Sister 1 wants me to get them more brides to visit them; which is not a bad idea.
Sister 2 wants to sell more dresses without having more appointments.
Right now, she says, they sell a dress every 3 or 4 appointments, and she sees nothing wrong with increasing the rate to 35-40%.
Right now, they start each appointment with 6 to 10 dresses.
The biggest hurdle. You give people too many choices at once and they cannot choose. Often, brides leave living 2 dresses, really loving them; and they never come back though they leave to think about it or to come back with mom or a friend.
I suggested they start with an introduction, describing their process, which would be: We will start by asking you questions to figure out what you like; then we start bringing dresses that match out to you. Because of space constrains, we will bring them out in sets of 3, till you find the One.
I just do not understand the resistance to testing.
She responds as if suggesting that conversions can be higher is accusing her of being bad at selling. If the variation does not work, they, of course, go back; so no great loss. But she does not want to try.
It will happen because the other sister wants it a lot. (This is not the first time something like this happened. The great improvements to their bottom line should make it an easy yes.)
I have never encountered opposition to testing. Any of you met someone like that?