Ever wondered how an ecommerce brand can grow a multi-million dollar business in just a few years?
Today, we’ll look at how Harry’s did just that.
Want to learn more? Read on.
Strategy #1. How to Create a Strategic Pre-Launch Plan That Brings in Thousands of New Customers
Want people to queue for your products the day you launch?
Then, you need a launch strategy.
That’s exactly what Harry’s did when it launched.
And not just any strategy.
Nope, its pre-launch strategy was highly sophisticated.
100,000 subscribers in a week.
Plus, because of the nature of this pre-launch strategy, most of those subscribers had had a chance to test Harry’s products by then.
Decide on a strategy
First things first:
Start by choosing a strategy.
You see, you can choose between several different strategies.
There’s Kickstarter, influencer marketing, word-of-mouth marketing…
Today, we’ll be looking at word-of-mouth marketing (or referral marketing) because that’s what’s Harry’s used to launch its store.
Whatever you decide for, make sure to plan ahead.
That way, you stay focused on executing your strategy and make the most bang for the buck.
And here below, you get an outline for what your strategy could look like.
How to run a customer referral launch campaign
Interested in learning more about how Harry’s managed to grow so fast?
Then, let’s take a look at their launch strategy.
Harry’s didn’t just start selling its products.
Instead, it set up a campaign that went viral.
#1: Set up your referral funnel
First, you need a referral funnel.
- A converting landing page with share buttons so people can share your campaign.
- Automated emails that are sent out when someone joins. These emails encourage shares.
What’s important to keep in mind?
Use words and images that speak to your audience.
Harry’s used the image of a mammoth (its logo) to convey that the referrers were part of something new and exciting (versus ‘old school’ shaving companies).
Not sure how to set up your funnel?
#2: Offer an enticing reward
Your campaign needs a reward.
The idea is that people get their friends to sign up and in return, they get a reward.
For example, Harry’s gave a shaving cream to people who referred five friends.
So what reward should you choose?
What’s the value of a new subscriber?
Let’s say 5% of all your subscribers buy from you and you estimate that their average order value is $50. How much is one subscriber worth?
Make sure you have this number before deciding on a reward so that you know how much your reward should be worth.
#3: Gamify your campaign
Something else Harry’s did was to gamify its referral program.
So instead of having just one reward, it offered different levels.
The highest level was a full year of Harry’s razors. That level was achieved by referring 50 friends.
Consider including different levels in your referral program.
Make all of the levels achievable (so you don’t require hundreds of shares). That way, people will feel like they have a good chance of achieving the different levels, so they’re more likely to participate.
#4: Make it easy to share
Last but not least:
Make it as simple as possible for referrers to share your campaign.
Harry’s included pre-written tweets that people could just share with the push of a button.
Think about where your audience hangs out and what it likes to share to create your own pre-written share buttons and emails.
Want to get the full strategy? Here’s the full post on how Harry’s used referral marketing to launch its store.
Strategy #2. Why Less Choice Can Bring in More Customers
One thing you see across many ecommerce stores is this:
There are plenty of products to choose from.
But here’s the thing:
Less choice might be better.
Why people have a hard time making a choice
Here’s why giving people fewer alternatives is better.
Ecommerce website experiments show something interesting.
When a website features more products, people have a hard time choosing and end up leaving the website.
So having fewer alternatives to choose from is better.
This was shown in the famous ‘jam study’.
A table with jam samples was put up in a grocery store.
The researchers gave customers different choices.
Some got to choose from six samples and some from 24 samples.
Which one do you think did better?
When customers could choose from 24 different jams, they were more drawn to that table.
Only 3% bought.
On the other hand, 30% of people who had six jam samples bought jam.
What does this show us?
Sure, there’s more that goes into choice.
But for an ecommerce website, choice is not always better.
In fact, it could work against you.
And that’s something Harry’s gets.
Why Harry’s has a limited number of products
Harry’s is the perfect example of an ecommerce store that removes overwhelm.
Instead of having hundreds of products, you find a few, select products on its homepage.
And every category has up to a few alternatives- not more.
Plus, there’s a simple offer right on the homepage that takes away all analysis paralysis:
Its subscription service.
This option is visible. And, it makes the choice simple.
How to use this on your website
So, now you know why having many products could backfire.
And you know that Harry’s doesn’t include a ton of options on its website.
But what about your store?
How many options are enough?
Obviously, this depends on your niche and industry.
But in almost any case, the same rule applies:
Include fewer alternatives if possible.
Strategy #3. How to Create a Landing Page for Your Ecommerce Store
If you take a look at Harry’s website, you’ll notice something interesting.
There are a few things going on here.
Let’s find out what.
Every word counts
Harry’s doesn’t have a lot of copy or images on its website.
And here’s the thing:
There’s a purpose with every word and image.
This way, website visitors know exactly why they should buy from Harry’s.
They don’t get confused and overwhelmed.
And THAT’S what clear copy and design will do for your website.
The rule of three
But it’s not just the images and copy that’s clear.
You see, Harry’s uses “the rule of three” on its website.
What does this mean?
According to this rule, information should be presented in groups of three.
You see this over and over again on Harry’s website:
Because this is a clear way for our brains to take in new information.
If you think about it, the rule of three is everywhere.
Stories like “Goldilocks and the Three Bears” and “The Three Musketeers”, you often get three options and so forth.
That’s why this works so well here, too.
Instead of including a ton of new information, Harry’s simply divides it into chunks of text that’s easy to digest.
You can use this on your website.
Make your website copy easy to take in by using the rule of three.
A clear call to action
But that’s not all.
There’s one more thing Harry’s does to keep its website extremely clear.
What is it?
Its calls to action are ultra-clear.
Its home page has exactly two CTAs that support the same goal- to sign up new customers:
“Start trial” and “shop now”.
Instead of including several different CTAs, opt for one or two that support the same goal.
Strategy #4. Use The Right Language to Wow Your Customers
The language you use makes a huge difference.
There are words and sentences that are more compelling than others.
Harry’s is a good example of how to use language that compels your audience.
“A shave above the rest. All you need for just £3.95.”
Not only do people get the best shave… They get it cheap, too.
First, use language that shows the benefits of your product.
Here’s a Harry’s product listing:
What do you notice?
That’s right. Instead of talking about listing a bunch of features, Harry’s uses words that shows why people should care.
“German-engineered”, “flex hinge” and “lubricating strip.”
“Foaming Shave Gel for a rich lather.”
These words aren’t just words any ecommerce store would use.
Instead, they appeal specifically to Harry’s customers.
Think of words that your customers find compelling.
How to talk about pricing
How do you use words to talk about pricing?
Here you have words like “less than £2 per blade” that make the price seem like a no-brainer.
Notice words like “Free delivery” and “save every time”?
Those are words that make the decision to buy easier because they show what a deal it is.
Strategy #5: Remove All Risk
Here’s the thing:
People see buying as a risky business.
Not consciously- but subconsciously.
When we buy something, we consider risks like financial and social risks.
One of the best ways to overcome this strong objection?
Remove it entirely.
Interestingly, Harry’s does a great job here.
Let’s see how they remove risk (and move the customer closer to making a decision):
#1: Free trial
First, Harry’s offers a free trial on its subscription package.
Customers can try it out. If they like the product, the subscription runs automatically.
If not, they simply end it.
One thing is clear:
It doesn’t get more risk-free than this.
And this, again, means more customers.
Now, this strategy works best for subscription-based models.
(After all, the customer value is higher than your normal transaction because it is a recurring service.)
But that doesn’t mean you can’t use this principle in your business, even if you don’t sell subscriptions.
You see, you could offer samples.
That way, customers get to try out the product, which removes most of the perceived risk.
Not only that, but Harry’s also offers a guarantee.
And guarantees are powerful… After all, what do you have to lose if someone offers a money-back guarantee if you’re unsatisfied with your product?
You can use this in your business, too.
Offer a guarantee. If your product doesn’t live up to your customers’ expectations, they get their money back.
In the end, this might be a cost-effective way to attract more customers to your store.
Over to you!
Harry’s managed to grow so quickly because it used strategic social media and email marketing.
And it continues to grow thanks to its clear brand and quality product.
How are you going to use these strategies in your business?
Write a quick comment below and let us know.