A six figure brick-and-mortar recently approached our agency about a month ago because they hadn't been able to scale their online sales. Yesterday they sent me a picture of a small mountain of packages that they sent out...They had many more orders in 30 hours than anticipated...
eCommerce brand owners often ask me what key tactics they should employ to grow their business. Looking back on the last 30 days, here are the 5 things that my team did - and encourage all eCom store owners do - to 2x+ your online business.
1: Employ a full-funnel, long-term strategy.
My team and I are big-picture thinkers and long-term sales funnel strategists. We didn't just focus on their ads and quick wins - but their entire funnel. Their ads, website, and email marketing sequences. This way - not only did we the client get new traffic, but also captured the users while they were on the site, and then converted them into paying customers - even if they needed follow up.
2: Drive targeted traffic with top-performing audiences and Facebook & Instagram ads.
We uploaded their LTV (lifetime value) customer list, email list, and tracked their website visits over 90 days. We created lookalikes of these audiences, segmented the males / females and ran ads to them. These proved to be very profitable, and if you're not testing these audiences right now...We'd strongly encourage you to do so.
3: Segment your audience via pop-ups on different pages.
For our client, we segmented the audience based on where they were in the sales funnel, placing customized (non-generic) pop ups on different pages in the website. These exit intent pop-ups* generated up to 30 leads per day using this strategy.
We're big picture thinkers - If our clients are going to pay for traffic to come to their site, we better help them capture that traffic and turn it into leads! Employing our pop-up strategy generated up to 30 leads per day using this strategy, far more than the client had been generating than their previous pop-ups. A significant number of people opted in to the pop-ups and then turned into paying customers.
*(For you advanced marketers, read this as a pop-over, not a redirect out of the current tab/against google terms.)
4: Implement full sales cycle email sequences.
A good eCom site will convert between 1-4%. A GREAT eCom site will convert at 12%. This means that 88-99% of the people who come to your site on the first visit don't convert, but might if they received proper follow-up. We implemented exit pop-ups that fed into customized email flows - and now, 30% of our clients' revenue is coming from email.
5: Split test your pop-ups, email subject lines, and email content... comparing them to industry benchmarks.
This is where you can REALLY see a difference. Yes, a headline really can make the difference between a sale...or the lack thereof.
Email 1 - 33% open rate, 12% CTR, 1x Revenue
Email 2 - 43% open rate, 16% CTR, 10x Revenue
(This is great, because in this particular niche, the industry standard open rate on this platform is 28%. We were operating at 5-15% better than industry).
Here, a big part of the win is also using the right ESP or CRM (email service provider / customer relationship manager). Your open rate and click rate has a lot more to do with where your email comes from - and the standard Shopify emails are a helpful start, but they simply don't cut it.
By split testing our email flow for our client (and placing them on the right email service provider), we were able to make an automated money-maker for our client... Their customers are being redirected to their site for sales and emails while they sleep. In today's world, that's a big part of how you scale.
This was a really efficient process for the client and for us - we are happy to see big wins on the whole funnel, and hope this helps your eCom revenue...