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Mass Conversions | Product Mix | Conversion Optimization

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The 6 Week Fix... 6 step ecommerce marketing tactics and ecommerce optimization strategies for selling physical products on Amazon, media marketing, driving traffic to your website and converting more buyers using conversion optimization CRO strategies for growth hacking your online business.

The presentation starts out by helping you define your model, innovate new products using existing products, develop a product mix with width and depth to your product line development.

Next, it walks you through setting your income budgets and income goal targets by profit center. Then, it provides tools for achieving your revenue goals from reverse engineering lead generation and ad spend by profit center to an email promotions calendar and sales promo calendar template.

Next, it provides exercises for brand development, brand differentiation and product differentiation, and goes one to explain why this is important in light of the different buying values of visitors, customers and repeat purchasers.

The presentation wraps up with our 92 point funnel hacks and funnel optimization matrix. This is a wonderful growth hacking tool for your growth team.

Publié dans : Marketing
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Mass Conversions | Product Mix | Conversion Optimization

  1. 1. #MCLIVE LinkedIn.com/in/RolandFrasier Native Commerce & Digital Marketer The Six Week Fix
  2. 2. Native Commerce Snapshot Q1 2017 • 158 Employees, 100MM Site Visitors, 480MM Pinterest • Add About 13k New Customers Per Week • Ship 5k – 12k Packages Per Day • Send 1 Billion Emails • 10,000 ft2 Warehouse Austin & LA #tcs2016 @RolandFrasier
  3. 3. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #1 Fix Your Model #MCLIVE LinkedIn.com/in/RolandFrasier
  4. 4. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The Native Commerce Triad COMMERCECONTENT PRODUCTS #MCLIVE LinkedIn.com/in/RolandFrasier
  5. 5. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. PRODUCTS #MCLIVE 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
  6. 6. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. CONTENT #MCLIVE LinkedIn.com/in/RolandFrasier MEDIA PROPERTY CONTESTS ON-SITE PROMOS CONTENT ON-SITE 3rd PARTY ADS ON-SITE RETARGETING SOCIAL EMAIL TRAFFIC ORGANIC SEARCH RENTED LISTS PAID MEDIA
  7. 7. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. How To Find The Right Content For Your Media Property #MCLIVE LinkedIn.com/in/RolandFrasier
  8. 8. Source Compelling Content #MCLIVE LinkedIn.com/in/RolandFrasier • BuzzSumo.com: What’s popular + shareable • AnswerThePublic.com: Great for question based content • SEMRush.com: SEO friendly, data-driven, keyword-based • WordTracker.com: SEO friendly, data-driven, keyword-based • Google Analytics: Query-based direct from your market • Site Search: On-site query-based searches
  9. 9. AnswerThePublic.com
  10. 10. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. COMMERCE MEMBERSHIP SITE SOCIAL EMAIL MARKETPLACESTARGETED ADS TRAFFIC SEGMENTED PROMOS LANDING PAGES PRODUCT GRID RETARGETING ORGANIC SEARCH RENTED LISTS PAID MEDIA #MCLIVE LinkedIn.com/in/RolandFrasier
  11. 11. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Busines Model Innovation Map #MCLIVE LinkedIn.com/in/RolandFrasier
  12. 12. Disruption = Applying Different Business Models To Your Industry • Landlord (Physical/IP) • Affiliate • Pay As You Go • Publisher • Franchise • Manufacturer/Sales Rep • Wholesaler • Broker • Reseller/VAR • Retailer • Network Marketing • All you can eat • Direct Seller • Subscription #MCLIVE LinkedIn.com/in/RolandFrasier
  13. 13. Experiment With Different Pricing Models • Free (Ad Supported) • Freemium • Value Based • Tiered/Volume • Feature + Add-Ons • Low Price • MSRP/MAP • Free + Paid Support • “Cost +” or “x Cost” • Portfolio/Suite • Commodity • Razor + Blade • Premium/Luxury • Discount #MCLIVE LinkedIn.com/in/RolandFrasier
  14. 14. Uber Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary Broker: Connect Drivers With Passengers Volume: Charge 15%- 30% Brokerage Fee Landlord/Tenant: Drivers Rent Car Space Tiered based on type of car requested Affiliate Referral Fees For New Customers Referral Fee For New Drivers Volume (Distance/Miles) Time of Day Premium #MCLIVE LinkedIn.com/in/RolandFrasier
  15. 15. SurvivalLife Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary Direct Seller: Gadgets People Want Subscription: FPA Membership Publisher Low Price: Tripwire Value Based Free + Ad Supported Cost + or X Cost: Upsells to additional products Tiered: Membership Levels Feature + Add-ons #MCLIVE LinkedIn.com/in/RolandFrasier List Rentals Affiliate Offers
  16. 16. New Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary #MCLIVE LinkedIn.com/in/RolandFrasier
  17. 17. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #2 Fix Your Targets #MCLIVE LinkedIn.com/in/RolandFrasier
  18. 18. Where do you want to be in 2017? Profit Center Revenue Target Unit Sales Required Needs PC #1 $XXXXXXXXX ########### ???????????? PC #2 $XXXXXXXXX ########### ???????????? PC #3 $XXXXXXXXX ########### ???????????? PC #4 $XXXXXXXXX ########### ???????????? PC #5 $XXXXXXXXX ########### ???????????? $ GOAL Is there anything you should cut that doesn’t move you toward your goal?
  19. 19. How will you get there? What’s the roadmap?
  20. 20. How will you get there? What’s the roadmap?
  21. 21. How will you get there? What’s the roadmap?
  22. 22. How will you get there? What’s the roadmap? Services / Products Existing Extended New Markets/Customers ExistingExtendedNew
  23. 23. How will you get there? What’s the roadmap?
  24. 24. How will you get there? What’s the roadmap?PROFITCENTERS TRAFFIC CHANNELS BY PRODUCT LINE (WE USE 32 DIFFERENTTRAFFIC CHANNELS) XTactical Home + Garden DIY Beauty Men’s Custom Clothing Pets 2% 42% 24% 15% 12% 5% FACEBOOK GOOGLE HOUSE LIST WALMART AMAZON RETAIL AFFILIATES CLICKBANK X X X17% 42% 8% 7%6%3% XX X X11% 6%
  25. 25. How will you get there? What’s the roadmap?PROFITCENTERS TRAFFIC CHANNELS BY PRODUCT LINE (WE USE 32 DIFFERENTTRAFFIC CHANNELS) XTactical Home + Garden DIY Beauty Men’s Custom Clothing Pets 2% 42% 24% 15% 12% 5% FACEBOOK GOOGLE HOUSE LIST WALMART AMAZON RETAIL AFFILIATES CLICKBANK X X X17% 42% 8% 7%6%3% XX X X11% 6% 20% 50% 15% 10%2%3% X X X X X X X X X X X X X X X X X X X X
  26. 26. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #3 Fix Your Plan #MCLIVE LinkedIn.com/in/RolandFrasier
  27. 27. For Each Profit Center, Do This… Target PC Income? $ Product Price? $ Target PC Income / Product Price = # Sales Needed # of Sales Needed # Conversion Rate? % (# Sales Needed) / CR = # Leads Needed # Leads Needed # Click-through Rate? % # Leads Needed / CTR = # Clicks Needed # Clicks Needed # CPC = $ # Clicks Needed x CPC = Monthly Ad Spend Monthly Ad Spend $
  28. 28. For Each Profit Center, Do This… Target PC Income? $100,000 Product Price? $50 Target PC Income / Product Price = # Sales Needed # of Sales Needed # 2,000 Conversion Rate? % 25% (# Sales Needed) / CR = # Leads Needed # Leads Needed # 8,000 Click-through Rate? % 2% # Leads Needed / CTR = # Clicks Needed # Clicks Needed #400,000 CPC = $0.20 # Clicks Needed x CPC = Monthly Ad Spend Monthly Ad Spend $80,000
  29. 29. Creating the Perfect Marketing Calendar
  30. 30. Promo Asset Assessment
  31. 31. Promo Planner
  32. 32. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #4 Fix Your Brand #MCLIVE LinkedIn.com/in/RolandFrasier
  33. 33. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Differentiate Your Brand Category #MCLIVE LinkedIn.com/in/RolandFrasier
  34. 34. People Think In Ordered Lists • On A Scale Of 1 To 10… The Top 3… • You currently occupy a rung on some ladder • To move up, you really have only 3 strategies – Move up the ladder by“paying your dues” – Hop to a different ladder – Create a new ladder where you are #1 #MCLIVE LinkedIn.com/in/RolandFrasier
  35. 35. Beer Imported Beer Mexican Beer German Beer Japanese Beer Domestic Beer #1 In USA #1 In Germany Lite Beer Craft Beer Beer With An Orange #MCLIVE LinkedIn.com/in/RolandFrasier
  36. 36. Brands Find New Categories 32,000 Types Of Beer In Over 100 Categories #MCLIVE LinkedIn.com/in/RolandFrasier
  37. 37. There’s Always A New Category There Are Over 2,800 Categories + Sub-Categories For Kindle Books #MCLIVE LinkedIn.com/in/RolandFrasier
  38. 38. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Create Brand, Product + Industry Value Curves #MCLIVE LinkedIn.com/in/RolandFrasier
  39. 39. BEFORE & AFTER GRID #MCLIVE LinkedIn.com/in/RolandFrasier
  40. 40. Differentiate Your Value Curve Step 1: Identify 3 to 7 key value factors for your industry, product or service Step 2: Which factors should be reduced below industry norms Step 3: Which factors should be raised above industry standards Step 4: What new benefits should be created that are not currently offered Step 5: Which features should be eliminated that the industry offers #MCLIVE LinkedIn.com/in/RolandFrasier
  41. 41. Differentiate Your Value Curve OfferingLevel Low High KeyValue Factors Price Quality Package Newness Origin Service Speed Your Industry #MCLIVE LinkedIn.com/in/RolandFrasier
  42. 42. Differentiate Your Value Curve OfferingLevel Low High KeyValue Factors Price Quality Package Newness Origin Service Speed Competitor Your Product #MCLIVE LinkedIn.com/in/RolandFrasier
  43. 43. Body Shop Example #MCLIVE LinkedIn.com/in/RolandFrasier
  44. 44. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #5 Fix Your Mix #MCLIVE LinkedIn.com/in/RolandFrasier
  45. 45. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Product Mix + Product Lines #MCLIVE LinkedIn.com/in/RolandFrasier
  46. 46. The Product Line Grid #MCLIVE LinkedIn.com/in/RolandFrasier
  47. 47. The Product Line Grid
  48. 48. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Why Does This Stuff Matter? #MCLIVE LinkedIn.com/in/RolandFrasier
  49. 49. Source: Adobe: “The ROI From Marketing To Existing Online Customers” Repeat Customers Generate 41% Of Average Total Revenue
  50. 50. But 80% Of Marketing Budget Is Spent Acquiring“Shoppers” Return Purchaser LTV Is Dramatically Higher Source: Adobe: “The ROI From Marketing To Existing Online Customers”
  51. 51. Differences Between Shoppers,Returning Purchasers + Repeat Purchasers Source: Adobe: “The ROI From Marketing To Existing Online Customers”
  52. 52. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The Product Mix Canvas #MCLIVE LinkedIn.com/in/RolandFrasier
  53. 53. The Product Mix Canvas  PRODUCT MIX WIDTH   PRODUCT LINE 1   PRODUCT MIX DEPTH   PRODUCT LINE 2  Product Category 1 Product Category 2 Product Category 3 Product Category 1 Product Category 2 Product Category 3 Product Category 4 Product Name 1 Product Name 2 Product Name 3 Product Name 4  PRODUCT MIX WIDTH   PRODUCT LINE LENGTH   PRODUCT LINE LENGTH   PRODUCT CONSISTENCY  #MCLIVE LinkedIn.com/in/RolandFrasier
  54. 54. The Product Mix Canvas Products Existing Extended New Markets/Customers ExistingExtendedNew #MCLIVE LinkedIn.com/in/RolandFrasier
  55. 55. omersThe Product Mix Canvas Products Existing Extended New Markets/Customers ExistingExtendedNew What are your current product(s) that you sell in your existing markets? Can you add or delete features or benefits to change or modify existing products to sell to your current market? What new products can you create to sell to your existing customers? In what additional channels can you sell your existing products that you aren’t selling them now? What customers or markets in additional channels would buy products with different features/benefits? In what additional channels could you sell new products? In what completely new markets can you sell your existing products to new customers? What completely new markets would be a fit for products with new features and benefits? What new products can you sell in completely new markets to new customers? #MCLIVE LinkedIn.com/in/RolandFrasier
  56. 56. The Product Mix Canvas #MCLIVE LinkedIn.com/in/RolandFrasier
  57. 57. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The New Product Canvas #MCLIVE LinkedIn.com/in/RolandFrasier
  58. 58. The New Product Canvas Problem Solution Unique Value Proposition Unfair Advantage Customer SegmentsTop 3 problems Top 3 Benefits Single, clear compelling message states why you’re different, worth paying attention to. Can’t be easily copied or bought Target customers Key Metrics Key activities you measure Channels Path to customers Cost Structure Customer acquisition costs Distribution costs Hosting, People, etc. Revenue Streams Revenue Model LTV, Revenue, Gross Margin Problem Solution #MCLIVE LinkedIn.com/in/RolandFrasier
  59. 59. The New Product Canvas Problem Solution Unique Value Proposition Unfair Advantage Customer SegmentsTop 3 problems Top 3 Benefits Single, clear compelling message states why you’re different, worth paying attention to. Can’t be easily copied or bought Target customers Key Metrics Key activities you measure Channels Path to customers Cost Structure Customer acquisition costs Distribution costs Hosting, People, etc. Revenue Streams Revenue Model LTV, Revenue, Gross Margin Problem Solution #MCLIVE LinkedIn.com/in/RolandFrasier
  60. 60. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The Product Funnel Grid #MCLIVE LinkedIn.com/in/RolandFrasier
  61. 61. The Product Funnel Grid Product | Test 1 | Test 2 | Winner Lead Gen Device $2 Cost/$10 Value Contest Product $500 Membership Site, Assoc., Buyer’s Club Core Products + Profit Maximizers Contest #1 Cost $____ CR __ Contest #2 Cost $____ CR __ Launch Contest Cost $____ CR __ Tripwire #1 Cost $____ CR __ Tripwire #2 Cost $____ CR __ Launch Tripwire Cost $____ CR __ Continuity #1 Cost $____ CR __ Continuity #2 Cost $____ CR __ Launch Continuity Cost $____ CR __ Product Set #1 Cost $____ CR __ Product Set #2 Cost $____ CR __ Launch Product Set Cost $____ CR __ #MCLIVE LinkedIn.com/in/RolandFrasier
  62. 62. So,Sell New Products To Your Existing Customers #MCLIVE LinkedIn.com/in/RolandFrasier • 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
  63. 63. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Trim Bloated Product Lines.Sell The Things That Contribute The Most To Revenue. #MCLIVE LinkedIn.com/in/RolandFrasier
  64. 64. Apply Pareto Principal To Your Product Line (270 Products) #MCLIVE LinkedIn.com/in/RolandFrasier Source: Todd Staples
  65. 65. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Personalize Products To Help Fight Margin Compression #MCLIVE LinkedIn.com/in/RolandFrasier
  66. 66. #MCLIVE LinkedIn.com/in/RolandFrasier Personalized Goods Sell For 3 –10 Times The Prices Of Non-personalized goods.
  67. 67. #MCLIVE LinkedIn.com/in/RolandFrasier
  68. 68. #MCLIVE LinkedIn.com/in/RolandFrasier
  69. 69. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Week #6 Fix Your Funnel #MCLIVE LinkedIn.com/in/RolandFrasier
  70. 70. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Fix Your Traffic #MCLIVE LinkedIn.com/in/RolandFrasier
  71. 71. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Drive Traffic With List Builders To Reach Critical Mass #MCLIVE LinkedIn.com/in/RolandFrasier
  72. 72. Use These 5 Interactive Engagement Strategies To Drive Millions Of Visitors To Your Content Site #MCLIVE LinkedIn.com/in/RolandFrasier • Give Them Something They Really Want But Won’t Buy ($500 Value) Giveaways (Enter To Win) Contests (Compete To Win) • Ask Them Their Opinion Polls (Ask 1 Simple Question) Surveys (Ask A Series Of Questions) • Let Them Find Out More About Themselves Quizzes
  73. 73. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Contests Drive 100k Leads Per WeekAt 12 Cents Per Lead #MCLIVE LinkedIn.com/in/RolandFrasier
  74. 74. Currently Generating 100,000+ New Leads Per $12k Spent (Yes,That’s 12 Cents Per Lead) Contests Are Working Across All Of Our Niches… Food 116.71% Outdoor 111.55% Do-It-Yourself 116.73% Celebrity/Entertainment 140.96% Beauty 40.78% #MCLIVE LinkedIn.com/in/RolandFrasier
  75. 75. #MCLIVE LinkedIn.com/in/RolandFrasier
  76. 76. #MCLIVE LinkedIn.com/in/RolandFrasier
  77. 77. #MCLIVE LinkedIn.com/in/RolandFrasier
  78. 78. 106,391 Leads In 90 Days (About 12 Cents Per Lead) Brand new site. Contest to win $250 sewing machine $12,000 ad spend Facebook ads + organic from site posts 5 Chances To Win > New Contest Every 2 Weeks #MCLIVE LinkedIn.com/in/RolandFrasier
  79. 79. #MCLIVE LinkedIn.com/in/RolandFrasier
  80. 80. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Polls/Quizzes #MCLIVE LinkedIn.com/in/RolandFrasier
  81. 81. Running Quizzes/Polls To Cold Traffic #MCLIVE LinkedIn.com/in/RolandFrasier CTR Opt-In % CPL AR 1 Open Rate AR1 CTR 4.33% 41.7% $0.14 32% 13%
  82. 82. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Web Push #MCLIVE LinkedIn.com/in/RolandFrasier
  83. 83. Added $13,663.50 Per Month To One Site In Initial Tests Subscribers 12,213 Opt-In Rate .77% CTR 20.31% Revenue Per Month $13,663.50 #MCLIVE LinkedIn.com/in/RolandFrasier
  84. 84. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Try Short Top-Down Vertical Videos With Text Overlays #MCLIVE LinkedIn.com/in/RolandFrasier
  85. 85. Use Top Down,VerticalVideo For Facebook, Instagram +YouTube #MCLIVE LinkedIn.com/in/RolandFrasier
  86. 86. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. International Video Launch Strategy #MCLIVE LinkedIn.com/in/RolandFrasier
  87. 87. 38 Million Views + 331k Likes + 665k Shares In 30 Days
  88. 88. Video Launch Sequence 1. Launch in 15 international countries first 2. Add US/Canada and slowly reduce foreign countries 3. Spend $600 in 1st promo to foreign 4. Spend another $600 in US/Canada 5. Add additional spend as desired for more views #MCLIVE LinkedIn.com/in/RolandFrasier
  89. 89. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Facebook Page Traffic Strategy #MCLIVE LinkedIn.com/in/RolandFrasier
  90. 90. New Facebook Traffic Strategy #MCLIVE LinkedIn.com/in/RolandFrasier Topic Feeder Pages > Interest Pages > Main FB Page 5-7 Cent Likes > 10-15 Cent Likes > 30+ Cent Likes Use topic pages to send traffic to interest pages and multiple interest pages to prop up primary FB page. Testing now: 70k+ likes in 30 dayson $5k ad spend.
  91. 91. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Create A Loyalty Program For Flash Sales #MCLIVE LinkedIn.com/in/RolandFrasier
  92. 92. #MCLIVE LinkedIn.com/in/RolandFrasier
  93. 93. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Fix Your Conversions #MCLIVE LinkedIn.com/in/RolandFrasier
  94. 94. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Ads,Offers + Landers #MCLIVE LinkedIn.com/in/RolandFrasier
  95. 95. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Sell In The Ad,Not The Lander #MCLIVE LinkedIn.com/in/RolandFrasier
  96. 96. #MCLIVE LinkedIn.com/in/RolandFrasier
  97. 97. #MCLIVE LinkedIn.com/in/RolandFrasier
  98. 98. Simple,Uncluttered Ads Outperformed Our Normal, Information Rich Ads #MCLIVE LinkedIn.com/in/RolandFrasier This converted 40% better than the normal, info- rich offer. We now average 11% - 20% conversions to ice cold traffic using this format.
  99. 99. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Combine Pre-Sell Page With Order Page #MCLIVE LinkedIn.com/in/RolandFrasier
  100. 100. #MCLIVE LinkedIn.com/in/RolandFrasier
  101. 101. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Add Pre-Sell Page Between Ad & Amazon #MCLIVE LinkedIn.com/in/RolandFrasier
  102. 102. #MCLIVE LinkedIn.com/in/RolandFrasier
  103. 103. #MCLIVE LinkedIn.com/in/RolandFrasier
  104. 104. 4 X B u m p #MCLIVE LinkedIn.com/in/RolandFrasier
  105. 105. 4 X B u m p #MCLIVE LinkedIn.com/in/RolandFrasier
  106. 106. #MCLIVE LinkedIn.com/in/RolandFrasier
  107. 107. Simple,Uncluttered Ads Outperformed Our Normal, Information Rich Ads #MCLIVE LinkedIn.com/in/RolandFrasier These offers are converting 9% - 18% to ice cold traffic That’s 3x – 6x our typical conversion rates
  108. 108. 33.33% Higher Conversions Won (Even With COGS) #MCLIVE LinkedIn.com/in/RolandFrasier Blue generated more clicks, leads and sales But… Blue cost the most per click (59% more than pink) Ultimately blue was the winner for us overall
  109. 109. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Test Different Offer Prices #MCLIVE LinkedIn.com/in/RolandFrasier
  110. 110. We Tested 4 Different Free-Plus Shipping Offers @ $1.95 > $2.95 > $3.95 > $4.95 #MCLIVE LinkedIn.com/in/RolandFrasier Our standard price is $4.95 New product split test $2.95 & $3.95 Both prices performed +/- 3x better $4.95 barely registered
  111. 111. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Penny + Offers Are Beating Free + Offers #MCLIVE LinkedIn.com/in/RolandFrasier
  112. 112. #MCLIVE LinkedIn.com/in/RolandFrasier
  113. 113. #MCLIVE LinkedIn.com/in/RolandFrasier
  114. 114. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Charge Less To Make More #MCLIVE LinkedIn.com/in/RolandFrasier
  115. 115. $2 Price Drop Bumps Profit By 6x #MCLIVE LinkedIn.com/in/RolandFrasier 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
  116. 116. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Use The 3 Day + 1 Day Cash Machine For Promos #MCLIVE LinkedIn.com/in/RolandFrasier
  117. 117. 3 Day and 1 Day Cash Machine 3x Normal Weekend Promo Revenue #MCLIVE LinkedIn.com/in/RolandFrasier 6AM: Mail 10% of total list in morning to test 3 subject lines 7AM: Mail 2nd 10% of total list the winning subject line with 2 body copies 8AM: Mail remaining list winning subject line and body copy 3PM: Mail all opens who did not buy and add a big premium. 55% Open Rate 7PM: Scarcity closing email to people who clicked but did not buy
  118. 118. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Spend More To Acquire Customers Who Spend The Most #MCLIVE LinkedIn.com/in/RolandFrasier
  119. 119. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Quiz: Why Would We Be Willing To Spend More On IOS Devices When Conversions Are Roughly Equal? #MCLIVE LinkedIn.com/in/RolandFrasier
  120. 120. 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 #MCLIVE LinkedIn.com/in/RolandFrasier
  121. 121. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Add Continuity #MCLIVE LinkedIn.com/in/RolandFrasier
  122. 122. What Type Of Continuity Works For Your Customers #MCLIVE 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
  123. 123. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Try Yearly Vs.Monthly Subscription In Initial Continuity Offer #MCLIVE LinkedIn.com/in/RolandFrasier
  124. 124. Product #1: Yearly Converted 33.3% Higher Than Monthly + Generated 15.53% More Revenue In 14 Days #MCLIVE LinkedIn.com/in/RolandFrasier 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
  125. 125. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Offer MonthlyTo Annual Conversions To Save 49% Of Cancels #MCLIVE LinkedIn.com/in/RolandFrasier
  126. 126. 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% ($97 annual) 30% ($49 annual) Add Premium On Annual Conversion 49% X 3,000–12,000 per day #MCLIVE LinkedIn.com/in/RolandFrasier
  127. 127. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. 7 DayVs.14 DayTrial For Annual Subscription #MCLIVE LinkedIn.com/in/RolandFrasier
  128. 128. 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. #MCLIVE LinkedIn.com/in/RolandFrasier
  129. 129. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Double Your Subscription Decline Recovery Rate #MCLIVE LinkedIn.com/in/RolandFrasier
  130. 130. ChurnBuster.com #MCLIVE LinkedIn.com/in/RolandFrasier
  131. 131. ChurnBuster.com #MCLIVE LinkedIn.com/in/RolandFrasier
  132. 132. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Develop 3rd Party Revenue Channels #MCLIVE LinkedIn.com/in/RolandFrasier
  133. 133. #MCLIVE LinkedIn.com/in/RolandFrasier 3P Revenue Source Where To Go Special Requirements List Rentals SRDS, MacroMark, Whelan Agency, Dedicated Emails Need 100,000 List On-Site Ads AdButler.com Some networks require minimums Lead Sales Check LeadsCon.com Vary per lead buyer Marketplaces Amazon, Walmart, Ebay, Rakuten, NewEgg, Jet, ChannelAdvisor Vary per marketplace
  134. 134. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Ad + Email Drop Sales With Ad Butler Automation #MCLIVE LinkedIn.com/in/RolandFrasier
  135. 135. #MCLIVE LinkedIn.com/in/RolandFrasier Impact Of Ad Sales 2017 Gross Sales (Est.) $51 million Profit (Est.) $7.5 million List Rental Income $2.4 million James R. Whelan Agency DedicatedEmail.com Display Sales $840k Advertising % Of Sales Advertising % Of Profit 6.4% 43.2% Average CPM On Display $5 - $13 CPM
  136. 136. #MCLIVE
  137. 137. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Boost Sales + Marketplace SEO With App Traffic Ads #MCLIVE LinkedIn.com/in/RolandFrasier
  138. 138. #MCLIVE LinkedIn.com/in/RolandFrasier
  139. 139. #MCLIVE LinkedIn.com/in/RolandFrasier
  140. 140. #MCLIVE LinkedIn.com/in/RolandFrasier
  141. 141. How To Monetize App Traffic • Sell With It (Low Conversions .13% But Costs Pennies) • Send To Blog Posts To Improve SEO • Send To Amazon Product Pages To Improve AMZ Rankings • Place Facebook + Google Retargeting Pixels To Create Huge Retargeting Audiences #MCLIVE LinkedIn.com/in/RolandFrasier
  142. 142. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Use Animated GIF Thumbnails On Upsells + iOS #MCLIVE LinkedIn.com/in/RolandFrasier
  143. 143. Use Animated GIFs For iOS + On UpsellVideos
  144. 144. Adding Animated GIFs To Upsell Funnel… #MCLIVE LinkedIn.com/in/RolandFrasier Before After Full Video Upsell Views 49% 74% Conversion Rate 18% 24% Immediate Customer Value $16.00 $21.50 Daily Revenue Increase $14,100
  145. 145. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Add Auto-Responders To Every Stage Of Your Funnel #MCLIVE LinkedIn.com/in/RolandFrasier
  146. 146. Adding Auto-Responders To All Funnels Increased Our Total Conversions Across The Board #MCLIVE LinkedIn.com/in/RolandFrasier 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%
  147. 147. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Give Them The Option To Buy More Than One #MCLIVE LinkedIn.com/in/RolandFrasier
  148. 148. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Move Your Retargeting Pixels #MCLIVE LinkedIn.com/in/RolandFrasier
  149. 149. Move The Retargeting Pixel 2 Strategies • Strategy #1: Create Look-A-Like audiences from your order page not your thank you page = 22% Increase In # Of Leads • Strategy #2: Retarget people who hit the lander + click the buy button vs. those who hit the landing page in our 2-step offers 28% conversion on “hit button” vs. 18% on “hit lander” #MCLIVE LinkedIn.com/in/RolandFrasier
  150. 150. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Retarget Using Facebook“Bought This Not That” #MCLIVE LinkedIn.com/in/RolandFrasier
  151. 151. #MCLIVE LinkedIn.com/in/RolandFrasier Use ATool Like Klaviyo To SyncA List Or Segment To A Facebook Custom Audience
  152. 152. #MCLIVE LinkedIn.com/in/RolandFrasier Use ATool Like Klaviyo To SyncA List Or Segment To A Facebook Custom Audience
  153. 153. #MCLIVE LinkedIn.com/in/RolandFrasierSource: Ezra Firestone, SmartMarketer Target Customers Who Purchased Product AAnd/Or B, But Not Product C
  154. 154. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Spend More To Retarget People Who Watched More Of Your Videos #MCLIVE LinkedIn.com/in/RolandFrasier
  155. 155. #MCLIVE LinkedIn.com/in/RolandFrasierSource: Ezra Firestone, SmartMarketer
  156. 156. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. 2 For Free Vs.1 For Free Retargeting Offers #MCLIVE LinkedIn.com/in/RolandFrasier
  157. 157. 2 For Free Won: 40% Higher Conversions (Even With COGS) #MCLIVE LinkedIn.com/in/RolandFrasier
  158. 158. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. 3 For Free Vs.2 For Free Retargeting Offers #MCLIVE LinkedIn.com/in/RolandFrasier
  159. 159. 3 For Free Won: 33.33% Higher Conversions (Even With COGS) #MCLIVE LinkedIn.com/in/RolandFrasier
  160. 160. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Retarget Non-Buyers To Lower CPA #MCLIVE LinkedIn.com/in/RolandFrasier
  161. 161. Retargeting Non-Buyers To Lower CPA #MCLIVE LinkedIn.com/in/RolandFrasier Retargeting Audience #1: People who hit the page. Retargeting Audience #2: People who hit the page AND click one of the buttons. Winner: People who hit the page AND click the button. 28% conversions vs. only 18% for people who hit the page.
  162. 162. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Email + Promos #MCLIVE LinkedIn.com/in/RolandFrasier
  163. 163. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. TryATwo-Step Opt-In #MCLIVE LinkedIn.com/in/RolandFrasier
  164. 164. Adding 2-Step Opt-In To Order Increased Our Total Conversions Across The Board #MCLIVE LinkedIn.com/in/RolandFrasier New Opt-In % Old Opt-In % Product 1 46% 35% Product 2 40% 38% Product 3 57% 30% Product 4 46% 31%
  165. 165. #MCLIVE 1 S t e p
  166. 166. #MCLIVE 1 S t e p
  167. 167. #MCLIVE 2 S t e p
  168. 168. #MCLIVE 2 S t e p
  169. 169. #MCLIVE 2 S t e p
  170. 170. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Send Them To Amazon To Buy #MCLIVE LinkedIn.com/in/RolandFrasier
  171. 171. Which Test Won?
  172. 172. 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 #MCLIVE LinkedIn.com/in/RolandFrasier
  173. 173. #MCLIVE 7 Ways We Send Traffic To Amazon 1. Abandoned Orders: If they don’t buy in the immediate funnel, the ARs send the non-buyers to Amazon 2. Post-Sale Emails. 3. Newsletter Ads: T-shirt and product offers all drive to Amazon. 4. Blog Ads: We drop our own Amazon ads for our products in the middle of our blog posts. We used to advertise directly to our products but this way we see a 3- 4x better response. 5. Member Coupons: Association members get monthly coupons to all our Amazon products as a member benefit. 6. Bounce Back Offers: 25% post card for items like they bought 7. Kindle Books: Publishing all reports we used to sell with links out to all of our products on Amazon. Drop emails giving away Kindle books and linking to Amazon.
  174. 174. Amazon Results: 2 Months In… $151,000 sales in 2nd month 70% profit margins on goods sold on Amazon 150% bleed (people buying more than just the first thing they went to Amazon to buy) Amazon Prime Day invite #MCLIVE LinkedIn.com/in/RolandFrasier
  175. 175. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Receipt Marketing #MCLIVE LinkedIn.com/in/RolandFrasier
  176. 176. #MCLIVE LinkedIn.com/in/RolandFrasier The highest converting receipt offers are discount coupons and similar product offers. Average conversion rate 16.9%.
  177. 177. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Convert Customer Care Contacts To Sales #MCLIVE LinkedIn.com/in/RolandFrasier
  178. 178. #MCLIVE LinkedIn.com/in/RolandFrasier
  179. 179. HelpScout.com • Built-In Knowledge Base/The Help-Desk • With Live Chat Added $59,000 In First 2 Months Of Use • Integrates With Slack, Magento, Brite Verify + SnapEngage • Allows Customer Care Agents To Pull Product Lists + Customer Buying History On The Fly #MCLIVE LinkedIn.com/in/RolandFrasier
  180. 180. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Convert Non- Performing Leads To Cash #MCLIVE LinkedIn.com/in/RolandFrasier
  181. 181. StraticsNetworks.com #MCLIVE LinkedIn.com/in/RolandFrasier
  182. 182. SlyDial.com #MCLIVE LinkedIn.com/in/RolandFrasier
  183. 183. Use Ringless Voicemail To Leave Messages To Inactive Former Customers + Full Record Customers Who Did Not Take Your Upsells #MCLIVE LinkedIn.com/in/RolandFrasier Leave congruent message 5.8 Sets per day (2,000 messages = 108 sets = +/- 5%) 2.1 shows per day $1,237 Revenue per show Added $2,597.70 per day to income Source: Bill Broadbent
  184. 184. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Fulfillment #MCLIVE LinkedIn.com/in/RolandFrasier
  185. 185. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Verify Conversions Before Shipping #MCLIVE LinkedIn.com/in/RolandFrasier
  186. 186. Twilio Use Case… • SMS “WELCOME TO THE FPA. Click Here To Sign In & Get Your Membership Benefits Today.” • Responses “I Never Signed Up For This.” = Cancel Membership, Don’t Send Welcome Kit. Don’t Rebill. • Decreased First Re-Bill Cancels By 10%, Reduce Chargebacks, Save COGS On Kits Sent To Cancels Prior To Implementing #MCLIVE LinkedIn.com/in/RolandFrasier
  187. 187. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Go International With Fed-Ex FIMS Program #MCLIVE LinkedIn.com/in/RolandFrasier
  188. 188. Fed-Ex International Mail Service #MCLIVE LinkedIn.com/in/RolandFrasier Pay $6 per pound. 5.5 oz. T-Shirt costs $2.07 to ship anywhere in the world We average $4.12 cents per package and 11 oz. Delivery is 14 days to NZ/AU and 5 days to Europe International CPA = $2.80 / US CPA = $5.80
  189. 189. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Thank You #MCLIVE LinkedIn.com/in/RolandFrasier
  190. 190. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Check Your Offer + Upsell Stats For“False Declines”On All Funnels #MCLIVE LinkedIn.com/in/RolandFrasier
  191. 191. #MCLIVE LinkedIn.com/in/RolandFrasier
  192. 192. #MCLIVE LinkedIn.com/in/RolandFrasier
  193. 193. False Declines Could Be Costing You Tens Of Thousands In Lost Revenue #MCLIVE LinkedIn.com/in/RolandFrasier 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)
  194. 194. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Test Background Color #MCLIVE LinkedIn.com/in/RolandFrasier
  195. 195. #MCLIVE LinkedIn.com/in/RolandFrasier
  196. 196. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Use On-Site Retargeting To Segment + Sell #MCLIVE LinkedIn.com/in/RolandFrasier
  197. 197. #MCLIVE LinkedIn.com/in/RolandFrasier
  198. 198. Create A Feeling Of Urgency #MCLIVE LinkedIn.com/in/RolandFrasier
  199. 199. Offer A Free Gift
  200. 200. Promote Related Content On Your Site #MCLIVE LinkedIn.com/in/RolandFrasier

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