At Shopify Unite, we heard that Shopify is advancing their checkout process by adding new features like Shopify Pay.
Advancement in the checkout process is great for merchants, and especially important for Shopify.
It's important because the Shopify checkout process is tightly controlled. There's limited customization options, and unless you're on Shopify Plus, you're not given access to edit the checkout process.
This brings us to a controversial point: is it not being able to edit that checkout process good or bad?
And if we wanted to edit it, how could we do it?
Then, what would do to improve the checkout process for the better?
Joining me on the show to discuss it is Jordan Gal.
Jordan is the Cofounder and CEO of CartHook, a software company that offers products that make your ecommerce business more successful.
- The coming battle for your Shopify checkout
- The arguments for and against replacing your Shopify checkout
- Customizations to consider that may improve conversion at checkout
- The one trend in ecommerce you need to know about
- The power of free plus shipping offers
- The strategy used by the most sophisticated Shopify store owners to dramatically increase ROI on ad spend
- Bold Apps Cashier (Beta)
- Zipify One Click Upsell
- Shopify Pay
- Address Auto Completion
I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free.
Tell me where to send your sample at ecommerce-bootcamp.com
Kurt: One of the interesting and perhaps blessed things that happen in Shopify is that unless you're on plus you can't mess with the checkout, and even on plus you can mess with it a little bit but totally rewriting the thing just probably isn't a great idea. The reason I say I like this about Shopify is the Shopify checkout is based on millions of data points, so in theory they're always optimizing this thing and we know it works well. I've seen really optimized stores with conversion rates at 3% and 5% and those that really juice their traffic to the store, conversion rates in the low double digits, so we know the checkout works. We've certainly seen it work a number of times, but that doesn't mean there aren't ways to improve it, and not just in terms of conversion rate but there are other features maybe we would like to add to the checkout which would be cool.
There's a controversial practice that happens and we'll go into why, but it's replacing the checkout. If you've ever used a subscription app, Bold app's recurring orders is a wonderful way to do subscription. It actually when someone goes through the checkout to place their subscription, it entirely circumvents the Shopify checkout, replaces it with Bold's that is just a duplicate. They have remade the standard Shopify checkout so that they can do their own payment processing, and then just funnels all that stuff back into your Shopify store via the API. It's kind of crazy and early on we were like, "Oh damn, that's how they solved that? That's nuts." And now we're seeing more people do it.
You've probably heard about Ezra Firestone's Zipify, his company Zipify. Zipify's one click upsell. Bold Apps has one in beta. I've seen it enough places now I'm comfortable mentioning it, that we got a replacement called Bold Apps Cashier that's designed to try and pull all these things together, add a bunch of features to the checkout. And of course we have heard from him before. Jordan Gal from CartHook, who joins me today to talk about what's going on in this space, why and how it's heating up, and why it's controversial, what the trends are and what's going on. It's a more high level discussion but I think this should be very interesting. Jordan, welcome.
Jordan: Thank you very much, Kurt. Thanks for having me on. I had to bite my tongue through the intro because I have a lot of interjections to make. Not disagreements but adding to the richness of the debate. How about that? I think we can get into it. I think it's a good, good topic.
Kurt: I don't even know where I fall on this, so we'll see if you sway me. You probably will. You're a charismatic gentleman.
Jordan: I don't even know if it's about swaying. It's a laissez faire argument. The checkout on Shopify right now is good. It converts well. Once people get into the checkout, it converts and it's standardized and it looks great on mobile and it's super stable and super fast, so there's not an argument to be made about how Shopify's checkout is terrible. That's not the argument. The argument is, should the eCommerce merchant have control over their checkout? And if so, then why? What are people trying to do with the checkout? And we saw the first rumblings of it with the subscription apps, and now it's starting to blossom a little bit in that space and we've got a few different companies playing in that space. Our company, CartHook, has a one page checkout and post purchase upsell app, and then Ezra's got OCU and then Bold's coming out, so it's getting interesting and my only argument is to let the merchant do what they want with their store.
Kurt: When you phrase it like that then it's hard to argue with it. I'll play devil's advocate. The argument against it would be, protect people from themselves. If the checkout is based on ... It works and it's got these millions of data points, then lock it down. It's so important. Don't let people mess with it. But then I have said that and we've heard that on the show, but then I've also said if you want to add predictable, recurring revenue to your store, you should try selling subscriptions, in which case you got to replace the damn checkout.
Jordan: And it may not even be like that forever. This very well may be a temporary period where things are in transition around the checkout. That's one of the things that we keep an eye on. We say to ourselves, how long does this last? This period where Shopify's checkout is locked down and then people are replacing it. Maybe there's something that we're transitioning into with some of Shopify's new APIs that allow for more features to be built into the Shopify checkout instead of replacing. I think it's a very fluid thing.
To back up a touch, our product, it originated years ago when I ran an eCommerce business on Volusion where I ran the company with my three brothers. One brother was in charge of getting traffic to the store. I was in charge of converting that traffic into sales, and my other brother was in charge of everything that happened after the sale, from customer service to shipping, inventory, and so forth. So I spent my days staring at, okay, how do I convert more of this traffic into sales? The truth is I spent a considerable amount of my time on the checkout process or the cart page and the checkout page and trust symbols and error notifications and as everyone knows, every little tweak can make a difference. Sometimes you don't know which tweak makes a difference so you start off with your best practices and you make it super simple, and then you start to work from there and a lot of unexpected things happen.
That's where it originated and now what we're really doing is we're bringing that same mindset and that same situation into Shopify. We're saying what works for one store may not be optimal for another store, so let's give control over to the merchant to experiment.
Kurt: If we hand control over to the merchant, what are the things that people are going to do? What are they missing out on now that they could be doing if they had access to this checkout, or swap it to one of these other replacements such as CartHook?
Jordan: We're seeing it happen in two different ways. The first is on the checkout page itself, and the second is what's happening after the checkout. I don't even know where we should focus first. I guess the first one's almost easier.
Kurt: We'll do it in order.
Jordan: Sure. I think it's more straightforward too and then the second part that the upsells after the purchase go deeper, so we can go deeper into that side. The first part is the checkout page itself. Shopify has a three step checkout and it's debatable whether or not that is the right way to go compared to a one page checkout. These days with more and more traffic and more and more conversions happening on mobile, you want it to be as fast as possible. Again, it's not straightforward that a one page checkout is faster and easier and converts better, but you can't tell without experimentation. What our customers are doing is they're trying to match up their checkout page with their brand so that it's on their own domain and it has trust symbols, testimonials, images, design that match the rest of the company's site so that there's a consistency from the product page to the cart page to the checkout page and then that consistency is generally understood to help conversions.
Kurt: So the first is we want access to design for two reasons. One to make it match the store so you have a cohesive experience. You don't have this jarring, suddenly I'm on a different domain name with a different feel, a different look entirely. That's usually the first objection is listen, I just want this thing to look the same. Okay, cool.
Then the second would be, all right, you're asking a lot saying to a stranger, "Hey, give me your credit card details and your home address, buddy." That's a big ask, so you want to add some psychological triggers in there like social proof, trust indicators. Even just, "Hey, if you have questions call us. Here's our toll free number." That kind of thing. Then of course remove all the friction. Make it as easy to use as possible. Add fancy features like address auto-completion would be a not atypical customization we see.
Jordan: Yeah, and along with that just the desire to experiment with whether or not one page checkout will convert better for you than the multistep, and it's not straightforward.
Kurt: It really does depend on the audience, because before we hitched our cart and did only Shopify, and obviously this was years ago so things have changed wildly, but we saw situations where some stores did better where you gave people the option to register as customers versus be guests. Some stores did better when you did one page checkout versus multistep. It really was dependent on the audience.
Jordan: Yeah, it makes sense and that's what we're seeing too. It is not a straightforward, the second you add a one page checkout it converts better. It's not straightforward like that, so it's an experimentation piece.
Kurt: And the end goal there to have those options, to have those features, is to increase the conversion rate. We make it as easy as possible, remove all those barriers, all that friction and we just make it easier for people to buy, and in theory our purchased rate goes up, right?
Jordan: Yes, and one of the interesting things that we have an eye on is it's my opinion that the thumbprint wins. That's where I think everything is going on checkout. What I say is that my ideal is that 12 months from today, our default checkout page has no fields. Like the cart summary where you don't see the cart summary until you click on it and then it opens up and extends the cart summary. My hope is that the fields are hidden and you have to click on it to open up the fields to put your name and address in, because the thumbprint purchase will be that prevalent. That's what I hope things get to for merchants, because once ... There are a few different options. Apple Pay, Android Pay, some type of a Shopify Pay, Stripe. Whatever comes out over the next year I think the thumbprint is the thing that wins.
Kurt: We see that with Apple Pay now and really I've only used it in maybe two or three situations and it was absolutely magical. Like oh my gosh, this is the easiest thing ever. How long has it been around? A year? And it's stunning to see how few ... This is not a criticism of just Shopify stores. Of just eCommerce and mobile in general that just don't use Apple Pay and that confuses me.
Jordan: I think these things happen all at once. They grow and then all of a sudden you look at it and you say, "Whoa,". It wasn't that big last year and it's bigger this year and it's anticipated to be big, and the next thing you know it's huge and then everyone adopts it all at once. Over a 12 month period everyone will add it. That's my ... It's just inefficient, man. To be on a phone and punch in all those buttons when you're just using the credit card that you already have in your wallet and then you will eventually have inside your phone. It seems inevitable to me.
Kurt: Absolutely. I'm confused as to why it didn't happen sooner.
Jordan: I agree.
Kurt: That's our dream as we get to, I want to check out. I just tap my thumb and it's like, "Hey, you want to pay with this card and send it to this address, right?" Yeah. Done. Send. No more thinking about it. It's done. It's over. It's one step. It works on our mobile devices and soon we'll see touch ID on everything.
Jordan: It's a bit scary, isn't it?
Kurt: A little bit.
Jordan: The fact that the entire Internet will be as easy to purchase from as Amazon is scary.
Kurt: Yeah. I ... It's a total rabbit hole here. I don't keep Amazon on my phone to prevent impulse purchases. When I need to shop on Amazon, I download the app and then I have to log in, make a purchase, then delete it.
Jordan: Wow, good for you.
Kurt: Because it's too easy.
Jordan: If I were a Shopify merchant, that's what I would want. I want it to be too damn easy to buy from my store.
Kurt: Right and fundamentally, with conversion rate optimization, that's the end goal is it is too damn easy to buy from this store. That's number one is, give me access to design so I can optimize this thing tailored to my specific audience. Then the pushback against that would be, "Well, if we do that we're giving you enough rope to hang yourself or you could mess it up and make it harder to use." In theory you're sophisticated enough. You can test it. You would know that your conversion rate goes down.
Jordan: Yes. Like all business. I have plenty of rope to hang myself with in my business, just like you do and just like everyone else does.
Kurt: There are other places I could through things up like uploading 12 meg PNGs to my carousel slider and that kind of thing. Then the other is this post purchase stuff, which I think is really exciting and is an untapped opportunity. Talk to me about that.
Jordan: I think it's fascinating, and I have really enjoyed my job for the past year working in this space because it's just genuinely interesting and new. Once again, let's back up two steps. Here's what I see that happened over the past year or two. What's happening is that the marketers, the army of marketers that move around the web and identify opportunities, they have been moving from digital products to physical products en masse. Just a gigantic trend. It was not kicked off but accelerated by ClickFunnels. ClickFunnels brought marketing innovation in their platform. They basically said, "Okay, Leadpages, you guys have awesome landing pages, but people don't build landing pages on their own. They build them together in a funnel."
So ClickFunnels just put that concept into play and said, "Now instead of building standalone landing pages, we're going to help you build landing pages that connect in a funnel," and then on top of that they provided a ton of education around how to use that. How to sell both digital and physical products through a funnel, and one of the key components of the funnel is the post purchase upsell. It's not just an opportunity to add something to someone's order. It is an opportunity to completely change the way you actually sell. The strategy from the starting point can be changed because of the fact that the post purchase upsell exists.
A popular example is the free plus shipping offer. The free plus shipping offer, the way it works is what you want to do is offer something on the front end on your checkout page that's really low, low price. Ideally it's free. It's, "Hey, I just wrote a book. Buy my new book. I'll give it to you for free. All you need to do is pay for shipping." So the book is free, $0, and the shipping is call it $6.95, hence the free plus shipping nomenclature.
Kurt: If you want to see this in action, if you've ever seen ads ... Clearly Facebook has considered me an info-marketer because I see ads for this stuff all the time. I got ads continuously for Russell Brunson, the owner, creator, of ClickFunnels, for his book DotCom Secrets, which was offered to me as free plus shipping and sure enough, after seeing enough ads, I did end up buying it for free plus shipping and it was like $7.
Jordan: Right. And now after-
Kurt: Then it worked on me a second time. He just came out with another book. Did it again.
Jordan: That's right. So look, it works. It's a great offer, and so what that does is it gets the person into your funnel. All of a sudden your checkout page, what you're selling on the front end becomes an entryway. It's not the point. It is the beginning of the point. Once you put in your credit card information to pay $6.95 in shipping, what happens is that payment token can then be used again, which means ... Kurt, when you bought that book, what happened after you made the purchase?
Kurt: Immediately afterward it's like, thanks. That's great. You purchased it. By the way, one time offer. You'll never be able to get this again. For $150 or something, add this extra package of just amazing value and it had a video and it was it's own amazing landing splash page and I said no thanks. But I also made sure to not read it because I'm sure it was very compelling and I might have bought it, and then when I said no thanks, it offered me another different thing.
Jordan: A downsell.
Kurt: A downsell, which is always going to be cheaper than the first thing it offered me. It always seemed way cheaper because I was just price anchored to the other thing.
Jordan: Right. So if you had decided to purchase, in order to purchase all you would've had to do is click on the button that said, "Yes, I want to purchase." You would not have needed to reenter your credit card again. The credit card would have been stored in the payment token stored from the checkout page. That became very, very popular in the ClickFunnels world, and then the next phase what happened is a lot of people on ClickFunnels started selling physical products in this way. They'd say, "Okay, here's one unit of skin cream," and then after the purchase it's, "Hey, do you want to buy another one for a different price?" And, "Hey, do you want to subscribe and just save and get it every month without you having to do anything?"
So then it started to creep into the physical product world. People started making a lot of money being really successful in the physical product world, and then what do they realize, Kurt? They realize, "Oh man, I really want to use Shopify to do the order management because it's really good at it." Then you had this strange gap where you said, "Okay, I want to sell like ClickFunnels but I want to manage like Shopify," and that's really what's happening in the market right now. You have a ton of these marketers coming into Shopify and they're introducing all these marketing concepts and now they're slowly seeping into the regular retailer world, not just the marketer world, and now there's this crazy [crosspollinization 00:19:30] around post purchase upsells are ... It's a legitimate strategy. It works.
Kurt: Right. Initially, as soon as I think retailers and eCommerce folk in general hear info-marketer, they're like, "Oh, it's sleazy. I don't want to do it." Then over time they open their mind to it. It works for them for reasons, and a lot of the stuff is based on 50, 100 year old direct response marketing ideas. We've seen that with the power of landing pages and people's desires to rather than just have a product page, make these much more sophisticated, compelling landing pages for their Shopify store that are borrowed straight out of this info-marketing world.
Jordan: Yes, and I actually want to make sure we talk about the landing page thing. That's probably the biggest insight I can give to your audience based on what we're seeing, so let's put a marker on that. I just wrote that down as a note.
The process of normalization. I remember three years ago when we first launched our abandoned cart application, CartHook started off as an abandoned cart email app. We used to get people who saw our site and email us in such anger. Just, "I cannot believe what you guys are doing, that you are horrible, evil people who do this," and it's because we're sending emails to people after they abandon their cart. Do you know anyone who thinks that's a horrible, controversial, sleazy practice? No, it's normal. It works. It's inevitable. You need to do it in a tasteful way. It's always in the way you do it.
Kurt: Yeah. Don't damn the tools. It's what you do with them.
Jordan: Exactly right. I think there is now a process of normalization around upsells. I think within a year, basically not every single time but most of the time you buy something online you will have a post purchase upsell, and people will start to learn about it and be conditioned to it and understand that they're going to get certain offers and then they'll start to try to game it to see what kind of offers they get after the purchase. It's just a totally normal process.
Kurt: I had not thought of it that way but yeah, we're already doing that as a standard practice in email marketing automation. You've got to be doing an upsell after the fact to extend customer lifetime value. Even the previous episode to this one that's literally what we discussed. Like a third of the emphasis was devoted to those post purchase sequences. At no point did we think it was strange, sleazy, or anything like that.
Jordan: No, it's just a normal part of retail. Anyway, so that's the second piece. The first piece is the checkout. The second piece is what happens after the checkout. Now there's this amazing experimentation. What can you do ... If it's helpful I can give you what a typical post purchase funnel looks like.
Kurt: I love examples. Really solidify it, picture it, so lay it on me brother.
Jordan: Yeah, let's do it. Let's say you are selling flip flops. Okay. You sell flip flops from Brazil, so it's cool. You've got a brand going. A typical post purchase upsell funnel would look something like this. Visitor puts a pair of your flip flops in the cart, goes to the checkout page, fills out the forms, puts in their payment information, and clicks "complete purchase." After that checkout page the first page they would see would be an offer for more of the same. Meaning, the product you just bought, I'm going to offer you the same thing but for a better deal. Basically say, "You want to get a second pair of flip flops for 20% less?" And it's positioned as a one time offer because literally on the site publicly, it's offered for call it $40, but because you just purchased it, it's a thank you to someone who just purchased it. It's a one time offer. Add a second pair for you, for your spouse, for safekeeping, whatever. You get it for $30.
Then, if they accept it, let's not get into downsells because that gets complicated, so let's just say three upsells in a row. Let's say they have two pairs of flip flops and they got a good deal on the second one and they're happy. The second would be for a complimentary product. What goes along with your flip flops? It is your flip flop cleaning kit. Then again you can say a one time offer, publicly or it may not even be available publicly on the website, or on the website the cleaning kit is available for $10 but now you can add it to your order for $5. So upsell number one is more of the same. Upsell number two is complimentary. Then what some people do, upsell number three is expedited shipping.
What you're doing is you're saying, "This person is really interested. They just purchased. Maybe they want to get their product faster," and so instead of trying to convert them to upgraded shipping on the checkout page which creates friction, you can add an upsell as the third upsell for expedited shipping. Basically offering the same type of upgrade in shipping that you would've on the checkout page but this time you're not adding the friction up front. You're making an offer after the fact, then they can decide whether they want expedited shipping or not. That would be a typical post purchase upsell. More of the same, complimentary product, expedited shipping.
Kurt: I love it. I love it and I can't do it right now.
Jordan: Right. The point of this is really to change your average order value.
Kurt: Right, obviously you're increase customer lifetime value but we're doing it in a much faster way. Where normally it'd be they make the purchase and then you email them their upsell offers, versus now we're doing it like, they have already committed to the first purchase, and in that same transaction now we're increasing that average order value, I think in theory extending their customer lifetime value through these upsells.
Jordan: Right and the whole theory is, because these offers come after the checkout they don't interfere with the conversion rate on the front end.
Kurt: Right and that's the risk. Right now if I want to do something similar I would use an app like Bold Apps Product Upsell [inaudible 00:25:51] pops up in the cart based on what's in the cart and offers me additional items. It's like, "Oh, you bought this beach towel. Did you also want to buy this suntan lotion?" So it pops this thing up. But they haven't bought the first item yet, so there's always the fear that this is going to increase bounce rate on the cart page. It's going to impact that conversion rate.
Jordan: You got it. So it should be the same math on the front end. If you spend $10,000 a month in advertising and that usually results in let's just say 100 orders and the average order value is $100, that makes you $10,000 in revenue. Cool. Now, if you add post purchase upsells, that doesn't change at all. It's still the same spend, the same conversion rate, the same revenue but now 20% of those 100 purchases also add an additional average of $10, so now you've just made an extra $200. It shouldn't change the math on the front end at all on the conversion rate. Now what you're doing is just X% of customers are also taking an upsell, so you spend the exact same amount on ads but you make more revenue as a result.
Kurt: So I'm getting a higher ... My initial order, my customer value goes way up but my cost per acquisition of customers doesn't change in the slightest.
Jordan: Right. Shouldn't change, but the average order value goes up, and what does that allow you to do? It allows you to spend more on ads, and then you can make more money, and then spend more on ads, and make more money.
Kurt: Right, you step on the gas and just keep this ... which I learned from you in a previous episode. If you get a funnel that works, it's profitable, step on the gas. See what you can do.
Jordan: Yeah, step on the gas.
Kurt: See how far you can scale it. That's a good example of how one might use upsells in eCommerce. Can I do this in Shopify right now?
Jordan: You can do it in Shopify right now and there are a few options for merchants. Between ourselves and Ezra's OCU, there's starting to be some innovation in the space. Bold just came out with their Cashier. That's in beta, so the features there, we don't know what they're going to do but right now in the market you can use our product, CartHook Checkout or you can use Zipify OCU and people are doing it. We are getting a healthy amount of demand and we are kind of quiet. We don't really do any advertising and marketing, and we're just getting a wave of people who are talking about it in Facebook and then wanting to try it. It's starting to grow very organically and I think it's going to tip at some point over the next few months where it's just going to be more standard practice as opposed to the innovators on the marketing side. We're already talking to some really well known merchants that I don't want to mention, so it's already seeping into the ... The mean. The one standard deviation away from the normal. It's already creeping into the norm for them.
Kurt: Right. Once we have these big ... You have some hero stores. Some stores that you aspire to be like. Very large, work in public Shopify stores. A good example would be [Beer Brand 00:29:18] or I always reference [Everest Bands 00:29:19] on here where you hear a lot about them and you're just like man, I want a store like that. Once you see those people, because we perceive they're successful and therefore when we see them adopting these things we go, "Well, they must know what they're doing." Everybody has that thought, even if they're just experimenting.
That's what's going to normalize this and we're going to see more demand for it, and then we'll see more education about it, more people talking about it in Facebook groups, and you're right about that. I start seeing more and more mentions, especially in the Shopify Plus Facebook group. See mentions like, "Hey, how do I do this?" Then, "How do I do upsells? How do I do this?" And you hear people like, "Oh, check out CartHook. Check out OCU. Have you heard about this new thing from Bold?" I keep seeing this in the last month this conversation keep happening.
Jordan: I think it's a great thing for Shopify merchants. I think it's a good thing for our market specifically. I expect more competition. Ezra and I are in touch and we're both supporting what the other person's doing and I think it's good for everybody.
Kurt: That's one of the wonderful things about this community in general. Everybody works together for the greater good.
Jordan: Yeah, and it's big enough. It's all good.
Kurt: There's 400,000 Shopify stores.
Jordan: That's wild.
Kurt: It's all good, man.
Jordan: Kurt, how we doing on time? I want to get to this one thing that we see that I don't want to leave out.
Kurt: Right. We're at 30 minutes recording so I do want to wrap it up after this, but give me that one hit. Give me the tremendous value. Lay it on me.
Jordan: All right, here's what we're seeing. People who are heavy into Facebook advertising, the people who really, really care about their ROI every single day for every dollar spent. What they are doing is they are first figuring out which product on their store sells, and then they are no longer sending the traffic to the product page. They are building a landing page and sending the traffic there and they are getting much more success from it. In theory you and I know that works. We know that a landing page converts better than a homepage let's say, but it is being put into practice in a big way in the Shopify world.
People will figure out which of their products sell best and then they will do more work on the page to sell. Instead of just sending to a standard page where there's some photos on the left and then on the right there's some bullet points and a description, they'll put together a full blown landing page that does away with the navigation, keeps a super focus on the product, and does a lot more work with videos, additional testimonials, additional images, more copy, and they are being rewarded for going that next step in effort beyond just the standard page on the Shopify store.
Kurt: I'm totally with you. I absolutely believe it. Just to give the crash course in Shopify landing pages, imagine a more purposeful product page. Often that is how we do it is if you've got access to a front end designer developer, we make a longer form version of the product page where we've got longer sales copy. We go through the whole pain, dream, fix format. We include social proof. Maybe we include urgency on there, scarcity. We'll do little hacks with that stuff ... And you can't do this for every product, right? So either you sell a few products, you could do it for all of them. Do it for your flagship product or use the 80/20 rule. Figure out, this is the big bad boy. Do it on just this one.
Then take that same page, make a version of it where you just throw in some extra style tags and hide, display none, all the extraneous links that would get someone to leave the page. The fundamental thing that makes a landing page is in theory, it only has one call to action. Generally that means you got to strip out your navigation from your header/footer, so there you go. There's the easy crash course in Shopify product landing pages.
Jordan: Just to plug my own product a little bit, what they're doing from there is they're using ... This is what our most successful merchants are doing. They're using what we call product funnels. In CartHook you can build something called a product funnel which links up directly to one specific product in your Shopify store and then provides you with a URL that goes right to a checkout page that has that product preloaded.
They don't go from the landing page to the cart. They go directly from the landing page, they put the funnel URL from the CartHook product funnel, and then they go straight from landing page into the checkout page with that product preloaded, and then all the post purchase upsells after it and because you know exactly where the traffic is coming from, that one landing page, you know which product they bought so you can put testimonials that are specific to that product on the checkout page and then you can have a post purchase upsell sequence that's very specific to that product.
It's a super, super focused funnel that you have full control over. You have control of the landing page, checkout page, upsell pages, thank you page. That's where our most successful merchants are dialing in their ad spend.
Kurt: Just thinking out loud, if you are just starting out with a Shopify store, is this something you want to worry about or is this once you've got where your processes, your product validated, dialed in, then you want to start exploring this stuff? At what point do I start doing this, I think is my question.
Jordan: I'm going to say that this is not something you should do as one of the first things. There are so many other foundational elements to your store that you need to get right, between the positioning and copy, navigation, and so on. I would work on that first. This is an optimization. This is, okay, how do I make things better? I think maybe eventually it will get to the point where, okay, I need an email app. I need a cart abandonment app. I need an exit intent popup app, and I need a checkout app. That's where I hope it gets to where every single person that starts a store just grabs these few fundamental apps that they need to add. I don't think it's quite there yet. I think this is a bit more advanced.
Kurt: I want to wrap this up but now I got more questions. You rattled off here's the four apps you need to have. Do you have a preferred one or recommendation for an exit intent popup app?
Jordan: No. I don't know. I don't know. I know OptinMonster. I know OptiMonk. I know Bounce Exchange for bigger stores, but I'm not as familiar with the app ecosystem to recommend exactly what to use. We partner with certain apps like ReCharge Apps on the subscription billing so people can sell subscription products inside the funnel and so on, but beyond the larger market, I'm not the right person to make those recommendations.
Jordan: Go to CartHook.com/checkout and you'll see more about the products, and then we interact with our customers and people on the site a lot so if you have questions just click on that chat button in the bottom right or hit us up at support@CartHook.com and if you are feeling podcasty, check out BootstrappedWeb.com which is my weekly podcast.
Kurt: Who do you host that with?
Jordan: Brian Casel.
Kurt: He is a good dude.
Jordan: My man.
Kurt: Wonderful man. I will not go down any more rabbit holes as I was about to do. No, this is good. We're going to wrap it up here.
Kurt: Thank you, Jordan. I greatly, greatly appreciate it. I think that's all for us today at the Unofficial Shopify Podcast. And to our listeners, I would love to hear your thoughts on what you've heard come out of this discussion, so join our Facebook group. Just search the Unofficial Shopify Podcast Insiders. You'll find it. Apply to join. I will approve you, and come talk to us. I post every episode there. Or, you can always sign up for my newsletter at KurtElster.com. Shoot me an email. Either way, you'll be notified when a new episode goes live. And of course if you want to work with me, I'd love to have you. Go apply at Ethercycle.com. That's my consultancy. As always, thanks for listening and we'll be back next week.