Imagine you’re at a restaurant.
Suddenly, a pretty lady walks by, casting a glance at you before moving on.
She didn’t speak to you.
She didn’t smile.
She didn’t even pay much attention to what you’re doing.
So… you do what every man would do –
You launch from the chair, rush in front of the lady, kneel, pull out a bouquet, recite a poem, and ask her to marry you.
HUH?!
SLOW DOWN
This is weird. So weird that… I have no idea why so many businesses are doing this exact behavior.
A prospect takes one look at their website, and the brand starts harassing them with 10%, 15%, 50%, 150% discount codes, begging them to “buy now.”
Look –
The customer journey is a lot like intimate relationships.
You can ask a girlfriend to marry you… but you won’t ask a stranger.
Same for marketing.
The closer they are to the transaction, the more “aggressive” you can get.
Checkout abandonment > Go hard
Browse abandonment > Go slow
Homepage abandonment > Go very (very) soft
If a prospect looks at your homepage… but doesn’t view any collection or product page… then it’s too early to “go salesy.”
**Lesson for business owner**
Here’s an example of a non-needy homepage abandonment flow…
***
Subject Line: quick question…
Hey, it’s [NAME] at [BRAND].
I’m not trying to be invasive…
However, a few hours ago, I noticed that you were browsing our website.
Did you find what you’re looking for?
The reason I’m asking is because the #1 question we get at [BRAND] is –
“I’m excited to explore the world of tea/chai, but I don’t know where to start. Any recommendations?”
If you, too, are wondering where to start…
Hit reply, and we’ll be happy to give you some suggestions.
[SIGN OFF]
P.S. – The 2nd most popular question is…
“I’ve just started drinking loose-leaf tea. I’m worried it can become an obsession?”
Valid concern.
Unfortunately, once you’ve tried our tea for the first time, you’ll never be able to return to supermarket-stale cups.
***
To be continued…
– WYH