Polarize and Convert

Joe and Larry run a site called scubatoys.com.  Joe and Larry have two very different personalities and make product recommendations on completely different criteria.  Here are some examples:

http://www.scubatoys.com/store/joelarry/jlfins.asp
http://www.scubatoys.com/store/joelarry/jlgauges.asp
http://www.scubatoys.com/store/joelarry/jlclips.asp

I believe this approach to selling improves conversion rates. Here’s why:

1. It gives shoppers 2 unique perspectives.
2. It humanizes the site. Makes it seem authentic.
3. Both Larry and Joe are experts in scuba gear and though they often have divergent views taken as a whole it positions scubatoys.com as an authoritative destination.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s