How to Use Long-Form Sales Pages to Boost e-Commerce Sales
In this episode…
Have you ever thought of using long-form sales pages for your e-commerce business? If the idea has crossed your mind, do you even know how to go about it?
In this episode of the Relationship Commerce Podcast, Dean Dutro is joined by Byron Walker, the CEO and Founder of Survival Frog, to find out how you can use long-form sales pages to boost your e-commerce sales. They also discuss the different marketing methods Byron uses for Survival Frog, how he handles political changes that affect his company's sales, and his strategies for discontinuing low-margin SKUs.
Byron Walker is the CEO and Founder of Survival Frog, a one-stop-shop for the end of the world. He is an entrepreneur with a rich background in coaching and consulting support for small businesses. With Survival Frog, Byron has created the largest and most trusted source of survival and preparedness products online. Since its start, the company has evolved into the industry leader of preparedness products with over a million customers throughout the US.
Survival Frog's mission is to provide an amazing buying experience for their customers on a grand scale. The experience touches every department, from how they do their marketing, format their sales pages, provide their unique offers, set up the ordering process, and more.
What Can Long-Form Sales Pages Do For You?
For a long time, long-form sales pages have been used by many businesses to transform cold website traffic to paying customers because they convert well. But, changes in the marketing space have made these types of sales pages less popular, causing many people to avoid using them.
Bottom line: if you want your e-commerce website to stand out from your competition, you may want to consider taking the leap and using long-form sales pitches for your e-commerce brand. This is the strategy Byron Walker and his team at Survival Frog use to convert cold website traffic on Shopify to paying customers. They start by sending leads from sites like Facebook and Google to their website, and once there, collect their emails to market them later.
This is a sales and marketing strategy you may want to use in your e-commerce businesses to acquire more leads, convert those leads to paying customers, and increase sales for your brand. This strategy won’t just help grow your email list: once you’ve captured a customer’s contact information, you have what you need for future direct marketing — increasing your customer’s lifetime value.
How to Handle Changes in the Political, Economic, and Social Environment
Changes brought about by the 2017-2018 political environment in the US had a negative impact on Byron’s business. The survival gear industry is cyclical because sales are often affected by the political environment in the US. How, exactly? The market declined by 70% and the company's revenue decreased from $9 million to $3 million — in less than a year.
This change forced the company to make changes in its operations to stay in business. They reduced their costs in different departments, scaled down on the number of employees, and started automating some services. This led to an increase of profit margins by 50% because they became more efficient.
Most e-commerce businesses can get impacted by changes in your country's political, economic, health, or social environment, so it’s essential to prepare well. Where possible, cut down on your expenses and work with a smaller and more efficient team. Pivot where you can to ensure that your business margins remain high.
Which SKUs Should You Discontinue to Increase Your Profit Margins?
If you sell more than one product in your e-commerce business, you may want to discontinue some of your product line to increase your company's profit margins. To effectively do this, it’s important that you identify which SKUs are more profitable and which ones aren’t.
Byron increased his company's profit margins by 50% when he decided to discontinue some of his SKUs. He did this by reducing his product line from 550 — to 170. He liquidated the least profitable offerings, sometimes even selling them off at cost or below cost. While it may seem like a hit at face value, this helped increase their cash flows, which they used to operate the business.
To decide which SKUs to discontinue, identify your top sellers with the best margins and the least issues. You also want to make sure you’re picking the products that are easier to manage and less complicated. Once you stop selling them, focus on the most profitable and concentrate your marketing efforts on those key products.
Resources Mentioned in this episode
- Worth eCommerce
- Survival Frog
- Byron Walker on LinkedIn
- Small Business Turnaround Plan: Your Complete Guide to Getting Back to Profitability While Saving Your Sanity by Byron Walker
- Agora Financial
- "Why Experience is the Best Teacher When Building an e-Commerce Brand" with Franklin Fala
- "Should You Sell Through e-Commerce, Retail, or Both?" with Victoria Beattie
- Cadence: A Tale of Fast Business Growth by Pete Williams
- Entrepreneurs' Organization (EO)
Sponsor for this episode...
This episode is sponsored by Worth eCommerce.
Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.
Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer.
Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.
To learn more about Worth eCommerce, visit https://worthecommerce.com.
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