All right, so today I'm talking about hiding in the pulleys and strings and so actually I was in London in May And I was in an Airbnb and I saw this first edition by Robert Louis Stevenson a book called Essays in Writing and the first paragraph goes as such There's nothing more disenchanting to man than to be shown the springs and mechanisms of any art all our arts and Occupations lie wholly on the surface It is on the surface that we perceive their beauty fitness and significance and a pride below is to be appalled by Their emptiness and shocked by the coarseness of the strings and pulleys. I Was just blown away by this because of the fact that everything I do online is about trying to help people understand the value of The products that I'm selling the features that I'm promoting whatever it might be And if they knew how much work went into all of this stuff, they probably wouldn't buy anything So this actually spoke to me a lot So this is this is what my talk is about and so today what I'm going to be doing is I'm going to be giving everybody kind of an Overview of a few different types of websites that we're all either managing ourselves building for our clients whatever it might be and trying to Reach out to users in what I think is going to be the most important way in which we communicate Communicate with users in the future, which is personalized messaging if anyone here works at automatic You know that I talk about this stuff non-stop to the point where people want to just put me out in the street But I think it's the most important thing that we can be doing because if you think about the the way the internet evolved How many people built a website back in like the 90s? Okay, and what did you think about when you were building a website? Was it a newspaper or a magazine like that kind of layout? That's where we all came from right? It was an advertising print layout. That's where the internet kind of like leaned on You know what it leaned on for layouts design things like that You look at like advertising billboards on the street Those are designed to gather as many views as possible But they're in no way Personalized to the person driving down the street although I imagine that will change in the future The internet though has the ability to personalize its messaging for everyone who's arriving at the website And I think that's where we can differentiate ourselves and really create a very unique experience So I work at automatic if anybody's interested in working with me or some of our team members here Please visit this page If you want to talk to me after this you can catch me on Twitter. That's my handle That's my blog These are all very personalized Handles and URLs So when we talk about personalization Augmenting or otherwise changing in design based on specific users intent and the intent is the thing that I like to point out to people You know, you may be a man or a woman But you might be shopping specifically for clothes for your spouse on a website, right? So it's not necessarily about what it is that you need or how you fill a demographic poll But it's what the intent is for you on that website at that time if You're interested. There's a really great talk about two hours ago that you can see By Jeff Galinsky It will be online and the slides are online But I would definitely view this slide because it's a great precursor So if you can't go back in time totally understand, but check this this presentation out You're welcome Jeff All right So today's word of the day is confidence and the reason for that is because a lot of what users do in the Decisions they make on your website is based off the confidence that they will receive the information the content or the Solution that they need at that moment. I'll give you a good example This is the hotel. I'm staying in right now. Yesterday. I was packing to come up here to Maine and my wife asked me if We should pack a bathing suit. Is there a pool I said, I don't know I went to their website and It's a little hard to see but the top URL links are overview photos rooms deals spa Dining fitness local area map meetings and weddings So how do I find out if there's a pool? What do you think I clicked on? Spa and photos I asked like five people before I walked in here and those are the two main answers And that's mostly what I heard just now. So if I click on spa This is what I get and it's a picture of Massage chair and if you scroll around you learn nothing about whether or not they have a pool so then I went to photos and The thing is this is that my wife who has a travel degree said you click on amenities Well, there's no amenities link even if they had an amenities link I don't know that I'd click it because the thing is that it's not just about whether or not they have a pool It's about the end result for me is finding out if they have a pool that I want to swim in right because I don't want to end up in one of these And I've been to hotels where they have a four by four pool and it's just a cold hot tub So The lesson I'm trying to instill here is that at the end of the day The word pool on a checklist of things that they have doesn't actually answer the question for me, right? I'm trying to understand with confidence What I'm clicking on is going to get me the result that I want Which is why I went to photos versus in a list of amenities All right, so what personalization isn't? Convenience a lot of times people think that I'll make this experience better I'll make it faster. I'll eliminate steps and I'm personalizing that experience The thing is is that we all want convenience So it's not personalized to me that I want convenience unless you're this person who takes an iMac to a Starbucks And just to prove that I can just grab this off the internet That's me And that's a person who literally carried a 27 inch iMac To a Boston Starbucks Yes, my wife's actually like right here So unless you're this person who cares very little about convenience we all care about convenience So it's not a personalized experience to make your website a convenient one I Also have amazing design skills But one thing I'd like to point out to you that good design is not a personalized experience Making it look better is a great experience that we all want but again, it's the same thing as convenience We all expect a good design. It doesn't Personalize it for me if you've done a great job designing your website. It's just what I expect These companies in particular though have done a really amazing job personalizing things Netflix has Shown you guys hundreds of thousands of hours of video that you would never have found on your own because they show it to you in a Convenient well-timed real-time manner. They base it off of things that you've watched Something that they do really really well is their profiles. How many people utilize the profiling in Netflix? Yeah, okay, so my son has a very different profile than I do. I'm watching America Horror Story And I hope to God he's not More kid related But the reason for the profiling is because of the fact that it allows them to Personalize the results for you in the future and it doesn't create some big mess of things Real-time personalization or personalization in general doesn't have to be super hard work either and you guys can see I have a Sesame Street green hermit the frog theme going here So today what we're going to talk about is opportunities for you to personalize the websites You're working on and these are a little stepping stones These are opportunities for you to break into this realm and do a good job of it And then hopefully you'll get the bug and you'll want to do it all the time All right, so the first thing I want to know is who's visiting your site What is their intent and what is the value to you? What is the the value of that intent? So we're going to look at a couple different websites today We're going to look at a blog a restaurant e-commerce site and a SAS site When you arrive at a website, this is what you look like to me You are a number You're in a browser on a device and I might be lucky enough to have your location But these pieces of information are enough for me to really start building a personalized profile and to start customizing the content for you All right, so some of the things that I really love Location device whether or not they're a returning user and if you can get them to log in That's like the gold standard because then you can track all that information about them and understand their use case on your website much longer All right, so let's take a look at the blog goals For me, I want people to subscribe. I want people to comment. I want people to share and I want people to stay I'm going to make fun of a website today. This is my wife's website. Sorry, Joy Yeah, I know I got to go home That's true under your guidance All right, so here's a blog and I Arrived here at this page probably through some Google search or something that I did or somebody shared a link with me on Facebook You'll see that there's a subscribe via email on the right there She's connected her social media profiles, which is great Let's take a look at that subscribe email Right now. Is it personalized? I have an email address. How many people here have an email address? It is not personalized but If I get you to comment and get some information from you I can start to profile that information and start to customize things from you. The same thing goes for comments though it's not personalized at this moment and And you could be leaving any information you want, but this is one of the goals, right? So we said subscribe we said comments. These are the tools that we have at our disposal Sharing these are the sharing icons from Jetpack Very easy to turn on and then I can click those links and I can share those icons At the bottom of her posts. We have a related posts Area, which is great for increasing engagement and we have a categorization area and then these are tags these little Tag-looking things or tags. These are all things that are built into WordPress that we can start to utilize today to improve personalization So what you want to do is when you're arriving at the website when these users are coming to you You want to listen to them and the thing is that a lot of people don't understand this But all of the things that are built into WordPress right now Will teach you something about your users so in this case I arrive at the same website, but it's an article about our mates and the fact that our son has a very deep, you know bad allergy to peanuts and some of the things that we do to kind of like accommodate him So as a user arriving on that page, what do I know about that user? Well the fact that every single post on your website is a home page teaches you something So what pages did I arrive on? What did I come to? That's all information that helps me understand and start to profile this user It's probably not the case that I just happened to stumble as this is the first page like out of chance Because of the fact that if I clicked on it from a Google search or I clicked on it from a social area The problem that the the thing in my mind is that I had intent to learn more about our mates and allergies Right, so at that moment you can start to profile that user a little bit better Questions you can start to ask yourself within WordPress right now Did they scroll all the way down to the bottom of the page if so then how much time did they spend on the page? Did they read the whole article? There are ways in which you can put little Like cookies at the bottom of a page you can start to see whether or not images loaded at the bottom of the page things like that How long did they stay did they perform any searches? This is very easy for you to use any kind of like Google Analytics or Jetpack search will tell you or Jetpack stats will tell you If people are searching did they click on the categories or tags again? Categories and tags are so underutilized because of the fact that they're labeled and they tell you exactly what the user is Clicking on and and and gives you a broader range of what to write on You should definitely be looking at that because that's intent and that's what you're telling people you want They they're telling you what they want you to write more about did they share and did they comment? So ways to personalize that That subscribe widget What if I just changed the content to say don't miss out on allergy related posts? Because of the fact that they arrived on that allergy related post it's categorized as an allergy related post That's already the all the information I need all I need to do is swap out the content the title of that subscription widget With the category name and I've already personalized it a bit more for that customer or that user The problem here at this website and this was saying I'm making fun of my wife a little bit here Is that she didn't categorize this this post so something to keep in mind? Definitely always be categorizing your posts and tagging them because it's all information that you're leaving out in the Wild that you're not you're not gaining anything from because if everybody arrives in an uncategorized post then you're not learning anything about it Did everybody know here that every single category can be subscribed to on WordPress? So if you are writing like me about six different subjects that are wildly different sometimes I write about hikes I'm going on with my family. I'm writing about personalization Books that I've written every single category You can type in slash feed at the end of that category or tag and you'll get a specific RSS feed just for that category or tag and in that way that user can subscribe to just that information personalizing their experience Remember with comments you're getting their email address and their information So this is an opportunity for you to follow up remind them of what they did on your site Thank them for commenting recap their visit give them quick share links. So Thanks for visiting my website. So you commented on this URL this blog post Here's a few links so you can share it on Facebook with your friends because obviously you cared a little bit about it And here's a few other URLs or blog posts that you'd be interested in There's no reason you can't email people who comment on your site and I guarantee you that 90% of you probably don't do it right now So it's a great opportunity for everybody If anybody's ever getting a 404 or are searching a site and not getting answers This is another opportunity. I typed in the word gluten on my wife's website and the word gluten showed no results So I can actually oh and if you're looking for an improvement on the last on search check out jet packs elastic search That's my promo. I'll skip it. We'll keep going So search gives you intent what you're missing and an opportunity to reach out Instead of having a blank page ask for them to sign up to see posts that are written about gluten in the future That way they have an opportunity to come back to your website You are giving them an opportunity to learn more and you getting an opportunity to reach out to them We're one fourth of the way through. I'm going as fast as I can For whatever reason instead of check marks. I decided to do Pac-Man eating lightning bolts So we've done blogs on the restaurants. I like to pick on restaurant websites because I think Every restaurant website could be so much easier, but what are the goals of a restaurant website? Look at that.  This is important the blog the goal for the blog was to keep you on the site Keep you engaged keep you reading posts. They're sharing the goal for a restaurant website is not time on site I want you off of that website as fast as possible because I want you to get off the website and come into the restaurant, right? So there's only a few reasons that you're coming This is a restaurant in Boston that my wife and I go to all the time. It's called Papa I love this restaurant. The food's amazing their restaurant website is actually not that bad It's very easy to scroll to the bottom. You learn about their locations. There are hours all the information that I could possibly need But if my location is shared and I'm the user at the top there And I'm 500 miles away and I'm a user who's within 10 minutes. We can start to craft a Content-based solution for those two different individuals, right? So maybe for the person who's 500 miles away They're more interested in a reservation because they're not coming in in the next two hours, right? They physically cannot make it there unless they're transporting somehow But somebody who's within 10 minutes. What about a proximity coupon? Uses coupon in the next 30 minutes for a free appetizer that gets that customer to walk past every other restaurant They're going to walk down on that street and use that coupon and come in and come in there This is very simple. There are tons of WordPress plugins that allow you to customize content based on location So all you have to do is just use their IP or ask them to share their location HTML5 when that came out it made it so easy to use this kind of content and start to customize things So instead of a pop-up that shows them The opportunity to make a reservation maybe present them with a coupon All right More Pac-Man e-commerce Goals obviously make the sale. You know you want to get their email Amazon is probably the best e-commerce shop in the world. You type in Google home. They give you recommended solutions. They give you answers or You know Choices that are based off of your previous experiences with them things that you've purchased in the past all that But there's little things that you can do. This is the automatic Higher us page. We're actually hiring for someone called a remote controller I'm not going to even pretend to know what that is But if you arrive at this page enough, we have a little thing here that says hey there Couldn't help but notice that you visited this page a few times Looks like you're really thinking about this or if working here click here to apply right so when you're running an e-commerce shop Keep track of how many times somebody's viewing a product Before they've purchased some customers. I forget the percentage overall But we've looked into this and and and it's something that's very common if you read about making the sale and e-commerce shops There are some customers who will literally just not buy anything unless they're given a discount So they might view multiple times because they've been trained by so many e-commerce shops that they should have a coupon or a discount Before they make a decision. So this is an opportunity for you to give them that discount So here's a just a random shopping cart for a backpack I'm purchasing it and maybe I've viewed this page a half of them times. I haven't actually pulled the trigger Boom, there's a pop-up that says take 10% off today Sometimes it's the little tiny nudge that you need to get them to make the commitment to actually purchase and you guys can't Actually see that can you? All right, so that actually says pull the trigger with 10% off and there's I'm surprised. This is so washed out. I'm sorry about that Have you guys been missing like half my presentation? Okay? All right, so this is the first one, okay? All right Cart abandonment is a big thing so anytime that you can learn anything about customers take that information and run with it a lot of times People don't know this but like if you submit parts of a form you can take that information and use it to your benefit Right, so if you have a multi-step checkout process This is actually really beneficial to you because of the fact that you think that a single page Checkout process would be really beneficial because it gets them moving through the whole flow faster But the thing is that you can't really collect any information at that point So if they're abandoning the cart I guess you could technically start submitting information as they're filling it out on the form But that's a level of creepiness. I'm not willing to to get to you just yet But as those individual steps are submitted they're technically submitting that information to you So you can actually harness that information to retarget those customers So if you have a three-step checkout process and the first step is name an email Then you can start to grab those emails put them into a bucket add coupons to their their email lists Tell them about new features about the product and continue to sell to them The coolest thing about email that I don't think a lot of people are benefiting from right now Is that if you have an email like this with a coupon in it I'll go back like if you've seen an email like this Where you're given the coupon and it's just not the right time for you. You have no desire to buy I don't know what it chairs. I guess But maybe you need chairs. I don't know how many chairs you need but maybe you need chairs in like a month You might go and type in The name of that company and see all the old coupons right which might be expired Here's the thing when somebody views an old email If you're using anything Modern like MailChimp or constant contact anything like that. There are tracking pixels inside those emails They give you an opportunity to say hey this person's opened that email and It's in a month old. It's an expired coupon. It is useless to them right now So why not just send them the same email again with an active coupon? Right, so you're tracking at that moment and you're sending them a real-time email Live which is highly personalized and very effective for your campaigns So you're turning old emails into new emails, which is definitely a good thing to look into I love the idea of second second chances So if you're if you've given up on a retargeting campaign if you've done a drip campaign and it's just not working Try hitting them up again any time they show any Any interest at all and look at all the areas in which you're reaching out to them and ways in which you can re-engage with them A lot of times people focus just on the website But if they're commenting on something on social media if they're Opening an old email all these are opportunities for you to re-engage All right, so we looked at blogs restaurants E-commerce and sass and I'm trying to move quickly because I want to leave Time for comments and for everybody to get safely across the street for lunch Goals for a sass site is making the sale getting the email again this is a personalized Engine that I built at a previous company with the help of actually Jeff Galinsky What we were doing is selling insurance the most boring thing in the world But the cool thing about insurance is that most people need multiple types of insurance So you can learn based off their location The things that they're interested in what they're visiting on the page and I like to use this example because of the fact that It's it's actually prime, but it Translates to a lot of different areas in which you can benefit from this stuff So the first thing the first area where I touched on personalization. This was Seven years ago We had insurance industry Sites that had 10 12 15 locations And so what we started doing was sorting the locations based off of where you were standing at that moment with your phone Or where you are on your computer and we would sort them in order of distance from you at that moment because the reality The situation is that insurance is all like a restaurant website The only reason you're looking for the locations because you need a phone number You need to go to that location at that exact moment This was highly relevant to them so they could just at any moment see the location that was closest to them This was the first area where I really kind of like touched on personalization But then we started getting a little bit deeper and here's the thing You might arrive at an insurance website because you need auto insurance You're buying a new car today and you need to have it insured before you roll it off the lot While you're visiting this page though, you may tell me personally through a form submission or something else Nothing about all the other interest needs that you have But if I'm clicking on life umbrella renters Motorcycle ATV I can capture all of that information about you Bundle it up and then ship it with a submission of a form when you actually send it So this is something to think about work. We're constantly Personalizing experiences using cookies right grabbing different locations and what you're doing on a site What products you're viewing right and storing it on your site on your in your cookies so that when you arrive back at the site It's personalized for whatever it is that you didn't buy or whatever you might need There's no reason you can't take all that information and submit it through a form So if I decide to click on motorcycle insurance because I own a motorcycle Then I go to auto because I need auto insurance today and I fill out a form for a quote There's no reason to not pass that information that I looked at motorcycle insurance That insurance agent gets on the phone and says hey, just so you know We also have motorcycle insurance and if you bundle those together today, you'll save 10% Really personalized Messaging for that person in real time. It's an opportunity for them and it really touches on something That's really something like that. I want to build an entire Following around which is called fair trade marketing It's a term that I'm trying to use more and more because I want people to do it because I think that we've built our entire advertising and marketing World on very fragile pillars if you go to Amazon right now and you search for a backpack then you go to a New site or a sports site or whatever blog you're going to that backpack is now following you around right and it's driving You nuts and you don't even want and sometimes you even buy the backpack and they think you need six more backpacks Something I touch on with personalization is that like there are some products that you need multiple versions of them You need to keep buying it like a food item or something like that. You want to keep going But Ceiling fan for a bathroom is something I purchased from Amazon recently I don't need 12 ceiling fans for bathrooms. So I bought one. I don't need you to keep advertising to me on that So when we touch on fair trade, I'll kind of talk about this in some of the onboarding stuff And like I said, you can email this stuff to you, but think about opportunities where you can Trade value to the customer for the information that they're giving you So like in this example You're actually if you know more about them and you're in a position where you don't want to upsell to them because People have just passed that whole car salesman type situation If you can do a fair trade where I learn a little bit about you based off your browser history on my site I can give you a discount. I can make your experience better, right? That's a fair trade Same thing goes with onboarding One of the things we built it automatic is called jetpack onboarding this entire onboarding flow helps you build a WordPress website faster We use a metric called time to live it actually helps you go from a vanilla WordPress install to a live site 400% faster and it just does little things to help you along the way But every single question is a fair trade if I ask you are you building a business or personal website? I am now profiling your website trying to understand what kind of site you're building and in exchange I'm going to give you more tools So if you select business I might ask you if you need a map on your website Then I can give you a map in one click rather than having you try to figure out how to install a plug-in and Copy and paste the shortcode embed and do all these things. I can just trade that with you If you're doing a personal site, I might ask you more questions about blogs or themes or things like that The other thing to remember and I kind of touched on this don't back yourself into a corner and This is the example. I just gave so I kind of spoke a little bit ahead, but there are definitely some products here that you don't need to By 15 of I talked about the ceiling fan And also don't do a really bad job of personalization just in general I don't know what happened to Amazon's algorithm here, but in this screenshot. I actually had to block something out I don't know if you can see it right here But it was women's wear that had absolutely nothing to do with any of the other products on this page And so, you know, I definitely encourage people to test and do fun things with personalization It's definitely an opportunity for you to grab small segments of your customers. Do a V test try some things out But just be smart don't offer me lingerie when my last browsing history with ceiling fans and like car mechanic stuff Also with With convenience and good design Don't make the experience so poor for users. They can't actually benefit from it This is the MBTA app I was trying to get a train out of Boston and I needed one for about nine hours from the time when I was browsing But they wouldn't actually show me more than three of the next train rides So they thought they were doing something fun and personalized that I must need a train ticket right now So that means I need it within the next three hours So they only showed me trains within the next three hours There was no pagination and no way for me to do anything else So I had to actually use the desktop site to buy a train ticket for Multiple hours in in in the future. So just keep that in mind too. Don't back yourself into a corner don't limit accessibility content or You know the ability for customers to actually browse your content because of personalization And that's it that's all I got I try to leave time for questions. I think we have like seven minutes Yeah So just basic tracking is a great tool So if you're like I said if you're using any kind of WordPress stuff and you're trying to get really basic stuff out of customers Taking a look if you do a really great content Architecture build up right and you know Categories and tags are applied well if you're running an e-commerce shop If you define those products into categories and things like that then just basic stats will help you a huge amount You actually mentioned your talk hot jar. I love hot jar for anybody who doesn't know hot jar offers a few different things Heat mapping is one of them the other tool that hot jar offers. That's pretty much my favorite is a live real-time One or two question survey And it's super easy It just pops up at the bottom and you can just ask them a simple question and don't be afraid to ask questions like this like I Would be bold if we're looking at that e-commerce site again And the person's viewed as a product three or four times what they haven't pulled the trigger Don't be afraid to ask them. Would you have bought this with a discount? If I gave you a coupon today, would you be buying this product? Don't be afraid to ask those types of questions It's not gonna hurt anything and your users will actually respect it One thing that we actually touched on and just talk was that marketing isn't bad or evil and people are fully aware of it Happening all around them as long as you're not disingenuous or trying to hide things from people Then you're going to you're gonna pay them the respect that they deserve and you kind of get back into that fair trade Area, and I think that that goes a long way So those are two or three things that I like to use Any other questions? Yeah Yeah So the question just so everybody heard it was where's the fine line with the creepiness factor There's a famous I Think it was a politician who actually said it like I can't define pornography, but I know it when I see it, right? Yeah, so it's kind of the same thing You'll know if it's creepy if somebody half fills out a form and they give you their address Their physical address and you knocked on the door and tried to sell them insurance. That's creepy But you know, I think the further we get into the future the the more people are open to these things So when I was playing with personalization that question actually came up more and more frequently It's far less now because I think people are a little bit more used to it The other thing that I would really encourage you to do is do not be afraid to the customer to personalize things They actually at this point in time in 2018 they're used to it and they're comfortable Knowing that they're gonna train the website to do the things that they want it to do So, you know five years ago asking for their location was like whoa, you know, that's weird That's creepy, right or knowing where they were just saying like hey, by the way, there's a Starbucks Three minutes from you. Would you like me to order you a latte your favorite latte the latte you ordered last week? That's creepy, but now it's a lot better, right? It's a lot more people are a lot more used to it So I would just say like just be open with them be Transparent try the fair trade kind of thing in your mind that like I'm gonna do something for you on behalf Of you sharing something with me and just don't try to be shady about it And don't be afraid to test it, you know, and I think you'll be able to draw that line for yourself Yeah Yeah, so GDPR is a great example of Kind of like the entire out like we push things too far This is what I was saying that like we've built all our marketing all of our audience Attractive stuff on fragile pillars and GDPR I think is a reaction to that because of the fact that we've gone too far with personalization or grabbing people's privacy Data private data and using it to our advantage The thing about GDPR though is that it's it doesn't make anything that we talked about illegal or that you can't actually do it GDPR is about being completely transparent and open with the user, which is just as simple as a little Tag at the bottom of the site when you arrive saying I accept to these terms and conditions And these are the things that I'm going to be tracking while you're here And as I said like the more transparent you are the more comfortable customers are with that stuff And then it's really about like when the user gives up and they don't want your product anymore Showing them and proving to them that you can delete everything Or showing them if they make the request with GDPR or Compliancy you have to be able to show them everything that you've tracked about them on a personal level But the thing is is that like you don't have to I don't need to know your name To do a lot of this tracking if I know that you visited The peanut allergy category on my site right and so I want to show you more peanut allergy related things I don't need to know your name your email and and all that private information to be able to do that And you can still be completely GDPR compliant So the big things that I took away from the work that I did on GDPR Compliancy at automatic and with our lawyers was just being overly transparent be completely You know aware of what it is that you're tracking and make sure that customers know that they can review that if they want to And then delete it if they have to Yeah No GDPR is global something protection, I forget its privacy data privacy protection and it's a European based Act that went into law in Europe, but I would imagine it being spread out across the world over time Yeah Yeah, so yeah, so the terms of service one is that if your terms of service is huge if it's a book Make it as human readable as possible Be very clear. Don't be afraid to like outlining your terms of service. I'm gonna track your location I'm gonna track what you fill out on a form things like that But then when you get smaller more granular with it like the browser notifications do a lot of the help for you If you want somebody's location chrome will pop up a little window. Do you want to share the location? Or do you want to do notifications live notifications of updated content chrome will pop up a browser, right? But usually that comes after you saying it's initiated by something So it's like you pop up a window that says like Will sort these for you these locations for you based on your location share your location You hit yes then chrome will ask you and you hit yes again Those types of little tiny things are very granular and specific to the personalized information that you want So those are good examples Yeah, that's that's the weirdness about the GDPR law is that like if they don't agree to it You have to keep like showing it to them because you really the only other option is that they dismiss it Which means you kind of have to like turn off all of your marketing and and every other tool forever So every marketer is going to choose to keep that up until you agree to it for sure. Yeah Yeah I don't think that's creepy at all so the question was if you're a manufacturing site selling parts like would you the user benefit from Both discounts and how would you show that to them would it be creepy the thing that I would remind you though is that? It's important to kind of classify that in real time So if I'm just browsing your site I might be browsing it because I want to know more about your manufacturing standards Then the actual products that you're selling at that moment, right? So offering me a bulk discount at that moment may not be helpful if however I'm adding additional products like if I'm typing in one two or I'm trying to type in 20 and it doesn't even fit or something Like that's a great opportunity to have a little pop-up and say something like If you're looking for more of these we have a bulk discount add 15 more and you get 10% off that kind of thing Absolutely. Yeah, I love questions like that if you then again it goes back to the fair trade marketing if you're asking a question Are you gonna need a hundred of these if so we can give you a discount or a lot of times? What I see is that they you end up going into like a sales funnel with a salesperson or something like that because it's a bigger product I like but either way do not be afraid to ask questions like that at the very least I mean worst-case scenario they dismiss it, but at the very least you're learning about that customer in real time And if 90% of your customers say no Then that's a marketing opportunity for you to start reaching out to those bulk Purchasers right like because you're now identifying the fact that only 10% of your customer base actually are interested in bulk Maybe you're not advertising in the right areas and building on that product line So definitely anything you can do to profile is I'm all for did you have a question? Oh, we got to cut it. I'll be outside and I'll answer more questions


Hi everybody, welcome back to the channel! True here from Lone Fox and I am really excited about today's video because it is a casual one. I get to talk and chat with you guys which are my favorite types of videos. I mean I love the DIYs, I love the makeovers but those are a lot of work. It's actually nice to kind of sit down and just chat with you guys and interact. Oh well I guess I'm not really interacting but sometimes I feel like I am. Anyways I do interact with you in the comments but besides that today I'm sharing with you guys my 15 holy grail items. These are literally the most used items in my collection of everything like these encompassed DIY projects, cleaning up around the house, decorating, home hacks, DIY projects. I said that already. I wanted to go through each of them and tell you guys why I like them and why I feel like you might want to have these in your stash as well. If you're somebody that loves decorating or you know DIYing whatever it might be and some of these are also items that just are great tips or hacks to use around the home. And I also wanted to mention that today's video is sponsored by Helix. Now I have raved about my Helix mattress for over a year now and I still absolutely love my Helix mattress. It is my all-time favorite mattress I've ever owned in my life so I'll touch on that in just a bit but we do have quite a bit to get into so let's go ahead and dive on into our first category. Now this is kind of what I'm calling my decorating category and I'm not picking out specific decor items because I love lots of stuff. I love this candle. I love that base. I love that lamp. I love everything but these are two items that I constantly kind of use in decorating that I just wanted to share with you. So the first are fake books. Now I don't know if you guys knew about these. I've actually used these tons of times in past videos. I featured them in an Amazon favorite so a while back as well. I love these because a lot of times you want the look of stacked books in a bookshelf or on a coffee table wherever you might be styling books and coffee table books are pricey. They add up so these are great because they're way more affordable. They look like a coffee table book and you can mix them in and like stack a coffee table book on top and underneath and it just gives you the look of layered books without having to spend all that additional money. So I love these. I utilize them all the time in designs. They're literally blank so you can use them as like sketchbooks if you wanted to. It's just a nice hack to know about if you want to get the layered book look without spending a ton on books. And next up is a pillow insert which might be a little strange to you guys but I've been purchasing the same pillow inserts for throw pillows for a long time and never really like honed in on which ones on the channel. These are incredible you guys. These are actually down alternative but they feel so much like down. They are thick and fluffy but they're not too heavy if that makes sense. Like they're just the perfect, perfect insert and these come in every size imaginable. So if you need some throw pillow inserts these are my favorite. Now I want to dive into the little sleeping category which features my Helix mattress. Now of course today's video is sponsored by Helix but you guys if you are in the market for a mattress Helix truly is like the most innovative and easiest mattress company and in the past you guys have seen me use Helix mattresses in my own bedroom in my roommate Marie's room our friend Kelsey's bedroom and even my 80 year old grandpa he is absolutely obsessed with his Helix mattress and Helix really makes some mattress purchasing process extremely easy. You just start off by taking these sleep quiz that matches you with the perfect mattress based off your body type and different sleep preferences and it is shipped directly to your doorstep in a box. It is extremely easy to set up. I did mine all by myself. I actually think I did all of them all by myself and you're just going to let that fluff up which is honestly quite fun and you get 100 day sleep trials.  Helix mattresses also include a 10 year warranty and they have flexible payment options which is great because I know mattresses they're kind of a splurge item but again you guys you spend so much of your life sleeping I definitely think it's a great splurge to do. If you'd like to check out Helix make sure to use my link in the description box below or go to helixsleep.com slash Druscott to get up to $200 off your mattress plus two free pillows. I kind of feel like some of these products are like boring to look at but you guys these are my literal most used items. So the next two we are in our painting category now there's a lot I can feature in here I could put a paint sprayer I could put a whole bunch but I wanted to do it too that I have just been absolutely obsessed with. The first one is pre-taped painter's plastic and this is essentially painter's tape with plastic already attached so what I love about this is when I did my horror movie room makeover and when I did my parents kitchen makeover I actually was able to use this to mask off the area and it is so much quicker than having to apply tape to plastic and then put it on what you are using so I love this it comes in a 48 inch length and I think there's also a longer one as well and this is a product that you probably wouldn't even know about at the hardware store because there's just like a couple rolls on the shelf and you can't even tell exactly what it is in the packaging but it is amazing so if you have a painting project I highly suggest this painter's tape and a painting product that I'm actually pretty new to is a edger I believe this is what that's called a paint guide wall covering tool but guys if you want to do some quick painting or you just don't want to tape off the floor or you need to like you know get in a seam quickly this is really great you can just mask it up to the edge and paint in the corner you can put it like under the baseboard and paint so you don't get on the floor and just kind of move it along as you go if you are someone that loves tape this might not be for you but if you're someone that's a little more daring and just once a quick slide under the baseboard and a paint up the baseboard this is for you it's really nice it's convenient and super affordable as well this next category I'm calling the quick fix slash touch-up section because these products are truly amazing the first one here is my mini vacuum you guys have seen me use this so many times if you're a di wire or a crafter or anybody that uses like little small or just you know gets a little bit messy this tabletop vacuum you turn it on I love the sound it's like asmr so for example I actually ended up painting like a really big vase yesterday and giving it a distressed look with some mud but then the mud got all over my coffee table it's just like the little particles of it and this is so nice you can just go right over the top of it get all of it up I feel like this also would be nice if you do jewelry and you have like little beads or just like little tiny things you need to collect this can collect them all up for you and you can like put them back in the container I just love this I actually found myself reaching for it way way way more often than I thought I ever would so these next two items kind of go hand in hand and they don't look like much as I'm sharing them with you but you guys you need these if you're somebody that changes out your wall arch or you know you get scuffs on the wall listen up so this first one here is a fill stick and I've shared this on the channel before these are essentially just like nail hole quick fix fillers so let's say you do a little nail hole in the wall you want to change your artwork up scrub this over the top it fills your nail hole in perfectly it just makes the process so much easier than having to go get like a spackle knife and some spackle and sandpaper and do that whole situation so I love the fill stick for small hole fixes that's not inappropriate anyways the next item is a touch up paint pen and you guys these are really really nice all you have to do is it comes with a syringe you can put your paint color inside so let's say there's a little scuff on the wall over there or like you know a scuff on the wall over there you can take this twist it you get a little bit of paint and just touch it up you don't have to go get a paintbrush or anything you don't have to clean anything the lid goes back on it stays good for up to seven years in here you can add whatever colors you'd like you can even reuse it probably once it's done and I also love using them kind of in correspondence with the fill stick if I do need to fill a hole on like a wall that's colored and then you can go over the top of it with your paint pen and then my last item from this section which I already have ripped the bag for are these rug grippers now you guys I always have problems with my rugs flipping up on the sides these are so nice I love them I love how you can do a corner if you want to you can just put it like in the middle of the rug if you want to you can really put them anywhere they're pre-cut for you and these are really nice because they make your rug grip to the floor but it does not ruin your floor at all they are totally removable but they are heavy-duty at the same time so I was able to go through my entire apartment and add these under the rugs I kind of want to get into the power tool section before my go-to crafting tools because I've been loving these power tools in particular and I need to share with you guys this first one because it is so cute and I featured in a video a while back this is a mini miter saw you guys and this is great for like popsicle sticks or mini dowels or like small little wood pieces I use this all the time because I'm constantly cutting dowels for DIYs and sometimes I use a bunch of them if I'm doing like a fluted vase or something this makes the process so much easier but it's really convenient just as like a quick little thing to cut with if you need it and I've had this and a lot of you guys asked about it in one of my videos I didn't really touch on it though so I wanted to include it in this video and then we have the newest addition to my miter saw family but you guys look at how compact this miter saw is I am obsessed with this if you do projects indoors like let's say you want to do wall molding you want to do faceboards you want to do I don't know board and bat and whatever it might be this is the saw for you it is so compact it's actually a seven and a half inch miter saw it's really light too it's like 10 pounds I had no idea this existed though because you guys have seen me use my DeWalt one which is in the garage and it's like 40 pounds and it is humongous so I'd always have to run in and out of the house to do my cuts I've actually been working on my bedroom makeover for the past week which is coming to the channel shortly and I use this to do all my wall molding it made it such a breeze this is also like $119 which I don't think is too bad for a miter saw super easy to use and just very straightforward there's really only like two buttons you could press and that's all I mean just try not to cut off any body parts and my next holy grail power tool is a brad nailer and I just find myself utilizing this so much you guys I use it from DIY projects to wall molding to everything in between it's such an easy brad nailer to use as well it can go up to two inches with the nail and I just use this all the time actually I have two of them I have a craftsman one as well which is really great too but this one's a bit more affordable so this next tool which looks like a box now some of you might know what this is some of you might not this is a laser level this one in particular is so nice because it has a grid on it now if you've never used a laser level before if you want to hang a gallery wall if you want to do a board and batten wall if you want to do wallpaper up to a certain length or paint a certain section this is your best friend I actually also created an archway in my friend Kelsey's room using a laser level now I wish I had this one when I did that because it would have made the process so much easier this one is a little bit more pricey but I will say investing in a better quality laser level is something I highly suggest because you're gonna get so frustrated when you put your laser level on the wall and the line doesn't stretch long enough you can't really tell where it's ending it's a little bit crooked so I always suggest just splurging a bit more on a better quality laser level and my last little category here are items that you guys have definitely seen on my channel over and over and over again the first one being my hot glue gun now I'm not talking about my hot glue gun in this particular video more so talking about the glue sticks that I use now I buy these you guys by like the three dozen packs at a time because I go through them so often these are gorilla hot glue sticks and I have used these for DIY projects I've used them for furniture creation like they are the strongest hot glue stick I've ever used and I just highly recommend using them over a normal hot glue stick because there's no reason not to there's definitely options they have the smaller one they have the larger one but definitely my holy grail adhesive is the gorilla glue hot glue stick my second to last items are my heat guns now if you were not a crafter and you don't have a heat gun you might not know why you need one but you guys these are so nice to have if you're somebody that paints you do spray painting you do I don't know painting on a vase upcycling furniture creation heat guns just speed up your process so much and I know when you need to do multiple layers on a piece having to wait for the layers to dry in between is kind of annoying so I always go for a heat gun I've had this one for probably 10 years or so and this is a newer one that I recently got because I feel like this one's kind of on its last life heat guns just basically produce like a really high level heat but it doesn't blow like a blow dryer where it's like blowing super fast so you can still use it to dry down paint or dry down like anything that's wet just to move on to the next step of the process so much quicker and a lot of times these aren't featured in my videos because I use them off camera so I'll like paint in the video then heat gun it off camera then go back to painting and filming that portion so these are kind of behind the scenes tools but I use them all the time and finally my most used craft tool ever my industrial shears I use these you guys like crazy they cut through wooden dowels they cut through metal they cut through fabric they cut through everything and they don't ever get dull I use these to cut florals with I use them to cut tree branches outside absolutely everything you guys these will cut through they'll cut through metal I've cut nails out of things when like they're sticking out and I can't get them in or screw you can cut a screw in half like I highly recommend you have these in your stash because there's so many times I feel like when I go and I'm like oh my gosh I can never use a normal scissor on that and I reach for these and it works every single time and that you guys wraps up my 15 holy grail home hack DIY tool power tool decorating mishmash of items but these truly are my 15 most beloved things that I probably have in my collection and just the most used items that I'm reaching for all the time and of course everything I did feature in today's video will be linked in the description box below you guys and do not forget to also check out helix if you are in the market for a mattress or you know a friend that's moving or a friend that might need a new mattress helix is totally your option so use my link in the description box below to get up to 200 off your mattress plus two free pillows I hope that you guys enjoyed today's more casual type of video but I do have a makeover coming up next my next video is going to be at my bedroom makeover which I've been working on and I'm finishing up today actually so freaking excited for that but I'll let you guys go I actually have to go get to making over that space finishing it up and I'll catch you on Thursday for that video bye guys


Okay, cool. So what we'll do over the next few minutes here's what we're going to do since we got everything situated now, we're going to set up our custom audiences, we're going to set up a custom conversion. Those are the two things we're about to do right now. Now, in the future, whenever you need to access your pixel. It's right here. Now some web pages require just the pixel ID, which is what could javi requires they just want the pixel ID, and that's your ID the 1447 that's the pixel ID. Some web pages, which most, most are, they want the whole code. So, the way you get the whole entire pixel code is you click on add events, right through that gray dropdown. Click on that one add events. So right, yeah right there to the left at events and then you go from a new website from a new website install code manually and copy code right there. So if anything go ahead and click the green one. Email that to yourself, just for the hell of it. Yeah, right to myself. Yeah, it was the 1447 that you emailed right. Pretty sure it was. I remember 1447. Okay, cool. Yeah, that's that's your pick a code. Okay, we're good. So now click on the three lines to the left and let's go to audiences. So we're going to set up our audience. We're going to set up a custom conversion. Go ahead. Quick question. How come the pixels only on the calendar. How come we didn't put it on. Now it's on kajabi. So it's on both now, but it's only showing county over there until we come over here and actually set up the event, the event, the aggregated event measurement. So once we set that part up which is what we're going to do in the in the custom conversion, then you'll see your link over there your domain. But also let's let's let's let's double check real quick hit the three lines in the top left we'll come back to this let's go to business settings real quick. Let's double check that domain. So business settings and then to the very, very left scroll down and click on brand safety. And then click on domains. So let's just make sure your domain is over here. Okay, so that's verified. Okay, so you're good. Okay, so now click on add assets which I don't think you need to add anything but just double check add assets. So you're good so cancel. Okay, so now let's just go back three lines, click on audiences. Let's go straight to the audiences. Okay, we're going to set the audiences around the landing page and the thank you page. And then after that we'll set up the custom conversion around the thank you page. So, over here now what we're going to do is we're going to click on should be a blue. Yeah, so we're going to we're going to now we're going to we're going to read book market if needed but click on that one create custom audience.  That's pretty much it you don't need any of the other ones. It's website and video. Those are primarily where all your audiences will be under so in this case we're going to go website. So we'll go website. Click on that one and then hit next. And then now over here, we're going to set up an audience specifically around website visitors only these people landed on the landing page only so hit that dropdown and go to specific which is a second one down. Okay, and then we'll leave it at 30 days and then right there we're going to take the link only the domain not the HTTPS or not, and not even the www only the link only the domain so it's going to be only sky lemons. It's actually not that one that's that's not it that's that's not it. Where's your actual thank you. No, it's the latest option. Yeah, I did okay. So, when you set up custom audiences and custom conversions, it's only around that you don't need the www. So we're going to grab that, and then go ahead and paste it in over here. And so now what Facebook can start doing is they're going to start putting everyone who landed on this page when within the past 30 days. Everyone's going to be in this audience. Now what we want to do though is we want to specify we want to really get specific. Okay, these are these are often page visitors only. So what we're going to do is we're going to simply scroll down, you should see audience name. Yeah, I don't see which it looks weird on my end I don't go to give it audience name. Oh, but you could still see everything. Yeah, go to include this is this is this is seller opt in page visitors only.  We got to go back into it real quick. So click on just hit the check mark, or yeah click the click the check mark, or the box I'm sorry check the box and then go edit, and then scroll down, and we're going to go exclude so exclude people. So again, it's specific. It's people that landed on this page only. They never landed on the thank you page, and that's where we're going to let let it be known right here. So scroll down, you clicked on exclude people. So now all website visitors specific, you're going to match the top.  And now the thank you page link goes right there. Just, just the link, just the domain, right so go ahead and paste it in there. And then double click and open it up because you end up copying the whole thing. So just, yeah, perfect. So that's it. Okay, now update audience. Okay, cool. So, but here's what I would do. Click done. Yeah, perfect. You put visitors only. Okay, good. We're good. So uncheck that box. We're good. That's an audience, you'll always want to retarget. They've seen your ad they landed here but they haven't opted in yet. So always retarget them always retarget them. So now let's create another audience so hit the blue button create audience. And then let's go to custom audience again. And now let's set up the page or the audience around the thank you page so this is going to be again specific hit the drop down you'll always hit the drop down and always go with specific and then 30 is fine. So now you're going to paste in. You might want to double click it because you got the whole thing again, or you could just hit backspace whatever. So now this audience are leads. So you'll name it seller leads. That's, that's what this is seller lead anyone who lands on this page is a lead. So this will now be an audience that you'll always exclude. Again, so web page visitors always retarget and then and then go ahead and scroll down. There's no one to let's see where you at.  Okay, so you're good so you got that one. But this actually know you don't. Yeah, you don't need to exclude anyone it's just that top one. And you're good so scroll down. Yeah, you're fine. Seller leads perfect create audience. Okay, cool. So this will be an audience click done. This will be an audience that you'll always exclude. Okay, that's simple. And then now as you start to really roll out, you'll, if you're doing video, that's when you'll start creating audiences around people who are watching your videos. Not the whole thing but maybe maybe 15 seconds of it, or maybe 25% of your one minute video. These people watch 25% of my one minute video. That's an audience I'm going to retarget them you'll always want to retarget viewers, video viewers. Okay, so as we roll out more will be doing more video audiences for sure. So now let's get out of here so that's your custom audiences. That's your custom audiences so if anything going to the re folder going to the re folder and delete that custom audience bookmark. Custom audience custom conversions. You have one so should we create that perfect. Okay, so this is right here this is custom audiences bookmark this one. Custom audiences. This right here is your money man this is what it's all about 99% of Facebook and Instagram advertising is about retargeting your audiences. That's what this is. So it's all about building up these audiences and retargeting.  That's where that omnipresence comes from because you're retargeting people are engaging with previous ads, which gives them the feeling of you're everywhere. Right when all you're doing is retargeting. So this what it's all about. So now we bookmark this this hit the three lines to the left and let's go to events manager. And this will be our last one will set up our custom conversion. So now over here. Actually, and we have to set up the web configuration which which is all part of this. So hover over that blue triangle and click on custom conversion, that blue triangle to the left. Custom conversions. Okay, cool. So now we're going to create a custom conversion. And this is all based on and all around going to click on that one it's all around the thank you page. So now what we're going to do is we're going to name it this is going to be seller seller seller leads or seller guide leads, whatever your name in it yeah seller guide leads. Perfect. And then now what we're going to do is we're going to click on select your own category that blue link select your own category. Right there in the middle, select your own category. And then you're going to hit the drop down recommended and you're going to scroll down these are all different conversion events. So anyone that's running an ad they running an ad just for the hell of it right there running an ad to either get someone to schedule an appointment. They're running an ad to either get someone to submit an application. They're running an ad to get people to freaking purchase something.  So if I'm running an ad I'm trying to get people to purchase if I'm running an ad I'm trying to get people to opt in which is a lead right so in your case you're going with lead you're going with lead so click on lead. And now what we're going to do is we're going to grab the link to the thank you page and you're going to paste it in right there. Okay cool so that's your money page right there. The thank you page that goes in pasted in right there and then you click create, and then now it's going to have us go through this whole web configuration. Click on that one go to no no no no no not yet go to web configuration. Okay cool so now over here, what you're going to do is you're going to click on domain verified. And then you're going to click on manage events. Edit. And then over here, you're going to click on that home. See that's what it is man that other pixel is home snaps pixel.  And then choose an event no no no choose an event. And then there's your custom conversion. That's it seller guide leads that's it clicks submit. And then yes I confirm. And that's it man. So you go away huh. Yeah, but even if it doesn't it's all good because we ain't running we ain't running that we categorizing that anymore anyways it's all about this custom conversion. So now click on the three lines to the left and go back to events manager. Okay so 1447 is where we want to be. And then now go ahead and click on settings. Right there in the middle settings. So down settings right there, right right there up settings. Okay and then now scroll down, you're going all the way down to traffic permissions. We'll see it down here at the bottom traffic permissions and click on. Click on create allow list just click on that and then let's see what. Okay so allowed is the calendar Lee, and then now go ahead and type in yours up there the top search or enter donates. Dot com dot com that's it. And then next confirm. Perfect close. Okay, and now, now go ahead and click on overview to the left of it overview right to the top overview. And then refresh this page it might take a couple minutes for it to show to the right hand side but will eventually show because now we we allowed it. So it should, it should eventually show to the right. You have calendar dot com showing but it will it will show up eventually because now everything's configured. Scroll down real quick scroll let's let's go back to settings click on setting this last part settings again, and then scroll all the way down to traffic permissions. Let's go all the way down, and then go ahead and click on click on edit, and then the one only one that's okay so you're good with that one okay you're good you're good. And you're good. So just close this one out. Okay, perfect. Okay, good. You're good man. So now here's the deal as you go and run the ad so click three lines let's go to the as manager. Let me walk you through this, this beginning part real quick so you can know how it all it all. It all now it'll all now make sense.   Right so it's like now you're really in position. So now as we go and smash that green button, click on create. So here's the deal. As we go in and we click on create. Yeah, get rid of that blue one. 100% of the time what you're well let's just say 9999.99% of the time, it's conversions, it's conversions. That's what you're running you're running conversions. So click on conversions, and then click continue. So now as we go in that is the objective. And that's why I tell people all the time you can have the best ad you can have the best video the best image the best text you could be targeting the best location. But if you don't choose the right objective. Nothing matters. So in this case we chose conversions, but before we chose conversion we had to set up a custom conversion around the thank you page first. Letting Facebook know our money page. It's that thank you page. So now as we come over here, you'll always go special ad category hit that drop down go housing, and then just scroll down and make sure that the campaign budget optimization is off.  Yeah, down. Yeah, no scroll down scroll down down down campaign budgetation. It's off. Okay cool so hit next. So now, now as you come to the second step which is the ad set. Over here. This is where you'll see your custom conversion. So on the third step, we're now on the second step. As we click that blue button and go to the final third step where we actually choose the image or the ad. You don't got to do it now. But that's where we tell Facebook about the landing page. So when they click on learn more. So we're going to go to the landing page, but over here and we do that on on the third step, but over here on the second step the ad set step. This is where we tell Facebook about the conversion event. Scroll up about the custom conversion right here the custom conversion that we just created. Hit that red box right there. Hit that red box, click inside there, and you'll see your custom or look for your custom conversion. So scroll down. Look at that whole list. You're looking for seller guide leads right there. That's your custom conversion. That's it man. So you click on that. You got the right pixel scroll up you got the right pixel, which is right there 14 give me one second. So you got the right pixel right there 1447 and then there goes the custom, your conversion event. That's it man. That's it. So now, now it just comes down to tighten up your pages that thank you page for example throwing a video on there. It comes down to you getting the seller guide. It comes down to you setting up the sequence the email sequence. And then that's it man and then and then you're ready to start putting out ads and to keep it simple. You want to just if you're if you're going video which I don't know if you are but if you are going video even if you're going image. Start focusing on one per week. Like just get just get in position to roll out a new ad every week. That's how you want to kind of planet you might not have to always set a new ad every week but you want to get in the habit of having one ready every week. So if I get an ad that's doing well. Yeah, should I reset the budget weekly. No, you're not going to reset the budget.  Once that ad performs and once you have one that's really really doing good for you, you simply duplicate it, meaning you just take the same campaign and you do it again. Which I'll show you that's that's all that's all duplicating ad sets. Okay, and then my next question. So I have skylarlemons.com. I want to create an email address skylarlemons.com. Yep, and I haven't done that yet, but I had two questions. So when the emails go off email. Can I make them come from that email like Skyler Skyler. Yeah, they yeah that should be a good jobby setting. Yeah, for sure. Okay. How do I get that email address like just in general. Well you have, it would be it would be in your, it would be in your in your go daddy actually wouldn't be a good jobby setting actually in good jobby if that's your email auto responder then yeah you would tell good jobby about that email. But to configure it it's through where you purchase your domain which would be go daddy. So over here, so how do I click on click on click on the dot to the top or my products. Yeah let's log back in. So anything any other questions regarding the custom audiences the custom conversion or anything like that. Thanks to spruce up the website and the landing pages as well as get the email sequence and the seller and I think that once I do that, I will be very good to go. Awesome man.


Now why is it important for you to find and set the right pricing? Because if you set the right price you're going to encourage more customers to buy from you again and again and you're going to have a very profitable business because people feel like they're getting value and bang for their buck. Whereas if you set the wrong pricing you're going to hear crickets because no one's going to buy from you because it's overly priced or if you set the prices too low you're going to run your business to the ground and that's the reason why you need to consider these three factors when determining your product's pricing. First up quality. Is your product a higher or lower quality than others on the marketplace? How much more value does your product provide and in exchange is the value and if the price is worth it? So give you an example. This ice cream is one one of the most popular ones in Vancouver called Ernest ice cream and each pint sells for $12 whereas their competitor Ben and Jerry's they sell it for $5. How can you justify a ice cream that's worth more than double the amount of something you can get from your local grocery market? It is because the quality of this ice cream is just that much better. They use a lot of real ingredients in their ice cream it is much more dense and the fat percentage is a little bit higher so that means it has much more bite to the ice cream than the typical Ben and Jerry's because usually with Ben and Jerry's and the typical ice creams that you see in the market they pump a lot more air into their ice cream so when you eat it it feels a lot more fluffier whereas these ice cream it's much more dense and when it's dense it's creamy and it's good and it's just packed with great ingredients and that's the reason why they can justify selling $12 ice cream having four locations and being one of the top brands in Vancouver even though the prices are more than double of a typical Ben and Jerry's so understanding the quality because the quality dictates the pricing does not mean having the lowest price is always the best. Next up the cost the cost of good solds cost of your ingredients you don't need to calculate the exact cost right now we covered it in a few different lessons previously on how you can calculate the food cost but it is the bottom line that matters okay your bottom line should never exceed the price of the item because a lot of people they don't calculate how much is it that they cost to create a product and they just put the prices out there and they think they're making money when they have no idea whether they're making money or not and a lot of times businesses do this and they fail because they don't know their costs okay your price should be a range of two to four times your costs are good solds okay typically speaking you can start off with maybe times two only but it's your job to work your way up to times for the multiple now if this is messing you up and whatnot it's okay i'm going to give you an example ice cream pint if the cost of good solds the ingredients the label the jar everything costs you two dollars and fifty cents to make two times the multiple of that is what you should be retailing it at either five to ten dollars i highly recommend to go with times four the cost of good solds to get to a good retail pricing but typically speaking when you first start off your food brand the cost of good solds are a lot higher than when you are running a mature business so that's the reason why this cost might be at four dollars might be at five dollars and yet you cannot sell an ice cream that is too far off from the market price so ice cream at let's say fifteen dollars won't work twenty dollars won't work because it just doesn't justify it and that's the reason why we need to adjust our own expectation and to understand how much is the competitive competitors charging so these are different components and different factors we need to factor into our pricing strategy competitors we need to put all three of these variables and factors together in order for us to determine the price right so we talked about the quality we talked about the cost of good solds and then now we talk about the competitors our competitors are great reference point about what the customers are expecting for typically what you are to offer is your price range similar to the top three of your competitors so for example with us our ice cream shop we sell each cup of ice cream at five ninety five how can we justify that because of our competitors our competitors are charging six dollars in ice cream of similar size and another competitor charging six twenty five so i know for a fact that if i charge five ninety five it's falls along the same as what my competitors are charging i just need to make sure my quality is better and also my cost of good solds is lower in order for me to run a very profitable food business now why should i care about my competition it is because the market determines the price and your price and your success also you can't beat your competition unless you understand them and like what i was saying if you're all your competitors are charging six dollars for a cup of ice cream and you're charging eight dollars but the quality and the value you give them is no different from your competitors than you are over priced and that's the reason why we need to understand what our competitors are charging the four ways to analyze your direct competitors first up item price what is on their menu do you offer more or do you offer less how much do their products cost and what is their price so you can analyze these items put it in an excel in the link below there's an excel worksheet where you can actually put all these items and you can analyze exactly what they're charging next up brand prestige what does it mean it means how long have your competitors been in business what are the numbers of followers on instagram are they popular are they not popular do they have any retail locations do they have any accolades do they have interviews do they have publications understanding all those really also plays into the prices they set for example if it is really well known brand that has a lot of publications and a lot of features then perhaps they can charge higher whereas if you're offering similar products similar quality and if you don't have those accolades then you may need to charge a little bit less in order for you to penetrate the market next up to quality what is the quality of the ingredients what are the type of packaging that they use once again here we really talk about the quality of the ingredients so same example with earnest ice cream the quality is premium right that means that they can charge a premium price because you can tell exactly what they put into their ice cream they indicate that on their website and that's the reason why they charge $12 a pint whereas if you don't have that kind of quality if you're not investing into that then you cannot well charge $12 a pint of ice cream next up convenience how do your customers receive the product do they offer shipping or delivery also include that into your competitive analysis research because delivery is also part of the customer experience and people also factor into how they're receiving their product and how much they're paying so all in all these are the different ways for you to analyze your competitors and as you can see here with Bulbasaur this is the competitive analysis research that we have broken down for their pricing in order for us to determine our pricing right so this is something that you can use as a reference and as a template for you to understand what I mean and why we do this competitive analysis and how we can justify our price based upon what our competitors are charging now it is your turn use the competitor breakdown template below to determine your perfect price range now you you can justify why you're charging $30 why you're charging $50 because of your competitors okay and also because of the three different factors


Hello everybody. Today, I would like to share our experience of how to use machine learning algorithm in practice of integration in Kubernetes and which algorithms we applied in our experience. First of all, I'd like to introduce ourselves. My name is Igor Gustav Myazov, and I'm head of integration department in spare bank technology. And I also like to introduce my colleague, Maxim Chernovsky, who is chief software development manager and who will provide some technical insight for you about main topic of presentation today. So, let's start. So, in the beginning, I'd like to say several words about our organization. We are a big financial and ecosystem organization and our focus is best client experience and technological leadership. Our company takes first places in financial services. We have a lot of retail clients and corporate clients. We have significant market share in Russia. And also, last year, we did a great step in the direction of development, non-financial services and development of our ecosystem. At the same time, last year, we introduced new IT platform with focus of reliability, zero downtime and applying machine learning algorithms across all services of our platform. Why we did it and do it, you know, because we did a lot of work in the direction of migration, our legacy system to cloud ecosystem and consequently, it provides a lot of a huge amount of application telemetry, which should be collected and transferred processing in appropriate way. So, of course, we have some monitoring issues because our IT systems landscape is rather large and complex and we have common problems like alert and metrics health and clear topology and clear integration, clear integration, interactions, dependencies, which we understand in real time. And also, we have some issues connected to elasticity about inefficient manipulation and efficient rising of enough resources for our workload. So after scaling issues, applications, time issues and so on. And of course, for us, the main focus is on real time interaction. So overall latency through complex topology also is the problem for us. So if we look at it as high level concepts, I can say that we work with two types of telemetry. The basic one, which we built from the Kubernetes tires. And in this level, we are most interested in performance of containers alerts, which we can collect from containers and then processing in our models. And the second level of data telemetry, which we collect through the service mesh. We use this information to create a graph for individual workloads to understand all parameters of work interaction, duration, latency, amount of data transferred, errors and so on. At the first stage, all our monitoring data is collected in intermediate storage of metrics when this information is aggregated and put to long term storage. Long term storage we use to prepare a data set for our training machine learning models and then use it for developing our model and processing this data to to engine of our machine learning cooperation system. So the system we can divide to two main parts. The first part is the preparation and evaluation of models. And the second part is a real time execution of trained models. For speaking of technologies, we use Istio as a service mesh to collect service mesh metrics and permittails as a data layer and to collect our data. But I'd like to know that technologically we can use any other service mesh implementation and any other database for time series to collect data for the model. Great. Thank you Igor for the awesome intro and high level explanation of the system. So we have figured out the conceptual approach and technologies. Let's talk about specific tasks. We have our own private cloud as bear in which we host many Kubernetes clusters. And in general, we can say that each of these clusters is something like an on-premise hosted cluster and each of these clusters can have several hundreds of nodes. For launching pods, we use a standard scheduler. Workloads are completely independent in terms of deployment and can belong to different teams. So here is an assumption. We can reduce network resource consumption as well as optimize overall latency by combining workloads in the thing which is known as schedule group. So let's see how it can be done. As I said, we use Istio as a service mesh. So I will describe all methods using the example of the well-known booking for application. I'm sure many of you are familiar with it. So just very briefly, this is a simple application. In total, we have six interactive services. And of course, the Istio service mesh is used to collect metrics and telemetry of the services. Using the Istio request total metric, we built a directed cold graph for our applications. The vertices of this graph are the interacting services. I use service names S1, S6 for simplicity. The services correspond to the services of the booking for application. The edges of the graph are the effects of network interactions. And this is also quite simple. Now you can notice that the graph is weighted. And yes, you are right. As an example, I added the average latency of request processing as a weight. The values are taken from Istio request duration metric respectively. This metric is chosen because in the example I want to group applications and minimize network latency. In general, any metric from your service mesh can be used as a weight of these edges. As a result, we got a simple data array which is shown on this slide. Also in the table correspond to the edges of our graph and the columns correspond to vertices and weights. If we sort this data set in descending order of edge weights, we can group our vertices in one cycle. The first pair of services, the delay is maximum respectively, the first group is created, and the two services are added to it. Next, the second pair of services, since S5 is already in group one, then S3 is added to it. Next, S1 and S6 create a new group, since no related services have been found yet. And here, there is an important point. The size of the groups acts as a parameter of this method. And this allows us to split the connectivity of services and not combine the entire chain into one group. In this case, the size is three, and when we process in edges of four and five, nothing happens. The services are already allocated, and since the limit for group one has been reached, the second and the first groups will not merge. At the end of the method, service S2 assigns to the second group. And here the work is done, and let's see what we got here. We have two groups of booking for services in our cluster, yellow and green teams. Services product page, revision version one and details are included in group one, and services reviews version two and three and ratings fell into the second group. Great, the approach works and let's see what we can do about it. In the simplest case, we can use node selectors to place a group of applications in a specific zone of the cluster, which provides the most comfortable conditions for the grouping criteria that we have chosen. For example, the network between host is very fast in this zone. We can also use service typology to localize traffic within the selected zones, but I have to say that now this mechanism is deprecated and the more correctly to use typology where hints here. Additionally, we can use for the affinity rules and place replicas of intensively connected applications on the same node to ensure maximum performance. However, we have to be careful here because this affinity can lead to performance issues in large clusters and we should not forget about fault tolerance and other stuff for HA and DR processes. Finally, you can use this grouping mechanism for the, I would say, smart or topology spread constraints. As for us, it's bear in our clusters, there are a large number of independent applications that can interact between this, between each other. We can use collocation in a recommendation mode. It automatically investigates the relationships between workloads and clusters and then manually, and then we use manually this information to mark up the cluster infra and configure the cluster schedule. Okay, that's all about workloads collocation. Let's talk about normally detection. We have a large set of metrics here and this metrics can be analyzed to find the normal assigned them. And here is an assumption we can recognize abnormal values of the system and determine the root cause of this anomalies through the correlation of network and system metrics. Let's see how it can be done. I will tell you about booking for application again because we use this tool, but there is one addition. There is one more rating service and I added it here to build a more complex example. Let's assume an anomaly as a point that is sufficiently distant from the main density of points so that the probability of this event can be considered very small. In this case, the problem of detecting anomalies can be reduced to drain in the model on historical data predicting the next value of the time series and classifying the points as anomalous, depending on whether the real value of the time series data, sorry, depending on a real value of time series data and when it fits into the predicted confidence interval. Here we can see on different models, for example, it is a Gaussian process, a RIMA, moving average and so on. We use a model based on clustering mechanism using DB scan and this model shows a good result, but it turns out to be sensitive to data normalization and you have to keep it in mind. The results of the models in terms of average time is presented in the table on this slide. Okay, now we know how to automatically find anomalous in metrics, let's see what we can do with this information. For the KubeKon, we checked the micro RCA algorithm on the example of our favorite booking fabrication and let's see what came of it. An anomaly detector notices time deviations in requests and a root cause detection method can start with this data. The first thing we need to do in this approach is to build a directed application graph, where the nodes services and the arrows between them are the corresponding requests from one service to another. We already seen it in the previous test. From the complete graph of the application, a sub graph is located which contains the abnormal nodes plus adjustment normal ones. Here, we've got an anomalous sub graph and just let do a few tasks on it. At first, we have to calculate the weights of edges as a correlation between response time and average anomalous response time. Next, we have to calculate the anomalous scores of nodes as a product of average node weight and the maximum of correlated utilization metric. And next, we can use the personalized page rank algorithm to determine the probable cause of the anomaly. This method produces a rented list where in the first place in the root cause of the anomalies, we can find the reviews version to service. The most related anomalous response time metric is rate container memory working sub bytes, which reflects to the essence of this anomaly heap overflow. So, we looked at anomaly detection methods and an algorithm for finding root causes. How can this information be useful? At first, I want to speak about learning in modern enterprise systems. There are thousands of learning rules and a single problem can cause dozens of notifications while detecting anomalies will automatically respond to suspicious events in the infrastructure. Methods of finding root causes can significantly reduce the flow of notifications, which is a perfect solution for the system administration. It is important to note that the anomaly detector can be implied to establish monitoring thresholds. I would say since the threshold values are most often selected individually based on experimental data. Anomaly detection allows you to automate this process. Here we got the third important aspect based on the automatic detection of anomalies so we can form flexible rules for automatic traffic management. When we make changes in our infra, for example, when we perform general releases and so on. As for us as a bear we use anomaly and root cause detectors in the process of chaos engineering. We achieve a deep understanding of various aspects of the systems and then use this information to manually configure our monitoring solutions. Unfortunately, concrete models of root cause analysis in our infrastructure is not open sourced yet, but so I will not cover them in this talk, but maybe in future we will talk about it. And the last but not least predictive auto scaling. When migrating to Kubernetes, many of our colleagues, especially those who write code in Java faced the problem of slow start of applications. Given the fact that they put some work on the elasticity of applications in our environment is achieved through automatic scaling a slow start off an application became an unpleasant problem that we really had to fight. The question arose, what if we try to scale the application not reactively, but proactively always having the necessary amount of replicas at hand and impressive set of metrics here from containers just what we can try. The method is designed to predict the required number of service ports to K methods are used to predict the number of ports in a service standard HP and predictive auto skill. As an input, the method uses the time series of a specific metric called value, for example, CPU, as well as data on pod resource limits for limit and it, it's a desired ratio on the resources, the calculation of the number of ports in the HP is performed in a very simple manner. It is necessary to split the total demand for resource into the limit of a separate pot, taking into account the ratio. A limitation is also imposed in terms of the minimum and maximum number of ports. The predictive auto scaler calculates the number of ports in the same way, but instead of the last actual value of the our metric, the predicted value is used for training and prediction, the time series data is supplemented with some features. The moment legs for the last 20 minutes and an hour in a day are used as a science as features, but this list is not is non exhaustive and can be supplemented. On the slide is an example of data transformation and future generation predictive auto scaler uses two models to predict values. CatBoost model, CBM and the moving average with a window of 20 values. CatBoost model is a gradient boosting model for decision trees. The model allows you to track the growth of the load with a small time delay. All the two values obtained and the maximum is selected. The CBM model allows you to quickly respond to an increase in the load and moving average in turn partially dampens vibrations and does not allow the pulse to be lowered quickly, which is important with a sharply variable nature of the load. Moving average response to load growth with a long delay, which makes it impossible to use to use it as the main prediction model. However, the response to load reduction is also slow, which is very good and which is which will be used later. The CBM model can predict the value of a quantity with small delay, which is an advantage when detecting increasing load. In this case, the model reacts at the same speed to decrease, which can adversely affect with a sharply variable nature of the load. It can be seen from the graph that the model reacted to the decrease at the moment when the load began to grow again. So we combine two models and it allows us to quickly respond to an increase in load and at the same time slowly respond to a decrease, which is very effective for the predictive auto-scaler. I suppose that's all about concrete features of ML Ops pipelines in our environment and now we can talk about our future plans. Igor, it's your turn. Unfortunately, we don't hear you.  Thank you, Maxime. Thank you for your brilliant speech and as Maxime said, we use our machine learning cluster now as an in-recommendation mode and of course after collecting enough amount of statistics, we go into switch in operation mode and implement all our features in a real-time manner. And in the second way we would like in the future to switch from evaluation of efficiency of our models by experts to developing some type of feedback channel from model runtime to improve efficiency of our models and improve speeds in which we can train our model in production zone. So and in the third point that's directly related to the second, in addition to continuous assessing our models, we'd like to create continuous delivery pipeline for our models to deliver new feature in quick manner and receive actual training set, actual statistic from runtime to our developers and create this model lifecycle in more efficient way. I suppose that's all for today. Thank you for your attendance and I think that in the future we provide some additional information about how we can, how we developed our machine learning cluster management. Thank you. Yeah. Thank you guys. Thank you all for joining and now we are ready for your questions. Thank you.