Found Revenue: Shopify Growth with Bryan Bowman – Détails, épisodes et analyse

Is traditional Conversion Rate Optimization (CRO) hurting your direct-to-consumer (DTC) brand? In this episode, FoundRev founder Bryan Bowman explains why CRO has devolved into basic "decoration" and why most agencies are charging $5,000 to $6,000 a month for A/B tests that fail 80% of the time.

Through a compelling story of a Chicago pizza shop that ignored its customers' simple requests for takeout and larger tables in favor of adding a wine selection, Brian illustrates the costly danger of guessing what your customers want. Stop doing complete site redesigns that confuse your existing buyers and tank your revenue. Instead, it is time to pivot to "Voice of Customer" aligned optimization.

In this episode, you will learn:

• The Problem with CRO: Why making your website "look pretty" by copying other brands is not a sustainable growth strategy.

• The Listen Phase: How to deploy immediate post-purchase surveys to your existing customers to gather hundreds of data points on exactly why they buy.

• The Watch Phase: The importance of using heatmaps and screen recordings to track actual buyer behavior and attribute revenue to specific actions.

• The Ship Phase: How to analyze your treasure trove of data, batch your updates, and run targeted split tests to guarantee positive results.

• Compounding Growth: How optimizing your site based on customer feedback directly increases your Return on Ad Spend (ROAS), improves email conversions, and drives compounding 5% to 10% month-over-month revenue growth.

Stop guessing and start letting your customers write your copy and dictate your site experience.

Ready to stop guessing and start scaling? Get expert help implementing Voice of Customer optimization to grow your direct-to-consumer brand by visiting www.FoundRev.com today!

Are you diversifying your Meta Ads by just rotating the format, swapping an image for a video or a carousel but keeping the exact same message? If so, you are missing out on the biggest multiplier in your ad performance.

In this episode, Bryan Bowman, founder of FoundRev, breaks down the biggest mistake direct-to-consumer (DTC) brands make with their Meta ad creative. He reveals how to achieve true creative diversification by combining Eugene Schwartz's timeless "5 Levels of Awareness" with cutting-edge AI tools like Claude.

Discover how to stop fighting the algorithm and start speaking directly to your customers exactly where they are in their buying journey from completely "Unaware" to "Most Aware." Plus, learn a step-by-step workflow using the latest Shopify and Meta integrations to generate highly targeted, differentiated ad copy in minutes.

In this episode, you'll learn:

• The Format Trap: Why rotating ad formats (images vs. video) isn't enough to scale your campaigns.

• The 5 Levels of Awareness: A breakdown of Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware buyers complete with real-world ecommerce examples.

• The Multiplication Strategy: How to combine 5 ad formats with 5 distinct messages to create 25 truly unique ad variations.

• AI Copywriting Workflows: A practical guide to using Claude AI alongside new Shopify and Meta MCP integrations to automate and scale your messaging.

• Finding the Signal: How to test your new angles to find the winning "signal" in the marketing noise and gain a massive competitive advantage.

Ready to scale your DTC brand? Take your ecommerce growth to the next level and get expert help scaling your direct-to-consumer brand by visiting www.FoundRev.com.

I'm not a fan of hyperbole (aka "lots of hype" to get attention).

So, when I say this is the most important Facebook Ads training you'll ever hear, I mean it.

To run effective ads (aka "ads that make you money and you can scale") you need to:

1. Save Time
2. Save Money
3. Have quick feedback loops (aka "figure out what's working and what's not as fast as possible)

This training will show you exactly how to do that by showing you how to read the key stats in your ad campaigns.

Listening is good, but watching this will probably be better:

https://youtu.be/7KrJuuGeWV4

P.S. If you like this episode… can you hit the subscribe button and let me know you want more content and training like this? Thank you.

Connect With Bryan Bowman

www.FoundRev.com

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In order to combat the distractions that threaten to tear you away from scaling your eCommerce business, you need to be focusing on these 4 business growth strategies. On this episode of Marketing For eCommerce, I walk you through the 4 main steps towards scaling your business and seeing higher levels of success. If you're familiar with the 80/20 rule, you'll know that 80% of your success comes from 20% of your energy. Your energy needs to be focused on these strategies every day if you want to see your efforts pay off. Be sure to give this episode your full attention - you won't want to miss a single detail.

You need to be searching for and acquiring great leads - every. single. day. If you're passively relying on cold leads to simply fall into your brand's messaging, you won't be able to quickly scale your business. The best eCommerce professionals are asking themselves, "How am I generating and nurturing leads today?" In order to do this, consider leveraging multiple methods of lead acquisition. Don't stop at basic Facebook ads! Don't be afraid to delve into Google AdWords, email campaigns, Instagram story marketing tactics, etc.

Once you've acquired those leads, you need a focused process that will turn that lead into a customer. Remember, it's always cheaper to convince a prospect to buy than it is to acquire a new prospect. If you don't have a set system in place to achieve this, start here!

Everyone knows there are three basic ways to make more money from your eCommerce business. You have to get more customers through quality leads, get those customers to buy, and then get them to buy even more. By increasing the amount of profit you make per sale, you'll save money on having to acquire more customers that commit to smaller sales. For more information on how to increase your average order value, and to hear about 3 great strategies that'll help you do just that, check out episode 9 of the podcast.

Finally, increasing your existing customers' frequency of purchase is one of the best business growth strategies you should be focusing on. Why spend more marketing dollars on acquiring cold leads, when you have a warmer audience that's already bought into your brand? Most eCommerce businesses don't have a marketing strategy that retargets former customers, but if you spend the time on developing this type of strategy, you'll be able to blow your competition out of the water.

• [0:30] Avoid distractions, focus your energies, and watch your business grow
• [4:16] #1 - Search for and acquire great leads
• [6:43] #2 - Convert your leads to customers
• [8:21] #3 - Increase your average order value
• [9:17] #4 - Increase your frequency of purchase

• Ep 9, "Increase Your Average Order Value With These 3 Successful Strategies!"
• BOOK: "Ready, Fire, Aim: Zero to $100 Million in No Time Flat"

    www.FoundRev.com

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The biggest downfall for many online sellers is getting distracted by the "Next Best Tool" rather than focusing on the essentials that will actually increase your eCommerce conversion rate. Throughout this episode of Marketing For eCommerce, I discuss 4 tips that are simple, yet critical, to understand. They will help you focus on what's important in your business model, attract the right customers, and convince them to commit to a sale. It's an episode not to be missed - listen now.

There are 3 main segments of content that any effective eCommerce website must contain. Here they are.

1. An "About Us" page that shows off your brand and the team behind the scenes
2. FAQs that answer customer questions and eliminate the obstacles that are preventing them from buying
3. Selling propositions that are highlighted at every opportunity

These website segments allow you to build an authentic connection with your audience. It also results in a higher level of brand trust with all your followers. You also need to keep everything on your website congruent - fonts, colors, themes, etc. Buyers are put off by inconsistencies they see from page to page, or even from a Facebook ad to your website.

It's not enough to simply share your product specs data with your audience. Education-based and content marketing strategies allow you to share a bigger picture of the entire industry with your buyers and explain to them why your product or service offers the best solution to their problem. This is achieved through blog posts, videos, webinars, live Q&A sessions, etc. The creative possibilities are endless!

You also must know which products/services are currently providing your highest levels of eCommerce conversion rates. If you don't know this key component of your marketing math, you won't be able to scale your business appropriately. For more insider information on the why and how behind capturing your business's data and analytics, be sure to check out episode 3 of the podcast.

Humans are hardwired to look at what our tribes are choosing and purchasing. This form of validation is called social proof, and it allows our brains to make quick decisions based on the success of other customers. If our friends (or even reliable internet strangers) enjoy and use a product, we're much more likely to make a buying decision. You can monetize this tribe mentality and it can result in higher eCommerce conversion rates for your business.

• [0:34] These essential tips will increase your eCommerce conversion rate
• [2:16] #1 - Build an effective website that highlights your propositions
• [4:23] #2 - Implement a content/education-based marketing strategy
• [5:09] #3 - Know what products are your best sellers, the ones that lead to the highest eCommerce conversion rate
• [6:25] #4 - Leverage the power of social proof
• [9:30] Pay close attention to what you do post-purchase

• Ep 2, "The 2nd Deadly ECommerce Marketing Sin: Using A Price Point, Not Propositions"
• Ep 24, "These 3 Strategies For Education-Based Marketing Will Drive Engagement"
• Case Study on eComUnderground

    www.FoundRev.com

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The savviest eCommerce professionals are using Instagram stories as their next best Instagram business idea. It's an avenue that's practically guaranteed to be a hit with your existing followers, and it's a great platform for fun, experimentation, and creativity. On this episode of Marketing For eCommerce, I'll be sharing why you can't go wrong with Instagram stories, how best to approach this new marketing tactic, and why using IG stories are better than Facebook Messenger for cold audiences. You can't afford to miss this episode - listen now!

People are engaging more with brands on mobile devices, and up to 70-80% of all traffic now comes from mobile devices. Instagram stories allow you to connect with more people in an intimate way because when they view your story, your content takes up their entire mobile screen. With Google Adwords and Facebook ads becoming more expensive and competitive, many eCommerce marketers are turning towards Instagram for their latest marketing campaigns. It's a platform that simply needs on your radar and in your arsenal - no questions asked

60% of Instagram users are between the ages of 18-24, and 90% are under the age of 35. Of those users, a third of them have used their mobile devices to purchase a product online. When you create an Instagram story, you can create 15-45 second advertisements that appear between the stories of the people your market already follow. Since they flow seamlessly into content your followers are already watching, they're much more likely to follow your brand or "swipe up" to view more.

The best thing about stories as your next best Instagram business idea is the fact that creativity is limitless when it comes to content creation. There are many third-party apps out there that come with preformatted templates you can use to market your product or service. Your production costs don't have to be high, and it doesn't have to be crafted in a fancy studio. Many brands have found success with "sidewalk talk" videos, live Q & A sessions, or simply a well-crafted photo and text layout. Don't let the fear of perfection keep you from jumping into this exciting new marketing method - just start creating and track what does well!

The catch when creating sponsored Instagram stories is to not gear it towards your 100% cold audiences. Try it out with people who are already following you! They'll be much more responsive to a call to action than a brand-new follower. If you identify trends that work well with your warm audience, branch out into the colder markets. Marketing on Instagram is always shifting, and the key to success is to just start. Take the easy wins, make the sale with your existing followers, and go from there. For even more great insights into this exciting new Instagram business idea, don't miss this podcast episode.

• [0:30] Why should you be using Instagram stories?
• [3:30] The engagement rates on IG stories are insanely high
• [6:23] Experimentation is encouraged in this type of eCommerce marketing!
• [10:13] Start with your warmer audiences and take it from there

    www.FoundRev.com

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There are some pieces of marketing advice that you should never tire of hearing about, and selling based on price points vs unique propositions is one of those pieces. For this 25th episode of Marketing For eCommerce we flashback to episode 2, where I shared the 2nd deadliest eCommerce marketing sin - price point-based selling vs. selling based on propositions. You'll be reminded of the dangers of limiting your business to selling commodities, as well as hear about the 5 main propositions to consider when creating your product listings. Don't miss this exciting dive into the Marketing for eCommerce archives - listen now!

The most dangerous aspect of focusing only on your product's price point is that your product is limited to being a commodity. Instead of transforming into an entire brand you limit the product to only providing a solution to a simple problem. But if you take the time to develop a powerful USP, it will answer one main question: Why should consumers choose YOU?

Crafting a USP that's tied to your company's core values and goals will allow you to do 4 things, in addition to sell more product:

1. Protect profits
2. Be aggressive in pricing and neutralize competition
3. Give people a reason to choose your product
4. Create a community

To discover my best tips for writing a USP that will guide your company and product towards future success be sure to listen to this episode.

A value proposition makes people aware of the true cost of things that are cheap. Cheaper is always more expensive in the long run. If you demonstrate to your consumers the value of paying more for your product, saving them from headache and heartache down the line, you'll become the company they turn to time after time.

Bundling your products together is a powerful way to add value to the offer without cutting into your profits. If you solve multiple problems for the consumer in one sale, they'll remember your brand fondly. Don't forget to be creative in naming your bundles! Think of it as a chance to refine your brand and give your products a higher level of credibility. Those are ways you can make your bundle into an "irresistible offer."

Safety propositions, or money-back guarantees, can be so much more than bland text on a webpage. Inject your brand's creative energy into this copy in a way that makes people appreciative of choosing your company. If you give them a quality product with a confidence-building satisfaction guarantee, you've earned a customer for life.

There are 3 main ways to grow a business: get more customers, get those customers to spend more money on their first purchase (which is the exact OPPOSITE of focusing on a price point), and get those customers to return for more purchases. How do you achieve that third end goal? By creating a unique experience proposition.

Focusing on a price-based approach to marketing isn't sustainable. But, creating a community of consumers and brand advocates that believe in the power of your product is. Give your consumers a reason to keep coming back through developing your unique selling proposition and you're on your way to success in eCommerce. Don't miss all the details, be sure to listen to this episode.

• [0:20] For the first flashback episode, we jump back to episode 2
• [2:55] The dangers of selling on price instead of propositions
• [5:34] These 5 propositions will differentiate your business from everyone else
• [17:15] Starting this process is hard, but it's 100% worth it

www.FoundRev.com

On Facebook

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Education-based marketing is a solid fundamental that you need to be leveraging in your business, and it's so simple many people consider it an eCommerce hack. If you implement the 3 strategies I outline on this podcast, you'll see higher engagement rates, more repeat buyers, and a stronger presence in your market. Don't miss all the details on this great episode of Marketing For eCommerce.

You've heard of content marketing, but are you aware of education-based marketing? Simply, it's marketing that seeks to share knowledge while building a relationship of trust between a buyer and a company. Rather than telling your audience about your product's features and specs, you paint a bigger picture of the entire market, industry, and why the buyer needs the solution your product offers.

Education-based marketing starts by sharing market data, not just product data. Your market should know the broader benefits of using your product or service, not just why product X is better than product Y. For example, when a carpet cleaning company started putting out content about how having clean carpets benefits a family's health, they had customers go from purchasing once every 3 years to twice a year. It's all about identifying the angles that pique a customer's interest, and that curiosity doesn't come from simply sharing product specs.

The second strategy for education-based marketing involves identifying the weak points in your competitors' businesses. When done gracefully, it can guide customers towards your products rather than everyone else's. When utilizing strategy #2, you can choose to highlight the stronger areas of your business, rather than speak out negatively against your competitors. For example, does your company offer a better product return policy or service liability protection? If you can educate your customers on the potential pitfalls of selecting another company, you can capture their trust and long-term business.

The first company to share their process with an audience captures their attention on the subject, even if your competitors have the exact same process. The audience associates that positive, educational experience with YOUR company and not your competitors. That's why sharing HOW you do business can be such a powerful method of education-based marketing. Be the first to tell that story and you'll be glad you invested the time into the storytelling process.

Using these strategies in your business is simple, and it starts with reading all that you can about your market, the trends, your competitors, and the bigger picture behind WHY you're selling your product. Then, identify the points of interest that can be shared with your audience. Latch onto a few ideas, make it your calling card, and watch your engagement rates skyrocket. For the full story, don't miss this episode.

• [0:30] There's power in education-based marketing
• [2:55] Strategy #1 - Use product data vs. market data
• [7:07] Strategy #2 - Find the smoking gun in your competitors
• [9:00] Here's your action plan for using education-based marketing
• [10:27] Strategy #3 - Share your process

• BOOK: "The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies"

    www.FoundRev.com

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No longer confined to the copywriting and journalism industries, a swipe file can lead to new avenues of creative marketing in your eCommerce business. Starting, maintaining, and referring to a swipe file can be a fun process, and I explain 3 methods to consider on this episode of Marketing For eCommerce. I promise it'll inspire you to leverage new ways of marketing, and if you start today you'll reap the benefits today. Be sure to check out this episode!

A swipe file is simply a collection of ideas and inspiration. The contents of your swipe file will vary, but most people have a collection of headlines, ads, emails, calls to action, photos, graphics, etc. Any time you read or see something that inspires you, draws emotion, or makes you want to buy a product, that's a piece that can be added to your swipe file! After a few weeks, months, or even years of collecting and curating this information, you'll have a treasure trove of info that spans industries and time periods. Then, when you're thinking about a new campaign or marketing email, simply dip into the file and pull out examples that previously captured your attention.

You can choose to house your swipe file digitally, in your email, or in print. Always remember that this file is meant for modeling, not copying, and that each piece should be appropriately modified for your business.

The first method for building a swipe file involves identifying your direct and indirect competitors and simply watching what they do. Create a second email account (this will be your swipe account), and start subscribing to everything! People who are catering to your market will be sending out great content that can be then filed into categories such as introductory emails, upsells, etc. Whenever you want to send a creative new email, you'll have 12 examples sitting in your email account, ready for review!

It may seem counterintuitive, but it's also immensely helpful to purchase your competitor's products. By following their entire purchase journey, you can see critical steps of the process that aren't immediately available to the public. It'll be a useful investment and you'll have an even better view inside your own market.

The second method involves taking a look at the "Info and Ads" tab on Facebook. This new tab allows all Facebook users to view a Page's active ads and campaigns. These insights can be leveraged in your swipe file! Check out the ads your competitors are running and see what's working for them. Layout ideas, copy, color schemes, and more can all be added to your swipe file. Adapt those ideas for your eCommerce business and you'll start seeing even greater digital marketing success.

Finally, don't be afraid to step out of your industry comfort zone. Businesses that are totally unrelated to eCommerce have fantastic videos, ads, and campaigns that may not be used in your industry. If you go to a completely unrelated vertical and research how they're approaching their market, you'll come back with original ideas to put to use in your market. Consider watching webinars, subscribing to YouTube channels, reading printed magazines, etc. and you'll be amazed at how quickly your creativity starts to flow.

Having a swipe file allows you to shortcut the brainstorming process and jump right into developing creative, engaging digital marketing content. Make it part of your routine, and you won't be sorry. Be sure to catch the full story on swipe files and why you need to start creating one, all on this episode of Marketing For eCommerce.

• [0:30] You need to build a swipe file for your business
• [1:30] What is a swipe file?
• [2:44] Here's how to build a swipe file
• [4:30] Method #1 - Seek out and learn from your competitors
• [8:10] Method #2 - Examine the Facebook "Info and Ads" tab
• [9:04] Method #3 - Utilize different verticals

• Jing screen capture tool

    www.FoundRev.com

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No matter what type of eCommerce product you sell, you need to be marketing to your buyers through targeted sales pages. No matter who is buying your product, they're all seeking for a variation of the same result, goal, or benefit. Take for example Hydro Flask bottles. No matter which type of buyer is consuming the product, the end result is the same - a bottle that keeps hot drinks hot and cold drinks cold.

Throughout this episode of Marketing For eCommerce, I use Hydro Flask bottles as a perfect example for targeted sales pages. It's an episode that gets right to the point, and you can't afford to miss these insights because they'll lead to happier, fulfilled, life-long buyers. Listen now!

Many different types of people may be seeking your product in search of a slightly varied result. For example, Hydro Flask may develop targeted marketing messages for 4 different types of buyers: bodybuilders, biohackers, campers, and blue-collar workers. Bodybuilders may want to stay hyper-hydrated, biohackers need to stay focused on staying hydrated, campers look for durable, reliable gear, and blue-collar workers want a product that will keep beverages at temperature for long days on a job site. By understanding these types of categories for your product, you'll be better equipped for developing your targeted sales pages.

In the early days of marketing, companies used to be able to develop one generic marketing message and distribute it to the masses. However, those days are over and eCommerce professionals now must develop creative messages for each category of potential buyers. The message and product benefits you portray would vary slightly for each type of buyer. Refining these messages may take time, but the investment will be well worth it.

I walk you through the process for developing these targeted sales pages all on this episode of Marketing For eCommerce. The first step is to aggregate your insights from Facebook and determine your main categories of potential buyers. Then, create a generic sales page template. For each buyer category, simply copy and paste the template and fill it with customized content, images, offers, etc. It may sound simple and too good to be true, but it works! Be sure to listen to this episode for the full story.

Creating targeted sales pages is more challenging than simply sending out a blanket marketing email or social post. But you can't afford to NOT implement this strategy in your eCommerce business. I have seen massive increases in engagement rates and click rates after utilizing these sales pages, and it's because every buyer feels like you're speaking directly to them. If you make a buyer feel like you're doing work specifically for them and them alone, you'll quickly develop raving, lifelong customers.

• [0:32] You need to know who is buying your product and what benefit they're seeking
• [6:09] Targeted sales pages as viewed through an example with Hydro Flask bottles
• [10:07] Marketing for your main target groups through sales pages
• [13:03] Here's how you can create these targeted sales pages, and why they're essential

• Hydro Flask containers
• ManyChat tool

    www.FoundRev.com

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