Seven Proven Ways to Boost Ecommerce Profits

🎙️ Unlocking Ecommerce Success: 7 Proven Strategies for Copywriters, Marketers, and Business Owners! 🚀

Join me in the latest episode where we dive deep into the realm of ecommerce, decoding the secrets that can skyrocket your online sales! If you're a copywriter, marketer, or business owner looking to enhance your craft, this podcast is your golden ticket to success.

🌟 What's on the Menu?

Turn new variations into Profits. Create offer bundles and variations for soaring sales and revenue.
From Leads to Loyal Followers. Monetize a built audience across the digital landscape for sustained profitability.
Convert old media into new Sales. Orchestrate shorts, images, and text for direct product sales and amplify success in paid advertising.
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By embarking on this journey, you're not just learning strategies; you're unlocking a realm of tangible outcomes.

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Episode Transcript

(00:01):
If you want to sell more froma catalog, or you have a client
who manages a catalog, listen carefullyfor these seven proven ways to boost e
commerce sales. The key is thatcataloging today is more powerful than it's ever
been. You have better access toanalytics, better access to link tracking,
more measures to know whether or notthe money you're spending on advertising is driving

(00:25):
actual revenue. This is the rightplace to be and I want to share
with you seven proven ways that youcan boost sales from your e commerce catalog.
I'm justin hit with ad briefings,copywriting tips. I used to work
with Lillian Vernon. I've worked withsome of the top catalogers online. Also
organizations that have catalogs offering products andservices or selling advertising in a catalog platform,

(00:48):
like those at Landmark Communications when itcomes to car auto trade or things
like that. The point I'm makinghere is that there are seven and now
this is not a complete list,but it's what we can cover in our
time available seven proven ways. Now, what I do is I document best
practices, and when I put togetherthese ways, I was looking for ways
that existing catalogs can boost sales andincrease profits and these are in no particular

(01:15):
order, But what I noticed isa lot of catalogs today are being fed
by YouTube channels. And this istip number one. Is by YouTube channels.
These can be either affiliates sending trafficvia product demonstrations or reviews, or
they can be your own in housemedia. But understanding which topics are driving
sales and which topics are improving themonetization of your site or the products that

(01:38):
are really getting picked up as faras conversion is concerned, is extremely powerful.
Now it's not just the products mentioned, And the way we do this
when we work with clients is weactually will list all the product mentions and
all the media associated with that,and these are off platform topics, and
then we're going to look at whatproducts are selling and those attributions contributions coming

(02:00):
in now. If you have anaffiliate link that gives you great link attribution,
if you're using Google UTM codes orsome kind of short link, those
can give you great attributions. Butonce you've discovered which content on YouTube is
driving sales, now you can syndicatethat content to Rumble, to Bitshoot,
to other video platforms, including doingshow notes on your own platform in order

(02:25):
to drive traffic that we know alreadyworks. So you prioritize the content externally
that is driving sales internally, andnow you find more places to put that
content. You can also promote theindividual content, especially if it's in your
own medium. So for example,if you've got a YouTube channel that drives
sales to your catalog, and yourmonetization is three dollars and ninety nine cents

(02:47):
cost per thousand impressions or revenue perthousand impressions, you can boost those videos
at a dollar per thousand impressions,get the monetization coverage, and also get
additional sales at your catalog. Numbertwo Product merchandising, you want to clone
your best selling designs into testable variations. So for example, if you're selling

(03:13):
t shirts, the best variation Tshirt to design, you might try a
couple different colors. You might trymugs, mousepads, hats, other types
of product, and we build atest matrix to see which of those sparks
additional sales. And so we canalmost have a modality, so T shirt,

(03:34):
mug hat, and then we canhave a design down the right hand
side, design one, two andthree, and then we can run that
matrix for best revenue or profit forsale and really start boosting the sales at
your site. Now, this dependson the existing traffic. So once you
set up this test, you're gonnasend campaigns out to your house list.

(03:55):
You're going to start going through thosewho may be retargeting to bring people back.
But product merchandising is an excellent wayto grab attention. Another powerful thing
too in the product merchandising is tocreate offer bundles of your best selling products.
So you can take three products.Maybe it's three T shirts at a
discount price, and it's two ofthose T shirts are best sellers and the

(04:17):
other T shirt. It's kind ofa test and you can start building out
a test there and figure out whatare your best products. You can get
your visitors to vote with their dollars. Number three audience matching. I've kind
of mentioned it with the retargeting,but we want to use lead generation and
sales conversion to build house lists.Depending on how many sales you have.

(04:39):
That buyer's list is great, thatglobal buyers list. You can start with
retargeting, but I want to seeproduct level or thematic level. Same audience
matching lists so that you can startbuilding out your audience segments. So I
want you to match audience segments.This really depends on clean analytics to determine

(05:01):
who your buyers are and to developthose product segmentations. But again, once
you've developed offers that sell, ifwe can match an audience in Facebook,
match an audience on LinkedIn, matchan audience in the search engines, match
an audience on all these different platforms, we can go platform to platform and
repeat the same campaigns over and overagain to then determine which campaigns work in

(05:24):
each month, refresh product design,send the campaigns out again, boost sales
and profits. Again, these areproven ways. They're best practices that I've
documented over the years with all kindsof companies, all types of products,
and they are proven ways to increaseyour sales and profits. Number four social
media promotion. Now I've mentioned thesedifferent platforms, but did you know you

(05:46):
can test ad copy on the socialmedia platforms without any pay or any cost.
And you want to test two things. One the ad copy that generates
followers and builds your life. Rememberwe talked about audience matching. We want
to build a list inside of Facebook, inside of Instagram, inside of something
by featuring products, getting that likeso that we can build that audience in

(06:10):
the platform. But secondarily, weare going to drive traffic to the website
by testing some of our copy.Now what do I mean by testing copy.
We might have a background that hasa certain product. We use the
T shirt example, because that's agood merch example. A lot of people
are doing that today. So youhave the T shirt, and of course
it doesn't matter if you have onehundred thousand dollars product or a fifty thousand

(06:33):
dollars product or a fifty dollars Tshirt. The background image is what we're
testing. That's the base. Andthen over top of that we would put
the same copy. So we mighthave two different background images, same copy
on the front, and we'll determinewhich background image is getting the most traction

(06:56):
because we have the same copy.And then we take that background image and
we would test two different copies onthe same background image. Whichever works from
that test set, we will thenamplify with paid traffic, and then we
might test it on Facebook and thenamplify it on Facebook and if it works
well there, then we take itto Twitter, TikTok. You know,
we just go right around the board, driving traffic, measuring results on conversion.

(07:19):
Now I gave you a concept herethat you may not be familiar with.
Is that test set. We're testingthe two images first to determine which
image gathers attention in the social mediaenvironment. Now, if that was a
test in pay per click, orthat was a test someplace else, we
might test the copy first. Andthere's different ways of doing this. Number

(07:41):
five, we're going to do productimage merchandising. We were going through some
catalogs earlier today and I was comparingCatalog A with Catalog B, and Catalog
A had three to five images forevery product in the catalog, and you
could zoom in really well and thepictures are really clear and it was almost
like you're touching the product, whereCatalog B had like one image per item,
same product being presented, but thedepth in which a user could contemplate

(08:07):
their decision to purchase was completely different. You want to test that, We
can use ab splits to test that. We can use different We could just
load it up with images and showthree different images for each set. You
could do image sets that are frontback in top and then change from two
different fronts and tops. The keyis here is to set up a best

(08:31):
practices of three to five images andthe images and descriptions work together. But
we might just change the images firstand see if that tweaks the number of
conversions. Not both things at thesame time. When we're testing, we
want to test one thing at atime. Now again we've created We're on

(08:54):
number five, which is a productimage merchandising, you know, making the
products look sexier. Another item thereis to have users submitted content, like
if it's a T shirt, thenwearing the t shirt, if it's a
If somebody's an affiliate and they havereviewed your product, you might have a
screenshot out of their review. We'vegot all this media being created in one

(09:16):
through five. Number six is we'regoing to syndicate that media in our in
house media and we're gonna have shownotes. So let's say you have a
series on YouTube that's driving clicks toyour catalog. You might embed that video
in your own website, put togethersome expanded show notes. Of course,

(09:37):
we're keyword targeting. We're writing forspecific audiences. We're bridging the interest in
the video with the interest in theproduct, and we're building these targeted show
notes that are now helping people cometo the site. Even if you're just
using banner rotation to test your spaceads elsewhere. This is additional organic t

(10:00):
to your catalog that you can startflagging for same audience match and retargeting,
which you can get the clicks andthe you know, when somebody watches a
YouTube video embedded on your site,you get credit for that on YouTube,
but they could click through to YouTubeand then become a subscriber there. We're
building out the ecosystem and so numbersix is extremely powerful. Now, before

(10:20):
we get to number seven, Iwant to tell you that these are not
the only ways we know to increasesales from a catalog, and of course
they are not the only techniques thatwe can use. And manytimes, you
can stack these techniques. And soif you're looking for a discovery call or
a consultation to talk about your specificcatalog, then you're going to visit us

(10:41):
at www dot Adbriefings dot co dotUK. Go to the contact page and
ask about a discovery call and we'llgo through the screen and actually apply these
seven best practices. We'll audit yoursite and we'll talk about some things that
can be improved. But basically thisrecycling, tagging, list building, audience

(11:03):
building is because once we know who'sthe buyer, what are they buying,
and periodically when do they buy,so we want to know the first thirty
days of the purchase. We cannow come back with number seven, which
is writing buyer specific content. Seeif you have a list of buyers,

(11:24):
you can drop them on a surveyand learn more about those buyers and then
start writing content that is buyer specific. We want catalog descriptions that are outcome
and post purchase experiences. Too manycatalogs focus on just the details of the
product and the features and maybe acouple benefits here and there, But we
want to sell the experience of owningthe product and service. And now I

(11:48):
gave you examples of t shirts,but most of my clients are selling high
end services. They're selling consultations,courses, three figure your items, five
figure items, and even equipment,and so those things don't sound that sexy.
It kind of like they're widgets.But because it's so easy to set

(12:11):
up catalogs today, because so manypeople can set up websites, because you're
almost competing with your affiliates as wellin them setting up the attention for the
content. We want to drive allthe clicks back through the website, be
able to measure everything, optimize eachinflowing channel, and then as far as
a catalog is concerned, optimize thatchannel, and then ultimately have the right

(12:33):
language so that we can shorten thetime to sale for people who land on
the site. Either they're going toopt in for updates, news, q
pons, new product information, orthey're going to buy a product. And
now we've narrowed down the catalog tobuy or sign up, and then this

(12:54):
ecosystem around it, which could bein house content on a blog, it
could be your affiliates, it becontent on someone else's channel, it could
be content on thirty five different channels. We're able to measure it in one
place and then start doing those abtesting that we were talking about earlier to
determine which copy sells and which doesn't. Headline tests are a great place to

(13:16):
start. You don't have to namethe product in the same way everybody else
is naming it. You can havethe color of the purchase buttons done.
So these universal tests we're gonna testthe buttons across the entire site. We're
gonna test images. All of thistesting if by building test cases and running
a few tests at a time.Now, again, when I work with

(13:37):
clients, we sit down and wego over the test cases and we make
sure the tests are not invalidating eachother. We make sure we have enough
traffic to test. Sometimes we've gotto pay for some traffic and test within
those cycles because we can. Wecan pull twenty five hundred people to the
website and see within that set whichones convert and which ones don't, and

(13:58):
then take that test result and syndicateit within the rest of the site.
So again I've covered seven proven waysto boost e commerce sales and profits.
Because again, every customer you getfrom your e commerce site becomes an opportunity
for a high ticket upsale, becomesthe opportunity for another purchase, becomes the
opportunity for services. But the keyis is we're optimizing our outside channels.

(14:24):
We're merchandising the products themselves, We'rematching our audiences and attracting back buyers.
We don't care who visits the website. We care who buys, and we
want to invite the buyers back.We're doing social media promotion using artifacts that
we're actually testing in social media.Now, you can still show what you
did eight for breakfast and have theother entertainment type stuff, but we want

(14:48):
to have some tests in there,and then what we learn and testing we're
going to go put right into thepaid channels. We want to make sure
our images are really good. Wewant to recycle all this media we have
by creating really good show notes orblog posts. And then finally, all
of this learning goes into the qualityof the copy we're writing, and we're

(15:09):
using direct response copy, testing headlines, testing opening paragraphs, testing short product
descriptions, testing long product descriptions,testing reviews or demonstrations, and we're driving
all of that into an analytics systemthat tells us what works and what doesn't.
That's how I come up with thesebest practices. These best practices are

(15:30):
based on conversion, not confusion,and they're based on solid test cases and
work very consistent. Now, arethere other ways to improve sales and profits
from your catalog? There certainly are, and we can explore those at another
time, or if you like todo a consultation or discuss your specific catalog,

(15:50):
visit us at www dot Adbriefings dotco dot UK. The one commonality
between all the catalogs that we workwith is that they target affluent customers who
are typically conservative, typically libertarian,typically neoliberal in the sense of freedoms and
things like that. They also tendto have a good amount of money,

(16:14):
so they're above average buyers. Andthen of course we've presented five figure courses,
five figure training, on site training, off site training, books,
t shirts, merchandise items like that. But again it all drives into a
larger funnel. And so try oneof these different ways here, one of
these proven ways to boost e commercesales and profits and let me know how

(16:37):
it works out. But if youwant to schedule a discovery call to see
if what we do for our clientswould work well for you, or to
speak specifically about your catalog, youre commerce catalog or your digital marketing,
then visit us at www dot adbriefingsdot co dot uk, go to our
contact page and ask about a discoverycall. And then of course at that

(17:00):
website www dot adbriefings dot co dotuk we have got a free newsletter,
additional resources, podcast, backlog ofthe podcast episodes and details that weren't covered
in the podcasts, but are goingto be useful for implementation. We've got
so much more for there, becauseour goal is to help you create and

(17:22):
keep profitable customers, and to usewords that sell that communications and that interaction
to boost profits in your business.Thanks for listening and I'll see you on
the next episode.