It’s hard not to get on board with Tony Robbins and his philosophy of adding the most value to the human race that you possibly can. Being a company centered on growth we’re long time fans and clients of Tony, so needless to say we were stoked to help his ecommerce channel grow.
The Tony Robbins site is massive stable of content between all of his different experience offerings, coaching, and blogs which is built on WordPress. But there is also a commerce component which is hosted on a separate Shopify Plus site.
Initially, the experience transition between the content site and the ecommerce site was inadequate with limited tracking. That meant that is was impossible for them to tell what parts of the content site were working to drive sales and what parts weren’t effective. There was not enough visibility to effectively grow their ecommerce store.
At Metacake, we are data driven and multidisciplinary. We have some of the top experience in the world in WordPress (which hosts Tony Robbins content site) and Shopify Plus (which hosts his online store), and we know these platforms like the back of our hands. Better yet, we know how to GROW brands on these platforms. We believe in growing brands that matter and in doing so based off of analytics, not instinct (although we have a good sense about that too).
What We Did:
In order to fully integrate content and commerce, we used a unique method of embedding Shopify Plus buy buttons within content on the content site. Now when you add something to cart on Tony Robbins, you are linked directly to the Shopify cart along with all the tracking data necessary to attribute marketing campaigns.
We also integrated the analytics in such a way that you could track the marketing activities across both platforms.
Previously, any buy buttons hosted on the content site were popping up a checkout modal, which also prevented the Tony Robbins team from doing any cross promotions between his different products.
This was particularly important when it came to Tony Robbins event pages. Tony Robbins’ event pages attract a TON of traffic. Millions of people are funneled to these event pages and were completely unaware that there was a full online store with products that might interest them. Instead there was just a popup modal to checkout for the event for which they wanted to register. They were also was missing out on a huge opportunity to sell additional products to these visitors.
Now instead, users are dropped into the store checkout with the product they selected on the content site already in their cart. This allows Tony Robbins the potential for cross sells and upsells that were not possible in the past.