Transcript:

– Did you know,

00:01

297% of all sales happen on the internet during COVID?

00:06

Did you know that 941% of teenagers age 25 to 32

00:10

have never even seen a high street?

00:13

Did you know that by 2023,

00:15

there’ll be more voice product search

00:17

on the earth than water.

00:19

If you want to increase your eCommerce sales

00:21

then stay tuned.

00:22

Because in this video,

00:23

I’m going to share six digital marketing tips

00:25

to help you do exactly that.

00:28

And by the way, these things work,

00:29

whether you’re B2B, B2C.

00:30

It doesn’t really matter what you sell to whom.

00:32

All of these things are based on making people

00:35

do things on a website,

00:36

which is exactly what you’re all about, right?

00:39

So let’s go.

00:45

Before we get started,

00:46

there’s actually only three different types of thing

00:49

that you can do to increase eCommerce sales.

00:52

Firstly, you can increase your conversion rate.

00:54

I.e turning more of your website visitors into buyers.

00:57

The second thing that you can do is to drive more traffic

01:00

to your eCommerce store.

01:01

The third thing that you can do is do both of them.

01:03

But since you’re on the Exposure Ninja page.

01:05

And you’re obviously an absolute savage.

01:07

We’re going to focus on number three.

01:09

So that is doing both increasing your conversion rate

01:11

and generating more traffic.

01:13

And my six tips are going to combine them both of these.

01:15

Throughout we’re going to share some real examples

01:18

and even some behind the scenes that illustrate each point.

01:20

Let’s go.

01:22

The first step is to actually employ lead capture

01:25

on your website.

01:26

So you might be thinking, well, I want to sell products.

01:28

Well do I want to collect people’s email addresses

01:30

on my eCommerce site.

01:31

Isn’t that just going to distract them

01:32

from what I actually want them to do?

01:33

Here’s the thing.

01:34

Not everyone is going to buy from your website

01:36

the first time they land on the page.

01:38

Even if you’ve got a really well optimised eCommerce site,

01:40

you might be converting between 5% and 15%

01:43

of your visitors into sales

01:45

depending on how much repeat business you’re getting.

01:47

But that means between 85 and 95% of your visitors

01:50

are just coming onto your site and they’re leaving.

01:53

They’re not converting.

01:54

So adding a lead capture element can be great

01:56

at taking a shot at those people next time.

01:59

So here’s how it might work.

02:01

Now, if we go on a site like Lookfantastic,

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which is part of The Hut Group,

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which we also have a very in depth video on.

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♪ Pizza Hut ♪

02:08

♪ A Pizza Hut ♪

02:09

♪ Kentucky Fried Chicken and a Pizza Hut ♪

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Then you’ll notice as soon as we get onto the site,

02:14

it says, sign up today and enjoy 20% off your first order.

02:17

Plus exclusive brand launches,

02:19

early access to sales, exclusive offers.

02:22

A week ago this popup said newsletter.

02:24

And my first tip was going to be,

02:26

don’t call it a newsletter.

02:27

It’s great to see

02:28

they’re no longer calling it a newsletter.

02:30

So there’s lots of really good stuff here.

02:32

Sign up today and enjoy 20% off your first order

02:35

is a really strong incentive to get you to make

02:38

that first purchase.

02:39

Now, 20% of your first order, you might be thinking

02:42

that’s equivalent to my profit margin.

02:43

Why would I ever want to do that?

02:45

Well, if you’re selling something that’s a repeat purchase,

02:47

like for example, this site is selling beauty products,

02:49

which are obviously a repeat purchase.

02:51

They’re happy to break even on the first sale

02:53

because then they know they can get you over and over

02:55

and over and over again.

02:57

Likewise, if you sell any kind of subscription offer

02:59

and if you don’t, you should probably look at ways

03:01

that you possibly could do.

03:02

This is a way of getting people over and over

03:05

and over again.

03:05

So as long as you can afford to do it

03:07

and you’re not like a one shop purchase,

03:09

then some kind of financial incentive to get people

03:12

to sign up, is a really good idea.

03:15

And by not calling it a newsletter, like they now don’t,

03:18

you’re actually removing the low perceived value

03:21

that’s a such with signing up for a newsletter,

03:23

like who actually wants to sign up for a newsletter.

03:25

I mean, I actually had a sales call earlier on my phone

03:27

and they said, “Hey, is this just a quick call

03:29

to talk about life insurance.

03:30

Have you got five minutes?”

03:32

And I thought, I mean,

03:33

sign me up for the newsletter while you’re at it.

03:35

No way jose.

03:36

Turns out she wasn’t called Jose.

03:38

But using a model like this can be a great way

03:40

to build an email list, which you can then run offers to.

03:43

It also allows you to send check out abandonment emails

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to people if you can cookie them

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as you’ve got their email address.

03:50

Comprende Jose?

03:51

Tip number B is to instal a benefits bar on your side.

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No benefits bar is a bar

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that just sits right underneath your menu,

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which gives people a reason to buy from you

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or multiple reasons.

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So you can see here on Coggles,

04:03

which has another Hut Group property.

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Checkout The Hut Group video

04:05

if you’re interested in more deconstruction

04:07

about how this business has grown to be such a behemoth.

04:10

Then you will see that we have

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these four different benefits listed in the benefits bar.

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So usually it’s a good idea

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to include something about delivery on your benefits bar.

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Typically, if you’re able to offer fast or free delivery.

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You might also offer a purchase incentive for first orders.

04:25

This is designed to increase

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the conversion rate of that first order

04:28

because the first order is very important.

04:30

You might also offer a discount against first orders because

04:33

that first order is all important

04:35

because that’s when you buy the customer

04:36

and you get a chance to get their repeat business.

04:38

Now, how you implement this on mobile is ideally

04:40

you wanna have it scrolling through.

04:42

So notice how Coggles has done here.

04:44

Rather than having it stacked up in a big line

04:46

or just making them really, really smaller

04:48

or just showing one.

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If you can have it cycling through

04:50

then it means people are more likely

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to see all of the benefits.

04:53

Now, the great thing about benefits bar is it sits

04:55

on every single page of your website.

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So whatever page people come through

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then you can immediately establish them with these are

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the reasons why people choose to buy from us,

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which is a great thing to do.

05:06

And a lot of businesses really struggle with this

05:08

because they get people coming in

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through product category pages or product pages

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where there might not be too much introduction

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to the business.

05:15

Well this benefits bar is a good chance

05:18

to give them three or four USP straight upfront,

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so they know great

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this is the place I’m going to buy this product from.

05:24

Step three is to offer a great product experience.

05:28

I’m not talking about good products experience,

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I’m talking about great product experience.

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So think about how people buy something.

05:34

When you go into a shop, you pick it up, you look around,

05:37

you make a decision to buy.

05:39

For some reason, a lot of eCommerce businesses fall into

05:41

the trap of thinking

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that that buying process is very different online.

05:44

And instead all people need to do is see

05:46

one tiny low resolution picture of a product

05:50

in order to be compelled

05:51

to immediately part with their money and make the purchase.

05:54

Not so actually we need more reassurance online

05:56

because we can’t pick it up.

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We can’t feel it.

05:58

So how do you get over this?

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Well, let’s not go any further than looking at the masters,

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Amazon.

06:05

Amazon has taught the world how to buy through eCommerce.

06:08

And let’s look at some of the reasons

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why Amazon is so successful in this space.

06:12

If we have a look at an Amazon product page.

06:14

Here is an excellent, excellent book.

06:16

How To Get To The Top of Google 2020 by Exposure Ninja.

06:19

Uh-uh, geez, these guys are freaking awesome.

06:22

As good as this book is, it’s nowhere near as good as

06:24

the Amazon product page that it sits on.

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First thing, we get nice, clear headline information about

06:29

the manufacturer, in this case, the author.

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We then get a product description.

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And on Amazon, a lot of the product descriptions

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are actually written by the seller or the manufacturer.

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If you’ve ever sold anything on Amazon you know

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that a long product description helps to make sales.

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People think who’s going to read all that copy?

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Buyers do. So have a look at most of

06:48

the product descriptions on Amazon.

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And you’ll notice that for top selling products

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they’re usually pretty lengthy.

06:52

This one is no exception.

06:54

Plenty of information about the book tells you exactly

06:56

what’s included.

06:57

Then we’ve got other related products.

06:58

So what they’re trying to do here is hedge against

07:01

the possibility that you might not want this product.

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Unlikely.

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And you instead might want one of these other products.

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Definitely not.

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Because what they don’t want you to do is leave

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this page without converting.

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We’ve then got more information.

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And of course Amazon’s absolute gold mine.

07:15

The user generated reviews.

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These are fantastic

07:18

because not only do they include target keywords

07:20

because people write about the things that they’ve bought,

07:23

but it’s user generated content is really useful

07:25

for conversion and increases the amount of time

07:27

that people spend on the page.

07:29

So when you’re thinking about your product page,

07:30

I’d also encourage you to think about what are

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the conversion blockers.

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I.e what are the things that will stop people from buying?

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If they don’t get that question answered

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they just cannot make a purchase.

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So for example, often for fashion,

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a conversion blocker will be the fit of an item.

07:45

So for example, people are unlikely to buy a shirt

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if they can’t actually see it on someone

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because they don’t know what it’s going to look like.

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And if you can show them people with different body types

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so they can find someone that is similar to them, great.

07:56

You’ll notice a lot of

07:57

the larger eCommerce fashion sites now

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actually show different models at different product sizes.

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So you can see what it looks like on someone

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who’s more likely to have a body shape like yours.

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So you can see what the fit is more likely to be.

08:09

Well, this is really important in fashion

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because if they can’t see what the fit is

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they might not buy it.

08:14

Or you might be like ASUS.

08:15

You might have a 40% return rate

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because people are buying multiple items

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and then they’ll try them on

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and see which one fits them best.

08:21

The more you can help people do that on your website

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the less you’ll have to deal with those really annoying

08:26

and expensive returns.

08:28

For some products, a conversion blocker might be size.

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So show the product.

08:32

In context, we were reviewing a diamond ring site

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the other day.

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And the diamond ring is all just shown in isolation

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on a white background.

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The trouble is you’re not going to buy a diamond ring

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unless you can see what it might look like on a finger.

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So you need to show it.

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And without that you’re really unlikely to get the sale.

08:47

For some eCommerce businesses,

08:48

one of their main conversion blockers

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between people buying their products

08:52

and not will be functionality.

08:53

For example, if you’re selling bag

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and you don’t show people what’s inside the bag,

08:58

what’s the pockets.

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How does it work?

09:00

It’s going to be really difficult for them

09:01

to justify buying that

09:02

because they’re taking a massive gamble.

09:04

And it’s going to be a pain to have to send things back.

09:07

So give people the full experience.

09:09

Let me show you an example of an eCommerce store

09:11

that does a really good job of this.

09:14

Andertons Music is a music shop.

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And they sell a whole bunch of different products,

09:18

including drum kits.

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Now, if you’re going to buy a drum kit online,

09:21

fairly risky purchase.

09:22

You usually you’d want to try it out.

09:24

You’d want to have a go with it.

09:25

So what they need to do is they need to bypass

09:27

that objection

09:28

because that could be a conversion blocker for people.

09:30

Have a look at how they’ve done it.

09:31

So first thing they show lots of product images.

09:34

They show you the product at all different angles,

09:36

nice high resolution photos.

09:38

They’re already trying to upsell me

09:40

and I haven’t even bought yet.

09:41

Love it.

09:42

Then we’ve got reviews.

09:43

We’ve got different ways to pay.

09:44

We’ve got benefits statements.

09:46

So rather than having a benefits bar

09:47

they’ve actually got the benefits in their product page.

09:50

Then we’ve got the description.

09:52

This is where the genius happens

09:54

because loads of the products on Andertons

09:56

have actually got individual unique videos

09:59

recorded about them.

10:00

These are great product videos.

10:02

They show you the product in context.

10:04

They have people talking about how it works

10:06

and demonstrating how it works.

10:08

So this replaces the need to go and try it for people.

10:12

So this is a really elegant way of getting

10:13

through those conversion blockers and increasing

10:15

the conversion rate of those all important product pages.

10:18

And my final recommendation

10:19

under giving a great product experience is reviews.

10:22

Who wants to be the first person

10:24

to take a chance on a product.

10:26

If you’ve ever been on an Amazon page

10:28

and you’ve seen that it’s got no reviews,

10:30

you’re like,

10:31

nope.

10:32

Why would it be any different for your site?

10:34

So if you’ve got products that don’t have any reviews yet,

10:36

a couple of things you can do to get around that.

10:38

Firstly, contact people who’ve bought the product

10:40

and ask them to review it.

10:42

If you’ve had no one buy the product yet

10:44

then it’s up to you to leave a review.

10:45

And I’m not talking about going in there

10:47

and using a fake name.

10:48

Mr. Smith gave it five stars.

10:50

Mrs. Smith gave it five stars.

10:52

No, I’m talking about making a video.

10:55

Explaining what the good

10:56

and the bad features are about the product.

10:58

Being completely honest.

10:59

Showing who it’s good for

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and who might want to choose an alternative.

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By giving this kind of honest feedback.

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We can actually start to build trust with the customer,

11:08

but also bypass their need for third party reviews

11:10

because they’re like, well,

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this business is being so honest with me about the good

11:14

and the bad parts of this product

11:16

that I still feel like I can trust them.

11:17

Go and watch the Anderton videos and see how they do it.

11:21

Tips four, five, and six are all about traffic.

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So tip four, is this a really good idea

11:26

to have at least one profitable paid ad channel.

11:29

For eCommerce brands that have built all of their visibility

11:31

on organic channels like SEO or social media.

11:35

Now it can feel a bit scary and maybe undesirable

11:38

to start bringing in paid advertising.

11:40

But here’s the thing having at least one paid traffic source

11:43

that you can focus on particular product categories

11:46

or even particular products that you need to sell more of

11:49

not only allows you to level out the inevitable fluctuations

11:52

that happen with organic traffic,

11:54

but it also insulates you against

11:56

the effects of any possible negative impacts

11:59

from algorithms, which unfortunately can be a thing,

12:02

whether you’re focusing on SEO or social media.

12:04

But not all paid ad campaigns are created equally.

12:08

Have a look at this Google shopping campaign

12:10

that we’ve been running for a client.

12:12

And notice how over these eight months we’ve been able

12:14

to increase the number of conversions

12:16

that comes through the website.

12:18

That’s the red line.

12:19

Whilst decreasing the cost per conversion.

12:22

So they’re spending less per sale,

12:24

but they’re generating much, much more sales

12:27

than they were when we first started.

12:29

And you can see how in this high ticket B2B eCommerce space

12:33

we’ve gone from 38 sales a month to over 250 sales a month

12:37

whilst decreasing the amount that they have to spend on ads

12:41

for each sale.

12:42

Likewise, with this Google text ad campaign

12:44

for another eCommerce business,

12:47

similar sorts of thing.

12:48

The key is persistence and relentless management.

12:52

This is about making sure that you’re constantly going in

12:55

and optimising your ad campaigns and not just setting them

12:58

and forgetting them.

12:58

Because let me tell you,

12:59

if you think that SpaceX developing a super rocket,

13:02

which can carry a fully loaded jumbo jet

13:05

as cargo is expensive,

13:06

then you want to try running a set

13:09

and forget Google ad campaign without optimization.

13:12

Within six months, you’ll be living on the streets.

13:15

Within 12 months

13:16

your country’s currency will be so devalued,

13:18

you’ll have to take your cash to the shops

13:21

in a SpaceX super rocket.

13:23

Villages will be washed away by your tears.

13:27

In other words, if you don’t have time

13:28

to manage your own campaigns, get a pro.

13:31

Tip five is organic traffic.

13:34

Now in particular, I’m talking about organic search traffic.

13:38

Now I know I’ve just said that paid traffic is important,

13:40

but tip five is actually to focus on organic search traffic.

13:44

Now here’s the thing.

13:45

Yes, you want paid traffic to your site,

13:46

but if you only grow your business through paid traffic

13:49

you’re always going to be paying for every user

13:51

that you get.

13:52

Whereas if you can get your website ranked prominently

13:54

for people that are actually searching for the products

13:56

that you sell, bingo.

13:58

That is the most qualified traffic.

14:00

And of course every visitor is free. So if you said to me,

14:03

“What sorts of website visitors can you have?”

14:05

You could have anyone.

14:06

I would say, get me to the top of Google.

14:08

I want to be found by the people who are searching

14:11

for exactly what it is that I sell.

14:13

Now as an eCommerce store, you’ve got two ways of ranking.

14:17

You have commercial pages and you have informational pages.

14:20

So your commercial pages are like your product

14:22

and your category pages,

14:24

which are more likely to rank for phrases

14:25

that Google decides to have commercial intent.

14:27

So for example,

14:28

if you’re trying to rank for red size six Nike shoes,

14:31

then that’s likely to be a product page.

14:34

Or a category page is going to show up.

14:35

Then you’ve got the content pages on your site.

14:37

So things like blogs and knowledge bases.

14:40

And these are great for people

14:41

that are maybe further up the funnel.

14:43

They haven’t yet decided that they want to buy.

14:46

They’re still in their curiosity and research phases.

14:49

Now here’s a site that we’ve been working on

14:50

for over five years.

14:51

Notice how organic search

14:53

has helped them sell $35 million worth of product.

14:57

Boom.

14:58

But weirdly they’re not viral on TikTok yet.

15:02

Here’s the thing organic search takes time.

15:04

Tip number last is all about using influencers.

15:07

Now just like swinging,

15:09

influencers aren’t right for everyone.

15:11

But if your business can use influencers

15:14

then it’s an experience that you probably want to give a go

15:16

at least once.

15:18

Now, possibly the greatest example

15:20

of an influencer marketing led eCommerce store is Gymshark.

15:23

– [Narrator] Gymshark.

15:24

(upbeat music)

15:27

– My name is Tim Cameron Kitchen,

15:28

and I’m head Ninja at a digital marketing agency

15:31

called Exposure Ninja.

15:32

Now we love reverse engineering.

15:34

I’m going to show you the marketing

15:36

that helps Gymshark to go from zero

15:38

to over £150 million in revenue.

15:41

One of the world’s most competitive

15:43

apparel markets sportswear.

15:46

This is one of the greatest business growth stories

15:48

of our generation.

15:49

We’re going to look at how their website

15:51

has evolved over time.

15:52

We’re going to take a look at their social media.

15:54

We’re going to take a look at SEO

15:55

and we’re going to put it all together into some lessons

15:58

that you can learn if you’re looking to tap into some of

16:01

that ridiculous growth for your business.

16:05

We’ve done a much more in depth video on

16:08

the backstory in the digital marketing success of Gymshark,

16:11

which looks into that influencer marketing strategy.

16:14

But here’s the thing about Gymshark to say

16:16

that influencer marketing is important to Gymshark

16:18

is like saying that snow is important to skiing, right?

16:22

Influencer marketing has built Gymshark.

16:25

If you have a look for example, on their YouTube channel,

16:28

you will notice that all of their most popular videos

16:31

feature influencers prominently.

16:34

Here we have all of their most popular videos in order of

16:36

the number of views.

16:37

And you’ll see that it’s all influencer lead.

16:40

As soon as they stop talking about influencers

16:43

people are much less interested.

16:44

Pretty much all that Instagram is influencers as well.

16:48

Now here’s the fundamental reason

16:50

that influencers are such a powerful marketing tool

16:52

for eCommerce businesses.

16:54

All of us spend 165% of our lives on social media,

16:58

scrolling through Instagram.

17:00

And when we are scrolling through Instagram 27 hours a day,

17:03

what we’re really looking for is we’re looking for people.

17:06

We connect most with people.

17:08

Yes, we might follow some brands,

17:10

but typically the strongest connections

17:12

that we have on social are with people.

17:14

And the most influence is built

17:15

from someone showing us into their lives

17:18

and us having a connection with them.

17:20

This is why influencers are so powerful.

17:22

And this is why brands like to tap into influencers.

17:24

So it’s one of the reasons why we tend

17:26

to recommend influencer marketing

17:28

for relevant eCommerce businesses that are clients of ours.

17:32

Now, one of my top tips for influencer marketing,

17:34

well, first up, actually,

17:35

don’t go for the biggest influencers

17:37

that you can possibly find.

17:38

Actually what tends to work best is people

17:41

that you have a really strong relationship with as a brand

17:44

and people that will give you more.

17:45

For example, if you noticed Gymshark throughout the years

17:48

they’ve worked influencers that actually

17:50

they helped to promote.

17:52

They helped build these people up.

17:54

And they gave them their own clothing range

17:56

and they worked on collaborations because these people were,

17:59

you know, similar sorts of level.

18:00

They didn’t go for the biggest people in the world.

18:02

They didn’t go for huge well-known mega star athletes.

18:05

They went for people

18:07

that had a really solid influence with their audience

18:09

and were at the sorts of level

18:10

where actually Gymshark could pull a bit of favours

18:13

and get these people to do collaborations

18:15

and to come to the popup stores

18:17

and feature with them much more prominently.

18:19

So those are six tips to increase your eCommerce sales.

18:22

I hope you found at least one of them semi useful,

18:26

theoretically.

18:27

And if you enjoy this video for any reason,

18:29

even if it’s just the fact that it is now over,

18:31

I could encourage you to subscribe to the YouTube channel

18:33

because we do more of these.

18:35

And also click like and leave us a comment.

18:37

What’s your favourite tip?

18:39

I have to be honest the reason we’re asking for comments is

18:40

because it boosts YouTube engagement

18:43

and we think it improves the algorithm,

18:44

make visibility of these videos.

18:45

So just leave us a comment saying anything, please.

18:48

And in return, we will not stop making these videos.

18:51

And don’t forget if you need some help

18:52

with your digital marketing.

18:53

If you’re watching this thinking,

18:54

“Oh, I really want to grow my eCommerce store.”

18:56

Well, guess what?

18:58

We can help you free of charge

18:59

because what we do at Exposure Ninja

19:02

is we do free website and marketing reviews.

19:04

Now if you thinking I’ve had one of these free reviews from

19:06

like Neil Patel or whatever.

19:08

It just gives me a whole load of red crosses

19:09

and tells me I’m a complete failure in life.

19:11

What’s the point of another one?

19:13

Not so fast.

19:14

The free website marketing reviews that Exposure Ninja does.

19:17

What happens is we ask you a few questions

19:19

about your business, your marketing, and your goals.

19:21

One of our team will then record you a 15-minute video,

19:24

like actually a video.

19:25

They’ll show you on the screen how to improve

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the conversion rate of your website.

19:29

And also how to drive more traffic to it.

19:31

They’ll then send this to you completely free of charge

19:33

so that you can either implement the suggestions.

19:35

Or if you really want, then you can ask us for help.

19:38

This is how we get clients.

19:39

This is how we’ve built our business.

19:40

This is how we’ve got 100 people.

19:42

There’s no obligation to use our service.

19:43

Although I have to warn you

19:45

that 295% of review recipients do.

19:48

Have you noticed the theme with the stats and this video,

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you can get it from exposureninja.com.

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The day you get your marketing review will possibly be

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the best day of your life.

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Maybe aside from, you know, the standard generic stuff,

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like getting married and having babies and stuff like that.

20:01

Anyway, this has gone on long enough.

20:03

I hope you’ve enjoyed it.

20:04

See you seen.