51 minutes | Apr 20th 2020

A Playbook for DTC Survival with Allen Burt from Blue Stout

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  • 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

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