🏆 SHOPIFY 1% WINS: Offer vs Landing Page. Which is more important?

Good morning, Shopify one percenters. Hope you're having a great day today. Welcome to another 1% win, and if this is your first 1% win, the goal of these is to provide short, super, super practical, tangible advice that you can implement. Today, ideally, because our goal is for you to find 1% wins that you can implement every day so that at the end of the year you can grow 3700%.

That's right. 37 x because if you improve something 1% a day for a year, you will have 37 X by the end of the year because 1% compounds. Okay, so what we're gonna talk about today is a huge blind spot for e-commerce brands. It's probably one of the biggest blind spots out there. There is so [00:01:00] much talk about landing pages, optimizing landing pages, what colors convert, what buttons convert, the layout, how you should have your hero image reviews, testimonials, social proof all of that.

And all of that is important, but the biggest blind spot is a lot of brands spend so much time optimizing their landing page, but their offer sucks. Okay. What do I mean by offer? An offer? Is the offer on the actual product how it's bundled, what comes with it, does it feel like a deal? So like the, actual offer of the product.

A lot of brands spend so much time on effort, optimizing A/B testing, everything about their landing page. But then the product just has a simple price, which is kind of what we're used to in e-commerce. You price your products and so it's 79.99 and that's the price of the product. And you just build this landing page with beautiful visuals and a lot of testimonials and UGC and everything [00:02:00] else that you should do perfectly right, but you have a horrible offer.

And so, you know, a killer offer can actually make a mediocre page convert. A killer landing page has a hard time making a poor offer convert. So, let's break this down a little bit you know, before someone buys something from you, before you can sell, shoppers need to care about what you're actually selling.

A high converting landing page needs to be built around an irresistible offer, but what makes a great offer now. There are some brands doing this really, really well, and i'll list a few examples in the show notes. I mean, there's some that come to my head right now.

Athletic Greens, I think does a good job of this. There's, a number of breeze drinks does a really good job of this. My mind's drawing a little bit of a blank on a list of a whole bunch of examples, but there's many out there and I'll, and I'll list them. But here's what's important.

What makes a great offer. It's not about the price, it's about the value [00:03:00] stack of what you get. So are there bonus gifts? Are there bundles? Is there bulk offers? Is there faster shipping, fast delivery? Is there some kind of. Scarcity or urgency, that reason they need to buy? Is there some special guarantee or something to remove all risk?

Try it free for 60 days. Is there a limited time discount or a limited time offer of some sort? Payment flexibility. So the list can go on. But the point is, it's not just a price on a product. It's, you know, you see these all the time. You see a product and then it's a buy more, spend more.

Buy two, get one 50% off. Buy three, get the free shaker bottle. Get the package that comes with the full sweet. So I'm not just buying the greens, I'm getting the protein, the collagen, everything else. Get the full bundle, get. What is the offer so that is really what makes a great high converting experience for customer is when you have a really valuable offer.

So [00:04:00] some of those are the things are what make up a good offer. Now, I don't know exactly what's right for your product, but you know, I would challenge you to look at it right now and say like, okay, what is my offer? And if you just have a price on it, you don't actually have an offer. You just have a price.

Now offers make a huge impact. I wanted to share a few stats. Around the impact of an offer. Having a bundle price on a product or a bundle offer, I should say, can increase conversion by up to 40%. So just having the option to buy one for X, buy two, buy five, whatever. Is up to 40% products that have some sense of urgency on it, like three left sale ends today.

Some aspect of urgency. CXL did a report and they saw that products with urgency saw 332% higher conversion than products that don't have it. Another report was done by MEC Labs and they found that offers. Are [00:05:00] 60% responsible for the, for the conversion rate while landing pages. The UX design is only responsible for about 20%.

60% of the reason people decide to purchase is because of the offer. And yes, you need a good landing page. 'cause if it is horrible, they will bounce and they'll leave. I'm not saying to have just a horrible landing page, but if you looked at the importance of where you would spend your time, you should spend more time crafting, testing, and optimizing your offer.

Than crafting testing and optimizing your landing page. Like, just make sure you have a good landing page, that you check the boxes. It has social proof it has customer reviews. Not necessarily like these five star reviews, but like reviews in the sense of videos from customers and customer testimonials like that.

That's really becoming more of the way customers wanna consume reviews. They don't wanna read five star reviews. They wanna see customers talking about it, but you know, make sure you check and you can. [00:06:00] Google it. I dunno if I've done an episode on this or not. If not, maybe I will. But the building blocks of a great landing page is kind of a checklist of things that you need to have and, and questions you need to answer on a landing page.

So make sure you have that. But what I'm saying is don't spend days upon days optimizing and testing the landing page. Like, just make sure it's good. Spend your time. Your days upon days testing and optimizing your offer. Okay? That's where you'll see the biggest bang for the buck is the offer. Now, a couple more quick things I wanna say is your offer is not your price.

And so people don't buy because something is cheap. They buy because they think they're getting a good deal. Now there's a big difference here is something can be $79. And the shopper might feel they're getting a good deal because of all of the bonus products and offers packaged with it because of everything else that comes with it, because it [00:07:00] comes with some kind of a membership.

And by the same token, someone might buy something for $19 and it might feel expensive. If you don't have any of the, uh, bundled offers or items in your offer, they just look at the product and you know, their head just kind of goes to like, oh, that probably cost a dollar to make in China, or something like that.

Right? Like, you start to get very granular with how you are evaluating the product, right? Versus when it comes. A bundled offer with a lot of different things. And so it's not that you need to be cheap. When I say a great offer, I am not saying you need to discount, but you need to be perceived as, a good deal.

Okay? And so, like if you're packaging things with it, show the price. Like this comes with a 29 99 shaker, a t-shirt that's this much. It comes with a six month. Coaching, online coaching course valued at $399. It comes with access, VIP pricing access to [00:08:00] our, our video library. A, a total of a $1,200 value that you're getting for $79.

You know, and maybe that's actually too big of a deal that it might, customers might not buy because they feel like something is sketchier. So, I actually don't know what a good ratio is. Uh, I could tell you, I could tell you though, like if you have a $3,000 of value for $79, it does seem like you are making up the value.

I would guess anywhere in the three to four times range feels okay. So like, if you're selling a product for $99 and if there is you know, $300 of value, I feel like that is. Not gonna scare people away. If there's $2,000 of value, that is probably gonna scare people away. So , this is something you wanna test, right?

So you know how we're talking about your testing landing pages. Well, this is what you wanna do is test your offers. And you might actually find that packaging too much in your offer actually decreases conversion because it feels too good. Like [00:09:00] there's kind of a sweet spot there. But the point of this one was that.

Your offer is not your price. The offer is something that feels like value to, to the merchant. Okay. And so, I guess I'll leave with a few actionable steps here. Uh, I would, what I would do after listening to this is I would look at my top three selling products and I would look at them and ask the question in my head, do they actually have an offer or just a price?

Uh, just a simple add to cart button with a price, or do they have a compelling offer? So go in, you maybe you know, your top three selling products, or just go in your Shopify reports and go and look up. Product reports, bestselling, find your top three and make sure at least those three, I mean, if you've only got a couple SKU's, this isn't an issue.

If you've got thousands of products, obviously it's tough. But every store always has flagship products. So pick your top three and analyze them. If they have an offer, if they don't think about what you can do to create [00:10:00] an offer, what can you bundle with them? What can you offer? What guarantees can you give?

Can you give any kind of a warranty, a lifetime warranty? Uh, you know, we had a brand that does a lifetime warranty on a archery target. And you would think, well that makes no sense 'cause archery targets just wear out. But, there's always a percentage of people that, will only ever redeem a lifetime warranty.

It's like sunglasses we're starting to see more and more sunglass companies that have a lifetime replacement. So you buy sunglasses for 29.99. And they will replace them for the rest of your life. Now, here's what those sellers know is those sunglasses only cost a couple bucks. Let's say they cost five bucks.

I could mark those up to $10 and make a hundred, well, 50% margin, a hundred percent markup. And that's decent. I might wanna mark 'em up a bit more, but that would be decent. Or I could mark them up to $29 and I could make, what is that 600% margin? [00:11:00] And, uh, sorry, 600% markup. I could mark 'em up to that and offer a lifetime warranty, and I might know that only 20% of people will ever actually take advantage of the lifetime replacement.

And so then I'm ahead. Right. And so this is something you wanna test, so it sounds crazy. But what if I told you you could charge double for your product if you offer a lifetime warranty and only 10% of people will redeem that lifetime warranty? Probably a smart idea to test. Another thing you could do is capture the replacement costs so you can have a lifetime warranty and you just charge.

Let's use the example of the sunglasses. Okay. It's a lifetime replacement. Just pay 6.99 for shipping. Now, you know, you can ship it for a buck 50. The sunglasses cost you $5, and so you're off. You're selling a $29 pair of sunglasses with a [00:12:00] lifetime replacement. Just cover shipping 6.99, which now you're actually making 50 cents for to cover a bit of your time.

But it feels like a pretty good deal because they were originally $29. So what would you rather do? Sell them as $10 and make a decent profit and sell a fair amount, or sell 'em as $29. Make a better profit. And, you know, you just have to do the math on these things. So it may, it might not work. It might, might, uh, lifetime warranty might be a horrible idea.

But test it. So this is all things you wanna test. Okay? So you're looking at your top three products. You're thinking if they have an offer and what can be an offer. Think about test value stacking. I think every good offer has some component of value stacking, which is buy X amount, buy two, get one free.

Buy something, buy two of these, get this product, get a bundle. Some value. Like I can't actually even think of an offer, a good offer that doesn't have some kind of value stacking. It's probably okay if you just have like an urgency component [00:13:00] and a lifetime warranty, but stacking value, I think is a critical component to it.

Like if you can check those three boxes, urgency, some type of warranty or protection plan or some type of guarantee. And a value stack, you've got a very compelling offer. So that's a great way to approach it, I would say, is what about this offer's urgency.

What about this is a guarantee to make the customer feel safe and like it's a no-brainer. And what about this offer is stacking value? If you have an answer for those three, I would say you've got a, a great offer. If you want some tools to do this, uh, I don't design these episodes to be promotional at all, but we do have a bundles app at Bold.

I would be happy to give it to any of our listeners, get this. Free for six months to try this. You know, it's not even an expensive app. I'm not necessarily worried about making the money on it. If it's helpful shoot me an email JA [00:14:00] y@shopify1percent.com. And that's the number 1 and percent PER spelled out shopify1percent.com.

Just let me know if you wanna try it, and I'll send you a link and you're welcome to try it. Our Bundles app works really well for these offers, and so does our upsell app. Our upsell app lets you buy something, you get offered another product. I'll offer you the same thing for our upsell app , if you wanna use it.

So that just lets you do, like, say you're buying the protein and then as soon as you click to buy it, it offers you something else. And it's kind of just another way at creating an offer. So feel free to check either of those out. Happy to hook any of my listeners up with either of those app if it's helpful.

Okay. That's it. I could go on definitely about this, but bottom line is, you don't need better headlines. You need a better reason to buy. And if you can remember that today you know, a great headline in the middle of the desert with no offer doesn't convert. So you need a reason to buy and [00:15:00] go out.

Look at your top three products, make sure they have a compelling. Offer that checks those three boxes, some type of urgency, some type of guarantee, and some type of value stack, and I guarantee your conversion will increase. That's your 1% win for today. Thank you so much for listening. Please if you are enjoying these or getting anything out of them, could you do me personally a favor?

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