SamCart's Highest Converting Product Page Template & Why It's Working So Well with Scott Moran: An EOFire Classic from 2021

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire. Brought to you by the HubSpot. Podcast Network, the audio destination for business professionals with great shows like Billion Dollar Moves. Today, we're pulling a classic episode from the archives, and we'll be breaking down SamCart's highest converting product page template and why it's working so well. To drop these value bombs, I have brought Scott Moran into EO Fire Studios. Scott is the co-founder and head of product marketing at SamCart, the first ever e-commerce platform built from the ground up for direct-to-consumer brands.

0:33And today, our foundation will talk about looking at your website with fresh eyes. Think of how you can make things easier, simpler, less friction. Shorter is better. More customers means bigger business. We'll talk about all this and more when we get back from thanking our sponsors. Hustle and Flowchart, hosted by Joe Feer, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Join Joe as he discusses systems, mindset tweaks, reframes, and strategies to help you build a business that gives you freedom and fuel for your life. A recent episode on using AI for effortless content creation is a must listen.

1:06Listen to Hustle and Flowchart wherever you get your podcasts. Scott, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. What is going on, Fire Nation? Super excited to be here. Definitely got a bunch of fans on our team, actually, JLD, that were really, really excited when they heard that I was coming on. They were like, whoa, hold on. We like no JLD. That's happening, so super excited to be here. and uh yeah something that i believe is true that others might not you know i mean so like this might i don't know if this is gonna like age me a little bit or not but basically i know a ton of people sort of like in my generation my age group my crowd whatever right it was like so big when i was leaving college and stuff like that it was like gary vaynerchuk's like just work your ass off stuff you know what i mean like no balance between work and life like dude you just gotta you know there's that one viral video he did with some kid that asked him about you know My fiance says I'm working too hard.

2:02He's like, dude, there is no such thing. Just go, go, go. I believe that the opposite is true. And I think that you cannot do what you want to do. You cannot reach the levels you want to hit and really truly maximize whatever it is that you're doing unless you have that balance. And certainly, you know, that's personal to me. That's something, you know, I had a very big life-changing event in 2016. My wife gave birth to our first son and he actually ended up passing away a few hours after he was born. and for me like that whole experience just completely reshifted everything in my life and we were working so hard we were building sam card starting a software company doing all this kind of stuff and it just completely reprioritized everything in my life in a extremely positive way and certainly now i know that like for me to achieve balance for me to achieve success and hit heights that we've been able to hit now would not be possible unless i was finding that right balance for me personally in relationally in my marriage in in work you know i mean and finding a balance between those things.

2:59And I'm sure that kind of hits home with you as somebody who lives in beautiful paradise in Puerto Rico in that, you know, it's like, to me, it's not about burn, burn, burn, burn, burn. To me, I can do way more when I am balanced and I am set. Absolutely. Very powerful share. Thank you for saying that. And Fire Nation, as we promised, we're talking about Samcar's highest converting product page templates and why it's working so well. And Scott has promised to bring the numbers, the stats, the analytics, the details, which I I know you love Fire Nation. So you do have the ultimate product page template.

3:32And this boosts conversions for any type of offer, Scott. Share this ultimate product page template with us. Heck yeah. So that's what SamCart does, right? We are that point of sale, whether you're selling digital products, physical services, whatever it is that you're doing, essentially, right? And so, no, I mean, I get to sit and have this God's eye view onto 17 ,000 businesses that are selling just a ton of money. I think right now it's, you know, like 60,$70 million a month. And it just, we just have this unbelievable database to draw from. So yes, very, very much like the next, whatever I'll talk about here is like really quick hitting, like actionable stuff.

4:09Of course, you know, it'd be great if you guys all sell yourself on SamCard, but whatever you're doing, wherever you're selling it, I want you guys to take like, like go do an audit of it based on what I'm about to tell you. Because what I'm about to tell you is not like our opinion. It's not some short split test. Like this is numbers directly from SamCard's database. right that absolutely apply across the board so it's not my opinion this is just these are cold hard facts take them for what it is but so the first thing essentially is that shorter is better okay like it's 2021 like if it is not easy for people to buy stuff from you you are missing out in a major way and here's a really cool split test that we did and we have repeated a number of times over the years but the the main split test always kind of stands is we worked with a bunch of sam GameCart's top sellers and basically said, hey, look, a bunch of you guys who are doing like multi pages, you know, someone's going to hit your hit your site and they're going to click to go find a product and click to hit.

5:00Maybe you have a sales letter for it or something like that. Right. And then click and then you can go buy. And it's, you know, page, page, page, page, page. We basically worked with everybody to shorten that down into one sort of big hybrid page. Right. So you're going to on one page talk about what you got, get people excited about it and let them buy it. Get out of their way. Right. Step back and let them get out of their way. and it was absolutely bonkers was it was hundreds of thousands of page views is a very very large sample size and the single page out converted by 24.9 across the board and so that was like the the big aha moment in which changed the direction of sam card even really for for that whole time period but basically fewer page loads shorter processes let people know what you have for them and then get out of their way and that's like that's absolutely item number one um and then And basically going on from there, just a couple of like quick hitting things that every single one of you guys should have is basically number one is you have to at that point of sale, at the point in which someone is giving you their credit card information is signing into PayPal, you know, whatever it is that they're doing to buy your stuff.

6:00You need to recap what they're getting. Right. People have goldfish memories. And like my favorite kind of analogy for all this stuff is I always say, like, you know, with SIM card, we're trying to help our customers just like grease the slide. Right. Your people are right there. They're on the cusp of buying from you. And like your only job is to just help them go, like get out of their way and just give them that one last little kind of nudge, right? And so recap your offer, whatever it is that you're selling your service, whatever, right? Just some bullet points, let them know, remind them, oh, right, this is what I'm getting in exchange for my, you know, X amount of money, right?

6:33Another one is always leave room for some sort of free gift, right? Always just a little bit more, right? Hey, by the way, you didn't hear about it before, but here right now I'm giving you Just this one little extra download, this one little extra, you know, behind the scenes interview, this one little extra something, right, to thrill people and just push them over that finish line. The next one is always, and this is one that seems really, really simple, right, but it's social proof, right? So testimonials right there, another one of these things that like people, you know, everyone knows to have social proof on their homepage or, you know, things like that.

7:07But at the point in which people are buying, it's just conspicuously absent a lot, right? And so it's one of my very favorite things is to talk people into like, listen, add some social proof. And here's a really, really crazy number. It's we basically, it's unanimous that when you add social proof versus not having it, it converts higher. But JLD, question for you. Like if you add one, if you go from one testimonial to two, what do you think happens to someone's like conversion rate? It goes up by 10%. It goes down by 3%. What? If you add a third, what do you think happens? Okay, I'm getting the trend here.

7:37It goes down by 15%. It goes back up by like two and a half. Okay, I'm completely lost. It's crazy. I'll give you the short version. The short version is that basically having one, two, three, four, it's all kind of the same. It's all better than zero. And then for some reason in SamCart's database, when you add a fifth, it's 19.4 % higher conversion. Whoa. I don't know what to do with that. It's like the community tipping point where people are like, okay, five people. I get it. I get it. I get it. And there's probably some diversity there as well. They're probably seeing some like older men, younger women, you know, maybe different ethnicities.

8:14So yeah, there's some cool stuff there. Big time. Yeah, absolutely. Yeah. And I think when you see, you know, yeah, you see people like you, I think it's cool. But I just, that's the craziest. That's one of my weird ones that I never know what to do with that one. The next one is having a guarantee. And I mean like something in writing, explicit, you know, whatever you can do, right? Because everyone's always, you know, maybe it's 100 % money back guarantee. Maybe it's a 30 day, maybe it's 12 months, you know, whatever it is, right? But having a guarantee in writing versus not having one, 26.2 % boost to conversions just by adding some kind of guarantee.

8:45And that's one of my very favorite ones. And these numbers are really strong in that if you can, if it fits whatever it is that you're selling, the longer your guarantee, the better. So basically our control is always kind of like a 30-day, and this is a really cool one, is that basically in SamCard's database we have proven now at this point that if you add – If you take that guarantee from 30 days to 60 days, it is an 81 % boost over the control, which is just like bonkers numbers. But basically, right, I mean, it makes sense. Stronger guarantees, higher conversions. Absolutely crazy. But the numbers are bonkers there.

9:18So, yeah, next one up is called payment options. And so everyone knows what this is. Like I do this professionally, so whatever. But if you don't know what that word means, it is like offering a payment plan on something. You know, like you see this all the time. I saw this buying shoes the other day. Like a firm is everywhere, right? You go buy like a Peloton and what do you see right underneath is, hey, break that into chunks. And, you know, basically being able to choose between those two options, that's a payment option. Right. Having a payment option on your page is a 17 % boost to your conversions by having none.

9:50So basically just introducing some choice, letting your customers decide how they're going to pay you. Right. Break it up or, you know, things like that. And there's other ways to do that. Other ways to sort of use that feature that are really cool. Yeah. So and then the second one is really closely related to that, but we call it payment methods. OK, so payment methods is you're going to let someone pay you with credit card, right? Or you're going to let someone pay you with PayPal. When you put those two together on the same page, higher conversions. When you add in a third, like with SamCard, you can do, you know, you can do Apple Pay, Google Pay, things like that, right?

10:22So if I'm on Chrome or I'm on my phone, right, you can like I can buy with my face, which is really cool. I freaking love the idea of people just buying stuff on SamCard with their face is fun. but when you bundle all those together and you let your customers choose 23 % boost over any other combination of one or two so like let your customers choose how they're paying you it is a big big boost and then last one I got on this kind of section here for you but it's fewer fields so we talked at the beginning right about like making buying easy like if you're not making buying easy from you right then you are losing out and fewer fields is a really fun one because like most people right when it comes to how they sell stuff they don't think about very much like how many key strokes are people having to enter in how many page loads are they having to enter but again this is one of these ones that when you make those fields shorter like if you don't need someone's shipping address get rid of it if you don't need their phone number get rid of it right because the numbers are crazy clear sam cart's database our control is basically having you know name email phone shipping and billing right and if you just remove shipping and billing 35.1 percent boost over the control on your conversion.

11:31So it's just like you add all these things up, you know what I mean? What was that? Seven or eight different bullet points. And like the summation of it is make buying easy and you will start seeing rewards in a major, major way. A lot of value bombs here, Fire Nation, like a lot, obviously. But the one phrase that I want to circle back to is at the end of the day, get out of their way. Remove the friction, Fire Nation. Grease that wheel. I mean, that's what you need to be focused on. So you have three strategies, Scott, that can literally double what every single customer's worth. Break these down for us.

12:05SamCart's whole sort of like MO, like what do we do, right? It's based off this quote from Jay Abraham. I'll just summarize it essentially, right? There's three ways to grow a business. Get more customers, which is all that stuff we just talked about, right? Boost conversion rates, get more people in the door. Number two is to get customers to spend more, right? And that's what this is. I mean, we built SamCart to sort of scratch our own itch. myself, my brother, our co-founder were, you know, running our own business and we knew we needed features like this to keep growing. And anyway, so, but basically if you want to take a customer from, you know, a$20 book buyer, right.

12:37And turn them on average to$40 or$50 or$60, this is the kind of stuff that's going to do that for you. The first one is what we call payment tiers. So it's kind of like payment options, but think of it more like, you know, instead of someone saying like, I'll buy your book for 20 bucks, you know, maybe they have a second option there. that's like, I'll buy the book and some, you know, bonus background content, right, for$30, right? And you give people these options, these bundles where they can sort of self say, I'm ready to spend a little bit more money, right? Kind of like going to, you go to the car wash or something, right?

13:08Which I don't know, maybe you don't get your car washed in Puerto Rico anymore because it's just gorgeous all year round. That's fine. But, you know, like you go to the car wash and it's like, get the basic wash for eight bucks, get the platinum wash for 12 and the super ultra crazy whatever for 15 you know same idea you let customers choose to spend a little bit more and the 80 20 rule it's it is it is wild absolutely wild when we look at sam cart's database the 80 20 rule like if anybody's unfamiliar with it right it's just basically like the 80 20 rule is 20 80 percent of results come from 20 percent of your customers like it applies everywhere it's wild um but it applies in a major way here is basically if i brought in 100 customers 20 of my customers are ready and willing to spend double.

13:51And then 20 % of that 20 are ready to spend double of that. And it just keeps going up and up. So giving people the option, get out of their way again, right? Let people spend more money, introduce some different bundles, find ways to sort of like, you know, give people the option to spend some more money right there on the spot. And it works like magic. It's absolutely wild. 80-20 rule is true, Fire Nation. Give people that option to actually continue down that journey. You should not be stopping them. They should decide when to stop. It's not your decision to be like, okay, it's the end of the road here.

14:20Get off. No, they can decide when and how to get off. So keep on rocking, Scott. The second one is called order bumps. It basically is like for anybody who's unfamiliar with the term. Think of it like grabbing a Snickers when you're leaving the grocery store, right? So someone's on your page. They're excited about your product, your service, whatever, write your book. And they're filling out their information. And then right before, right before they're about to click submit, you know, again, with SamCart, you can do this kind of stuff. But hopefully whatever you're doing, wherever you're doing it, you can do the same thing.

14:46But you can offer multiple different kind of like just really quick add-ons. And it's super simple. You just click a checkbox and someone's just adding something to their cart, right? I'm grabbing that Snickers. I'm putting it in. But order bumps are wildly popular. They convert anywhere between 30 and 70 some odd percent is kind of, you know. But basically adding a single order bump on SamCart's database proves boosts your average order value by 31%. So again, if you're selling that, you know,$20 book, right? A single order bump could be taking those customers up to$26,$27,$28,$30 a piece on average.

15:23And all of a sudden, big downstream effects from that one. But that's just a one single order bump. You could do multiple. There's a lot of room for error there. But it's a very, very powerful feature. And SamCart's database is crystal clear. Everyone should have those in whatever it is that you're selling. And then number three. So it's probably the biggest single ones. It's probably like the biggest thing that SamCart's kind of known for, right? is one-click upsells. No more logging back into PayPal, right? This is the big kahuna, like adding just a single one-click upsell into your checkout process, whatever it is that you're selling, right?

15:57SamCart's database proves it boosts average order value by 68%. So you add those two things up, add one order bump, add one one-click upsell to whatever it is that you're doing. And that alone is almost doubling your customer value across the board. Absolutely humongous, humongous differences when businesses get their hands on features like that. Wow. I mean, Fire Nation, you can just do the math in your head. I mean, these three strategies are going to add significant revenue to your bottom line. And what happens when you start bringing in more revenue per client, you get to invest back more into your business, make your product better, your service better.

16:33Maybe, hey, even spend more money on ads and do all these different opportunities that now exist for you. And wow, do we have some more value bombs coming about Fire Nation when we get back from thanking our sponsors. Every entrepreneur knows that growing a business is hard. Trying to figure out which software to use, when, and for what purpose can be frustrating. You've got your email marketing system, your payment software, your CRM, your content tools, your email tools, your tools to retool your tools. It's chaos. Wouldn't it be nice if there was a single platform to handle all the tough work of growing a business?

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17:36HubSpot's customer platform is a smoother, more effective way to grow. Suddenly work feels like no work at all. That's the power of HubSpot. Visit HubSpot.com to learn more. This episode is sponsored by BetterHelp. Can you believe we're already halfway through 2024? I mean, time flies, especially when you're head down trying to grow your business. But one thing I've done consistently for the past 12 years is check in on where I'm at with my goals. Now is a perfect time to do that. And therapy can be a huge help when it comes to taking stock of progress and making adjustments for the remainder of the year.

18:10That's right. Therapy isn't just for those who have experienced trauma. It can be incredibly helpful when it comes to learning how to set boundaries, leveraging your time most effectively, and getting back on track with your goals. Not sure where to start? Give BetterHelp a try. It's not only super convenient and flexible, it's also easy to dive right in. Just fill out a brief questionnaire online and get matched with a licensed therapist, take a moment, visit betterhelp.com slash fire today to get 10 % off your first month. That's betterhelp.com slash fire. Scott, I want to dive in and I want you to share the four word phrase that Sam Cart's top sellers are using to boost their customer acquisition today.

18:56Absolutely. So that phrase is called pay what you can. That's the phrase. So pay what you want. Pricing is basically like, you know, I'm going to, it's exactly what it sounds like, right? I'm going to, I'm going to put something out there and I'm going to say, Hey, look, you can pay me 10 bucks or whatever you want for this something, right? We see a lot of people selling books like this. We see a lot of services selling, you know, kind of like, I don't know, cheat sheets and worksheets, you know, just it's, it's all over the board, but that's the idea. Pay what you can is what is shown to the customer right there on the spot when they're buying something.

19:28and this like this is a relatively new thing to sam car it's been around for like eight nine months something like that but this one feature is probably the single hottest thing that i see here right now happening in like online sales now do you see people put like a recommended price next to it to kind of anchor or is it just like let's just leave it blank you can totally do that you set a minimum and you set a recommended if you want you know those kind of things but like the best way to describe it is i'll just tell you a quick story so i was talking to a guy his name is Matt Seuss. He's a photographer.

19:58And so he sells like Adobe Photoshop presets to people. You know what I mean? So people come to him. He's a big wildlife photographer guy. And so here's what he did with pay what you can. Right. So he was basically he took a dead idea. Right. So he went to he saw the feature and was like, I'm going to try this out. We'll see what's going on. He took went back to his hard drive. We like to call it that he was something that was collecting digital dust. And he took this old download that he kind of was trying to give away previously. right it was a and this is what kind of bleeds into point number four right but he was trying to give this thing away as like a freebie right and it nobody cared basically it wasn't working for him so it whatever right it goes on a hard drive with all the other stuff we've all created we all know what that's like he brought it back he made it a pay what you want and he made it a nine dollar minimum well after his first couple weeks his average customer was paying him just under twenty dollars on average and then the best part about all that stuff is not only were people paying more.

20:53So all of a sudden he's making money from something that he was trying to give away for free before and literally just wasn't working. But then what did he do after that? Then, because he's now getting customers on the spot, right? Cheap customers, but again, customers. He adds in an order bump. He adds in a second one. He adds in a one-click upsell. And all of a sudden, his average customer value on this$9 minimum pay what you can, pay what you want thing was over$50. And he had one guy who came through, paid him$100, and then bought everything else. And all sudden, this little freebie thing he was trying to give away turned somebody into like a$187 customer or something like that.

21:29I mean, it's just, that's the kind of power we're talking about. We see this story repeated all over the place. And it is, it's wild what people are doing with that to just get more customers, get more people in the door. And it's just huge opportunities downstream. So free lead magnets used to be all the rage. I mean, I remember them, welcome mats, tripwires, free lead magnets, like whatever you want to call it. Like they were once everything as all people were doing, but you believe they're now becoming extinct. So talk to us about that and share with us what's replacing these free lead magnets.

22:00You've been doing this for a long time, right? Like what has happened to your email open rates as compared to when they were in 2012? Decline. Big decline, right? I mean, it's just, it's just not what it was. And we see it all the time. Like if we just open up and just be honest with ourselves for a second, you know what I mean? Like I don't treat my email inbox the same way I did a decade ago. You know, like I'm sure you don't treat yours either, right? Like I don't, I would take, the bottom line is basically if you're still giving stuff away for free, you should be completely rethinking how you're bringing people into your world instead of trying to get free email seekers.

22:33You know who does open every single email you send? You know who does get excited when you release a new book or a new service or a new course or something like that, right? My mother? Your customers. Yeah, your customers, right? Like all of a sudden, you know, like there's a group of people who are still reading what you send them. Here's a group of people who are still super excited when you have something else to sell them. Like that's, you should be thinking in terms of, I'm going to take my freebies, take my lead magnets, and I'm going to put them on sale for a dollar, put them on sale for like Matt did, put them on sale for nine bucks or use a pay what you want, let them choose.

23:02Right. But you get a chance to turn these free things that just, you know, people just don't, you know, the free stuff just doesn't do it anymore. But when someone, when you're willing to put a dollar amount on something. If I've given you a dollar, I'm way more likely to open your emails because I'm invested in your brand. I am in, you know, the EOF community. You know, I mean, like I'm invested in what's coming next just from that one little tiny sort of very small transaction. And then you get a chance if you have the right features behind that. You know, I mean, I can turn into this whole new profit center like it did for Matt, like I was talking about before.

23:35And then what happens from there? Right. Like you said, now I can spend some more money on ads. You know, all of a sudden he was like, wow, there's room for profit here. I'm going to go reinvest. He went back to Facebook ads and now that's, you know, a main, main driver of his business, but more customers means a bigger business, right? So I just, that's the one thing I want everyone on this call to everyone listening to the podcast today, just like think through that, right? Are you investing in free email freebie folks, you know what I mean? Who, who likely are, are way less invested in your brand.

24:06Are you investing in building the biggest asset you could possibly build is your customer list. No matter how cheap, no matter how small the transaction, that customer list is the number one place for you to grow your business and for you to continue to open up more opportunities for yourself down the road. Scott, let's end with a bang, brother. I want to hear from you what's the one thing you really want to make sure Fire Nation gets from all these value bombs you dropped all episode. Give us a strong call to action for Fire nation. I know you have something pretty cool for this amazing, savvy audience of mine.