30 marketing tips and growth hacks from Digital Marketer and Native Commerce to improve your digital marketing.
It begins with our business optimization checklist, and then briefly explains our content and commerce business model for marketing.
It then covers the importance of marketing to existing customers not just new visitors. Also covered are offer pages, landing pages, order bumps, penny offers, dynamic keyword insertion ads and how to increase mobile conversions.
Also covered in this deck, device targeting, how not to pay for bot traffic and get ad refunds from Facebook or Google for Bot traffic you paid for.
The benefits of MTO (More Than One) Funnnels, how to add continuity to your funnel, how to add continuity with MTO funnels to maximize ROAS.
Yearly vs. monthly continuity is also covered, along with which type of continuity to add for your customers, 7 day vs 14 day subscription models, $1.99 post launch trial sequences, decline recovery rate hacks, welcome videos, welcome kits and fast declines.
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The Native
Commerce
Triad
COMMERCECONTENT
PRODUCTS
#TNC2017 LinkedIn.com/in/RolandFrasier
3.
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PRODUCT
#TNC2017 LinkedIn.com/in/RolandFrasier
SOURCING
Amazon/Ali Best-
Sellers
Test Many, Pick One
OFFERS
TRIPWIRE $2 Cost/$10 Value
CONTEST PRODUCTS $500
PRODUCT LINE
MEMBERSHIP
CO-OP
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#1 Increase Campaigns
+ Ad Budget For
Existing Customers
#TNC2017 LinkedIn.com/in/RolandFrasier
9. #tcs2017 facebook.com/RolandFrasierPage
So,Sell New Products To Your Existing Customers
• Existing customers want to buy more from you
• Have at least 3 to 5 products to sell them
• Leverage “bought this not that” retargeting
• Increase customer reactivation budget to reflect higher
value of return customers and repeat customers
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#2 Trim Bloated Product
Lines.Sell The Things
That Contribute The
Most To Revenue.
#TNC2017 LinkedIn.com/in/RolandFrasier
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Ad Stuff #tcs2017 facebook.com/RolandFrasierPage
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#3 Sell In The Ad,Not
The Lander
#TNC2017 LinkedIn.com/in/RolandFrasier
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#4 Combine The Ad
With The Order Page
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#5 Test Penny + Offers
As Well As Free +
Offers
#TNC2017 LinkedIn.com/in/RolandFrasier
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#6 Use Dynamic
Keyword Insertion Ads
#TNC2017 LinkedIn.com/in/RolandFrasier
22. #tcs2017 facebook.com/RolandFrasierPage
Use Advanced AdWords Dynamic Keyword Insertion (“DKI”)
To Totally Personalize Your Ads To Searchers’Intent…
Personalize your AdWords ads using DKI to match search intent for higher conversions.
23. #tcs2017 facebook.com/RolandFrasierPage
Ad Copy & Lander URL Change Based On The Search Query.
Searches for Collies show…
Queries with Chihuahua show…
Searches for Dachshunds show…
Queries with no keyword show this…
Let’s say someone is searching for“dog treats”by breed…
24. #tcs2017 facebook.com/RolandFrasierPage
DKIs Boost Clicks,CTR And Conversions…
Clicks Increased By 45.04% CTRs By 55.45%
Conversions By 228.57%
Before After Before After Before After
Source: wordstream.com
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#7 Increase Mobile
PPCAd Conversions By
36%
#TNC2017 LinkedIn.com/in/RolandFrasier
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#8 Spend More To
Acquire Customers
Who Spend The Most
#TNC2017 LinkedIn.com/in/RolandFrasier
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Quiz: Why Would We
Be Willing To Spend
More On IOS Devices
When Conversions Are
Roughly Equal? #TNC2017 LinkedIn.com/in/RolandFrasier
29. Apple Owners Spend More
• We can spend more on iOS users because they buy more,
13% – 41% more on average
• This also applies to Samsung and most smart phone users
• Spend less on non-smart phone, Boost, Cricket +pay-as-
you-go devices and carriers
#TNC2017 LinkedIn.com/in/RolandFrasier
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#9 Cut Ad Costs By
50% By Not Paying
For Bot Traffic
#TNC2017 LinkedIn.com/in/RolandFrasier
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dividers,etc.Funnels
#tcs2017 facebook.com/RolandFrasierPage
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#10 Give Them The
Option To Buy More
Than One
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38. #tcs2017 facebook.com/RolandFrasierPage
# Bought % Buyers # Buyers Price Revenue % Of
Revenue
1 40% 2,000 4.95 $9,900 16%
2 30% 1,500 9.90 $14,850 25%
3 15% 750 14.85 $11,138 19%
5 10% 500 24.75 $12,375 20%
10 5% 250 49.50 $12,375 20%
*Compare To Only $24,750 In Single Product Funnel Total $60,638*2.45X More Revenue
39. #tcs2017 facebook.com/RolandFrasierPage
So,What’s The Difference? Multiple Tripwire Orders…
Single Product Funnel Multi-Product Funnel
EPC $6.42 EPC $10.03
ICV $12.83 ICV $20.00
Max
Allowable
CAC
$12.83
Max
Allowable
CAC
$20.00
10 Day
Revenue
$640,150
56% More
Revenue
10 Day
Revenue
$1,000,380
I Can Spend 56%
More To Acquire
A Customer.
42. Single Product Funnel Multi-Product Funnel
Total Buyers 1,167 Total Buyers 1,167
ICV $25 ICV $38
Multi-Order
Buyers
0
Multi-Order
Buyers
275
24% Of Total
Revenue $29,175
53% More
Revenue Revenue $44,425
#tcs2017 facebook.com/RolandFrasierPage
24% Placed Multiple Orders Boosting Revenue By 53%…
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#11 Add Auto-
Responders To Every
Stage Of Your Funnel
#TNC2017 LinkedIn.com/in/RolandFrasier
44. Adding Auto-
Responders To
All Funnels
Increased Total
Conversions For
All Our Products
Opt-In % Opt-In CR AR 1 AR2
Product 1 46% 35% 13%
Product 2 40% 38% 25% 17%
Product 3 57% 30% 28%
Product 4 46% 31% 20% 12%
#tcs2017 facebook.com/RolandFrasierPage
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#12 Charge Less To
Make More
#TNC2017 LinkedIn.com/in/RolandFrasier
46. #tcs2017 facebook.com/RolandFrasierPage
Old Funnel New Funnel
Conversion Rate 3% - 8% 10% - 20%
CPA $9.50 $3.80
Upsell % No Change No Change
Dev Time Hours 15 minutes
Immediate
Customer Value
$11.50 $16.00
Net Profit (Loss) $2.00 $12.20
X 3,000 – 12,000
per day $2 Price Drop Bumps Profit By 6x
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#13 Use Animated
GIF Thumbnails On
Upsells + iOS
#TNC2017 LinkedIn.com/in/RolandFrasier
48. Use Animated GIFs In
Place Of Videos For
Upsells On iOS +
Situations Where You
Want To Auto-Play
But Cannot
Note: Facebook now
lets you upload
animated GIFs
#tcs2017 facebook.com/RolandFrasierPage
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#14 TryATwo-Step
Opt-In
#TNC2017 LinkedIn.com/in/RolandFrasier
53. #tcs2017 facebook.com/RolandFrasierPage
Adding 2-Step Opt-In To
Order Increased Our Total
Conversions Up To 90%
Across AWide Range Of
Products
New
Opt-In %
Old
Opt-In %
Product
1
46% 35%
Product
2
40% 38%
Product
3
57% 30%
Product
4
46% 31%
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#15 Send Them To
Amazon To Buy
#TNC2017 LinkedIn.com/in/RolandFrasier
56. #tcs2017 facebook.com/RolandFrasierPage
We See 2.1x-4x More Conversions Sending Buyers To
Amazon
• Vs. sending them to our own sites
• Amazon Button Increased Conversions By 50%
• Amazon Buyers Purchased More Increasing DPL By 210%
• Increased conversions offset inability to offer an upsell
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#16 Add Pre-Sell
Page Between Ad &
Amazon
#TNC2017 LinkedIn.com/in/RolandFrasier
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#17 Make An Offer
On Your Thank You
Page
#TNC2017 LinkedIn.com/in/RolandFrasier
61. Include A 2nd Ask On
Your Thank You Pages
#TNC2017 LinkedIn.com/in/RolandFrasierSource: sjo.com
Over a 5 day period:
• 2,654 Opt-ins
• 169 clicked: 6% CR
• 27 bought: 16% CR
• $1,000 from opt-in TYP
• $.39 per opt-in
62. #tcs2017 facebook.com/RolandFrasierPage
Include A 2nd Ask On
Your Thank You Pages
Unbounce increased blog
subscribers by 60% after
only 2 webinars using a
thank you page CTA to
“Subscribe to the blog
now.”
Source: unbounce.com
63. #tcs2017 facebook.com/RolandFrasierPage
Include A 2nd Ask On
Your Thank You Pages
• Reassure The Buyer
• Order Bump To Increase ICV
• Drive Repeat Purchases
• Drive Social Shares, Follows +
Likes
• Data Hygiene
• Survey/Segmenting
• Drive To Other Site Content
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#18 Add A Refer-A-
Friend Component
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dividers,etc.Continuity
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#19 Add ContinuityTo
Your Funnel To
Increase LTV
#TNC2017 LinkedIn.com/in/RolandFrasier
72. So,What’s The Difference? It’s Continuity In 2nd Position…
No Continuity Funnel Continuity Funnel
EPC $6.42 EPC $10.64
ICV $12.83 ICV $8.93
LTV $12.83 LTV $21.29
LTV IS 66% Greater With Continuity In Year 1
And Even Higher In Year 2
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#20 Add The Best
Performing Type Of
Continuity
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74. Test To Find Which Type Of ContinuityYour Customers Want
#TNC2017 LinkedIn.com/in/RolandFrasier
Benefits Revenue Streams
Association Aggregate interests,
Group discounts,
Participation in
leadership, Belonging
Dues, SWAG,
Advertising Sales
Buyer’s Club Discounts below MAP Dues, Product Sales,
Sponsorships
Co-op Buying power, freight,
trade shows, education
Dues, Services, Special
Reports + Publications
Membership Site Premium content Dues, Product Sales,
Advertising Sales
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#21 Combine Continuity
With Multi-Product
Funnels To Maximize
Returns.
#TNC2017 LinkedIn.com/in/RolandFrasier
77. So,What’s The Difference? It’s Multiple TW Orders…
Single Product No
Continuity Funnel
Continuity Funnel
EPC $6.42 EPC $14.23
ICV $12.83 ICV $16.11
LTV $12.83 LTV $28.46
LTV IS 2.18x Greater With Continuity In Year 1
And Even Higher In Year 2
#TNC2017 LinkedIn.com/in/RolandFrasier
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#22 Try YearlyVs.
Monthly Subscription
In Initial Continuity
Offer
#TNC2017 LinkedIn.com/in/RolandFrasier
79. #TNC2017 LinkedIn.com/in/RolandFrasier
Product #1: Yearly Converted 33.3% Higher Than
Monthly + Generated 15.53% More Revenue In 14 Days
Product #2: Yearly Converted 5% Higher Than Monthly
But 74 Day Funnel Value Was Lower
Look Beyond Conversion Rate To AOV,LTV + Velocity Of
Capital
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#23 Offer MonthlyTo
Annual Conversions To
Save 49% Of Cancels
#TNC2017 LinkedIn.com/in/RolandFrasier
81. Customer Service Reps Offering Annuals Save 49% Of Cancels
Before After
# Of Reps 55 55
Monthly Cost $44k $44k
Gross Revenue $0 $114k
Net Revenue $0 $70k
% Saves 17.5% 30% ($49 annual)
Add Premium On
Annual Conversion
49%
X 3,000–12,000 per day
#TNC2017 LinkedIn.com/in/RolandFrasier
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#24 7 DayVs.14 Day
Trial For Annual
Subscription
#TNC2017 LinkedIn.com/in/RolandFrasier
83. #TNC2017 LinkedIn.com/in/RolandFrasier
7 DayTrial Produced More Money Faster Than 14 Day
Trial
Roughly the same conversion rate on each test
14 day was same or a point or two higher, BUT…
7 day returned media cost faster to reinvest in more media
allowing 7 day to ultimately produce about 2x income of 14
day funnel.
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#25 Offer $1.99 Trial
After Continuity
Product Launch
#TNC2017 LinkedIn.com/in/RolandFrasier
85. #TNC2017 LinkedIn.com/in/RolandFrasier
Offer Trial To Launch Opt-
ins That Did Not Buy
After full launch, try offering
a low priced trial to all opt-
ins that didn’t convert.
40,000 opt-ins who didn’t buy
819 signed up for $1.99 trial offer.
292 cancelled auto-convert option.
527 new members @ $37 per month
$19,499 additional MRR
17.3 month average stick
$337,332 revenue from $1.99 trial offer
Source: videofruit.com
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#26 Adjust SaaS Trial
Periods To User
Needs
#TNC2017 LinkedIn.com/in/RolandFrasier
87. #TNC2017 LinkedIn.com/in/RolandFrasier
Adjust Trial Periods
For Your SaaS
Source: propad.com
2x conversions by reducing 30
day trial to 14 days
Added another 2x by reducing
14 day to 7 day + ability to earn
more time
Earn more time by completing
“activation” activities completed
by highest converting trials
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#27 Double Your
Subscription Decline
Recovery Rate
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#28 Create A
Professional Welcome
Video To Reduce Churn
#TNC2017 LinkedIn.com/in/RolandFrasier
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#29 Create A
Professional Welcome
Kit To Bump Stick
#TNC2017 LinkedIn.com/in/RolandFrasier
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#30 Check Your Offer +
Upsell Stats For“False
Declines”On All Funnels
#TNC2017 LinkedIn.com/in/RolandFrasier
100. #TNC2017 LinkedIn.com/in/RolandFrasier
False Declines Could Be Costing You Tens Of Thousands
In Lost Revenue
False Declines were costing NC $7,500 per day
Check your decline rates on upsells compared to front-ends
Review your gateway + cart settings (AVS Mismatch)
Consider batching front-end + upsells as 1 transaction
Move to a single provider merchant solution to avoid merchant
rotation declines (we chose Vantiv)
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#tcs2017 facebook.com/RolandFrasierPage
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#tcs2017 facebook.com/RolandFrasierPage
Thank You
Slideshare.com/RolandFrasier