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Kaivac makes it 'sticky': manufacturer embarks on decision to simplify program
Today's jansan consumers are web-savvy, mobile-enabled, and overwhelmed. To address this 'new' environment and improve the marketing potential of its websites, one jansan organisation is now working to make their site 'sticky'.
This means finding ways to get web visitors to hang around the site for a while with the goal of helping them make a purchasing decision...
"We've been testing many different ways to improve our stickiness, and the one that appears to be proving the most effective is what we call 'decision simplicity'," says Tom Morrison, vice president of marketing for Kaivac.
Tom is referring to a link now on the home page that reads: 'Find the Kaivac system that's perfect for you'.
"This link not only directs our visitors to product information, but how these products can be used, where they can be used, and most importantly, help visitors select the products best for them," he says.
Decision simplicity is a concept supported by Pat Spenner, author of the book 'The Challenger Customer'. In his book, he evaluated the web marketing strategies of two digital camera brands:
* Brand A practiced the usual web marketing strategy of providing lots of technical information, features, and benefits about its cameras.
* Brand B took a decision simplicity approach. The goal was to 'first understand the consumers' intent', to determine whether consumers are just looking or want to buy a camera and, if so, asking key questions that help point them to the camera that best meets their needs.
"Our research shows that customers considering both [camera] brands are more likely to select Brand B," reports Pat. Brand B succeeded in keeping visitors around long enough to make a product selection.
According to Tom Morrison, the jury is still out as to how successful this sticky strategy will be for Kaivac: "However, initial reports indicate it is very promising," he says.
About Kaivac, Inc.
Kaivac is the developer of the No-Touch Cleaning and OmniFlex Crossover Cleaning systems. Headquartered in Hamilton, Ohio, Kaivac, Inc. delivers complete science-based cleaning systems designed to produce healthy results and outcomes while raising the value of cleaning operations and the professionalism of the worker. Kaivac offers an integrated portfolio of environmentally friendly cleaning products designed to remove the maximum amount of soil and potentially harmful biopollutants in the most cost-effective manner possible.
4th April 2019