Catch The Replay

Jon MacDonald walked us through the Primal Kitchen website

During Wednesday's session with Jon MacDonald, we learned about several strategies that optimize subscription conversions and retention as he walked us through the Primal Kitchen website. The insights he shared are worth considering as you audit your own site and the way you introduce subscriptions.

Be sure to catch the video replay on YouTube or listen to the audio version on your favorite podcast player (although, the audio-only version will leave you feeling a little lost).

Bonus: Jon wrote a book you might like.

youtu.be

Session highlights (links go to YouTube)

0:36 Jon's journey to The Good, and how he helps ecommerce businesses optimize conversion rates

5:15 Why he doesn't love discount email popups, and what you might consider instead

8:10 Why keeping the hero imagery simple by featuring a new product / category is better than trying to include a bunch of products or information

8:53 How to think like a shopper and create navigation that helps them buy, especially when it comes to the top navigation (including how to avoid sending them back up the sales funnel instead of down)

12:10 Why you should set really clear expectations of what filling out an email sign up form means, and what that should include

14:25 The case for clear calls to action

15:39 The pitfalls of carousels

17:40 The challenge with using Add To Cart on the homepage

19:16 Why you should consider creating visually consistent, clear CTAs

19:55 Don't bury subscriptions / memberships toward the bottom of the page

21:04 The optimal "Shop our Instagram" experience

21:51 How to make testimonials stronger

24:03 Consider adding a "Need it Today" section if the site visitor can buy local (+ language you can pair with this to encourage subscriptions)

24:33 How to arrange your site's footer

27:45 Consider beefing up category pages to do more than show just the products in that category

28:55 The danger of not offering a Learn More / View Details type CTA in addition to Add to Cart

31:00 Product page pointers, including images, product description, subscription expectation setting, reviews, and the optimal order of the content on this page

52:06 What should happen after someone converts on a subscription (this includes the emails you should send and how to manage your brand's relationship with a subscriber)

57:00 When should you promote more products to subscribers?

59:10 How much email is too much email in addition to an upcoming shipment notification?

From The Good blog: Top ecommerce sales strategies (without discounting)

This topic came up during our discussion with Jon. Enjoy!

thegood.com

Coming Soon

Experts on deck

We meet every other Wednesday at 2 p.m. ET to keep the discussion going with ecommerce subscription experts. If you register once, you'll be registered for each upcoming session. Here's a look at what's coming:

Feb. 9

Katharine McKee, Founder of Morphology Consulting

Feb. 23

Gen Furukawa, Co-Founder of Prehook

zoom.us

Until Next TimeUntil Next Time

Any feedback?

Let me know if you liked this one. It's the first walkthrough we've done.

Ashley @ ARPU

p.s.

New ARPU case study alert

Amy Myers MD increased AOV, LTV, and created an amazing customer experience with ARPU.

Check out their new video case study to learn how they used their ARPU upcoming shipment notification to achieve 3X the industry average email conversion rate.

getarpu.com

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