This document discusses recommendations for improving conversion and revenue on Barclaycard's Bespoke Offers website. It outlines a customer journey to purchase a bank holiday break in the Cotswolds. It then provides five tips: 1) Offer exclusive access to increase customer loyalty and willingness to pay; 2) Optimize the search experience to give customers more discovery time; 3) Use storytelling to build expectations and shareability; 4) Educate customers about affiliate programs and endorse the best affiliates; 5) Provide excellent post-purchase support to turn unhappy customers into brand advocates. The overall recommendations are to make customers feel part of an exclusive program, optimize the search and shopping experience, and praise top-performing affiliates.

1. Barclaycard
Bespoke Offers
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2. AGENDA
REQUEST: TAKE A LOOK AT THE BESPOKE OFFERS WEBSITE AND
MAKE RECOMMENDATIONS ON HOW WE COULD INCREASE
CONVERSION AND REVENUE
QUICK CUSTOMER JOURNEY TO PURCHASE
5 TIPS TO IMPROVE YOUR SALES
TAKEAWAYS
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3. CUSTOMER JOURNEY TO PURCHASE
Goal: buy a Bank Holiday Break in the Cotswolds
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4. 1
CUSTOMERS LOVE
Exclusive Access to products,
THEY WILL GADLY PAY FOR IT
Fewer but more “exclusive” offers.
Trending is great but its meaning is unclear:
make me feel part of a community.
Sell dreams user can immediately share not
products.
Customers value good service more than
fast service.
I’m a person not a persona.
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5. Paola Di Cretico 21/05/2014
2
YOUR CUSTOMERS DON’T HAVE
TO BE FREE CLIMBERS TO
REACH YOUR PRODUCT PAGE
I’m browsing most of the time, but I’d love to
know your are here to guide me.
By optimizing your search experience you
gave your customers more time to discover
your site.
Not all are shopaholics! Give your customers
the option to save relevant “More offers “ for
later.
Would be great filtering my search results by
image selection.

6. Paola Di Cretico 21/05/2014
3
YOUR CUSTOMERS LOVE
STORYTELLING & SELLING
THROUGH STORY IS EFFECTIVE
If you bring up the money, you make me feel
cheap. Show me first the exclusive discount
and the expiration date. Then some product
information.
Let me know/share my experience
Create expectations by displaying a count
down timer and how many users booked it.
Send me only relevant products.
Be consistent!

7. Paola Di Cretico 21/05/2014
4
DON’T PUT YOUR CUSTOMERS IN
THE WRONG HANDS
A brand is a person’s gut feeling about a
product, service or organization
Be concise and informative. Educate your
audience about your affiliates programs.
Why this affiliate is so great!
Let me know what my peers says about this
affiliate.
Then, let me know that you still care.

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5
YOUR WORST CUSTOMER
IS YOUR BEST CUSTOMER
WHO NEEDS TO BE SURPRICED
Offer “exclusive” support to customers
buying from affiliates.
Act fast: An upset customer receiving a great
post purchase service is more likely to
become your brand advocate.
Show you care: Goodwill is an act that
doesn’t need to be expensive.
Trust comes from meeting and beating
customer expectations

9. Paola Di Cretico 21/05/2014
IN SUMMARY
Few takeaways
Make me feel part of this exclusive
program
Let me know my personal shop assistant
is here to help.
Optimize my search experience.
Act fast
Praise your best affiliates on your site

10. Q&A?
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