Your Business IS valuable, here’s what you need to know, Episode 236

Your Business IS valuable, here’s what you need to know, Episode 236

by | Oct 8, 2024 | GROWTH, Podcast

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

Your Business Is Worth More Than You Think

I’m excited to share an inspiring story from Carrie Kerpen— who built a successful social media agency, The Whisper Group, and eventually sold it for a great profit. If you’ve ever dreamed of building a business that’s not only successful but also sellable, you’re in the right place. Carrie’s journey is full of lessons that any entrepreneur can apply. 

From a Wedding Stunt to Social Media Success: Carrie’s Unlikely Start

Carrie’s story is anything but typical. She and her husband, Dave, didn’t set out to build a social media empire. It all started with a sponsored wedding. Yep, you read that right—a wedding funded entirely by sponsors. The stunt was a massive hit and got them a ton of publicity, leading them to realize they had a knack for marketing.

They channeled that creativity into their first business, which eventually evolved into The Whisper Group. As Carrie puts it, “Sometimes, the best opportunities come when you least expect them.” They didn’t plan on becoming social media marketers, but by leaning into what worked, they found their niche.

Built to Sell: How Carrie Prepared Her Business for the Perfect Exit

Carrie didn’t just build a business; she built one that was designed to sell. She was inspired by the book Built to Sell by John Warrillow, which emphasizes creating a business model that isn’t dependent on the owner. Carrie took this to heart and started building processes and systems that would make her agency run smoothly without her constant involvement.

 

“Think of your business as a sellable asset from day one—building with an exit in mind makes it healthier and more profitable.”

 

She set up her business with profitability and scalability in mind. Carrie made sure her income streams were diverse and built a strong team, which made the business attractive to potential buyers.

Valuation 101: Understanding What Your Business Is Really Worth

One of the most important things Carrie did was understand her business’s valuation. She focused on EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) to get a clear picture of her agency’s worth. This allowed her to set realistic goals and make decisions that increased her company’s value over time.

“Knowing your numbers is crucial,” Carrie advises. “The more profitable and efficient your business is, the higher the multiple you can negotiate when you decide to sell.” By focusing on profitability and streamlining her operations, she positioned her business for a higher valuation when she was ready to exit.

Exit Ready: Carrie’s Tips for a Stress-Free Business Sale

Carrie didn’t just stumble upon a buyer; she prepared her business to be exit-ready long before she decided to sell. She made sure her income stream was reliable, implemented standard operating procedures (SOPs), and diversified her client base to minimize risk.

 

“If you want to sell your business someday, you need to start thinking about that now—even if it’s years away.”

 

By building her business with an exit strategy in mind, she ensured that when the right opportunity came along, she was ready.

3 Things You Can Do NOW That Will Make Your Business Easier to Sell

If you want to build a business that’s not just profitable but also sellable, it’s essential to focus on these three factors. These steps will not only increase the value of your business but also make it more appealing to potential buyers:

  1. Make it Transferable
    Buyers need to feel confident that they can take over and run your business successfully without you being there. This means documenting your processes and creating SOPs (Standard Operating Procedures) that clearly outline how every part of your business operates. When your business is set up to function smoothly without you, it becomes a valuable, transferable asset.
  2. Make it Profitable
    Profitability is a major selling point. Ensure that your business is generating consistent profits, and aim to maximize those profits by understanding your unit economics—know how much profit you make from every dollar you sell. A profitable business signals stability and growth potential to buyers, making it a more attractive investment.
  3. Show Consistent Growth
    Buyers want to see a track record of steady, predictable growth. It shows that the business isn’t just a one-hit wonder but has long-term potential. Focus on building a reliable growth plan and track your progress over time. Demonstrating consistent sales and customer acquisition growth will make your business more appealing and valuable.

By focusing on these three areas, you set your business up for a smoother, more profitable exit when you’re ready to sell.

Roar Like a Boss: How Carrie Mastered Negotiation as a Female Founder

Carrie is all about the “roar factor”—her term for approaching negotiations with confidence. As a female founder in a male-dominated industry, she had to fight to be heard and taken seriously. “You need to know your worth and be prepared to stand your ground,” she explains.

For Carrie, this meant being clear on her non-negotiables and not settling for less than what she knew her business was worth. Her advice for female entrepreneurs?

 

“Prepare, know your value, and walk into every room knowing you deserve to be there.”

 

 

Empowering Women to Build and Sell Successful Businesses

After selling her agency, Carrie launched The Whisper Group to help other women-owned businesses become exit-ready. She connects female founders with mentors who’ve been through the process themselves, offering guidance tailored to each industry. Her mission is to empower more women to build businesses that not only succeed but are also positioned to sell when the time is right.

 

“Women business owners are capturing less than 1% of the money spent on acquiring businesses today—it’s tragic, but it doesn’t have to stay that way.”

 

Carrie wants more women to have the tools they need to start and sell businesses, so that they can create options and build something that lasts.

Want to Build a Business That Lasts? Start Planning Today

Carrie’s journey is packed with lessons for entrepreneurs. Whether you’re just starting out or already running a business, the key is to build with an exit in mind, know your numbers, and prepare for negotiations. It’s about having a vision for the future and making decisions today that will pay off down the line.

If you’re inspired by Carrie’s story, think about what you can start implementing now to set your business up for long-term success.

 

RELATED LINKS:

Carrie’s website:https://www.carriekerpen.com/

Take the quiz:https://thewhispergroup.outgrow.us/thewhispergroup-3

Built to Sell book by John Warrillow

https://builttosell.com/the-books/

Episode 201: Make your business run without you. Here’s how.

https://thesocialsalesgirls.com/201-make-your-business-run-without-you-heres-how/

Episode 189: Make your business more valuable. You might not know these 5 money makers

https://thesocialsalesgirls.com/189-make-your-business-more-valuable-you-might-not-know-these-5-money-makers/

Episode 214: The Real Source of Stress For 6 And 7-Figure Store Owners

https://thesocialsalesgirls.com/214-the-real-source-of-stress-for-6-and-7-figure-store-owners/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

How To Get Affordable, Quality Traffic, Episode 235

How To Get Affordable, Quality Traffic, Episode 235

by | Oct 2, 2024 | Podcast, TRAFFIC

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

How to Master Meta Ads and Drive High-Quality Traffic to Your Store

If there’s one area of our business that can make us feel like we don’t have control. It’s got to be Meta ads (formerly Facebook ads). That’s why I’m so excited to share this post with you today; if you’ve ever felt overwhelmed by ads, don’t worry— it doesn’t have to be so complicated.  I brought Cathy, our Traffic Coach from the Inner Circle, onto the podcast to break it all down and talk about how to get great results from Meta ads without losing your mind.

So, let’s dive into how you can master Meta ads and start driving affordable, high-quality traffic to your store.

What’s Traffic Bootcamp? Your Guide to Driving Affordable Traffic

First things first, let’s talk about Traffic Bootcamp. Cathy designed this course to help you get the traffic you need—without spending a fortune. Traffic Bootcamp is all about testing Meta ads in a structured way, so you can learn what works for your business.

The best part? It’s built for any stage of business. Whether you’re just starting out or trying to scale to the next level, Traffic Bootcamp will help you figure out how to send more traffic to your store, affordably.

 

“It’s not just about getting traffic. Anyone can get traffic. The trick is getting the right traffic—the kind of visitors that actually engage with your site and buy your products.”

 

You can send all the traffic you want to your site, but if it’s not the right traffic, it won’t convert into sales. That’s why Traffic Bootcamp doesn’t just focus on getting people to your site—it’s about getting the right people there. Cheap traffic can feel good at first, but if it’s not bringing in conversions, it’s just a waste of money.

Cathy really dives deep in this training, helping you figure out how to drive traffic that’s both affordable and high-quality. It’s not just about throwing ads up and hoping they work—there’s a strategy behind it.

Decode Your Ad Results: The 3 Key Metrics to Track

Okay, let’s get into the numbers. I know, I know—this part might sound boring, but trust me, it’s so important. There are three key metrics you need to track to make sure your Meta ads are doing what they’re supposed to:

  1. CPM (Cost per Thousand Impressions): This tells you how much it costs to show your ad to 1,000 people. This number is mostly influenced by your audience—some audiences are just more expensive to target.
  2. CPC (Cost per Click): This is the cost every time someone clicks on your ad. It’s influenced by your audience and your content. You want to keep this number as low as possible.
  3. CTR (Click-Through Rate): This is the percentage of people who see your ad and actually click through to your site. A click-through rate of 1-2% is normal—so don’t panic if your CTR seems low!

Once you understand these metrics, you can tweak your ads to improve performance and make sure you’re spending your ad dollars wisely.

 

“The numbers tell you the story. If your CPC is high or your CTR is low, those are the signals that something’s off. Once you understand what these metrics mean, you can start making smart decisions.”

 

 

Nailing Your Audience: How to Find and Target the Right People

The biggest thing we focus on in Traffic Bootcamp is finding the right audience. You’ll be testing different audiences—cold interest groups, lookalike audiences, and others—to figure out which one gives you the best results.

And let’s be real—finding the right audience is where the magic happens. When you target the right people, you’ll see higher engagement, more clicks, and better quality traffic coming to your store. It takes some testing, but once you figure out your ideal audience, you’ll be in a much better place.

Static or Video? Testing the Best Ad Format for Your Audience

Another key part of Traffic Bootcamp is testing different types of content—static images vs. video. Both have their pros and cons, and what works best will depend on your audience. Some people respond better to quick, engaging videos, while others might prefer a static image with a clear call-to-action.

By testing both formats, you can figure out what drives the most engagement and best fits your brand’s message. And once you know what works, you can stick with it.

Beyond the Click: What Happens After They Land on Your Site?

Getting someone to click on your ad is great, but what happens after they land on your site? That’s where Google Analytics (GA4) comes in. Meta ads will tell you what’s happening on Meta, but GA4 shows you what people do once they get to your site.

In Traffic Bootcamp, Cathy teaches you how to set up custom reports in GA4 to track key metrics like time spent on site and events (like scrolling, clicking on product images, or adding items to cart). This helps you figure out if the traffic you’re paying for is engaging with your products and if they’re potential buyers.

Refine, Don’t Redesign: How Small Tweaks Can Improve Your Ads

One of the biggest mistakes people make with Meta ads is assuming that if something doesn’t work right away, they need to start over. Wrong! What you really need to do is make small tweaks and see what changes. Traffic Bootcamp is all about testing one thing at a time, whether it’s your audience or your content, so you know exactly what’s working (and what’s not).

This way, you can build on your results over time instead of feeling like you’re starting from scratch every time something goes wrong. It’s about refinement—not constant reinvention.

 

“You don’t need to scrap everything if an ad doesn’t work right away. Make one small tweak—whether it’s your audience or your content—then test it again. It’s all about refining what’s already there.”

 

How Much Should You Spend on Meta Ads? Here’s a Simple Guide

Now for the million-dollar question: how much should you spend on Meta ads? In Traffic Bootcamp, Cathy recommends a budget of $45 for your first test. You’ll run ads for five days at $3 per day for each test group.

By the end of the bootcamp, you’ll know exactly how much you need to spend to hit your traffic goals, based on real numbers—no more guessing. Plus, Cathy provides a handy calculator to help you figure out how much ad spend you’ll need to increase traffic and scale your business.

Evergreen Ads: Set Them Up Once and Let Them Work for You

Here’s a little secret: once you find an ad that works, you can let it run for months (sometimes even years) without changing it! Cathy’s been running the same traffic ad for two years, and it’s still bringing in great results. That’s the beauty of creating evergreen content—it works for the long haul, and you don’t have to constantly create new ads.

Of course, this doesn’t work for every business, especially if your products are seasonal, but if you can create evergreen ads, it’s a huge time-saver.

Ready to Drive High-Quality Traffic? Here’s How to Get Started

If you’re ready to take control of your Meta ads and start driving traffic that actually converts, I highly recommend jumping into Traffic Bootcamp. And don’t forget to grab that free ad spend calculator to help you set realistic traffic goals and make sure you’re getting the best bang for your buck!

Check out the Inner Circle for access to all the tools you need to make your ads work smarter, not harder.

 

RELATED LINKS:

Traffic Bootcamp
https://classroom.thesocialsalesgirls.com/offers/9X52gpCy/checkout

Join The Inner Circle
https://classroom.thesocialsalesgirls.com/inner-circle-membership

Here’s How To Find Your Future Buyers
https://thesocialsalesgirls.com/heres-how-to-find-your-future-buyers-episode-206/

Build A Massive Audience With A Brand Video
https://thesocialsalesgirls.com/build-a-massive-audience-with-a-brand-video-episode-162/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

Two Things You Must Remember, Episode 234

by | Sep 25, 2024 | CONVERSION, Podcast

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

Two Crucial Things You Need to Know About Growing Your Sales

Today, I want to share two things about growing your sales that are absolutely essential to remember. They’re simple but game-changing if you truly understand and apply them. Plus, I’ve got a little gift for you, so be sure and read to the end.

You Already Have a Saleable Product—Here’s What to Do Next

First things first, let’s talk about proof of concept. If you’ve had even one person (who isn’t your mom, sister, or best friend) pay you for your product, guess what? You have a saleable product. That means someone out there, probably a stranger, saw what you were offering and said, “Yes, I’ll buy that!” That’s proof of concept right there.

So many business owners second-guess themselves once sales slow down.

 

You start thinking, “Maybe it’s my product. Maybe the price is wrong. Maybe people just don’t want it.” Stop. If you’ve already made sales, you know people want your product. Now it’s about getting it in front of more of the right people.

 

Here’s what I want you to remember: You have a saleable product if you can get it in front of the right people. Write it down. Stick it on your computer. Don’t let those voices in your head tell you otherwise.

Stop Blaming Your Website: Why Finding Your Audience Matters More

I hear this a lot: “It must be my website. If I just had a fancier site or better photos, the sales would roll in.” Listen, I’m not saying your website doesn’t matter. But here’s the truth: it’s probably not the reason your sales aren’t where you want them to be.

Some of the ugliest websites I’ve ever seen make millions of dollars in sales. Why? Because they get their products in front of the right audience. Think about a craft fair. You’ve probably seen booths with terrible displays, but they’re still selling because they’re in the right place with the right customers.

Here’s what’s really happening:

 

We tend to default to the work we enjoy the most—like tweaking our website or obsessing over photos. But that’s not the work that will move the needle in your business. The real work, the hard work, is marketing. It’s getting your product in front of new eyeballs and building an audience that actually wants what you’re selling.

 

Do the Math: The Simple Formula That Drives Sales

Now, let’s talk about the sales formula. It’s not rocket science, but it’s something a lot of us forget to actually apply. Here it is:

Traffic x Conversion Rate x Average Order Value = Sales

Pretty simple, right? But here’s the kicker: most of us don’t do the math. We set big sales goals without figuring out how much traffic or how many conversions we need to make that goal happen.

For example, if you did $3,000 in sales last Black Friday and this year you’re aiming for $5,000, you need to ask yourself: How much traffic will I need to hit that goal? Let’s say your conversion rate is 1% and your average order value is $50. To hit $5,000 in sales, you’ll need 10,000 sessions on your website during Black Friday weekend.

That’s why it’s so important to sit down and do the math before you set your sales goal. Otherwise, you’re setting yourself up for frustration, even if you’re working super hard.

Set Yourself Up for Success: How to Create Achievable Sales Goals

Here’s where most of us slip up. We set sales goals based on feelings rather than math. It’s easy to say, “I want to do $5,000 this Black Friday!” But if you’re not taking the time to figure out how much traffic and conversions you need, you’re shooting in the dark.

This is where things can get tricky because setting a realistic goal requires planning and focus. You have to actively work on boosting traffic, improving your conversion rate, or increasing your average order value if you want to see growth.

The good news is, once you know how much traffic you need, you can create a plan to drive those visitors to your site. Maybe it’s running ads, sending out more emails, or working on your SEO. Whatever it is, you can’t just hope for more traffic—you need to plan for it.

Want to Hit Your Sales Goals? Here’s a Free Tool to Help You

Alright, I’ve got something that’s going to make this whole process a lot easier: a free calculator to help you set your sales goals. You just plug in your goal, your conversion rate, and your average order value, and it’ll spit out exactly how much traffic you need.

This tool is super helpful whether you’re setting monthly sales goals, preparing for Black Friday, or launching a new product. It takes the guesswork out of the process and helps you plan based on real numbers.

You can grab the calculator by signing up here:

SIGN UP HERE

Take Control of Your Sales Today with These Simple Strategies

So, let’s recap:

  1. You already have a saleable product—your job is to get it in front of more people.
  2. Stop blaming your website and start focusing on finding the right audience.
  3. Do the math. Traffic, conversion rate, and average order value drive your sales.
  4. Use the calculator to set realistic goals and create a plan to reach them.

It’s all about being intentional with your time and effort. Stop wasting energy on things that won’t move the needle, and start focusing on the strategies that will.

Ready to take control of your sales? Grab the free calculator to help set your goals and make sure you’re on track. And if you want to dive even deeper, check out the free workshop I’ve linked below. It’ll help you get clear on what’s really going to move the needle in your business.

 

RELATED POSTS:

The Powerful lWork That Will Get You To Your Goals
https://thesocialsalesgirls.com/the-powerful-work-that-will-get-you-to-your-goals-episode-159/

The Thing Everyone Forgets About Converion
https://thesocialsalesgirls.com/the-thing-everyone-forgets-about-conversion-episode-212/

How To Create Profit Goals
https://thesocialsalesgirls.com/how-to-create-profit-goals-episode-209/

The Forumula For Sales Every Day
https://thesocialsalesgirls.com/the-formula-for-sales-everyday-episode-231/

Proof Of Concept Event At Sock Doggo
https://thesocialsalesgirls.com/proof-of-concept-event-sock-doggo/

 

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

This Will Get You Unstuck, Episode 233

This Will Get You Unstuck, Episode 233

by | Sep 17, 2024 | GROWTH, Podcast

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

Feeling Stuck? Here’s What’s Really Holding You Back

A few weeks ago, I was chatting with Lisa Hood, a member of my mastermind group and an amazing maker with a booming business. We were talking about her goals for 2024, and something she said really stuck with me. It was such a good example of why so many of us stay stuck in our businesses, and I wanted to share it with you because it’s something we can all relate to.

Lisa’s story highlights something we all do:

 

We default to the work we enjoy or that gives us quick wins, but we don’t always focus on the work that will lead to the big changes we really want. So, let’s break it down and see how prioritizing your time and energy can truly unlock your business potential.

 

 

The Quick Win Illusion: Why Chasing Success Keeps You Stuck

Lisa, like many of us, loves the creative side of her business. She’s a maker who thrives on formulating new products and launching them to her loyal audience. And why wouldn’t she? Every time she releases something new, her customers snap it up. That kind of instant validation feels great, right? You create something, put it out there, and boom—sales come in.

But here’s the thing. While these launches bring in sales and feel good, they were actually keeping Lisa stuck. We all tend to default to the work we enjoy the most, and in Lisa’s case, that meant constantly coming up with new products. But launching new products over and over again wasn’t moving her business forward in the way she wanted. And honestly, this is something a lot of us do. It’s easy to stick with what feels good, but it doesn’t always align with the big picture.

When Saying No Means Saying Yes to Growth

During our conversation, Lisa made a game-changing decision. She decided to limit herself to just one new product release for the rest of the year. Yep, just one. Now, this was a big deal because Lisa could easily have launched multiple products—she had the ideas, the audience, and the confidence that they would sell. But she made a conscious choice to scale back, and the reason behind it was eye-opening.

Lisa told me, “I realized what happens in the fourth quarter of my business is a lot more important than what happens in August.” And she’s absolutely right. The time and energy we spend on any given project is not unlimited, and when we focus on something small (like a single product launch), it takes away from the bigger projects that could create massive growth down the road. By saying “no” to a bunch of launches, Lisa was freeing up time to focus on the long-term goals that really mattered for her business.

Most of us underestimate the time and energy our projects will require. Launching a new product sounds simple, but think about everything that goes into it: messaging, pricing, listing, production, marketing… it’s a lot! And when you’re busy juggling all of that, it leaves little room for the big-picture projects that could take your business to the next level.

Lisa recognized that launching new products, while fun and profitable in the short term, wasn’t going to get her where she wanted to be long-term. 

Stop Managing and Start Leading Your Business

Lisa is working toward something a lot of us aspire to—becoming the leader of her business instead of being stuck in the day-to-day grind. She’s at a point where she doesn’t want to be the one making all the products, managing every sale, and handling every detail. She wants to scale, maximize profit, and have more time and flexibility.

For Lisa, that means stepping back from the constant cycle of product launches and focusing on acquiring new customers and streamlining her business. She’s making the hard decisions now, and it’s going to pay off in the long run.

 

This applies to you too. If you’re always chasing the next quick win, you’ll never have the time or energy to focus on what will really move your business forward.

 

 

What’s the One Thing That Could Change Everything?

Here’s where I want you to stop and reflect. Ask yourself: If I woke up one year from today and one thing had changed in my business, what would that be? What’s the one thing that, if it happened, would make the biggest impact on your business?

Now, once you’ve identified that, think about what it will take to make that happen. What are the projects or changes that you need to prioritize? And here’s the tough part—where are you spending time on things that feel productive but aren’t really moving the needle?

Time to Leap: Don’t Sabotage Your Own Growth

The biggest takeaway from Lisa’s story is that growth doesn’t come from staying comfortable. It comes from doing the hard work, the work you might be avoiding because it’s unfamiliar or it feels overwhelming. But here’s the good news: you don’t have to do it all at once.

Start by blocking off time in your calendar for those big projects. Create space for the work that will move your business forward. Don’t try to add one more thing to an already full plate. Instead, consciously choose what matters most and say no to the rest.

If you’re an Inner Circle member and feeling stuck or unsure of where to start, book a one-on-one call with one of our coaches. They’ll help you drill down on your goals and break them into actionable steps. It’s time to stop defaulting to what’s comfortable and start focusing on what will really make a difference in your business.

So, what’s the one thing you’ll change in the next year? Go for a walk, think about it, and make a plan. Your future self will thank you for it.

 

RELATED LINKS:

The Fear That Will Keep You Stuck

https://thesocialsalesgirls.com/the-fear-that-will-keep-you-stuck-episode-100/

Stop Avoiding This And Get Control Of You Sales

https://thesocialsalesgirls.com/stop-avoiding-this-and-get-control-of-your-sales-episode-229/

Ditch Your Decision Fatigue

https://thesocialsalesgirls.com/ditch-your-decision-fatigue-im-giving-you-my-framework-its-brilliant-episode-186/

6 Steps You Should Take To Get Results Faster

https://thesocialsalesgirls.com/6-steps-you-should-take-to-get-the-results-you-want-faster-episode-184/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

4 Steps To High-Converting Product Pages, Episode 232

4 Steps To High-Converting Product Pages, Episode 232

by | Sep 10, 2024 | CONVERSION, Podcast

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

Create High-Converting Product Pages: Expert Tips from Kate Tilbury

If you’re struggling to convert your site visitors into paying customers, then keep reading. Our brilliant Conversion Specialist, Kate Tilbury, has a knack for understanding what makes people click “buy” on a product page, and she’s sharing her expertise with us. Kate’s going to break down exactly how to create product pages that get visitors adding to cart. 

From Big Brands to Small Businesses: Kate’s Journey to Conversion Mastery

Originally from Canada, Kate now lives in the UK and has been working in e-commerce for over 20 years. She’s worked with some big-name brands and honed her skills in conversion optimization, but she didn’t stop there. In 2020, she decided to take the plunge and launch her own brand, Rowdy Kind, a line of sustainable bath products for kids. Kate grew Rowdy Kind to a six-figure business in just three years before selling it in 2023.

What’s even more amazing is that while she was building her own brand, she was also an active member of our Inner Circle community. She saw a gap in the training we were offering and decided to step up and help fill it. 

 

“Many e-commerce businesses spend a lot of time learning how to drive traffic through social media, ads, and email marketing, but they don’t spend nearly enough time optimizing what happens after someone lands on their site.” 

 

Sound familiar? It’s something I see all the time too.

You can have the best marketing strategy in the world, but if your product pages aren’t up to scratch, you’re leaving money on the table. That’s why Kate decided to create a new training module for our Inner Circle members focused entirely on optimizing product pages.

First Impressions Count: Make Your Product Pop with the Perfect Image

Let’s start with the basics—the very first thing your customers see: the main product image. This is the hero of your product page, and it’s got to make a great first impression. “People shop with their eyes,” Kate says. Your main image is what appears on your collection page, in Google Shopping results, in your emails—it’s everywhere!

So, how do you make it count? Kate recommends making sure the image is square, has a clean, plain background, and that the product is the star of the show. “Think about it like online dating,” she jokes. “You want to put your best foot forward and show off your product in the best possible light!”

Say What You Mean: Crafting Clear, Compelling Product Names

Next up is something that might seem simple but is often overlooked: your product names. You want to make sure your product names are clear and descriptive. Kate shared a funny story about a big brand that was getting terrible reviews on Amazon for a travel-sized toothpaste. The problem? They listed it as “Brand X, Flavor Y, 2 oz.” People thought they were getting a full-sized tube and were shocked when a tiny travel size arrived. As soon as they changed the name to “Travel Size Toothpaste,” the complaints stopped, and the positive reviews started pouring in.

So, take a look at your product names. Are they clear? Do they tell the customer exactly what they’re getting? Use customer-friendly language, not industry jargon, and always think from the buyer’s perspective.

More Than Meets the Eye: Using Secondary Images to Sell

Now, let’s talk about secondary images. It’s not just about showing off the front of your product. Kate emphasizes that more images equal higher conversions. “People want to know exactly what they’re getting,” she explains. “They need to see your product from different angles, understand its size, and get a feel for the texture or material.”

Think about it—if you’re shopping online and can’t pick up the product, you need as much visual information as possible to make an informed decision. Show different angles, close-ups, and even lifestyle shots to give your customers a full picture of what they’re buying. According to Kate, the sweet spot is about six images. Any more than that, and it might start to overwhelm your customers.

Words That Work: How to Write Product Descriptions That Convert

Your product description is your chance to really sell the benefits of your product. And here’s the key: focus on benefits, not just features. “Features are great, but what customers really want to know is how those features will benefit them,” Kate says.

Instead of saying, “This suitcase is 20 inches,” say, “This suitcase is the perfect carry-on size for hassle-free travel.” See the difference? One just states a fact, while the other speaks directly to the customer’s needs and desires. Keep your descriptions scannable—use bullet points and make them easy to read. Your customers should be able to glance at your product description and immediately understand why they need it.

Your Ultimate Product Page Checklist: Steps to Boost Conversions Today

Alright, so how do you put all this into action? Here’s a quick checklist based on Kate’s advice:

  1. Main Image: Make sure it’s square, with a plain background, and that the product is the focal point.
  2. Product Name: Keep it clear and descriptive. Use language your customers understand and that makes them immediately know what they’re getting.
  3. Secondary Images: Aim for around six images that show the product from different angles and provide context on size and material.
  4. Product Descriptions: Use bullet points to highlight the benefits, not just the features. Make it scannable and easy to read.

 

If this all feels a bit overwhelming, Kate suggests starting with your top-selling products. Focus on the 20% of your products that generate 80% of your sales. And if you’re gearing up for a big sales season like Q4, make sure your featured products for that period are optimized first. This way, you’re maximizing your ROI for your busiest sales periods.

Transform Your Sales with Simple Tweaks: Start Now

So, there you have it. Some simple, actionable steps you can take to start optimizing your product pages today. Remember, it’s all about making it as easy as possible for your customers to say “yes” and click that “buy” button. If you’re an Inner Circle member, be sure to check out Kate’s full training on this—it’s packed with even more insights and step-by-step instructions. And you can even book a session with Kate, she’s our newest expert coach!

 

RELATED LINKS:

Join The Inner Circle

https://classroom.thesocialsalesgirls.com/inner-circle-membership

Kate’s startup Ecommerce brand (Rowdy Kind — now sold)
https://www.rowdykind.com/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

The Formula for Sales Everyday, Episode 231

The Formula for Sales Everyday, Episode 231

by | Sep 4, 2024 | Podcast

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

How Charlotte Turned Her Passion into a Growing Business

Six months ago, Charlotte Giffen was frustrated by months trying to get her newish business, Flossie & George, off the ground. She felt like she was all over the place, and she didn’t know what she was doing.

After trying our free training, the Ecommerce Roadmap, Charlotte decided to join the Inner Circle. That was in January. By June 7th, Charlotte slid into our Member’s only group and shared that she had reached a milestone – she was finally getting at least one sale a day.

In this post Charlotte shares which training she used to get momentum, her strategy for applying the lessons, and how much time she spends working on the program.

She gave us an update on her results. You’ll be shocked to hear what’s happened in the past two months!

The Inspiration Behind Flossie & George

Like many of us, Charlotte’s business was born out of a need she saw in her own life. As a mom of two, she struggled to find high-quality  baby clothes that weren’t covered in garish patterns or overly bright colors. She loved those simple, versatile pieces but could never find the right ones.

During a casual conversation with her husband, who owns a sports shop, they realized they might have a solution. He suggested they explore suppliers he was already working  with. Charlotte bought an embroidery machine, and just like that, Flossie and George was born.

Their unique selling point?

Personalization. And the ability to turn around orders quickly. It’s been a little over a year now, and while it started as a way for Charlotte to flex her creative muscle and  to be more available to her family,  it’s grown into much more.

Lost in the Noise: Navigating the First Year of Business

I don’t have to tell you that the first year of running a business is tough. Charlotte admits that the first eight to ten months felt like she was all over the place. She relied on family and friends for sales, posted and prayed to the Instagram algorithm, and even collaborated with micro-influencers. But despite her efforts, she wasn’t seeing the traction she hoped for.

 

“I felt like I was just flailing around, chasing my own tail.”

 

Charlotte invested in influencer partnerships and spent money on platforms like Social Cat, but it wasn’t leading to meaningful traffic or sales. On top of that, she wasn’t emailing her list, which she later realized was a huge missed opportunity. 

Finding Direction: How a Community Changed Everything

Charlotte reached a turning point when she joined the Inner Circle. The community provided her with the direction she needed, along with the tools and resources to implement what she learned. 

Charlotte credits her fellow members with  helping her see the potential of her business and the encouragement to keep going. She also took advantage of our expert coaches to help her form a plan of action for her business.

 

“The call with [coach] Mel was just so practical and useful. That’s such a lovely resource to be able to draw from, and ultimately why I think the membership itself is so valuable. As well as the Facebook group where you can just ask questions and there’s so many people  willing to give an opinion or a bit of support. You don’t feel like you’re on your own.”

 

Mastering the Marketing Mix

One of the biggest shifts for Charlotte was moving beyond just Instagram and diving into the world of SEO and paid ads. She realized pretty quickly that she needed to drive more traffic to her site, and that social media alone wasn’t going to get her there. Ads Made Easy helped her get her numbers up, and Traffic Bootcamp helped her understand how to drive the right kind of traffic.
She also learned the importance of creating ads that resonate with her audience, and the power of SEO as a long-term strategy.

Consistency was key for Charlotte. By committing to regularly emailing her list and maintaining her ad spend, she started to see a steady increase in sales. 

 

“It’s all about sticking to the plan and not giving up too soon. I’m now at a point where I’m getting a sale a day, and they’re not just from family and friends anymore!”

 

Her focus on consistency—whether in email marketing, ads, or customer engagement—paid off. “If I don’t email my list, I see my numbers drop. It’s that simple,” she says. And she’s right—email marketing remains one of the most effective tools for driving sales and maintaining a connection with customers.

Test, Learn, and Repeat: The Formula for E-Commerce Success

Charlotte also stresses the importance of experimentation and learning. She spent time tweaking her ad creatives, trying different approaches, and fine-tuning her audience targeting. She found that ads highlighting specific product benefits—like hypoallergenic fabric or a two-way zip—performed better. “Understanding what your audience is looking for and speaking directly to that in your ads can make all the difference,” Charlotte explains.

Retargeting ads and building an email list have been critical for Charlotte in converting website visitors into buyers. She’s also leveraged her email list, using creative, benefit-driven content to engage potential customers and turn them into repeat buyers.

Looking Ahead: From Side Hustle to Full-Time Business

So, what’s next for Charlotte? “By this time next year, I want to have quit my job and be working on Flossie and George full-time,” she says. To do it, she plans to increase organic traffic, reduce her dependency on paid ads, and focus on growing her email list even more. “I’m not planning to lower my ad spend yet, but I want to get more organic sales and improve my profit margins,” she explains.

 

“I went through this whole thought process of maybe my products aren’t right. Maybe I’m the only person in the world that wants it. 

And now I’ve got [positive] reviews coming in, and it’s just so gratifying to see all that hard work paying off when people love the products.

I was flailing before, but now I feel like I have stability and consistency.”

 

 

Charlotte’s Top Tips for New E-Commerce Entrepreneurs

Charlotte’s journey is full of valuable lessons for anyone starting or growing their own e-commerce business. Here are her top tips:

  1. Stick with it: Success doesn’t happen overnight. Be prepared to invest time and effort.
  2. Be consistent: Whether it’s email marketing or ad campaigns, consistency is key.
  3. Invest in learning: Don’t be afraid to spend money on courses and resources that can help you grow.
  4. Leverage community: Find a supportive community where you can learn, share, and grow.

If you’re interested in baby and toddler clothing that’s simple, high-quality, and can be personalized, check out Flossie and George. And if you’re looking for support and resources to grow your own business, consider joining the Inner Circle.

 

RELATED LINKS:

Join The Inner Circle

https://classroom.thesocialsalesgirls.com/inner-circle-membership

Check out Charlotte’s business

https://flossieandgeorge.co.uk/

Charlotte’s Facebook post: https://www.facebook.com/groups/1044334689012747/search/?q=charlotte%20giffen

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.