Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence podcast. My name's Austin Brawer.
Andrew Foxwell: And I'm Andrew Foxwell. Here we have a few quick hits, six quick hits of things that you can do right now in your business to improve your results or, I mean that's basically what the Genesis of this episode is.
Austin Brawner: Yeah, we've been talking a lot about bigger picture strategy, droning on about kind of our thoughts on it. So we thought let's put together a tactical episode, things that you can do today that's kind of one of the defining, the framework of our ideas. Here are things you could do today to potentially generate sales, grow your business, run tests, that sort of thing.
So real excited about this. And again, some of this stuff is coming from... a lot of this is good for me, or at least is inspired by the Profit Summit workshops I put on because I go in and working with people over two days and we get a lot of really good ideas that are so simple.
Andrew Foxwell: Oh yeah. Many times the best ones are.
Austin Brawner: Yeah, exactly. It's like a very simple thing you can do to drive more sales. So before, why don't you kick it off with your number one and we'll go back and forth all the way through?
Andrew Foxwell: Love it. So my first one that you can kick off, right away, give a shot to is if you haven't tried 4% lookalikes based off of the pixel value, that's one thing to try.
So how you go about doing this is you go into create a lookalike audience and you select your pixel and then it pulls up the value, looking at the highest value pass through that pixel and the lowest value and you create a 4% lookalike of that off of purchase.
Now you can also do it off of add to cart, you can do it off of initiate checkout, which is another thing to try and create two or three of those off of those different events. They're called value-based pixels and the size of 4% or a 6% lookalike of those is actually a backbone of over 30 accounts that I looked at in the last seven days. So definitely give that a shot.
One of my favorites. That really seems to be doing really well from prospecting standpoint right now.
Austin Brawner: And has this transitioned a little bit, because I mean a year ago you're more thinking 1% lookalikes, right?
Andrew Foxwell: Yeah, definitely. You're trying to go bigger. Trying to give it a little bit more leash and that size seems to be a really nice and stable size. That's kind of in-between versus a 1% and then a 10% and it's not a super broad audience either. And it's value-based so Facebook does algorithmically like it right now.
Austin Brawner: Cool. Cool. I will dive into something you can do. So one of my quick hits you can do is you can go into your Klaviyo account and you can create a segment and you can identify people who have previously purchased, right? So their customers. You can use the predictive analytics feature to be able to choose people that Klaviyo predicts will spend more money in the future. You can also segment out the people in that list who are unsubscribed or as Klaviyo puts it, suppressed.
So these are people that you cannot contact from email in the future, and this is an interesting group because you know they're most likely to spend money in the future and you can set that predictive analytics amount to like $5 or $20 or whatever you want.
So it can be a small group, a smallest group of people that have a high value, like projected value. And you can do one of two things with those people.
One, you can pull them out into a retargeting audience and start marketing to them that way. And then the second thing you could do would be set up something like Post Pilot, which is a postcard software and send direct mail, like a 20% off coupon, to these people who are likely to buy in the future, but you cannot contact them.
So it's high probability of conversion and valuable to you because you've already lost them from the email perspective.
Andrew Foxwell: I love that. That's a great idea. The one that I have that's next actually relates to that idea a little bit, which is to go ahead, if you've never integrated your Klaviyo audiences with Facebook ads integration, go ahead and do that.
That's something that I do not see very often to be totally honest with you and it's a huge easy, quick win. This doesn't have to be your entire email list, although it could be.
Where we've seen actually the most success recently with a lot of ecom brands I'm consulting with is syncing in your welcome series and mirroring the messaging there with Facebook ads.
The other one is syncing in your recent opens, 30-day, 60-day opens and syncing that in and then giving them sort of a similar mirrored message that they're seeing on email.
That's one that I just never see. It's a great middle of the funnel strategy and it works really well and is a nice thing that can add to that bottom line.
Austin Brawner: And again that's going to have to be for a little bit larger brands. The welcome series, at least.
Andrew Foxwell: Yeah, definitely. I mean, it doesn't have to be super huge. You can spend five bucks a day at it.
Austin Brawner: Sure, sure.
Andrew Foxwell: And it actually does pretty well. And of course lookalikes of them do decently too. So that's another thing that I think you can definitely give it a shot to.
Austin Brawner: Awesome. Awesome. My next one is going to go into review software.
So if you are currently requesting reviews for your product, which you should be doing, and you're using a product like Judge.me or Stamped or Yotpo, one thing you can do to amplify and improve your reviews is to actually proactively find the people who have written you the best reviews. Reach out to them separately in an email and say, "Hey, we loved your review. It was incredible. We're so happy to have been working with you and that you had such a great experience. We'd love to offer you some sort of free product or compensation if you will turn your review into a video review and upload it."
Andrew Foxwell: Love this idea. Such a great idea.
Austin Brawner: Really, really simple, right? You reach out, you get people to already, they already stoked about your product. You say, "Hey, we'll give you another one for free."
And then you have them upload that on your review site and then you sort by videos first. So when they're looking at all the reviews for your product it's sort of by videos first so people can go and increase.
A couple of things that this does. One, obviously it's better social proof when you see people using the product and talking about it. Two, it increases dwell time on the website.
Andrew Foxwell: Love it.
Austin Brawner: And dwell time is associated with more value to Google so it can give you kind of a boost in search engine optimization, search engine rankings. It's just an easy thing to do.
One thing to note though, if you are compensating people with products, you do need to make a note that that you are compensating them.
Andrew Foxwell: Sure.
Austin Brawner: So you should say, "Hey, we got a great review from them so we sent them free product. This is what they said." Other, one little hack to that as well is make sure that you get that video from them and then put transcripts on that video.
Andrew Foxwell: Nice.
Austin Brawner: Because initially, it's going to be all those... like Judge starts it off silent. So if you put the transcript it's going to look a lot better. Just like Facebook.
Andrew Foxwell: Sure. Makes sense. And you can also use them in your Facebook ads, right?
Austin Brawner: You can use it in your Facebook again, so decide if you're going to have it vertical or horizontal.
Andrew Foxwell: Yeah.
Austin Brawner: Vertical for Facebook, horizontal for other places.
Andrew Foxwell: Yeah. Love that. Man, that's a good, that's an awesome idea and a good way to incentivize people that way to do it.
My third one is obviously there's so much auction competition we keep hearing about in Facebook and Instagram ad auction and it's rising every day and one thing that we've seen is that ads sometimes actually aren't showing. They're just not showing or they're not spending their budgets, which is unfortunately a little bit too common right now.
So one thing that we have been seeing success with, I would say three or four months ago, we saw more success with what was called a 'cost cap' bid type. That's a bid type that allows you to put in a bid around your range of your CPA and it'll find conversions in that range, versus now we're seeing really good success with, throwing back to 2015 with bid caps.
What a bid cap is is you actually set a dollar amount that's around or a little bit greater than your CPA to get it to show your ads. You can do this one of two ways. You can, say, if your CPA is $100. That's your goal, you set a bid cap at something like $130 and then you see how that goes in terms of distribution. If it's going decently well and the conversions look good at a good cost, then you're fine. And all that's doing is winning the auction and then you're relying on your site to convert.
If it's not doing as well and this price is still too high, then take it down to 120, and then from there take it down to 110, and then if you really hit the golden nugget, which you can do, then you get into 100 and you can start a bid cap at 80, start it at 70, and that's a good way to control costs while still sort of saying in the auction, "Hey, I want, I'm willing to pay this much."
That's a great tip that, especially on prospecting that if you're looking to control costs or you're looking to experiment with getting your ads to show a little bit more on testing around that, that's a good tactic to use.
Austin Brawner: Awesome. Awesome. Great, great, great tip. A little bit more advanced Facebook-type tip.
For my third tip. This is going to be one that is really, really simple, but effective. I find that one of the biggest challenges when you're running an online business is that you get too close to your own product and your own website and you spend so much time looking at it you forget what it's like for somebody who is new and it doesn't understand your product, what their experience is like.
So there's two kind of ways to approach this. One of them is you can go to a service called usertesting.com and you can set up a user test and bring in the right people based on demographics and have them look at your site, either on mobile or on desktop, and go through it.
You get a screen recording and have them talk through very simple questions that you ask them, like they see the website for five seconds, then it goes dark and you ask them, "What do you remember? What do you think this product is about? How does it make you feel?" Stuff like that.
You can send people through your website and have them get all the way to purchase and not purchase, but go through the whole process and get their feeling about it and understand what they find confusing or the things that might give them pause.
And then you can also send them through your competitors, right? Send them through the competitors and kind of figure out, you have them search for your type of product and see how they find and how they search for this sort of thing, and it'll all be recorded and you can watch them go through a competitor's website and see what they like about that website versus your website, which is an interesting user test.
You can combine that, right? You can see, you can go on usertesting.com and that works. Or another very simple one that run a couple of different a couple of times is just going and buying some gift cards, like Starbucks gift cards, maybe $10-$15 Starbucks gift cards and then going to either a coffee shop where people are hanging out, your target type audience, hanging out and asking people to be like, "Hey, I've got this website. I would love some feedback on it. I've got a Starbucks gift card here. Would you just go through on your phone and see how this website works?" Just kind of watch them going through it.
It's really interesting. You get some good feedback from strangers right away.
The other way that we did it, I did it in a coworking space and we rented a conference room and we connected our phone to a Zoom meeting on the computer and we projected it up onto a screen and we asked the coworking space, we said, "hey, we got, I think it was $15 gift cards here for Starbucks. Can you send out an email to everybody who's working in the WeWork today and see if somebody wants to come in for 15 minutes to go through our website in exchange for a gift card?"
We scheduled six people in a row. They came through. We had them go through on the phone. We recorded everything on Zoom meeting and we watched how people were going through, this was an app, but it was really, really helpful because we didn't give any feedback or answer any questions, but we just took a note of what they were saying as they went through and then went back and made a bunch of changes and it was really, really helpful and effective.
Andrew Foxwell: That's such a great idea. I love that. The quick feedback there is always... It's never a bad idea and every time I've done that, even something like HotJar, with a client, people are always like, "Oh my God, I had no idea." So I really, really liked that idea too. I think it wraps it up.
Well, hopefully you've enjoyed these six quick tips. If you have enjoyed it, please leave us an iTunes review as we continue to grow. Otherwise, we'll talk to you next time.