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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

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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