The 4x Formula for Increasing Sales with SamCart
You’ve heard it before: “Content is king.” And you’re hearing it again because no matter how many times you hear it, it’s still true. But what does that mean for your sales page?
Sales pages are one of the most important part of your digital presence. Without them… you’ll lose the chance for people to buy! Yes… you can get on a call, you can send a payment link, but I guarantee if you want to increase sales to more than one person at a time, you need a sales page. And you are going to want a sales page that converts.
The first impression is crucial. If your sales page doesn’t capture the visitor’s attention, they’ll be gone in a flash. But what happens after that?
I’m always blown away by how many little things affect sales page conversion rates, so I reached out to my friend Scott Moran, co-founder of SamCart, my favorite sales page tool, and he is going to show us exactly what has helped their power users to increase their sales by 400%! It’s called the 4x Formula for Increasing Sales… and let me tell you, it’s gonna be good.
Introduction to Scott & SamCart
Fun fact: Scott has emceed multiple weddings; what that means is he is basically the hype man. The song he walks out to is always his call, but he is privy to Dashboard Confessional and those types of artists. He wanted to walk out to “YMCA” at Traffic & Conversion, but he got turned down. I use the title track from The Greatest Showman personally.
SamCart studies what works and builds it into SamCart. They have a top-down look on over 16,000 businesses, some of whom do over nine figures a year. Their customers in total generate over $60 million a monthly, $2 million a day. Probably $145,000 has gone through SamCart since we started talking today.
The first thing Scott ever created was a baseball training e-book on a website called TrainBaseball. His brother was a great college baseball player turned NSA employee, and he hated his life, so they made this website together. They were convinced their sales page could be a ticket to a million dollars, and that couldn’t be further from the truth. Their first “sales funnel” consisted of a customer visiting the site, clicking a PayPal button, and seeing a thank you page after they completed the purchase. In the first 12 months of this business, they got some decent traffic, but they made $6,026 in profit in the first year.
Everything changed when he and his brother met Paul Reddick in Fenway Park. Paul’s business was so simple. He ran Google Adwords to a sales page in 2010 and was doing a million dollars a year in profit. Paul helped them realize their big problem was that they would need 10 customers a day to purchase a $27 book in order to earn them $100,000 in sales a year. Their biggest problem was that they had a .5% conversion rate on average; that’s not bad for a regular blog, but it’s certainly not good. The business model of higher-priced clients in a service space can often be better because of this conversion rate problem. So those numbers dictated that they would need 2,000 visitors a day in order to hit 10 customers a day, which is an insurmountable amount of visitors for this site. They didn’t have money for Facebook Ads or Google Ads.
However, this led to their to-do list becoming endless. Every single day, they had to accomplish: “Post on Instagram, Post on Facebook, Publish to YouTube, Podcast episodes, Blog posts, Create new ads, Recruite affiliates.” They were absolutely burned out, not surprising because this is where online business tends to lead people until they can figure out how to get to the other side, or someone on the other side tells them what to do. This is where Paul comes in for Scott and his brother; Paul helped them put into action the 4x Formula for increasing sales. The two options are you can keep doing the insurmountable odds thing, or you can play a much different, easier game, focusing in on the conversion rate. In the 12 months after they met Paul, they made over $660,000 in their second year of being in business.
The 4x Formula for Increasing Sales
Here is the 4x Formula:
- How to get 2x more customers each day, without needing more traffic
- How to get every customer to spend 2x more, without raising your prices
- The new tool that makes it all possible to increase sales, without needing a big team behind you
Step 1: How to Get 2x More Customers a Day
Let’s begin with Step 1: how to get 2x more customers each day, without needing more traffic. The first big mistake is not focusing on your conversion rate. Here are seven ways to double sales: Fewer “Funnel Steps,” Fewer Form Fields, More Methods of Payment, Customer Testimonials, 3rd Party Trust Seals (SSL), Payment Options, A Guarantee.
The first one is fewer “funnel steps.” Sending your customers from page to page to page to the page where they can eventually buy something is not going to fly anymore in 2021. Fewer page loads, fewer clicks, fewer keystrokes it takes for someone to find you to actually buying. Try out your sales process on your phone in the middle of a field as well as from your computer, and see how easy or difficult it is for your potential customers to buy from you. Shorten that process, make it easier, and you will win.
They did a split test with SamCart’s top sellers. They took people whose sales process is two different pages and shortened it down to one page. There was a 24.9% boost in conversion rate. Figure out how to shorten your sales process.
Fewer fields is also important. If you don’t need someone’s shipping address or billing address, get rid of it. Removing fields boosted the 35.1% conversion over the control, which is including all of those potentially unnecessary fields.
More payment method options is also key to increasing your sales. Adding credit card, PayPal, and Apple Pay all together boosts the conversion rate by 23%. It’s all about giving your customers choice. You need to make it easier for people to buy your stuff, not harder.
When Scott made these changes to his baseball site, his conversion rate went from .5% to just shy of 5%. It was a 10x sales increase. They didn’t need 2,000 clicks a day; they needed 200 clicks a day to hit their same sales goal, which became much more attainable.
Step 2: How to Get Customers to Spend 2x More
Let’s move on to Step 2: how to increase sales by getting every customer to spend 2x more, without raising your prices. The second big mistake is not focusing on “average order value,” the other key number you need to pay attention to. What is your average order value, and what are you doing to increase it?
Amazon is the average order value king. They do things like the Frequently Bought Together suggestions which bundle relevant items together and makes it easy for their customers to buy more than one thing in the same order. Another great example is McDonald’s. “Would you like fries with that?” is the original average order value booster. It is their competitive advantage that launched their brand into the stratosphere. Uplift, the standing desk company, is another great example. They have so many different options that you can add to your desk to customize. Scott’s desk started at $550 at the base price, but by the time he finished customizing it, it was close to $1,000.
The first time Scott got serious about this, they were able to 1.5x their average order value, ultimately getting it to 2x, a $52 average order value from $27. Now they only needed 100 visitors a day and 5 customers a day in order to reach their same sales goal. Their business model went from impossible to very possible practically overnight.
Scott has five ways to double how much people spend (Order Bump Collections, Guided Upgrade, One-Click Upsell, The Receipt Offer, The Post-Sale Offer).
Let’s start with the Order Bump Collections. This is like grabbing a Snickers at the cashier at a grocery store. It’s the last thing you see before completing your transaction. Online, this would translate to including the option to purchase another item at the bottom of the page right before someone is going to submit their order. With live events, you could purchase the recording. With services, you could add extra consulting. A single order bump increases the average order value by 31%, which is huge.
Upgrades is a huge one for service providers. Kind of like going to a car wash, you have the basic wash, and then you could upgrade to the gold wash for a couple bucks more, and a couple bucks more than that for the platinum wash. You can let people self-select higher plans. If you sell 10 people on something, the 80/20 rule dictates that 20% of them are willing to spend double, and it keeps going. You need to let people do that to increase your sales.
If you are going to add extra things, it’s all about the impact that these extra items will bring to the customer. When you make it really easy for customers to add these extra items to their order, that is so key. Including the features is important, but it would be useless if not for a simple execution of these strategies. The conversions will be terrible if the execution is poor.
Scott and his brother were selling that one book. Paul told them they need to sell more than one product and asked them to think about what else their customers would need or want beside that one book. They will want stuff about strength, videos on how to perfect their swing, and all these other ideas. They cobbled together all these additional products that they could add as an upsell or order bump, which they did. Scott’s first one-click upsell almost doubled their average order value from $27 to $52. You have to make it that easy.
One of Scott’s favorite related stories is Matt Seuss. After launching two order bumps for photographers that he had just previously had sitting on his hard drive, he boosted his profits by 400% in the first 30 days.
Amanda Tress, who was selling a six-week fitness course. Now she has since created a meal plan & guide, an iPhone app, an intermittent fasting report & course, fitness equipment, and fitness wear.
Pat Flynn was selling a tripod. Now he has since added a camera ballhead and an iPhone adapter. I was even grateful for these because those were the attachments I was looking for!
If you’re selling coaching and consulting, you could add books, exclusive retreats, online programs, or live events.
These strategies work for absolutely anything. There is no business that won’t be able to come up with something else to give your people. Check out Scott’s Upsell Playbook for more ideas. It contains their expertise from their own business and from studying SamCart users.
There is this big budget lie that everyone buys into, which is that people with a big pile of cash behind them are the ones with big businesses. That’s simply not the case. When you have a business model where the conversion rate and average order value are really locked in, scaling your business gets easy because you know exactly what you can spend on ads. In Scott’s business, they knew that they could afford $2.60 a click, so they did some reverse engineering, did some testing, and their clicks were way cheaper than that. An average day was spending $100, getting 278 clicks, converting 14 customers, and making $722 in sales.
Step 3: Increasing Sales with SamCart
And finally, step #3: how to make this all happen. There is the hard way, which includes building & coding pages, writing copy, designing pages, finding images, testing each element, setting up tracking, setting up credit card processing, and more. Or there is the easy way, which is SamCart.
Logging into SamCart, the first thing you do is create a product. Your products can be anything, a one-time charge, a subscription, a payment plan, or a pay what you want model. That is an incredible feature. People are ditching free lead magnets, using order bumps and upsells to turn lead magnets into profit centers. You will then choose how you want to bill stuff and move onto the template library. They have templates for webinars, landing pages, physical products like a book, standard checkout pages, and more.
Building inside of SamCart is what sets them apart. It’s simple, everything on one page. Just add your content, showcase your product, add some order bumps, and watch what happens. It also integrates with whatever you’re currently using to send emails, deliver online courses, deliver physical products, like Zapier, QuickBooks, Slack, and more.
The SamCart dashboard is super simple. You can manage everything, like resending receipts, changing subscription dates, calculating partial refunds. There are advanced tracking metrics in place, such as UTM parameters, Facebook ad pixels, and more.
One of Scott’s favorite things about SamCart is their help center. They have an extraordinary customer support team and take pride in offering a high level of service. You even get a dedicated account rep once you create an account on the platform.
If you’re interested in selling physical products on SamCart, it’s so easy. You just run traffic directly to the page from Facebook Ads and Google Ads. Same process as an information product or services product. SamCart takes care of taxes and shipping and all that jazz. It’s the same blueprint no matter what you’re selling, even if you’re selling a blend of types of deliverables.
An example is there is a brewery in Minnesota that sells a Cider of the Month Club through SamCart, which saved their business during COVID. Or products that do well on Kickstarter and come to sell their wares on SamCart.
My Content Repurposing Magic course, which sells through SamCart, has an 11.48% conversion rate. So everything Scott has been sharing this whole time is so true for increasing sales!
You can deliver a full online course directly to your customers for a download through SamCart. It won’t be password-protected, but it is a very simple feature that folks love to take advantage of. The lead magnet thing could also work this way. I haven’t done the pay what you can model yet, but it sounds super cool.
SamCart has three different monthly plans, and you can upgrade or downgrade at any time. The first plan is Launch, $49 a month. Grow is $99 a month. Scale is $199 a month. They also have Enterprise, which is $499 a month. They also have a Conversion Boost guarantee that if SamCart doesn’t pay for itself within the first 30 days, they will work with you to get your money back.
The dividing line in terms of deciding which plan is right for you is if you are just starting out, and your sales are fairly inconsistent, the Launch plan is for you. If you are making a few hundred bucks a month, Grow is the right plan for you. If you are doing several thousand a month already, Scale is the right plan for you, helping you uplevel yourself even more.