of want to reproduce the 0:42:28.240,0:42:30.880 experience of like the in-store sales 0:42:30.319,0:42:32.400 rep 0:42:30.880,0:42:34.560 coming up and talking to you kind of a 0:42:32.400,0:42:36.720 thing but it hasn't quite 0:42:34.560,0:42:39.119 materialized you know maybe like you 0:42:36.720,0:42:42.480 said it makes sense higher ticket 0:42:39.119,0:42:45.040 yeah yeah i i i think we will 0:42:42.480,0:42:46.960 see them and and this company i forget 0:42:45.040,0:42:48.960 the name but it's in it's in beta and i 0:42:46.960,0:42:51.440 think they're testing in a few stores 0:42:48.960,0:42:52.720 nice yeah there's this um there's this 0:42:51.440,0:42:54.560 product i've seen 0:42:52.720,0:42:56.000 um actually there's there's a there's a 0:42:54.560,0:42:57.119 couple of guys building this product 0:42:56.000,0:42:59.839 called welder 0:42:57.119,0:43:01.200 which is for recording video and they've 0:42:59.839,0:43:04.560 built a couple things and 0:43:01.200,0:43:06.560 uh one of them um has like um 0:43:04.560,0:43:08.160 it's almost like a chat widget in the 0:43:06.560,0:43:08.960 bottom right corner of the screen but 0:43:08.160,0:43:11.280 there's a vid 0:43:08.960,0:43:12.640 it's like a video chat widget so it'll 0:43:11.280,0:43:14.720 show like a video of them 0:43:12.640,0:43:15.920 and then you'll click into it and it'll 0:43:14.720,0:43:17.760 ask you a question 0:43:15.920,0:43:18.960 like it's basically like kind of a quiz 0:43:17.760,0:43:21.839 segmentation thing 0:43:18.960,0:43:22.560 but each question has a video associated 0:43:21.839,0:43:24.480 to it 0:43:22.560,0:43:25.760 um so it's a little more engaging have 0:43:24.480,0:43:27.680 you seen that one 0:43:25.760,0:43:29.839 no yeah i haven't i'll shoot that over 0:43:27.680,0:43:32.000 to you it's pretty it's pretty wild 0:43:29.839,0:43:33.200 so tick-tock are you liking tick-tock 0:43:32.000,0:43:34.960 are you are you following down the 0:43:33.200,0:43:38.079 rabbit hole 0:43:34.960,0:43:40.079 ah i i'm trying not to and even worse i 0:43:38.079,0:43:41.280 do it with my daughter just to see some 0:43:40.079,0:43:43.280 of these like 0:43:41.280,0:43:45.280 these filters you know she loves the 0:43:43.280,0:43:46.640 filters oh my god my kids are very 0:43:45.280,0:43:49.520 careful 0:43:46.640,0:43:51.520 yeah snapchat and tick-tock filters yeah 0:43:49.520,0:43:53.119 but yeah i i am 0:43:51.520,0:43:54.720 trying to be cognizant of not showing 0:43:53.119,0:43:56.000 her the content that's created because i 0:43:54.720,0:43:58.480 think you know like 0:43:56.000,0:43:59.280 we do enough screen time as it is and i 0:43:58.480,0:44:01.920 think you know like 0:43:59.280,0:44:02.720 that's a whole other topic is social 0:44:01.920,0:44:04.720 media and 0:44:02.720,0:44:06.000 young girls i know you have a couple 0:44:04.720,0:44:06.720 we're a little bit older minus four and 0:44:06.000,0:44:09.760 a half 0:44:06.720,0:44:11.520 but yeah tick tock i do i do find really 0:44:09.760,0:44:13.200 interesting actually on the podcast 0:44:11.520,0:44:16.880 spoke with brandon doyle of 0:44:13.200,0:44:19.119 walaru media recently and um he's he's 0:44:16.880,0:44:20.640 really into tick-tock in terms of 0:44:19.119,0:44:23.119 creating organic content 0:44:20.640,0:44:24.480 for his clients as well as some of the 0:44:23.119,0:44:26.720 paid stuff 0:44:24.480,0:44:28.079 and from what i heard it's just uh it 0:44:26.720,0:44:31.119 really is fascinating 0:44:28.079,0:44:33.200 in how how the the 0:44:31.119,0:44:34.319 app works and how they actually value 0:44:33.200,0:44:35.680 content 0:44:34.319,0:44:38.319 and so one of the interesting things for 0:44:35.680,0:44:40.800 example is that regardless of how big 0:44:38.319,0:44:41.520 your audience is that it's really just 0:44:40.800,0:44:43.359 that that 0:44:41.520,0:44:45.200 one video so it's you know where 0:44:43.359,0:44:47.200 linkedin for example might 0:44:45.200,0:44:48.240 favor somebody who has a lot of uh 0:44:47.200,0:44:51.680 followers and 0:44:48.240,0:44:54.560 therefore get more give more credence or 0:44:51.680,0:44:55.680 wait show that post more often but tick 0:44:54.560,0:44:58.160 tock is really 0:44:55.680,0:44:58.960 uh holistic in terms of the video itself 0:44:58.160,0:45:00.319 is it 0:44:58.960,0:45:02.960 shareable is it watchable is it 0:45:00.319,0:45:04.640 rewatchable and then 0:45:02.960,0:45:07.119 that's kind of like an early indication 0:45:04.640,0:45:10.160 and then so things the virality of it 0:45:07.119,0:45:13.760 and how you can amount 0:45:10.160,0:45:14.480 views followers and uh per one of 0:45:13.760,0:45:17.680 brandon's 0:45:14.480,0:45:19.839 examples where he was running 0:45:17.680,0:45:22.000 one of his clients was running instagram 0:45:19.839,0:45:25.680 ads and tick tock ads 0:45:22.000,0:45:28.640 and organic on both channels tik tok far 0:45:25.680,0:45:30.000 outperformed what instagram was doing 0:45:28.640,0:45:31.359 and 0:45:30.000,0:45:33.040 there are some limitations still in 0:45:31.359,0:45:34.000 terms of what targeting is or what the 0:45:33.040,0:45:37.040 conversion 0:45:34.000,0:45:40.880 uh conversion tracking is but it's 0:45:37.040,0:45:43.280 uh yeah he was very long on tick tock 0:45:40.880,0:45:43.920 and from what i heard i can certainly 0:45:43.280,0:45:45.440 see why 0:45:43.920,0:45:46.960 and from what i experienced as a 0:45:45.440,0:45:47.359 consumer right you're just like flipping 0:45:46.960,0:45:49.440 through 0:45:47.359,0:45:52.240 yeah yeah yeah it seems like it's very 0:45:49.440,0:45:56.480 addictive i haven't dug into it too much 0:45:52.240,0:45:59.440 uh to date but uh yeah they seem to have 0:45:56.480,0:46:00.160 uh really figured out something with the 0:45:59.440,0:46:02.000 algorithm 0:46:00.160,0:46:04.319 to get people i think they do certain 0:46:02.000,0:46:06.319 things where when you initially go on 0:46:04.319,0:46:07.839 they give you a boost and distribution 0:46:06.319,0:46:09.599 so you kind of get hooked 0:46:07.839,0:46:11.440 um i did play around with it maybe i 0:46:09.599,0:46:13.200 don't know nine months ago or so i was 0:46:11.440,0:46:14.560 putting out some video like gary vee was 0:46:13.200,0:46:17.119 talking about it so 0:46:14.560,0:46:18.160 i started putting out some videos and uh 0:46:17.119,0:46:19.440 the first few got 0:46:18.160,0:46:22.960 you know i don't know a few hundred 0:46:19.440,0:46:25.760 views um and then it kind of dropped off 0:46:22.960,0:46:27.359 um but it's uh it's it's a it's a 0:46:25.760,0:46:28.480 fascinating platform 0:46:27.359,0:46:31.680 i don't know what's going on with the 0:46:28.480,0:46:33.839 whole u.s acquiring tick tock 0:46:31.680,0:46:36.240 like i think microsoft was going to do 0:46:33.839,0:46:38.720 it i i lost track of that whole deal 0:46:36.240,0:46:39.839 oh man now we're getting into politics 0:46:38.720,0:46:42.000 yeah we got to be here 0:46:39.839,0:46:44.000 because you know like i i don't know 0:46:42.000,0:46:46.319 either and and frankly i i wouldn't be 0:46:44.000,0:46:50.240 surprised if it was just almost a 0:46:46.319,0:46:52.400 a a ruse or a tactic to divert attention 0:46:50.240,0:46:53.839 but yeah i don't know what happened with 0:46:52.400,0:46:54.640 that the thing that seemed interesting 0:46:53.839,0:46:57.280 to me is that 0:46:54.640,0:46:59.040 i think at one point uh my understanding 0:46:57.280,0:47:01.760 was that they were going to acquire 0:46:59.040,0:47:03.040 the platform but not the algorithm like 0:47:01.760,0:47:03.359 they weren't going to get the algorithm 0:47:03.040,0:47:04.800 they were 0:47:03.359,0:47:06.400 just going to get the data or something 0:47:04.800,0:47:08.640 like that and i was like 0:47:06.400,0:47:10.319 the algorithm is is massive like 0:47:08.640,0:47:11.599 everything you're talking about is all 0:47:10.319,0:47:14.400 the algorithm 0:47:11.599,0:47:14.960 um that seems to work so well to to 0:47:14.400,0:47:16.720 create 0:47:14.960,0:47:18.560 like virality in a way that other 0:47:16.720,0:47:22.160 platforms don't you know 0:47:18.560,0:47:24.319 yeah um anyways it's interesting 0:47:22.160,0:47:25.839 um well again thank you so much it was 0:47:24.319,0:47:27.520 really good to have you on i appreciate 0:47:25.839,0:47:29.760 you taking some time 0:47:27.520,0:47:31.440 and likewise yeah this is a ton of fun 0:47:29.760,0:47:34.480 yeah man where's the best place for 0:47:31.440,0:47:37.599 people to find you online yeah so my 0:47:34.480,0:47:41.680 my twitter is just uh again 0:47:37.599,0:47:44.680 gen furukawa f-u-r-u-k-a-w-a 0:47:41.680,0:47:46.000 um or just email again at gen 0:47:44.680,0:47:47.440 edprehook.com 0:47:46.000,0:47:49.040 and yeah if there are any questions 0:47:47.440,0:47:51.920 about quizzes or or 0:47:49.040,0:47:53.839 whatever want to chat about them happy 0:47:51.920,0:47:57.400 to do so 0:47:53.839,0:48:00.400 and it's prehook.com for the product 0:47:57.400,0:48:00.400 itself