One of the best products I worked on last month had multiple versions and an average AOV of 20,000 EGP. Total sales after 22 days exceeded 1,000,000 EGP.
It’s well-known that any high-ticket product involves a complex buying decision. This is because customers are paying a significant amount of money, so they need to go through several stages before making their purchase decision. This was the core strategy we focused on.
The difficulty of purchasing a high-ticket product isn’t just about the high price; it’s also about the visible differences between competing products. For example, comparing a Mercedes and a BMW: both are expensive, but they differ significantly in aspects like design, features, etc.
We treated this high-ticket product as a high-involvement product, meaning the customer goes through multiple stages or a learning process before deciding to buy. This is where the marketer’s role comes in — taking actions to help the customer make the purchase decision.
The stages are:
✅ Developing Beliefs
At this stage, the customer starts forming impressions by researching competing products.
✅ Evaluate Situation
Once the impressions are formed, the customer begins evaluating the options.
✅ Purchasing Decision
After evaluating, the customer makes the final decision to purchase the most suitable product.
This process is known as complex buying behavior. Here lies the most critical stage — the marketer’s role. These are the actions that made a significant impact on our results:
- ✅ Helping the customer during their research
Customers are overwhelmed and searching for the best option, so we helped them understand our product and its unique selling points (USPs) through tutorial videos. - ✅ Highlighting the differences and addressing pain points
With significant differences between products, customers needed to see what made ours the better choice. We highlighted this with UGC (User-Generated Content) videos to build credibility and address their pain points. This focus on creatives and content made a huge difference. - ✅ Timing the launch perfectly
One of the key reasons for success was launching this product at a time when the market had a strong need for it. - ✅ Leveraging the brand’s reputation
The brand’s strong reputation as a market leader played a crucial role in building trust.
As for the media plan and ads, there were no complex tricks or special strategies involved — just the basics: next, next, publish.
Leave me a comment below, and I’ll send you a PDF packed with tips and strategies for high-ticket (high-involvement) products! 👇
