📙 How to convert Bottom of Funnel shoppers

One thing I’ve learned from eCommerce marketers and operators over the years is that the quickest (and easiest?) wins can be made at the bottom of the funnel: those shoppers who are aware of their problem, have an idea of how to solve it, and now making the final decision of which product to buy.

A skilled sales associate can take you through this journey--to understand your challenges, answer your questions, and show you how the product can help you.

We’re trying to solve this with Prehook’s quiz.

But there’s another complementary solution: a buyer’s guide.

A Buyer’s Guide is basically a long-form resource to help customers make their purchase decision.

When the pandemic started and I was getting set up for WFH life, I realized that hunched over a sofa or table wouldn’t work. I needed a standing desk.

A standing desks can be a commodity -- nothing special about a brand or design necessarily.

And they’re expensive, $300 or more.

Was it worth it to pay over $500 for a fancier one, like an Autonomous AI standing desk?

The buying guide is designed to answer that -- and here’s how Autonomous outlines the value of the desk in their Buyer’s Guide:

Why Should You Choose a Standing Desk over a Normal Office Desk?
Why Is Sitting for Extended Periods Bad for You?
What Benefits Can You Reap When You Buy a Standing Desk Online?
What Are the Considerations You Should Make When You Buy an Electric Standing Desk Online? Brand, Design, Material, Height Range, Price, etc
Why Buy the Autonomous SmartDesk?
Call To Action

This follows the classic copywriting formula PAS: Problem, Agitation, Solution.

The goal of the Buyer’s Guide of course is to convert a visitor to a customer.

So the outline of the Guide mirrors the buyer’s psychology in a strategic way.

They address very specific questions, objections, problems that the customer may have.

Autonomous demonstrates a deep understanding of their customers, and creates the content to overcome those objections and needs.

(oh, and fwiw, getting the desk is a great investment that I'm very happy about!)

Shopify put out a good overview of a Buyer’s Guide recently.

Here’s what they recommend to structure the content:

What is it? Open your guide with a brief overview of the product. Include a high-level definition and two or three top benefits of owning your product.
Types. Whether it’s outdoor adventure gear or televisions, there are often many models available to a shopper. Your buyer’s guide should review the different product types, individual benefits, and features, and how consumers use them.
FAQ. What common questions do shoppers have about your product? Be sure to create a section that addresses the most important ones. This helps shoppers overcome any hesitations and can lead to a sale.
Considerations. What should shoppers look for when purchasing your product?
Social proof. Customer testimonials and reviews are a great way to build trust with shoppers online. Shoppers tend to rely on the opinions or actions of others to inform their own. Add in one or two testimonials to your guide to help shoppers check out your products and validate a purchasing decision.

Prehook’s quizzes can help you gather and quantify the questions, challenges, goals that your customers are facing.