Conversion optimisation is great, but to some extent it works on the premise that customers know what they’re looking for. Ok, checkouts, calls to action, merchandising should always be finessed, but optimisation is a means of squeezing more from specific intent.
But what if moving the customer towards the magpie psyche is the future of selling online?
A new ecommerce model is emerging and it works on the premise that customers can be encouraged to ‘bag at will’. All retailers need to do is surface rarer, quality products that are socially proven and most importantly look great.
It's difficult to believe that the iPad only launched three years ago. Everyone knew a naysayer: 'Why do I need it? I have a laptop, I have a mobile – the iPad is just a gimmick somewhere in between'.
There's a heavy sense of deja vu with Google Glass. The naysayers of the world once again unite to knock a device before it has even had time to get off the ground.
Perhaps they will be proved correct or, as with the iPad, the naysayers will eat their words and Google Glass will become the new must have device.
Columbia Business School and Aimia have just produced a detailed report on showrooming, using data from respondents in the US, UK and Canada.
The report contains some valuable insights into what motivates mobile users to buy online instead of in-store, and how retailers can respond to the challenge.
I've been asking report authors David Rogers and Matt Quint about the study...
I wrote a post on the use of carousels on ecommerce sites earlier this year, and the general consensus was negative towards them, with some feeling that such space could be put to better use.
However, is this just because many carousels haven't been implemented properly?
In his latest Alertbox post, Jakob Nielsen looks at how to make them more effective. Here are some of his suggestions, and examples of good implementation from ecommerce sites.
Many retailers are understandably worried about shoppers using their mobiles to compare prices and the threat posed by online-only retailers, which can often beat offline prices.
However, there is much to be learned about the motivation of mobile shoppers. It seems some intend to buy online no matter what but there is potential for shops to turn others around with great in-store experiences, discounts and rewards.
Columbia Business School and Aimia have just produced a report on showrooming, which contains some useful stats.
Here's a selection from the report, along with a few of our suggestions for retailers to deal with the 'threat' of showrooming.
Mouseover (or hover) effects can be a useful way for sites to convey information quickly when used well, and can aid conversion.
Of course, such things should be tested for effectiveness, but there are some good examples of their use on ecommerce sites.
Here are ten examples, please suggest any other good ones you have seen...
September is here again and the kids are back to school.
We thought we'd also go 'back to basics' and explain how retailers can simplify their data extraction process.
Web scraping is a way of extracting data from websites. Rich data extraction ensures that the most comprehensive product information is extracted from the retailer’s ecommerce site.
This ensures that the data remains accurate and up-to-date and leaves less room for error.
Coach has an ultimately frustrating website.
Don’t get me wrong, the desktop site, designed this year, isn’t presenting too many barriers to customers. It also has some nice touches that should shine in a tweaked redesign. And it has some amazing product images (of amazing products).
But, at the moment, it’s a little buggy and has a homepage lacking in features above the fold.
With a little work, the desktop ecommerce site could make content and products easier to surface, and provide a much more immersive experience.
In this post, I’m looking at the US website. If you’re not in the US, you can hit ‘global sites’ in the footer and take a look at the American view.
For those outside of the US, Coach is big, with revenue of $3.23bn in 2009. It’s big enough that when I Google simply ‘coach’ (and bear in mind I’m in the UK), I get a Google company ‘card’ on the RHS of the SERPS (see below), which I can click to take me to results more relevant to the luxury leather goods store.
So, now that I’m in the store, what does it look like?
Ask the question your competitors aren’t: 'what would my customer expect?'
Today’s consumer is fickle and expects the world. Now. Whether looking to purchase a safe new car, a coat for the winter or plane tickets for a weekend getaway, each individual or business customer has a unique process to identify the right product and a long list of demands the delivering brand needs to meet to make the sale.
These include offer value, trust, best price, easy purchasing experience, customer service, and engagement with relevance. And the list could go on.
For a company to be on the top of the consumer’s purchasing list, or at least in the short list of contenders, it needs to understand every aspect of the consumer and establish a comprehensive commerce strategy that will give the consumer not only what they want but what they expect. Now.
As a major battle begins for UK 4G customers, brands need to be prepared for a rapid increase in mobile customer experience expectations.
O2, the UK subsidiary of Spanish operator Telefonica, is due to launch its 4G service on August 29, finally providing a rival to EE’s market monopoly.
Meanwhile, Vodafone is expected to also launch its 4G service in August and Three is expected to follow suit shortly.