Retail, in the eyes of the everyday customer

new ideas and thoughts about the online retail world

It’s the Way in Which You Say It That Matters

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There are two ways to let your shoppers know an item isn’t available.

Bad—

Out_of_Stock_5

5x better—

HSN_Out_of_Stock

Written by betterretail

January 26, 2015 at 5:31 am

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Correlation Does Not Imply Causation

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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:

Global_Warming

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January 19, 2015 at 5:42 am

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VIP Priority Processing

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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—

Sprinklerwarehouse.com_Priority

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?

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January 12, 2015 at 5:36 am

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Small Tweaks Are Amazingly Powerful

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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—

Leisurepro.com_Holiday_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.

Written by betterretail

January 5, 2015 at 5:07 am

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Reducing Checkout Friction on Mobile Devices

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Came across this really interesting article by Baymard Institute with examples of mobile sites where form fields (think checkout pages) weren’t configured properly with keyboard ‘type’.  Do your site checkout pages make any of these mistakes (see notes below screenshots)?

auto-correct

At HP.com, ‘str’ is auto-(in)corrected to ‘ate’ because they haven’t disabled auto-correction.  Lesson— Disable autocorrect for address form fields.  Better still disable autocorrect for all checkout form fields.

At Cabela's, the e-mail keyboard isn't invoked despite customized the placeholder text.At Cabela’s, the e-mail keyboard isn’t invoked despite customized the placeholder text.
At Amazon, the credit card field doesn't invoke a numeric keyboard, increasing the likelihood of typing errors.

At Amazon, the credit card field doesn’t invoke a numeric keyboard, increasing the likelihood of typing errors.

At Amazon, the phone keyboard isn't invoked, presenting a bunch of alphanumeric characters instead.

At Amazon, the phone keyboard isn’t invoked, presenting a bunch of alphanumeric characters instead.

Written by betterretail

December 29, 2014 at 5:38 am

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Now I Want It

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I wasn’t super interested in this item.  But seeing this …

Thinkgeek.com_Urgency

… increased my interest level 10%.

Why this is a clever tactic– no one really ever buys 4 units in one order but seeing a purchase limit has a psychological sway on the subconscious mind.

Written by betterretail

December 22, 2014 at 5:02 am

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PSST! Yes You

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Very cool tactic to drive up signups.  This popup appears when the site visitor has spent a certain amount of time on site, and visited a certain number of pages–

Racing-seats-usa.com_Popup

Written by betterretail

December 15, 2014 at 5:21 am

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