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Take someone selling golfing equipment. Surveying the traffic in the golfing niche might lead you to the following buckets:

• First time golfers looking for their first golf clubs.

• Parents looking to buy clubs for their children.

• Intermediate golfers looking to move to the next level.

• Advanced golfers looking for the latest hot product.

• Everyone else.

Once we have the buckets, we can craft a simple home page survey to understand which person we are dealing with, i.e. ‘Get Started With Our Five- Second Survey.’

Then we can lead, for example, the parents to a landing page talking about how to choose the right set of golf clubs for their child, covering what size to buy based on the child’s height, etc. This will convert that buyer much more than a generic home page trying to convert all five buckets.

This approach makes so much sense. But hardly anyone uses it.


Because we think we know the buyer. We think that we know exactly what should go on the homepage and that we can’t afford to miss anyone.

It’s the fear of not appealing to all traffic that stops us doing this approach. You hear it across all small businesses when you ask, ‘Who is your customer?’


And they answer, ‘Well, men and women 18 years to 65.’

Basically, their target market is human beings who have a bit of money.

We need to stop selling to everyone and do a good job of selling to the 20 per cent of buyer categories that make up 80 per cent of the traffic.

It’s a good book; have a read, and then use your homepage to shift people into the five main buckets that your buyers represent.

SHOW YOUR REVIEWS Reviews are going to build trust in your potential customer. Many shoppers actually won’t buy from websites that don’t post reviews because they rely heavily on the opinions and referral of others. Also, make sure your reviews are from a third party like Feefo or Trustpilot so that they are more believable and you get the review stars on your Google AdWords adverts.

And remember, you are supposed to be thinking of your e-commerce site just like a regular shop that someone could walk into. You wouldn’t have just one item in the display window, would you? That would be ineffective. So, it’s important to merchandise your product pages just the same way you’d move items around in a physical store, bringing best sellers to the front, displaying accessories with the items they match and placing new merchandise in a prominent place. | Direct Commerce

IMPROVE YOUR PRODUCT COPY AND OFFERS If your products sell themselves via great imagery but then when the buyers dig into the detail the product copy looks like it was written by the accounts team, then you are going to lose the sale.

With product copy, we are trying to inf luence the visitor into buying the product. In terms of inf luence, you can find no better than Professor Robert Cialdini who literally wrote the book on inf luence.

We have been studying Cialdini for years, and here is our top checklist on how to bring some Cialdini magic to your product copy and store. We use this list when we are trying to increase the conversion rate of an e-commerce store by focusing on the buyer journey.

1. Are we using the law of reciprocity? What small item can we use to trigger this law? Can we use free samples or give something unexpected away with the first order?

2. The reason why. Are we giving them a reason why they should do what we want? Even because and repeating the obvious is better than nothing. Don’t just have an offer, have a reason why there is an offer.

3. Law of comparison. If you show something hot first, the next thing will be considered much colder than it is; for example, show expensive items first to make items appear better

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