Sales and Marketing Learns from H1 2024 

Apollo.io is an excellent tool for identifying web visitors masked by ISP providers and Suspects who are searching on the web for high volume keywords.

See below - the 40,700 folk searching for the term "Augmented Reality" in Google. 

Online Shopping and Google Analytics 4 - learns

Evaluate fully the transparency of your cart checkout process.

We found only 6.3% of cart visitors actually checked out for a number of reasons.

 We were able to quickly track down the reasons:

• Poor cart process 
• Online product pages ranking for early stage investigator Google traffic 
• However, lack of insight into that 3,600 folk entering the shopping cart over 3-months - or 1200 visitors a month, cost a lot in missed revenue. 

The Switch to CommercePro cart 

• Has 9 key advantages to help us scale online sales 

187 new product pages

• • The existing hardware catalogue/product pages rank very high in Google
  • As soon as we launch the accessories pages that go with those devices, Google will see a number of things:
    • That the 13 hardware devices are more important because they have 187 links to them
    • That those links are descriptive, helpful and high quality 
    • So we will get a double bubble impact, existing hardware pages will lift higher in ranking and attract more search traffic 
    • New accessories pages will also rank high. 
    • The unknown is if we can beat the manufacturers pages, which instinct tells me we can  

In Q3 when we add the related software that goes with each hardware to the shop then:

• • • We will benefit from a similar impact 
    • Plus the software houses fit different use cases, like Construction Models and 3D, so we will rank higher for these terms if we fettle the pages properly.

The Lower friction cart journey comes from several areas:

• • • Hubspot recognises repeat visitors, repeat customers which means their detail is pre-populated 
    • Education buyers for "learning use cases" do not pay VAT, so people shopping from Education based domains can get a faster cheaper check out basket. (if they tick buying for teaching)
    • The dynamic page features of HubSpot CMS mean we can recognise partly checked out baskets and serve "pop ups" to prompt sales
    • There are over 50 ways the new cart will with similar attributes, enhance the customer check out journey.

The slicker check-out process is similar:

• • • Key features like repeat buyers who have been billed before will be recognised 
    • Folk who want "lease terms" will get online lease terms, essential for fleet deals

Any abandoned carts get re-marketed 

• • • This feature is fundamental to lifting 6.3% conversion to 30% minimum. 
    •  Plus we gather data and insight on re-marketing tactics that work or need tweaking.

The addition of more payment methods:

• • • Leasing for fleet deals or small B2C purchases 
    • Invoicing for large educational clients 
    • They will all help conversion and volume sales 

Greater Share of Wallet

Offering Hardware Accessories and Software 

• This removes a whole tier of competition that don't have this capability.
• Plus the customer sees us as the consultative "voice of authority" that is device agnostic, software agnostic, we will recommend what works.
    

More accessories 

• We will get higher order values naturally as we add accessories.

• However, we will also get into more "in depth conversations" that steer the customers round "pilot purgatory"  

• That in depth conversation removes the arms length situations that cause "pilot purgatory" and builds the trust that enables you to take them on the journey up the ladder to scale, Ai surfaced Data and Mesh. 
• So whilst accessories and higher order values sound desirable its the conversation and "trust" that we unlock that are more desirable.

Education VAT exempt for teaching

• As we get closer and deeper into segments like Construction and Education its clear there are vital nuances in the detail.
• Education tend to buy in big lumps when budget is freed up, won from grants, so uncovering VAT exempt sales eligibility, is huge.
• Being able to recognise it in the check-out process with the CommercePro cart, vital.

More Hardware related Software Sales in Q3

There are natural software partners for each device and use case, for example:

• Moviynt, now owned by Vuzix, are ideal for Picking by sight and Logistics, warehousing use cases.
• Argyle with 3D models and projections for Construction
• They naturally fit and bring to life the hardware, for the particular use case

Summary

Whilst the Cart enablement and Stripe, Xero payment options are important, by offering over the next month Hardware accessories and then in Q3 Software, we will remove:

• Competition - who cannot deliver and agnostic single source solution
• A large degree of pilot purgatory - enabling us to offer a wider solution and therefore help Pilot deployments succeed.
• Make a quantum leap forward in removing willing amateurs from well intentioned projects and remove the pain of being under resourced without the right guidance, by offering a deeper consultative approach.
• And we will move into the "trusted partner" conversations as a consequence extracting greater share of wallet.

The key is to NOT try and boil the ocean and stay focused on a pragmatic progress.

Distraction is the enemy, which is why we are being very open with a clear plan and the milestones to execute, clinically.