Ensure 90% of Site Visitors See Your #1 Asset

If 90% of your site visitors aren’t seeing your #1 asset then the person responsible for not achieving your potential is you.

Dharmashop.com is an online store.  As I explored their site I didn’t see anything that really blew my mind: they have a fairly good product selection, fairly OK site design and fairly good number of customer reviews.  Then I stumbled on their Facebook page and saw they have 254,391 fans.  And these are active fans who comment on every DharmaShop post.

I haven’t seen many ecommerce sites with 254,391 fans so my mind was blown.  Talk about social proof.  Why didn’t Dharmashop.com draw attention to their Facebook page moment I landed on their site?  Most visitors spend less than 20 seconds on a site.

They should have done what bavariasausage.com does.  When you visit that site the first thing you notice is this Facebook floating tab:

Bavariasausage.com_Facebook_Minimized

It’s impossible to miss and on mouseover it opens to this:

Bavariasausage.com_Facebook_Open.png

Nice and simple way to let shoppers know how many people love you on Facebook.

Dharmashop.com doesn’t need to copy bavariasausage.com but they do need to figure out a way to ensure 90% of their site visitors know they have 254,391 Facebook fans.

Bad Ad

Touchofmodern.com has this prominent (and likely expensive) ad on CNN.com:

Touch_of_Modern_Ad

The ad did a good job enticing me to want to click.  So I did.  I was then shown this landing page:

Touch_of_Modern_Ad_LP

The landing page doesn’t say one thing about keychains.  But what’s worse is that the user is completely stuck; you can’t get rid of the app download top bar notification, or close the email signup popup.  I understand all exit routes have been blocked because touchofmodern.com wants a signup, but, come on.  If nothing else at least present a link to your About Us page so I can understand the benefits of giving up my email address.

Credit Card Field

For any ecommerce store capturing the credit card number is the most important step.  Therefore, it makes sense to have the most user friendly credit card capture interface.  And Google has nailed this.

When you first click inside their credit card box they show payment icons in background of text box.  Like this–

G_CC

Then when you type the first digit of credit card they recognize the card type.  For example, if your first digit is 4 you have a VISA–

G_VISA

If your first digit is 5 you have a MasterCard–

G_MasterCard

Also, as your type your credit card number they add an extra space after every 4 digits to make it more readable (it also matches the way the numbers look on your physical card)–

G_Digits

What’s really crazy is that they seem to have some sort of realtime card validation going on because entering the fake 5555 5555 5555 5555 number threw up the red border error message.  I have no idea how that’s done–

G_Error_Message

Anyway, the point is that this degree of attention to detail is what separates the campions from the rest.

Subtle Trick

We marketers scream when we want the user’s attention.  We use comically large fonts and ugly color contrasts; not because they’re beautiful, but because we know the loudest elements capture attention.

But there is another way.

I was on this product page …

CPAP_Product_Page

… and one of the first elements I noticed was the $ symbol to the left of product name.  How did I notice it when that icon takes only 5% of screen real-estate?  Because the retailer did 4 clever things:

1: They used an icon shoppers are trained to pay attention to, the dollar symbol.

2: They colored the icon green on a white page, making it stand out.

3: They strategically placed it one letter to the left of the product page.  Eye tracking studies show shoppers start scanning pages from top left position.

4: They made the icon non-descriptive.  The visitor senses it has something to do with pricing (because of $ symbol) but beyond that she doesn’t know what message is hidden behind the icon. So she clicks it.  And when I click it I’m shown this powerful urgency message:

CPAP_Popup

There is one other point in favor of subtle tactic.  When you scream and tell shoppers they are receiving an amazing deal they get suspicious (why is this retailer trying so hard?)  But anyone who clicks this icon will believe the “… cancel this sale at any time” message in popup because they’ll think, “if this was just a fake warning they would have made it more prominent.  Why would they have kept it so subtle?” And that thought would confirm for the shopper that the warning isn’t a gimmick.