This Shopify Store Did $300M+ - Here’s How transcript

in today's video we're going to be reviewing a website that does over $300 million in sales called Harry's we're going to break down everything in their funnel on how they're able to increase their sales volume aovs ltvs and overall get a much better return than that spin when running Facebook and Tik Tok ads so let's go ahead and get into it here we are on Harry's website and one of the first key elements that you'll know is that all their branding and colors go together and then their product pops on the right hand side here and you can clear CLE L read the headline and call to action if you go to any major e-commerce brand you're going to see a similar structure to how their homepage is set up because we know this drives conversions whenever you have a clear and concise product image you have a shop all button and then you feature either your collection or your bestselling products here they have a build your own bundle to save up to 15% by offering bundles on your website you can increase your average order value thus making your ads more profitable now as we scroll down down we can see that they have their best sellers we know having best sellers first on your website drives up conversion rates and then they're opting for a lowcost strategy where they're just saying six bucks seven bucks so that way people end up adding multiple items to card so you either price set a premium or you price set low and go for high volume and so people will select multiple of these and by selecting them they can either order it now or subscribe and save and they have clear and concise product imagery it's on a white background it's very clear I can see exactly what the product is in a very easy and understanding way and then as we scroll down we can see that they have call outs this is very important if you have a best value a best offer a best seller most popular you want to call that out because it's going to guide people in the right direction to make a purchase and then as we go to one of their product pages as we can see here we then have their product we show what the product looks like how somebody's putting it on and then some of their additional products as well they have a very short and simple description they have a free shipping Banner which people can get free shipping if they get to $30 and then special gifts they unlock this helps people add more items to cart incentivizing them to spend more on your website thus helping you with Facebook ads and then we have our sizing and then how many tubes we want to buy so if you want to buy up to three tubes you can simply select it here and then subscribe and save 5% off subscrib and saves are a great way to get people on auto recing subscriptions and that increases your LTV and ult L your profit because if you acquire a customer for $10 and they subscribe to your product at $30 a month well you're automatically profitable on the front end row as and you're also profitable on the back end as they continue to buy more from the subscription as we scroll down here there's some simple information saying smooth shaving cream F natural ingredients and then how they get back one thing they are missing is reviews they should definitely include reviews on their website that is a common thing that a lot of people Miss if you don't have reviews you should still have it anyway so that way you can build them up over time and then it says add to unlock free shipping over 30 and then quality guarantee so that way people feel comfortable with checkout now if we add to cart we can see that Banner pops up here showing us how much we're actually away from unlocking our additional gifts and then they have upsells these are what we call a slide cart where you can then offer an upsell item if you take people to a cart page that is the last thing you want to be doing you want to take them to a drawer or slide cart because that's going to increase your conversion rate and then you want to upsell additional items because that's going to help you with your aovs and make your ads more profitable these are proven things that we already know to be true with e-commerce Brands and as we go to their shop all they have the color swatches you can choose the different shaving color that you want to use as well as see all of the other visuals here so all in all pretty simple website for the amount of volume that they're doing so now let's check out some of their ads so here we are on Harry's ad Library the first key call out that I'll mention is they have 380 active ads if you watch my video on how to scale big budgets of over 100k a month then you'll know that having high ad volume is one of the key success points for being able to get to spending hundreds of thousands of dollars per month when you're a website that's doing over $300 million you're definitely going to be spending a lot on Advertising to acquire new customers and haris keeps it very simple let's check out some of their creatives nothing too fancy here it's just comparing some of the razors and man those vibrating razors are unnecessary and then they just have their product it's $17 very simple going back to the basics don't over complicate it and then they have your choice of handle five blade razor cartridge foaming shaving gel shipping is free table blade cover so they're actually advertising one of their higher aov items and start shaving better today with our trial set this is a trial where you're actually going to opt into a subscription because that's how they make most of their money is off of the recurring Revenue very simple ad here this ad is probably near Break Even or below Break Even row as meaning they might not necessarily be profitable on the front end with this ad but on the back end because of all the recurring Revenue that comes from the trial and getting people on that subscription they're making all their money back that way so they can scale this as a loss leader if you don't know what a loss leader is it essentially means that you can scale your ads unprofitably because they will make it profitable on the back end with your website if it's very well optimized here's another ad comparing it once again it's just a slightly different angle and then as we scroll down here we can see refills so one thing we shaving you're constantly having to replace your shaving razor all the time so they have cartridges and refills on subscription so this is a great way just to keep people incentivized and always staying on the subscription because you're always going to need these you know Replacements to do that and they're highlighting why their refills are much more affordable and then as we scroll down they have some unique Tik Tok ad style creatives where they're using Tik Tok text because we know this converts great the future of lip care Innovative Black Bomb clear application Advanced hydration so this is a very very simple ad and and then they have a video getting ready for an event and I'm using my hair's black lip balm let me show you cuz I really like the black mad look this packaging is awesome even the inside is black too ever seen this before so very simple just a reviewbased creative where somebody's introducing the black lip balm going over how it works the Simplicity of it and as we scroll down we have lots of different variations mainly all comparison based ads comparison ads are where you compare a competitor's product against your product this is a format that we know that can convert very well and then they have their Tik Tok Style video based creatives why are razors so expensive well not all razors compare Gillette to haries both have five blades a Precision trimmer and a lubricating strip but gillette's blades cost almost $5 and Har for $5 you can get a top that's aaser cartrid sh gel and travel cover for the same price as one once again another comparison style ad done in a video format this is a really good ad because although they might say Hey you know we compare pretty nicely with other products it's pretty much the same thing but if you get on our trial it's going to be cheaper at the end of the day and you're going to save a lot more money in the long run so people might resonate with that because you know trying to make a razor super fancy and competitive in a space like this can be quite challenging so they said forget all that we're just going to focus focus on the Simplicity aspect of this give you better pricing and make it simple enough to where you're on auto delivery every single month a lot of people are obviously resonating with that and clearly Harry has found a winning ad copy so this ad copy must be working really well for them because I can see this pretty much across the board that they're using it and then they have some other variations as we go down here that are well branded to how their website looks so simple products they're probably using these and retargeting to retarget people onto their other items that they don't know about once you're on one product line it's very likely that you might buy a second or test out some of their other products if you like the one that you're currently using so with Facebook ads you want to have lots of different variations and comparisons to be able to see results and if you are interested in learning more about this strategy and how you can scale up your e-commerce business and be able to leverage Facebook ads Tik to ads optimize your website to get high conversion rates then I highly recommend booking a call into our one-on-one ads Mastery mentorship where we literally cover everything you need to know to scale we've taken so many Brands to multiple 100K months and you could be the very next one so book a call toce you qualify and once again it's your favorite digital marketer here Chase Chapel cheers and bye all