Kids Jukebox

1. Circuit Interview (20 October, 2014)

Craig Baughen is an entrepreneur, originally from New Zealand, who has been living and building businesses in Germany for the last decade. Craig sells a range of products (mostly in German language) to the children’s gift market. The products are all personalised with kids’ names in some way.

1.1 Overview (MP3 | 43 minutes | Download: 19MB)


As you’ll quickly realise, Craig has multiple offerings on the market. In any situation like that, it is likely that one of the offerings has the potential to make more than all the others (applying the 80/20 principle).

The trick is to discover which, so that you know where to focus your energy, because the 80/20 principle also suggests that splitting attention and energy in multiple directions is unlikely to deliver the optimum results.

Craig told me and Tashi that his christening bible product already sells pretty well (a good sign!) and is profitable (also a good sign!), so we decided to do a bit of keyword research to find out the scale of the opportunity. What we discovered surprised us…

1.2 Keyword Research (MP4 | 35 minutes)

In this video, I demonstrate the keyword research method I developed for my “SEO from Scratch” approach, and which I later had to adapt following changes to Moz’s Keyword Difficulty Report (which does cause me some issues in the video).

We only had to check two target search phrases to find one that seems to be great low-hanging fruit!

2. Circuit Review (25 November, 2014)

In many ways, a full Circuit Review would seem unnecessary at this point. Partly because the client is already trading, but mainly because he has so many products (and brands) on the market, that each one would need a separate Circuit model.

However, I think it is helpful to use the Circuit model for the children’s christening bible product. The Circuit is such a flexible and powerful tool that I have not found any circumstance where it does not offer useful insights.

Obviously, I have not gone through every question in the Circuit Questionnaire for this particular product. So let’s look at the current sales page ( and see how it lines up on the major Circuit elements.

(Note that the screenshot below shows Google’s automatic German-to-English translation, which is clunky. The actual sales page will read better in the original German.)


Simply working through the Circuit Questionnaire prompted the following ideas…


  • Who is making the offer? There is no logo or other real identity on the page, except the domain name (which means “Your Baptism”)
  • So there’s actually no personality associated with the offerer, and no reason why I should feel affinity with them, or trust them.
  • (On the subject of trust, it would be helpful to see credit card and other trust icons on this page.)
  • Why does this product exist? It would be great to have some background story, even if it’s only a single sentence.


  • The features of the product itself are pretty well described.
  • The little white callout box does a good job of bringing attention to some of the features. It might be even better if green check/tick marks were used instead of ordinary bullet points.
  • However the images of the product are small and look “Photoshopped”. I think actual photographs of a real version of the book would seem more credible. It would also be great to see the book in the hands of a child, reading along with a parent or relative.
  • Some of the details are described on linked pages. I would definitely want to test a single-page version of this site, where the whole story is told on one easy-to-read page, which includes nice large close-up photographs of the personalisation in detail.


  • The subhead, “You are looking for a special baptism gift” does a good job of framing the proposition, i.e. “That’s your present concern, and here’s the answer!”
  • I have to say that €14.90 seems quite cheap to me. That’s about US$18.50 or £11.80, which is not much for a personalised gift for a special occasion.
    • One of the questions in the Circuit Questionnaire asks whether the product is suitable for a gift. This is exclusively for that purpose. What we find with gifts is significantly more “price elasticity”, i.e. people are willing to pay more, because what they’re buying is often not the gift itself, rather the peace-of-mind to know that they’ve got that covered.
    • For that reason, I would be inclined to add more emotion to the sales page, say how this is a gift the child can treasure for a lifetime, how it’s a uniquely special thing to offer a child. Maybe describe the sense of satisfaction that the buyer will feel when their book arrives and they see its quality, knowing their loved one will have a really special item to treasure.
    • We might also go for the angle, which might be appealing to Christian family members, of saying that including the child as a character in the Bible stories really helps them to see talking to God/Jesus as a normal part of life, which they may continue to do.
  • Probably the most important message to get across is that this is a totally unique product. We don’t want people going back to the search engine to try to find alternatives to compare.
  • The page mentions free shipping in Germany, but how quickly will my book arrive if I order today? The service element is part of the proposition, and remember the customer is buying a solution to their problem (“I need a gift”), so it really matters to them that it arrive in time for the event.
    • I would also add, “Order today to get your gift in {timescale} – guaranteed!”
  • Again, a photo of a happy child reading the book would visually demonstrate the end-result.
  • Perhaps suggest that the child’s parents will also find this a very special gift. (It’s likely that the child will not be able to appreciate this gift for years to come, but the parents will, and pleasing or impressing the parents may be a conscious motivation for the giver.)
  • Can we say how many of these have been given as baptism gifts? Would it be helpful, as a way to suggest, “Look! People are switching on to this great idea!”?
  • One of the biggest omissions on this page is that the “order” action is a plain link in the side navigation.
    • We need a big “Order Now” button in a bold, contrasting colour that stands out from everything else on the page.
      • The button could also be paired with a reminder of delivery speed, and also payment “trust” icons.
  • It would be great to add testimonials to the page, particularly from the parents of children who have received the gift.
    • Ideally, add photos, names, and towns, all of which will add credibility.


  • Maybe acknowledge that there are plenty of traditional baptism gifts for children. But what if you want to be sure you’re giving something unique? (i.e. focus on the problem and the risk of giving the same as someone else.)
  • We can create or stress urgency by saying that the customisation takes {N} days, so “order now to avoid disappointment”.


  • The market is friends or family members, who need a baptism/christening gift for a child or infant.
  • They are certainly at Step 2, i.e. they know many solutions exist, but (by definition) they don’t have a favoured solution.
  • We don’t need to deliver much of a shift of thinking. They have a clear need, and all we need to do is let them know that this product perfectly meets that need.
    • To do that, we just need to cover all the bases, as I’ve detailed above.
    • I believe all this can be done in a single sales page.

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