Use the 6Cs of online customer motivation to help you structure your website's conversion funnel
The 6Cs of motivation is a recognised tool used in higher education and looks at ways to improve classroom motivation and student participation. In 2004 Dave Chaffey suggested the 6Cs of customer motivation in a world where the online offer was developing. The aim was that a model of customer motivation would help define the Online Value Proposition.
How should this model be used?
The 6Cs provide clarity when building or refining a website. You can use the template below to assess the benefits a website and online services offers online audiences, as well as those of your competitors.
What are the 6Cs?
Content
‘Right content’ including more detailed product or service information or value-adding content ‘Right context’ of content for the site visit ‘Right media’ including interactive services and tools and video
Customisation
Personalisation of content or products to individuals or groups
Community
Customer forums such as for troubleshooting or exchanging tips
Convenience
24/7 availability Turnaround time After sales service Refund Guarantee
Cost Reduction
Informed perception of lower-cost - no middle man Online exclusive pricing
Choice
Broader range of products / services Additional methods of payment Flexible delivery including ‘on-demand’ options for digital content Ease of return
Interested in learning more about the 6Cs? Or want to see case studies of the model in action? You can get that and more our Digital Marketing Models guide, which is free for all members.
Download free, Basic member resource – Digital Marketing Models Guide
This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy.
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