100 sales per day from your website. (dramatic music) My name's Tim, I'm head
Ninja at Exposure Ninja, which is a digital marketing agency. At Exposure Ninja, we've helped clients get to 100 sales a day. And in fact, we've helped
clients surpass that. And we've got clients that
sell 2000 transactions per day. In this video, I'm gonna
share some of the secrets behind their success and some of the things
that trip up businesses that are trying to scale to that level, but struggle to do so. The first thing I'm gonna say is that it's a whole lot easier
to get to 100 sales per day if you're selling something
good that people actually want. Now whilst that might
sound pretty obvious, I have to tell you, there's
also a whole lot of businesses out there selling stuff
that isn't very good. For example, there are
Shopify drop shipping sites all over the world, selling
absolute crap like this. I've just broken the on button. This is a little handheld drone. Anyway, it doesn't really
matter what this is, but the thing that you need to know, this is absolute garbage. And if I had to leave a five word review, I'd say the worst product in the world. The point is it's a lot easier
to get to 100 sales per day if you're not selling that
kind of pre-landfill garbage. Sell something that people want and sell something that
when they receive it, they like it because what's gonna happen is as soon as people start receiving it, they'll start leaving reviews. Those reviews can be your best
friend or your worst enemy. If the stuff that you're
selling is rubbish, rubbish, rubbish, rubbish. As soon as people realise
how rubbish that thing is, the reviews are gonna get out there and that business will not survive. They might have one good Christmas
where they can go all out and sell as much as they possibly can, but after then, it's done. The second thing to note before we get into the digital
marketing side of things is you've got to know your customer, who exactly are you selling to? What are their likes and
interests, demographic info, all that type of stuff. If you can visualise the
person that you're selling to, it makes all of your
advertising so much easier because you can write
and you can design stuff for that specific person. If you don't know who you're selling to, and you're just basically throwing up a whole bunch of products on a site, it could be really difficult
to narrow your customer down and subsequently when that
person lands on your site, they don't know who it's for because you're not really
speaking their language. Okay, now we've got the
basics out of the way, let's talk about digital marketing. The first area of digital marketing tricks that we're gonna look at
is conversion optimization. If we imagine that sending
traffic to a website is like pouring water into a bucket, the performance of your website is like the integrity of that bucket, right? And if your bucket's full of holes, it doesn't matter how
much water you pour in, you're not gonna get any
sales out of the back of it. You're never gonna get any sales. So your website needs to
convert a good percentage of visitors into customers, how many? Well, that depends on what you're selling. But a good e-commerce
conversion rate to aim for would be anything between say two and 15%. Broad range, Tim. Yeah, it is, obviously the
higher your conversion rate is, the more successful your story's gonna be, but it's gonna be dependent
on so many factors, like repeat business, the amount of traffic
coming in through your blog and all of that sort of stuff. We talk about bounce
rate and conversion rate in other videos, so I'll
leave that to those ones. Now, some quick things that you can do to improve your eCommerce
sites conversion rate can be things like adding a benefits bar across the top of the site. This is the little bar
that sits under the menu and will give people
usually three benefits of doing business with you. And it's a great opportunity
for you to remove some of the potential
objections they might have around things like delivery terms. The next area to look at
is your category pages. Now for eCommerce stores, your category pages
are the pages that list all of the products in
a particular category. These category pages are your goldmine, or they should be. Most of the time, they're not. These category pages are gold because these are often the
pages that will be ranking for product category searches. Let's say that I was
doing a type on Google for rubbish quality drones. It will be the eCommerce
product category page that would show up listing all
of the rubbish quality drones that were for sale. Genuinely, I'm not bitter. I was surprised and I found
it funny, but I'm not bitter. Your category pages are gonna be the pages that drive the most
traffic through SEO usually because these are gonna be the pages that rank for a phrase like red shoes. And it'll show all of
the different red shoes on your site. Some good tips to make
your category pages useful and higher converting as
well as better ranking is to make sure that you're including some information on them. Right, imagine that people are gonna be coming to
your category pages cold, they're not gonna be coming
through your homepage. They're gonna be coming directly
into your category page. So that category page
needs to set the scene, explain your business
a little bit, somehow, and also guide people to find
the right products for them. That's really important. You can do things like
link to buyers guides from your category page, and you can also give
people a bit of a background to the business and how they might choose from the various products
that you have available. Next thing, product pages. Imagine that you were
stood in front of someone, telling them about the product that you're trying to
sell them on your website. How much information would you give them and what questions would they have? Now go to one of your product pages and see if those questions
are being answered. Chances are I bet they are not. If you have a look at
most Amazon product pages, you'll see they're incredibly detailed and there's lots of user
generated content on there. This is why Amazon succeeds
and most eCommerce sites fail because most eCommerce sites
have a couple of paragraphs of text about each product,
and then that is it. They expect people to buy
with one crappy photo, couple lines of text, huh? If we build it, they will come. No, they won't. Which leads us nicely on
to high quality images. Now, when you buy something, you typically pick it up
and you have a look at it and you inspect it. When you buy something online, some eCommerce sites seem
to think that it's okay to expect you to purchase
from a low resolution. single product image from front on. I've seen sites selling luxury bags and they expect you to purchase the bag without even seeing inside the bag. Without even seeing any of the detail, without seeing underneath the bag. Think about when you buy something, how much you look at it and examine it. And then think about whether it's enough to just show one product
image, low resolution, and expect people to buy, probably not. Extra brownie points are
bestowed upon anybody who includes a product video. (man snickering) Video can be a great conversion tool. Sometimes increasing
conversion rate up to 30%. You don't need to be a
professional video person to make a product video. You can just say, "Hey,
here's this remote control "and here's why I like it, "and here are the buttons
and here's the battery "and here's how you attach it." That's pretty good because then
people can see how it works. Remember, your product page is all about helping people understand
exactly what it is that you've got for sale. You don't need to perform
some technical wizardry, although of course, if you wanna create an
infomercial for your product even better, but having
some form of product video that shows people what
they're actually buying, will usually help your conversion rate. Again, unless you happen to be selling pre-landfill garbage drones. Next up on the hit list, if
you can offer free delivery, it's a really good idea. Studies, granted by the Royal Mail, have found that offering free delivery actually increases conversion rate because people are usually happier to pay for more expensive products
and get free delivery because Amazon has kind of conditioned us that free delivery is to be expected. Step number next is to have
some reviews on your site. Now, if you don't have reviews yet, because you're a very new business, then you will have to
do a review on your own. But what I don't mean is
posing as your customers pretending to make up reviews,
usually not a good idea. What you can do instead is
make a short video that says, "Hey, my name's Tim. "And I run lightingremotecontrols.com. "And I just wanted to tell
you a little bit about this." Now we've already talked
about product video, so that can be your product video, but that is an adequate
way of filling up your site with reviews, if you don't yet
have user generated reviews. If, of course, you do have
people buying from your site, then having a good process in place so that when someone makes a purchase, they get a follow up email
a period of time later on, which asks them to go back to
the page and leave a review is a really good idea because reviews do help conversion rates. Again, if they are good. Next thing to do to increase your sales is to add upsell offers. So consider upsells and cross sells. What can people buy that
are related to the purchase you've made? Why would this increase
the number of sales that you make, Tim? Well I'm glad you ask. What this will do is this will increase your average order value, which will allow you to
spend more on advertising, meaning that you can bring
more customers into your shop. I was just reviewing a website that's average order
value was about 20 pounds. Now the challenge they're gonna have with their digital marketing is that their cost per acquisition is likely to eat into quite a lot of that average order value. So what we need to do is add in an upsell. Now they'd actually figured
out a 100 pound up sell, which would take the average order value significantly higher. Not everyone is gonna buy
it, but some people are, and that's gonna increase the
average order value or AOV. And that's gonna allow them to spend more on their advertising. We'll talk about advertising
in just a minute, but your goal is to get to a profitable cost per acquisition, which means the amount of money
you put into the advertising is higher than the amount of
money you make from each sale. Once you can get to that stage, you can start to increase your ad spend, but until you get to that stage, you're losing money on every purchase, which is not a good longterm strategy. Now, the next thing to explore is discount and voucher codes. Of course, if you have
discount and voucher codes, you will get those people that
are economically sensitive, who will put things in your basket, and then they will leave your website, knowing that they are going to be emailed or retargeted with a
discount code later on. That's just the way the
world works these days. So you've either got
the option of taking out discount or voucher codes
altogether, or you play that game, knowing those are your numbers,
having a look and seeing, okay, what is my average order value given the percentage of
people that use a voucher code and then building that
into your profit margins and into your pricing. And the final conversion
optimization strategy we're gonna talk about today
is some form of live chat or chat bot on the site. This can be great if
people are asking questions about the products,
particularly if you're selling higher ticket items where people
might have some questions, they might wanna talk to someone first, having a little chat there can mean that you can get those
questions answered quickly and get people into the purchase. This will also show you the
areas that you need to cover in more detail in your
product descriptions and maybe even your product videos as well because these people, if they're all saying the same thing, "Hey Tim, how come I
don't know what batteries "the thing takes?" Well, you know that you
can then go into your thing and you can add in the type of batteries that your rubbish drone takes. Hope you found this video useful. And remember if you enjoyed it, click the little like button. If you wanna check out more
videos from Exposure Ninja, then don't forget to
hit the subscribe button and that little bell icon. Or leave us a comment if
you've got any questions or suggestions of things that you'd like to see us cover in future. Don't forget, if you want some help with your digital marketing, then you can head over to
exposureninja.com/review and request a free website
and digital marketing review. What will happen here is
we'll ask you a few questions about your website and your goals. And one of our team will then
put together a 15 minute video where we'll show you how to
improve your website's ranking, your traffic and your conversions, it's completely free of
charge, I know crazy, right? But danger, there is a chance
that you'll become a client after seeing this review because it will blow your socks off. I have to be honest, but
don't let that put you off. Go to exposurenunja.com/review
