{"id":2396,"date":"2014-06-11T09:32:47","date_gmt":"2014-06-11T16:32:47","guid":{"rendered":"https:\/\/www.bornfitness.com\/?p=2396"},"modified":"2015-08-07T22:06:12","modified_gmt":"2015-08-08T05:06:12","slug":"online-sale-failing-heres","status":"publish","type":"post","link":"https:\/\/www.bornfitness.com\/online-sale-failing-heres\/","title":{"rendered":"Your Online Sale is Failing. Here&#8217;s Why"},"content":{"rendered":"<p><span style=\"color: #505050;\">When you only run 2 sales per year, making big money is supposed to be easy. Or at least that&#8217;s what you&#8217;d imagine. But if were to have looked at the total sales after the first 4 hours of our bi-annual sale, you would have thought we\u2019d never done this before.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">That\u2019s what happens when you stare back at a whopping zero sales.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">(Yep, zero. Allow that to sink in.)<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">Did we lose our ability to sell? Forget what works? Put out a shitty product?<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">No to all three\u2014but we did make a fundamental error that is a valuable lesson for your business.<\/span><\/p>\n<h1 class=\"mc-toc-title\" style=\"font-weight: bold; color: #202020;\"><strong>Why the Sale?<\/strong><\/h1>\n<p><span style=\"color: #505050;\">We make more money when we don\u2019t promote or discount our coaching programs. For three years we\u2019ve had a waitlist, and the average amount of time a client stays with us has increased almost threefold. Customer satisfaction is at an all-time high. So why offer a sale to begin with?<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">The answer is the ability to learn about our customer base and our own business model. Our initial struggles allowed us to look at changes we attempted to make compared to previous sales, and quickly understand the errors of our ways and prime ourselves for a big turnaround.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">As they say, the only way to learn is by doing. So we run sales to learn what works, what doesn\u2019t, and how people respond to different offers.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">During the planning stages of the Memorial Day Sale we wanted to provide as many great deals as possible. We figured why not put the majority of our services at prices people would have a hard time saying no to? Originally we offered 4 discounted options on the sales page.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">To bring everyone up to speed, our coaching model is different than most you see. Our model is not scalable in the sense that we pride ourselves on a very personalized, one-on-one approach that takes a great deal of time and calculation. By doing so we have built a model on scarcity and the promise that this program is worth the wait. Simultaneously we pride ourselves on having one of the most affordable online coaching models given the individualized attention. Even with our low price we never sacrifice value. It\u2019s a unique model, one very similar to Amazon\u2019s, since we are willing to sacrifice a lower margin for a longer customer value.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><\/p>\n<h1 class=\"mc-toc-title\" style=\"font-weight: bold; color: #202020;\"><strong>From No Sales to Undeniable Success<\/strong><\/h1>\n<p><span style=\"color: #505050;\">Now back to the sale. We launched and didn\u2019t see a sale for the first 4 hours! We were definitely surprised. But rather than panic, we went back and discussed potential reasons for the poor opening performance. After the first 24 hours we had generated sales, but were still not seeing the numbers we had forecasted.\u00a0<\/span><\/p>\n<p class=\"h1\" style=\"font-weight: bold; color: #202020;\">We then completely redesigned the sales page. We eliminated all but one item.<\/p>\n<p><span style=\"color: #505050;\">The thinking was simple: What if there were so many deals that people ended up choosing none?<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">The only way to find out was to test this hypothesis. Once we changed the sales page to only one item we saw conversions increase 180% in the next 24 hours. This was followed by another huge surge on the final day of the sale.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">The reason for our success shouldn\u2019t be all that surprising. In fact, research has shown too much of a good thing can be a bad thing. A study done by Sheena Iyengar, a professor at Columbia University proves this exact point. The professor set up a study where they placed either 6 containers or 24 containers of jam in a section of a store and allowed people to try samples. What\u2019s incredible is 30% of the customers who had sampled from the 6 containers purchased the jam, whereas only 3% of those who were subjected to 24 containers purchased the jam.<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">\u00a0<\/span><br style=\"color: #505050;\" \/><span style=\"color: #505050;\">The point being that even though we make think our customers want more options\u2014the reality may be just the opposite. If something isn\u2019t working don\u2019t overreact, but make sure you consider all factors that could be contributing to less than desirable sales. Each market is different and nothing is status quo. Remember that there is no right answer, rather a better solution to your problem.<\/span><\/p>\n<h2>Business Advice You Can Use<\/h2>\n<p>Want to run your business more effectively? Each week we send out business advice, case studies, and valuable tips you can use to grow your audience, optimize your business, and make more money.\u00a0No spam. Just great information you can use. To receive free information,\u00a0visit us at <a href=\"http:\/\/www.bornfitnessconsulting.com\">Born Fitness Consulting<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you only run 2 sales per year, making big money is supposed to be easy. Or at least that&#8217;s what you&#8217;d imagine. But if were to have looked at the total sales after the first 4 hours of our bi-annual sale, you would have thought we\u2019d never done this before.\u00a0That\u2019s what happens when you [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2399,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[723,214],"class_list":["post-2396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-conversions","tag-online-sale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Your Online Sale is Failing. 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