Add To Cart. Australia's ecommerce podcast.

Elysia Krstevski swapped a bad website for a better-looking one. Conversion dropped.

Nobody reads anymore. "Better looking" and "better converting" aren't the same thing.

0 0

A box of tile samples turned up on Nathan Bush's kitchen bench. Nobody ran an ad. It sat there until he asked about it, and that's how he found TileCloud. That's product seeding, and most brands judge it on the wrong number.

In this Playbook, Nathan explains how to turn product seeding into word of mouth, and how to measure it so you don't kill something that's working. He covers choosing people by the moment your product is built for rather than follower count, why a sample doesn't have to be free, and picking one specific number before you send anything.

Featuring clips from Taryn Williams (#gifted), Jaryd Terkelsen (Before You Speak), Drew Mansur (TileCloud) and Lauren French (Motto Fashions).

Brands and tools mentioned: #gifted, Before You Speak, TileCloud, Motto Fashions, Meta

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

🎧 Full episode with Taryn Williams → https://addtocart.com.au/add-to-cart/influencer-gifting-done-right-dont-send-them-tea-send-them-the-tea-set-658-2/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

0 0

Rob Ward's issue with most metrics: they tell you the score, not what to fix.

Unit economics, contribution margin, all important. But they're just a scorecard.

They tell you where you are, not where to go and fix it.

A metric that only scores you is less useful than one that shows the levers.

0 0

Lonely Kids Club paid an SEO agency for 14 months and the agency didn't send a single outreach email. Warwick Levy cancelled the contract mid-year. He has since doubled the store's organic traffic by doing the work himself.

In this clip from episode 669, Warwick tells Nathan Bush what the agency was really delivering. Most of it was posts on Medium, a site where anyone can publish anything. There were also "pings", a tactic that dates back to around 2010. When he asked for a backlink profile, the report included other clients' links about cement and concrete.

What replaced it was internal linking, personal outreach to sites that suit the brand, and content clusters built around gaps on Google. The team also wrote real copy for collection pages that had almost none. The frogs collection used to just say "ribbit" on repeat. Warwick then paid a senior SEO specialist he couldn't afford on retainer for six hours of work. The result was a report of fixes the team could implement themselves. He's tested AI visibility too, though ChatGPT traffic is still small for them.

If you're on an SEO retainer, ask for the backlink profile and the outreach log. That's where Warwick found the gap.

🎧 Watch the full episode → https://www.youtube.com/watch?v=dE3HTcMMUdk

Chapters

0:00 14 months of an SEO agency doing nothing

0:40 Medium posts, pings and someone else's backlinks

1:58 What doubled the traffic

2:50 The frogs collection page that just said "ribbit"

3:26 The six-hour SEO audit

Brands and tools mentioned: Lonely Kids Club, Google, Medium, ChatGPT

This episode is brought to you with thanks to our partners:

🛍️ Shopify → https://www.shopify.com/au

📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:

👤 Warwick Levy → https://au.linkedin.com/in/warwick-l-413435b1

👤 Nathan Bush → https://au.linkedin.com/in/nathbush

👕 Explore Lonely Kids Club → https://lonelykidsclub.com/

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact

📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe

💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

#ecommerce #SEO #Shopify

0 0