Losing my dog led to a £281.30 purchase
Customers buy for their reasons, not yours
Hi there,
So I lost my dog. In a massive forest. Right before it would get dark.
Was I frantic? Understatement.
It cost me less than a minute and £281.30 to buy a GPS tracker with a two-year plan. Yet, I had ignored Tractive’s ads and recommendations for years.
Why?
They never spoke to me about my real reason for buying their product—aka my Job to Be Done. Their ads were all focused on discounts and monitoring your pet.
Most brands make the same mistake. They focus on what they sell instead of why customers actually buy.
In my latest article for Convert, I explain how to uncover and use JTBD to improve your ecommerce funnel. Basically, how to stop assuming and start asking.
Why is this vital for your startup?
When I finally bought a Tractive tracker, it wasn’t because of GPS tracking or health monitoring. It was because I never wanted that panicked, helpless feeling again.
Tractive never told that story. Their ads, websites, and emails all missed the real reason people buy. And they are not alone.
Your customers are not just buying a product. They are solving a problem, avoiding frustration, or chasing a feeling. The question is: does your funnel speak to that? Does it understand their core JTBD?
Recommendation
Convert, an incredible platform for testing on Shopify, sponsors this newsletter. They have a great article that will inspire you with further ideas for optimising that customer journey, featuring examples like PetLabCo and Yeti:
This is a topic I’m really passionate about. As this newsletter goes out, I’m at Emerce Conversion & Analytics in Amsterdam to give a whole talk on this topic.
Less than two hours until I speak, wish me luck!
Daphne