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So what if you’re not at that percentage? There’s a good chance you may not be; that’s why you are reading this book! We’re going to help you figure out why.
When we first consult with our clients, the majority of them think they have a problem with the checkout process itself. Upon inspection of their site, however, we often find out that their checkout is just fine. What they are really struggling with is getting visitors to put items in their basket.
ADD-TO-BASKET PERCENTAGE The first thing you need to think about when trying to get visitors to put your product in their basket is the type of buyers you’re working with. For example, by analysing the buyer types, it allowed us to see why on one high-growth site a marketing message reduced conversion and on another high-growth site it massively increased it. How so?!! It was the same message...
It was all down to these four buyer types and how you’ve got to understand who yours are. By looking at the different types of buyers, we were able to determine why one site worked while another didn’t, even when the same marketing message was used. Consider the following chart:
There are four types of buyers: • Competitive. • Spontaneous. • Methodical. • Humanistic.
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THE COMPETITIVE TYPE Think James Bond. James Bond mentions his tailor with fondness a few times during the Bond movies. I am talking about the James Bond of old, not the modern Bond who doesn’t give a damn how his vodka martini is served.
The James Bond we grew up with was a connoisseur of attire, wine and history. He cared about the finer things in life.
When we are selling to the discerning buyer, we need to build that loyalty in our customers, and they will never leave.
The James Bond buyer can be classed as the competitive buyer type. This buyer type wants the best, buys quickly and is not a sales shopper as they are less sensitive to price.
So how did Mr Bond’s tailor generate the loyalty to bring him back time and time again? Here’s how we would have done it.
We would have made sure that our shop was an authority in men’s tailoring. This can be done by:
• Sponsoring events that already have the authority I am seeking to borrow.
• Working with clients who have authority and giving them good stories to tell about their experience. I want them to talk about their tailor down at the country club.
• Making my clients perceive that it’s exclusive by making them apply for a fitting. To
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generate discussions about this ‘oh, it’s very hard to get an appointment at X tailor, he is very in demand.’ This is like catnip to the competitive buyer
• Having a store on Savile Row ‘where everyone knows the best tailors are.’ Next, I would have to make the shop experience bespoke, no fuss and f lawless.
The competitive buyer hates incompetence. They want you to notice the finer detail without it being pointed out.
They know how a suit should hang, what stitching should be done where, but they never want to have to tell you this; they expect you to know and to get it done.
When they go in for a suit fitting, it should feel like a seamless process from start to finish. Great services look easy because so much planning and time has gone into the preparation. Then we come to delivery.
We would know that our client travels a lot, and we would want to make it easy for the client to pick up the suit.
We would need to tailor our delivery options to suit the client, even liaising with our client’s secretary to have the suit delivered without the client having to think about it.
If something went wrong with the delivery, we would need to forget about the profitability of that one order and make sure that the suit was delivered on time.
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