Explorez tous les épisodes du podcast Merchant Mastery Elite

Understanding Ad Sets - Key Strategies for Success

Creating Effective Campaigns - A Step-by-Step Guide

Creating Cold Ads for Launch

Naming Conventions for Ads

Understanding Post IDs for Ads

 Creating an Ad Storage Made Easy

Campaign, Ad Set, Ad Breakdown

Bonus Video: Creative that Speaks to Audiences

Uploading Customer Lists

How to Build Retargeting Audiences (IG, FB, Web)

Understanding Retargeting Audiences

How to Create Audiences

KPI Scorecard

Meta Update & ASC Campaigns

Stop the Scroll

How to Make Meta Ads that Grab & Don't Let Go

Mastering High-Performing Ads - A Comprehensive Guide to Creative Strategies

Integrating Shopify With Meta

Setting Up Commerce Manager

Conversions API

Domain Verification Process

Understanding Pixels in Digital Marketing

Setting Up Your Meta Business Manager

Setting Foundations for Success

Metric Baseline: Understanding Meta Ads Metrics

How to generate the most profit with the least spend

There are dozens of social and search platforms to advertise on, post on, and climb to the highest ranks. In this course, we start by teaching you one of the most robust advertising platforms in existence: Meta.

Why do we start with Meta? Watch the video to find out.

What we cover in this module:

• WHY PAID MEDIA... WHY META?

• ARE YOU READY TO ADVERTISE?

• WHAT TO EXPECT FOR BUDGET WHEN YOU'RE FIRST STARTING OUT

Keeping track of your core Key Performance Indicators (KPI’s) from Klaviyo, so that you can monitor your progress, and gauge your success!

In this module, we will cover what KPIs you need to be tracking for your marketing emails so that you can monitor your progress, and gauge your success! Then we will go over everything you should have completed in Level 3 and what you need to prepare for your third milestone meeting with your Merchant Success manager. Lastly, we will finish off with some action items.

What we cover in this module:

• KPI SCORECARD METRICS FOR LEVEL 3 Tracking your key performance indicators in Klaviyo

• MILESTONE #3 Level checklist, and what's next

  
  

Note: Previously, this module included a quiz before moving to the next level. The quiz is no longer required. Instead, simply complete your worksheet and have it reviewed by your Success Manager to proceed.

How to write, design + send valuable content in every campaign email, while strategically speaking to your audience.

Congratulations on setting up your core automated emails. Now you’ll learn how to properly send Campaign Emails to the right audience at the right time, which will ensure that your emails don't land in the spam box.

Of your total email revenue, over half should be generated by your Campaign Emails. Even if the ultimate purpose of your Campaigns is to drive sales, the goal of a Campaign Email is to connect with your audience.

In addition to transactional content, Campaign Emails are used to notify your audience about upcoming events and promotions throughout the year.

To generate sales from your Campaign Emails, you need to regularly connect with and educate your audience, so your company stays on top of their minds, AND gets into their inbox.

Klaviyo allows you to segment your email list into groups based on your subscribers' engagement with your emails, as well as their behaviour on your Shopify store. Not all emails will be sent to all contacts. Unlike Flows, Campaign Emails are a one-time send to pre-established segments or groups of contacts.

If you are using a new domain or sender IP address, it is essential to Warm Your Domain and build your sender reputation before increasing the total sends. These early sends from your Klaviyo account, have a big impact on your sending reputation and deliverability. If your sending reputation is marked as poor, then your emails won’t hit the inbox and will end up in the promo or spam folders.

To improve your open and conversion rates, utilize your Full Offer Stack, and continually test and monitor your results.

What we cover in this module:

• THE PURPOSE OF A CAMPAIGN Connect with your audience and drive sales

• SENDING STRATEGY + SEGMENTS Warming your sending infrastructure with the Klaviyo platform introduction process

• CAMPAIGN EMAIL IDEAS Revisit your Full Offer Stack for Campaign Email Content

• BUILDING A CAMPAIGN Building a Campaign Email with your Design Template

• BENCHMARKS Klaviyo Campaign Benchmarks Review

Recover lost sales with this email automation when your customers view a product on your site.

53% of shoppers say they do research before they make a purchase, over 90% of your website's total visitors will likely never make it as far as actually placing an item in their cart.

Luckily, not all is lost, since nearly 45% of your online shoppers do end up visiting at least one of your product pages.

The Browse Abandonment email Flow, is triggered when your shoppers view a product on your site and then leave, tracked by the “viewed product” metric. This automated “core flow” helps you recover otherwise lost sales.

This flow will send to identifiable web visitors who have opted in to receive marketing messages through a Klaviyo form or who have already subscribed to your email list.

Like the other core flows, this flow generates money by simply helping the shopping experience; and, by targeting a statistically significant portion of your web visitors who might otherwise leave your site without showing any obvious intent to buy.

I have personally seen at times the Browse Abandonment Flow outperform the Welcome and Abandoned cart flows for total placed order revenue. And with this flow garnering some of the highest open rates, this is another big opportunity to make up lost sales.

To help you make the most of this under-utilized flow, I’ll walk you through how to overlap your Browse Abandonment emails with your other core flows as well as how to best incentivize your window shoppers to convert.

What we cover in this module:

• WHY THE BROWSE ABANDONMENT FLOW? How it works, and why it's important

• WHAT GOES IN THE FLOW? Browse Abandonment Full Offer Stack Examples

• SETTING UP THE FLOW Browse Abandonment Flow setup tutorial

• BENCHMARKS Browse Abandonment Flow Benchmarks Review

  
  

Nurture customer relationships "post-purchase" and drive future sales, with this automated email sequence!

Once an order is made from your website, Shopify will automatically email essential transactional information like shipping and pickup notifications to your customers on your behalf.

The main purpose of your Post Purchase flow is to develop your brand image and relationship with your customer. Saying Thank You, especially with a message OR video directly from the owner, is the best way to begin this relationship.

It is common practice to use this flow as an opportunity to ask your customers for feedback on how you can improve your service and to ask for reviews once an appropriate length of time has passed for them to receive and use their new product.

In addition to thanking your customers and asking for their feedback, you can also cross-sell products that your recent purchasers may be interested in based on their shopping behaviour with you. Or, if you have a loyalty program, you could start differentiating your customers from one another by providing them with different offers. The main idea is to show your paying customers that you are listening to their desires and needs.

It is helpful to bear in mind that the Post Purchase Flow generates the least amount of revenue in comparison to your Welcome and Abandoned Cart Flows - but it has the highest open rates. So you want to build credibility, social proof, and add to your influence attribute content for the future.

By following up and giving the chance for feedback so your customers feel appreciated and supported; and, by sending them primarily non-transactional value content, you are nurturing your customers so that they eventually buy again from you later on down the line.

What we cover in this module:

• WHY THE POST-PURCHASE FLOW Nurturing customers with the post-purchase follow-up email flow

• WHAT GOES IN THE FLOW? Post Purchase Full Offer Stack Examples

• SETTING UP THE FLOW Post Purchase Flow setup tutorial

• BENCHMARKS Post Purchase Flow Benchmarks Review

Recover lost sales, with this highly valuable email automation: the Abandoned Checkout Flow.

Believe it or not, shoppers abandon their checkout cart 70% of the time. The reasons for someone leaving something behind are infinite… A kid calls. Your dog barks, etc.

On average, the Abandoned Checkout Flow generates the highest click-through and conversion rates per recipient compared to any other email automation. By reminding your customers that they have left behind something, you can easily reclaim otherwise lost sales.

While there are no set rules to personalize your copy, the sole purpose of your Abandoned Checkout Flow is to drive people to the “Return to your Cart” call-to-action button.

Klaviyo’s dynamic product block, allows you to show your customers what they left behind in their cart, while the rest of your content will be filled in from your Full Offer Stack, bare-bones template, and Universal content blocks.

Unique coupons can also be created in Klaviyo to incentivize the transaction, with a fixed amount or percentage off, or free shipping.

What we cover in this module:

• WHY THE ABANDONED CHECKOUT FLOW? The ins and outs of the Abandoned Checkout Flow

• WHAT GOES IN THE FLOW? Full Offer Stack content, Dynamic Cart Blocks + Call to action

• SETTING UP THE FLOW Abandoned Checkout Flow setup tutorial

• COUPONS Unique coupon codes in Klaviyo

• BENCHMARKS Abandoned Checkout Benchmarks Review

Welcome, Indoctrinate, and Convert your new subscribers into valuable customers - starting with your Welcome Flow.

The first few emails that you send out once someone subscribes to your list, are the most critical to converting your new contacts into customers; because this is where your relationship with each other begins.

The welcome flow, especially the first email in this series, will be one of, if not the highest revenue-generating automated emails.

For eCommerce, besides thanking and welcoming aboard your new subscribers, you’ll want to structure your automated Welcome Email Flow with the TBIF Full Offer Stack in mind. This sets the stage for building long-term relationships with your customers and turning new subscribers into valuable lifetime returning customers. Because. . .The Money Is In The List.

There are many ways to customize your Welcome Flow, so in this module, I will walk you through the tried and tested flow strategy that we use at our sister agency Social Lite. Additionally, we’ll review email examples of successful eCommerce businesses, connecting your sign-up form to the flow, and implementing the Full Offer Stack in your own Welcome Flow.

What we cover in this module:

• WHY THE WELCOME FLOW? Why this automated email flow is so important

• WHAT GOES IN THE FLOW? Creating your Welcome Flow content using the Full Offer Stack

• SETTING UP THE FLOW Sign-up Forms, Lists + The Welcome Flow Setup

• BENCHMARKS Monitor your Welcome Flow results with Klaviyo Benchmarks

Creating professional + consistent email content with the Klaviyo Template Builder

In this module, I will walk you through all that you need to know to start designing and building your revenue-generating email assets and template.

Whether creating emails individually or on a team, there are certain best practices to help you consistently deliver professional content to your email subscribers.

Although I will walk you through creating and developing your ‘Bare Bones’ email template from scratch in the new Klaviyo editor, the design principles we will cover can all also be applied, more broadly, to creating optimized designs for not only your emails but also other graphics for your ads, social media channels, websites and more.

By developing an email template, with your Full Offer Stack in mind, you are setting yourself up to communicate clearly with your subscribers with engaging content that will guide them to the transact and repeat purchase stages of the eCustomer Purchase Path.

DISCLAIMER 1 - Since the filming of this module, Klaviyo has fully transitioned from the "Classic Editor" to the "New Template Editor" and by default: all Klaviyo Templates now open in the New Editor.

DISCLAIMER 2 - The New Editor Quick Start Template shown in this module is a template that is only available to accounts that were created when the Classic Editor was the only editor available and had an active Klaviyo account while they transitioned to New Editor.

How to implement your Full Offer Stack in an email

By now, you should have completed your Full Offer Stack worksheet. If you have not yet finished it, please go back to Level 1 and finish it before moving forward. The Full Offer Stack, when brought into Email Marketing, is where your Hook + TBIF Value Attributes culminate in creating a perceived value (of your product) that your customer cannot refuse.

When used properly in your Email Marketing strategy, your TBIF attributes communicate: your products’ features and benefits, speak to your brand values and personality, and spotlight any third-party endorsements, all the while positioning your price as a no-brainer. These attributes, coupled with your hooks, which speak to your customer's pain point, aspirational state, or user benefit, are all integral to our Core Pillar 3 of eCommerce.

What we cover in this module:

• FULL OFFER STACK REVIEW Your hook + TBIF value attributes

• FULL OFFER STACK EXAMPLES Full offer stack in email

  
  

Understanding Email Metrics & Deliverability to Gauge Your Success

Like all email service providers, Klaviyo uses “cookies” to track the people engaging with your website and emails which allows businesses to better understand their online clients.

In order to track “cookied” site behaviour, you’ll need to make sure that the Shopify integration is set up in your Klaviyo account. This is done through either adding the Klaviyo app inside of Shopify OR by adding the Shopify integration into Klaviyo. While it seems difficult at first glance to integrate online apps, you have nothing to fear because I am here to walk you through every step of the way.

Once properly integrated, you’ll be able to view active visitors on your website and see who has engaged with your products and emails in the Activity Feed in the Klaviyo Dashboard. Over time, these insights along with other core metrics, become integral to your whole Email Marketing success.

Klaviyo also includes a benchmark tool where you can compare your email marketing results against other businesses in your industry vertical. And the Deliverability Standards Guide makes it easy to monitor your campaign and automated flow results.

Being able to differentiate our most loyal returning customers from those that don’t buy as often so that we can nurture and provide the best service to our most reliable stream of income while continuing to funnel in new customers.

What we cover in this module:

• WEB TRACKING IN KLAVIYO What and who does Klaviyo track with the Shopify integration?

• SETTINGS CHECK Shopify integration settings + the App Embed

• DELIVERABILITY & BENCHMARKS Tracking your growth to monitor your success based on your industry

Audience Breakdown

We arrived at the Third Core Pillar of eCommerce: Where does email fit in to the “big picture”?

In Level 1 you covered product-market fit with Scott, and put your Full Offer Stack into practice working with Dan in Level 2. Now it’s time to further new and returning customer relationships through emails!

By strategically setting up our email infrastructure, we guide and nurture our website visitors through the purchase path to the transaction stage and beyond.

We will walk through how to effectively run welcome series and email cart abandonment flows and various other campaigns that move potential customers into fans screaming out your brand’s name from their rooftops!

Effectively communicating our GRATITUDE to our customers throughout their eCustomer Purchase Path, removes buyers’ remorse and builds long-lasting relationships, and develops loyal customers and fanatics.

🖊 Klaviyo Sign Up Link

Klaviyo Sign up Link

How to implement an eCommerce email marketing strategy that will generate 20-40% of your revenue

Welcome to Level 3 of Merchant Mastery Elite!

Over half the globe uses email, so if you aren’t actively communicating with your email list today, then you are simply leaving money on the table.

When email marketing is accompanied by a website built to convert new traffic into buying customers, and informed by your eCustomer’s Purchase Path, you should expect 20-40% of your e-commerce sales to come straight from your email list.

Alongside SMS and your website, email is one of the few “owned marketing” channels where you can directly track and communicate with people who have already shown an interest in your business.

In contrast to “Paid Advertising” the people on your email list have voluntarily signed up to receive marketing emails from you, actively giving you permission to analyze their customer data. THE MONEY IS IN THE LIST... your owned email list that is.

In order to build these strong relationships with our email subscribers, it is necessary to be able to differentiate one customer’s needs from another. This is done by personalizing your messages through flows and campaigns. Email Service Providers (ESPs) like Klaviyo are leading the market in helping businesses personalize their emails. Klaviyo’s easy-to-use interface and complete integration with Shopify allow for easy tracking of your success.

When email subscribers feel like an email speaks personally to them, they will feel like your company has heard them, and they will come back to your store again and again.

When done right, Email Marketing yields the highest return on marketing investments. PERIOD. E-commerce industry averages continuously prove this. Now all you need to learn is how to grow and nurture it. And I’m here to show you how to do that.

Let’s get started.

• How to migrate customer data from another platform to Klaviyo.

  
  

🖊 Klaviyo Sign Up Link

In this module, we will cover what KPIs you need to be tracking for your website as Scott said you can’t grow what you can’t measure.

Then we will go over everything you should have completed in Level 2 and what you need to prepare for your second milestone meeting with your Merchant Success manager.

Lastly, we will finish off with some action items

What we cover in this module:

• KPI SCORECARD METRICS FOR LEVEL 2 Tracking your Shopify store key performance indicators.

• MILESTONE #2 Level 2 checklist, and what’s next.

  
  

Note: Previously, this module included a quiz before moving to the next level. The quiz is no longer required. Instead, simply complete your worksheet and have it reviewed by your Success Manager to proceed.

At every step of your customers’ purchase path, there are new opportunities for you to make their purchase paths faster, easier, and more enjoyable. I’ve done rigorous experimentation and analysis, to fine-tune websites to push prospects closer to making a purchase. This process is called conversion rate optimization, or CRO. “CRO requires a growth-driven approach with continuous iterations” We’re constantly looking for incremental improvements to help your Shopify store reach its full potential.”

There are literally hundreds of ways to optimize your website, however we need to cover the basics here in Merchant Mastery Elite 2.0. I’m going to show you the top strategies I use to maximize conversions with some of the apps we just covered in the last module and a few other Shopify basics.

Before you create a discount code, review the following considerations:

• A discount code can apply to up to 100 specific customers, products, and variants.

• There's a limit of 20,000,000 unique discount codes for each store.

• Discount codes can't be used at the same time as automatic discounts.

• To ensure that discount code names are added correctly to your store's checkout URL, avoid using special characters in the name of the discount code.

• Collections can't contain individual variants. If you add a product variant to a discounted collection, then the discount applies to every version of the product.

• If you create a discount with a start and end time, then the time is based on the time zone that you selected in your Shopify admin. For example, if your store’s time zone is Eastern Standard Time (EST) and you select a start date of November 26, then your discount starts at 12:00 a.m. EST on November 26.

What we cover in this module:

• LEAD CAPTURE Using Popups and Flyouts for Optimal UX

• SHOPIFY DISCOUNTS Setup and Best Practices

• SHIPPING STRATEGIES Boost sales and reduce cart abandonment

There are literally hundreds if not thousands of apps in the Shopify app ecosystem and I’ve dabbled with more than I’d care to admit… So to keep everyone sane in this program, I’ve compiled The top “apps” that I’m recommending because these are the ones that myself and the entire team at Social Lite have tried, tested, and gotten results with.

These apps have been handpicked because they either increase your email lists, generate social proof, increase AOV, decrease CPA and ultimately increase online store revenue. As I’ve mentioned before there are tons of shiny objects out there and when it comes to apps, it can be intimidating choosing the correct ones but have no fear. I got you.

What we cover in this module:

• JUDGE.ME Adding social proof with reviews Judge.Me Resources Judge.Me 

• KLAVIYO Email app Sign Up Link

• PRIVY Lead capture, AOV, and a little gamification for a website Privy Sign Up

• RECART SMS and FB messenger marketing Recart Sign Up If you reach out to Nicholas below, mention Merchant Mastery or Dan Jordan... he'll take good care of you! nicholas.romaya@recart.com

• REBUY Ways to increase AOV and decrease CPA Rebuy Sign Up support@rebuyengine.com Make sure to mention Merchant Mastery or Dan Jordan to get "special" treatment or check them out here to unlock your special offer!

• Rebuy Overview.pdf

• CHAT Conversations = Conversions - we go through multiple options

• BUY NOW PAY LATER All the rage with millennials - we go through multiple options

I’ve purposely made this module “skippable” I understand that some of you have amazing product photography… some of you have the resources to hire a professional photographer and BIG ups to ya. The rest of us are going to get there. soo setting the tone once again…

Just like with copywriting, if you have the resources to hire someone who has dedicated their existence to perfecting the art DO IT. I am not a professional photographer or copywriter. BUT I do know how to be resourceful and ultimately get conversions. I also know how to get stuff done on a shoestring budget and I understand that many of you will be investing in these assets as you get sales on your store. Not every store owner can afford to invest in professional photography, especially when you’re just starting out.

So this module provides a great alternative, and as long as you know the proper tools and techniques, taking compelling product photos is well within your grasp and it’s not as hard as you might think.

You are going to need a few items.

• A camera/Smartphone - the higher the pixel count the better. I used an iPhone 13

• A tripod - which is a small investment with a high payoff. Tripods help with camera shake and can help you standardize product photo angles.

• A white background - your background should always be white because it reflects natural light onto a product and that results in an evenly lit photo. Always look for pure white as off-white or cream will be more difficult to control light with.

• A table - that’s up to your own personal preference.

• Tape - you’ll want scotch tape to hold things down and to fix things to your backdrop.

• The right room - You’re going to want to be in a room with windows. The bigger the window, the more natural the light you’ll get in.

What we cover in this module:

• IPHONE / SMARTPHONE

• STUDIO SETUP

• EDITING

Join me as we embark on a journey of discovery and fulfillment beyond your wildest dreams!

In my experience, not many merchants do website copy correctly and it might be one of the most overlooked aspects of a website. The best website copy makes people envision the pleasure of their lives with the products you’re selling... And the pain or void they’re going to experience without having bought your products.

I’ve seen some pretty tough approaches to writing website copy such as copying and pasting the manufacturer's features...

In this module, I’m going to show you how to write website copy that converts through top-of-the-line examples. These are the examples I refer to when I need to step into my rockstar copywriter persona.

This module is a combination of my own personal experience and the many blogs, podcasts, and webinars I’ve checked out on the topic. So this is been in the making for years and it is what I figure is going to best aid you, merchants, in getting conversion…. IF YOU HAVE PRODUCT-MARKET FIT

Amazing copywriting will not fix a validation issue. If you haven’t gotten 50 or more organic purchases, you need to revisit level 1 and you need to get boots on the ground making sales. BUT if you have product market fit and 50 plus purchases… LET’S FRIGGIN GO

What we cover in this module:

• PERFECT CUSTOMER PROFILE Trying to impress everyone, really impresses no one

• OWNERSHIP BENEFIT Don't sell products – sell experiences

• AVOIDING CLICHES When we don't have much to say, we, unfortunately, speak to the LCD

• FACETIME Speak like a real person

• IMAGINATION When someone images something already belongs to them, they will

• THE STORY Cut through rational barriers with mini-stories

• SCANNABILITY Use easy-to-scan bullet points, because they give the reader a feeling of progress

Offer stacking your website in a winning hierarchy of content is essential for hitting those conversion numbers we discuss. In module two we learn how to apply the offer stack to your home page, product pages, and collection pages.

Why this page?

Sometimes website visitors hop on your site hoping to solve a problem but are unsure which product will help them do so. By offer stacking groups of products on your collection pages and including specific information about these products you reduce friction in the purchasing path.

Offer stacking your website in a winning hierarchy of content is essential for hitting those conversion numbers we discuss. In module two we learn how to apply the offer stack to your home page, product pages, and collection pages.

Why this page?

Product pages answer why people should buy the product you’re selling. Think about this, what would prevent someone from buying your product today? Your product page should address all of these possible objections. They are the most important pages on your store- the prospect is SOOO close to converting they just need a little bit more encouragement in the form of offer stacking to get them there.

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Simple Formula to Calculate Breakeven CPA

Offer stacking your website in a winning hierarchy of content is essential for hitting those conversion numbers we discuss. In module two we learn how to apply the offer stack to your home page, product pages, and collection pages.

Why this page?

Home pages are super important as you never get a second chance to impress OR make a first impression. Strong offer stack attributes will communicate how and why your products can take your customer to a transformational state. Additionally, we want the perceived value of your offer to outweigh the cost in the prospect's mind.

Mastering the art of website conversions with NO coding experience needed

This is all about building your website which is a constantly evolving core aspect of your business and crucial to your Merchant Success Track.

At the end of the day you want your friends, your family, prospects, and customers, to love your website so much that they keep coming back and are SCREAMING from the rooftops about it!

You need to feel proud and confident that when you open up the flood gates coming in level 4 you're giving yourself the best chance to convert prospects into lifelong customers.

This module is all about "Wire Framing" your website!

Translation? I'm gonna show you how to take everything from your Level 1 work: offer stack, hooks, TBIF etc...

And see where we're going to put them on your ACTUAL website 😀

We'll use Canva templates to layout your website.

When you're ready, you can take the work we do in these templates and just copy/paste everything straight into Shopify!

Nailing down your key performance indicators (KPIs) for your sales campaign, so you can set benchmarks, quickly diagnose roadblocks, and know when it’s time to SCALE.

What gets measured, gets improved. In order to grow your sales in the long run, it’s absolutely essential that you track specific KPIs over time and establish a data-driven culture focused on constant improvement. It’s how you will improve each tactic inch by inch to impact your overall results as a whole. And by tracking KPIs, you will also know which areas are going well, and which areas need improvement. Your KPI Scorecard will be the tool that lets you know if you are behind on performance, if you are on track, or if you are ready to scale.

We will end this module, and Level 1, by recapping everything that you need to have in order up to this point, before moving on to Level 2.

What we cover in this module:

• BENCHMARKING YOUR SUCCESS We can’t grow what we can’t track.

• KPI SCORECARD Tracking your key performance indicators.

• MILESTONE #1 Level 1 checklist, and what’s next. 

  
  

Note: Previously, this module included a quiz before moving to the next level. The quiz is no longer required. Instead, simply complete your worksheet and have it reviewed by your Success Manager to proceed.