🏆 SHOPIFY 1% WINS: Offer vs Landing Page. Which is more important?

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2:20Okay, so what we're going to talk about today is a huge blind spot for e-commerce brands. It's probably one of the biggest blind spots out there. There is so much talk about landing pages, optimizing landing pages, what colors convert, what buttons convert, the layout, how you should have your hero image, reviews, testimonials, social proof, all of that. And all of that is important. But the biggest blind spot is a lot of brands spend so much time optimizing their landing page, but their offer sucks. Okay, what do I mean by offer? An offer is the offer on the actual product, how it's bundled what comes with it does it feel like a deal it's like the actual offer of the product so a lot of brands spend so much time on effort optimizing a b testing everything about your landing page but then the product just has a simple price which is kind of what we're used to in e-commerce you price your products and so it's 79.99 and that's the price of the product and you just build this landing page with beautiful visuals and a lot of testimonials and ugc and everything else that you should do perfectly right, but you have a horrible offer.

3:40And so, you know, a killer offer can actually make a mediocre page convert, but a killer landing page has a hard time making a poor offer convert. So let's break this down a little bit. You know, before someone buys something from you, before you can sell, shoppers need to care about what you're actually selling. A high converting landing page needs to be built around an irresistible offer. But what makes a great offer? Now, there are some brands doing this really, really well. And I'll list a few examples in the show notes. I mean, there's some that come to my head right now. Athletic Greens, I think does a good job of this.

4:20There's a number of Breeze drinks does a really good job of this. My mind is drawing a little bit of a blank on a list of a whole bunch of examples, but there's many out there and I'll list them. But here's what's important. What makes a great offer it's not about the price it's about the value stack of what you get so are there bonus gifts are there bundles is there bulk offers is there faster shipping fast delivery is there some kind of scarcity or urgency that reason they need to buy is there some special guarantee or something to remove all risk try it free for 60 days is there a limited time discount or a payment flexibility.

5:03So the list can go on, but the point is it's not just a price on a product. It's, you know, you see these all the time, you see a product and then it's a buy more, spend more, buy two, get one 50 % off, buy three, get the free shaker bottle, get the, get the package that comes with the full suite. So I'm not just buying the greens, I'm getting the protein, the collagen, everything else get the full bundle um what is the offer so that is really what makes a great high converting experience for customers when you have a really valuable offer so some of those other things are what make up a good offer now i don't know exactly what's right for your product but you know i would challenge you to look at it right now and say like okay what is my offer and if you just have a price on it you don't actually have an offer you just have a price now offers make a huge impact.

5:51I wanted to share a few stats around the impact of an offer and having a bundle price on a product or a bundle offer, I should say, can increase conversion by up to 40%. So just having the option to buy one for X, buy two, buy five, whatever is up to 40%. Products that have some sense of urgency on it, like three left, sale ends today, some aspects of urgency. CXL did a report and they saw that products with urgency saw a 332 % higher conversion than products that don't have it. Another report was done by Mech Labs and they found that offers are 60 % responsible for the conversion rate while landing pages, the UX design is only responsible for about 20%.

6:4560 % of the reason people decide to purchase is because of the offer. And yes, you need a good landing page because if it is horrible, they will bounce and they'll leave. I'm not saying to have just a horrible landing page, but if you looked at the importance of where you would spend your time, you should spend more time crafting, testing, and optimizing your offer than crafting, testing, and optimizing your landing page. Just make sure you have a good landing page that you check the boxes it has social proof it has customer reviews and not necessarily like these five-star reviews but like reviews in the sense of videos from customers and customer testimonials like that that's really becoming more of the way customers want to consume reviews they don't want to read five-star reviews they want to see customers talking about it but you know make sure you check and you can google it i don't know if i've done an episode on this or not if not maybe i will but the building blocks of a great landing page is kind of a checklist of things that you need to have and questions you need to answer on a landing page.

7:46So make sure you have that. But what I'm saying is don't spend days upon days optimizing and testing the landing page. Just make sure it's good. Spend your time, your days upon days testing and optimizing your offer. Okay. That's where you'll see the biggest bang for the buck is the offer. Now, a couple more quick things I want to say is your offer is not your price and so people don't buy because something is cheap they buy because they think they're getting a good deal now there's a big difference here is something can be 79 and the shopper might feel they're getting a good deal because of all of the bonus products and offers packaged with it because of everything else that comes with it because it comes with some kind of a membership and by the same token someone might buy something for$19 and it might feel expensive if you don't have any of the bundled offers or items in your offer they just look at the product and you know their head just kind of goes to like oh that probably cost a dollar to make in China or something like that right like you start to get very granular with how you are evaluating the product right versus when it comes with a bundled offer with a lot of different things.

9:05And so it's not that you need to be cheap. When I say a great offer, I am not saying you need to discount, but you need to be perceived as a good deal. Okay. And so like if you're packaging things with it, show the price, like it's comes with a 29.99 shaker, a t-shirt that's this much. It comes with a six month coaching, online coaching course valued at $399. It comes with access, VIP pricing, access to our video library, a total of a$1 ,200 value that you're getting for$79. And maybe that's actually too big of a deal that customers might not buy because they feel like something is sketchy or so.

9:50I actually don't know what a good ratio is. I could tell you though, like if you have a$3 ,000 of value for$79, it does seem like you are making up the value, I would guess anywhere in the three to four times range feels okay. So like if you're selling a product for$99 and if there is, you know,$300 of value, I feel like that is not going to scare people away. If there's$2 ,000 of value, that is probably going to scare people away. So this is something you want to test, right? So, you know, we're talking about your testing landing pages. Well, this is what you want to do is test your offers. And you might actually find that packaging too much in your offer actually decreases conversion because it feels too good.

10:35Like there's kind of a sweet spot there. But the point of this one was that your offer is not your price. The offer is something that feels like value to the merchant. Okay. And so I guess I'll leave with a few actionable steps here. I would what I would do after listening to this is I would look at my top three selling products and I would look at them and ask the question in my head. Do they actually have an offer or just a price and just a simple add to cart button with a price or do they have a compelling offer? So go in. Maybe, you know, your top three selling products or just go in your Shopify reports and look up product reports, best selling.

11:17find your top three and make sure at least those three i mean if you've only got a couple skews this isn't an issue if you've got thousands of products obviously it's tough but every store always has flagship products so pick your top three and analyze them if they have an offer if they don't think about what you can do to create an offer what can you bundle with them what can you offer what guarantees can you give can you give any kind of a warranty a lifetime warranty you know we had a brand that does a lifetime warranty on a archery target and you would think well that makes no sense because archery targets just wear out but there's always a percentage of people that will only ever redeem a lifetime warranty it's like sunglasses so we're starting to see more and more sunglass companies that have a lifetime replacement so you buy sunglasses for$29.99 and they will replace them for the rest of your life now here's what those sellers know is because those sunglasses only cost a couple bucks let's say they cost five bucks i could mark those up to ten dollars and make a hundred well fifty percent margin a hundred percent markup and that's decent i might want to mark them up a bit more but that would be decent or i could mark them up to twenty nine dollars and i can make what is that six hundred percent margin and uh sorry 600 markup i could mark them up to that and offer a lifetime warranty and i might know that only 20 of people will ever actually take advantage of the lifetime replacement and so that i'm ahead right and so this is something you want to test so it sounds crazy but what if i told you you could charge double for your product if you offer a lifetime warranty and only 10 % of people will redeem that lifetime warranty.

13:06Probably a smart idea to test. Another thing you could do is capture the replacement cost so you could have a lifetime warranty and you just charge. Let's use the example of the sunglasses, okay? It's a lifetime replacement. Just pay$6.99 for shipping. Now, you know you can ship it for$1.50. The sunglasses cost you$5. and so you're selling a$29 pair of sunglasses with a lifetime replacement, just cover shipping$6.99, which now you're actually making 50 cents to cover a bit of your time. But it feels like a pretty good deal because they were originally$29. So what would you rather do? Sell them as$10 and make a decent profit and sell a fair amount?

13:54Or sell them as$29, make a better profit? And you just have to do the math on these things. So it might not work. It might, might a lifetime warranty might be a horrible idea, but test it. So this is all things you want to test. Okay. So you're looking at your top three products. You're thinking if they have an offer and what can be an offer. Think about test value stacking. I think every good offer has some component of value stacking, which is buy X amount, buy two, get one free, buy something, buy two of these, get this product, get a bundle, some value. I can't actually even think of an offer, a good offer that doesn't have some kind of value stacking.

14:31It's probably okay if you just have like an urgency components and a lifetime warranty, but stacking value, I think is a critical component to it. Like if you can check those three boxes, urgency, some type of warranty or protection plan or some type of guarantee and a value stack, you've got a very compelling offer. So that's a great way to approach it, I would say, is what about this offer is urgency? What about this is a guarantee to make the customer feel safe and like it's a no brainer? And what about this offer is stacking value? If you have an answer for those three, I would say you've got a great offer.

15:10If you want some tools to do this, I don't design these episodes to be promotional at all, but we do have a bundles app at Bold. I would be happy to give it to any of our listeners. Get this free for six months to try this. You know, it's not even an expensive app. I'm not necessarily worried about making the money on it. If it's helpful, shoot me an email. J-A-Y at Shopify1 % dot com. And that's the number one and percent P-E-R spelled out. Shopify1 % dot com. Just let me know if you want to try it and I'll send you a link and you're welcome to try it. Our bundles app works really well for these offers and so does our upsell app.

15:50Our upsell app lets you buy something, you get offered another product. I'll offer you the same thing for our upsell app if you want to use it. So that just lets you do like say you're buying the protein and then as soon as you click to buy it, it offers you something else. And it's kind of just another way at creating an offer. So feel free to check either of those out. Happy to hook any of my listeners up with either of those apps if it's helpful. Okay, that's it. I could go on definitely about this, but bottom line is, is you don't need better headlines. You need a better reason to buy. And if you can remember that today, you know, a great headline in the middle of the desert with no offer doesn't convert.

16:32So you need a reason to buy and go out, look at your top three products, make sure they have a compelling offer that checks those three boxes, some type of urgency, some type of guarantee and some type of value stack and I guarantee your conversion will increase. That's your 1 % win for today. Thank you so much for listening and please if you are enjoying these or getting anything out of them could you do me personally a favor? All you need to do to thank me is leave a five-star review and if you can add a comment to it that's great. You know just say which your favorite episode is or what you learned or how you found it, just anything.

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