On first, second and third base
Written on September 14th 2009, filed under Customer Relations, Usability with 0 comments.
The official Formula 1 started to embrace online video's last year. I guess the millions of YouTube ones were a dead give-away that online video was about to make a major brakethrough.
The video's are of an awesome quality and they're used as a way to connect to fans and plant a seed for them to buy tickets. That's where I run into a problem.
Using the videos as a way to sell your stuff isn't a bad idea. In fact, it's a great idea. But the step between watching a free video and buying a 500 Euro ticket is too big. The tickets are third base, while the relationship between the site and the viewer hasn't even been to first base yet.
Reduce the size of the steps someone needs to take. For example:
- Ask them to sign-up for a video newsletter. This gives you the oppurtunity to build a long term relationship. Bringing them back and, with a bit of luck, convincing them to buy something from your store. Bringing us to second base.
- Ask them to buy a less expensive item like a cap. If everything goes smoothly, you can even convince them to take that step to spend more money.
There aren't a lot of guys and gals out there that'll go straight to third base, but it's worth keeping that option on in addition to the other two. Just in case.
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