KISS!!
8:00 AM, Jan. 7, 2006
I'm sure most of us are familiar with the acronym, KISS or "Keep It Simple Sweetie" (my version). This little concept that can be applied successfully to so many areas of our lives is a must in marketing. Customers like things EASY. Really, REALLY EASY!
This hit home for us early on as we saw the response to a minor change in our Times Tales website. We offered our Original and Deluxe programs and, sometime later came out with an inexpensive "mini flipchart" so a child could have a chart of their own. We used an "add to cart" button for the mini flipchart right next to both the Original and Deluxe programs. We were pleased with sales results and felt they were selling well. One day, however, we decided to remove the separate button for the mini chart and instead offered a "Deluxe Program" or "Deluxe with Mini Flipchart" as well as an "Original Program" or "Original with Mini Flipchart". We didn't offer any discount and continued to list the mini flip separately further down the page.
Sales on the mini flips increased immediately! The only difference was that people now had to hit one button rather than two to add it to their order. Perhaps sales improved because the customer only had to click once rather than go back for another item, therefore making the process easier and less time consuming. Perhaps it's more of a psychological factor of feeling like they've ordered one item rather than two. Whatever the reason, we can't argue with the results.
Be sure to capitalize on sales by making it as simple as you can for your customers to purchase with the greatest ease possible. Peruse your website to see if you can offer bundles or packages. What items naturally go together? Without even offering a discount, you can increase sales by adding a purchase option to buy both with one click. Now, how simple is that?
Dena Wood
Research Consultant
The Old Schoolhouse Magazine, LLC
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