How To Upsell Products On Your eCommerce Checkout Page With Jordan Gal, CEO of CartHook

GUEST BIO:

Jordan Gal is the founder and CEO of CartHook. CartHook serves eCommerce business owners to maximize average order value and give back control to merchants on Shopify by directing customers to high-converting checkout pages.

Jordan’s career started on Wall Street, where he discovered that he wasn’t happy and decided to pursue a new career. He joined his family’s eCommerce business and was able to scale to $70,000 in revenue per month. Shortly after, he sold the company and created CartHook to solve the pain points of eCommerce that he had experienced as an eCommerce business owner. Jordan is also the host of The Bootstrap Podcast.

SHOW SUMMARY:

Jordan Gal is the founder and CEO of CartHook, helping eCommerce business owners increase their order values with high-converting checkout pages. His eCommerce expertise is increasing sales by over 30% for eCommerce businesses around the world.

In this episode, we talk about Jordan’s initial leap into entrepreneurship and how he was able to identify a pain point in the eCommerce industry. Jordan explains checkout upselling strategies, how to capitalize your most popular product, and the future of eCommerce marketing.

This is The Lean Commerce Podcast.

TOPICS:

What does CartHook provide customers?

0:55 Our mission is to help eCommerce merchants thrive by providing them with control over the most important pages of their website, aka where the payment happens. Our app gives merchants complete control over their checkout process.

How did you figure out this was a pain point in eCommerce?

3:14 It has been an eight year process. I started off on Wall Street, hated it and left. Then, I joined my family’s business and brought it online. Within a span of six months, we were making $70,000 a month and we sold the company a year later.

5:16 Customers are more likely to convert when an entire store is dedicated to the product they are interested in purchasing. For example, instead of being an entire sports store, we were just a fishing rod store. We remained extremely niched.

6:25 After selling that business, I started CartHook as a cart abandonment app that triggered an ad campaign if a user didn’t purchase the items in their cart. After two years, I realized this wasn’t the only problem on the check out page and I asked myself, “How do we reduce the amount of people abandoning their cart in checkout?”

How do customers experience post purchase upsells?

11:28 The eCommerce businesses that create relationships with their customers are the ones that last the longest. When approaching post purchase upsells, ask, “How do we respect the relationship with the customer?”. Offer products that are genuinely useful to the customer, for example, a second unit of the same product at a discounted price.

14:38 Upselling into subscription is another popular upsell. For example, ordering a product weekly, monthly, quarterly etc.

15;13 Our software lets you identify which upsell funnel should be seen by the shopper based on what product they are buying.

16:35 The only thing that individual merchants can do that Amazon can’t, is build up a relationship with them.

What are the best current practices for post purchase upsells?

17:17 Start off on the checkout page, ad trust symbols, a testimonial, identify the design that is congruent with your website and fan base. Then, create a simple upsell funnel of more of the same product and then an adjacent product. Generally speaking, upsells do better when they are lower priced than the original purchase.

21:14 Set up a stand alone landing page for your winning products and load it up with copy, video, testimonials, images, etc. We have a big feature launching in a few months that is a template for these dedicated landing pages.

How do you approach post purchase upsells?

24:03 We see three main strategies: Video with a buy button, Short-form, above-the-fold Offer, Long-Form (correlating to a higher priced product).

What does the check out process look like for an upsell over a product landing page?

28:42 There is a Tag Funnel that let’s the software know what product to show to upsell and there is a Product Funnel where people go from product page to checkout page (there is no checkout summary page).

What failures have you faced in your business?

34:14 We are consistently facing failure. The highlights are boring, the best moments are in your failures. I have a podcast, The Bootstrapped Web Podcast, where I pretty much only talk about my failures.

What are you looking forward to for the future of eCommerce in 2019?

42:30 We’ve hit, what feels like, a peak in direct to consumer advertising. The ads for B2C are becoming really expensive. We’re starting to see the war for ad dollars and customer acquisition. That’s what’s going to happen in 2019.

Resources Mentioned in the Podcast:

CartHook

The Bootstrapped Web Podcast

Ryan Caldbeck on Twitter

Wilson Hung on Twitter

Contact Julie:

Jordan on LinkedIn