3. Learn how to capture demand and generate more revenue in the 21st century

The role of your website has changed since 2010. Nowadays, your website should capture demand channelled to it.

In this episode, we explore the 2nd stage of demand: Capture Demand.

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Transcript

0:02

​Hey everyone, and welcome back This is the third episode, and for today, we are gonna be discussing the second stage of demand, which is where we capture demand. And I think just to kind of go back in time, we've had our first and second episode where we looked at the stages of demand at an overall scale, and then in the second episode we looked at where you create. And channel demand. The first stage, and really the, the recap in terms of the stages of demand is the first stage where you create and channel demand. Second stage, which we're gonna discuss today, where you capture the demand. Third stage is then where you convert the demand that you've captured. And then finally, the fourth stage is where you focus on actually fulfilling the demand. I e, you know, delivering on the service and the promise. That you actually mentioned throughout the entire stage of demand. So for today, we're gonna get stuck in, and really, I think the, the crux of capture demand really focuses on the fact that. The definition we we've come up with is the point at which an individual takes action to provide you with at least one data point of per personal information, right? The key phrase here is takes action. So the. When you've spent most of your efforts creating and or channeling the demand, right? You really wanna make sure then that the next stage is really focused on capturing and not trying to immediately sell, right, But actually capture that demand. And through that, we need to encourage, um, the prospect to actually take action to make a decision to move through the process. And one thing I wanna highlight here is that, Prospects take action when they understand what's in it for them, not for your business. So not, not like, you know, what's in it for your business. And a lot of the time, unfortunately, and we'll get to this now around, you know, the role of the website, um, where the most of, uh, people, um, you know, are channeled towards, and then that's where most of the capturing of demand happens. Unfortunately, for the most part, especially from what I've seen, um, with South African businesses and their websites, uh, as well as even their offline content like flyers and what they do at conferences and networking events is they talk a lot about themselves and they talk a lot about, you know, why they the best and also, They refer to a lot of aspirational statements or, or vague or philosophical statements, and at the end of the day, they're talking about themselves and not setting up the actual prospect, the potential customer for success in joining them in whatever problem they're solving for. And so I think that's really what I wanted to reiterate here is that we need to focus when it comes to capturing demand is, is really resonating and clarifying our messaging in a way that our prospect, our potential customer, actually understands and not just using our jog and aspirational, you know, taglines. And I think what I wanted to share before we get into the other nuts and bolts is this, this concept of the gap of knowledge and. If you think about the gap of knowledge around the fact that in your business, your knowledge of your business is, say, at a nine or a hope at a nine or a 10, right? In terms of what you're offering, your services and or your products that you're selling. But realistically, your customer, for the most part, and especially in the B2B side of things, your customer or your potential customer is sitting at a roundabout, a three out of 10. 10 meaning, you know, the most knowledgeable, zero meaning absolutely nothing. And so if we think about someone sitting at a level of a tent of a, of a three, and you're sitting at a, at a nine or a 10, The natural cause in what we were doing in the 1990s and the, and the early two thousands is we were focusing on, on literally pulling up, we were focusing on pulling up our potential customers in the market and educating that market around the fact that, you know, this is what we do. This is why it matters, da, da, da, da. And. Really what you need to focus on today is actually the inverse of that. Instead of you thinking that you need to educate, um, your potential customers from, from a three and maybe try and move them to, let's call it a, a seven, uh, that's not what they. They, they're never gonna be interested in that because that's not their occupation. They don't have your job. Therefore, do they really need to, you know, kind of excel within your area? No, they need to understand it in the way and in the, and and in this perspective, in, in their work and their role. Um, and that's for us, right? As marketers and sales professionals, we need to make sure we clarify the message where the messaging. Is is understandable at the level three, and I don't mean now we talk about layman's terms or we come down to their level. It's not like your customers or your prospects are stupid, but what they are is they've got priorities and we need to make sure that how we articulate the messaging is such that we come down from our nine and 10 to that level three. And the concept of how it truly resonates to them and how they can see themselves benefiting from what you're actually offering in the end. So really think about that. Go look at your website, go look at the messaging, whether it comes to your sales proposals or you know, across the spectrum. And consider if you're being too vague. Consider if you're being way too aspirational or philosophical. You know, as an example, people saying things like, Um, we, we change lives and the moment that someone says a statement like we change lives and leaves it, you know, at that there's way too much, um, you know, that actually takes place when it comes to. Um, the thought process and burning, you know, kind of calories in terms of trying to figure this out. And, you know, we're, we're a very, we're still a very primal species in the concept of we're trying to minimize the effort that it takes to then process information at every single stage of our, of our, um, experience. And so in saying this, then if we move, then. Again on the concept of capturing demand, the key focus and the priority here then is understanding where we actually capture demand, right? And so where we capture demand, all right, at a very high level point of view is in the online space as well as the offline space. And today I really wanna focus more on the online side of things because the offline to to, to an extent is pretty straightforward when it comes to capturing of. Right. And so in the offline space, think about it as a typical, uh, bricks and mortar type of environment. People are coming into your store. And again, linking back to the definition, this is when people are taking action, right? They're taking action, they're making a decision. Um, and then you are able to. You know, kind of obtain personal information, demographic information, you know, contact details and all of that. So an example of then when, when you've done a lot of the work in terms of creating and channeling them on, and you were, say a retailer, someone then actually can take action, go into your store. At that point in time, your actual personnel, your staff are in a position where they can start to pick up cues on, um, The, you know, the, the gender of the person, what aisle they looking through, are they going to this aisle that relates to, I don't know, um, kind of building materials or they going to, um, you know, kind of stationary and, and that picks up then of where they're actually going and how you then can. Move them from the capture demand state then to conversion, right? So that's more at a very, very, um, surface level side of things. Um, and another area of also where you're doing this, um, is really around the fact that when you're going to networking events, uh, that's where people are exchanging a lot of details. And that's also a capture demand state is when you're networking. And the typical, what we did in the 1990s and two thousands, um, as a priority is we went to those expos and we went to all of those types of. Conferences, and that's where lots of demand capture was happening when it comes to people's personal information. But if we really focus today on the, in the online space, and more specifically, like I mentioned earlier, is the online space is fundamentally gonna focus around your website. So most of the work that you're doing in stage one of domain, which is creating and channeling of demand, you're channeling people. Your website, right? And whether you're a B2B business or btc, so e-commerce versus a professional services business, at the end of the day, for the most part, people are going to your website. And so that's really where I wanna focus then is fundamentally, what is the role? Right in, in, in, in the 21st century. Now with the advent of the smartphone, uh, where in South Africa, specifically in 2022 as a 2022, it's sitting at the mobile internet user penetration in South Africa, sitting at. Around about, um, 60, uh, the high 60% versus in 2016 it was sitting at 25%. Right? So there's been an exponential increase in that penetration across South Africa when it comes to mobile internet access. And at the end of the day, then, Your website's role needs to be very, very specific as people's behaviors and, and, and the devices that they're using and the mediums in which they're accessing, um, information and businesses and services and products. It's, it's evolved exponentially as well. So what I mean by that then is well, should the website serve the role that it did say in 2010? Right? And if we think about 20. For the most part, people that had access to the internet were using, um, desktop devices, laptops, um, PCs and, and, and to a smaller extent, um, smartphones because the, the iPhone as an example in South Africa only launched, um, in 2009. So, uh, If we look at it through that lens, most people then were designing and creating rep websites to serve the role, right, Of providing information. It was just a massive amount of information that we all were given, um, because that was the fundamental source, um, about your business. All right. Bearing in mind, Facebook only started in 2005. Um, and so, and only really truly accelerated when the smartphone, you know, hit, hit the shelves. So if we look at the role now today and, and going forward of the, of the website, the role is now not just to provide a ton of information, right. And the reason being is, We need to capture demand when it comes to the websites going forward, and that means the role of the website is should be very clearly focused right on obtaining personal information about whoever is visiting your site. Okay, now, If you, if you use another example here in terms of the eCommerce space, naturally what is actually happening is when people are browsing your site, if they have decided to shop, when they actually do the checkout and they fill in their details and then they pay, what's happening there is actually the stage two and stage three of demand. They, you're capturing the, the demand. Having the personal details and, and obtaining them, and then immediately, right afterwards, of course, having the checkout experience and payments and processing. So that's where the conversion stage, uh, um, the convert demand stage, um, stage three actually takes place. So that can happen simultaneously if you're an eCommerce business or BTC business. However, in the B2B type of businesses, more likely than not, than someone has to move into the typical sales process where they've inquired about your services or they've, you know, inquired about specific types of products to help their business. And normally what happens is, You then capture the demand first, and then you move into the con, the convert demand stage, which of course we'll chat in the next episode. So just to reiterate, my point here is today and going forward, the role of our websites should be focused right at a core, especially for btb businesses to capture demand. It should not be to overload someone with information because as we alluded to in the create and channel demand episode, That's where a lot of people now are retrieving information completely outside of your website. So they're looking at social communities, they're looking at, uh, communication channels like WhatsApp. They're asking friends and family, uh, through those WhatsApp groups or Facebook groups. Uh, they're going to LinkedIn to com consume content around specific categories when it comes to industries or specific professions. That means that more likely than not when someone does reach your website, right, whether it be through paid marketing or whether it be through organic or direct, at the end of the day, there's a high probability that they're most likely around 60 to 70% of the buying journey. When they've actually reached your website. So when you're actually focused then on capturing demand, instead of, instead of trying to reeducate them right as if they're at a 0%, um, of the journey, that really then serves their state of mind when they're actually reaching your website. All right, so let's talk then specifically, um, around the website and then of course the call to actions. Now I meet with, um, entrepreneurs, business owners, uh, marketing decision makers on a weekly basis. And what is super surprising is that every time I ask them about their website, um, and around what is the number one job they want their website to serve them for. At the end of the day, people actually don't, for the most part, have an answer to that. They, they sometimes they go, No, no. It's to book a book, a book, a meeting. It's to, No, no, it's to call us, It's to email us. It's to, um, it's to request a demo. And if you, at that stage, if you consider your own website right now, if you don't have a, have a 100% completely clear reasoning around. What your role of your website is today and what the number one action you want people who visit your website to take, then that is if you're, if you're not even sure, just imagine that experience on the other side with your, with your potential customers and visitors of your website. And so this is why the call to action is critical in getting right. And of course there isn't necessarily just the perfect answer here. There's, there's an experimentation type of, um, approach where you can test different court to actions and you can test, you know, um, types of. Types of messaging that you include on your website to ensure that you hit that number one victory condition, which is to capture demand from anyone that visits your website. And so if we look at the two types of, um, call to actions out there at a high level, the, the, there are the primary call to actions and then there are secondary court to actions. And so, Primary call to actions on a website could be someone submitting an inquiry form them calling you because there's the core button, uh, them emailing you either because it says, you know, email us today, or there's actually an email link that is hyperlinked. So when I click on it, it opens my email automatically. Um, there could be WhatsApp messaging, there could be live chat. And that all can relate then to a primary call to action that you really want people to take. Okay? And normally, if you go to your website, and if you go, if you go to really well, um, designed website, when it comes to the behavioral science things in, in order to increase the probability of capturing demand, the primary call to action is. Is contrast to any other button, right? Or, um, any other, um, action that someone can take. So it stands out, right? So if you think about the, the, if you log on your, on your laptop on the top right? Okay. When you visit a, a website using your desktop device on the top right is the most valuable real estate, and there should be a core to action on the top right. There should be one core to action on the top right, especially for B2B businesses. And then there can. Slightly nuanced with regards to e-commerce, where you have the cart, and, but making it still very clear of what that cart actually helps them do. On the, on, on, on the secondary note, now if we look at secondary court to actions, this is where people aren't necessarily going to buy from you, right? But they, but they all want to engage. And so the secondary call to action is something like a newsletter sign up, a gated content download, or like an event registration. Let me just like make sure that this is clear. When someone signs up for your event, if you have an event, whether it's an online event or an offline event, it does not mean that they actually want to buy your services and or products. To give an example, I went to a big, big event earlier this year, uh, for a globally known, um, uh, CRM platform. I'll give you a hint. It's blue. And so literally, I, I attended the event because there were so many people from different, um, uh, experiences and industries talking, right? And specifically South African businesses actually presenting about their case studies. But as soon as I signed up to the. I was bombarded with email, um, automated emails from a sales, um, sdr, a sales development representative. Um, I was called, I was WhatsApped, right? And this happened within the space of 30 minutes, right? This individual, that, that, that set this up in this, uh, specific situation. Does not understand right. The role of the website in the, in the context of the entire stages of demand, and this was a secondary call to action, how I define it, because I wasn't interested in necessarily buying that crm, but there was definitely a likelihood now that they could start to engage with me, but because of this person's. Extremely aggressive and naive, Um, outlook in terms of, uh, trying to assume that I'm gonna, wanting to buy from, um, from him or, um, from from the organization. I then unsubscribe from everything. And so now they can never, ever email me about any insights or about any other things happening with a, with a South African context or a marketing context. And that means that they've completely, they've completely ruined, um, the whole purpose of what a secondary call to action is. So, um, with, with that being said, Gated content. I highly recommend that you do not use gated content, uh, going forward, because unless you are offering something that is truly, truly valuable and unique that when I, when I actually exchange my email address, um, you know, for that downloaded pdf. And it truly is unique and it's, and it's unique in the sense that I can't just find it everywhere. And it's not just another equivalent of a blog post that you've just, you know, re, re-engineered, then you shouldn't be making it difficult and adding more friction points, um, to, to me, to actually engage, uh, with that content. You should be using other mediums in which, such as a newsletter, sign up to actually focus on that. And then lastly on the newsletter, sign up. I know I alluded to this in the, um, in the second episode around creating and channeling demand, but please do not call your newsletter a newsletter. Right? I know. I've, for the sake of clarity, I've added newsletter, sign up here. But do not say, join our newsletter or join our mailing list. Right. Make sure that you, that, that you view, when you are asking someone, such as a secondary call to action, you want them, you are wanting to invite them into a space that is, first of all, not gonna be aggressive and you're gonna try hard sell to them every single second, but you're inviting them into a space where you can share unconditionally insights, access tools, tips, tricks, um, case studies, anything that could help. Without you expecting anything in return. So as an example, what we do here at SearchKings™ Africa is you do not sign up to our newsletter. Um, when you see our website, our secondary call to action, which I'll get to now, um, you do not, we don't say sign up to our newsletter. We say gain access to monthly revenue generation insights. And so that's you seeing a benefit in you taking that action as the potential customer or even just an audience member that you know is, is, is aspiring to, you know, to, to enter this industry. So you can't take for granted why people actually want to join, but do not make it so transactional, such as join our newsletter. I don't know, get 5% off, like join our community, um, and access, um, exclusive benefits before they go live to the public. Right? So use your new newsletters, um, better. Email marketing is not dead, especially in South Africa, but, but what is dead in email marketing is the generic content, um, that most people are creating and sending. So that's just a, a slight digression there. So to recap, you've got a primary call to action, and you've got a secondary call to action. The primary call to action from a, from a visualization point of view on your website should be clear. It should be repeated, right? So if you think about from a desktop point of view, it should be on the top right, which is your, which is your absolute, um, your most valuable real estate. It should be repeated above the fold. So what is above the fold? It's before you scroll down. That's the above the fault section. And then it should be repeated as someone scrolls to make sure that there isn't any inconvenience. In saying that, make sure that you prioritize mobile, right? Because for the most part, I would say roughly 60 to 65% of first time visitors to your website are going to be visiting from their mobile device. And so I'll share with you later now, um, a tip and trick, how to view your website even if you're on your desktop, as a mobile, as if you're on like an iPhone or a Samsung device, just so you can see if it actually is really mobile friendly in the first place because you have to, as a first impression, make sure. That when someone arrives on their mobile device, that it isn't, you know, unresponsive and completely difficult to understand what you do. Um, and in saying that, remember that when I arrive to my mobile, or if I arrive via my mobile device, to your website, on the top right now is not that button anymore. It's a, it's a burger icon. It's, it's your menu icon for the most part. And so, because that disappears, you need to make it very clear that your, that your primary call to action is repeat. Right above the fold. Um, and again, above the fold is from a thumb point of view, scrolling with your thumb. It needs to be right there. And in mobile, that's even more important to repeat call to actions because it needs to be what I call thumb friendly. Whereby as I'm scrolling, if I now make the decision to actually, you know, take an action here, I don't have to go right, right to the top. I can actually go to the nearest button and click that call to action and go to wherever I need to in order to take or follow through with that action. Now, as I said before, in terms of our Search King's Africa website, so our primary call to action is the Submit an Inquiry. So we want people to submit a form. The reason being is we're actually seeing this to an extent where we. We want to make sure that there's a little bit of friction around, at least you, you, you saying what your company is and, and, and putting, um, a message around, um, what you're looking for. Now, some people will say, Oh, but you know, that increase, that reduces the, the submission rates. And yes, it does. It's, it reduces the submission rates for, you know, people that shouldn't be actually, you know, submitting the form. What we found is prospects that, that use that inquiry form, there's a higher probability of them going through to a successful conversion, um, in the third stage of the month when you convert them on because they've taken the time and that's a good, uh, leading indicator that they've actually been willing to do that. And then the secondary call to actions for us. Actually, we've got two. We've got the call us and we've got the newsletter. So we we're repeating the call us and the newsletter throughout the website, but every single page. Every single page will always have, um, the, um, will always enable the ability for anyone on that page to submit an inquiry form. So if you go to our website and you'll see, and by the way, we are gonna be redoing our website in January, 2023, um, with, with new design principles based on the behavioral, um, data that we've been accumulating over time. And that really helps then in making sure that the entire experie. Increases the probability of capturing demand when people visit our site. So in terms of tips and tricks, so we really need to again, reiterate here that capture demand is not. Selling. So capture demand state is purely focused on obtaining the, the personal information of people that visit your site or, you know, whether it's offline or online. And that requires them to take action, which means that you need to be very explicit around what that call to action should be. And do not confuse it and overcomplicate or, or, or, um, or create way too many. Um, uh, calls to actions that actually create what we call, you know, basically options paralysis. And so what I wanted to highlight for you today is there's two elements. The one website is called headlines dot share through.com. I'll included in, um, in, in the description below, but the headlines dot share through.com website allows you to write a headline. Alright? So think about it. When I arrive to someone's website, there should be a headline there. And remember, Um, the key thing here when it comes to websites is when someone arrives to your website, there should be three questions that they answer. They can do it subconsciously, but it's called the blink test. And the three questions are, What are you offering? They need to know that within five seconds, what do you actually offer? Right? See? So no aspirational philosophical statements. What do you offer? Um, how is it gonna benefit me, right? As the potential customer? What does that success look like if I choose you? And then the third one, which we've just alluded to earlier, is, what action do I need to take? What is that call to action that I need to take to. And so the headlines dot share through.com is a great free, um, tool for you to then type a couple of headlines and it actually gives you a score of the quality of that headline to get people to actually, to take action. And so, um, have a look at it and then it also gives you suggestions to improve your actual headline. Um, and, and we've. Really found that to also be very useful. And then lastly, um, is jasper.ai. It's an artificial intelligence, um, software. Um, and I'll also include the link in the bottom for you to get 10,000 credits for free. And literally with that, You are now able to use Jasper as a personal writing assistant, a copy assistant assistant to do anything and everything when it comes to copy blogs, LinkedIn posts, uh, headlines for your, uh, you know, for your, for your website copy, for your website, uh, you know, with regards to about products, um, experiences, anything and everything. So definitely check that out. Uh, we use it in our business as one. It's been super, super useful, especially for you to scale. You know, be beyond there as well. So those are the two, um, I would say tools, uh, for you to focus on. And then really just make sure. Then when it comes to the entire spectrum of say, websites, is that the next time that you chat to someone around your website that they don't just focus on just how it looks and, and, and, and the prettiness of it? Make sure that there's actually behavioral science behind all of this, that there's data to back up why they are structuring the website. And I think just on this note, this is why at Search Queens Africa, we've invested in building a team within this space, and specifically within this space, we focus on. Designing websites, using our proprietary information, um, around a wire frame that increases the likelihood of you capturing demand. There are differences of opinion, and this is always an evolving space, but there's definitely a space where you need to focus on the new role of your website instead of keeping it and leaving it, uh, in 2010. So the next episode that we're gonna have will be, The third stage of demand, which is convert demand. So we're gonna focus on the sales environment. We're gonna focus on the CRM space as well to really see how it all comes together and marries in to increase the likelihood of every, um, demand that you've captured, that you actually then increase the likelihood of then converting that demand that you've, that you've captured as well. Questions. lot of times when it comes to businesses updating their website or creating a new one, there are a lot of moving pieces, whether that be a website developer, marketing manager, a CEO that's probably signing off on everything. A lot of the times I don't think they're, And with the websites that I see, It's an big emphasis on, look how nice we are. Look at what we do. It's almost like an online brochure and for the person responsible for updating that website. I do think that conversations with the wider team around, Hey, what is the ultimate goal of this? Not to have some, um, nice pretty brochure, but having something that can actually focus on clients is a conversation that isn't happening a lot of the times when these different parties are coming together.. At a high level, I think, and we of course are gonna do a separate episode specifically on what we call conversion design principles of websites. But I would say that the high level view of what they need to focus on is first of all, How people currently behave with their website. So this is assuming they actually have a website already and it's not just a brand new business. So how are people currently behaving? What is the bounce rate? What is the, the session rate? The session length on average. Um, and then what are the, you know, what are the pages that are actually being viewed? And as a consequence of that, then looking at, okay, how can we move from that space then to a better space, a more optimized space to increase again, that probability of capturing demand. And that, I think if you go into a website, Without that victory condition or without that, that that narrow focus of, okay, we need to make sure that this website captures more demand at every single stage. Then, then, then I think, um, it's always going to be subpar of what it could be because that's where it is in this century, or even this, yeah. Kind of even this coming decade now. So I think that that's the critical part is they have to make sure that they're not getting their ego, um, and their lack. Um, you know, their, their, their lack of data right in the way of actually what should happen. And that's why things like us designing these proprietary wire frames are based on actual data that really helps because then you can not pay the school fees that many other people have had had to pay. And those school fees are very expensive, loss revenue, um, as well as poor customer experiences across the board. Awesome. All right. We don't have an online store where you can like, you know, put in the cart, buy, turn stock. Yeah, yeah. You know, I don't know what the movement is. South Africa is towards that and compared to like the usa I think in the USA it's much more like you, You'll never speak to a salesperson as far as I can understand. But we are bringing, we are grabbing that demand and, and trying to talk to the customer and, uh, I dunno what the scope is to. Make an online school. So what I would say, okay, so that's called the approach of what they call high touch or low touch, right? So high touch, of course, Uh, there's a consultative process, alright, across it. And then low touches, of course, request a trial, you can sign up and you can do it by yourself and not even have to chat to one person as well as like take a lot, you're buying a product and don't have to chat to anyone. So, In your type of business. Um, what I would recommend is that at, at this point, at this particular point, right, and let me give you an example. There's, there's a stationary business, right? A national stationary business in South Africa that spent I think around about 1.2 million round on an eCommerce site. And their main customer and their highest revenue particip is other businesses, right? That are buying them from them. They get hardly any sales through that website. People treat the e-commerce site as a catalog, right? From a pricing point of view. And then they actually then still send people emails. The, the receptionist and the sales liaison. They still send them cuz it's far more convenient for them just to be like, This is what I want, can you just do it for me and send me the, the invoices? Cuz then they've got their procurement processes. And so I think for me, The, the, you know, the romantic part and possibly, you know, something that is happening elsewhere, but definitely not to a high degree here in South Africa is, um, people are, are trying to build these B2B portals where you, you know, you sign in and that's great, but again, what, what we are seeing is that for the most part, people then use the Btv portal, which is of course personalized to your rebate structure and what your particular account and your, and your level is at. So you can see pricing you need to you and they're using. To just look at pricing and look at everything. And then they still send the email or send the WhatsApp or give someone a call. So what I, I would, um, recommend is instead of thinking like in the traditional e-commerce sense, His think in terms of like, how do we make it easier for people to buy? And I don't think, um, the, the easier part or less friction is for them to pay online. I think it's for them to curate or to package what they want. And of course, see pricing instantly. But if they were able then to, for example, instead of, um, you know, check out to cart and then, uh, and then pay the cart. If they were able then to actually use that in such a space where they were focused on, um, like similar to like a wishlist where you could actually then, uh, submit your, um, submit your, your proposal. Submit your request, okay, your order request, um, and then that's sent to then your account. Dedicated com, you know, rep, and then that rep still has to do the invoicing because you have to go through your normal procurement processes. I think that would be the best, best outcome. So something like, uh, build your own, quote a hundred percent. Build your own, uh, yeah, build your own, um, you know, rfq, build your own, like, you know, that type of thing. That's a hundred percent. Um, or I just wanted. Okay, great. And I wanted to ask you, because you were saying that everything's moving to mobile, a lot of things are moving to mobile. A company approached me about. WhatsApp bot type of chat system. That inquiries can come straight to us and it can go to this mailbox in that mailbox, and then we can market to the WhatsApp. WhatsApp's got like a 98% open rate. Yeah. On marketing. So what is your take on that? Because we focusing here on websites. Yes, Yes. So, but again, cuz that's a, that, you know, that's a, a demand capture instance right around like someone actually chatting to you via WhatsApp, whether it's a live chat, WhatsApp, um, or if it's where they click on the WhatsApp and it opens it on their phone, that's, that's still them. You know, you capturing demand cuz then you've got their, their cell phone number. So what I'll say to that, first of all, all. Is truly understanding who your actual customer is, right? And what they actually do when they make decisions to even, not necessarily buy, but to explore, right? When they're in what we call the desire phase, where they're, they're really kind of, they're going like, I want this, but I need possibly a few, a few more, um, you know, tips. And so what I would say there is the WhatsApping site, yes, there's a 98% open rate, but at the end of the day, If you introduced WhatsApp to your. The whole point is, would it, would it materially change the probability of someone of you capturing them on, of someone actually, you know, inquiring with you? Um, or is it just a substitute of something that would've actually done it anyway? So an example of that is, you know, the core button, right? People, you know, if, if, if, if people would still call you, then well, maybe then it's not relevant. Um, if there's a live chat as an example, like people, especially in South Africa, Live chat, from what I've seen, hasn't been as popular as we would think it is. Right? In terms of people engaging with live chat, because people know before they start, they have to give their email address their first name, sometimes even your cell phone number. And so people, again, that's way too, that's that currency. That's way too costly for me to do that in exchange for something that I actually don't know is gonna be truly valuable to me of what you're gonna share with me. So what I would say there, First of all, unique to your situation then is who is your customer? Do you truly understand what they. And then second to that, um, then test it. Right? This is a whole experimentation process, but do not under any circumstances, go through a full implementation where you know it's gonna be huge fees without necessarily an actual certainty of knowing that there'll be, um, a material change in the, in the probability of you capturing more demand. I think that's where a lot of us make the mistakes is, of course, sales people give promises. Provide promises, but um, at the end of the day, it has to be unique to your business. And, you know, yes, there's WhatsApp working. For example, I've seen WhatsApp work tremendously well from a customer success side of things. So in the fulfilled demand stage that is working fly SAF is absolutely killing it. With regards to you booking your flights and then being able to have access to all the information around your flights, getting your tickets, or via WhatsApp. So I think in South Africa specifically, I would, um, infer that WhatsApp is great for customer success more than, um, actually the demand capture state or let's call it, um, sales and, and, and marketing. Yeah. Okay. Thank you. Awesome. Well, thanks so much for joining. Appreciate it. Hey, thanks so much for the super insightful questions. As. All right, well thanks everyone. Appreciate it. And uh, yeah, we'll, we'll see you the next time. See you next month. The last one for 2022.