Erik and John explore:
- Different strategies for improving the customer experience and increasing sales
- John's experience with BattlBox, a subscription service that sends customers a box of outdoor and survival gear every month
- How to prioritize acquiring, converting, and retaining customers
- Shipping, engaging with current customers, and building a loyal customer base through retention strategies
- The importance of the product page in the customer journey
- Testing alternative language to improve the customer experience
Transcript from video:
0:01 [Music]
0:11 Battlbot
0:19 Carnivore Club many of you have probably heard John on different podcasts you know him so we're not gonna go into
0:24 crazy and Chuck we're just gonna keep rolling I like it and you know
0:31 when we're going to air this episode uh mid-may what time is it it's April 20th
0:39 it's 4 20 today 4 20. I didn't realize that until right now yeah speaking of subscription clubs and and services in
0:47 different markets the um and marketing I I'm getting hit up by all the uh
0:52 delivery I'm in California all the weed delivery companies oh yeah today's probably their biggest day biggest day
0:59 in Atlanta is I doubt Georgia's probably legalized marijuana no we're we're going
1:05 to be one of the last last days probably not do that so you're not moving into
1:11 that market are you no um it's a what a popping Market though it's um it's funny
1:18 there's a lot of eventually you know in my opinion Georgia even though it'll be
1:24 one of the last dates eventually it will legalize it I know people that are in
1:30 Georgia that have been building hydroponic farms and and it's not
1:36 they're not profitable now they're not losing money but they're Break Even because every single dollar of profit
1:42 they're just reinvesting into making better and and uh greater bigger
1:47 infrastructure and literally so they're making like just organic vegetables
1:53 right but literally the play is they're building this infrastructure it's it's break even reinvesting into it and the
2:00 moment it happens yep flip it and then they're gonna have a Best in Class
2:06 facility [Laughter] um so a lot of people are playing that
2:12 long game right now so today we're gonna we're gonna talk just the trenches of
2:17 retail and that's what you know with John his background is well diversionary sales retail Commerce subscription
2:25 everything and you know for our audience today you know you have to you know you have to be
2:31 Scrappy with retail and you have to experiment and test and really understand what your customers want and
2:39 you know I John and I were rapping and looking back at all of the recent stuff he's been working on I highly encourage
2:45 you to you know go check out online queso it's uh John's blog
2:51 um how do I even rocking that thing a couple years now I think two two years it's interactive I mean I already shared
2:58 two articles to my sales team from John's blog so I I would you know it's
3:04 rare that I see something and I like share it and um so John's on it check it out I appreciate it also battle box uh
3:12 no no e in it of course um you know before unfortunately if you
3:18 go to battle box with a knee you'll be on a Disney site okay so let's today we're gonna get into
3:26 consumer behavior and Retail and the realities of where businesses can kind
3:32 of win and increase sales and oftentimes it's not it's not one thing it's not one
3:37 one Silver Bullet it's it's a mindset it's a conversion mindset where you're you're willing to kind of figure out how
3:43 can we increase sales and um so with that said uh you know we're
3:49 gonna jump right into it because John you shared a a huge win
3:55 a 40 it was what 40 consumer we were able to increase the
4:00 aov by 49.99 50 bucks overnight like that increasing sales
4:07 which is why we're here today how can we focus on what we have on our site and increase it would you be okay doing a
4:12 screen share on that again yeah no uh I'm all about the visuals and obviously we're doing video too
4:19 um contact information we can blur it out yeah yeah definitely all right
4:26 so what we're showing here is the checkout experience
4:31 and how Battlbox has found a fantastic solution to increase aov
4:38 take it away John sure so so there's two two parts of it um
4:43 one which we didn't talk about but I'll hit on really quickly is so unpopular opinion we charge shipping
4:50 um and we we've done testing to to up the price and include shipping the fact
4:56 is we send gigantic boxes and they're heavy and it's we have to we charge and
5:03 we update it based on the box um but here's an interesting piece so we're we're including tracking on on our
5:12 standard shipping right um you get tracking and you get insurance in the sense that if something
5:18 bad happens that's outside of your control where you really care about customer experience so we're do we're
5:24 making it right anyway right something happens to your box damaged product we're gonna chip you another one we want
5:30 you to be a happy customer um so we were just doing it because that's the right thing to do
5:36 um so and we're going to continue to do it because it's the right thing to do but standard shipping and then there's
5:41 an upsell opportunity here where it's standard shipping Plus Insurance Plus tracking
5:48 um we're giving it to you no matter what but we we take we it's not a crazy take
5:53 rate but we see about a 15 uptick um take rate where people want the additional service you know they're on
6:01 the shipping component which is the number one reason for car abandonment and why people will just what I do is
6:07 I'll shop a brand that I'll just go to Amazon and just buy it there because I know I can get it for free the next day battle box is unique you have
6:14 competitive Advantage because they don't have that I read a great uh article on
6:20 it's a communication Factor where uh if you what you just told me in terms
6:26 of it's a big box it's heavy whatever have you experienced with communicating
6:32 experience experiment with communicating that to the consumer where it's like oh okay I get it this is a big heavy box
6:40 unwilling to kind of pay for it I I think after talking with you right now
6:45 Eric I think we can probably do a better job of it um we've communicated it but not I think
6:51 we that's probably an area for improvement we probably can and that would probably help with um overall conversion website from you
6:58 know paid paid ads that's interesting it's one of those things where you know consumers
7:04 are willing to pay for shipping there's enough studies and you've proven it here with your own business it's just it has
7:10 to make sense for them right what they need to pay for it yeah it's a really good point
7:16 um I'm I'm gonna put a note and we're gonna talk I'm going to talk with the team about it later well the other thing
7:21 is too with shipping is is the um you know you talk about consumer
7:27 behavior and I know you talk a lot about that in your other podcasts and stuff is that
7:32 you are you answering the basic needs and questions of a consumer and the IT
7:38 the number one when it comes to shipping is when is it going to get here and it's
7:43 okay if it's not overnight they just need to have a sense of when it's going to arrive it also speaks to the consumer
7:49 that you respect the fact that shipping is important so we and and and we do that because I
7:56 think that's so so so Paramount so obviously they get a a welcome onboarding series after after they
8:02 purchase um but this is during the this is you're saying during you're saying during the
8:08 sales process yeah just the way you know oh yeah and looking at what Amazon did you're giving
8:13 me you're giving me some nuggets here I like this this is great
8:18 um most the shipping apps offer this stuff now too like little widgets you know yeah
8:25 there's so many that's the thing about conversion there's it's so many so much you can do it's just a matter of time
8:31 and resources and investment yeah and prioritizing which which things to do so
8:36 with that said you have found it your own nugget yeah so we we do have a nugget so we're on the second page of of
8:44 checkout here and what we've done is we've added this little upsell add-on
8:50 piece a little flashing light or flashing Arrow where they can add a
8:56 mystery box to order it's 49.99 um and when they add it it goes right
9:03 there and it's going to be 70 to 110 dollars worth of
9:08 um gear so very similar value prop to the subscription that they're already buying I I just noticed something you're
9:14 offering free shipping on that mystery box aren't you yes it's it's included we're not we're not
9:21 changing anything there you go there's more Market you should add free shipping after
9:26 yeah we should wonder if if that brings confusion to them yeah like it's worth a test yeah
9:36 um but yeah so here's the crazy part so this used to be 39.99
9:41 um it's now 49.99 we we LED and started testing at 39.99 took it up to see if
9:47 there was any change in take rate and there was Zero change we have a 40 take
9:53 rate on this which which to me is just absolutely mind-blowing they that 40
9:59 would add it um it also serves a couple other purpose besides the conversion the
10:04 aov lift um it's a mystery box so it allows us to sometimes offload some excess inventory
10:10 I love that have a pathway for that that because so the reason I got out of
10:17 retail is inventory it's it's those one it's that low volume inventory that kills businesses
10:24 yeah absolutely so this is a great a great path where you know we're able
10:30 to make a couple thousand of these boxes a month and ship them out
10:37 yeah while we
10:42 um so studying your your sites and what's cool is you have two sites so you can
10:48 kind of cross holiday ideas that work from Carnivore Club to Battlbox one
10:54 thing that stood out to me was your giveaways so and I know you're big about building Community around your Brands
11:01 which is if you you said it's the hardest possible thing you can do when
11:07 you're at Sears snowboard we built the world's largest snowboard Community online and we were able to do it because
11:13 people were passionate about snowboarding and so you can really get behind and the way we we started getting
11:20 engaged with consumers was one we did The Forum which I know you mentioned you tested with this was back in 2005 so
11:27 it's like more acceptable sure and and we recognized people were asking what
11:33 size snowboard should I get on like Burton's Snowboard and snowboard.com swarms so we brought it in the second
11:40 was the giveaway and it allowed us to like engage with the community and we'd give away
11:45 snowboards and you know there's some words to us at cost the perceived value to Consumer was double what we sometimes
11:52 you know 70 more than what we paid for it and we could also partner with our Our Brands to give them give us
11:59 snowboards to give away same and so it became this epic
12:04 investment into our own consumer base that allowed us to grow so I noticed you have giveaways on both your sites can
12:11 you share how that experience is going yeah so the giveaway pieces is huge so
12:17 it's it's um you know we're we're garnering maybe 2 000 additional email
12:23 addresses each month that we didn't have previously in our list um so right there the the value
12:30 um exists but it's also really about the community so we automatically enter all of our active
12:37 customers into the giveaway um they don't have to enter they can get extra entries by you know doing a list
12:45 of chores like liking us and following us on social media stuff like that but
12:50 downloading our app it's it creates such a such a buzz
12:56 and we try to do cool cool items right that are very on brand um stuff that typically wouldn't we
13:03 wouldn't never be able to put into the box because the the economics don't make sense right we can't put a
13:09 400 dollar item in a in a in a 200 box
13:14 I mean we could but we'd probably lose lose money and be out of business in terms of data with perk Myers with
13:21 the giveaway are you able you mentioned email and and you can't get some social following are you able to collect any
13:28 any zero first party data further from from the giveaways so so we're getting
13:34 their their name um name email and birthday
13:40 um obviously with the birthday there's a there's a flow to trigger there the um so something else that kind of
13:48 surprised me and I'm curious where this fits into your business model is you
13:53 know coming in it's subscription boxes and and I noticed I could shop all the
14:00 items individually what's that kind of breakdown and vision for you in in terms
14:06 of of the future for that so so I definitely think the the
14:12 additional one-time items um it's a small part of the business now
14:17 it's it's you know roughly maybe 10 12 percent
14:23 um the the subscription is definitely the The Lion's Share of the business but yeah we have 500 600 skus at any given
14:31 time um this year we're really going to try to build on the marketplaces the Amazons
14:38 ebays fares of the world um so we're we're going to keep investing in it I think it can be a much
14:44 larger portion portion of the business and arguably the the margins are much
14:50 better um you know with with the subscription it's we're they're spending 200 all in with
14:58 shipping and tax um and we're getting you know 350 dollars worth of product but in order
15:04 for us to deliver that our margins are not your traditional retail margins
15:10 um we're having to negotiate with the vendors and we have to get sweetheart deals better than wholesale but still
15:15 um the there's costs associated with it so definitely definitely trying to grow
15:21 that portion of the business uh two two other questions one's around gift cards
15:26 and then I don't want to forget it the other is around the actual content in the boxes because
15:32 I know you you crowdsource the the letter goes in the boxes which is a
15:38 great engage uh your your audience with gift cards you know gifting seems like a
15:44 big aspect of your business it's not it's not it's surprisingly not
15:50 um so so 90 90 of to have a big surprise
15:57 uh demographic 90 are male um 10 are female but 50 of those female
16:05 buyers that's where the gifting exists they're buying it for a male in their life
16:11 but no it's it's very very very low on the gifting it's people buying it for themselves are getting surprising it's
16:18 gifting but it's gifting for themselves and I think I think the reason now don't
16:23 get me wrong we see a spike during yeah and we have some gift boxes non-mystery but as people
16:30 um buying it for themselves and I think you know our our aov is is
16:35 130 540. so I think it might that might be the reason it might be slightly
16:43 priced out of like that gifting range for a lot of people
16:48 so I I maybe I I just thought that because of the the video you have on
16:54 your what other videos you have on your site that you invested in um wait now we're talking about battle
17:00 box or carnivore oh that was Carnivore Carnivore polar opposite yeah Carnivore
17:06 is super super gifting like 60 is gifting okay so you have to adjust your
17:13 experience on the site based around that yeah yeah carnivore is all about gifting we have
17:20 um for each of the the four main offerings we have it all super customizable so they can gift it exactly
17:28 how they want the amount of months and stuff so with with those you're managing two
17:36 sites two businesses more we have we have one low which a children's subscription and
17:42 then we have crate club which is uh uh battle box competitor okay ooh it's nice
17:49 they were they were our largest at one point yeah um I forget who there's some there's a
17:56 businessman who has the whole strategy of like build a business and then build your build the com a second business be
18:02 your own competitor that's fine yeah it's away
18:07 are you seeing so the giveaway I saw on on Battlbox and on um Carnivore Club
18:14 um noticed the um the gift cards on on both what's your
18:21 your gift card I know is 35 of Amazon's business and it's a phenomenal way to to
18:28 just it's a quick sale um what is your kind of strategy I
18:34 notice you you promote them but do you look at opportunities like have you explored different ways to get the
18:41 gift cards in front of people we we have to be fair I don't think we've cracked it um we've taken a couple
18:46 couple shots at it I don't think we because it's a very very very small
18:52 um part of part of the business like very small um carnivore it's slightly larger but
18:58 it's it's not very big so I would think that it's just one of those things where we haven't we haven't either we we
19:03 haven't given it the attention it probably deserves or we just haven't prioritized
19:09 um the opportunity well yeah kind of what I'm hearing there is you know it's like any business you look at where you can make the biggest impact on the
19:15 bottom line right and so and for you it's your boxes yeah okay and then so
19:22 let's talk about the boxes and engaging with your your consumers which is you know in today's market the big focus is
19:30 look how do we it's so expensive to bring in new consumers right now let's
19:36 focus in on our current ones and and build from internally out on the retention side of of our business uh
19:44 which you've done a phenomenal job you have your Facebook group is which is where you currently are engaging with 8
19:50 000 plus yeah eight thousand so not everybody's in there but I mean it's it is a value-add it's a perk of of the
19:56 membership is if you have an active subscription box with us you can be a part of the group and yeah it's it's the
20:03 ultimate Community Builder right people are performing relationships on their own in that group which is it's how you
20:09 know it's it's working the uh the offline experience is something that
20:17 pops in my head if you consider that like y'all you know everyone getting their boxes going on these adventures and have people met up and like done
20:24 trips together so they've they've they've done it on their own quite a bit quite frequently
20:29 um part of our call it 2024 plan is to
20:35 kind of lean into it a little bit on our own um really just focusing on
20:41 call it battle box adventures and and kind of leading leading the charge with
20:46 that I don't know if you follow Evo those that crew you know.com they're out
20:53 action sport okay they do a lot of a community meetups and Adventures it's a
20:59 way they have a really strong following of their brand they do a great job at it so with that you know
21:06 even with our business we're trying to figure out how can we engage and connect with customers to figure out what their
21:11 needs are for you know product iteration Innovation I I saw that you you had like
21:17 a committee that kind of helps pick the products that go in the Box what's does that still happen is did I
21:24 read that correct yeah so it's it's a process um so about a I guess almost two years
21:32 ago now we we wanted to really
21:37 we're not perfect right we're humans we make mistakes we we had um some boxes that had some items that
21:43 were just less than less than exciting and we wanted to ensure that that never happened again so we have quite the
21:51 process so we have for a product to come go and go in a battle box we have a few different
21:57 funnels right um we have on our site vendor reach out
22:02 um where hey you want to be in a battle box fill out this form and we have a you know we have a call with them they send
22:07 us samples and then we have an internal um internal way you can submit ideas and
22:14 and everybody is responsible every employee at Battlbox is responsible for coming up with potential products that
22:21 could go in a battle box and then um one of the the largest funnels is
22:28 um our customers so members only group there's a Google form that they can log
22:36 into and we have contests around it to promote its use and you can submit
22:41 submit ideas and it comes in the same way that the other funnels do now there's an obviously the final we have a
22:47 procurement team that goes to um conferences events and tries to
22:53 um and scour the internet to find cool products but we have this all this inbound and the members only group we
22:59 had the last contest was at the beginning of this year and we had one
23:04 customer submit 400 product suggestions and second place was still like 200. now
23:11 besides the two of them like five six items might have been an average but it
23:17 was just insane and so all the products come into the funnel we test them
23:23 um if if if they're satisfactory and they they check the
23:29 boxes and we think it's a quality product it then goes to a board so we
23:35 have on these bi-weekly meetings and there's nine of us now
23:40 um that are a part of part of this call and we go product by product talk
23:46 through it and then if it receives more than one no
23:51 it's scratched so two o's from the group and it's a
23:57 diverse group that kind of follows under different demographics and different ages and just
24:03 it's it's the full battle Box customer so as we go to as we take our life cycle
24:09 marketing and you know the story of brands is this story right here told uh on a
24:17 first visit or a consumer no it's not and it should be
24:23 it should be we're constantly looking at you know you're giving me way more nuggets than I'm giving you that's great
24:29 we're both exercising our brains here yeah and that's what convert that's what
24:35 retail is you you have to innovate you have to be one step ahead figure out what your competitive Advantage is and
24:42 really you know that that stat of you know and I can ask you what how you're
24:47 coming this is actually my question to ask you where do you think you present and not
24:55 present you factor in creating traffic you're converting traffic to retaining that visitor and
25:03 customer where do your resources go towards like if you were to rate each one one two
25:10 three and then a percentage to each so the three options we're talking about acquiring retaining and what was the
25:15 other converting converting um
25:21 I mean there's Ebbs and flows but I would say that they're actually um
25:27 it's different resources I I would think we haven't we have an equal front of importance on all all three
25:34 um we were a little bit ahead of the Cur on of the curve on the retention and retain piece
25:41 um to us that was arguably one of our biggest initiatives
25:47 but in like 2019 and 2020 we were focused on we wanted to retain
25:55 and have the best retention um possible so it's become
26:01 I don't want to say it's less important right now but we've we've we've put a lot of process in place
26:08 back then um to so it's not I know right now
26:15 everybody's breaking out retain retain retain but I feel like we put the stuff in place a couple of years ago for it to
26:22 it's probably not as much of a priority it's it's a no it's a priority but a resource priority
26:29 um because of the stuff we put in place it's definitely a resource priority and
26:34 it's like what gets prioritized but it also comes from leadership and right you know it speaks to your success with
26:42 these businesses is that as a leader you said we need to get on this now push your place then you move on can we dig
26:50 into that retention aspect actually I'm curious because let's use the word
26:55 subscription that we were talking about yeah and you know what what's your
27:01 what's what do you think lies ahead for the future of subscription a and then B
27:08 you know retaining that subscription subscriber obviously product leads with
27:13 it you have an incredible product so that you're gonna naturally maintain that but what other tools are there
27:19 available yeah so there's there's a lot of a lot
27:25 that we do to unpack here um and I'll probably jump all over the place um for a moment so so typically
27:33 that the interesting thing about Battlbox is that it is a surprise
27:38 mystery box and if you're an existing customer
27:43 um you don't know what's in the box until you get it but with having the amount of customers we do in the
27:49 geographic um you know across North America Canada and the US
27:55 um we have to do basically uh start on the we ship out of Georgia start on the
28:00 west um and move over because we want everybody to get the box around the same time because immediately as soon as the
28:07 Box drops you're gonna have 40 YouTube reviews and people are going to get their the
28:14 surprise ruined oh uh logistical aspect of business you
28:21 don't think about yeah um so because of that we realize that
28:28 you're when you first sign up it's not a good experience you sign up today on on April 20th and we're not
28:37 going to ship the next mission until the beginning of May
28:42 that starts becoming kind of not a very good customer experience right to pay and then not get a box for that long so
28:50 one of the things we do is when someone signs up for a new subscription we
28:56 immediately ship that box right most times it's going out the same the same day Monday through Friday
29:02 um just ship them like a little like something small just to be like a count like similar countdown timer or
29:08 something should um so we we do we do kind of quickly educate them hey your first box is on
29:15 the way yeah we're shipping it out immediately and then we welcome through that that Infamous timer right that sits
29:22 on our site and and setting expectations moving forward but so that was that's a
29:27 retention piece right there uh for the first four years we did not do that they did
29:34 they did not get their box um right away they fell in with the Cadence and
29:40 um is is what it was it is what it is so that's a piece um now we quickly we a
29:48 lot of our customers you know there's a lot of touches going in before they actually convert so many are somewhat
29:53 familiar with some of our social channels and are already following us engaging with us but we do quickly let
30:00 them know of all of our channels you know what what to expect on those channels and of course we tell them
30:07 immediately about the members only group and the members only group well not everybody participates we do have I I
30:14 yeah I think around 8 000 active in there now but with that there's a lot of value-add
30:21 um we're doing exclusive giveaways um in there for the customers we um on
30:28 Thursdays we have a we we have buy sell trade so you have a item that that you
30:34 want to trade or sell or get some money like do it let us help you
30:40 um and there's no benefit to us monetarily from this we just want to provide a safe place for them to buy
30:49 sell trade is that your is that your baseball card background experience coming in there
30:55 I don't know why why we have that um will you listen to your consumers it
31:01 sounds like yeah I mean that that to be fair they were sprouting up right so
31:06 they were sprouting up on without us and there there's a few that that exist now
31:12 that that we don't we don't manage but by having it in the group um
31:18 you know we're not gonna be perfect and we're not going to stop scammers or anything like that but if you're in the
31:23 group you're a paying customer um the likelihood of you being one of those Bad actors that's going to scam
31:30 you doesn't really exist as as likely does your does your app
31:37 and like help facilitate that at all no it doesn't another thing it probably
31:43 should um so no our app is mainly um for for two things one managing your
31:50 account um and two uh just digging into our content got it so we're sending you push
31:57 notifications when new videos are out stuff like that I was gonna you know speaking of videos I know you're big in
32:02 a video I'm huge in a video um the let's keep talking my head is is
32:09 what you're talking about is this unboxing or is the unboxing video a big thing
32:14 or your your business and your community it is it is um so the the story and I know I haven't
32:22 we only started to touch on the retention piece um and on all that the tools we have on
32:27 that side but um the unboxing is is an interesting piece so we part of our
32:33 go-to Market strategy we're talking 2015 when we launched was I think at the time we were going to send out 20 to 30
32:39 Battlboxes and we were gonna send them to uh YouTubers to to review that was
32:45 gonna get us some some some content out there right and or to you know organic content
32:53 and we are talking about something cringe to say when it comes to conversion rate February 2015 March 2015
33:01 almost all of 2015. we had a pre-purchase survey don't give us your
33:06 money yet don't don't order first tell us how you heard about us um obviously we
33:13 have a post purchase survey now because uh it doesn't make sense to have the
33:18 pre-purchase survey most times but we had all The Usual Suspects right Facebook Twitter Instagram
33:26 um and uh YouTube we had an other and what we found was
33:36 we were getting a lot of other and they were putting this they were putting current 1776 uh which is Brandon Curran
33:43 which is the face of our brand he was not then um in this other thing we were getting 20 of of our custom of these new
33:51 customers were telling us they were they were coming from from him and we're like we don't know who he is we jump into our
33:58 Google sheet of these 26 comp boxes we're sending out and he's not on there
34:04 we jump into at the time we're on crate joy as our platform this is a Prius
34:09 moving to Shopify and he's there he's a paying customer
34:14 and he is just driving an insane amount of traffic and we
34:20 reached out to him we said hey Brandon nice to meet you thank you for your business hey by the way we're going to
34:26 comp your box moving forward but keep the reviews coming and he's like cool and you know five six
34:33 months go by and we're like it's continuing and we're seeing his
34:38 channel start growing as well and people he becomes like starts becoming the authority on the battle Box review
34:45 there's 50 people doing reviews every month but his is the one that like is
34:50 it's it's the the leader of the pack so we reach out to him we're like Hey we're gonna start giving you 500 a month keep
34:58 doing the box and make sure it comes out at a certain time and like if you have any questions by all means like let us
35:04 know we'll happy to jump on a call and talk about it before the review do you need video production resources yeah
35:10 like let us know what you need um and then the next conversation was five or six months after that and we
35:17 said hey Brandon um do you want to move to Georgia with your family and just do this full-time
35:22 so he was a professional um he's a few years older than you and I
35:28 um a couple years older he uh was full-time career HVAC guy for for two
35:34 decades and uh at night time he had he this was his this was his passion right
35:40 he loved he loved being in front of a camera super super good in front of a
35:45 camera and it was far from the table he was he was shooting he was in front he was editing
35:51 um he had some some previous um TV stuff he had done um on some some hunting hunting shows
35:57 but like this was his this was his side hustle his passion is Hobby and we said
36:03 hey man like you're really good at this do this full-time and he did and uh
36:08 that's when our content went to the next level we've always maintained that that monthly unboxing the difference is it
36:16 now sits on the battle box Channel and it's the first always the first one to drop
36:22 um we we time it where it drops before anybody else so we can also explain the
36:28 Box um in in the sense of how it was made but yeah it's very very important that's
36:34 such a great story is is there any does do those videos live I
36:40 didn't see them anywhere on your site for for first-time visitors they do um so if you click on what's In The Box
36:46 we outline all at this point 98 boxes we've sent out every one when you jump
36:52 on it um you can see that video uh what's in your individual products
36:59 our past missions okay I did see that Epic uh well
37:05 as we're coming up on time um I thought maybe we could finish with
37:12 um two things well well one thing really one is clearly I think you're wait if I
37:19 were to ask you what you're most excited about your site I would have to venture to guess it is the 40 percent
37:26 um close rate on the the checkout with the get the secret box I mean that's
37:32 phenomenal and given that you you know you're you've got your finger on the polls
37:39 you're testing and everything I'd like to finish if I were to ask you one question of if next week you could
37:46 just pause everything and focus on one element of your website experience and
37:51 you know what's happening there where where and you can just shut everything else out all the distractions
37:58 where would you like to go just as you were ahead of the curve when it came to retention where are you today like
38:04 what's nine at you at night that you'd want to um I think uh
38:10 it's it's funny because you had you had asked about the the one-time products I I would probably
38:18 go into a project on our our PDP and and
38:24 really try to customize and make the individual product pages just an
38:29 experience in their own um not 100 sure how we would do that but
38:34 I think that would be an initial Focus because I think it is it
38:40 I don't want to say it's our future but it's definitely a large opportunity that we haven't even started scratching
38:45 yeah it's a whole Market that's really talked about new apps emerging and like people are recognizing like oh my God
38:51 the product page like focusing here like this is where you know top entry points
38:57 people are coming in on and you know are we answering the basic questions on that
39:03 page um and you know it's the the core the core purchasing uh consumer Behavior
39:11 reasons right okay well I'll check back with you on that yeah we're doing some
39:16 testing right now on it um but it's nothing significant to what like I think
39:21 we can do some big stuff and some cool stuff with it where where and who are you looking at for influence
39:26 an inspiration everybody anybody
39:33 you feel like are there any like in the last bit of time really they're like oh man that's great any elements that you
39:40 think like um his video uh requirement on your check box is shipping timeline is do
39:47 returns is a big one that I think people Overlook you know whether or not it returns are gonna be a hassle yeah we
39:54 have we have a very interesting return policy but I I let you guess you don't
40:00 want that thing shipped back you'll cost you more to ship it back yeah no we we don't do returns then now every you know
40:07 there's their judge a case ad hoc situations where um
40:12 you know but but I've officially our policy is nope
40:17 we don't do them um I think there's all kinds of places I went down and it's it's I haven't met
40:26 um anyone from this company but uh I've been super impressed
40:31 with them and we we play in a a similar circle of of thought leaders and a
40:38 couple of my friends have had some good conversations with them they're called Avi obvi my Avi
40:45 um it's like uh health and wellness Brands it looks like they have protein shakes and gummies
40:52 um I've seen some some really cool stuff coming from them I went down a rabbit
40:58 hole of their their site earlier um earlier this week
41:04 and I I I like what they're doing um a lot of quizzes
41:09 yeah and then they're they're testing a bunch of stuff too um they they call their subscription
41:15 auto ship which I thought was was really interesting because that's so so
41:22 friendly like they're doing you a favor they're gonna auto ship it for you
41:27 um which gets into the you know the nomenclature subscription when people we
41:32 were talking about associate it with their Netflix bill their HBO Max build you know their cable bill
41:39 um whereas yeah this is a convenience for your lifestyle yeah you're welcome we're gonna offer it to you his
41:46 auto-ship yeah you're gonna make your life easier so we have we it based on
41:51 what we said before you know we actually don't have the word subscribe subscription too much in the site except
41:59 for when you hit it um we have it above the fold in in a sentence and it's on the menu we're
42:06 actually going to start testing um I think this week it might have actually already be live we're a b
42:12 testing um other words for that cool we'll check back on that one
42:18 I'm gonna get in trouble if we keep going okay sorry I could get we didn't
42:24 even we just scratched the surface on the retention piece do you yeah yeah pivoted somewhere else
42:30 well well why do we wrap it up for them you know we can always have some experts
42:35 excerpts that we can we can put out later but
42:41 um you know I I think there's some good nuggets there uh all across the board so
42:46 I hope you enjoyed the show hope you enjoyed John thanks for for joining us
42:52 um obviously conversion shows here we're bringing in all the experts so please
42:57 join in um subscribe join whatever our options are on the screen and figure it out
43:04 right there uh cool John well thanks so much Eric thanks for having me all right
43:09 later [Music]
