Since the launch of Poptop’s Stats Packs, we’ve been inundated with requests from suppliers asking for a little help understanding all their newfound data. In this blog series, BEHIND THE STATS, we’re here to help you do just that.
Have you made the most of your Stats Packs yet?
By now, you’ve hopefully heard all about our brand-new membership benefit – STATS PACKS – exclusive to Poptop members. This game changing new Poptop Supplier Superpower works a lot like search engine analytics – but you don’t need a PHD in online marketing to work out what they mean!
Our Stats Packs offer fresh, in-depth, easy to read data on each of your service listings – giving you the power to see who’s been viewing your services, and how many of those views are converting into real bookings. These can be found on the services tab of your profile.
You need a PRO or GOLD account to get unlimited access to our Stats Packs. Only on Basic membership? You can upgrade to PRO or GOLD right now. It couldn’t be easier !
Last time, we looked at converting impressions to clicks, and how our catalogue listings can help improve our numbers. This week, we’re concentrating on the next link in the chain – and it’s a biggie – getting clients to shortlist your service, the final step before securing a booking.
Before we dive into all that, lets start with the basics by looking at a real set of Stats Packs from a Poptop supplier.
For this blog, there’s two specific metrics that we’re interested in. Listing Clicks, and Shortlisted.
What are ‘Listing Clicks’?
Listing Clicks tell us how many times prospective clients have seen your listing in our catalogue and ‘clicked through’ from their initial search to find out more about your service. In the case of the example above, this listing had 91 click-throughs from the search window last month.
What is ‘Shortlisted’?
Shortlisting allows clients to bookmark their favourite listings, making it easier to compare and contrast a handful of potential suppliers. It’s the last step on the journey towards securing a booking. This metric tells us how many times our service has been ‘shortlisted’ by clients. In the case of example above, this listing has been shortlisted 8 times in the past month.
What is the link between the two?
Hopefully you can see that there’s an important causal link between ‘Listing Clicks’ and ‘Shortlisted’. Once you’ve got clients to your listing page, the quality and relevance of the info and visuals you provide are going to be the difference between being shortlisted and missing out on a booking. A healthy conversion rate from Listing Clicks to Shortlisted suggests that clients have bought into the service your offering – all the detail you’re providing is exciting, engaging, and relevant.
A GOOD CLICKS TO SHORTLIST CONVERSION SHOULD BE AROUND 6-7%
For the listing above, this looks pretty good! From 91 clicks they’ve had 8 shortlists in the last month. This means they’re hitting a ‘clicks to shortlist conversion’ of around 8%. But what if your conversion rate is nowhere near this? What can you do to improve it?
To help us along the road to improving our conversion rate, lets take a look at another set of stats from a different Poptop listing.
This set of stats paints a very different picture to our earlier example. This listing clearly has much greater visibility than the previous listing (over 6000 impressions to 760, a higher listing ranking, and nearly four times as many click throughs), but for some reason it’s only ended up on 4 client shortlists – exactly half that of the earlier example.
What’s more, the earlier listing secured 4 bookings last month, whilst this listing secured 0. This should tell us one simple, but absolutely crucial thing.
SHORTLISTS LEAD TO BOOKINGS. The more shortlists you bag, the greater your booking numbers.
IMPROVING YOUR CLICKS TO SHORTLIST CONVERSION – IT’S ALL IN THE DETAIL!
So what can we do to maximise the number of times our service listings get shortlisted? The key lies in making sure the content in your service listing is super exciting, totally relevant, and 100% accurate. Here’s three simple steps to getting there.
- SELL YOUR SERVICE THROUGH YOUR VISUALS
Stunning, professional quality visuals can make all the difference when it comes to getting shortlisted. Your visuals are the best tool you have to sell your service and demonstrate your professionalism.
Avoid blurry, out of focus photos taken on camera phones.
Poorly lit, poorly framed, and poorly focused photos of your service can damage a client’s perception of your professionalism and your service in general – even if the contents of the photo are demonstrating a good quality service or product.
Your photos need to take clients on a journey.
Relevant, exciting, well taken photos help to build trust in your service – not only are you demonstrating the quality you offer, but you’re also projecting an air of professionalism.
Try and include shots of you delivering your service to happy party guests, or shots of your service in situ at an event. This helps clients visualise your service at their party. It helps build a connection between you and the client.
You can read loads more about how to nail your photos in our dedicated service listings blogs – there’s one for every supplier type with specific hints and tips for each one!
2. NAIL YOUR DESCRIPTIONS
Descriptions are your best chance to speak to clients, sell your service, and build trust. The biggest mistake suppliers generally make in writing their descriptions is including too much information. We know that sounds counter-intuitive but stick with us!
Your descriptions shouldn’t simply be a list of what time you’ll turn up to an event, what you’ll provide, and what time you’ll leave. All of this kind of vital information can and should be covered in the Q&A section – and we’ll get on to that next.
Instead, the content of your descriptions should make your service seem unmissable. Let’s take each section at a time and see what we can do to improve the way we write about ourselves and our service.
DESCRIBE YOUR SERVICE
In this opening section, you want to avoid focusing too heavily on the specifics of your service – instead, try and give potential clients an idea of the atmosphere you’ll create when they book you for their event.
For an example, let’s take a look at two different opening sentences from the ‘describe your service’ section.
‘We provide a Spanish tapas menus for parties and events, cooked by our chef in your home kitchen.’
Whilst this line does a perfectly adequate job of detailing what is on offer, it doesn’t sell the unique experience you can create. With a little tweak, we can create the impression that booking your service will elevate a client’s event to the next level. Like this…
‘Our private chef service brings sumptuous, restaurant quality food into your own home with an authentic Catalonian tapas experience from one of London’s most sought-after event chefs.’
It’s a simple pivot in the way we talk about ourselves. But it can make all the difference to clients.
TELL US ABOUT YOU
This is your opportunity to shout about your experience and build a relationship with your clients. You want to focus on your successes and build trust. Try and include things like…
- Your experience in the industry. How long have you been working in your field? Have you supplied any big events? Have you been booked by any celebrities or well-known companies?
- Your passion for your craft. Client’s love seeing your passion and dedication in action – it helps to build trust. Demonstrate this here. You can talk about what got you into your field, and what keeps you coming back for more!
We’ve got loads more in-depth advice on nailing your descriptions in our supplier blog, with posts specifically for each supplier type. Check them out for more on getting all this right!
3. COVER EVERY DETAIL IN YOUR Q&As
Our industry leading Live Pricing & Availability model makes finding and booking great events services easier than ever for clients. But in order for it to work effectively, you need to leave no client question unanswered in your listings. There’s one great place that you can do all of this – the Q&A section.
Your Q&A section should answer every query you could get about booking your service. Unlike in the descriptions section, this is where you can go into plenty of detail. We’ve tailored each Q&A section to suit your specific supplier category, so as long as you’re providing as much info as possible under each question then you should be on the right track. Here’s a good checklist to make sure you’re covering all the bases.
Important points to cover on your Q&A…
1. Exactly what’s included in the booking.
2. Who the service is suitable (and unsuitable) for, e.g. children, dietary requirements etc.
3. The size of the team that will deliver the service or install the service.
4. Any vital hardware you provide with the booking.
5. Any important certification or insurance you hold.
6. What you will require from the client in order to deliver the service, e.g. prep time required, access etc.
So there you have it! Don’t forget to head to our supplier blog for even more help on really nailing the content of your service listings – there’s blogs for every supplier type! You can also check out your current stats by heading to the services tab.