How an online shop gets more customers.
A brand or shop selling physical products online to consumers, shipped to them.
Customers look in five places before they order.
Gift guides and roundups
The "best X" roundups AI answers lean on.
Instagram
Shoppers discover products from posts and save them for later.
Trustpilot
Shoppers check a shop is real before they pay.
Reddit
Shoppers ask which one to buy.
TikTok
Shoppers buy what they see used for real in short videos.
More and more of them ask ChatGPT first.
They ask about best product for the need, comparisons, prices and deals, how to choose, gifts and reviews. Questions like these, with your own words in the blanks:
- best a product for who it is for
- a product for what they need it for
- how to stop their problem
- how much should a good a product cost
- you vs a competitor
- cheaper alternative to a competitor
Four plays that work for online shops.
The product in use getting found
Shoppers buy what they see used for real, not posed.
Roundup outreach getting found
The roundups decide what AI answers recommend.
Review asks after delivery getting recommended
Reviews right after delivery are the warmest.
Post-purchase email bringing customers back
A second order costs a fraction of the first.
Three things come first.
Getting found
Customers who can't find you pick whoever they find first.
Turning visitors into orders
Every visitor who leaves unsure is a customer lost.
Bringing customers back
A customer who comes back is worth more than a new one, and costs less.
How often, at most.
These are limits, not targets: something with nothing to say doesn't go out.
- Drafts for Instagram posts
- up to 3 times a week
- Drafts for TikTok posts
- once a week
- A helpful reply on Reddit
- every few days at most
- A short video you film on your phone
- once a week
- An email to past customers
- once a month
- A new page
- when a page is the move you agreed
Nothing goes live without your yes.