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A Sales Conversion Case Study

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This case study (presented as a slide show) will show you how i created a $7,425 ROI on a single campaign, in 24 hours. The case study will also teach you about the Facebook Fishing Formula (a retargeting tool you can use to maximise the traffic you already have). You can find out more here: http://www.inboundascension.com/facebook-fishing-formula/

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A Sales Conversion Case Study

  1. 1. Sales Conversion Case Study (Part 1 of 3) How I created a 7425% ROI on a single campaign in 24 hours
  2. 2. First, the hard truth about website sales • Only 2-4% of traffic will convert on the first interaction. • There are WAY too many businesses who think that driving more traffic to their business, is the key to success... • Instead, you need to start thinking about how you interact, and engage with your customers. • Otherwise, you’re casting your line, without any bait
  3. 3. The Facebook Fishing Formula “How to hook hot leads with continued conversation”
  4. 4. Case Study • We set up a campaign for a product that is in BETA testing, with very little traffic. • After setting up the Facebook Fishing Formula, within 24 hours we saw almost $300 in sales for a measly $0.04 investment! • And its still making sales and bringing back leads, this is the power of the Facebook Fishing Formula. • The campaign is only showing to specific, interested leads, so the total running costs to date are…$0.44 for $594 in return. • You don’t need a huge audience, high traffic volume, or even a 5 figure marketing budget to implement this.
  5. 5. Ask yourself this: “What’s holding me back from taking steps and doing the same with my business?” You’ve probably been told you cant implement or see results from conversion testing until you have higher traffic. Yes, we would get a more accurate reading from a larger audience. But for simply implementing NOW at the early stages of this product, we have seen: • Increased Sales • Fully Automated • Marketing budget wasn’t wasted on uninterested targets. (Ads are only shown to those who expressed previous interest) • Running costs were minimal • ROI was HUGE • 20 minutes to set up • No 3rd Party software or provider required. (The only cash paid is to your Facebook campaign)
  6. 6. Implement the same strategies for your site 3 simple steps: • Step 1: Have products or services on your website for sale • Step 2: Understand what your customer wants and needs from you, and where or why they are in your sales funnel • Step 3: Remind them what you have to offer
  7. 7. Why? • Think about fishing for a moment, would you fish in a fishless pond? Of course you wouldn’t! The same theory applies here, you go to where you know fish (or warm leads) are. This ensures you are only targeting those who have shown previous interest in your product or service:
  8. 8. Let me ask you this: If you saw a fish was interested, swimming around your line… 1. Would you reel in and re-cast every 5 minutes, frustratingly hoping to hit something? (But instead disturbing the water and scaring away all the fish) Or 2. Do you persevere and try to keep that same fish interested?.
  9. 9. Obviously option number two! And that’s exactly why the “Facebook Fishing Formula” will help you keep warm leads swimming around…
  10. 10. Ok, tell me more! Next, we will go in to each of the three steps in more detail…
  11. 11. Step #1: Have products or services to sell • If you are measuring traffic on your site, you will know that certain pages or products will attract more attention than others • lets get to work promoting your most popular items and see the effects
  12. 12. Here’s how: • ACTION #1: CREATE A LIST OF YOUR HIGHEST TRAFFIC PRODUCTS, INCLUDING ALL IMAGES AND SALES COPY TO USE. • Click on the “reporting” tab in Google Analytics • Click the “behavior” button • Select “site content” and then “all pages” • [This will bring up new information in the main panel on the right. Scroll down below the graph until you find a list of your top traffic pages]
  13. 13. They will look something like this:  Usually your top pages will be: • Your homepage (seen with just the / symbol), • Certain service pages that you perhaps promote, or people now search for directly (These are great people to try and chat with) • Your main blog, if your are creating content • An article or 2 that you have created. You could use those top traffic pages to bring back up to 70% more sales and leads with specific messaging to your viewers
  14. 14. Next… ACTION #2: CREATE A FILE OF ALL IMAGES YOU HAVE FOR THOSE PRODUCTS TO USE IN YOUR CAMPAIGN.
  15. 15. Step #2: Understand what your customer wants and needs from you, and where they are in your sales funnel
  16. 16. Remember: Only 2-4% of visitors convert on the first interaction because: • They either need more information, life gets in the way and they need to leave (and forget to come back) or worse, your site suffers from C.S.A.S- Or as we like to call it, “Crazy Sales Assistant Syndrome”
  17. 17. C.S.A.S Think about this… You walk into a local store, looking for an item. Before you can even look around, the clerk starts talking… “Welcome to Moe’s Fishing emporium! We sell fishing rods, reels, line, bait, waders and more! Please make a purchase. Please join our email list!!” Now if this happened in real life, you would back away and make a quick exit. So why do people do this with their websites?
  18. 18. Also: Unfortunately, most websites don’t have anything more than who they are and sales pages of their products, which is why they only hit 2% in sales… There is little help answering questions and so your potential customer often has to leave and look for information elsewhere, and when they do come back, its back to the immediate pitch…
  19. 19. Remember! Potential customers go through a process before making a purchase:
  20. 20. Buying process [continued] Unfortunately we try to push our online customers from stage 2 (Seeking products and Solutions) right to stage 5 (Make a Purchase) without guiding them along the way. By implementing stage 2 and 3 you not only help to increase conversions, but you also lower returns in stage 6.
  21. 21. The fishing formula takes the buying process into account: The goal of the Facebook Fishing Formula is to stop focusing on the 2%, and instead, increase the percentage conversions of ALL TRAFFIC to your business and bring back all those missed sales! This will do 2 key things: • All your traffic now and in the future will convert much much better • Your customers get a better service from you!
  22. 22. So, lets “continue some conversations” with your customers ACTION #1: UNDERSTAND YOUR CUSTOMERS MINDSET ON YOUR SITE • Look at your top pages on Google Analytics and ask yourself: “Where are my customers in my sales funnel?” • Are they simply visiting your home and about page? (This is most likely New visitors and are relatively cold leads) • Are they reading specific articles? (These people are closer to purchase. They are interested in finding solutions and are warm leads) • Or perhaps they are looking at products and services? (These people are “Deciding on a solution” and are relatively hot leads)
  23. 23. Once we understand the customer’s mindset… We can put systems in place to create “Conversations” around where we estimate our readers are in our sales funnel, and customize to bring them back and take action. Next, how we break down each stage of our sales funnel…
  24. 24. Sales Funnel (stage #1) 1 #:START OF SALES PROCESS (VISITED YOUR SITE BUT NOT TAKEN ACTION BY READING ARTICLES, OR VISITED SERVICES PAGES) • A visitor to your home page needs to be prompted to return and further educated. • Push them towards reading your articles to learn the benefits of what you provide, and to help progress them through your funnel to learn more. • In this situation this campaign will only be shown to visitors who have checked out your site, but not progressed through to reading articles, or your services pages. • Although at the early stage of your funnel, bringing them back to your content will help move them further along, and perhaps open up opportunities for more interaction and sales.
  25. 25. Sales Funnel (stage #2) 2 #:SEEKING SOLUTIONS (VISITED YOUR SITE AND READ ARTICLES ON SPECIFIC SUBJECTS) • In this campaign the reader has read your articles and is looking for solutions. • (They are at stage 2 in the sales process.) • Readers at this stage should be reminded to return to check out your services or further relevant articles. • Always try to remind them what they have viewed previously to create a highly relevant campaign. • This campaign is ONLY shown to those who have visited those specific pages, keeping it highly relevant and costs low. • Here we are offering services DIRECTLY related to the content they have read to bring them back (Digital Marketing custom campaigns for the client to work through in their own business)
  26. 26. Sales Funnel (stage #3) 3 #:EVALUATING SOLUTIONS (VISITED YOUR SITE AND CHECKED OUT SPECIFIC SERVICES) • Those who have checked out your services page are very close to sale, and you can be far more direct with your messaging. • Here is a very simple campaign we use to bring back those who have specifically looked for SEO packages for their business. • Again, this is only shown to those who have “Expressed Interest” by visiting this specific page.
  27. 27. Sales Funnel (stage #4) 4 #:DECIDING TO MAKE A PURCHASE (THOSE WHO HAVE VISITED YOUR BOOKING/ADD TO CART/FINAL SALES PAGE) • Finally, this campaign is for those who have checked out our “booking page”. These readers are extremely close to sale, and can be marketed to even more directly. • The booking page is the final step before discussing to become a full time client so it makes ZERO sense to not be following up with these people. • What messages could you use for your top pages to bring your customers back and interacting with your content? • Take a look at your top pages from before, and have a think over where that customer is mentally in your process. What would you say to them?…
  28. 28. So… So lets take action now that you understand: • Why your site is missing out on sales (People need reminding) • To bring customers back you need to cater your messaging to the different stages of where your reader is in your sales funnel • This brings us to step 3…
  29. 29. Step #3: Remind them what you have to offer (and continue the conversation) Here’s where the money is made
  30. 30. How? ACTION #1: IF YOU HAVEN’T ALREADY GOT ONE, CREATE A FACEBOOK BUSINESS PAGE. Once you have a Facebook business page, you can start running marketing campaigns • The key with the Facebook Fishing Method is to convert previous visitors as they are closer to sale, and already interested in your services. But to do that, you need to be able to know who your previous visitors are….
  31. 31. How? [Continued] ACTION#2: CREATE A “TRACKING PIXEL” FOR YOUR WEBSITE. This will allow you to track and market to your previous website visitors back on their Facebook page. • Head over to http://www.facebook.com/ads/audience_manager • In the top right corner is a green button with “Create Audience” • Select “Custom Audience”. This will load a new screen and give you a number of options to work from.
  32. 32. Action #2 [continued] • Select “Custom Audience”. This will load a new screen and give you a number of options to work from. • In this instance select “Website Traffic”, as this is what we will be tracking. • You can use custom lists later if you are advertising to just previous customers or to your email list etc.., but we want to build our own custom parameters. • Agree to the terms and select “Create Web Remarketing Pixel”
  33. 33. Action #2 [continued] • Finally, copy (Alt+C) the code and click “Create Audience” • Save that code to use soon! (save on notepad or something similar) • You now have a tracking pixel ready to add to your website
  34. 34. Action #2 [continued] • After selecting “Create Audience” a new section will pop up to adjust your campaign settings. • Select “Anyone who visits your website” and enter 180 days. Rather than a shorter period of time, we want to continue to market to those visitors. • (If you were doing this for a time specific campaign, then you would adjust the duration to fit) • Then give the campaign a name and a reason to remind you of the project. • And that’s it, you now have a tracking pixel ready to add it to your website so that it can track each new visitor.
  35. 35. Next… ACTION #3: ADD YOUR TRACKING CODE TO YOUR WEBSITE For simplicity lets show you how to add your code to your WordPress site. • Log into your WordPress sites “Back-end” and on the left hand side are a number of options. Select “Appearance” to see a drop down menu, and then select “Editor”
  36. 36. Action 3 [continued] • This will load new options on the right hand side of your screen. • Scroll down through the various files until you locate your “Header” file (Header.php) • This will open up your Header file to be edited.  (Only make the changes we suggest here!)
  37. 37. Action 3 [continued] • Find the <Head> section of the code to add in your tracking pixel
  38. 38. Action 3 [continued] • Hit enter to create a new line below your <Head> section and then • Copy and Paste your tracking code (currently on your notepad) below the <Head> section.
  39. 39. Action 3 [continued] • All that’s left to do is scroll down the screen and select “Update File” to save your pixel and start tracking visitors to your site! Now that you have your tracking pixel in place, lets build your first campaign for your top traffic products.
  40. 40. Next… ACTION #4: DESIGN AND CREATE YOUR RE- ENGAGEMENT CAMPAIGNS Remember, only 2% are buying from your site at the moment? So, you need to help educate, advise and remind your readers to return and become customers.
  41. 41. Action 4 [continued] So when designing your Facebook Fishing campaigns, its important to remember a few guidelines: • Your reader needs to recognize your offer. • Your images and messaging should be inline or “congruent” with your original offer or content.  So if your offering a service or product be sure to use images, colour schemes and messaging that is similar to the original offer (if your reminder is too different, then the reader will feel dissociated with the offer).
  42. 42. Action 4 [continued] Your campaign doesn’t need to be a work of art All you need are 4 simple things: 1. A Call To Action that is relevant to your original message 2. An image that is from your original offer/article 3. Your logo so people remember who you are 4. A human face to help build trust
  43. 43. Action 4 [continued] The campaign page must tie in with the original sales page. Decide on your first page to promote and go collect all your images you need together. Copy and paste them from your site if you have to. Got them? Great! If your not a Photoshop wizard, head over to http://www.canva.com (a free resource which allows you to create images online- you can also buy custom images for $1 ) and create a free account.
  44. 44. Action 4 [continued] Quick Canva tutorial • 1. Select “Facebook Post” template. This will give you the perfect size to work with for your campaign. • 2. Scroll down to “Uploads” (hidden in the bottom left) and click to upload your images to use • 3. Drag and drop your images across onto the white work area to the right of the screen (You can click the corners to adjust size, and select if that image should be placed in-front or behind of each image.) (Bring to the front/Bring to back) • 4. Once complete, save the image by clicking “Download” and then select “As An Image” (This will save the image to your computer for your first campaign) Note: To meet Facebook image guidelines for campaign approval, the text in your image cannot take up no more than 20% of the image size.  Now that you have your images created, its time to put them into action
  45. 45. Next up… ACTION #5: SET UP YOUR “FACEBOOK FISHING FORMULA” IN FACEBOOK • Head back over to your Facebook account. • In the top right corner again, hit the little down arrow and select “Create Ads” • This will load up your goals for your campaign. • Select “Send people to your website”- enter the exact site page you would like them to go to- make sure this page is inline with your advert. i.e. if your campaign is around a service, send them to a service page!
  46. 46. Action 5 [continued] • Scroll down the screen to the next section. “Who do you want your ads to reach?” • Create an ad set and then select “Custom Audience” • This will bring up a few new options. In the “Website Traffic” section, click the drop down menu. (Select “People visiting specific web pages but not others”).  We can play around with different variations later, but for now this is the simplest to get your campaign working for your business.
  47. 47. Action 5 [continued] • Adjust the URL settings from “URL contains” to URL equals”. This way you can target the EXACT URL (webpage address) • In the top box enter the website address for your product. • In the box below it, enter your after purchase page. (Or whichever page you have after a certain action is performed) • This way, your campaign will only be shown to people who have visited your product but not yet visited your “After Purchase”/Thanks/Order Confirmation page.
  48. 48. Action 5 [continued] • Finally remember to give your audience a specific name. We recommend something like “Customers who visited X Product, but didn’t purchase” • Hit the blue “Create Audience button on the bottom right to save your new audience targeting criteria. • This will bring you back to you main “Who do you want to target section”
  49. 49. Action 5 [continued] You will see this warning in the corner. Ignore it. Yes you will only target a few people. The EXACT people who have already shown interest in that product. If you adjust the settings to a larger audience, you will simply waste your advertising spend showing it to the wrong people. Our campaign had a list of 20 people only and saw a 7,245% return, so don’t worry about a small audience. Remember, Facebook is a business. They want you to spend money! But now you have a simply system in place for marketing in Facebook to bring back and re- engage previous site visitors again and again!
  50. 50. Action 5 [continued] Target audience is now set, next is the BUDGET: • You should run a test based on your traffic. For very small audiences, you might only spend a few dollars per day. If you are getting huge numbers, adjust to accommodate your traffic. (It will be worth it)
  51. 51. Action 5 [continued] Next, the SCHEDULE: Run your ad continuously. It will only be shown to your EXACT audience who meet your criteria, so the chances of spending your entire budget is low
  52. 52. Action 5 [continued] Change the “OPTIMIZE FOR” section: • Click the drop down menu and select “Impressions” • Normally impressions would be a poor option to choose, as it attempts to show your campaign as many times as possible. BUT because your campaign is only being shown to specific people, it will only be shown a few times, and so the cost will be either very low, or very targeted.
  53. 53. Action 5 [continued] Finally, adjust the remaining PRICING SETTINGS: • We normally run $0.01 cent above the “Suggested Bid”. There is room to move on this, in that if you raise your bid price then your campaign should be shown more often. • You might see an ROI faster, but you would need to ensure that your reader doesn’t feel overwhelmed by too many reminders
  54. 54. Nearly done! ACTION #6: ADD YOUR IMAGES AND SALES COPY • Scroll down to the “Create Your Ad” section. • We always use the “Single Image” here. If you have too many options, people will choose to take no action. • Click the “+” symbol and add your image into the section. You can add up to 6 images, but the written copy will always be the same. • This means that your written copy must make sense with your different images…. • We actually recommend using variations of the same image and A/B test them. • (You would be surprised how the number of clicks can change depending on the button color or the persons hair color in your campaign image….)
  55. 55. Action 6 [continued] Now, create the written copy for the campaign: Headline: • This should reference your original article, guide or service Text: • This is the section below your image. Use this as a sub- headline that reinforces and details your headline Call to Action button: • There are a number of options here but we recommend using “Learn More”
  56. 56. Secret Tip: • Show Advanced Options: • Facebook is pretty sneaky. So far you can only add a few words for your offer…..unless you click the “Show Advanced Options” on the bottom left side. • This will allow you to add another 200 characters and is hugely beneficial! • You should use this section to remind the reader of the benefits, and the offer of your product or service. They have already visited and shown interest, so remind them why they should come back.
  57. 57. Final Steps! In the bottom right hand corner click “Place Order” to start your campaign! Your image and campaign will be checked to ensure that your text meets with the Facebook guidelines. After it has been approved, your campaign will start showing to your audience!
  58. 58. Conclusion • Use the Facebook Fishing Formula to increase sales from the traffic you already have • It is easier to convert warm leads rather than cold traffic! • You don’t need to be a huge business, with major traffic or a huge audience to take advantage of this. • You just need to make the most of EVERY visitor to your business. So how are you going to take action?
  59. 59. Re-cap • Be sure to follow the 3 steps to make sure that your Facebook Fishing Formula is worth the time and effort you put into it: • Step 1: Have products or services on your website for sale • Step 2: Understand what your customer wants and needs from you, and where or why they are in your sales funnel • Step 3: Remind them what you have to offer
  60. 60. Act now! I’ve packaged up a killer set of bonuses for you to help you set up your own Facebook Fishing Formula! Bonuses include: • A Video Walk through of every stage • PDF Download of the article • PDF Checklist • How to implement the same strategies if you have Shopify, Thesis, Big Cartel or Woo-commerce platforms Click HERE to access the entire bonuses!

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