ChatGPT - The New Online Era Starts Now!
As a result of reading this post you will get cutting edge ideas to help grow your ecommerce business.?
Topics covered include:
1. ChatGPT - did an online marketing revolution start this week?
2. New GA4 features and what to do with them.
3. Bundle Deal CRO
In my next post I am going to go deep on the Pmax script that Mike Rhodes shared which takes back the power to optimise Pmax ads from Google AI.
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ChatGPT
What a bombshell week that was. I cannot believe the scale of the changes unleashed on the world by ChatGPT. A colleague said to me that she didn’t know what year it was. “Have we travelled forward in time?” I’ve heard people talking about massive job loss and disruption.
In response Quora, Microsoft Bing, Canva and others have been releasing their own bots in response. I believe they have held back previously due to the impact of the change, but now the genie is out of the bottle it is too hard to put it back in.?
So what is ChatGPT, what are people doing with it, how can we apply it to ecommerce?
In essence ChatGPT is like a simpler version of Google and rather than displaying 10 search results it displays 1. Remember back in the day when Alta Visita and Yahoo where really noisy alternatives to the simple white page with single text entry box of Google.?
Chat GPT is a single text entry field, but instead of noisy results pages you get 1 result on the same page. But it goes further and deeper as it has the ability to do work that humans do. You can ask it to "code up a php calculator so your website can calculate people’s macros", or you can ask it to "write 20 FAQs on a [topic]" making on demand content available for free. People have said this makes content websites redundant.
For Ecommerce we can think about all sorts of applications from top of funnel social organic post copy.?
To SEO manager writing titles and metas for a blog post.
Want to send an email out with this new blog post? Here are some subject and preview lines: ?
Lets say at the bottom of the post you have a product linked and people click through to the product page.?
Lets ask Chat GPT to sell an ebook about itself applied to ecommerce.
Lets assume that they are not convinced and want to read FAQ’s to learn more before they commit.
?You’ve got some sales now and you want to start advertising on Google.
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OK you get the drill and you can see how vanilla some of these responses are. Also they do look good on the surface but currently lack depth and nuance. But this is the start and if you are old like me you remember dial up internet being basic too. It will be amazing to see where we go.
But what does it mean to advertising? Well I think that Google may be a little worried about search not being such a thing. I believe they are already anticipating this moving to integrate YouTube into their Pmax campaigns and removing keyword granular control. If you are a content marketer and bit on adsense revenue then you can expect to take a hit.?
For me it means owned audiences are going to be super critical. Email, SMS and social advertising will be getting a bump. Pay attention to YouTube and YouTube shorts. I suspect that is going to be a new gold rush and one day Google's most important asset apart from it's own AI superbot. (Which I assume will have ads down the left column or above and below a ChatGBT like response.
Oh one last thing to note is that ChatGPT is not limited to text based or code based applications. It has a sister app called DALL.E 2 which can generate custom imagery.
Eg I might want 3 versions of graphics for my blog post about Chat GPT overtaking the world like a giant robot smashing through a city. Let’s say..
The above image was generated to this request. So literally you get the picture of how big this all is. I suspect that this will be a pay to use service rather than being fed by advertising revenue. It is currently in Beta release and many new uses are coming. This is like the first second, of the first minute, of the first day, of a new era.
New GA4 Features
Glenn Gabe alerted us to GA4 now allowing us to customise our Homepages a little more like UA. Now when you hover over your toppling metrics you can see a drop down arrow appear along side. Click on that and you can select the metrics most important to you. For me I like to look at these daily and returning users and conversion rate is more important than than number of conversations or number of new users. My only issue is how do we make this change stick!
Learning GA4? New features just launched -> GA4 now lets you recreate Universal Analytics audiences, and personalize the homepage https://glennga.be/3vbCC7N via?
Here is a quick video to demonstrate this new feature.
Bundle Deal CRO
Just looking at a little CRO shared by Carl Weische who made over Supply’s mobile home page. The changes he noted where:
In addition to Carl's notes I like the clarity of the bundle imagery he chose over the lifestyle shot. Normally I like lifestyle much more than ecommerce as it give an emotional feeling. Especially for fashion but I think it is hard to get emotional about shaving.
I think I would like to further test:?
1. Tightening up the header making the promo bar thinner & text 1 line.
2. Logo to right, with menu hamburger, cart to the right and search opened up as a visible text entry field.?
3. A value proposition other than just price. Why are supply razors good? Could use the promo bar for key selling points rather than a shipping notice.
So what idea's do you want more of? What ideas do you want less of? What did you find interesting? Please leave a comment below. Thanks Ant.