Jason Resnick, also known as Rezzz online, is a web developer who specializes in helping ecommerce and online businesses boost their conversion rates. He also assists other freelancers in building a sustainable businesses. In today’s episode, we discuss how automation relates to the customer experience and the importance of crafting your content with hard data.
As a solo business owner and web developer, automation plays a huge role in Jason Resnick’s process.
1:58 “To have things automated myself, helps me not only save on manual effort but saves time and increases my profits.”
He has been running his business for eight years, and been in web development for 15.
For him, automation began by utilizing Evernote to produce a meeting template that was sent every hour before each of his meetings. By automating this system with Zapier, he saved time and from there started finding more ways to incorporate automation.
Eventually his clients started catching on and asking him how he did it for his business and how he could do that for them. This saved them time and increased their profits.
7:26 “The word automation has taken on such a level of complexity in people’s minds that I always say ‘look, let’s just make it simple first. Somebody takes an action, there is a reaction.’”
Jason offers the example of automation in relation to the customer experience. If a customer walks into your brick and mortar store and are browsing for a while, you wouldn’t ignore them. You would approach them. By applying this principle to your online business and automating it, you can make your visitors experience better.
Jason uses Drip, a high level email marketing service to communicate with subscribers and track their intent once they opt into your list. Understanding who your users are informs your content and allows you to use automation in a more smart, relatable, human way.
Jason sees Evergreen Newsletters as the solution to a problem he saw in many businesses’ email campaigns to their subscribers. Businesses were sending one or two emails to confirm and welcome the subscriber to their list, and then just sharing content per usual. Jason likens this to jumping into the middle of a conversation without any context. He’s devised a system and strategy to instead nurture your subscribers with tailored content and your best stuff.
Evergreen takes that person from not knowing who you are to a customer. It also frees you and your company up from writing every week. Most importantly, you learn about who is coming into your business, their intent and their interests, and then you can tailor your site and automation to shorten their buy time.
To craft the content you share through Evergreen, Jason utilizes Google Analytics for the hard raw data and an email marketing system (like Drip) to measure what particular emails and content have resonated with his list.
Automation Gone Bad:
While automation can save you time and money, it’s not always fool proof. Jason emphasizes the importance of transparency and owning and fixing your mistakes. His pro tip: sign up to be on your client’s lists so that you are receiving content and can catch a mistake as soon as possible.
Favorite Zapier Zap:
It might not be his favorite, but his most used app is To Doist which helps him manage both professional and personal life by linking calendars.