Help me DOMINATE the South African Online Hair Products Market (16)
Help me DOMINATE the South African Online Hair Products Market
Hey guys
I'm a part owner of Mane 'n Tail South Africa. It's my job to smash the online side of things. I did some research into what Mane 'n Tail United States are up to online...let's just say they may be the next Toys are Us. Their online efforts are pretty shocking.
That being said...
I've been experimenting with different funnels with traffic from FB. To be honest it's been a huge headache, trying to market a low cost product with high shipping fees.
Since shipping fees always seemed to be an issue (high cart abandon rate,) I decided to use it as a offer.
Free Shipping Offer Funnel
This is THE BEST WORKING FUNNEL I've come up with so far [...] https://sa-product-trends.lpages.co/mane-n-tail/
*Would love some feedback on the sales copy.
By working I mean we're breaking even at around $50 FB ad spend a day, with a cost per conversion of around $12. Not that great by any stretch. Offering free shipping is about 1/3 of the sale cost.
*another issue is potential customers can also get this product in their local retailers.
Potential Plan of Action
■ Reduce funnel offer to R50 OFF (will duplicate my funnel and run them concurrently head to head.)
■ Replace funnel offer with free product that retails R120 and costs R30. *I think this might be the best bet.
■ Improve product images
■ Test a continuity offer in my funnel. *Would love feedback on this idea.
Will give some feedback once I've setup some elements of my plan.
In the meantime would love some feedback from the community. Any other tweaks or major revamps any of you would suggest?
Franky
update: I've just launched my new funnel offering a free product instead of free shipping [...] https://sa-product-trends.lpages.co/mane-n-tail-sa/
Duplicated the existing adset on FB and used the new offer link. Let's see how this offer performs.
UPDATE on New Funnel: https://sa-product-trends.lpages.co/mane-n-tail-sa/
FB Ads on the new funnel have been running for two days now and has spent $60. So far results are looking better than the previous funnel.
Here are the results:
Cost Per Lead
Old Funnel: $1.68
New Funnel: $1.86 *higher CPL
Cost Per Purchase
Old Funnel: $15.79
New Funnel: $11.93
Return on Ad Spend
Old Funnel: 1.26
New Funnel: $1.77
I've increased my profit margin and increased my return on ad spend so I'm pretty pleased so far.
I want to try working on getting that cost per lead down. My squeeze page conversion rate on the new funnel is about 25% higher than my old funnel squeeze page. This tells me the new offer is a lot more appetizing than the previous free shipping offer.
However...
The higher cost per lead tells me that fewer people are seeing my squeeze page, might be worth testing the offer copy at the bottom of my landing page here [...] https://sa-product-trends.lpages.co/mane-n-tail-sa/. Would love some feedback on ideas to test here.
Will brainstorm offer copy and post updates. I'll use google optimize to test my offer copy. For anyone who hasn't used it, it's a gem! Easy to use and easy to setup. It also integrates with analytics so you can dig deeper into your results.
Franky
Hey guys, just created my subscription page. Would love some feedback on it.
Here it is: https://sa-product-trends.lpages.co/...-subscription/
*still need to add the payment fields.
Hey franky! Quick feedback: that "Subscribe Now" button on the subscription page looks almost invisible, maybe add consistency by making it the same colour as the CTAs on your other pages? Unless this was intentional I see no reason to keep it like that.
Good to hear that you managed to increase your ROAS by changing up the copy/offer! Free product sounds much better than free shipping. Are most of these sales coming from the backend?
It's a bit late here, will check back tomorrow with some copy/CVR ideas, subscribed. STM needs more funnel related threads, I always get excited when I see this stuff, love it!
Hey Shishev, awesome to see you on this thread! Your feedback has always been extremely valuable.
Originally Posted by shishev
Originally Posted by shishev
I'm going to drop the Facebook ad links below so you can view the funnels from beginning to end:
1. Free Shipping Funnel: https://www.facebook.com/18336494501...56805475642526
2. Free Detangler Funnel: https://www.facebook.com/18336494501...56824323497526
3. Subscription Funnel: https://www.facebook.com/18336494501...56842542807526
Originally Posted by shishev
Apologies for the late reply, I had a look at your copy - while it seems to be working out have you tried any different angles? Might be worth testing common formulas, here's a huge guide from Copyhackers:
https://copyhackers.com/2015/10/copywriting-formula/ I'm a fan of the PAS formula.
Case study with said formula: https://copyhackers.com/2016/06/great-home-page-copy/ - might also be worth noting the salespage design used. Could give you ideas on how to improve your salespage.
https://copyhackers.com/2017/08/saas-onboarding-email/ - Another interesting case study for SaaS onboarding.
These guys have some golden nuggets, I follow their stuff constantly.
Disclaimer though, I am not a pro copywriter, takes me forever to come up with something half-decent, but this stuff might just give you some ideas on what and how to test.
There's also a huge lack of images anywhere on the offer pages. Since this is beauty related images might just help a bit. Also probably even coming up with some sort of sales video eventually - there should be some relatively cheap providers here and there if you come up with a script.
Also, you say you have 1.5k 4-5 star reviews from Amazon, why not show some of them on the main page. Get a flashy 30-day guarantee badge too.
Since you mentioned your opt-in rates are now lower - why not attempt to do some selling in the ad directly? Read some of the comments on the ads, address those in the ad + combine benefits and features, and then send everyone directly to the opt-in page.
Another idea would be to direct people to some sort of a "story"/article about how your product helped someone etc. and then get them to the optin page, stories sell.
I'm not familiar with the niche but surely there must be some successful aff-style offers of this kind that you can also check for inspiration and do some spying of their backend.
This is just about everything I could figure out in terms of ideas off the top of my head. I think it's too early purely for design suggestions right now as you haven't seen the full potential of this imo.
Wow, some amazing material you sent here. Thanks as always Shishev.
I'm a bit rushed on time today so I just briefly went through it but I'm already getting a lot of ideas I can test. I'm going to dive all in tomorrow and reply with a more detailed plan of action.
Just some quick feedback on the subscription funnel I am running. The ad has spent $30 and I've only had one person subscribe for a 6 month subscription worth about $80 to the company.
I'm not too happy with the results. My initial thought is I changed up the funnel too much by changing the squeeze page to the finale sales page.
I'll leave it to run for now but I'll more than likely change my squeeze to an email opt in approach rather than letting them subscribe there and then.
At-least then I'll be getting emails so I can hammer the subscription offer via emails for those that decided not subscribe.
Any thoughts on that?
Another exciting thread by Franky!
Shishev is just humble - his copywriting skills are outstanding. Those are really great pointers he gave on the sales pages.
Franky - what you have is already miles better than the traditional product pages for typical physical products, but I believe you'll see even greater success if you could model after stuff like weight loss pills or other nutra products. Think longer sales letters like the ones you see for clickbank products. Pick a few high-gravity clickbank products and popular best-selling weight loss pills - or, better yet, seek out popular hair loss/growth products that have long sales letters, and model yours after them. You should see better conversion rates.
For ads, do some spying on native and FB spy tools to see how other people sell hairloss products. Borrow the same angles and come up with various images and copy for the same angles.
More importantly: Try to maximize revenue by adding upsells and downsells to your funnel. For example, here's one I whipped up quickly - you can probably design a few more and split-test them to see which is more effective.
1)Landing page selling the R240 shampoo+conditioner bundle. No mention of shipping costs.
2)Next page is the checkout page to capture contact info, shipping info.
3)Next page is Upsell #1: Want to get the detangler too? Include product benefits. No matter whether the visitor clicks on yes or no, send them to the next page.
4)Upsell page #2 - several options here - and you can allow the customer to pick one:
a)Mention shipping costs here, and allow the visitor to double the order to get free shipping (whether it's just the bundle, or the bundle+detangler).
b)6 month subscription and get a discount of [whatever]
c)12 month subscription and get a discount of [whatever]
d)No thanks - settling for just the original order
5)Receipt page.
Also: You can add to your landing page, what's called the exit-intent email grab. This is a window that pops up when a visitor tries to leave without buying, offering an incentive in exchange for their email so you can follow up with an autoresponder series that may convert them at a later date. The incentive can be a lead magnet, more content, a discount, or another incentive. However small the percentage of visitors is that decides to leave their email, it's a percentage you would have lost without implementing this pop-up. There's nothing to lose.
Again, the funnel I've "designed" above is just an example. You know your product the best - and it may be good to split-test several different arrangements to see which one ends up being the most profitable. Another idea: Swap the bundle and the detangler so that detangler is on the landing page and the bundle is the upsell.
Amy
Just a quick update. Shivev mentioned a few things that I thought I could apply to my landing page immediately.
I just quickly did that now on this landing page [...] https://sa-product-trends.lpages.co/mane-n-tail-sa/
Here's what i added based on Shivevs feedback:
■ Some testimonials from Amazon.
■ More pictures in the copy. In the beginning I added a picture of a lady with thin hair and a baby, (pain point,) towards the end of the article I added a picture of a lady with thicker hair, (desired after.)
■ 30 day money back guarantee badge.
What I would still like to test based on Shivevs feedback:
■ Create a FB advert with benefits and features to send traffic directly to squeeze page. On my to do list for tomorrow. It will take minimal effort setting this up so It's definitely worth testing.
I killed my subscription funnel, reason being I wasn't happy with the cost per conversion. So the ONLY funnel I have running at the moment is the free detangler funner here.
My plan for subscription is to duplicate the above funnel exactly as it is, change the wording and offer slightly and launch. I'll do the same thing with my automated email series.
Plan from here?
First off, thank you Vortex for all that amazing advise. I'm blown away! You and Shivev have given me some amazing ideas which leads me on to my plan from here.
I want to use the current working funnel as a baseline and rework it based on Vortex and Shivev's advise.
1. I am going to research some high gravity weight loss offers on clickbank.
2. Decide on a Copy formula based on what I find. I will more than likely also test a story based advertorial as Shivev suggested.
3. Build out funnel with similar to how Vortex suggested.
4. Spy and find some FB angles.
5. Launch
6. Compare return on ad spend to existing campaign.
Will start smashing this tomorrow.
Franky
^How did this turn out?
Franky - here a bit of (late) info that may help if you're wanting to set up funnels without having to figure out code:
https://stmforum.com/forum/showthrea...l=1#post350234
Hope business is treating you well and you're seeing improvements in your store's performance!
Amy
Originally Posted by moneytrain
So the updates to this landing page improved the CTR to the squeeze page by around 10%. So I'm happy about that.
That being said I'm still not happy with my ROADS for this funnel. I haven't tested much FB ad copy so I have been focusing here a bit. Thanks to FB's new update its extremely easy to spy on competition because of the "info and ads" section on business pages.
I tried to see what other big Hair Product brands are doing with FB ads...turns out not much at all. So i'm researching weight loss companies instead. *I'm also involved in weight loss so that makes it a bit easier.
I also love Boom by Cindy Joseph, it's a company owned by Ezra Firestone. I think the business model might fit the industry well.
HELP: If anyone here knows of any hair product brands doing amazing stuff on FB ads pleeease let me know.
As for the email side of the business, I want to heavily focus on customer review videos so I got my customer support to start hunting them down.
I'm placing subscription funnel on hold for now until I get customer acquisition right. I think the subscription will work well for past customers rather than cold traffic.
I still want to test a story based advertorial as Shivev suggested, but I first want to get customer review videos in so I can create a story around my best video.
That's about all for now.
Thanks all for the help so far, will be back soon with more updates.
Originally Posted by vortex
The Boom product range was built on video ads on Facebook.
I think you are right in focusing on getting reviews. I'd even set up ads to get just those.
The story is so much more powerful if you have someone else tell it. Plus, it'll be in their own words, which make it more authentic than when scripted.
Originally Posted by pekadis
Do you have any unique strategies on how to get video reviews?
At the moment we are trying to contact past customers directly and offer free products.
Home > Paid Traffic Sources > eCommerce