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directtoconsumer.co
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rebecca@read.directtoconsumer.co
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Tue, Feb 28, 2023 04:58 PM
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Hey, it?s Eric Last week?s about how he doubled their conversion rate could not be more relevant
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Hey, it’s Eric Last week’s [podcast with Kuru’s Sean McGinnis]( about how he doubled their conversion rate could not be more relevant, so I wanted to send a quick summary of the 4 major steps he took to increase Kuru’s conversion rate by 95%. 1. The Baseline Project: Kill Bad Ads When Sean took over, Kuru was unprofitable. The prime culprit? Kuru’s soon-to-be-defunct Agency was bidding haphazardly on Google and Bing ads. Sean personally went in and disabled 20,000 ads that were not returning positive ROI. Anything less than 2.0 return on ad spend got the ax. This one decisive move got Kuru back to baseline and set the stage for sending better-qualified traffic with a higher intent into the website. 2. Go Boldly with Fonts Kuru’s fonts were gray against a white background, so the contrast wasn’t the best. Sean switched the font to black and saw a boost. Kuru’s audience is older, so he increased the font size by 4 FULL POINTS and saw an even greater increase. 3. Reduce Clicks Between Variants Originally Kuru displayed different shoe variants by displaying a color swatch that showed the different color options available. However, this required the customer to click more than once to find a full-sized image of their desired variant. By replacing the color swatches in the listing to miniature versions of the full-sized shoe in each variant, he made it easier for the user, and conversion rate went up. 4. Free Shipping? Keep It Sticky Kuru’s always offered free shipping, returns, and exchanges, but Sean realized their messaging was buried on their homepage. He decided to test a free shipping bar that would be persistent at the very top of Kuru’s site in black all-caps with white letters. This one change built more trust and resulted in a 20% increase in conversion rate.
These relatively simple changes increased Kuru’s conversion rate by a full 95% and basically saved the business. Ready to workshop with Sean on CRO, as well as his 7-figure affiliate blueprint that he’ll present at C-Suite Las Vegas? The learnings and relationships we generate in the desert on March 23–24 are going to ripple throughout 2023 and will be the gift that keeps on giving, far outweighing the cost of attendance – that’s a guarantee! [Grab one of our last spots at C-Suite Mastermind and use TRAVEL for $1000 off.]( - ED P.S. If you want to opt out of all C-Suite Las Vegas emails but stay a DTC Subscriber, [click here](. [Unsubscribe](
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