Double your sales for your beauty makeup e-commerce business with conversion rate optimization
If you are paying Facebook and google $1000 every day for advertising to buy people’s attention – you should find every single way to squeeze as much profit from your advertising dollar that you are spending.
Let this be the master guide for conversion rate optimization. I will continue adding to this article over time with more examples.
Why should you continue reading this article?
- Facebook and google can take away your business by banning you – here’s what you have to do
- How to double your conversion rate and make 2x more sales without spending a dime more
- Implement our conversion rate optimization framework for yourself
DON’T LET FACEBOOK AND GOOGLE CONTROL YOUR BUSINESS
The thing that you must realise is that although media buying and running ads is the sexy part of the business — because of the numbers, you must focus on things that you can control.
Spend $1000 to make $2000
After conversion rate optimization…
Spend $1000 to make $3000
That sounds really sexy to me.
If you really think about it, Facebook and google ads are just a traffic source for you to sell your products through e-commerce. We are all reliant on them but they should not be the entire backbone of your business.
Let’s break it down.
What you can’t control:
You can’t control Facebook ad costs or advertising accounts being banned.
You can’t control Google ads or disabled ads.
What you can control:
Your landing page design and layout
Your landing page speed
Offer creation and bundling
Your customer experience
Your shipping and fulfillment
Post purchase experience
Especially in the beauty makeup niche where you probably are competing with the billion dollar brands, do everything you can to gain some sort of competitive advantage.
The aim of running ads and getting traffic to your site is so that you can acquire your customers into your email list – as long as you’re continuously building that email list, you are generating an asset for yourself and the company…
So that you don’t ever have to pay facebook and google another $ to reach your customers.
If you understand this concept, now you know what to focus on and you can concentrate on building assets instead of short term profits. Try to grow your email list as fast as possible now so that in the future, you can print money by writing emails and clicking your mouse.
How to make 2x more sales without spending a dime more on advertising
The answer is conversion rate optimization.
For example if you are driving traffic using a simple funnel such as this:
Facebook Ad → Product Page → Cart Page → Checkout → Purchase $$$
Conversion rate optimization checklist
Use this checklist and compare it against your store so that you will be set up for success. Personally, I’m not a technical person myself and won’t be coding up the page.
You can either work with a:
- Conversion rate optimization specialist cum coder
- Frontend Shopify/woocommerce developer
- UX/UI designer to help you design it → still need to pass it off to a coder
- Try building the landing page with drag and drop builders but you may not be able to achieve the desired result
- Page load speed
You can check your page load speed using these 3 free tools and ask your developer to look into page speed optimization at the same time:
Pingdom Page Load Speed tester: https://tools.pingdom.com/
Google Page speed insights: https://developers.google.com/speed/pagespeed/insights/
Personally, I use GTmetrix and like it a lot because there is a waterfall visualization I can use (as a non technical noob) to see where the chokepoints in my page load speed are.
- Star Reviews
Star reviews should be plastered all over your store because although it’s a bit cheesy, it creates an internal validation that this product is probably credible.
An example of a store that does this very well is dewty beauty. Their product page is ridiculously pretty and below you can see a few examples of where you can use it.
Beside the add to cart button.
Beside the main product title
Beside the testimonials page.
- Bundling your products
Similar to how amazon does it, bundling your products to increase your average order value will significantly increase the topline revenue that you generate. When people are ALREADY in buying mode, they WANT to buy more.
So just by giving people the option to do so and bundle their products, you can potentially gain an extra 30-40% just by offering it onsite.
A very good example of an ecommerce store that does it very well is Zala Hair, they sell hair on their online store and they package their combs and other hair essentials together with their main core offer.
Just with a few clicks of the button, they would have 3 x the price and topline revenue just by giving the customer an option to buy multiple things at one time.
- Sticky add to cart button
The sticky add to cart is a feature that makes the add to cart button move while the person is scrolling throughout the page.
It is a dynamic setting that can be:
- Installed via a plugin such as STICKY ADD TO CART BOOSTER on the shopify app store
- Manually coded in by a developer
This is especially important when people are scrolling through the page on their mobile phone and it would take a long time for the person to scroll all the way back up just for them to complete their purchase.
On mobile you can put the add to cart button at the top or bottom, and I would generally put it at the bottom because that is the most natural place that the thumb will rest.
- Testimonials Gallery
Testimonials should be a core part of the product page, it is your chance to show some social proof of your product and having a separate gallery of that is an important part of the conversion process.
A store that does this very well is one of the big dogs in the protein space – Organifi.
Although it takes up a small section of their landing page, the gallery consists of a well put together video as well as several different photos of people.
In the video, it is extremely important to have your customers talk about how they had success with the product and the transformation they had after buying.
The general structure you can follow is something like this:
– What was their situation before trying out your product
- What was the result after trying out the product
- Who would you recommend this to?
- Frequently asked questions section (FAQ)
The FAQ section is probably the most important element to the product page.
If done right, you should never need to have a live chat on your website, reducing your costs to hire support staff.
You can basically kill any objections that the person has by the time they land on the product page by being prepared.
Ads and comments:
If you are running tons of ads all the time and you see lots of comments and questions about your product, you can put the answers of those questions into the FAQ portion of your website.
If you are running google search ads, a tip I found was to use the search terms that people are using to find your site such as ‘how does x save me time?’, ‘where is x made in?’, you can answer these questions within the FAQ.
In your emails at the end, you could always put a small note such as ‘P.S. you can always reply to this email if you had any questions’. If there are people who do reply to your automated emails with several questions, you can take those questions and bring them into the FAQ too.
- Exit Intent Popup
Never forget this. The exit intent pop up should always be used to capture the emails of people who are planning to leave your site. You have already paid for that person to land on the page, so make the most of it.
A few examples of exit intent popups include offering a discount to your website visitors.
Or you could offer them a free PDF or lead magnet or some sort. If you can, please use this option.
The reason why is because instead of starting the relationship off with a discount, you should try to give the customer as much value as possible before they even transact with you, hence building major goodwill compared to your competitors.
Overtime, I would be constantly adding to this article so that this becomes a master guide to conversion rate optimization.
PLEASE use this information – so you can grow your shopify ecommerce business.
Go out there and make some money!