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people will get annoyed when they return, and they have to fill their car themselves. I am not doing that.’ And so it goes; he even tells owner A how stupid he is.
Over time, owner A’s business starts to take off and more people choose to use his petrol station than owner B’s. But owner B does nothing. Even though owner B knows exactly what is making the other petrol station busier over time, he still does not clone owner A. Why?
Because he has invested and publicly stated his opinion that manually filling some cars is a waste of time. He will desperately try to find some other way of growing his business so he doesn’t have to admit being wrong. Also, he certainly doesn’t want owner A to see him admitting defeat.
We have seen this a lot with some e-commerce clients who have been going a long time and a young new business comes into their market and starts cleaning up.
It’s clear what the new business is doing; we reverse engineer the upstart and tell our client ‘here’s the plan.’ But they won’t do it.
They want something different, something no-one else has ever done. They want the world to think they are a genius.
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But unfortunately, most of us are average (duh), and so to have a fighting chance, we need to shamelessly clone what’s working for others and then improve it.
Don’t be too proud to make a lot of profit. Stop trying to recreate the wheel.
Two quotes to sum this up.
Steve Jobs: ‘We have always been shameless about stealing great ideas.’ Picasso: ‘Good artists copy, great artists steal.’
Now you don’t want to blindly copy your competition and be exactly the same as everyone else. However, if one customer is totally cleaning up, then at least do what they are doing and then improve it!
MERCHANDISING YOUR PRODUCT PAGES AND CATEGORY PAGES Increasing your value proposition is most often linked to your product pages. Google Shopping has changed in recent years. Now, when customers click on products listed on the Google Shopping search page, they are taken straight to the product page of your site. Customers no longer have to navigate through your home page or visit a category page prior to reaching the product they are looking to buy. Google Shopping is a big, emerging traffic builder and most of the traffic relies on your product pages as the first
impression of your site.
When the Google switch first occurred, we immediately noticed a high bounce rate on our clients’ product pages. Some were over 75 per cent, which is huge for an e-commerce site. The typical bounce rate for a product page should be less than 60 per cent. This told us that potential customers were landing on the product page, but instead of buying, they were clicking back into their browser or hitting the Back button to return to Google and continue their product search. Product pages are now the new landing pages. The old days of visitors landing on home page > category page > product page are long over.
What we discovered is that when a product page displays only one product, it may be close but not the exact product your customer is looking for. If there are no other options for the customer to consider, they immediately exit the page and attempt to find a different product that fits their needs.
With one of our clients, a big- name cookware website, we found that by merchandising each product page and offering similar yet different alternatives on the same page, we were able to reduce the bounce rate by 35 per cent and increase the add-to-basket KPI substantially.
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YOUR PRODUCT PAGE HAS THE POWER OF A LANDING PAGE
homeofdirectcommerce.com | Direct Commerce 55
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