4080 Marketing

Reduce Your CPA by Up To 17% for your Info-Digital Products

Tue, 21 Nov 2023 15:43:02 +0000

What would getting an extra 17% more customers on your low ticket product do for you?

If you sell a low ticket product into a backend offers (monthly membership, other digital products, consulting, services etc.) -> let me walk you through a sales page split test you can run today to reduce your CPA by 10%-25%

If you have a low ticket offer, the volume of purchases and the CPA you get is your lifeblood. And if you have a higher ticket backend offer or any monthly recurring revenue, your frontend volume is a force multiplier to your overall revenue.

Let’s assume your frontend product is $39.

Let’s also assume 20% of buyers end up buying other products or services of yours. If you’re doing even a halfway decent job that shouldn’t be an issue.

If your backend product is $499, that means that each new buyer you get isn’t just worth $39, but an additional .2 * $499 = $99.8.

This is why it is absolutely critical for you to increase your frontend conversion rate as much as humanly possible.

Now, we care about profits, so we can’t just spend an infinite amount of money to acquire a customer.

Let’s say that we know with our funnel economics (conversion rates, upsell take rates, lifetime value, etc) that we can spend $100 to acquire a customer. Great, now we have our target.

Here’s the problem: paid traffic platforms don’t really care what your budgeted CPA is. Consumers care even less.

The other immutable fact is that, in general, as you increase ad spend, your cost per purchase will go up. We’ll save why for a different time.

You MUST work ruthlessly to resist the rise in CPA. The best way to do that is to split test your sales page.

And if you wanna do it the efficient way, split test your above the fold section.

Headline

Subheadline

Image

CTA

Banner

That’s it. You can spend months only testing these before hitting diminishing returns – and consumer behavior changes so quickly that by next year, the messaging you used this year may not work next year.

In fact… let’s go over an example where testing just the above the fold section leads to a 17% drop in CPA with 90% confidence.

And yes, that means you get 17% more purchases for the same ad spend.

Which means you get 17% more backend customers.

In the case of the example below, only a few things changed.

Seasonal-relevance: One of the best ways to increase the urgency to buy your product is just to call out the season/time of year and make it clear why they should care now. In this case, adding a banner at the top to highlight “summer savings” and adding the book on a beach in an image below handled that
Changing the second section to highlight savings rather than just saying “special bundle”

Both are attached as images.

The results are also attached.

Again, these are relatively minor changes – but they’re calculated.

You want to focus above the fold because up to 50% of visitors won’t make it below the fold (check out your heatmaps’ scroll depths if you don’t believe me). It’s also the easiest to change.

Make sure you properly split test in order to get a valid result.

Here is a rough, general guide to do that:

Whip out your split testing software
Set up an A/B Test or a redirect test if you already have duplicated a new page out
Let it run for a minimum of 7 days to call a loser and 14 days to call a winner
Aim for higher than 90% confidence to call a winne

Again, the key is to properly split test. You need to track the visitors all the way through – it’s not enough to launch two ad sets to two different URLs.

If you’re relatively quick, you can have this test up in an hour or so.

See you in the next one.
Ethan

The post Reduce Your CPA by Up To 17% for your Info-Digital Products appeared first on 4080 Marketing.

58% More Booked Calls with A/B Split Testing

Fri, 10 Nov 2023 22:27:28 +0000

Let me show you how to get 58% more calls booked through split-testing.

My high ticket/info product people, I’m sorry.

I’ve been neglecting you when it comes to split-testing fun.

I’m going to give some more high impact tests focusing on standard high-ticket/service based funnels for both call funnels and low ticket funnels.

If you have both in your business, even better.

Now I’m not going to shock the world when I say it’s gotten harder to get people to buy products, book calls, and become clients. Competition is higher, ads are more expensive, and clients are more sophisticated.

Not-a-surprise pt. 2: the best way to get more low ticket purchases and higher quality clients is to test your messaging, funnels, angles, headlines, positioning, avatars, etc.

In order to truly measure that, we need to split-traffic and track all the way through to what we care about most: purchases or calls.

It’s not enough to say “this opt in gets more leads”. We need to track all the way through.

We also shouldn’t just run one VSL this week and another VSL next month. Traffic quality, seasonality, and ad performance are all too different. So we need to control for those variables.

For a primer, let’s go over just how impactful split-testing can be for your business.

In the test attached you’ll see a 58% increase in booked calls with a 95% confidence. That’s simply from testing a VSL page.
That’s 58% more calls from one test. Multiply that by the number of calls you’re currently getting and you can see why that’s a big deal.
If you’re getting 100 calls a month… you’re gonna get 58 extra calls per month. With a 25% close rate, that’s an extra 14 clients per month.

So over the next little while, I’m going to show as much as I can to help you increase your traffic efficiency through split-testing.

I’ll show you some info product tests soon.
Hope you’re ready

The post 58% More Booked Calls with A/B Split Testing appeared first on 4080 Marketing.

Why A Full Site Re-Design Is Of High Risk To CRO

Tue, 02 May 2023 16:45:48 +0000

If you love to risk destroying your conversion rate in mere hours PLUS spend a bunch of money doing so, make sure you do this ONE trick: launch a brand new redesigned website overnight.

Sarcasm aside, redesigning and launching a new version of your site without testing is one of the riskiest things that a brand can do.

For some reason, when people start to split-test and perform CRO, after a few weeks they decide to “redo their entire site”.

I get it. They’re excited about converting better, realizing how many improvements they had to make, dislike the look of their current site, and figure that they should just knock it all out at once.

However, it’s pretty much the worst thing you could do.

I’m going to get mean for a second, but I promise it’s worth it.

Site redesigns are beloooved by CMOs who aren’t executing day-to-day, who aren’t seeing day-to-day data, and who see a competitor’s website and get jealous of the design all while having ZERO idea of how it’s converting. It’s something they can go to the rest of the team/board and say “look how pretty it is!”

Pretty doesn’t mean it converts. Pretty CAN convert… but just because it looks good doesn’t mean it will.

Just go look at any venture backed SaaS company’s website versus their cost per acquisition and you’ll see what I’m saying.

Alright I’m done being mean.

Let’s go through this logically:

If you’ve been running split-tests, you know that about 50% of the time they have no benefit, or they actually worsen your conversion rate
Often, what we *think* is going to work doesn’t – meaning that our preconceived notions are often wrong
Pure design changes often have much lower impact on conversion than we think

Now, let’s keep going with some truths about site redesigns:

Website redesigns cost a lot
They take FOREVER (always twice as long as you think)

You’ll want to rip your hair out with endless revisions and project management

Put these two together, and you have something that will cost a lot of money, take a ton of time, and have a large chance of actually harming conversion rate.

So even though doing a site redesign can “feel” good, the risk almost never is worth the reward.

Imagine you spend $30k for a new site, launch it, and your conversion rate goes down by 40%.

I wish I were exaggerating, but I’ve seen it happen.

Obviously, it’s not all black and white. Sometimes a full site redesign may be in order if branding is changing, if your business got acquired, if you’re changing markets or product suite etc. But even in those cases, I’d try my absolute hardest to not just pull the old site down and put a new site up.

So what’s the solution?

You want to test your way to a new site.

Let’s say you HATE your current site design. Fair enough.

What you should do instead is redesign your page that gets the most traffic and split-test it. If the new version wins, then keep redesigning and testing page by page.

Now, you’ll have data-backed proof to support your hypothesis.

And if the redesign loses? Then you’ve just saved yourself a whole lot of money (and wasted conversions).

We’re trying to mitigate risk – and the risk that a brand new site kills your conversion rate is simply too high to justify.

The post Why A Full Site Re-Design Is Of High Risk To CRO appeared first on 4080 Marketing.

4% more profit for 10 minutes of work

Tue, 02 May 2023 13:30:48 +0000

A 10 minute headline split-test can save your conversion rate.

Consumers are busy, distracted, and want to have their attention grabbed NOW.

And if you sell a product that requires any sort of education or explanation, it’s CRITICAL to get people to read below the fold.

No matter the blood sweat and tears you put into the rest of your page… even if Shakespeare and Tupac ghost wrote the bottom, it doesn’t matter if no one reads it.

You could have the lottery numbers for the next 6 months listed below… but most people just aren’t going to read it.
I like to think of traffic in terms of market segmentation percentages.

Let’s say 20% of your market converts best from Headline 1.

And 80% of your market converts best from Headline 2.

And right now, you’ve been rocking Headline 1 on your landing page and have never tested Headline 2.

As you start sending more and more traffic to your landing page, you’re going to start getting more and more people who respond to Headline 2.

If you never test Headline 2… you’ll never reap the benefits of that higher conversion rate.

So one of the most impactful things you can do is test your above the fold section – if you can get more people to read more of your page, you’ll get more conversions.

And the lowest-effective-dose way to do that is to test your headline.

I don’t care who you are, you can spend 10 minutes and write a few new headlines.

The proof is in the pudding – we’ve run countless headline tests, but a recent rewrite to include language about “having fun” while also achieving the desired result increased the conversion rate of the page by 4%.

Now that may not change your business… but wouldn’t you like 4% more profit from 10 minutes of work?

And once you find that new headline, that’s when the iterative fun begins – because you don’t just stop testing then.

Make sure you properly split-test of course!

The post 4% more profit for 10 minutes of work appeared first on 4080 Marketing.

How often should you split test?

Tue, 02 May 2023 13:20:08 +0000

Split testing, like most other things, is more about consistency than a burst of effort.

In theory there exists a Perfect Page. There is a “perfect set of copy” that you can use, a perfect headline, perfect imagery that converts best given your products.

In practice, you’ll never get there. And even if you did, you wouldn’t know it. But the pursuit of that page is what will increase your conversion rate and AOV above anything else.

Consistent split-testing is important for two reasons:

Your traffic changes throughout the year. If you get 3x the site visitors, it’s extremely unlikely that your “type” of visitors just increased by 3x. It’s much more likely the type of visitor and what they respond best to will change

It informs your learnings. We don’t split-test in a vacuum. We take what we learn and use that feedback to prepare new split-tests

In pursuit of that “Perfect Page,” consistent split-testing is the thing that will get you further than anything else.

Ok so enough theory.

Here’s a framework for how often you should be running tests:

Pick a cadence you know you can absolutely follow. Don’t do something for a week then stop. I PROMISE that consistent testing is worth it if you dedicate yourself to it
Focus on preparing 4 tests per month. You don’t necessarily have to run them all, just prepare the tests
You can prepare these tests all in one sitting/at the beginning of the month/weekly, etc. Usually it’s best to stagger your ideation because, again, you’ll learn from the results you get
Once test briefs are prepared, you can then have your designer and developer execute the tests
If you have a team/contractors helping you, it’ll actually get easier because you have the social pressure/deadlines to do it. Give a 4 tests per month quota to devs and designers and they’ll start bugging YOU for test ideas.
Follow our Inside Out framework if you don’t know what to test.

Remember, tests need to get a sufficient amount of traffic to make a data based decision. It does no good to spend hours preparing a test for a page that gets 10 sessions a week.

Tests also need to run for 7 days to call it as a loser and 14 days to call a winner (at least).

So trying to run 5 tests a week probably isn’t going to work unless you have huge amounts of traffic.

Now look, I know that every person tells you that THEIR thing is the thing you should be spending time on. If you followed everyone’s biased best practices you’d be flossing your teeth 5x a day and deep-cleaning your oven for 90 minutes a day.

That being said, you can run a very fruitful CRO program in a few hours per week. It’s also one of the few times in marketing that you can do work once and reap the benefit for years to come. Imagine trying that with ads… make one ad and it brings in customers for years (I wish).

CRO is a worthwhile endeavor because once you get a conversion rate increase, you get it in perpetuity. It’s like passive incremental revenue.

Remember, tests need to get a sufficient amount of traffic to make a data based decision. It does no good to spend hours preparing a test for a page that gets 10 sessions a week.

Tests also need to run for 7 days to call it as a loser and 14 days to call a winner (at least).

So trying to run 5 tests a week probably isn’t going to work unless you have huge amounts of traffic.

CRO is a worthwhile endeavor because once you get a conversion rate increase, you get it in perpetuity. It’s like passive incremental revenue.

The post How often should you split test? appeared first on 4080 Marketing.

Why Losing Split-Tests is More Important than Winning Split Tests

Wed, 08 Feb 2023 18:29:30 +0000

Over the past 6 months of working with a particular client, we’ve generated $470k in quarterly incremental revenue through split-testing (that’s $1.68 million in additional revenue created). Not bad!

Now, the more interesting part is that we’ve won only 51% of all the split-tests that we’ve run for them.

Huh?

How could we create over $1.8 million in revenue and lose half the split-tests that we ran?

Well, buckle up because we’re going to prove why it’s mathematically better for you to lose (or tie) a large portion of your split-tests.

Split-Testing Background

Let’s make sure we’re all on the same page with split-testing.

We’re gonna keep this brief (this would be a whole discussion in and of itself).

If you want to read further about it, click here.

The mechanism that we perform Conversion Rate Optimization (or as we like to say, Conversion Revenue Optimization) with is split-testing.

You don’t have to split-test to increase conversion rate, but if you like to make decisions based on data and not feelings, you kinda-absolutely-100% have to.

Here’s an example of a before and after of a split test

If you are just making changes to your site and “seeing what happens” to the conversion rate, it’s an extremely unscientific way to detect an impact.

What if you sent great traffic one week and bad traffic the next? What if your stock changed? What if buyer behavior changed through no effort of your own?

As marketers, we want to answer the question: which version of my landing page/sales page/checkout/menu/etc. makes more revenue (or converts more sales, submits a contact form more, etc)?

The most efficient and accurate way to do that is to show a portion of traffic version 1, the other portion of traffic version 2, track how much revenue each brings in, then go with the winner.

Like anything, it gets a lot more complex than that, but the crux of it is just answering that big question.

When you split-test, you get results that look like this, depending on your split-testing software (RIP Google Optimize and Universal Analytics):

You see:

The amount sessions for each variant

The revenue for each variant

The conversion rate

The average order value

The earrings per session (aka revenue per session)

With our clients, we use a Google Sheet to keep track of all split-tests and their associated incremental revenue.

Which brings us to…

Incremental Revenue

With split-testing, we are ultimately trying to increase incremental revenue.

Incremental Revenue (or IR for short) is essentially just the difference between your winning variant and your control.

It answers the question: how much more revenue are we making/will we make due to this improved version?

Below, you can see our spreadsheet again for an example

Based on the test length, we calculate how much incremental revenue the winning variant will provide on a monthly and quarterly basis.

This is really what you’re looking for when split-testing.

Losses vs. Wins

For some shock value, let’s take a look at a sample Incremental Revenue sheet from the client in question:

Lots of red, right? Don’t be scared, I got you.

There is an asymmetric value to losses and wins – one that stacks the deck very much in our favor.

In one sentence: losses are mitigated, wins are perpetual.

In more detail:

When we set a split-test live and our variant is losing, we kill it.

We have “lost” that revenue, because if we just kept the control, we would have made more sales.

But, as soon as we kill the experiment, we stop losing that revenue immediately.

On the flipside, when we have a split-test that wins, that becomes the new control, and the increase in incremental revenue persists for as long as that variant stays active (until we find a new winner )

Let’s look at an example from a client of ours.

If you add up the test incremental revenue, we lost $1632 on these tests.

But calling this set of tests a failure is a big mistake.

Looking at it over the course of just the testing periods, we lose money. Let’s look at what happens over 90 days.

Voila! That one winning test will produce $21k over the next 90 days.

All in all, we net $19.5k from these tests over a 90 day period. That’s a hell of a nice return.

Let’s look at it from a different angle.

In this specific case, 4 tests accounted for a roughly $5k loss.

Our win accounted for a $21k win.

That means that one winning test is financially equal to SIXTEEN losing tests. Of course, that’s in this specific case with these specific results. But suffice it to say that we see this pattern repeat over and over with clients.

Remember… losers lose for 7 days, winners win for months. And in reality, they can produce revenue in perpetuity, but we typically work in 90 day cycles for judging performance. This is a conservative estimate.

By this point, your ears should be perking up, because this type of asymmetric risk/reward is almost unheard of.

It Gets Even Better

In our previous examples, we see that finding a winner pays our losses and nets us some nice incremental revenue going forward.

That’s actually a simplified case though. We’re assuming that we are being random in our testing and learning nothing from each test, which, if you are properly split-testing is obviously not the case.

First, before running a test we don’t know if it will win or lose (if we did, we’d just implement it straightway).

Second, not all losing tests are created equal. Within the umbrella of data that is incremental revenue, there are other data points that provide more clarity as to why we lost.

The only real way to “lose” in CRO is if you fail to learn from your data.

Questions like:

Did we lose because of AOV or CVR?
Did we lose with new vs. returning traffic?
Did we lose on mobile or desktop?

Provide clarity as to why a test was lost. Sometimes, you just lose all around. But often, you’ll find that your test actually won with certain segments, even though it lost overall.

You’ll see that it actually won with [mobile returning] traffic.

So, we’ve actually still created incremental revenue. Maybe we just didn’t put enough effort into the desktop version. Maybe desktop users need to see something different.

Whatever the case is, we take it, learn from it, and continue to iterate. We can also implement it as a personalization to show for users that meet a certain criteria.

Losses Are like Fixed Costs

Let’s imagine you presented an offer to an astute investor.

Your offer has the following conditions:

Invest $20k over a period of 3 months
In return, you’ll receive $294k per quarter in perpetuity, guaranteed.

Assuming it was legit, legal and everything checked-out, every investor would be begging to invest.

I mean, you are 14x’ing your initial investment every single quarter.

If you look below, that’s exactly what happened with this client of ours.

Really, this is what split-testing is all about. You should see them as investments into future incremental revenue.

Lose a bit of revenue today for a lot of revenue tomorrow.

The crazy part is that in a lot of cases, your test incremental revenue can be positive. Meaning, you get paid to generate incremental revenue. Now that is very cool. Here’s an example of that:

Obviously there are costs that go into testing (design, developers, etc.). But for most brands starting out, the internal marketing team can perform quite a few tests before needing outside resources.

Realistically, incremental revenue is difficult to predict beyond a quarter as well. Traffic volume changes, other elements on the site change, etc.

Regardless, your 90 day Incremental Revenue is a fantastic way to measure your success.

Conclusion

Hopefully we’ve provided an argument that makes you excited for finding losers from your split-tests.

Remember:

One winning test is worth 3x-10x losers (at a minimum)
Losers are a step toward winners
Not all losing tests are created equal
See split-tests as an investment into incremental revenue

Happy testing!

TLDR; You have a mathematical obligation to be more aggressive in your split-testing. Aim to win about 50% of your tests

The post Why Losing Split-Tests is More Important than Winning Split Tests appeared first on 4080 Marketing.

The Keys To Adding 91k in Quarterly Incremental Revenue for this Supplement Brand

Mon, 06 Feb 2023 21:51:31 +0000

Women’s Supplement Brand Adds $91k in Quarterly Incremental Revenue

Nourished Natural Health is a supplement brand for women that focuses mainly on helping them with PCOS.

When we started working together, it was obvious they had an extremely loyal customer base and a fantastic product. Traffic efficiency was the main concern.

When in a competitive vertical like supplements, it’s critical to convert as much of your traffic as possible. Clicks from paid traffic are expensive and consumers have a lot of different options to choose from.

It’s our job to make sure that we’re providing those users with the on-site experience that will make the convert.

Below, we’ll detail the three tests that drove the most impactful revenue for NNH that helped add $91k in quarterly incremental revenue!

Let’s dive in.

Here are the tests we’ll look at
Best Selling Product Page
Menu Test
Announcement Banner

Best Selling Product Page

One of the first tests we ran for NNH was on their flagship, best selling product – their androgen blocker.

The page needed a lot of work, so we made some pretty radical changes. We started by including trust badges on the first product image. The user’s eye is immediately drawn to the image – we want to use that to our advantage. In this case, we highlighted key benefits as soon as possible – it’s made in the USA, FDA approved, 100% natural, and 100% moneyback guarantee.

The contents of these benefits is less important than the concept – this brand’s customers care about these items. If you know what your customers care about, that’s all that matters.

Next, we updated the CTA section. We moved around the Klarna payment option icon, re-highlighted the moneyback guarantee, free shipping, and fast delivery.

We redid the bundle options as well – changing the subheadline and removing the subscription option.

We included social proof right below the product title, removed the sticky add to cart button, and reduced the amount of dead space.

This was a pretty radical change, but that’s what is needed in certain cases. Overall, this provided a 12.9% increase in Earnings per Session.

Menu Test

The mobile menu is often one of the least conversion-optimized areas for the site. Brands have the idea that it’s purely functional, just there to navigate. That’s a misconception.

We can use the menu as an opportunity to highlight benefits, answer objections, and showcase social proof.

Further, by making the menu more visually appealing and easy to navigate, we help users get to where they want to go faster and easier. That is always a good thing. Frustrating browsing experiences can lose a user faster than almost anything.

That’s exactly what we did in this case. First, we utilized the top section of the menu to highlight two things that customers care a lot about: the free shipping threshold and the moneyback guarantee phase.

Next, we reorganized the menu options. Having “home” and “main site” are superfluous. Not necessary. Remember: removing elements from your site is just as, if not more, powerful than adding.

We then combined the “shop” options under one larger “shop category.” This freed up space and made for clearer interpretation.

We also added more color and imagery into the menu options to make it more visually appealing.

Overall, the variant on this test had 36.6% higher Earnings per Session. That’s a clear winner right there!

Announcement Banner

One of our favorite tests here! A key component of our Conversion Revenue Optimization process is constantly testing new messaging, copy, and positioning. Buyer behavior and patterns change with the year, seasons, and sometimes days of the week.

The reason why people buy in January may no longer even be relevant come July – so if you don’t update your copy, you’re leaving a lot left on the table.

In this case, we updated the copy on the announcement bar to be focused on New Year’s Resolutions. Since NNH is a health/supplement brand, it coincides perfectly with resolutions.

There isn’t necessarily a copywriting “formula” that works best. Rather, copy comes from a deep understanding of your customer, research, and a whole lot of testing.

Announcement banner copy tests are some of the easiest tests to implement – yet can be extremely high-impact due to the amount of visitors who view the banner.

Our variant had a 15.2% increase in Earnings per Session compared to the control.

Conclusion

If you’re not split-testing, you’re leaving money on the table, point, blank, period.

In the case of NNH, we helped add $91k in incremental revenue each quarter after just 4 months of working together. Continued split-testing will only increase that number!

If you’re spending money on paid traffic, you need to be split-testing. The game has changed too much, and paid traffic is too expensive to not consistently split-test.

Hopefully this case study has provided you with some inspiration and insight into high-impact tests you can run.

Make sure that if you are making changes to your site that you are split-testing them. DO NOT just make changes to your live site. You won’t know if the change you made actually helped.

Take the principles from this, apply it to your own brand, and let us know how it worked!

If you want to see how we can help your brand grow with Conversion Revenue Optimization, then book a call with us below.

The post The Keys To Adding 91k in Quarterly Incremental Revenue for this Supplement Brand appeared first on 4080 Marketing.

7-Figure Beverage Brand Adds $140k in Monthly Incremental Revenue

Mon, 06 Feb 2023 21:29:27 +0000

Beverage Brand Adds $140k in Monthly Incremental Revenue

Crio Bru is a beverage brand that sells cacao based products, helping customers quit coffee or just add a new drink to their repertoire. Let’s check out how we helped them add $140k in monthly revenue to their business through Conversion Revenue Optimization and split-testing!

Food and beverage is one of the most competitive, difficult industries to grow an e-commerce brand in.

Businesses in this industry need every advantage they can get to make sure that they’re able to grow while hitting profitability goals.

One of the best ways to do that is through improving efficiency of the current traffic that comes to your site. Basically, making more people who come to your site purchase.

Split-testing is the key component to iteratively finding those wins. What we’ve done here is put together a breakdown of the 3 most impactful split-tests we’ve run for Crio Bru, along with analysis.

Let’s get into it!

Here are the tests we’ll look at

Higher Priced Bundle on PDP
Checkout banner
Collection page filter reorder

Higher Priced Bundle on PDP

One of the main tenets of our Conversion Revenue Optimization process is to increase conversion rate while increasing average order value at the same time. Proper upselling is one of the best ways to do that.

In this test, we included a bundle on product pages that goes well with the main product, and we inserted it below trust badges lower down on the page.

Now, you shouldn’t just slap a bundle on your page, say “also want this?” and call it a day. That’s lazy marketing. You need to highlight why they should also buy it. What’s the benefit they’ll get by buying this too (faster results, better results, more guaranteed results, a better outcome, etc.) We added a headline above the bundle: “Want To Really Kickstart Your Morning Routine?” This provides context for why we’re even making the offer, and complements one of the main reasons customers buy: to change-up their morning routine.

Checkout Trust Banner

You might begin to see a pattern here if you’ve read any of our other case studies!

Doing everything we can to not lose sales at checkout is critical. You’ve worked so hard to get a user to the point of checking out. Think of how many steps they’ve had to take to get here: seeing an ad, clicking an ad. Maybe entering their email to get on your list. Seeing retargeting ads, getting email sequences, coming back to the site, adding products to their cart, and, finally they’re about to add in their payment details. Losing them here is devastating.

We need to make sure to do everything we can to push a sale across then line and handle objections.

In this case, we utilize empty space at the top of the checkout to include a graphic that handles two last minute objections – shipping cost and the return policy.

Using otherwise wasted space for trust building is one of the smartest things you can do to increase your conversion rate.

Collection Page Filter Reorder

This is a UX-type test. When people are on collections pages, they are in shopping mode. They are looking at your product catalog, seeing what options are available.

In this case, the order of options that the Filter button had was not very well-thought out. User’s are so distracted and have such a short amount of patience that any annoyance can cause them to bounce from the site.

So, we re-ordered the filters on the collection page to put the bestsellers as the first option. We want to make sure that we are giving the user the easiest possible path to seeing our best products.

Being able to put yourself in the buyer’s shoes is paramount. When you think like a buyer of your product, you’ll see your site with fresh eyes and be able to spot inefficiencies easier.

Conclusion

These plus roughly 10 more winning tests all combined to add $140k over the course of 6 months of working together.

Conversion Revenue Optimization isn’t a destination, it’s a process. You never have your “most optimized site.”

There is always a better headline, always a better copywriting angle, always a better design. The point is that you continually test to try to get as close as you can to that unreachable destination.

Make sure that you are split-testing changes you make to your site! Just because it worked for someone else doesn’t mean it will work for you.

Want to see how much Incremental Revenue we could potentially help you drive through working with us through our Conversion Revenue Optimization process?

Book a call with us below and we’ll give you 3 split-tests that we’d run for your brand along with the highest impact changes to make on your site.

The post 7-Figure Beverage Brand Adds $140k in Monthly Incremental Revenue appeared first on 4080 Marketing.

Subscription Letter Company Add $294k in additional Quarterly Revenue

Mon, 06 Feb 2023 21:24:09 +0000

We Helped this Subscription Letter Company Add $294k in additional Quarterly Revenue

We helped The Flower Letters, a subscription business that tells stories through letters, improve their conversion rate and add $294k in additional quarterly revenue.

Throughout over 6 months of rigorous testing, we’ve had quite a few wins. But we’ve compiled 3 of the most impactful ones here.

Now there’s one added caveat with the results for this business – it’s a subscription business! For subscription business, the wins from split-testing are compounded.

If you have a $9 per month product with a 20 month average retention, each additional purchase doesn’t add $9… it adds $180 in revenue per additional purchase.

So if your business has a recurring revenue model, you’ll want to take these tests even more to heart.

With all that being said, let’s look at the top 3 split-tests that produced over $294k in incremental revenue:

Homepage above the fold
Announcement Bar
Checkout trust banner

Let’s go through each and analyze.

Homepage above the Fold

This almost always is a winner with every client we work with. Usually, homepages are often ignored and not built to convert traffic. However, that’s a grave error.

The before for the Flower Letters assumed that someone was already very familiar with them – if you just landed on this page from an ad, you still don’t really know what the company does. That’s a problem.

The key with homepage above the fold sections is to include a headline that explains the big promise your product delivers, include social proof, and an image that shows the experience of your product.

In this case, we redid the whole thing to make that happen.

Announcement Banner

You need to make sure you are treating every highly-viewed element of your site as an opportunity to move people along the buyer’s journey.

Your announcement bar is one of the best places to do that. It’s seen by nearly everyone that comes to the site, it’s present on every page, and it’s attention grabbing.

If you have a sale going on, highlight that. If not, utilize the opportunity to pre-handle objections. In this case, we included that shipping is free and fast and we highlighted the 30 day money back guarantee. Just as important, we made the bar clickable and changed the destination to the best selling product page. Combined, they proved to be a winning change.

Checkout Trust Banner

This is one of those tests that take very little time to implement, but can produce extremely outsized returns.

Think about it like this – every single buyer needs to go through your checkout process. If you have 50% checkout abandonment and can get it down to 40%, you’ve just increased the amount of purchases your entire store gets by 20%. That’s TWENTY PERCENT more revenue without having to spend a single penny more.

For this test, we just change the image on the checkout page to handle any last minute objections. When someone gets to checkout, that’s when the purchase gets “real” in their mind. So, some last minute doubts/concerns can creep in.

In this case, we highlighted the 30 day money back guarantee and free shipping again. You’ll notice we are often highlighting the same benefits – that’s because we know what customers care about!

By the way, this can be done even if you’re not on Shopify Plus.

Conclusion

Building a system that allows you to split-test the most important elements of your site to increase conversion rate is one of the highest ROI activities you can do in your business.

How much traffic do you think you’re potentially wasting? 5%? 10%? More? That percentage is directly tied to the amount of customers, revenue, and profit you are losing out on.

So, hopefully these tests are helpful to you and provide inspiration. DO NOT just take the wording and tests verbatim – you need to take the principles from the tests and make sure to apply them to what your customers care about.

Additionally, make sure you split-test changes before you make them live on site. You want to be reasonably certain that changes you make will lead to a significant lift in performance. (and no, a gut feeling is not data).

Want to see how much Incremental Revenue we could potentially help you drive through working with us through our Conversion Revenue Optimization process?

Then book a call with us below and we’ll give you an immediate gameplan and site audit!

The post Subscription Letter Company Add $294k in additional Quarterly Revenue appeared first on 4080 Marketing.

Ecommerce Brand Sees 420% YOY Increase

Mon, 06 Feb 2023 13:42:55 +0000

These 3 Split-Tests Generated $99k in Monthly Incremental Revenue for an Outdoor Brand

It should come as no surprise, but split-testing is one of the best ways to increase profit for DTC brands. Taking your existing traffic and making more of it convert is always a good idea.

That being said, we want to show you the 3 most impactful split-tests we ran for outdoor leisure brand, Nakie.

In 3 months of working together, we helped to generate an additional $99k in incremental revenue – every single month!

Let’s take a look at the top 3 split-tests that produced this incremental revenue:

Mobile navigation
Announcement banner
Homepage above the fold

Let’s go through them one by one!

Mobile Navigation

We moved the search icon next to the cart and we included text below each option.

This is a UX style test that makes the user journey easier. The harder it is for users to get the information they need, the more likely they are to leave the site out of frustration.

This is one of those minor changes that has a much higher impact than you would expect. Rearranging the icons also made it less likely for someone to accidentally tap another button when trying to get to the menu. Again, we want to eliminate frustration as much as possible.

Overall, this test accounted for a 7.6% increase in earnings per session.

Announcement Banner

Announcement banners are powerful. Every visitor that comes to your site sees them, and on nearly every page of your site too. Even if the impact is subconscious, they can still be used as a selling opportunity.

You’ll want to include additional benefits that aid the sales process and handle objections. Shipping cost, sale details, return policy, etc. all factor into a buying decision.

Adding two other benefits to the banner: “Lifetime Warranty” and “Made from 100% recycled materials”. This added 12.8% to earnings per session

Homepage above the Fold

We completely redesigned the homepage above the fold, wrote a new headline, found a high engagement photo from IG, put social proof above the fold, and a few other changes.

Your homepage above the fold is kind of like the introduction to your entire business – and you know what they say, first impressions are everything.

The biggest mistake that businesses make is focusing on themselves. That’s why you’ll note in this case, we rewrote the headline to speak about the benefit that the customer would get if they bought the product.

Add to that, looking on Instagram to find the most engaged with photos is a great place to start. You need to showcase the experience of using your product.

Conclusion

There were other winning split-tests, but all in all, 3 months of testing efforts added $99k per month in additional revenue.

That is revenue that you work for once and it builds month after month after month.

Make sure you split-test any changes you make to your site to make a data-based decision – don’t just change and hope!

Want to get our help on growing your business through Conversion Revenue Optimization? Book a call below and we’ll get you started!

The post Ecommerce Brand Sees 420% YOY Increase appeared first on 4080 Marketing.