Selling to London
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Director at Mode Solutions Ltd
05 May 2010 14:11pm
I am looking for ideas or suggestions really.
I have a client that has a good web presence that sells throughout the UK, but in London the site struggles.
Now the sales levels in the South-East and other regions are fantastic, but despite paying a fortune on PPC and getting huge volumes of traffic from the London region the sales are worse than dismal.
We know the prices are competitive in fact probably the cheapest.
I am just wondering is there something about selling into London that is significantly different?
Just thought I would throw this out see if you have any similar experiences. The market is the DIY, garden marketplace.
SEO / Web Developer at Zeland
10 May 2010 10:24am
Possibly people in London are more used to specifically local, London based services and have little interest in a national company.
SEO / Web Developer at Zeland
10 May 2010 10:26am
Possibly people in London are more used to specifically local, London based services and have little interest in a national company.
Head of Ecommerce at Lovehoney
10 May 2010 10:38am
I think it's a case that in London, as possibly larger cities, the lure of substitutes & alternates means that whilst your prices are competitive, the core product can be replaced with others. Or it could be that your London customers are falling at the delivery stage, as these folk are more accustomed to same day/next day delivery. A segmentation of your analytics will be able to prove or disprove this.
Obviously without knowing what the product is I can't go into more detail - but what I would suggest is creating a seperate set of user personas for your london visitors - possibly performing an ethnographic study. I would then use considerable user research into customers in London to inform this - if they're all based in London then a home visit certainly isn't out of order.
Matt
SEO / Web Developer at Zeland
10 May 2010 10:43am
Sorry for the double post before, it's my first post on these forums and I couldn't work out why it was showing my name as "anonymous" - perhaps a mod could delete the duplicate.
What Matthew Curry says is good advice. Something else to consider - have you got a dedicated landing page set up for London targeted keyphrases?
If not, as well as possibly improving conversions straight away, doing this would allow flexibility in testing a number of approaches to product/business presentation without any prospect of negatively impacting conversions for other regions.