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Marketing is only as good as your weakest link

Awesome product

We have this awesome new product – the wireless temperature sensor. Everyone that we show it to absolutely loves it. It’s incredibly inexpensive and could potentially make half my products obsolete. It’s a marketing dream.

And conversion rates are looking good

So we create its own web site and move much of our supplier’s material across. It’s too geeky and focuses on the technology, not on the potential benefits.

We create a landing page and really focus on the benefits. It’s a good landing page. I’m happy.

We then bring traffic to the site via Facebook. We are looking at a reasonably good conversion rate on our Facebook ads and the price is reasonably good. We’ve done better, but overall we are happy. We are doing our split testing and the smiling chef is a winner.

Then we look at the landing page. Split testing shows a bit of variation and we are pleased with how easy it is to see the impact of various changes.

But where are the sales?

Our problem, however, is despite all that advertising, we haven’t seen a single sale.

So we go back to the process and find that people are making it all the way to the store and stopping there. No one has even made it to the checkout. One screen has a 0% conversion rate.

Our weakest link

We now know that the store is our weakest link, but are none the wiser as to why. It is the same as on all of our other sites, so why is it doing so poorly?

Facebook has the answer

Facebook had the answer. We ran their reports and looked at who was viewing the product. What really stood out was that 97% of visitors were on mobile devices.

97%

Which makes sense because these are idle people on buses or trains, or in a queue, or just idly sitting on the lounge. They are happy to browse through Facebook and wander off to an interesting site.

We then visited the site on a mobile device. The landing page looked surprisingly good. The shop, however, was a total disaster. Yes it was “responsive” but thanks to a photo of the product in a column we now had
one
word
per
line
in
the
description.

And given the awesome descriptions we were giving our products, that mean they scrolled on and on.

Our weakest link was our shop on a mobile device

So it wasn’t the shop that was the issue, but the shop on a mobile device. And given that 97% of people were on mobile devices, we didn’t stand a chance.

Lessons learnt

The three big lessons this taught me are:
1. Look at every step of the process and look at the conversion rate – how many people viewed it and how many people moved onto the next step.
2. It is often easier to fix a poor conversion rate than improve a good conversion rate. So start with the weakest link.
3. Test everything on your phone

So now I’m going over all my sites to test them as a mobile user.

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Phone: 1300 30 33 34

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What is covered with our shipping insurance?

Our normal terms and conditions (like most businesses) is that you take possession the moment an order ships. If the order is lost or damaged in transit then, in theory, it’s your problem. In reality we will have a conversation and try to work out a good way to resolve the issue where we are both happy (or not too upset).

Shipping insurance is there to remove the drama. If an order is lost or damaged in transit, we will simply send out a replacement, and we will then deal with the courier directly to resolve the original problem.

Our shipping insurance also means that if an order is delayed beyond what is normal and reasonable then we will send you another shipment (stock levels permitting). Then you should receive one of them sooner, and when the second one arrives you simply Return To Sender.

How much is shipping insurance?

Shipping insurance is 5% of the cost of the goods.

Is it worth it? Practically we have had far less than 5% of shipments have problems. It is, however, what Australia Post and other couriers charge. Ultimately insurance is about peace of mind and less hassle when something does go wrong.

Shipping insurance as an option

Shipping insurance is offered as an option on all our web sites. You can select it at the checkout.

For large orders our staff may also ask if you would like shipping insurance.

If you would like shipping insurance on an order you are placing with us, just ask.

Mandatory shipping insurance

Unfortunately we have had a couple of large orders not make it and then the customer refused to pay. A friend suggested that the easy way to avoid the dispute is to insure any shipments where we have a significant risk.

If you would like an immediate line of credit (30 days to pay) and have the goods ship immediately (no credit check delays) and are purchasing over $500 then we will add shipping insurance to your order.

The shipping insurance can be waived if the order is between $500 and $2,000 and you provide us with a formal confirmation that you accept responsibility of the goods once they ship.

Alternatively you can prepay by direct deposit or credit card.

What is not covered?

If there is a clear proof of delivery to the shipping address provided then we class that as delivered. Unfortunately there are cases where it is lost somewhere between the loading dock or receptionist and ending up in your hands. But we also know that a photo of the bag against a generic grey background is not proof of delivery, it is just proof of existence! It needs to be a reasonable proof of delivery.

It also doesn’t cover the expectation of overnight delivery. For example, if we were to ship to Melbourne (we are in Sydney) then we would expect it to be delivered within about 3 days. Most of the time it is overnight, but there are enough floods and other issues that regularly cause minor delays. Sending a second order the next day tends to not fix the problem. If it is super urgent, talk to us about how we can minimise the risk.

For damage claims we ask that you contact us immediately and we will probably ask for photos or some proof. The shipping insurance doesn’t cover claims weeks later. We do have warranty covering our items, but it excludes physical damage (e.g. being dropped). If the goods are damaged in transit then please let us know ASAP so we can cover it under the shipping insurance.