Spend A Little & Increase Sales By $300million

Sounds like a great deal, right?  But how would you be able to accomplish such a feat?  I spend a great deal of time telling folks about the power of small communication changes to drastically impact bottom lines.  Well executed qualitative market research reveals hiccups and perceptions of audiences that allow you to take control and better align your processes with consumer needs.

Jared Spool tells the tale of the simple change in design of a web form at a major retailers check-out pages that resulted in such a massive and immediate increase in sales.  

How did he uncover the snags and traps that were holding back folks from purchasing and turn that insight into $300million in sales for the company?  

He asked customers to go through a purchase process, and then he watched and listened to their reactions.  A simple shift, based on understanding the consumer psychology and desires and removing an unnecessary step in the buying process increased the number of folks who bought by 45%, virtually overnight.  

It's a fantastic story, of how excellent qualitative market research can help just about any company increase sales and profits.  

Read Jared's Article Here

 (Many thanks to Kim William's and the folks at Bem Interactive for sharing this article with me.)