This episode dives into optimizing the entire bottom-of-funnel experience for ecommerce brands. It highlights crucial strategies for converting anonymous traffic, maximizing ad spend efficiency through rigorous testing, and perfecting the on-site customer journey with strategic landing pages and compelling offers. Ecommerce operators will learn how to boost ROAS and LTV by tightening up their post-click experience.
Key takeaways
Implement a strict ad account structure, including up-to-date customer and exclusion lists, consistent naming conventions, and leveraging post IDs across campaigns to improve data ingestion and ad delivery.
Prioritize rapid creative testing by continually generating new ad variations (e.g., changing text on a winning static ad, or altering hooks in a successful video) and testing diverse audiences, messaging angles, and offer types to expand your total addressable market (TAM).
Develop individual product page funnels that answer five key consumer questions: why are you selling this, why should I care, how fast can I get it, how will it make my life better, and how does it compare to competitors. This is especially critical with the rise of catalog ads.
Utilize dynamic landing pages (e.g., listicles, comparables, bundles, social proof-heavy, shoppable blogs) built within Shopify 2.0 to cater to different audience segments and ad campaign objectives, moving beyond a single homepage experience.
Craft an irresistible 'honey hole' new customer acquisition offer (e.g., highly discounted trials, bundled introductory products) that acts as a control for testing new marketing channels and driving initial conversions.
Continuously A/B test and iterate on all aspects of your website and checkout experience, from homepage modules to PDP sections and checkout extensions, using tools like Intelligems to optimize for conversion.
Nik’s eight page newsletter adventure continues—and this time, we’re talking about bottom of the funnel strategies for not only decisionmaking, but purchasing. There’s a ton that goes into it, from ads to loyalty and everything in between.
First, you need proper digital ad execution. What does this mean? Basically, you gotta cross your Ts and dot your Is when it comes to lists, testing, naming, etc. If you’re spending tens of thousands of dollars on ad spend on Meta and TikTok, it’s in your best interest to keep your ad structure neat and tidy. Otherwise, you’re setting your money on fire. Plus, Nik talks catalog ads and product page funnels. Here’s a tip: using a program like Marpipe creates the catalog for you and then you can run it into your inventory. Work smarter not harder, friends. And, don’t forget to collect customer feedback—qualitative data is JUST as important as quantitative data. What do your consumers want to see? What could be improved?
Instant turns browsers into buyers by supercharging your retention marketing. Double Your Revenue: Capture 2-3x more abandonment signals to power targeted re-marketing flows. Remembers your opt-ins: Keep opted-in shoppers remembered for longer while keeping Klaviyo updated. Automated Re-Marketing: Instantly notify your email or SMS platform when a subscriber abandons your site, triggering automated flows to bring them back. Learn from Instant at instant.one/limited Don’t forget to check out Nik’s helpful hacks here:
nik.co/tiktokads
nik.co/everydaydose
Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips. Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts. Follow Nik:
Twitter: https://www.twitter.com/mrsharma
What does this episode say about paid acquisition?
Implement a strict ad account structure, including up-to-date customer and exclusion lists, consistent naming conventions, and leveraging post IDs across campaigns to improve data ingestion and ad delivery.
What does this episode say about conversion & cro?
Prioritize rapid creative testing by continually generating new ad variations (e.g., changing text on a winning static ad, or altering hooks in a successful video) and testing diverse audiences, messaging angles, and offer types to expand your total addressable market (TAM).
What does this episode say about customer retention?
Develop individual product page funnels that answer five key consumer questions: why are you selling this, why should I care, how fast can I get it, how will it make my life better, and how does it compare to competitors. This is especially critical with the rise of catalog ads.
What does this episode say about shopify & ecommerce platforms?
Utilize dynamic landing pages (e.g., listicles, comparables, bundles, social proof-heavy, shoppable blogs) built within Shopify 2.0 to cater to different audience segments and ad campaign objectives, moving beyond a single homepage experience.
What does this episode say about paid acquisition?
Craft an irresistible 'honey hole' new customer acquisition offer (e.g., highly discounted trials, bundled introductory products) that acts as a control for testing new marketing channels and driving initial conversions.
