You may be like many marketers who come to me with websites that produce disappointing results…have a confusing checkout process, depressing sales…or, worst of all, are static antimarketing sites that do nothing to encourage sales.
Let me tell you how one entrepreneur became a well-oiled ecommerce powerhouse.
Dorothy Pryor Rose, president and chief baker at Mommie Helen’s Bakery, was about to get the opportunity of a lifetime. Oprah Winfrey’s O Magazine was ready to release a glowing review of her pie shop.
The only problem was, her website was static, lacking information and had a weak online-ordering process.
I talked to Dorothy and gave her a road map to success. She liked it.
Dorothy turned to my team of experts at Creative Direct Marketing Group, Inc. We built her a 6-step game plan:
Step #1:
Identify and articulate the Unique Selling Proposition (USP).
Step #2:
Tell Mommie Helen’s story in a compelling way.
Step #3:
Use powerful images of her unique product.
Step #4:
Create direct response copy to capture reader interest and prompt orders.
Step #5:
Revise the site’s order-taking and shipping capabilities to handle the surge of new customers from Oprah’s national press announcement.
Step #6:
Grab customer data and current analytics to see what’s already working and build a database for future sales.
Here is how we took these 6 steps and created a money machine.
First, Mommie Helen’s Bakery took on a personality: CDMG created a short, photographic story explaining how Mommie Helen’s began…from homemade pies at hometown gatherings to word-of-mouth business to a fully operating bakery.
The copy strategy included a personalized letter from Dorothy to the prospect, explaining her bakery’s benefits and how her pies stand out from factory-produced pies.
Then, CDMG added other critical direct response elements, from a 100% money-back guarantee to an email capture feature to a streamlined shopping cart.
And of course, CDMG secured rights to use the cover of O Magazine on the landing page.
With limited navigation and advanced search engine optimization, Dorothy’s site was open for business.
And the strategy worked. Mommie Helen’s Bakery gained an unbelievable 250% in total sales.
If you think you should be getting more out of your e-commerce site’s performance, call me at (310) 212-5727 or email Caleb at [email protected] for a FREE web critique. You’ll learn what’s working and what could be done to improve your response…maybe as much as 250% or more.
Here are the rest of this week’s articles:
