{"id":907,"date":"2021-09-04T13:57:28","date_gmt":"2021-09-04T13:57:28","guid":{"rendered":"https:\/\/salarydistribution.com\/affiliate-marketing\/2021\/09\/04\/a-step-by-step-guide-to-validating-an-ecommerce-product-with-a-low-budget\/"},"modified":"2021-09-04T13:57:28","modified_gmt":"2021-09-04T13:57:28","slug":"a-step-by-step-guide-to-validating-an-ecommerce-product-with-a-low-budget","status":"publish","type":"post","link":"https:\/\/salarydistribution.com\/affiliate-marketing\/2021\/09\/04\/a-step-by-step-guide-to-validating-an-ecommerce-product-with-a-low-budget\/","title":{"rendered":"A Step by Step Guide to Validating an eCommerce Product [with a Low Budget]"},"content":{"rendered":"<div>\n<p class=\"p1\">It\u2019s fast to validate campaigns in the affiliate marketing world.<\/p>\n<p>You get some offer recommendations from your affiliate manager.<br \/>You reverse engineer competitors with a spy tool to see what\u2019s working.<br \/>You \u201cborrow\u201d some landing pages.<br \/>And you come up with some angles to make the campaign your own.<\/p>\n<p>I\u2019ve simplified the process, but you can go from idea -&gt; traffic within a few hours. I\u2019m not saying it\u2019s that easy to become profitable, but you can get a sense of the campaign\u2019s potential within a few days.<\/p>\n<p>Speed is important in the online world \u2013 the faster you move, the faster you learn.<\/p>\n<p>Many affiliate marketers have transitioned to the world of eCommerce in the past few years. In eCommerce, campaigns launches are <strong>slow<\/strong>. Idea -&gt; validation can take months for some people.<\/p>\n<p>And there are more risks involved.<\/p>\n<p>If your budget is less than a few thousand bucks, you can\u2019t afford the \u201cthrow shit at the wall until something sticks\u201d method.<\/p>\n<p>What happens if you fail at an affiliate marketing campaign? 90% of the money that you lose is traffic costs. The advertiser takes on the risks of carrying inventory and fulfilling it for the customers.<\/p>\n<p>How does that change with eCommerce? In most cases, you have to take risks with holding inventory and fulfillment. If your supplier requires a minimum order quantity of $2,000, what happens if you\u2019re unable to sell the inventory? You\u2019re stuck with unsold inventory sitting in your garage.<\/p>\n<p>And not to mention the time and energy costs you devote.<\/p>\n<p>That\u2019s why it\u2019s so important to go through the stage of <b>product validation<\/b>\u2014making sure people want to buy your product before you commit resources.<\/p>\n<p>Here\u2019s one cycle I\u2019ve seen people fall into.<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">Get excited over an idea for a product.<\/li>\n<li class=\"li1\">Spend thousands of dollars in inventory. They wait for one to two months for the products to arrive from China.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li class=\"li1\">Spend a month building out their <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> store and creatives.<\/li>\n<li class=\"li1\">Launch.<\/li>\n<\/ul>\n<p class=\"p2\">Crickets. There\u2019s barely even any \u201cadd to carts\u201d in their <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> dashboard! They wasted thousands of dollars in inventory, and several months of effort.<\/p>\n<p><b>Here\u2019s the truth:<\/b> You <strong>might<\/strong> have to go through and test 15+ products before you find your big winner. You can do all the research you want, but the market decides the winners.<\/p>\n<p>One mindset I have is to view campaigns as <b>bets<\/b>\u2014each product you launch is a bet.<\/p>\n<p>The more bets you can place, then the higher the chances you have of winning big. You should be trying to validate your product in the fastest, and cheapest way possible. This gives you the ability to make more bets.<\/p>\n<p>And here\u2019s the best part: <b>your probability of winning increases with each bet you take<\/b>. You\u2019re leveling up with each launch.<span class=\"Apple-converted-space\">\u00a0 <\/span><\/p>\n<p>You\u2019re learning how to negotiate better prices.<br \/>You start understanding the ad platform more and more.<br \/>You start figuring out which landing page style works the best.<br \/><b><br \/>The most important thing is that you keep placing bets. <\/b>Nothing guarantees success. You have to keep placing bets and stacking the odds in your favor.<\/p>\n<p>One book that influenced my thinking several years ago was <a href=\"https:\/\/www.amazon.com\/dp\/B005PR422K\/ref=dp-kindle-redirect?_encoding=UTF8&amp;btkr=1\"><span class=\"s1\">The Lean Startup<\/span><\/a> by Eric Ries. Their framework revolves around speed and focusing it on the 80 \/ 20.<\/p>\n<p>Today I\u2019m going to share some ways for you to validate your ideas faster and cheaper so that ultimately you improve your chances of success.<\/p>\n<h2 class=\"p3\"><span><span class=\"s2\">Bad Ways to Validate a Product<\/span><\/span><\/h2>\n<p class=\"p4\">Everyone understands that you want to vet an idea before going all in. But most approaches to product validation have some flaws.<\/p>\n<h3 class=\"p5\"><b>01. Surveying People You Know<\/b><\/h3>\n<p class=\"p4\">Asking people what they think about your idea is horrible.<\/p>\n<p><b>Me:<\/b> Hey what do you think about my idea?<br \/><b>Your Friend:<\/b><span class=\"Apple-converted-space\">\u00a0 <\/span>Holy shit that\u2019s an amazing idea! I\u2019ll totally buy it when you have it!<\/p>\n<p>*A Month Later*<\/p>\n<p><b>Me:<\/b> Hey you know that product I was telling you about? Well, I have it now in stock! Did you want to buy it?<br \/><b>Your Friend: <\/b>Oh uhh\u2026 Sorry, I\u2019m running low on funds right now. Good luck though!<\/p>\n<p>Surveying can lead you to a false positive. <b>A better way to do a survey is to ask for the sale.<\/b><\/p>\n<p><b>Me:<\/b> Hey what do you think about my idea?<br \/><b>Your Friend:<\/b><span class=\"Apple-converted-space\">\u00a0 <\/span>Holy shit that\u2019s an amazing idea! I\u2019ll totally buy it when you have it!<b><br \/>Me: <\/b>Thanks for your support. Well, I can get some inventory here within a month. I\u2019m actually taking pre-orders now. I can take Venmo or PayPal.<br \/><b>Your Friend:<\/b> Oh uhh\u2026 Sorry, I\u2019m running low on funds right now. Good luck though!<\/p>\n<p>What happened? People don\u2019t like conflict. They might think it\u2019s a horrible idea, but they don\u2019t want to discourage you from your dreams. So they\u2019d rather do the song and dance than tell you that your product sucks.<\/p>\n<p>\u201c<i>Men lie. Women lie. The numbers lie.<\/i>\u201d \u2013 Reminder, Jay Z<\/p>\n<p>Asking for money upfront will reveal the truth.<\/p>\n<h3 class=\"p5\"><b>02. Dropshipping<\/b><span class=\"Apple-converted-space\">\u00a0<\/span><\/h3>\n<p class=\"p1\">Dropshipping was the rage several years ago. You sell the product, and the manufacturer sends the product to the customer.<\/p>\n<p class=\"p1\">The main problem is that people expect their product within a few business days (you can thank Amazon Prime for that).<\/p>\n<p>Most manufacturers are based out of China. It can take several weeks or even months before the customer gets it. So what happens if it takes them longer than expected? Complaints. Chargebacks. Facebook and Google are now doing post-purchase surveys with the customer.<\/p>\n<p>Bad experiences will get your account <a href=\"https:\/\/www.facebook.com\/business\/help\/108127923199330\"><span class=\"s1\">penalized<\/span><\/a>.<span class=\"Apple-converted-space\">\u00a0 <\/span><\/p>\n<p>Something else I\u2019ve noticed is that some Americans have become anti-China due to the pandemic. Seeing a package shipped from China can trigger them emotionally (even though 90%+ of the stuff in their house is made in China).<\/p>\n<p class=\"p2\">Dropshipping could work if the manufacturer is close enough to the customer. Try to get it to the customer in under one week.<\/p>\n<h2 class=\"p3\"><span><span class=\"s2\">The Lean Product Launch Method<\/span><\/span><\/h2>\n<p class=\"p4\">I\u2019m going to share a rough framework for launching a product. With this framework, you can go from idea to launch within a few days.<\/p>\n<p>Your goal is to find a winning product as quickly and as cheaply as possible. Don\u2019t waste time on things that don\u2019t matter.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h3 class=\"p5\"><strong>1.1. Product and Niche Selection<\/strong><\/h3>\n<p class=\"p1\">The first step is to choose a product. Here are some of the things I look for in a solid product.<\/p>\n<p>A. <b>Is this part of a growing <a class=\"thirstylink\" title=\"Trends\" href=\"https:\/\/charlesngo.com\/go\/trends\/\" data-shortcode=\"true\">trend<\/a>?<\/b><\/p>\n<p>You always want to be a part of a <b>growing<\/b> <a class=\"thirstylink\" title=\"Trends\" href=\"https:\/\/charlesngo.com\/go\/trends\/\" data-shortcode=\"true\">trend<\/a>. If you\u2019re entering a market too late, then there\u2019s going to be way too much competition.<b><br \/><\/b><br \/><a href=\"https:\/\/trends.google.com\/trends\/?geo=US\"><span class=\"s1\">Google Trends<\/span><\/a>: Keyword <a class=\"thirstylink\" title=\"Trends\" href=\"https:\/\/charlesngo.com\/go\/trends\/\" data-shortcode=\"true\">trends<\/a> straight from Google. If more and more people are searching for something, then there\u2019s growing demand.<span class=\"Apple-converted-space\">\u00a0 <\/span><br \/><a href=\"https:\/\/trends.co\/?ref=12435\"><span class=\"s1\">Trends.co<\/span><\/a>: A publication dedicated to researching growing <a class=\"thirstylink\" title=\"Trends\" href=\"https:\/\/charlesngo.com\/go\/trends\/\" data-shortcode=\"true\">trends<\/a> and businesses.<br \/><a href=\"https:\/\/charlesngo.com\/go\/junglescout-2\/\"><span class=\"s1\">JungleScout<\/span><\/a>: Product data from Amazon. It\u2019s amazing to see how competitive different niches are.<\/p>\n<p>B. <b>What are the problems with the existing solutions? How does your product aim to solve that?<\/b><\/p>\n<p class=\"p1\">People buy products to solve problems. There\u2019s a high probability that you already have competition for your idea.<\/p>\n<p>One mistake people make is that they give up when they see that the idea already exists.<\/p>\n<p>\u201c<em>ah man, the idea\u2019s already done. I\u2019m already too late<\/em>\u201d<\/p>\n<p>Don\u2019t be scared. Competition means that your idea is validated. Imagine the opposite and there\u2019s no competition. You\u2019d be wondering if it\u2019s because your idea sucks.<\/p>\n<p>Realize that every business has an Achilles heel\u2014a weakness you can exploit. Imagine if Google got scared because of Yahoo! Or Apple being scared of Nokia.<\/p>\n<p>The sweet spot is being able to offer improvements over the existing incumbents, rather than offering \u201cme too\u201d products. Research what people are complaining about with the existing solutions. You can go to YouTube comments, Amazon reviews, TrustPilot, etc.<\/p>\n<p>Complaints = opportunity. I\u2019ll share an example of this approach.<\/p>\n<p>One product that has caught my eye recently is <a href=\"https:\/\/animalhousefitness.com\/products\/monkeyfeet\"><span class=\"s1\">Monkey Feet<\/span><\/a>. This is a device that allows you to attach dumbbells to your feet. There\u2019s a growing <a class=\"thirstylink\" title=\"Trends\" href=\"https:\/\/charlesngo.com\/go\/trends\/\" data-shortcode=\"true\">trend<\/a> towards working out at home. And this product solves a problem (it\u2019s hard to directly strengthen your hip flexors).<\/p>\n<p>I\u2019m on their website and reading all the negative reviews. People are complaining about two things.<\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><b>It\u2019s uncomfortable. <\/b>There isn\u2019t enough padding, and it hurts using it.<\/li>\n<li class=\"li1\"><b>It takes forever to put on and off. <\/b>It\u2019s an inefficient design.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ol>\n<p class=\"p1\">This tells me there\u2019s a ton of opportunity to improve the design. Imagine if you could create a version that\u2019s more comfortable, faster to put on, and more stylish.<\/p>\n<p>You\u2019d crush it.<b><\/b><\/p>\n<p><strong>C. Back of the Napkin Math<\/strong><\/p>\n<p class=\"p1\">You have to be able to sell your widget at a cost where you\u2019re making a decent profit margin. Open up a spreadsheet and do some simple math.<\/p>\n<p>Estimate the shipping and fulfillment, taxes, traffic costs, your profit margin, cost of goods sold, etc. This can be hard if you don\u2019t have experience.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">If you want to keep it simple, you can use the <b>4x rule<\/b>. Sell the product for 4x your costs.<\/p>\n<p>If buying the product costs $10, sell it for $40. This should cover the cost of goods sold, traffic costs, and leave you with a decent profit margin.<\/p>\n<p>With eCommerce, think about the business model that you\u2019re going for.<\/p>\n<p>One framework is to think about the average order value and the frequency of purchase. Here are two that I\u2019ve seen work over and over again.<\/p>\n<p><b>1. The first one is a high average order value, but a low frequency of purchase. <\/b><\/p>\n<p>High profit margins with each order, but people are not purchasing them frequently. The biggest example that comes to mind are luxury handbags or watches.<\/p>\n<p>D2C mattress companies such as Casper and Purple also come to mind. Having such high average order value is what gives them the profit margins to run such aggressive campaigns.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><b>2. The second is a low average order value, but a high frequency of purchase.<\/b><\/p>\n<p>Think <a href=\"https:\/\/www.dollarshaveclub.com\/\"><span class=\"s1\">Dollar Shave Club<\/span><\/a>.<\/p>\n<p>There\u2019s not a lot of profit in razor blades. Their goal is to get you onto the subscription program so that you\u2019re charged monthly.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Imagine if you\u2019re stuck in the middle:<\/p>\n<p>Low average order value + low frequency = dead store.<\/p>\n<p>This explains why supplements and skincare can be such great businesses.<\/p>\n<p>(<em>Credit to <a href=\"https:\/\/www.sharmabrands.com\/\">Nik Sharma<\/a> for the above framework<\/em>)<\/p>\n<p>High profit margins + monthly subscriptions = <b>GOLD<\/b><\/p>\n<p><img loading=\"lazy\" class=\"size-full aligncenter\" src=\"https:\/\/lh3.googleusercontent.com\/BOz8E40OQT_IJ9znq4FD5B8uDoL4ISWq6XzuP8ShwocGiDut5ZYw3CcLCFC0rFm2DG5C4UNIl3hy__YM4WgfnyD13u_NjP1jmgJCdcW388Kxj3OcwMl3VWW1G580Rkm0tabQiOqD\" width=\"480\" height=\"270\"><\/p>\n<p>High average order value can also come from bundling products together. While you\u2019re focusing on a single product, keep in mind what else you could bundle together in the future.<\/p>\n<p>If you buy a mattress, what else would you be interested in? A pillow, bed sheets, a bed frame, etc. If you buy a skincare cleanser, you might be interested in a toner, moisturizer, sunblock, etc.<\/p>\n<p>Some items are harder to bundle. If I buy a watch, I\u2019m not really interested in buying anything else to compliment the watch.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><b>D. What if Your Product Doesn\u2019t Exist?<\/b><\/p>\n<p class=\"p1\">eCommerce sellers tend to fall into two categories.<\/p>\n<p class=\"p1\">1. <b>Resell Alibaba Products. <\/b>You find a product with some potential on Amazon. A great story and fancy packaging can take you far.<\/p>\n<p>This is the fastest way to approach eCommerce. The main problem is that anyone can easily rip you off. Once you gain some traction, then you should work with the manufacturer to make some customizations to your best-selling products.<\/p>\n<p>Remember, make tweaks that benefit the customers! <span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">2. <b>Creating Products From Scratch, aka Inventors.<\/b><\/p>\n<p>Most people naturally fall into the creator category when they first start.<\/p>\n<p>You identify a problem, but what happens if no product is solving it in the way that you want? <b><\/b><\/p>\n<p>You could manufacture this product from scratch. The problem is that it\u2019s expensive and time-consuming. You\u2019re taking on substantial risks if the idea isn\u2019t validated yet.<\/p>\n<p>The solution?<b> <\/b>You should try to sell the closest thing possible to your idea.<\/p>\n<p>I can\u2019t emphasize this enough\u2014creating a custom product from scratch is a time-consuming and expensive process. It\u2019s much better to validate the niche first and make sure you have a solid form of distribution. <b>THEN <\/b>you can start creating.<\/p>\n<p>You have so much more leverage once you have an established customer base. You can do a small test run with your existing audience through pre-sales. Or you can launch a Kickstarter.<\/p>\n<p><b>Advanced: <\/b><i>Let\u2019s say you\u2019re dead set on creating a product from scratch. You could always hire someone to create 3D renders of your product.<\/i><\/p>\n<p>Create a landing page and feature renders. Run the traffic. If the idea is validated, <b>THEN <\/b>start bringing your idea to life.<\/p>\n<p>I\u2019ve written quite a bit on product brainstorming over the past year. If you want to read more, here are the links to those articles.<b><br \/><\/b><\/p>\n<h3 class=\"p5\">2.2 Lean Fulfillment<\/h3>\n<p class=\"p1\">You\u2019re taking a risk when you hold inventory for the first time. Let\u2019s say that the manufacturer has a minimum order quantity of $2,000.<\/p>\n<p>What happens if you order $2,000 worth of inventory, and you\u2019re not able to sell any of the product?<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">You\u2019re out $2,000\u2014unless you want to give your inventory out as Christmas and birthday gifts for the next few years.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">So, how can we sell the product while keeping the risks low?<\/p>\n<p>Here are two ideas.<\/p>\n<p class=\"p1\">The first one is to launch without any inventory in stock. If you get an order in, then just <b>refund their order<\/b>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Email them immediately.<\/p>\n<p><em>\u201cHey [First Name],<\/em><\/p>\n<p><em>I\u2019m so sorry, but your [Widget] is out of stock. It literally just ran out of stock a few seconds before your order was placed, but our database didn\u2019t update in time.<\/em><\/p>\n<p><em>We\u2019re still facing some supply issues due to the pandemic, and I estimate that we won\u2019t have it again in stock for another 4 weeks.<\/em><\/p>\n<p><em>I\u2019ve gone ahead and issued you a full refund. Once again, I\u2019m so sorry for this!<\/em><\/p>\n<p><em>However, I can offer you a discount code for 30% off for when we do get it back in stock. Let me know if you\u2019re interested!\u201d<\/em><\/p>\n<p><em>\u2013 John Smith, Founder<\/em><\/p>\n<p><em>P.s. what was the #1 reason that you decided to buy this product? We\u2019re a small family-owned business, and it would really help!\u201d<\/em><\/p>\n<p>Be careful with this tactic. I don\u2019t think the payment processor\u2019s going to be too happy processing so many refunds.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><b>The second idea:<\/b> Order on Demand from Amazon<\/p>\n<p class=\"p1\">If you\u2019re interested in selling an item from <a class=\"thirstylink\" rel=\"nofollow noopener\" target=\"_blank\" title=\"AliExpress\" href=\"https:\/\/charlesngo.com\/go\/aliexpress\/\" data-shortcode=\"true\">AliExpress<\/a>, then chances are that someone else is <b>already <\/b>selling it on Amazon.<\/p>\n<p>Here\u2019s what you can do:<\/p>\n<ol class=\"ol1\">\n<li class=\"li1\">Sell the item on paid traffic.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li class=\"li1\">You get an order!<\/li>\n<li class=\"li1\">Order the item from Amazon to yourself via Prime Shipping. Re-package the item once it arrives. Ship it to the customer. The customer gets it within a few days of their ordering.<\/li>\n<\/ol>\n<p class=\"p4\">No, this isn\u2019t the most efficient method. But remember that the point is to <b>validate demand<\/b>. Once you validate the demand for the product, then you can order directly from the manufacturer with confidence.<\/p>\n<p><em><b>Note: <\/b>Some people will be wondering, why would someone buy from your <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> store if they can buy the same thing on Amazon? Great question!<\/em><\/p>\n<p><em>You\u2019re giving people too much credit. Most people are impulsive buyers. If they see your ad on Facebook, their first thought isn\u2019t to go find it on Amazon. And depending on <b>what <\/b>you\u2019re selling, they may not even be sure how to find it.<\/em><\/p>\n<h3 class=\"p5\"><b>2.3 Creating a Converting Landing Page<\/b><\/h3>\n<p class=\"p1\">Landing pages can make or break your campaign. You don\u2019t want to have an amazing product and have the campaign fail because your landing page sucked.<\/p>\n<p>This is the one area I\u2019d recommend spending a significant amount of time on.<\/p>\n<p>The biggest mistake I see people make is they send traffic to a product page, rather than a landing page.<\/p>\n<p>What\u2019s the difference?<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><b>Product Page<\/b>: Designed to give general information about the product. It\u2019s meant to appeal to the masses. Think of it as a page in a catalog.<\/li>\n<li class=\"li1\"><b>Landing Page<\/b>: Stand-alone page designed to convert cold traffic. They\u2019re usually longer and contain more information.<span class=\"Apple-converted-space\">\u00a0 <\/span><\/li>\n<\/ul>\n<p class=\"p1\">Here are two examples from the brand Kettle &amp; Fire.<\/p>\n<p><b>Product Page<br \/><img loading=\"lazy\" class=\"alignnone size-medium\" src=\"https:\/\/lh5.googleusercontent.com\/7RNy6wj3iXBYCa3ouNXo_aR_3ixIpEZa2wqLa9ciE_9K8ywNFJi95u_35lf-ztZhr2dqq_q6BcQ5132EsPxvQjjRfv3ClUJNW0nu7lyLXfsJRILWv5DIB7MdKbMo6RTXo7hs35tI\" width=\"1600\" height=\"1577\"><br \/><\/b><\/p>\n<p><a href=\"https:\/\/www.kettleandfire.com\/products\/grass-fed-beef-bone-broth\"><span class=\"s1\">Kettle and Fire Product Page<\/span><\/a><\/p>\n<p>The product page is pretty standard. It\u2019s short and to the point. It\u2019s designed for people who are familiar with the brand.<\/p>\n<p><b>Landing Page<\/b><\/p>\n<p><span class=\"s4\"><span class=\"Apple-converted-space\"><img loading=\"lazy\" class=\"alignnone size-medium\" src=\"https:\/\/lh5.googleusercontent.com\/WmL4jGOt3Psk3xm55FwoOQ_us90QEaicl3pU9divXtubGy9XKwRd_avARwwc2xpEq_w0FGqrP21DZIzCOqFKK0MB4gvUYA8BbknOv1Q6MlKWlRfrEAe5aGDud4fHNkt7Cd6etE_r\" width=\"1600\" height=\"1361\"><\/span><\/span><\/p>\n<p><a href=\"https:\/\/offers.kettleandfire.com\/fb-ads-keto-soups\/\"><span class=\"s1\">Kettle and Fire Landing Page<\/span><\/a><\/p>\n<p>What difference do you see? It\u2019s much longer, and there are way more \u201cconversion levers\u201d on the page. It\u2019s designed to <b>sell <\/b>to someone who has never heard of bone broth before.<\/p>\n<p>Which one do you think converts better on cold traffic? The landing page, of course.<\/p>\n<p>So, why don\u2019t more people send traffic to landing pages?<\/p>\n<p>First, because most eCommerce people don\u2019t have a background in running paid traffic. Sending traffic to a product page is the simplest route.<\/p>\n<p>Second, it\u2019s hard to customize the product page on <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a>. <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a>\u2019s product page customization sucks. It has been on their roadmap to release \u201csections\u201d for years.<\/p>\n<p class=\"p1\">So what are your options now to build a landing page in <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a>?<\/p>\n<p>1. I recommend building a landing page in <a class=\"thirstylink\" title=\"Unbounce\" href=\"https:\/\/charlesngo.com\/go\/unbounce\/\" data-shortcode=\"true\">Unbounce<\/a>. Then you can connect <a class=\"thirstylink\" title=\"Unbounce\" href=\"https:\/\/charlesngo.com\/go\/unbounce\/\" data-shortcode=\"true\">Unbounce<\/a> to <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> for the actual fulfillment.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">2. You can use a Page Builder designed for <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> such as <a href=\"https:\/\/pagefly.io\/\"><span class=\"s1\">PageFly<\/span><\/a> or <a href=\"https:\/\/getshogun.com\/\"><span class=\"s1\">Shogun<\/span><\/a>. Be careful that sometimes these page builders can slow down your site speeds.<\/p>\n<p>How do you design a converting landing page? Even though eCommerce landing pages all look different, they tend to follow a general framework.<\/p>\n<p><b>Here\u2019s a Simple Framework You Can Use:<\/b><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><b>Hero Shot<\/b> \u2013 Headline \/ Product Shot<\/li>\n<li class=\"li1\"><b>Big Media Social Proof<\/b> \u2013 As seen in the <i>New York Times<\/i>! Skip it if you don\u2019t have anything.<\/li>\n<li class=\"li1\"><b>Value Propositions<\/b> \u2013 This is where you share your biggest value propositions. You have to illustrate it in a way that\u2019s easy for people to understand. Show, don\u2019t tell. Videos, animated GIFs, and comparison tables do well.<\/li>\n<li class=\"li1\"><b>The Product<\/b> \u2013 Various Photos. Bullet points. For this section, look at what the top sellers on Amazon are doing.<span class=\"Apple-converted-space\">\u00a0 <\/span><\/li>\n<li class=\"li1\"><b>Testimonials<\/b> \u2013 Text-based is okay. Conversation rates skyrocket if it\u2019s video reviews where the customers are holding your product.<\/li>\n<li class=\"li1\"><b>Guarantee<\/b> \u2013 Share your refund policy. The stronger the refund policy, the better.<span class=\"Apple-converted-space\">\u00a0 <\/span><\/li>\n<li class=\"li1\"><b>Reviews<\/b> \u2013 Your product reviews. Don\u2019t have any product reviews? Use <a href=\"https:\/\/loox.app\/\"><span class=\"s1\">Loox<\/span><\/a> where you can \u201cimport\u201d reviews. I\u2019m going to keep it real\u2014most people just make up reviews until they get some legit ones in. <span class=\"Apple-converted-space\">\u00a0 <\/span><\/li>\n<\/ul>\n<p class=\"p1\">I have two pieces of advice to improve your landing page.<\/p>\n<p>The first is to <b>demonstrate visually<\/b>. Imagine you\u2019re selling green superfood powder. You need to have a section explaining the ingredients in your supplement.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Here\u2019s the most basic way of doing that.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignleft\" src=\"https:\/\/lh6.googleusercontent.com\/tw4GNt2HNAwdYMv6X6yprInTVZOCcRneV7P4TLGCT2Qtb-HYTq7XwPs8WZhpaP-UFXFxrCJ6X6AeHukAtACUE9ra5W3D2Cx74_NTZss8nJ-tpG3-TT3G9t3p6ZKtJic0stLak_SV\" alt=\"\" width=\"494\" height=\"741\"><\/p>\n<p class=\"p1\"><b>Ingredients:<\/b> Moringa, Mint, matcha green tea, wheatgrass, beets, spirulina, chlorella, etc.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p class=\"p1\">You grab some <a class=\"thirstylink\" rel=\"nofollow noopener\" target=\"_blank\" title=\"Shutterstock\" href=\"https:\/\/charlesngo.com\/go\/shutterstock\/\" data-shortcode=\"true\">stock images<\/a> and type some text. Easy doesn\u2019t stand out.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">Let\u2019s look at what Organifi does. They created an infographic that is so much more visually impactful.<\/p>\n<p class=\"p1\"><img loading=\"lazy\" class=\"alignnone size-medium\" src=\"https:\/\/lh4.googleusercontent.com\/2yCTA8aH4w_YGhyiJMGsZxiPrFETWbL5yb4eY0f9Cc-AjAYBpr9cxZ8Z7gMM-is4T4Zyv4hSfC6JagKZ68nRYweMvuuUmporewd0Rnz1yzNsM1Fq4M_IaShTSmR_QHLyQyuPck_p\" width=\"1491\" height=\"1600\"><br \/><span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><b>Pro tip: <\/b><i>You can easily create something similar yourself. Or pay someone on <a class=\"thirstylink\" rel=\"nofollow noopener\" target=\"_blank\" title=\"Fiverr\" href=\"https:\/\/charlesngo.com\/go\/fiverr\/\" data-shortcode=\"true\">Fiverr<\/a> to do it. It\u2019s these small details that elevate your store to look like a brand.<br \/><\/i><br \/>Which one do you think leads to more conversions?<\/p>\n<p class=\"p1\">My second piece of advice is to <b>show proof<\/b>. People are <b>skeptical<\/b> online. The more proof you can show of your claims, then the higher your conversion rates.<\/p>\n<p>Think of it in terms of levels.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><b>Level 1: Text-based.<br \/><\/b><br \/><i>\u201cThis organic green juice is so awesome. I love it!\u201d<\/i> \u2013 John Smith<\/p>\n<p>It\u2019s all right, but this can easily be faked. How do people know you didn\u2019t make this testimonial up? And this testimonial doesn\u2019t move the customer emotionally.<\/p>\n<p><b>Level 2: Pay someone on <a class=\"thirstylink\" rel=\"nofollow noopener\" target=\"_blank\" title=\"Fiverr\" href=\"https:\/\/charlesngo.com\/go\/fiverr\/\" data-shortcode=\"true\">Fiverr<\/a> to do a video review.<br \/><\/b><br \/>You can pay people on <a class=\"thirstylink\" rel=\"nofollow noopener\" target=\"_blank\" title=\"Fiverr\" href=\"https:\/\/charlesngo.com\/go\/fiverr\/\" data-shortcode=\"true\">Fiverr<\/a> to do video reviews. This is leagues better than a simple text-based testimonial.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\"><b>Level 3: Video review from someone real<\/b><\/p>\n<p>Once again, people are skeptical. In the back of their mind, they\u2019re wondering if your reviews are legit or not.<\/p>\n<p>The highest level is when you can prove that the review is legit. For example, a YouTube Video review from someone with over a million subscribers. Or you share a video review linked from a customer\u2019s Instagram profile.<\/p>\n<p>You might have to settle for \u201clevel 1\u201d when you\u2019re first starting. But as you gain more experience, you have to advance the levels of proof to increase your conversion rates.<\/p>\n<p>Let\u2019s talk about store design. It matters. You want to come across looking like a high-end D2C brand, rather than a run-of-the-mill marketer using the Debut theme.<\/p>\n<p>Some ideas:<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><b>Upgrade your theme. <\/b>If you have the budget, I highly recommend upgrading your <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> Theme. Out of the Sandbox makes the best themes. I recommend Turbo.<\/li>\n<li class=\"li1\"><b>Professional photos. <\/b>Sometimes you\u2019ll get lucky and the manufacturer has solid photos taken. What if they don\u2019t? If you have some budget, you can send the product to a photographer on Fiverr. That\u2019s the simplest way. You can always learn basic photography skills and take the photos yourself. You can also throw in some professional photos from <a href=\"https:\/\/www.pexels.com\/\"><span class=\"s1\">Pexels<\/span><\/a>. Don\u2019t steal photos from a competitor.<\/li>\n<li class=\"li4\"><b>Good fonts and color scheme. <\/b>Good fonts and color schemes are the cheapest way to make your store look more \u201cpremium.\u201d You can use different Chrome extensions to see <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/whatfont\/jabopobgcpjmedljpbcaablpmlmfcogm?hl=en\"><span class=\"s1\">what fonts<\/span><\/a> and <a href=\"https:\/\/chrome.google.com\/webstore\/detail\/colorpick-eyedropper\/ohcpnigalekghcmgcdcenkpelffpdolg?hl=en\"><span class=\"s1\">what colors<\/span><\/a> a store is using. Good fonts + color schemes + professional photos from Pexels = solid looking store for free. <span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<\/ul>\n<h3 class=\"p5\"><b>2.4 Generating Traffic<\/b><\/h3>\n<p class=\"p1\">It\u2019s time to send <b>targeted <\/b>traffic to your landing page. There are only a few traffic sources that are capable of sending targeted traffic.<\/p>\n<p><b>1. Facebook Ads \/ Google Shopping Ads<\/b><\/p>\n<p>Facebook and Google Shopping are the kings. They are the most <b>targeted <\/b>traffic sources you can use. If you can\u2019t make it work here, then you won\u2019t be able to make it work on other traffic sources.<\/p>\n<p>These should be your main focus.<\/p>\n<p><b>2. Instagram \/ TikTok Shout outs<span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/p>\n<p class=\"p2\">An alternative to Facebook and Google ads are <b>influencer shout outs<\/b>. I\u2019m not as big of a fan of them because it\u2019s much more time-consuming. You have to find the pages to target and negotiate with each one.<\/p>\n<p>There are two types of Instagram pages. The first are influencers, and the second are meme pages. Influencers are people. They\u2019ve built expertise and trust with their audience. If you\u2019re going this route, go for the Nano influencers. They typically have between 5,000 \u2013 10,000 followers. Their audiences are more engaged, and the prices are more affordable.<\/p>\n<p>Meme pages are pages full of memes usually created by anonymous people. Meme pages tend to be a lot cheaper for shout-outs, but the traffic doesn\u2019t convert as well.<\/p>\n<p>The opportunity with influencers is <b>price inefficiency<\/b>. Some TikTok influencers are new to the game and may not know their true value. You can take advantage of that.<\/p>\n<h3 class=\"p3\">2.5 Is This Product Validated?<\/h3>\n<p class=\"p1\">How do you know this product has potential?<\/p>\n<p>First, you have to spend money generating traffic. I think 10x the sales price is a decent number. If your product sells for $50, spend at least $500 on traffic.<\/p>\n<p>I can\u2019t emphasize this enough, but the more you can spend, the better. You need to spend enough for statistical significance.<\/p>\n<p>From there you have to see what the ROI is. <span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">If you\u2019re profiting, congratulations, you have a winner! You can confidently go \u201call in\u201d on this product because you\u2019ve barely optimized it yet.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p class=\"p1\">For most people, I suggest trying to get at least a -30% ROI.<\/p>\n<p>That means if you\u2019re spending $500 in traffic, are you generating at least $350 in sales?<\/p>\n<p>Yes, you\u2019re losing money. But remember that you haven\u2019t optimized anything yet!<\/p>\n<p class=\"p1\">Where\u2019s the future profit coming from?<\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><b>You\u2019ll have additional products. <\/b>More products means you can bundle them. You can increase your average order value.<\/li>\n<li class=\"li1\"><b>Economies of Scale. <\/b>Instead of ordering the MOQ, you can place bigger orders. Bigger orders mean bigger discounts.<\/li>\n<li class=\"li1\"><b>Paid Traffic Improvements. <\/b>Keep split testing your creatives. If you\u2019re running Google Shopping, you\u2019ll see which keywords are converting.<\/li>\n<li class=\"li1\"><b>Landing Page Improvements<\/b>. Your paid traffic strategies will be more efficient. Split test your landing pages. Get a professional to take better product shots. Redesign your <a class=\"thirstylink\" target=\"_blank\" title=\"Shopify\" href=\"https:\/\/charlesngo.com\/go\/shopify\/\" data-shortcode=\"true\" rel=\"noopener\">Shopify<\/a> store.<\/li>\n<\/ol>\n<p class=\"p2\">So what happens if you\u2019ve spent $500 and you have no sales? It\u2019s time to move on to the next campaign.<\/p>\n<p>You\u2019ll know a winner when you see it.<\/p>\n<p>Be careful of getting emotionally attached to your idea. I\u2019ve been there, done that. You\u2019ve put so much time into building your store. You still think it\u2019s a great idea. If people aren\u2019t buying, then you don\u2019t have a business. It\u2019s simple as that.<\/p>\n<p>Go back to the drawing boards and launch the next product.<\/p>\n<p>This is what separates the winners from the losers.<\/p>\n<p>\u201c<span class=\"s5\"><b>Success consists of going from failure to failure<\/b> without loss of enthusiasm.\u201d \u2013 Churchill<\/span><\/p>\n<h2 class=\"p3\"><span class=\"s2\">Speed is King<\/span><\/h2>\n<p class=\"p1\">I was watching an interview with Kobe Bryant. One thing that resonated with me is how he woke up at 4 am to practice.<\/p>\n<p>Most professionals practice twice a day. By getting up at 4 am to practice early, he was getting one additional practice in. How much does that add up after five years?<\/p>\n<p>A large part of success is getting <b>reps<\/b> in. If I want to improve at chess, I can go to chess.com and play dozens of games a day. There\u2019s no cost to me getting in reps other than time.<\/p>\n<p>Let\u2019s bring this back to any sort of online marketing. You have to get your reps in. It took me 14 tries until I got my first profitable affiliate marketing campaign way back in the day.<\/p>\n<p>That\u2019s the same mentality when it comes to eCommerce. Each product you test out is a rep.<\/p>\n<p>Learn how you can get more reps in with the limited amount of resources that you have.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>https:\/\/charlesngo.com\/product-validation\/<\/p>\n","protected":false},"author":0,"featured_media":908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/posts\/907"}],"collection":[{"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/comments?post=907"}],"version-history":[{"count":0,"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/posts\/907\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/media\/908"}],"wp:attachment":[{"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/media?parent=907"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/categories?post=907"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/salarydistribution.com\/affiliate-marketing\/wp-json\/wp\/v2\/tags?post=907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}