TCS: Freakishly Effective Marketing Hacks From Traffic & Conversion Summit

#TNC2017 LinkedIn.com/in/RolandFrasier

Native Commerce & Digital Marketer

25 Freakishly Effective Marketing Hacks

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



PRODUCT


SOURCING

Amazon/Ali Best-Sellers

Test Many, Pick One

OFFERS

TRIPWIRE $2 Cost/$10 ValueCONTEST PRODUCTS $500

PRODUCT LINEMEMBERSHIP

CO-OP


#1 Increase Campaigns + Ad Budget For Existing Customers


#tcs2017 facebook.com/RolandFrasierPageSource: Adobe: The ROI From Marketing To Existing Online Customers

Repeat Customers Generate 41% Of Average Total Revenue

#tcs2017 facebook.com/RolandFrasierPageSource: Adobe: The ROI From Marketing To Existing Online Customers

But 80% Of Marketing Budget Is Spent Acquiring Shoppers

Return Purchaser LTV Is Dramatically Higher

#tcs2017 facebook.com/RolandFrasierPage

Differences Between Shoppers, Returning Purchasers + Repeat Purchasers

Source: Adobe: The ROI From Marketing To Existing Online Customers


So, Sell New Products To Your Existing Customers

Existing customers want to buy more from you

Have at least 3 to 5 products to sell them

Leverage bought this not that retargeting

Increase customer reactivation budget to reflect higher

value of return customers and repeat customers


#2 Trim Bloated Product Lines. Sell The Things That Contribute The Most To Revenue.


#tcs2017 facebook.com/RolandFrasierPageSource: Todd Staples

Apply Pareto Principal To Your Product Line (270 Products)


Ad Stuff#tcs2017 facebook.com/RolandFrasierPage


#3 Sell In The Ad, Not The Lander



Original Ad


New Ad


Simple, Uncluttered Ads Outperformed Our Normal, Information Rich Ads

This converted 40% better than the normal, info-rich ad.

We now average 11% - 20% conversions to ice cold traffic using this format.


#4 Combine The Ad With The Order Page



Including The Ad In The Order Form Improves Consistency + Increases Conversions 3x to 6x


#5 Test Penny + Offers As Well As Free + Offers



Note: You Can Get These Ads Approved For Google PLAs Too


#6 Use Dynamic Keyword Insertion Ads



Use Advanced AdWords Dynamic Keyword Insertion (DKI) To Totally Personalize Your Ads To Searchers Intent

Personalize your AdWords ads using DKI to match search intent for higher conversions.


Ad Copy & Lander URL Change Based On The Search Query.

Searches for Collies show

Queries with Chihuahua show

Searches for Dachshunds show

Queries with no keyword show this

Lets say someone is searching for dog treats by breed


DKIs Boost Clicks, CTR And Conversions

Clicks Increased By 45.04% CTRs By 55.45%

Conversions By 228.57%

Before After Before After Before After

Source: wordstream.com


#7 Increase Mobile PPC Ad Conversions By 36%



Use These 3 Words In Mobile PPC AdsFrom Your Phone in the last line of your ad text

In 48 tests, average bump = 36% (up to 2x)

Source: adbasis.com


#8 Spend More To Acquire Customers Who Spend The Most



Quiz: Why Would We Be Willing To Spend More On IOS Devices When Conversions Are Roughly Equal?


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



#9 Cut Ad Costs By 50% By Not Paying For Bot Traffic


This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.Funnels



#10 Give Them The Option To Buy More Than One



Single Product With 5,000 BuyersClicks CR Buyers Price Revenue

Tripwire 10,000 50% 5,000 $4.95 $24,750

Upsell 1 10% 500 $49 $24,500

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150

$64,150 /5,000 = $12.83 ICV Breakeven = $12.83


More Than One (MTO) With 5,000 BuyersClicks CR Buyers Price Revenue

Tripwire 10,000 50% 5,000 $4.95-49.95 $60,638

Upsell 1 10% 500 $49 $24,500

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$100,038 / 10,000 = $10.03 EPC

5,000 Total $100,038

$100,038 /5,000 = $20.00 ICV Breakeven = $20.00


# Bought % Buyers # Buyers Price Revenue % OfRevenue

1 40% 2,000 4.95 $9,900 16%

2 30% 1,500 9.90 $14,850 25%

3 15% 750 14.85 $11,138 19%

5 10% 500 24.75 $12,375 20%

10 5% 250 49.50 $12,375 20%

*Compare To Only $24,750 In Single Product Funnel Total $60,638*2.45X More Revenue


So, Whats The Difference? Multiple Tripwire OrdersSingle Product Funnel Multi-Product Funnel

EPC $6.42 EPC $10.03

ICV $12.83 ICV $20.00

Max Allowable

CAC$12.83

Max Allowable

CAC$20.00

10 Day Revenue $640,150

56% More Revenue

10 Day Revenue $1,000,380

I Can Spend 56% More To Acquire A Customer.


# Bought % Buyers # Buyers Price Revenue % OfRevenue

1 76% 892 $25 $22,300 50%

2 11% 123 $50 $ 6,150 14%

3 10% 113 $75 $ 8,475 19%

6 2% 28 $150 $ 4,200 9%

12 1% 11 $300 $ 3,300 8%

*Total Excludes $15,515 In Premiums Revenue Total $44,425*

Single Product Funnel Multi-Product FunnelTotal Buyers 1,167 Total Buyers 1,167

ICV $25 ICV $38

Multi-Order Buyers 0

Multi-Order Buyers

27524% Of Total

Revenue $29,17553% More Revenue Revenue $44,425


24% Placed Multiple Orders Boosting Revenue By 53%


#11 Add Auto-Responders To Every Stage Of Your Funnel


Adding Auto-Responders To All Funnels Increased Total Conversions For All Our Products

Opt-In % Opt-In CR AR 1 AR2

Product 1 46% 35% 13%

Product 2 40% 38% 25% 17%

Product 3 57% 30% 28%

Product 4 46% 31% 20% 12%



#12 Charge Less To Make More



Old Funnel New Funnel

Conversion Rate 3% - 8% 10% - 20%

CPA $9.50 $3.80

Upsell % No Change No Change

Dev Time Hours 15 minutes

Immediate Customer Value

$11.50 $16.00

Net Profit (Loss) $2.00 $12.20

X 3,000 12,000 per day $2 Price Drop Bumps Profit By 6x


#13 Use Animated GIF Thumbnails On Upsells + iOS


Use Animated GIFs In Place Of Videos For Upsells On iOS + Situations Where You Want To Auto-Play But Cannot

Note: Facebook now lets you upload animated GIFs



Before After

Full Video Upsell Views

49% 74%

Conversion Rate 18% 24%

Immediate Customer Value

$16.00 $21.50

Daily Revenue Increase

$14,10033% More Conversions + 34% More Income


#14 Try A Two-Step Opt-In



1 Step Opt-In


2 Step Opt-In


Adding 2-Step Opt-In To Order Increased Our Total Conversions Up To 90% Across A Wide Range Of Products

New Opt-In %

Old Opt-In %

Product 1

46% 35%

Product 2

40% 38%

Product 3

57% 30%

Product 4

46% 31%


#15 Send Them To Amazon To Buy



Which Test Won?


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


#16 Add Pre-Sell Page Between Ad & Amazon



Pre-Sell Adds 4X Bump


#17 Make An Offer On Your Thank You Page


Include A 2nd Ask On Your Thank You Pages

#TNC2017 LinkedIn.com/in/RolandFrasierSource: sjo.com

Over a 5 day period:

2,654 Opt-ins 169 clicked: 6% CR 27 bought: 16% CR $1,000 from opt-in TYP $.39 per opt-in


Include A 2nd Ask On Your Thank You Pages Unbounce increased blog subscribers by 60% after only 2 webinars using a thank you page CTA to Subscribe to the blog now.

Source: unbounce.com


Include A 2nd Ask On Your Thank You Pages

Reassure The Buyer Order Bump To Increase ICV Drive Repeat Purchases Drive Social Shares, Follows +

Likes Data Hygiene Survey/Segmenting Drive To Other Site Content


#18 Add A Refer-A-Friend Component


#TNC2017 LinkedIn.com/in/RolandFrasierSource: referralcandy.com

1 In 3 Sales From Referral Program

60% Permanent Bump In Referrals

1 Million Referrals In 2 Months

This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.Continuity



#19 Add Continuity To Your Funnel To Increase LTV


Differences Between No-Continuity Funnels & Continuity Funnels: No-Continuity With 5,000 Buyers

Clicks CR Buyers Price RevenueTripwire 10,000 50% 5,000 $4.95 $24,750

Upsell 1 10% 500 $49 $24,500

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150

$64,150 /5,000 = $12.83 ICV Breakeven = $12.83

Differences Between No-Continuity Funnels & Continuity Funnels: Continuity With 5,000 Buyers


Continuity 10% 500 $10 $5,000

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$44,650 / 10,000 = $4.47 EPC 5,000 Total $44,650

$44,650 /5,000 = $8.93 ICV Breakeven = $8.93

So, Whats The Advantage?

Continuity Pays

Month % Churn Mems Price Revenue

1 10% 500 $10 $5,000

2 10% 450 $20 $9,000

3 10% 405 $20 $8,100

4 10% 364 $20 $7,280

5 10% 328 $20 $6,560

6 10% 295 $20 $5,900

7 10% 266 $20 $5,320

8 10% 239 $20 $4,780

9 10% 215 $20 $4,300

10 10% 194 $20 $3,880

11 10% 175 $20 $3,500

12 10% 158 $20 $3,160

Compare To No-Continuity Funnel @$24,500 Total $66,780




Continuity 10% 500 $10 $66,780

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$106,430 / 10,000 = $10.64 EPC 5,000 Total $106,430

$106,430 /5,000 = $21.29 LTV Breakeven = $21.29

So, Whats The Difference? Its Continuity In 2nd PositionNo Continuity Funnel Continuity Funnel

EPC $6.42 EPC $10.64

ICV $12.83 ICV $8.93

LTV $12.83 LTV $21.29

LTV IS 66% Greater With Continuity In Year 1And Even Higher In Year 2


#20 Add The Best Performing Type Of Continuity


Test To Find Which Type Of Continuity Your Customers Want


Benefits Revenue Streams

Association Aggregate interests, Group discounts, Participation in leadership, Belonging

Dues, SWAG, Advertising Sales

Buyers Club Discounts below MAP Dues, Product Sales, Sponsorships

Co-op Buying power, freight, trade shows, education

Dues, Services, SpecialReports + Publications

Membership Site Premium content Dues, Product Sales, Advertising Sales


#21 Combine Continuity With Multi-Product Funnels To Maximize Returns.



Clicks CR Buyers Price RevenueTripwire 10,000 50% 5,000 $4.95-

$49.95$60,638

Continuity 10% 500 $10 $66,780

Upsell 2 20% 100 $49 $ 4,900

Upsell 3 10% 50 $200 $10,000

$142,318 / 10,000 = $14.23 EPC 5,000 Total $142,318

$142,318 /5,000 =

$28.46 LTV Breakeven = $28.46#TNC2017 LinkedIn.com/in/RolandFrasier

So, Whats The Difference? Its Multiple TW OrdersSingle Product No Continuity Funnel

Continuity Funnel

EPC $6.42 EPC $14.23

ICV $12.83 ICV $16.11

LTV $12.83 LTV $28.46

LTV IS 2.18x Greater With Continuity In Year 1And Even Higher In Year 2



#22 Try Yearly Vs. Monthly Subscription In Initial Continuity Offer



Product #1: Yearly Converted 33.3% Higher Than Monthly + Generated 15.53% More Revenue In 14 Days

Product #2: Yearly Converted 5% Higher Than Monthly But 74 Day Funnel Value Was Lower

Look Beyond Conversion Rate To AOV, LTV + Velocity Of Capital


#23 Offer Monthly To Annual Conversions To Save 49% Of Cancels


Customer Service Reps Offering Annuals Save 49% Of CancelsBefore After

# Of Reps 55 55

Monthly Cost $44k $44k

Gross Revenue $0 $114k

Net Revenue $0 $70k

% Saves 17.5% 30% ($49 annual)

Add Premium On Annual Conversion

49%

X 3,00012,000 per day#TNC2017 LinkedIn.com/in/RolandFrasier


#24 7 Day Vs. 14 Day Trial For Annual Subscription



7 Day Trial Produced More Money Faster Than 14 Day TrialRoughly 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.


#25 Offer $1.99 Trial After Continuity Product Launch



Offer Trial To Launch Opt-ins That Did Not Buy

After full launch, try offering a low priced trial to all opt-ins that didnt convert.

40,000 opt-ins who didnt buy819 signed up for $1.99 trial offer.

292 cancelled auto-convert option.

527 new members @ $37 per month$19,499 additional MRR

17.3 month average stick

$337,332 revenue from $1.99 trial offerSource: videofruit.com


#26 Adjust SaaS Trial Periods To User Needs



Adjust Trial Periods For Your SaaS

Source: propad.com

2x conversions by reducing 30 day trial to 14 days

Added another 2x by reducing 14 day to 7 day + ability to earn more time

Earn more time by completing activation activities completed by highest converting trials


#27 Double Your Subscription Decline Recovery Rate


ChurnBuster.com #TNC2017 LinkedIn.com/in/RolandFrasier


#28 Create A Professional Welcome Video To Reduce Churn



#29 Create A Professional Welcome Kit To Bump Stick


#TNC2017 LinkedIn.com/in/RolandFrasier#TNC2017 LinkedIn.com/in/RolandFrasier


#30 Check Your Offer + Upsell Stats For False Declines On All Funnels



False Declines Could Be Costing You Tens Of Thousands In Lost Revenue

False Declines were costing NC $7,500 per day

Check your decline rates on upsells compared to front-ends

Review your gateway + cart settings (AVS Mismatch)

Consider batching front-end + upsells as 1 transaction

Move to a single provider merchant solution to avoid merchant

rotation declines (we chose Vantiv)



Thank YouSlideshare.com/RolandFrasier

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