Episode 14: It's not about WHAT you do, but HOW you do it

In episode 14 of the "Der Conversion-Hacker Podcast" Jörg Dennis Krüger explains that online marketing and e-commerce is not about what you do, which tools you use and which methods you choose, but how you do it it does to really get to the right results.

TRANSLATION OF THIS SEQUENCE OF THE PODCAST

Good afternoon, my name is Jörg Dennis Krüger and as my Powerpoint specialist at the reception just said, yes, I am the conversion hacker in brackets registered trademark brackets too. And I have to start this edition of the Conversion Hacker Podcast with a little excuse, because how long haven't I published a podcast? Seven eight months? Incredible.

I had so many views on the first podcasts last year, but then I had so many other topics in my head that I simply said I have to take a little break, yes Corona was perhaps one of the topics. Everyone says Oh my God Corona has such a negative impact on business I even have I have so much time. I don't even know what to do. Although I have to say that Corona really hit the mark at some points. I have customers because during Corona, with our help, the turnover has doubled, triple, quadrupled.

Because people have simply learned that online shopping is really cool and I am also very sure that this has given e-commerce a whole push for online shopping not only in niches that have been rather difficult up to now, e.g. food but also in all areas because you noticed a person that works really well and personally, if I stick to groceries again, I now order almost all of my groceries online.

At the beginning of Corona I started ordering from Rewe and from Gentner. And now I keep doing this. It just works. Unfortunately, I live in a city where there is no message in a bottle or what is the name of the competitor. I don't know right now that I have to order my drinks from Rewe or something so that I don't have to carry them to the third floor.

So that I am really well connected with two providers and get everything I need. During Corona and also after Corona and E-Commerce it is getting faster and faster. We see Kaufhof really collapsed once again because they simply don't have grief under control at all. Some time ago I auditioned at Karstadt Kaufhof and showed a concept of how we could improve e-commerce.

In the end you didn't want to do it and you have a big team and a lot of bureaucracy and what do I know. And you can see where it is going - the shops are not being used at all. It was a great opportunity to turn the shops into Icomos, or at least to link them, or what do I know.

But no. Now we are closing the shops in a location and online Kaufhof is simply completely irrelevant or Galeria or this whole branded FA Cup is added on top of that. And my topic today is somehow relatively closely linked to it and I want it.

Let's name it because that is the main answer I get when I tell online shops what they can do better I come and say Hey you are not guiding your users correctly, the addressing of the users is incorrect, the products are not recognized. Somehow there is no text and so on.

Now it is always said no no no we do everything. We have optimized everything. We put the lyrics on it and as it goes, we'll do it, but that can't be where the problem is. Or when I talk about tracking. Nah, we have set up everything Google Analytics, we’ll do that. It all works fine. Then I ask myself, of course, sometimes I can't answer I have made a lot of sales or then I talk about Advertising Facebook Facebook Advertising. We've been doing that for a long time, it didn't work for us, we have it every now and then, but it doesn't work for us.

And then I just notice it. Ah okay. So you actually do everything. But still he doesn't get anywhere. Now think about it. Maybe it's not about what you do. Maybe it's about how you do it. Maybe it doesn't matter which advertising channel you use, which one is really designed like the bottle shop software you use and so on. Which tools to use. Maybe it doesn't matter. Maybe it's just important.

How do you do that in the end. Because I can easily build the successful Schopp with HTML, if in doubt, a nice Orta form behind it and a static redirection to PayPal. Well, I'm not that flexible, but I can still build a conversion-strong shop with it and as a WP it's sometimes a very nice way to not put so much effort into development to see whether it sells anyway.

And if you then just concentrate on tools and on channels and so on. But this how do I actually lose sight of it and then Raad rejects it because they say no, Facebook has already been tried It doesn't work for us. Well then you may not have deserved to grow because, in online marketing very often from the Pareto principle everyone uses that everyone supposedly knows it, but here too it is obviously more of a what instead of how because everyone preaches it down. Yes, yes, yes, the first 80 percent are enough for work.

With that we achieve a lot of results. The last 20 percent are too much work anyway, but the last 20 percent are Pareto really looks at yourself, maybe in the end responsible for 80 percent of the camp. If you really go the long, rocky road and get there. Do it right then you can achieve a lot with it because these 20 percent of these relevant 20 percent are very often just. In the back and not in the front are not the first 20 percent where I somehow hope to help build a bit of an online shop, but these first 80 percent are the hard work. First of all, I achieve a lot. That's great, but the last 20 percent is the push that makes it really successful in the long term. And that goes for everything.

This applies to the online market concept, this applies to tracking, this applies to landing pages for ADS, in particular Facebook ads. It's about which plug-ins do I use. And these little things. Where is the call to action it is not a question of whether a call to action is on the page. The point is that the right call to action is in the right place, there are no confusing elements and so on. The same applies to the product info and that applies overall to everything where the focus is on the user, because I don't care about anything else that is not for the user I don't need in my shop. And that is also very often what only happens in the last 20 percent that someone comes and says Okay you have now built the shop and it looks good and everything is relevant in it, but now let's do the whole thing.

Omit Teradata which you don't really need. Let's really see that the shop is not only responsive but also really easy to use on mobile. And then we can use it to scale properly. Many people use online marketing like a checklist.

Yes, there must be a call to action on the side. Check that the call to action is Bülow default and is perhaps strangely labeled and there are 25 others specifically next to it that is not even noticed or is perhaps much too inconspicuous. That is not noticeable. What kind of discussions have I had that I said yes, the product is missing all the important information that you can not even perceive. We have even proven this in tests. But still I get told not but it says there. Yes, but that's not the same thing about tracking as built-in analytics that already works. How often do I still have the damn discussion about building one. Sweat is zero percent tracking error and not a well-optimized Schopp. That's unbelievable.

I closed one episode and then again because integrating analytics or any other web analysis tool is just step 1, step 2 is to be careful that I do not make completely wrong bindings, which unfortunately happens very, very quickly. Especially when I'm working with some funny plug-ins. Step 3 is that I configure it correctly so that I get really meaningful data and I do not collect data and then at some point after two or three months, often after two or three years, I find that the data cannot be properly evaluated at all because it is wrong because I do no,

Have parameters because I didn't hide a lot of other things properly and so on and so forth. And the same thing with Facebook Ads. Only when I shoot shootings on Facebook then shit comes out of the back and Facebook Ads are data-driven just run particularly great. And if I make a mistake in this whole process because I just have no idea or because I am relying on the false prophets.

At some point the right target groups met for me, then it works and the like, then nothing comes out of it. And that's exactly the point. You don't just have to do it, you have to do it right for it to work. There are simply a thousand things, a thousand tools, a thousand methods in online marketing.

Step one here is hide and throw away the 990 methods of it that nothing works anyway so doesn't work where you just know it won't work. Keyword native ads, for example, please if you have a working Icomos case with native ads that really generate sales so performance is measured moderately.

Then please contact me because I would like to report very generously.I have to say to everyone so far, Native Ads are only burning money because I see only projects burning money everywhere and I am still waiting for the lawsuit from an unspecified Native Ads network, where I just rejected the bill. Friends only delivered shit.

I'm sure I won't pay the bill, you can be serious. But hide these 99 things. The 100 things that really work then, just use them and say nothing, yes, everyone does that.

We have to do something different. No, the things that everyone does obviously work and that is a clean tracking. A good online shop good advertising channels usually Facebook Instagram to find new visitors data driven is super great Google Ads has many problems Disadvantages can also work well but then you have to really look how you can win new customers and not only with Attracts traffic.

Then just design the page properly, collect the data properly, use it for marketing, use it for Lucke like and, best of all, generate e-mail addresses so that you can write to people via newsletter and do it properly. How many stupid newsletters do I get every day when I already know that they can't make any money. And then you are happy about two answers to maybe two 3000 newsletter recipients and then say expires because we always have a good opening rate and everything is great.

And you don't even know that others make several thousand euros in sales with a newsletter with the same mailing list because they simply do the newsletter right, who clean up the mailing list a bit, are not afraid of you, have Qype and therefore have a correct frequency and and so on. So again. Long story short, it's about how you do it, not what you do. And that's why I now started conversion and conversion hacking, still focusing more and more because it's really about thinking in a conversion-focused way and then finding pragmatic solutions to leverage this conversion potential that you find in the process.

And it's not about somehow integrating Fancy Tool or inventing something really great, but this really clearly focused and pragmatic approach is where you quickly generate results. And if any agency says they need two three four weeks of lead time somehow, or someone just says to rebuild the landing page in the shop costs one two three four zero zero euros then get the pitchfork out and shoo them away from the yard.

Because that is not what works quite simply for a very simple reason. We have to learn, we need iterations and if each iteration lasts two, three four weeks, then we never learn. An iteration has to go much faster so that I can adapt and re-shoot and then really raise the right potential, which is really fun.

But you only find a few more potentials. Look at what, where can I buy traffic well, what converts well. To whom can I sell which product well. And then I have to develop the scalable strategy from it within a few days or a few weeks. Needs cycle from a few hours to a few days depending on the budget depending on the product.

If I have a huge mass product, of course, it goes much faster than if I don't have a mass product, but I have to get there and that's what is really fun. This is so great in e-commerce because I have direct feedback in e-commerce. I have sales as direct feedback in other areas where I generate. Then maybe I need my count, because I need two or three weeks until the sale comes. I can't optimize anything there. In e-commerce I can do that, but of course there are always returns that you ultimately have to plan for and so on. But what if I am not selling shoes or clothes is my return rate usually not that huge and if I explain the products properly, the users cannot really convince about the price, but also about the features and the properties about the The advantages are convincing.

If you have the product then you are really satisfied with it and so on and so forth. And then I do successful e-commerce and, really, yes, pragmatic, fast, data driven, sustainably scalable, and so on and so forth, you can list all the passwords but only if I know how it really works and not by just doing it somehow.

In this respect, the conversion hacker is now coming back more often. I wish you all the best. If you have any questions write to me at jdk@jdk.de or go to jdk.de/oodcast and write comments under this episode. Find it all old episodes including transcriptions. So that you can read what Coppi can do and so on and do me a favor rate me on Spotify rate me on Apple Podcasts. There are already a few really great reviews, I would have been very happy to leave a nice message, maybe write in which topic you want. I am very pleased.

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