TCS: Freakishly Effective Marketing Hacks From Traffic & Conversion Summit

#TNC2017 LinkedIn.com/in/RolandFrasier
Native Commerce & Digital Marketer
25 Freakishly Effective
Marketing Hacks

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
The Native
Commerce
Triad
COMMERCECONTENT
PRODUCTS

dividers,etc.
PRODUCT
SOURCING
Amazon/Ali Best-
Sellers
Test Many, Pick One
OFFERS
TRIPWIRE $2 Cost/$10 Value
CONTEST PRODUCTS $500
PRODUCT LINE
MEMBERSHIP
CO-OP

dividers,etc.
#1 Increase Campaigns
+ Ad Budget For
Existing Customers

#tcs2017 facebook.com/RolandFrasierPageSource: Adobe: “The ROI From Marketing To Existing Online Customers”
Repeat Customers Generate 41% Of Average Total Revenue

#tcs2017 facebook.com/RolandFrasierPageSource: Adobe: “The ROI From Marketing To Existing Online Customers”
But 80% Of Marketing Budget Is Spent Acquiring“Shoppers”
Return Purchaser LTV Is Dramatically Higher

#tcs2017 facebook.com/RolandFrasierPage
Differences Between Shoppers,Returning Purchasers +
Repeat Purchasers
Source: Adobe: “The ROI From Marketing To Existing Online Customers”

So,Sell New Products To Your Existing Customers
• Existing customers want to buy more from you
• Have at least 3 to 5 products to sell them
• Leverage “bought this not that” retargeting
• Increase customer reactivation budget to reflect higher
value of return customers and repeat customers

dividers,etc.
#2 Trim Bloated Product
Lines.Sell The Things
That Contribute The
Most To Revenue.

#tcs2017 facebook.com/RolandFrasierPageSource: Todd Staples
Apply Pareto Principal To Your Product Line (270 Products)

dividers,etc.
Ad Stuff #tcs2017 facebook.com/RolandFrasierPage

dividers,etc.
#3 Sell In The Ad,Not
The Lander

Original Ad

New Ad

Simple,Uncluttered Ads Outperformed Our Normal,
Information Rich Ads
This converted 40% better than the normal, info-rich ad.
We now average 11% - 20% conversions to ice cold traffic
using this format.

dividers,etc.
#4 Combine The Ad
With The Order Page

Including The
Ad In The Order
Form Improves
Consistency +
Increases
Conversions 3x
to 6x

dividers,etc.
#5 Test Penny + Offers
As Well As Free +
Offers

Note: You Can Get These Ads Approved For Google PLAs Too

dividers,etc.
#6 Use Dynamic
Keyword Insertion Ads

Use Advanced AdWords Dynamic Keyword Insertion (“DKI”)
To Totally Personalize Your Ads To Searchers’Intent…
Personalize your AdWords ads using DKI to match search intent for higher conversions.

Ad Copy & Lander URL Change Based On The Search Query.
Searches for Collies show…
Queries with Chihuahua show…
Searches for Dachshunds show…
Queries with no keyword show this…
Let’s say someone is searching for“dog treats”by breed…

DKIs Boost Clicks,CTR And Conversions…
Clicks Increased By 45.04% CTRs By 55.45%
Conversions By 228.57%
Before After Before After Before After
Source: wordstream.com

dividers,etc.
#7 Increase Mobile
PPCAd Conversions By
36%

Use These 3 Words In Mobile PPCAds
“From Your Phone” in the last line of your ad text…
In 48 tests, average bump = 36% (up to 2x)
Source: adbasis.com

dividers,etc.
#8 Spend More To
Acquire Customers
Who Spend The Most

dividers,etc.
Quiz: Why Would We
Be Willing To Spend
More On IOS Devices
When Conversions Are
Roughly Equal? #TNC2017 LinkedIn.com/in/RolandFrasier

Apple Owners Spend More
• We can spend more on iOS users because they buy more,
13% – 41% more on average
• This also applies to Samsung and most smart phone users
• Spend less on non-smart phone, Boost, Cricket +pay-as-
you-go devices and carriers

dividers,etc.
#9 Cut Ad Costs By
50% By Not Paying
For Bot Traffic

dividers,etc.Funnels

dividers,etc.
#10 Give Them The
Option To Buy More
Than One

Single Product With 5,000 Buyers…
Clicks CR Buyers Price Revenue
Tripwire 10,000 50% 5,000 $4.95 $24,750
Upsell 1 10% 500 $49 $24,500
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150
$64,150 /5,000 = $12.83 ICV Breakeven = $12.83

“More Than One”(MTO) With 5,000 Buyers…
Tripwire 10,000 50% 5,000 $4.95-49.95 $60,638
Upsell 1 10% 500 $49 $24,500
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$100,038 / 10,000 = $10.03
EPC
5,000 Total $100,038
$100,038 /5,000 = $20.00 ICV Breakeven = $20.00

# Bought % Buyers # Buyers Price Revenue % Of
Revenue
1 40% 2,000 4.95 $9,900 16%
2 30% 1,500 9.90 $14,850 25%
3 15% 750 14.85 $11,138 19%
5 10% 500 24.75 $12,375 20%
10 5% 250 49.50 $12,375 20%
*Compare To Only $24,750 In Single Product Funnel Total $60,638*2.45X More Revenue

So,What’s The Difference? Multiple Tripwire Orders…
Single Product Funnel Multi-Product Funnel
EPC $6.42 EPC $10.03
ICV $12.83 ICV $20.00
Max
Allowable
CAC
$12.83
Max
Allowable
CAC
$20.00
10 Day
Revenue
$640,150
56% More
Revenue
10 Day
Revenue
$1,000,380
I Can Spend 56%
More To Acquire
A Customer.

# Bought % Buyers # Buyers Price Revenue % Of
Revenue
1 76% 892 $25 $22,300 50%
2 11% 123 $50 $ 6,150 14%
3 10% 113 $75 $ 8,475 19%
6 2% 28 $150 $ 4,200 9%
12 1% 11 $300 $ 3,300 8%
*Total Excludes $15,515 In Premiums Revenue Total $44,425*

Single Product Funnel Multi-Product Funnel
Total Buyers 1,167 Total Buyers 1,167
ICV $25 ICV $38
Multi-Order
Buyers
0
Multi-Order
Buyers
275
24% Of Total
Revenue $29,175
53% More
Revenue Revenue $44,425
24% Placed Multiple Orders Boosting Revenue By 53%…

dividers,etc.
#11 Add Auto-
Responders To Every
Stage Of Your Funnel

Adding Auto-
Responders To
All Funnels
Increased Total
Conversions For
All Our Products
Opt-In % Opt-In CR AR 1 AR2
Product 1 46% 35% 13%
Product 2 40% 38% 25% 17%
Product 3 57% 30% 28%
Product 4 46% 31% 20% 12%

dividers,etc.
#12 Charge Less To
Make More

Old Funnel New Funnel
Conversion Rate 3% - 8% 10% - 20%
CPA $9.50 $3.80
Upsell % No Change No Change
Dev Time Hours 15 minutes
Immediate
Customer Value
$11.50 $16.00
Net Profit (Loss) $2.00 $12.20
X 3,000 – 12,000
per day $2 Price Drop Bumps Profit By 6x

dividers,etc.
#13 Use Animated
GIF Thumbnails On
Upsells + iOS

Use Animated GIFs In
Place Of Videos For
Upsells On iOS +
Situations Where You
Want To Auto-Play
But Cannot
Note: Facebook now
lets you upload
animated GIFs

Before After
Full Video Upsell
Views
49% 74%
Conversion Rate 18% 24%
Immediate
Customer Value
$16.00 $21.50
Daily Revenue
Increase
$14,10033% More Conversions
+ 34% More Income

dividers,etc.
#14 TryATwo-Step
Opt-In

1 Step Opt-In

2 Step Opt-In

Adding 2-Step Opt-In To
Order Increased Our Total
Conversions Up To 90%
Across AWide Range Of
Products
New
Opt-In %
Old
Opt-In %
Product
1
46% 35%
Product
2
40% 38%
Product
3
57% 30%
Product
4
46% 31%

dividers,etc.
#15 Send Them To
Amazon To Buy

Which Test
Won?

We See 2.1x-4x More Conversions Sending Buyers To
Amazon
• Vs. sending them to our own sites
• Amazon Button Increased Conversions By 50%
• Amazon Buyers Purchased More Increasing DPL By 210%
• Increased conversions offset inability to offer an upsell

dividers,etc.
#16 Add Pre-Sell
Page Between Ad &
Amazon

Pre-Sell Adds
4X Bump

dividers,etc.
#17 Make An Offer
On Your Thank You
Page

Include A 2nd Ask On
Your Thank You Pages
#TNC2017 LinkedIn.com/in/RolandFrasierSource: sjo.com
Over a 5 day period:
• 2,654 Opt-ins
• 169 clicked: 6% CR
• 27 bought: 16% CR
• $1,000 from opt-in TYP
• $.39 per opt-in

Unbounce increased blog
subscribers by 60% after
only 2 webinars using a
thank you page CTA to
“Subscribe to the blog
now.”
Source: unbounce.com

• Reassure The Buyer
• Order Bump To Increase ICV
• Drive Repeat Purchases
• Drive Social Shares, Follows +
Likes
• Data Hygiene
• Survey/Segmenting
• Drive To Other Site Content

dividers,etc.
#18 Add A Refer-A-
Friend Component

#TNC2017 LinkedIn.com/in/RolandFrasierSource: referralcandy.com
1 In 3 Sales From
Referral Program
60% Permanent Bump
In Referrals
1 Million Referrals In 2
Months

dividers,etc.Continuity

dividers,etc.
#19 Add ContinuityTo
Your Funnel To
Increase LTV

Differences Between No-Continuity Funnels &
Continuity Funnels: No-Continuity With 5,000 Buyers…
Tripwire 10,000 50% 5,000 $4.95 $24,750
Upsell 1 10% 500 $49 $24,500
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$64,150 / 10,000 = $6.42 EPC 5,000 Total $64,150
$64,150 /5,000 = $12.83 ICV Breakeven = $12.83

Continuity Funnels: Continuity With 5,000 Buyers…
Tripwire 10,000 50% 5,000 $4.95 $24,750
Continuity 10% 500 $10 $5,000
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$44,650 / 10,000 = $4.47 EPC 5,000 Total $44,650
$44,650 /5,000 = $8.93 ICV Breakeven = $8.93

So,What’s The
Advantage?
Continuity Pays…
Month % Churn Mems Price Revenue
1 10% 500 $10 $5,000
2 10% 450 $20 $9,000
3 10% 405 $20 $8,100
4 10% 364 $20 $7,280
5 10% 328 $20 $6,560
6 10% 295 $20 $5,900
7 10% 266 $20 $5,320
8 10% 239 $20 $4,780
9 10% 215 $20 $4,300
10 10% 194 $20 $3,880
11 10% 175 $20 $3,500
12 10% 158 $20 $3,160
Compare To No-Continuity Funnel
@$24,500
Total $66,780

Tripwire 10,000 50% 5,000 $4.95 $24,750
Continuity 10% 500 $10 $66,780
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$106,430 / 10,000 = $10.64 EPC 5,000 Total $106,430
$106,430 /5,000 = $21.29 LTV Breakeven = $21.29

So,What’s The Difference? It’s Continuity In 2nd Position…
No Continuity Funnel Continuity Funnel
EPC $6.42 EPC $10.64
ICV $12.83 ICV $8.93
LTV $12.83 LTV $21.29
LTV IS 66% Greater With Continuity In Year 1
And Even Higher In Year 2

dividers,etc.
#20 Add The Best
Performing Type Of
Continuity

Test To Find Which Type Of ContinuityYour Customers Want
Benefits Revenue Streams
Association Aggregate interests,
Group discounts,
Participation in
leadership, Belonging
Dues, SWAG,
Advertising Sales
Buyer’s Club Discounts below MAP Dues, Product Sales,
Sponsorships
Co-op Buying power, freight,
trade shows, education
Dues, Services, Special
Reports + Publications
Membership Site Premium content Dues, Product Sales,
Advertising Sales

dividers,etc.
#21 Combine Continuity
With Multi-Product
Funnels To Maximize
Returns.

Tripwire 10,000 50% 5,000 $4.95-
$49.95
$60,638
Continuity 10% 500 $10 $66,780
Upsell 2 20% 100 $49 $ 4,900
Upsell 3 10% 50 $200 $10,000
$142,318 / 10,000 = $14.23 EPC 5,000 Total $142,318
$142,318 /5,000
=
$28.46 LTV Breakeven = $28.46

So,What’s The Difference? It’s Multiple TW Orders…
Single Product No
Continuity Funnel
Continuity Funnel
EPC $6.42 EPC $14.23
ICV $12.83 ICV $16.11
LTV $12.83 LTV $28.46
LTV IS 2.18x Greater With Continuity In Year 1
And Even Higher In Year 2

dividers,etc.
#22 Try YearlyVs.
Monthly Subscription
In Initial Continuity
Offer

Product #1: Yearly Converted 33.3% Higher Than
Monthly + Generated 15.53% More Revenue In 14 Days
Product #2: Yearly Converted 5% Higher Than Monthly
But 74 Day Funnel Value Was Lower
Look Beyond Conversion Rate To AOV,LTV + Velocity Of
Capital

dividers,etc.
#23 Offer MonthlyTo
Annual Conversions To
Save 49% Of Cancels

Customer Service Reps Offering Annuals Save 49% Of Cancels
Before After
# Of Reps 55 55
Monthly Cost $44k $44k
Gross Revenue $0 $114k
Net Revenue $0 $70k
% Saves 17.5% 30% ($49 annual)
Add Premium On
Annual Conversion
49%
X 3,000–12,000 per day

dividers,etc.
#24 7 DayVs.14 Day
Trial For Annual
Subscription

7 DayTrial Produced More Money Faster Than 14 Day
Trial
Roughly the same conversion rate on each test
14 day was same or a point or two higher, BUT…
7 day returned media cost faster to reinvest in more media
allowing 7 day to ultimately produce about 2x income of 14
day funnel.

dividers,etc.
#25 Offer $1.99 Trial
After Continuity
Product Launch

Offer Trial To Launch Opt-
ins That Did Not Buy
After full launch, try offering
a low priced trial to all opt-
ins that didn’t convert.
40,000 opt-ins who didn’t buy
819 signed up for $1.99 trial offer.
292 cancelled auto-convert option.
527 new members @ $37 per month
$19,499 additional MRR
17.3 month average stick
$337,332 revenue from $1.99 trial offer
Source: videofruit.com

dividers,etc.
#26 Adjust SaaS Trial
Periods To User
Needs

Adjust Trial Periods
For Your SaaS
Source: propad.com
2x conversions by reducing 30
day trial to 14 days
Added another 2x by reducing
14 day to 7 day + ability to earn
more time
Earn more time by completing
“activation” activities completed
by highest converting trials

dividers,etc.
#27 Double Your
Subscription Decline
Recovery Rate

ChurnBuster.com #TNC2017 LinkedIn.com/in/RolandFrasier

dividers,etc.
#28 Create A
Professional Welcome
Video To Reduce Churn

dividers,etc.
#29 Create A
Professional Welcome
Kit To Bump Stick

#TNC2017
LinkedIn.com/in/RolandFrasier#TNC2017 LinkedIn.com/in/RolandFrasier

dividers,etc.
#30 Check Your Offer +
Upsell Stats For“False
Declines”On All Funnels

False Declines Could Be Costing You Tens Of Thousands
In Lost Revenue
False Declines were costing NC $7,500 per day
Check your decline rates on upsells compared to front-ends
Review your gateway + cart settings (AVS Mismatch)
Consider batching front-end + upsells as 1 transaction
Move to a single provider merchant solution to avoid merchant
rotation declines (we chose Vantiv)

dividers,etc.

dividers,etc.
Thank You
Slideshare.com/RolandFrasier

TCS: Freakishly Effective Marketing Hacks From Traffic & Conversion Summit

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TCS: Freakishly Effective Marketing Hacks From Traffic & Conversion Summit