Hey, guys. Trevor here with the eCommerce Paradise podcast.
Today, I want to talk about why every little thing matters when building your eCommerce business. It's true because there are so many little pieces to the puzzle. If you don't get one of them right, then that means the entire thing might just stop working. It's crazy. It probably isn't as drastic as that, but the truth is that it can happen. If you don't have one piece of your funnel built out properly, then it's possible that something else in your business won't work properly and there are only small pieces.
Topics of discussion
- A fast and easy checkout process
- Email marketing campaigns
- Lead generation pop-ups
- Facebook retargeting ads
- About us page
- Expiring coupon code
- Satisfaction guarantee
- Unique selling proposition
- Clear shipping and returns info
Over the years, I found that really do help and add a little incremental level of trust, incremental level of social proof to your website that all these little things do matter. When you're taking into account what you should focus on your eCommerce business, just understand that everything matters, but some things matter more than others and that's definitely true.
If you want to take some really good case studies, for example, look at Amazon and see what kind of work they do on their website. What are the things that they really focus on doing no matter what? They're a very customer-centric company, right? Their motto is the world's most customer-centric company. To be the most customer-centric company, they've tried, over the years, to really focus on what customers really want. What they really want is the reviews. That's the number one thing that's going to probably move the needle for your business and get more conversions as having more reviews in their website. Yeah. It's a pain about adding reviews and extracting them from other websites and stuff like that but it's important. It's really important. It's really, really, really important. Amazon does a great job with this. Amazon knows that the more customer reviews there are and the more pictures and videos the customers submit as well that the better that a product is going to convert, the more likely that people are going to buy it. That's important to understand.
A fast and easy checkout process
The other thing that's really important to understand is that not only reviews but the ability for somebody to buy really easily on your website. Amazon does this thing called, One Click Shopping. That worked out really well for them because it minimized the process somebody has to go through it or to buy, right? They don't have to go to the cart page and then go to the check out every single time. If they've already inputted their data into your website, your website knows their name, their address, the email address, their phone number, all of that stuff. They can easily just buy, right?
Consider this, I teach people to use Shopify. If you're using Shopify, you can do it this way, but you can use a theme like Shoptimized. You can enable their Buy It Now features. The click on the Add-to-Cart button, instead of just going to the cart, we'll take them directly to check out.
You'll definitely want to split test this and see if this helps or not. Sometimes it does. Some niches, though, it doesn't, right? You definitely want to split test it, but you can try it out and have them go directly to check out. When they go directly to check out, it's going to be a very simple page that they see what's going to enter a name, email address, address, phone number. Then they're going to go to the shipping method and then they're going to add their payment information and purchase the product. That's a three-step process. Making every single step of that process have fewer options and fewer opportunities to get distracted is really good.
That's why I always go through and actually minimize the number of things people have to do in the check out process by removing the checkbox that says whether they can opt into an email list or not. You don't need that. Removing the option for them to add certain other things that aren't really necessary.
Choosing certain things like the address to autocomplete and making the shipping address the default address for the billing address so they only have to type one address in. Those things make the check out process easier. Once they have an account on your website and you should definitely make it optional to make an account on the website, once they have an account and they decide to, then ordering in the future for them can be as fast as two or three clicks.
I haven't seen a one-click feature on any website before like an optional one-click feature. I think that's because Amazon actually owns the trademark on that feature. I looked it up and they actually do. In "the everything store" book, they talk about it. They actually trademark that feature. It's interesting, but it's theirs and they own it. They actually, one, lost it with Barnes & Noble back in the day, in the 90s, because Barnes & Noble was using that on their website and they said, "Well, we have the trademark." Jeff Bezos himself said that the trademark process needs to be fixed because it's silly to have a trademark like that but it's possible. Yes, and so he did it. There you go. You can still speed it up. You can make it a three-step process instead of like a four, five-step process, right?
Upsells and Cross-sells
Now, that goes true, also, for any decision making for the customer. If the customer is going through your website and they want to buy this one product. It's like $1,000 product. It's like a grill or something like that. You're selling grills. Then you can have the option to add apps on Shopify that do pop-ups and offer other options. If they see the option on the product page to add more things like a cleaning stick or spatula or whatever, different things you can add on or maybe even a second grill or something like that. They see it on the product page. It makes the decision low but harder to make.
What I usually do is add options on the product page that are for free things like gifts and stuff like that. That speeds up the decision because like "Oh, I'm going to get a free gift. I want to say on this website back on this website instead." I usually use those for that only, not for adding on extra things. In the cart page, you can have add-ons and stuff like that, but again, any add-on you put makes it harder for the customer to make that personal decision.
Some people do like to waste a lot of money, but it really depends on your niche. Some people just don't have the money to spend. They want that but they can't afford it. Now, their decision making and they're going back and forth now. They can't afford the whole thing in their head. It is about buying altogether. It really depends on who you're targeting. You need to target people to have money. That is all about niche selection.
If you're targeting people at the home, selling grills, it's more likely that they're going to have more money if you're selling skateboards or something like that. Just keep that in mind. Minimizing the decision-making process between the product page and the cart page is really good. Then after the sale, you can actually install an app called the Thank You Page Customizer app in Shopify.
Other eCommerce platform owners can do this similar thing a different way, but you can actually add things to your order page, your order confirmation page, that upsells them on other products. It's hard to do, specifically, per product in Shopify, but you can do it. You can just put it on the product page, specifically for this product, offer this add-on.
Email marketing campaigns
The other thing, too, is your emails after the orders. Somebody is going to get a bunch of emails from you. Definitely make sure you have a post-purchase sequence set up that not only thanks to them and tells them about delivery and stuff like that but also upsells them on products related to that. You can do that in Klaviyo. You can set tags for certain products.
If product order has tagged this, then you can make it flow just for that product and you can say, "Okay, you bought this product. Now, do you want to create their white-glove delivery? Do you want to create a new set of warranty? They're available for 24 hours, so buy it now."
You're more likely to make that sale there because they've already made the initial decision to buy from you. They know that the add-on will really help their experience level. You can sell that to them a little bit about how the experience level is going to be better when you add on that add-on product. That way, you're going to improve the experience and you're going to make more money. Try to do that. Try to figure that out.
There are lots of other things you can do, but truly, you need to make sure that all these little things are in place in order to make your business profitable. It does take time. It does take a lot of time and a lot of effort especially when you're selling a lot of products, but that's okay.
You can hire a team to help you focus on this kind of stuff too, really, cheap. If you just hire a Filipino via online jobs or something like that, data entry guy, you can train them on what you're doing over a week or two. Then you can have them work on certain projects for your store and have them add on certain things. If it's straightforward enough, it should be pretty easy to do.
Yeah, any one of these projects can be outsourced. All you have to do is, do it once, film yourself doing it, explain the process, and then have them just basically duplicate that for you. It's pretty straightforward at the end of the day, what you're doing. It's a little bit confusing at first, but you can definitely outsource your work.
I had to recommend doing that because I don't want you to drive yourself crazy doing the work all the time. Unless you just love to do it. Some people just love to do work, which is great. Go for it if you do. Yeah, every single thing matters. You've got to set it up from scratch to do a really good website.
Again, reviews are the number one thing. Number two is making the ordering process super fast and easy for your customers. Number three, I'd go more into email marketing. I touched on it just barely there with the post-purchase sequence. Make sure you have your email lead generation strategy setup. Make sure you have a pop-up offer in a coupon or something like that, a free gift. Then you capture that email address and then you follow up with them to get them to place their order.
You have abandoned card sequence that is a little bit more closely in the order than the promotions list is and then you have that post-purchase sequence. Then you want to do things for sales holidays. You want to send blog content to that list, the promotions list or post-purchase list or whatever. You want to send content to that as you make it. You definitely want to have a re-engagement campaign as well over 30 days, 60 days. If they haven't come back, get them to come back again. Remind them of who you are. That's all the email marketing stuff.
Facebook retargeting ads
The next thing is, of course, Facebook ads. You want to have retargeting ads in place, so that if someone lands in your site, then all the way up to a week or two and maybe 30 days after, they're still going to get dynamic product retargeting ads in their feed. It's going to remind them of you and your business and their interest in that product. Who knows when you'll catch them at the right time. Sometimes they do convert, so definitely have that setup.
You want to get yourself on YouTube. You want to get yourself on Pinterest. You want to get a Facebook Page, a Facebook Group going even in your niche and grow that. There are lots of places you can be online. Some of them are better than others depending on the niche.
Some niches are a younger crowd, so definitely go on Instagram. Some niches are an older crowd, so things like Facebook and YouTube work really well for that. Some niches are very women-centric, so Pinterest works really well for that.
Unique Selling Proposition and Key Pages
It just really depends on the market that you're serving and the persona of your main customer, cart persona. If you haven't done that yet, obviously, figure that information out first and then you can go and do more of that, but the bottom line definitely figures out your website and make it convert better. Make sure you have it expire. Keep on calling and make sure you have your free shipping and those sales facts, all your USP stuff in place. USP stands for Unique Selling Proposition.
Have a really good about page. Make sure you put lots of videos in all of your website, like the about us video, testimonials from customers, things like that. It really does help build trust. Have your risk reversal in place, like a satisfaction guarantee. Returns policy, that's nice enough and shipping policy or at least the shipping information page so that people know how long it's going to take to arrive.
If you want to improve your product listing, you can actually add the shipping and returns and all that information to your actual product listing per product. That's even possible too, but there's lots of cool stuff you can do. That's about it, guys. Hopefully, you enjoy this podcast. Yeah, let me know if you have any questions. You can email me at firstname.lastname@example.org. Happy to help.
Definitely check out the master class if you guys are interested at https://ecommerceparadise.com/masterclass.
If you guys are just getting started or you want to grow your business, you can check out my niches list and list about 99 profitable high ticket jobs niches for Shopify eCommerce. Yeah, you can check that out at https://ecommerceparadise.com/99niches.
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Thanks a lot for listening or watching and take care. We'll talk in the next episode.