Build a proven system that explodes your conversion rate in less than 30 days
Attention 6- and 7- figure business owners who want a tested growth system that churns out new customers like clockwork:
Most e-commerce entrepreneurs make one of three critical mistakes:
Mistake #1 — they only do marketing when they need it. It’s only when sales soften or inventory piles up that they think they need to start marketing.
Mistake #2 — they don’t grow their marketing systems along with their business. When they want to “do marketing” they try a Facebook campaign here, an article there. These marketing “Hail Mary’s” just don’t scale.
Mistake #3 — they know they need to do something so they try to do everything. They make a list of everything in marketing, from Facebook ads to influencer marketing to content to email to PR . . . and they try to do it all. At the same time.
The result of these mistakes is what I call Tactical Maneuver Hell. Too many things to do, none of them done all that well.
Let’s take customer acquisition. (I argue that there are only three ways to grow revenue. Increasing the number of customers is one of these three ways.)
When most retailers approach acquisition, they proceed to make one of the three mistakes.
- They may run a one-off Facebook ad campaign, hit a wall, and dismiss the channel as too expensive or hard.
- They may talk to a few influencers and get nowhere. Disappointed with the results, they stop.
- They may fire off a couple press releases, get a hit, make some revenue, and then fall back to a lower baseline.
- They try to do all this stuff, and do it all poorly. They get stressed that nothing is working. They don’t know where to turn next. (They then read some marketing blogs to make them feel better convincing themselves that “the answer is still out there.”)
Welcome to Tactical Maneuver Hell.
On a personal level, the entrepreneur is stressed out and doesn’t know what to focus on next.
On a company level, either none of the tactics get traction or if they do, there’s no system to scale them up.
Add in the idea that driving traffic is expensive, and it’s a no-win strategy.
Tactical Maneuver Hell sucks up time and energy. How do I know? I wallowed in it at my own retailer when growth plateaued for a year.
After a year of plowing money into every traffic idea imaginable, I became fed up. I sat back and thought about acquisition. I realized that there are only two components to new customer acquisition:
- Traffic and
- Conversion
You’ve got to drive traffic to your site. You have to convert that traffic into customers.
That’s it.
I realized that I had been going blindly after #1 while completely disregarding #2.
Increasing conversions from existing traffic (called conversion rate optimization, or CRO) also improves acquisition.
And increasing conversions is so much more appealing than driving traffic...
- First, it’s powerful. Increase your conversion rate 30%? You’ve increased your revenue 30%. And that 30% increase is par for the course if you haven’t done much CRO already.
- Second, it’s much cheaper than driving traffic. It usually involves tweaks to your own web presence as opposed to throwing money at ads.
Indeed, CRO is a true “small hinge that swings big doors.” Improving your conversion rate today will improve your traffic efforts tomorrow.
But there is a right way and a wrong way to improve your conversion rate.
The wrong way is by repeating the three mistakes I mention above. You do not want to engage in one-off AB tests or aim to try every CRO hack under the sun.
Doing so would send you right back to Tactical Maneuver Hell.
No, you want a focused CRO system. A tested way to stack the bricks in your favor. A way that increases your conversion rate systematically, using every marketing technique at your disposal.
My “Conversion Playbook”
At my own retailer, I developed the idea of a Conversion Playbook.
It represented my way of integrating all my marketing to improve conversion rates.
I integrated everything — on-site offers, off-site offers, email marketing, remarketing, and other techniques — to create a conversion mousetrap. This mousetrap gave me every possible chance to convert a non-buyer into a first-time buyer.
And once I integrated everything, I systematized it. I put the pieces in place to run, day or night, without my involvement.
It was marketing automation at its best.
Here’s a flow chart of that Conversion Playbook.
If you aren’t familiar with flow charts, I’ll walk you through it:
A flow chart laying out my Conversion Playbook approach
1.New potential buyers visit my site for the first time at the upper left. Here I push for an immediate conversion.
2.If the potential buyer does not buy, I try to get her into an email sequence and push for a conversion there.
3.If she does not opt-in, I try to get her to buy via on-site offers and sequences.
4.And if she doesn’t engage there, I leverage remarketing and custom landing pages. These make a last-ditch push to convert her into a buyer.
Boom. This systematic approach doubled the conversion rate at my retailer back in 2005. I have since used and refined it at over ten retailers:
- It increased the conversion rate 30% at Karmaloop.com
- It increased conversions 40% at Artstar.com
- It increased conversions at TRNK, Poler Stuff, Linksoul, and others.
Three months after implementing the Conversion Playbook at a $100m online retailer
The Conversion Playbook approach works because it negates the three mistakes I discussed above:
- It operates around the clock. It’s not a one-off attempt to juice revenue. Instead it improves your baseline and makes all your other marketing more effective.
- It is a system. Using several low-cost applications and templates, it automates and locks in your CRO improvements. Then, as you grow, you can focus on improving the system as a whole.
- It isn’t trying every tactic willy-nilly. It’s focused on the few tactics that move the needle when it comes to increasing conversions. Email marketing. Facebook remarketing. On-site offers. And a healthy dose of database marketing to tie it all together.
Introducing: The Conversion Playbook
A step-by-step method to increase your conversion rate
Over the past few years, I spent the time to turn my Conversion Playbook into an online course.
I wanted to create something that would allow you -- a small-but-growing ecommerce operator -- to dramatically ramp up your conversions in a short amount of time.
Access all modules through a Members Area
I've broken the Conversion Playbook course into four modules:
Module 1:
Database Marketing Principles
($200 value)
How to use discounting to improve conversions AND save margin. Learn the simple 3-step promotion that will maximize the profitability of any marketing campaign.
Discover the targeting approach that Amazon and Bonobos use to convert like crazy.
Module 2:
Email Conversion Systems
($500 value)
How should you leverage email to increase your conversion rate? I’ll share the exact tactics that work to explode conversion rates at negligible cost.
What works best for email? I detail the exact 5-part email sequence I have used to double conversion rates across 10+ companies. I'll give you the template for it too.
Turn cart abandons into cash! The perfect abandoned cart sequence that will increase your conversion rate 15-20%. Templates included, of course.
Module 3:
Interruptive Conversion Systems
($200 value)
Learn the most powerful personalization hack you can run on-site to ramp up conversions.
Only one hour to put it in place too.
Module 4:
Retargeting Conversion Systems
($400 value)
How to unlock the true power of Facebook ads. Sync your offers across all channels. Drive visitors back to your site screaming “take my money, now!”
I include some Facebook ads you can model for your own business.
You'll also get access to a ton of valuable bonuses:
Checklists, templates, and sequences ($1,000 value)
In each module, I include relevant implementation guides and templates. I show you how to implement all my marketing sequences -- how to target them and how to schedule them -- for maximum effectiveness.
Group Accountability ($200 value)
I also pair the course with a dedicated Facebook group for ongoing accountability, coaching, and Q&A.
Free updates for life
I add new material to the course all the time -- new case studies, new swipe files, etc. You'll get permanent access for life.
[Bonus Module]
A list building and initial welcome campaign playbook ($1,000 value - higher plans only)
Explode your email list with this hour-long course on list-building and email welcome sequences. Part of my original Powerhouse Campaigns course, this list-building bonus offers up video instructions along with checklists and templates to ensure you maximize your opt-ins.
[Bonus Case Study]
Tear-down: how Fab.com grew to 1m subscribers before launch ($200 value - higher plans only)
I'll include a case study I ran with Ryan Stuczynski -- the former Head of Growth at Fab.com and now at TheSkimm.com -- who grew Fab to over 1m email subscribers in year one. Learn how they did it.
[Bonus Module]
The complete Karmaloop email swipe file ($3,000 value - higher plans only)
It took me six months of data analysis, testing, and creatives to develop these sequences -- I'll pass them on here for you. Welcome sequence, Abandoned Cart sequences, Retention sequences, MVP sequences . . . they are all here, ready to be customized with your logo and uploaded to your email software.
I don't just say "use an email welcome sequence here." Instead, I say "here are the five emails that need to be in your sequence. Here is the timing for these emails. And here are the templates I just used at Karmaloop that doubled the conversion rates of new buyers. Customize them for your retailer, then import them into your email software."
As such, the Conversion Playbook represents a leveraged use of your time.
For every campaign, I've included the exact templates for you to model
- It's easy. Each video lesson is completely actionable and understandable even for novice retailers.
- It's state of the art. The systematic approach I present is something I only see 1% of all retailers using.
- It's fast. With the implementation templates, my goal is for you to be able to install the major pieces within a month. Want to focus on this full time? You could bang it out in a week. In 7 days, you would be experiencing a higher revenue baseline.
My goal for this course is for you to wake up in 30 days having increased your
conversion rates 30% or more.
And I want you to rest assured that you can then check off the CRO box. Do everything here,
and you don't have to worry about CRO for a long time.
Super Helpful
I thought the playbooks were super helpful. The best lessons were the ones that used well-known companies and tore down their different marketing plans and assets. Theoretical examples are great and all but its a whole different ball game when you get to see the actual campaigns and stats from real companies in real niches.
Highest recommendation
I was worried about having this be yet another info product that I don't use. But Drew's Conversion Playbook let us know where to invest our limited resources and where we would see an ROI. It allowed me to return to my strengths and grow the business. I give it my highest recommendation and full backing.
20% Lift
When I signed up I was worried about wasted time. Last thing I needed was more advice that I couldn’t carve out time to implement. But Drew’s action plans actually reduced the time required. As of now it is about 20% lift in conversions and revenue. We are working on the remainder of the Playbook, and hopefully can pass 40%.
I believe the Conversion Playbook represents the best possible way to approach growing your conversion rate. Especially considering the alternatives:
- You could hire a conversion rate consultant . . . for $8K/mo and up. CROmetrics is one of the best. But in my experience, even 8-figure retailers lack the traffic for true on-site conversion rate testing. The real gains are in stacking your marketing across channels.
- You could buy a bunch of information products. Some work, others don’t, and I have yet to find good ones devoted to e-commerce, developed by e-commerce veterans. Like this one.
- You could join a peer group. There are several amazing ones out there–I am in a few. But I’ve yet to find one that teaches what I teach. Indeed, I can count the top data-driven marketing experts on one hand, and that is the approach that grows businesses, IMHO.
- You could do nothing. I’m guessing you would not have read this far if “doing nothing” was working. And in online retail there are real, significant costs to inaction.
In short, the Conversion Playbook is a great option. It contains the knowledge, the feedback, and the instructions that together speed up your growth.
WHAT IF THIS DOESN'T WORK?
I believe in my Playbooks so much that I offer the following guarantee
to my clients:
- IF this course doesn't give you everything it promises...
- THEN I'll refund your money and give you my advice on what might work for you.
That's it -- no expiration. At the end of the day, I want happy customers.
If you aren't happy, I don't want your money.
Go back and read that again. This is a no-lose situation.
What kind of ROI can you expect? 10-20% lift is not uncommon almost as soon as you roll out my recommendations, then it should compound going forward. 30% is the goal.
Run a $1mn business? That equates to an extra $100K in a short amount of time. That $100K offsets the price of this course many times over.
3X lift in conversion rate
With the Conversion Playbook I know exactly where to focus. My email list is 2,000 subscribers, and I’m now converting them at almost 6% compared to my normal conversion rate of 2.5%. This is far and away much higher and more effective than any other marketing efforts I have going on.
Revenue up 50% Year over Year
With just one email using a marketing campaign template from Drew we gained 2,000 new email subscribers. It added a nice $6,000 of revenue and diversified our revenue sources for January. Gross revenue was almost up 50% from year before in January. Can't wait to fire off the next email he advises.
Here’s the rub: this course isn’t for everybody.
I can only make my guarantee by working with certain types of businesses.
- No startups struggling with initial traction. The Playbook approach relies on at least some traffic and, unfortunately, startups often don't have that (yet).
- No 100% Amazon businesses. The principles can be applied to a 100% Amazon business, but I intended them for direct-to-consumer e-commerce players.
- No closed-minded leadership. If you are convinced in your heart of hearts that improving checkout is your problem, then go ahead and find a UI expert to optimize that for you. My Playbook isn’t a robust audit-of-everything in conversion rate optimization . . . its goal is to identify and stack the few key things that are most likely to get you results.
Make sense? Then sign up below.
PS: My Playbook approach works. I’ve used it over 15 years of growing e-commerce businesses.
And remember: it’s no risk. If you haven't done any of this stuff, it will work. And if my recommendations don’t get you a positive ROI on your payment in a short amount of time I’ll give you your investment back.
Let’s take a risk-free stab at growing your revenue by 30% over the next few months:
Build the ultimate conversion system, step-by-step.
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THE CONVERSION PLAYBOOK
Basic Edition
$399
($3,000 value)
10 video lessons
Templates to speed execution (email templates, ad templates process documents)
Dedicated Facebook group for accountability and coaching
Money-back guarantee
Lifetime access (get ongoing updates)
THE CONVERSION PLAYBOOK
Advanced Edition - Save 25%
$449
($5,000 value)
Everything to the left (material) PLUS...
*Bonus* module on list building and initial welcome campaigns
*Bonus* case study tearing down how Fab grew to 1m subscribers in months
*Bonus* complete Karmaloop email swipe file
THE CONVERSION PLAYBOOK
Expert Edition
$1299
($7,000+ value)
Everything to the left (material) PLUS...
2 x personal 30min 1-on-1 implementation calls to guarantee you will get the results you are after
100% MONEY BACK GUARANTEE
My "Money-back Guarantee": if this course doesn't deliver, I'll refund your money and give you my thoughts on why it might not have worked.