value. Estate agents show crappy houses first. For example, can you have one expensive item in the category? How does this affect average order value (AOV)?

4. Can we trigger the ‘expensive equals good’ rule and then discount to make them want a bargain? (Does not work with commoditised products, only own brand.)

5. If we offer something much more expensive and they reject it, then we offer what we want them to accept, they will more likely accept. For example, offer three-year support plan then one-year support plan.

6. Consistency. Can we get the person to make a small step in the area we want? Later, changing direction will be harder for them: for example, getting them to fill out a survey telling us what they like about our brand. Mental commitment subconsciously.

7. Like previous point. During the sales process, we can ask them questions like, ‘Why are you considering purchasing from us?’ They will create a rational answer and want to be consistent with it. Or even if the sale takes a while to close, ask, ‘Can you tell me why you have chosen to do business with us?’

8. Can we get them to write down their consistency statement and get them to share it publicly? Once public, they will change


their image of themselves to be consistent with the statement even more. Could be part of a competition.

9. Low ball offer. Make an offer that’s likely to be accepted to make the person convince themselves that they are now a customer of the store. Once they have bought something, even something tiny, they will be much more likely to make a bigger purchase.

10. Social proof. If we can show that others are doing what we desire the visitor to do, then they will follow suit. People look to others to see what to do.

11. Social proof heightened. People will much more likely copy behaviour of people like themselves. Even similar names, living in similar addresses, doing the same jobs, etc.

12. When the buyer is in a moment of uncertainty, we can employ opera claqueurs, i.e. the first people that get the crowd going. We have all seen those market stall people use fake buyers to start a buying frenzy at the end of their pitch.

13. Can we show that we dress like the target audience and share similar values to them? Political views. Hobbies.

14. Can we associate ourselves even loosely with something cool going on? For example, during the moon landings, everything sold featured the space race. Or in Olympic years,

☛ WEB VERSION: Click Here everything focuses on this.

15. Click-whirr effect of authority figures. Uniform. Titles. Name badges. Backstage passes. Can we add elements of this to increase the sale?

16. If we offer them something that is against our interest that builds trust early on, for example, don’t buy this, buy our cheaper one if xyz. Or show them some bad reviews on our site for some products so that they believe the good reviews.

17. Double scarcity. People who were told beef is going to be in short supply doubled their orders. But people told beef supply is going to be in short supply and told this information comes from an exclusive source bought a huge amount more. So how can we create scarcity on our stores and make customers believe that they are getting inside information about the scarcity— premium buyers’ clubs etc.?

18. Can we trigger the scarcity trigger by getting all potential buyers to show up at once onto one product and show how many people are looking at that item? Or even get them to reserve a buying spot, where they get 10 minutes to decide on the product before the chance is offered to someone else.

MANAGE BY EXCEPTION A few years ago, we began to look at the product pages and category pages that had the highest bounce rates in more detail because we wanted to

Direct Commerce |

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60