I came across a Facebook post in the ‘Ecom
Ninjas’ Facebook group from a gentleman named Danish K, who supposedly has run a successful business. The original post from Danish is below, initially tied with a successful looking Facebook ad:
“What I learned after all these months of running successful ecom store ?
YOU NEED TO PUSH YOUR CUSTOMER AT EVERY STEP TO BUY A PRODUCT (Unless it is a proven brand)
So how can you do it ?
- Always put a MRP compare price with selling price, and mention that discount is not for always
- Create scarcity environment – A small countdown timer is a good option. Let me know if you need a free code for countdown timer or there are apps at very cheap prices available for that.
Always show them what % of saving they are doing while buying the product.
- Offer 10% or 20% discount if they buy 2 or more, am telling you it is surely going to increase your AOV
- A countdown timer on checkout page will surely push your customers to go ahead and buy the product.
- Must use upsell apps – if you not using you are leaving so much money
- Use Thank You discount coupons – you will start seeing surprise sales of random products on your store.
- Use one small set of trust badge, thats more than enough. i see on many stores that people using trust badges almost 50% of product image, please never do that, it looks very fishy and it makes your store just opposite of what it suppose to be.
- Use Wheelio, it will help you making email list and also increase the conversion rate of your store.
- Implement Address Auto complete – this can be created with google API – You can find complete guide of this in group if not let me know i will send you full details of it.
- Social proof is must these days, everyone wants to enquire about the product before buying and if they see proven social proof of the product you selling – your 80% is already done. So regularly monitor your posts and comments on it. You can block all those negative words in Page Moderation Section.
Reviews on product page also plays a vital role.
- Avoid all images which resembles or reflect any sign that product is Chinese. Even if they are using many Chinese products, they hate knowing that they are buying Chinese product.
Just do everything possible to push your customer towards checkout – but this should not look fake, fishy and unreal.”
So, I thought I’d give a critique on some of the stuff that I wanted to try out, had already tried out (with results), and stuff I disagree with. The ultimate problem I have with a post like this is that they tend not to have statistics or data to back them up, so you end up implementing a lot of things at random. I personally keep a table of every conversion rate optimisation I run, with hard numbers to prove objectively whether something is good or bad. It’s not perfect (because naturally there is some fluctuation in sales from a day to day perspective), but it’s proven its worth.
Anyway, let’s critique:
“Always put a MRP compare price with selling price, and mention that discount is not for always”
I think this is fairly intuitive and agree with it, without necessarily needing to say that there needs to be data to back this up.
The only addition I’ll add is that – from when I’ve talked with more experienced marketers – the compare price can’t be too excessive, or your product will look scammy and people will suspect it is a cheap knockoff.
“Offer 10% or 20% discount if they buy 2 or more, am telling you it is surely going to increase your AOV.”
This echoes what I’ve seen a lot of other people talk about. Can’t remember who exactly said it, but even if you offer exactly the same product at bulk, it has increased AOV. I’ve not yet tried it but it sounds like a great idea.
“Must use upsell apps – if you not using you are leaving so much money.”
I think you have to be a bit careful with this one. Universally upselling is a good idea, but this has to be balanced with other things due to cost. For example, CartHook is probably the best out there due to the way you can segment upsells and use a one page checkout, but I noticed objectively – for some reason – a decrease in conversion rates for actual purchases, without any upsells in the trial period. So you must test it.
Experienced marketers I’ve listened to seem to still love CartHook, but the one or two people I’ve heard talking about it were already earning millions per year, so this sort of thing is well justified.
Bold Upsells is another alternative.
Perhaps it would be worth giving this and the previous point a crack again. Just make sure to measure.
“Use Thank You discount coupons – you will start seeing surprise sales of random products on your store.”
I 100% agree with this. I use Conversio which definitely nets me a few hundred dollars more essentially without that much cost, because of their Abandoned Cart email sequence and because of their Thank You email sequence. The original author mentions Wheelio, but the details probably don’t matter:
“Social proof is must these days, everyone wants to enquire about the product before buying and if they see proven social proof of the product you selling – your 80% is already done.”
This isn’t something to skimp out on. I know objectively this is true because one customer said via chat to me, “do you have an Instagram?” I was surprised that he asked directly, so I asked him why, and he said “I want to see reviews of your products.” So it’s intuitive, but I also ended up having direct proof that this prevented him from buying one of my products at that time, and I can’t imagine how many times people didn’t buy because of it.
Overall, I ended up agreeing with most of the things in this post, with the caveat that – since you may pay for a fair few of them – you must test, because some will counterintuitively backfire on you (like upsells did for me). There’s a few that weren’t mentioned (like free shipping, Privy email collection) but these can also backfire too, so you’ve got to both be aggressive with conversion rate optimisation as well as have some sort of system to test it with.
Stay up-to-date with the latest information.