Transactional intelligence
Ai’s fundamental strategic principle revolves around transactional intelligence. We take the basic truth of ecommerce–that every customer is a potential sale–and apply the same theory to each user that may visit a site.
On a high-performing ecommerce site, roughly 10 percent of users complete a purchase. What, then, of the other 90 percent? A portion of them may be lost sales, but the rest surely came to the site to achieve something.
Our goal, then, is to achieve as high a rate of successful transactions as we can, regardless of whether those transactions are financial. Should a user just want to know a company’s phone number, or to find out color and size options, that goal will be easily achieved and considered a success if the user leaves the site satisfied. Those moments create brand awareness and lead to long-term sales and customer relationships.
This theory readily applies to our non-ecommerce projects, too. Users visit sites to read, learn, get contact information, send emails, look at photos, download files, socialize with others. … Each site has its own set of achievable goals. By defining what these goals are, we can apply the same transactional sensibility to them, ana aim for high success rates across the board.
Ai has a full slate of projects right now, ranging from ecommerce to hybrid sites (content and commerce, community and commerce) to sites without a financial component at all. Our approach works across the spectrum, bringing transactional intelligence to each of them. Defining the opportunities makes each project unique while leveraging ecommerce best practices to make a website as effective as it can be.