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core of our business is strong. We like to call this going through the MOJO process. These letters stand for
• Market Square Test • Objections • Job To Be Done • Offer Architecture
We are going to introduce to you each of these ‘core’ ecommerce concepts and then expand on them in future articles so that you can see how to scale your ecommerce business in this changing market.
Sounds good? Great!
Market Square Test This is a process we use to go out and find the ‘actual’ competitors to emulate; who are we actually in competition with? Then once we know this, we recreate a market square with all of our businesses right next to each other and then work out why the customer should buy from
us. We need to come up with an obvious and clear reason why we would win the market square test.
Objections Next, we look deeply into the anxiety the customer has around buying a particular product online. What are the main worries? How can we completely take away this anxiety? What is the fundamental increase in ROAS (return on ads spend) when we take a lot more of the risk on our shoulders?
Job To Be Done What is the customer trying to get done? How will they know when it’s done? What is the trigger that makes them want to get this job done? These questions are crucial to communicating your product online. For example, when selling a high end outdoor garden table the buyer might know the job is done when his friends come round for a BBQ and tell him what an amazing garden he has. The trigger might have been his extended family commenting that his table was small, uncomfortable and old. 1. Trigger. 2. Job. 3. Validation.
Offer Architecture This part is key to your selling process and your success as it deals with the questions
• Why do they want to buy this?
• Why do they want to buy this today?
• Why should they want to buy from you again?
We split this down in three and call it the ‘Offer
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Architecture’ stool. Which three legs of your Offer Architecture stool do you need to improve?
- Desirability of product – building the desire that they want this product in the first place
- Offer Accelerator – making sure there’s a reason to transact today rather than tomorrow
- Customer Service – becoming the vendor of choice for that consumer
Get the core right first Spending lots of money and changing the underlying technology of the ecommerce site is not going to help unless it is addressing the core of your ecommerce business. Sometimes you do need to change underlying tech, but this should be done to improve the ‘core’, rather than replatforming and just hoping that the new technology will suddenly make everyone magically buy.
Once you have up skilled and learnt how to change the core of your business by making small amendments, through MOJO, you will more easily be able to adapt the core again, in the future, if changes are needed to meet your customers circumstances.
7 KPI’s for Ultimate Growth In future articles we will be serialising our book to show you the 7 key KPI’s to scale your ecommerce shop for ultimate growth. We hope you’ve found this useful and look forward to sharing more of our processes with you.
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