How Shopify Brands Actually Scale (And What You’re Missing) transcript

Ever wonder what the top Shopify brands that are doing 10 to $100 million a year are doing differently? Imagine having those insights and applying them and seeing a two, four, or even 10x in sales after. Well, today we're going to be diving deep into a real world scenario of how you can apply this to your product page so that way you can increase your results and be able to scale faster. Whether you run an e-commerce brand or just looking to scale smarter, this video is for you.

So, let's go ahead and jump into it so that way we can break down exactly what they're doing, what apps, and how you can structure your page to convert. It's so many times that I see people running Facebook ads or Tik Tok ads and they have great clickthrough rates. They have beautiful creatives and they have the right campaign structure in place, but they lack on the website side. This is inherently dropping their sales and preventing them from being able to scale.

And it's one of the biggest factors to being able to actually convert somebody from paid traffic. You don't want to be spending money on paid ads if your website isn't converting or producing the right AO obs because it's not going to be profitable. This is where you want to really dial in. So that way you can easily get a two to four, even 10x from here, which allows you to literally increase zero ad spend, keep it the same, and you're just increasing sales.

Imagine being able to do that just from a few tweaks on your website. So pay attention because this is the video that you need to watch so that way you can fully understand how to do this. So here we are. We're on a website called Drink Hydrant and we're on their product page and we're going to go line item by line item here so that way you can understand and I'm going to link below the video all the tools that this website is using so that way you can leverage some of those apps on your Shopify store if you're curious on how they're doing this.

But one of those first things that you need, most people don't have this, and it is a banner at the top. And this is where you either say spend, you know, XYZ and get a special offer, or you can do free shipping on orders over 50, over 100, over 150. And more specifically, if you want the actual more tactical strategy of this, whatever your AOVs are, if they're like $44, just put your free shipping over 50 and watch how quickly people add just one more product just to get over that.

Whatever your metric is, just slightly put it higher so that way your AOVs will go up. This is going to get you more sales and more profit in the end. And don't make a big fat banner at the top here. You want everything to be consolidated and concise padding. And padding is essentially how close text is to some of these bars and how much white space you have. You want to reduce as much padding as possible because you need to fit as much information into the page as you can on first load.

The next thing we have is their menu. Most people have a really massive logo. It's not necessary. We don't need to see a gigantic logo on your website. Make it smaller. That way, your menu is much more breathable. And you can have drop downs like this. This is a more intuitive menu. If you have a lot of menu items, you just need to simplify into categories like with jewelry or clothing where a lot of you have crazy collections.

You need to be able to do this into drop down so that way it's easier to navigate and find products on your website. If you have two lines of text where your menu is like double loaded, you definitely need to fix that and categorize your menu. Now, the next thing we have here is a review. This is for credibility so that way people can trust the product. And the first thing they have here is, "My mornings have totally changed.

I feel awake. My skin glows and even my cats sit with me now. Blood Orange is my go-to." So, we have a product recommendation in this review. We also kind of give context as to what this does. You're going to feel more awake and your skin's going to start glowing and now all of a sudden, I guess your cats are going to be more attracted to you and want to hang out with you more. So, this is very important because it gives context before we actually get into the product and understand exactly what it is.

If somebody's just now discovering this brand, it calls out a little information on what it is they can expect from this. This is a verified review. This helps with credibility. It makes people trust you more and can help with your conversion rate. If you're below a 1%, you definitely need to be implementing some of these things. Even if you're at a 2 and 1/2%, you have room to go to a 3%. We have some clients that do 4 to 8% and absolutely crush it.

So, you definitely want to improve your conversion rate here. Next up, we don't have some super long headline that says hydrate plus energy, you know, 30 sticks included with, you know, 60 mg of XYZ ingredient. Now, we have a very short headline because we want to maximize spacing. And hydrate plus energy tells us everything that we need to know about this product. So, they've simplified the naming conventions here. And rather than just showing the product packaging, there's a little bit more to it than that because we know there's leftover space here that we can leverage by calling out this is the hydration and this is raspberry lemonade energy and it's going to energize and replenish maybe electrolytes or just make us feel better.

And then we have $150 plus in spend we get a free gift. So maybe we might be more enticed to add a few more products to our cart to essentially get a higher AOV as the business owner. But as the consumer, that's very appealing. Then we have our pricing. And we don't have a bigger pricing on the strikethrough. It's a smaller one. And then you have the bolded pricing here. And then save x amount of dollars plus free gifts.

And then we have our reviews. You always want to include your reviews here. You need a review app. You want to build up reviews because people are curious and they want to know what other people are saying. And then we break this down into kickstart your day with our best-selling bundles. So we're already calling out these are bestsellers. So you can trust the fact that other people also like this. That's very important.

And two popular products as well. And then we have four key benefits here. Rapid hydration, energy boost, muscle function, active lifestyle. Now, for all of you who don't understand branding, it's very important to use cohesive coloring and the same, you know, palette of colors because it's easier on the eyes and people can remember your brand much more effectively by using the same colors on your packaging and making it simple to be able to scan.

If you have very high contrasting colors, it's going to hurt and people's eyes aren't going to know where they need to go. So, you only want to use colors sparingly on the key call outs. Next up, we have a bundling app. So many of you miss out on bundles. You need bundles. Bundles increase AO obs. It gets you more profit. It allows you to sell more products. You can get rid of inventory faster and make bigger bulk buys because you have a better margin.

Cuz a lot of times your customer acquisition cost maybe $20 on Facebook or $20 on Tik Tok and you're selling a $40 product. Well, if you bundle things together, you could be at, you know, 80 bucks with a little bit of a discount because you bundled it for them. So you're getting people to buy at, you know, say $70. your customer acquisition cost didn't change that much and you're getting more revenue because of it. So, we have our hydration plus energy.

We have our hydrate and sleep. And notice how the images change with this. And as you can select them, you can choose which one you want. It's very easy to understand. And then we have a subscribe and save app. I've linked this below the video. All these tools will be there. You can save money by subscribing. What does this do? It increases your LTVs, which is lifetime value. Lifetime value is important because once again, if you acquire a customer for X said dollars, well, you don't have to spend any more money to acquire them again because now they're paying you every month on that subscription, which is making you more money.

Next up, we have our images. So, as you break this down, we have the nutrition facts by flavor. Here we show the sticks. A lot of times, people don't show what's inside the product. If it's powder or if it's clothing, you want to show what type of material it is by zooming in. Is it stretchy? is whatever the product is, you need to be able to visualize it and understand either the material, the ingredient, the use case.

And then we have a little features and benefits breakdown, which is the bullet points here. And then we have some more images where you get additional perks if you, you know, want 3% cash back. There's so many other offers included here. More offers help lower your acquisition cost. Not only that, the add to cart is bold. It's big. It's easy to see. It's not, you know, the red color here because if we used the red color on save, the red color here, and then red here, it would just look like a call out.

It wouldn't look like a button. So, make sure your button actually stands out because if you're going to use multiple colors, you don't want to use the same color on your add to cart. You want to make sure your add to cart is different so that way people know to click it. And then if they want to do a onetime purchase, you know, they're going to spend a little bit more money. But here, subscribe and save, you're getting all these additional perks.

People might be more inclined to do that. And then you got to have Shopay if you don't already. Some of you are in different countries, so Shopay isn't necessarily always available depending on how you have your banking connected, but you definitely want Shopay because a lot of people on Shopify will check out with this and their information is already saved. You don't have to recapture it. That's what makes your conversion rate go up is because they've already saved their info here.

Not only do we have free shipping, but we have fast free shipping because people care about how quickly they receive their product. We're also giving a 30-day money back guarantee, which essentially means if you don't like it, you can return it. So, what's the risk in buying, right? So, that also helps with the conversion rate. And then estimated delivery rate. You definitely want to have something like this so that way people know when they're receiving it.

Details. So many of you do not have drop downs. You got to have them. You need to explain your product. People don't know. You got to break it down. You need to highlight the key bullet points. Actually break down exactly what your product is, how to use it. Here's step one, step two, step three, shipping and returns. When can you expect it? And then what are the benefits, right? And then we have some articles that have featured, you know, this product where they're reviewing it, which is a nice thing to see.

It looks like they actually need to fix this because it's the same thing three times in a row. Not every brand's perfect, but this is a good box to have for being able to call out if you've been featured. Another thing you'll notice, we have sticky cart. That is very important. If somebody starts to scroll down on your website, your add to cart goes away. Having a sticky cart will increase your click-throughs on add to cart.

You might implement this and see your add to cart percentage go from, say, 5% on add to carts to 10%. Well, the next step is we need to optimize your checkout process, which we'll get to. Then we have some more benefits. This isn't moving too fast. It's scrolling. You can read and scan exactly what the key benefits are. 250,000 people can't be wrong. That is a very powerful call out. Even if it's 500, that's powerful.

Having the reviews here, clean and concise, we can see energy. We can see hydrate. We can see sleep. Notice how the product isn't behind the text. I don't know why so many people put the product behind the text. It doesn't convert as well as having it to the side. You want to be able to easily read. It drives me nuts when the product image is literally behind the text because you can't really read it. You can't see the product.

It's just con like convoluted and doesn't look very good. You want simple backgrounds, whether it's grays or soft color palettes with your product away from your text. That way, they can see the product and they can read at the same time. Next up, we have images, which is UGC. What does it look like? You know, because all of this is kind of rendered and it's kind of branded. AI is out. We know that AI can do a lot with images.

People are going to be more skeptical because of that. So, what do we do? Well, we include some real raw, unedited, unfiltered content. So that way people actually see that it's legit. And we can see people drinking it. We can see the drinks they've made. We can even see somebody holding it. How to prevent headaches, fight fatigue, no hangover. These are all call outs that help improve conversion rates. These make for good ads.

So this one is comparing an energy drink versus hydrate. We have all of these features and benefits. They're not covering anything. They're easy to read and scan. Energy drink. Well, we break down all the bad stuff about it, and that doesn't look very good. Doesn't look like something you'd want to put in your body. This looks pretty healthy, and we even have the fruits and ingredients. If you sell a product that is consumed, you need to show the ingredients.

Saying watermelon doesn't help the case, but when you see a watermelon, you can better understand the taste. And we have 50,000 lives, one sip at a time. More UGC. This is where you can put like your Instagram feed or calling out, you know, specific individuals. What you might not notice here, which is very important, is we're calling out our audience. This is going to help you convert more people because people self-identify.

Humans in nature want to relate to one another and they want to be a part of community. So, if I'm an instructor, I'm going to resonate with the instructor. If I'm an athlete, if I'm a basketball player, if I'm a hiker, these are all things where I could say, "Hey, I'm one of these people. Well, it sounds like this is a product for me. I like to go on hikes." So, you might resonate with that and be more inclined to buy.

Then we have some more social proof on which products they bought, not just the review. And then we can get down into some more details for the FAQ. And then finally, customer reviews at the bottom. It's always good to have a customer review that kind of breaks down the benefits on where does the score, is it true on flavor? Is it true on effectiveness? Is it true on size? You know, are the shoes actually good for running or do they wear out pretty quickly?

And here we go. We have the reviews with the images and verified buyers. And then once you get to the bottom, you can opt in, etc. But this is what you would call a high converting landing page. Now, I know I reviewed the desktop version, but mobile is by far the most important. So, you want to make sure it's more mobile optimized more than anything. You can make a cool looking desktop, you know, version, but in reality, you need a very stellar mobile view.

Looking at mobile, I'm not going to run through all these again, but have the same size images here. If you have a 9 by6 and a square image, you're going to take up so much padding and push all of your text down because most themes aren't dynamically adjustable. All your images need to be the same here. And then as we scroll once again, it's all organized. If your mobile version breaks after your desktop design, you definitely need a new theme.

There's a link below this video on how you can quite literally design anything you can imagine using one of the tools I have below, which will help you structure it in a way that's very consistent. Then, as you can see, the drop downs and the call outs are all here. Now, when we add to cart, what do we see? We have free shipping. We going to unlock a variety pack if we just add $52. Well, why wouldn't I want a variety pack?

Maybe I could test different flavors. So, I might go ahead and add one more product. Now, I'm getting, you know, four products and they're also throwing in a hydration. That's pretty good with me. You know, do I want to spend a $42 extra dollars? Maybe not. But hey, look, we just got $108 on our ROI whenever we were already paying 20 bucks to get somebody to buy just one product for, you know, a measly profit of 5 to 10 bucks at most.

This is going to open up our margin significantly. And maybe we want to opt out of the subscription and check out, right? So, this definitely makes it way more easy for us to be able to move forward. Now, you do not want your checkout button to be covered on mobile. If you have a get 10% off or a support item here, you need sticky slide cart where it actually slides out. That's linked. And you want to make sure you don't cover up your checkout button.

Every time I check a Shopify store that has a really high add to cart rate and a really low uh checkout button click rate, it's because it's usually covered up or like people have to like X out of like three different things just to check out. That's super annoying and can definitely prevent you from getting conversions. So, you definitely need to fix that. And you also want to add as many payment options as you can.

PayPal, all the card options, CLA, Afterpay, Shop Pay. These are things that people like to use to check out. If you have all these options, Apple Pay, Google Pay, you're going to increase your conversion rate by, you know, 0.51% just off that because so many people like to use different, you know, payment methods where they have money. Notice how mobile doesn't look that much different from desktop. They still were able to organize this pretty effectively. you need to be able to streamline it and make it very consistent, right?

We get all the same information we need. We're not sacrificing anything here. So, that's essentially like, you know, the main breakdown here. You also want to have a popup that's full width. If you have like a square popup in the center, it's okay. But if you really want to dominate on email and SMS, you need full view. And even better, like being able to choose like a little reward where you pick, you know, one of three options.

Like there's an app for that that just basically any of you who have like a square popup could easily go from like a five, even 10% conversion rate on your email opt-in to literally tripling it just by having the full view with a special offer where they can click and then opt in and claim that. It does wonders. It's free emails. If you're paying to send people to your site, you want to capture this because it doesn't cost you anything to blast out these emails and opt them into win back sequences, upsells, you know, special drops.

There's so much to unlock from just this one thing that so many people miss. You definitely need to have that integrated. And if you're like, "Okay, I don't know how to design a website. Who do I hire? What do I do here?" Well, you can definitely go to surge.com. We're doing websites like this all the time for e-commerce brands and it's very affordable. You can also get a free audit and get a lot of these recommendations there as well.

I also put together a YouTube video that you can watch that kind of breaks down all of the metrics that you need to know beyond just the Shopify data which so many of you miss. You also need to understand your Facebook ad metrics, your Tik Tok ad metrics in the backend system where you're winning back customers and getting them to return. LTVs, all of it is covered in that video. So, I highly recommend checking that out.

And if you're like, "Okay, Chase, I literally do not want to do any of this." Well, just have us do it for you. We can manage it all at our agency. So, all these options are available here. So, go ahead and click those and I will see you on the next video. And once again, it's your favorite digital marketer here, Chaseel. Cheers and buy