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10/01/2002 Hooked-on-Phonics
Tristream Boosts E-commerce Lead Capture for Hooked on Phonics
October 1, 2002—San Francisco, CA
How does a product company driven by direct marketing and phone sales move to the Web? This is the problem Tristream’s team of creative designers undertook for Hooked on Phonics, a well-known educational business that has taught thousands of children how to read.
The company reaches its customers through a carefully produced and targeted series of long-form advertisements (infomercials) that encourage an immediate sale. Those who phone often buy, assured by a full guarantee of satisfaction.
Taking this sales strategy to the Internet was not a straightforward task. "The phone sale model gives total control to the salesperson," explained Michael Coombs, tristream Director of Experience Design, "whereas the web model gives total control to the user."
"We needed to find a way to give site visitors the right information at the right time," said Michael. "This would facilitate the sales conversion decision-making process that the company had refined so well with its salespeople."
Through a set of well-scripted modules, the digital media introduction to Hooked on Phonics products guides the buyer through the same process that a salesperson would use on the telephone. The common objections are handled through a user-controlled choice of questions to answer.
Hooked on Phonics has expressed great enthusiasm for the final results. Mike Manning, Director of E-Commerce and Business Development, reported an increased close rate in the first few days, from 4.2% to over 6%. Meanwhile the lead capture rate tripled, from 6% to over 18%. "This alone could drive a 50% improvement to total revenues!" said Mike.