April 24, 2014 at 09:207 little things that increase sales in our online store
Let's talk about social proof - the most powerful sales force. And how to use it on the site and in other places. I'll explain now.
A cat "out of the box" does not know how to climb down a tree. Ascent in the hardcode of reflexes, but there is no descent there. It is not vital. And she does not know how to go down - of course, until she sees how another cat does it. Once you understand the principle using an example, she will be able to repeat it herself. Mirroring behavior is one of the most profound learning models, so it’s just a sin not to use it.
Advice - for example, show your product in a natural setting with the people who use it. Here's how we do it:
For 5 years of work, we have formed a fairly large archive of photos of desktops with games. We used them. You can do almost the same thing. Yes! There is a nuance. If your customers are children, then never put photos with younger “users”: much better - older. Everything is simple. The child wants to be like elders and does not want to be like “babies” at all.
The meaning of the recall is the very social proof. If a product has a review about what features it has, how best to use it, and so on - it's very cool. A lively dialogue around the product also helps.
So, you must have accurate product reviews in the comments. Therefore, you need to work with them as follows:
In real stores, we also have reviews - they are at the checkout. The notes are sometimes somewhat strange:
If you do not keep such books yet - it is worth starting. Some buyers like to just paint there.
Seasonal collections work very well as social evidence. We put them directly in the menu above:
You are interested in what was there, right?
Here is one of the mailing segments for an example. Pay attention to the number of clicks in the body and the number of clicks in the signature. The signature is read with almost the same interest as the main text.
If you still have letters without a signature - put at least a link to your best sellers there. This is also part of the social proof - if there are “best-selling games” below, then many will be interested to see what really diverges the most.
The effectiveness of advertising channels is difficult to measure. A good marker is secret words. For example, I know that Khabrovsk residents bought board games in one new year for a couple of days for 300 thousand rubles, taking advantage of our discount.
The second example - we hung up ads in elevators and made our word for each district. As a result, we learned that a) we do not need elevator advertising; b) in which area more of our potential buyers live.
The secret word is both the easiest way to give a discount to people and a good marker of how many people really came and ordered. And your customers just love to share these words: it's really great to help others get a discount. And here again the social proof unfolds - a friend teaches you to buy in the store and gives a little incentive to do this.
Last year, we began massively experimenting with such signs. In general, a clear indication of the opportunity to return due to “the game did not fit the wallpaper” does not particularly provoke an increase in returns (although not without it, of course), but it gives confidence. If it is not clear - you can take and understand at home, and not in the store. This works especially well before the holidays, when people are afraid to ask questions under pressure from the queue.
By the way, returns of consumer goods, with a number of exceptions, are already possible according to current standards, but we just have few people use it. At least the “buy, see, dislike - bring it back” case does not work. Perhaps this is due to the fact that many stores are trying to complicate the return procedure. It is enough for us to fill out one piece of paper at the checkout - and if this is not a refund on the day of purchase, it is not even necessary to keep the check.
It is very important to give a discount to your sellers - but the same one that an ordinary buyer can count on. For example, our maximum retail discount is 10%. This is the discount the seller has. Here is an important point about why no one else can, even the director. There are three reasons: understanding the value of the product, abuse insurance and the adequacy of pricing. If you give someone a 20% discount with a maximum retail of 10%, this will immediately create a situation: “Yeah, that means they can easily throw off another 10%! But they didn’t throw me off! ”
And we are friends with IT companies. For example, showing a pass to Yandex, SAP, MS, and a bunch of companies immediately leads to the same 10% discount for “their own”. Eichars are well aware of this feature - and often ask us to make a discount for their employees as well. Skipping instead of a discount card.Of course we do .
One more thing. Normal people put key goods on holidays without discounts, assuming that they will be bought anyway. We specifically select hits and put them as games of the week. For example, on Cosmonautics Day there were "Space Truckers". The logic may seem a little strange at first glance, but it works.
Do you know supermarket trolleys? They are good for the store owner in that the buyer is not limited to a bag - which means that he is able to buy much more than usual. So, walking with them once seemed like a really stupid idea. The carts were put up, the announcement was hung up, but no one took them. Then the store owner hired students who grabbed the cart, walked slowly around the supermarket with it, loaded food there - and then, after an hour's show, left for the warehouse. And they went into a new circle. Buyers saw that people nearby used these strange things - and gradually they began to take the carts themselves, using an example to understand how convenient it was. Two weeks later, “teaching” students became unnecessary.
So, I recall this example every time I think about social proof.
And the best example of a farewell phrase from our seller that I heard was: “When you come back next time, look at that game, I think you will like it.” It, like a beautiful recursive code, is already deployed in the head of the buyer in a whole bunch of incentives.
Method 1. User photos with the product
A cat "out of the box" does not know how to climb down a tree. Ascent in the hardcode of reflexes, but there is no descent there. It is not vital. And she does not know how to go down - of course, until she sees how another cat does it. Once you understand the principle using an example, she will be able to repeat it herself. Mirroring behavior is one of the most profound learning models, so it’s just a sin not to use it.
Advice - for example, show your product in a natural setting with the people who use it. Here's how we do it:
For 5 years of work, we have formed a fairly large archive of photos of desktops with games. We used them. You can do almost the same thing. Yes! There is a nuance. If your customers are children, then never put photos with younger “users”: much better - older. Everything is simple. The child wants to be like elders and does not want to be like “babies” at all.
2. Reviews
The meaning of the recall is the very social proof. If a product has a review about what features it has, how best to use it, and so on - it's very cool. A lively dialogue around the product also helps.
So, you must have accurate product reviews in the comments. Therefore, you need to work with them as follows:
- Send a letter after the order, in which you directly ask to leave a review about the product. This will help to collect relevant data from the buyers themselves. But in no case do not try to bribe people in the spirit of “discount for feedback” or something like that. You need realistic data.
- If the question is repeated twice, try to answer it again in the product description.
- Relocate reviews to your social networks - there is nothing better, which proves the quality of the goods.
In real stores, we also have reviews - they are at the checkout. The notes are sometimes somewhat strange:
If you do not keep such books yet - it is worth starting. Some buyers like to just paint there.
3. Product selections
Seasonal collections work very well as social evidence. We put them directly in the menu above:
You are interested in what was there, right?
4. Signature in the letter
Here is one of the mailing segments for an example. Pay attention to the number of clicks in the body and the number of clicks in the signature. The signature is read with almost the same interest as the main text.
If you still have letters without a signature - put at least a link to your best sellers there. This is also part of the social proof - if there are “best-selling games” below, then many will be interested to see what really diverges the most.
5. Secret words
The effectiveness of advertising channels is difficult to measure. A good marker is secret words. For example, I know that Khabrovsk residents bought board games in one new year for a couple of days for 300 thousand rubles, taking advantage of our discount.
The second example - we hung up ads in elevators and made our word for each district. As a result, we learned that a) we do not need elevator advertising; b) in which area more of our potential buyers live.
The secret word is both the easiest way to give a discount to people and a good marker of how many people really came and ordered. And your customers just love to share these words: it's really great to help others get a discount. And here again the social proof unfolds - a friend teaches you to buy in the store and gives a little incentive to do this.
6. Return immediately
Last year, we began massively experimenting with such signs. In general, a clear indication of the opportunity to return due to “the game did not fit the wallpaper” does not particularly provoke an increase in returns (although not without it, of course), but it gives confidence. If it is not clear - you can take and understand at home, and not in the store. This works especially well before the holidays, when people are afraid to ask questions under pressure from the queue.
By the way, returns of consumer goods, with a number of exceptions, are already possible according to current standards, but we just have few people use it. At least the “buy, see, dislike - bring it back” case does not work. Perhaps this is due to the fact that many stores are trying to complicate the return procedure. It is enough for us to fill out one piece of paper at the checkout - and if this is not a refund on the day of purchase, it is not even necessary to keep the check.
7. Discount for their
It is very important to give a discount to your sellers - but the same one that an ordinary buyer can count on. For example, our maximum retail discount is 10%. This is the discount the seller has. Here is an important point about why no one else can, even the director. There are three reasons: understanding the value of the product, abuse insurance and the adequacy of pricing. If you give someone a 20% discount with a maximum retail of 10%, this will immediately create a situation: “Yeah, that means they can easily throw off another 10%! But they didn’t throw me off! ”
And we are friends with IT companies. For example, showing a pass to Yandex, SAP, MS, and a bunch of companies immediately leads to the same 10% discount for “their own”. Eichars are well aware of this feature - and often ask us to make a discount for their employees as well. Skipping instead of a discount card.Of course we do .
One more thing. Normal people put key goods on holidays without discounts, assuming that they will be bought anyway. We specifically select hits and put them as games of the week. For example, on Cosmonautics Day there were "Space Truckers". The logic may seem a little strange at first glance, but it works.
A little more in the end
Do you know supermarket trolleys? They are good for the store owner in that the buyer is not limited to a bag - which means that he is able to buy much more than usual. So, walking with them once seemed like a really stupid idea. The carts were put up, the announcement was hung up, but no one took them. Then the store owner hired students who grabbed the cart, walked slowly around the supermarket with it, loaded food there - and then, after an hour's show, left for the warehouse. And they went into a new circle. Buyers saw that people nearby used these strange things - and gradually they began to take the carts themselves, using an example to understand how convenient it was. Two weeks later, “teaching” students became unnecessary.
So, I recall this example every time I think about social proof.
And the best example of a farewell phrase from our seller that I heard was: “When you come back next time, look at that game, I think you will like it.” It, like a beautiful recursive code, is already deployed in the head of the buyer in a whole bunch of incentives.