Make It Simple For Your Customers To Buy

My friend Brooke just opened a new wellness franchise in Hamilton called O-Studio.

Her discounted founder memberships sold out in 16 minutes.

Before she launched, she was having difficulty sorting out her packages.

The typical O-Studio offering has five different price points at launch - see the Queenstown site below.

We trimmed this down to just the three options for Brooke.

And then when we asked people, they still weren’t quite sure what was right for them.

We then added a quiz to determine which option is best by filtering out what members did and didn’t need.

Over 100 people completed the quiz, and they then became the people who bought all of the founding memberships.

Ideally, a business shouldn’t need a quiz to determine its packages, but if it simplifies the buying process, add it.

The key message here is that your pricing should be simple.

The more options you give people when buying, the harder it is for them to decide.

And when a decision is hard, we don’t buy.

P.S. Hamilton readers get into O-Studio. The best investment you can make is in your health, which drives the cognitive output that powers your decision-making.

P.P.S. She based her launch strategy on how we opened our gym in 2017 (here is the 22 page case study).

Simple Conversion Rate Improvements

I once changed one phrase on our gym’s Google ads from "Learn More" to "Start Training Now," and click-through rates quadrupled.

Small changes, big impact.

I often rely on intuition for marketing messaging, it’s usually works. But that's a trap. Good enough is leaving a lot on the table, our marketing could be much better.

The other day I was talking about Gravy with our business mentor, Phil. He nudged me to we re-look at our marketing and sales material.

Instead of just guessing, you should actually talk to your clients.

So, we sent a Typeform survey to our current clients to understand how they perceive and talk about Gravy.

We asked:

• What got you interested in Gravy?

• Was there anything that made you hesitant about working with Gravy?

• What convinced you to use Gravy?

• How would you describe Gravy to a friend?

Phil suggested we use multiple-choice questions with an "Other" option instead of just open ended questions. This let us test our assumptions without losing unique insights.

Turns out we'd nailed why people choose Gravy, but we were completely wrong about what made them hesitate.

Hesitations are perceived purchase risks, a conversion killer.

Guessing can work, but testing works better.

P.S. Recall two weeks back I shared the ad format I’m using for Gravy. I'd setup a FB campaign with it and increased our monthly lead generation from 2 to 20.

But it turns out I’d set our Calendly schedule to Lebanon time. We were asking people to book discovery in the middle of the night. I changed it back to NZ time on Tuesday and this happened.

Seven bookings in two days. Solid blunder by me, always pays to double check.