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Ask for the sale when they are most interested in you

Lots of websites use articles, blogs, and other content to attract visitors.

It’s a fine strategy. But the challenge is converting those visitors to buyers.

The Spice House in Chicago does an amazing job by putting a shopping cart right inside their recipes. You read the recipe you like and add the products to your cart with one click.

Can you remove a layer between the content and the buying?


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  1. Andee Sellman, One Sherpa December 13, 2009 at 12:43 pm #

    Great Andy,
    I really like the way that The Spice House have made the buy such a logical part of the page. There’s nothing more logical than liking the recipe and then having the opportunity to buy it without any fancy sales pitch or coercion to buy.
    I guess if we all thought of our products as a recipe for something we could do the same.

  2. Steve Cunningham December 16, 2009 at 5:13 pm #

    Andy – great point – sometimes we get so caught up in “joining the conversation” and design beautiful websites that we often forget that we need to make it as easy as possible to buy. Apple does an amazing job of this in their retail environment: “like that computer, well we can ring you up right now!”

  3. Adam Hermsdorfer December 27, 2009 at 10:20 pm #

    That is a very slick/well optimized way of speeding up the conversion process.

  4. Drew December 30, 2009 at 10:13 am #


    Great highlight of a perfect example of a company that understands where their customers are in the purchasing process.

    If I’m looking at recipes, I know I am going to make something, and if I make something, chances are I’m going to need a few ingredients.

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