Mass Conversions | Product Mix | Conversion Optimization

#MCLIVE LinkedIn.com/in/RolandFrasier
Native Commerce & Digital Marketer
The Six Week Fix

Native Commerce Snapshot Q1 2017
• 158 Employees, 100MM Site Visitors, 480MM Pinterest
• Add About 13k New Customers Per Week
• Ship 5k – 12k Packages Per Day
• Send 1 Billion Emails
• 10,000 ft2 Warehouse Austin & LA
#tcs2016 @RolandFrasier

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
Week #1
Fix Your Model

dividers,etc.
The Native
Commerce
Triad
COMMERCECONTENT
PRODUCTS

dividers,etc.
PRODUCTS
SOURCING
Amazon/Ali Best-Sellers
Test Many, Pick One
OFFERS
TRIPWIRE $2 Cost/$10 Value
CONTEST PRODUCTS $500
PRODUCT LINE
MEMBERSHIP
CO-OP

dividers,etc.
CONTENT
MEDIA PROPERTY
CONTESTS
ON-SITE PROMOS
CONTENT
ON-SITE 3rd PARTY ADS
ON-SITE RETARGETING
SOCIAL
EMAIL
TRAFFIC
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
How To Find The
Right Content For
Your Media Property

Source Compelling Content
• BuzzSumo.com: What’s popular + shareable
• AnswerThePublic.com: Great for question based content
• SEMRush.com: SEO friendly, data-driven, keyword-based
• WordTracker.com: SEO friendly, data-driven, keyword-based
• Google Analytics: Query-based direct from your market
• Site Search: On-site query-based searches

Mass Conversions | Product Mix | Conversion Optimization

dividers,etc.
COMMERCE
MEMBERSHIP SITE
SOCIAL
EMAIL
MARKETPLACESTARGETED ADS
TRAFFIC
SEGMENTED PROMOS
LANDING PAGES
PRODUCT GRID
RETARGETING
ORGANIC SEARCH
RENTED LISTS
PAID MEDIA

dividers,etc.
Busines Model
Innovation Map

Disruption = Applying Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• Pay As You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription

Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
• Free + Paid Support
• “Cost +” or “x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount

Uber Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
PrimarySecondaryTertiary
Broker: Connect Drivers
With Passengers
Volume: Charge 15%-
30% Brokerage Fee
Landlord/Tenant:
Drivers Rent Car Space
Tiered based on type of
car requested
Affiliate
Referral Fees For New
Customers
Referral Fee For New
Drivers
Volume (Distance/Miles)
Time of Day Premium

SurvivalLife Product Innovation Mapping
Business Model
PricingModels
Direct Seller: Gadgets
People Want
Subscription: FPA
Membership
Publisher
Low Price: Tripwire Value Based Free + Ad Supported
Cost + or X Cost: Upsells
to additional products
Tiered: Membership
Levels
Feature + Add-ons
List Rentals
Affiliate Offers

New Product Innovation Mapping
Business Model
PricingModels

dividers,etc.
Week #2
Fix Your Targets

Where do you want to be in 2017?
Profit Center Revenue Target Unit Sales Required Needs
PC #1 $XXXXXXXXX ########### ????????????
PC #2 $XXXXXXXXX ########### ????????????
PC #3 $XXXXXXXXX ########### ????????????
PC #4 $XXXXXXXXX ########### ????????????
PC #5 $XXXXXXXXX ########### ????????????
$ GOAL
Is there anything you should cut that doesn’t move you toward your goal?

How will you get there? What’s the roadmap?

How will you get there? What’s the roadmap?
Services / Products
Existing Extended New
Markets/Customers
ExistingExtendedNew

How will you get there? What’s the roadmap?PROFITCENTERS
TRAFFIC CHANNELS BY PRODUCT LINE (WE USE 32 DIFFERENTTRAFFIC CHANNELS)
XTactical
Home +
Garden
DIY
Beauty
Men’s
Custom
Clothing
Pets
2%
42%
24%
15%
12%
5%
FACEBOOK GOOGLE HOUSE LIST WALMART AMAZON RETAIL AFFILIATES CLICKBANK
X X X17% 42% 8% 7%6%3%
XX X X11% 6%

How will you get there? What’s the roadmap?PROFITCENTERS
TRAFFIC CHANNELS BY PRODUCT LINE (WE USE 32 DIFFERENTTRAFFIC CHANNELS)
XTactical
Home +
Garden
DIY
Beauty
Men’s
Custom
Clothing
Pets
2%
42%
24%
15%
12%
5%
FACEBOOK GOOGLE HOUSE LIST WALMART AMAZON RETAIL AFFILIATES CLICKBANK
X X X17% 42% 8% 7%6%3%
XX X X11% 6%
20% 50% 15% 10%2%3%
X X X X X X
X X
X X X
X
X
X X
X X X X
X

dividers,etc.
Week #3
Fix Your Plan

For Each
Profit Center,
Do This…
Target PC Income? $
Product Price? $
Target PC Income / Product Price = # Sales Needed
# of Sales Needed #
Conversion Rate? %
(# Sales Needed) / CR = # Leads Needed
# Leads Needed #
Click-through Rate? %
# Leads Needed / CTR = # Clicks Needed
# Clicks Needed # CPC = $
# Clicks Needed x CPC = Monthly Ad Spend
Monthly Ad Spend $

For Each
Profit Center,
Do This…
Target PC Income? $100,000
Product Price? $50
Target PC Income / Product Price = # Sales Needed
# of Sales Needed # 2,000
Conversion Rate? % 25%
(# Sales Needed) / CR = # Leads Needed
# Leads Needed # 8,000
Click-through Rate? % 2%
# Leads Needed / CTR = # Clicks Needed
# Clicks Needed #400,000 CPC = $0.20
# Clicks Needed x CPC = Monthly Ad Spend
Monthly Ad Spend $80,000

Creating the
Perfect
Marketing
Calendar

dividers,etc.
Week #4
Fix Your Brand

dividers,etc.
Differentiate Your
Brand Category

People Think In Ordered Lists
• On A Scale Of 1 To 10… The Top 3…
• You currently occupy a rung on some ladder
• To move up, you really have only 3 strategies
– Move up the ladder by“paying your dues”
– Hop to a different ladder
– Create a new ladder where you are #1

Beer
Imported Beer
Mexican Beer German Beer Japanese Beer
Domestic Beer
#1 In USA #1 In Germany
Lite Beer Craft Beer Beer With An Orange

Brands Find New
Categories
32,000 Types Of
Beer In Over 100
Categories

There’s
Always A
New
Category
There Are Over 2,800 Categories + Sub-Categories For Kindle Books

dividers,etc.
Create Brand,
Product + Industry
Value Curves

BEFORE & AFTER GRID

Differentiate Your Value Curve
Step 1: Identify 3 to 7 key value factors for your industry, product or service
Step 2: Which factors should be reduced below industry norms
Step 3: Which factors should be raised above industry standards
Step 4: What new benefits should be created that are not currently offered
Step 5: Which features should be eliminated that the industry offers

OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Your Industry

OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Competitor
Your Product

Body Shop Example

dividers,etc.
Week #5
Fix Your Mix

dividers,etc.
Product Mix +
Product Lines

The Product Line Grid

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Why Does This
Stuff Matter?

Source: Adobe: “The ROI From Marketing To Existing Online Customers”
Repeat Customers Generate 41% Of Average Total Revenue

But 80% Of Marketing Budget Is Spent Acquiring“Shoppers”
Return Purchaser LTV Is Dramatically Higher

Differences Between Shoppers,Returning Purchasers +
Repeat Purchasers

dividers,etc.
The Product
Mix Canvas

The Product Mix Canvas
 PRODUCT MIX WIDTH 
 PRODUCT LINE 1 

PRODUCT
MIX
DEPTH

 PRODUCT LINE 2 
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 4
Product
Name 1
Product
Name 2
Product
Name 3
Product
Name 4
 PRODUCT MIX WIDTH 
 PRODUCT LINE LENGTH   PRODUCT LINE LENGTH 
 PRODUCT CONSISTENCY 

Products
Markets/Customers
ExistingExtendedNew

omersThe Product Mix Canvas
Products
Markets/Customers
ExistingExtendedNew
What are your current
product(s) that you sell in
your existing markets?
Can you add or delete
features or benefits to
change or modify existing
products to sell to your
current market?
What new products can you
create to sell to your
existing customers?
In what additional
channels can you sell your
existing products that you
aren’t selling them now?
What customers or markets
in additional channels
would buy products with
different features/benefits?
In what additional
channels could you sell
new products?
In what completely new
markets can you sell your
existing products to new
customers?
What completely new
markets would be a fit for
products with new features
and benefits?
What new products can you
sell in completely new
markets to new customers?

dividers,etc.
The New
Product Canvas

The New Product Canvas
Problem Solution Unique Value
Proposition
Unfair
Advantage
Customer
SegmentsTop 3 problems Top 3 Benefits
Single, clear compelling
message states why
you’re different, worth
paying attention to.
Can’t be easily copied
or bought
Target customers
Key Metrics
Key activities you
measure
Channels
Path to customers
Cost Structure
Customer acquisition costs
Distribution costs
Hosting, People, etc.
Revenue Streams
Revenue Model
LTV, Revenue,
Gross Margin
Problem Solution

dividers,etc.
The Product
Funnel Grid

The Product Funnel Grid
Product | Test 1 | Test 2 | Winner
Lead Gen Device
$2 Cost/$10 Value
Contest Product $500
Membership Site,
Assoc., Buyer’s Club
Core Products +
Profit Maximizers
Contest #1
Cost $____ CR __
Contest #2
Cost $____ CR __
Launch Contest
Cost $____ CR __
Tripwire #1
Cost $____ CR __
Tripwire #2
Cost $____ CR __
Launch Tripwire
Cost $____ CR __
Continuity #1
Cost $____ CR __
Continuity #2
Cost $____ CR __
Launch Continuity
Cost $____ CR __
Product Set #1
Cost $____ CR __
Product Set #2
Cost $____ CR __
Launch Product Set
Cost $____ CR __

So,Sell New Products To Your Existing Customers
• Existing customers want to buy more from you
• Have at least 3 to 5 products to sell them
• Leverage “bought this not that” retargeting
• Increase customer reactivation budget to reflect higher
value of return customers and repeat customers

dividers,etc.
Trim Bloated Product
Lines.Sell The Things
That Contribute The
Most To Revenue.

Apply Pareto Principal To Your Product Line (270 Products)
#MCLIVE LinkedIn.com/in/RolandFrasier Source: Todd Staples

dividers,etc.
Personalize Products To
Help Fight Margin
Compression

Personalized Goods Sell For 3 –10 Times
The Prices Of Non-personalized goods.

dividers,etc.
Week #6
Fix Your Funnel

dividers,etc.
Fix Your Traffic

dividers,etc.
Drive Traffic With List
Builders To Reach
Critical Mass

Use These 5 Interactive Engagement Strategies To
Drive Millions Of Visitors To Your Content Site
• Give Them Something They Really Want But Won’t Buy ($500 Value)
Giveaways (Enter To Win)
Contests (Compete To Win)
• Ask Them Their Opinion
Polls (Ask 1 Simple Question)
Surveys (Ask A Series Of Questions)
• Let Them Find Out More About Themselves
Quizzes

dividers,etc.
Contests Drive 100k
Leads Per WeekAt 12
Cents Per Lead

Currently Generating 100,000+ New Leads Per $12k
Spent (Yes,That’s 12 Cents Per Lead)
Contests Are Working Across All Of Our Niches…
Food 116.71%
Outdoor 111.55%
Do-It-Yourself 116.73%
Celebrity/Entertainment 140.96%
Beauty 40.78%

#MCLIVE
LinkedIn.com/in/RolandFrasier

106,391 Leads In 90 Days (About 12 Cents Per Lead)
Brand new site.
Contest to win $250 sewing machine
$12,000 ad spend
Facebook ads + organic from site posts
5 Chances To Win > New Contest Every 2 Weeks

dividers,etc.
Polls/Quizzes

Running Quizzes/Polls To Cold Traffic
CTR Opt-In % CPL AR 1 Open
Rate
AR1 CTR
4.33% 41.7% $0.14 32% 13%

dividers,etc.
Web Push

Added $13,663.50 Per Month To One Site In Initial
Tests
Subscribers 12,213
Opt-In Rate .77%
CTR 20.31%
Revenue Per Month $13,663.50

dividers,etc.
Try Short Top-Down
Vertical Videos With
Text Overlays

Use Top Down,VerticalVideo For Facebook, Instagram +YouTube

dividers,etc.
International Video
Launch Strategy

38 Million Views + 331k Likes + 665k Shares In 30 Days

Video Launch Sequence
1. Launch in 15 international countries first
2. Add US/Canada and slowly reduce foreign countries
3. Spend $600 in 1st promo to foreign
4. Spend another $600 in US/Canada
5. Add additional spend as desired for more views

dividers,etc.
Facebook Page Traffic
Strategy

New Facebook Traffic Strategy
Topic Feeder Pages > Interest Pages > Main FB Page
5-7 Cent Likes > 10-15 Cent Likes > 30+ Cent Likes
Use topic pages to send traffic to interest pages and
multiple interest pages to prop up primary FB page.
Testing now: 70k+ likes in 30 dayson $5k ad spend.

dividers,etc.
Create A Loyalty
Program For Flash
Sales

dividers,etc.
Fix Your Conversions

dividers,etc.
Ads,Offers + Landers

dividers,etc.
Sell In The Ad,Not
The Lander

Simple,Uncluttered Ads Outperformed Our Normal,
Information Rich Ads
This converted 40% better than the normal, info-
rich offer.
We now average 11% - 20% conversions to ice
cold traffic using this format.

dividers,etc.
Combine Pre-Sell
Page With Order
Page

dividers,etc.
Add Pre-Sell Page
Between Ad &
Amazon

4
X
B
u
m
p

Simple,Uncluttered Ads Outperformed Our Normal,
Information Rich Ads
These offers are converting 9% - 18% to ice cold traffic
That’s 3x – 6x our typical conversion rates

33.33% Higher Conversions Won (Even With COGS)
Blue generated more clicks, leads and sales
But… Blue cost the most per click (59% more than pink)
Ultimately blue was the winner for us overall

dividers,etc.
Test Different Offer
Prices

We Tested 4 Different Free-Plus Shipping Offers @
$1.95 > $2.95 > $3.95 > $4.95
Our standard price is $4.95
New product split test $2.95 & $3.95
Both prices performed +/- 3x better
$4.95 barely registered

dividers,etc.
Penny + Offers Are
Beating Free + Offers

dividers,etc.
Charge Less To Make
More

$2 Price Drop Bumps Profit By 6x
Old Funnel New Funnel
Conversion Rate 3% - 8% 10% - 20%
CPA $9.50 $3.80
Upsell % No Change No Change
Dev Time Hours 15 minutes
Immediate
Customer Value
$11.50 $16.00
Net Profit (Loss) $2.00 $12.20
X 3,000 – 12,000
per day

dividers,etc.
Use The 3 Day + 1 Day
Cash Machine For
Promos

3 Day and 1 Day Cash Machine
3x Normal Weekend Promo Revenue
6AM: Mail 10% of total list in morning to test 3 subject lines
7AM: Mail 2nd 10% of total list the winning subject line with 2 body copies
8AM: Mail remaining list winning subject line and body copy
3PM: Mail all opens who did not buy and add a big premium. 55% Open Rate
7PM: Scarcity closing email to people who clicked but did not buy

dividers,etc.
Spend More To
Acquire Customers
Who Spend The Most

dividers,etc.
Quiz: Why Would We
Be Willing To Spend
More On IOS Devices
When Conversions Are
Roughly Equal? #MCLIVE LinkedIn.com/in/RolandFrasier

Apple Owners Spend More
• We can spend more on iOS users because they buy more,
13% – 41% more on average
• This also applies to Samsung and most smart phone users
• Spend less on non-smart phone, Boost, Cricket +pay-as-
you-go devices and carriers

dividers,etc.
Add Continuity

What Type Of Continuity Works For Your Customers
Benefits Revenue Streams
Association Aggregate interests,
Group discounts,
Participation in
leadership, Belonging
Dues, SWAG,
Advertising Sales
Buyer’s Club Discounts below MAP Dues, Product Sales,
Sponsorships
Co-op Buying power, freight,
trade shows, education
Dues, Services, Special
Reports + Publications
Membership Site Premium content Dues, Product Sales,
Advertising Sales

dividers,etc.
Try Yearly Vs.Monthly
Subscription In Initial
Continuity Offer

Product #1: Yearly Converted 33.3% Higher Than
Monthly + Generated 15.53% More Revenue In 14 Days
Product #2: Yearly Converted 5% Higher Than Monthly
But 74 Day Funnel Value Was Lower
Look Beyond Conversion Rate To AOV,LTV + Velocity Of
Capital

dividers,etc.
Offer MonthlyTo
Annual Conversions To
Save 49% Of Cancels

Customer Service Reps Offering Annuals Save 49% Of Cancels
Before After
# Of Reps 55 55
Monthly Cost $44k $44k
Gross Revenue $0 $114k
Net Revenue $0 $70k
% Saves 17.5% ($97 annual) 30% ($49 annual)
Add Premium On
Annual Conversion
49%
X 3,000–12,000 per day

dividers,etc.
7 DayVs.14 DayTrial
For Annual
Subscription

7 DayTrial Produced More Money Faster Than 14 Day
Trial
Roughly the same conversion rate on each test
14 day was same or a point or two higher, BUT…
7 day returned media cost faster to reinvest in more media
allowing 7 day to ultimately produce about 2x income of 14
day funnel.

dividers,etc.
Double Your
Subscription Decline
Recovery Rate

ChurnBuster.com #MCLIVE LinkedIn.com/in/RolandFrasier

dividers,etc.
Develop 3rd Party
Revenue Channels

3P Revenue Source Where To Go Special
Requirements
List Rentals SRDS, MacroMark,
Whelan Agency,
Dedicated Emails
Need 100,000 List
On-Site Ads AdButler.com Some networks
require minimums
Lead Sales Check LeadsCon.com Vary per lead buyer
Marketplaces Amazon, Walmart,
Ebay, Rakuten,
NewEgg, Jet,
ChannelAdvisor
Vary per marketplace

dividers,etc.
Ad + Email Drop Sales
With Ad Butler
Automation

Impact Of Ad Sales 2017
Gross Sales (Est.) $51 million
Profit (Est.) $7.5 million
List Rental Income $2.4 million
James R. Whelan
Agency
DedicatedEmail.com
Display Sales $840k
Advertising % Of Sales
Advertising % Of Profit
6.4%
43.2%
Average CPM On Display $5 - $13 CPM

dividers,etc.
Boost Sales +
Marketplace SEO With
App Traffic Ads

How To Monetize App Traffic
• Sell With It (Low Conversions .13% But Costs Pennies)
• Send To Blog Posts To Improve SEO
• Send To Amazon Product Pages To Improve AMZ Rankings
• Place Facebook + Google Retargeting Pixels To Create
Huge Retargeting Audiences

dividers,etc.
Use Animated GIF
Thumbnails On
Upsells + iOS

Use Animated GIFs For iOS + On UpsellVideos

Adding Animated GIFs To Upsell Funnel…
Before After
Full Video Upsell
Views
49% 74%
Conversion Rate 18% 24%
Immediate
Customer Value
$16.00 $21.50
Daily Revenue
Increase
$14,100

dividers,etc.
Add Auto-Responders
To Every Stage Of
Your Funnel

Adding Auto-Responders To All Funnels Increased Our
Total Conversions Across The Board
Opt-In % Opt-In CR AR 1 AR2
Product 1 46% 35% 13%
Product 2 40% 38% 25% 17%
Product 3 57% 30% 28%
Product 4 46% 31% 20% 12%

dividers,etc.
Give Them The
Option To Buy More
Than One

dividers,etc.
Move Your
Retargeting Pixels

Move The Retargeting Pixel 2 Strategies
• Strategy #1: Create Look-A-Like audiences from your order page
not your thank you page = 22% Increase In # Of Leads
• Strategy #2: Retarget people who hit the lander + click the buy
button vs. those who hit the landing page in our 2-step offers
28% conversion on “hit button” vs. 18% on “hit lander”

dividers,etc.
Retarget Using
Facebook“Bought This
Not That”

Use ATool Like Klaviyo To SyncA List Or Segment To A
Facebook Custom Audience

#MCLIVE LinkedIn.com/in/RolandFrasierSource: Ezra Firestone, SmartMarketer
Target Customers Who Purchased Product AAnd/Or B,
But Not Product C

dividers,etc.
Spend More To
Retarget People Who
Watched More Of Your
Videos

#MCLIVE LinkedIn.com/in/RolandFrasierSource: Ezra Firestone, SmartMarketer

dividers,etc.
2 For Free Vs.1 For
Free Retargeting
Offers

2 For Free Won: 40% Higher Conversions
(Even With COGS)

dividers,etc.
3 For Free Vs.2 For
Free Retargeting
Offers

3 For Free Won: 33.33% Higher Conversions
(Even With COGS)

dividers,etc.
Retarget Non-Buyers
To Lower CPA

Retargeting Non-Buyers To Lower CPA
Retargeting Audience #1: People who hit the page.
Retargeting Audience #2: People who hit the page AND
click one of the buttons.
Winner: People who hit the page AND click the button. 28%
conversions vs. only 18% for people who hit the page.

dividers,etc.
Email + Promos

dividers,etc.
TryATwo-Step Opt-In

Adding 2-Step Opt-In To Order Increased Our Total
Conversions Across The Board
New
Opt-In %
Old
Opt-In %
Product
1
46% 35%
Product
2
40% 38%
Product
3
57% 30%
Product
4
46% 31%

dividers,etc.
Send Them To
Amazon To Buy

We See 2.1x-4x More Conversions Sending Buyers To Amazon
• Vs. sending them to our own sites
• Amazon Button Increased Conversions By 50%
• Amazon Buyers Purchased More Increasing DPL By 210%
• Increased conversions offset inability to offer an upsell
#MCLIVE

#MCLIVE
7 Ways We Send Traffic To Amazon
1. Abandoned Orders: If they don’t buy in the immediate funnel, the ARs send the
non-buyers to Amazon
2. Post-Sale Emails.
3. Newsletter Ads: T-shirt and product offers all drive to Amazon.
4. Blog Ads: We drop our own Amazon ads for our products in the middle of our
blog posts. We used to advertise directly to our products but this way we see a 3-
4x better response.
5. Member Coupons: Association members get monthly coupons to all our
Amazon products as a member benefit.
6. Bounce Back Offers: 25% post card for items like they bought
7. Kindle Books: Publishing all reports we used to sell with links out to all of our
products on Amazon. Drop emails giving away Kindle books and linking to Amazon.

Amazon Results: 2 Months In…
$151,000 sales in 2nd month
70% profit margins on goods sold on Amazon
150% bleed (people buying more than just the first thing they
went to Amazon to buy)
Amazon Prime Day invite
#MCLIVE

dividers,etc.
Receipt Marketing

The highest
converting
receipt offers are
discount
coupons and
similar product
offers. Average
conversion rate
16.9%.

dividers,etc.
Convert Customer
Care Contacts To Sales

HelpScout.com
• Built-In Knowledge Base/The Help-Desk
• With Live Chat Added $59,000 In First 2 Months Of Use
• Integrates With Slack, Magento, Brite Verify + SnapEngage
• Allows Customer Care Agents To Pull Product Lists +
Customer Buying History On The Fly

dividers,etc.
Convert Non-
Performing Leads To
Cash

StraticsNetworks.com

SlyDial.com

Use Ringless Voicemail To Leave Messages To Inactive
Former Customers + Full Record Customers Who Did
Not Take Your Upsells
Leave congruent message
5.8 Sets per day (2,000 messages = 108 sets = +/- 5%)
2.1 shows per day
$1,237 Revenue per show
Added $2,597.70 per day to income
Source: Bill Broadbent

dividers,etc.
Fulfillment

dividers,etc.
Verify Conversions
Before Shipping

Twilio Use Case…
• SMS “WELCOME TO THE FPA. Click Here To Sign In & Get Your
Membership Benefits Today.”
• Responses “I Never Signed Up For This.” = Cancel Membership,
Don’t Send Welcome Kit. Don’t Rebill.
• Decreased First Re-Bill Cancels By 10%, Reduce Chargebacks,
Save COGS On Kits Sent To Cancels Prior To Implementing

dividers,etc.
Go International With
Fed-Ex FIMS Program

Fed-Ex International Mail Service
Pay $6 per pound.
5.5 oz. T-Shirt costs $2.07 to ship anywhere in the world
We average $4.12 cents per package and 11 oz.
Delivery is 14 days to NZ/AU and 5 days to Europe
International CPA = $2.80 / US CPA = $5.80

dividers,etc.
Thank You

dividers,etc.
Check Your Offer +
Upsell Stats For“False
Declines”On All Funnels

False Declines Could Be Costing You Tens Of Thousands
In Lost Revenue
False Declines were costing NC $7,500 per day
Check your decline rates on upsells compared to front-ends
Review your gateway + cart settings (AVS Mismatch)
Consider batching front-end + upsells as 1 transaction
Move to a single provider merchant solution to avoid merchant
rotation declines (we chose Vantiv)

dividers,etc.
Test Background
Color

dividers,etc.
Use On-Site
Retargeting To
Segment + Sell

Create A Feeling Of Urgency

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