George Ten

George Ten



I wanted to make $1M with an e-Commerce store a couple of years ago. Everybody laughed at me when I said I'm gonna scale a store without touching the FB ads. That store made $8.5M. Here's how I did it and how you can copy-paste the methods to do the same. >>> A Thread 🧵 <<<

Before we start... Pop quiz: what’s the worst time to scale an e-Com store? That’s right. At the beginning of the year. Why? Because people have already spent all their money on BFCM and Christmas. And that’s exactly when I scaled my store. But before I did…

We had a huge debate within the e-Com community. How do you scale? 90% of e-Com “experts” say that you scale through ads. “Let me manage your ads - I’ll scale your store” And I argued with them all. I said that the scale happens INSIDE the store. Here’s what happens next...

I decided to focus on 3 things inside the store: 1. Hidden collections 2. Pricing + order manipulation 4. The force of +1 I highly doubt if you could find this information anywhere online. Including paid courses and expensive masterminds. Let’s begin:

Hidden collections: We found a way to create hidden collections inside the Shopify store. Meaning: you can not access this collection from within the store. Only if you have a direct link. And that’s important because in those collections is where we tested this:

Pricing + order manipulation This is a tricky one. We took all the data from the store and divided it into three parts: 1. Best selling items. 2. Mid-selling items. 3. Worst selling items. Now. We set up the collections to show 3 items per row. And here’s why that’s crucial:

We priced all the items within 3 pricing categories. 1. Best selling items: $35-39 2. Mid-selling items: $47-67 3. Worst selling items: $89-97 And that’s genius because people buy the best-selling items either way. But now they’re also the cheapest items in the store.

But that wasn’t enough. We also had to position the items in the store in a way that would be easier for the buyer to find “the best deal”. So this was the order of the items in each row: Worst selling (W) - best selling (B) - mid selling (M) Each row. W-B-M W-B-M See why?

We placed the best-selling items in the middle. Between two higher-priced items. Creating the illusion that they’re getting the best deal. They found the item they want - and what a coincidence! It’s also the cheapest one. But we went one step further:

You know how they say “if everything’s on sale - nothing’s on sale”? A rookie mistake. We only took the middle row of items and discounted them. So instead of $97 - pay only $35. Further enhancing the illusion of the best deal. But that wasn’t enough…

Because selling one item for $35-$39 (remember? Those are the best-selling ones)... Won’t even put us at break-even after ad spend. So we had to increase our AOV (average order value). But what’s the easiest way to do that? This:

The force of +1 Make the buyer buy one more item. Anyone knows how to do that. Newbies just offer a discount on a second item. “Buy 2 get 10% off”. Experts use coupons. Pros know there’s a difference between giving % discounts and $ discounts. We took it to the next level:

We had a small banner at the top of EACH page on the store. And this was the GENIUS move of ours. The banner said this: “Buy $70 - get $7 off Buy $80 - get $12 off Buy $150 - get $20 off” But why was that so effective? Let’s break it down:

The price of the items that people were buying was $35-39. Meaning - 2 items would put you at $78. So you get the $7 coupon. Great! But wait. If you add a couple more dollars you could get $12 off. It's called “selling money on discount”. Add $2 to cart - get $5 off. Free $3!

So the buyer would lock his mind on buying one more item. But… we didn’t have a $2 item. The cheapest was $35. Remember? So we are forcing the +1 on a buyer. Increasing our AOV by a minimum of an extra $35. Smart. Right? But that wasn’t all…

We also knew that our VIP clients were buying for around $150 per order. So we strategically placed a $150 coupon to not lose those customers to lower coupon deals. But the real part that shocked all my e-Com colleagues? We didn’t touch the ads:

No new creatives. No new campaigns. No fancy tricks whatsoever. Our highest revenue day was $67K. That day was a $10K profit. At some point we also got to the maximum allowed spend per day. The cap was $35K/day. FB later opened up a higher cap for us... Now...

I hope you enjoyed the thread. If you did? Make sure to follow me at @GrammarHippy to read more threads on: • Marketing • Copywriting • Psychology • Direct-response

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