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Ecommerce Hacks | Strategies To 10X Ecommerce Sales

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These are the slides from my presentation at Digital Marketer Content & Commerce Summit in Los Angeles 2017. There are multiple ecommerce tools list, ecommerce strategies, ecommerce hacks and ecommerce tactics to increase sales by 10X on Amazon, Shopify, Big Commerce and more.

Published in: Marketing

Ecommerce Hacks | Strategies To 10X Ecommerce Sales

  1. 1. #ccs2017 Facebook.com/RolandFrasierPage Native Commerce & Digital Marketer The Bezos Blitz Strategies to 10x your sales by the end of this year
  2. 2. 3 Big Takeaways… 1. Amazon’s 3 Pillars + How You Can Use Them To Grow Your Business 2. Rapid Growth Tools, Strategies + Tactics To Launch Or Increase Your Amazon Sales 3. Rapid Growth Tools, Strategies + Tactics To Increase Your Off-Amazon Sales #ccs2017 Facebook.com/RolandFrasierPage
  3. 3. Source: InternetRetailer.com 280,000XAmazon’s Revenue Growth 1997 - 2017
  4. 4. #ccs2017 Facebook.com/RolandFrasierPageSource: InternetRetailer.com
  5. 5. #ccs2017 Facebook.com/RolandFrasierPage Source: InternetRetailer.com 3 Pillars… 1. Marketplace 2. Prime 3. AWS 4. Alexa/AI?
  6. 6. #ccs2017 Facebook.com/RolandFrasierPage JEFF BEZOS ON THE FUTURE “I very frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is actually the more important of the two — because you can build a business strategy around the things that are stable in time.”
  7. 7. #ccs2017 Facebook.com/RolandFrasierPage JEFF BEZOS ON THE FUTURE “[I]n our retail business, we know that customers want low prices, and I know that’s going to be true 10 years from now. They want fast delivery; they want vast selection. It’s impossible to imagine a future 10 years from now where a customer comes up and says, ‘Jeff I love Amazon; I just wish the prices were a little higher,’ [or] ‘I love Amazon; I just wish you’d deliver a little more slowly.’ Impossible.”
  8. 8. #ccs2017 Facebook.com/RolandFrasierPage Source: InternetRetailer.com 1.  Prices 2.  Costs 3.  Selection 4.  Customer XP 5.  Traffic 6.  3P Sellers How Can You…
  9. 9. Source: InternetRetailer.com  Retail %  3PS Services  AWS Trends…
  10. 10. AWS Generates 8.6X The Profit Margin On 84.7% LESS Revenue Source: InternetRetailer.com Retail Profit 2.96% AWS Profit 25.4%
  11. 11. Source: InternetRetailer.com Big Question… Should You Be Doing More Than Just Retail?
  12. 12. Sell Your Products On Amazon!
  13. 13. Huge Competitors Are STILL Not On Amazon $30 Million Sporting Goods Company $230 Million Health Products Company $15 Million Supplement Company $17 Million CPG Company #ccs2017 Facebook.com/RolandFrasierPage
  14. 14. More People Start Their Search For Products On Amazon Than Search Engines Source: Raymond James Research#ccs2017 Facebook.com/RolandFrasierPage
  15. 15. Source: Alexa.com#ccs2017 Facebook.com/RolandFrasierPage #1 Globally For Shopping
  16. 16. Source: Alexa.com#ccs2017 Facebook.com/RolandFrasierPage Amazon.com Receives The 5th Highest Number Of Visitors In The US (11th Worldwide)
  17. 17. #ccs2017 Amazon Sponsored Product Ads + Amazon Marketing Services
  18. 18. #ccs2017 Facebook.com/RolandFrasierPage Sponsored Product Ads + AMS Ads… Increase traffic to product listings Increases sales Increases sales velocity Ties traffic + conversions to targeted keywords Improves Best Seller Rank (BSR) Increases organic visibility Increases organic sales
  19. 19. #ccs2017 Facebook.com/RolandFrasierPageSource: advertising.amazon.com 70% of Amazon shoppers only purchase from the first page. SPAs Let Your New Or Low Ranking Listings Compete With Already Successful + Highly Reviewed Products
  20. 20. #ccs2017 Facebook.com/RolandFrasierPageSource: Advertising.amazon.com 3 Types Of Ads For 3 Places In The Buyer Journey
  21. 21. #ccs2017 Facebook.com/RolandFrasierPage Amazon Headline Search Ads Amazon Sponsored Product Ads Amazon Product Display Ads Need Vendor Account Everyone Need Vendor Account Manual: Keyword Driven Automatic: Content Driven Manual: Keyword Driven Interest Based: You or Comp. Target Based: Your or Comp. Top of Funnel Middle of Funnel Bottom of Funnel Desktop: Top Of SERP Above Search Results Desktop: Top, Right, Bottom Product Detail Page Product Detail Page, Right or Bottom SERP, Customer Or Read All Reviews, Top Listing Page, Amazon Sent Emails Mobile: Same, But Not In App Mobile: Bottom of SERP Product Detail Page Exact/Phrase Match Exact/Phrase/Broad Match Interest or Target Based $1/Day or $100 Campaign Min $1/Day Minimum $.02 or $1/Day or $100/Cmpn Pay Per Click Pay Per Click Pay Per Click
  22. 22. Amazon Display Ad To Amazon Landing Page #ccs2017 Facebook.com/RolandFrasierPageSource: advertising.amazon.com
  23. 23. #ccs2017 Facebook.com/RolandFrasierPage Headline Search Ad Sponsored Product Ad Display Ad The All-On-Amazon Paid Media Funnel
  24. 24. #ccs2017 Facebook.com/RolandFrasierPage SPA Keyword Types SPA Targeting
  25. 25. Google KW Planner Keyword.io Merchant Words Amazon Suggested Search Helium 10 MASTER AMAZON SPA/AMS KEYWORD LIST 1,000 – 3,000 Keywords Per Product Use for Your AMS Ads: 1. Create multiple, small, themed keyword groups 2. Create one headline search ad + SPA for each 3. Use targeted keywords in headline, bullets, description and back-end keywords Add As Neg KWs To Auto SPA Camp. Exact Match KWs To Man SPA Camp Update With Search Term Report Data Remove High ACoS Low CTR KWs #ccs2017 Facebook.com/RolandFrasierPage Add To Negative Keywords List
  26. 26. #ccs2017 Facebook.com/RolandFrasierPage Auto SPAs allow you to quantify exposure, optimize your listing by checking CTR and sale rate by keyword, and find new keywords. If you see Amazon customers searching for a product keyword and it’s getting a lots of impressions, include it in your title, features, description + back-end keywords.
  27. 27. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com
  28. 28. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  29. 29. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  30. 30. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  31. 31. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  32. 32. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  33. 33. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  34. 34. #ccs2017 Facebook.com/RolandFrasierPageSource: Helium10.com #ccs2017 Facebook.com/RolandFrasierPage
  35. 35. #ccs2017 Facebook.com/RolandFrasierPage 1. Optimize For Conversion + Click-Through NOT ACoS 2. Low CTR or Conversion: Change Price, Listing Description, Check Reviews, Try New Images 3. SPAs Improve Sales + Organic Listings Over Time 4. Run Auto-SPAs To Determine KWs To Move To Manual 5. Run Manual SPAs With Auto-Identified Keywords 6. Move Auto-ID KWs To Manual + Add To Neg Auto KWs 7. Continue Until There Are No Auto Keywords Left
  36. 36. Contextually Optimize Your Amazon Listings,Buy Amazon + 3rd Party PPC for Commercial Intent Keywords
  37. 37. Copy Competitor Listings Text From Amazon To Steal Their Best KWs For Your Amazon and Ecom Store Listings #ccs2017 Facebook.com/RolandFrasierPage Source: Michael Devlin
  38. 38. #ccs2017 Facebook.com/RolandFrasierPage
  39. 39. #ccs2017 Facebook.com/RolandFrasierPage Source: Michael Devlin
  40. 40. #ccs2017 Facebook.com/RolandFrasierPage Source: Michael Devlin
  41. 41. Vendor Powered Coupons
  42. 42. Sell Your Products On The Popular Daily Deals Section Of Amazon #ccs2017 Facebook.com/RolandFrasierPage
  43. 43. Click Coupons To See How Vendors Can Promote The Daily Deals #ccs2017 Facebook.com/RolandFrasierPage
  44. 44. This Is Where You Can Find Vendor Powered Coupons #ccs2017 Facebook.com/RolandFrasierPage
  45. 45. #ccs2017 Facebook.com/RolandFrasierPage How To Promote With Vendor Powered Coupons… 1. Promote VPCs like any other Amazon product listing. Coupon pages have their own independent sales rank. New seller or crowded product listings, you may get more product exposure promoting a coupon for it vs. promoting the listing. 2. Create a bigger discount or coupon than your competition. Like winning the Buy Box. Offer a slightly better coupon than your competition to maximize your chance of getting showcased on the Coupons page. Bigger discounts are best. 3. Promote VPCs on third-party deals sites. Search Google for “Submit a deal” and find about 1 million sites to list your deals on. Submit coupons to these sites for free traffic to your Amazon VPC. Bigger discounts work best. 4. Give VPCs to friends + family. Discount your product down to your total cost. Give this VPC to friends/family and have them buy through Amazon to boosts sales, sales velocity and “verified” reviews as they review.
  46. 46. Nail A9 Long-Tail Search
  47. 47. 1,500 Long-Tail Keywords @ 12 Searches Per Month = 18,000 Buyer Searches / Month If 20% Buy That’s 3,600 Sales Per Month #ccs2017 Facebook.com/RolandFrasierPage Remember On Amazon All Searches Are Buyer Searches Optimize Your Listing To Capture These Sales Run Paid + SEO Traffic Campaigns To Own These Keywords
  48. 48. Google KW Planner Keyword.io Merchant Words Amazon Suggested Search Helium 10 MASTER AMAZON A9 KEYWORD LIST 1,000 – 3,000 Keywords Per Product Use for Your AMS Ads: 1. Create themed keyword groups 2. Create one headline search ad for each 3. Use targeted keywords in headline Add As Neg KWs To Auto SPA Camp. Exact Match KWs To Man SPA Camp Update With Search Term Report Data
  49. 49. #CCS2017 Facebook.com/RolandFrasierPageSource: junglescout.com/blog
  50. 50. #CCS2017 Facebook.com/RolandFrasierPageSource: junglescout.com/blog Download The STR + Paste Into Excel Create A Pivot Table With These Fields
  51. 51. #CCS2017 Facebook.com/RolandFrasierPageSource: junglescout.com/blog Use This Data To Determine Best + Most Profitable KWs And Build A9 Search Campaigns Around Them https://www.junglescout.com/blog/amazon-pay-per- click-optimization/
  52. 52. #ccs2017 Facebook.com/RolandFrasierPage Use the Search Term Report to Optimize Paid + A9 Campaigns and your Amazon Listings Download your STR at least every 60 days, or you lose the data. Find what people are searching for when your ads are served Ignore terms with < 4 clicks +/or CTRs < .5 to avoid outliers Choose KWs with high sales rates per click-through + low ACoS Adjust + add to your targeted KWs list based on the data Add to manual campaign to control bids + daily budget to get more clicks. Run your best performing KWs through a KW tool to get new KW ideas.
  53. 53. #CCS2017 Facebook.com/RolandFrasierPageSource: Helium10.com Make A List Of High Search Volume & High Search, Low Competition Keywords For Amazon Ranking Campaigns
  54. 54. #ccs2017 Facebook.com/RolandFrasierPage 1. Title 2. Back End Keywords 3. Bullet Points 4. Product Description Optimize Your Amazon Listing With Your Targeted Keywords Prioritized As Follows:
  55. 55. Strategy #1: Create A Better Offer: Moon & Stars Source: Justin Ligeri #ccs2017 Facebook.com/RolandFrasierPage
  56. 56. #ccs2017 Facebook.com/RolandFrasierPage Strategy #2: Win The Buy Box… Make sure you’re eligible – Your product must have the same ASIN as the listing for which you want the buy box. Lower your price – Find your competitors’ prices, and offer to sell and ship it for one cent less. You should rank higher in the Buy Box. Use Fulfilled By Amazon – You get a special orange Fulfillment By Amazon icon on your seller listing when you use FBA. You’ll also be able to compete on Amazon Prime listings.
  57. 57. https://startupbros.com/amazon-ranking-hacks/ Strategy #3 – ASIN Piggybacking Identify a successful non-unique product and find its ASIN. It will be listed in the Product Details section of the product listing.
  58. 58. https://startupbros.com/amazon-ranking-hacks/ Strategy #3 – ASIN Piggybacking Research the manufacturer to see if you can resell the product Determine wholesale cost + shipping + $0.01 Is the total < current Buy Box-winning price? If YES, contact the manufacturer and start selling. If NO, try to cut a deal with the manufacturer.
  59. 59. https://startupbros.com/amazon-ranking-hacks/ Win the Buy Box by making sure your offer is eligible, accurate, and priced a penny lower than the competition. Get easy sales by piggybacking on the ASINs of successful products. Do NOT drive traffic to your product pages using custom URL queries to “trick” Amazon into ranking your products for high-volume search terms. Create Vendor Powered Coupons if you’re competing in a tough niche because they’ll have their own independent Sales Rank.
  60. 60. Intelligent, dynamic pricing solution
  61. 61. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc.Partner With Influencers #ccs2017 Facebook.com/RolandFrasierPage
  62. 62. #ccs2017 Facebook.com/RolandFrasierPageSource: Drew Canole FitLife.tv
  63. 63. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io HypeMedia.io + Fitness Influencer Drew Manning Host of A&E TV Show Fit2Fat2Fit Facebook: 650K Likes 12.4% Engaged NYT Best-Seller FIT2FAT2FIT Book Instagram: 75,200 Followers YouTube: 22,980 Subscribers Twitter: 30,997 Followers Podcast: 104 Episodes
  64. 64. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io Create Fit2Fat2Fit Product Funnel: Offer + 4 OTOs Week 1 Launch Numbers: Ad Spend: $120K Revenue: $229K CPA: $35.49 Page Visits: 765K AOV: $65.71
  65. 65. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io Persistent Sales Post Launch
  66. 66. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io Persistent Sales Post Launch
  67. 67. #ccs2017 Facebook.com/RolandFrasierPageSource: Nick Coats, nick@hypemedia.io 1st influencer: 6 figures first 30 days 2nd influencer: 6 figures first 30 days again Rev share model. Only make money if Influencers do. Build funnels/ebooks + run all traffic in-house 4 influencers all @ 7 to 8 figure/year run rates Traffic: Facebook = 90% + Google Search = 10% 2017 Revenue $8 million 2018 Revenue Est. $22 million
  68. 68. Using AI For DynamicAudience Optimization
  69. 69. #ccs2017 Facebook.com/RolandFrasierPage 6X Return On Ad Spend Source: toneden.io
  70. 70. Source: toneden.io #ccs2017 Facebook.com/RolandFrasierPage 17X Return On Ad Spend
  71. 71. #ccs2017 10X Ecommerce Traffic With Optimized Facebook Ads
  72. 72. online shoe seller • Advanced Bid Adjustments(Google AdWords) based on remarketing, time of day, day of week, and geography. • Uncovered and repaired pixel integrationissue causing double- counting of revenue
  73. 73. • Used Dynamic Remarketing and Product Listing Ads, spreading budget across 20-30 very similar ad sets, to keep CPA low while allowing rapid scaling. • Starting from zero, scaled ad spend and created over $1.0MM in revenue during the experimental phase alone, and $2.3MM in a year. High-end Furniture Catalog
  74. 74. • Seeking to engage the video-interestedcustomer,Battle Bridge developed an on-trend video ad in 1:1 aspect ratio “square” format • Using a single Facebook video ad, ad spend was scaled rapidly as the video’s aestheticresulted in immediateprofit and an extraordinary run life of ten months. 10X In 4 Months Video Camera Ecom Site
  75. 75. Use Facebook Dynamic Product Ads
  76. 76. #ccs2017 Facebook.com/RolandFrasierPage Upload your product catalog to Facebook Business Manager. Include products + display information for each product you want to promote (name, price, image). Add a custom audience pixel to your site. Insert javascript snippets to modify it to report on customers’ buying behavior through pixel events. Create a dynamic template. For Facebook to auto-populate with the products and info. Set up Display Product Ads in Power Editor. Title your ads, specify keywords to pull in images and product names from the product catalog. Specify if you want to advertise all products from your catalog or just certain categories.
  77. 77. #ccs2017 Facebook.com/RolandFrasierPage Native Commerce Dynamic Product Ads Test Results
  78. 78. #ccs2017 10X Ecommerce Traffic With Optimized Google Shopping Ads
  79. 79. Test #1: Does Optimizing Product Descriptions Increase Traffic? Test: Optimize the product description, then make it completely irrelevant Result: Changing the product description has little impact on traffic Source: Rocketshipagency.com
  80. 80. #ccs2017 Facebook.com/RolandFrasierPage Test #2: Does Optimizing Product Categories Increase Traffic? Test: Optimize the product category, then make it completely irrelevant Result: Changing the product category has no impact on traffic Source: Rocketshipagency.com
  81. 81. #ccs2017 Facebook.com/RolandFrasierPage Test: Optimize the product title by analyzing the search queries generating traffic for 1 product, then include the top search query resulting in product sales in the product title Result: Optimizing product titles based on product spe- cific search queries created a 10X increase in specific product traffic + 17% more traffic to other products. Source: Rocketshipagency.com
  82. 82. Personalized Landing Pages For Returning Customers To Increase Conversions
  83. 83. #ccs2017 Facebook.com/RolandFrasierPage GetBunting.com Personalization: Recommendations tailored to visitor preferences. Recently viewed items placed on each page. Product recommendations made at various points on site. Recommendations installed on product pages. Most popular products of the week shown on homepage. 31%  In Revenue | 92%  Time-On-Site Source: GetBunting.com
  84. 84. #ccs2017 Facebook.com/RolandFrasierPage Evergage.com Personalization: Personalized homepage displays creative and copy based on the shoe category shoppers spent most time engaging with in the current session and over time. Personalized shopping companion (using Evergage SmartHistory) to provide shoppers easy access to products they were most with. Individualized recommendations across help shoppers discover shoes they are most likely to purchase. 7X  In Conversions | 26%  CTR Source: Evergage.com
  85. 85. #ccs2017 Facebook.com/RolandFrasierPage Spit Tests
  86. 86. #ccs2017 Facebook.com/RolandFrasierPage What works in e-commerce: analysis of 6,700 online experiments Source: Qubit Digital Ltd June 22, 2017
  87. 87. #ccs2017 Facebook.com/RolandFrasierPage Video Ads Are Delivering Dramatically Lower CPCs + Higher Conversions Even With Lower CTRs
  88. 88. Video Ads Are Delivering Dramatically Lower CPCs + Higher Conversions Even With Lower CTRs #ccs2017 Facebook.com/RolandFrasierPage
  89. 89. Offer Multiples
  90. 90. Differences Between Single Product Offer & Multi Product Offer: Single Product 5,000 Buyers… Clicks CR Buyers Price Revenue Tripwire 10,000 50% 5,000 $4.95 $24,750 $24,750 / 10,000 = $2.48 EPC 5,000 Total $24,750 $24,750 /5,000 = $4.95 ICV Breakeven = $4.95 #ccs2017 Facebook.com/RolandFrasierPage
  91. 91. Differences Between Single Product Offer & Multi Product Offer: Multi-Product 5,000 Buyers… Clicks CR Buyers Price Revenue Tripwire 10,000 50% 5,000 $4.95- 49.95 $60,638 $60,638 / 10,000 = $6.06 EPC 5,000 Total $60,638 $60,638 /5,000 = $12.13 ICV Breakeven = $12.13 #ccs2017 Facebook.com/RolandFrasierPage
  92. 92. What’s The Difference? Multiple Purchases… # Bought % Buyers # Buyers Price Revenue Revenue 1 40% 2,000 4.95 $9,900 2 30% 1,500 9.90 $14,850 3 15% 750 14.85 $11,138 5 10% 500 24.75 $12,375 10 5% 250 49.50 $12,375 *Compare To Only $24,750 In Single Product Offer Total $60,638* #ccs2017 Facebook.com/RolandFrasierPage
  93. 93. Single Product Offer Vs. Multi-Product Offer Single Product Offer Multi-Product Offer EPC $2.48 EPC $6.06 ICV $4.95 ICV $12.13 10 Day Revenue $247,500 10 Day Revenue $606,380 #ccs2017 Facebook.com/RolandFrasierPage
  94. 94. Create Continuity Billing (MRR)
  95. 95. Differences Between No-Continuity Offeres & Continuity Offers: No-Continuity 5,000 Buyers… Clicks CR Buyers Price Revenue Product 10,000 5,000 $20 $100,000 $100,000 / 10,000 = $10 EPC 5,000 Total $100,000 $100,000 /5,000 = $20 ICV Breakeven = $20.00 #ccs2017 Facebook.com/RolandFrasierPage
  96. 96. Differences Between No-Continuity Offers & Continuity Offers: Continuity 5,000 Buyers… Clicks CR Buyers Price Revenue Continuity 10,000 5,000 $20 $100,000 $100,000 / 10,000 = $10 EPC 5,000 Total $100,000 $100,000 /5,000 = $20 ICV Breakeven = $20.00 #ccs2017 Facebook.com/RolandFrasierPage
  97. 97. Continuity Offer Is Worth 6.7X More Month % Churn Mems Price Revenue 1 10% 5,000 $20 $100,000 2 10% 4,500 $20 $90,000 3 10% 4,050 $20 $81,000 4 10% 3,640 $20 $72,800 5 10% 3,280 $20 $65,600 6 10% 2,950 $20 $59,000 7 10% 2,660 $20 $53,200 8 10% 2,390 $20 $47,800 9 10% 2,150 $20 $43,000 10 10% 1,940 $20 $38,800 11 10% 1,750 $20 $35,000 12 10% 1,580 $20 $31,600 Compare To No-Continuity Offer @$100,000 Total $717,800#ccs2017 Facebook.com/RolandFrasierPage
  98. 98. So, What’s The Difference? Multiple TW Orders… No Continuity Funnel Continuity Funnel EPC $10.00 EPC $10.00 ICV $20.00 ICV $20.00 LTV $10.00 LTV $71.78+ LTV Is About 7.2X Greater With Continuity In Year 1 And Even Higher In Year 2 #ccs2017 Facebook.com/RolandFrasierPage
  99. 99. #ccs2017 Facebook.com/RolandFrasierPage eCommerce spending: New Customer $24.50 Repeat Customer $52.50 Cost to acquire new customer is 6x to 7x more than cost to retain existing customers. Source: McKinsey + Bain & Company
  100. 100. Product Category Page
  101. 101. Product Detail Page
  102. 102. Cart
  103. 103. Use Upsell Funnels
  104. 104. Differences Between Single Product Funnels & Multi Upsell Funnels: Single Product With 5,000 Buyers… Clicks CR Buyers Price Revenue Tripwire 10,000 50% 5,000 $4.95 $24,750 Upsell 1 Upsell 2 Upsell 3 $24,750 / 10,000 = $2.48 EPC Total $24,750 $24,750 /5,000 = $4.95 ICV Breakeven = $4.95 #ccs2017 Facebook.com/RolandFrasierPage
  105. 105. Clicks CR Buyers Price Revenue Tripwire 10,000 50% 5,000 $4.95 $24,750 Upsell 1 10% 500 $49 $24,500 Upsell 2 20% 100 $49 $ 4,900 Upsell 3 10% 50 $200 $10,000 $64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150 $64,150 /5,000 = $12.83 ICV Breakeven = $12.83 Differences Between Single Product Funnels & Multi Upsell Funnels: Single Product With 5,000 Buyers… #ccs2017 Facebook.com/RolandFrasierPage
  106. 106. So,What’s The Difference? It’s Multiple TW Orders… Single Product Funnel Multi-Product Funnel EPC $2.48 EPC $6.42 ICV $4.95 ICV $12.83 Revenue $24,750 Revenue $64,150 #ccs2017 Facebook.com/RolandFrasierPage
  107. 107. Source: Lori Taylor Trudog.com Add Upsells + Downsells: TruDog.com Case Study 287% increase in revenue 250% increase in subscription onboards 460% increase in returning customers verses limelight. #ccs2017 Facebook.com/RolandFrasierPage
  108. 108. #ccs2017 Facebook.com/RolandFrasierPage Add Upsells + Downsells To Your Ecommerce Funnel CartHook Zipify Pages BoldCommerce ClickFunnels LeadPages
  109. 109. Combine Multiples + Continuity + Upsells
  110. 110. Multiples + Continuity Upsell Funnel 5,000 Buyers… Clicks CR Buyers Price Revenue Initial Sale 10,000 5,000 $20 $100,000 Continuity 1 Year LTV 10% Churn $617,800 Upsell 1 20% 1,000 $49 $ 49,000 Upsell 2 10% 500 $200 $100,000 5,000 Total $866,000 LTV = 173.20 #ccs2017 Facebook.com/RolandFrasierPage
  111. 111. No Multiples, Continuity Or Upsells 5,000 Buyers… Clicks CR Buyers Price Revenue Initial Sale 10,000 5,000 $20 $100,000 5,000 Total $100,000 LTV = $20 #ccs2017 Facebook.com/RolandFrasierPage
  112. 112. Single Product Funnel Vs. Multi-Product, Continuity + Upsells Funnel Single Product Funnel Difference Multi-Product Funnel ICV $20 + 2.49X ICV $49.80 LTV $20 + 8.66X LTV $173.20 Revenue $100,000 +8.66X Revenue $866,000 #ccs2017 Facebook.com/RolandFrasierPage
  113. 113. Add Social Proof Statements Throughout Your Visitor + Customer Experience
  114. 114. Use FOMO or a similar tool to give visitors social proof to boost sales. #ccs2017 Facebook.com/RolandFrasierPage Source: usefomo.com+ Oliver Waller Oliver Waller generated a 164X ROI With FOMO For JJ Virgin’s Ecommerce Site
  115. 115. https://blog.usefomo.com#ccs2017 Facebook.com/RolandFrasierPage FOMO Within just 30 days, Pura Vida realized the following: Direct revenue of $32,260.52 983 sales directly attributed to FOMO 13.97% conversion rate (203% higher than site average) Average order size of $32.81 (~11% higher than store average)
  116. 116. Add A Customer Loyalty Program
  117. 117. #ccs2017 Facebook.com/RolandFrasierPage Average Benefits: 20%  Sales 18%  LCV 14%  Repeat Purchase 5X  In Average Spend Source: Smile.io
  118. 118. #ccs2017 Facebook.com/RolandFrasierPage Source: Amazon.com
  119. 119. Amazon Prime Paid Loyalty Program: Members spend 2X Non-Prime Members $1,300 vs. $700 Shop 25X Per Year vs. 14X Per Year #ccs2017 Facebook.com/RolandFrasierPage
  120. 120. 3 Month Test: #ccs2017 Facebook.com/RolandFrasierPage Source: Smile.io | themacateam.com $300,000 Reward Member Revenue $130,000 Repeat Purchase Revenue 3,883 New Reward Members 31% Repeat Purchase Rate
  121. 121. 1 Year Results: #ccs2017 Facebook.com/RolandFrasierPage Source: Smile.io | themacateam.com $1M Reward Member Revenue 51% Redemption Rate 3,835 New Reward Members 19% Repeat Purchase Rate
  122. 122. Add A Guarantee
  123. 123. Money Back Guarantee #ccs2017 Facebook.com/RolandFrasierPage 60 Day Satisfaction Guarantee Reverse Risk Against Business Interests 3X Sales In 1 Year To $9.1M Revenue Source: conversion-rate-experts.com
  124. 124. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Strong Referral Program #ccs2017 Facebook.com/RolandFrasierPage
  125. 125. #ccs2017 Facebook.com/RolandFrasierPage Source: friendbuy.com+ getambassador.com $3 Average Referral CPA $40 Average Display & PPC CPA $10 Average Retargeting CPA
  126. 126. #ccs2017 Facebook.com/RolandFrasierPage Source: neilsen + getambassador.com Compound Growth Effect Of Referrals Over Time Referral Candy Friend Buy Forewards Smile.io Ambassador
  127. 127. #ccs2017 Facebook.com/RolandFrasierPage
  128. 128. 10XTools
  129. 129. #ccs2017 Facebook.com/RolandFrasierPage Smartly for Social Media MAROPOST + KLAVIYO for Email MeetEdgar for Content Marketing Lumen5 for Automated Video Content Creation Shopify Plus Or Big Commerce MERCHANT WORDS + HELIUM10 For Ecom Keywords Ezra’s OneStopShop Theme YOTPO Or STAMPED for customer reviews and UGC CARTHOOK Or BOLD for Upsells FOMO and AMBASSADOR for Social Proof CONVERSIO for customizing receipts Zappos Insights to train the CS Team HELLOBAR for special offers Smile.io for Customer Loyalty/Rewards Program Recharge for recurring billing OLARK for Live Chat 10X Tools From $10MM+ Ecommerce Businesses Source: Drew Canole, Lori Taylor, Travis Houston + The Native Commerce Team
  130. 130. Ship Faster To Compete With Prime
  131. 131. https://comfortableclub.com/blogs/entrepreneur/117188933-how-ive-sold-500k-in-8-months-as-a-one-man-show How To Match Amazon Prime Ship Times Without Amazon • Inventory, Planning, and Sales: Stitch Labs • Ecommerce: Shopify • Custom development: Codementor and Freelancer • E-mail flows: Klaviyo - Much much better than any other platform I’ve tried • E-mail Pop-ups: Privy • Sales Taxes: Taxjar - Counts taxes from every sales channel and creates a beautiful liability report • Accounting: Quickbooks Online • Kickstarter Order Organization: Backerkit • Kickstarter Shipments: Backerkit & Shipstation • Packaging: Pakible • Freight: Flexport
  132. 132. https://comfortableclub.com/blogs/entrepreneur/117188933-how-ive-sold-500k-in-8-months-as-a-one-man-show How ComfortableClub.com Matches Amazon Prime Ship Times 1. Order received on sales channel 2. Order pushed to Stitch Labs 3. Invoice pushed to Quickbooks for immediate realization of income 4. Order pushed to respective warehouse with mapped shipping 5. 30 minute grace period for order changes 6. Items picked, packed, and shipped 7. Shipping notice sent back to Stitch Labs with packing list 8. Stitch Labs triggers shipment notification e-mail according to packing list 9. Stitch Labs sends COGS info to Quickbooks to immediately realize
  133. 133. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #ccs2017 facebook.com/RolandFrasierPage Thank You Slideshare.com/RolandFrasier #ccs2017 Facebook.com/RolandFrasierPage

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