#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

Maximizing Conversions for your Shopify Store

Published on: December 7 2022 by Nick Peroni

Maximizing Conversions for your Shopify Store

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