– Did you know,
297% of all sales happen on the internet during COVID?
Did you know that 941% of teenagers age 25 to 32
have never even seen a high street?
Did you know that by 2023,
there’ll be more voice product search
on the earth than water.
If you want to increase your eCommerce sales
then stay tuned.
Because in this video,
I’m going to share six digital marketing tips
to help you do exactly that.
And by the way, these things work,
whether you’re B2B, B2C.
It doesn’t really matter what you sell to whom.
All of these things are based on making people
do things on a website,
which is exactly what you’re all about, right?
So let’s go.
Before we get started,
there’s actually only three different types of thing
that you can do to increase eCommerce sales.
Firstly, you can increase your conversion rate.
I.e turning more of your website visitors into buyers.
The second thing that you can do is to drive more traffic
to your eCommerce store.
The third thing that you can do is do both of them.
But since you’re on the Exposure Ninja page.
And you’re obviously an absolute savage.
We’re going to focus on number three.
So that is doing both increasing your conversion rate
and generating more traffic.
And my six tips are going to combine them both of these.
Throughout we’re going to share some real examples
and even some behind the scenes that illustrate each point.
The first step is to actually employ lead capture
on your website.
So you might be thinking, well, I want to sell products.
Well do I want to collect people’s email addresses
on my eCommerce site.
Isn’t that just going to distract them
from what I actually want them to do?
Here’s the thing.
Not everyone is going to buy from your website
the first time they land on the page.
Even if you’ve got a really well optimised eCommerce site,
you might be converting between 5% and 15%
of your visitors into sales
depending on how much repeat business you’re getting.
But that means between 85 and 95% of your visitors
are just coming onto your site and they’re leaving.
They’re not converting.
So adding a lead capture element can be great
at taking a shot at those people next time.
So here’s how it might work.
Now, if we go on a site like Lookfantastic,
which is part of The Hut Group,
which we also have a very in depth video on.
♪ Pizza Hut ♪
♪ A Pizza Hut ♪
♪ Kentucky Fried Chicken and a Pizza Hut ♪
Then you’ll notice as soon as we get onto the site,
it says, sign up today and enjoy 20% off your first order.
Plus exclusive brand launches,
early access to sales, exclusive offers.
A week ago this popup said newsletter.
And my first tip was going to be,
don’t call it a newsletter.
It’s great to see
they’re no longer calling it a newsletter.
So there’s lots of really good stuff here.
Sign up today and enjoy 20% off your first order
is a really strong incentive to get you to make
that first purchase.
Now, 20% of your first order, you might be thinking
that’s equivalent to my profit margin.
Why would I ever want to do that?
Well, if you’re selling something that’s a repeat purchase,
like for example, this site is selling beauty products,
which are obviously a repeat purchase.
They’re happy to break even on the first sale
because then they know they can get you over and over
and over and over again.
Likewise, if you sell any kind of subscription offer
and if you don’t, you should probably look at ways
that you possibly could do.
This is a way of getting people over and over
and over again.
So as long as you can afford to do it
and you’re not like a one shop purchase,
then some kind of financial incentive to get people
to sign up, is a really good idea.
And by not calling it a newsletter, like they now don’t,
you’re actually removing the low perceived value
that’s a such with signing up for a newsletter,
like who actually wants to sign up for a newsletter.
I mean, I actually had a sales call earlier on my phone
and they said, “Hey, is this just a quick call
to talk about life insurance.
Have you got five minutes?”
And I thought, I mean,
sign me up for the newsletter while you’re at it.
No way jose.
Turns out she wasn’t called Jose.
But using a model like this can be a great way
to build an email list, which you can then run offers to.
It also allows you to send check out abandonment emails
to people if you can cookie them
as you’ve got their email address.
Tip number B is to instal a benefits bar on your side.
No benefits bar is a bar
that just sits right underneath your menu,
which gives people a reason to buy from you
or multiple reasons.
So you can see here on Coggles,
which has another Hut Group property.
Checkout The Hut Group video
if you’re interested in more deconstruction
about how this business has grown to be such a behemoth.
Then you will see that we have
these four different benefits listed in the benefits bar.
So usually it’s a good idea
to include something about delivery on your benefits bar.
Typically, if you’re able to offer fast or free delivery.
You might also offer a purchase incentive for first orders.
This is designed to increase
the conversion rate of that first order
because the first order is very important.
You might also offer a discount against first orders because
that first order is all important
because that’s when you buy the customer
and you get a chance to get their repeat business.
Now, how you implement this on mobile is ideally
you wanna have it scrolling through.
So notice how Coggles has done here.
Rather than having it stacked up in a big line
or just making them really, really smaller
or just showing one.
If you can have it cycling through
then it means people are more likely
to see all of the benefits.
Now, the great thing about benefits bar is it sits
on every single page of your website.
So whatever page people come through
then you can immediately establish them with these are
the reasons why people choose to buy from us,
which is a great thing to do.
And a lot of businesses really struggle with this
because they get people coming in
through product category pages or product pages
where there might not be too much introduction
to the business.
Well this benefits bar is a good chance
to give them three or four USP straight upfront,
so they know great
this is the place I’m going to buy this product from.
Step three is to offer a great product experience.
I’m not talking about good products experience,
I’m talking about great product experience.
So think about how people buy something.
When you go into a shop, you pick it up, you look around,
you make a decision to buy.
For some reason, a lot of eCommerce businesses fall into
the trap of thinking
that that buying process is very different online.
And instead all people need to do is see
one tiny low resolution picture of a product
in order to be compelled
to immediately part with their money and make the purchase.
Not so actually we need more reassurance online
because we can’t pick it up.
We can’t feel it.
So how do you get over this?
Well, let’s not go any further than looking at the masters,
Amazon has taught the world how to buy through eCommerce.
And let’s look at some of the reasons
why Amazon is so successful in this space.
If we have a look at an Amazon product page.
Here is an excellent, excellent book.
How To Get To The Top of Google 2020 by Exposure Ninja.
Uh-uh, geez, these guys are freaking awesome.
As good as this book is, it’s nowhere near as good as
the Amazon product page that it sits on.
First thing, we get nice, clear headline information about
the manufacturer, in this case, the author.
We then get a product description.
And on Amazon, a lot of the product descriptions
are actually written by the seller or the manufacturer.
If you’ve ever sold anything on Amazon you know
that a long product description helps to make sales.
People think who’s going to read all that copy?
Buyers do. So have a look at most of
the product descriptions on Amazon.
And you’ll notice that for top selling products
they’re usually pretty lengthy.
This one is no exception.
Plenty of information about the book tells you exactly
Then we’ve got other related products.
So what they’re trying to do here is hedge against
the possibility that you might not want this product.
And you instead might want one of these other products.
Because what they don’t want you to do is leave
this page without converting.
We’ve then got more information.
And of course Amazon’s absolute gold mine.
The user generated reviews.
These are fantastic
because not only do they include target keywords
because people write about the things that they’ve bought,
but it’s user generated content is really useful
for conversion and increases the amount of time
that people spend on the page.
So when you’re thinking about your product page,
I’d also encourage you to think about what are
the conversion blockers.
I.e what are the things that will stop people from buying?
If they don’t get that question answered
they just cannot make a purchase.
So for example, often for fashion,
a conversion blocker will be the fit of an item.
So for example, people are unlikely to buy a shirt
if they can’t actually see it on someone
because they don’t know what it’s going to look like.
And if you can show them people with different body types
so they can find someone that is similar to them, great.
You’ll notice a lot of
the larger eCommerce fashion sites now
actually show different models at different product sizes.
So you can see what it looks like on someone
who’s more likely to have a body shape like yours.
So you can see what the fit is more likely to be.
Well, this is really important in fashion
because if they can’t see what the fit is
they might not buy it.
Or you might be like ASUS.
You might have a 40% return rate
because people are buying multiple items
and then they’ll try them on
and see which one fits them best.
The more you can help people do that on your website
the less you’ll have to deal with those really annoying
and expensive returns.
For some products, a conversion blocker might be size.
So show the product.
In context, we were reviewing a diamond ring site
the other day.
And the diamond ring is all just shown in isolation
on a white background.
The trouble is you’re not going to buy a diamond ring
unless you can see what it might look like on a finger.
So you need to show it.
And without that you’re really unlikely to get the sale.
For some eCommerce businesses,
one of their main conversion blockers
between people buying their products
and not will be functionality.
For example, if you’re selling bag
and you don’t show people what’s inside the bag,
what’s the pockets.
How does it work?
It’s going to be really difficult for them
to justify buying that
because they’re taking a massive gamble.
And it’s going to be a pain to have to send things back.
So give people the full experience.
Let me show you an example of an eCommerce store
that does a really good job of this.
Andertons Music is a music shop.
And they sell a whole bunch of different products,
including drum kits.
Now, if you’re going to buy a drum kit online,
fairly risky purchase.
You usually you’d want to try it out.
You’d want to have a go with it.
So what they need to do is they need to bypass
because that could be a conversion blocker for people.
Have a look at how they’ve done it.
So first thing they show lots of product images.
They show you the product at all different angles,
nice high resolution photos.
They’re already trying to upsell me
and I haven’t even bought yet.
Then we’ve got reviews.
We’ve got different ways to pay.
We’ve got benefits statements.
So rather than having a benefits bar
they’ve actually got the benefits in their product page.
Then we’ve got the description.
This is where the genius happens
because loads of the products on Andertons
have actually got individual unique videos
recorded about them.
These are great product videos.
They show you the product in context.
They have people talking about how it works
and demonstrating how it works.
So this replaces the need to go and try it for people.
So this is a really elegant way of getting
through those conversion blockers and increasing
the conversion rate of those all important product pages.
And my final recommendation
under giving a great product experience is reviews.
Who wants to be the first person
to take a chance on a product.
If you’ve ever been on an Amazon page
and you’ve seen that it’s got no reviews,
Why would it be any different for your site?
So if you’ve got products that don’t have any reviews yet,
a couple of things you can do to get around that.
Firstly, contact people who’ve bought the product
and ask them to review it.
If you’ve had no one buy the product yet
then it’s up to you to leave a review.
And I’m not talking about going in there
and using a fake name.
Mr. Smith gave it five stars.
Mrs. Smith gave it five stars.
No, I’m talking about making a video.
Explaining what the good
and the bad features are about the product.
Being completely honest.
Showing who it’s good for
and who might want to choose an alternative.
By giving this kind of honest feedback.
We can actually start to build trust with the customer,
but also bypass their need for third party reviews
because they’re like, well,
this business is being so honest with me about the good
and the bad parts of this product
that I still feel like I can trust them.
Go and watch the Anderton videos and see how they do it.
Tips four, five, and six are all about traffic.
So tip four, is this a really good idea
to have at least one profitable paid ad channel.
For eCommerce brands that have built all of their visibility
on organic channels like SEO or social media.
Now it can feel a bit scary and maybe undesirable
to start bringing in paid advertising.
But here’s the thing having at least one paid traffic source
that you can focus on particular product categories
or even particular products that you need to sell more of
not only allows you to level out the inevitable fluctuations
that happen with organic traffic,
but it also insulates you against
the effects of any possible negative impacts
from algorithms, which unfortunately can be a thing,
whether you’re focusing on SEO or social media.
But not all paid ad campaigns are created equally.
Have a look at this Google shopping campaign
that we’ve been running for a client.
And notice how over these eight months we’ve been able
to increase the number of conversions
that comes through the website.
That’s the red line.
Whilst decreasing the cost per conversion.
So they’re spending less per sale,
but they’re generating much, much more sales
than they were when we first started.
And you can see how in this high ticket B2B eCommerce space
we’ve gone from 38 sales a month to over 250 sales a month
whilst decreasing the amount that they have to spend on ads
for each sale.
Likewise, with this Google text ad campaign
for another eCommerce business,
similar sorts of thing.
The key is persistence and relentless management.
This is about making sure that you’re constantly going in
and optimising your ad campaigns and not just setting them
and forgetting them.
Because let me tell you,
if you think that SpaceX developing a super rocket,
which can carry a fully loaded jumbo jet
as cargo is expensive,
then you want to try running a set
and forget Google ad campaign without optimization.
Within six months, you’ll be living on the streets.
Within 12 months
your country’s currency will be so devalued,
you’ll have to take your cash to the shops
in a SpaceX super rocket.
Villages will be washed away by your tears.
In other words, if you don’t have time
to manage your own campaigns, get a pro.
Tip five is organic traffic.
Now in particular, I’m talking about organic search traffic.
Now I know I’ve just said that paid traffic is important,
but tip five is actually to focus on organic search traffic.
Now here’s the thing.
Yes, you want paid traffic to your site,
but if you only grow your business through paid traffic
you’re always going to be paying for every user
that you get.
Whereas if you can get your website ranked prominently
for people that are actually searching for the products
that you sell, bingo.
That is the most qualified traffic.
And of course every visitor is free. So if you said to me,
“What sorts of website visitors can you have?”
You could have anyone.
I would say, get me to the top of Google.
I want to be found by the people who are searching
for exactly what it is that I sell.
Now as an eCommerce store, you’ve got two ways of ranking.
You have commercial pages and you have informational pages.
So your commercial pages are like your product
and your category pages,
which are more likely to rank for phrases
that Google decides to have commercial intent.
So for example,
if you’re trying to rank for red size six Nike shoes,
then that’s likely to be a product page.
Or a category page is going to show up.
Then you’ve got the content pages on your site.
So things like blogs and knowledge bases.
And these are great for people
that are maybe further up the funnel.
They haven’t yet decided that they want to buy.
They’re still in their curiosity and research phases.
Now here’s a site that we’ve been working on
for over five years.
Notice how organic search
has helped them sell $35 million worth of product.
But weirdly they’re not viral on TikTok yet.
Here’s the thing organic search takes time.
Tip number last is all about using influencers.
Now just like swinging,
influencers aren’t right for everyone.
But if your business can use influencers
then it’s an experience that you probably want to give a go
at least once.
Now, possibly the greatest example
of an influencer marketing led eCommerce store is Gymshark.
– [Narrator] Gymshark.
– My name is Tim Cameron Kitchen,
and I’m head Ninja at a digital marketing agency
called Exposure Ninja.
Now we love reverse engineering.
I’m going to show you the marketing
that helps Gymshark to go from zero
to over £150 million in revenue.
One of the world’s most competitive
apparel markets sportswear.
This is one of the greatest business growth stories
of our generation.
We’re going to look at how their website
has evolved over time.
We’re going to take a look at their social media.
We’re going to take a look at SEO
and we’re going to put it all together into some lessons
that you can learn if you’re looking to tap into some of
that ridiculous growth for your business.
We’ve done a much more in depth video on
the backstory in the digital marketing success of Gymshark,
which looks into that influencer marketing strategy.
But here’s the thing about Gymshark to say
that influencer marketing is important to Gymshark
is like saying that snow is important to skiing, right?
Influencer marketing has built Gymshark.
If you have a look for example, on their YouTube channel,
you will notice that all of their most popular videos
feature influencers prominently.
Here we have all of their most popular videos in order of
the number of views.
And you’ll see that it’s all influencer lead.
As soon as they stop talking about influencers
people are much less interested.
Pretty much all that Instagram is influencers as well.
Now here’s the fundamental reason
that influencers are such a powerful marketing tool
for eCommerce businesses.
All of us spend 165% of our lives on social media,
scrolling through Instagram.
And when we are scrolling through Instagram 27 hours a day,
what we’re really looking for is we’re looking for people.
We connect most with people.
Yes, we might follow some brands,
but typically the strongest connections
that we have on social are with people.
And the most influence is built
from someone showing us into their lives
and us having a connection with them.
This is why influencers are so powerful.
And this is why brands like to tap into influencers.
So it’s one of the reasons why we tend
to recommend influencer marketing
for relevant eCommerce businesses that are clients of ours.
Now, one of my top tips for influencer marketing,
well, first up, actually,
don’t go for the biggest influencers
that you can possibly find.
Actually what tends to work best is people
that you have a really strong relationship with as a brand
and people that will give you more.
For example, if you noticed Gymshark throughout the years
they’ve worked influencers that actually
they helped to promote.
They helped build these people up.
And they gave them their own clothing range
and they worked on collaborations because these people were,
you know, similar sorts of level.
They didn’t go for the biggest people in the world.
They didn’t go for huge well-known mega star athletes.
They went for people
that had a really solid influence with their audience
and were at the sorts of level
where actually Gymshark could pull a bit of favours
and get these people to do collaborations
and to come to the popup stores
and feature with them much more prominently.
So those are six tips to increase your eCommerce sales.
I hope you found at least one of them semi useful,
And if you enjoy this video for any reason,
even if it’s just the fact that it is now over,
I could encourage you to subscribe to the YouTube channel
because we do more of these.
And also click like and leave us a comment.
What’s your favourite tip?
I have to be honest the reason we’re asking for comments is
because it boosts YouTube engagement
and we think it improves the algorithm,
make visibility of these videos.
So just leave us a comment saying anything, please.
And in return, we will not stop making these videos.
And don’t forget if you need some help
with your digital marketing.
If you’re watching this thinking,
“Oh, I really want to grow my eCommerce store.”
Well, guess what?
We can help you free of charge
because what we do at Exposure Ninja
is we do free website and marketing reviews.
Now if you thinking I’ve had one of these free reviews from
like Neil Patel or whatever.
It just gives me a whole load of red crosses
and tells me I’m a complete failure in life.
What’s the point of another one?
Not so fast.
The free website marketing reviews that Exposure Ninja does.
What happens is we ask you a few questions
about your business, your marketing, and your goals.
One of our team will then record you a 15-minute video,
like actually a video.
They’ll show you on the screen how to improve
the conversion rate of your website.
And also how to drive more traffic to it.
They’ll then send this to you completely free of charge
so that you can either implement the suggestions.
Or if you really want, then you can ask us for help.
This is how we get clients.
This is how we’ve built our business.
This is how we’ve got 100 people.
There’s no obligation to use our service.
Although I have to warn you
that 295% of review recipients do.
Have you noticed the theme with the stats and this video,
you can get it from exposureninja.com.
The day you get your marketing review will possibly be
the best day of your life.
Maybe aside from, you know, the standard generic stuff,
like getting married and having babies and stuff like that.
Anyway, this has gone on long enough.
I hope you’ve enjoyed it.
See you seen.