Smart marketing, the type that builds revenue rocket ships that can last, makes sense when you look at the numbers.
And, the numbers will almost always point towards the benefit of a higher AOV. Raise the AOV by $6 an order (without effecting conversion rate).
So, let’s do that. Let’s raise our AOV. Do it like this:
*via an imaginary new product launch of 3 lip liners – a made up, make believe shade extension.
1️⃣. CROSS-SELL
We’re launching a new lip liner. You bet your bottom dollar that we’re sending an announcement email + SMS to our EXISTING CUSTOMER BASE 24-HOURS before we drop my new lip liner SKU on site. But, not to the full list. Only to our existing customers who have already purchased lip liners from us.
The day before launch, show ’em what’s coming. And, let them shop it right then and there. Drive those lip liner lovers straight to a lip liner landing page that features a…
2️⃣. BUNDLE
Lip liner bundle! In your email & SMS to your lip liner lovers (those existing customers), make sure that the offer you drive to is for a 3 lip liner bundle (1 of each of your new 3 SKUs).
A lip trio landing page (that they’ll get to shop a day in advance and that they’ll get a VIP discount to – say $10 off the bundle with code LIPLOYAL).
3️⃣. FREE SHIPPING THRESHOLD
But, Ari! What if they only want 1 lip liner. WHAT IF THEY DON’T WANT ALL 3?
No worries. On that lip liner landing page, also include the ability to shop the lip liners individually. The VIPs are still getting a perk of shopping early, while we’re in stock.
BUT! Free shipping is only triggered on the landing page when you buy the trio. And! You only get the $10 off – our offer – for that trio. So, no trio, no free shipping, and no discount. But! Still early access, because we’re generous lil angels over here.
4️⃣. GIFT WITH PURCHASE THRESHOLD
Oh, you thought we were done? Hardly. Once they’ve added the trio to their cart (via the landing page), we’ll show them our beautiful matching lipsticks WITH a new offer. Add 1 lip stick to your order and get a free lip liner sharpener GIFT WITH PURCHASE. I mean, what’s a lip liner without a sharpener????
5️⃣. EXPEDITED SHIPPING THRESHOLD
Sweeten it. Let’s also throw in free, 2-day shipping for the lip loyal customers who who have now: Bought our trio of lip liners a day before launch, and who’ve bought our lipstick that we already had in stock. Just add this line in your slide cart: AND! Get free 2-day EXPEDITED SHIPPING (on us).
6️⃣. STRATEGIC PRODUCT PHOTOGRAPHY
Let’s rewind. When you’re choosing the assets for this lip liner landing page (and even your bundle assets in general), more is more. We are showcasing a high-ticket product bundle. A great way to justify a higher MSRP is to make it look like they are getting a bunch of shit for their money.
Let your product photography stand BIG and TALL. Like this (love you, Kosas):
This is 2 products, but with the way its shot, it’s giving 4. BIG AND TALL.
7️⃣. LANDING PAGES
A given in these situations. Lead your customer where you’d like them to go. I would like them to buy my NEW SKUs, in the way that I’ve merchandised them, and I need to guide them along their journey without any opportunity to go off the beaten path. FOLLOW THE LEADER.
8️⃣. ADS THAT ARE EXCITING
Once we release the lip liners to the world (the day of launch), let’s make sure that our ad creative is ~epic~. In your ads, show the lip liners in all their glory, and show them in multiple shades. Make sure your audience is aware, at the point of the click, that there are 3 shades to fall in love with. We’ll rework our landing page to not mention words like early access, VIP, etc, and instead replace those with URGENCY signifiers.
Have a “only 204 left in stock” gif that just slowly decreases as they hang out on the LP. In the slide cart, keep our same cross-sell but add words like FOR TODAY ONLY & WHILE SUPPLIES LAST.
9️⃣. SOCIAL PROOF
This is a new SKU, not a new company!
If your company has collected 100,000 5-star reviews in its history, add that to the LP. If your company has sold 1,000 lip liners, say thousands sold – add that to the LP with your logo so it’s clear we’re talking about the brand in general vs. reviews on this product (because obviously a brand new SKU wouldn’t have tons of reviews yet – that’s sketch).
. COUNT-DOWN TIMERS
Spice it up. I don’t know about you, but I want my customers elbowing each other for the last lip liner trio. Instead of saying OFFER ENDS TODAY, let’s set the timer and wind that shit down.
1️⃣ 1️⃣. BADGES
Best-seller badge. Or, award. Or, highlight a hero ingredient. Or, FREE SHIPPING. As an overlay on the product photography. Like this:
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1️⃣ 2️⃣. VIP EARLY ACCESS TO NEW SKU DROPS (PASSWORD PROTECTED)
Let’s rewind again. How about we password protect the landing page during that 24-hour period. CAUSE IT’S FUN. And, makes it feel REAL AND SPECIAL AND VIP. And, in my experience, works like a charm. The password will “leak” on Twitter and IG – that’s fine. Buy our bundle, we dare you.
1️⃣ 3️⃣. CHANNEL SPECIFIC OFFERS
Once the product is launched, make a version of the landing page that is TikTok only. Add a TikTok made me buy it badge above the fold of the landing page. Drive to the landing page via TikTok ads and mention that this offer is TikTok only. It’s not, of course. But, shh.
1️⃣ 4️⃣. STOCKING OUT OF THE GOOD STUFF
Once we’re in the launch, let’s stock out after about a week. Whenever orders start to slow, that’s your sign to TAKE HER OFFLINE. Then, a splash page waitlist. Then, once we’re ready to come back online (once we’ve built up our waitlist), come back. With the handy lil lip trio leading the charge.
