Brisbane Shopify Meetup - 7th Feb 2019

BRISBANE SHOPIFY MEETUP
Thursday February 7th 2019
#ShopifyMeetup

#ShopifyMeetup
Over 200 people on the guest list.
20%
2%
16%
61%
1% I am a freelance or
agency professional
working with clients
I am an app developer
I am thinking of starting
a business on Shopify
I currently have a store
on Shopify
No answer

#ShopifyMeetup
Reload Media is a Shopify Experts agency, having worked with dozens of
Shopify and Shopify Plus sites on all facets of their digital marketing,
including Google AdWords, SEO, Pay Per Click, Social Media and more.

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#ShopifyMeetup
Our speakers and panel for tonight are:
Hayley Worley
The Sheet Society
Charles Lorigan
Google
Paul Cochrane
Shopify

H A Y L E Y W O R L E Y
Founder, The Sheet Society

12+ years experience in the fashion industry.
10+ years experience in offshore manufacturing.
Didn’t know what ‘marketing’ was until I launched my business.
People thought my change in career and business direction was a little strange…
INTRODUCTION
H I .
I ’ M H A Y L E Y

Launched in Feb 2017
Warehouse was a storage shed next to
Officeworks
Packing orders in the back of my car
Shipping out orders from the Post
Office on my lunch break.
500+ 5-star product reviews
$1.3m revenue to date
7,000+ orders
100sq foot warehouse
20% customer return rate
93 Days re-purchase cycle
Quit my full time job just 2 months
in when we were barely making a
sale per day.
Discovered the wonderful world of
Digital Marketing.
2017 2019
THE STORY SO FAR

WE’VE CHANGED THE
WAY YOU BUY SHEETS
Sold as separates, so you only buy what
you actually need.
Mix & match colours & sizes.
THE SHEET SOCIETY

YOUR BED IS AN EXTENSION
OF YOUR STYLE
Express your own style through
trend based fabrics & colours.
Freedom to easily update your linen
wardrobe with the latest pieces.
THE SHEET SOCIETY

QUALITY PRODUCT,
WITHOUT THE FLUFF
Product information that’s
simple and easy to understand.
A well designed product that
makes your life easier.
THE SHEET SOCIETY

H E R E ’ S W H A T Y O U ’ R E
I N F O R …
An insight into the mind of a business owner during peak ‘hustle phase’
My most significant ‘ah-ha’ moments since launching my business
Key business metrics that have really helped with our growth
THE SHEET SOCIETY

I F O U N D A V E R Y B R O A D
M A R K E T

I fell out of love with clothes and wanted to create a business where I could still express creativity with fabrics,
colours & trends.
I found a product in a category that had a lot of potential to improve on, easily maintain and sell to almost
everyone.
WHY DID I DECIDE TO MAKE BED SHEETS?
(WHY, REALLY?)
MARKET SIZE

BRAND SIZEFITSTYLE
Aesthetic &
values
Does it do what I
need it to do?
Does it look good
me?
Is it available in my
size?
PURCHASE
FASHION
BED SHEETS
MARKET SIZE

By deciding to sell a product to sell that has less barriers to purchase I was able too easily optimise
and widen my potential market.
KEY TAKEAWAY
Essentially, optimising the checkout process before the cart even existed.
MARKET SIZE

I ( H A P P I L Y ) P A I D F O R
D I G I T A L M A R K E T I N G

As a new brand, I was under no false hope that if I wanted sales, I’d have to pay for them.
+ =
COST OF GOODS
Product, freight,
taxes &
MARKUP
Required profit
margin
%
RRP
Selling price
MARKETING SPEND
Usually marketing spend is listed as a ‘general business expense’ with a fixed budget.
Marketing is traditionally factored in as an overall running cost and not calculated as part of
the product cost.
DIGITAL MARKETING SPEND

By primarily focusing on selling through Digital Marketing, we were able to use this data to figure out
exactly how much it would cost us to find a new customer and make a sale.
DIGITAL
MARKETING
SPEND
NUMBER
OF
SALES
/ =
COST
TO MAKE A
SALE

By giving the cost of goods and the cost to sell the same level of
importance we were able to factor this into the cost of our product
+
COST OF GOODS
Product, freight,
taxes &
MARKUP
Required profit
margin
RRP
Selling price
%
COST TO SELL
Digital Marketing.
Awareness, Re-
marketing, conversion
+
We monitor the average cost per
conversion and regard it just as
highly as how much we’re paying for
our goods

By focusing on this one key metric, we were able to assess the viability and profitability of our
product in real time.
KEY TAKEAWAY
By factoring in the digital marketing spend to make a sale we are operating on a ‘worst case’ basis.
Sales through other channels were icing on the cake.

I O P T I M I S E D O F F L I N E , T O
O P T I M I S E O N L I N E

T E X T
+
Since Digital Marketing was my main sales driver, I went to work at optimising it as best I could.
Our images were doing well, but our copy lacked substance.
I needed to optimise my ad copy, so I decided that I just needed more to talk about.
B O T H A R E E Q U A L L Y A S I M P O R T A N T T O T H E S U C C E S S O F A D I G I T A L
M A R K E T I N G C A M P A I G N
I M A G E
OPTIMISING ONLINE

I added an invisible zipper to the whole bottom side of our
Quilt Cover.
I added an extra wide underwear elastic to our fitted sheet. This
helped it stretch wider to get on easier and for it to hug the
mattress tighter to keep the corners in place
I added an extra deep flap to the pillowcase so it traps your pillow
inside, all night.
I added a double layer top edge to our Flat Sheet, which meant
that there was no need to fold it back.
OPTIMISING ONLINE

By making my product more ‘talk-about-able’ I was able to optimise the copy that was delivered
with my Digital Marketing.
KEY TAKEAWAY
To this day, these ads are still the best performing & highest revenue generating.
I didn’t just think of different variations of ad copy to write, I created a lot more to say.
OPTIMISING ONLINE

‘ S O L D O U T ’ W A S N E V E R A
S I G N O F S U C C E S S

Most marketers will tell you that creating a demand for your product helps to drive sales
Most customers just find this annoying.
Most business owners think this is a wasted opportunity.
=/
H O W M A N Y
W E S O L D
P E R I O D O F
T I M E W E S O L D I T
R A T E O F
S A L E
Rate of sale then tells me either :
- How quickly i’ll be out of stock in an item, giving me enough time to re order
- How long it looks like i’ll be stuck with the inventory, so I can make the call to either try to push sales or send to clearance.
RATE OF SALE

KEY TAKEAWAY
By calculating the rate of sale I am able to report on sales at a much more in depth level than just
a ‘Best Sellers Report’
We are now able to predict months in advance, exactly when we expect to be sold out and are
able to factor in enough time to reorder. Or at least try to…
RATE OF SALE

We never wanted to sell sheets as ‘sets’ as it was against our brand values.
When we first launched our website, we sold everything as separates and let the customer decide what they wanted to add to
their cart. This was annoying, time consuming and added extra steps to purchase.
We couldn’t afford any extra development, so instead we hacked maximum number of product variants that the basic version of
Shopify would allow (three!) to create our own ‘bundle page’
HACKING SHOPIFY

Better user flow which created a better purchase experience
The ability to offer a level of personalisation when ordering
Easy up-sell of additional products and items
Increased order value from $155 on average, to $220
THIS INCREASED AVERAGE ORDER VALUE SINCE WE MADE THIS
CHANGE HAS EQUATED TO $180k OF ADDITIONAL REVENUE
$ 1 8 0 k
HACKING SHOPIFY

On site optimisations to the purchase flow can make a huge difference to the bottom line.
What we did wasn’t the perfect solution, but it did the job. The extra revenue that this ‘hack’ has
driven has now enabled us to look at more efficient long term solutions for product bundling.
KEY TAKEAWAY
HACKING SHOPIFY

WWW.THESHEETSOCIETY.COM
HAYLEY@THESHEETSOCIETY.COM
HAYLEY WORLEY
G O O D N I G H T .

Proprietary + Confidential
SHOPPING SPOTLIGHT 2019
Shopping in the Age of Assistance
Charles Lorigan - New Business Manager, Google Marketing Solutions AUNZ

Consumer expectations are changing
1 in 3 Expect personalized recommendations
+55%Growth in searches that include ‘best’ on mobile
120%Growth in searches for ‘same day shipping’
Curious
Demanding
Impatient

Increase Profits
SMART Shopping,
Automated Feeds
Increase Sales
Improve your site, Drive in
store traffic
Increase Traffic
Seven 1B+ user platforms
#1 driver of retail site traffic
Drive action
by removing friction
Connect
with shoppers at each step
Accelerate
your business through automation
Google helps retailers grow in three ways

Drive action
Connect
Accelerate
Your business with insights
and automation

Proprietary + ConfidentialProprietary + Confidential
4 of 10Interactions on Google in retail happen on
Google Shopping
Consumers expect a rich, visual &
assistive shopping experience

Connect with consumers during discovery
Merchandise with beautiful imagery
Inspire with content rich ads & relevant promos
Showcase Ads
Drive increased discovery and consideration
of your brand with Showcase Ads
Influence consideration

76%
of people who conduct a
local search visit a store
within 24 hours
Help impatient shoppers
56%
of mobile site visits are
abandoned if a page takes
3+ seconds to load
Your site Your stores

+36% revenue
Faster mobile sites
with Accelerated Mobile Pages
App-like experiences
with Progressive Web Apps
Faster checkouts
with Google Pay
Make it fast and easy to buy on mobile
Remove friction on your site
Checkout steps reduced+100% increase in organic transactions

Drive action
Connect
Accelerate
Your business with automation

Smart Shopping Campaigns
Search Display Network YouTube Gmail
Find the right user on the right channel at scale
Simplify your Shopping Platform Management

Proprietary + ConfidentialProprietary + Confidential
Smart shopping
campaigns unlock 20%
more conversion value.*
+20%
*On average, advertisers have seen a more than 20% increase in conversion
value at a similar cost when using Smart Shopping campaigns (early test results)
Source: Google Internal Data

Thank You

So in April 2014 I got to work…
But I had no idea what I was doing.

In June 2014, I started
my first ecommerce store…
But I couldn’t make a sale :(

Then I got a break thanks to Instagram :)

By November 2014, I moved to Thailand

But now my goal was different...

Business was good, but challenges arose

“Why am I doing this again?”

It’s not necessarily what you’re doing,
it’s why you’re doing it.

When you have a why, you figure out the what

Even if you know the what, when challenges
arise, it’s hard to find the why to persevere

The most successful merchants have a strong
why for doing what they do

But this is business, how can
everyone have a why?

It’s REALLY hard to compete
on price & features in 2019

In 2019 & beyond…
having a why is good for business

#ShopifyMeetup
To stay in the loop for future Brisbane Shopify Meetup events, you can:
o Join the “Brisbane Shopify Meetup” group on Meetup.com
o Follow the Reload Media twitter account @reload_media
o If you registered for tonight, we’ll email you when the next one is
on.
Our next event will be at the end of May.
Stay tuned for more details!

Brisbane Shopify Meetup - 7th Feb 2019

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Brisbane Shopify Meetup - 7th Feb 2019