VIDEO: Using Funnels Instead Of Simple Product Pages For Higher ROI (Alex Fedotoff) (2)
VIDEO: Using Funnels Instead Of Simple Product Pages For Higher ROI (Alex Fedotoff)
Increase Profitability By Using Funnels Instead Of Simple Product Pages (Alex Fedotoff)
In this presentation, Alex shared a ton of great information on how using properly structured funnels can increase the profitability of even a brand new ecommerce brand.
In their case, by using funnels the ROI went from 17% to 31% compared to using just simple product pages.
Higher ROI allowed them to aggressively scale the ADs and break the $2 millions revenue milestone within 50 days.
That’s nothing short of amazing.
You can get access to this replay (and all the other ones) by purchasing a ticket to the next Ecomm World along with a replay pass here: https://ecomworldconference.com/
I will show some slides below, but you can also download all of them from our Dropbox account.
So what exactly did they do?
Takeaway #1: Forget about simple campaign structure like Ad>Product Page>Checkout>Confirmation… you need to build a more sophisticated funnel.
Something like you can see on the slide below.
1 or even 2 presell pages, several upsells, another upsell on the confirmation page, retargeting, email and SMS follow ups.
Takeaway #2: Most people are unaware of your product or why they should want to buy it, but if you can convert these people, all the scale will become available to you.
Alex explains the concept of a MTW (Make Them Want) page, which is the first one in the funnel they are using.
The following slide shows the must-have elements on a MTW page.
He doesn’t stop here though, there is also a MTWEM (Make Them Want Even More) page following the initial MTW in their funnels 
Check the slide below:
The funnel continues with value maximizing steps, such as bundles, guarantees, multiple payment options and various upsells. You can see all these steps along with what platforms to use, in the full slides PDF.
Takeaway #3: You can charge more for the same products by using premium positioning hacks!
You have several choices here. The most simple is to simply try and increase price, according to Alex, higher price often converts better due to higher value perception.
Another option is to focus on a BIG problem that your products solve and sell that instead of just selling the product alone.
Alex gave a great example: Blissy pillow case. They do not sell it as a SLEEP product alone, they also advertise skin, hair and allergy benefits. That’s basically 4 products in one that people agree to pay a higher price for.
Another option is to use premium packaging to increase perceived value.
This is a frequent tactic used in eCommerce and many marketers are using it with great success.
And getting a premium design doesn't have to cost an arm and leg either, plenty of designers are waiting for your business on Fiverr, for example.
That’s it for today, stay tuned for more summaries!
Download the PDF with all slides Alex has provided during the presentation, there are many good ones included.
I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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