Investing In Real-Time Social Proof With Fomo

Rattlesnake Cable Company creates handmade instrument, microphone, and patch cables for musicians and studios all around the world, and they’re showcasing those orders with Fomo in real-time.

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A Little About Cables…

Musicians should know that all cables of the same capacitance will sound the same.

The level of capacitance does play a part in shaping a guitar's tone because it affects what point the high end will start to roll off (when using regular passive guitar pickups). But it matters only for the initial cable running from the guitar to the pedalboard, which creates a circuit with the amp.

It doesn’t matter after the pedalboard because it’s the interaction with the pickups that shapes the sound.

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“If you’re not too familiar with capacitance in cables, here is a quick, simple explanation. Some cables begin to bleed off the high-end frequencies and general signal, especially with longer runs. In simple terms, your tone gets “muddy” and quieter.”

“The instrument cable itself becomes a capacitor (similar to a tone knob on a guitar or bass), and to address this, we have our Oxygen Free Bare Copper (OFBC) low capacitance cable milled here in the United States to preserve those high-end frequencies.”

What Rattlesnake Cable Company is doing differently…
Rattlesnake Cable Company is using high-quality jacks and other techniques that provide protection right where cables take the most abuse, in the delicate solder joints at the ends.

The cable should not rotate inside the jack, as that's what causes faults on regular cables, because the casing isn’t tight enough around it to protect it. Damage to that area is the number one cause of cable failures. Rattlesnake's choice of parts and placement, along with the heat shrink tubing prevents such movement.

Rattlesnake Cable Company also uses an impressive mesh covering that comes in multiple colors, is easy to clean, and doesn’t tangle. Any musician knows the pain of tangled cables.

The best part may be that Rattlesnake Cable Company creates custom cables on-demand. The customer can choose how they want them accessorized, for example, by choosing straight edge jacks or right-angle jacks. They can request them to leave off the mesh at the end where the guitarist plugs in so that the player can wrap the cable under the guitar strap. Without the mesh in the way, the loop won’t stick out and catch on things on stage.

Tell us about your brand! When did you launch, where are you headquartered, what moved you to start your business?
“Our brand is Rattlesnake Cable Company. We started eight years ago or so. We are headquartered in Missoula, Montana. We build high-quality instrument cables, and we are musicians that love gear and wanted to make a great product for other musicians out there.”

“Originally, I assembled the cables for myself, but as soon as other musical friends of mine started seeing, hearing, and feeling the cables, the requests started coming in for cables... and the company was born. The response has been fantastic, and seeing these cables on stage with working musicians is something very special for me!”

What are some of your other favorite apps/tools for increasing conversions?
Fomo is high up there. We leverage MailChimp and MailMunch, as well. We rely heavily on Google Analytics and use Zendesk Chat for real-time support. All of these help us with conversions.”

What is a specific conversion-related problem you are experiencing?
“Abandoned carts are definitely a thing we would like to improve on.”

Did you try anything in order to address that prior to using Fomo?
“Honestly, I just hoped that people would convert. With Fomo, it definitely gives that social proof that people are buying, and I feel it helps with them completing their process.”

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How did you learn about Fomo?
“I can’t remember. I saw it on some other site and investigated it further.”

What stood out to you about Fomo?
“Since I’m a developer as well, I really appreciated the ease of integration and use of the API.”

Have you tried any of our competitors? If so, why did you choose Fomo instead?
“I did try another one and hated the integration.”

Are you tracking Fomo conversions?
“Actually, I don’t. I don’t rely on the clicks from the notification, so I can’t confirm based on facts that there is an increase in conversions. Though I personally know after adding it, I felt that it did bump things, and I have had customers mention it.”

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How has Fomo benefited your business?
“My ROI for Fomo is based on social proof, which is hard to track. Customers see it, feel good about it, and check out without interacting with the Fomo notification.”

Do you have any ideas or changes you’d like to see made with Fomo?
“I wish there was a different template for mobile. I actually turned it off recently because it eats too much real estate on mobile. I know more of my conversions are on desktop, but I know people visit and browse on mobile, and I don’t want to irritate them.”

How long have you been using Fomo?
“Has to be 3-4 years now.”

Do you have any advice to other Fomo users?
“I would say tweak the display rate. I like the natural feel of the notifications. I’ve seen other sites where they’re flipping notifications like a scrolling ticker. I think that can be distracting.”

What is one thing you want customers to take away from your business? What are you truly selling?
“We treat our business like a restaurant in a lot of ways (because of my prior background). Our shop is like a kitchen. The website is like the dining room, etc. Customer service and buying experience are super important.”

“People need to be excited before biting into their meal. Fomo is like the customers waiting outside to get into the restaurant. You see a line of people coming in, and you see people leaving with a smile.. you know it’s got to be good food.”

Thank you to Hank from Rattlesnake Cable Company for sharing his story on the Fomo blog. If you have a success story to share, share it with us here.

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