Target (the retailer) was hacked recently and 110 million customer records were stolen. Target took swift action and offered customers free credit monitoring for 1 year. They sent an email asking customers to visit protectmyid.com and enter their activation code.
Let’s think about this from the perspective of a Target customer. They are obviously freaking out and any personal information requested by Target is a sore topic. But I wanted my identity protected so I visited the requested page. Screenshot of top half of page—
On protectmyid.com I’m required to enter my Social Security number. That’s a big deal. I wanted to make sure this was a legitimate site so I scrolled to bottom of page and clicked BBB (Better Business Bureau) link on footer—
Guess what? The link doesn’t work. Don’t believe me? Go to protectmyid.com/target and click BBB (Better Business Bureau) link on bottom half of page.
This is how your email opt-out page should look like—
1: Super-large font size.
2: Simple, clear messaging. Page leaves no doubt about me being unsubscribed.
3: Sense of humor.
Many mid-sized e-tailers believe that the Amazons of the world have too much of a lead on them. This isn’t true. Every week I notice one major error at one large ecommerce site. An example— screenshot below is of kohls.com subcategory page—
You’ll notice I’ve highlighted product reviews with red boxes in screenshot. Here’s the funny part— if you visit any of the red box highlighted product pages you will see NO link to see reviews for that item. Don’t think kohls.com could make such a blunder? Check it out for yourself— http://www.kohls.com/catalog/mens-clearance-clothing.jsp?CN=4294723349+4294736457+4294719810&icid=hpmf|mfs3
Since kohls.com is such a big site it’s going to take their team weeks to notice this error. It’s also possible that they’ll never catch it and it’ll continue leaking sales, indefinitely.
Hope you feel a little better about your own site now. Have a great 2014.
Gardeners.com has a sitewide email signup popup that appears on every landing page. I get it, they want to maximize email signups. Here is where the logic breaks. I’ve been receiving a little too many emails from gardeners.com lately, so this morning I clicked the “unsubscribe” link on their latest email. This took me to their unsubscribe page where, because it was a landing page, their email signup popup appeared. Tip: it’s OK to have email signup on every landing page, just remove it from your email “unsubscribe” page.
Quill.com sells a huge selection office supplies— from dozen varieties of ink cartridges to paper products. Shoppers who are browsing multiple product pages might have a hard time keeping track. This is why quill.com has a prominent floating element (anchored to bottom of page) that displays recently viewed items.
What I like about this tactic—
1: Makes recently viewed items super accessible. Shoppers can browse around freely knowing their shortlisted items are just a few pixels away. Eliminates the need to use shopping cart as temporary holding spot.
2: Minimalistic design that nicely blends into existing site design. This frees vital screen real-estate for marketing more products.