Guiding Through a Complex Purchase

Buying a large banner print online can be overwhelming: what if you screw up the order? Signsite.com has developed a clever solution. When you first visit a product page (for example http://www.signsite.com/hanging-banners) what would normally look like …

Signsite.com_Product_Page

… transforms to this–

Signsite.com_Overlay1

And when you click Next the next tip appears:

Signsite.com_Overlay2

Click Next one more time:

Signsite.com_Overlay3

Click Next one last time:

Signsite.com_Overlay4

What I love about this tactic is that it accomplishes 2 goals:

1: Teaches the shopper how to fill in the required info.

2: Ensures shopper sees the customer service number so they can call if they still have questions.

Geotargeted Reviews

For years I’ve been thinking about a test idea that combines these 2 facts–

1: Shoppers are more likely to convert when they can read reviews.

2: For a shopper in [Michigan] reading a review of another shopper who also happens to live in [Michigan] is a strong influencer.  Here [Michigan] can be any state.

And then, I discovered a page on easyclosets.com that does exactly that.  They show an interactive map of North America and you can click on any state and see reviews from that state.  Naturally shoppers from North Carolina will click on their home state.  Here is a screenshot of the idea–

US_Map_Reviews

And here’s the live page (you have to check it out!).

Riding Coattails is Clever

Fact 1: 100 million people watched the super bowl this year.

Fact 2: The shark to the left of Katy Perry made a great impression on popular culture.

Fact 3: Revzilla.com knows online shoppers have an attention span of 5 seconds, tops.

Fact 4: The one thing revzilla.com wants new site visitors to know is that they offer free shipping over $39.99, guarantee lowest prices, and have excellent customer service.

Combine Facts 1, 2, 3 and 4 and you get this—

Revzilla.com_Banner

Nearly every visitor to revzilla.com homepage will notice the shark graphic, and by association, the assurance message next to it.  And that’s the whole point.

Only thing I don’t like: Combining shark message with President’s Day sale message might be a mistake.

Powerful About Us Page

About Us pages on most sites read like a forced assignment, there is no soul in them.  And then I stumbled on this About Us page on bigbellybanks.com—

dad_large

Thank you for checking out my Big Belly Banks.  I get up every morning and thank God for the small business that I have.  I’m proud to design and make a unique, quality product here in the USA. I feel honored every time some one thinks enough of my banks to spend their hard earned money to purchase one.  I’m proud that so many children have grown up, and continue to grow up loving their bank.  I’ve been doing this so long now that people that got one as a child are now getting them for their children.

When I began I was penniless.  Because of a serious leg injury I was not able physically to continue in the profession that I began my career in. And, I wasn’t able to do other physically demanding jobs.  I eventually lived in a Tipi that I constructed on land that my parents owned in the Adirondack mountains of NY.   I rented a small space in a construction companies building and started making puzzles of children’s names.  I was going to try and sell them to stores but a local artist told me that I should sell them at Art and Craft shows.  In August of 1987 I sold at my first Craft show.  For the next few years I sold my puzzles at the shows.

I met my wife at an Art show. I was selling puzzles and she was selling jewelry that she makes.  For me it was love at first sight. We married in 1989 and have had a great life together.  Both of us had previously been married.  I have 2 great daughters from my first marriage. My wife has a daughter  from hers. And, we have a daughter and son together.  The kids are all grown now and are starting families of their own.

 One winter in the early 90’s we were in Florida selling our crafts.   We were at a park and a goose started to chase me.  He was trying to get a sandwich out of my hand.  I thought that it was hilarious.  The higher that I raised the sandwich, the higher he would stretch his neck.  That afternoon I was sketching a cartoonish looking duck/goose with an exaggerated long neck.  I took a pencil and drew a squiggly line down it’s neck.  I thought “That would be cool.  A Duck that would eat money.”

I made a large cartoonish Duck looking coin bank for a daughters birthday.  Thinking that others might want one I spent a couple of years perfecting the design.  When I had it right I took 3 colors of Ducks and 3 colors of Dinosaurs to a large Craft show.  I sold 970 of them at that 4 day show.  I didn’t have that many so, I took prepaid orders for most of them. I have been selling them ever since.  The banks are made in the  same building that I started in.  But, now the whole building is used for bank production.

I have lived and continue to live the American dream.

John Chesnut