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1. B2C, B2B Growth & Product dude • Expertise: 0 to 1
2. Previously @spoil, @flatbook, @playigl 3. Currently @SociableLabs building world-
class Refer a Friend programs for leading E-Commerce brands
The Truth About Website Traffic
MTL + Ecommerce
by @eyaltoledano
2 Ways to Source Leads:
1. Tactics (spikes)2. Systems (drip)
Tonight:Walk out with a
system in your head
A girl walks into the bar and sits down next to you…
Your WebsiteVisitor
“Will you marry me?” - You
BUY NOW!SIGN UP!!!
FREE TRIAL!!!!!!
me me me me me me me me me me me me
You might be getting 1%-2%
to convert already!
but…
EVERY DAY
1% conversion aka
x,xxx visitors
That’s hard.
“We have a great offer! We just need to get it out there
and people will buy it!”
You Don’t HaveA Traffic Problem
Website traffic is a commodity.
Talented Marketers Look at Traffic The Same Way…
• Farmer => Fertilizer
• Trucker => Gasoline
• Clothing Manufacturer => Cotton
TONIGHT’S DINNER
???
???
???$0 to $9.99 CPC
Traffic itself is not a problem… but…
If everyone is paying the same $/click, how do you get an edge?
Real-time bidding platforms (i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing bidders
Real-time bidding platforms (i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing bidders
Real-time bidding platforms (i.e. Adwords, FB Ads)
Supply: Audience Size
Demand: # of other competing bidders
“Your margin is my opportunity.”
“He who can pay the most for a new customer, wins.”
Amazon’s system knows…
1. How to measure what traffic is worth
2. How to extract maximum immediate value from that traffic
You don’t “pay” for traffic.
Traffic “pays” you.
Building A System in 2 Minutes
STEP 0Product/Market Fit
STEP 1Make a different
initial offer using a lead magnet
From Buy Now
to 10 Free [Category] Tips
(in exchange for an email)
Report/Guide
Toolkit/Resource List
Software Download
Quiz/Survey
Blind/Sales Material
Cheat Sheet/Handout
Video Training
Discount/Free Shipping
Assessment/Test
Step 1 of Order Form
Types of Lead Magnets
Ultra Specific
One Big Thing
Immediate Gratification
Shifts the Relationship
High Perceived Value
High Actual Value
Rapid Consumption
WHAT MAKES A GOOD LEAD MAGNET?
Speaks to a Known Desired End Result
A small commitment (email) with A LOT OF VALUE
Building proprietary channels allows you to buy traffic instead of
renting it.
Step 2: The Tripwire
ON YOUR THANK YOU PAGE:
make a one-time, UNBELIEVABLY GOOD,
SELF-LIQUIDATING OFFER
One purpose:Turn your lead into a buyer, even if it’s $1
Your system sends you an inflow of people that have already bought from you
Example: Guitar eCommerce
Clicked Ad
Guitar Conversion (Avg. $200)
1%
$1,000
$1.50 CPC
$142-$166 CPA$1,200-1,400 Revenue
~1.4x return666 visits
6-7 conversions
System: Guitar eCommerce
Clicked Ad
Lead Magnet
40%
$1,000
$0.50 CPC
2,000 visits
800 emails
$9 Tripwire (Guitar Picks)
20%
160 buyers $960
10%
Guitar Conversion (Avg. $200)
16 buyers $3,200
System: Guitar eCommerce
Clicked Ad
Lead Magnet
40%
$1,000
$0.50 CPC
2,000 visits
800 emails
$9 Tripwire (Guitar Picks)
20%
160 buyers $960
10%
Guitar Conversion (Avg. $200)
16 buyers $3,200
$62.50 CPA$4,160 Revenue
4x+ Return
$1 in. $4 out.
(PUMP IT)
FRINGE BENEFITYOU ARE NOW ABLE TO
SPEND MORE TO ACQUIRE CUSTOMERS THAN YOUR
COMPETITORS CAN.
Marketing with magnets.Not sledgehammers.
Grow Your Ecommerce with a Referral Program
Sign up by March 31st, 2016. Your first 500 customers will be on us.
KEEPCALMAND
BUILD SYSTEMS
