PetMeds

00:00Hey guys, my name is Ivan, and I wanted to record a quick video less than five minutes long, just with some ideas on how to improve the performance of petmins. Now the main thing I wanted to point out is that I did record a video in February, and some of the things have been

00:14implemented, but many things still are like- right away, we still have a lot of discounts.

00:20The discounts are a bit of a problem, because nobody really wants to be sold that hard, and then there's a lot of different things, like this pop up here offers 20%. The, This here is just a slider of 1, 2, 3, 4, 5 different discounts.

00:38Here, you offer discounts, an email, you offer discounts. So basically, if you ever experienced somebody was just going at you, non-stop, it's quite repulsive, it's quite something.

00:48It pushes people off, and then if you're trying to build a brand, um, you don't do it by being the cheapest, because that's, that doesn't, brand requires loyalty.

00:57So if you're just the outlet that just gives them the stuff for the cheapest, then you're not gonna have a good enough experience.

01:04Uh, my perspective is that this, uh, a lot of the cosmetic edits on the website are completely misplaced, let's say, because how the hell is somebody gonna read this? Umm, barely anything, umm, readable, let's say, like- like that. Then another thing that you need to point out is that

01:22most of the shop is gonna be coming from mobile, which we can see through, uhh, which we can see through a similar web. So you can see here how you have text behind this button then you have a lot of small things that could be improved. Uh, so just overall when you develop something,

01:37when you have a good idea, make sure that the customer at the other side can understand it. So, so far we've been pushed a lot by big-ass discounts and then we didn't have a chance to read a lot some of the small text,

01:48which. Kind of puts people off. Umm, let's quickly switch over to this.

01:54I'm concerned that we lost Google as a channel and that we had it before, or maybe, like, I don't know, we didn't.

02:01Umm, but the thing that is, uhm, confusing me is that, There's no ads running from Google, and there's, again, a lot of traffic coming from a lot of different places that haven't been properly tagged. And to me, this looks like that you managed to up the amount of traffic compared to

02:17what you had before, but the quality of the traffic. So it doesn't look as good. Uhm, it looks to me that the sessions and everything is just, like, slowly going down and churning.

02:29I'm not sure if I'm accurate with this one, but okay. Another thing that is kind of pointing towards the fact that you have an issue with your truck. Umm, it's a 008 with e-mail and a business like yours is heavily dependent on e-mails. So if you do not have,

02:43it's either you're not sending out the e-mails or the links, uh, the ETM parameters you're setting up or just not tracking anything.

02:51So fundamentally, what's- what's going on is that just, there's not, there's no accountability behind the clicks.

02:57So you're gonna have a harder time proving which channel, which campaign gave the results. And usually this is done when you're not 100% sure what's going on, then you're just hoping that volume is gonna solve it and the problem. What more volume is it? It's more chaos.

03:10With more chaos, you have less understanding of what's going on. And I do think that the first thing I would look at is solving the question which traffic source gives us the best customers.

03:22Now, we have another problem, which is that your- pushing quite heavily on the out-to-buy, out-to-repeat purchases and stuff like that.

03:29With that, the problem is that a lot of times you're gonna require some kind of unique type of product and stuff like that, and you're more of an outlet. So, in general, I think that some of the things you solve are okay, but then- the

03:40grand strategy, the whole point of what you're selling, how you're selling, what's your competitive advantage? That's all missing.

03:46You're just another online store, which is okay. You started off way back when before insurance was big, but now you need to adjust to the time that we have.

03:54So, either getting an exclusive d- go with somebody, either figuring out some kind of, uh, at competitive advantage, because if you continue fighting in price, you're just gonna lose the battle eventually.

04:04Um, so that's one thing. Another thing that's I would look at is, in general, these display ad networks, when you pay a lot of- those clicks. I know that they're super cool because they're cheap and that's amazing. But the problem with that, the cheap click is that it's gonna get a lot of tracking issues.

04:21With those tracking issues, uh, what they mean is that not only tracking issues, quality issues. So if you can imagine that- that link- Thank you So you can imagine that, um, we don't know how many people came from.

04:35Usually these websites are selling per click. So they're incentivized to scam people, push people over to get them to click on your website. So potentially- Thank you. What I'm here is that if you do not have a gated system of leading traffic, your website, you're polluting your main data pool with low quality clicks,

04:50which is, I think, a thing that I noticed now, and I didn't notice the last time I did the audit. So you can imagine the situation where your pixel is not- in Google as well as now picking- Hello, I'm up a lot of data based on people that are not as high

05:03quality, which would be easier for me to actually confirm if I had access to this. But, uh, this is a thing for you guys to check out. If this is causing a pollution and that's deteriorating the whole business later. Now, I'm gonna add a couple of smaller things here at

05:19the end. The whole checkout process that they mentioned the last time.

05:23Uhm, you still have this overnight shipping, even though I thought that you discontinued that.

05:28The thing that they noticed that in the last 30 days you didn't get- I had that many bad reviews compared to before, where people were just murdering you in the reviews.

05:38So, my perspective would be that, uh, I'm not sure if you stopped offering that or there's some kind of solution that you managed to do for the same day shipping, but I would make sure that- that you remove this. Just in case, just because I'm afraid that a lot of people are

05:53going to continue hating on you. Now, I wanted to point out that you still have- Good job. A lot of things, uhh, okay. I wanted to point out here that we still have to get as many.

06:14Hmm. I don't know why this no crash. Uhh, okay. So you can see. Thank you. Thank you. Oh, hungry R for data. The tide now didn't even figure out what you guys want for. So you're requiring me to log in.

06:31You're requiring me to add my pet data. You're requiring me to add my vet data. Like, everything in me screens f*** you.

06:38Or not kidding. I know- I know that I was asked to not swear, but this is stronger than me. The whole problem with this is that you're trying to act like a data company. I know you stole the design from Amazon, but you cannot act like it. The main thing that you need to

06:53figure out is what is a good enough incentive for people to give you.

06:56All of this data. And I wouldn't be surprised if most people lose their shit when they're coming to this part of the website.

07:02I mean, I'm trying to just show you the f****** pricing and payment options.

07:06And I cannot even get to this. So you can imagine how pissed off a lot of potential. And your customers are. Maybe I don't want to give you my personal information. Maybe I don't want to connect my clinic or pet or whatever. Yes, that's a nice thing to have.

07:19But forcing me to do all of these things. I'm incentivized not to give you a bad review after putting, like this. It just, there's no- no logic or merit on top of it.

07:30You're fighting with goddamn Amazon here. Like, look at this. Your competition is here.

07:36Your products are here. Why would somebody go through a hassle of filling all of this out and going through this journey that they didn't.

07:44I choose, just because you thought it was a great idea. When they have Amazon Prime and it two clicks, it's going to be their same day f****** shipping. So the problem with this is that you're not thinking through the customer experience. You're trying to fight Amazon.

07:58You're never going to win. so somebody needs to come in and say, okay, guys, let's have something new that's called the marketing strategy, which is not going to be based on just selling and trying to fight our way to the bottom, but actually developing a competitive advantage.

08:14My suggestion for that would be for you. To run a survey post purchase feedback surveys where you have to reach five questions. You can give them discounts if they fill it out and just figure out why people choose you is. It's something that they like they did before.

08:27Maybe it's older people. They just use your phone number and that's how they bought before, but. Bye. You get me.

08:33The whole situation is that you need to generate. But you get me. The whole problem right now is that a lot of the data, a lot of things happening, is also skewed by this.

08:46So we have critical issues. to the office All right. All over the website, all over the office, tracking, check out.

08:53I don't know how to fix something like this without actually establishing something that we call a healthy foundation. This healthy foundation should be based on clarity of data, understand.

09:04Understanding the customer, and then making sure that the customer is happy with the whole experience before we start complicating the experience and start investing all the money. What's happening here is that we invested a lot of money to build a clone of Amazon just for pa- And

09:21then we kind of made it difficult. So yeah, that business plan, I don't think is gonna work. And what this is just figuring out is, first of all, why Google is not showing up anywhere.

09:33I'm trying to find it in five different names. There's no name showing- So is it possible that you're not running Google ads, but you're running Facebook ads. That's another thing that's kind of concerning.

09:43Umm, yeah. I'm just looking at everything. Everything's just either discounts or just like, they deserve the best and that's it.

09:52There's, it's just hard for us to pinpoint the strategy to pinpoint what they're selling. Do you have a flagship product? That's one of the things that you need to figure out. How are you going to get the people to buy from you, leave their information, continue coming back because your offer is going to

10:08be the thing they can- for. Not even the customer service, not even the price. How much is the offer?

10:13If you have a good enough offer, that's going to work. And yeah, just to show you this here. And generally, I don't have anything more to show you besides these basic stuff.

10:25Hope this video helps. Oops.