Playing for Keeps
47 Episodes
51 minutes |
Apr 20th 2020
A Playbook for DTC Survival with Allen Burt from Blue Stout
- When things are tough, the weak points of your business tend to come to the surface
- Positioning during the COVID-19 crisis doesn’t have to be entirely about the disease- there are a range of ways to look at your product in context of consumer mindsets
- Revenue = (traffic) x (your conversion rate) x (your average order value)
- Understanding the context of the buyer is vital to understanding your own conversion rate
- In times of trouble, consumers tend to retreat back to products they’re already comfortable with
- “Increasing AOV doesn't even have to [be] incentivized, or discounted, or [include a] free gift to go with it. It could just be a natural congruency between products that are in your catalog.”
- Email sequences are a great way to shorten the sales cycle by packing in a much broader range of customer touch points
- Here’s Kristen’s last PFK conversation with Allen
