All About Ecommerce With Ezra Firestone

Hey everyone! We’re going to get started.
I’ve got 90 minutes and I’m going to fill it so I’m just going to start. Cool. Wonderful.
So FastWebFormula4, my name is Ezra Firestone. Thank you so much for being here and I’m going
to go through this slide…Has nothing to do with e-commerce. I like to put this at
the front of my presentations because I sent this presentation to a friend to have him
kind of edit and look at it and he sent it back with this picture at the front as if
I wouldn’t notice that it was there. So now I like to like show it off. So one thing that James said at the start,
before this session, was whether or not you are interested in a physical products business,
people who own physical product businesses are fantastic folks to do services for. No matter what type of service you offer we
kind of need it all because everything that’s relevant to an information marketing business,
it also turns out is relevant to a physical product business in this day and age where
faceless businesses are dying and businesses of all kinds, even ones that are selling physical
products, need a brand and a personality and things like that so whether or not you’re
interested in this business model, if you consume this information and look at it from
the perspective of how you can use this for your own business, that would be beneficial
to you. So we’re going to be talking about e-commerce
specifically, which is my business model; a bit about parasite SEO; and then visibility
which is traffic; conversion; and then the third piece of the puzzle which is something
that I’ve learned from James over the past six months that have transformed all of my
e-commerce businesses. A couple of big reasons why I prefer a physical
product business model or why I like the physical product business model: The first is that there’s no persuasion necessary
to sell products, right? People are already looking for those things. You don’t need a
long sales funnel. They were looking for a salt shaker when they came to your website
and they buy that thing when they get there, and all you really have to do is kind of make
it look nice. And you can see here that most of our transactions
happen day one. 95% of the transactions in the store happening on the first day. The
range will be between 75 and a hundred percent of your transactions will be on the first
day. This is more of an average store here with a 75% first day transaction rate. Another cool thing about physical product
businesses is they have an extremely high value per visitor. So for every visitor who
hits one of our sites, we’re making between a dollar and $5 and that’s because they were
already looking for those products when they showed up so they’re not coming to consume
information, they’re not coming to hang out with us, they’re coming specifically to buy
products. This is another example, $2.88. It’s a good
model. You need less traffic. This is why when I initially got into physical products,
it was OK, I figured out how to get traffic, I kind of understand how this works, what’s
the best way I can leverage that traffic? And what I decided on was the best way to
leverage the ability that I had to generate traffic was by retailing actual tangible goods. Another cool thing, which kind of goes along
with this whole concept were talking about is that these stores convert really highly
because people are coming there to buy stuff. So it’s not uncommon to see a 6% conversion
rate and that’s not an opt-in, that’s a purchase of a product. Between 1 and 2% is more of an average conversion
rate. One of the things I like to talk about in
business is timing. And if you have a chance to check out the ThinkActGet podcast episode
on time, I think you might enjoy it. My skincare company is called BOOM! By Cindy Joseph and
it’s the main physical product business that I like to use as an example. The interesting
thing about this company is if you look at America and Australia, the UK and pretty much
any society where we are right now in the spectrum of the human race, something interesting
is happening. And that is that, men are valued for their
production. As men age, as they produce more, as they make more money, they get more power
in the eyes of society. They get more social power. Women, on the other hand, in most societies,
are valued for youth and beauty and that stems back to a hundred years ago when a woman really
was more valuable to society in her childbearing years. Well now that’s kind of an outdated
model but what’s happening is we have 76 million people in the baby boomer generation in the
United States, half of which are women, and they’re all collectively having the experience
of their hair graying, their skin wrinkling and their bodies are aging on the outside
faster than they are on the inside and people are treating them, society is treating them
differently as a result and they don’t like it. And so, every product out there is anti-age,
anti-wrinkle, anti-women really, if you think about it. The messaging behind our product,
it’s a very similar product to some of the other products that are out there, it’s all
organic, it’s edible and all except that but the messaging is different. It’s “Hey, you
know you are right just the way you are, and you don’t need to cover yourselves up and
you should celebrate who you are.” And so, the messaging is different. What does that have to do with anything? What
it has to do with is that the timing was right for that message. There’s a group of people
having a collective experience and businesses and products and brands do really well when
they’re talking to groups of people who are all having one collective experience. And
so we hit, we started this a couple of years ago and it’s taken off because the messaging
was right for that group of people who are having that collective experience. So what does this have to do with e-commerce?
Well, timing. We are here right now. The people who are starting physical products businesses
today, 15 years from now, will be really happy they did because 8% of total retail sales
in UK, Northern America, take Canada, are done online right now. When I started it was
like more 4% so in the past 8 years, we’ve doubled the amount of people who buy products
online and that number is growing by 15% year over year. So what’s happening is people are
getting more comfortable with purchasing physical products and just making online purchases
in general and what’s happening is the world is catching on. In China last year, there’s a holiday that’s
the equivalent to Chinese Valentine’s day. And two companies, the Chinese equivalent
of Amazon, and the Chinese equivalent of eBay, those two companies together did a combined
$3 billion in sales in one day, which to give you perspective is three times the total online
retail sales done on black Friday in America. And only 2% of Chinese people (right now we
have 8% in America who buy products online), only 2% of total retail sales are done online
in China so the world is catching on. The point here is that if we look at where
we are in the life cycle of e-commerce, we’re a baby. People like to say the Internet is
in its infancy. Well, e-commerce is like, it is the time to be doing this business model.
So if you’re interested in this business model, if you are interested in providing services
to people who have this business model, then that’s basically what I’m doing, just telling
you that you should listen to what I have to say. That’s all this is all about. It’s
the whole point of all this, really. I was kind of polling the room, and we’ve
got a spectrum here, we’ve got some people who are interested in getting started in e-commerce
businesses, some people have e-commerce businesses. I’m going to give you these slides but feel
free to take pictures of them. So what I did was I broke it up, we’ve got
some information on if you’re interested in getting started, how you can go about that.
And I put the emphasis of this presentation on if you already have an existing e-commerce
business, how can you get more from that business. And the reason I did that is because if you
are a service provider, you can take all the stuff that’s in this presentation and charge
a lot of money for it. So let’s talk about the market criteria checklist.
This is a little checklist that I created because I have built a lot of these businesses
and they’ve not all worked out and so I put together a little checklist for myself. If
a market has, if it scores well on this checklist, the way it works if you add up all the points,
if you have this part, if you have this part and down at the bottom, if you’re in the excellent
category, you’ve probably got a winning market. 1. Average order value between $75 and $200.
I’m going to start talking really fast and you guys can all keep up ’cause this is a
very smart room. Average order value between $75 and $200. So this is not average product
price. This is average order value right? Because sometimes people order two products,
sometimes products have accessories. Why does your average order value have to be between
$75 and $200? Well, you’re most likely not making more than 20-30% margins on an e-commerce
store. So you need to be making about $25 profit per order on the bottom end in order
to be able to drive traffic effectively, and as we’ll learn later, Google pay per click
AdWords is the best traffic source for a physical product store. The reason you don’t really
want to be above two or three hundred dollars is because at that point, you need a lot more
customer service. People are a lot less likely to pull up their credit cards and just buy
something that’s four, five hundred dollars. They want to talk to someone to do that. 2. Gross margin 20% or more. And this one
is worth five points. The other one is worth five points. These are very important. The
number of points next to each one of these things is its level of importance so I will
stop talking about the points now but I just want to bring that back. If you’re not making
20% or more on your products you’re going to have a really hard time buying advertising.
And if you can’t buy advertising for your physical product store, you probably don’t
want to be in that market. Yes, you can generate traffic and a bunch of other ways that we’re
going to talk about in a second but you absolutely want to be able to buy advertising because
what has happened is if you look at all of the channels, right, Google Shopping, PriceGrabber,
TheFind,, Amazon, eBay, all of these channels that allow you to retail
your products on them have now moved to a paid model, once they got enough people to
adopt, once they had enough people using, like Google shopping was free forever and
it was the most beautiful thing in the whole world, and then in August of 2012, they moved
to a paid model. And the reason they did that was because they had enough people using that
product that they could now afford to make people pay because we weren’t going away.
We loved the product, we were invested in the product and now we’re willing to pay for
it, and now they can charge for ads on it. So you want to be able to drive traffic. 3. Fragmented Market. This one does not really
matter but what I mean here is if you take your top 5 keywords and you search them, if
it’s the same 10 people who are showing up, that’s not really a fragmented market. It
means you got people who are in that market who are players. 4. Lends itself to return customers. This
is very important, like, take my gift baskets business. I can sell a gift basket to the
same person once every two months because they’re buying it for Christmas, they’re buying
it for Hanukkah, they’re buying it for Easter, for Valentine’s Day. It’s very easy to have
multiple sales right? Whereas my Halloween business, I make one sale a year, does not
lend itself to return customers. That’s an important one. 5. Lends itself to multiple item orders. Are
people buying just one of your products? Nobody buys just one BOOM! product. They buy our
skincare, they buy our… our… whatever that stuff is called? (Laughs) Moisturizer!
So you want to make sure that your market lends itself to multiple items. 6. Can you add value to the market? The answer
to this is absolutely yes but you just got to be willing to do it and this is what will
set you apart as we’ll talk about in a second here. But, can you add value to your market
beyond just listing products for sale? If you’re not willing to do that part, when all
of you are, because you’re all owning the racecourse, and that’s really what it is. 7. Products, are they difficult to find locally?
Where are you going to find an Elvis wig or a mullet? You’re not going to find one unless
you live in New York City. People in Alabama need to go online to buy that product so that’s
a really important one. You don’t want to sell commoditized products. We’ll talk about
that in just a second but if your product is available locally, you probably don’t want
to be selling it online. 8. Seasonal Business. I really like seasonal
businesses because there’s a certain fervor, there’s a certain kind of energy and rabidness
that happens when it’s Halloween, or it’s Christmas or it’s a gift or it’s some level
of seasonality to that business. And it’s also kind of a fun business model when you
have a million dollars in sales in one month and then kind of nothing for the rest of the
year. It’s just like… I like seasonal businesses and I think that they’re good businesses. 9. If you look at your top keywords in Google
Trends, when you look in Google Trends you can see the countries and the states where
those keywords are most highly searched, if your country is not in the top for that, you
probably don’t want to be selling that product in that country. I mean it’s not worth a whole
lot as you can see but it is something that we look at. Is this product hot in our specific
country? 10. Do you have at least 70 SKUs? What this
means is, and this is specifically geared towards a drop-ship physical product business
model where you are going to a supplier who has a product, you’re taking their product
catalogue, you’re building a website, you’re putting those products up on that store and
you’re sending traffic to them and when someone buys something, they pay you. Let’s just take my wig business for example.
I get all these wigs for about fifteen bucks a piece. I put them on my store for $35, $40.
Someone finds them, they buy the wig, they pay me the $40, I then go to the supplier,
I say “Hey, this person has just bought this thing, here’s your $15. Please ship it to
them.” So that’s the business model that I’m specifically discussing here. There’s also other business models like BOOM!
and some of the other businesses that we have where we are either manufacturing or white
labeling, and you can have much less products there because you’re doing more brand building.
But the point here is if you’re doing a physical product business, you want at least 70 items
because you need a certain number of products out there ’cause you want to rank for the
long tail keywords, you want enough products to buy traffic on. And what we’ve found is
when we have under 70 SKUs, it’s really hard to scale that business to get it up over seven
figures so you want to have at least 70 SKUs on your store. 11. Is there competition? Right. Are there
other people buying traffic in that market? If there’s nobody else buying traffic, you
don’t want to be in that market because nobody’s making money. 12. Is the average weight of your product
under 10 lbs? It gets really tough when you’re shipping heavy products because it’s harder
to offer free shipping. They get damaged quite easily. Now we still do this, we have a bar
stools business, it does quite well. But it’s just kind of a pain in the butt so if you
can sell products that are light to ship, you’re going to do better. 13. Do your top three keywords have a combined
15,000 exact match searches per month? If you don’t have at least 15,000 in your top
three, you better have a really long tail because you got to have a certain amount of
volume. And now with channels like Amazon and eBay and all that stuff, it’s a lot easier
to generate traffic for physical products, but you still want to be able to get Google
traffic because Google traffic is really good traffic. 14. Is the target market women? Something
interesting, I mean, what I love is that almost half of us in here are women. That’s fantastic.
When I used to go to these conferences, six and seven years ago, there was no women. E-commerce
is making a resurgence. It was very popular eight years ago and it kind of, in our community,
the popularity went down and now it’s coming back. But all of the, sort of small mom-and-pop
e-commerce businesses have been built predominantly, I’d say in 80-20 by men. So there’s an opportunity
for women because a dude is not going to do a maternity clothing store. He’s not going
to do that. There’s an opportunity for female-focused markets. We look for female-focused markets
because there are less people doing that. And another interesting thing about e-commerce
is that once you get up to one or two million in revenue in a market, now you have some
players, but anything under that, there’s really not many people who know what they’re
doing in those mines. They’re very easy to break into a six-figure e-commerce store.
It’s very easy to create one of these things. With everything that you guys know from a
traffic generation perspective, you could have six-figure e-commerce businesses fairly
easily. It’s not super difficult to build one. Once you get over seven figures, then
you end up dealing with some people who are doing a little better. But when we just look
at all the stores in our markets, there’s usually one or two who are doing any kind
of sophisticated marketing so it’s a good business model. Alright, let’s talk a little bit about how
to find markets to enter. This is a little dirty diaper trick. One of the things we like
to do is we will go and look at the top designers on every platform. If you look at Magento,
Shopify, Volution, Bigcommerce, Zen Cart, ShopSite, anyone of these platforms and you
just do a Google search — Magento designer, Magento developer, Magento web development
— you’re going to see the people paying for ads are the people who can afford to pay for
ads within that market which means they are the top designers on that platform. If you go to their sites and you look at their
before’s and after’s, if someone can afford to pay the top designer to re-do their site,
they’re doing well in that market. So it’s really a good little way to think that and
we get a lot of markets that way. Other markets are niches of niches right?
We don’t do Halloween costumes, we do wigs. We don’t do dog supplies, we do dog beds.
These little micro niches of bigger niches are what you want to go into. Hobbies are
fantastic. Anything that people are kind of a little bit crazy about right? People who
are into model trains love their model trains. I mean they love them and so they’re willing
to buy like a lot of them and all kinds of things about them. Hobbies are fantastic. Weird and embarrassing stuff, right? Nobody
is going to buy, nobody wants to go down to the store and buy their manscaping kit, you
know? Or their fungal cream, or whatever. Just stuff that people are embarrassed about
are good products, like breast pumps, and things like that. There’s a guy called Internet
Retailer, which is if you’re interested in e-commerce business, that’s probably the authority
in our community. They run a conference called the Internet Retailer’s conference. They got
a guide called the Top 500 Guide which will tell you all of the businesses, all of the
categories of physical product stores, gifts and flowers, and all that stuff, and which
businesses are doing better year over year. It’s just the best. There’s 500. They actually
have a second 500 Guide now. So they’ll give you the top 1000 e-commerce stores and not
from a revenue perspective so you just get all these weird interesting markets. It’s
a fantastic place to find markets. And then the other places, like, I buy sites
on Flippa, on BizBuySell and Latona’s. We’ll go and we’ll buy these e-commerce sites that
are maybe doing 30 grand a year in profit. You can buy one of those for 50 or 60 grand,
or 15 grand a year in profit. And the other interesting thing about a physical product
business is that it’s a very simple business model to understand. It’s buy low, sell high.
Everyone understands the physical product business model so they’re very easy to sell
these assets. There are people out there every day looking to buy these things so when you
build one up it’s quite easy to flip. Now, granted you need a year’s worth of data to
prove that this business has been viable for a year but all of the places that you would
go to buy a business, you go and you look for markets there. Because these people are
selling businesses that have done well. That’s just a little bit about if you’re interested
in getting into physical products, there are some ways to find markets. There’s a bit of
information on what to look for, as far as market criteria goes. So now we’re going to talk about, is what
I’m most excited about, is how do you get more eyeballs? There’s three ways to grow
a business right? 1. Get more visibility. Get more people to
know about your product, your service, your business. That’s traffic and well, there’s
all kinds of ways to do that. 2. Have a higher conversion rate. So, for
all those people who come to your website or come to see your offer, can you get more
of them to take you up on it? And along with that goes can you increase your average order
value? So maybe you don’t get more people to take you up on your offer but you increase
the value of each sale. That’s the second way to grow a business. 3. The third way is to increase repeat business.
That’s all you got. You got more visibility, you got higher conversion rates, or you got
repeat business. Let’s talk about how we do this for e-commerce. First thing you got to know about an e-commerce
business is you’ve got six main templates or eight here I guess. You got your homepage,
your section page, your product detail page, your blog, your checkout pages, your pay-per-click
landing pages, your more information pages and your social profiles. That’s all you have
with e-commerce. It’s pretty simple. We’ll talk about each one of these. Now, one of the things you should know from
a traffic perspective, from a visibility perspective, from a physical products store is that every
search query on Google has a unique set of channels. What does that actually mean? And
I’ll tell you about the channels to occupy in just a second. So if you look at a search like “wigs.” Google
understands that that’s a search for a physical product so they’re going to deliver you a
set of channels. You’re going to see video results. You’re going to see channels like
Amazon and eBay. You’re going to see websites. You’re going to see blogs. You might see news
results. So it’s just different classifications of media formats right? James has Own The
Racecourse. So Google understands that different people
prefer to consume media in different formats. Some people like to read, some people like
to listen, some people like to watch, some people are looking to shop and so they understand
from a query perspective what the searcher’s intention is, and they deliver multiple options
for that person. Maybe the searcher who’s looking for a physical
product wants to read information about that product. Maybe they want to buy that product.
So if you understand these channels for each given query, then you can figure out how to
occupy more than one space on Google because you can have content that’s relevant for each
one of those channels. With physical products, here are the channels
that we have to occupy from a physical product perspective: • We got Search Engine Optimization right?
Which is what I just talked about. • Pay-per-click where we’re buying a traffic
on Google, on Amazon, on PriceGrabber and all these other engines.
• We’ve got comparison shopping engines like Google Shopping and TheFind and some
of these free ones • We’ve got email marketing
• We’ve got social media How To Generate Visibility For A Physical
Product Store So, how can you take advantage of this for
your store? Well, you want to have an image for every one of your products. If you don’t
own your image, if it’s your manufacturer’s image, watermark it. Change the size. Interesting thing — if everyone has the same
image and yours is watermarked, and yours is bigger, your image will outrank theirs.
I don’t know why but it’s working. Video — for each one of your section pages,
your homepage and your top, best-selling products and we’ll talk about video and how well it
sells but videos are super easy to rank, you guys all know that. No e-commerce businesses
out there are ranking videos for their section pages. Every time I come into an e-commerce
market and I create a video for my top 3 keywords I get a ton of traffic, because I’m the only
video on that page. You have pay-per-click where you have image ads, text ads, retargeting,
that’s probably your best channel from a physical product perspective. Amazon Ads — if you just use Google, I just
did this thing where I’m launching a course like James mentioned where I kind of take,
go through my whole system for drop-ship businesses and I did this challenge and I said “Hey guys,
I’m going to find a market, build a platform, set-up an advertising campaign and run traffic
to a store and try and make a sale within seven days, and if I can do that I can prove
to you that you can do this business model.” It got to day four and hadn’t made any sales.
I was a little worried but we finally made a bunch of sales, ended up working out really
well. But the point is that you only need one or two, it’s good to have all these different
channels, but really, with a physical product business you’re probably going to live and
die by whether or not you can buy traffic at a profit. Amazon listing — for every one of your products,
that’s the beauty of a physical products store, is you have your own asset but you also have
your products on all these other channels. And I’ll show you in a second here, if you
look at any query for a physical product, really above the fold, you’re going to see
ads, you’re going to see Google Shopping, and you might see one or two organic results.
Your videos, your images, your website are all below the fold. And then obviously your
blog and whatever educational content you have and MP3s and PDFs and that kind of stuff
are going to rank in that market, too. So, here’s what an average query will look
like. You can see we’ve got our ads, we’ve got Google Shopping (which is also paid),
and then we’ve got Amazon. And that’s above, that’s the fold on my laptop. Now, one of the things I want you to see is
that Apple is running a text ad and they’re also running an image ad. And that’s the beauty,
is you get to run two ads within that same ad network. So we have image ads for every
one of our products and also text ads. And image ads are still so cheap. We’re getting
50% cheaper clicks on image ads and we’re converting at 50% higher than we are on text
ads. So, I just wanted to show you that these are the channels that you have to occupy if
you’re selling physical products. And it’s mainly above the fold, paid opportunities
at this point. Alright, so that covers the overview of how you generate visibility for
a physical product store. How To Make More Sales And Increase Average
Order Value? This is the stuff I really like. This is what
I’m excited about. Is how can we take the store that already exists and get more from
it? Well, I’ve got a whole bunch; I’m going to go through all of that right now. So, site-wide conversion boosters, with a
physical product store it’s a very simple funnel. All you’re trying to do is get them
through your store. You want to get them from your homepage, into a section page, over to
a product page, and then finally in your shopping cart. And you can see here that 10% of the
people who make it to our product page actually buy something and 37% of the people who end
up in the shopping cart actually buy something. So, if you are not tracking goal flow on a
physical product store, then you don’t know what’s going on. You need to be tracking the flow. And you
can set this up in any business. What is the flow that you want people to go through? Are
you tracking that in your analytics? Because you might make a tweak and find, because it
multiplies too. If you end up getting 20% of the people to go from the homepage to the
section page instead of 10% you’ve now doubled your business on that one little tweak. So, goal flows are very important concept
to understand from an analytics perspective. What is your goal here? What are you trying
to get people to do? It might just be an opt-in but from that opt-in perspective what do you
want them to do? Set up tracking for that and then monitor those results. This is just another way of showing you that
same data that Google has in analytics. I like to look at it from traffic type. I like
to look at it from source medium and see how well my goal flow is going from a pay-per-click
perspective, from an organic perspective, etcetera. Now, one of the things that we discovered…
What do you see here on this slide? What do all of these people have in common? They all
have something in common at the top. They’ve got this giant search boxes at the top of
their stores. Why are they doing that? It goes back to influence,
the “Psychology of Persuasion” by Robert Cialdini, if you can get commitment and consistency,
if you can get someone to take one action they’re more likely to take another action. We discovered this on accident. We used to
put our search boxes in the left hand navigation, top of the left hand navigation, and we’re
tracking site search right? Two percent of the people who visited our stores were searching
and 10% of the revenue from the store was coming from those 2%. I thought, “What if
we put our search boxes right up here in the header?” This is what happened, you can see it bumped
it up to 5% of the people who were visiting that store were searching. Check this out.
Whoa. There it is, second slide, is 30% of that store’s revenue. So, 150,000 out of 600,000
in that time period came from those 5% of visitors. So, getting people to take the action of searching
on your store. And now, what we’re testing is having the search bar flow with you, you
scroll that search bar stays with you. (Laughs) I’ll let you know how that one goes but we
want to really encourage that behavior. The other thing is that you get, you can see
what people are searching and if they’re searching for products that you don’t have. Google Analytics
really makes it easy to track site search and what people are typing into that search
box. You’ll be fascinated to find out some of the weirdest stuff they’re typing into
your search box, and you want to know that stuff right? Because you want to know you’re
your people are looking for. And so, we end up like figuring out products that we should
add or products that we should remove, or weird requests that our customers have that
they think the search box is the customer support. It’s just fascinating, it’s just
weird but it’s something worth looking at. Alright. Header best practices. So, these
are some of the top retail sites online. I want to talk to you guys about a couple of
things in the header. You want to have, now, Zappos introduced this (see Zappos at the
top one there) they introduced this double header model, which has now become standard
on e-commerce stores. One of the interesting things about a physical
product business is you got Zappos, Amazon, eBay, a couple of these other stores that
like 20% or 30% (I think it’s up to 40 now) if you take those top 10 stores, something
like 50% between 30 and 50%, I have the actual statistic of transactions that are happening
online or happening on those stores. So, they are training your customers, they are training
people what needs to be available, the way a store should look. They’re like training
your customers how the shopping experience should be. So if you can model what these
people have, your conversion rates will increase because they are used to these kinds of things. So Zappos introduced this double header where
they’ve got an offer at the top, they’ve got the navigation links that you’re looking for
right? Like Your Cart, About Us, My Account, whatever. And then they have their offers.
They got their logo, their search box, their unique selling proposition, their guarantees,
and then they’ve got another level of navigation. So that double header and now if you look
at any big e-commerce site they all have this. We implemented just the double header model.
We saw a doubling of our conversion rate. Your header is your most important area on
your entire website, on any website; your header is the most important area because
nobody scrolls. So what do you have going on in your header?
From an e-commerce perspective you want to think about having trust seals, you want to
think about having live chat, all of the information people are looking at — your shipping information,
your return information, frequently asked questions, About Us, all the stuff that people
are looking for needs to be in that header. It needs to be laid out in a full view perspective
because your eye can only see, look at how Zappos does it — they’ve got little chunk,
little chunk, little chunk. It’s not all… It’s chunked up, and we’ll talk about that
in the Navigation. So, and I’ll give you guys a list. I have a list of the top 100 e-commerce
stores that we follow from a testing perspective, because we’re following what these people
are doing. They run tests, “Oh, they just changed that, let’s see how that works.” I’ll
give you guys that. Obviously you want to have your Favicon, your
social buttons, you want to have video (which we’ll talk about in a second), frequently
asked questions and educational content is a no-brainer. People have questions about
your products; you should answer them because you’ll make more sales if you do. Randomly
displayed testimonials and then in your footer you want to have a Trust Symbol and another
search, an opt-in, a security symbol, some guarantees, and then whatever links you want
to have. Let’s talk about some other sitewide conversion
boosters — incentivized time constraints. There’s a company called Exclusive Concepts.
They run a website called If you have an agency that offers services
to physical product businesses, go to Sign up for their services and start offering
those to your customers and charging double or triple. I mean it’s incredible what their
tools can do. Incentivized time constraints — what this
will do is basically, you can set it for a certain amount of time someone’s been on your
store for, if they’ve visited X number of pages, it’ll pop up this little thing that
you see down here in their corner where it says, “Hey, checkout within X number of minutes
and you’ll get this percentage off.” So you’re incentivizing them to checkout with a time
constraint and it is incredible how well that works. A Daily Deal bar, we all know what
Daily Deals Bars are, incentivized opt-ins right? “Opt in here and save 15%.” And then
peel away specials like you see on Tim’s Boots here. So, ConversionsOnDemand will do all
of these things for you. And what happens when you add these things up is your conversions
compound. So, you add the sitewide conversion boosters that I’m talking about. Now, we’ll talk about homepage, product page,
section page, and the rest of these things. You add them all together and you’ve now taken
a store that was converting at .5 and you’ve moved it up to 3%. You’ve taken a store that
was doing $25,000 a year in profit and bumped it to $150,000 a year in profit. So conversion
is exciting because it doesn’t require you to have any more traffic. It’s just what can
you do with that traffic that already exists to get more from it. These are just tracking in the analytics and
you can see people. These are just, you know, we do event tracking so we can see how many
people use the coupon; how many people clicked on the Daily Deal button and bought; how many
people searched and bought, whatever, etc. So you want to be tracking the events in your
store, and if you need an analytics person who can set up event tracking, I have a guy
for you. You can email me, his name is Michael. I don’t have his email address offhand but
event tracking is beyond me, from an analytics perspective. I like analytics and I’m a nerd
and I like to play with it but event tracking is a little bit more complicated so you want
someone who can actually do that for you. It’s not very expensive. Alright. LiveChat. You will get a 15% boost
in your conversion rates on any website that you offer live chat. We see sometimes 25 and
30% conversion rate increases. That’s a big increase in conversion rate when we’re willing
to do live chat. Now, I like and Olark because they’re really simple and
easy to use. And one of the things that we’ve been testing is this popping up a live chat
after a minute. If they’ve been on the site for a minute, we say, “Hey, would you be interested
in talking to us?” Look who’s doing it, Crate & Barrel. By the way, if you want to see the
best e-commerce store out there, you want to see the guys who are running split tests;
I follow Crate & Barrel on a weekly basis but these guys are always changing what they
are doing; they’re always running split tests. They have one of the highest converting, highest
trafficked and just the most amazing e-commerce store out there. You should follow Crate & Barrel
if you’re interested in e-commerce because they do it really well. But look, everyone’s
doing it. Zappos is doing it. The Disney store, man, these guys do really
well, the Disney store. And they have the double header too if you take a look at them.
Everyone’s popping out a live chat. People now expect to be able to talk to someone about
the products. So, if you offer that ability, if you offer the customers who are on your
store the ability to actually engage with a real person, you’ll see a lot more sales. The other thing is you can track how many
people are engaged with live chat. How much money came from live chat? This is again,
event tracking. Alright. The most ignored (laughs) they’re funny pictures.
The most ignored pages on an entire website are your more information pages, about us,
privacy/policy, security, returns, shipping — all of these pages that people actually
visit. Not a huge percentage of your customers visit your more information pages, but the
ones who do are going there because they want that information. And so if you’d take the
time to actually create a video that walks people through all of that content, this is
the easiest place to see conversion rate increase on an e-commerce store because nobody takes
the time to do it. Of course, you still want to have it all in text, but if you create
a video, you could see shipping information, customer. We put a page front and center in every one
of our stores and it takes up like half the navigation and it says, “Why buy from us?”
And then we create a video talking about all the reasons that we’re awesome, and that they
should buy from us and it really works because people want to know why should they buy from
you as opposed to someone else. So, if you just tell them then they’re like “Oh sweet,
alright,” then they do it. So, it’s something you guys can think about this and it relates
to any business. Why use our services company? You just give them the reasons why they should
use you. Alright. I won’t run through all of these
stats here but basically what this is saying is that for selling physical products there
is nothing better than video. Think about any big physical product launched: Apple,
Amazon, Kindle, any one of these people. Every single one of them has a video associated
with that big physical product launch. When we add videos and the videos don’t have
to be special. They could just be like, “Here’s the product and this is what it looks like
and here’s a little bit about it.” It doesn’t have to be a special video. Any video on an
e-commerce store page will… You could see up to a 64% increase in your conversion rate
to that product. So, all of your bestsellers you should put
a video on. Video just sell so well, we all know that. We put videos on our homepage,
on our product page, on our shopping cart. We put a video on our shopping cart page like,
“Hey, don’t worry. Everything is all secure. We’re still with you.” You know like, you
just tell them, just give them. You got to reassure people that everything’s cool all
along the way. Still cool man. More info pages, post-action request. This is what I’ve learned
from James: after they’ve taken action, we thank, we acknowledged that they just did
that right? People like to be acknowledged. Another episode worth listening to, the “Acknowledgement
Episode.” How many TAG listeners in here? Oh, that’s
sweet. Awesome. So you guys probably already heard that but if someone takes an action
that you’ve asked them to take, forget about conversion for a second. It’s just really
nice to say thanks. They just did what you wanted and the least you can do is thank them
for it. And then, you could ask them to do something else. And they’re much likely to
do the next thing you ask them if you’ve just acknowledged them and thanked them for doing
the thing that you just asked them to do that they just did. So how is this practical? Well, one of the
things we started doing was after someone buys, we say, “Thanks so much, would you tell
us why you bought?” “What you think we could improve on?” We give them a survey and that
strategy is working really well for us. We also do video on our education pages. You
can see how many people watch those post-action videos. This is 93% engagement rate on these
post-action videos. We’re seeing between an 80% and a 95% engagement rate on… and the
key here is, look, you want to engage with your market. You want face time with your
community and that’s the thing that we weren’t doing beforehand. We were just offering products
for sale. We were not building relationships with our customers. And when we started doing
that, a couple of things happened. We started making a lot more sales and we started having
a lot more valuable assets. When we sell these things now, we’re getting higher multiples
because we have an engaged community around that store. I think that’s the brilliance
of Own The Racecourse. You want to have these anywhere on your header,
on your footer, on your pages, like what differentiates you? Why should they be buying from you? Do
you have free shipping? Do you offer better education on the products? Do you put together
special packages and bundles? Do you have excellent customer services like… and I
got the “Why buy from us” page, like, what is it about you and your business that is
unique? And if you don’t have attention on unique selling propositions and you’re not
actively looking for how to communicate those to your customer base then you’re missing
out from a conversion perspective, because the goal with the business… Right? I mean,
look, there’s other people who sell skin cares. There’s other people who sell bar stools.
There’s other people who have podcasts. Why engage with me? That’s the question I want to answer for you.
You’re not going to ask me. You’re not going to say, “Hey man. Why should I?” You know.
Because that’s like, people don’t do that. But I’m going to proactively put that out
there and tell you why I think what I have to offer is the best thing. And if you don’t
think what you have to offer is the best thing then stop selling it. Frankly. Like, if you
don’t feel good about what you’re selling then don’t sell it because you’re not going
to be successful with it. Rich homepages win. What do these pages have
in common? They’re all super rich. Now, you can’t even see they keep scrolling down. They’ve
all got a homepage banner and a rotator. We’ll talk about them in a second, but I just want
to talk about how rich homepages win. Half of your traffic will end up on your homepage
on a physical product store, even if they don’t enter through the homepage. Half of
traffic ends up there. They go there. They take a look at the homepage to look for answers
to all their questions because they’re being taught by these bigger companies (again, this
is my theory on this) that the homepage is where they go to get answers to their questions.
So you want to have rich homepages with videos, with testimonials, with frequently asked questions.
It’s just a long form sales letter, but not really because it’s chunked up into different
sections. But essentially, it’s a really long page with everything they could possibly want
to know about your store. You take the average e-commerce homepage which
has like a banner and some products and you turn it into a rich, engaging homepage with
testimonials and frequently asked questions, and shipping information and return information,
and a hello video from the owner and someone walking out. You know those little walkout
things when you walk out on things? You’ll see a really big boost in conversion rate,
up to 20% boost by having a rich homepage because everyone goes to your homepage. So, a couple of elements of the homepage:
a main banner plus category kickers right? So, a main banner for some image of your store.
The main most popular section on your store and then a couple of categories. Now, sometimes
you’ll want to test this against just listing products. Sometimes we’ll have a store where
we kill the banner and the rotator and all that stuff. And we just list products and
that performs better. So it’s worth testing but everyone is doing this. Everyone has this
banner, rotator and category kickers. So, it’s worth considering. Next thing is you want tabbed featured products
based on category. So, notice what all these people have. They’ve got featured products,
best-selling products in tabs based on category. You go into Google Analytics, you click In-Page
Analytics and you can see your most popular categories right? You can see which categories
on your store, on your navigation structure are the most popular. If you’re not looking
at In-Page Analytics, if you are running Google Analytics on your site, you have the ability
to look at this. Where people are clicking, what they’re doing, and then you can rearrange
your page so that the most popular ones are front and center. And the other thing you can do, if you’re
tracking e-commerce, is you can see which of those categories is bringing you the highest
per page visit value, and you want to put those front and center. So, the way that you set these things up are
not just at random. You set them up by looking at what’s the most popular and what’s bringing
you the most money. And every platform out there makes it really easy to track e-commerce
conversion because they understand that you need these statistics as an e-commerce business
owner. So, you want to have tabbed featured products based on category. Alright. Testimonials, hello from the owner, frequently
asked questions, all that stuff I was just talking about. These are just examples of
the (laughs) I really just like to show you my face for some reason. These are just examples
of that. Now, if we look at some of the bigger stores:
Disney store, Foot Locker,, another Foot Locker, for some reason all of these
people are doing the same thing, right? All of these big stores seem to understand
these concepts so you want to take advantage of them, too. How many items across on your section page?
Standard e-commerce is three. We found that four or more items listed across converts
better. Do you have the price, the sale price, the “You Save Dollar Amount” and the “You
Save Percentage” as well as the star rating listed under that product on the section page.
Remember what a section page is. Let’s say you have cheese gift baskets, that’s a section
that has a bunch of products on it. So, on that section page what can you do, not to
sell more products but to get people to click into a product. Because the goal is to get
them from your section page to your product page. Do you have a quick view? Quick view is a
new feature. It used to be that when you want to look at a product you have to actually
click on that product, and if you want to back to a section page then you have to go
back. Now, you can pop up this little quick view button that allows someone to quickly
view that product, and if you’re not interested, X out of it and they’re still on that section
page. So, forget pagination. Some people, if you’ve
got a hundred products? List those hundred products. Nobody goes to the second and third
page. So all those products that you have that are paginated, nobody’s looking at them.
So you don’t want to paginate your pages. And the goal here is to get people to the
product page. These little things are what we found increased that goal. Our goal in
the section page is get people to our product page. We found that when we have more items
across rather than less, we have all of those things listed under the product and we have
quick view, we increase that goal. This is your most important page on your e-commerce
store. The goal… If you can lift your “Add to Cart” ratio, five, ten percent, you have
significantly increased the value of that store. This is the most important page on
your store. You want to get people from the product page in the shopping cart. So, get
rid of your left nav. You don’t want people navigating on your product page. You just want them to look at the products.
Any one of these big stores doesn’t have a left nav. Tab it up! Instead of listing all
your content down the page, have little tabs, little digestible tabs of information. The
way Zappos does it, they’ve got it on the left, those little tabs. The way that BuyCostumes
does it, they’ve got little tabs right under the product, that’s how we do it, too. You obviously need social buttons, you need
zoom, you need reviews, and you need to have your add to cart button above the fold. I
cannot tell you how many e-commerce stores have their add-to-cart button below the fold,
it’s incredible. It does not work. Are you doing cross-selling? 60% of the people
will buy a wig cap with that wig. Have a look at this giant duck. You can see the cross-sell
is a cowboy hat. If you’re buying a giant duck, you obviously want a cowboy hat, right?
I mean, come on. I would want a cowboy hat with my duck, too. So you want to have cross sells because people
buy these things. They take you up on these cross-sells. And the classic is the guy who
sells air, right? He sells download insurance. He’s selling downloadable products and for
an extra $30, you can have insurance on that download. Which means you can, I guess, I
don’t know what it means, re-download it. But the point is, he’s got a cross-sell and
it works. So can you have a cross-sell? You need to have a cross-sell. Because people
will take you up on this. So find something that’s relevant. Okay, Q&A. So you have a little tab that says
Q&A. Someone can type a question and you answer it. It sits there on that product page for
everyone who’s coming to buy that product to see. All their questions are answered right
there on that page. User-submitted pictures. People who buy giant
ducks like to take pictures of themselves with their cowboy hat and their duck, you
know. They like to take pictures of themselves doing that stuff and then they will share
it with you and that’s social proofs. You want to have the ability for people to upload.
Even if it’s a gift, it doesn’t matter. People will take pictures. Anything that someone
buys, they will likely take a picture of and send it back to you if you give them that
opportunity because people like to take pictures of their stuff. I don’t know, whatever it
is in our society, but it’s useful to you. You might also like, look down the right-hand
side of that image. Other products that are relevant. Bundles, right? What can you bundle
together with the product? People mess this up with e-commerce for some
reason. They only ever list the features. This thing is stainless steel, it’s a swivel,
it’s this and that. But what is the benefit? The benefit is you’re going to roll into that
party with the giant duck, you know? That’s the benefit. You’re going to be remembered
forever for your giant duck costume. Like what is the benefit to the user, to the customer
buying that product? It’s not that the giant duck is an inflatable plastic, it’s what’s
the experience in it for them. So if you’re rewriting product descriptions, you’d be surprised.
People underestimate sales copy. It works. You have better sales copy. Schrammy, I read
his stuff because I’m interested in the way he writes copy because it’s so effective.
So, copy works and you should include benefits not just features. Have a look at these images. What’s the goal
on this page? The goal is to get the people to click on the add-to-cart button. Nobody
has picked up on this yet. This is our own internal split test and as I get more… Like
GoDaddy, anyways I’ll tell you more about that story later. As I get more exposure,
I assume that I will see some people, some bigger stores picking up on this split test
but your goal is to get people to click on the add-to-cart button. What we did was we
put these little images under our add-to-cart button that said hey, we’ve got the best price
or we’ve got free shipping, reminded them of why they should shop with us. And we saw
an immediate 15% boost in the number of people who clicked on add-to-cart. So that one’s
a no-brainer. Anywhere that you have an add-to-cart button
on any website, put your unique selling propositions in image format right underneath it and you
will see a significant increase in the number of people who click that button because you’ve
already given them all that information. They already know all that stuff and you’re just
reminding them of it again, and that’s the name of the game. Tell people stuff and then
tell them again in a different format, right? You told it to them through a video and now
there’s an image reaffirming that message. And that is how you get people to take action.
You consistently deliver the same message because people want to know that you are consistent.
They want to know that you actually do have free shipping or whatever it is. This goes back to persuasion and manipulation.
You could use this for good or bad but the point is, what we want to understand as marketers
is how do we get people to take the action that we want to take. And we want to use this
for good because everyone here has good products and sells good services but the way that you
get people to take actions is by being consistent in your messaging to those people and giving
them that message in different media formats — in image, in video, in text. Now I’m going
into the psychology of why this works but it just plain works. You should do it and
you guys should have that add-to-cart button sell. Recently viewed items, multiple quality images,
right? You want to have multiple images of your product that people can see. You want
a little scroll bar, a little image carousel. You want to have a video tab. On every one
of our product pages, we put two extra tabs. One of them said shipping information and
one of them said frequently asked questions. We put videos in those tabs on every product
page, the same video on every one. Because what was happening was people were leaving
our product pages and going and looking for the shipping information and then they weren’t
coming back because they got busy and someone brought them a hamburger, I don’t know. They
were just leaving and then weren’t coming back. And now we have these little videos
in there that answer those questions and keep them on that page. An interesting split test
for informational-based websites might be to have little tabbed information boxes under
the add-to-cart that answer all their questions. That would be worth testing. But anyways,
the point is, those videos that you created for your more Information pages, you repurpose
them on your product page. And you put them on the tabs on your product page. Your product
page is your most important page on a physical products store. Features and benefits box, you can’t see this
here but right under our product image, we’ve got a box that’s like, again, restates all
of our unique selling propositions. Our product page is all about why we’re really awesome.
And then there’s also the information about the product. If you want to get people to
buy from you they got to trust you. You got to continually communicate why they should
buy from you. Here are some examples. Everything that I just mentioned is happening on these
product pages and you can see them. Zappos is really a good one to watch because
they do everything. Even the is a good one to watch. Here’s the template that I had created. So
I spent a million dollars on Google AdWords, testing, doing e-commerce conversion testing.
(And this is one in a ratio of those templates and I changed it a bunch and spent, but…)
This is everything I just told you about, right? Image carousel, click to enlarge, social
buttons, images under the add-to-cart, tabbed information boxes, you-save percentage. All
the stuff that I was just telling you about, reviews, it’s really good. And also, yeah
so… Do all that stuff. Here’s something interesting that happens
with shopping carts. People for some reason, you click add-to-cart and now you’re taken
to a page that looks nothing like your website, at all, and that is a conversion killer. Congruency across your shopping cart will
double your conversion rate and thankfully the newer platforms like BigCommerce or stuff
like that are building this in, but it wasn’t the case for us years ago with ShopSite and
Magento and Yahoo. Progress bars work fantastic. A shipping calculator
so someone can calculate their shipping on their shopping cart. A proceed button at the
top and at the bottom. You have your proceed button, you have your product, the information
about that product, and you got another proceed button. Everyone started doing this all of
a sudden. I think they picked that one up from me because nobody was doing that. Now
I just want to think that. You guys know about the hundred monkeys? This
is what happened with the hundred monkeys. They were doing this test and monkeys on one
side of the world had figured out that dipping their potatoes in saltwater made them taste
better. Once the hundredth monkey had done that on this part of the world, monkeys on
the other side of the world started doing the same thing. So it’s the hundredth monkey
rule, which is, proves, if you want to use that word, the universal consciousness. This
is happening with us for e-commerce. I’ll run a split test that works really well for
me and a week later these guys are doing it. People who are paying attention to the same
thing tend to pick up on the same ideas at the same time and it’s a phenomenon that sort
of keeps happening. You want to have your image, your price. Some
people don’t put their product images on the shopping cart. You want to show the people
what they are about to buy. You need to have that on there. It’ll give you a nice bump
on conversion. A phone number and I should’ve mentioned that.
You want a phone number on your header. What we noticed was that when we replaced our left
navigation on the checkout page with a unique selling proposition that is nowhere else on
the website, so it was a uniqueness guarantee, a new statement. Something that’s new, a statement
that you’ve not yet made in image format in your checkout, gives you like a 6% boost.
I don’t know why it works so well. But a new statement, an image proof, image benefits
and unique selling propositions in the place of a left navigation on an e-commerce checkout. Here’s an example of Crate & Barrel with a
double proceed button. And then here’s their checkout. We can see
that was the shopping cart page. Now we’re at the checkout, right. They click add-to-cart,
they’re taken to a page that says this is your product. That’s their shopping cart.
And then they move into the checkout. Couple of things for the checkout. You want
multiple payment options: Amazon, Paypal, and credit cards. Those are the three most
important ones to have. 40% of your buyers are finding Amazon, they can just one-click
checkout. So you want to be using Amazon as a payment option. You want to be using credit
cards. You want to be using Paypal. Those are the only three you need. Forget about
Google Shopping, Google Checkout or any of those other ones. Single-page meaning they can complete all
their details in that one page. We all know about that. Congruency, obviously, from website
to cart to checkout. You want a “continue shopping” button so that they can continue
shopping if they want. And a coupon field if you’re offering coupons. You should be offering coupons because people
use them. But if you’re not offering coupons, don’t have a coupon field. I want to tell
you how many people have a coupon field in their cart and they’re not offering coupons.
And then people go and they go to Google and they start looking for a coupon for that store
and they abandon checkout. Shopping cart abandonment: 25% of your sales,
oh my god, 25% of the people who abandon your shopping cart, which will be 80% by the way,
8 out of 10 people go into your shopping cart and leave. But 25% of those can be recovered
with an abandon cart email. And there’s a bunch of Next Track and a million services
that do this for you now. The way that we’re doing it is we actually
wrote a custom module that scrapes the image that they’ve added in their shopping cart
and their email address because they filled out all that email, they filled out all those
information and the value of the cart. So they may get an email five minutes later that
says hey, or half hour later, whatever it is. I that see you tried to buy this product
for this amount and here’s a picture of it and based on the value of their cart, we give
them a coupon. So if they were at a hundred dollars in their
cart, we’ll give them a 10% coupon. If they have $400 in their cart, we’ll give them a
15% coupon. So you send people an email and it shows them exactly what they were about
to buy, and that is easy to do now with these platforms because it’s all dynamic and the
checkout you can get people to write that custom script for you and it works really
well. But even if you’re not doing that, you’ll still see about a 20% boost just by following
people up. I’ve got a friend of mine, Eric Shannon, who
is brilliant at email marketing for e-commerce and we did a presentation together on the
topic that I can put on the FastWebFormula bio page that James made. Social selling — after
someone buys something, incentivizing them to share it. Hey, share this on Facebook,
Twitter, and Google, and you’ll get 15% off your next purchase, you get free shipping
on this purchase. or Thank you videos and surveys — we talked
about that. Package inserts — even if you’re drop-shipping, you can send postcards to your
drop-shippers they put one of these in each package. Package insert says here’s a coupon
for your next order, here’s where you go to join our blog which we’ll talk about in a
second, here’s a coupon for your friend. You want to have some level of personalization
and they work really well. Then you want to follow up with them a week
later or after they’ve received your product and request a review. Send them a link directly
to the place. Don’t just follow up and say: “Hey, will you leave us a review?” Which is
what most people do. You follow up with an email that says: “Hey, will you leave us a
review? Here’s the link to the product you bought. You can go do that here”. You want to see some cool apps, some cool
third-party apps? Go to‎ How do we increase repeats? Engage the community
and build lifelong fans. This is the third piece of the puzzle that most business are
not paying attention to. Everyone understands traffic, everyone understands conversion,
nobody is paying attention to how do we build the community and get these people to come
back and shop with us again. Well, you do it through Own The Racecourse. You do it through
talking to your community about the problems and conversations that are relevant to their
lives. We’re not talking to our BOOM! customers about
skincare, we’re talking to them about menopause. We’re talking to them about grey hair. We’re
talking about all these topics that are relevant to that particular community of people. It
does not matter what your products are, what matters is who is the community of people
who are buying your products? If you’re selling breast pumps, your community of people are
mothers. Now you have all kinds of stuff to talk to them about. If you guys have trouble thinking about what
content to create, here’s what people want: It’s great when you have content-rich information,
but what’s even more appealing is when you do a video that expresses your viewpoints
on something that’s relevant to the community. People want to get to know you. They want
to know what you think about this. All of the cycling e-commerce websites when
Lance Armstrong was doping, they were all creating videos and talking about that scandal
and what they thought about that scandal and because that was what’s relevant to their
community at that time. So we do this. I started doing this, I was already doing a video blog
on my stores, but I was only talking about features. I was making the mistake that people
were making in their product descriptions I was only talking about “this is the product,
and this is blah blah blah.” I was not engaging my community with anything other than “here’s
information about products that you can buy.” I knew Schrammles, but I started watching
what he was doing and it was different than what most people do and I thought, I could
use that. This could be relevant for my stores. Every physical product store I have right
now has an OTR-style blog and you know what we’re talking about? Not really the products.
And this is what happens. And another thing I should mention, we do
run Facebook ads on every one of our products, every one of our videos. Each week we actually
upload that video to Facebook because again our goal is not to get people back to the
site here. Our goal is just to engage with our community and get face time with them.
So we run our Facebook ads, whatever, we do a promoted post. Talking to Victoria in the SilverCircle group,
we’re scraping lists, we’re doing a custom audiences and similar, and you know all the
cool Facebook stuff. And if you want to know about Victoria, she’s the gal to talk to,
raise your hand. She’s amazing. If you guys aren’t harnessing the power of Facebook ads,
you should. If you want to build a community of people, you want to build a fan base that
is engaged with you, go talk to Victoria at the break. Look at this, we’re generating thousands of
clicks for hundreds of dollars. That just doesn’t happen anymore. It’s happening now,
I feel like sometimes I can’t sleep at night sometimes because I’m so excited, I swear
to you, because I’m so excited about what’s happening on Facebook. Anybody who has a message
that they want to get out… OK, I started a pro-gay marriage fan page
because I was curious what would happen if I you know, gay marriage is a big thing in
the States and they’re legalizing it, and they’re not legalizing it. There was all that
stuff. It doesn’t matter where you stand on the spectrum, whether you’re pro-gay marriage
or anti-gay marriage. What mattered was that the whole country was in a frenzy about this
topic. So I thought what if I just create a Facebook page and run some ads? And the
other thing about Facebook is that there’s nobody running it. Like our Waldorf, we have
a wooden toys e-commerce store, there’s nobody running ads to people who are interested in
that stuff so we’re getting even cheaper clicks. So anyway, we built up this fan page with
15,000 people with like a $150 in ads spent. Point here is that it’s super cheap to get
thousands of views for each one of your videos by setting up a promoted post. Actually, uploading
that video to Facebook so you’re not driving people off of Facebook, It just works so well
and you can start with such a low budget. We’re now spending close to a thousand dollars
a day on Facebook because, interestingly enough, we’ve figured out that we can actually also
while engaging with people, do product placement and all that kind of stuff but point is that,
it’s such a fantastic medium, you should use it. You can see here. This is actually our video
blog. This is not from our Facebook ads, but these videos are getting really high engagement
rates. These are just Wistia stats. Now, here’s what happens: this was not the
case for our stores beforehand. Look at the percentage of revenue that’s coming from someone
who visited our site in the last 30 days. 60% of our sales are from people who visited
our site sometime in the previous 30 days. Which means that this OTR building a relationship
with your community, talking to them about their lives and what they’re up to and telling
them what you think about it, actually makes you a lot of money, which makes sense because
people feel better taken care of and they’re more willing to buy from you if you’re actually
paying attention to them. And the other thing obviously, you want to
look at is what your best states are and run the ads on those states and all that kind
of stuff. I
tripled the value of an e-commerce store.
I ripped through it, and told them here’s all the things that you need to do and they
did all that stuff and they doubled their conversion rate and they tripled their…
They doubled the amount of money they were making and they tripled the valuation of their
store. So here’s what we did. I’m just going to read these off. Because you guys all understand
this stuff. If you don’t, you can come talk to me on a break.  We fixed the canonical error they were
having. They had a canonicalization error  We put a sitemap in there. They only had
655 URLs submitted in their sitemap but they had 3000 indexed
 We fixed all their duplicate meta-descriptions and duplicate title tags. They had the image
folders ranking with titles as the same titles of their product pages
 We fixed all their title tags that were stuffed with keywords
 We got rid of their keyword-stuffed meta-descriptions  We addled Google authorship to their store
 We added dynamic navigation  We got them image rights to all their
images So that’s just from the SEO perspective.  We took all their section pages. They
had keywords that were ranking on pages 3 to 6 on Google. We got those up to the first
page by running a little SEO to them  We took all their proven converters from
Google AdWords. All the keywords that were making money in Google AdWords and we set
up SEO campaigns for them. Because those are already, this is what you do with a physical
products business. You start with Google AdWords, you find what keywords are making you the
most money, most profit, doesn’t matter which one is making you the most sales. They do
SEO for those because they have proven profit. We did SEO for those keywords
 We did a YouTube video for every one of their products in their major keywords
 We put their images on Pinterest, one for each product
 We uploaded all their products to Amazon  We did an OTR-style blog with universal
syndication And if you go ecommerce>product performance
>unique transactions, you can see which products are generating the most transactions on your
store and you can boost those up.  We got rid of all their losers and pay-per-click,
we did geo-targeted campaigns because they were running traffic across the whole United
States, but they’re only converting in the big cities. And that’s how you get, there’s
a little navigation query in Analytics for how you get there
 We shut down Canada and all the companies that weren’t converting
 We shut off mobile because it wasn’t converting for them
 We did pay-per-click landing pages for each one of their top keywords and we set
up ad test  We did day parting because they were losing
money at certain times of the day  We bumped up their product-specific advertising
campaigns because those were working best for them
 They had sections, they were sending traffic to the wrong page, we created PLAs, product
image listings, product listing ads for them, and
 We did obviously ad-testing and keyword-testing. We bought traffic on other brands. We bought
PPC traffic on other brands that are relevant to them
 They were not doing any advertising for specific products so we set up an ad for every
one of their products  We set up an email marketing campaign.
They’d never been emailing clients  We did obviously lead capture with Lead
Magnet  We did a weekly blog like I was telling
you about  We put a package insert on their products
for follow-up  We did follow-up campaigns for all their
old customers and after 30 days for each new customer
 We did a postcard for all their past customers  We created a jingle
 We did a welcome video All that stuff — and that’s a lot of stuff.
But it’s actually not that hard to do. Here’s the thing: there’s a structure, right? If
you understand the structure of what needs to happen, it’s why artists who work on canvas
can be so brilliant because they have this structure to play with. If you get the structure,
which is what you guys are getting here, you can then do whatever you want within that
structure and be creative and make things happen. So do all that stuff that I just listed there,
and I’ll give you the slides and you’ll be able to take a store… Here’s anything e-commerce
businesses are doing like a million bucks. You can take an e-commerce store that’s doing
a million dollars and make it a $2 million store if you understand how to optimize our
Adwords campaign, stuff like that. And in that challenge video, in this eight-day
challenge I just did for the product launch, I do an Adwords campaign where I’d spend an
hour saying this is how you sell up an average campaign. If you’re interested in Adwords
or physical products, that would be good to watch. Pinterest, I just want to talk to you guys
about how to rank Pinterest real quick and again how to understand the structure of a
Pinterest board. You’ve got your profile, which is your main keywords like the home
page, your site. You’ve got your boards and you’ve got your individual pins. Here’s a
list. Each one of those will rank for you. Individual pin would be your long tail keyword,
your product specific keyword. Another thing that you have from a reputation
management perspective is That’s Pinterest’s page for your website where
every pin from your site that has ever existed will be on that page and you can rank that. If you’re interested in reputation management,
if you offer reputation management, that’s one of the services that I still offer from
an SEO perspective and we charge $5,000 and $10,000 a month for reputation management.
I have a free video on my blog where I take you through how I do these campaigns. It’s
really a fantastic service to offer people, because people with big companies need that
service. They need their reputations managed and it’s not hard to do using OTR style syndication
and a couple of tricks like these. The Pinterest board is your section level
keywords is, again, physical products have home page, section page, and product page,
right? So your product page is your individual pin, your section page — an example of that
would be gift baskets and then chocolate gift baskets would be a section and then “salmon”
gift baskets would be an individual product. Now here is something interesting, guys. One
of the ways that we do so well with physical product stores is nobody takes the time to
match all of their products to long-tail keywords. So if you take anyone with the gift basket
stores out there, they’ve got all these products that are named all these weird things like
jumping jolly gift baskets. All these weird names but it might have smoked salmon in it.
And if you go look at the keywords, you’ll see that someone’s searching for smoked salmon
gift baskets. So we take this product that’s not actually named smoked salmon gift basket
and we rename it for that query. So now we have our home page that is optimized after
keywords. Our sections were obviously created based on keywords; cheese gift baskets, wine
gift baskets, chocolate gift baskets, all that kind of stuff. And now each one of our
products is relevant to a keyword. Here’s what happens, when you’re running product
listing ads in Google Shopping, there’s nobody else who has products that are optimized after
keywords. So when someone types in “smoked salmon gift basket,” you’re the only one that
shows up. And you get like a six-cent click. You’re out making a whole bunch of money out
of a product listing ads because you are the only person who took the time to optimize
your 500 SKUs after a keyword that was relevant to that product. Really cool little trick
that works quite well. And then obviously for Pinterest we’ve got
the URL for your profile, which would be your actual main keyword so Waldorf toys or pool
cues. Only one person. It’s just like Amazon. Only one person can have that keyword on Pinterest
so you should get it for whatever your query is. That’s what I got. I’ll take questions. (Audience
claps) You have a question, you can come up to the microphone. And then we’re going to
have someone come and film it, right? Ezra: What was that? Audience: It was very fast. Ezra: Thanks. I wanted to make sure I got
through it all. You’ll have the slides but you’re very high-caliber. Attendee 1: Hi Ezra! From your e-commerce
store BOOM! by Cindy Joseph. Is she a celebrity? Or did you team up with someone? Did you have
a profile before this all? Ezra: So Cindy I got lucky with. You listen
to TAG. You know my background. I grew up in this hippie commune. Cindy would come and
take these courses that my parents offered. And when I wanted to move to New York as a
kid I called her up and I said, “Hey! I’m not going to college. I’d like to move to
New York. What do you think about me moving in with you?” Interesting thing about Cindy is she was a
makeup artist for 27 years and the day that she cut off the last of her dyed hair, let
her hair fully go silver, she was approached on the street at 49 years old. Someone said,
“Hey, can we take a picture of you for a potential advertising campaign?” She thought someone’s
just messing with her. She let him do it. She ended up booking a nationwide Dolce and
Gabbana campaign and she became the face of the baby boomer generation. Because what advertisers
realize as we have all these baby boomers and we want to sell them stuff because they
have free time and they’re the biggest consumer population in the States. And so she ended
up just sort of being in the right place, at the right time and becoming the face of
that community from a product selling perspective. So I was learning about how to sell products
online. I said, “Hey, you know we ought to… You’re a makeup artist. You are now this fashion
model. Why don’t we create a product?” And her first response was like, “Dude, we don’t
need another tube lipstick. We just don’t.” Then we kind of get into talking because we
were bestfriends, I was 18 and she was 55, and so we got to talk about all these viewpoints
that we had on age and all this stuff. Then, it sort of spawned out of messaging rather
than products. But now what I do is I find the face for my
stores. I don’t have to be the face of my stores. I mean I was the face of those stores
I showed you pictures of but if you want to have… it’s good to have… I don’t remember
your question honestly, but it’s good to have a face behind your brand. You know someone,
or a couple of people… What did you ask me, men? Attendee 1: Yeah, that’s it! Ezra: Oh! Was she a celebrity? She was. Yes. John: I just got to say you are a freaking
freak. I just, never come across a guy like you. Ezra: I’m happy about it. John: Thank you! Ezra: That’s all you got? John: No. What about all these shopping carts? Ezra:,,
Magento, Yahoo works great over here. Australia, you guy’s don’t really have the problem of
platforms not working for you. John: Now also, image rights. You were talking
about protecting the image, get buying the image right. How do you do that? Ezra: Well, what I just meant by that was
that… Sorry, I need to be repeating these questions. What do I mean about image rights?
What I mean is if you go to Google and you click on Google images, and you put in the
URL of an image, it will pull up all the ones that are on the same exact image. So they
know if you are… Google now can index images and see which ones are the same. So you want to make sure your images, even
if they’re the drop-shippers images, you take them. You clear out all the metadata of that
image. You increase the size, and you watermark it and now your image is unique to your store
and now you get a leg up. Because now what Google’s looking up when
you have 15 drop-ship stores is which are the richer pages, who has unique images, who
has more content, because everyone has a similar amount of the same type of content and what
we do now is once our store gets successful, we actually buy the products ourselves, take
pictures of them and resell them. So we have our own unique pictures for our stores. That’s
what I mean by image rights. John: Okay, thank you. Samuel: We have an education company that
sells quite high across educational courses. The average selling point is 1050. So the
thing about the Facebook traffic, have you run successful campaigns to high-priced products
from Facebook products that might be part of the thing for Vic as well, but like because
it is education as a whole, would you go for like a broad lead-gen capture thing and then
funnel through or are you kind of going very specific with images. Ezra: So the question is how Facebook is relevant
for high-ticket items. Again, our goal with Facebook is not to sell. It is to engage the
community. That’s all we want to do, is get people to see us all the time, watch our videos.
Does Facebook work for selling high-ticket items? Yeah. How would I do it? I would identify
my best-selling product and I’d create videos. I’d create content based around that particular
need. I wouldn’t go for the hard sell. I’d go for engaging people and generating leads
and putting them up. It’s more of an informational style of a sales funnel. It’s not really a
physical product sales funnel. It’s not like a one and done purchase. It’s not like that
they’d watch your video about how to felt an Easter egg and they go and buy the felt
and the needle and all that stuff. It’s more of a long form sales funnel. I used to run a company that sold real estate
in Latin America. We were selling $100,000 and $200,000 lots and our sales cycle was
a yearlong. We have to generate the lead. We have to do a bunch of educational calls.
We have to get them on the phone. We have to bring them down to Uruguay to look at the
product like the sales funnel was… It’s the longest sales funnel I’ve ever dealt with.
What you’re talking about for a thousand dollar purchases is a longer sales funnel and so
what I would do is engage them, get the lead, put them through a longer sales funnel then
make the offer and hope for better success. Attendee 4: Two questions, Ezra. First one,
how much time and resources should we spend on building out websites? So say you decided,
you’ve done your research and you know you want to have a crack at selling bar stools.
Do you do a live test website for your bar stools or do you build it all out with all
the content and everything and then put it up there? Ezra: So how much time and resources do I
spend on building our websites. I now have templates. Like for this launch, what I did
is I took that template that I showed you. It cost me who knows how much to create. I
paid a company 10 grand to skin it on the Bigcommerce, to take that whole template and
skin it over the Bigcommerce so you can now upload it as a Bigcommerce template. And now
I’m now selling it as part of this launch. But I have these templates so it’s super easy
for me to throw the website up. Usually, I’ve gone through my market criteria
checklist. I’ve done enough research ahead of time to kind of know that it’s going to
work. I kind of know pretty well whether or not it’s going to work. I do enough research
ahead of time. But you never really know. But the beauty about e-commerce stores is
what are you doing? You’re uploading the products, you’re rewriting the product descriptions,
I won’t rewrite the product descriptions before I’ve run some traffic so I just put a normal
product descriptions, I fill out the more information page. You should watch that challenge
You can see how I do it. But I just throw it up on a template. I put up enough information,
About Us, whatever. It will take you two days depending on how many SKUs you have. So yeah,
I kind of throw it out quickly but I throw it out quickly in a way that it is optimized
for conversion. I send Adwords traffic to it and then I know. If it doesn’t work out,
scrap it and I’m on to the next. Attendee 4: The other question was do you
have a local team or an outsourced team? So much of the testing you do is pretty dynamic,
so if you want to test logos or double headers, that type of thing? Ezra: So where’s my team or do I have them
locally or outsourced? It depends on what the product is or the project is. I have an
in house team. I got people in New York that work with me on a daily basis. I also have
developers and designers in Europe and Pakistan. I have an outsourced team but I also have
an actual team in New York who works with me on a daily basis. I have both. It just depends on… like people
who are working closely with me, my development, like, I don’t know where Sam is, but I’ve
got one of my main developers who does most of my website developments in Europe but he
does most of my projects. His team is really my team. I’m employing these people but they
also do other work as well. Attendee 4: But if you are to change things
quickly, like if you want to move logos around… Ezra: I’ve got a team in-house to do that
kind of stuff. But I don’t usually… I’m never really… I’m not really ah… I find
that working, like this product launch and stuff, like all of these madness. I don’t
do… I like to chill…(Audience laughs) It’s work for me you know. Attendee 4: Thank you. Andrew: Hey Ezra, thanks for speaking again.
That was fantastic. My question is around building community around your e-commerce
sites, exactly how are you doing that? Are you building forums on some of these sites?
Are you using Facebook as your community? Is it a certain niche market wouldn’t really
be appropriate for something like that as well? Are you just doing it on BOOM! by Cindy
Joseph or across the board? Ezra: How are we building community for our
e-commerce stores? Two places. We have a blog where we have a video. We have comments. We
use SpeakPipe and all these stuff you guys already know about. We got a Facebook page.
Those are the only two places people engage with us. On our Facebook page where we upload
our videos and run our ads and we email our lists and send them over to our blog. All
the comments, all the community engagement is all happening on either our Facebook page
or our blog. We don’t use Twitter. We don’t use any of those other ones. Andrew: And you pick and choose which e-commerce
sites that you’re doing that for? You don’t do it across the board? You do it for your
oddball ones, too? Ezra: Everyone. The frequency may not be as
much but I now see the value of engaging the community beyond just trying to sell products.
I think it feels better, it just feels good to do that for the businesses, to put a little
bit more energy into them. Yeah, I do it for all of them. But for the ones that are already
humming, we do it a lot more. Andrew: Thanks James: Hey, my question is just about how
do you go about finding and setting up drop-shipping relationships. Is it as simple as contacting
a supplier directly? Ezra: Yeah, I wrote a 20-page report. Sorry
I keep, I’m not plugging this product for you to buy it. I created a bunch of content
in the lead up to this product launch. This is good stuff men. I wrote a report called
“Wholesale Only” which is how I get suppliers and get all sale prices, 20 pages long. If
you go to, there’s a little link that says wholesaling, you can
download the report and read up. But yeah, essentially what you’re doing is
calling them up and saying, “Hey, I’d like to sell your product.” The interesting thing
that is happening is that manufacturers and suppliers now understand the value of the
internet and they understand the value of e-commerce sales. Eight years ago, man, they
would barely talk to you. Now, they want you to sell their product. So they’re not hard
to track down and my whole process, my phone scripts, all kinds of bad jokes are all in
that report. So you should read it, man. James: Thanks man. Ezra: Yeah. Liza: Hey Ezra, my name is Liza. Hello. Liza… Ezra: Lyza? I’m sorry. Liza: I know… It’s Liza with a “z.” Ezra: Liza… but it’s spelled the same way
Liza Minnelli spells her name? Liza: Yes. Ezra: That’s what’s confusing me… Liza: So my question is in regards to shopping
cart platform. So would you always use an external platform like Bigcommerce or Shopify?
Or if you use WordPress for example, would you use like plugins like WooCommerce? Ezra: Sure. Depends on how many SKUs you have.
If you only have five SKUs like on BOOM!, you don’t need a big, one of these multi-product
platforms like your Bigcommerce or Shopify or Volusion. I’ll stay far away from anything
to do with WordPress when it comes to retail and physical products because WordPress is
a platform that was not developed for e-commerce. And they try to shove these plugins on it,
it’s a disaster in my opinion. I do not like it. I’m avidly against it. I’m not very strongly
against many things. I’m against WordPress eCommerce. I don’t like it. So depends on what you’re doing. If you are
running a big box retail e-commerce store like the ones that I’m running in the drop-ship
market with thousands of SKUs, you need a Bigcommerce or a Shopify, or Magento, or Shopsider,
or Volusion, or a Zencart, or one of these platforms that’s built for that. If you’re
doing more of a branded, maybe white label product like BOOM! that, we have a couple
of products that are white label, a couple that were manufactured. But we don’t have
a lot of SKUs, we are using a different cart because we don’t need the features of one
these bigger stores. Liza: So what type would you use for something
like 20 products, for example? Ezra: Twenty? Liza: Yeah. Ezra: You might want an e-commerce platform
for that. But any one, your Nanacast, your 1ShoppingCart, your Infusions, your PDGs,
any one of these carts that was set up for retailing singular items will work for that
type of store because it’s not based around e-ecommerce. It’s more based around the content.
And there’s one page that has a list of your products and has add-to-cart buttons. They
press add-to-cart and move to shopping cart. So the site is built not around the e-commerce
functionality. Whereas on these bigger box stores, the website is built around the e-commerce
functionality. On BOOM! our site is not built around our e-commerce functionality. It’s
built around the brand, around the information, the content. We also have e-commerce functionality.
But that’s not the point of the store. Does that make sense? Liza: Yeah, cool. Thank you. From audience: What were the (shopping carts)
you just mentioned? Ezra: Nanacast. It’s the only one you need
to know about. (Audience laughs) 1ShoppingCart, Infusion, Cydec, PDG, There are a lot. It
depends on what you are looking for. I got four minutes. If you have questions for me,
I’ve got four minutes. From the audience: This video, is it in the
FastWebFormula so we can listen to it? Ezra: This video? I don’t know. It’s for Schrammles
to tell you. No, it’s not. Maybe, it will be at some point. (Repeats question from the audience) He wants
to know how can he get what I just did on video. Ezra: Which by the way
if you’re not already in there, you get to go in there. Josh: Simple. You’ve mentioned creating videos
for keywords and I wondered if you had a simple formula for creating those for the top three
keywords that you mentioned? Ezra: Yeah, we actually do them for most of
my keywords… There’s multiple types of videos, right? There’s like un-packaging of the product,
“Hey, this is the product that you are about to buy,” right? For product specific keywords,
it’s good to show them the product. That’s our favorite type for that. But you’ve got
the… Josh: Are you talking about creating a YouTube
video and putting tags, description, and going for specific target keywords? Then you said
your top three keywords, are you talking about syndication? Ezra: Exactly, what we do is we’ll create
a video. Either screen capture or face the camera, whatever. We’ll upload it to YouTube.
We’ll put our keywords in it. We’ll write our descriptions. We’ll upload the transcript.
Optimize the YouTube video the way you optimize YouTube videos. And then, we’ll do press releases
into it, build some links into it and it ranks really quickly. We just rank YouTube videos so easily. I have
a video right now ranking for anti-aging skin cream. Number one, or number four or something
and it gets a ton of traffic and make a bunch of sales. We just find it really easy to rank
YouTube videos. Amanda: At the beginning, you stuck up that
checklist of head points for whatever, so what was the point? Are you going to tell
us what the cut off was? to go ahead, or… Ezra: It’s 10 to 20. Then, 20 to 30, and 30
to 40, and 40 to 50. And it’s got little happy faces and stuff. You can actually get the
whole checklist. It’s available for download. It’s right at It’s
right there. You can download it. It’s available right now. Amanda: I’m on it. Tanya: Hey Ezra, I’m Tanya. Great presentation,
thanks a lot. Just wondering with e-commerce platform, do you have a preference for SEO?
Which ones are best or is there one that’s particularly bad? Ezra: Yeah. Whoa, that was cool. I find that
it does not so much matter, frankly from my SEO perspective. Other than like if you have
these platforms that generate these dynamic URLs, with question marks and all kinds of
crap that is bad news. Don’t want that. But any of the good ones, you Bigcommerce, like
the Shopifys, your Volutions, your Yahoos, your Magentos, all have static HTML pages
and they all rank the same. It’s not really about the platform from a ranking perspective. But if you want an answer, if you just need
an answer, Bigcommerce. Because they let you set the URL. Like you can take… if you were
transferring a store over to Bigcommerce, you can make the URL exactly what it was.
Like you just have so much flexibility over URL structure on Bigcommerce. You don’t have
that on any other platform. URL flexibility, from a structure standpoint, Bigcommerce is
the most flexible. I got 40 seconds, man. Stephen: Hi Ezra, I’m Steven. I love these
podcasts you do with James. Reputation management. When you talk about… you’re reselling those
services, are you talking about keeping a brand integrity or you building up a sort
of a back list of…? Ezra: What I’m talking about is like for example,
I work with a couple of skin supplement companies. They’re doing like $30 million a year. People
hate these supplement companies, right? Or this rabbi guy who got banned from Israel
for sleeping with… These people who are figures, or brands that are figures that people
are looking for. They have all these queries related to them, complaints and scams, and
all these stuff. So when you put in one of these queries, all kinds of stuff shows up. What I want to do is make the stuff that they
want to show up, show up. And I only work with someone if I actually think they’re…
If they’re bad people, I’m not going to clear up their reputation. But I used a very similar
syndication model. I have other mediums that I use:, Crushpath,,
all these places. I can give you my list. I’ve done ranking frequencies across all my
reputation management clients. What social profiles, what URLs, what blogs consistently
ranked. So what we try to do is from a media format perspective as well as from a channel
perspective, take over the page. So if it’s a branded name, we need a video. We need a
press release, we need a bunch of social profiles, we need a blog. Stephen: Good 40 seconds. Thanks. Ezra: Thanks, man. Okay, that’s it. We’re

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