Why being traffic ready is so important

Why being traffic ready is so important

The mistake that most online store owners make is they put too much emphasis on getting people to their website BEFORE it’s ready for it. They drive traffic to a site that is not traffic ready.

Having a website that is not ready for traffic is like turning on the taps without having any buckets in place to capture the water… or, at the very least, having leaky buckets.

They spend all this time, energy, money, effort and resources in building the pipeline (aka getting the traffic) but forget to check that the bucket they are wanting to fill isn’t full of holes. 

Getting traffic to your website is costly. It takes time, energy and effort – yours AND your customers’ time, energy and effort. It also takes money to get people to your website… and if your website isn’t ready to take money… you might as well flush that money down the drain. 

That’s why we so heavily recommend that you get traffic ready before you drive traffic to your online store. And it’s why we are so focused on helping our clients and students get traffic ready. We do this in several ways: 

Now, having said all of this… what’s the best way to see if your bucket has holes? 

Once you’ve checked it as much as you can and it doesn’t have any visible holes or cracks, you need to put water in it!

So, once your website is as traffic ready as you can get it… you need to test it out. You need to drive a LITTLE traffic to your site and check if there are any holes in it. 

How do you do this with a website? You check the conversion rate. A good conversion rate benchmark is 3%. 

If there are holes and your site isn’t converting to sales, you need to find where those holes are and plug them. 

You need to get curious and test, test, test. A website is not a tattoo… it’s meant to be changed constantly. 

Then, once you’ve plugged those holes and your conversion rate is healthy again, turn the taps on and get more traffic flowing. 

Overtime, your site might develop more holes and you’ll have to plug them. 

This is a never-ending, interactive process.

If you’d like to deep dive into how to get traffic ready and improve your website’s conversion rate, you might enjoy these free resources: 

Podcast episode 28: How to get your website traffic ready to improve your conversion rate

Podcast episode 7: 5 Tech Must Haves to Increase the Conversion Rate on Your Online Store

Podcast episode 6: 5 Onsite Changes to Increase the Conversion Rate on Your Online Store

Megan Winter

Megan is an inspiring, brilliant and fun digital marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping purpose-driven online store owners to make more income and achieve more impact. 

Ep. 39 – Building a Purpose-Driven Online Store With Kim From Burbridge + Burke

Ep. 39 – Building a Purpose-Driven Online Store With Kim From Burbridge + Burke

Shownotes

In today’s episode we talk to Kim from Burbridge and Burke about how she opened her bricks-and-mortar store in Nelson Bay, while building her online store at the same time—and how she did that with, as she says, no technical skills at all! 

Kim also shares her tips around connecting with your audience, building a community, putting yourself in front of the camera, and how storytelling has been such an important element to their online success. 

If you enjoy this episode, please subscribe, rate, and share the show – it would mean the world to us. There’s more to come and we’re looking forward to sharing how to sell more on your online store in our podcast.

 

Episode Highlights

  1. About Burbridge + Burke [01:28]
    1. The intention of the store [03:22]
    2. How they managed when COVID hit [04:55]
  2. The purchasing behavior of people throughout the pandemic [06:16]
  3. What Kim loved about the Ignitor program [11:12]
  4. On building an online store and creating a strong social media presence [13:00]
    1. How to make a magnetic website [17:05]
  5. Your ideal customer avatar is often you [22:25]
  6. Sometimes it’s better to ignore the competition [24:25]
  7. The importance of having your own imagery [27:30]
  8. About Larry the Laser [28:35]

About Kim

Kim is a designer who, along with her wife Claire, runs a gorgeous local store in Nelson Bay called Burbridge + Burke. Kim, who is the self-confessed non-techy half of the pair, has done an amazing job at building their online store to the success it is today. Burbridge + Burke offers thoughtful, unique, and lovingly crafted quality furniture, indoor, and outdoor pieces for the home, jewelry, and wearable art, made to love and to transcend trends… and all Australian brands.

 

Links Mentioned

 

 

Stop comparing your results to peak Covid

Stop comparing your results to peak Covid

 

I’ve spoken to several online store owners recently who are feeling upset and frustrated by their change in results from last year to this year. 

These are some of the comments I’ve heard: 

  • “I just chucked up an ad and got 10x ROAS but now nothing is working” 
  • “Our sales last year were double what they are now”
  • “I didn’t really know what I was doing with ads and they were doing way better than they are now with a proper strategy in place” 

There are a couple of things that you need to understand with the state of eCommerce and specifically Facebook ads right now, and they are: 

  1. Facebook isn’t reporting (and can’t) as accurately as it once could 
  2. The peak of Covid shouldn’t be a benchmark for your sales

Let’s break that down…

Facebook isn’t – and can’t – report as accurately as it once could

You’ve probably heard about the iOS updates and know that the update affects how Facebook can report on user behaviour as they won’t have all the data they had previously. 

But this is hard to consider when you’re looking at your Facebook dashboard and only a few measly sales are being reported. 

We’ve had some students say “My ROAS has plummeted… but my ad spend and sales are the sale” in which we reply “Your REPORTED ROAS has plummeted… not your actual ROAS”

When you have historical (pre-iOS14 update) data on your account it is easier to estimate the amount of sales being attributed to Facebook ads, but when you don’t it is really hard to see what’s working and what’s not. 

Any user that opts out as part of the iOS 14.5 update won’t be reflected in your reporting. So if they click on your ad, go through, and make a purchase, that purchase won’t be reflected in your reporting. 

This is one of the biggest challenges we now face. It’s like going back to the old days of TV and radio where we knew 50% of our advertising was working, we just didn’t know which 50%. What I have always loved about Facebook ads is you could account for every cent spent and know exactly how much it was bringing you back in sales. 

Not anymore. 

So what do we do? 

The principles of successful marketing haven’t changed; the right message, to the right people, at the right time, with the right offer. And when I say offer, I don’t mean discount… I mean a great product that is positioned correctly in the market.

So, what happens if your ads aren’t driving sales at all? Well, you need to look at your website conversion rate, your messaging, the audience you’re targeting and is your product positioned correctly? For example, if you have a high-end product, does the rest of your marketing reflect this? 

Get curious and test, test, test! If you have a good product, Facebook ads are simply going to let your audience know that you exist and educate them through the purchase funnel to a sale. It’s as simple… and as complex… as that. 

The peak of Covid shouldn’t be a benchmark for your sales

Imagine there is a totally unexpected storm that hits the city at lunch time when office workers are out on their lunch break and it brings with it super heavy rain. The umbrella shop on the corner has a record day of sales… it totally sells out of umbrellas. And it didn’t need to do any clever or targeted advertising… it just needed to say “we are here, we sell umbrellas”!

Selling umbrellas on a rainy day is easy… but what about when the sun is shining? 

Comparing your sales to where they were in the peak of Covid is like the umbrella shop wanting to achieve the same amount of sales… with the same amount of advertising they did that day… every day. It’s just not going to happen. 

I’m not saying you can’t grow and scale your business. But I am saying that if you compare your sales vs ad spend to the peak of Covid you will leave yourself open to disappointment and closed to creative ideas to move forward. 

Not only is it really hard to navigate forward when you’re focused on the past, it’s also counterproductive.  

Stop looking in the rearview mirror… you’re not going that way!  

 

Megan Winter

Megan is an inspiring, brilliant and fun digital marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping purpose-driven online store owners to make more income and achieve more impact. 

Ep. 38 – Is Black Friday Dead?

Ep. 38 – Is Black Friday Dead?

Shownotes

In today’s episode, we are talking all about quarter four and how in the past Black Friday has been a record sales date on the eCommerce calendar, but why we’re actually predicting this year might be a little different and why we’re actually recommending against Black Friday. So keep listening to see why this is and what we are suggesting instead.

If you enjoy this episode, please subscribe, rate, and share the show – it would mean the world to us. There’s more to come and we’re looking forward to sharing how to sell more on your online store in our podcast.

Episode Highlights

  1. About Black Friday [01:00]
    1. How our clients have fared during this Q4 holiday [01:32]
    2. Some stats from Q4 of 2018 [02:28]
  2. Our predictions and recommendations for this year [04:28]
    1. Why Black Friday has always been a thing [06:32]
    2. More people are going to be shopping online than ever for Christmas [08:10]
    3. Why it’s better host a sale in October or the start of November [10:05]
      1. On calling it a Black Friday sale [11:25]
      2. On naming the sale in a way that’s relevant to the brand [11:55]
  3. Why you should only have up to 2 sales/promotions a year [12:55]
    1. The difference between a promotion and a sale [14:20]
  4. Communication is key [15:35]
    1. What to do if you have an autoresponder email setup [17:52]
    2. If you put “last sale for the year” in your messaging, don’t give in to the temptation of hosting another sale after that one [19:38]
  5. Some examples of promotions you can do around Q4 [20:10]

Links Mentioned

Is Black Friday dead?

Is Black Friday dead?

Historically, Black Friday marked the kick off of Christmas sales. It’s a day on the calendar that followed Thanksgiving and the reason for it being called “Black Friday” was all the tyre marks that shoppers left on the road after they’d driven into town to grab themselves a bargain. 

Not surprisingly, marketers leveraged this and converted the holiday into an online shopping opportunity and Black Friday and Cyber Monday was created. 

Our clients have had significant success with Black Friday in the past: 

  • A client generated €1,000 PER MINUTE in revenue at launch during a Black Friday campaign. 
  • Another campaign generated over $US200,000 in just one weekend. 
  • And a client returned 22x ROAS on Facebook ads during Q4 promotions.

In 2018, Shopify merchants processed over $1.5B in sales over the BFCM 4 day period. Over $573M of that was on Black Friday alone. Close to 11,000 orders and $37M in sales was processed per minute during the peak sales time. 

But… we’re predicting this year might be different. 

Australians spent $50.46 Billion online in 2020 up 57% year-on-year and this year continues to grow. Australia Post just employed 4,000 additional people to keep up with demand and will be delivering on weekends for the rest of the year. Australia Post has been urging customers to do their Christmas shopping early this year, to avoid disappointment in delayed shipping times. Also, Covid has given people the opportunity to get super organised for Christmas shopping (because, what else are we going to do in lock down?!)

You may have noticed that online stores are updating their schedules to align with this and have been talking about Christmas already. 

And, we are actually recommending against doing a Black Friday sale.

What are we recommending instead? 

  1. Go early and have your one big promotion at the end of October or early November.
  2. Communicate to your customers that this is your one and only promotion before Christmas to create urgency.

In regards to the type of promotion you should be having, we recommend keeping it super simple. 

Work out an offer that is irresistible to your audience AND works for your business. 

The most popular offers are: 

  1. Site-wide discounts 
  2. Specific product discounts 
  3. Coupon codes 
  4. Free shipping on all orders
  5. Free shipping by order value 

Plan ahead  

Most ecommerce brands start planning in Q3. We held a Q4 planning workshop for our eComm Club members in August.  

If the year has gotten away from you and you’re only reading this in October, it’s not too late to capitalise on Q4! 

If you’d like a safe space to brainstorm ideas or workshop your strategy, come join our free group for Unstoppable eCommerce Entrepreneurs.

Megan Winter

Megan is an inspiring, brilliant and fun digital marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping purpose-driven online store owners to make more income and achieve more impact.