The Strategies that Built SellerLabs, A Top E-Commerce Software Solution
January 27, 2016 10 min read
Growth is not just about the revenue you attain over years – growth is about your business’s evolution and adaptability to becoming the solution for many of your pain points. Brandon Checketts’s entrepreneurial career began with BookScouter.com, a textbook marketplace for consumers, and now Brandon Checkett’s SellerLabs aims to be the e-commerce software that solves most of his pain points. From Bookscouter to FeedbackGenius, Snagshout, Scope and more, he aims to keep solving his pain points and share with sellers today how to utilize tools like his to further your business.
In the Nineteenth episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Brandon Checketts of SellerLabs.
What this interview covers:
- The evolution of SellerLabs and the problems that was solved with his e-commerce software
- Best practices for customer feedback and e-mail retention
- Common mistakes Brandon Checketts has seen Sellers make while using his software
- The dangers of using a URL shortening service
- The importance of selecting the right software and ensuring that they’re kept under as little roofs as possible. Don’t use too many fragmented software to run your business.
Raw Transcript: Brandon Checketts of SellerLabs
“[Switching to developing software] really came just after just realizing the opportunities available in software I suppose. With an inventory based business, the amount of money that you can make is really dependent on the amount of money in the business. If you have X number of dollars in the bank or available in the business, you can make as profits some percentage of that. The inverse is more true with software. If you put a large capital investment up front to develop software and support but the potential for that is… a much bigger upside. That's kind of why we switched over.”
“One of the other reasons we wrote Feedback Genius was to send messages specifically for those particular SKUs and we wanted the message to the customer as soon the order was placed, as soon as we possibly could and mention to the buyer that this item does not contain the artwork or the original case. If that's not what you were expecting, please cancel it right now before we ship it you because after we ship it to you you're not going to get it back. That was sort of the two main cases for why Feedback Genius was launched initially and why we kind of have that initial feature set.”
On Customer Retention emails: “One or two [messages], I would say for most cases. In general I'd say less expensive stuff, under $10, under $15 should, it probably be one. If you are selling something for $200 or $300 you can probably give some more instructions, some more messaging around that as well. That's one component out of many that you might use the price of the item.”
On URL Shorteners: “Yeah. The problem is the shortener then changes those parameters every time somebody clicks on it, it generates a different URL to make it look as though there was multiple searches that occurred even though nobody actually searched for. So that part is manipulative. I think it's clearly manipulative when we talk about it in this context of we're changing these parameters to make it look like a search actually occurred. The intent there is certainly to manipulate Amazon's algorithm. Whether that actually still works or not, some people say it does, some people say it doesn't, we say it's certainly an intent to manipulate.”
“Big mistakes. A lot of times I think people have a lot of products, a lot of times people try to get a lot of products and a lot of that products aren't actually making them any money. They get some of the big thing, not necessarily huge thing but sometimes I think I see some people have 500 SKUs but there's only 20 of them that matter in the business. So, the ones that they are selling the most of, all this other stuff if they were to actually maybe take a step back and look at it and say if I actually ditched all these and didn't have to spend the time, the money, and have the money tied up in capital and inventory, I may be able to use that better in a different manner on products that are actually working.”
“I guess one of the other things I didn't see a lot of is people not differentiating their products a lot. If you're again, private label, trying to market your own brand like you if don't have something differentiating your product significantly, it's hard to differentiate and make your products stand out. If there is not something compelling about it that's different than your competitors. Sometimes what a lot of people end up doing is differentiating based on price. So, making you product cheaper, which doesn't...”
Be sure to utilize this real insight from a real marketing expert to help your e-commerce business grow and succeed. Stay tuned – this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.