Welcome to our DTC Next Ecommerce Growth Virtual Summit Series where we are recapping all of the goodness from our big-time event. Miss the show? Catch the replay here and get the hottest tips from the top ecommerce pros in the industry along with an exclusive gift!
Don’t have time to watch? Get the full recap below:
Ecommerce is a battlefield and if anyone knows that it’s Nick Shackelford, ecommerce legend and founder of Brez and Structured Agency.
Whether it’s Meta throttling your ad spend, inventory issues leaving you scrambling, or outdated urgency tactics driving customers away, the challenges are real.
But as Nick Shackelford says, “You can’t just shut things off and hope for the best. Adaptation is the name of the game.”
Here’s how to take Nick’s advice and turn these obstacles into opportunities.
When Meta Fails, AppLovin Saves the Day
Meta is the golden child of ad platforms until it’s not.
During Black Friday/Cyber Monday, Nick Shackelford’s team ran into a wall when Meta refused to scale.
“We couldn’t spend, CPMs were outrageous, and we needed volume.” Their solution? AppLovin.
Why AppLovin Works
AppLovin delivers cheaper traffic and significant volume. Nick highlighted the unique buying behavior of its users:
- Engaged Audience: Consumers are incentivized to watch ads (think points or rewards).
- Credit Cards Linked: Many users already have payment info attached, making them primed for quick purchases.
- Affordable Traffic: While Meta CPMs hovered at $65–$70 (on a good day), AppLovin offered a cost-effective alternative.
Nick Shackelford’s Strategy
AppLovin is likely best as a discovery platform. Nick’s team is planning on pairing AppLovin traffic with Meta for remarketing and using the Customers.ai visitor ID pixel to get a better idea of AppLovin users.
Even if AppLovin’s traffic seems cheaper or unqualified, it works when paired with Meta. You just need to be strategic.
The takeaway? When Meta gets stingy, AppLovin is your fallback hero.
Don’t Pause Ads—Go Pre-Order
When inventory issues hit, it’s tempting to pause your ads. But Shackelford insists that’s the wrong move as turning off ads can kill momentum. On top of that, getting back to where you were is next to impossible.
Instead, look at pre-orders to keep the sales flowing.
How Nick Shackelford’s Team Nailed It
- Product Page Transparency: Updated product pages to show pre-order availability—clear messaging like ‘Ships in October.’
- Retention Alignment: Make sure customer service and retention teams are coordinated to ensure consistent messaging.
- Post-Purchase Follow-Ups: Sendregular updates to keep customers informed and build trust.
Why It Matters
Pre-orders let you maintain revenue while managing expectations. It’s all about keeping the cash flowing without misleading your customers.
Inventory issues don’t mean you have to hit pause. Pre-orders keep your ads running and your customers happy.
Kill the Countdown Timers
The days of countdown timers are over. Shackelford doesn’t mince words here: “Not only are they ethically questionable, but they’re also a legal risk. One complaint, and you’re in hot water.”
Why Nick Shackelford Says No to Countdown Timers
- Legal Risks: False urgency (e.g., a timer that runs out but doesn’t actually end the sale) can lead to complaints or lawsuits.
- Erosion of Trust: “Consumers are smarter now. They know when they’re being played, and it damages your brand.”
Nick Shackelford’s Better Approach
Ditch the gimmicks and focus on genuine incentives:
- Limited-time offers with clear, honest messaging.
- Build urgency with storytelling instead of cheap tricks.
Remember that transparency wins every time. Forget the countdown timers and earn trust instead.
Wrapping It Up: Nick Shackelfords’s Winning Formula
Nick’s advice boils down to smart adaptation:
- Switch it up when platforms like Meta don’t deliver. Test AppLovin and pair it with Meta for retargeting.
- Keep selling, even when inventory is tight. Pre-orders save the day.
- Build trust with honest urgency tactics. No more countdown timer gimmicks.
Ecommerce success isn’t about avoiding problems, it’s about solving them strategically.
So get strategic and start putting these tips into action!
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