4 Things that online businesses can learn from the Dollar Shave Club’s Online Marketing Strategies

By Bodie Czeladka in Dilate Digital

The Dollar Shave Club has been the subject of numerous case studies since its startling conception in 2012. They launched with a viral video that attracted over 12,000 new customers in only 48 hours. By 2013, the company had grown their customer base to over 330,000, and it looks like they will generate over $140 million in sales per year. Obviously, there are many lessons to be learned here for the ambitious online retailer, so here are four things that online business operators should paying close attention to.

1. Always Selling

The Dollar Shave website is a big sales funnel; every page drives visitors into a three step ordering process. The website is incredibly simple with only six different pages that are relevant to the prospective customer. However, the website is entirely focused on converting any visitors into customers. Also by removing too many options on Razor specific pages they reduce indecision and also step consumers up their product line. 

2. The Home Page is a Selling Hub

Every section of the homepage is linked to the first step of the ordering process. There is a video testimonial to build trust and confidence. Right below the video is a call to action button that is labelled “Do It”- this button could be a little clearer, but it gets the job done. In the header, there is a banner that promotes a “Free Blades for Life” offer that grabs the attention. However, in order to get the offer, it is necessary to read another banner at the foot of the homepage that has all the details; it may be a better idea to have the “Free Blades for Life” banner lead to the offer, rather than having it link to step one of the ordering process.

3. The Ordering Process

Before they even know it, the visitor is in the sales funnel and on their way to the checkout. With a site so heavily focussed on generating quick sales, the ordering process has to be streamlined, with sub-headings displaying the different razors available and rapidly building the visitors emotional connections to them. All the options are obviously visible, and the pricing is shown along with a product image. The subscription details are listed below a “Select” button, and there is an option to “Show More Details”. The visitor can also sign up via Facebook, which is a convenient alternative to a regular sign-up process.

4. The Payment Pages

This is the last step of the ordering process, and the page is designed with ease and simplicity in mind. The product that is being purchased is clear and obvious, and there is a 100% satisfaction guarantee alongside the item price, displaying confidence in the transaction. The “Check Out” call to action button is clear, and there are no distractions, such as header and footer navigation, or special offers to distract the buyer. The credit card section has a lock symbol, to reassure the buyer that the checkout has adequate security and there is a Norton Secured logo to illustrate to the customer that entering their credit card details is safe.

For more online marketing tips like this, why not give us a call? Here at Dilate, we have the experience and expertise to take your business to the next level and beyond in 2016, so contact us to get started!

Bodie Czeladka

Hi I am Bodie Czeladka, surfer and devoted dad from Perth Western Australia and founder of Dilate Digital. I crafted Dilate Digital from a home theatre room in 2012 and worked solo as a freelancer until hiring my first staff member in early 2014. Dilate Digital now has the privilege of employing over 50 superstars world wide and this is just the start. I believe the best of me is still hiding up my sleeve.

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