Monica Froese
Empowering women to create 6-figure digital product businesses.
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The key to making money in your digital shop has nothing to do with the price of individual products!
In the third episode of this series for course creators, I’m sharing another presentation from the Striking Gold For Course Creators Summit, which is happening at the end of this month.
I’m teaching you four strategies to increase the average order value in your digital shop, including how I brought in $4,000 in one weekend by promoting a $9 product!
It is vital that you understand why average order value (AOV) is so important, so be sure to give this episode a listen! As you apply what we talk about in this episode with what we’ve been talking about in the first two episodes, you will really start to see the profit come in.
If you want to keep learning even more about leveraging course content in your digital shop, be sure to register for the Striking Gold for Course Creators Summit at the end of the month! Register now at https://strikinggoldsummit.com/.
Head over to http://monicafroese.com/listen to listen to this episode and previous episodes on your favorite podcast platform!
[00:01:47] Welcome to the Striking Gold Summit. I am your host, Monica Froese. I am so excited that you’re here today to chat all about how to turn a $9 click into a $4,000 weekend, using your existing course content. Sounds pretty exciting, right? Let me take you back to a weekend in January, where I made $4,048 in 72 hours from two Friday flash sale emails that promoted a $9 digital product and resulted in 114 orders Friday. What the heck is a Friday, you ask? I am so glad you asked. Let me set the stage. Since mid-March 2022, every single Friday at 3 p.m., we announce an easy Yes Friday sale. We never told our email list we were going to start doing it. We just started it and haven’t missed a single Friday email since. This allows us to be consistent in our marketing and also provides us a way to incentivize a click to our shop. Why do we want to click to our shop so people spend money with us? Of course, now the offer you are presenting in your Friday or whatever theme you want to come up with needs to do three things. The first thing is it needs to be specific. You need to give them a reason to click by highlighting one of your products and the transformation that it provides. The second thing is it needs to be compelling.
[00:03:02] Make the offer an easy yes, because remember, the whole point of this offer is to get the click to your shop. And the third thing it needs to be is consistent. If you want your shop to succeed, you need to be consistently putting it in front of people to get the click. Listen. The whole purpose of a flash sale is to do one thing. When you have a shop to get the click, that’s it. At this point, our audience is now trained to expect our Friday emails every Friday at 3 p.m., and we send a last chance reminder email every Sunday at 2 p.m.. So what happens when you entice people to click a $9 offer in an email? Well, it has the potential to turn into $4,000. And I’m going to show you how once you get the click, it is your shop’s job to turn that $9 click into a lot more money. Here are a few examples of products that we have that exist inside of our other programs. Passion and Profit Experience is a live challenge we hosted in 2021 that leads to our higher price course. We sell it in our shop for $9. The Empowered Business Box is made up of six marketing tool boxes that used to be only available in our template membership, and we sell this in the shop for $97. The Perfect Funnel Bundle is a series of three workshops we deliver to our membership that we bundle together to sell in the shop for $47.
[00:04:18] The Friday Flash Sale model for your shop allows you to promote pieces of your course and launch content as standalone products. It gives people the opportunity to get to know you better. It gives them a lower barrier to entry, and it allows you to cross-sell your course at the same time. Let me show you how this works. But first, we need to discuss how your pricing strategy for your shop is not the same as the pricing strategy for your course itself, and people get a little lost on this. So it’s a very important concept that I need you to understand when it comes to a shop. The price of an individual product is way less important than your shop’s average order value. Average order value is AOV for short. So what exactly is AOV? It is the average dollar amount spent each time a customer places an order in your shop. A marketing campaign like a Friday. Or if you’re on paid ads or organic search, for example, that drives people to your shop, gets the click to your shop, but once they are there, it is your job to get them to add more to their cart, increasing your average order value, thus making it easier and easier for you to predict what a new customer is worth for future growth opportunities. So the $9 click is not what made us $4,000.
[00:05:28] It was the marketing levers inside of the shop that led to them adding more to their shopping cart, thus leading to higher average order value. So let me break down the numbers for you. In roughly a 72 hour period, it was a little bit longer than 48 hours that we left this running not quite 72 hours like two and a half days. We had 1994 sessions to our shop. Okay, so that’s how many sessions got started in our shop. And we had 5.22% of those sessions convert. In other words, 104 sessions converted into a sale. Total number of orders was 114. There were more orders than sessions converted because we offer upsells in all of our products, which I’ll talk about a little later. Now, out of those 1994 sessions, 841 of them started directly on the collection page for our tool boxes. So let me read you the exact email that we sent to our list that got the click into the shop. So the title was free. All tool boxes are $9. And let me also stop and say right now that these tool boxes used to be delivered exclusively only in our membership. Okay, so this is another example of content that we delivered to our membership back in 2021. And then that’s it. We delivered it to the membership and it would just kept collecting dust in our Google Drive. And instead now we have this ability to put it in our shop and let all of this existing content that we’ve created over the years work harder for us.
[00:06:54] Okay. So again, the subject line said Friday, all tool boxes, $9. Hey, insert first name huge tool box blowout happening this weekend. We have marked down all tool boxes to $9. If you’re not familiar with our tool boxes, they are packed with a ridiculous amount of value. We have 13 of them and they contain a mix of resources like. And then we list out all the different things that they can get in these tool boxes. And then what we also do is we say we narrowed it down by topic. So if you need help running a flash sale, these two tool boxes can help you. If you need help growing your email list, here’s a list of those tool boxes that can help you. So we’re leading them in a direction. But the main call to action on this email was to go to the collection page where the 13 tool boxes are listed. Now, most of these 841 sessions tool box collection page came directly from that email. In the same period, the average order value for the shop was $35.51, much higher than a $9 click. Right. So one of the largest orders during this period was for $168.10, with ten items added to the shopping cart and an additional order placed for 1350 because they took the upsell as well, which is post-purchase.
[00:08:07] Now, I was able to trace back this order to the email they clicked clip from and the link they used took them to the collection page with those $13 $9 toolboxes to choose from. Okay, so this is a lot of numbers coming at you, I know, but let’s focus on the main point here. How did a $9 click lead to such a big order? We utilized four awesome strategies in our shop to make this happen. Number one is an app called Twilio and it’s meant to be used for gamification. This triggers for new visitors to our shop. It’s a spinning wheel. The wheel shows different options. They can win when they spin the wheel. So for us this is discount based and the discount lasts for 30 minutes. So using this method does three things for us one, it makes shopping with us fun, which we want it to be fun. Two it gets them on my email list so we can follow up and form a relationship if they are new to me. And three it gives them urgency to place an order right away with us. So this 30 minute coupon was for 30% off. Now this is important because they were already expecting a very good deal of $9. Usually the toolboxes are listed for 27in the shop, so they were already getting a great deal for $9, but then they got the 30% off coupon when they spun the wheel and ended up adding five of those toolboxes, and it brought it down to $6.30 each.
[00:09:28] Now you’re probably thinking, whoa. I mean, that’s the whole point here is like, if you focus so much on what an individual product costs in your shop, then you miss out on the ability to actually get more things added to the cart and increase the average order value. The average order value is what’s going to matter above all else in your shop. Now the second thing we did is we used another Shopify app called Frequently Bought Together. Now this app allows you to create bundles of products that basically, like the app name suggests, are frequently bought together. The bundle shows at the bottom of each product listing. It makes it easy for people to add these additional products to their cart, with one click, or click through to the other products to read more about them. So if you think about someone in your shop who is interested in buying a product from you and they are reading about it. They may have no idea what other goodies you have for them and might not really know where to start either. So this is a great way to not only encourage additional products to be added to their cart, but also gives them a starting point to explore more. In this example, they took advantage of this and added our ultimate digital product business planner, and that layered with that 30% off discount that they got from spinning the wheel.
[00:10:36] Now the third app we use is called honeycomb. This allows us to offer order bumps, upgrades and upsells. Now this is how it works. Every time you go to checkout in my shop and order bump or an upgrade is going to pop up. Here’s how we define what this means in order. Bump is an enhancement to the product that they are buying. It’s basically an easy yes. To add it to your order, I offer the order bump, add a larger than usual discount, and they have five minutes to decide if they want to take it. Alternatively, I may offer an upgrade replacement instead. So for example, if you’re purchasing one of the toolboxes included in our Power business box, which is a bundle of six of our best toolboxes, I would offer you an upgrade to purchase the Empowered Business box instead. It’s not an add on, it’s an a replacement upgrade. You can do the same thing with your course. You can list your course in your shop and use it as an upgrade in a natural progression for the customer journey. Finally, the last way we use honeycomb is by offering an upsell after the purchase is complete. So this works similarly to the order bump, where it will pop up and give them five minutes to decide if they want to start a new order.
[00:11:38] Now, an upsell is usually the next logical step in their customer journey, so your course could fit in here too. You could choose to use the order bump to offer them a complimentary product, and then upsell them into your course once the order is complete. Now in this example, for this order, they took the order bump and the upsell. Now the upsell is what resulted in another $13.50 order for the Perfector funnel bundle. And again, the Perfector funnel bundle is content we originally created for our membership. Had we not listed the bundle in the shop, the only people who would have ever been able to access it were in the membership. This gives us the opportunity to show people not in the membership just how great the content inside of it is. Which then is a natural upsell to our membership. See how this all works together? Now the fourth app we use is called Go Pro. It is an affiliate marketing app that people can sign up to become an affiliate of your shop and recommend you to their friends, and they get a commission for it. Now, this is an amazing strategy for driving new customers to your shop, and gives you yet another opportunity to nurture new leads for your course by leveraging the customer journey of your shop so you can get people to recommend your shop, you can get them in on more entry level products and then naturally upsell them into your higher priced courses, programs, memberships.
[00:12:56] It’s a little mind blowing, right? That a $9 click can lead to a $168 order, and in an additional upsell order on top of that. This is the power of using a digital product shop with your course content. So to recap, first, content inside of your course can be used to create standalone products that you sell more frequently. Two. Your shop allows you to easily upsell from smaller products into your course, and three. Your number one objective for your shop is to increase your average order value by leveraging the four strategies I just mentioned. So what did you think? Did that inspire you to start using your existing membership content and double down on it in a shop model so that you can make more sales and naturally lead more people into your programs? We really want you to join us for the Striking Gold for Course Creator Summit, kicking off on October 21st. We want you to stop relying on course launches and start making daily sales from content that you’ve already created. Let’s unearth your content’s true earning potential. We have amazing speakers lined up, and you can go grab your free ticket right now over at Striking Gold summit.com. I’ll see you back here next week for part four of this four part series.
