Comments 8

  1. I like this hypothesis, Rishi. Furthermore, I think one needs a strong value proposition.

    It has 6 components to be checked off–

    1. What the product is
    2. What the product looks like
    3. What the product does
    4. How you can use the product
    5. How does the product compare
    6. How you benefit from having it

    Ensuring all of these being answered on a product page will do it a world of good!

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      Thanks, Sumantha. And, per your suggestion (great suggestion), I also linked this post to the site. Who knows, they might end up noticing our post 🙂

  2. Very good idea to handle customer objections without being very intrusive or sending off the page or website to deeper pages to find this information to only get distracted and not return or complete their purchase.

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  3. Rishi, is it possible that the placement is actually adding more friction to the buyer journey? What’s been your experience testing this type or placement?

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      We find placing an assurance message near the price point not only gets attention, but it also has a big influence on purchase intent.

      When the shopper is looking at the price is when they’re making a mental calculation for if they should buy or not buy. It’s a good location to reassure them.

      Oh, by the way, Happy New Year to you Shilo!

      1. Ah, thanks Rishi. That makes sense now. I suspect for more considered purchases that mental calculation takes quite a bit longer and an assurance message is even more important? On the surface it seemed counterintuitive to me, but I guess that’s why we test. Speaking of considered purchases, do you feel the price point of an item is the bigger factor or the reputation of the seller when a shopper is making a decision whether to buy an item or not?

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          The way I see it the price is the price. We can’t change it. So, our focus is to tell a story around that pricepoint. Sometimes the story is just about the product, sometimes it’s about the seller.

          Bottom line: retailers feel having the best product is enough. If the product is good their job is done. This isn’t correct because every day dozens of superior products fail in the marketplace.

          Turns out, the real secret weapon is how the maker explains the genius of their creation.

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