Online Entrepreneurs #04: The SLO Blueprint: How Ecommerce Brands Can Thrive Amidst Rising Ad Costs

As per recent statistics, the number of active advertisers on Facebook, has skyrocketed, now exceeding more than 10 million.

And while brands can now market their products to a much bigger audience, on the flip side, there’s way more platform congestion.

Which means ad costs have risen dramatically too.

As an ecommerce business owner and marketer, you must innovate to connect with an increasingly discerning Facebook audience.

One approach that may work for you is a self-liquidating funnel (SLO).

When it comes to info-products, a SLO has become the go-to approach for lowering lead cost, and building a database of buyers.

But, there are a few ecommerce businesses successfully using the SLO model too.

The typical structure for an e-commerce SLO is something like this:

Front End Main Offer > Upsell 1 > Downsell 1 > Upsell 2 > Downsell 2

Here’s a great example of an SLO main offer by Project Yourself.

And here’s a link to their membership/subscription sales page that they are upselling main offer buyers to.

Project Yourself is using a FREE + SHIPPING offer as the main offer, which is typical.

See, 

Pitching a FREE + SHIPPING offer can help you stand out on Facebook, and reach out to a much wider audience.  

The success of this funnel hinges greatly on upsell 1, which in most cases, is the largest AOV contributor.

From Trustpilot reviews, it seems that Project Yourself is offering a dollar trial leading to a $47/mo membership as upsell 1.

The reason they are not directly pitching the $47/mo membership is because most FREE+SHIPPING offers are marketed to completely cold audiences.

I hope you are seeing the rationale behind SLO’s as an ecomm business model. 

Now, a couple of things to note when it comes to running Facebook ads to SLO’s

First, the algo loves offers such as these that give it a ton of data to learn and optimize.

Second, if you want to scale, your ads should be value-centric rather than sales-centric.

For instance, here’s the copy for one of the Project Yourself ads.

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Note how they are being intentional about leading with the benefits rather than the “free+shipping” deal.

This strategy will, in all likelihood, attract better quality buyers, and improve the conversion percentage for upsell 1.

If you have any questions or thoughts about SLO’s or Facebook ads in general, feel free to reach out to us.

Would you like to know more about the SLO Blueprint? Let us know. Until next time,

The Scoreify Team