Reducing Buyer Anxiety Leads to Higher Conversions, Happier Customers

Joe Francisco Medelita Lab Coats and Scrubs

 

 

Our guest blogger this week is Joe Francisco, President and CMO of Medelita.com.  He is a tech savvy businessman who has been building his company using digital marketing as the foundation of his company’s marketing strategy.

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In 2011 Medelita was growing our online business, but not as fast as we would have liked. We were still in the launch phase of our business attending over 40 medical conferences in 2011 to introduce our products and brand Medelita Lab Coats and Scrubsto our key customer base; physicians, physician assistants, nurse practitioners, dentists and veterinarians.

Our customers told us we had a great product. We experienced success selling our lab coats and medical scrubs at medical conferences throughout the United States and Canada. Customers were reacting very positively to ancillary services we provide such as free name and title embroidery and custom logo embroidery for group orders. Our goal was to replicate the medical conference experience through our website, www.medelita.com.

We needed to remove the new customer’s anxiety regarding the price, fit and sizing, and make it easy for them to understand the embroidery process. 85% of our orders receive some type of embroidery. 75% of the visitors to our site were new and we needed to convert them. We could not continue to go to 40 medical conferences per year. There just aren’t enough margins in our product to support these astronomical sales costs.

So we set out on another redesign of our site and emphasized “eliminating buyer anxiety.”

How’d we do it?

1.  Complimentary shipping on everything: orders, exchanges and returns. Truly FREE shipping.
2.  Our toll-free number and click-to-chat on every product page.
3.  Built a whole new interface for embroidery inspired by www.indochino.com
4.  Extended our Professional Courtesy Guarantee from 90 to 180 days.
5.  We added a powerful recommendation to our size guide – “Order two sizes. Shipping is free both ways.”
6.  Made returns insanely easy. Including a return label in sizing orders and making label and forms easy to access from customer’s accounts.

We launched most of these initiatives in 1Q212 with positive results:

1.  8 months at historic high conversion rates and a huge November.
2.  YOY traffic up by nearly 60%
3.  Dramatic increases for our brand searches.

Feedback is positive with extremely high Biz Rate reviews, daily effusively happy emails from customers and repeat business. We took what we learned about our customers’ fears and our success in direct selling and applied it to eCommerce.