– Many marketing offers focus on the company’s goals rather than the customer’s journey.
– Offers like “buy one get one free” or “buy 2 and get a free extended warranty” may not be appealing to customers who are unfamiliar with the brand or product quality.
– It is important to consider the customer’s perspective and remove friction for first-time purchasers in order to create the best experience.Focus on removing friction for first-time purchasers and prioritize building the best experiences for them in order to improve the customer journey.Company Journey vs. Customer Journey
It’s really easy to think you’re doing one when in fact you’re doing the other. I keep seeing posts with offer suggestions that read like this:
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Here are examples of some offers:
– Buy one, get one free
– Buy one and get another at 20% off
– Buy two and get a free extended warranty
– Buy one main item and get a complementary item for free (similar to the first offer, but the products are more congruent)
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I read posts like this regularly, usually by some sort of CRO person or other marketing party that is trying to improve the AOV (average order value) usually. Here’s the problem though, all of these are company journey instead of customer journey.
Let’s assume I’ve never bought from your brand before. I have no idea about the quality of your items or products. Do I really want more than one unit to test? I mean, if you have a brand where people would buy more than one unit to try, then go for it. But most of the time, I only buy more than one unit if it’s an extreme discount, and usually, I would have just bought one unit rather than two most of the time.
– Buy one, get one free
– Buy one and get another at 20% off
– Buy two and get a free extended warranty
– Buy one main item and get a complementary item for free (similar to the first offer, but the products are more congruent)
None of these offers are based on the customer journey. “Buy one, get one free” – this only matters if the first product I get works as expected, and now you’ve just diminished the value of the first product. “Buy one and get another at 20% off” – this only matters if the first product works, and you instantly reduce the value of the second product spread out 10% across both products. “Buy two and get a free extended warranty” – again, I don’t know your product. I need the first one to be good before I buy a second one. “Buy a main item and get something for free” – this only matters if I was already going to buy the main item, but I’m usually not buying for the free item. I was already going to buy the main item, and it just worked out that I got something extra.
The last one is my favorite because it reminds me of being a kid and wanting the toy in a Happy Meal even if I didn’t want to eat a happy meal. Problem is we’re not really kids anymore or selling to kids. So stop, pause, and think how can you remove friction for a first time purchaser. Treat everyone on your website as a first time purchaser, the repeat ones already know what they are looking for. Please think practically towards your customer journey, who you are targeting, and how to build the best experiences for them.In the long run remember that the goal is product in hand. #marketing #customerjourney #ecommercehttps://www.linkedin.com/in/jivanco