Candid Commerce | Public Goods

Public Goods

Customer Journey Review:

Signup Forms:

• Popups only show once. So for a certain percentage, if they do ultimately add a product to their cart, they remember they could've saved 10% and so they either search coupon sites like Honey or open a new incognito window. Both add a friction point which isn’t necessary.

• Popups are not collecting data in exchange for the offer.

Product Pages:

• No FAQs or Q&A format to guide people through product discovery.

• No context about shipping times, shipping costs, any guarantees or warranties.

• People have to open a new tab or click into a new page to access information about returns or exchanges.

• No clear instructions for how people can reach out.

Improvements:

• Use a secondary signup form on product pages to increase subscribers & reduce drop-off.

• Add data collection to forms to understand top purchase motivations by combining the answers with quantitative post-purchase data.

• Use bullet points on product pages above the fold because most 1st time visitors aren't interested enough yet to read five lines of text.

• Address common questions or objections via FAQ or Q&A section.

• Include relevant info about returns, shipping direction the page (don’t make people open several tabs to find info they need to consider a purchase)

• Include comparisons between similar products for relevant products. Eg, shampoo bar vs. regular shampoo. What is a better or worse choice for someone depending on sue cases/reasons for buying?

Go-to-Market Strategy:

What are the products, why do they matter, why should people care:

• Better/sustainable/earth-friendly versions of every day consumer goods products.

• They matter insofar as ethical supply chain and the non-toxic nature of their products (produced without common chemicals).

• People should care if they think ethical supply chain and quality non-toxic goods matter (AKA better products for people and for the planet).

Market Dynamics: What is the market for/the main reasons people buy these products?

• Health-conscious consumers are increasingly aware of the dangers of toxic additives in so many commercial consumable goods. They crave healthier alternatives.

• They buy these products to reduce toxic load over time.

Consumer Behaviors: How do people typically experience these products for the 1st time?

• Social media (ads, influencers, organic/related posts)

• Friends & family (word of mouth)

• AirBnBs or short-term rentals (applicable for the household staples eg shampoo, laundry, etc)

Aligning Market Dynamics & Consumer Behaviors with Market Inroads (AKA, “of the ways people experience new products, which can you list build into?”):

• Health-focused online influencers; seed them with product for exposure (could also look to co-marketing campaigns with these influencers).

• The ‘Home Goods’ and ‘Cleaning & Laundry’ collections can be used to build a list of short-term rental property management companies and pitch them special deals for products that improve the stays of guests while gaining exposure to new consumers month after month.