Rob Perry

Head of Growth @ | I grow brands - not hair | Girl Dad & Husband

[Rob Perry @RobPerry_]

@sweatystartup This got me 😂

[Rob Perry @RobPerry_]

“He’s not burning cash, he’s investing in customer lifetime value”

[Rob Perry @RobPerry_]

@Seanfrank Now if you apply this to Jordan Love… what’s your take?

[Rob Perry @RobPerry_]

@brandoclicks Nice! how do you find them?

[Rob Perry @RobPerry_]

One big change I've made this year is looking at myself the same way I view an optimization test within the business.

Crazy to some but hear me out…

We’ll spend two weeks A/B testing a pages, headlines, buy box vs no buy boxes, ect

In that same time I’ll take magnesium because I think it’s helping and some health guy told me I should.

We test everything in our businesses and almost nothing on ourselves.

Think about how much advice you've absorbed on faith. Vitamins, caffeine timing, sunlight, when to work out, what to eat, what to read, blue light glasses.

Mountains of it.

Very little proof beyond "general consensus."

Here's what a decade of building taught me (and please don’t wait 10 years) general consensus is where averages live.

And if you are in the performance marketing/business building space you are not an average.

Every business is different, so we don't copy the playbook…. we test it.

Every person is different too.

Same logic should apply to the one system you can't swap out… you.

So last few months I’ve been running myself like an experiment.

Newest test… a new focus stack I'm testing for deep work.

Keep caffeine intake the same.

But add in additional L-Theanine to smooth out the impact of caffeine.

Alpha GPC to target the neurotransmitter the brain uses to keep my focus on point.

I have found I have great energy in the mornings but afternoon meetings have me all over the place.

Same rules as any test that matters…

- One clear thing I'm trying to improve, measured honestly, not by vibes.

- Focus on one outcome at a time, or you never know what worked.

- A set window before I call it.

Most self-improvement fails for the same reason most marketing does…

No baseline, too many changes at once, and a verdict based on how you felt that day.

Last note… I think you should do this with things well outside your health as well.

New hobbies, experiences, music, ect… I think it creates more “openness” and helps eliminate any potential bias or pre conceived ideas.

I'll report back.

Also… anyone else have any insights here?

[Rob Perry @RobPerry_]

@Swetamohanty94 Nailed it

[Rob Perry @RobPerry_]

I’ve been overseeing retention for 7 months.

Our sub save rate has gone from 11% to 27% (July sub save %)

I would not have been able to accomplish that without some incredible partners. Here is what I have learned…

Most brands treat a subscription cancel like a checkout.

Click cancel, ask why, make an offer and then gone.

We treat it like an objection.

The moment someone hits cancel is the moment they finally tell you the truth about how they feel and why.

This sets the stage for what should come next.

"Too expensive"

Isn't necessarily a discount problem, it's a value problem. Smaller size, different cadence, reframe what a month actually costs and what future costs could amount to. Educate a bit before a flat offer. Also, add a video from an authority figure explaining why they might want to rethink their decision.

"Not seeing results"

Especially after the first 30 days on a product that takes time to materialize, is a great time to educate and remind them that their original decisions are what led them to the product in the first place. Call into question/create doubt in the current decision, back it up with a professional overview creates a lot of friction. Also if you see a spike here, take a look at front-end messaging to see if they are coming in with the right expectations. I made this mistake.

"I have too much piling up"

Isn't a money problem but it might be a general use problem. It could be a sign they aren't using the product as they should so a video with an authority figure/founder calling their day to day practice into question almost in the frame of accountability can go a long way. Also a great place to introduce a delay in shipment (obviously).

We treat these like we are having a genuine discussion with the user. They have a feeling and our job is to make sure they feel heard.

The more heard they feel the higher likelihood you keep them.

Through the implementation of the above (we continue to test)... our save rate went from 11% to 27% in the last 6 months.

You can't save everyone. But when you believe in the product and impact, spending time here can go a long way.

[Rob Perry @RobPerry_]

@cbwritescopy Yes

[Rob Perry @RobPerry_]

@ecom_cork Dude... I had this same thought at least 17 times today

[Rob Perry @RobPerry_]

@noahkagan @Apple - you won't do it...

[Rob Perry @RobPerry_]

Here is my take on ROKT thank you pages...

At first I hated it. I thought "why on earth would I give up prime real-estate to another and likely much bigger brand?"

I just paid for the customer. That is my customer.

Then it hit me...

In what other instance are you able to associate your brand with 9 figure well known company?

Let's say you are supplement brand that sells protein powder.

A lifetime fitness ad shows up on your confirmation page.

You get paid...

AND every time someone thinks or sees a Lifetime Fitness, they associate your brand with theirs.

You now are thought of in the same light, as that brand.

I can't find a net negative here.

[Rob Perry @RobPerry_]

@ecom_joseph The heat on this call must of been 🔥

[Rob Perry @RobPerry_]

@ecom_joseph @feras @EricRausch

I got good peeps around me... what can I say?

[Rob Perry @RobPerry_]

I very much agree with this as someone who has hired dozens of people over the years.

The return to office debate keeps missing the real point.

If you need people in a room to believe they're working, that's not a visibility problem.

It's a hiring and leadership problem.

A players don't want to be handheld.

They don't want to be restricted.

And they don't want to sit next to people who can't operate without someone watching.

You might get lucky and land a few core members in a single city.

But forcing a team into an office because you think they need structure was never about their capability.

It's about the insecurity of leadership.

[Tyler Denk 🐝 @denk_tweets]

fully remote over mandatory in-office is still a hill I will absolutely die on:

> if we only hired people from LA, we probably would have failed years ago

> we find THE most talented person for the job - I don’t care where they’re located

> it’s archaic to expect people to move their families to expensive cities just for a job

> we don't pay for an office (usually one of the biggest items on the P&L)

> I hate commuting. you hate commuting. everyone hates commuting.

> colleagues will often spend 3 months in Europe / Bangkok / wherever over the summer

> plus, there's a lot of baggage that comes with 130 bodies in one location that we just don't deal with

I can count on two hands how many people have voluntarily left the company in 5 years, & remote culture is a big part of that

[Rob Perry @RobPerry_]

@ecom_joseph We all should be more scared

[Rob Perry @RobPerry_]

I committed a first degree felony last week…

Severe punishment potential.

Local authorities (my wife) have told me I don’t have much of case.

I will need all the support I can get.

And…

You can help by watching this video and using this link: https://t.co/YgAF10Bjl7

Download the report and go follow:

@itsaliciagan
@dppatel_
@aftersell

[Rob Perry @RobPerry_]

3 years running my own company.

Almost a year building the team at LIVFRESH…

Valuable lesson both times:

- Pure intentions go far.
- Bad ones get exposed. Every time.

[Rob Perry @RobPerry_]

@rachael__nelson I wish I had a 100% take rate on the upsells… I’m trying

[Rob Perry @RobPerry_]

I have been doing this 10 years and still the most underrated real estate in ecom is the space between when someone purchases and the thank you page.

Someone just bought.

Card's already out, trust is peaked, they're mid "yes".

Most brands send them to a boring order confirmation and the leave the consumer still wondering if they made the right choice.

That's the moment for a one-click upsell.

No re-entering payment, just "add this too," one tap.

It converts higher than anything on the actual site, because the hard part (deciding to trust you) already happened.

The crazy thing is I still talk with brand operators today that either don't have it set up or put very little thought into it.

Here is what I found to work best:

1) if you are routine driven brand (oral care), show them something that would pair well with what they just bought. i.e. a toothpaste and then a mouthwash. Particularly important if you are subscription brand as well.

2) the "test of time" strategy is just sell them more of what they just bought. For higher take rates, show them a discount and position it as a way to gift it to someone else (friend, family, significant other, ect...)

3) Seeing a lot more people talk about the strategy of taking a 1 month sub product and then offering an "upgrade to quarterly" play so that you collect 4 months of LTV in the first month.

Just don't over think this... it is such an easy way to raise AOV without doing any additional front end work.

[Rob Perry @RobPerry_]

Yeah my reference here is kinda geared more towards campaigns.

But specifically, we pulled the data during our sales periods and split tested sending subscribers sales messages vs not sending them sales messages… saw no meaningful impact to sub cancelation in terms of increases.

Less than 2% impact and the revenue gained during the sales period from subscribers vastly outweighed the revenue lost due to churn.

In going analysis to see if those subscribers who did buy during that time period go on to churn but as of right now, nothing alarming.

[Rob Perry @RobPerry_]

@aftersell 📠