If you have an agency that offers services to physical product businesses, go to ConversionsOnDemand.com. Sign up for their services and start offering those to your customers and charging double or triple. I mean it’s incredible what their tools can do.
Incentivized time constraints – what this will do is basically, you can set it for a certain amount of time someone’s been on your store for, if they’ve visited X number of pages, it’ll pop up this little thing that you see down here in their corner where it says, “Hey, checkout within X number of minutes and you’ll get this percentage off.”
So you’re incentivizing them to checkout with a time constraint and it is incredible how well that works. A Daily Deal bar, we all know what Daily Deals Bars are, incentivized opt-ins right? “Opt in here and save 15%.” And then peel away specials like you see on Tim’s Boots here.
So, ConversionsOnDemand will do all of these things for you. And what happens when you add these things up is your conversions compound. So, you add the sitewide conversion boosters that I’m talking about.
Now, we’ll talk about homepage, product page, section page, and the rest of these things. You add them all together and you’ve now taken a store that was converting at .5 and you’ve moved it up to 3%. You’ve taken a store that was doing $25,000 a year in profit and bumped it to $150,000 a year in profit.
So conversion is exciting because it doesn’t require you to have any more traffic. It’s just what can you do with that traffic that already exists to get more from it.
These are just tracking in the analytics and you can see people. These are just, you know, we do event tracking so we can see how many people use the coupon; how many people clicked on the Daily Deal button and bought; how many people searched and bought, whatever, etc.
So you want to be tracking the events in your store, and if you need an analytics person who can set up event tracking, I have a guy for you. You can email me, his name is Michael.
I don’t have his email address offhand but event tracking is beyond me, from an analytics perspective. I like analytics and I’m a nerd and I like to play with it but event tracking is a little bit more complicated so you want someone who can actually do that for you. It’s not very expensive.
What’s So Great About LiveChat?
Alright. LiveChat. You will get a 15% boost in your conversion rates on any website that you offer live chat. We see sometimes 25 and 30% conversion rate increases. That’s a big increase in conversion rate when we’re willing to do live chat. Now, I like LiveChat.com and Olark because they’re really simple and easy to use.
And one of the things that we’ve been testing is this popping up a live chat after a minute. If they’ve been on the site for a minute, we say, “Hey, would you be interested in talking to us?” Look who’s doing it, Crate & Barrel.
By the way, if you want to see the best e-commerce store out there, you want to see the guys who are running split tests; I follow Crate & Barrel on a weekly basis but these guys are always changing what they are doing; they’re always running split tests.
They have one of the highest converting, highest trafficked and just the most amazing e-commerce store out there. You should follow Crate & Barrel if you’re interested in e-commerce because they do it really well. But look, everyone’s doing it. Zappos is doing it.
The Disney store, man, these guys do really well, the Disney store. And they have the double header too if you take a look at them. Everyone’s popping out a live chat. People now expect to be able to talk to someone about the products. So, if you offer that ability, if you offer the customers who are on your store the ability to actually engage with a real person, you’ll see a lot more sales.
The other thing is you can track how many people are engaged with live chat. How much money came from live chat? This is again, event tracking. Alright.
Most Ignored Pages Of An E-Commerce Site
The most ignored (laughs) they’re funny pictures. The most ignored pages on an entire website are your more information pages, about us, privacy/policy, security, returns, shipping – all of these pages that people actually visit. Not a huge percentage of your customers visit your more information pages, but the ones who do are going there because they want that information.
And so if you’d take the time to actually create a video that walks people through all of that content, this is the easiest place to see conversion rate increase on an e-commerce store because nobody takes the time to do it. Of course, you still want to have it all in text, but if you create a video, you could see shipping information, customer.
We put a page front and center in every one of our stores and it takes up like half the navigation and it says, “Why buy from us?” And then we create a video talking about all the reasons that we’re awesome, and that they should buy from us and it really works because people want to know why should they buy from you as opposed to someone else.
So, if you just tell them then they’re like “Oh sweet, alright,” then they do it. So, it’s something you guys can think about this and it relates to any business. Why use our services company? You just give them the reasons why they should use you.
There Is Nothing Better Than Video
Alright. I won’t run through all of these stats here but basically what this is saying is that for selling physical products there is nothing better than video. Think about any big physical product launched: Apple, Amazon, Kindle, any one of these people. Every single one of them has a video associated with that big physical product launch.
When we add videos and the videos don’t have to be special. They could just be like, “Here’s the product and this is what it looks like and here’s a little bit about it.” It doesn’t have to be a special video. Any video on an e-commerce store page will… You could see up to a 64% increase in your conversion rate to that product.
So, all of your bestsellers you should put a video on. Video just sell so well, we all know that. We put videos on our homepage, on our product page, on our shopping cart. We put a video on our shopping cart page like, “Hey, don’t worry. Everything is all secure. We’re still with you.” You know like, you just tell them, just give them.
You got to reassure people that everything’s cool all along the way. Still cool man. More info pages, post-action request. This is what I’ve learned from James: after they’ve taken action, we thank, we acknowledged that they just did that right? People like to be acknowledged. Another episode worth listening to, the “Acknowledgement Episode.”
Thank Your Customers
How many TAG listeners in here? Oh, that’s sweet. Awesome. So you guys probably already heard that but if someone takes an action that you’ve asked them to take, forget about conversion for a second. It’s just really nice to say thanks. They just did what you wanted and the least you can do is thank them for it.
And then, you could ask them to do something else. And they’re much likely to do the next thing you ask them if you’ve just acknowledged them and thanked them for doing the thing that you just asked them to do that they just did.
So how is this practical? Well, one of the things we started doing was after someone buys, we say, “Thanks so much, would you tell us why you bought?” “What you think we could improve on?” We give them a survey and that strategy is working really well for us. We also do video on our education pages. You can see how many people watch those post-action videos. This is 93% engagement rate on these post-action videos.
We’re seeing between an 80% and a 95% engagement rate on… and the key here is, look, you want to engage with your market. You want face time with your community and that’s the thing that we weren’t doing beforehand. We were just offering products for sale. We were not building relationships with our customers.
And when we started doing that, a couple of things happened. We started making a lot more sales and we started having a lot more valuable assets. When we sell these things now, we’re getting higher multiples because we have an engaged community around that store. I think that’s the brilliance of Own The Racecourse.
Unique Selling Propositions And Offers
You want to have these anywhere on your header, on your footer, on your pages, like what differentiates you? Why should they be buying from you? Do you have free shipping? Do you offer better education on the products? Do you put together special packages and bundles? Do you have excellent customer services like… and I got the “Why buy from us” page, like, what is it about you and your business that is unique?
And if you don’t have attention on unique selling propositions and you’re not actively looking for how to communicate those to your customer base then you’re missing out from a conversion perspective, because the goal with the business… Right? I mean, look, there’s other people who sell skin cares. There’s other people who sell bar stools. There’s other people who have podcasts. Why engage with me?
That’s the question I want to answer for you. You’re not going to ask me. You’re not going to say, “Hey man. Why should I?” You know. Because that’s like, people don’t do that. But I’m going to proactively put that out there and tell you why I think what I have to offer is the best thing.
And if you don’t think what you have to offer is the best thing then stop selling it. Frankly. Like, if you don’t feel good about what you’re selling then don’t sell it because you’re not going to be successful with it.
Home Page Conversion Boosters
Rich homepages win. What do these pages have in common? They’re all super rich. Now, you can’t even see they keep scrolling down. They’ve all got a homepage banner and a rotator. We’ll talk about them in a second, but I just want to talk about how rich homepages win.
Half of your traffic will end up on your homepage on a physical product store, even if they don’t enter through the homepage. Half of traffic ends up there. They go there. They take a look at the homepage to look for answers to all their questions because they’re being taught by these bigger companies (again, this is my theory on this) that the homepage is where they go to get answers to their questions.
So you want to have rich homepages with videos, with testimonials, with frequently asked questions. It’s just a long form sales letter, but not really because it’s chunked up into different sections. But essentially, it’s a really long page with everything they could possibly want to know about your store.
You take the average e-commerce homepage which has like a banner and some products and you turn it into a rich, engaging homepage with testimonials and frequently asked questions, and shipping information and return information, and a hello video from the owner and someone walking out.
You know those little walkout things when you walk out on things? You’ll see a really big boost in conversion rate, up to 20% boost by having a rich homepage because everyone goes to your homepage.
So, a couple of elements of the homepage: a main banner plus category kickers right? So, a main banner for some image of your store. The main most popular section on your store and then a couple of categories.
Now, sometimes you’ll want to test this against just listing products. Sometimes we’ll have a store where we kill the banner and the rotator and all that stuff. And we just list products and that performs better. So it’s worth testing but everyone is doing this. Everyone has this banner, rotator and category kickers. So, it’s worth considering.
Tabbed Featured Products Based On Category
Next thing is you want tabbed featured products based on category. So, notice what all these people have. They’ve got featured products, best-selling products in tabs based on category.
You go into Google Analytics, you click In-Page Analytics and you can see your most popular categories right? You can see which categories on your store, on your navigation structure are the most popular. If you’re not looking at In-Page Analytics, if you are running Google Analytics on your site, you have the ability to look at this.
Where people are clicking, what they’re doing, and then you can rearrange your page so that the most popular ones are front and center.
And the other thing you can do, if you’re tracking e-commerce, is you can see which of those categories is bringing you the highest per page visit value, and you want to put those front and center.
So, the way that you set these things up are not just at random. You set them up by looking at what’s the most popular and what’s bringing you the most money. And every platform out there makes it really easy to track e-commerce conversion because they understand that you need these statistics as an e-commerce business owner. So, you want to have tabbed featured products based on category. Alright.
Testimonials, hello from the owner, frequently asked questions, all that stuff I was just talking about. These are just examples of the (laughs) I really just like to show you my face for some reason. These are just examples of that.
Now, if we look at some of the bigger stores: Disney store, Foot Locker, Diapers.com, another Foot Locker, for some reason all of these people are doing the same thing, right?
All of these big stores seem to understand these concepts so you want to take advantage of them, too.
Section And Product Page Conversion Boosters
How many items across on your section page? Standard e-commerce is three. We found that four or more items listed across converts better. Do you have the price, the sale price, the “You Save Dollar Amount” and the “You Save Percentage” as well as the star rating listed under that product on the section page.
Remember what a section page is. Let’s say you have cheese gift baskets, that’s a section that has a bunch of products on it. So, on that section page what can you do, not to sell more products but to get people to click into a product. Because the goal is to get them from your section page to your product page.
Do you have a quick view? Quick view is a new feature. It used to be that when you want to look at a product you have to actually click on that product, and if you want to back to a section page then you have to go back. Now, you can pop up this little quick view button that allows someone to quickly view that product, and if you’re not interested, X out of it and they’re still on that section page.
So, forget pagination. Some people, if you’ve got a hundred products? List those hundred products. Nobody goes to the second and third page. So all those products that you have that are paginated, nobody’s looking at them. So you don’t want to paginate your pages. And the goal here is to get people to the product page.
These little things are what we found increased that goal. Our goal in the section page is get people to our product page. We found that when we have more items across rather than less, we have all of those things listed under the product and we have quick view, we increase that goal.
Get Rid of Left Nav
This is your most important page on your e-commerce store. The goal… If you can lift your “Add to Cart” ratio, five, ten percent, you have significantly increased the value of that store. This is the most important page on your store. You want to get people from the product page in the shopping cart. So, get rid of your left nav. You don’t want people navigating on your product page.
Tab It Up
You just want them to look at the products. Any one of these big stores doesn’t have a left nav. Tab it up! Instead of listing all your content down the page, have little tabs, little digestible tabs of information. The way Zappos does it, they’ve got it on the left, those little tabs. The way that BuyCostumes does it, they’ve got little tabs right under the product, that’s how we do it, too.
Social, Zoom, Review, A2C (Check)
You obviously need social buttons, you need zoom, you need reviews, and you need to have your add to cart button above the fold. I cannot tell you how many e-commerce stores have their add-to-cart button below the fold, it’s incredible. It does not work.
Cross Sell + Multiple A2C (Check)
Are you doing cross-selling? 60% of the people will buy a wig cap with that wig. Have a look at this giant duck. You can see the cross-sell is a cowboy hat. If you’re buying a giant duck, you obviously want a cowboy hat, right? I mean, come on. I would want a cowboy hat with my duck, too.
So you want to have cross sells because people buy these things. They take you up on these cross-sells. And the classic is the guy who sells air, right? He sells download insurance. He’s selling downloadable products and for an extra $30, you can have insurance on that download. Which means you can, I guess, I don’t know what it means, re-download it.
But the point is, he’s got a cross-sell and it works. So can you have a cross-sell? You need to have a cross-sell. Because people will take you up on this. So find something that’s relevant.
Q&A, User-submitted Pictures and Videos
Okay, Q&A. So you have a little tab that says Q&A. Someone can type a question and you answer it. It sits there on that product page for everyone who’s coming to buy that product to see. All their questions are answered right there on that page.
User-submitted pictures. People who buy giant ducks like to take pictures of themselves with their cowboy hat and their duck, you know. They like to take pictures of themselves doing that stuff and then they will share it with you and that’s social proofs. You want to have the ability for people to upload.
Even if it’s a gift, it doesn’t matter. People will take pictures. Anything that someone buys, they will likely take a picture of and send it back to you if you give them that opportunity because people like to take pictures of their stuff. I don’t know, whatever it is in our society, but it’s useful to you.
You Might Also Like
You might also like, look down the right-hand side of that image. Other products that are relevant. Bundles, right? What can you bundle together with the product?
Features and Benefits
People mess this up with e-commerce for some reason. They only ever list the features. This thing is stainless steel, it’s a swivel, it’s this and that. But what is the benefit? The benefit is you’re going to roll into that party with the giant duck, you know? That’s the benefit. You’re going to be remembered forever for your giant duck costume. Like what is the benefit to the user, to the customer buying that product?
It’s not that the giant duck is an inflatable plastic, it’s what’s the experience in it for them. So if you’re rewriting product descriptions, you’d be surprised. People underestimate sales copy. It works. You have better sales copy. Schrammy, I read his stuff because I’m interested in the way he writes copy because it’s so effective. So, copy works and you should include benefits not just features.
Get People to click on your add-to-cart button
Have a look at these images. What’s the goal on this page? The goal is to get the people to click on the add-to-cart button. Nobody has picked up on this yet. This is our own internal split test and as I get more… Like GoDaddy, anyways I’ll tell you more about that story later. As I get more exposure, I assume that I will see some people, some bigger stores picking up on this split test but your goal is to get people to click on the add-to-cart button.
What we did was we put these little images under our add-to-cart button that said hey, we’ve got the best price or we’ve got free shipping, reminded them of why they should shop with us. And we saw an immediate 15% boost in the number of people who clicked on add-to-cart. So that one’s a no-brainer.
Anywhere that you have an add-to-cart button on any website, put your unique selling propositions in image format right underneath it and you will see a significant increase in the number of people who click that button because you’ve already given them all that information. They already know all that stuff and you’re just reminding them of it again, and that’s the name of the game.
Tell people stuff and then tell them again in a different format, right? You told it to them through a video and now there’s an image reaffirming that message. And that is how you get people to take action. You consistently deliver the same message because people want to know that you are consistent. They want to know that you actually do have free shipping or whatever it is.
This goes back to persuasion and manipulation. You could use this for good or bad but the point is, what we want to understand as marketers is how do we get people to take the action that we want to take.
And we want to use this for good because everyone here has good products and sells good services but the way that you get people to take actions is by being consistent in your messaging to those people and giving them that message in different media formats – in image, in video, in text. Now I’m going into the psychology of why this works but it just plain works. You should do it and you guys should have that add-to-cart button sell.
Multiple Quality Images
Recently viewed items, multiple quality images, right? You want to have multiple images of your product that people can see. You want a little scroll bar, a little image carousel.
You want to have a video tab. On every one of our product pages, we put two extra tabs. One of them said shipping information and one of them said frequently asked questions. We put videos in those tabs on every product page, the same video on every one.
Because what was happening was people were leaving our product pages and going and looking for the shipping information and then they weren’t coming back because they got busy and someone brought them a hamburger, I don’t know. They were just leaving and then weren’t coming back.
And now we have these little videos in there that answer those questions and keep them on that page. An interesting split test for informational-based websites might be to have little tabbed information boxes under the add-to-cart that answer all their questions. That would be worth testing.
But anyways, the point is, those videos that you created for your more Information pages, you repurpose them on your product page. And you put them on the tabs on your product page. Your product page is your most important page on a physical products store.
Features and Benefits Box
Features and benefits box, you can’t see this here but right under our product image, we’ve got a box that’s like, again, restates all of our unique selling propositions. Our product page is all about why we’re really awesome. And then there’s also the information about the product.
If you want to get people to buy from you they got to trust you. You got to continually communicate why they should buy from you. Here are some examples. Everything that I just mentioned is happening on these product pages and you can see them.
Zappos is really a good one to watch because they do everything. Even the eBags.com is a good one to watch.
Here’s the template that I had created. So I spent a million dollars on Google AdWords, testing, doing e-commerce conversion testing. (And this is one in a ratio of those templates and I changed it a bunch and spent, but…) This is everything I just told you about, right?
Image carousel, click to enlarge, social buttons, images under the add-to-cart, tabbed information boxes, you-save percentage. All the stuff that I was just telling you about, reviews, it’s really good. And also, yeah so… Do all that stuff.
Here’s something interesting that happens with shopping carts. People for some reason, you click add-to-cart and now you’re taken to a page that looks nothing like your website, at all, and that is a conversion killer.
Congruency across your shopping cart will double your conversion rate and thankfully the newer platforms like BigCommerce or stuff like that are building this in, but it wasn’t the case for us years ago with ShopSite and Magento and Yahoo.
Progress bars work fantastic. A shipping calculator so someone can calculate their shipping on their shopping cart. A proceed button at the top and at the bottom. You have your proceed button, you have your product, the information about that product, and you got another proceed button. Everyone started doing this all of a sudden. I think they picked that one up from me because nobody was doing that. Now I just want to think that.
You guys know about the hundred monkeys? This is what happened with the hundred monkeys. They were doing this test and monkeys on one side of the world had figured out that dipping their potatoes in saltwater made them taste better. Once the hundredth monkey had done that on this part of the world, monkeys on the other side of the world started doing the same thing.
So it’s the hundredth monkey rule, which is, proves, if you want to use that word, the universal consciousness. This is happening with us for e-commerce. I’ll run a split test that works really well for me and a week later these guys are doing it. People who are paying attention to the same thing tend to pick up on the same ideas at the same time and it’s a phenomenon that sort of keeps happening.
Congruence is Key
You want to have your image, your price. Some people don’t put their product images on the shopping cart. You want to show the people what they are about to buy. You need to have that on there. It’ll give you a nice bump on conversion.
A phone number and I should’ve mentioned that. You want a phone number on your header. What we noticed was that when we replaced our left navigation on the checkout page with a unique selling proposition that is nowhere else on the website, so it was a uniqueness guarantee, a new statement.
Something that’s new, a statement that you’ve not yet made in image format in your checkout, gives you like a 6% boost. I don’t know why it works so well. But a new statement, an image proof, image benefits and unique selling propositions in the place of a left navigation on an e-commerce checkout.
Here’s an example of Crate & Barrel with a double proceed button.
And then here’s their checkout. We can see that was the shopping cart page. Now we’re at the checkout, right. They click add-to-cart, they’re taken to a page that says this is your product. That’s their shopping cart. And then they move into the checkout.
Couple of things for the checkout. You want multiple payment options: Amazon, Paypal, and credit cards. Those are the three most important ones to have. 40% of your buyers are finding Amazon, they can just one-click checkout.
So you want to be using Amazon as a payment option. You want to be using credit cards. You want to be using Paypal. Those are the only three you need. Forget about Google Shopping, Google Checkout or any of those other ones.
Single-page meaning they can complete all their details in that one page. We all know about that. Congruency, obviously, from website to cart to checkout. You want a “continue shopping” button so that they can continue shopping if they want. And a coupon field if you’re offering coupons.
You should be offering coupons because people use them. But if you’re not offering coupons, don’t have a coupon field. I want to tell you how many people have a coupon field in their cart and they’re not offering coupons. And then people go and they go to Google and they start looking for a coupon for that store and they abandon checkout.
Additional Conversion Boosters
Shopping cart abandonment: 25% of your sales, oh my god, 25% of the people who abandon your shopping cart, which will be 80% by the way, 8 out of 10 people go into your shopping cart and leave. But 25% of those can be recovered with an abandon cart email. And there’s a bunch of Next Track and a million services that do this for you now.
The way that we’re doing it is we actually wrote a custom module that scrapes the image that they’ve added in their shopping cart and their email address because they filled out all that email, they filled out all those information and the value of the cart.
So they may get an email five minutes later that says hey, or half hour later, whatever it is. I that see you tried to buy this product for this amount and here’s a picture of it and based on the value of their cart, we give them a coupon.
So if they were at a hundred dollars in their cart, we’ll give them a 10% coupon. If they have $400 in their cart, we’ll give them a 15% coupon. So you send people an email and it shows them exactly what they were about to buy, and that is easy to do now with these platforms because it’s all dynamic and the checkout you can get people to write that custom script for you and it works really well. But even if you’re not doing that, you’ll still see about a 20% boost just by following people up.
I’ve got a friend of mine, Eric Shannon, who is brilliant at email marketing for e-commerce and we did a presentation together on the topic that I can put on the SuperFastBusiness bio page that James made.
Social selling – after someone buys something, incentivizing them to share it. Hey, share this on Facebook, Twitter, and Google, and you’ll get 15% off your next purchase, you get free shipping on this purchase. Curebit.com or ShopSocially.com.
Thank you videos and surveys – we talked about that. Package inserts – even if you’re drop-shipping, you can send postcards to your drop-shippers they put one of these in each package. Package insert says here’s a coupon for your next order, here’s where you go to join our blog which we’ll talk about in a second, here’s a coupon for your friend. You want to have some level of personalization and they work really well.
Then you want to follow up with them a week later or after they’ve received your product and request a review. Send them a link directly to the place. Don’t just follow up and say: “Hey, will you leave us a review?” Which is what most people do. You follow up with an email that says: “Hey, will you leave us a review? Here’s the link to the product you bought. You can go do that here”.
You want to see some cool apps, some cool third-party apps? Go to bigcommerce.com/apps/
How do we increase repeats? Engage the community and build lifelong fans. This is the third piece of the puzzle that most business are not paying attention to. Everyone understands traffic, everyone understands conversion, nobody is paying attention to how do we build the community and get these people to come back and shop with us again.
Well, you do it through Own The Racecourse. You do it through talking to your community about the problems and conversations that are relevant to their lives.
We’re not talking to our BOOM! customers about skincare, we’re talking to them about menopause. We’re talking to them about grey hair. We’re talking about all these topics that are relevant to that particular community of people.
It does not matter what your products are, what matters is who is the community of people who are buying your products? If you’re selling breast pumps, your community of people are mothers. Now you have all kinds of stuff to talk to them about.
Own the Racecourse
If you guys have trouble thinking about what content to create, here’s what people want: It’s great when you have content-rich information, but what’s even more appealing is when you do a video that expresses your viewpoints on something that’s relevant to the community. People want to get to know you. They want to know what you think about this.
All of the cycling e-commerce websites when Lance Armstrong was doping, they were all creating videos and talking about that scandal and what they thought about that scandal and because that was what’s relevant to their community at that time. So we do this. I started doing this, I was already doing a video blog on my stores, but I was only talking about features.
I was making the mistake that people were making in their product descriptions I was only talking about “this is the product, and this is blah blah blah.” I was not engaging my community with anything other than “here’s information about products that you can buy.”
I knew Schrammles, but I started watching what he was doing and it was different than what most people do and I thought, I could use that. This could be relevant for my stores. Every physical product store I have right now has an OTR-style blog and you know what we’re talking about? Not really the products. And this is what happens.
Get Started on Facebook Ads
And another thing I should mention, we do run Facebook ads on every one of our products, every one of our videos. Each week we actually upload that video to Facebook because again our goal is not to get people back to the site here. Our goal is just to engage with our community and get face time with them. So we run our Facebook ads, whatever, we do a promoted post.
Talking to Victoria in the SilverCircle group, we’re scraping lists, we’re doing a custom audiences and similar, and you know all the cool Facebook stuff. And if you want to know about Victoria, she’s the gal to talk to, raise your hand. She’s amazing.
If you guys aren’t harnessing the power of Facebook ads, you should. If you want to build a community of people, you want to build a fan base that is engaged with you, go talk to Victoria at the break.
Look at this, we’re generating thousands of clicks for hundreds of dollars. That just doesn’t happen anymore. It’s happening now, I feel like sometimes I can’t sleep at night sometimes because I’m so excited, I swear to you, because I’m so excited about what’s happening on Facebook. Anybody who has a message that they want to get out…
OK, I started a pro-gay marriage fan page because I was curious what would happen if I you know, gay marriage is a big thing in the States and they’re legalizing it, and they’re not legalizing it. There was all that stuff. It doesn’t matter where you stand on the spectrum, whether you’re pro-gay marriage or anti-gay marriage. What mattered was that the whole country was in a frenzy about this topic.
So I thought what if I just create a Facebook page and run some ads? And the other thing about Facebook is that there’s nobody running it. Like our Waldorf, we have a wooden toys e-commerce store, there’s nobody running ads to people who are interested in that stuff so we’re getting even cheaper clicks.
So anyway, we built up this fan page with 15,000 people with like a $150 in ads spent. Point here is that it’s super cheap to get thousands of views for each one of your videos by setting up a promoted post. Actually, uploading that video to Facebook so you’re not driving people off of Facebook, It just works so well and you can start with such a low budget.
We’re now spending close to a thousand dollars a day on Facebook because, interestingly enough, we’ve figured out that we can actually also while engaging with people, do product placement and all that kind of stuff but point is that, it’s such a fantastic medium, you should use it.
You can see here. This is actually our video blog. This is not from our Facebook ads, but these videos are getting really high engagement rates. These are just Wistia stats.
Now, here’s what happens: this was not the case for our stores beforehand. Look at the percentage of revenue that’s coming from someone who visited our site in the last 30 days. 60% of our sales are from people who visited our site sometime in the previous 30 days.
Which means that this OTR building a relationship with your community, talking to them about their lives and what they’re up to and telling them what you think about it, actually makes you a lot of money, which makes sense because people feel better taken care of and they’re more willing to buy from you if you’re actually paying attention to them.