Shopper.com/1) Increase our Conversion rate

1) Increase our Conversion rate

Many LTDs focus on generating more traffic because more traffic = more purchases = more sales, right?

Yes.

But without a good conversion rate, we are wasting traffic. People who could have been converted did not.

Plus, doubling your conversion rate (CVR) quadruples your overall results. 

Take a look at the examples below:

50 visitors X 2% CVR = 1 sale

Double the website traffic: 

100 visitors X 2% CVR = 2 sales (200% increase).

Double website traffic with double CVR

100 visitors X 4% CVR = 4 sales. (400% increase)

So how do we increase the conversion rate?

  • Deal page copy and graphics
  • Deal terms 
  • Trust factors (will be addressed in the "building Trust" note.)
  • Pinned comment 
  • No. of 5-star reviews
  • No. of Questions 

I'll address them one by one.

 

Deal page copy & graphics

I have nothing to add about the copy and graphics. Appsumo did a great job here!

 

Deal terms 

 

1) Move the following information to the deal box and add one more.

First, because the word "Unlimited" does wonders for the LTD buyer. It kind of bypass the conscious decision process and makes them say yes, I want it!!!

Like the word FREE. 

Also, other link shorteners tend to limit clicks. So if we show that we have UNLIMITED clicks, it will do us more good than harm.

I also suggest that you add another "Unlimited Traffic" in the deal box.

This is the same idea as before. Some page creators limit traffic, so this particular benefit might be interesting to some people. 

Next, API access is often restricted by LTDs or hidden behind a paywall. Since you offer it, it's good to highlight it more clearly. 

All these changes will help with CVR.

 

2) Plan mapping

I noticed that you map buyers to the Creators plan, which is good since LTD buyers always want to know they are mapped to a particular plan on the website. And also because it's not the lowest tier.

Why not encourage people to buy higher Tiers by offering them the Pro plan on Tier 3? Or even Tier 4 or 5 if you want to open more Tiers.

I as a buyer may be wavering between Tier 2 and Tier 3, but because Tier 3 unlocks the Pro Plan, that might encourage me to buy the higher Tiers.

 

3) Open up more Tiers 

This is an easy way to increase your Average Order Value (AOV). 

 

People choose what they see in front of them. If we don't give them that option, they don't think about it. 

 

Take Taplink for example, they have an option to buy up to 5 codes or (Tier 5)

 

If I were them I would do up to 10 codes like these guys here.

 

 

10 is the most I've seen so you probably can't go more than that. 

 

I've even seen founders allowing UNLIMITED stacking and they explicitly state that in the deal terms. 

 

 

4) Improving the limits

For me, as an LTD addict, the deal limits do not look good. 

 

 

Normally the middle Tier will give at least 3 or 5 stores. So when I see 2, I feel disappointed even without checking the tool.

 

LTD buyers check out tools regularly. Some every day since Appsumo launches once a day and there are multiple LTD platforms.

 

We often make snap decisions by looking at the founder's attitude, deal terms, and website without even taking up a free trial. There's just no time, we have too many tools to check, test, and implement.

 

So if possible, I would suggest increasing the stores to 1, 3, and 10.

 

Remember, LTD buyers don't buy what they need right now. And they don't use what they bought.

 

To increase AOV, we got to let them dream big.

 

If you recall Taplink's deal terms, they allowed people to buy up to 75 websites. Who would use that many?

 

I'm a living example. I bought 225 websites 1 or 2 years ago and have only used up 1 so far. (bio.kenmoo.me)

 

5) Move the "Unlimited" higher up in the deal terms 

 

LTD buyers think the higher up the feature, the more important it is. 

 

Which usually stands true as that's how Appsumo lay out the info for countless of products. 

 

And that's also why 1 or 3 stores look unattractive it seems to tell us that the most important features are limited.

 

We can increase the perceived value of the product by moving the Unlimited clicks and traffic on top of the features. (Keep API at the bottom)

 

Pinned Comment

Having the Pinned comment is extremely important. Almost all founders on LTD do it.

I mentioned before that one of the biggest factor for LTD sales is trust.

Having the founder himself/ herself pin up a comment writing a personal message and showing his/ her face helps build that trust and humanizes the brand.

Texau does this pretty well, so definitely have a look at theirs for inspiration.

 

Another good example: Frill

Here are some tips and info to potentially include:

  • Personal message filled with love and gratitude. At least make the reader feel that way. 
  • Use lots of emojis and paragraphs to break up the text.
  • Make it fun and humerous whenever possible.
  • What is the vision?
  • Why you will succeed?
  • Why trust you?
  • What is your USP 
  • How are you better than others
  • What problem are you trying to solve
  • If you already have healthy MRR or funded, definitely mention it here.
  • Roadmap (show sexy features)
  • Changelog (proof that app is being supported)
  • FAQ for LTDs (a FAQ page just for LTD buyers show that you care)
  • Anything that builds credibility.
     (for e.g. Our team of 12 are working hard to ship udates weekly, tells people you have 12 teammates, not a solo founder. Solo founders are cool but have a higher risk of failure)

 

No. of 5-star reviews

If a product has a ton of 5-star reviews, LTD buyers would wanna check it out too and see what they've been missing out on. 

 

Also if other people love it, it must be good... Right?

 

In other words, you get more traffic, and higher CVR.

 

Not forgetting that more sales and 5 star reviews will help you with Appsumo SEO — you show up on the homepage more often.

 

The best way to get reviews is to ask for them.

 

I would include this in the pinned comment.

 

And in the email automation that goes out 3-5 days after a user signs up for an LTD account.

 

People can't review what they have not tried or love, right?

 

So I suggest sending them daily emails to encourage them to use their LTDs. 

 

Make it super easy to start. Once they start, they'll gain momentum.

 

And consider incentivizing them to do certain tasks. 

 

For e.g. uploading a profile pic, or adding an affiliate link.

 

When you give them free stuff, they are more likely to return the favor later on ;)

 

No. of Questions

No. of questions is not as important as No. of reviews but it still gives a visitor a good idea of how "popular" a product is.

 

If there are lots of questions, it means the product is interesting. And so I should check it out too.

 

There's nothing much you can do here except to let sumo-lings know in the pinned comments that they are welcome to ask any questions they have in their mind and your team will answer them ASAP.

 

This also makes them feel that you care. Win-win!

 

Remember to answer all questions ASAP or within 24 hours, it really says a lot about how you value customer success.

 

Potential results

If you take all the above actions, I am confident that you will see at least 2-5% more conversions.

If the total traffic to the site is 500,000 unique visitors.

That means at least 10,000 more sales.

Next, let's talk about how to Build Trust.