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Because your product pages are where visitors make a clear ‘Yes’ or ‘No’ choice on whether or not they add the item to their cart….

….nailing your product pages is key.

No matter what it is you sell, these two ‘trust drivers’ will help persuade more of your visitors to decide ‘Yes’ on your product pages.

How to Inspire the Kind of Trust That Creates Customers

If someone hasn’t bought anything from you yet, then they don’t have any firsthand experience of being a customer of your company or using any of your products.

Which means that if they are going to buy from you, they have to take a small ‘leap of faith’ to make that first purchase.

They have to believe that your product will deliver the physical and/or emotional benefits they want to gain from buying it.

If they don’t, their chances of buying are slim.

The two main ‘questions of trust’ your potential customers are asking are:

• How reliable has this product been in delivering the results it promises to other people? Have others had a good experience?
• Does this company believe in & stand behind their products? How easy is it to return or exchange if it in fact is not what I believed it to be?

To boil those questions down to their essence, people want Reliability of Results and they want a Removal of Risk.

How to Demonstrate Reliability of Results on Your Shopify Product Pages

There are many ways to indicate the quality and reliability of your products, but there are a few that stand apart as the most powerful.

Unsurprisingly, testimonials + reviews from past customers are important…

….and the more you have, the better.

If you currently don’t have very many, that is okay too.

Start collecting more by including a ‘call to action’ for customers to leave a review. People are busy so you’ll want to make this ask at several different points.

Some ideas are to include this ‘call to action’ in the physical package they receive, in follow up emails after they’ve received their purchase, and in a personal ‘thank you’ note you send to them a couple weeks after their purchase.

While you’re collecting more reviews, be sure to feature a few strategically chosen reviews or testimonials.

You want these featured reviews to cover two things:

• The various types or demographics of buyers your product is forand
• The various objections and hesitations your potential buyers have

If people see other people like them who had similar fears & concerns as they have now getting the result they want through your product, they will move much closer to becoming a customer themselves.

Beyond the individuals who stepped up by giving your product(s) a review, you can also make use of other sources that give you credibility.

These include:

• Being featured in various media outlets
• Having some sort of celebrity endorsement
• Having various certifications or awards
• Having strength in numbers (i.e. “over 30,000 have bought and loved their widget from Widgets-R-Us!”)
• Having a social media feed showing people who have tagged your company or used your hashtag while showing off the product(s) in the post

Highlight the proof you currently have that shows your product is reliable in delivering results….

….and all the while, continue gathering more proof.

In addition to showing that your products can be relied on, you need to remove as much risk from the purchase as you are able.

How to Remove the Risk of Purchase your Customers Face On Product Pages

Even with tons of proof in the reliability of your product, there will still be some levels of skepticism amongst your potential customers.

The best way to help them move past any remaining doubt is to remove as much of the risk from their end of the transaction as possible.

The more willing you are to demonstrate how much your company believes in your products, the more trust you engender to your customers.

When you take more of the risk in the transaction, you firmly demonstrate your confidence in your products.

Let’s explore a few ways that you can accomplish this:

Guarantees & Warranties

The right guarantee(s) or warranty will depend on what exactly your product is and does.

The most basic form would be something like a “Money Back Satisfaction Guarantee” where the customer is offered a kind of blanket security where if they aren’t satisfied for any reason they can return the item and get their money back.

You can guarantee that the product will deliver certain results, solve a certain problem, or serve a certain function.

Or with a warranty you can say that the product will do the above for at least a certain length of time.

More powerful guarantees & warranties will be more effective.

Powerful in this sense meaning longer lengths of time, less restrictions + greater ease for the customer to invoke it, and a greater promise of what the product will do for them.

It will be up to you to find the right mix between providing powerful reassurances to your potential customers while stating things that your products + your company are capable of standing behind.

[Note: it is a bit counterintuitive but in most cases, the longer period of time you offer a guarantee or warranty the less likely a customer is to invoke it and ask to return your product]

Depending on the nature of your products, you may need to use a little creativity.

Brainstorm at least 5 different guarantees or warranties you can offer on your products and then interview a handful of existing customers to ask them which ones are the most appealing to them.

Returns, Exchanges, and Shipping

John Carlton is one of the all-time copywriting greats. His chief professional function is to write words that motivate people to buy things, and he had this to say about your potential customers:

“Imagine them as drowsy, recently overfed sloths who were just laid down onto an incredibly comfortable couch.”

These are the creatures you must be able to motivate to buy your products. You have to imagine they are coming in to your site with absolutely no motivation to take a buying action….

….so to be able to achieve that feat, you need to be able to increase their desire for your product while also making it as easy to buy from you as possible.

We’re focusing on that second part here. We want to remove the barriers and obstacles (both physical & psychological) your potential customers face when considering buying from you.

These “sloths” truly loathe being inconvenienced in any way. We want to assure them not only is their “purchase risk” being relieved…

….we also want to minimizing their investment of time, energy, logistics, etc when potentially having to return or exchange the product.

By making it free and easy for them to modify or undo anything after they’ve made their purchase, you can help alleviate a lot of the ‘fear of the unknown’ that comes with buying online (AKA buying a product “sight unseen”).

Since we can’t exactly recreate the experience of buying something at a ‘brick-and-mortar’ store that you can physically examine before buying, providing these types of reassurances are the best we can do (until new technology emerges).

Make It Easy For Anyone To Contact You

If you’ve ever once had a bad experience trying to get in touch with a company that does not care much about supporting their customers, you know how much it sucks.

Even one experience like that can leave such a bad taste in the mouth that people (often subconsciously) choose not to deal with a company if they even remotely feel like they could be treated that way again….

….and even if your company does make it easy for customers to get in touch with you, it may not be immediately obvious to prospective customers.

Being clear about how you can be reached and what they can expect in terms of response time can create more trust between you and your potential customers.

When people see that you are openly willing to provide care and support to non-customers, they can easily imagine receiving as good (if not better) support once they are paid customers of your company.

We want to create a consistent experience for the customer where it is easy to get in contact with you at any point in their purchase path….

…so whether they are currently considering buying, waiting for their purchase to arrive, or have been a loyal customer for a long time….

….they believe they can get any questions answered and any problems resolved.

Where to Add These ‘Trust Drivers” on Your Product Page

Your visitors are going to see your site differently than you do.

While the same text, images, and other page elements are going to show up the same for them as they do for you….

….your visitors are seeing your site for the first time (or have only seen it a couple of times) as opposed to how often you look at your own Shopify store.

While you may be very aware of your various policies regarding guarantees or warranties or shipping / exchanges / returns or how to contact your company…..

….most of your visitors are not.

Even if you state these things clearly on your home page or they have their own dedicated page that explicitly share these details, a significant percentage of your visitors will skip or gloss right over a lot of the text on your site.

Truly it is difficult to “overdo it” when it comes to letting your customers know about the ways that you remove their risks & demonstrate your products’ reliability.

Your visitors will appreciate knowing and being reminded of all the ways your company tries to accommodate and serve them as customers.

(not to mention there is a lot of power in restating & reinforcing key benefits several times throughout the process of making a purchase)

There is likely room to have this sort of information on your home page, on your product pages, and on your cart page too.

On product pages, it is important to have these elements show up in the places where visitors look at the most.

If you use a heatmap software like Crazyegg or Hotjar or similar, you know exactly where visitors give the most attention to. If not, you can generally assume the areas above the fold and close to the ‘Add to Cart’ button receive a lot of attention.

If you can’t think of good places to add these elements, consider using something like a ‘Hellobar’:

….or a ‘sticky’ element in the corner of the page:

….or utilize the space under or around the ‘Add to Cart’ button:

Business Moves At The Speed of Trust

The more someone trusts your company, the faster & more likely they will be to make a purchase.

If a customer doesn’t see the things they need to trust you directly on your Shopify site, then they’re going to leave your site….

….and while they may leave to look for 3^rd party reviews of your products and/or to ask their social networks if anyone they know has experience buying from you….

…once they’re off your site, the odds of them buying plummet.

There are too many distractions available on the internet and in our lives that can permanently pull them away from their potential purchase once they exit your site.

By showing on site the ways your product is reliable and how your company removes their risk, you can inspire the trust your visitors need to have in order to make a confident buying decision.

Using This Beyond Your Shopify Product Pages….

The two “trust drivers” we discussed at length in this article are key in any sale or persuasion attempt. Whether you’re hoping to get a family member to try something new or get another company to agree to a promotional partnership….

….making it easier, lower risk, and higher potential for reward for them is going to improve your odds of the outcome you desire.

We do the same for our clients by showcasing winning tests we’ve run, the positive impact they’ve had on revenue, and testimonials of clients describing the results earned through our work together.

While not as powerful ‘proof’ as the above, we also highlight various ‘Shopify Store Teardowns’ and feature our bestselling book Profit Hacking.

In addition to doing our best to prove the reliability of our results, we also remove any risk through our ROI guarantee:

We guarantee that the revenue gains you earn through the tests we run will more than pay for the cost of our services within 90 days of us working together.

And because conversion increases through winning A/B tests stick long term, the ROI you earn on this investment will continue to grow.

If you are interested in an introductory discussion to see if working together can bring you great (and guaranteed!) results, please take 20 seconds to fill out this 3 question Google Form & we will be in touch within 2 business days.

Paid traffic is becoming more expensive every year….

…and that trend is likely to continue….

Year after year, the world’s largest companies spend more and more of their advertising budget on digital channels.

It is clear that digital ad spend is increasing by the billions each year but some of the major ad networks may not be able to increase their supply of available ad units to meet the growing demand.

It is well documented that Facebook is running out of advertising space.

When demand grows and supply stays the same, prices go up.

You Have to Combat Rising Ad Cost By Increasing The Revenue Your Ad Spend Returns To You

If left alone, $1,000 lying under a mattress will lose value each year due to inflation.

If left alone, your ads will bring a worse ROI each year due to increasing ad costs.

While the costs are increasing, the ad platforms are also becoming more powerful. They continue creating new methods of reaching their audience and improving the accuracy of their targeting.

If you pay for traffic in any way, shape, or form then this article can help you increase the ROI you earn on your advertising spend.

The Key To Staying Ahead of Increasing Paid Traffic Costs for your Shopify Ecommerce Store

If we can be overly simplistic for a moment, paid traffic success boils down to two questions:

1.  How much does it cost your company to buy a click?and
2.  How much revenue does that click earn for your company?

When your Earnings Per Click (EPC) are higher than your Costs Per Click (CPC), you are running positive ROI paid traffic ads.

We’ve established, clicks are becoming more expensive and not only does that trend appear to not be changing…

…it in fact is accelerating in the direction of more expensive clicks.

Even with skilled people managing your paid traffic, there are forces beyond our control that will continue to drive the CPCs higher and higher.

The key to overcoming this is surrendering away that which you can’t control (AKA the amount clicks costs your business)…..

….and taking extreme ownership of that which you can control (AKA the total earnings a click returns back to your business).

The Virtuous Upward Cycle of Increasing Your Earnings Per Click (EPC)

Before we get into how to take full ownership over your Earnings Per Click, let’s take a look at the rewards available to those who make the decision to do so.

My first (virtual) business mentor was a man named Dan Kennedy. A common teaching of Dan’s was that:

“The business in the marketplace who could afford to spend the most to acquire a customer will win”

That doesn’t mean that you have to spend the most, it simply means that you can afford to if needed.

From the perspective of paid traffic, it means the higher your EPC is, the more you can afford to spend for each click.

As you are likely aware, there is some advertising that is currently “too expensive”….

….but expensive is a purely relative term.

Let’s imagine there was traffic that was really expensive. In fact, you have to pay $1,000 per click to get this traffic.

If you were able to earn $1,500 per click, then you wouldn’t consider the $1,000 too expensive of a price to pay.

What Happens As You Improve Your Earnings Per Click (EPC)

While the main benefit of an EPC increase is more revenue (and a better return on your advertising spend)…

…there are also several powerful secondary benefits too.

You are probably familiar that any individual click’s cost can vary greatly.

The cost per click can vary greatly depending on the ad’s:

• the keywords or
• the audience targeting or
• the platform or
• the location + size + placement

Right now there are two broad categories:

• Paid traffic that is currently profitable for you to buy(meaning that your EPC on that traffic is greater than the CPC)
• Paid traffic that is currently not profitable for you to buy(meaning the CPC > the EPC)

A powerful secondary benefit of increasing your ECP is that the higher it goes, the more ‘levels’ of paid traffic you can unlock.

There are ‘levels’ of traffic that were not profitable with an EPC of $1.00 that become profitable when the EPC grows to $1.50.

And it is possible for you to get sizeable improvements to your EPC in a fairly short period of time.

You can do this by fixing up the most glaring “conversion killers” on your Shopify store to increase your site’s conversion rate….

The Simple Equation To Unlock Higher Earnings Per Click (EPC)

Knowing your Cost Per Click (CPC) is fairly straightforward. That is one of the core pieces of data that show up in your ad account’ dashboards.

Getting to your Earnings Per Click (EPC) takes one easy equation:

EPC = Your Conversion Rate x Your Average Order Value (AOV)

So let’s say that your Shopify store’s current conversion rate on paid traffic is 3% and your average order value is $80.

That makes your EPC $2.40

An easy way to think about this is to visualize what would happen if 100 visitors came through paid traffic given that conversion rate and AOV:

You buy 100 clicks through your paid traffic ads. Because your conversion rate is 3%, 3 of those 100 visitors buy and on average they spend $80 each.

That means your earnings are $240 on those 100 clicks so each click delivered an EPC of $2.40

The key takeaway is that you increase your EPC by improving your conversion rate and/or by growing your average order value.

Note that if you have data on your average Lifetime Customer Value (LCV), you will likely want to use that number in your EPC equation in place of Average Order Value (AOV).

Having High Earnings Per Click Makes Everything Easier

Another secondary benefit of high EPCs is that they provide greater margin for error. They also provide more room to test + experiment new things.

With higher EPCs, you can more confidently test new ads, platforms, audiences, etc. This is because you know your core high performing campaigns can buoy a few failed campaigns while searching for more winners.

If you’ve ever heard of having an ‘abundance mindset’ vs a ‘scarcity mindset’….

….having higher EPCs encourages more thoughts + actions in line with ‘abundance’.

This is for two reasons. One being that higher current profitability allows you to focus on discovering more future growth opportunities…

….and the other being that the more profitable paid traffic is for your business, the more you can grow, empower, and better equip your team with resources for success.

Investments made into improving your EPC can very quickly pay for themselves and produce a highly positive ROI.

Improving your EPC will make every visitor who comes to your site more valuable to you.

The more valuable a visitor is to you, the easier it becomes to profitably attract more visitors to your site.

The more valuable a visitor is, the easier it becomes for your growth investments in new traffic sources to be profitable.

This includes sources well beyond paid traffic i.e. increasing your efforts in content marketing, organic social, or SEO for organic search traffic.

While it is harder to directly measure your ‘cost per click’ with these types of traffic sources, you can come up with ways to track your revenue from these sources compared to your costs involved in generating that traffic.

Suffice to say, regardless of whether the traffic is paid or organic:

Higher EPCs are the key to profitability now and to fueling your ongoing growth.

The Fastest Way To Increase Your Earnings Per Click (EPC)

The fastest way to increase your EPC is to increase your conversion rate.

Traffic and Conversion are two sides of the same coin. They are both needed for a sale to be made.

The main difference between the two though is that Traffic is a “commodity” while Conversion is an “asset”.

Meaning that if you buy a click for $2, the click is “consumed” and it is gone.

Conversion, on the other hand is something that can be reasonably relied on to deliver a consistent, valuable result.

Meaning that if your site converts about 3% of your visitors this month, all other things being equal, the site will convert about 3% of visitors next month.

It also means that if you make positive changes to your site that increase its conversion rate to grow to 3.5%, then your site will continue to convert about 3.5% of visitors next month.

You can significantly grow your profits and your EPC by having a ‘Traffic & Conversion Budget’ instead of just having a monthly “Traffic Budget”

Let’s show an example to show what we mean:

You have a $10,000 “Traffic Budget” per month. And in Month 1, you have two options.

Option 1 is to spend all $10,000 on traffic. The clicks cost $2 per and they return an earnings of $3 per click.

Option 2 is to spend $2,000 on conversion improvements for your site with the remaining $8,000 spent on traffic. Clicks still cost $2, but the conversion improvements have pushed the earnings per click to $3.50 up from $3

While Option 2 results in less total revenue for Month 1, it the exciting stuff is what happens in Month 2….and 3….and 4….and so on:

As mentioned above, Conversion is an ‘asset’.

With Option 2, we chose just for Month 1 to take a bit from Traffic and invest it into Conversion. Now in Month 2 we return to spending the full $10,000 into Traffic.

Because we improved our ‘conversion asset’ in Month 1 to grow the EPC to $3.50, our earnings are now $2,500 higher than if we put the full $10k into Traffic both months.

The one time investment into improving EPC via improving conversion rates gets paid for (and then some) each month in perpetuity.

Power The People (and in this case, you are the people)

When you have a more fluid “Traffic & Conversion” budget, you have the power & flexibility to find the right investment balance that produces the best results.

Depending on immediate and longer term business goals, you can shift between maximizing this month’s revenue and setting yourself up for increased future success.

There is no “right” or “wrong” investment balance, only what you feel is going to bring the greatest results for your business.

In our experience, increased investment on the Conversion side of the ledger tends to quickly provide a positive ROI….

….and the ROI of these investments continue to grow month after month after month.

You can spend money once to permanently improve your conversion rate…and therefore your EPC…and therefore your profits.

How to Take “Extreme Ownership” of Your Earnings Per Click (EPC)

Taking ownership of something means being committed to delivering the best results as efficiently as possible.

It means committing to something you know is important & not letting excuses get in the way of the goal.

No doubt, there are plenty of excuses available that gets in the way of people actually making conversion boosting improvements to their site.

Some of them being that:

• You may now know what part(s) of your site are hurting your conversion rate and your EPC
• You may not trust you can accurately measure whether changes you make hurt or help your conversion rate
• You may have found A/B testing tools to be prohibitively expensive or overly difficult to use
• You do not have the time or financial bandwith to support conversion improving operations

And the result of allowing these (and other) excuses to get in the way of deciding to take complete ownership of the conversion, EPC, and profit results of your Shopify store.

When excuses get in the way, important things fall by the wayside…

….and before you know it, months or even years have passed without any real progress towards your goal.

Because Paid Traffic Costs Are Continually Increasing…..Time Is Of The Essence

Paid traffic is getting more expensive each year. As cost increases erode profitability, your best defense is a concentrated effort to bolster your EPC.

The larger your EPC, the more protected you are from outside forces that you do not control….

The larger your EPC, the easier it becomes to successfully develop new traffic sources….

The larger your EPC grows, the more profitable every visitor to your site becomes (regardless of the traffic source).

We know the EPC formula is:

EPC = Your Conversion Rate x Your Average Order Value (AOV)

And we also know that we have two options to increase EPC:

We can increase our Conversion Rate and/or we can increase our Average Order Value.

How to Increase Average Order Value

There are entire books written about pricing strategy and I plan on doing a full article about this at some point.

Seeing as this article is already fairly lengthy, we’ll just give a few possibilities to explore here:

Try Offering Incentives (like Free Shipping) At Higher Order Value Totals

If you already offer Free Shipping for orders that are over $50, see what happens when you change it so you begin offering free shipping at $60.

Or see what happens when you offer Free Shipping at $50 and Free Two Day Shipping at $80.

And it doesn’t have to be shipping. It could be coupons or vouchers for future purchases, it could be a bonus gift (maybe a good way to rid yourself of some inventory that never moved), or anything else your imagination comes up with.

Test Increasing Your Prices

Your prices may be more elastic than you think.

It is possible that you can increase both your Average Order Value and your Conversion Rate at the same time by testing a price increase.

There are 3 main ways to go about testing your pricing:

(1) Making “cosmetic” changes to your pricing

This would be things like ending your prices in a “7” or a “9” or charging flat dollar amounts instead of amounts than have a decimal point + cents.

(2) Making “material” changes to your pricing without changing anything else

This would be raising your prices by say 10% without changing the products, benefits, or bonuses offered for the price asked.

(3) Making a “material” price change and improving the value of your offer

This would be raising your prices by say 10% but now you’re also giving them some sort of additional value in exchange for paying a higher price.

Ideally, your added cost to provide more value is less than the amount you’re increasing your prices by.

Alright, speaking of testing things – – let’s now discuss:

How to Increase Your Conversion Rate

There are many ways to go about increasing your conversion rate.

Some are difficult to execute. Some are nearly impossible to directly measure their impact.

Fortunately, one of the main methods of increasing your conversion rate is built to be able to be easily measured. That is A/B testing.

While many Shopify Stores have courted massive headaches into their lives by trying to run A/B tests…

….it is possible for A/B testing to be incredibly simple on your store.

But before we try to break down this entirety of this complicated process, let’s start at the beginning….

You Need to Know What To Test!

There are few things more frustrating than organizing all the tools, resources, and people together needed to begin running tests…..

….only to have your tests fail to increase your site’s conversion rate.

There are no shortage of “list posts” with titles like ’57 Things To Test On Your Shopify Store’, and they certainly have some value.

But nowhere close to the value of having custom recommendations specifically for your site created by an expert who has worked on + consulted with untold dozens of Shopify stores.

And if you are reading this right now, that is exactly what we are offering you – – for free!!

Take 30 seconds to fill out this short Google Form telling us your store’s URL and the best email address to send the custom recommendations to.

One of our experts will spend about half an hour dissecting your site and sending you some recommendations for tests to run and ways to increase your conversion rate.

There are no strings here nor any obligation on your part other than getting us started by filling out the Google Form.

These recommendations can help improve your conversion rate…..

…..which grows your EPC….

….which makes all your advertising more profitable.

We look forward to learning about your site and sharing a few ways to help you grow!

 

Most people overcomplicate getting traffic to their business.

There is a “secret” to getting a lot more traffic to your site. It follows a similar process to how professional sports teams win championships.

Sitting by a pool in Las Vegas, sportswriter Bill Simmons was NBA Hall of Famer & two-time champion Isiah Thomas….

….and Isiah revealed the “secret of basketball” to Bill.

The craziest part?

The secret is that it has nothing to do with basketball.

It has to do with 5 guys working together unselfishly. It has to do with relentless focus on the fundamentals.

It’s about a system that is greater than the sum of its parts.

The secret of traffic is similar to the secret of basketball.

The secret to getting tons of traffic has nothing to do with traffic.

The Secret to More Traffic (AKA “The World’s Most Consistent Salesman”)

Have you ever read The Ultimate Sales Machine by Chet Holmes or The E Myth by Michael Gerber?

Both books stress systems, machines, and processes for business. They show you how sales can be a precise process. Your salesman will take prospects through the exact same steps every time.

(Note:If you’re doing personalization in your marketing, then your website will show different messages to visitors based on how they came to the site & the device they’re using to visit you.

For the sake of simplicity, we’ll say your salesman (AKA your website) will always show every prospect (AKA site visitor) the same thing.

Want higher conversion rates on your website? One of my best prescriptions is to start adding more personalization to your website.

End Note)

Suppose you had that kind of salesman: the most consistent salesman in the world. He says, does, & performs the exact same presentation every time.

This salesman closes 2 out of 100 leads that he speaks with. After looking at his precise, consistent process – – you believe he could do better.

With a few tweaks and changes, he could close 4 out of 100.

What makes more sense:

1)     Do nothing. Allow your consistent salesman  to keep closing 2 leads out of 100.

Or,

2)   Install the change(s).  And then commit to regularly working to help equip your salesman to be more effective. That means dedicating at least 35% of your paid traffic budget towards conversion optimization. It will pay for itself very quickly & powerfully.

Oh, and your salesman loves company so be sure you continue sending him more prospects to get to meet & serve.

Here’s the thing. You already have the most consistent salesman in the world:  Your website.

Visitors (aka leads) see the exact same things. They follow the same conversion paths/funnels every time they visit.

Look at your data.

What is your salesman’s closing rate (aka conversion rate)?

Has it been pretty consistent over time?

(Not including before/after significant site changes or during seasonal holiday/sales boosts)

So what does this have to do with the secret to traffic? Everything.

You Don’t Have a Traffic Problem, You Have a Conversion & Economics Problem

Let’s say you’ve got a product or service that you sell for $100. And that is all your business produces. Once someone buys it once, that is everything they’re able to buy from you.

Your economics is thus stuck at $100 per buyer.

Let’s say you can buy traffic for $1 per visitor to your site. You would need 1 out of 100 people to buy your $100 product or service to break even.

A 1% conversion rate is the tipping point of profitability (on ad spend at least).

What happens when many people create a new ad campaign, only 1 out of every 200 people buy? With a 0.50% conversion rate, we’d lose money with each click we buy.

Which means there are two levers we can pull to become profitable:

1)     Improve the conversion rate to at least 1%

2)   Create new, valuable products & services to now earn $200 per buyer

Traffic is not your problem here.

Getting more Traffic will never improve the Conversion or the Economics sides of your equation.

Traffic is a Commodity. Conversion and Economics are Assets

Even if you get 10,000 visitors today, you have to start anew from zero tomorrow. Same if you get 20,000,000 visitors today.

When a visitor comes, one of two things will happen: either he will convert or he won’t convert. If he converts, great. If not, then the visitor adds to your analytics count for the day but doesn’t produce any tangible or lasting value after the visit is “consumed”.

And that last sentence sounds a lot like the definition of a commodity.

If you’re #1 in organic Google results for your keywords, then that is an asset. A powerful asset that reliably brings you traffic every day. 

Don’t get complacent though….

As we’ll discuss later in the book, it’s an asset that can easily be taken away from you. Especially if you have a competitor that out-converts you.

– – – – – – – – – – – – – – – – – – – – – – – –
You’ve been reading an excerpt from Profit Hacking. Get two chapters from it free by clicking the image below:

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Conversion, on the other hand, is an asset by definition.

If your site converts 1% of visitors today, it’ll likely convert 1% of visitors tomorrow too.  That is assuming you don’t make any changes to your site and allowing for stat variance.

Your site will convert at 1% if you have 1,000 visitors. It will convert at 1% if you have 10,000 visitors. And it will convert at 1% if you have 100,000 visitors.

The same is true with economics.

If you earn $100 per buyer today, you’ll earn $100 per buyer tomorrow. That is ssuming you don’t make any changes to your offers and allowing for stat variance.

An asset works dutifully to earn money day in and day out.

Conversion and Economics are your assets. As you improve them, your “consistent salesman” learns how to better turn visitors into customers.

P.S.

You do need to have some traffic to be able to validate your business & run A/B tests for growth in Conversion + Economics.

For businesses struggling with traffic generation, I often recommend starting with paid traffic. That is because you can turn the traffic on & off like a faucet.

You can highly target your visitors. And you can get useful, powerful data for your business and about the people you serve.
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