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Feel repetitive? Congratulations you’re marketing!

Feel repetitive? Congratulations you’re marketing!

This morning when I was getting my son ready for school I think I asked him to get dressed about 25 times “time to get dressed now… get dressed please… are you dressed yet… why are you still in your pyjamas!?”

My son was distracted. Of course, he was thinking about other things. He was not thinking about me and my requests.

Your customers are kind of like my son. They need to be told multiple times. They are distracted and they are not thinking about you or your product.

You’ve probably heard the saying people need to see your brand multiple times to start to know, like and trust you. Well, we have a saying in eComm Ignitor:

“if you feel like you’re repeating yourself, congratulations you’re marketing!”

Your customers are busy. They don’t think about you as much as you do. Plus not everyone is going to see every piece of content you produce.

Let’s take a look at how you can do this for your online store.

First you need to hone in on your message, get clear on your key brand value proposition and FAB points. Then repeat, repeat, repeat.

1. Identify your key brand value proposition and FAB points

First, you need to hone in on your message. Your brand value proposition tells people exactly what you sell and why people should buy from you rather than the ocean of choices out there. FAB stands for features, advantages and benefits. These are the unique points that help people identify that they want to part with their hard-earned cash to buy your product.

2. Tell your audience

Every touchpoint is an opportunity to communicate your message to your audience.

When people visit your website, the first thing people should see is your brand value proposition. This should be communicated in your hero banner through your image, headline and subheadline.

Communicate your key messages in your social media. Use a balanced mix of content to communicate your brand value proposition and FAB points.

Your emails should be little love notes delivered to your customers with your key messaging and FAB points weaved throughout.

Use the real estate on your product tags to communicate your value proposition and key FAB points.

Helen from https://www.lovelinen.com.au/ does a great job of this:

Your packaging is prime spot to tell people about your messaging. 

https://au.whogivesacrap.org/ does this so well:

Communicate your brand value proposition and FAB points throughout your touchpoints. Same the same thing in different ways using a mix of words and images.

3. Repeat steps 1 & 2 continually 

Don’t copy and paste your content. Mix it up. But don’t be afraid to repeat the message.  

Final word

Your brand value proposition and your key features, advantages and benefits are the reasons people buy from you and not the ocean of choices competing for their attention and dollar. And just like my son does, your audience needs you to repeat the same message again and again in order to take action.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

The 3 second test to see if your website is doing it’s job

The 3 second test to see if your website is doing it’s job

In our fast-paced world, you have a few seconds to capture someone’s attention and let them know they are in the right place. If you don’t they could leave your website, potentially never to return.

Your website has one simple job to do in those first few seconds: tell me exactly what it is you sell and pique my interest enough that I look around and browse your products.

There are so many important elements that your website needs to have. It can seem overwhelming to know what to start with.

I developed this test when I was a global marketing consultant and used to work with big teams. Large eCommerce brands have so many moving parts, I would regularly do this test as a quick and easy way of seeing if we were on track, or completely off.

Use this one simple test to know if your website is doing its job, or if you still have work to do on it.

The super-simple test your website needs to pass

The 3-second test is a really simple test that I developed to see if your website is ready for traffic or not.

Here’s how you do the three-second test:

  1. Take a screenshot of your website as it appears before you start to scroll
  2. Show the screenshot to someone for 3 seconds – and only 3 seconds
  3. Ask that person “what do you think my website sells?”

Important: Make sure you ask people who do not already know what you sell.

If they answer correctly you pass the 3 second test and you know that your site does the job of telling people what you sell within 3 seconds.

If they can’t answer or answer incorrectly, you don’t pass the 3 second test and you have some work to do.

The impact of embracing the 3 second test

When we first came across Colleen from Ride Proud Clothing her website looked like this:

 

We ran the 3 second test and honestly couldn’t tell you clearly what she sold.

We guessed:

  • Shirts
  • Saddlery
  • Even timber panels

When in fact, she sold bootleg pants. Colleen joined eComm Ignitor and got to work on her website.

She did such a fantastic job that she now passes the 3 second test with flying colours. She is an A++ student and her website is a great example of what an online store should do, which is tells me exactly what it is she sells.

 

What if you don’t pass the 3 second test?

Often, you are too close to your product and you think everyone knows as much about your business as you do.

If you don’t pass the 3 second test, revisit your website and think about what information people need to know what it is you sell.

You need an image that clearly represents your product and a headline that tells me exactly what you sell.

Final word

You have 3 seconds to capture your potential customers’ attention and tell them exactly what it is that you sell. By doing this simple, yet powerful, 3 second test regularly you can have confidence that your website is doing its job.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

Increase your conversion rate with these 5 onsite must-haves

Increase your conversion rate with these 5 onsite must-haves

Increasing your conversion rate is one of the best ways to make more revenue on your online store. If you can increase your conversion rate by even 1% that may mean doubling your sales, without driving any more traffic to your online store. 

When people walk into a bricks-and-mortar store they can use all of their senses to experience that shop and the products. They can look, touch, feel, smell and even taste (if you’re selling ice cream!) Customers don’t have that luxury when shopping online. They can only experience what you give them via their screen. And even though they are looking at their screen with their eyes, there are things you can do that evokes their other senses and encourages them to buy from you. 

Increasing your conversion rate can dramatically impact your revenue 

If a website has a 1% conversion rate, a $100 average order value and gets 500 visitors per month, that website will make $500 revenue.

If that same online store did nothing but increase their conversion rate by just 2%, and kept their average order value at $100, that same website would make $1500. 

This is without generating more traffic or increasing their average order value. 

 

 

Ok so let’s look at 5 onsite must-haves your online store needs to make sure you’re optimised for conversion rate. 

  1. Your site needs to have a clean and simple layout

Imagine walking into a cluttered, dimly-lit store. Chances are you’d feel a bit uncomfortable and would want to get out of there as quickly as possible. Same goes for your online store. 

Viv from That Little Shop in Jinnali has a physical boutique as well as an online store. When you walk into the store you are greeted by a friendly face and the store is clean, beautiful and organised. This is the vibe you want to portray on your online store, right. So by having a clean and simple layout you’re giving your products a chance to shine. 

 

 

  1. Give people an easy-to-navigate menu

Keeping with the physical store analogy, when you walk into a retail store you should be able to easily know which isle or section to go to. Things are categorised and grouped.

The default menu for an online store is home, about, shop and contact. Every time I see this on an online store a little piece of me dies because I have no idea what the store sells by looking at these headings. But if you have these as your menu titles, don’t worry, it’s an easy fix!

Categorise your products and display these as your menu items. Ditch home, about and contact from your main menu and put them in the footer.

Ashley from I Choose Me has done a great job of this: 

 

 

  1. Make sure you have high-quality product images

Product images are EVERYTHING! Our recommendation is to invest in a photographer to take a set of eCommerce (white background) images for your online store. Or if you do them yourself, make sure they are great quality images that showcase your product in the best way possible. 

If you have poor quality images people will automatically (often subconsciously) assume your products are poor quality too.

Picnic Season does a great job of showing me all angles of their picnic basket:

 

 

  1. Display evocative product descriptions

Some people like to read. But instead of being boring in your product descriptions, jazz it up a little. Include evocative language that makes me smile. Also, don’t be afraid to use bullet points, paragraphs and headings to make your product descriptions easier to read. 

Kate and Bec from The Better Packaging Co. do a great job of this:

 

 

Kim from Burbridge and Burke also does such a good job with product descriptions (she had me at fluffy duck hair!): 

 

 

  1. Build trust, trust and more trust!

People are taking a leap of faith when they shop online so you need to give them lots of reasons to trust you. You can do this by displaying reviews, showing user-generated content and having a solid guarantee on your site. 

Final word

Ok, so go through your website and make sure your site has these 5 onsite must-haves for a good conversion rate and make any adjustments as needed. Improving your conversion rate by just a little can a huge impact on your bottom line.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

How to deal with trolls and unjustified negative comments

How to deal with trolls and unjustified negative comments

We’ve received a lot of questions about how to deal with negative comments and trolls. Some of them are:

“I’ve noticed we are getting a fair few negative comments on this ad – any tips on what to do with those?”

 

“How do I deal with negative comments?”

 

“How do I deal with trolls?”

Firstly, what is a troll?

Troll (noun): (in folklore) an ugly creature depicted as either a giant or a dwarf.

Social media troll (noun): They’re people who deliberately provoke others online. By saying inflammatory and offensive things. They live to make people upset and angry. Also an ugly creature.

I like to think of social media trolls as ugly little folklore creatures because it dehumanises them and that takes away any power they may hold over you.

Negative comments are simply the price of admission to selling online

When you start an online store you are stepping into the arena. When you step into that arena there are going to be ups and downs, you will have good days and bad days, things on your website will break and, yep, trolls will throw negative comments at you.

President Theodore Roosevelt so eloquently said:

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly.” – President Theodore Roosevelt

Ah, gets me every time! If you skimmed over that quote, go back and read it properly.

One of my favourite authors, Brene Brown wrote an entire book called “Daring Greatly” and one of her famous quotes is this:

“If you are not in the arena also getting your ass kicked, I’m not interested in your feedback” – Brene Brown

 

Trolls are not in the arena with you. They hide under the bleachers and throw negative comments out. I believe they do this because deep-down they know what they are doing is ugly and gross and they would never say such things to your face.

Again, trolls are not in the arena with you.

The other important thing to really get is this. Trolls throw negative comments at you because, by definition, they’re people who deliberately provoke others online by saying inflammatory and offensive things. They live to make people upset and angry.

It’s just what they do. It’s how you choose to deal with them that matters.

Don’t fuel the fire

Trolls love it when you engage. It’s fuel to their fire. The only way to kill the fire is by starving it of oxygen.

We’ve all been sucked into engaging with trolls, haven’t we?

I remember a lady once went nutso on a post I shared about The Good Bag Project. She said how I was exploiting the makers and how the bags were most likely just mass-produced and screen printed anyway. I was hurt, upset and went into defence mode. I did reply and told her that I had met the women and guarantee they are hand-painted and that the proceeds do go to women in a remote village in Sri Lanka. She then went on a rant about how, if they were hand-painted, they wouldn’t all be perfect and wouldn’t look exactly like the mockup on the website. She even added that I should be supporting Australian farmers instead of women in poverty in Sri Lanka. There is literally no winning with trolls. They are irrational and remember, they live to make people angry and upset.

Eventually, I just blocked her.

A client once typed out a big response starting with “We wouldn’t normally reply to trolls like you…” Needless to say, this didn’t end well.

Any kind of response like this is a big no-no. It may seem like you’re getting one up by replying and defending yourself in a clever way, but really it’s just fuelling the fire and giving them what they want.

By all means, type out a reply in the notes section of your phone to get it off your chest, have a rant to a trusted friend, energetically send them love and light, but whatever you do, do not engage with the troll.

Another amazing tip I got from Brene Brown was her “don’t text, talk or type” strategy when she feels triggered. Super relevant to trolly-trolls.

Flip it into a positive

Easier said than done, right?

I get it. I soooo get it.

We got the below comments on one of our ads for our Free Facebook Ads Masterclass:

Ouch. When I saw it, I was triggered. I went into defence mode. I was like “How do you know, Carla!? You haven’t seen our masterclass. All the people who have watched it, love it!” But… instead of replying, I implement the don’t talk, text or type rule and I took a deep breath. 

I then realised how useful this comment was. 

Not only was it useful for us and our marketing (more on that in a sec) I was also able to use it as a teaching moment in our group: 

 

 

As I said in the group, I realised I can use the negative comment as an objection to overcome. I’m now going to write an ad that says “have you taken courses in the past that promise (Insert Carla’s rant)? Ours delivers (insert our value proposition)”.

This is the GOLD. Carla – and likely others – have experienced a negative experience with other fb ad courses (because let’s face it, not all courses are created equal) and she’s given us first-hand feedback as to what she doesn’t like.

The best feedback sometimes comes from people who DON’T buy from you.

THANK YOU CARLA!

I get it, it’s really hard to not worry about what others say about you and your products behind the safety of their keyboards. 
But my first response was less zen and more F-U CARLA!

Remember, it’s not about you

What someone says reveals more about them and their past experiences, than it does about you.

So try not to worry about it.

Be prepared for people to say literally anything And I mean anything!

As soon as you are selling something, people can forget you’re human. They can say the meanest things.

If someone trolls you, remember, it’s just them trying to compensate for some part of their life they aren’t happy with.

It’s not about growing a thick skin, it’s about understanding that whatever people project onto you is just their own stuff. Not yours.

The best thing to do is block and delete

If you don’t delete and block, others who usually wouldn’t engage in this rubbish, are sucked in and add their 2 cents worth. Plus trolls are not your ideal customer, so their opinion does not matter.

So, just block and delete.

Then, move on with your day.

Increase your eCommerce conversion rate with these 5 tech-checks

Increase your eCommerce conversion rate with these 5 tech-checks

One of the most frequently asked questions we get is: 

“How do I improve my online store conversion rate?”

Increasing the conversion rate of your online store can dramatically impact the income your online store generates. 

How does your conversion rate impact your revenue and profit 

We once had a client who’s Facebook Ads were performing really well on paper but they just weren’t achieving the ROAS (return on ad spend) that we were used to. Basically, their click-through rate was great, their cost per click was lower than average but it was costing us more to make a sale than we wanted. 

We knew that the ads were performing well, but they just weren’t getting the results we knew they could get. And at the end of the day, all the client cares about is ROAS.

Money out – money in. 

So we started getting curious about what could be causing this “bad” result and we found that their website conversion rate had dropped to less than 1%. Now, they had a web company looking after their site and it was their responsibility to keep an eye on this so the client was shocked when we brought this to their attention.

Moral of the story is, don’t take your eye off the numbers that matter. 

Once we identified this as a major concern, we were able to help our client improve their conversion rate. Their conversion rate went back up to 2% (and is still rising) and voila, their return on ad spend doubled. 

Double the conversion rate = double the return on ad spend. 

Ok so let’s look at 5 behind the scenes tech checks to run on your website to make sure you’re optimised for conversion rate. 

If you need to increase your conversion rate start by running these 5 tech checks: 

1. Make sure you site loads within 5 seconds 

The speed of your website is important because Google doesn’t want to send its users to a slow site plus a slow loading site leads to poor user experience. 

Use this free tool to check your load speed. 

You want your site to load in 5 seconds or less. 

2. Ensure your online store is mobile-friendly

Check your analytics to see what percentage of your traffic comes from mobile. Chances are it’ll be up around 80%. That’s why it’s so important to have a mobile-optimized site. There is nothing worse than having to pinch the screen on your phone to be able to use a website that was clearly designed for desktop. 

Again, you want your website to be optimised for mobile because you’ll get Google brownie points.

Use this free tool to see if your site is mobile-friendly, or not. 

3. Check that you have a Facebook pixel installed 

A Facebook pixel is a really powerful free piece of code that allows you to create audiences based on the actions people take on your website. Even if you aren’t running ads, the pixel can start collecting valuable information for if and when you do what to start retargeting people who’ve visited your website. 

Data can’t be collected retrospectively so you can only start collecting audiences from the day that you install your pixel. 

Use this free tool to install your Facebook pixel. 

4. Make sure you have Google Analytics installed

You can’t manage what you don’t measure. Google Analytics is another free tool that should be installed on your website so you can track and measure what’s happening on your site. 

Use this free tool to install Google Analytics on your site. And make sure you have eCommerce tracking turned on. 

5. Ensure your online store is ready to follow people up when they leave without buying

Not everyone who comes to your site is going to purchase. A good conversion rate is only 3%. That means for every 100 people who come to your site, 97-99 people are going to leave without buying. 

It’s a waste of time and energy getting hung up on these numbers because it’s inevitable and something you can’t control. What you can control is what happens when someone leaves your site without buying. 

Make sure you have your email automations setup and working. It’s a good idea to regularly check these because tech gremlins can break things behind your back. Here are some examples of automated abandon-cart emails: 

Retargeting Facebook ads are a really great way to follow people up who have visited your site but have not purchased yet. By using the power of the Facebook pixel you can target people who have added something to their cart but haven’t purchased yet. Here are some examples of retargeting Facebook ads:

See how these ads would make zero sense unless you had been on the website… that’s the power of the Facebook pixel at play.

A final word

Ok, so go through your website and make sure that you have these 5 behind the scenes tech checks in place and make any adjustments as needed. If you need to improve your conversion rate, check that you have a fast loading, mobile-optimised site that has the ability to follow people up who leave without purchasing.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact.