00:00.00
retailjosh
I am pumped for this episode the retail initiative podcast because I had this huge aha a few weeks ago about a new framework that I am working on for a conference I'm speaking at in a few weeks but I wanted to give you a little preview. So I'm to cue the theme and then right after I'm gonna hop right into it.
01:24.26
retailjosh
All right I Hope you've been enjoying these last few episodes and can I just ask a favor if you have will you please leave a review wherever you listen to podcasts it really is so helpful to us and helping us reach new people so you maybe have heard about Maslow's. Ah, hierarchy of Needs. You know it's this idea that ah you know we have to have certain things taken care of in a certain order in order to be like a whole human I might even saying that the right words. Um, and. Hear me out because this is going to come Back. We're going to bring it back to ecommerce. But I think that it can teach us some things so just to recap you know his hierarchy of needs is None You have these physiological things like you literally need air and water and food and shelter and then you move to safety like you. You know, Obviously it'd be really hard to like attend a personal development conference when you're like you know under attack right? and then love ah, friendship and connection and those things and then esteem so like some self-esteem and then self actualization this idea of it's really personal development like how can I be the best. Version of myself and none of like that's not bad, but you know there's a lot of people and I think we can all be really grateful. There's some people in the world who struggle to gain those but what does this have to do with e-commerce. Well you know I. Have a lot of conversations with people around hey my site's not selling I'm getting traffic. What do I need to do ah and you know we'll start jumping and I had a call with someone recently who started throwing out the most complicated terms. Do you everhear them. Big acronyms. Um, complicated words and stuff that agencies love to throw out there um around like you know ways to increase more traffic to the site and but what we end up doing is we we're trying to solve conversion issues with traffic. First off. Um, but None is even once we talk about like fine tuning the site for conversion. What happens if we don't have the bigger pieces taken care of and so what I'm starting to create and and this is in the early Stages. So I bet a month from now I'll be teaching this and it's going to be a totally different thing. Um. But is like a hierarchy of conversion needs and so if you're going to start looking at your site in what order should you look at it. So if you are a notetaker this is a good one to get pen and pad.
06:36.82
retailjosh
So you can start to do it. But if not, you can come back to it later. But I think this is still worth the listen. So even if you're driving or running or whatever you do you don't necessarily have to turn it off to take notes because this is going to be simple here is the base level. You know what is air and water what it can be here. Um is the basic question does it work. I know this seems so obvious but I don't want to skip over it because a lot of the things I might cover seem obvious but have we really looked at our site through that lens do the images look like they should on desktop and mobile does it work I'm not saying is it optimized or is it great. But literally do the images load. Ah, you know if your images are hosted somewhere and that host went down and the image is no longer. There. It doesn't work and before we do anything else. We need to make it literally just function as it's supposed to so that's the base level the physiological piece of conversion. Is does it work. The none one is connection when your perfect customer lands on their site. The None thing we want to look for after. Let's just assume it works is am I in the right place. They want to know that the site is made for people just like them. So first we're going to say does it work none is it am I in the right place is this for people like me. We do that through imagery we do that through copy people should know immediately who you are what you sell what you're focused on at the top of your site before they do anything else. That piece should be there then we're going to move on to your unique value proposition. Your unique selling proposition. Really what I'm saying is what's your superpower if you're amazing at dresses and someone lands on your site and it works and they know they're in the right place but do they know what you do? best. Immediately is the thing that is your superpower super clear. You know I talked to someone who they were all about the fact that they give back and there's all these charity elements to their site and they support these local artisans and all this cool stuff and none of that came across on their site. Without like you you could dig and find it but it wasn't just crystal clear. So we start with does it work then we move to am I in the right place then we move to is your unique selling proposition super clear then we move to experience this is where. You know this is where does my site function as I would expect it to are the button are the call to action buttons clear. Um do we have call to action buttons does our navigation make sense um are the featured collections below our hero image or those good. Do those start to make sense.
12:16.32
retailjosh
Um, you know the experience is really important but only after these other elements are taken care of and then after that is where we get to refinement this is where we start looking at the nitty gritty pieces on a site where we can really start to test what color of buttons are going to have the highest impact. But kind of product description does best, but it's only after we've taken care of the fact that it functions that our customer knows they're in the right place are unique value propositions communicated so clearly your superpower is just front and center. The experience is. Is there and it functions and you serve your customer really well and then it's refined and optimized. So maybe you're asking like okay well that seems like a lot. Well here's what I would say is if you start at that base group. You basically then just want to follow base. Best practices for anything above your current level. So if it still isn't working. Don't worry about refinement just follow, whatever the theme might have for you or or your developer if you aren't working with someone and you're a successful brick and water retailer looking to gain traction online. Of course I would love to connect with you Dm me at retail Josh and we can connect. Um. But you can connect and just follow the best practices for those elements. But then once that connection piece is there like okay, let's hone in on that and until we can get to these higher areas. We're just going to follow best practices so I hope that this is helpful. This is a new concept that I'm working through. But. Ah, it's something that I'm pretty excited about and yeah, so let me know what you think again, leave a review obviously subscribe and I love love love getting Dms on Instagram letting me know like takeaways that you have so you can Dm me at retail Josh until then I'll see you next time.
