Implementation

To achieve the obviousness of mobile checkout and keep things as low friction as possible, it's important to address as many common customer objections as we can before a new customer has the chance to think of them.

• Examples of Handling Customer Objections (click to expand)

Priorities

Because we can't possibly address every objection for every product, we run ads that address common brand objections, followed by more specific sales copy as we understand more about customer intent.

Put simply, send Model 3 customers to detailed breakdowns of common Model 3 problems we solve, and we retarget them with the products in that article if they stick around.

For our June buildout, we'll be building these types of customer education funnels for 3 different categories of products, around what appear to be 3 different types of customers from our data so far:

1. Front Lip, Spoiler - Model 3 Owners Who Want To Optimize For Efficiency or Looks
2. Model S Body Products - Legacy Buyers Who Want A New Car But Love Their Old One
3. APEX - Opinionated Tesla True Believers Of Means Who Want To Express Themselves

Elements Of Build-Out

Again, following the concept that we can only deal with common objections once we know enough about customer intent, we'll be building out parts of each of the three product funnels above in order from least-customer-insight to most.

• Funnel buildout category breakdown. (click to expand)

Long story short, this means in this document we've describe how to build:

1. Ads
2. Videos