Thomas Ryan

Founder @descriptomizer • CRO + Product description • Increasing conversions for DTC brands using data-driven product descriptions

[Thomas Ryan @techerdsTom]

Understanding your Unique selling proposition is crucial for Ecom brands

You can;

- Build a great tribe around your brand
- Increase Conversions and
- Increase customer Loyalty

Just by nailing your USP

The problem now is communicating the USP to your customers

[Thomas Ryan @techerdsTom]

@hnshah Trust is the real moat. Nail the basics, earn belief, and you don’t just win users. You keep them.

[Thomas Ryan @techerdsTom]

@gdb Wild stat. If users are spending 20 mins/day in ChatGPT, there’s huge untapped SEO potential in how they search and ask. Time to rethink keyword strategy.

[Thomas Ryan @techerdsTom]

@hnshah Exactly, every tool rewires intent. With AI, even search behavior is shifting. Smart marketers adapt where and how they’re found.

[Thomas Ryan @techerdsTom]

@EcommerceBoy Totally agree, bad product feeds kill performance before the first click. CRO and SEO both start with clean, compelling data.

[Thomas Ryan @techerdsTom]

@DanBilzerian you were among a list of leads I was intending to target with cold email

My AI system generated ~1000 emails for each person in the list but when your turn came it was concerned about "ethical marketing practices"

You wouldn't have said anything controversial lately?

[Thomas Ryan @techerdsTom]

It's here!! My episode on the Keep Optimising podcast is LIVE!

Thank you @keepoptimising @chloethomasecom

https://t.co/sYXJ9n5ocN

[Thomas Ryan @techerdsTom]

If there's one area of business you don't want to outsource, it has to be your ads

This isn't even to say there aren't good agencies out there

But lead gen, which if you want to scale, has to come from ads

Cannot be some unknown black box of opaque magic that you depend on disinterested parties for

If for no other reason than to enjoy free business-class flights everywhere

IYKYK

Take control of running your ads because otherwise you don't control your own business' growth

[Thomas Ryan @techerdsTom]

Do any of you ever conjure up a "fall-back" plan for if you lost everything?

I'd be shocked if the thought doesn't cross every business person's mind at least sometimes

And perhaps like me, if you've been working for yourself for a while you just sort of assume you're not really "employable" anymore

So if I lost everything tomorrow and I had to get some cash quickly

I'd go and buy a bunch of those "no junk mail" signs

Maybe even a few "no sales people" signs also

You know, the ones you pop on your letter box so the postman or door-to-door people don't fill your porch up with cr*p

Let's imagine I get them at £0.50 each on Alibaba

And try selling them at £10 a piece

I reckon I could do 10 houses every 5 minutes

(Includes a bit of time for the ones that actually talk to me)

And if I could convert 1 in 10 houses,

I'd make a gross profit of £120/hour

A few days later I'd be back on top 😂

Anyway, if you'd rather just get your Ecom store converting more and save me having to go door-to-door selling, let's have a chat

[Thomas Ryan @techerdsTom]

Do you know what your customers did before they converted?

Or perhaps more interestingly...

What they did before they bounced?

This is the kind of information that we drew on when using Descriptomizer to identify content themes that work (or don't)

But where things took a turn that I wasn't quite expecting

The use for this kind of information is much broader than just as an indicator of what new content should emphasize

It can tell you what to move below or above the fold

It can identify information that you might want to elevate across your entire site

As well as sections of your site that are actually impeding performance

The interesting outcome of sharing this data with more and more brands

Is that the functionality we built simply to make Descriptomizer's content engine perform optimally

Has actually surpassed basically any CRO tool on the market in it's ability to extract details about user behaviour and provide directly actionable insights that increase conversions

I may be biased but I'm also correct - feel free to reach out!

[Thomas Ryan @techerdsTom]

Could AI and crypto be a match made in heaven?

"AI agents" which can act autonomously (within the remit of their initial configuration)

Obviously cannot create bank accounts

Or comply with KYC requirements of large transactions

But give them access to a crypto wallet to move coins around as and when needed

This could literally spark an entirely new economy that is almost completely independent of any human involvement

And this isn't some wishful thinking...

There's a ton of these AI agents actively on the internet now using various obscure crypto-currencies for service such as renting spare computer power and distributed server storage

[Thomas Ryan @techerdsTom]

I don't care what discounts you've got going, on principle alone I refuse to buy a single thing on Black Friday

[Thomas Ryan @techerdsTom]

If you want to launch a startup here are two pieces of advice that I wish I had received earlier on with Descriptomizer

The reason these are so valuable (in my opinion at least)

Is typically you're assumption on these issues will be the complete opposite of what I've come to learn

The first and arguably most important one is...

Don't build your product before you've figured out how to sell it

And this isn't to hoodwink or trick people into exchanging money for something that doesn't exist

It's to validate the idea and ensure 100% of money invested into the product actually goes on efforts that the public a) wants and b) you understand how to sell

The second point is that no matter how excited you are to win your first customers

Don't make the mistake of undercharging or offering discounts

In fact, you'd be wise to assume those early customers are going to end up costing you 3 or 4 times what you anticipated

Because real-world users poke holes you didn't even know were possible

In any product, process, or service

And unless you've got extremely deep pockets through investment or your own savings

You'll need that extra cash to ensure they still come away happy in the end

Which is the critical lever for igniting that growth spark because you need existing customers to recommend new ones if you don't have a fortune to blow on ads

[Thomas Ryan @techerdsTom]

Can we blame some of the world's toxicity on copywriting?

It may seem like an unlikely villain but consider this...

A skill that was once essentially unknown to the vast majority of people, pre-internet

But was always deemed valuable - good copywriters were always sought after and paid handsomely

Has become somewhat common-place amongst anyone posting on social

Even if they don't quite know they're doing it, and of course people have vastly different abilities...

But most people at least get the concept of a short edgy opening line that builds intrigue (the Hook)

That inevitably filters down into the way the rest of the content is composed

Resulting in insane amounts of output from the human race (your friends in many cases) adopting traits and characteristics once exclusively reserved for flashy magazines and tabloids

But when it's your friend or just a person you admire and like

You don't approach it with the same guard and skepticism as the magazine on the shelf that you knew is just trying to get you to buy it

Of course the only copywriter in town worth considering these days is Descriptomizer 😘

[Thomas Ryan @techerdsTom]

🚨24 million people signed this petition🚨

But what they all seem to have forgotten

I'm a greedy capitalist

And Descriptomizer will never be free

But you can book a call and we'll agree a very fair price

Offers welcome - no more petitions pls

[Thomas Ryan @techerdsTom]

I've honestly had enough of all of this

The team and I worked so hard to produce something special

When we won the multi-billion dollar project to fix Jaguar's terrible reputation

And reimagine what is clearly a stale, old, and outdated brand with a cat for a logo

(Seriously, do they think they're some kind of crypto meme coin?)

That attracts undesirable gammon-esque wannabe secret service James Bond type impersonators

You're all just out of touch has-beens who don't get what us Gen Z's know to be true

And that is, the future of Jaguar is actually electric bikes powered by mini wind turbines that you can all go and sit on for all I care

[Thomas Ryan @techerdsTom]

True story about why you shouldn't date your Ecommerce customers

Are you ever on your laptop?

Looking at your orders

Thinking, oh my!!!

That's an interesting email address

I wonder what stud came up with that

They must be super interesting

Athletic

Intelligent

Good looking

No!

Of course you don't

But it's not because it's not possible

It's because you don't get enough orders

If you did

It's mathematically impossible for it not to happen eventually

And the only thing

Standing between you

And enough orders

For this to happen

Is for us to increase your conversion rate

[Thomas Ryan @techerdsTom]

We lost something so dear to our hearts yesterday

Words can't describe...

The sadness

And darkness

That I

And many others

Are feeling right now

But as with all things in this world

Nothing stays the same forever

And when you reach a certain age

You learn to accept that life has its stages

And a SAAS product like Descriptomizer eventually has to put its prices up

Leaving behind the youthful days of bouncing around

Offering insane discounts

It had to come to an end

All for a good reason though

It is just too damn good for how little we were charging

DM for details

[Thomas Ryan @techerdsTom]

Last night I was told off by a young woman in the gym

Apparently I was staring somewhere I shouldn't have been

Somewhere many men's eyes lead them without even realising

Caught off guard but intent on defending myself

I stopped the young woman right in her indignant tracks

I explained to her that I was staring into the future

A future that she could be part of

If she only signed up to Descriptomizer

And as a gesture of good-faith I offered her a free content strategy session

Little did she know though

That all of us top tier sales men just use that term to trick people into coming onto sales calls with us

She apologized immediately and graciously accepted an appointment at a time of my convenience

If you too would like to enjoy the benefits of guaranteed ever-increasing conversions through content optimization

You are very welcome on a complimentary content strategy session

[Thomas Ryan @techerdsTom]

When is the last time you didn't buy something because the Add-to-Bag button was a certain colour vs...

You weren't convinced that you needed the product?

Some will say that's not a fair question because these things aren't conscious decisions

Which is kind of accepted wisdom but I firmly disagree with it

Unless your website is a total shambles, people will figure out how to purchase from it

- if they've been convinced

Sure, there's an optimal layout and best practice that you should be following

But getting your content (descriptions, reassurances, reviews, images) optimal pushes the needle way further than wherever you position everything

So the obvious answer is to do both

But if you don't measure which content is actually driving the sale

Then you won't actually know what the optimal layout is

Unless you use Descriptomizer

[Thomas Ryan @techerdsTom]

I've decided to become a drug dealer

And for the skeptical amongst you, no this isn't clickbait

I've teamed up with a crew of hardmen from the mean streets of Washington DC

To help them grow their (legal) Weed Dispensary from a street corner operation to a digital goliath

And yes of course this was clickbait but the story itself is mostly true

As Winston Churchill famously tweeted, don't let the facts get in the way of a good product description

Speaking of product descriptions...

Have you tried out Descriptomizer yet?