Today’s question comes from Jin and he’s saying that 1 year ago he set up his own fashion watch brand (Shopify store) with high margin but very small marketing budget. He used most of the budget in Facebook ads and Google Adwords but only got a few conversions that ate up his margins. In the end he only made a small profit. Now he wants to know how he can recover from this.
The trick to turn cold traffic into buyers is by adding a tripwire offer to your sales funnel. You can use this when selling information products but also physical products. Just take one of your products and offer it for free to your cold traffic, while only charging for shipping.
If you have a product that is desirable and has a high-enough perceived value, you’ll easily turn your cold traffic from Facebook ads and other platforms into first-time buyers and repeat customers.
Even if you have a watch brand and only sell watches around 100$, I would find something that you can sell as a tripwire. Think about what people need related to their watches. You can probably sell the watch wristbands or something to clean their watches and use that as trip wire.
Be creative.
I’ve been using this technique for quite sometime. And it’s one of the most powerful.
It’s scary to see how many e-commerce store owners don’t use this strategy and give up on Facebook ads because they lose money.
The issue is not that PPC advertising doesn’t work.
Your real problem is that your funnel is broken. And if you send cold traffic to a broken funnel then you lose a ton of money fast.
Fix your funnel and traffic is easy.
Listen to the podcast for a more in-depth explanation of tripwire sales and free + shipping offers. If you aren’t using this strategy in your business you are leaving massive money on the table.
I hope this helps. 😉
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