As online shoppers, we’re all guilty of the behavior that retailers dread: as we shop, we add items to our cart, and then remove anything we decide is unnecessary or less desirable at the last second before checkout (or worse, we’re comparison shopping in another browser tab, and abandon our session to complete our transaction elsewhere). Usually, this last-second down-sizing of our purchase is to keep our checkout total price within an amount we deemed acceptable prior to beginning our shopping session. The mini-cart has become the best practice in shopping to allow the user to keep track of what they’re buying, and how much they’re spending. – Read More –
After watching the creative teams for my Agency Clients struggle with the conversion from print to digital, I think it’s time for some radical new rules for the entire creative and account teams.
Some agencies are still clinging to the print processes that made them lots of money in the past, but that print-based project work is going away, or at least it will never be the cash cow it once was. The entire workflow is still based on the familiar print process of high fidelity comps, giant printouts, and bloated job jackets migrating around the building. It would make Mad Men proud. – Read More –
The art and science of influencing buying decisions
How do we screw up website content so badly? What are we forgetting that causes websites to fail miserably as sales and marketing support tools?
The assumption in this post is that we are attempting to motivate people to take action – a particular action that we want them to take. It is just that simple. More specifically, we want them to buy something – from us. I am going to explore a few things that many sales people, marketers, and content providers fail to understand and fail to use to their advantage. – Read More –
When we’re shopping online, selecting color is a user experience that most frequent online shoppers take for granted. That’s because selecting color has traditionally been presented to users on common commerce platforms, in a very straightforward manner. Color swatch, color name, and sample image all correlate, making adding the color of the product you want, a total no-brainer. However, these days as retailers struggle to set their online store experience apart from competitors, particularly in cases where a brand may also sell their line on stores like Saks.com or Shopbop.com, I’ve noticed that the basics of the product detail page user experience are muddled. Whenever redesigning a retail experience, it’s really important to make sure the user understands exactly what they’re adding to the cart. A high conversion rate isn’t as impressive if it’s accompanied by a high rate of online returns (unless Try & Buy is your commerce strategy and you’re OK with a lot of online returns, but that’s a topic for another blog post).
A short while ago, I found myself in a familiar situation – a big solution decision in a big company has to be made; technology sets the tone and UX (coming in second…) has to provide a sound reasoning that people understand and relate to.
We’ve all been there before, right?! Development teams are mostly very accurate and quantitative while UX is mostly on the higher planes of essence and seem to require the persuasive skills of a good lawyer to convince the crowd.
The question was – “With our first iPhone mobile application – should we go native or HTML5?”