đź“› What's in a name?

Author

Kyle Tully
June 07, 2023

Good morning!

Here’s what’s up this week:

  • Creating content for Youtube

  • Choosing the right domain name

  • When to ask for reviews and referrals?

  • Why do you run an ecommerce business?

  • And a Magecart-style skimmer targeting digital commerce sites!

This issue of Morning Commerce is brought to you by Nerdify đź™‚ 

ACQUISITION

Google’s John Mueller On Domain Selection

Choosing the right domain name can make a BIG difference in how easily you reach and convert your ideal customers. And what’s to the right of the dot matters just as much as what’s to the left.

Google Search Advocate, John Mueller, recently commented on how to make the right decision for your business:

“The main thing I’d watch out for is ccTLD (“country code” — like nl, fr, de) vs gTLD (“generic” – com, store, net, etc). ccTLDs tend to focus on one country, which is fine if you plan on mostly selling in that country, or if you want to sell globally. If you mostly want to target another country (like “nationwi.de” but you want to target the US), then make sure to get either that ccTLD or a gTLD.”

John Mueller

He continues:

“All of the new TLDs are gTLDs, for what it’s worth — some sound geo-specific, but they’re technically not (like “.berlin” — it’s a gTLD). Apart from ccTLD vs gTLD for SEO, there’s also the user-aspect to think about: will they click on a link that they perceive to be for users in another country?”

John Mueller

So if you’re mostly selling to customers in a specific country, then a ccTLD might be a good fit. It will signal instantly to them that this business serves them specifically. But if you’re selling worldwide, or to multiple countries, then you’re much better off with a gTLD.

4 Ecommerce Owners Discuss Their Why

Starting, growing, and running an ecommerce business is a huge commitment. Without a strong “why” to drive you forward it can be hard to push through when times get tough.

Check out this short podcast to hear from 4 successful founders on what drives them. You’ll hear from:

  • Mark Taylor from the 3PL, Warehouse Republic.

  • Mike Tecku from nutritional supplements company Momentum.

  • Will Roman from direct-to-consumer boot brand Chisos.

  • Eric Bandholz from Beardbrand.

They reflect on a number of important questions including how they would start an ecommerce business in 2023.

From Coffee Shop Barista to Coffee Empire Creator

James Hoffmann is the go-to coffee expert on Youtube with over 2 million subscribers. In this video podcast he shares his tip for creating content that resonates with your niche audience. Including:

  • Overcome the fear of failing publicly

  • Have an expertise and passion outside of content creation

  • Build distance between personal and brand channels

“If I’m looking like I’m here to build a relationship with you that’s just about education, but quietly trying to just sell you products, I don’t think that’s being honest, and I don’t think that helps you build a real, meaningful, lasting relationship with your audience that way,”

James Hoffmann

CONVERSION

When to ask for reviews and referrals?

In the latest issue of Why We Buy, Katelyn Bourgoin talks about “Reciprocity Decay”. The idea that the more time passes after someone has done us a favour, the less obligated we feel to return it.

Studies show that a 30-day delay between doing something nice for someone and then asking for something in return led to a 30% decrease in the likelihood of them returning the favour.

So if you’ve just delivered an outstanding customer experience and wowed them with your amazing product, don’t wait to ask for a review or referral. Ask right away for the best results.

EMAIL MARKETING

I've purchased from 3 successful 8-Figure DTC Brands and broken down their complete Funnel Strategy from the first Creative to the last Touchpoint.

This videos covers so much more than email marketing it’s well worth a watch!

SHOPIFY NEWS

Magecart-style skimmer targeting digital commerce sites

Might be a good time to do a quick audit of your installed apps and theme codebase as a new skimming campaign is targeting ecommerce platforms, including Shopify.

The code is designed to look like a normal Google Analytics, Google Tag Manager, or Facebook pixel, but through some clever wizardry actually steals credit card info when customers checkout.

The code is so well hidden it’s been hiding on some sites for up to a month.

Use Shopify Magic to create instant answers in Shopify Inbox

If you’re using Shopify Inbox to chat with customers then this handy little update lets you use Shopify Magic to create instant answers to frequent questions. This allows for automatic 24/7 customer service even while you’re sleeping.

Inspo of the Week

Any website that uses “dolphin smooth taste” in their copy along with a dolphin sound as you scroll down the page is a winner in my books. Taika combines cheeky in-the-know copy, unique animations, and bold product page colours to quirky perfection.

How we can help…

🔥 Looking for an experienced Shopify Partner to work with? 
Smart ecommerce brands rely on us for innovative design, development, optimisation, and growth strategies to create highly profitable Shopify websites. Work with our consultancy.

🎯 Want to reach our audience? Hit reply to discuss advertising.