Because I’ve been obsessing over ecommerce for 8 years I often erroneously start believing I’m an expert. I’m not. Case in point— on my virtual stroll through ecommerce stores I stumbled on bikesdirect.com. Please stop reading, visit their homepage and return in 10 seconds. I didn’t take bikesdirect.com seriously because it was obviously a “small” site with a “1995” look. For laughs I checkout out their compete.com visit stats (https://siteanalytics.compete.com/bikesdirect.com)—
In 5 seconds flat my smile was gone. Please help me understand why this site has so much traffic. And if they have so much traffic what could have convinced the owner to never redesign? I mean, at first look it seems like the site has tons of “friction”. But maybe I’m totally wrong. Maybe the owner of bikesdirect.com understands something about online shoppers I never well.
PS: Their customer service email ID is email@example.com. I would never buy from a site where their customer service ID was firstname.lastname@example.org. But I guess that’s just me.
There are two ways to let your shoppers know an item isn’t available.
Humans are evolutionarily predisposed to see patterns, we confuse coincidence with correlation and correlation with causality. Always keep this in mind when studying your analytics data.
Fun example— pirates cause global warming:
Noticed something new and am not sure if it’s a bad idea or a brilliant one. On sprinklerwarehouse.com when you add an item to cart, and start checkout process, this popup appears—
At one level it feels brilliant because $2.95 is a small enough fee but at the same time I feel it may end up annoying anyone who doesn’t want to take the offer. What do you think?
Leisurepro.com sells scuba gear and offers free returns all year round. But they understand during holiday gift buying season non-scuba divers are on their site buying for scuba divers, so they make 1 small tweak to their free returns message—
Every time you change a word to something that relates to the shopper’s state of mind it gets their attention. This is an important detail.