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How To Sell More High-Ticket Ecommerce Products
Start with one hero product and one clear angle. I walk through finding buying conversations, improving your positioning and working toward relevant publication coverage.
By Austin Ryder ·
If you sell high-ticket products through your ecommerce store, rising ad costs can eat into your margins pretty quickly. You want more people finding your products without having to pay for every visit.
One place I focus on is AI search. Start with one hero product, work out its unique angle, find the buying conversations, and make that positioning clear on your website and in relevant third-party coverage. That's the process I walk through in this video, using Ghost Golf as the example.
The goal is to open up another source of customer acquisition so you're less dependent on ads. It still takes work. Getting into an AI answer also doesn't guarantee somebody will buy.
Watch the full high-ticket buyers video on YouTube.
1. Pick one hero product and one unique angle
The first thing I want you to do is pick a hero product. It might be your highest-ticket product or the one you want to focus on first.
Then pick one clear angle. You likely have competitors. What is it that sets your product apart?
In the video, I use Ghost Golf to explain this. The angle I'm talking about is a luxury-feel golf bag at a more accessible price than some other luxury options. That gives us a specific part of the market to focus on.
I use the phrase "a luxury bag under $500" to show how specific a buying question can get. That's an example from the recording, not a current price quote for a particular bag.
Somebody asking a question like that has already told you something useful. They care about the feel of the product and their budget. Your product information needs to make those relevant details clear.
So start by writing down the product you're focusing on, the angle you want to lead with, and the facts that support it.
2. Find the buying conversations
Once you have your hero product and unique angle, find the buying conversations.
What are people saying online about your brand and your product category? What do the review sites talk about? What are buyers comparing?
In the video, I search for golf bags and golf bag reviews. I point out buying guides from Breaking Eighty and MyGolfSpy. Those are the kinds of pages I want to understand because they're already part of the conversation around the product.
You can do the same thing for your own category:
- Search for your product type and reviews.
- Read the useful buying guides and comparisons.
- Save the links in one document.
- Note the product details and tradeoffs people keep discussing.
You're building a list of conversations worth paying attention to. Keep it specific to the product and angle you've chosen.
Check what AI shows for those questions
Part of this is going into an AI tool and trying a few of the questions people might ask. Look at which products it shows, what it says about them and which sources it links to.
Use that to get a feel for how the category is being presented. Save the actual question and answer if you want to compare it later. Different questions, users and sessions can produce different answers, so one result is a starting point for research.
3. Make your positioning clear on your website
The next thing to think about is what you're saying about yourself.
You've picked the angle. You've looked at the buying conversations. Now ask: where does your product fit into the market, and does your website make that clear?
This applies to your About page, category pages and product pages, especially the hero product you're focusing on.
In the recording, I point to the premium and luxury golf bag wording on Ghost Golf's site. That's the specific angle I'm discussing. I also describe seeing Ghost more often in my own AI searches for luxury golf bags than in broader golf bag searches. That's my observation from those searches, not a controlled test proving that a page title caused the result.
Take what you learned from the reviews and comparisons and use it to improve the way you explain your product. Be clear about the actual features, specifications and differences that support your angle.
You can use AI to help summarize the research and organize your ideas. Check the output against your product facts before you put it on the website.
4. Get your brand into relevant publications
Then we get to what other people say about you. This is a big part of what we focus on at our agency.
Your own website explains your product. Relevant third-party pages give people other places to learn about it and compare it with the market.
What we do is create a master list of target publications. In the golf example, that means finding publications and review sites covering the kinds of products we're working on.
Then we come up with real angles for why somebody would talk about the brand or write about the product. Your product needs a useful reason to be part of that article.
The list you built in step two gives you a place to start. Look at the buying guide. Read the reviews. Understand the audience and what the publication covers. Then work out where your product fits.
There are still elements of SEO in this. Links and references are part of the picture. Relevant coverage can also give an AI search system more information about your product when it looks around the web.
Why I talk about query fan-out
In the video, I explain the goal as having your brand show up across the places AI may look when researching product options.
Google describes query fan-out in AI Mode and AI Overviews as running multiple related searches across subtopics and sources. That helps explain why I care about the information around your brand as well as the information on your own site.
It doesn't mean every AI tool searches the same way or that appearing on a certain number of websites guarantees a result. I want your product to have a clear, accurate place in the market wherever the relevant conversation happens.
That's also why this part takes time. You're researching publications, developing angles and working toward coverage. There are four steps in this video, but actually doing the work takes more than checking four boxes.
Where should you start this week?
Pick the hero product and write down its angle. Then build your first list of relevant buying guides and reviews.
That gives you something useful to work from when you're updating the product page and deciding which publications deserve your attention.
If you're new to the method, read my introduction to AEO for ecommerce. It covers the foundation behind getting your products found in AI search.
FAQs about finding high-ticket buyers through AI
Should I start with my entire product catalog?
I'd start with one hero product and one unique angle. That's the approach in this video. It gives you a specific product to research, explain and find relevant publications for.
How do I find the right publications?
Start with the buying conversations. Search for your product type, reviews, comparisons and buying guides. Save the relevant pages, read what they cover and build your target list from there.
Is this just changing my product descriptions?
Product descriptions are one part. The process also includes understanding the buying conversations and working on what relevant third-party websites say about your brand and products.
Does without paid ads mean this takes no time or money?
No. I'm talking about building another way for buyers to find you without paying for each ad click. The research, website work and publication work still take time and resources.
Get the ecommerce AEO checklist
If you want to start working through this yourself, download the AEO checklist for ecommerce brands.
If you want direct help with your products and market, book a call with me. This is the kind of ecommerce AEO work we do at Tradewinds Media.