Don’t have a 100% conversion rate? This episode is for you.
On the eCommerce Lifestyle podcast I often share individual marketing strategies for Shopify stores that work great on their own.
I know these episodes are helpful for Shopify store owners who are up and running, but I also realize that they may be confusing for those who are just getting started on their journey.
That is why in this new 3-part series, I share a complete Shopify marketing strategy that every eCommerce store owner should be using to maximize their results.
This is Part 2: How To Be Remembered
As always, if you have any questions and suggestions, please feel free to leave a comment below. Don’t forget to share this with someone who needs to hear it.
What's Covered in This Episode:
Links From This Episode:
Hello, everybody. Anton Kraly here from ecommercelifestyle.com and welcome back to the podcast. So, hopefully if you're tuning into this one you listened to the previous episode that came out on Monday. That was the first part of this three-part series where we are currently right in the middle at episode two, but all three of these episodes are about Shopify marketing, and what I'm trying to do is share a strategy that will work for any e-commerce store owner. So the previous episode, episode one of the series was called How Would It Be Seen? If you miss that I will post a link to it in this podcast description.
And today what we're going to be talking about is how to be remembered. And what we're going to do is on Monday of next week, first episode of 2021, we're going to come out with a third and final part of this series which is going to be called How To Be Loved, so keep an eye out for that, subscribe to the podcast if you're not already subscribed. And for anybody out there that is listening to this in real time, Happy New Year, hope you have fun tonight, hope you made the most out of what we were dealt in 2020 and hope you are working on setting yourself up for success in 2021.
With that being said, let's just go ahead and dive right into this episode. So as a recap right where we're at at this point, we had set up Google and our product pages and everything we talked about to get highly-qualified website visitors to come to our store. The problem is no matter how qualified they are and no matter how good of a job you do on your website, when it comes to conversion rate optimization, you're not going to have a 100% conversion rate, right? Sorry, hate to break the news if you're new but we don't get 100% of people that visit us to buy.
And there are 1,000,001 different reasons for that. Some of them though, most important thing, some of them will never buy no matter what, maybe they somehow got you through a keyword that you shouldn't have popped up for, maybe they were just doing research, maybe they don't have the money, whatever, there's a bucket of people that never will buy. But the people that I care about are the majority of those website visitors that will buy. They're just not going to buy today, or they're not going to buy right now on this visit.
So what can we do to make sure that when those people do buy, that majority of people that come to our stores? What can we do to make sure that we are remembered? To make sure they even think about us rather than just being on our site for five minutes, clicking around, clicking out, and then a week later going to a competitor's website and buying there. Well, that's what we're going to talk about because it is our job as business owners and as e-commerce marketers to make sure that they don't forget.
So first thing I want to cover is just how to set yourself up for success, and these are things that you really should be doing from day one. If you've been in business a while and you're not doing them yet, don't feel bad, just start today. So step one is, go ahead and make sure you have Google Analytics set up and installed on your website. It is free, it's amazing, specifically when you have enhanced e-commerce tracking turned on. So not only do you want to install Google Analytics you want to make sure you are using the version that is enhanced for e-commerce. It's just a little toggle slider in the admin settings in Google analytics, but make sure that is turned on.
Now, the second thing you want to do is make sure that your Google analytics accounts, you want to make sure you link it to your Google Ads accounts. And the best way to do this is when you use the same email address for every Google property. That way you don't need to find a million different ways to try to verify it. If you're using the same email to log into Google Ads as you are to log in to Google Analytics, it'll be as easy as clicking a button and then you will have them linked.
Now, why do we want them linked? It's so we can start to create what are known as audiences inside of Google Analytics. Now, audiences you could think of as groups of website visitors that meet different criteria. And the criteria is something that you input, you tell Google what that criteria is. And by the way, if you want to literally see how I do everything I'm talking about, I have a full training on this. It's included in my program, the Drop Ship Blueprint, where I don't just tell you this I show you, okay, now I click here, now I click there and this is where the audience button is, and this is the place to enter the criteria.
If you want to watch me do all of it and you're a member of Drop Ship Lifestyle, my coaching program, that is in module six of the blueprint. If you're not a member yet go to dropshiplifestyle.com. You can click on e-commerce courses and you can get enrolled, and in there again I show you step-by-step how to do this. But for now, for everybody that already knows how to do everything maybe you're a little bit more ahead, the first thing you want to do is create an audience of people that have purchased from your store in the last 30 days, so anyone that's purchased anything from you in the last 30 days.
Next thing you want to do is create audiences of website visitors, so everybody that's been to your store. And what we like to do is make an audience of people that have visited our website in the last seven days, the last 30 days, and the last 60 days. The reason we do this is because remember, we want to be remembered. So if somebody leaves our store and they don't buy, we are going to start showing them ads right away. Now, some of the ads that we show them are just going to be straight up offer ads, that's what we call them, basically saying, "Hey, you looked at this product you didn't complete your purchase, here's how to come back, here's how to get it..
But in addition to that, some of the ads that we show them to be remembered are going to be testimonials. So things that previous customers have had to say about us and our products, because of course we want them to remember that we have the product for sale but we also want them to know that we're a trustworthy source, because that could be another reason somebody doesn't buy from you. Not only do they not remember your store exists, maybe they do, but maybe they think, "Well, I never really heard of them before, can I trust them? Which is why in our remarketing we also show off those testimonial ads.
And basically what you want to do, and I won't get deep into this because this isn't a training where I have my screen pulled up and everything, again, that's in the Drop Ship Blueprint. But let's just say you want to make an offer ad, meaning sending somebody back to the product page they looked at and you want to show them a testimonial ad. Well, what we would do is take that audience when we make our ad and we would say, Show this ad to our 30-day website visiting audience." But then what we would do is exclude the 30-day purchased audience. That way the only people that are seeing that are people that visited the website, again, website visitors, but the people that are being excluded and not showing the ads are the people that purchased, so we're not showing somebody that just bought a different offer, what's the point of that?
Now, the next thing you want to do is just replicate everything I just said but do it on Facebook. Episode one, I talked about how Facebook brings clicks and Google bring sales. Well, when it comes to remarketing Facebook can also bring a lot of sales because Google is sending that quality traffic to begin with, and then if you show them future ads and you remarket to them on Facebook that is where you can really get them to buy. In Facebook, in your Facebook ad account, you want to make those same audiences that I just talked about a 30-day purchased audience, a seven-day website visitor, a 30-day website visitor, and a 60-day website visitor. And the ads that you show people on Facebook are going to be the same type of ads that you show people on Google, so offer ads and testimonials, that is what works best.
And between those two things right there, guys, you're going to have people no matter where they go online, and we don't do this by the way with big budgets, these are very, very small budget ad campaigns, but wherever they go they're going to see testimonials and feedback for different products that you've sold and your company. They're going to see different promotions if you have any other holidays coming up or any offers you're running, and it's a great way to be remembered. And I can already hear in my headphones people out there are like, "Oh, I hate remarketing ads. I hate it when people follow me around the internet." Yeah, what I'll say to that is these are by far the most profitable ads you'll ever, ever run so don't think that you represents everybody out there especially when it comes to the buyers, just keep that in mind.
The next thing I want to talk about though when it comes to how to be remembered is email marketing which is slept on so many people, especially in the businesses that we're in with high-ticket e-commerce, meaning we sell expensive products you don't need a huge email list to bring in significant extra revenue. So what you want to do and what we use is an email tool called Klaviyo and it's spelled K-L-A-V-I-Y-O. But don't just go sign up for it and think again, that's all you need to do, no, I just want you to know how to use it from a high level, a 30,000 foot view.
But when you create your account with them what I want you to do is collect emails two different ways to start, eventually you'll do more. But to start everybody that abandons a cart, meaning starts to check out but doesn't finish it. And then also you want to use what's known as an exit-intent overlay. This is what people see when they're going to leave your website and they see a box pop up. Now, these aren't something that they can't get out or anything, it's not like those old 1990's infinite loop of pop-ups or anything, this is just like a splash screen that fills the browser window, not their whole computer, and says, "Wait, before you go we can offer you X, Y, and Z," whatever that is, but gives them an opportunity to enter their email so they can remember yo via communications and follow-up.
That's what I want you to do to be remembered guys. Again, this was episode two of the three-part series for Shopify marketing. At this point you know the most easiest, straightforward path to quickly being seen. Now you know what to do to be remembered, these are things you can set up within a day and then just have running forever. And what we're going to talk about on Monday's episode is how to be loved, so what to do once those people do take out their credit card or their debit card or their Apple Pay or whatever and buy from your store.
If you're not subscribed yet, make sure you subscribe to the podcast for Monday, super excited about that one. Again, happy new year everybody, I appreciate you. If you got value from this podcast do me a favor, go to Apple Podcasts and leave a review. And if you are brand new to e-commerce, you want a starting point for our big picture overview of what we do at Drop Ship Lifestyle, be sure to go to dropshipwebinar.com and I will link that up in the description as well. So thanks again, appreciate you, and I will talk to you in the next episode of the podcast. See you everybody.