Maximizing Conversions for your Shopify Store
Published on: December 7 2022 by Nick Peroni
Maximizing Conversions for your Shopify Store
Table of Contents
Maximizing Conversions for your Shopify Store
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | now in this next video what we're going |
| 00:00:01 | 00:00:06 | to do is take it another step to a |
| 00:00:04 | 00:00:09 | little bit more higher level and some |
| 00:00:06 | 00:00:11 | deeper concepts now that we've looked at |
| 00:00:09 | 00:00:13 | the basics of what an e-commerce funnel |
| 00:00:11 | 00:00:15 | is the basic psychology of how an |
| 00:00:13 | 00:00:19 | e-commerce funnel works and and what the |
| 00:00:15 | 00:00:21 | different pieces are of that funnel and |
| 00:00:19 | 00:00:23 | what you should be focusing on now I |
| 00:00:21 | 00:00:26 | want to look at how you maximize |
| 00:00:23 | 00:00:30 | conversions across your funnel okay and |
| 00:00:26 | 00:00:33 | this is a really really in-depth topic |
| 00:00:30 | 00:00:35 | so for the purposes of the economy |
| 00:00:33 | 00:00:37 | empires Academy in this free course that |
| 00:00:35 | 00:00:39 | you're getting right I'm just gonna |
| 00:00:37 | 00:00:41 | cover what I feel like are some of the |
| 00:00:39 | 00:00:44 | most important parts some of the |
| 00:00:41 | 00:00:46 | highlights that you need again to set |
| 00:00:44 | 00:00:49 | you up for success in the right areas |
| 00:00:46 | 00:00:51 | that way then you know you can start |
| 00:00:49 | 00:00:54 | testing on your own but at least you can |
| 00:00:51 | 00:00:56 | be working from a good foundation all |
| 00:00:54 | 00:00:58 | right here's a basic map just to give |
| 00:00:56 | 00:01:01 | you an idea of what we're toking about |
| 00:00:58 | 00:01:04 | when we're saying maximizing conversions |
| 00:01:01 | 00:01:09 | there's really two main systems okay so |
| 00:01:04 | 00:01:11 | there there's two main ideas let me |
| 00:01:09 | 00:01:13 | start here there's two main ideas when |
| 00:01:11 | 00:01:15 | it comes to maximizing conversions |
| 00:01:13 | 00:01:18 | there's on site and there's off site |
| 00:01:15 | 00:01:21 | okay and that's what you can see here |
| 00:01:18 | 00:01:23 | this is called on site so when it comes |
| 00:01:21 | 00:01:25 | to on site there are there are different |
| 00:01:23 | 00:01:27 | steps you can take in maximizing |
| 00:01:25 | 00:01:29 | conversions on your product page on your |
| 00:01:27 | 00:01:31 | cart page like the things that we just |
| 00:01:29 | 00:01:35 | toked about and we'll look at a little |
| 00:01:31 | 00:01:37 | bit more in in this video as well and |
| 00:01:35 | 00:01:40 | some of the later stuff but then there |
| 00:01:37 | 00:01:42 | is off site Converged maximizing |
| 00:01:40 | 00:01:44 | conversions right and that's what this |
| 00:01:42 | 00:01:46 | is going to be here right because you |
| 00:01:44 | 00:01:48 | want to do everything you can when |
| 00:01:46 | 00:01:49 | somebody's on site that's traffic |
| 00:01:48 | 00:01:51 | whether that's coming from Facebook or |
| 00:01:49 | 00:01:52 | Google or Instagram or Pinterest you |
| 00:01:51 | 00:01:54 | want to make sure you're doing |
| 00:01:52 | 00:01:57 | everything you can to get your traffic |
| 00:01:54 | 00:01:59 | to come through and take the path of |
| 00:01:57 | 00:02:01 | least resistance to make a purchase okay |
| 00:01:59 | 00:02:03 | that's the whole goal of your funnel to |
| 00:02:01 | 00:02:06 | create the path of least resistance for |
| 00:02:03 | 00:02:09 | somebody to make a purchase but at the |
| 00:02:06 | 00:02:10 | same time most of you know that's just |
| 00:02:09 | 00:02:13 | not going to happen right it's just not |
| 00:02:10 | 00:02:13 | it's just not realistik a lot of people |
| 00:02:13 | 00:02:15 | or |
| 00:02:13 | 00:02:17 | to leave your site even if you have a |
| 00:02:15 | 00:02:20 | very high converting funnel a lot of |
| 00:02:17 | 00:02:21 | people are still going to leave your |
| 00:02:20 | 00:02:23 | site even on the highest converting |
| 00:02:21 | 00:02:26 | funnels I've seen right people that are |
| 00:02:23 | 00:02:29 | converting maybe at 20% purchase that's |
| 00:02:26 | 00:02:30 | fantastik if you're getting a 20% |
| 00:02:29 | 00:02:34 | purchase rate on your store that's |
| 00:02:30 | 00:02:37 | that's amazing okay but still that means |
| 00:02:34 | 00:02:40 | 80% of people aren't purchasing right so |
| 00:02:37 | 00:02:44 | there's still a massive amount of room |
| 00:02:40 | 00:02:47 | for off-site conversions which are email |
| 00:02:44 | 00:02:49 | systems okay so are you getting their |
| 00:02:47 | 00:02:52 | email somewhere on your site and there's |
| 00:02:49 | 00:02:57 | there's two main areas that you can do |
| 00:02:52 | 00:02:58 | that one is with your your on-site |
| 00:02:57 | 00:03:01 | opt-ins |
| 00:02:58 | 00:03:02 | okay so generally there's there's two |
| 00:03:01 | 00:03:04 | forms there's like people will have a |
| 00:03:02 | 00:03:07 | newsletter in the footer or people will |
| 00:03:04 | 00:03:09 | have some sort of exit intent pop-up or |
| 00:03:07 | 00:03:11 | or some kind of pop up somewhere on |
| 00:03:09 | 00:03:13 | their site right in and so if you get |
| 00:03:11 | 00:03:14 | their email you're gonna put them |
| 00:03:13 | 00:03:16 | through a welcome series and this is all |
| 00:03:14 | 00:03:19 | happening off-site and the goal of that |
| 00:03:16 | 00:03:21 | welcome series is to turn them yeah you |
| 00:03:19 | 00:03:23 | know it's a it's a nurturing series |
| 00:03:21 | 00:03:25 | right it's meant to nurture them and get |
| 00:03:23 | 00:03:28 | them to want to come back and actually |
| 00:03:25 | 00:03:29 | go through the process of making a |
| 00:03:28 | 00:03:32 | purchase |
| 00:03:29 | 00:03:33 | okay and oftentimes within the Welcome |
| 00:03:32 | 00:03:36 | series you offer them a discount right |
| 00:03:33 | 00:03:38 | and so that's where okay email opt-in |
| 00:03:36 | 00:03:40 | you know and some of this is kind of |
| 00:03:38 | 00:03:43 | confusing but the basic format is here |
| 00:03:40 | 00:03:46 | right if they opt in get a welcome |
| 00:03:43 | 00:03:48 | series try to bring them back and push |
| 00:03:46 | 00:03:52 | them through to to make a purchase all |
| 00:03:48 | 00:03:56 | right with the remarketing ad then that |
| 00:03:52 | 00:03:57 | idea is based on retargeting okay |
| 00:03:56 | 00:04:00 | retargeting remarketing they're both |
| 00:03:57 | 00:04:03 | basically the same term but this is the |
| 00:04:00 | 00:04:07 | idea that okay you your traffic leaves |
| 00:04:03 | 00:04:09 | and if they opt into an email great if |
| 00:04:07 | 00:04:13 | they don't opt to an email either way |
| 00:04:09 | 00:04:16 | you have that that pixel data okay now |
| 00:04:13 | 00:04:19 | we'll get more into retargeting methods |
| 00:04:16 | 00:04:22 | and and this kind of stuff when we get |
| 00:04:19 | 00:04:25 | into the later marketing lessons but the |
| 00:04:22 | 00:04:26 | idea is basically that you install a |
| 00:04:25 | 00:04:28 | pixel |
| 00:04:26 | 00:04:30 | on your website or you install your |
| 00:04:28 | 00:04:33 | Google Analytiks tracking code on your |
| 00:04:30 | 00:04:36 | store and that means that even if |
| 00:04:33 | 00:04:39 | somebody visits and leaves you can serve |
| 00:04:36 | 00:04:42 | them new ads because you're you're able |
| 00:04:39 | 00:04:45 | to track that from the from the pixel |
| 00:04:42 | 00:04:47 | and and that's a powerful thing so |
| 00:04:45 | 00:04:49 | that's what a marketing campaign is all |
| 00:04:47 | 00:04:51 | about right you understand that this |
| 00:04:49 | 00:04:53 | initial traffic here that first ad they |
| 00:04:51 | 00:04:54 | see most people aren't going to make |
| 00:04:53 | 00:04:55 | that purchase and go through that path |
| 00:04:54 | 00:04:58 | of least resistance |
| 00:04:55 | 00:05:01 | but then you're trying to consistently |
| 00:04:58 | 00:05:03 | use these off-site conversion methods to |
| 00:05:01 | 00:05:07 | bring them back and push them through |
| 00:05:03 | 00:05:08 | the purchase sequence right and then |
| 00:05:07 | 00:05:11 | this discount ladder thing is just a way |
| 00:05:08 | 00:05:12 | that we help increase the chances of |
| 00:05:11 | 00:05:14 | making a purchase because we can offer |
| 00:05:12 | 00:05:17 | people discounts and we can offer them |
| 00:05:14 | 00:05:19 | varying discounts based on you know |
| 00:05:17 | 00:05:23 | where they're at in the funnel to try to |
| 00:05:19 | 00:05:26 | you know really drive home that sale now |
| 00:05:23 | 00:05:30 | the other place is is the abandoned cart |
| 00:05:26 | 00:05:34 | right so if somebody is goes actually |
| 00:05:30 | 00:05:37 | all the way through to the cart page and |
| 00:05:34 | 00:05:40 | enters their email but then decides not |
| 00:05:37 | 00:05:43 | to complete their purchase then you can |
| 00:05:40 | 00:05:45 | actually send them very specific emails |
| 00:05:43 | 00:05:47 | called abandoned cart emails that are |
| 00:05:45 | 00:05:48 | designed to bring them back that's a |
| 00:05:47 | 00:05:50 | different level of email then the |
| 00:05:48 | 00:05:53 | Welcome series because at the Welcome |
| 00:05:50 | 00:05:54 | series they may not have even gone |
| 00:05:53 | 00:05:56 | through to the cart right they may have |
| 00:05:54 | 00:05:59 | been on the homepage or the product page |
| 00:05:56 | 00:06:01 | and and they just they opted in for an |
| 00:05:59 | 00:06:04 | email because you you know they had a |
| 00:06:01 | 00:06:06 | pop-up and it looked cool but if they've |
| 00:06:04 | 00:06:08 | gone through to the cart page and now |
| 00:06:06 | 00:06:10 | you're sending them abandoned cart |
| 00:06:08 | 00:06:12 | emails these are much more and specific |
| 00:06:10 | 00:06:15 | these have a much higher intent because |
| 00:06:12 | 00:06:15 | they showed interest in that product all |
| 00:06:15 | 00:06:17 | right |
| 00:06:15 | 00:06:19 | so there's three difference there's four |
| 00:06:17 | 00:06:21 | different main things that we just |
| 00:06:19 | 00:06:26 | toked about and I'm going to sum it up |
| 00:06:21 | 00:06:28 | there's on site conversions which is the |
| 00:06:26 | 00:06:30 | the steps that you take the design |
| 00:06:28 | 00:06:34 | elements and the things that you do the |
| 00:06:30 | 00:06:36 | apps that you use across your product |
| 00:06:34 | 00:06:40 | page your car page your checkout page to |
| 00:06:36 | 00:06:40 | create a path of least resistance and |
| 00:06:40 | 00:06:47 | your probability of purchasing okay |
| 00:06:43 | 00:06:49 | there's your two email series there's a |
| 00:06:47 | 00:06:51 | Welcome series for people that just like |
| 00:06:49 | 00:06:54 | opt in to somewhere on your site for |
| 00:06:51 | 00:06:55 | some sort of you know maybe it's a |
| 00:06:54 | 00:06:58 | discount that you're offering them hey |
| 00:06:55 | 00:06:59 | don't leave yeah opt in here and and get |
| 00:06:58 | 00:07:01 | ten percent off or something and then |
| 00:06:59 | 00:07:04 | there's the abandoned card series for |
| 00:07:01 | 00:07:06 | people that actually make it to the cart |
| 00:07:04 | 00:07:08 | page but then abandon and then finally |
| 00:07:06 | 00:07:10 | the fourth thing is our retargeting or |
| 00:07:08 | 00:07:15 | remarketing where we're going to be able |
| 00:07:10 | 00:07:16 | to show them ads as they leave the site |
| 00:07:15 | 00:07:20 | to bring them back and try to get them |
| 00:07:16 | 00:07:24 | to make a purchase so let's start by |
| 00:07:20 | 00:07:27 | toking about your abandoned carts okay |
| 00:07:24 | 00:07:29 | around seventy five percent of all |
| 00:07:27 | 00:07:31 | online shoppers abandon their cart |
| 00:07:29 | 00:07:33 | before completing a purchase alright and |
| 00:07:31 | 00:07:36 | that's an important stat to know because |
| 00:07:33 | 00:07:38 | there's not much you can do to you know |
| 00:07:36 | 00:07:39 | I mean there are things you can do right |
| 00:07:38 | 00:07:42 | don't get me wrong there are things that |
| 00:07:39 | 00:07:43 | you can do to make that better but at |
| 00:07:42 | 00:07:45 | the end of the day you're not going to |
| 00:07:43 | 00:07:47 | be able to avoid abandoned carts like |
| 00:07:45 | 00:07:49 | this is just a part of e-commerce so |
| 00:07:47 | 00:07:51 | that's where we want to have a good |
| 00:07:49 | 00:07:54 | abandoned cart strategy in place the |
| 00:07:51 | 00:07:56 | reasons that people leave their cart top |
| 00:07:54 | 00:07:58 | three reasons are one a lot of people |
| 00:07:56 | 00:08:01 | are just browsing right window shopping |
| 00:07:58 | 00:08:03 | and they'll Add to Cart to see what the |
| 00:08:01 | 00:08:05 | next pages are there any hidden prices |
| 00:08:03 | 00:08:08 | are there any hidden discounts or you |
| 00:08:05 | 00:08:10 | know what are shipping in taxes and that |
| 00:08:08 | 00:08:11 | kind of thing so a lot of people might |
| 00:08:10 | 00:08:13 | just be browsing but they're not really |
| 00:08:11 | 00:08:15 | ready to purchase their window shopping |
| 00:08:13 | 00:08:17 | they want to see what the final price |
| 00:08:15 | 00:08:20 | would be or what the shipping cost to be |
| 00:08:17 | 00:08:22 | that kind of thing to is of course the |
| 00:08:20 | 00:08:25 | shipping prices and shipping policy a |
| 00:08:22 | 00:08:27 | lot of people will then get upset lash |
| 00:08:25 | 00:08:29 | and say upset but a lot of people get |
| 00:08:27 | 00:08:31 | turned off by shipping right because |
| 00:08:29 | 00:08:35 | they like to see free shipping now that |
| 00:08:31 | 00:08:37 | doesn't mean that you can't still have a |
| 00:08:35 | 00:08:39 | successful store that charges shipping |
| 00:08:37 | 00:08:44 | that's not true at all but free shipping |
| 00:08:39 | 00:08:47 | is generally what people like to see and |
| 00:08:44 | 00:08:49 | then comparing prices between stores all |
| 00:08:47 | 00:08:51 | right this is like the the Amazon test |
| 00:08:49 | 00:08:53 | the Google test right or somebody might |
| 00:08:51 | 00:08:56 | see a product that they like that you |
| 00:08:53 | 00:08:58 | showed them from your store they saw an |
| 00:08:56 | 00:09:00 | ad on Facebook they weren't expecting it |
| 00:08:58 | 00:09:01 | right they were just on Facebook you |
| 00:09:00 | 00:09:03 | showed them an ad something that looked |
| 00:09:01 | 00:09:06 | really cool they visit your store and |
| 00:09:03 | 00:09:09 | see your price and they go through the |
| 00:09:06 | 00:09:11 | the process to see what the final price |
| 00:09:09 | 00:09:13 | is going to be and now they open up |
| 00:09:11 | 00:09:16 | another tab and they start checking out |
| 00:09:13 | 00:09:18 | Amazon or Google to see who else is |
| 00:09:16 | 00:09:20 | selling this item and can they get it |
| 00:09:18 | 00:09:21 | cheaper this is definitely something |
| 00:09:20 | 00:09:23 | that we have to be aware of and |
| 00:09:21 | 00:09:26 | something that we have to try to combat |
| 00:09:23 | 00:09:29 | in our marketing to to win that sale |
| 00:09:26 | 00:09:32 | when we can in all of these situations a |
| 00:09:29 | 00:09:33 | person is interested right and if you |
| 00:09:32 | 00:09:35 | have their email address that's where we |
| 00:09:33 | 00:09:38 | send them a series of emails to try to |
| 00:09:35 | 00:09:43 | convince them to complete their purchase |
| 00:09:38 | 00:09:45 | now this is automatik okay there are |
| 00:09:43 | 00:09:47 | third-party apps that do this for you |
| 00:09:45 | 00:09:49 | all you have to do is write the emails |
| 00:09:47 | 00:09:51 | and set the time schedule and conditions |
| 00:09:49 | 00:09:53 | for which that email goes out but the |
| 00:09:51 | 00:09:55 | whole goal of these emails is to bring |
| 00:09:53 | 00:09:58 | people back to make a purchase here are |
| 00:09:55 | 00:10:02 | the two I recommend clavo on the right |
| 00:09:58 | 00:10:06 | is a full email platform okay and it's |
| 00:10:02 | 00:10:08 | it's the best for Shopify and e-commerce |
| 00:10:06 | 00:10:11 | all right that's built specifically for |
| 00:10:08 | 00:10:15 | Shopify in e-commerce and we actually |
| 00:10:11 | 00:10:19 | had a mini email marketing series later |
| 00:10:15 | 00:10:23 | in this course but generally any email |
| 00:10:19 | 00:10:25 | ecommerce expert that you tok to any of |
| 00:10:23 | 00:10:27 | the big stores or most of the big stores |
| 00:10:25 | 00:10:30 | that you're gonna see out there are |
| 00:10:27 | 00:10:34 | using klaviyo alright it's just better |
| 00:10:30 | 00:10:36 | but as an option to just get started for |
| 00:10:34 | 00:10:38 | cheap with if you just want to cover |
| 00:10:36 | 00:10:41 | your abandoned carts because klaviyo can |
| 00:10:38 | 00:10:44 | be a little bit more expensive the |
| 00:10:41 | 00:10:47 | abandonment protector is a fantastik app |
| 00:10:44 | 00:10:50 | all right it's designed specifically to |
| 00:10:47 | 00:10:53 | to create these emails and it has the |
| 00:10:50 | 00:10:54 | workflows all built in it has a 30-day |
| 00:10:53 | 00:10:57 | free trial and then it's only eight |
| 00:10:54 | 00:10:59 | dollars a month after that so it's a |
| 00:10:57 | 00:11:01 | good alternative to getting started if |
| 00:10:59 | 00:11:03 | like you're on a budget or you know |
| 00:11:01 | 00:11:06 | you're not quite ready to go the whole |
| 00:11:03 | 00:11:07 | Clavel route but for short clay viola is |
| 00:11:06 | 00:11:10 | the |
| 00:11:07 | 00:11:13 | Stav she now timing is important with a |
| 00:11:10 | 00:11:16 | ban of cart emails all right and I'm not |
| 00:11:13 | 00:11:18 | going to say that my method here is is |
| 00:11:16 | 00:11:20 | the best method by any means but it is a |
| 00:11:18 | 00:11:22 | method that works and and has been |
| 00:11:20 | 00:11:24 | proven to work and I've taken some tips |
| 00:11:22 | 00:11:27 | and things that I've learned from other |
| 00:11:24 | 00:11:31 | people along the way that that can |
| 00:11:27 | 00:11:33 | really help as well so generally first |
| 00:11:31 | 00:11:35 | of all you want to send at least three |
| 00:11:33 | 00:11:38 | emails some people send more okay but |
| 00:11:35 | 00:11:41 | you want to send at least three emails |
| 00:11:38 | 00:11:43 | and the first email is within one hour |
| 00:11:41 | 00:11:45 | that try to still capture that impulse |
| 00:11:43 | 00:11:47 | because sometimes people might abandoned |
| 00:11:45 | 00:11:50 | carts simply because something came up |
| 00:11:47 | 00:11:53 | right like I might be shopping online |
| 00:11:50 | 00:11:55 | and I'm here and then also then I get a |
| 00:11:53 | 00:11:58 | phone call or I forgot I had to do |
| 00:11:55 | 00:12:00 | something and you know and then I get an |
| 00:11:58 | 00:12:02 | email an hour later and I completely |
| 00:12:00 | 00:12:04 | forgot and I'm like oh yeah okay and you |
| 00:12:02 | 00:12:06 | know if the emails were in well you |
| 00:12:04 | 00:12:10 | might still be able to capture them that |
| 00:12:06 | 00:12:14 | impulse twelve hours later is the second |
| 00:12:10 | 00:12:16 | one and then 24 hours later so we spread |
| 00:12:14 | 00:12:18 | them out then to still try and keep it |
| 00:12:16 | 00:12:19 | like you're keeping it all within a |
| 00:12:18 | 00:12:21 | because generally what happens on the |
| 00:12:19 | 00:12:22 | moment of when they're interested and |
| 00:12:21 | 00:12:25 | not get to the point where they forget |
| 00:12:22 | 00:12:27 | who you are forget your store because |
| 00:12:25 | 00:12:29 | remember you can always serve them |
| 00:12:27 | 00:12:31 | retargeting ads in the future of longer |
| 00:12:29 | 00:12:32 | than one day out but these emails are |
| 00:12:31 | 00:12:34 | really trying to hit them very |
| 00:12:32 | 00:12:37 | specifically to get them to click and |
| 00:12:34 | 00:12:39 | come back to purchase subject lines are |
| 00:12:37 | 00:12:43 | going to be the most important part of |
| 00:12:39 | 00:12:45 | that email because you know the thing |
| 00:12:43 | 00:12:50 | with abandoned cart emails is most of |
| 00:12:45 | 00:12:52 | them are going to end up like for |
| 00:12:50 | 00:12:55 | example with Gmail Gmail is generally |
| 00:12:52 | 00:12:57 | one of the most used email platforms out |
| 00:12:55 | 00:13:00 | there and it has the separate tabs right |
| 00:12:57 | 00:13:02 | it has the promotions tab which is where |
| 00:13:00 | 00:13:04 | a lot of abandoned cart emails will land |
| 00:13:02 | 00:13:07 | because Gmail knows it's a promotion |
| 00:13:04 | 00:13:11 | from a store so those types of those |
| 00:13:07 | 00:13:13 | types of tabs make it difficult because |
| 00:13:11 | 00:13:15 | it segments the email so you need to |
| 00:13:13 | 00:13:17 | have really good subject lines to catch |
| 00:13:15 | 00:13:20 | people's attention and get them to want |
| 00:13:17 | 00:13:21 | to over open it make sure you don't |
| 00:13:20 | 00:13:22 | overdo it what |
| 00:13:21 | 00:13:25 | your headline because you don't want to |
| 00:13:22 | 00:13:27 | end up in spam by using words like free |
| 00:13:25 | 00:13:29 | and discount now it doesn't mean you |
| 00:13:27 | 00:13:31 | can't use those words ever but I'm just |
| 00:13:29 | 00:13:36 | saying that those words have a higher |
| 00:13:31 | 00:13:36 | rate of being flagged for spam by Google |
| 00:13:37 | 00:13:43 | persuasive text and call to action okay |
| 00:13:40 | 00:13:45 | once you get them to open the email by |
| 00:13:43 | 00:13:47 | having a good subject line write that |
| 00:13:45 | 00:13:52 | like the important thing to remember |
| 00:13:47 | 00:13:54 | with email is that your email is in two |
| 00:13:52 | 00:13:56 | parts okay there's the subject line that |
| 00:13:54 | 00:13:58 | gets them to open the email it doesn't |
| 00:13:56 | 00:14:00 | matter how good an email you write if |
| 00:13:58 | 00:14:02 | your subject line does not get them to |
| 00:14:00 | 00:14:05 | actually click that email and open it |
| 00:14:02 | 00:14:07 | and then once they do open it now it's |
| 00:14:05 | 00:14:10 | time to write something persuasive with |
| 00:14:07 | 00:14:13 | a good call to action they gets them to |
| 00:14:10 | 00:14:17 | click the link with the intent of going |
| 00:14:13 | 00:14:20 | back and making it purchase right so |
| 00:14:17 | 00:14:24 | keep it short keep it to the point |
| 00:14:20 | 00:14:26 | keep it punchy and also be persuasive |
| 00:14:24 | 00:14:28 | you're still trying to close the sale |
| 00:14:26 | 00:14:29 | right you want to handle objections you |
| 00:14:28 | 00:14:33 | want to tok about benefits you want to |
| 00:14:29 | 00:14:35 | offer different things free shipping |
| 00:14:33 | 00:14:40 | discounts and and have a some sort of |
| 00:14:35 | 00:14:42 | call to action in there now you don't |
| 00:14:40 | 00:14:44 | I'm gonna show you an example but you |
| 00:14:42 | 00:14:46 | don't want to overdo it on like images |
| 00:14:44 | 00:14:47 | and stuff and there may be there's |
| 00:14:46 | 00:14:49 | differing opinions about this right |
| 00:14:47 | 00:14:51 | because you'll see a lot of big brand |
| 00:14:49 | 00:14:53 | email as they use images and people will |
| 00:14:51 | 00:14:56 | tok about well you know you do that for |
| 00:14:53 | 00:14:59 | branding because it's like it's the |
| 00:14:56 | 00:15:00 | overall appearance but that works for |
| 00:14:59 | 00:15:02 | big brands because big brands are |
| 00:15:00 | 00:15:05 | already big brands with a loyal |
| 00:15:02 | 00:15:08 | following right they already have that |
| 00:15:05 | 00:15:10 | loyalty that somebody may be looking for |
| 00:15:08 | 00:15:13 | their email somebody's gonna recognize |
| 00:15:10 | 00:15:16 | and care more about an email from Nike |
| 00:15:13 | 00:15:19 | than they are from Joe's shoes that they |
| 00:15:16 | 00:15:21 | never heard of right so with our emails |
| 00:15:19 | 00:15:22 | the most important thing is trying the |
| 00:15:21 | 00:15:25 | Lamanite inbox and that's one of the |
| 00:15:22 | 00:15:30 | best ways to land in inbox is number one |
| 00:15:25 | 00:15:34 | not a spam headline number two not using |
| 00:15:30 | 00:15:34 | a lot of images and like design elements |
| 00:15:34 | 00:15:36 | in |
| 00:15:34 | 00:15:39 | side the email but just using basically |
| 00:15:36 | 00:15:43 | straight text except for the you know |
| 00:15:39 | 00:15:47 | you click the you caught your CTA button |
| 00:15:43 | 00:15:50 | ok so here's an example of one that |
| 00:15:47 | 00:15:51 | would go out like you know right away |
| 00:15:50 | 00:15:54 | after an hour |
| 00:15:51 | 00:15:55 | thanks for / - when the process of |
| 00:15:54 | 00:15:57 | purchasing but you need to update your |
| 00:15:55 | 00:15:59 | shipping info to complete your order |
| 00:15:57 | 00:16:02 | click the finish keep in mind we're very |
| 00:15:59 | 00:16:04 | low in stok and your cart will expire |
| 00:16:02 | 00:16:05 | in 24 hours so hurry up before out of |
| 00:16:04 | 00:16:08 | stok on this amazing deal |
| 00:16:05 | 00:16:09 | remember only 24 hours until we have to |
| 00:16:08 | 00:16:12 | give this order to someone else so hurry |
| 00:16:09 | 00:16:14 | now to complete it ok so you see a few |
| 00:16:12 | 00:16:16 | things here that they're doing number |
| 00:16:14 | 00:16:18 | one in the first sentence they're |
| 00:16:16 | 00:16:20 | reminding them that they were in the |
| 00:16:18 | 00:16:22 | process of purchasing right like |
| 00:16:20 | 00:16:25 | stiking that reminder back to them so |
| 00:16:22 | 00:16:27 | that the person is back in the mindset |
| 00:16:25 | 00:16:29 | of making a purchase like that's what |
| 00:16:27 | 00:16:32 | you were doing you were about to |
| 00:16:29 | 00:16:35 | purchase this item ok and then they're |
| 00:16:32 | 00:16:36 | making it seem like ok you know that |
| 00:16:35 | 00:16:38 | they're using it's it's a good little |
| 00:16:36 | 00:16:40 | psychology here because they're saying |
| 00:16:38 | 00:16:41 | you were in the process of purchasing |
| 00:16:40 | 00:16:45 | but you need to update your shipping |
| 00:16:41 | 00:16:48 | info like almost making it seem like hey |
| 00:16:45 | 00:16:49 | you know you forgot to do this right |
| 00:16:48 | 00:16:51 | like what you were you were just there |
| 00:16:49 | 00:16:53 | you were so close like all you need is |
| 00:16:51 | 00:16:55 | one more step you just have to come back |
| 00:16:53 | 00:16:57 | and tell us where to ship this item |
| 00:16:55 | 00:16:59 | right it's it's a good way to start the |
| 00:16:57 | 00:17:01 | email it's very straight to the point |
| 00:16:59 | 00:17:03 | and gets them back into the buying mode |
| 00:17:01 | 00:17:06 | unless the no is just like a short |
| 00:17:03 | 00:17:08 | simple step to complete the purchase and |
| 00:17:06 | 00:17:10 | then going through the you know keep in |
| 00:17:08 | 00:17:12 | mind now they're putting urgency into |
| 00:17:10 | 00:17:14 | this they're putting urgency and they're |
| 00:17:12 | 00:17:16 | putting a fear of missing out they're |
| 00:17:14 | 00:17:18 | saying we're low in stok so you could |
| 00:17:16 | 00:17:20 | miss out on this deal and urgency this |
| 00:17:18 | 00:17:22 | is going to expire in 24 hours and we'll |
| 00:17:20 | 00:17:23 | have to give it to someone else so these |
| 00:17:22 | 00:17:25 | are some good elements that they're |
| 00:17:23 | 00:17:28 | including I don't think that they needed |
| 00:17:25 | 00:17:31 | two buttons in their email but you know |
| 00:17:28 | 00:17:33 | that that's fine so and you see not a |
| 00:17:31 | 00:17:34 | lot of images now what this is here in |
| 00:17:33 | 00:17:36 | the middle if you're unfamiliar with |
| 00:17:34 | 00:17:40 | abandon card emails this is dynamic so |
| 00:17:36 | 00:17:42 | this is built into most email platforms |
| 00:17:40 | 00:17:44 | it's definitely built into the two that |
| 00:17:42 | 00:17:46 | I recommended where it's dynamically |
| 00:17:44 | 00:17:47 | going to update whatever product they |
| 00:17:46 | 00:17:49 | were looking at |
| 00:17:47 | 00:17:52 | with a picture of it here and you know |
| 00:17:49 | 00:17:54 | it'll bring in the title what their |
| 00:17:52 | 00:17:56 | quantity was what the price is and what |
| 00:17:54 | 00:17:59 | the actual total is okay so it brings |
| 00:17:56 | 00:18:01 | all that cart information dynamically in |
| 00:17:59 | 00:18:02 | from their exact purchase and if they |
| 00:18:01 | 00:18:04 | click this button and it takes them |
| 00:18:02 | 00:18:07 | right back to the cart and then all they |
| 00:18:04 | 00:18:09 | have to do is complete the purchase |
| 00:18:07 | 00:18:13 | things you can mention is persuasive |
| 00:18:09 | 00:18:16 | elements to get people to buy free |
| 00:18:13 | 00:18:18 | shipping is one that's it's great this |
| 00:18:16 | 00:18:21 | is why I actually like having shipping |
| 00:18:18 | 00:18:24 | charged on the website because you can |
| 00:18:21 | 00:18:26 | use that as your first line of trying to |
| 00:18:24 | 00:18:28 | get them to come back and buy like to me |
| 00:18:26 | 00:18:31 | it makes sense to try to get them the |
| 00:18:28 | 00:18:32 | paper shipping first and then if they |
| 00:18:31 | 00:18:34 | don't want to pay for shipping then I |
| 00:18:32 | 00:18:37 | come back and say okay well you can get |
| 00:18:34 | 00:18:39 | free shipping right and and so the free |
| 00:18:37 | 00:18:42 | shipping is a great thing you can offer |
| 00:18:39 | 00:18:45 | discount as we just saw limited stok |
| 00:18:42 | 00:18:48 | limited sale time cart expires soon |
| 00:18:45 | 00:18:50 | these are all urgency elements |
| 00:18:48 | 00:18:52 | money-back guarantee satisfaction |
| 00:18:50 | 00:18:54 | guarantee |
| 00:18:52 | 00:18:58 | easy returns customer support these are |
| 00:18:54 | 00:19:00 | like risk reversal elements handling |
| 00:18:58 | 00:19:02 | objections in a way you know reminding |
| 00:19:00 | 00:19:03 | them that there's a money-back guarantee |
| 00:19:02 | 00:19:05 | reminding them that there's a |
| 00:19:03 | 00:19:07 | satisfaction guarantee and if they don't |
| 00:19:05 | 00:19:10 | like it they can return it easily and |
| 00:19:07 | 00:19:12 | we're here to support you these these |
| 00:19:10 | 00:19:17 | are to help make them more confident and |
| 00:19:12 | 00:19:21 | going through with the purchase tip keep |
| 00:19:17 | 00:19:24 | your emails simple all right they have |
| 00:19:21 | 00:19:26 | basic built in templates and like like |
| 00:19:24 | 00:19:27 | we said though you want to keep it as |
| 00:19:26 | 00:19:30 | simple as possible keep the amount of |
| 00:19:27 | 00:19:33 | images you use limited the amount of |
| 00:19:30 | 00:19:35 | HTML on your email limited sparse you |
| 00:19:33 | 00:19:37 | know sparse it's just a wait for say |
| 00:19:35 | 00:19:38 | limited but basically the more |
| 00:19:37 | 00:19:40 | text-based your email is the higher |
| 00:19:38 | 00:19:42 | chance that hasn't landing in the inbox |
| 00:19:40 | 00:19:43 | which means the higher chance it has of |
| 00:19:42 | 00:19:45 | getting open which means the higher |
| 00:19:43 | 00:19:49 | chance you have of getting a click and a |
| 00:19:45 | 00:19:53 | customer now moving into retargeting of |
| 00:19:49 | 00:19:55 | your of maximizing your off-site |
| 00:19:53 | 00:19:58 | maximizing conversions off-site right |
| 00:19:55 | 00:20:01 | and this is just this is basic stuff |
| 00:19:58 | 00:20:03 | here okay I'm not the retargeting is |
| 00:20:01 | 00:20:05 | covered in depth in in the actual |
| 00:20:03 | 00:20:08 | marketing sections for which it applies |
| 00:20:05 | 00:20:10 | right so Facebook retargeting and Google |
| 00:20:08 | 00:20:12 | remarketing those are covered within the |
| 00:20:10 | 00:20:15 | Facebook and Google sections here I just |
| 00:20:12 | 00:20:18 | want to make sure that you understand |
| 00:20:15 | 00:20:21 | what it is okay this is a course |
| 00:20:18 | 00:20:22 | designed to bring anybody at any level |
| 00:20:21 | 00:20:24 | all the way through so if you already |
| 00:20:22 | 00:20:27 | know what it is that's fantastik but I |
| 00:20:24 | 00:20:30 | want to make sure that no nobody is left |
| 00:20:27 | 00:20:32 | behind so the retargeting cycle works |
| 00:20:30 | 00:20:34 | like this right somebody comes and they |
| 00:20:32 | 00:20:37 | visit and like I said though there will |
| 00:20:34 | 00:20:39 | be a pixel that is that captures them |
| 00:20:37 | 00:20:41 | when they're on their site there's a |
| 00:20:39 | 00:20:44 | pixel or tracking code that captures |
| 00:20:41 | 00:20:46 | them and that that is then shared back |
| 00:20:44 | 00:20:48 | to the platform right so then that means |
| 00:20:46 | 00:20:50 | later when they're on the one they're on |
| 00:20:48 | 00:20:54 | back on Facebook or back on the web |
| 00:20:50 | 00:20:57 | you're able to show them new ads that |
| 00:20:54 | 00:20:59 | are persuasive ads to try to bring them |
| 00:20:57 | 00:21:01 | back and turn them into a customer all |
| 00:20:59 | 00:21:04 | right so that's I'm just mentioning it |
| 00:21:01 | 00:21:06 | briefly here as as they're retargeting |
| 00:21:04 | 00:21:08 | because there's there's two ways that |
| 00:21:06 | 00:21:11 | you can do this one is on Facebook and |
| 00:21:08 | 00:21:13 | one is on Google which I basically said |
| 00:21:11 | 00:21:15 | now I mean there's other ways as well |
| 00:21:13 | 00:21:18 | but those are the only two of them we're |
| 00:21:15 | 00:21:20 | really going to cover at this point so |
| 00:21:18 | 00:21:23 | on Facebook you have the Facebook pixel |
| 00:21:20 | 00:21:25 | okay and so you put a Facebook pixel on |
| 00:21:23 | 00:21:28 | your website anybody that visits your |
| 00:21:25 | 00:21:31 | website now when they leave you can show |
| 00:21:28 | 00:21:33 | them new ads on Facebook next time they |
| 00:21:31 | 00:21:35 | log on and show them all the same stuff |
| 00:21:33 | 00:21:38 | right you know free shipping discount |
| 00:21:35 | 00:21:40 | it's all the same persuasive elements |
| 00:21:38 | 00:21:42 | here that you're gonna show them but |
| 00:21:40 | 00:21:44 | instead of trying to put it in an email |
| 00:21:42 | 00:21:46 | obviously if this is an email you're |
| 00:21:44 | 00:21:49 | gonna craft that in the form of an ad |
| 00:21:46 | 00:21:51 | with some sort of video or some sort of |
| 00:21:49 | 00:21:52 | image and then you're gonna show them |
| 00:21:51 | 00:21:55 | you know you'll have a series of |
| 00:21:52 | 00:21:58 | retargeting ads that will go out to try |
| 00:21:55 | 00:22:00 | to bring them back to your store to |
| 00:21:58 | 00:22:02 | convince them to purchase okay you can |
| 00:22:00 | 00:22:04 | have as many retargeting ads as you want |
| 00:22:02 | 00:22:06 | you can have as many different angles |
| 00:22:04 | 00:22:11 | and persuasive elements as you want to |
| 00:22:06 | 00:22:12 | use with Google Google does the same |
| 00:22:11 | 00:22:15 | thing with Google it's called |
| 00:22:12 | 00:22:17 | remarketing and you can remarket them |
| 00:22:15 | 00:22:20 | on several ways number one there's the |
| 00:22:17 | 00:22:22 | Google actual search platform right |
| 00:22:20 | 00:22:25 | there's YouTube and then there's the |
| 00:22:22 | 00:22:27 | Google Display partners alright which |
| 00:22:25 | 00:22:31 | allows you you know sites that Google |
| 00:22:27 | 00:22:35 | owns and distributes its own actual its |
| 00:22:31 | 00:22:37 | own actual stuff okay so our ads on |
| 00:22:35 | 00:22:40 | different networks I mean so you have |
| 00:22:37 | 00:22:42 | these different different ways that |
| 00:22:40 | 00:22:45 | using Google now when somebody goes and |
| 00:22:42 | 00:22:47 | there there's an analytiks code they're |
| 00:22:45 | 00:22:50 | analytik tracking code now you can |
| 00:22:47 | 00:22:52 | capture that audience and again show |
| 00:22:50 | 00:22:55 | them ads in different areas as many |
| 00:22:52 | 00:22:57 | different ads as you want using the same |
| 00:22:55 | 00:22:59 | type of elements now it might be a |
| 00:22:57 | 00:23:03 | little bit different format right but |
| 00:22:59 | 00:23:05 | there's also cross cross pollination |
| 00:23:03 | 00:23:07 | here as well if you're running your main |
| 00:23:05 | 00:23:10 | traffic from Google to your site you can |
| 00:23:07 | 00:23:11 | then retarget that traffic on Facebook |
| 00:23:10 | 00:23:13 | okay which is what some people do very |
| 00:23:11 | 00:23:15 | well though they'll look for items that |
| 00:23:13 | 00:23:18 | have a search volume they'll run Google |
| 00:23:15 | 00:23:20 | Shopping ads to bring traffic in and |
| 00:23:18 | 00:23:22 | then once they have that traffic in now |
| 00:23:20 | 00:23:24 | they start serving them retargeting ads |
| 00:23:22 | 00:23:27 | on Facebook with these types of |
| 00:23:24 | 00:23:29 | persuasive elements okay and another way |
| 00:23:27 | 00:23:31 | could be in Reverse right you can be |
| 00:23:29 | 00:23:32 | getting traffic from Facebook |
| 00:23:31 | 00:23:34 | you're still gonna retarget Facebook |
| 00:23:32 | 00:23:37 | with Facebook always but you could also |
| 00:23:34 | 00:23:40 | retarget those people on Google and |
| 00:23:37 | 00:23:41 | YouTube as well but we're gonna we're |
| 00:23:40 | 00:23:43 | going to tok about retargeting more in |
| 00:23:41 | 00:23:44 | depth like I said it doesn't make sense |
| 00:23:43 | 00:23:47 | to go through it here because |
| 00:23:44 | 00:23:49 | retargeting is specific to the platform |
| 00:23:47 | 00:23:52 | that you are using right so that's why |
| 00:23:49 | 00:23:54 | when we get down later to the plat or to |
| 00:23:52 | 00:23:55 | the channels of Facebook and Google |
| 00:23:54 | 00:24:00 | that's where we'll tok about the |
| 00:23:55 | 00:24:02 | specific retargeting elements email |
| 00:24:00 | 00:24:05 | Welcome series next point okay this is |
| 00:24:02 | 00:24:08 | again offset conversion based on once |
| 00:24:05 | 00:24:10 | somebody has opted into an email here |
| 00:24:08 | 00:24:12 | are some examples of what I think are |
| 00:24:10 | 00:24:15 | some good ones now again you're these |
| 00:24:12 | 00:24:17 | are emails that are right they have a |
| 00:24:15 | 00:24:19 | lot of images in it okay they're from |
| 00:24:17 | 00:24:22 | brands but I still think that there that |
| 00:24:19 | 00:24:24 | that aside you know that piece aside I |
| 00:24:22 | 00:24:26 | think that they've done some some good |
| 00:24:24 | 00:24:29 | things okay like this one is all about |
| 00:24:26 | 00:24:32 | like being invited into a claw |
| 00:24:29 | 00:24:33 | right hey Bianca welcome your in we're |
| 00:24:32 | 00:24:35 | all about making and easy for you to |
| 00:24:33 | 00:24:37 | shop online and then they say a bit |
| 00:24:35 | 00:24:38 | about us okay that's good because this |
| 00:24:37 | 00:24:40 | is the kind of stuff you want to |
| 00:24:38 | 00:24:43 | introduce the point of a welcome series |
| 00:24:40 | 00:24:47 | is to introduce your brand nurture of |
| 00:24:43 | 00:24:49 | relationship and give some sort of value |
| 00:24:47 | 00:24:51 | some sort of reason they should come |
| 00:24:49 | 00:24:54 | back and shop which is what they do here |
| 00:24:51 | 00:24:57 | really well they say hey you're in a bit |
| 00:24:54 | 00:24:59 | about us you know we're a big for the |
| 00:24:57 | 00:25:01 | big brands that we carry we have best |
| 00:24:59 | 00:25:04 | shipping and return policy of all this |
| 00:25:01 | 00:25:06 | great customer support and here's a |
| 00:25:04 | 00:25:09 | discount code for you as well to take |
| 00:25:06 | 00:25:14 | $20 off your cart for your first item |
| 00:25:09 | 00:25:16 | okay and then that this is the email |
| 00:25:14 | 00:25:18 | continued right and so you can see down |
| 00:25:16 | 00:25:20 | here as well they reiterate it again |
| 00:25:18 | 00:25:22 | free express delivery free hundred day |
| 00:25:20 | 00:25:25 | returns which is amazing that's a huge |
| 00:25:22 | 00:25:31 | value add and an award-winning customer |
| 00:25:25 | 00:25:35 | service here's a very simple example |
| 00:25:31 | 00:25:36 | again that being the image aside I just |
| 00:25:35 | 00:25:39 | want to point out some of the good |
| 00:25:36 | 00:25:41 | things that they do okay emails |
| 00:25:39 | 00:25:43 | introduced be friendly have a |
| 00:25:41 | 00:25:45 | personality give a discount code okay |
| 00:25:43 | 00:25:48 | and you don't have to stop with just one |
| 00:25:45 | 00:25:50 | email on just that welcome email you can |
| 00:25:48 | 00:25:51 | create like a series of three you know |
| 00:25:50 | 00:25:55 | those are five emails or seven emails |
| 00:25:51 | 00:25:58 | where you are continuing to try to build |
| 00:25:55 | 00:26:00 | a relationship try to add value and try |
| 00:25:58 | 00:26:02 | to keep giving them discounts and like |
| 00:26:00 | 00:26:04 | reminding them hey you have a discount |
| 00:26:02 | 00:26:06 | you can use you know hey here's one of |
| 00:26:04 | 00:26:08 | our most popular items and and here's a |
| 00:26:06 | 00:26:13 | 10% discount to go get it now or here's |
| 00:26:08 | 00:26:16 | free shipping to get it now and again |
| 00:26:13 | 00:26:18 | just an example here right get started |
| 00:26:16 | 00:26:22 | use the code at checkout to get 20% off |
| 00:26:18 | 00:26:26 | your first order with like to shop now |
| 00:26:22 | 00:26:29 | and so what we'll have more on this in |
| 00:26:26 | 00:26:30 | the email marketing section again right |
| 00:26:29 | 00:26:33 | now I'm just kind of doing a quick |
| 00:26:30 | 00:26:36 | overview of the idea of a Welcome series |
| 00:26:33 | 00:26:39 | and later there is an email marketing |
| 00:26:36 | 00:26:41 | section that will go much more in-depth |
| 00:26:39 | 00:26:42 | it's a guest email marketing it's not me |
| 00:26:41 | 00:26:45 | covering and I'm bringing |
| 00:26:42 | 00:26:48 | an expert who works with six and seven |
| 00:26:45 | 00:26:50 | figure brands to build their email |
| 00:26:48 | 00:26:52 | marketing and help them real email |
| 00:26:50 | 00:26:54 | marketing can help you make so much |
| 00:26:52 | 00:26:56 | money on your store and so it's a really |
| 00:26:54 | 00:26:58 | important thing and that's why we're |
| 00:26:56 | 00:27:00 | dedicating an entire module to having an |
| 00:26:58 | 00:27:04 | email marketing mini course in here |
| 00:27:00 | 00:27:06 | later now we toked about on-site |
| 00:27:04 | 00:27:08 | conversions right that was all the |
| 00:27:06 | 00:27:09 | off-site stuff with abandoned carts |
| 00:27:08 | 00:27:11 | you're welcome series in your |
| 00:27:09 | 00:27:13 | retargeting now we want to look at |
| 00:27:11 | 00:27:16 | on-site conversions and things you can |
| 00:27:13 | 00:27:19 | be doing to you know that facilitate |
| 00:27:16 | 00:27:23 | that journey of least resistance to make |
| 00:27:19 | 00:27:23 | somebody go through and make a purchase |
| 00:27:23 | 00:27:28 | here's why conversion rate matters so |
| 00:27:26 | 00:27:31 | much just just to put it in perspective |
| 00:27:28 | 00:27:33 | okay your conversion rate can be the |
| 00:27:31 | 00:27:35 | difference of you saying this business |
| 00:27:33 | 00:27:38 | is too hard I'm not making any money I'm |
| 00:27:35 | 00:27:41 | done to actually being profitable right |
| 00:27:38 | 00:27:44 | with the same amount of visitors the |
| 00:27:41 | 00:27:46 | same exact average order value a 1 |
| 00:27:44 | 00:27:49 | percent conversion rate difference in |
| 00:27:46 | 00:27:51 | this example equals an additional two |
| 00:27:49 | 00:27:54 | thousand dollars right and the more |
| 00:27:51 | 00:27:56 | visitors are getting the more that's |
| 00:27:54 | 00:27:58 | going to compound so the better your |
| 00:27:56 | 00:28:00 | conversion rate obviously the more money |
| 00:27:58 | 00:28:02 | you're gonna make but this is sometimes |
| 00:28:00 | 00:28:04 | people don't focus on these things |
| 00:28:02 | 00:28:06 | enough when the reality is this this is |
| 00:28:04 | 00:28:08 | one of the most important things on your |
| 00:28:06 | 00:28:12 | store is trying to increase the |
| 00:28:08 | 00:28:15 | conversion rate okay now at a concept |
| 00:28:12 | 00:28:18 | level let's tok about conversion |
| 00:28:15 | 00:28:21 | probability right what is what what |
| 00:28:18 | 00:28:24 | increases or decreases the probability |
| 00:28:21 | 00:28:25 | of somebody converting which in this |
| 00:28:24 | 00:28:28 | case the conversion event that we're |
| 00:28:25 | 00:28:31 | toking about ultimately is it purchased |
| 00:28:28 | 00:28:33 | right so what is either increasing or |
| 00:28:31 | 00:28:36 | decreasing the chances of somebody |
| 00:28:33 | 00:28:38 | making a purchase on your store factors |
| 00:28:36 | 00:28:40 | okay and again this this stuff is |
| 00:28:38 | 00:28:42 | there's a little bit of a concept low |
| 00:28:40 | 00:28:43 | right now but it's it's important to |
| 00:28:42 | 00:28:45 | understand okay some of its outside of |
| 00:28:43 | 00:28:47 | your control one one would be the |
| 00:28:45 | 00:28:49 | motivation of the customer that's |
| 00:28:47 | 00:28:51 | generally outside of your control but |
| 00:28:49 | 00:28:53 | that matters right is something to |
| 00:28:51 | 00:28:55 | consider because the there are things |
| 00:28:53 | 00:28:56 | that within the conversion probability |
| 00:28:55 | 00:28:58 | that |
| 00:28:56 | 00:28:59 | you can't control like whether that |
| 00:28:58 | 00:29:02 | customers have in a bad day or whether |
| 00:28:59 | 00:29:04 | they're in a busy environment or you |
| 00:29:02 | 00:29:06 | know whether they're just a window |
| 00:29:04 | 00:29:09 | shopper okay but the rest of these |
| 00:29:06 | 00:29:12 | things you can control to try to |
| 00:29:09 | 00:29:14 | increase the motivation of the customer |
| 00:29:12 | 00:29:16 | to want to make a purchase okay |
| 00:29:14 | 00:29:18 | depending no matter what what mental |
| 00:29:16 | 00:29:20 | state they're at when they're actually |
| 00:29:18 | 00:29:22 | visiting your store the force of the |
| 00:29:20 | 00:29:24 | value proposition this is why we toked |
| 00:29:22 | 00:29:27 | about value proposition exclusively in |
| 00:29:24 | 00:29:30 | its own lesson is because how good your |
| 00:29:27 | 00:29:34 | value proposition is is going to make a |
| 00:29:30 | 00:29:35 | big difference in if a person wants to |
| 00:29:34 | 00:29:37 | make a purchase right and that's not |
| 00:29:35 | 00:29:39 | just the value proposition of your offer |
| 00:29:37 | 00:29:41 | it's the value proposition of your brand |
| 00:29:39 | 00:29:44 | as well okay so both of those things |
| 00:29:41 | 00:29:47 | need to be present and understood the |
| 00:29:44 | 00:29:49 | incentive to take action okay what kind |
| 00:29:47 | 00:29:51 | of offer are you giving them is this |
| 00:29:49 | 00:29:53 | just like and this is why people like to |
| 00:29:51 | 00:29:55 | use the countdown timers and honestly |
| 00:29:53 | 00:29:57 | it's why countdown timers can work |
| 00:29:55 | 00:29:59 | they're just challenged what that is if |
| 00:29:57 | 00:30:01 | you overdo it it tends to look like a |
| 00:29:59 | 00:30:03 | scam people are starting to get hip to |
| 00:30:01 | 00:30:05 | that idea of the countdown timer because |
| 00:30:03 | 00:30:09 | there's so many stores out there copying |
| 00:30:05 | 00:30:12 | and duplicating the exact same thing but |
| 00:30:09 | 00:30:14 | that's the idea of creating incentive |
| 00:30:12 | 00:30:17 | right like hey there's only a certain |
| 00:30:14 | 00:30:20 | amount left or there's only a certain |
| 00:30:17 | 00:30:23 | amount of time until this deal is up |
| 00:30:20 | 00:30:25 | that's why you see those the cart your |
| 00:30:23 | 00:30:27 | cart is reserved for 20 minutes like |
| 00:30:25 | 00:30:29 | when you go to the car page those types |
| 00:30:27 | 00:30:31 | of things are meant to help increase the |
| 00:30:29 | 00:30:33 | incentive to want to take action or |
| 00:30:31 | 00:30:35 | having a discount code when somebody |
| 00:30:33 | 00:30:39 | gets to the cart page right it helps |
| 00:30:35 | 00:30:42 | increase the incentive friction elements |
| 00:30:39 | 00:30:46 | present this is important because one |
| 00:30:42 | 00:30:48 | mistake I see a lot of stores do and I |
| 00:30:46 | 00:30:49 | personally think this is a mistake some |
| 00:30:48 | 00:30:52 | people might disagree but it's a |
| 00:30:49 | 00:30:55 | friction element when you visit a store |
| 00:30:52 | 00:30:57 | and the first thing you see is a pop-up |
| 00:30:55 | 00:30:59 | okay like you haven't even had a chance |
| 00:30:57 | 00:31:01 | to read the product page and all a |
| 00:30:59 | 00:31:03 | sudden boom in your face is some sort of |
| 00:31:01 | 00:31:06 | pop-up that's a friction element right |
| 00:31:03 | 00:31:08 | because the path of least resistance to |
| 00:31:06 | 00:31:11 | somebody making a purchase would then |
| 00:31:08 | 00:31:13 | to be to visit your page scroll down |
| 00:31:11 | 00:31:15 | read through the product description |
| 00:31:13 | 00:31:17 | decide they like it hit Add to Cart go |
| 00:31:15 | 00:31:19 | to the cart go to the checkout right if |
| 00:31:17 | 00:31:21 | you're serving them with a pop-up in |
| 00:31:19 | 00:31:23 | there and that's that's creating a pause |
| 00:31:21 | 00:31:28 | that's creating friction and that's just |
| 00:31:23 | 00:31:31 | one example you know that's why I like |
| 00:31:28 | 00:31:34 | the exit intent pop-up which means only |
| 00:31:31 | 00:31:36 | when they actually go to exit the page |
| 00:31:34 | 00:31:38 | will there be a pop-up because they're |
| 00:31:36 | 00:31:42 | already leaving the page or a pop-up |
| 00:31:38 | 00:31:43 | that's time like three minutes in you |
| 00:31:42 | 00:31:45 | know so that way you're only showing the |
| 00:31:43 | 00:31:47 | pop-up to somebody who's really |
| 00:31:45 | 00:31:49 | interested and they're still on your |
| 00:31:47 | 00:31:51 | site and then maybe that extra discount |
| 00:31:49 | 00:31:55 | that you offer them with a pop-up is |
| 00:31:51 | 00:31:59 | actually gonna help become a incentive |
| 00:31:55 | 00:32:01 | to take action right Biggs I the |
| 00:31:59 | 00:32:05 | elements present this is like lack of |
| 00:32:01 | 00:32:08 | trust okay so you know can can they see |
| 00:32:05 | 00:32:11 | does your site have easily identify |
| 00:32:08 | 00:32:14 | identifiable return policy shipping |
| 00:32:11 | 00:32:17 | policy does it have a phone number does |
| 00:32:14 | 00:32:19 | it have an address and these different |
| 00:32:17 | 00:32:21 | types of things that have trust badges |
| 00:32:19 | 00:32:23 | does it have reviews these are all |
| 00:32:21 | 00:32:26 | anxiety elements if you if you don't |
| 00:32:23 | 00:32:28 | have them okay if you have none of them |
| 00:32:26 | 00:32:29 | then obviously that's somebody's gonna |
| 00:32:28 | 00:32:31 | have a lot of anxiety and trying to make |
| 00:32:29 | 00:32:32 | a purchase from you the more that you |
| 00:32:31 | 00:32:34 | have I think the less that the anxiety |
| 00:32:32 | 00:32:37 | is going to go down doesn't mean you |
| 00:32:34 | 00:32:39 | have to have all of them but it's |
| 00:32:37 | 00:32:41 | certainly there are all great things to |
| 00:32:39 | 00:32:44 | have I don't think any one of them hurts |
| 00:32:41 | 00:32:46 | to have and I know for a fact 100% that |
| 00:32:44 | 00:32:48 | having an 800 number on your site is |
| 00:32:46 | 00:32:51 | definitely going help increase |
| 00:32:48 | 00:32:52 | conversions having an address get that's |
| 00:32:51 | 00:32:54 | that's also gonna help increase |
| 00:32:52 | 00:32:57 | conversions because it gives a much more |
| 00:32:54 | 00:33:01 | established professional real business |
| 00:32:57 | 00:33:03 | feel okay on poorly converting product |
| 00:33:01 | 00:33:06 | pages the perceived cost exceeds the |
| 00:33:03 | 00:33:09 | perceived value alright we've toked |
| 00:33:06 | 00:33:12 | about value a lot this is a good concept |
| 00:33:09 | 00:33:16 | understand if somebody is interested in |
| 00:33:12 | 00:33:20 | a product now the for for the market of |
| 00:33:16 | 00:33:22 | buyers right because there is there's an |
| 00:33:20 | 00:33:25 | important principle in sales that |
| 00:33:22 | 00:33:28 | in any group of people there's gonna be |
| 00:33:25 | 00:33:30 | at least some percentage of that group |
| 00:33:28 | 00:33:32 | that would never buy no matter what |
| 00:33:30 | 00:33:34 | right you know there might be 15% of |
| 00:33:32 | 00:33:35 | people that will just never buy no |
| 00:33:34 | 00:33:38 | matter what no matter how great you make |
| 00:33:35 | 00:33:40 | it even if you make it 80% off you know |
| 00:33:38 | 00:33:42 | they wouldn't buy so we're not toking |
| 00:33:40 | 00:33:45 | about those people but of the people |
| 00:33:42 | 00:33:48 | that are buyers that can be converted |
| 00:33:45 | 00:33:51 | okay if they are visiting your page and |
| 00:33:48 | 00:33:54 | they decide not to go through with the |
| 00:33:51 | 00:33:57 | purchase then essentially the the |
| 00:33:54 | 00:34:01 | problem here at a concept level is that |
| 00:33:57 | 00:34:03 | the perceived cost what you are asking |
| 00:34:01 | 00:34:05 | for them in money your commitment is |
| 00:34:03 | 00:34:08 | higher than what they feel like and |
| 00:34:05 | 00:34:10 | they're gonna receive in value okay and |
| 00:34:08 | 00:34:13 | so our job as marketers is the reverse |
| 00:34:10 | 00:34:16 | that we have to make them feel that they |
| 00:34:13 | 00:34:19 | are gonna get higher in value more in |
| 00:34:16 | 00:34:21 | value in use value in quality and |
| 00:34:19 | 00:34:25 | service they're gonna get more in value |
| 00:34:21 | 00:34:28 | than we are asking for in cost okay and |
| 00:34:25 | 00:34:31 | and when you create that balance that's |
| 00:34:28 | 00:34:34 | when you start to tip the scales into |
| 00:34:31 | 00:34:36 | conversions so here's a few tips |
| 00:34:34 | 00:34:38 | all right I've already think I think |
| 00:34:36 | 00:34:40 | I've already given several tips but |
| 00:34:38 | 00:34:43 | easily accessible communication right |
| 00:34:40 | 00:34:45 | having some sort of place they can chat |
| 00:34:43 | 00:34:47 | having a phone number present having a |
| 00:34:45 | 00:34:48 | way that they can contact you now it's |
| 00:34:47 | 00:34:50 | important to note on the phone number |
| 00:34:48 | 00:34:52 | piece that that doesn't mean that you |
| 00:34:50 | 00:34:55 | have to be answering phones of course |
| 00:34:52 | 00:34:56 | you could if you wanted to if it's |
| 00:34:55 | 00:34:58 | something very personal to you that |
| 00:34:56 | 00:35:00 | you're selling and you and you love it |
| 00:34:58 | 00:35:03 | you could you could have a Google Voice |
| 00:35:00 | 00:35:06 | number that runs right into your number |
| 00:35:03 | 00:35:08 | or a call forwarding 800 call forwarding |
| 00:35:06 | 00:35:10 | number you can hire a VA to answer |
| 00:35:08 | 00:35:13 | phones or a part-time employee to answer |
| 00:35:10 | 00:35:15 | phones or in the beginning as you're |
| 00:35:13 | 00:35:18 | getting started you can just connect |
| 00:35:15 | 00:35:20 | your 800 number to a voicemail mostly |
| 00:35:18 | 00:35:21 | people just want to see that there's a |
| 00:35:20 | 00:35:24 | phone number there because it lets them |
| 00:35:21 | 00:35:26 | feel like if they have a problem they |
| 00:35:24 | 00:35:28 | can call somebody and they're not gonna |
| 00:35:26 | 00:35:30 | want to call it believe me we're we're |
| 00:35:28 | 00:35:32 | all consumers right nobody wants to call |
| 00:35:30 | 00:35:35 | somebody you know well very few people |
| 00:35:32 | 00:35:35 | right especially in today's modern world |
| 00:35:35 | 00:35:38 | of |
| 00:35:35 | 00:35:41 | hatsan and messenger nobody really wants |
| 00:35:38 | 00:35:43 | to call somebody unless they have to I |
| 00:35:41 | 00:35:46 | would never actually dial a number and |
| 00:35:43 | 00:35:48 | go through the process of waiting and |
| 00:35:46 | 00:35:51 | and the automated prompts and toking to |
| 00:35:48 | 00:35:54 | somebody unless I absolutely had to if I |
| 00:35:51 | 00:35:56 | can solve it with a chat that's the best |
| 00:35:54 | 00:35:58 | if I can solve it through email that |
| 00:35:56 | 00:36:01 | second best right so easily accessible |
| 00:35:58 | 00:36:02 | communication high quality product |
| 00:36:01 | 00:36:04 | images that should be obvious we've |
| 00:36:02 | 00:36:06 | already toked about that clear |
| 00:36:04 | 00:36:08 | call-to-action button we've toked about |
| 00:36:06 | 00:36:09 | that as well you want your I was just |
| 00:36:08 | 00:36:12 | toking with someone the other day a |
| 00:36:09 | 00:36:14 | student that was designing your page and |
| 00:36:12 | 00:36:19 | they decided to create a call-to-action |
| 00:36:14 | 00:36:21 | button their Add to Cart button was it |
| 00:36:19 | 00:36:23 | wasn't a solid color it was like the |
| 00:36:21 | 00:36:25 | square outline style button with the |
| 00:36:23 | 00:36:28 | letters in the middle on a white |
| 00:36:25 | 00:36:32 | background and I was like no this this |
| 00:36:28 | 00:36:34 | this is too subtle you want a bold stand |
| 00:36:32 | 00:36:37 | out call-to-action button because that's |
| 00:36:34 | 00:36:40 | where they're supposed to click okay |
| 00:36:37 | 00:36:40 | don't be subtle about it don't be shy |
| 00:36:40 | 00:36:44 | about it |
| 00:36:40 | 00:36:46 | be firm be bold get something out there |
| 00:36:44 | 00:36:49 | that contrasts and it's gonna draw |
| 00:36:46 | 00:36:51 | attention testimonials and reviews we |
| 00:36:49 | 00:36:54 | toked about that that should be obvious |
| 00:36:51 | 00:36:56 | strong and visible guarantees benefit |
| 00:36:54 | 00:36:58 | driven product descriptions we toked |
| 00:36:56 | 00:37:00 | about that and Google Analytiks the |
| 00:36:58 | 00:37:02 | monitor or visitor behavior that's in |
| 00:37:00 | 00:37:04 | that deaths can help you increase |
| 00:37:02 | 00:37:06 | conversions because when you see the |
| 00:37:04 | 00:37:09 | behavior of people on your store you can |
| 00:37:06 | 00:37:11 | find where there's there's problems and |
| 00:37:09 | 00:37:13 | where people are having trouble and that |
| 00:37:11 | 00:37:15 | can help you diagnose what's wrong and |
| 00:37:13 | 00:37:17 | how to increase those conversions all |
| 00:37:15 | 00:37:19 | right and there's additional training on |
| 00:37:17 | 00:37:22 | that later I'm gonna get some sort of |
| 00:37:19 | 00:37:24 | google analytiks module added in here |
| 00:37:22 | 00:37:29 | from a friend of mine it's a Google |
| 00:37:24 | 00:37:30 | Analytiks consulting expert so here's |
| 00:37:29 | 00:37:33 | here's just some examples right of |
| 00:37:30 | 00:37:35 | easily accessible communication you can |
| 00:37:33 | 00:37:37 | see here they have a pop up for live |
| 00:37:35 | 00:37:40 | chat or text which is great being able |
| 00:37:37 | 00:37:42 | to text is also awesome and they also |
| 00:37:40 | 00:37:44 | have an FAQ center doing a really good |
| 00:37:42 | 00:37:47 | job of that there here's one here where |
| 00:37:44 | 00:37:49 | they have a messenger pop-up this is |
| 00:37:47 | 00:37:52 | really easy this is a free |
| 00:37:49 | 00:37:53 | that you can install so it just pops up |
| 00:37:52 | 00:37:55 | with messenger so if somebody has a |
| 00:37:53 | 00:37:59 | question they can just chat now right |
| 00:37:55 | 00:38:02 | through their Facebook profile high |
| 00:37:59 | 00:38:05 | quality product images as you can see |
| 00:38:02 | 00:38:08 | here this is really really bold bright |
| 00:38:05 | 00:38:11 | pops you know it's it's a great product |
| 00:38:08 | 00:38:13 | image okay this is print on demand |
| 00:38:11 | 00:38:15 | so another further tip that you should |
| 00:38:13 | 00:38:20 | consider when you're looking at print on |
| 00:38:15 | 00:38:22 | demand is is using actual mock-ups okay |
| 00:38:20 | 00:38:24 | like people wearing the item in |
| 00:38:22 | 00:38:27 | different lifestyle poses or you know |
| 00:38:24 | 00:38:32 | full background images that kind of |
| 00:38:27 | 00:38:34 | thing here's an example of one that's |
| 00:38:32 | 00:38:39 | not print on demand really really |
| 00:38:34 | 00:38:41 | quality high-resolution up-close product |
| 00:38:39 | 00:38:43 | image okay and that that's the kind of |
| 00:38:41 | 00:38:47 | product image that you want something |
| 00:38:43 | 00:38:49 | very clear nice high resolution clear |
| 00:38:47 | 00:38:52 | call-to-action button as we already |
| 00:38:49 | 00:38:54 | looked at earlier with we looked at this |
| 00:38:52 | 00:38:55 | earlier with sugar and cotton so it's |
| 00:38:54 | 00:38:57 | not the first time I've mentioned this |
| 00:38:55 | 00:39:00 | but again just a really great example |
| 00:38:57 | 00:39:04 | here of an all-white background and |
| 00:39:00 | 00:39:06 | having a bold red call it action button |
| 00:39:04 | 00:39:08 | now it's important to note that all of |
| 00:39:06 | 00:39:11 | these that I'm using as an example I |
| 00:39:08 | 00:39:13 | think are good examples but this one you |
| 00:39:11 | 00:39:15 | know like I think that this is a great |
| 00:39:13 | 00:39:16 | example of a product image as well and |
| 00:39:15 | 00:39:18 | this is this is actually straight off of |
| 00:39:16 | 00:39:21 | Aliexpress where they got this product |
| 00:39:18 | 00:39:24 | but it's a good image right it's it's |
| 00:39:21 | 00:39:27 | got a really bold clear high-resolution |
| 00:39:24 | 00:39:28 | picture here that pops and draws your |
| 00:39:27 | 00:39:29 | attention |
| 00:39:28 | 00:39:32 | but then there's add the carpet and |
| 00:39:29 | 00:39:35 | still pops as well and that's what you |
| 00:39:32 | 00:39:37 | want testimonials and reviews here's an |
| 00:39:35 | 00:39:39 | example of you know there's different |
| 00:39:37 | 00:39:41 | review apps and testimony apps and and I |
| 00:39:39 | 00:39:45 | mentioned those in the Shopify apps |
| 00:39:41 | 00:39:47 | section above all right not above but |
| 00:39:45 | 00:39:49 | the module before this so this is what |
| 00:39:47 | 00:39:51 | that would look like where you can have |
| 00:39:49 | 00:39:55 | people that are giving you real reviews |
| 00:39:51 | 00:39:58 | and this this does so much for the |
| 00:39:55 | 00:40:01 | credibility that social proof overall |
| 00:39:58 | 00:40:02 | strong and visible guarantees okay so |
| 00:40:01 | 00:40:06 | this is great |
| 00:40:02 | 00:40:10 | because you can see free shipping the |
| 00:40:06 | 00:40:13 | Canada carrier calculated like so these |
| 00:40:10 | 00:40:15 | these things here as well that are |
| 00:40:13 | 00:40:17 | giving you guarantees on the product |
| 00:40:15 | 00:40:18 | right now not only is the product image |
| 00:40:17 | 00:40:20 | great because you can actually even see |
| 00:40:18 | 00:40:22 | the guarantees right on the packaging |
| 00:40:20 | 00:40:24 | but then they have them here as well |
| 00:40:22 | 00:40:28 | underneath the Add to Cart button where |
| 00:40:24 | 00:40:31 | it tells you USDA non-gmo kosher check |
| 00:40:28 | 00:40:33 | so these things are like letting you |
| 00:40:31 | 00:40:36 | know the the important guarantees is |
| 00:40:33 | 00:40:38 | somebody who's a shopper of this type of |
| 00:40:36 | 00:40:41 | this type of food would would be |
| 00:40:38 | 00:40:43 | interested in and it's also you can see |
| 00:40:41 | 00:40:45 | here the different images they have |
| 00:40:43 | 00:40:47 | right they show in the package they show |
| 00:40:45 | 00:40:50 | what it looks like poured and then they |
| 00:40:47 | 00:40:51 | show the nutrition facts okay so you can |
| 00:40:50 | 00:40:53 | see the guarantees you can get |
| 00:40:51 | 00:40:57 | everything you need to fully understand |
| 00:40:53 | 00:41:01 | this product what it is and you know |
| 00:40:57 | 00:41:05 | what what's what's behind it here's |
| 00:41:01 | 00:41:06 | another example of this one this is |
| 00:41:05 | 00:41:08 | natural deodorant products for sensitive |
| 00:41:06 | 00:41:10 | skin these are all guarantees down here |
| 00:41:08 | 00:41:13 | right now if you want again a cruelty |
| 00:41:10 | 00:41:16 | free no harsh chemicals and you can see |
| 00:41:13 | 00:41:18 | all these ones so great stuff like it |
| 00:41:16 | 00:41:21 | really adds so much it's such a great |
| 00:41:18 | 00:41:25 | element a trust element to add to this |
| 00:41:21 | 00:41:29 | type of product but there's also the |
| 00:41:25 | 00:41:31 | idea of trust badges okay in terms of |
| 00:41:29 | 00:41:33 | here here's a little bit different right |
| 00:41:31 | 00:41:34 | like this is has nothing to do with the |
| 00:41:33 | 00:41:39 | ingredients is what I mean these are |
| 00:41:34 | 00:41:42 | trust badges just based on the standing |
| 00:41:39 | 00:41:44 | behind your service right so free free |
| 00:41:42 | 00:41:48 | shipping US and Canada produced in the |
| 00:41:44 | 00:41:49 | USA and love it or your money back |
| 00:41:48 | 00:41:51 | right that's great and then they have |
| 00:41:49 | 00:41:54 | this guarantee here the iconic promise |
| 00:41:51 | 00:41:56 | we guarantee you'll love our product or |
| 00:41:54 | 00:41:58 | we'll refund your money 100% money back |
| 00:41:56 | 00:42:02 | guarantee really really powerful |
| 00:41:58 | 00:42:04 | guarantee very visible and again still |
| 00:42:02 | 00:42:06 | pointing out the other elements you can |
| 00:42:04 | 00:42:09 | see that they have social proof here |
| 00:42:06 | 00:42:12 | they have a very distinguishable Add to |
| 00:42:09 | 00:42:16 | Cart button and they have great product |
| 00:42:12 | 00:42:16 | images that are clear and easy to read |
| 00:42:16 | 00:42:22 | and they also have the messenger or easy |
| 00:42:18 | 00:42:26 | communication right and then finally the |
| 00:42:22 | 00:42:28 | last form of the last form of guarantee |
| 00:42:26 | 00:42:30 | we call this a guaranteed safe Checkout |
| 00:42:28 | 00:42:32 | trust badge and you can literally type |
| 00:42:30 | 00:42:34 | that into Google and search Google |
| 00:42:32 | 00:42:37 | Images and you'll see many of them |
| 00:42:34 | 00:42:39 | available is here right it just says |
| 00:42:37 | 00:42:41 | guaranteed safe checkout and then it |
| 00:42:39 | 00:42:43 | offers like all the different payment |
| 00:42:41 | 00:42:46 | forms that are accepted as this McAfee |
| 00:42:43 | 00:42:49 | secure symbol has this 100% Gary |
| 00:42:46 | 00:42:50 | satisfaction guarantee symbol so again |
| 00:42:49 | 00:42:52 | something they're all a little bit |
| 00:42:50 | 00:42:54 | different I'm not you know no one is |
| 00:42:52 | 00:42:57 | better than the other but they are |
| 00:42:54 | 00:42:58 | fitted brands differently based on what |
| 00:42:57 | 00:43:00 | you're selling what type of product you |
| 00:42:58 | 00:43:02 | have what type of guarantee you want to |
| 00:43:00 | 00:43:04 | create but no matter what you definitely |
| 00:43:02 | 00:43:08 | want to have some type of guarantee or |
| 00:43:04 | 00:43:11 | trust badge there in that area under the |
| 00:43:08 | 00:43:16 | Add to Cart button because it really |
| 00:43:11 | 00:43:19 | helps to increase conversions benefit |
| 00:43:16 | 00:43:21 | driven product description okay so this |
| 00:43:19 | 00:43:25 | is one for a protokol of this slide and |
| 00:43:21 | 00:43:28 | you can see here I just zoomed in on |
| 00:43:25 | 00:43:29 | their actual product description look at |
| 00:43:28 | 00:43:32 | how well this is written first of all |
| 00:43:29 | 00:43:34 | this tagline the ultimate fun board okay |
| 00:43:32 | 00:43:36 | that's one hundred percent benefit |
| 00:43:34 | 00:43:38 | driven because they're making it all |
| 00:43:36 | 00:43:40 | about the fun you're going to have right |
| 00:43:38 | 00:43:42 | ultimate fun board excellent starter |
| 00:43:40 | 00:43:44 | shred stik that will turn your body |
| 00:43:42 | 00:43:47 | surfing session into the time of your |
| 00:43:44 | 00:43:49 | life that is such a good sentence right |
| 00:43:47 | 00:43:52 | that's so well written because it's 100% |
| 00:43:49 | 00:43:54 | getting you in the mindset of what |
| 00:43:52 | 00:43:56 | you're going to be using this for in and |
| 00:43:54 | 00:43:58 | what its gonna feel like okay then they |
| 00:43:56 | 00:44:01 | tok about what it's made from but again |
| 00:43:58 | 00:44:04 | it's not just the feature it doesn't |
| 00:44:01 | 00:44:07 | just say EPS foam core an extra tiky |
| 00:44:04 | 00:44:09 | extra stiky top skin it's it takes it a |
| 00:44:07 | 00:44:11 | step further to say that we'll have you |
| 00:44:09 | 00:44:13 | racing down any wave like a pearl no |
| 00:44:11 | 00:44:16 | matter your skill level again extremely |
| 00:44:13 | 00:44:19 | benefit driven and they continue to do |
| 00:44:16 | 00:44:21 | that down here where they name the most |
| 00:44:19 | 00:44:23 | fun you'll have in the water that's a |
| 00:44:21 | 00:44:27 | benefit driven title and then they |
| 00:44:23 | 00:44:29 | explain it easy to use fun to master so |
| 00:44:27 | 00:44:30 | this is a really great example if you |
| 00:44:29 | 00:44:34 | read through that |
| 00:44:30 | 00:44:35 | of how to write a benefit driven product |
| 00:44:34 | 00:44:38 | description make it fun make it |
| 00:44:35 | 00:44:40 | entertaining make it about the customer |
| 00:44:38 | 00:44:42 | and how it's going to you know what's |
| 00:44:40 | 00:44:46 | the outcome of owning this how's it |
| 00:44:42 | 00:44:49 | going to improve their life same thing |
| 00:44:46 | 00:44:51 | here with a inspire uplift product this |
| 00:44:49 | 00:44:55 | is a little bit more toned down but |
| 00:44:51 | 00:44:58 | still still really good right where it's |
| 00:44:55 | 00:45:00 | this is the name of the product Mountain |
| 00:44:58 | 00:45:02 | River handicraft instance holder okay |
| 00:45:00 | 00:45:07 | and then they tok about how it's been |
| 00:45:02 | 00:45:09 | carefully handcrafted this lovely |
| 00:45:07 | 00:45:10 | ceramic incense burners ideal for |
| 00:45:09 | 00:45:12 | burning your favorite incense is while |
| 00:45:10 | 00:45:14 | providing a relaxing and decorative |
| 00:45:12 | 00:45:16 | touch to any space so that's that's |
| 00:45:14 | 00:45:18 | really good right because it toks about |
| 00:45:16 | 00:45:20 | burning your favorite and senses alright |
| 00:45:18 | 00:45:23 | getting you in that mindset of already |
| 00:45:20 | 00:45:26 | owning it and then relaxing in the space |
| 00:45:23 | 00:45:35 | that you enjoy great gift for meditation |
| 00:45:26 | 00:45:36 | and yoga lovers and then it even goes on |
| 00:45:35 | 00:45:38 | to tell you a little bit more about |
| 00:45:36 | 00:45:42 | incense burning and and what it's for |
| 00:45:38 | 00:45:44 | that a decreases stress have the power |
| 00:45:42 | 00:45:46 | to cleanse negative energies tension |
| 00:45:44 | 00:45:48 | elevate your meditative state right so |
| 00:45:46 | 00:45:50 | they know who they're targeting and who |
| 00:45:48 | 00:45:53 | their market is for this and they're |
| 00:45:50 | 00:45:55 | writing clearly beneficial descriptions |
| 00:45:53 | 00:45:56 | that are meant to appeal to that market |
| 00:45:55 | 00:46:00 | and that's what you want to think about |
| 00:45:56 | 00:46:02 | with your products as well address the |
| 00:46:00 | 00:46:03 | things your visitors are thinking okay |
| 00:46:02 | 00:46:05 | depending on the complexity of your |
| 00:46:03 | 00:46:07 | product you want to be able to address |
| 00:46:05 | 00:46:10 | what they might be thinking about trying |
| 00:46:07 | 00:46:12 | to look at this so with this I belts you |
| 00:46:10 | 00:46:14 | know they they address some of this |
| 00:46:12 | 00:46:17 | stuff here and this easy to look at |
| 00:46:14 | 00:46:20 | diagram internal webbing that provides a |
| 00:46:17 | 00:46:23 | certain amount of strength and frost |
| 00:46:20 | 00:46:24 | flex waterproof abrasion resistant easy |
| 00:46:23 | 00:46:27 | to clean right like they're already |
| 00:46:24 | 00:46:29 | thinking about but the the person might |
| 00:46:27 | 00:46:30 | be considering what kind of objections |
| 00:46:29 | 00:46:32 | they might have or what might be the |
| 00:46:30 | 00:46:35 | important factors they're looking for in |
| 00:46:32 | 00:46:37 | this type of high performance belt okay |
| 00:46:35 | 00:46:39 | so if you have that type of product you |
| 00:46:37 | 00:46:43 | want to be able to address those those |
| 00:46:39 | 00:46:46 | types of things automatikally |
| 00:46:43 | 00:46:48 | now understanding your audience google |
| 00:46:46 | 00:46:50 | analytiks is a powerful way to help |
| 00:46:48 | 00:46:51 | understand your audience and again |
| 00:46:50 | 00:46:54 | there's going to be some google |
| 00:46:51 | 00:46:56 | analytiks training in the future but why |
| 00:46:54 | 00:46:58 | Google Analytiks is so powerful is |
| 00:46:56 | 00:47:01 | because it attracts everything that |
| 00:46:58 | 00:47:03 | happens so you can see where people |
| 00:47:01 | 00:47:05 | visited what pages they bounced off |
| 00:47:03 | 00:47:09 | where they fell off in in their journey |
| 00:47:05 | 00:47:10 | and so Google Analytiks is definitely |
| 00:47:09 | 00:47:12 | something you want to have your |
| 00:47:10 | 00:47:14 | analytiks code installed on your score |
| 00:47:12 | 00:47:16 | so that you can understand the behavior |
| 00:47:14 | 00:47:20 | of your customers and it can help not |
| 00:47:16 | 00:47:21 | only to see where you're doing wrong or |
| 00:47:20 | 00:47:23 | you can improve but it can help seeing |
| 00:47:21 | 00:47:25 | what you're doing right and where you |
| 00:47:23 | 00:47:27 | can focus on understanding what's |
| 00:47:25 | 00:47:29 | working and what's not working okay so |
| 00:47:27 | 00:47:34 | there will be some Google Analytiks |
| 00:47:29 | 00:47:35 | training later in the Academy this is |
| 00:47:34 | 00:47:38 | called a heat map all right in you can |
| 00:47:35 | 00:47:40 | see here it's called the the app that |
| 00:47:38 | 00:47:42 | you can do this with that I recommend is |
| 00:47:40 | 00:47:44 | lucky orange and heat maps are |
| 00:47:42 | 00:47:46 | interesting because they will track your |
| 00:47:44 | 00:47:48 | visitors in a different way than Google |
| 00:47:46 | 00:47:52 | Analytiks where they were actually |
| 00:47:48 | 00:47:54 | tracking the activity on your page and |
| 00:47:52 | 00:47:56 | then you can watch it back in real time |
| 00:47:54 | 00:47:59 | you can see where were people clicking |
| 00:47:56 | 00:48:01 | and where were the the hot sensitive or |
| 00:47:59 | 00:48:03 | not sensitive but where were the hot |
| 00:48:01 | 00:48:06 | button points right like anywhere in |
| 00:48:03 | 00:48:07 | this red area this is where people were |
| 00:48:06 | 00:48:08 | moving around with their mouths |
| 00:48:07 | 00:48:10 | basically this is where they were |
| 00:48:08 | 00:48:11 | clicking this is where they were |
| 00:48:10 | 00:48:16 | clicking this is where they were |
| 00:48:11 | 00:48:19 | clicking right the fact that you know |
| 00:48:16 | 00:48:21 | this is this the fact that this actually |
| 00:48:19 | 00:48:23 | breaks it down into color codes so that |
| 00:48:21 | 00:48:25 | you can see where people were clicking |
| 00:48:23 | 00:48:28 | and where they were is really powerful |
| 00:48:25 | 00:48:31 | because maybe you know maybe your |
| 00:48:28 | 00:48:33 | website is confusing for example if your |
| 00:48:31 | 00:48:36 | color is for your Add to Cart button or |
| 00:48:33 | 00:48:38 | all and you don't have a red area around |
| 00:48:36 | 00:48:41 | your car Add to Cart button but you have |
| 00:48:38 | 00:48:43 | a red area around something else then |
| 00:48:41 | 00:48:45 | that can let you know hey like people |
| 00:48:43 | 00:48:47 | are confused here about where a click to |
| 00:48:45 | 00:48:49 | do something ok |
| 00:48:47 | 00:48:52 | or you can see as they scroll through |
| 00:48:49 | 00:48:55 | like where their journey stops where did |
| 00:48:52 | 00:48:57 | they get confused that so this is a |
| 00:48:55 | 00:48:59 | great way to help understand |
| 00:48:57 | 00:49:02 | your audience which can lead to direct |
| 00:48:59 | 00:49:04 | insights to increase conversions |
| 00:49:02 | 00:49:06 | excellent tenth discount code I already |
| 00:49:04 | 00:49:08 | toked about this this is an on site |
| 00:49:06 | 00:49:10 | thing because it can help capture people |
| 00:49:08 | 00:49:11 | as they need so here's an example of a |
| 00:49:10 | 00:49:14 | good one |
| 00:49:11 | 00:49:16 | wait do you want ten 10% discount on |
| 00:49:14 | 00:49:18 | your first order this actually gives |
| 00:49:16 | 00:49:20 | them the discount without even needing |
| 00:49:18 | 00:49:22 | the opt-in which is which is a good idea |
| 00:49:20 | 00:49:25 | so they get the discount code right here |
| 00:49:22 | 00:49:26 | and then all they have to do is return |
| 00:49:25 | 00:49:32 | the site and it can bring them right |
| 00:49:26 | 00:49:34 | back into the shopping experience so the |
| 00:49:32 | 00:49:38 | the term for this is conversion rate |
| 00:49:34 | 00:49:39 | optimization ongoing process and one of |
| 00:49:38 | 00:49:42 | the main things that's going to help you |
| 00:49:39 | 00:49:45 | build a profitable ecommerce business I |
| 00:49:42 | 00:49:46 | know this has been a longer video but |
| 00:49:45 | 00:49:48 | it's really really important stuff |
| 00:49:46 | 00:49:52 | because conversion rate optimization or |
| 00:49:48 | 00:49:54 | your CRO is probably it's it's one of |
| 00:49:52 | 00:49:56 | the top three metrics that you need to |
| 00:49:54 | 00:49:58 | be looking at in your store every single |
| 00:49:56 | 00:50:00 | day every single week right it's right |
| 00:49:58 | 00:50:03 | up there with average order value in |
| 00:50:00 | 00:50:04 | lifetime value I mean this this is |
| 00:50:03 | 00:50:07 | everything how you're converting people |
| 00:50:04 | 00:50:10 | on your store determines the overall |
| 00:50:07 | 00:50:13 | success of of how you are making money |
| 00:50:10 | 00:50:16 | in fact the end with a short story that |
| 00:50:13 | 00:50:19 | I know there's a story about when |
| 00:50:16 | 00:50:22 | Facebook in MySpace we're actually |
| 00:50:19 | 00:50:25 | competitors at one time if this is |
| 00:50:22 | 00:50:26 | before your time I'm sure you know |
| 00:50:25 | 00:50:29 | Facebook maybe you don't know my space |
| 00:50:26 | 00:50:32 | but MySpace actually came out before |
| 00:50:29 | 00:50:34 | Facebook and and when Facebook came out |
| 00:50:32 | 00:50:37 | they were in direct competition for |
| 00:50:34 | 00:50:41 | users and as the story goes Facebook |
| 00:50:37 | 00:50:44 | brought in a conversion conversion rate |
| 00:50:41 | 00:50:47 | agency that specialized in helping |
| 00:50:44 | 00:50:49 | companies maximize their conversion rate |
| 00:50:47 | 00:50:52 | Facebook Mark Zuckerberg understood the |
| 00:50:49 | 00:50:54 | importance of optimizing for conversions |
| 00:50:52 | 00:50:56 | to gain users right he knew that it |
| 00:50:54 | 00:50:58 | wasn't just about branding it wasn't |
| 00:50:56 | 00:51:00 | just about your marketing it was about |
| 00:50:58 | 00:51:04 | on-site optimization of your conversions |
| 00:51:00 | 00:51:07 | okay and they brought in an agency to |
| 00:51:04 | 00:51:09 | work with them and as the story goes |
| 00:51:07 | 00:51:10 | right the rest is history |
| 00:51:09 | 00:51:13 | myspace fell |
| 00:51:10 | 00:51:16 | very quickly and Facebook will what to |
| 00:51:13 | 00:51:19 | become over 2 billion users in a |
| 00:51:16 | 00:51:21 | multi-billion dollar company right so |
| 00:51:19 | 00:51:23 | the conversion rate optimisation is that |
| 00:51:21 | 00:51:25 | important I hope you got a lot of value |
| 00:51:23 | 00:51:29 | out of this remember it's an ongoing |
| 00:51:25 | 00:51:31 | process ok this is by no means the most |
| 00:51:29 | 00:51:33 | exhaustive look at conversion rates |
| 00:51:31 | 00:51:35 | because as you get to different levels |
| 00:51:33 | 00:51:36 | then there's different things you need |
| 00:51:35 | 00:51:38 | to be looking at different things |
| 00:51:36 | 00:51:41 | they're going to be specific to your |
| 00:51:38 | 00:51:43 | niche or your audience or your product |
| 00:51:41 | 00:51:45 | or your offer or the the platform that |
| 00:51:43 | 00:51:48 | you're using to market so this is just |
| 00:51:45 | 00:51:50 | meant to give you like some of the the |
| 00:51:48 | 00:51:52 | really strong foundational stuff that |
| 00:51:50 | 00:51:54 | you need to be thinking about to help |
| 00:51:52 | 00:51:56 | set you up for success moving forward |
| 00:51:54 | 00:51:58 | from here alright thanks for watching |
| 00:51:56 | 00:51:59 | I'll see you in the next video where we |
| 00:51:58 | 00:52:04 | kind of bring this all together and look |
| 00:51:59 | 00:52:04 | at a launch strategy for going to market |
