6 Steps to 6 Figures with Shopify - Optimize Your Funnel

Published on: December 7 2022 by Nick Peroni

6 Steps to 6 Figures with Shopify - Optimize Your Funnel

6 Steps to 6 Figures with Shopify - Optimize Your Funnel

6 Steps to 6 Figures with Shopify - Optimize Your Funnel

startTime	durationTime	text
00:00:00	00:00:07	okay in this video we are at step five
00:00:04	00:00:11	of the six steps to six figures let's
00:00:07	00:00:13	Shopify and this one is optimizing your
00:00:11	00:00:16	store funnel now I've already actually
00:00:13	00:00:20	toked a lot about optimizing your store
00:00:16	00:00:22	in past videos where especially the one
00:00:20	00:00:24	of creating a great offer right we
00:00:22	00:00:27	toked about your add to your product
00:00:24	00:00:28	page and your overall store in this one
00:00:27	00:00:31	I'm just going to break it down a little
00:00:28	00:00:33	bit more so that you can really
00:00:31	00:00:36	understand the idea of what you should
00:00:33	00:00:37	be looking for here okay and the funnel
00:00:36	00:00:40	has become a very popular term these
00:00:37	00:00:44	days but I'm not toking about like a
00:00:40	00:00:46	click funnels thing or a specific
00:00:44	00:00:49	marketing tactik what I'm toking about
00:00:46	00:00:52	is in any any situation when you are
00:00:49	00:00:55	advertising you have a funnel okay and
00:00:52	00:00:58	you're gonna lose people along the
00:00:55	00:00:59	funnel from visiting to actually going
00:00:58	00:01:01	to the product page or placing an item
00:00:59	00:01:03	in the cart to purchasing right and so
00:01:01	00:01:06	the idea of optimizing a funnel is to
00:01:03	00:01:08	hit maximum conversion rates at each
00:01:06	00:01:10	step so you at the bottom of the funnel
00:01:08	00:01:12	you are always going to have more people
00:01:10	00:01:15	who visit them more people who purchase
00:01:12	00:01:16	but that you are converting as many of
00:01:15	00:01:19	them into customers
00:01:16	00:01:21	okay so here's generally what the map
00:01:19	00:01:24	looks like for an e-commerce funnel is
00:01:21	00:01:27	you have an ad ok this sends them to a
00:01:24	00:01:29	product page if they like your product
00:01:27	00:01:31	page and they like the product and they
00:01:29	00:01:32	feel good about the price then they go
00:01:31	00:01:34	and they click Add to Cart
00:01:32	00:01:38	which takes them to a cart page and then
00:01:34	00:01:41	from the cart page they click and it
00:01:38	00:01:44	takes them to the checkout page right so
00:01:41	00:01:48	number one in this situation part of
00:01:44	00:01:52	understanding conversion rate okay so
00:01:48	00:01:53	hold on before I get into that funnel
00:01:52	00:01:57	should be predictable and consistent
00:01:53	00:01:59	okay and that's the idea here each step
00:01:57	00:02:01	right now I'm not going through all of
00:01:59	00:02:03	these some of these are more advanced
00:02:01	00:02:05	like the one-click upsell is something
00:02:03	00:02:07	we go over in the coaching okay and you
00:02:05	00:02:09	don't even need the one-click upsell to
00:02:07	00:02:11	make six figures to be honest with you I
00:02:09	00:02:12	mean it will help much quicker to get
00:02:11	00:02:16	you there but
00:02:12	00:02:18	it's something that like is reserved for
00:02:16	00:02:21	the coaching going over that strategy
00:02:18	00:02:23	but this is the overall I kind of going
00:02:21	00:02:25	through the funnel okay you click an ad
00:02:23	00:02:27	that creates the attention the product
00:02:25	00:02:29	page is where you sell the product the
00:02:27	00:02:31	cart page captures their buying intent
00:02:29	00:02:33	the checkout creates the purchase
00:02:31	00:02:37	one-click upsell as a profit Maximizer
00:02:33	00:02:39	that comes after they purchase and then
00:02:37	00:02:41	the thank you delivers the experience
00:02:39	00:02:44	okay we'll tok about - thank you a
00:02:41	00:02:47	little bit more in the next video but
00:02:44	00:02:49	this is your your funnel right and if
00:02:47	00:02:51	you can set this up to each one of these
00:02:49	00:02:54	is optimized and performing then you
00:02:51	00:02:58	basically become it becomes automated
00:02:54	00:03:01	where you're you're just looking at this
00:03:02	00:03:06	like erase all this
00:03:14	00:03:28	keep going okay so each one of these is
00:03:24	00:03:31	a step okay so you have your ad that
00:03:28	00:03:33	leads to your product page okay that
00:03:31	00:03:37	when they click Add to Cart it leads to
00:03:33	00:03:44	the car page right the ad the car puttan
00:03:37	00:03:49	okay and then from there to the checkout
00:03:44	00:03:52	page one-click upsell if you're using
00:03:49	00:03:54	that comes after the where after they
00:03:52	00:03:56	purchased that yet presented with an
00:03:54	00:03:59	upsell to buy an additional item without
00:03:56	00:04:01	having to re-enter their card
00:03:59	00:04:03	information and then finally there's
00:04:01	00:04:07	there's the thank you okay the Thank You
00:04:03	00:04:10	page right now each one of these pages
00:04:07	00:04:12	represents a step in the funnel okay and
00:04:10	00:04:15	you want to optimize as much as possible
00:04:12	00:04:16	for each step okay we already toked
00:04:15	00:04:20	about your ad and you're testing metrics
00:04:16	00:04:23	here you want to have benchmarks to
00:04:20	00:04:27	understand what a good funnel is so on
00:04:23	00:04:30	this page a benchmark that I like to say
00:04:27	00:04:32	is 10 to 15% now if you have a Shopify
00:04:30	00:04:34	store they will show you this in your
00:04:32	00:04:35	analytiks section they'll show you how
00:04:34	00:04:37	many people ad at the cart how many
00:04:35	00:04:39	people in this year they check out how
00:04:37	00:04:41	many people completed purchase and they
00:04:39	00:04:43	will give you a percentage at each stage
00:04:41	00:04:45	and that percentage helps you understand
00:04:43	00:04:46	your conversion rate that percentage is
00:04:45	00:04:48	important because the higher that
00:04:46	00:04:52	percentage is the better automated your
00:04:48	00:04:54	funnel is right so at this stage I'm not
00:04:52	00:04:56	saying this is what I always get and I'm
00:04:54	00:04:57	not saying that this is what I always
00:04:56	00:05:00	start out with but this is what I always
00:04:57	00:05:03	strive for and look to improve for it to
00:05:00	00:05:06	get a 10 to 15 percent Add to Cart
00:05:03	00:05:07	percentage right meaning the 10 to 15
00:05:06	00:05:09	percent of people that land on my
00:05:07	00:05:11	product page click the Add to Cart
00:05:09	00:05:15	button or the Buy It Now button or
00:05:11	00:05:22	whatever you call it and then from here
00:05:15	00:05:22	so this this is your cart page right
00:05:23	00:05:27	okay so that's your cart page where
00:05:26	00:05:28	basically they are going to review their
00:05:27	00:05:30	cart and
00:05:28	00:05:35	have to click to continue to checkout
00:05:30	00:05:40	now this is this is like your initiate
00:05:35	00:05:43	checkout and it's still a step now some
00:05:40	00:05:46	people okay look listen some people skip
00:05:43	00:05:49	this step by having a button it when
00:05:46	00:05:51	when you click on the button some people
00:05:49	00:05:54	just like to skip it and send them right
00:05:51	00:05:56	to the checkout page
00:05:54	00:05:58	personally I don't do that because all
00:05:56	00:06:02	major e-commerce stores like Amazon
00:05:58	00:06:04	Aliexpress eBay Etsy they all still use
00:06:02	00:06:06	a cart page alright so I like to use a
00:06:04	00:06:09	car page you can test that if you want
00:06:06	00:06:10	some people might tell you that it you
00:06:09	00:06:14	know they've seen better conversions
00:06:10	00:06:16	with it but I still like to use use the
00:06:14	00:06:20	cart page that's built into the store
00:06:16	00:06:22	okay and we're gonna look at specific
00:06:20	00:06:23	things you can kind of do on each one I
00:06:22	00:06:25	already toked about a high converting
00:06:23	00:06:27	product page right so I'm not gonna tok
00:06:25	00:06:29	about that again I covered that back in
00:06:27	00:06:31	the creating a good offer what goes into
00:06:29	00:06:33	a high converting product page okay and
00:06:31	00:06:35	if your product page is not converting
00:06:33	00:06:38	at this level then you should think
00:06:35	00:06:41	about those things like reviews you know
00:06:38	00:06:44	trust social proof reviews basically and
00:06:41	00:06:45	your mode well we'll tok about loads be
00:06:44	00:06:48	time in a second
00:06:45	00:06:51	your images your price your product
00:06:48	00:06:54	description right these are all things
00:06:51	00:06:55	that really can add overall and then
00:06:54	00:06:57	your branding as well I toked about
00:06:55	00:06:59	branding this is why your branding is
00:06:57	00:07:01	important all these are like first
00:06:59	00:07:03	impression things that happen on your
00:07:01	00:07:04	product page when somebody clicks from
00:07:03	00:07:07	an ad okay
00:07:04	00:07:09	so overall I'm shooting to improve here
00:07:07	00:07:15	if you're starting it like the 5 to 10
00:07:09	00:07:17	percent range this this is OK right and
00:07:15	00:07:21	I would say this is good and anything
00:07:17	00:07:23	above 15% is is fantastik alright
00:07:21	00:07:26	I generally I mean I've never really
00:07:23	00:07:29	seen except for maybe very short windows
00:07:26	00:07:31	a time with anything higher than 15% but
00:07:29	00:07:32	I know that there are people that have
00:07:31	00:07:34	done that and then it can be done
00:07:32	00:07:36	especially with a niche store not really
00:07:34	00:07:38	the general store but especially would
00:07:36	00:07:41	like a niche store for sure but still
00:07:38	00:07:46	anywhere anywhere in this range is
00:07:41	00:07:48	is really good okay here there's gonna
00:07:46	00:07:52	be some natural drop-off here I don't
00:07:48	00:07:57	really worry I mean yeah okay so I like
00:07:52	00:08:00	to see maybe only how's the good way to
00:07:57	00:08:01	put this like less than a 50% drop off
00:08:00	00:08:04	okay
00:08:01	00:08:08	so ideally if you're getting 10% add the
00:08:04	00:08:11	cart here then I want to see at least 5%
00:08:08	00:08:14	of them so we'll call this like 50% at
00:08:11	00:08:15	least 5% of them initiating checkout and
00:08:14	00:08:19	making it to the page
00:08:15	00:08:22	ideally it's more like 75% right that
00:08:19	00:08:24	are clicking through from cart to check
00:08:22	00:08:26	out okay because they should right if
00:08:24	00:08:28	they had to add the car intent then most
00:08:26	00:08:30	of them should be clicking through to
00:08:28	00:08:31	the checkout now there are multiple
00:08:30	00:08:34	reasons why somebody might get hung up
00:08:31	00:08:36	here maybe they have multiple tabs open
00:08:34	00:08:38	maybe they're on their phone and they're
00:08:36	00:08:39	at lunch or a friend calls them or
00:08:38	00:08:42	they're out doing something there are a
00:08:39	00:08:44	lot of reasons why somebody could get
00:08:42	00:08:47	caught up here same reasons why somebody
00:08:44	00:08:49	get caught up here but ideally you're
00:08:47	00:08:51	making this experience on this page so
00:08:49	00:08:56	that they are clicking through quickly
00:08:51	00:08:58	to the cart and then from here a same
00:08:56	00:09:01	thing you know is this number kind of
00:08:58	00:09:03	like 50 to 75 percent drop-off but I
00:09:01	00:09:04	don't like to think of the checkout is
00:09:03	00:09:07	that because this is where your overall
00:09:04	00:09:09	conversion rate comes into play so 5% is
00:09:07	00:09:11	my benchmark conversion rate at the end
00:09:09	00:09:13	of the funnel right this is like the
00:09:11	00:09:15	first step end of your funnel because
00:09:13	00:09:17	this is where they make a purchase and
00:09:15	00:09:18	this is where I want again this is what
00:09:17	00:09:20	I'm shooting for
00:09:18	00:09:22	I don't always start at 5% I've had
00:09:20	00:09:25	numbers higher than 5% up to like nine
00:09:22	00:09:27	and ten and I've had numbers lower but I
00:09:25	00:09:29	always in shooting for like the five
00:09:27	00:09:33	percent range as a benchmark to be
00:09:29	00:09:36	converting here on my actual purchases
00:09:33	00:09:38	okay so that that's kind of just and
00:09:36	00:09:39	then we I'm not going to tok about
00:09:38	00:09:41	upsell benchmarking and this page
00:09:39	00:09:45	doesn't matter because this is just a
00:09:41	00:09:46	thank you but I mean I shouldn't say
00:09:45	00:09:49	that it doesn't matter it does matter
00:09:46	00:09:51	but it doesn't it's not a conversion
00:09:49	00:09:53	that we will book is hundred percent of
00:09:51	00:09:55	people that purchase hit this obviously
00:09:53	00:09:56	and this is
00:09:55	00:09:59	benchmark here you can be getting 20 to
00:09:56	00:10:00	30% of people to take an upsell that's
00:09:59	00:10:01	fantastik
00:10:00	00:10:03	but again I'm not gonna tok about the
00:10:01	00:10:06	one I'll tell you what is best used
00:10:03	00:10:07	one-click upsell so we teach people in
00:10:06	00:10:11	the coaching program but that's I'm not
00:10:07	00:10:12	gonna go into that strategy here because
00:10:11	00:10:14	it's more of an advanced thing that
00:10:12	00:10:16	matters once you already have a winning
00:10:14	00:10:18	product that you're selling okay so
00:10:16	00:10:20	anyway that's that's just like some
00:10:18	00:10:22	benchmark stuff on mapping out your
00:10:20	00:10:24	funnel all right I think it's really
00:10:22	00:10:26	good to understand because you might be
00:10:24	00:10:28	getting great clicks here right say
00:10:26	00:10:31	you're getting 50 cent clicks here and
00:10:28	00:10:34	you're like man my ad is doing good why
00:10:31	00:10:37	am I not getting sales here right why is
00:10:34	00:10:40	my Excel conversion rate only 1% it has
00:10:37	00:10:41	nothing to do with your ad or very
00:10:40	00:10:43	little to do with your ad because your
00:10:41	00:10:46	ads doing its job it's getting clicks it
00:10:43	00:10:48	has more to do with something in here in
00:10:46	00:10:50	the funnel so the first place you have
00:10:48	00:10:52	to start and look is that your Add to
00:10:50	00:10:54	Cart are you getting a good at the car
00:10:52	00:10:58	percentage if not you got to work on
00:10:54	00:10:59	these things right okay and if you are
00:10:58	00:11:01	getting me good at the car percentage
00:10:59	00:11:04	are you your people dropping off for
00:11:01	00:11:05	some reason in the cart area you know
00:11:04	00:11:07	there's different things you can try you
00:11:05	00:11:09	can try setting them straight to the
00:11:07	00:11:13	checkout you can try having a pop-out
00:11:09	00:11:15	cart right or you can look at your cart
00:11:13	00:11:18	page and see like is there better ways
00:11:15	00:11:22	to optimize your car page which there
00:11:18	00:11:24	are which which we'll tok about so
00:11:22	00:11:29	conversion rate optimisation is super
00:11:24	00:11:32	important because you know that this is
00:11:29	00:11:34	what helps you do this is what helps you
00:11:32	00:11:35	make more money right in a world where
00:11:34	00:11:38	Facebook ads are rising and there are
00:11:35	00:11:39	competitors out there the one thing that
00:11:38	00:11:41	you can control always is your
00:11:39	00:11:43	conversion rate and this can be a big
00:11:41	00:11:44	difference right as you see in this
00:11:43	00:11:47	example here with a hundred dollar
00:11:44	00:11:49	average order value very simple example
00:11:47	00:11:51	big difference in the overall money
00:11:49	00:11:54	somebody's making on a daily basis just
00:11:51	00:11:56	based on a 1% higher conversion rate
00:11:54	00:11:58	right it's based on you're already
00:11:56	00:12:00	getting these visitors in this traffic
00:11:58	00:12:02	so the more of them that you can convert
00:12:00	00:12:04	by doing some of these things and
00:12:02	00:12:06	focusing on some of this the more money
00:12:04	00:12:08	that you're going to make and and
00:12:06	00:12:08	focusing a lot of people will just focus
00:12:08	00:12:11	on getting
00:12:08	00:12:13	more visitors right but the conversion
00:12:11	00:12:15	rate can be the difference between you
00:12:13	00:12:17	making money and being profitable and
00:12:15	00:12:19	somebody else going out of business or
00:12:17	00:12:22	vice versa can be the difference between
00:12:19	00:12:23	you not making this drop shipping thing
00:12:22	00:12:26	work and other people making a lot of
00:12:23	00:12:29	money based on understanding conversion
00:12:26	00:12:30	rate so when we tok about conversion
00:12:29	00:12:32	probability what does that mean all
00:12:30	00:12:37	right there's a few things on your store
00:12:32	00:12:39	that that go into this okay motivation
00:12:37	00:12:41	of the customer we can't really control
00:12:39	00:12:42	right this could be based on what
00:12:41	00:12:44	they're doing at that time of day this
00:12:42	00:12:46	is why we do retargeting okay because
00:12:44	00:12:48	maybe they're in the middle of something
00:12:46	00:12:49	and they just happen to see an ad and
00:12:48	00:12:51	they caught their attention but it's not
00:12:49	00:12:53	really a buying moment for them all
00:12:51	00:12:55	right it might be they're about to go to
00:12:53	00:12:56	bed maybe it's too early in the day it
00:12:55	00:12:59	could be so many different things going
00:12:56	00:13:01	on in somebody's life that takes away
00:12:59	00:13:02	from their motivation doesn't mean they
00:13:01	00:13:05	won't buy at a different time but that's
00:13:02	00:13:07	why we do retargeting okay but that is a
00:13:05	00:13:12	hidden factor of why some people might
00:13:07	00:13:15	buy other than other times okay force of
00:13:12	00:13:17	the value proposition is all about your
00:13:15	00:13:20	product description your price your
00:13:17	00:13:22	overall brand and appearance okay on
00:13:20	00:13:24	poorly converting product pages
00:13:22	00:13:28	perceived cost exceeds the perceived
00:13:24	00:13:31	value job is to increase the perceived
00:13:28	00:13:33	value okay this is a kind of a lengthy
00:13:31	00:13:36	topic I'm not gonna go to in the depth
00:13:33	00:13:38	here but just think about why people pay
00:13:36	00:13:41	300 dollars for a supreme t-shirt
00:13:38	00:13:43	because the perceived value of that
00:13:41	00:13:47	shirt is more to them than the 300
00:13:43	00:13:49	dollars okay so anything in cost is not
00:13:47	00:13:51	ever really as much about the price as
00:13:49	00:13:54	you think all right because there are
00:13:51	00:13:56	many examples of for example Tiffany's
00:13:54	00:14:00	selling a golden paperclip for a
00:13:56	00:14:02	thousand dollars okay people are willing
00:14:00	00:14:03	to buy that I don't know how many they
00:14:02	00:14:06	sold I'm sure they sold at least a few
00:14:03	00:14:09	people are willing to buy that based on
00:14:06	00:14:12	the perceived value of the paperclip the
00:14:09	00:14:13	brand in that situation is the value now
00:14:12	00:14:16	it takes a long time to build a brand
00:14:13	00:14:18	like that obviously but this perceived
00:14:16	00:14:21	value can still be dealt with in the way
00:14:18	00:14:22	that you present your brand online
00:14:21	00:14:25	present your product you present your
00:14:22	00:14:27	content as a high-end or does it look
00:14:25	00:14:29	cheap does your store get a gimmick or
00:14:27	00:14:31	doesn't look like a million dollar grand
00:14:29	00:14:33	right these type of things create the
00:14:31	00:14:35	force of your value proposition and it
00:14:33	00:14:37	can't be understated how important your
00:14:35	00:14:40	product descriptions are in that factor
00:14:37	00:14:42	product descriptions are what create
00:14:40	00:14:45	value proposition and absence of like
00:14:42	00:14:47	images and overall aesthetiks your
00:14:45	00:14:49	product description is what's going to
00:14:47	00:14:50	create a story and an emotional response
00:14:49	00:14:54	from somebody that makes them want to
00:14:50	00:14:56	buy incentive to take action all right
00:14:54	00:15:00	this is where like you can have sales
00:14:56	00:15:04	free shipping you can have special deals
00:15:00	00:15:06	like one for example the that black
00:15:04	00:15:08	diamond does well if we if you go to
00:15:06	00:15:11	their site and you stay on their site
00:15:08	00:15:13	for like a minute okay they will have a
00:15:11	00:15:16	pop-up that comes out it gives you a
00:15:13	00:15:18	discount it's a time pop-up so that's an
00:15:16	00:15:21	incentive if somebody has been waiting
00:15:18	00:15:24	on a store and reading a product page or
00:15:21	00:15:26	viewing something maybe for a minute or
00:15:24	00:15:28	two you have a time pop-up at like two
00:15:26	00:15:31	minutes or a minute and a half that
00:15:28	00:15:32	presents them a discount that's giving
00:15:31	00:15:35	them incentive because they may have
00:15:32	00:15:37	already been interested friction
00:15:35	00:15:39	elements okay friction is anything that
00:15:37	00:15:40	makes it difficult for the sale to
00:15:39	00:15:42	happen and I find this one interesting
00:15:40	00:15:46	because you'll see a lot of stores that
00:15:42	00:15:48	use like pop-ups instantaneously okay
00:15:46	00:15:50	I like pop-ups when they're timed
00:15:48	00:15:51	because it gives incentive based on
00:15:50	00:15:54	somebody already spending time on your
00:15:51	00:15:56	site and I like pop-ups that our exit
00:15:54	00:15:58	intent because an exit intent pop-up
00:15:56	00:16:00	means that you are giving that uh minsun
00:15:58	00:16:01	of this stay and actually go through
00:16:00	00:16:03	with the purchase
00:16:01	00:16:05	I don't like pop-ups to happen as soon
00:16:03	00:16:07	as you land on a site that's friction in
00:16:05	00:16:09	my opinion before somebody has even been
00:16:07	00:16:10	able to read through your product
00:16:09	00:16:12	description and make a decision on
00:16:10	00:16:14	whether they liked it you are hitting
00:16:12	00:16:17	them with something that takes them away
00:16:14	00:16:20	from the experience for me the idea is
00:16:17	00:16:22	you want somebody to go through ideally
00:16:20	00:16:24	not everybody's gonna do this but you
00:16:22	00:16:27	want as many people cold traffic to land
00:16:24	00:16:29	on your product page and click the Add
00:16:27	00:16:31	to Cart button and go through the
00:16:29	00:16:34	process of buying as quickly as possible
00:16:31	00:16:36	make it as easy as possible for them to
00:16:34	00:16:38	you money if you have pop-ups in Willie
00:16:36	00:16:41	oh and all these crazy things going on
00:16:38	00:16:43	that are jamming up your load speed time
00:16:41	00:16:45	you're creating a lot of friction in
00:16:43	00:16:48	that experience and making it harder for
00:16:45	00:16:49	them to give you money okay I'm not
00:16:48	00:16:51	saying one way or another it's right
00:16:49	00:16:53	there will be people out there that say
00:16:51	00:16:55	Oh Nik I heard this guy uses wheelie oh
00:16:53	00:16:57	and he makes it killing look I'm not
00:16:55	00:16:59	saying it's not possible but to me it's
00:16:57	00:17:02	a friction element and on the first
00:16:59	00:17:04	experience that user has I'm trying to
00:17:02	00:17:06	give them the most clear and easiest way
00:17:04	00:17:08	to give me money not to distract them
00:17:06	00:17:10	with pop-ups and then have them go to
00:17:08	00:17:13	their email inbox and you know this is
00:17:10	00:17:16	not so but like I said a an exit intent
00:17:13	00:17:19	is a fantastik way to capture somebody's
00:17:16	00:17:21	email address for a discount or
00:17:19	00:17:22	something and then you have a chance to
00:17:21	00:17:26	follow up with them and convert sales in
00:17:22	00:17:30	like a welcomed series and anxiety
00:17:26	00:17:33	elements all right this goes into like
00:17:30	00:17:35	just basically risk reversal
00:17:33	00:17:37	do you have refund policies clearly
00:17:35	00:17:40	visible shipping policies track order
00:17:37	00:17:42	policies guarantees and trust badges
00:17:40	00:17:44	right these but it can also go the other
00:17:42	00:17:47	way do you have too many trust badges
00:17:44	00:17:49	that it looks like a giant scam or a red
00:17:47	00:17:52	flag or so you know so again you want
00:17:49	00:17:54	you you want to find a balance here of
00:17:52	00:17:57	risk reversal and trust social proof
00:17:54	00:17:58	right reviews and removing anxiety and
00:17:57	00:18:01	helped the force of the value
00:17:58	00:18:04	proposition and so these things all go
00:18:01	00:18:06	into the conversion probability a few
00:18:04	00:18:10	big takeaways for your store to think
00:18:06	00:18:13	about okay optimizing your product pages
00:18:10	00:18:16	okay we toked about this this is just a
00:18:13	00:18:17	review really considering how everything
00:18:16	00:18:20	looks on mobile how big is your header
00:18:17	00:18:22	can you see the image bright and clear
00:18:20	00:18:24	with the title and the price above the
00:18:22	00:18:27	fold meaning before they have to scroll
00:18:24	00:18:29	how quickly does it load right on mobile
00:18:27	00:18:33	especially needs them loaded quickly
00:18:29	00:18:35	using great contrast images include sale
00:18:33	00:18:38	prices highlight sale prices in a
00:18:35	00:18:40	different color if you can trust badges
00:18:38	00:18:42	but not overdoing it don't use fake
00:18:40	00:18:45	scarcity definitely include reviews and
00:18:42	00:18:47	testimonials right benefit driven story
00:18:45	00:18:49	like product descriptions and
00:18:47	00:18:52	risk reversal elements like guarantees
00:18:49	00:18:56	and reasons to buy from us and and trust
00:18:52	00:18:57	badges consider the stiky add the
00:18:56	00:18:59	carpod you should more than consider it
00:18:57	00:19:01	you should be using the vitals app and
00:18:59	00:19:04	you should be using the stiky out of
00:19:01	00:19:07	the carpet as well the color of your car
00:19:04	00:19:09	add the carpet you want to be like bold
00:19:07	00:19:13	contrast stand out from the rest of the
00:19:09	00:19:14	page including videos and images in your
00:19:13	00:19:17	product description and then having
00:19:14	00:19:19	related items most popular items those
00:19:17	00:19:21	types of things at the bottom ok these
00:19:19	00:19:24	should all be present for the most part
00:19:21	00:19:27	all of these for sure on a on a good
00:19:24	00:19:32	product page optimizing your cart page
00:19:27	00:19:37	ok so when we were looking earlier at
00:19:32	00:19:40	the jennifer stone store you remember I
00:19:37	00:19:42	had something in my cart all right this
00:19:40	00:19:44	is optimizing the cart page ok see they
00:19:42	00:19:46	have these trust badges they have this
00:19:44	00:19:47	guaranteed safe and secure checkout down
00:19:46	00:19:51	there
00:19:47	00:19:53	this is how it looks on mobile right big
00:19:51	00:19:55	check out here button okay they
00:19:53	00:19:58	optimized what the checkout button says
00:19:55	00:20:00	just check out here that's showing the
00:19:58	00:20:02	savings and here still then they have
00:20:00	00:20:05	this guaranteed safe checkout they took
00:20:02	00:20:07	away other payment button options right
00:20:05	00:20:10	that would distract so this is this is
00:20:07	00:20:15	really good they've optimized this right
00:20:10	00:20:18	homepage if you can include reviews and
00:20:15	00:20:20	testimonials you can also do that as
00:20:18	00:20:24	well as benefits of buying return
00:20:20	00:20:26	policies contact info see very easy they
00:20:24	00:20:28	have their benefits here free worldwide
00:20:26	00:20:30	shipping a hundred percent satisfaction
00:20:28	00:20:32	alright so like these are things that
00:20:30	00:20:34	are part of your footer and can be part
00:20:32	00:20:37	of your overall store but should
00:20:34	00:20:40	definitely still be present on your cart
00:20:37	00:20:42	page as well and you can you can include
00:20:40	00:20:45	these you can custom code this kind of
00:20:42	00:20:48	stuff into your page okay considering a
00:20:45	00:20:51	discount code this isn't this is a this
00:20:48	00:20:54	is an option that you can do where you
00:20:51	00:20:56	can actually you can custom code
00:20:54	00:20:58	discounts to show up in the checkout
00:20:56	00:21:00	page like either above the button here
00:20:58	00:21:01	or here where it says like hey
00:21:00	00:21:05	congratulation
00:21:01	00:21:07	you have a 5% discount use code take
00:21:05	00:21:09	five on the next page to say five
00:21:07	00:21:12	percent right like you can custom code
00:21:09	00:21:14	discounts in there just kind of like an
00:21:12	00:21:16	extra element the vital is app like I
00:21:14	00:21:19	said lets you customize things on the
00:21:16	00:21:21	cart page like having a cart reserved
00:21:19	00:21:23	message up top here that'll say like an
00:21:21	00:21:25	item in your car is in high demand this
00:21:23	00:21:27	is reserved for ten minutes right to try
00:21:25	00:21:29	and create a little extra urgency to
00:21:27	00:21:33	push people along into the checkout
00:21:29	00:21:35	process the checkout page alright
00:21:33	00:21:39	there's not actually much you can do on
00:21:35	00:21:41	it so within basic Shopify plans there's
00:21:39	00:21:44	not much you can do on the checkout page
00:21:41	00:21:47	other than add your will go at the top
00:21:44	00:21:49	right there are and and I guess they
00:21:47	00:21:50	said they added this this is what I
00:21:49	00:21:54	would add on the car page they added it
00:21:50	00:21:58	on the checkout page there are
00:21:54	00:22:00	integrations that you can use like
00:21:58	00:22:03	they're using an integration to be able
00:22:00	00:22:05	to do this stuff up top here okay
00:22:03	00:22:08	there are integrations you can use to
00:22:05	00:22:12	customize the checkout page a little bit
00:22:08	00:22:13	more but you know it's it's kind of more
00:22:12	00:22:14	of an advanced tactik so I'm not going
00:22:13	00:22:18	to cover it in here because this course
00:22:14	00:22:20	is really just meant to be the the stuff
00:22:18	00:22:25	you need to get started but you can look
00:22:20	00:22:28	at stuff like cart hook or checkout X or
00:22:25	00:22:30	inner cart these are all apps that allow
00:22:28	00:22:32	you to like integrate with a one cart
00:22:30	00:22:35	checkout page and customize everything
00:22:32	00:22:37	but Shopify itself has has shut down
00:22:35	00:22:40	being able to customize the checkout
00:22:37	00:22:41	page so it's it's not really something
00:22:40	00:22:43	that you can do unless you're on the
00:22:41	00:22:48	Shopify Plus plan and I would not
00:22:43	00:22:50	recommend the Shopify Plus plan okay and
00:22:48	00:22:52	then final thing to tok about in
00:22:50	00:22:56	overall just like understanding
00:22:52	00:22:58	convergence and optimizing conversion
00:22:56	00:23:00	points for a couple final things right
00:22:58	00:23:02	conversion points so your your
00:23:00	00:23:05	conversion rate is not just based on
00:23:02	00:23:07	your front-end traffic once you set up
00:23:05	00:23:09	these systems like email and remarketing
00:23:07	00:23:11	these will also continually be bringing
00:23:09	00:23:13	visitors back to help boost your
00:23:11	00:23:15	conversion rate in your funnel right
00:23:13	00:23:18	because your conversion rate is just
00:23:15	00:23:21	song-like your visitors per day - sales
00:23:18	00:23:25	per day okay and so you have your cold
00:23:21	00:23:27	traffic and ideally if you can get your
00:23:25	00:23:29	cold traffic to convert at three to five
00:23:27	00:23:30	percent that's fantastik but when you
00:23:29	00:23:33	start running traffic and including your
00:23:30	00:23:35	email systems that you know you have
00:23:33	00:23:37	your welcome series for exit intent like
00:23:35	00:23:40	giving a discount into a welcome email
00:23:37	00:23:42	you have your remarketing for people
00:23:40	00:23:44	that have visited the page or added the
00:23:42	00:23:46	cart but didn't purchase and you're
00:23:44	00:23:49	bringing people back offering them
00:23:46	00:23:53	discounts this is going to overall help
00:23:49	00:23:54	bring more sales in from warm traffic or
00:23:53	00:23:57	hot traffic people that have already
00:23:54	00:23:59	been there which will help boost your
00:23:57	00:24:03	conversion okay so we're not really
00:23:59	00:24:05	gonna tok about email much in this I
00:24:03	00:24:09	have a special email some email videos
00:24:05	00:24:12	being prepared but remark retargeting we
00:24:09	00:24:14	will tok about a little bit in the next
00:24:12	00:24:17	section for scaling your store
00:24:14	00:24:20	conducting split test is how you improve
00:24:17	00:24:21	conversion rate right so focusing on one
00:24:20	00:24:23	thing at a time when you're trying to
00:24:21	00:24:26	improve your store let's say your
00:24:23	00:24:28	product page and you want to test you
00:24:26	00:24:30	want to test things one at a time like
00:24:28	00:24:32	okay on my product page if I test this
00:24:30	00:24:35	image instead of this image does it
00:24:32	00:24:36	improve you overall if I test this
00:24:35	00:24:38	header instead of this right you don't
00:24:36	00:24:40	want to test more than one thing because
00:24:38	00:24:43	then you don't know what work on the car
00:24:40	00:24:46	page I test okay I have this now I add
00:24:43	00:24:48	it with a trust that underneath do I see
00:24:46	00:24:50	an overall improvement or not you want
00:24:48	00:24:52	to use a time frame to test that change
00:24:50	00:24:55	okay so like are you gonna test over one
00:24:52	00:24:56	day over one week you have to be getting
00:24:55	00:25:00	enough visitors within that time frame
00:24:56	00:25:03	like at least 100 visitors to make it to
00:25:00	00:25:06	make it a ideal or to make it a
00:25:03	00:25:08	meaningful test ideally at least a
00:25:06	00:25:12	couple hundred visitors to make it
00:25:08	00:25:13	actually real good solid data but you
00:25:12	00:25:17	definitely need at least a time frame
00:25:13	00:25:20	and like visitors being somewhat similar
00:25:17	00:25:24	so that you have results that you can
00:25:20	00:25:27	really compare it side-by-side and then
00:25:24	00:25:29	split test ideas based on criteria just
00:25:27	00:25:31	some tips here so how
00:25:29	00:25:33	easiest to split tests to implement and
00:25:31	00:25:35	test like I would start with those first
00:25:33	00:25:37	how likely is it to an increase in
00:25:35	00:25:40	conversion okay using from your studies
00:25:37	00:25:42	and your best guesses okay split testing
00:25:40	00:25:44	the Add to Cart button is easy to
00:25:42	00:25:46	implement and definitely could have an
00:25:44	00:25:48	impact on conversion rate split testing
00:25:46	00:25:50	is stiky Add to Cart button easy to
00:25:48	00:25:53	implement and definitely likely to
00:25:50	00:25:56	increase conversion rate right and so
00:25:53	00:25:57	you can use these as criteria for like
00:25:56	00:25:59	what are the main things you can start
00:25:57	00:26:01	testing one at a time at different
00:25:59	00:26:03	points through your funnel to see what's
00:26:01	00:26:05	what's helping because ultimately the
00:26:03	00:26:08	goal is one by one from your ad to your
00:26:05	00:26:11	product page to your cart page you to
00:26:08	00:26:14	your checkout to improve each step along
00:26:11	00:26:15	the way until it's optimized and then
00:26:14	00:26:17	just start pushing traffic through
00:26:15	00:26:19	because once it's optimizing it's
00:26:17	00:26:21	working that's when you can get to that
00:26:19	00:26:24	sort of automated campaign flow where
00:26:21	00:26:27	you're making money based on running
00:26:24	00:26:32	traffic to offers that are converting
00:26:27	00:26:34	through your funnel and then finally
00:26:32	00:26:37	gaining a deeper understanding of your
00:26:34	00:26:38	visitors okay
00:26:37	00:26:40	different visitor types there's new
00:26:38	00:26:42	versus repeating so you want to see the
00:26:40	00:26:44	difference in that in your Shopify
00:26:42	00:26:46	dashboard right and I want to be clear
00:26:44	00:26:49	here that this is a beginner level will
00:26:46	00:26:51	get conversion rate optimisation it can
00:26:49	00:26:53	go much much deeper it's a great topic
00:26:51	00:26:56	to study but I wouldn't take it too deep
00:26:53	00:26:57	until you're already like getting high
00:26:56	00:27:00	you know lots of visitors thousands of
00:26:57	00:27:02	visitors a day 1,000 plus visitors a day
00:27:00	00:27:04	for sure right at this level of getting
00:27:02	00:27:06	to that point of a profitable store
00:27:04	00:27:09	making six figures getting thousand
00:27:06	00:27:10	visitors a day this is this is really
00:27:09	00:27:13	good information that just make sure
00:27:10	00:27:15	you're optimized where you should be and
00:27:13	00:27:18	then from there for sure the biggest
00:27:15	00:27:21	sites in the world like Amazon and
00:27:18	00:27:23	Facebook and eBay and Etsy they're split
00:27:21	00:27:25	testing stuff every day all the time
00:27:23	00:27:27	they're split testing stuff and because
00:27:25	00:27:29	it can make a huge difference right and
00:27:27	00:27:31	one trend may not last forever and there
00:27:29	00:27:33	may be room for improvements in
00:27:31	00:27:36	different ways so you it's it's an
00:27:33	00:27:41	ongoing thing there are highly qualified
00:27:36	00:27:43	experts agencies and and and sources
00:27:41	00:27:45	resources of information out there that
00:27:43	00:27:47	can continue to research I'm just trying
00:27:45	00:27:50	to give you the basics of getting set up
00:27:47	00:27:53	and started in a profitable manner okay
00:27:50	00:27:54	so new versus repeating customers and
00:27:53	00:27:56	you can see that in your Shopify
00:27:54	00:27:59	dashboard and kind of have a breakdown
00:27:56	00:28:02	of you know what's what's converting
00:27:59	00:28:04	better all right obvious ideally
00:28:02	00:28:05	repeating customers are converting
00:28:04	00:28:08	better right but it can give you it just
00:28:05	00:28:11	gives you an idea of who you know where
00:28:08	00:28:14	you should be spending a lot of time and
00:28:11	00:28:15	I mean mostly for the most part new cus
00:28:14	00:28:17	or repeat customers are gonna convert
00:28:15	00:28:18	better but if they're not then like
00:28:17	00:28:20	maybe there's something they'll get
00:28:18	00:28:24	there right so it's just understanding
00:28:20	00:28:26	your your visitors why do visitors
00:28:24	00:28:28	convert okay thinking about like what's
00:28:26	00:28:33	working and a great way to do this is
00:28:28	00:28:35	you can use lucky orange or there's a
00:28:33	00:28:37	there's a few different types of
00:28:35	00:28:42	conversion tracking apps that you can
00:28:37	00:28:44	install to you know it'll keep map
00:28:42	00:28:47	basically heat maps your your site and
00:28:44	00:28:49	you can see what people click on what
00:28:47	00:28:52	they avoid likes what attracts them what
00:28:49	00:28:55	you know so even even recording you can
00:28:52	00:28:58	record it will record your visitors
00:28:55	00:29:01	actions right and so you can watch that
00:28:58	00:29:02	and see are there problem areas in your
00:29:01	00:29:03	site that you didn't know about it when
00:29:02	00:29:06	they scroll down and all of a sudden
00:29:03	00:29:09	makes them leave or a pop-up makes
00:29:06	00:29:11	people leave or so really understanding
00:29:09	00:29:14	your visitors and and that what makes
00:29:11	00:29:17	them purchase can help identifying user
00:29:14	00:29:19	experience issues so there's something
00:29:17	00:29:22	called the Google PageSpeed test all
00:29:19	00:29:24	right this will test your site load time
00:29:22	00:29:27	your mobile friendliness and these are
00:29:24	00:29:29	both important things so you can just
00:29:27	00:29:34	come to google and type in Google
00:29:29	00:29:36	PageSpeed test ok and here it is for the
00:29:34	00:29:37	developers all right there's other ones
00:29:36	00:29:42	out there about GT metrics and this and
00:29:37	00:29:45	that but so let's type in let's use
00:29:42	00:29:45	those as an example
00:30:00	00:30:05	now what's nice about Google PageSpeed
00:30:02	00:30:10	insights is that it will also give you a
00:30:05	00:30:13	list of you know why you got that score
00:30:10	00:30:18	and what things you can improve based on
00:30:13	00:30:20	okay so they're getting a bad score on
00:30:18	00:30:21	mobile this is on mobile right so
00:30:20	00:30:23	there's mobile in those desktop their
00:30:21	00:30:29	score is much better on desktop but on
00:30:23	00:30:34	mobile they're their first content full
00:30:29	00:30:36	paint okay based first input delay okay
00:30:34	00:30:38	so it's basically toking about like
00:30:36	00:30:41	your speed time loading up here for your
00:30:38	00:30:45	content like your image how long it
00:30:41	00:30:49	takes to show input delay and then down
00:30:45	00:30:51	here it's showing you your savings of
00:30:49	00:30:53	where your opportunities are off screen
00:30:51	00:30:55	images render blocking resources now I
00:30:53	00:30:57	don't understand I don't tiknically
00:30:55	00:31:00	like necessarily understand all this
00:30:57	00:31:04	stuff but look it's breaking it all down
00:31:00	00:31:06	for you right here of how you can maybe
00:31:04	00:31:09	start to look at some of these things
00:31:06	00:31:11	and fix them and make them better it's
00:31:09	00:31:13	telling you what are some of the most
00:31:11	00:31:14	meaningful or not meaningful but some of
00:31:13	00:31:18	the biggest critikal things that are
00:31:14	00:31:25	causing your site to slow down again GT
00:31:18	00:31:27	metrics is a another one that is another
00:31:25	00:31:30	one that you can use that does a similar
00:31:27	00:31:30	test right
00:31:46	00:31:52	okay so here we see they score D for
00:31:50	00:31:54	them both the full mode speed time five
00:31:52	00:31:57	seconds anything over three seconds is
00:31:54	00:31:59	generally considered too long okay but
00:31:57	00:32:02	then again it's gonna tell you the type
00:31:59	00:32:04	of recommendations that it's making and
00:32:02	00:32:08	how badly is score it's giving for that
00:32:04	00:32:09	so minimizing redirects and they they
00:32:08	00:32:11	try to be really helpful here with
00:32:09	00:32:13	what's this mean but you can always get
00:32:11	00:32:15	a professional to help you with this a
00:32:13	00:32:17	developer there you know somebody
00:32:15	00:32:20	there's five or gigs there's people out
00:32:17	00:32:21	there that you can hire to help you come
00:32:20	00:32:24	through something like this and do the
00:32:21	00:32:26	best that they can right leverage
00:32:24	00:32:29	browser caching this is a reason that
00:32:26	00:32:31	the vitals app again is so fantastik
00:32:29	00:32:34	because it does browser caching
00:32:31	00:32:37	automatikally parsing of JavaScript
00:32:34	00:32:40	right a lot of times see how these apps
00:32:37	00:32:43	see how these apps are in here slowing
00:32:40	00:32:46	things down right that is another reason
00:32:43	00:32:48	why to use the vitals app because the
00:32:46	00:32:50	vitals app has all your apps stored in
00:32:48	00:32:53	one place so it's not trying to call
00:32:50	00:32:55	from all these different areas all these
00:32:53	00:32:58	different servers and load them all at
00:32:55	00:33:01	the same time all this stuff slows your
00:32:58	00:33:04	site down okay and by just fixing these
00:33:01	00:33:06	two things with the with the vitals app
00:33:04	00:33:09	they could already be improving their
00:33:06	00:33:11	score majorly okay
00:33:09	00:33:13	so that's just another reason why you
00:33:11	00:33:15	should be finding that vitals happen the
00:33:13	00:33:19	resources section and starting your
00:33:15	00:33:22	extended free trial with with the econ
00:33:19	00:33:25	empires 14-day free trial and 10%
00:33:22	00:33:26	discount so anyway that is definitely
00:33:25	00:33:28	something you should look into
00:33:26	00:33:31	alright making sure your site speed time
00:33:28	00:33:34	is it's good making sure the navigation
00:33:31	00:33:36	is good making sure information is easy
00:33:34	00:33:38	to understand with your refunds and your
00:33:36	00:33:41	shipping policy and FAQ if you have
00:33:38	00:33:43	complicated products and stuff and then
00:33:41	00:33:45	Google Analytiks is a great thing to
00:33:43	00:33:48	install as well there's actually a
00:33:45	00:33:51	Google Analytiks specific training in
00:33:48	00:33:53	econ empires Academy so I'm not going to
00:33:51	00:33:55	tok about that here but just you should
00:33:53	00:33:57	watch that video it's really valuable
00:33:55	00:33:59	it's from my man Demetrius ski artist
00:33:57	00:34:02	Google Analytiks helps you understand
00:33:59	00:34:04	behaviors on your store find
00:34:02	00:34:07	opportunities find problems fix things
00:34:04	00:34:09	improve things so it's really really a
00:34:07	00:34:11	valuable thing to have on your store
00:34:09	00:34:12	especially when you start getting a lot
00:34:11	00:34:15	of traffic okay
00:34:12	00:34:18	and all this video has been ways to help
00:34:15	00:34:21	you understand and improve and optimize
00:34:18	00:34:24	your funnel so that you can run traffic
00:34:21	00:34:27	in the next phase of scaling and offer
00:34:24	00:34:29	and pushing more traffic into the funnel
00:34:27	00:34:33	and hopefully that just helps you create
00:34:29	00:34:33	more money coming out the other side