8 Ecom Offer Components That Can Unleash Your Conversions and ROAS.

+ Examples

1)What is an offer?

That term has widely spread in the B2B world, but I feel like it’s overlooked in the DTC space.

Firstly, let’s get clear on the definition.

To put simply, offer - is what your customers get in exchange for money.

Hint: It’s not just your product.

2) 8 Offer Components

Offer Type
Deliverables
Benefits
Features
Risk reversal
Gifts
Price & Shipping
Call To Action

Heard it all before? Me too.

But I haven’t seen any action plans online, so I’ll attempt to create one.

3) Evergreen Offer Types

Here’re the most common offer types I observe in the industry:

Quantity breaks / BOGO
Free + shipping
Subscription
Personalized
Bundle
Free trial

Check out some of the real examples: https://bit.ly/3BhFZft 

They’re pretty awesome :)

4) Deliverables

This one is quite self-explanatory.

And this is essentially your product.

If you’re selling a bundle on the front end - then your deliverables are all the bundled products.

5A) Benefits

“What’s in it for me?”

That’s the #1 question your benefits should answer.

It’s not your ingredients/materials/product specs.

Benefits are the tangible changes in the lives of consumers that your offer can promote.

If you’re selling clothes or accessories - you might not need them as much because your customers buy stuff visually.

However, if you're in the CPG space - you must get very clear on what it is that your customers will experience after using the product.

One of the simplest ways to uncover these benefits is by translating features into benefits.

Example:

6) Features

Again, pretty straightforward.

For CPG brands - features are the ingredients

For fashion - materials and fabrics

For gadgets - power, specs. compatibility etc.

7) Risk-reversal

For the most part - that’s your guarantee.

You can get really creative with this and offer conditional guarantees like “see results in {X weeks/months} or your money back”

Or maybe an unconditional one like “30 day satisfaction guarantee. no Qs asked”

Whatever you’re selling - a guarantee will always boost your conversions.

Yes, you might see a little spike in refunds - but they’ll pale in comparison to what this type of offer yields.

Also, if you’re in the wellness niche - you can prevent the risk of purchase with doctor reviews and credible certificates like USDA or FDA approved.

8) Gifts

Absolutely love this.

In my opinion, some of the best gifts to compliment your core offer are:

A small sample of another SKU
A scoop / straw / shaker - something that facilitates the consumption
Digital add-on (free eBook)

Figure out which one of these would make the most sense from the perspective of your margin and customers’ perceived value.

9) Price & Shipping

This one is big.

Instead of just striking through the “old price” try to frame it this way:

Everyday price ( 10%-20%)
Price for new customers
Savings (% + $)
Price per serving
Afterpay installments

If you want to test the Free Trial offer type - just make sure to outline its terms clearly.

Now, as far as the shipping goes, just show it on your product page straight away. Especially if it’s free.

And ideally show the estimated time of delivery under the CTA button. You can use Shopify apps for that or just custom code it.

10) Call To Action

Your CTA should always be tied to your offer type.

BOGO Buy Now With XX% Off
Subscription Subscribe & Save $XX
Free Trial Get Risk-Free Trial

And so on and so forth...

In the perfect world, all of these components should be reflected on a landing page. You’ll have more freedom in terms of layout, as opposed to product pages.
As always, RT and like if you found this helpful.

Follow me as I’ll be writing these threads every week!

If you want my help with crafting a killer offer following this formula - DM me or just book a call http://anvartising.com 

Peace!