Learn a powerful strategy that can help you maximize your returns and generate more income with every marketing dollar spent - by focusing on raising your Average Order Value (AOV). In this video, Regina Bellows explains why you should increase your AOV, its direct impact on Media Efficiency Ratio (MER), and how quickly it can boost profitability.

Furthermore, she walks you through a client account to check if they're doing everything possible to increase their AOV. This way, you'll know how to diagnose your business and what next steps to take.

Unlock the secrets to success in eCommerce today! Grow your business smarter with Regina's tips for raising AOV so you see tangible increases in profit margins at a minimal cost. Listen to this episodenow!

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Hey everyone, Regina here from Starter PPC.

2

Today I want to talk to you about the

most direct way that you can make more

3

money on each of your marketing dollars.

4

And this mostly applies to e

commerce companies because I'm

5

talking about very direct ways of

making more money on the website.

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I'll have to do another video someday

for lead generation businesses and talk

7

about You know, upselling and things

like that later on, but for lead gen,

8

just know the biggest missed opportunity

that I see and the most direct way to

9

solve a low return issue with your ads

is to focus on average order value.

10

You might think to yourself, well,

you know you know, my average

11

order value is pretty average.

12

Like people are buying the

products that I want them to buy.

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And it's.

14

Standard for my industry to make this much

that may be true, but just know this, the

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competitors that have pulled out all the

stops on getting their average order value

16

up, they are the ones that are setting.

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The price of a click for your industry,

if for every dollar they spend, they

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can make more on the back end because

a percentage of their accounts are

19

buying three products instead of

two or two products instead of one,

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then they can afford to pay more

for that click, get that top rank.

21

On their ads get all those favorite

keywords that we all want to rank

22

for, but they're expensive because

the competitors are setting the

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cost per click out of reach.

24

unfortunately, if your competitors

are able to find ways to raise the

25

average order value, even a little

bit, it directly impacts how much

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they can afford to pay for a click

and it directly impacts your.

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Return because if you can't afford to pay

the same amount for that click, you're

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going to show up lower on the page.

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Your click through rates

are going to be lower.

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You might get people that are

less motivated to buy, right?

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Cause they scrolled all the

way down the page before they

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found your ad, which means your

conversion rates going to be lower.

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I mean, there's a spiral effect

basically for not being able to

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afford the most expensive keywords.

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always, always, always make sure

you're pulling out all the stops.

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Just like your most successful

competitors are currently doing

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to raise your average order value.

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I'm going to walk you guys through one

of our clients and we're going to do

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an analysis in real time to see whether

they're pulling out all the stops

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to raise their average order value.

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Okay, so let's see.

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Let's go into one of

the shopping campaigns.

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So I'm going to click on this

Pmax campaign here, performance

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max, click on products.

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What I like to do usually is I

just like to kind of sort by cost.

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I do this because I want to start.

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Analyzing the products that are

spending the most money, right?

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If they're going to be spending

the most money, they probably

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have the most amount of clicks.

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I mean, not necessarily,

but probably way up there.

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They probably are a best selling product.

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Again, not always, but they're out there.

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bottom line, if they're spending money,

I want to make sure that that product is.

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Perfect.

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I'm going to sort by cost over here.

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You can just click on

the column to sort it.

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And I can see that this one, Enchanted

Willow Vine Lights, is by far the top one.

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Look at that, 585 clicks

compared to all these others.

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The next best on my screen

here is, is this product.

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So I would do probably one of

these next First thing that I

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do is I click on the product.

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It shows me a preview and

here's what I'm going to do.

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I'm going to pretend that I am.

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A customer who's looking for

enchanted willow vine lights.

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Let's say I went to Google and I

searched for vine lights, right?

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Or like pretty fairy lighting for my room.

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So whatever it is that they searched

for and they get 30 different results.

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from all your competitors, right?

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All of them selling different

types of pretty fairy vine lights.

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And let's say they click on five of them.

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They're like, Oh, this one's cheap.

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Oh, this one's pretty.

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Oh, this one's the one I

was imagining in my head.

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So they right click open

in a new tab, right?

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Click open in a new tab, right?

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So you have a lot of competition.

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You have to catch their

attention right away.

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And not only that, but you also have to

try to make the most money from that sale.

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Or again, the cost that you paid for

all these clicks, these 585 clicks will

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not bring the return that you need.

81

we're going to click through this ad

preview over to the product landing page.

82

And we're going to pretend that we

are a customer and we have five other

83

tabs open from five other competitors

with different types of lights.

84

Maybe we clicked on this one

because it was the cheapest.

85

Maybe we clicked on this one because

something in the image caught our eyes.

86

We don't know.

87

But first thing that you see is the image.

88

So they're going to start

clicking through, right?

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So make sure you have

some good images up there.

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The next thing they're going to do is

think, well, they might think, okay.

91

I wonder how long this is, right?

92

So where's the description?

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What I'm seeing right now is a lot of

empty space and the empty space is,

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I'm, I'm bringing up the empty space

for a reason, because there's a lot

95

of opportunities that you can do to

try to get the sale or to try to get

96

people to buy more than one product and.

97

None of those opportunities are going

to do well if people have to scroll

98

and scroll and scroll and scroll.

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So making sure that you're not

wasting space, you're spreading things

100

across the width of the page so that

you're, you're preventing people from

101

having to scroll too much is, is key.

102

Because let me, let me scroll down

and show you what I'm talking about.

103

first of all, I see a buy

more and get a discount.

104

This looks like a basic app that

just says if you buy two, you get 5%.

105

If you buy three, you get 15%.

106

I think this type of

thing is good to have.

107

I don't have any data to tell you

whether this increase, increases

108

the conversion rate or not.

109

This particular app I think is

not implemented in the best way.

110

I think that these boxes are a little bit.

111

Strange looking and need to be updated.

112

And I also think that

this is easily missed.

113

I would put this up here, you know,

up here, somehow at the top, like by

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two doesn't change the price by 5%.

115

I just clicked on two,

I changed it to two.

116

It didn't change the price.

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So I think a developer could make

this a little more seamless and

118

actually save this space, right?

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You could just write it up

here by two and get a discount.

120

And then when people change it to two.

121

It changes the price.

122

So that would be ideal.

123

Again, the description

needs to take up less space.

124

Make it full width, you guys.

125

The less scrolling, the better.

126

There are five other competitor...

127

pages that this person

has to go look at still.

128

you want them to get to your

important stuff as soon as they can.

129

The important stuff is going to

be the, you may also like section.

130

I know we've all seen these sections.

131

I really think they're effective.

132

Because if somebody has landed

on this product, because it's the

133

cheapest, you can show them a more

expensive version of a similar product.

134

And they might think, you know what,

actually like that product I don't

135

mind spending a little bit more.

136

Now you've done a Cross cell or an upsell.

137

I'm not sure what the

official term is for that.

138

you may also like section,

which actually don't see here.

139

Let's see if it's at

the bottom of the page.

140

No, there is no, you

may also like section.

141

So that definitely, definitely,

definitely needs to be added to the page.

142

You guys, if you don't have a, you may

also like section you are missing out.

143

in addition to showing people more

expensive versions of the same product,

144

you can also show them complimentary

products, So you might want to spend

145

some time in your, you may also like

section customizing what is appearing

146

for each of your best selling.

147

And high margin products.

148

you might want to show, for

example, someone's looking for some.

149

fairy vine lights for their living room.

150

They might also want some other

lighting options like hanging

151

lights that kind of match, right.

152

That kind of go along with it.

153

They also might want some nice

other decor for their living room.

154

Maybe that's just where their mindset is.

155

Maybe they're preparing

for a big event, right?

156

So that's like a complimentary product.

157

If people buy both the

lights and the other product.

158

even 10 percent of the people that land

decide to buy two products instead of

159

one, because of this section, you now

have a significant leg up over the

160

competitors who aren't doing that.

161

All the other competitors

in your industry.

162

won't be able to afford the

clicks that you can afford.

163

So you will start to rank better in your

ads, you will start to get higher click

164

through rates because of that rank, and

you'll start to get higher conversion

165

rates because the people who click on ads

at the top of the page are, tend to be

166

more motivated to buy than the people who

click on ads at the bottom of the page.

167

Make sure you have a you

may also like section.

168

I don't know.

169

I'm on the fence between putting it

above the reviews and below the reviews.

170

I'm tempted to put it above the reviews,

but I also feel that's a little awkward.

171

if it's a skinny section, you

could squeeze it in above and

172

see how that feels for you.

173

If you decide to go with putting

it below, I would just limit.

174

If you can make your review section

take up less space, maybe have a see

175

more button so that the review section

is a skinny section and people can

176

immediately see the you may also like

section right below your reviews.

177

But again, I don't think

it's horrible above that.

178

That's how Amazon does it right?

179

When you are looking.

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Add a product they have like two or three.

181

You may also like sections.

182

Actually, they have two above the

reviews and one below the review.

183

I know.

184

Cause I spend a lot of time on Amazon.

185

I like this free shipping when you spend

over 50, if you don't have like a basic

186

banner at the top, encouraging people

to increase their average order value.

187

definitely get that.

188

You can also have a pop up that

encourages people to spend money

189

because a lot of people tune this out.

190

So you could have, for example, this

same call to action in a pop up.

191

My only recommendation is not

to have the pop up happen right

192

away, like before people have a

chance to look at the product.

193

I would have it pop up

when they start to scroll.

194

Right.

195

So when they're about halfway down the

page, maybe you pop up and say, Hey, by

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the way, you get free shipping if you

spend over 50 and you want to choose that

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50 or in this case, 50 euros by looking

at the average amount of money that

198

people spend on your site and then picking

something just slightly above that.

199

So if most people are spending 45,

make them spend 50, that'll force

200

them to get two products instead of

one, if they want that free shipping.

201

Yeah, I think.

202

I think that's that for now.

203

You can also what I've seen in websites.

204

Well, I'm not sure that this really

goes with the average order value,

205

but you can pull in like images

from affiliates or images from your

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Instagram of people using this product.

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So in addition to having images

from customer reviews, you know,

208

you can have a section that shows.

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People in real life

making use of the product.

210

And I always think that that helps, that

helps increase the conversion rate, but

211

not necessarily the average order value.

212

that's that.

213

Make sure you're pulling out all the stops

to increase your average order value.

214

Oh, something I forgot to mention.

215

Always, always, always have a

menu at the top of your page.

216

I think most e commerce sites do, but

I'm just making sure you guys want

217

to encourage people to browse, right?

218

So if they're just landing on a product

page and there's no other categories

219

to catch their eye, maybe they're

like, Oh yeah, I actually, I have been

220

looking for a crystal bracelet lately.

221

Maybe I'll just, while I'm here, I'll

just go and check that section out.

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Right?

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So you want to.

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Have a couple of categories, enticing

people to browse around a sale category.

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It's always good to have for those

budget shoppers who are always going to

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check the sale rack on their way out.

227

Yeah.

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Frequently asked questions, reviews.

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I love this.

230

Although it's strange that

the reviews are duplicated.

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So I think this website needs

a little bit of help there.

232

Make sure you're pulling out all the stops

to increase your average order value.

233

It is the most direct way

to make more money on every

234

dollar you spend on your ads.

235

So it raises your media efficiency

ratio, your MER, right away, overnight.

236

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