The other day I was looking through my Blockbuster Total Access "My Account" considering upgrading my service. I found this handy little cost comparison chart for all of Blockbuster's Total Access plans:
That's a great chart but the problem is that it's only available to existing Blockbuster Total Access customers. (This isn't entirely true. I did find a round about way to get to it when not logged in, but more on that below.) Understandably Blockbuster is trying to gain customers with their two-free weeks sales hook and have streamlined that process. Two weeks free is cool, but that's not the only selling point they should be providing. When you're not logged into your Blockbuster account you see the following banner near the top of the page:
(click for larger view)
But that's about all the explanation of how their services work that you'll get. Clicking on that banner takes you to this page:
I think they are making a mistake here in the persuasion process by not letting people see the various program options. For many, this information can be an important part of the decision making process. Blockbuster provides these options only AFTER you create an account (and are therefore logged in.)
They've got these two screens backwards. Show me the various programs first and then give me the option to sign up for my free trial!
*Hold on. Not so fast. This just in!*
You don't have to sign in to get to this information after all. It is available, but through a round-about way. Next to the free trial banner shown above is an ambiguous text link.
That link takes you to this screen where you can either sign into your account or create an account like before:
But this page has something else that's different. An ad for Blockbuster:
Click on that ad and then you'll be taken to the page with the chart shown above. It's kind of a round about way to get to this information. Notice the heading at the top that says this page is for "existing members". What about newbies?
Is this information not important? Or is the more streamlined sign-up-for-the-free-two-weeks-only approach the right one? My personal preference is the former and while all may not agree, many will. Which is why the approach to marketing must try to satisfy all types users equally.
Lessons From Blockbuster: Don't Hide All Your Good Sales Material - To learn more about this author, visit Stoney G deGeyter's Website.
Like this article? Share it with your friends
 |
Related Businesses - Evan Elite Authors |
|
Leanne Hoagland Smith
Are your sales where you want them to be? Will you be one of the few who achieves sales success or one of the many who have failed to change? So what are you doing to change those results? Let’s be honest, with companies moving globally and at lightening speeds, the traditional business solutions are outdated and dead. My approach moves your business out of its comfort zone and secures your competitive advantage now. If you are seeking to increase sales, build customer loyalty, create a culture of great attitudes or just achieve some sleep filled nights, then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspecialist.com/customer-loyalty.htm Give me a call at 219.759.5601 for a free strategy session. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
|
Stoney G deGeyter
(Visit Stoney's Website)
Stoney deGeyter leads a spectacular team
of seasoned marketing experts at Pole
Position Marketing, a Search Engine Marketing Company.
Stoney started PPM in 1998 by finding the
brightest minds in the industry and
nurturing within them an intense desire to
become leaders in their respective fields.
With this team of professionals, he has
built a wildly successful website
marketing company that succeeds through
both personal and professional integrity.
You can read Stoney’s blog posts at the E-Marketing Performance blog and
more of his work on several well-known SEO
and marketing news sources including
Search Engine Guide and Web Pro News.
Stoney has authored two website marketing
books: E-Marketing Performance: Effective
strategies for building, optimizing, and
marketing your website online and Keyword
Research and Selection: The definitive
guide to gathering, sorting and organizing
your keywords into a high-performance SEO
campaign.
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
I haven't written much in the Failure series lately, but I've got a doozy or two coming soon. 
